Understanding online purchase intention: the mediating role of attitude towards advertising

Nguyen, Hai Ho; Nguyen–Viet, Bang; Nguyen, Yen Thi Hoang; Le, Tin Hoang

doi:10.1080/23311975.2022.2095950

Cited by 34 publications

(23 citation statements)

References 65 publications

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“…Moreover, they tend to interact with, purchase from, or recommend brands offering detailed information at a great amount [44] (Xiaorong et al, 2011). A study con-ducted by Ho Nguyen et al (2022) indicates that the recipi-ent9s perceived informativeness of the eWOM is strongly and positively tied to the message9s timeliness, relevance, and comprehensiveness [45]. Besides, perceived informativeness, in turn, is proven to improve consumer9s attitude toward the message value, suitability and practicality [46].…”

Section: B Determinants Of Perceived Usefulnessmentioning

confidence: 98%

Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

Long¹

2022

Annals of Computer Science and Information Systems

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4Social networking sites (SNSs) have been playing a significant role in spreading electronic word-of-mouth (eWOM) amongst gen Z tourists in Vietnam recently. However, the underlying process by which customer-to-customer (C2C) eWOM from SNSs affects tourism consumers has not been fully studied. The author of this paper introduces a comprehensive research model that concentrates on the impacts of C2C eWOM using the information/ persuasion relationship as regards to the intention to make purchases. This research gathered data from 382 Vietnamese participants through traditional paper questionnaires. The collected quantitative data was processed through SPSS. The statistical results suggest that perceived persuasiveness, perceived expertise, and perceived trustworthiness are a positive relationship with eWOM usefulness from SNSs. Also, eWOM usefulness was confirmed to increase the probability of eWOM adoption, which, in turn, can boost the purchase intention toward the tourism accommodations proposed in the eWOM. This empirical study can enable marketers to gain an in-depth understanding of the impacts of eWOM from SNSs, especially from key opinion leaders (KOLs), on consumer purchase behaviour of tourism products. Accordingly, our findings can inspire marketers to plan and execute effective SNSs marketing campaigns to generate trustworthy and useful C2C eWOM, thus, increasing the intention to purchase tourism accommodations.

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Section: B Determinants Of Perceived Usefulnessmentioning

confidence: 98%

Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

Long¹

2022

Annals of Computer Science and Information Systems

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“…Salah satu aspek penting yang perlu dituju oleh penjual yaitu keputusan pembelian (purchase decision) sebagaimana disampaikan oleh Ho Nguyen et al (2022) bahwa konsumen yang setia dapat menghasilkan potensi promosi dari mulut ke mulut yang menguntungkan, acuan referensial yang pada akhirnya akan berdampak pada peningkatan konsumen ataupun pelanggan baru. Selain bauran pemasaran, aspek lain yang perlu diperhatikan dalam meningkatkan keputusan pembelian yaitu purchase intention, sebagaimana disampaikan oleh Wandebori & Wijaya (2017) bahwa purchase intention merupakan niatan atau pikiran yang ditimbulkan calon customer untuk memilih suatu produk berdasarkan atas pengetahuan, informasi, dan keinginan yang ingin dipuaskan.…”

Section: Pendahuluanunclassified

Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Wingko Babat dengan Purchase Intention sebagai Variabel Mediasi (Studi Kasus pada Produk Wingko Babat Merk “Dua Kelapa Muda”)

Kurniawan,

Setiawan,

Riana

2024

judic

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Penelitian bertujuan mengetahui untuk mengetahui pengaruh bauran pemasaran terhadap purchase intention dan keputusan pembelian, pengaruh purchase intention terhadap keputusan pembelian serta strategi yang tepat pada produk wingko babat merk “dua kelapa muda”. Metode yang digunakan yaitu explanatory research dengan data kuantitatif yang dikumpulkan melalui angket kepada responden sebanyak 100 orang, teknik penentuan sampel menggunakan judgement sampling. Variabel dalam penelitian ini terdiri dari Product (X1), Price (X2), Place (X3), Promotion (X4), People (X5), Physical evidence (X6), dan Process (X7), Purchase intention (Z) dan Purchase intention (Y). Teknik analisis data dilakukan dengan beberapa tahapan yaitu analisis deskriptif, uji instrumen dan analisis SEM PLS. Hasil analisis menunjukkan bahwa penerapan strategi bauran pemasaran masih menggunakan penjualan utama pada outlet stand outdoor yang mudah dijangkau, penerapan harga yang bersaing, penyediaan produk tersedia pada beberapa lokasi yang dekat dengan area publik. Terdapat pengaruh yang signifikan dari bauran pemasaran berupa product, price, place, people, physical evidence, dan process terhadap purchase intention dan keputusan pembelian baik melalui pengaruh langsung atau pengaruh tidak langsung yang dimediasi oleh variabel purchase intention, purchase intention memiliki pengaruh yang signifikan terhadap keputusan pembelian, strategi yang tepat yaitu mengkombinasikan product, price, place, promotion, people, physical evidence, dan process agar terus bisa bersaing dengan kompetitor.

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“…Additionally, research by Lina and Setiyanto (2021) demonstrates that tailoring advertisements to users' interests, purchase history, and preferences leads to a perceived benefit, subsequently enhancing users' purchase intention. In their study, Nguyen et al (2022) aim to identify and assess factors directly influencing customers' online purchase intention for advertised products, while also exploring the mediating role of attitude towards advertising. Their findings indicate that personalization and the credibility of social media ads, such as those on Facebook, have a significant positive impact on purchase intention.…”

Section: Conceptual Modelmentioning

confidence: 99%

Consumer Behaviour Towards Sponsored-Labelled Targeted Advertisements on Meta Platforms in the Context of Mauritius

Bindah,

Gunnoo

2024

Journal of Business Economics and Management

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The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising.

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Understanding online purchase intention: the mediating role of attitude towards advertising

Cited by 34 publications

References 65 publications

Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Wingko Babat dengan Purchase Intention sebagai Variabel Mediasi (Studi Kasus pada Produk Wingko Babat Merk “Dua Kelapa Muda”)

Consumer Behaviour Towards Sponsored-Labelled Targeted Advertisements on Meta Platforms in the Context of Mauritius

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