How KOLs Influence Consumer Purchase Intention in Short Video Platforms——Mediating Effects of Emotional Response and Virtual Touch

2022 ◽  
Vol 14 (1) ◽  
pp. 0-0
Keyword(s):  
Emotional Response ◽  
Purchase Intention ◽  
Opinion Leader ◽  
Perceived Fit ◽  
Social Commerce ◽  
Mediating Effects ◽  
Aesthetic Quality ◽  
Consumer Purchase Intention ◽  
Short Video ◽  
Key Opinion Leader

In recent years, Key Opinion Leader (KOL) marketing opens up a new mode of social commerce by effectively integrating social networking and marketing since it has been successfully taking advantage of KOL’s high popularity to promote products. This study expands the stimulus-organism-response (S-O-R) model by combining the communication persuasion theory with the flow experience theory. Our model considers the characteristics of KOLs and published content features as independent variables, consumer perception as the mediating variable and consumer purchase intention as the dependent variable. This study also refines the measurement dimensions of each variable and analyzes KOL impacts on consumer purchase intention on short video platforms. After analyzing 357 valid questionnaires, we find that the variables –reputation, perceived fit, aesthetic quality and content richness have significant impacts on consumer purchase intention where virtual touch and emotional response play intermediary roles. This study provides insights into KOL marketing.

Influence of e-WOM engagement on consumer purchase intention in social commerce

2018 ◽  
Vol 32 (4) ◽  
pp. 493-504 ◽  
Author(s):  
Ali Sahabi Yusuf ◽  
Ab Razak Che Hussin ◽  
Abdelsalam H. Busalim
Keyword(s):  
Social Support ◽  
Consumer Behavior ◽  
Purchase Intention ◽  
Positive Influence ◽  
Future Research ◽  
Social Commerce ◽  
Current Effort ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Information Characteristics

Purpose As a business paradigm, social commerce (s-commerce) has brought about a new stage of innovation, and by extension, has transmuted the power from seller to buyer. S-commerce is a combination a commercial and social activities in which individuals may spread word of mouth (WOM) about their shopping experiences and knowledge and provide information about product and services to their to their friends. This kind of social interactions among individuals has increased the potentials of eWOM communication. Given such a backdrop, this paper aims to look into the influence of eWOM engagement on consumers’ purchase intention in s-commerce, which may complement the current effort of the research community in this area. Design/methodology/approach This study used elaboration likelihood model, theory of reasoned action and social support theory to investigate the influence of eWOM engagement on consumers’ purchase intention in s-commerce. The study used 218 respondents to evaluate the proposed model using SmartPLS. Findings The empirical results indicate that information characteristics, consumer behavior and technological factors exert a positive influence on consumer purchase intentions. All hypotheses between attitude toward eWOM, information credibility, innovativeness, website quality and eWOM engagement are significant. Also, eWOM engagement has a significant positive influence on consumer purchase intention. However, information quality and social support does not have any significant relationship with eWOM engagement. Research limitations/implications This study seeks to address the dearth of research in the field of s-commerce, especially as it relates to eWOM. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping stone for future research in this field. Practical implications This study is one of the early studies focusing on the influence of eWOM engagement, especially in s-commerce. The study offers comprehensive and empirically validated factors pertaining to eWOM engagement in s-commerce. The results of this study are also important to practitioners and online companies’ managers. The study’s model has demonstrated the contextualization of what makes customers engage in eWOM and its influence in s-commerce. The study will also offer insights for firms on how to encourage eWOM engagement among customers. Originality/value A new eWOM engagement model in s-commerce is proposed with consideration on information characteristics, consumer behavior, technological and social factors. The model is validated afterwards.

What Drives Electronic Word of Mouth and Purchase in Social Commerce?

2020 ◽  
Vol 12 (4) ◽  
pp. 71-84
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Electronic Word Of Mouth ◽  
Research Model ◽  
Social Commerce ◽  
Consumer Purchase Intention

The purpose of this study is to develop and verify the research model to examine the antecedents of electronic word of mouth on social commerce, which influences consumer purchase intentions. In the results, first, the attitude toward the electronic word of mouth, subjective norm, and perceived behavioral control increases the electronic word of the consumer. Second, a consumer's electronic word of mouth increases his or her purchase intention. Finally, attitude toward the electronic word of mouth and perceived behavioral control among the pioneers of the electronic word of mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to contribute to the study of social commerce by giving scholarly attention to electronic word of mouth. This study provides new ways to stimulate consumer purchase intention.

The Study of Antecedents of Aesthetic Experience and Consumer Purchase Intention in Social Commerce

2019 ◽  
Vol 11 (4) ◽  
pp. 67-78
Author(s):  
Youngkeun Choi
Keyword(s):  
Self Efficacy ◽  
Purchase Intention ◽  
Aesthetic Experience ◽  
Social Commerce ◽  
Consumer Engagement ◽  
Consumer Purchase Intention ◽  
Meaningful Engagement ◽  
Facilitating Conditions ◽  
Scholarly Attention

The focus of this study is how social commerce engages consumers and encourages them to purchase. By proposing the concepts of aesthetic experience as different ways to provide deep and meaningful consumer engagement, this study develops a model that explores the antecedents of aesthetic experience and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, enjoyment, facilitating conditions, and self-efficacy among the all of sub-factors of aesthetic experience increase consumers' aesthetic experience. Second, consumers' aesthetic experience increases their purchase intention. Finally, facilitating conditions and self-efficacy among the antecedents of aesthetic experience increase consumers' purchase intention through their aesthetic experience. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by aesthetic experience.

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 Purchasing Behaviour on Social Commerce Platforms: An Examination of Canadian Consumers

2021 ◽  
Author(s):  
Zainab Khan
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Personal Information ◽  
Social Commerce ◽  
Privacy Risk ◽  
Internet Privacy ◽  
Media Technologies ◽  
Consumer Purchase Intention ◽  
Purchasing Behaviour

As social media technologies become more embedded within the online shopping interface, the phenomenon of social commerce arises. This research examines the role of social commerce in influencing consumer purchase intention. Specifically, factors investigated are social presence, consumer’s security perceptions, perceived internet privacy risk, trust and willingness to provide personal information to transact. The study found that security perception, trust and willingness to provide personal information to transact have a significant influence on consumer purchase intention.

scholarly journals Purchasing Behaviour on Social Commerce Platforms: An Examination of Canadian Consumers

2021 ◽  
Author(s):  
Zainab Khan
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Personal Information ◽  
Social Commerce ◽  
Privacy Risk ◽  
Internet Privacy ◽  
Media Technologies ◽  
Consumer Purchase Intention ◽  
Purchasing Behaviour

As social media technologies become more embedded within the online shopping interface, the phenomenon of social commerce arises. This research examines the role of social commerce in influencing consumer purchase intention. Specifically, factors investigated are social presence, consumer’s security perceptions, perceived internet privacy risk, trust and willingness to provide personal information to transact. The study found that security perception, trust and willingness to provide personal information to transact have a significant influence on consumer purchase intention.

Impact of Social Media on Consumer Purchase Intention

2020 ◽  
pp. 260-277
Author(s):  
Anil Kumar ◽  
Nagendra Kumar Sharma
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Great Influence ◽  
Perceived Usefulness ◽  
Future Research ◽  
Social Commerce ◽  
Postgraduate Students ◽  
Consumer Purchase Intention ◽  
The Impact

In the current scenario, social media play a key role for the customers because the content generated by users through social media has a great influence on their purchase intention. The objective of this study is to examine the impact of social media factors that influence the student's purchase intention through social media. Three factors, namely trust, perceived usefulness, and social commerce construct, were tested and examined the impact on purchase intention of the students. Data were gathered from 240 undergraduate and postgraduate students. Structural equation modelling was used to get the results from the data. The outcomes of the data analysis show that majorly prevailing factor that influences the purchase intention of young consumers was consumer trust via social media interface. Further, that is followed by social commerce construct and perceived usefulness. Furthermore, it has also been found that all the constructs are positively associated with purchase intention. In the end, practical implications, limitations, and future research scope of this study were discussed.

scholarly journals Does Traditional Guanxi Still Matter in Social Commerce: An Empirical Study in Taiwan

2020 ◽  
Vol 16 (3) ◽  
pp. 377-394
Author(s):  
Wen-Kuei Wu
Keyword(s):  
Empirical Study ◽  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Online Survey ◽  
Social Commerce ◽  
Mediating Effects ◽  
Positive Effects ◽  
Recommendation Intention ◽  
The Relationship

This study aims to explore if traditional guanxi facets (i.e., ganqing, renqing and mianzi) between buyer and seller affect buyer’s trust in seller, recommendation and purchase intention in social commerce. It also investigates the mediating effects of recommendation intention and trust in seller on the relationship between guanxi facets and purchase intention. This study used an online survey in Taiwan and the partial least squares (PLS) model to test the hypotheses. Drawing on a sample of 323 respondents in Taiwan, the results show that (a) ganqing, renqing and trust in seller have positive effects on recommendation intention, (b) all guanxi facets exert positive effects on trust in seller, (c) ganqing and mianzi contribute to recommendation intention via trust in seller, (d) renqing benefits directly purchase intention but also via recommendation intention, and (e) trust in seller facilitates purchase intention via recommendation intention. This study might be the first to investigate the vital roles of traditional guanxi facets, rather than swift guanxi, in social commerce. This study also clarifies the mediating effects of buyer’s recommendation intention and trust in seller on transferring traditional guanxi facets into purchase intention.

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