Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model

PurposeThis study's aim was to investigate the stimulators of fashion e-consumers within e-commerce environments. The study proposed a framework utilizing stimulus–organism–response (S-O-R) theory to suggest that fashion involvement and opinion-seeking would act as sociopsychological stimuli, while product variety as an objective stimulus. Perceived quality is proposed as an organism, moderated by perceived price. Consumer buying behavior within e-commerce environments presents the framework's response. The study looked at variables with deeper insights into Malaysian fashion consumers.Design/methodology/approachA quantitative method was used to assess the significance of relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 374.FindingsResults indicate that fashion involvement is significantly associated as a sociopsychological stimulus, with product variety being an objective stimulus for Malaysian fashion e-consumers. Perceived quality is significantly represented as an organism through the framework, and buying behavior is the latent response. Price would significantly moderate the relationship between fashion involvement and quality. Opinion-seeking was found not to be a significant stimulus for Malaysian e-consumers.Originality/valueContribution of this study goes to the existing literature by providing a deeper understanding of Malaysian e-consumer behavior by applying S-O-R theory. Malaysian fashion e-consumerism was suggested to be influenced by product involvement, quality, price, opinion-seeking and product range offered; therefore, a proposed framework was demonstrated and tested.

The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention

Consumer interaction has become more important than ever. The interaction may happen on various platforms, for instance, brand webpage and social media. This study aims to examine the consumer interaction and shopping motivation on purchase intention mediated by EWOM, brand awareness, and brand attitude in the beauty products context. After gathered 300 valid respondents, this study used Structural Equation Modelling (SEM) to analyze the data. The results showed that purchase intention is influenced directly by E-WOM, opinion seeking, annoyance, and brand attitude. Besides, E-WOM is mediating brand page commitment and annoyance to purchase intention. Interestingly, viral advertisement, brand awareness, and brand page commitment do not influence purchase intention directly. Research implications and directions for future studies are discussed.

Can opinion leaders through Instagram influence organic food purchase behaviour in Saudi Arabia?

Purpose This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia. Design/methodology/approach This study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model. Findings The study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase. Practical implications This study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context. Originality/value Prior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.

Trust and reciprocity effect on electronic word-of-mouth in online review communities

Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs.

INNOVATIVE CONSUMERS OF THE DIGITAL AGE: OPINION SEEKING ON INSTAGRAM

Nowadays the internet, social media, and mobile technologies are indispensable for our daily lives. During the past decade, online social networking sites such as Facebook, Twitter and their social media apps like Instagram have been caused profound changes in the communication and interaction of people. In addition, social networking sites have become the focus of interest for everyone who has access to the Internet and who can use computers, tablets or smartphones. Especially, youth and university students use the internet and social media as a mass communication vehicle with easy and fast access at an increasing frequency rate for their academic and/or other purposes. These tools are no longer just a good source of information but they have become a good reference guide for social interaction, games, information exchange and other purposes at the same time. People, -due to their nature- seek for entertainment, in order to have a good time and obtain information. Modern consumers use these social networking platforms as well to meet their needs to gather information on many subjects. This research aims to determine the effect of Instagram usage attitude on opinion seeking and the mediator effect of consumer innovativeness on this relationship. The results of this study reveal that consumers use Instagram as an information source about brands, products, and services. Moreover, Instagram usage attitude has a positive effect on opinion seeking.

The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites

Social Networking Sites (SNSs) not only enable users to read or create content about brands, but also to easily pass along this content using information diffusion mechanisms such as retweeting or sharing. While these capabilities can be optimal for viral marketing, little is known, however, about how reading brand messages passed along by SNS contacts influences online brand communication outcomes. Results of a survey with active SNS users indicate that (1) message evaluation, (2) the relationship with the sender, and (3) the receiver’s opinion leadership and opinion-seeking levels influence not only the receiver’s intention to pass along the message further, but also his or her attitude towards the brand. The implications of these findings are discussed, including how these capabilities brought on by SNSs change the brand-consumer relationship online.