The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision

2017 ◽  
Vol 30 (2) ◽  
pp. 23-43 ◽  
Author(s):  
Randy Danniswara ◽  
Puspa Sandhyaduhita ◽  
Qorib Munajat
Keyword(s):  
Purchase Intention ◽  
Information Quality ◽  
Purchase Decision ◽  
Brand Trust ◽  
Social Commerce ◽  
Celebrity Endorsement ◽  
Brand Attachment ◽  
Application Data ◽  
The Impact ◽  
Brand Satisfaction

This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and brand attachment are identified and examined. This research uses SEM method and LISREL 8.80 application. Data was collected using questionnaires with Likert scale. The result from 350 respondents shows that a significant positive correlation exists between eWOM referral and purchase intention, information quality and brand satisfaction, information quality and brand trust, brand satisfaction and brand attachment, brand satisfaction and purchase intention, brand trust and purchase intention, brand attachment and purchase decision, and also between purchase intention and purchase decision.

The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision

2020 ◽  
pp. 882-905
Author(s):  
Randy Danniswara ◽  
Puspa Sandhyaduhita ◽  
Qorib Munajat
Keyword(s):  
Purchase Intention ◽  
Information Quality ◽  
Purchase Decision ◽  
Brand Trust ◽  
Social Commerce ◽  
Celebrity Endorsement ◽  
Brand Attachment ◽  
Application Data ◽  
The Impact ◽  
Brand Satisfaction

This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and brand attachment are identified and examined. This research uses SEM method and LISREL 8.80 application. Data was collected using questionnaires with Likert scale. The result from 350 respondents shows that a significant positive correlation exists between eWOM referral and purchase intention, information quality and brand satisfaction, information quality and brand trust, brand satisfaction and brand attachment, brand satisfaction and purchase intention, brand trust and purchase intention, brand attachment and purchase decision, and also between purchase intention and purchase decision.

scholarly journals The impact of positive valence and negative valence on social commerce purchase intention

2019 ◽  
Vol 33 (2) ◽  
pp. 774-791 ◽  
Author(s):  
Nick Hajli
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Purchase Decision ◽  
Least Squares Regression ◽  
Social Commerce ◽  
Data Set ◽  
Content Type ◽  
Consumer Feedback ◽  
The Impact

Purpose New research emphasizes the importance of social communications in e-commerce purchase decision-making processes but there are many technical and social challenges such as multi-faceted trust concerns. How consumers view and value referent’s online testimonials, ratings, rants and raves, and product usage experiences remain an important factor that needs to be better understood. Social commerce as a relatively new stream in e-commerce yet is growing fast and gaining the attention of scholars and practitioners, especially due to recent revenue developments. Consistent with e-commerce websites that do not enable consumer feedback, trust is a challenging matter for consumers to consider when they visit social commerce websites. Researching trust models and influences is increasingly important especially with the proliferation of online word of mouth (WOM) strongly effecting many consumers at many different phases of social commerce purchase decision making and transacting. The paper aims to discuss this issue. Design/methodology/approach This study examines the effects and importance of institution-based trust and WOM within a model of consumer behaviour on social commerce websites. This research examines how trust and consumer feedback may affect consumers’ purchase intentions. This study collects data from the little-understood market of urban Iran and develops a research model to examine consumers’ purchase intentions on social commerce websites. A robust data set from urban Iran (n=512) is analyzed using partial least squares regression to analyze the proposed model. Findings The results of the analysis show that institution-based trust influences social media communication, leading to elevated purchase intention on social commerce websites. This research adds to the prior literature that espouses on the importance of consumers developing strong beliefs of vendor trust in social commerce platforms. Originality/value Explaining how consumer purchase decision making is effected by using institution-based trust and electronic WOM in a little understood Middle Eastern context an important contribution of this research. Suggestions on practical and theoretical developments of this research in the sharing commerce research stream conclude this paper.

scholarly journals The impact on branded product on consumer purchase intentions

2014 ◽  
Vol 4 (3) ◽  
pp. 57 ◽  
Author(s):  
Muhammad Rizwan ◽  
Mudasser Qayyum ◽  
Waqas Qadeer ◽  
M. Javed
Keyword(s):  
Purchase Intention ◽  
Brand Trust ◽  
Key Factors ◽  
Brand Attachment ◽  
Result Show ◽  
Consumer Purchase Intention ◽  
Product Image ◽  
Branded Product ◽  
Questionnaire Surveys ◽  
The Impact

The objective of this study is to absorb the brand trust, brand  satisfaction and brand  attachment with ecological cost influence of consumer purchase intention. This study seeks to investigate the effect of aparant product image straight and unforeseen effects of low price, past experience,brand attachment and product awareness on customer  purchase intention. Lead the consumer want to buy branded products and attached with brands. The two key factors, brand trust and brand attachment are effective on consumer purchase intention toward branded products.This questionnaire surveys distributed to levi’s jeans user in Pakistan, in 160 questionnare distributed, 158 athentic questionnaire were returned. This result show, customer in pakistan explain soaring purchase intention  to  branded product  ,levie’s jeans. Brand trust and brand attachment have a positive effective on their purchase intention. This outcome show that applicant show a high intention to eacquire environmental gracious wines as well report solid relationship to the atmosphere. The study aim an useful constitutionnel mold and remark positive effectiv factors for  consumers’ purchase intention towards branded products.

scholarly journals PEMBENTUKAN BRAND ATTACHMENT TERHADAP E-WOM SOCIAL COMMERCE INSTAGRAM PADA AKUN PRODUK ONLINE MAKANAN RINGAN DI KOTA JAMBI

2020 ◽  
Vol 9 (03) ◽  
pp. 183-192
Author(s):  
Zuhratul Aulia ◽  
Syahmardi Yacob ◽  
Tona Aurora Lubis
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Word Of Mouth ◽  
Internet Technology ◽  
Electronic Word Of Mouth ◽  
Brand Trust ◽  
Social Commerce ◽  
Brand Attachment ◽  
Purposive Sampling ◽  
Brand Satisfaction

ABSTRACT The development of internet technology now makes the spread of word of mouth not only limited to face-to-face communication, but has changed its form to electronic word of mouth. One form of E-WOM (electronic Word of Mouth) marketing is social media like Instagram. The purpose of this study was to analyze the effect of Brand Attachment on Instagram Social Commerce E-Wom on Snack Products Online Accounts in Jambi City. The population in this study is the people of Jambi City who use Instagram social media accounts. The sampling technique in this study uses purposive sampling by taking 95 respondents based on criteria. Data collection methods using field studies in the form of online questionnaires. The analytical tool in this study uses multiple linear regression. Brand Satisfaction and Brand Trust have a significant influence on Brand Attachment. Brand Satisfaction and Brand Trust through Brand Attachment have a significant influence on the mediation of E-WOM Instagram social commerce. Keywords: Brand Satisfaction, Brand Trust, Brand Attacment, and Instagram Social Commerce E-Wom. ABSTRAK Perkembangan teknologi internet saat ini membuat penyebaran word of mouth tidak hanya terbatas pada komunikasi tatap muka, tetapi sudah berubah bentuk menjadi electronic word of mouth. Salah satu bentuk dari E-WOM (electronic Word of Mouth) marketing adalah media sosial seperti Instagram. Populasi dalam penelitian ini adalah masyarakat Kota Jambi yang menggunakan akun social Media Instagram,Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan mengambil 95 responden berdasarkan kriteria. Metode pengumpulan data menggunakan studi lapangan dalam bentuk kuesioner online. Alat analisis dalam Penelitian ini menggunakan regresi linier berganda. HaSil penelitian menunjukkan bahwa Brand Satisfaction,Brand Trust memberikan pengaruh yang signifikan terhadap E-wom social commerce Instagram, Brand Satisfaction dan Brand Trust memberikan pengaruh yang signifikan terhadap Brand Attachment .Brand Satisfaction dan Brand Trust melalui Brand Attachment memberikan pengaruh yang signifikan terhadap mediasi dari E-WOM social commerce Instagram.  Kata kunci: Brand Satisfaction, Brand Trust, Brand Attacment, dan E-Wom Social Commerce Instagram.  

scholarly journals Ethics of Retailers and Consumer Behavior in E-Commerce

2020 ◽  
Vol 11 (1) ◽  
pp. 107-126
Author(s):  
Zhi Yang ◽  
Quang Van Ngo ◽  
Chung Xuan Thi Nguyen
Keyword(s):  
Electronic Commerce ◽  
Communication Technology ◽  
Purchase Intention ◽  
Purchase Decision ◽  
Information Communication ◽  
Significant Relationships ◽  
Online Retailers ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.

scholarly journals An Impact Analysis Concerning the Effect of Scandals on Sustainable Consumer Purchase

2021 ◽  
Author(s):  
Simona Vasilache
Keyword(s):  
Impact Analysis ◽  
Customer Behavior ◽  
Quantitative Approach ◽  
Purchase Decision ◽  
Celebrity Endorsement ◽  
The Impact

The idea of the current research started from noticing a major gap in the customer behavior literature - researchers scarcely analyzed the impact of scandals on the customer purchase decision in the case of celebrity endorsement. Using a quantitative approach based on questionnaires, 101 people were asked about their opinions, the goals being to find out if people are influenced by the celebrity scandals, if people tend to have different reactions in terms of consumer purchase decision when it comes to various different negative actions carried on by the endorsers - will a murder upset the customers more than an infidelity scandal? - and if there are any differences in treating Romanian and foreign celebrities once they would enter into such a scandal.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

A Study of the Role of e-WOM on Social Commerce

2018 ◽  
Vol 14 (3) ◽  
pp. 1-18
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Information Quality ◽  
Word Of Mouth ◽  
Quality Information ◽  
Electronic Word Of Mouth ◽  
Social Commerce ◽  
Consumer Electronic ◽  
Information Credibility ◽  
Meaningful Engagement

The purpose of this study is to discover how electronic word of mouth engages users and encourages them to purchase. By proposing the concepts of electronic word of mouth as different ways to provide reciprocal experience, this study develops a model that explores the antecedents of electronic word of mouth 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, information quality, information credibility, needs of information, and attitude towards information increase consumer electronic word of mouth. Second, the consumer's electronic word of mouth increases their purchase intention. Finally, information quality and attitude towards information among the antecedents of consumer electronic word of mouth increase his or her purchase intention through his or her electronic word of mouth. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by electronic word of mouth.

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Klaus-Peter Wiedmann ◽  
Walter von Mettenheim
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Source Credibility ◽  
Brand Image ◽  
Equation Modeling ◽  
Price Premium ◽  
Future Research ◽  
Brand Trust ◽  
Content Type ◽  
Brand Satisfaction

Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level luxury fashion brand is the focus of the experiment. Design/methodology/approach A total of 288 participants completed an online survey evaluating the profiles of influencers who varied in terms of the three abovementioned requirements. The impacts of these requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium were tested via structural equation modeling. Findings The results show that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil. Research limitations/implications To date, practitioners are still struggling with the success requirements of influencer marketing. They have focused on traditional advertising models and numeric requirements such as the amount of followers. However, regarding merely these requirements can result in wrong decisions. Considering the two requirements, attractiveness and trustworthiness, in a stronger way can provide a remedy to this struggle. In future research, the relevance of the requirements in different involvement conditions and for non-attractiveness-related products might be investigated. Originality/value To the best of the authors’ knowledge, this study is one of the first to explore the success requirements that are directly related to influencers (e.g. attractiveness) rather than numeric requirements of their profiles (e.g. page rank) and the impacts of those requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium. It adapts the Source-Credibility Model for influencers and shows that its requirements interact in a unique way that is counterintuitive and different from other endorser types such as celebrities or salespersons.

Sign in / Sign up

Export Citation Format

Share Document