Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model
TL;DR: The results show that argument quality, source credibility, and tie strength positively influence purchase decision through product usefulness evaluation between the context of consumers communicating with real and virtual relationships.
About: This article is published in Telematics and Informatics.The article was published on 2016-02-01. It has received 105 citations till now. The article focuses on the topics: Online community & Quality (business).
Citations
More filters
TL;DR: Results reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.
301 citations
Cites background from "Understanding the influence of C2C ..."
...…and Informatics journal homepage: www.elsevier .com/locate / te le The rising popularity of online brand communities has offered a social platform for consumers to meet and share their experiences and enthusiasm regarding their preferred brands (Trusov et al., 2009; Zhu et al., 2016)....
[...]
TL;DR: In this paper, a conceptual model that combines Ducoffe's web advertising model and flow experience theory was proposed to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase.
273 citations
TL;DR: The purpose of this study is to group the studies, synthesize the theories, models and frameworks used and identify the antecedents influencing consumers e-tourism acceptance and usage, and found that research among the groups is uneven.
200 citations
Cites background from "Understanding the influence of C2C ..."
...Through these platforms, especially social media, consumers easily form communities of members who share similar interests in a structured set of social relationships (Zhu et al., 2016)....
[...]
TL;DR: In this paper, the influence of eWOM using information persuasion in reference to purchase decision making has been investigated in a sample of Taiwanese respondents, using paper-based questionnaires, and the results show that perceived persuasiveness, perceived informativeness, and source expertise are adequate predictors of the usefulness of eWord.
Abstract: Social networking sites (SNSs) have assumed an increasingly central role in the passage of electronic word-of-mouth (eWOM) among cosmetics users However, the mechanism by which Customer to Customer (C2C) eWOM in SNSs influences consumer purchase intention has yet to be fully understood This study develops a comprehensive research framework that focuses on the influence of C2C eWOM using information persuasion in reference to purchase decision making This study collected data from a sample of 314 Taiwanese respondents, using paper-based questionnaires The programs SPSS and Smart PLS were used to analyze the collected data The results show that perceived persuasiveness, perceived informativeness, and source expertise are adequate predictors of the usefulness of eWOM Additionally, perceived persuasiveness, source expertise, and source trustworthiness significantly predict the believability of eWOM with regard to SNSs It was found that perceived usefulness and credibility together increase the likelihood of the adoption of an eWOM message, and eWOM adoption has a strong mediating role in the influence of eWOM credibility and usefulness on consumer purchase intention toward products recommended on SNSs Since few previous studies have explored the mediating role of eWOM adoption on the influence of antecedents on consumer purchase intention, this study confirms the key mediating role exerted by eWOM adoption on the relationship between the usefulness and credibility of eWOM and purchase intention This empirical study can enable managers to better understand the effects of C2C eWOM from SNSs on consumer purchase behavior Our results should also encourage marketers to work with SNSs to develop viral marketing campaigns, encouraging customers to spread useful and credible C2C eWOM to improve purchase intentions
102 citations
TL;DR: In this article, a conceptual model was developed based on the information acceptance model (IACM) to investigate the influence of guerrilla marketing in social media on brand image, and the results supported the proposed model and confirmed that guerrilla marketing has a positive effect on both functional and symbolic brand image.
Abstract: The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image.,A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students.,The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image.,This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study.,This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media.,Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.
69 citations
References
More filters
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Abstract: The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addit...
56,555 citations
"Understanding the influence of C2C ..." refers background or result in this paper
...In addition, the square roots of AVE values of all constructs are higher than the corresponding correlations among the latent constructs (Table 2), meeting the evaluation criterion of Fornell and Larcker (1981)....
[...]
...The results support the convergent validity of the measurement model (Fornell and Larcker, 1981)....
[...]
01 Jan 1989
TL;DR: Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage.
40,975 citations
"Understanding the influence of C2C ..." refers background or methods in this paper
...Usefulness is a strong predictor of individual behavior decision (Al-Jabri and Roztocki, 2015; Davis, 1989)....
[...]
...It is developed based on the Technology Acceptance Model (Davis, 1989) and dual-process models of informational influence (Chaiken and Eagly, 1976; Petty and Cacioppo, 1986)....
[...]
TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.
Abstract: Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
40,720 citations
01 Jan 1998
10,147 citations
Book•
24 Nov 2011TL;DR: In this article, the authors define the ELM and seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert.
Abstract: Das Elaboration Likelihood Modell (ELM) wurde in den 1980er Jahren von den Sozialpsychologen Richard E. Petty und John T. Cacioppo mit dem Ziel entwickelt, die prozesshafte Verarbeitung persuasiver Botschaften zu erklaren und Einstellungsveranderungen in Abhangigkeit von der Rezeptionssituation, den Eigenschaften einer persuasiven Botschaft und individuellen Voraussetzungen des Rezipienten vorherzusagen. Die zentrale Veroffentlichung dieser Persuasionstheorie ist das 1986 erschienene Buch Communication and persuasion: Central and peripheral routes to attitude change. In diesem Schlusselwerk der Medienwirkungsforschung werden das ELM und seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert. Daruber hinaus diskutieren die Autoren methodische Schwierigkeiten bei der Uberprufung ihrer Annahmen sowie Konsequenzen der verschiedenen Elaborationsrouten. Communication and persuasion bietet damit einen detaillierten Uberblick zu einem der wichtigsten Zwei-Prozess-Modelle der persuasiven Kommunikationsforschung.
5,967 citations
"Understanding the influence of C2C ..." refers background or methods in this paper
...It is developed based on the Technology Acceptance Model (Davis, 1989) and dual-process models of informational influence (Chaiken and Eagly, 1976; Petty and Cacioppo, 1986)....
[...]
...Central cue refers to issue-related arguments for an individual critically cognitive consideration a target behavior (Bhattacherjee and Sanford, 2006; Petty and Cacioppo, 1986; Sussman and Siegal, 2003)....
[...]
...Dual-process models indicate that central cue of persuasive information plays an important role in user decision (Chaiken and Eagly, 1976; Petty and Cacioppo, 1986)....
[...]
...Peripheral cue refers to simple cues or inference for an individual evaluating a target behavior (Bhattacherjee and Sanford, 2006; Petty and Cacioppo, 1986; Sussman and Siegal, 2003)....
[...]
...Dual-process models indicate that peripheral cue of persuasive information is another cue that plays an important role in user decision (Chaiken and Eagly, 1976; Petty and Cacioppo, 1986)....
[...]