Impact of Online Content on Attitudes and Buying Intentions

User generated content (UGC) is an important source of information to consumers, yet prior research has not fully explored how certain aspects of the content, specifically the tone, perception of quality and source credibility influence attitudes and intentions to buy. This study investigates how the tone of UGC influences perceived content quality, source credibility, attitudes and consumer intentions to buy. Using the Elaboration Likelihood Model, the study also seeks to understand how consumer expertise moderates the impact of perceived content quality and perceived source credibility on attitudes and intentions to buy. Using a survey and vignette with 209 participants, the results of the study indicate that the tone of the content influences attitudes and intentions to buy; more importantly, consumer expertise moderates the impact of perceived source credibility and perceived content quality on attitudes. The results inform practice on what dimensions of UGC are salient to changes in attitudes

The Determinants of Online Vegetables/Fruits Repurchase Intention: Stimulus-Organism-Response Model and Theory of Planned Behaviour

The aim of this study is to review of concepts, theories and models related to consumer intentions. In doing this, the objective is to explore and explain the determinants of online vegetables/fruits repurchase intention based on literature review which used Stimulus-Organism-Response (SOR) Model and Theory of Planned Behaviour as basic concepts approach to put forward hypotheses for next research on consumer intention. Many research in the past examined variables as antecedents and predictors of repurchase intention. This literature study refers to the repurchase intention framework with a content of reputation, emotion, perceived risk, subjective norms, attitude, and perceived behavior control. The authors explore variables on these concepts, data for this study were generated through secondary data from many sources including paper, journal, textbooks, databases, and websites, etc. The literature review found that there is a positive relationship between reputation and emotion towards online repurchase intention, and perceived risk give a negative influence to online repurchase intention. The reputation of e-retailers is very important as it has a positive impact on online repurchase intention of e-shoppers in the future. Subjective norms have a direct significant impact on buying intentions. Subjective norms influence attitudes toward buying intentions. That attitudes and perceived behavior control are better predictors of intentions when the social environment is more conducive and supportive to perform a behavior. The present study found that perceived behavioral control significantly influences willingness to online repurchase intention toward fresh vegetables or fruits. Hence, the study provides the summary of existing literature related to repurchase intention for better understanding and helps to frame the hypothesis for future research. While some outcomes may be significant to marketing practice, the overall goal of such research is to achieve a better understanding of consumer behavior

Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Consumers\u27 Awareness and Perceptions of Luxury Counterfeits

Counterfeiting is a global phenomenon. Because counterfeiting has drastically increased over the past several decades, it is easier for consumers to obtain counterfeited merchandise without any penalties. As the seriousness of the issue increases, companies and scholars suggest that consumer education and awareness may reduce the impact of counterfeit manufacturing. Recently, the luxury goods industry has become one market that is highly affected by counterfeiting, due to their popularity with consumers (Phau, Teah, & Lee 2009). Based on a thorough analysis of literature, many factors have been examined that influence consumers’ attitudes and purchasing intentions towards luxury counterfeits. Results show that luxury counterfeit products are purchased because of their low price and the specific characteristics that the genuine luxury brand portrays such as uniqueness and exclusivity. This pilot study presents the topic of luxury counterfeiting, consumers’ awareness and perceptions of counterfeiting, and attitudes and behaviors towards counterfeit products. A survey was conducted on a Mid-southern university campus to measure consumer awareness and perceptions on luxury counterfeits. Three primary factors were measured: awareness of luxury counterfeits, purchase intentions towards counterfeits, and the specific type of luxury counterfeit products owned. Results indicate strong support for the effectiveness of a consumer education seminar on knowledge, attitudes, and planned behavior towards consumption of counterfeit merchandise. No statistical significance between the three variables, participants’ sex, ethnicity, and annual income can be determined due to the low number of respondents. However, the descriptive statistics indicate that further study utilizing a larger population is warranted

Spreading the virus : emotional tone of viral advertising and its effect on forwarding intentions and attitudes

iral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. This study extends knowledge by exploring how the emotional tone (pleasant, unpleasant, coactive) of viral video ads affects attitude toward the ad, attitude toward the brand, and forwarding intentions. Results indicate that pleasant emotional tone elicits the strongest attitude toward the ad, attitude toward the brand, and intention to forward. The effects were weaker for coactive tone and weakest for negative emotional tone. These results challenge the common approach of shocking or scaring online users to motivate them to forward a viral video

A comparison of three interactive television AD formats

This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates

Culture and e-commerce: An exploration of the perceptions and attitudes of Egyptian internet users

This paper examines the perceptions and attitudes that Egyptian users hold towards electronic shopping sites. Internet sites are globally available, opening up huge potential markets for online retailers. However, it remains unclear whether sites designed for the US or European markets will be acceptable in other cultures. This paper describes an exploratory card sorting study conducted with Egyptian consumers. The study was designed to examine the e-commerce interface features that are most salient to this user group and to explore how these relate to user intentions to engage in internet shopping. The results support the role of site familiarity in predicting purchase intentions within this cultural setting

Effects of Chronic Regulatory Focus and Product Type on Internet Purchase Decisions

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to purchase, it is argued that online purchasing is risky. Given that promotion-focused consumers are more willing to take risks, and given that online purchasing is risky, it is expected that promotion-focused consumers will be more willing to purchase products online. Furthermore, given the relationship between regulatory focus and hedonic/utilitarian shopping experiences, it is expected that promotion-focused consumers will have more positive purchase attitudes and greater intentions to purchase hedonic products (i.e., enjoyable) than utilitarian products (i.e., necessity) online. These hypotheses are tested in a 2 (chronic focus: promotion/prevention) x 2 (product type: hedonic/utilitarian) between subjects design in which chronic focus is measured and product type is manipulated. Purchase attitudes, purchase intentions, and perceived risk are the dependent variables. Data is analyzed using regression analysis and analysis of variance. The implications of results are discussed