Research on the Influence of Online Consumer Opinion Leaders on Customer Purchase Intention

2021 ◽  
pp. 473-488
Author(s):  
Jingdong Chen ◽  
Han Zheng ◽  
Mo Chen
Keyword(s):  
Purchase Intention ◽  
Opinion Leaders ◽  
Online Consumer

The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention

2017 ◽  
Vol 9 (2) ◽  
pp. 31-58
Author(s):  
Yi-Fen Chen ◽  
Chia-Wen Tsai ◽  
Po-Hung Lin
Keyword(s):  
College Students ◽  
Interpersonal Communication ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Opinion Leader ◽  
Purchase Intentions ◽  
Opinion Leaders ◽  
Nail Polish ◽  
Consumer Purchase Intention ◽  
Online Consumer

Opinion leaders play important roles in interpersonal communication. Marketers can contact the opinion leaders and reduce costs and improve overall communication efficacy by communicating effectively with them. This study investigates the opportunity of consumers becoming opinion leaders and also investigates the effects of perceived risk and shopping value on online consumer purchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore college students' online nail polish purchase intentions. This study applies social network analysis (SNA) and regression to examine hypotheses within a theoretical framework. The results showed that consumers feel a higher perceived risk and positive advice given by an opinion leader can enhance purchase intentions. The results further indicated that higher the consumers' shopping value, higher their purchase intention. The findings of the study offer sales and management professionals methods for communicating with online shoppers more effectively. Thus, in addition to marketers' focus on makeup markets above, they can also expand their vision to wider markets.

scholarly journals THE EFFECT OF YOUTUBE MEDIA OF ONLINE REVIEW, VISUALIZATION AND TRUST ON INTENTION TO BUY SMARTPHONE

2021 ◽  
Vol 11 (1) ◽  
pp. 36
Author(s):  
Ariani Kusumo Wardhani ◽  
Dearna Kee June Chen
Keyword(s):  
Data Analysis ◽  
Technology Acceptance ◽  
Purchase Intention ◽  
Positive Impact ◽  
The Other ◽  
Online Review ◽  
Planned Behaviour ◽  
Other Hand ◽  
Online Consumer ◽  
Tube Channel

Within the conduct of the study, the research adopted the TAM (Technology Acceptance) theory as the basis for identifying the factors that influence the customers to perform transactions through online sites. Furthermore, within the study as well the researcher would like to adopt the TPB (Theory Planned Behaviour) as the support of TAM theory in predicting the online consumer behaviours within the online sites. On the other hand, in the data analysis the researcher has run by using the PLS 3.0. In the same time, survey by means of questionnaire distribution carried out toward the respondents who used to perform transactions through online sites. Finally,  this research found that visualization, online review and trust have positive impact on purchase intention smartphone of consumer  through You Tube Channel

scholarly journals Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

2021 ◽  
Author(s):  
Yeswanth Yerrabapu
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Private Labels ◽  
Factors Affecting ◽  
Consumer Ratings ◽  
Product Manufacturing ◽  
Online Consumer ◽  
Purchase Likelihood ◽  
The Impact

<p><b>In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers. </b></p>

THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

2021 ◽  
Vol 14 (8) ◽  
pp. 17-33
Author(s):  
Aqilah Yaacob ◽  
Jen Ling Gan ◽  
Shamsuddin Yusuf
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Methods ◽  
Marketing Research ◽  
Social Media Marketing ◽  
Online Purchase ◽  
Consumer Review ◽  
Online Consumer ◽  
Fashion Apparel ◽  
Online Consumer Review

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

The Effects of Online Consumer Reviews on Fashion Clothing Purchase Intention

2017 ◽  
pp. 318-347 ◽  
Author(s):  
Julie A. Dennison ◽  
Matteo Montecchi
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Elaboration Likelihood ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Online Consumer ◽  
Significant Moderator

This chapter examines a particular type of electronic word-of mouth; that of online consumer reviews featured on fashion retailer websites, and studies the effects they have on female fashion consumers in terms of subsequent purchase intention decisions. Using the Elaboration Likelihood Model as the theoretical framework, this study has focused on examining the effects of three peripheral cues; source credibility, review volume and valance on purchase intention, and also investigated how fashion clothing involvement moderates these relationships. The results suggest that reviews that are perceived to be credible, featured in high numbers and predominantly positive all had a significant effect in increasing the purchase intention of female fashion consumers. The level of fashion clothing involvement did not appear to be a significant moderator of cue effects with the notable exception of negative reviews, which were more likely to deter purchase intention from low involvement consumers compared to high involvement consumers.

scholarly journals Online Consumer Purchase Intention for Digital Newspapers in Sri Lanka

2021 ◽  
Vol 9 (2) ◽  
pp. 647-660
Author(s):  
Samsudeen Thowfeek Ahamed, Et. al.
Keyword(s):  
Sri Lanka ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Influence ◽  
The Other ◽  
Strategic Decision ◽  
Goods And Services ◽  
Consumer Purchase Intention ◽  
Online Consumer ◽  
Digital Newspaper

Unparalleled development in information communication technology (ICT) has led people to live in the virtual world.  Smartphone has made peoples’ life more comfortable as they do purchase goods and services while they are on the move. People likely to buy the products online from candy to newspaper. Purchasing newspaper online is currently in a blunder stage, however, steady growth has been reported in the recent past on the purchase of e-newspaper around the world. Therefore, this study aimed to investigate the factors that influence the purchase intention of consumers towards digital/e-newspaper in Sri Lanka. Data were collected for this purpose via a structural questionnaire from those who involve online purchasing either in their home or office in Ampara districts of Sri Lanka. 305 sample response were collected and analysed further with Structural Equation Modelling (SEM) using AMOS. The results revealed that Website Quality (WEBQUAL) and Online Customer Reviews (OCR) post a significant positive influence on the Online Consumer Purchase Intention (OCPI) of the digital newspaper. Meanwhile, Paid Content (PC) was negatively associated with the purchase intention of the digital newspaper which indicates that consumer was not ready to pay the content if it is charged. On the other hand, Trust was not a significant factor as long as e-newspaper purchase is concerned which is a noteworthy finding of this study unlike in the other context such as B2B market or B2C market. The findings of this provide some useful contribution to the literature of consumer behaviour and practitioners like newspaper companies to make a strategic decision on the future business model for digital/e-newspaper in Sri Lanka.  

scholarly journals The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention

2021 ◽  
Vol 6 (2) ◽  
pp. 183
Author(s):  
Kunthi Kusumawardani ◽  
Poppy Purniasari
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Future Studies ◽  
Equation Modelling ◽  
Opinion Seeking ◽  
Online Consumer ◽  
Shopping Motivation ◽  
Beauty Products

Consumer interaction has become more important than ever. The interaction may happen on various platforms, for instance, brand webpage and social media. This study aims to examine the consumer interaction and shopping motivation on purchase intention mediated by EWOM, brand awareness, and brand attitude in the beauty products context. After gathered 300 valid respondents, this study used Structural Equation Modelling (SEM) to analyze the data. The results showed that purchase intention is influenced directly by E-WOM, opinion seeking, annoyance, and brand attitude. Besides, E-WOM is mediating brand page commitment and annoyance to purchase intention. Interestingly, viral advertisement, brand awareness, and brand page commitment do not influence purchase intention directly. Research implications and directions for future studies are discussed.

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