Organic consumption through ICT: A moderated mediation model of consumer attitude and perceived irritation

Abstract

BACKGROUND: The proliferation of ICT has transformed customers’ buying patterns. The organic consumption patterns based on online consumers’ reviews were reviewed through moderated mediation model. This research paper examines the mediating role of consumer attitude in the relationship between online consumers’ reviews and organic consumption. It further examines, if perceived irritation moderates this effect. METHODS: Data were collected from 287 respondents who were experienced in online buying of organic products. Applied the PROCESS macros in IBM SPSS Statistics 23 to assess latent hypothesized relationships. IMPLICATIONS: These results have urged marketers to reconsider their strategies to treat modern consumers and scheming more artistic web pages braced with social feedback mechanism to stream organic consumption. CONCLUSIONS: The results supported that online consumers’ reviews positively influences organic consumption of Chinese. However, this effect is stronger when perceived irritation of webpages is low.

Online Advertising and Online Shopping Behaviour: Perspectives of Uses and Gratification Theory

“…Furthermore, given thatonline shopping has gained wide acceptance and consumers more efficient and goaldirected following their proclivity with the consumption of information and interactions online (Tariq &Tanveer, 2021), the extent online advertising fulfils these goals have been scarcely investigated. Previous research showed that consumer surf the web for entertainment value, information involvement, interaction, and irritation (Luo, 2002;Ko, 2002).…”