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

The impact of online customer reviews (OCRs) on customers' purchase decisions: An exploration of the main dimensions of OCRs

Online customer reviews (OCRs) have become a primary source of product information and an important influence on customers’ purchase decision. This has resulted in a significant impact on consumer purchase decision making. The effects of OCRs on consumer behaviour have recently gained significant academic attention. Therefore, there is a need to provide a review on such effects. This paper, thus, examines the latest understandings in the links and relationships between OCRs and customers’ purchase intention. It reviews the main dimensions of the OCRs and how they affect customers’ purchase intention. It also addresses the issues of credibilities, roles, antecedents, helpfulness, measures and consequences of OCRs. In addition, a case study has been provided in which OCRs are analysed for a better understanding of the relationship between OCRs and consumer’s purchase intention

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

The effect of web advertising visual design on online purchase intention: An examination across gender

With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions

Perceived derived attributes of online customer reviews

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonThe influence of online customer reviews (OCRs) on consumer behaviour has recently gained considerable attention, from both academic and business communities. Technology allows customers to freely and easily post their comments and opinions online about any product or service. These types of customer reviews can have a significant effect on customers’ purchase decisions and have become an essential part of the experience when shopping online. However, knowledge of the role of the perceived derived attributes of OCRs on consumer behaviour remains vague. Previous studies 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 effects of the social and functional perceived derived attributes of OCRs on customer trust and intention to shop online. Hence, we develop a research model - Perceived Derived Attributes (PDA) -, based on the integration of social support with functional support derived from OCRs. The PDA model provides an in-depth understanding of the role of the social support of OCRs by applying and utilising theories of social support, social presence and a sense of belonging. The PDA model also investigates the influence of the functional support arising from OCRs through the inclusion of perceived control, from the Theory of Planned Behaviour (TPB) with the Technology Acceptance Model (TAM). The PDA model characterises perceived social support through informational and emotional supports, social presence, and a sense of belonging; whereas, functional supports are characterised by perceived usefulness, perceived ease of use, perceived enjoyment, and perceived control. A total of 489 responses to a survey were collected from users of amazon.com. The results from this study suggest that customer trust in an e-vendor and their intention to shop online are significantly affected by social and functional supports derived from OCRs. In particular, informational support, social presence and a sense of belonging, derived from OCRs were found to positively and significantly affect both customer trust in the online vendor and consumer behavioural intention. However, emotional support was only found to affect customers’ intentions and not their trust in the e-vendor. Additionally, 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 but only for customers who frequently check OCRs before making a purchase. This study is the first to introduce and empirically test the effects of perceived derived attributes of OCRs on customer trust and behavioural intention. Understanding the effects of such influencing factors is of utmost importance for both theoretical development and business practices. Clearly, these attributes of OCRs are linked to the development of the shopping environment, representing a promising marketing tool that positively affects customers’ behaviour.Libyan embassy in Londo

Curiosity on Cutting-Edge Technology via Theory of Planned Behavior and Diffusion of Innovation Theory

Despite the growing importance of cutting-edge technologies, little is still known about the effects of psychological and technical factors on these technologies as associated with consumers’ behavioral intentions. Drawing on diffusion of innovation theory (DOI) and theory of planned behavior (TPB), this study investigates the effect of perceived behavioral control, complexity, and compatibility on attitude towards using a smartwatch and behavioral intention. The present study also examines the mediation effect of consumer attitude between the psychological and technical factors of smartwatches and behavioral intention. We have gathered data from 291 actual smartwatch users. Partial-Least-Squares Structural Equation Modelling and Importance-Performance Analysis (IMPA) were used to analyze the data. The results reveal that both psychological and technical attributes play a key role in affecting consumers’ behavioral intention, in which attitude mediates this relationship. Moreover, among the predictor variables, compatibility is most significant in terms of explaining behavioral intention to use smartwatches, whereas curiosity and complexity have the highest performance index

Influencer Marketing and Artificial Intelligence Influencer Marketing and Artificial Intelligence

This chapter aims to review artificial intelligence (AI) in influencer marketing literature to identify gaps and provide directions for future research. In this direction, the authors critically assess 21 articles that have appeared in the Web of Science (WOS) database. Definitions of influencer marketing and AI, theoretical foundations, and main methodologies employed were reviewed and the countries of focus and social media websites studied. The systematic literature review has demonstrated some significant findings. Research on AI in influencer marketing has revealed an emphasis on AI Influencer marketing. Findings also show that the majority of influencer marketing studies were conducted with a quantitative approach, and focused more on Instagram while less attention has been paid to other social media websites. At the end of the research, the study contributes to the existing literature by examining the current state of AI in influencer marketing research and providing future research directions from theoretical, methodological, and context-related perspectives