Do sensory reviews make more sense? The mediation of objective perception in online review helpfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alberto Lopez ◽  
Ricardo Garza
Keyword(s):  
Purchase Intention ◽  
Product Performance ◽  
Mediation Effect ◽  
Controlled Environment ◽  
Content Type ◽  
Positive Effects ◽  
Sensory Marketing ◽  
Modeling Analysis ◽  
Overwhelming Evidence ◽  
Review Helpfulness

PurposeDo consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more practical properties (product performance and characteristics/features) as more helpful? What is the effect of review helpfulness on purchase intention? Furthermore, why do consumers perceive sensory and non-sensory reviews differently? This study answers these questions.Design/methodology/approachThe authors analyze 447,792 Amazon reviews and perform a topic modeling analysis to extract the main topics that consumers express in their reviews. Then, the topics were used as regressors to predict the number of consumers who found the review helpful. Finally, a lab experiment was conducted to replicate the results in a more controlled environment to test the serial mediation effect.FindingsContrary to the overwhelming evidence supporting the positive effects of sensory elicitation in marketing, this study shows that sensory reviews are less likely to be helpful than non-sensory reviews. Moreover, a key reason why sensory reviews are less effective is that they decrease the objective perception of the review, a less objective review then decreases the level of helpfulness, which decreases purchase intention.Originality/valueThis study contributes to the interactive marketing field by investigating customer behavior and interactivity in online shopping sites and to the sensory marketing literature by identifying a boundary condition, the authors’ data suggest that sensory elicitations might not be processed positively by consumers when they are not directly experienced, but instead communicated by another consumer. Moreover, this study indicates how companies can encourage consumers to share more effective and helpful reviews.

Mediating role of attitude in halal cosmetics purchase intention: an ELM perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anubha  
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Final Analysis ◽  
Mediation Effect ◽  
Content Type ◽  
Purchasing Intention ◽  
Likelihood Model ◽  
New Perspective

Purpose The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM). Design/methodology/approach The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping. Findings The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant. Research limitations/implications This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature. Practical implications The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably. Originality/value With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

Importance of corporate image for domestic brands moderated by consumer ethnocentrism

2019 ◽  
Vol 29 (3) ◽  
pp. 257-272 ◽  
Author(s):  
Weichen Teng
Keyword(s):  
Product Quality ◽  
Corporate Branding ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Positive Effects ◽  
Branding Strategies ◽  
Corporate Ability

Purpose Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study). It conducts a survey (N = 283) and tests eight hypotheses with bivariate regression analyses with SPSS, Hayes’ PROCESS macro and structural equation modelling with AMOS to identify significant relationships. Findings The results show that all aspects of corporate image have significant positive effects on customers’ purchase intentions towards domestic brands. However, the effect of CSR image on purchase intention is fully mediated by the corporate ability and product quality images, whereas consumer ethnocentrism moderates the corporate ability and local-customer-first images. Originality/value This study contributes to the literature by examining the effect of corporate image on customers’ domestic brand purchase intentions in emerging economies when the product quality image in the country is low. This study also identifies a new factor, local-customer-first, and its positive effect on purchase intention. It is recommended that domestic brands strengthen their CSR, corporate ability and local-customer-first images to gain local customers’ support. Furthermore, it is found that corporate ability and local-customer-first are more highly valued by ethnocentric consumers. These findings can help domestic brands develop corporate branding strategies.

Matching external search strategies with radical and incremental innovation and the role of knowledge integration capability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bao Liu
Keyword(s):  
Knowledge Integration ◽  
Search Strategies ◽  
Mediation Effect ◽  
Incremental Innovation ◽  
Hierarchical Regression ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
The Difference

PurposeThe purpose of this paper is to analyze the differential effects of two external search strategies on radical innovation (RI) and incremental innovation (II) and explore the mediating role of knowledge integration capability (KIC).Design/methodology/approachThe paper is based on the data collected from a sample of 241 firms from Chinese electronic information industry. The author conducted a hierarchical regression analysis using SPSS and PROCESS to test the proposed hypotheses.FindingsThe results showed that both external search breadth and depth have positive effects on RI/II performance. The author also found that the effect of search breadth on RI is greater than that on II, and the effect of search depth on RI is less than that on II. Moreover, the author discovered that KIC fully or partially mediates the relationship between external search strategies and RI/II.Originality/valueThe paper provides a finer grained understanding concerning the difference in the impacts of the two external search strategies on RI/II performance. The paper also adds to the existing literature by explaining the path in which external knowledge search influences RI/II through the mediation effect of KIC.

How does perceived severity of COVID-19 influence purchase intention of organic food?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hong Wang ◽  
Baolong Ma ◽  
Dan Cudjoe ◽  
Rubing Bai ◽  
Muhammad Farrukh
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Positive Impact ◽  
Organic Food ◽  
Content Type ◽  
Perceived Severity ◽  
Mediating Role ◽  
Positive Effects ◽  
Health Consciousness ◽  
Purchasing Intention

PurposeThe COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food.Design/methodology/approachTo evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.FindingsThe findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention.Originality/valueThe findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

Relationship between e-servicescape and purchase intention among heavy and light internet users

2018 ◽  
Vol 28 (2) ◽  
pp. 333-350 ◽  
Author(s):  
Hsu-Ju Teng ◽  
Jia-Jen Ni ◽  
Hsiao-Han Chen
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Aesthetic Appeal ◽  
Positive Effects ◽  
Heavy Users ◽  
Internet Users

Purpose Previous studies of e-servicescapes have considered general internet consumers as the main research subjects; however, some studies have argued that heavy users are the main sources of consumption. Understanding heavy user’s consumption traits is crucial for enhancing company profits; hence, the purpose of this paper is to compare the significant attributes of e-servicescapes and clarify their relationship with purchase intention by employing heavy and light internet users as moderators. Design/methodology/approach An online questionnaire was used to collected data from 342 valid internet users with online shopping experience, and the differences were compared through structural equation modeling. Findings Aesthetic appeal and interactivity significantly increase general users’ purchase intentions. For heavy users, interactivity was the most crucial factor, followed by esthetic appeal, and then layout and functionality. For light users, Aesthetic appeal was the only crucial factor. The data also reveal that financial security does not have significant positive effects on general, heavy, or light users. Originality/value Using the insight gained by integrating purchase intention with e-service quality and segmentation theory in the e-servicescape, the authors display how heavy and light internet users evaluate the e-servicescape for signals of quality attributes and contribute their cognitive response and purchase intention according to different consumption traits. Internet retailers are recommended to segment heavy and light users, redesign their current e-servicescapes, and provide more appropriate marketing strategies to attract and keep heavy and light users and enhance their purchase intentions.

Purchase intention of “Halal” brands in India: the mediating effect of attitude

2018 ◽  
Vol 9 (3) ◽  
pp. 683-694 ◽  
Author(s):  
Prerna Garg ◽  
Richa Joshi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Cross Sectional ◽  
Mediation Effects ◽  
Content Type ◽  
State Of Research

Purpose The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context. Design/methodology/approach The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework. Structural equation modeling is used to assess the fit of framework. The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products. The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires. Findings Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, i.e. in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant. Practical implications In a country like India, which enjoys a sufficiently good percentage of Muslim population (14.2 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands. Originality/value Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products.

Role of conspicuous value in luxury purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheetal Jain
Keyword(s):  
Purchase Intention ◽  
Subjective Norm ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Content Type ◽  
Gen Y ◽  
Market Growth ◽  
Need For Uniqueness ◽  
The Relationship

PurposeGeneration Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsThe findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.Originality/valueThis is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

scholarly journals Effect of different food recall strategies on consumers’ reaction to different recall norms

2017 ◽  
Vol 117 (9) ◽  
pp. 2045-2063 ◽  
Author(s):  
Haiju Hu ◽  
Ramdane Djebarni ◽  
Xiande Zhao ◽  
Liwei Xiao ◽  
Barbara Flynn
Keyword(s):  
Hong Kong ◽  
Purchase Intention ◽  
Mainland China ◽  
Mediating Effect ◽  
Organizational Legitimacy ◽  
Mediation Effect ◽  
Content Type ◽  
Main Effect ◽  
The Usa ◽  
Food Recall

Purpose Using the combined theoretical umbrella of organizational legitimacy theory, service-dominant logic, fairness heuristic theory and two-factor theory, the purpose of this paper is to investigate the effectiveness of different food recall strategies (recall proactiveness and compensation) in terms of both how consumers react (perceived organizational legitimacy and purchase intention) and how recall norms would influence the effectiveness in three countries. In addition to the reporting of important results, this paper provides implications for food companies to handle effectively the recalls, especially when the recalls are cross-country. Design/methodology/approach A 2 compensation (high vs low) ×2 recall strategy (proactive vs passive) scenario experiment was conducted in Hong Kong, the USA and Mainland China. After checking the effectiveness of manipulation, the paper tested the main effect and interaction effect of recall proactiveness and compensation on perceived organizational legitimacy and purchase intention. In addition, the mediating effect of perceived organizational legitimacy between recall strategies and purchase intention was also tested. Findings Significant main effect, interaction and mediation effect were found across the three countries with a different pattern. For the USA and Mainland China which have strong recall norms, the interaction found followed the predictions of the two-factory theory. However, the pattern found in Hong Kong, which has weak recall norms, followed the predictions of the fairness heuristic theory. Full mediation effect of perceived organizational legitimacy between compensation and purchase intention was found in the USA and Mainland China, while it was only partial in Hong Kong. For the mediation between proactiveness and purchase intention, full mediation was found in Hong Kong and the USA, while it was only partial in Mainland China. Originality/value First, this study differentiated food recall strategy into two dimensions – recall proactiveness and compensation. Second, this study tested the applicability of two-factor theory and fairness heuristic theory in recalls by testing the competing hypotheses proposed according to the two theories. Finally, this study can further help our understanding of the recall effectiveness across different recall norms.

A model of value-creating practices, trusting beliefs, and online tourist community behaviors

2016 ◽  
Vol 28 (9) ◽  
pp. 1868-1894 ◽  
Author(s):  
Kwang-Ho Lee ◽  
Sunghyup Sean Hyun
Keyword(s):  
Risk Aversion ◽  
Structural Equation ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Modeling Analysis ◽  
Survey Responses ◽  
Online Travel ◽  
Trusting Beliefs

Purpose In the context of online travel communities (OTCs), this paper aims to identify the relationships between value-creating practices, trusting beliefs, solution acceptance and stickiness and the moderating effects of risk aversion on the relationship between trusting beliefs and solution acceptance and on that between trusting beliefs and stickiness. Design/methodology/approach A total of 408 survey responses obtained from Amazon website panels were used to test the proposed hypotheses through a structural equation modeling analysis. Findings The results show that three dimensions of value-creating practices, namely, social networking, community engagement and brand use, had positive effects on trusting beliefs; trusting beliefs had positive effects on solution acceptance and stickiness; and solution acceptance had a positive effect on stickiness. Risk aversion moderated the trusting beliefs-stickiness relationship. Research limitations/implications A key limitation of this study is related to the sample collected from Amazon website panels, which may limit the generalizability of results to other OTC members. The results have important theoretical and practical implications in OTC settings. For example, OTCs should be used by members as key platforms for acquiring trust information prior to their behaviors. Originality/value This study extends the OTC literature by integrating different research realms into the proposed research model for a better understanding of the relationships between value-creating practices, trusting beliefs and OTC behaviors.

The impacts of brand personality and self-congruity on consumers' intention to stay in a hotel: does consumer affinity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheng-Hshiung Tsaur ◽  
Fu-Sung Hsu ◽  
Hsiao-Wei Ching
Keyword(s):  
Purchase Intention ◽  
Brand Personality ◽  
Moderating Effect ◽  
Hierarchical Regression ◽  
Intention To Stay ◽  
Content Type ◽  
Positive Effects ◽  
The Relationship ◽  
Practical Implications ◽  
Country Specific

PurposeThe purposes of this study were to explore the moderating effect of consumer affinity on brand personality and consumers' intention to stay in a hotel, as well as on self-congruity and consumers' intention to stay in a hotel.Design/methodology/approachThis study collected data from 386 inbound tourists to Taiwan. Hierarchical regression analysis was applied to analyze the data.FindingsThe results showed that brand personality, self-congruity and consumer affinity have significant positive effects on consumers' intention to stay in a hotel, respectively. Moreover, consumer affinity has significant moderating effect on brand personality and intention to stay in a hotel, as well as on self-congruity and intention to stay in a hotel.Practical implicationsConsumer affinity is a construct that identifies national attributes, and it strengthens the relationships between brand personality or self-congruity and consumers' intention to stay in a hotel from the level of country-specific affect. The results of this study can provide hotel marketers with reference for marketing management.Originality/valueAlthough past studies have examined the relationship between consumer affinity and purchase intention or behavior, the effect of consumer affinity construct on hotel consumers' intention to stay remains sparse in the hotel context. This study confirmed that consumer affinity has significant moderating effect on brand personality and intention to stay in a hotel, as well as on self-congruity and intention to stay in a hotel.

Sign in / Sign up

Export Citation Format

Share Document