PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN (Studi kasus pada Pelanggan Bukalapak di Indonesia)

Perkembangan teknologi yang pesat berakibat pada perubahan pola kehidupan masyarakat saat ini. Salah satu dampak perkembangan teknologi adalah tingginya pengguna internet yang kemudian secara perlahan merubah pola belanja masyarakat Indonesia dan mendorong munculnya banyak marketplace sebagai solusi terhadap kebutuhan masyarakat untuk berbelanja secara online. Semakin banyaknya marketplace di Indonesia menimbulkan persaingan antar perusahaan. Review dari konsumen menjadi salah satu kunci bagi perusahaan meningkatkan penjualan di marketplace yang mereka miliki. Penelitian ini bertujuan untuk mengetahui pengaruh online customer review terhadap keputusan pembelian. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Subjek penelitian yang menjadi variabel bebas adalah Online Customer Review (X) serta Keputusan Pembelian (Y) sebagai variabel terikat. Populasi dalam penelitian ini adalah pengguna Bukalapak di Indonesia. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling dengan menggunakan teknik regresi linear sederhana terhadap 85 orang pengguna Bukalapak dengan alat bantu software SPSS 24.0 for windows. Berdasarkan hasil penelitian secara keseluruhan nilai perhitungan yang diperoleh melalui regresi liear sederhana lebih besar dibandingkan dengan yang terdapat pada tabel. Artinya secara keseluruhan terdapat pengaruh yang signifikan dari online customer review terhadap keputusan pembelian. Dalam upaya meningkatkan keputusan pembelian, pihak perusahaan perlu meningkatkan kualitas layanan pelanggan sesuai dengan dimensi yang ada pada variabel online customer review terutama pada dimensi valensi ulasan sebagai dimensi yang paling berpengaruh. Kata Kunci: Online Customer Review, Keputusan Pembelian

The Mediating Role of Real-Time Information Between Location-Based User-Generated Content and Tourist Gift Purchase Intention

The global use of Web 2.0 applications has generated enormous volumes of user content. Drawing on cognitive load theory, this study examines unexplored factors that influence gift purchase intention of tourists. The authors identify localization and realtime information for shaping tourists' gift purchase intention, which is facilitated by reduced cognitive overload. Analyzes of the study relies on a sample of 273 foreign tourists in Malaysia. A cross-sectional quantitative study is conducted using partial least square structural equation modeling. Results showed that location-based user-generated content and real-time information significantly affect gift purchase intention of tourists. Moreover, real-time information partially mediates the relationship between location-based user-generated content and gift purchase intention

Online identities and social influence in social media gambling exposure : A four-country study on young people

Social media tends to gather users around social cliques consisting of similar-minded individuals and shared identities. These online group processes can have significant influence on user behavior, which is alarming when considering risky behaviors such as gambling. This study examined how online clique involvement predicts young people's interest in gambling content and following observed group norms on social media. Survey respondents were 15-25-year-olds from Finland (n = 1200), the United States (n = 1212), South Korea (n = 1192) and Spain (n = 1212). A self-reported measure of online clique involvement and a gambling-related social media vignette experiment were utilized. The results show that online clique involvement was related to higher interest in gambling content. Content liked by a majority gathered more interest, indicating conformity to a group norm. This finding was especially true among participants with past involvement in online cliques, and the association was strongest in South Korea. The tendency to participate in online clique behavior creates a potentially risky setting when encountering online gambling content, because it may accentuate the effect of observed group norms. Interacting with gambling content increases the visibility of such content due to algorithmic filtering technologies, which can fuel gambling-related intentions and behaviors, and normalize gambling.Peer reviewe

A influência das reviews na intenção de compra de produtos tecnológicos

Hoje em dia, vivemos na era da digitalização, que veio despertar para uma consciencialização de melhores e mais apuradas práticas e estratégias por parte das marcas e organizações. Neste sentido, o marketing evoluiu e tornou-se, também, digital e começou a englobar conceitos como o marketing de conteúdo ou as redes sociais, permitindo que os consumidores dos produtos e serviços ganhassem voz online. A presente investigação analisa as reviews, ou recomendações online, provenientes de reviewers, ou consumidores e utilizadores online, acerca de produtos tecnológicos, a fim de apurar qual o seu impacto na intenção de compra de potenciais consumidores. De modo a alcançar este objetivo, traçou-se um modelo concetual, construído segundo a literatura, que traduzisse as possíveis relações de interdependência das variáveis que antecedem a intenção de compra. Posto isto, foram formuladas 14 hipóteses, testadas na fase empírica, recorrendo à disseminação de um inquérito por questionário, com aplicação online, distribuída por redes sociais e correio eletrónico. A amostra obtida foi de 262 respondentes, facilitando a análise das hipóteses, com recurso à análise fatorial exploratória e à análise de regressão linear múltipla. Os resultados obtidos demonstraram que as variáveis confiança nos reviewers, a facilidade de uso percebida e a qualidade das reviews exerceram um efeito positivo na utilidade da informação, enquanto que as variáveis qualidade das reviews e utilidade da informação manifestaram influência direta sobre a atitude em relação às reviews. E ainda, a facilidade de uso percebida das reviews, qualidade das reviews, utilidade da informação e atitude em relação às reviews afetam positivamente a adoção da informação. Por último, a adoção da informação e o envolvimento com o produto assumem um papel fulcral na intenção de compra

Two Essays on the Role of Empathy in Consumer Response to User-Generated Content

Empathy is known to be the basis of all human interactions and an essential component of human psychology. Empathy includes a cognitive component (perspective-taking) and an affective component (e.g., emotional contagion). The two essays of my dissertation investigate how each of these components of empathy affect consumer responses to user-generated content. Essay 1: Although both price and online review ratings are important cues in consumers’ product quality judgment, most previous studies have treated price and review ratings as separate inputs into consumer decision-making. The current research shows that the two cues are intertwined, such that consumers’ perception of the same review rating is different depending on the price of the rated product. Through four experimental studies with a variety of operationalizations, I show that consumers have the tendency to adjust the review rating of higher-priced products upwards compared with that of lower-priced products. For example, the same 4.0- star rating signals a higher-quality product when the price is $37 than when the price is$17, above and beyond the quality signaling effect of the price itself. This price-based bias in review rating perception is attributed to consumers taking the perspective of review writers and to the shared knowledge of review writers taking the price paid into consideration when rating a product. This research extends the existing literature on online reviews by introducing perspective-taking as a metacognitive mechanism that can influence consumers’ responses to online reviews. Essay 2: Companies make significant efforts to encourage positive word-of-mouth (WOM) about their brands on social media. One common tactic is to encourage consumers to post a picture of themselves (i.e., a selfie) with the product on social media. The current research investigates the role of eye gaze in such social media messages in facilitating emotional contagion and its subsequent effects on consumers’ engagement with the content and attitude toward the associated product. Through five online experiments and one lab experiment using facial expression analysis, I show that the mere presence of direct (vs. averted) eye gaze facilitates the transfer of emotions expressed in a positive message, which in turn, leads to positive downstream consequences. I also explore two boundary conditions of this emotional contagion effect, the valence of emotion shown in the selfie and the concurrent cognitive load of the consumer. This research contributes to marketing research by extending our knowledge of eye gaze effects beyond the cognitive mechanisms and attentional effects typically considered in previous studies. It suggests a more primitive, automatic process through emotional contagion

Visualizing COVID-19 with data: the effects of individual differences on perception of data in news

Mass media and public health organizations' efforts play a significant role in disseminating information and reducing the morbidity and mortality of infectious disease outbreaks. The vast amount of data generated about the pandemic led to the enormous spread of various data visualizations and infographics. Visuals served as the main tools that helped experts and journalists explain the consequences of the pandemic, communicate the facts, and persuade people to follow safety measures. Current research investigates how various formats of news messages such as data visualization and textual content affect an individual's perception of the message, such as message acceptance (positive attitudes about the message, intentions to follow prevention measures, and self-efficacy measure for behavior change), message rejection measures (defensive avoidance, negative attitudes about the message, reactance, anger) as well as credibility and effectiveness of the message. Political partisanship, need for cognition, and graphicacy were used as moderators. Results have demonstrated that the format of the message does not affect acceptance or rejection of the message, while moderators were significant predictors for dependent variables. The computational textual analysis illustrates the differences in topics between partisan groups where Democrats expressed more hope, positive sentiment, and more trust in vaccination, government, media, and science than independents and Republicans who were more prone to conspiracy theory thinking.Includes bibliographical references

How Reviewers’ Identity Disclosure and Expertise Affect Consumer Responses: The Mediating Role of Perceived Deception

Deceptive reviews which include posts by businesses (or individuals) to promote their own products/services or denounce their competitors are increasingly being used to mislead those making purchase decisions. Mass media globally and online review websites have acknowledged the existence of deceptive reviews that can undermine trust in online review websites. However, the challenges faced by both online review websites and businesses whose products and services are being reviewed extend beyond the existence of actual deceptive reviews. Another significant problem is related the issue of perceived deception (what consumers perceive is a deceptive review regardless of whether the review is deceptive or not), which is the focus of this thesis. A systematic review of literature regarding online reviews suggests that consumers’ perceived credibility and trustworthiness can be influenced by various factors related to reviews, reviewers, online review websites, and consumers’ characteristics, either independently or interactively. In turn, perceived credibility and trustworthiness play a role in influencing consumers’ responses. However, there is a lack of academic knowledge regarding the antecedents and consequences of perceived deception in online reviews that this thesis seeks to address. Building on two well-known theories (social information processing theory (SIPT) and the persuasion knowledge model (PKM)) and supplementing them with existing online review literature, a conceptual framework is developed and tested. The framework assesses how reviewers’ profile cues (reviewer’s identity disclosure and reviewer’s expertise), influence perceived deception. In addition, consumers’ responses to online reviews that they perceive to be deceptive, such as reduced booking intention, negative emotion, warning other consumers by sharing negative word of mouth (NWOM), or experiencing reduced trust towards a hotel are explored. The role of online review scepticism on the relationship between reviewers’ profile cues and perceived deception is also investigated. An online experiment (pre-test 1: n = 93; pre-test 2: n = 82; main study: n = 321) using a 2 (reviewer’s identity disclosure: high, low) x 2 (reviewer’s expertise: high, low) between-subject design was used to explore how a reviewer’s profile cues influence perceived deception and ultimately consumer responses. The results reveal the significant effects that reviewer’s identity disclosure and expertise have on perceived deception, particularly when online review scepticism is high. These cues also influence booking intention, NWOM, and negative emotion through perceived deception. Drawing on SIPT and PKM, the thesis extends online review literature by developing and testing a conceptual framework which shows how reviewers’ profile cues (i.e., low identity disclosure and low expertise) impact perceived deception and, in turn, subsequent consumer responses. The conceptual framework also shows the moderation effect of online review scepticism on the relationship between reviewer’s profile cues and perceived deception. Practically, this thesis validates a model that identifies the causes and negative effects of perceived deception. The model is designed to assist online review websites and hotels understand the importance of ensuring that genuine reviews (non-deceptive reviews) are not mistakenly perceived to be deceptive. Online review websites and hotels might achieve this by foregrounding reviewer's profile information (i.e., reviewer's identity disclosure and reviewer's expertise level)

Safe Space:Contextual and Interpersonal Influences on Self-Disclosure in Pre-Employment Security Vetting Interviews

Despite the growing need for security cleared employees, there is a dearth of research in pre-employment security vetting practices. Interviews are perhaps the most vital and subjective aspect of vetting, and this process relies on the candidate's willingness to self-disclose risk- relevant information. This thesis attempts to measure the effects of interview context and interviewer feedback on risk-relevant self-disclosure. Chapters 1 and 2 respectively contain a literature review and the novel methodology used in the experiments. Chapters 3 and 4 report two between-subject experiments that explored the impact of interview contexts on self-disclosure outcomes. Experiment 1 compared self-disclosure in four contexts: Home, Office, Public, and Online. Results found that Home and Online interviewees self-disclosed at similarly high rates, and both significantly more than Public interviewees. Experiment 2 used a 2x2 factorial design, (Medium: Face-to-face, Virtual-mediated; Location: Home, Office) and found that Face-to-face Home interviewing yielded significantly more self- disclosure over all other conditions. An interaction effect was found for Location, such that Virtual-mediated Home interviewees disclosed significantly more than Virtual-mediated Office interviewees. Chapters 5 and 6 report two multi-part experiments which compare self-disclosure outcomes in groups that receive (self- and other-generated) information about themselves prior to the interview. Experiment 3 found that experimental groups who received a "profile" about themselves (mobile phone activity or personality traits) self-disclosed more than a control group. Experiment 4 compared self-disclosure outcomes between a control group and a group aware of referee reporting on their personality; no differences in self-disclosure were found. Chapter 7 presents a summary of the main findings, outlines limitations, and addresses theoretical and practical implications. This work provides evidence for the phenomenological significance of the home as a space conducive to risk-relevant self-disclosure and supports the notion that the personalisation of interviewer feedback can influence self-disclosure outcomes