The driving factors of continuance online shopping: Gender differences in behaviour among students in Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 234-respondent sample consists of 61.5% women and 38.5% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from subjective norms to enjoyment and subjective norms to continuance intention (in the men sample) and perceived usefulness to continuous intention (in the women sample) are not supported. The model was operationally generalized across the whole of Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 71% of the intention to continue shopping online. This research suggests that online strategies cannot ignore either the direct or indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia

Effects of fashion blogger credibility, engagement and risk-taking behaviour on followers' shopping intentions. A study of Italian consumers

The present study investigates the impact of blogger credibility, homophily, engagement and risk-taking behaviour on readers’ shopping intentions. Despite the growing relevance of these issues, past studies have neglected the relevance of a joint analysis of such dimensions. To fill this gap, the study proposes and tests a model that explains blog followers’ intentions to buy products sponsored by the fashion blogger. Results from a survey on Italian consumers show that blogger credibility and homophily have a significant effect on blog engagement, which, in turn, positively affects both e-word-of-mouth and purchase intentions toward blogger’s sponsored products. Finally, theoretical and practical implications of the findings are discussed

An exploration of the role of bloggers and blogger characteristics, in the consumer buying process for cosmetics in the Thai market

Consumers often use online information to help them make better buying decisions (Cheung, 2014; Lu et al., 2014). Blogs and bloggers’ opinion can be one of the most important sources of information for consumers evaluating products and services, reducing a consumer’s cognitive effort and uncertainty before making a purchase (Mrazek, 2010). Employing bloggers to spread information on products has become one of the most powerful word-of-mouth strategies for marketers (Kempe, 2003; Sussman, Siegal et al., 2003; Scoble, 2006). This thesis aims to understand how bloggers and social media influence consumers’ decision-making processes and to explore the characteristics of blogs and bloggers in term of trustworthiness and credibility in the environment of the marketing practices for beauty products in the Thai market. Qualitative research methods were used, including online observations and interviews. The interviewees covered 38 Thai women who have experience in using online beauty reviews. This thesis develops the Theory of Planned Behaviour Model (TPB) to understand how beauty bloggers have influenced the consumer’s decision-making process. Moreover, the characteristics of blogs and bloggers in terms of trustworthiness and credibility are explored and explained in relation to the dual processes (central route and peripheral route) from the Elaboration Likelihood Model (ELM). The thesis contributes new knowledge in relation to the content-based factors existing in the central route and their relationship to the peripheral route (sincerity, actual use, expertise, and experience). Therefore, bloggers can show their ability and potential to use a product and criticize its quality through writing, photography, and videos. Furthermore, the analysis found that factors from the Technology Acceptance Model (TAM) could be adapted and applied to explain further the consumer perception of bloggers

Perceived derived attributes of online customer reviews

The influence of online customer reviews (OCRs) on customers' purchase intention has recently gained considerable attention, in both academic and business communities. Technology allows customers to freely and easily post their comments and opinions online about any product or service; this type of customer review can have a significant effect on customers' purchase decisions. Previous studies, however, have mainly focused on the influence of the virtual attributes of OCRs such as volume and valence on consumers' intentions, while limited attention has been paid to understanding the effects of the derived attributes. This study, thus, aims to understand the impact of the perceived derived attributes of OCRs on customer trust and intention. This study develops a – Perceived Derived Attributes (PDA) - model, based on the inclusion of perceived control from the Theory of Planned Behaviour (TPB) with the Technology Acceptance Model (TAM), in order to investigate the effects of OCRs on customers’ purchasing intention. A total of 489 responses to a survey were collected from users of amazon.com. The findings from this study suggest that customer trust in an e-vendor and their intention to shop online are significantly affected by perceived usefulness, perceived ease of use and perceived enjoyment of OCRs. Furthermore, the sense of control derived from OCRs significantly affects customer intention and significantly affects customer trust in e-vendors, particularly for customers who frequently check OCRs before making a purchase. Clearly, those attributes of OCRs are linked to the development of the shopping environment, which consequently can affect sales

HOW SOCIAL MEDIA INFLUENCERS AFFECT CONSUMERS PURCHASE HABIT?

Longitudinal studies that measure the effect of bloggers on consumer purchase are essential to improve our understanding in how social media bloggers become role models in people lives. As the number of blog posts and bloggers are increasing rapidly, this rapid rise is causing changes in people’s (consumer’s) purchase habits. There are some conceptual studies conducted about the revolution of Web 2.0 technology and social media and some of them specifically studied the different type of blogs. But no study has focused on the factors causing the influence, specifically factors such as social attractiveness, credibility, experience and sponsorship. To fill this gap, this paper suggests and test a model that explains the factors that influence consumers intentions to adopt recommendations. A total of 202 questionnaires were returned in the survey to identify which factors have influence on blog readers” intentions to adopt recommendations”. Initially, data identified the demographic distribution of the respondents. Next, explanatory factor analysis was conducted to measure the validity and consistency of factors. Nine hypotheses were measured by conducting linear regression. Lastly, Structural Equation Modelling (SEM) was performed. The results from a sample of 202 show that the factors: trust, credibility, prior experience, perceived usefulness, sponsorship, social attractiveness, subjective norms, are influencing the intentions of consumers to adopt blogger’s recommendations. In addition, the results highlight that social attractiveness has a mediating affect between attitude and intentions. The implications of these findings for bloggers and consumers are discussed in detail

Factors Influencing Cosmetics Purchase Intention in Thailand: A Study on the Relationship of Credibility and Reputation with in Persuasive Capabilities of Beauty Bloggers.

The purpose of this study is to examine the factors affecting beauty bloggers’ credibility and how credibility itself influences cosmetic purchase intentions of Thai people. As identified by Ohanian (1990), three variables impacting one’s decision-making process (trustworthiness, expertise and attractiveness) are considered along with two additional variables determined by this researcher through focus group interviews to fit with and complement them. These are reputation and persuasive capabilities. Demographic factors of the respondents (age, gender, etc) were investigated as part as understanding differences, if any, in the cosmetic purchase intentions of Thai people. The Pearson Correlation analysis indicates that all independent variables have a positive relationship with purchase intention. Moreover, the results from the one-way ANOVA analysis show that the demographic factors variously affect the purchase intention of cosmetics of respondents

Digital marketing: how the beauty market has changed with the emergence of digital influencers

Digital influencers are now one of the primary sources of data to which customers turn when seeking advice and suggestions for pre-purchase in a globe characterized by intense competition. The growing power of digital influencers in the industries where they work can increasingly be realized. The brands should attract customers to their primary goal: sales growth. It is possible in many forms, but digital influencers are one of the most precious strategies. It is because digital influencers have a closer connection with clients. Thus, for instance, bloggers and YouTubers are anticipated to have the confidence of their followers, which is very difficult to hope from any other brand promoter. The ultimate objective of strategy type is to induce those followers to purchase their products and remain loyal to the brands. In this context, this research seeks to define possible implications of the followers-blogger relationship on the buying conduct of followers of beauty bloggers. The goal is to formulate feasible theories from information observation using inductive reasoning and a methodology combining quantitative and qualitative methods. Although hard to assess, they proved to be a pushed source of data that every customer of cosmetics has in the account. Concerning purchase decisions, the more evident trend is the introduction of brands and new products. The latter has shown the marketing ability of bloggers to generate requirements. All the follower-blogger interaction improves the interest of followers in beauty products and thus boosts the number of products bought per year.Os influenciadores digitais são agora uma das principais fontes de dados a que os clientes recorrem quando procuram aconselhamento e sugestões de pré-compra num globo caracterizado por uma concorrência intensa. O poder crescente dos influenciadores digitais nas indústrias pode ser cada vez mais percebido. As marcas devem atrair os clientes para sua meta principal: o crescimento das vendas. Isso é possível de muitas formas, mas os influenciadores digitais são uma das estratégias mais preciosas. Isso ocorre porque os influenciadores digitais têm uma conexão mais próxima com os clientes. Assim, por exemplo, bloggers e Youtubers devem ter a confiança de seus seguidores, o que é muito difícil de esperar de qualquer outro promotor de marca. O objetivo final dessa estratégia é induzir esses seguidores a comprar seus produtos e permanecerem leais às marcas. Esta pesquisa busca definir possíveis implicações da relação seguidores-blogger na conduta de compra de seguidores de bloggers de beleza. Utilizando raciocínio indutivo e uma metodologia que combina métodos quantitativos e qualitativos, o objetivo é formular teorias viáveis a partir da observação da informação. Apesar de difíceis de avaliar, elas provaram ser uma fonte de dados que todo cliente de cosméticos tem em conta. No que diz respeito às decisões de compra, a tendência mais clara é a introdução de marcas e novos produtos. Este último tem mostrado a capacidade de marketing dos bloggers para gerar requisitos. A interação seguidor-blogger melhora o interesse dos seguidores em produtos de beleza e, assim, aumenta a quantidade de produtos comprados por ano

The impact of beauty vlggers on consumers’purchase behavior

Mestrado Bolonha em MarketingSince smartphones and online social platforms have become popular in China, people'slives have changed significantly, and watching short videos has become an important waytoenjoy leisure and entertainment. Vloggers provide high-quality videos to the Internet-usingpublic and are supported by a growing audience. These videos with Vloggers' thoughtsconsciously or unconsciously affect the behavior and thoughts of the public. As a result, referral advertising by vloggers has gradually become an emerging marketing methodandhasgained more and more attention from brands. The main objective of this paper istoinvestigate the factors that influence consumers' attitudes toward blog recommendations andto try to understand the extent to which consumers' purchase intentions are influencedbyvloggers' attitudes and attitudes toward brands. This descriptive-exploratory study used a single-method quantitative study andanon-stationary convenience sampling technique. Data were collected through anonlinequestionnaire with 243 valid responses. Subsequently, the least squares structural equationmodeling (PLS-SEM) approach was employed using SmartPLS 3.3.3 software. The resultsshow that the perceived benefits and information quality brought by vlog to the publiccansignificantly influence consumers' attitudes toward vlogger’s recommendations andthustoward brands as well. More importantly, they can effectively induce changes in consumers' purchase intentions, including attitudes toward vlogger’s recommendations and attitudestoward brands.Desde que os smartphones e as plataformas sociais online se tornarampopularesnaChina, a vida das pessoas mudou muito, e ver vlogs curtos tornou-se uma forma importantededesfrutar o tempo de de lazer e entretenimento. Os vloggers fornecem vídeos de alta qualidadepara o público que usa Internet e são apoiados por um número crescente de audiências. Estesvídeos com pensamentos pessoais dos vloggers têm influenciado o comportamentoeospensamentos do público, consciente ou inconscientemente. Como resultado, a publicidadederecomendação de vloggers tornou-se gradualmente um método de marketing emergenteeestáa ganhar cada vez mais atenção por parte das marcas. O objetivo principal deste trabalhoédeinvestigar os fatores que influenciam as atitudes dos consumidores emrelaçãoàsrecomendações de vloggers e de tentar compreender até que ponto a intenção de compradosconsumidores é influenciada pelas atitudes e atitudes dos vloggers em relação às marcas. Esta pesquisa é de natureza descritiva-explicativa com metódo quantitativo. Os dadosforam recolhidos através de um questionário online (n=243). Subsequentemente, foi utilizadoo método de modelagem de equações estruturais de mínimos quadrados (PLS-SEM) usandoosoftware SmartPLS 3.3.3. Os resultados mostram que os benefícios percebidos e a qualidadeda informação que os vlogs trazem ao público podem influenciar significativamenteasatitudes dos consumidores em relação às recomendações dos vloggers e, portanto, tambémemrelação às marcas. Mais importante ainda, eles podem efetivamente causar mudanças nasintenções de compra dos consumidores, tanto em termos de atitudes emrelaçãoàsrecomendações dos vloggers como em relação às marcas.info:eu-repo/semantics/publishedVersio

'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis

Corporates often partner with social media influencers to bolster brand image after crises. Although existing evidence suggests that influencers have a largely positive effect on brands, yet there is paucity of research on the role of influencers in corporate crisis communications. Across two studies, we examine the impact of influencers on consumers’ perception of corporate brand in crisis. Drawing on persuasion knowledge theory, we identify pitfalls associated with influencers, such as inferences of manipulative intent, which negatively affect perceived trustworthiness and corporate reputation. The downside of engaging influencers in crisis communications can, however, be offset by influencer and the brand communicating values-driven motives of their partnership. Our findings imply that corporate brands should respond to crises through a bolstering strategy that promotes existing corporate goodwill, without influencer’s involvement. When leveraging on influencers’ support, however, brands should endeavor to inoculate manipulative inferences by communicating the values-driven motives behind the brand-influencer partnership

The influence of perceived usefulness, ease of use, attitude, self-efficacy, and subjective norms toward intention to use online shopping

Technology development in this era has promoted new innovation in shopping. Nowadays, there are a popular trading forms called online shopping system. Online shopping can become a new medium for buyers and sellers to do a transaction in goods or services. In Indonesia, online shopping has become popular nowadays. This research examines the factors influencing consumers to use online shopping. In this study, the author uses quantitative research method. The data collection method uses questionnaires. The respondents are 300 active undergraduate students from accounting department at the University of Brawijaya. The research data and hypothesis are analyzed using linear regression based on partial least squares (PLS). These research findings indicate that intention to use online shopping is determined by perceived usefulness, ease of use, attitude, self-efficacy, and subjective norms. All those variables have a positive influence towards an intention to use online shopping. It can be concluded that the higher perceived usefulness, ease of use, attitude, self-efficacy, and subjective norms, the higher the effect toward intention to use online shopping.peer-reviewe