Structural Relationships Between Perceived Risk And Consumers Unwillingness To Buy Home Appliances Online With Moderation Of Online Consumer Reviews

This study aims to examine the effect of perceived risk factors (i.e. perceived performance risk, financial risk, time-loss risk, psychological risk and source risk) on consumers' unwillingness to buy home appliances online. The moderation of online consumer reviews with the relationship between perceived risk and consumers' unwillingness to buy home appliances online is also investigated. Results via the Structural Equation Modelling (SEM) technique revealed that perceived performance risk influences consumers' likelihood of not buying home appliances online, as the consumers are themselves unable to touch, see and hear the product. Online consumer reviews have also been found to moderate this relationship. The present study provides important practical contributions that allow retailers and internet marketers to understand consumers' perceptions and behaviours regarding consumer risk perception and to determine which type of risk is most important to address in order to increase the consumers' likelihood of buying home appliances online. This paper also presents a direction for future research

eWOM: the effects of online consumer reviews on purchasing decision of electronic goods

Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Word-of-mouth (WOM) is one of the most important information sources when a consumer is making a purchase decision. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). eWOM can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. The aim of this study is to assess the impact of, one type of electronic word-of-mouth (eWOM), the online consumer review, on purchasing decision of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to academicians in Turkey through internet. The data was analyzed using the SPSS package. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed

O impacto de reviews em formatos de vídeo VS.: texto na decisão de compra do consumidor

A presente dissertação de mestrado pretende avaliar o contributo de online video reviews em comparação com as text reviews tradicionais no que toca à tomada de decisão de compra dos consumidores. O objectivo principal desta dissertação visa responder ao impacto que este tipo de reviews tem, com vista a aferir conclusões sobre se a disponibilização desta ferramenta nos canais de comunicação online por parte das marcas poderia vir a ter sucesso ou não, com base nos resultados apresentados. Neste sentido, analisam-se questões como os tipos de consumidores, os tipos de reviews, as intenções de compra, os sentimentos relativos a determinadas reviews, e de que forma é que a conjugação de os diferentes cenários de resposta poderão chegar a uma conclusão comum: se de facto as video reviews têm um impacto diferencial na tomada de decisão de compra comparativamente com text reviews. Para chegar a esta conclusão, foi adotado um método quantitativo para o desenvolvimento da investigação, através de um inquérito por questionário de respostas fechadas. A amostra obteve um total de 153 respostas. Os resultados finais concluem video reviews têm mais impacto na decisão de compra dos consumidores do que text reviews, tanto ao nível do tipo de consumidor, como ao nível do tipo de produto e de review, sendo a qualidade da review assume um papel preponderante no desenvolvimento da perceção do consumidor quanto à qualidade do produto, tendo consequentemente maior impacto na sua decisão de compra.This dissertation intends to evaluate the contribution of online video reviews in comparison with the traditional text reviews in what concerns the decision of purchase by consumers. The main objective of this study is to evaluate the impact that this type of reviews has, in order to reach conclusions on whether the availability of this tool in the online communication channels by the brands could be successful or not, based on the results presented. In this sense, we analyze issues such as types of consumers, types of reviews, purchase intention, feelings about particular products, and how the combination of different response scenarios may lead to a common conclusion: If in fact video reviews have a differential impact on the purchase decision compared to text reviews. To reach this conclusion, a quantitative method for the development of the research was adopted through a survey of closed answers. The sample had a total of 153 responses. The final results conclude, in a precise way, that video reviews have more impact on consumers' buying decisions than text reviews, both in terms of consumer type, product type and review level, and the quality of the review assumes a preponderant role in the development of consumer perception of product quality, thus having a greater impact on their purchasing decision

How consumers perceive vloggers? Exploring consumer’s perceptions and purchase intention applied to beauty and fashion industry

Con la evolución de los medios digitales y, en consecuencia, con la aparición de nuevas plataformas, los consumidores son más receptivos al contenido compartido en las redes sociales, como es el caso de YouTube, en busca de información para ayudarles en su toma de decisiones. De esta manera, la industria de la moda y la belleza es darse cuenta de la importancia de invertir en campañas de publicidad y de comunicación digitales y en este canal a través de influenciadores digitales. Por lo tanto, la investigación se centra en la red social YouTube y vloggers, aplicado en Portugal y España. Se persigue el objetivo de comprender la dinámica entre las percepciones de los consumidores sobre el contenido de belleza y moda vídeos y la intención de compra, así como entre la credibilidad de percionada vlogger y intención de compra.With the evolution of the digital age and consequently with the emergence of new platforms, consumers are more receptive to the shared content on social networks, for instance with YouTube, looking for information that helps them in their decision making. In this way, the fashion and beauty industry is realizing the importance of digital media and investing in communication and advertising campaigns with digital influencers. Therefore, the research focuses on the social network YouTube and vloggers, applied in Portugal and Spain. It is intended to understand the dynamics between the perceptions of consumers to the content of fashion and beauty videos and the intention of purchase as well as between the perceived credibility of vlogger and the intention of purchase

The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models

The consumer experience of holidays booked via daily deal promotions: An online content analysis of traveller reviews

The consumer experience of holidays booked vi

Using the Values-Practice Framework to adopt lifetime optimising behaviours: the case of maintenance

The influence that consumers have on the lifespan of products has attracted increased attention in recent years. Studies have provided an overall understanding of the factors that influence consumer attitudes and behaviours towards product longevity, categorised around the physical properties of a product, and individual and societal characteristics. However, such studies do not yet adequately explain how people could adopt product lifetime optimising behaviours. To fill this gap, the paper analyses a range of studies on what influences product lifetimes, focusing on maintenance activities. It proposes the use of the Values-Practice framework derived from two theoretical positions, social psychology and social practice theory, to consider how to facilitate the adoption of lifetime optimising behaviours. To build this framework, it analyses studies that classify factors influencing attitudes and behaviours towards product lifetimes and then links these to the ‘meaning’, ‘competence’ and ‘material’ elements of practice. The framework could be used as a tool to aid designers under stand the different elements and factors that engage people in maintenance activities. The paper concludes by considering the research requirements for the future application of the framework

The Mediation Effect of Trusting Beliefs on the Relationship Between Expectation-Confirmation and Satisfaction with the Usage of Online Product Recommendation

Online Product Recommendations (OPRs) are increasingly available to onlinecustomers as a value-added self-service in evaluating and choosing a product.Research has highlighted several advantages that customers can gain from usingOPRs. However, the realization of these advantages depends on whether and towhat extent customers embrace and fully utilise them. The relatively low OPR USAgerate indicates that customers have not yet developed trust in OPRs’ performance.Past studies also have established that satisfaction is a valid measure of systemperformance and a consistent significant determinant of users’ continuous systemusage. Therefore, this study aimed to examine the mediation effect of trustingbeliefs on the relationship between expectation-confirmation and satisfaction. Theproposed research model is tested using data collected via an online survey from626 existing users of OPRs. The empirical results revealed that social-psychologicalbeliefs (perceived confirmation and trust) are significant contributors to customersatisfaction with OPRs. Additionally, trusting beliefs partially mediate the impactof perceived confirmation on customer satisfaction. Moreover, this study validatesthe extensions of the interpersonal trust construct to trust in OPRs and examinesthe nomological validity of trust in terms of competence, benevolence, andintegrity. The findings provide a number of theoretical and practical implications.&nbsp