scholarly journals Online Review and Customer Purchase Intention in Social ECommerce Context; Role of Trust as a Mediator and Source Credibility as Moderator

2021 ◽  
Vol 09 (01) ◽  
pp. 25-36
Author(s):  
Dr. Muhammad Tahir ◽  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Source Credibility ◽  
Online Reviews ◽  
Purchase Intentions ◽  
Research Gap ◽  
Customer Trust ◽  
Relationship Of

Previous literature supports the role of online reviews in influencing customer purchase intentions in the online context. However, the research gap exists based on the underlying mechanism of influence of online reviews on customer purchase intentions and the mediating and moderating variables in this relationship. The current study addressed this research gap by developing and testing a model of online reviews and customer purchase intention in the social media-e-commerce context. Additionally, we tested trust as mediator and source credibility as moderator. Data were collected from 360 participants of social media users by using an online survey. The analysis was performed through confirmatory factor analysis using AMOS and consists of two stages. The result indicates that online reviews have positive and significant effects on purchase intentions (β=.352, P<0.05); and customer trust (β=.691, P<0.05). Furthermore, customer trust has positive and significant effects on purchase intention (β=.240, P<0.05). Additionally, we found partial support for the mediating nature of trust between the relationship of online reviews and purchase intention. We also found support that source credibility moderates the mediating relationship of customer trust. Our findings imply that trust and source credibility play significant role in shaping the online reviews and purchase intention relationship.

Effects of Visual Information and Argument Concreteness on Purchase Intention of Consumers Towards Online Hotel Booking

2021 ◽  
pp. 097226292110380
Author(s):  
Anuja Shukla ◽  
Anubhav Mishra
Keyword(s):  
Perceived Risk ◽  
Visual Information ◽  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intentions ◽  
Visual Elements ◽  
Hotel Booking ◽  
Relationship Of ◽  
The Relationship

Online consumer reviews impact the traveller’s decision to book hotel online. The study examines the role of visual information and argument concreteness on the credibility of reviews and consequently on purchase intention. The study examines the effect of trust and perceived risk as mediators on the relationship of review credibility and purchase intention. An online survey was conducted on 310 travellers above 18 years. The data was analysed using PLS-SEM. Travellers believed visual information and argument concreteness of review enhances the review credibility. Traveller’s purchase intentions were influenced by the credibility of reviews. This relationship was partially mediated by trust but not by perceived risk. The research suggests that the elaborate travel reviews with visual elements that describe the location and surroundings of the hotel are considered to be more credible and develop a positive intention towards booking the hotel.

scholarly journals The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Consumer Confidence ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Mediating Role ◽  
Indirect Influence ◽  
Customer Trust

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.

Can trust and social benefit really help? Empirical examination of purchase intentions for wearable devices

2016 ◽  
Vol 33 (1) ◽  
pp. 43-56 ◽  
Author(s):  
Dawei Liu ◽  
Xiaohong Guo
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Universal Access ◽  
Personal Data ◽  
Social Benefit ◽  
Wearable Devices ◽  
Purchase Intentions ◽  
Empirical Examination ◽  
Study Results ◽  
Relationship Of

This paper empirically examines the effects of critical determinants such as universal access, satisfaction, reputation, and familiarity on purchase intentions for wearable devices through a paradigm of trust and social benefit. Data was collected from an online survey. The formal questionnaire consisted of two sections. The first section measured respondent perceptions of each construct in the research model. The second section interpreted the basic personal data of respondents. The study results indicate that both trust and social benefit can positively influence purchase intention for wearable devices. Universal access and familiarity fail to influence trust directly but can influence purchase intention by way of social benefit, as expected. The research extends existing purchase intention literature for wearable devices by identifying the importance of universal access, context-awareness, reputation, and familiarity, and by probing the relationship of trust, social benefit, and purchase intention. The results suggest prescriptive strategies for sellers of wearable devices.

scholarly journals Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

2019 ◽  
Vol 11 (9) ◽  
pp. 2653 ◽  
Author(s):  
Thi Thu Huong Nguyen ◽  
Zhi Yang ◽  
Ninh Nguyen ◽  
Lester W. Johnson ◽  
Tuan Khanh Cao
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Mediating Role ◽  
Green Food ◽  
The Relationship ◽  
Moderating Role ◽  
Role Of Information

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

scholarly journals Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator

2021 ◽  
Vol 6 (8) ◽  
pp. 518-531
Author(s):  
Nadia Ambar Shofiya ◽  
Ira Fachira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Small And Medium Enterprises ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
The Social ◽  
Medium Enterprises

Social media has become an inseparable part of marketing, particularly for small and medium enterprises. However, there is a limited knowledge on how it helps small and medium enterprises in selling probiotic products. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. This research uses a quantitative approach to collect data through an online survey from 215 participants. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing, alongside customer engagement, significantly affect customers’ purchase intentions. Data analysis reveals that the factors of social media marketing have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. Therefore, improving the quality of the social media marketing factors enhances customer engagement. Hence, customer engagement also plays an important role in social media marketing by directly influencing the customers’ purchase intentions.

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

2020 ◽  
Vol 122 (9) ◽  
pp. 2895-2910
Author(s):  
Sunhee (Sunny) Seo ◽  
Kawon Kim ◽  
Vieta Annisa Nurhidayati
Keyword(s):  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeThis study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.Design/methodology/approachA total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.FindingsImage and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.Originality/valueThis study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

scholarly journals Millennial social media users' intention to travel: the moderating role of social media influencer following behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joyce Han ◽  
Han Chen
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Source Credibility ◽  
Positive Influence ◽  
Credibility Theory ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeSocial media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates the moderating role of SoMe influencer following behavior on the aforementioned relationships.Design/methodology/approachA total of 212 useable responses were collected through an online survey. Structural equation modeling and hierarchical multiple regressions were employed for hypotheses testing.FindingsResults indicated that source credibility had a significantly positive influence on the SoMe users' attitudes, which in turn was positively associated with the intention to visit the endorsed destination. Moreover, both relationships were strengthened for SoMe influencer followers than for nonfollowers.Originality/valueThe study expanded the source credibility theory to the use of SoMe influencer marketing on travel destinations among Millennial SoMe users. In addition, the research applied the self-determination theory to fill the gap in literature by examining the moderating role of SoMe influencer following behavior.

scholarly journals Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness

2020 ◽  
Vol 3 (4) ◽  
Author(s):  
Brahim Chekima ◽  
◽  
Fatima Zohra Chekima ◽  
Azaze-Azizi Abdul Adis
Keyword(s):  
Social Media ◽  
Rapid Growth ◽  
Purchase Intention ◽  
Source Credibility ◽  
Advertising Effectiveness ◽  
Celebrity Endorsement ◽  
Cosmetic Products ◽  
Cosmetic Industry ◽  
Online Stores

The cosmetic industry has shown rapid growth worldwide and is seen as a profitable business yet highly competitive. A popular grab-attention strategy being adopted worldwide by the brand manufacturers is celebrity endorsement to improve the effectiveness of the advertisement. Despite its popularity, companies increasingly abandoning it in favor of social media influencers due to the popularity of social media and online stores. However, the effectiveness of this new way of communication using an influencer is not well understood. To address this gap, this research investigated the influence of social media influencer credibility (attractiveness, trustworthiness, and expertise) on advertising effectiveness (attitude toward the product, attitude toward the advertisement, and purchase intention to ensure if it is suitable to hire a social media influencer to advertise cosmetic products in Malaysia over a celebrity. The finding can serve as a reference to help cosmetic products marketers to develop effective ads using source credibility to communicate with their customers and stand out from the surrounding media clutter.

scholarly journals Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding

2021 ◽  
Vol 12 ◽  
Author(s):  
Muhammad Asghar Ali ◽  
Ding Hooi Ting ◽  
Muhammad Ahmad-ur-Rahman ◽  
Shoukat Ali ◽  
Falik Shear ◽  
...  
Keyword(s):  
Sampling Technique ◽  
Online Reviews ◽  
Purchase Intentions ◽  
Restaurant Industry ◽  
Survey Method ◽  
Online Review ◽  
Endogenous Variables ◽  
Relationship Of ◽  
The Relationship

This study is aimed to identify the relative (direct) effect of online review ratings and perceived crowding on purchase intentions of a consumer. Our study also investigated the contingent effect of gender and perceived crowding between the relationship of exogenous and endogenous variables. This study was conducted in the Malaysian restaurant industry. We applied the purposive sampling technique to identify respondents, the mall intercept survey method was used for data collection. Smart PLS software was applied for data analysis (200 respondents). This study demonstrates through its results that online review ratings and perceived crowding have a positive effect on purchase intentions of a consumer. Moreover, if a consumer perceives crowding at a restaurant, this has a positive contingent effect on the relationship between review ratings and purchase intentions. This demonstrates that the consumer is more inclined to choose a restaurant with a high online review rating and has high perceived crowding at some unfamiliar place. Lastly, no evidence is found for the gender difference between review rating and purchase intentions; however, gender shows contingent effect and results confirmed that males preferred more crowded restaurants as compared to females. There are theoretical and practical implications for managers in the findings of this study.

scholarly journals Living in a Material World: Sponsored Instagram Posts and the Role of Materialism, Hedonic Enjoyment, Perceived Trust, and Need to Belong

2021 ◽  
Vol 7 (3) ◽  
pp. 205630512110383
Author(s):  
Eunjin (Anna) Kim ◽  
Heather Shoenberger ◽  
Yuan Sun
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intent ◽  
Need To Belong ◽  
Negative Consequences ◽  
Perceived Trust ◽  
Mediating Role ◽  
Hedonic Enjoyment

Previous studies have mainly demonstrated negative consequences for content labeled as sponsored. Despite this, recent industry findings indicate a growing trend for sponsored content on social media. In addition, an increasing number of users suggest that such paid content would increase their likelihood of purchasing items from social media. Nonetheless, little attention has been paid to what drives consumers’ purchase intention and engagement with sponsored content with a clear disclaimer such as “Paid Partnership.” Therefore, the present research seeks to provide insights into what drives consumer engagement and purchase intention with sponsored content and when and why such effects are observed. Conducted with an online survey, the results showed that individuals with high materialism showed greater purchase intent and higher engagement with sponsored content through hedonic enjoyment. The results also showed that the mediating role of hedonic engagement for the positive effect of materialism on purchase intent was only significant under high influencer trust. Furthermore, the mediating role of hedonic enjoyment was amplified when the need to belong was high.

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