Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China

Bilal, Muhammad; Zeng, Jianqiu; Dukhaykh, Suad; Fan, Mingyue; Trunk, Aleš

doi:10.3390/info12050192

Cited by 39 publications

(26 citation statements)

References 75 publications

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“…Influencers carry out a meaning transfer process that stimulates interest and influences consumers' attitudes toward products or brands and purchases [3]. E-word of mouth (E-WOM) is more effective when carried out by recognized personalities with a greater impact on online consumers' purchase intention [4,5]. The extant literature recognizes that influencer marketing contributes to consumer purchase intention [2,6,7], and that fashion consumers are highly influenced by trends, which are conveyed by fashion influencers, namely through social media [8]; therefore, the fashion industry has strongly considered and used FIs [9].…”

Section: Fashion Influencersmentioning

confidence: 99%

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

et al. 2022

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Fashion influencers are a new phenomenon and profession to which many young individuals may currently aspire; such is its impact in the digital and online world. Hence, the article serves an upcoming group of fashion-influencers-to-be, as well as firms that seek the help of such professionals. This study aimed to test the mediating role of the attitude toward influencers in the relation between, on the one hand, perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, and attractiveness, and, on the other hand, purchase intention. Path analysis was used to test a conceptual model in which attitude toward influencers mediates the relation between perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, attractiveness, and purchase intention. Among the seven components, the association between perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity, on the one hand, and purchase intention, on the other, was completely and significantly mediated through attitudes toward influencers. It was found that the attitude toward the influencer determines the purchase intent; this attitude is, in turn, conditioned by the competence, the resemblance, and the proximity that the consumer perceives in the influencer. Thus, to lead the consumer to buy a certain product, influencers must pay attention to perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity with the product (or service).

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Section: Fashion Influencersmentioning

confidence: 99%

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

et al. 2022

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“…At that time, the role of eWOM has become very significant in obtaining information for customers' decision making process (Hussain et al, 2017). An important conclusion from this line of research is that these eWOM contents have a very significant effect on customer OPI (Filieri et al, 2018;Bilal et al, 2021b). Some studies have demonstrated that eWOM significantly influences customers' OPI.…”

Section: Electronic Word-of-mouth (Ewom)mentioning

confidence: 99%

The impact of website quality on customer satisfaction and eWOM in online purchase intention: The moderating role of gender in risk-taking

Saleem

Bilal

et al. 2022

Front. Psychol.

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Recently, social media marketing has become one of the most significant growth channels for many businesses. However, many companies are still unclear about using social media marketing to their advantage, particularly in an e-commerce environment. In this background, this study examines the effect of website quality, consumer satisfaction, and eWOM on online purchase intention. An online survey was conducted with 789 online Chinese shoppers from four cities—Harbin, Shenyang, Guangzhou, and Shenzhen. Structural equation modeling (SEM) was used to analyze the hypotheses. The findings show that each variable had a high impact on eWOM with website quality (information quality, system quality, and service quality), which in turn positively increased consumer online purchase intentions in China's e-commerce business. Additionally, findings show a significant gender gap in online shopping behavior. This novel research provides several managerial guidelines that support managers in improving their business performance in the e-commerce industry. This research also highlighted some limitations.

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“…The disagreement in the academic community is probably due to the particular categories of goods in previous studies, such as books [4,35,36], movies [11,26,27,33,35], digital cameras [3], software [37], video games [9,38], hotels [39][40][41][42][43], restaurants [44], and fashion products [45]. Prior studies tend to focus on the online sales of nondurable goods or product categories that involve the online consumption of digital products.…”

Section: Literature Reviewmentioning

confidence: 99%

Joint Effect of Different Dimensions of eWOM on Product Sales

Liu

2022

Information

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Understanding the antecedents and consequences of electronic word-of-mouth (eWOM) is of significant theoretical value and great interest to both consumers and firms. To reconcile the disagreement in the relationship between eWOM and product sales, we investigate the joint effect of different dimensions of eWOM on the sales of durable goods (i.e., cars). Our study is based on eWOM collected from Autohome, a leading online review platform of automobiles in China. Our empirical results show that the volume and valence of eWOM positively affect car sales, and variance negatively affects car sales when the volume of eWOM is low. Further analyses of the joint effect show that the positive impact of eWOM volume on sales is stronger when the valence is lower and the variance is higher. This research contributes to the literature on eWOM and provides helpful suggestions for firms by shedding light on the joint effect of different dimensions of eWOM in the context of the Chinese automobile industry.

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Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China

Cited by 39 publications

References 75 publications

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

The impact of website quality on customer satisfaction and eWOM in online purchase intention: The moderating role of gender in risk-taking

Joint Effect of Different Dimensions of eWOM on Product Sales

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