A Study on The Effect of Online Word of Mouth Information Characteristics and Brand Image on Consumer’s Purchase Intention in SNS: Focused on Korea Cosmetic Brand in China SNS

2016 ◽  
Vol 3 (1) ◽  
pp. 5-18 ◽  
Author(s):  
Qian Nan Zheng ◽  
Won Hee Noh
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Online Word Of Mouth ◽  
Information Characteristics

The Influence of Reviewer and Consumer Congruence in Online Word-of-Mouth Transactions

2021 ◽  
Vol 19 (3) ◽  
pp. 1-15
Author(s):  
Christopher P. Furner ◽  
Tom E. Yoon ◽  
Robert Zinko ◽  
Samuel H. Goh
Keyword(s):  
Socioeconomic Status ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Uncertainty Avoidance ◽  
Easy Access ◽  
Online Review ◽  
Product Reviews ◽  
Online Word Of Mouth ◽  
Simulation Based ◽  
New Type

Online review platforms compete to attract and retain consumers and facilitate purchases. They invest in sophisticated algorithms that prioritize the order in which product reviews are presented, seeking to provide consumers with easy access to useful information about the ability of a product to meet a need. These algorithms collect and use review and consumer characteristics to provide different consumers with different sets of reviews, seeking to increase purchase intention and reduce returns. This study proposes a new type of factor: the congruence between the consumer and the reviewer. The authors develop a simulation-based experiment in which 281 subjects are categorized based on their travel style and socioeconomic status, then read two reviews: one that appears to be written by someone similar to them and one that appears written by someone different from them. Findings demonstrate relationships between purchase intention and both of the congruence variables, as well as disposition to trust and an interaction between uncertainty avoidance and socioeconomic status.

scholarly journals THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, AND WORD OF MOUTH ON PURCHASE INTENTION OF NINTENDO SWITCH IN SURABAYA

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Andhika Persada Putra ◽  
Emma Yulianti
Keyword(s):  
Data Collection ◽  
Multiple Regression ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Collection Method ◽  
Know How

Every company would want the intentions to buy in their consumer. Purchase intentions could grows in the consumer when the consumer knows the brand well through the good images or surrounding environments. This study is to know how brand awareness, brand image, and word of mouth affect purchase intention of Nintendo Switch in Surabaya. Quantitative method was used in this research. To conduct this research, the data collection method was used questionnaires of 82 respondents. Multiple regression was used in this research to analyze the data statistically. The results showed that brand image and word of mouth are significantly affects purchase intentions while brand awareness is not strongly affects purchase intentions of Nintendo Switch in Surabaya.

Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

2021 ◽  
Vol 12 (2) ◽  
pp. 17-35
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Generation Z ◽  
Increasing Demand ◽  
The Impact ◽  
Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

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