Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

2018 ◽  
Vol 43 (3) ◽  
pp. 245-269 ◽  
Author(s):  
Sambashiva Rao Kunja ◽  
Acharyulu GVRK
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Product Information ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Structured Questionnaire

Purpose The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling. Findings This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention. Research limitations/implications The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter. Originality/value The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Influencer marketing: purchase intention and its antecedents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Li ◽  
Yangying Peng
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Source Characteristics ◽  
Positive Attitudes

PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

The effect of anti-consumption lifestyle on consumer’s attitude and purchase intention toward commercial sharing systems

2019 ◽  
Vol 31 (5) ◽  
pp. 1422-1441 ◽  
Author(s):  
HeeJung Lee
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Voluntary Simplicity ◽  
Variety Seeking ◽  
Content Type ◽  
Different Types

PurposeThis study describes anti-consumption lifestyles and the effects of such lifestyles on the acceptance of commercial sharing systems (CSS). The purpose of this paper is to investigate the different types of anti-consumption lifestyles and their influence on consumer’s attitudes and purchase intentions toward CSS, and to verify the moderating effect of the variety-seeking tendency.Design/methodology/approachStructural equation modeling is used with data collected from 537 consumers. The chosen types of CSS are the corporations of Socar (a car sharing service in Korea) and Airbnb (a global accommodation sharing service).FindingsThe results indicate that the anti-consumption lifestyles consist of frugality, voluntary simplicity, environmental protection, small luxury and tightwadism; anti-consumption lifestyles affect the acceptance of CSS; and the effects differed according to the variety-seeking tendency. These results suggest that anti-consumption lifestyles differently influence consumer’s behaviors toward using CSS, and there is a moderating effect partially depending upon the variety-seeking tendency.Originality/valueThe contribution of this study is that it verifies the different types of anti-consumption lifestyles and their effects on consumer’s attitudes and purchase intentions toward CSS, which is an area that has remained unexamined in the literature. Marketers will be able to use the knowledge obtained herein on the various types of anti-consumption lifestyles to motivate consumers to use sharing services, and will also be able to establish a consumer strategy in sharing business practice.

Antecedents and consequences of trust: an e-tail branding perspective

2016 ◽  
Vol 44 (7) ◽  
pp. 713-730 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Management ◽  
Online Shopping ◽  
Content Type ◽  
Equation Modelling ◽  
Managerial Implications ◽  
Antecedents And Consequences ◽  
Structured Questionnaire

Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

scholarly journals What kind of video gamer are you?

2019 ◽  
Vol 36 (1) ◽  
pp. 218-227 ◽  
Author(s):  
Nadia Jimenez ◽  
Sonia San-Martin ◽  
Carmen Camarero ◽  
Rebeca San Jose Cabezudo
Keyword(s):  
Video Game ◽  
Purchase Intention ◽  
Structural Equation ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Simulation Games ◽  
Content Type ◽  
Social Motivations ◽  
Video Gamers

PurposeThis paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).Design/methodology/approachInformation was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.FindingsResults show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.Originality/valueThere are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.

Adoption of mobile social networking sites for learning?

2015 ◽  
Vol 39 (6) ◽  
pp. 762-778 ◽  
Author(s):  
Choy-Har Wong ◽  
Garry Wei-Han Tan ◽  
Siew-Phaik Loke ◽  
Keng-Boon Ooi
Keyword(s):  
Social Networking ◽  
Learning Community ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Mobile Network ◽  
Research Area ◽  
Equation Modeling ◽  
Content Type ◽  
Mobile Social Networking ◽  
New Research

Purpose – The purpose of this paper is to explore the factors that influence users’ behavioral intention (BI) to adopt mobile social networking sites (mSNS) in facilitating formal/informal learning. Specifically, the study also investigates the association of mobility, reachability and convenience with performance expectancy (PE) and effort expectancy (EE). Design/methodology/approach – Partial least squares structural equation modeling (PLS-SEM) approach was applied to test on 266 valid responses. Findings – The findings indicated that learning compatibility (LC), PE, EE and copyright clearance (CC) has a significant effect on BI. The results also revealed that EE is influenced by mobility, reachability and convenience. PE however was found to be influenced by convenience. Practical implications – The results of this study provides valuable insights and references for practitioners and mobile network providers in developing mSNS in facilitating learning. Originality/value – While mSNS have the potential to become a new research area with numerous benefits for the learning community, there is little research on the adoption factors on mSNS in facilitating learning. This study therefore attempts to close the research gap by contributing to the mobile literatures.

Acceptance of remanufactured products in the circular economy: an empirical study in India

2019 ◽  
Vol 57 (4) ◽  
pp. 953-970 ◽  
Author(s):  
Deepak Singhal ◽  
Sushant Tripathy ◽  
Sarat Kumar Jena
Keyword(s):  
Conceptual Model ◽  
Circular Economy ◽  
Purchase Intention ◽  
Structural Equation ◽  
Product Information ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Market Strategy ◽  
Content Type ◽  
Indian Consumers

Purpose Acceptance of remanufactured products by the consumers is highly essential for the success of closed loop supply chain and for achieving the goal of circular economy. However, the literature shows that consumers are reluctant to purchase remanufactured products. Therefore, the study of attitude and purchase intention (PI) of the consumers toward remanufactured products becomes inevitable for popularizing these products. The paper aims to discuss this issue. Design/methodology/approach This research proposes a conceptual model to examine the critical factors influencing the PI of Indian consumers toward remanufactured products. Further, this model is empirically tested, using structural equation modeling technique, based on the data obtained from 1,534 respondents. Findings The findings of this research suggest that PI of consumers is influenced by attitude, personal benefits, remanufactured product knowledge, risk perception, subjective norm and market strategy. However, perceived behavior control and green awareness have a non-significant impact on the PI of Indian consumers. Research limitations/implications The proposed conceptual model is tested only against the data received from the students of Indian universities who possess electronic gadgets. Practical implications The circular economy can be realized through remanufacturing if the attitude of consumers is shaped positively toward remanufactured products through the dissemination of comprehensive product information. Originality/value This research is the first attempt to assess the PI of Indian consumers by developing and testing the conceptual model. Further, this research provides guidelines to remanufacturing firms for attracting the consumers toward the purchase of remanufactured products.

Factors influencing green purchasing inconsistency of Ecuadorian millennials

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nelson Geovany Carrión Bósquez ◽  
Leopoldo Gabriel Arias-Bolzmann
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Developing Economies ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Green Purchasing

PurposeThis study aimed to identify whether attitudes and subjective norms influence green purchase intentions of university millennials, based on the Theory of Planned Behavior. It also analyzed whether purchase intentions resulted in actual purchases and the factors that influenced green purchasing inconsistencies.Design/methodology/approachThis was a cross-sectional quantitative study with 710 millennial participants, who were university students of the four most populated cities of Ecuador; however, only 126 (18%) participants were found to frequently consume organic products during the last months. The results were tested by the Cronbach's alpha coefficient to determine the instrument's internal consistency. Subsequently, an exploratory factor analysis was developed to verify if the questions were grouped into their corresponding constructs. Finally, the proposed research model's validity was verified through a confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for the abovementioned statistical analyses.FindingsAttitudes and subjective norms influence green purchase intentions. Although university millennials have high purchase intentions, the majority (82%) did not result in actual purchases. It was determined that consumption habit is the main factor influencing green purchasing inconsistencies.Originality/valueThis is the first study to measure green purchasing inconsistencies in developing countries in South America (Ecuador), exposing that purchase intention is not the best predictor of actual purchases in developing economies. It also provides answers to previous studies that suggested determining levels of inconsistency and attitude-behavior gaps.

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.

The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods

2015 ◽  
Vol 117 (2) ◽  
pp. 793-804 ◽  
Author(s):  
Faruk Anıl Konuk
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Expiration Date ◽  
Convenience Sample ◽  
Content Type ◽  
Price Consciousness ◽  
Positive Effect

Purpose – The purpose of this paper is to examine the effects of price consciousness and sale proneness on purchase intentions regarding with expiration date-based priced perishable foods. Design/methodology/approach – Data were collected from a convenience sample of consumers with structured questionnaires. Structural equation modeling was used in order to test the proposed hypotheses. Findings – Results of a structural model reveal positive relationship between price consciousness and sale proneness. The findings also confirm the effect of price consciousness on purchase intentions toward expiration date-based priced perishable foods. On the other hand, the results have not support the positive effect of sale proneness on purchase intentions. Originality/value – To the knowledge, this is the first study which has examined the relationships between price consciousness, sale proneness and purchase intentions in the context of expiration date-based pricing.

Influencing VSN users’ purchase intentions

2014 ◽  
Vol 8 (2) ◽  
pp. 102-123 ◽  
Author(s):  
Marjan Mortazavi ◽  
Mohammad Rahim Esfidani ◽  
Ali Shaemi Barzoki
Keyword(s):  
Social Networking Sites ◽  
Information Disclosure ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sem Analysis ◽  
Purchase Intentions ◽  
Ease Of Use ◽  
Equation Modeling ◽  
Flow Experience ◽  
Content Type

Purpose – The purpose of this paper is to examine the characteristics of virtual social networks (VSNs) and to determine their salient attributes, including those that influence flow experience, trust and electronic word-of-mouth (eWOM) behaviors affecting users’ purchase intentions, and to provide important strategic implications contributing to the Internet marketing literature. Design/methodology/approach – Using a self-administered questionnaire, the data (n = 167) are collected from two Iranian Internet social networking sites, namely, facenama.com and cloob.com . Using LISREL 8.5, hypothesized relationships are examined through structural equation modeling (SEM) analysis. Findings – According to the results of the study, despite all assumptions and studies to the contrary, eWOM behaviors in VSNs are derived from neither users’ flow experience nor their trust in VSNs, but they are mostly caused by VSNs’ attributes, from which four are investigated in this study, namely, communication and social relationships, entertainment, information disclosure and ease of use. Nevertheless, according to the results, VSN attributes also influence trust and flow experience, trust in a VSN environment influences users’ flow experience and eWOM in VSNs has significant impact on users’ purchase intentions. The findings also revealed that the level of education of a user affects how much he trusts the VSN environment. Practical implications – The author examined flow experience, trust, eWOM behavior, purchase intentions and the VSNs’ attributes to verify their relationships, providing a better understanding of an effective indirect marketing in VSNs. The results also have important implications for researchers. Originality/value – While flow experience, trust, word-of-mouth (WOM) behaviors and purchase intentions have been separately studied in Web sites, e-shopping malls and blogs, little research has sought to identify the existence of these elements within VSNs, their correlations with one another and how they are affected by VSNs’ attributes.

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