Quality dimensions in online communities influence purchase intentions

2017 ◽  
Vol 55 (9) ◽  
pp. 1984-1998 ◽  
Author(s):  
Chung-Yu Wang ◽  
Hsiao-Ching Lee ◽  
Li-Wei Wu ◽  
Chih-Chung Liu
Keyword(s):  
Relationship Quality ◽  
Purchase Intention ◽  
Information Quality ◽  
Uncertainty Reduction ◽  
Purchase Intentions ◽  
Online Questionnaire ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Quality Dimensions

Purpose The purpose of this paper is to examine how quality dimensions in independently owned online brand communities influence purchase intentions via uncertainty reduction and the role of involvement. Design/methodology/approach This work validates the model and hypotheses through non-probabilistic sampling. The online questionnaire was made on the website of MySurvey and an invitation letter was posted to the forums. The respondents received the questionnaire items translated into Chinese. The final survey sample consisted of 235 respondents. Findings Empirical results confirm that as for independently owned online brand communities, their information quality and relationship quality are effective tools for influencing purchase intentions via uncertainty reduction. In addition, the authors demonstrate that involvement has a positively moderating influence on the relationship between uncertainty reduction and purchase intentions. Originality/value The current study moves beyond uncertainty reduction to demonstrate that information quality and relationship quality of forums influenced purchase intention via uncertainty reduction and the moderating variable such as involvement.

scholarly journals Integrating theories to predict clothing purchase on SNS

2019 ◽  
Vol 119 (5) ◽  
pp. 1015-1030
Author(s):  
Jordi Pujadas-Hostench ◽  
Ramon Palau-Saumell ◽  
Santiago Forgas-Coll ◽  
Jorge Matute
Keyword(s):  
Conceptual Model ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Online Questionnaire ◽  
Content Type ◽  
Critical Elements ◽  
Self Image

Purpose The purpose of this paper is to design and test a conceptual model integrating uses and gratifications (UGT), self-image congruity (SIC), and theory of planned behavior (TPB) theories to identify the drivers that lead users to develop intentions to purchase clothing products through social networking sites (SNS). Design/methodology/approach Using an online questionnaire, data were collected from customers of clothing products who visit the SNS of their preferred clothing brands (n=1,003). Empirical results, using partial least squares regressions, were used to test the conceptual model. Findings The results supported the model and showed, as the main result, that purchase intention through the use of SNS is positively affected by intentions to use SNS and SNS use. SNS use is influenced by intentions to use SNS and by UGT. Intentions to use SNS are positively affected by UGT, attitude and perceived behavioral control (PBC). Attitude is positively influenced by UGT, SIC, PBC and subjective norm. Social implications These findings reveal that the critical elements in achieving purchase intentions in users through SNS include obtaining their participation by managing the SNS according to users’ self-image and offering useful gratifications. Originality/value This paper integrates theories of SIC, UGT and the TPB in a context of technology post-adoption to understand users’ purchase intentions through SNS. By establishing this novel theoretical integration approach, this paper furthers insight into purchase intentions through SNS.

scholarly journals PENGARUH INFORMATION QUALITY DAN RELATIONSHIP QUALITY TERHADAP UNCERTAINTY REDUCTION DAN PURCHASE INTENTION

2019 ◽  
Vol 3 (1) ◽  
pp. 112
Author(s):  
Melinda Ika Sari ◽  
Keni Keni
Keyword(s):  
Regression Analysis ◽  
Relationship Quality ◽  
Significant Influence ◽  
Purchase Intention ◽  
Information Quality ◽  
Uncertainty Reduction ◽  
Probability Sampling ◽  
Convenience Sampling ◽  
Relationship Of ◽  
The Relationship

Penelitian ini bertujuan untuk menganalisis pengaruh parsial information quality dan relationship quality dalam komunitas online terhadap uncertainty reduction, pengaruh uncertainty reduction terhadap purchase intention, dan pengaruh involvement terhadap hubungan uncertainty reduction dan purchase intention. Subyek penelitian ini adalah orang-orang yang sudah pernah menggunakan salah satu dari komunitas online Youtube, Kompas Tekno, atau Tabloit PULSA untuk mencari informasi mengenai smartphone. Metode pengambilan sampel dilakukan dengan metode non probability sampling dengan teknik pengambilan sampel adalah convenience sampling dengan metode penyebaran kuisioner secara online. Total sampel yang terkumpul ada 159 sampel. Penelitian ini menggunakan dua analisis regresi, yaitu: analisis regresi linier ganda dan moderated regression analysis. Hasil dari penelitian ini adalah secara parsial information quality dan relationship quality memiliki pengaruh positif dan signifikan terhadap uncertainty reduction. Sementara itu, uncertainty reduction memberikan pengaruh yang positif dan signifikan terhadap purchase intention. Involvement sebagai moderator tidak memberikan pengaruh pada hubungan uncertainty reduction dan purchase intention. This study aims to analyze the partial influence of information quality and relationship quality in the online community on uncertainty reduction, the influence of uncertainty reduction on purchase intention, and the influence of involvement on the relationship of uncertainty reduction and purchase intention. The subjects of this study were people who had used one of the online communities: Youtube, Kompas Tekno, or TabloitPULSA to find information about smartphones. This study is using non probability sampling method with convenience sampling as a sampling technique and online questionnaire as a distribution method. The total samples collected were 159 samples. This study used two regression analyses: multiple linear regression analysis and moderated regression analysis. The results of this study are that information quality and relationship quality partially has a positive and significant influence on uncertainty reduction. Meanwhile, uncertainty reduction has a positive and significant influence on purchase intention. Involvement as a moderator has no effect on the relationship of uncertainty reduction and purchase intention.

Relationship between e-servicescape and purchase intention among heavy and light internet users

2018 ◽  
Vol 28 (2) ◽  
pp. 333-350 ◽  
Author(s):  
Hsu-Ju Teng ◽  
Jia-Jen Ni ◽  
Hsiao-Han Chen
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Aesthetic Appeal ◽  
Positive Effects ◽  
Heavy Users ◽  
Internet Users

Purpose Previous studies of e-servicescapes have considered general internet consumers as the main research subjects; however, some studies have argued that heavy users are the main sources of consumption. Understanding heavy user’s consumption traits is crucial for enhancing company profits; hence, the purpose of this paper is to compare the significant attributes of e-servicescapes and clarify their relationship with purchase intention by employing heavy and light internet users as moderators. Design/methodology/approach An online questionnaire was used to collected data from 342 valid internet users with online shopping experience, and the differences were compared through structural equation modeling. Findings Aesthetic appeal and interactivity significantly increase general users’ purchase intentions. For heavy users, interactivity was the most crucial factor, followed by esthetic appeal, and then layout and functionality. For light users, Aesthetic appeal was the only crucial factor. The data also reveal that financial security does not have significant positive effects on general, heavy, or light users. Originality/value Using the insight gained by integrating purchase intention with e-service quality and segmentation theory in the e-servicescape, the authors display how heavy and light internet users evaluate the e-servicescape for signals of quality attributes and contribute their cognitive response and purchase intention according to different consumption traits. Internet retailers are recommended to segment heavy and light users, redesign their current e-servicescapes, and provide more appropriate marketing strategies to attract and keep heavy and light users and enhance their purchase intentions.

An exploration of online brand community (OBC) engagement and customer’s intention to purchase

2016 ◽  
Vol 8 (4) ◽  
pp. 295-314 ◽  
Author(s):  
Anurag Tiruwa ◽  
Rajan Yadav ◽  
P.K. Suri
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Communication Strategy ◽  
Content Type ◽  
Brand Communities ◽  
Intention To Purchase ◽  
Online Brand Communities

Purpose The purpose of this paper is to understand the influence of online brand communities on customers’ attitude, who engage with such communities, and their further influence on purchase intention (PI). Design/methodology/approach A conceptual framework was developed by reviewing literature and then validating it in the context of customers, engaged with Facebook brand pages. The framework empirically examined the influence of perceived usefulness, perceived ease of use, social influence and attachment with brand (AWB) on attitude towards brand and PI; alongside the influence of AWB on PI, from 206 responses gathered from an online survey administered to Facebook users. The framework was validated by using structural equation modelling. Findings The results demonstrate that the proposed framework was found to have a good fit, and seven of eight relationships hypothesized were found to be significant. The study establishes that the online brand communities have an impact on the customers’ attitude, which in turn has an influence on customers’ intention to purchase. Originality/value This study is first of its kind to analyse the engagement on Facebook online brand communities and the influence they have on the customers’ attitude towards a brand which further develops the PI of the customer. The paper suggests and supports the adoption and usage of online brand communities as a part marketing and communication strategy.

Sponsorship image transfer theory in virtual brand communities

2018 ◽  
Vol 118 (6) ◽  
pp. 1287-1302 ◽  
Author(s):  
Manuel Alonso Dos Santos ◽  
Francisco Rejón Guardia ◽  
Ferran Calabuig Moreno
Keyword(s):  
Positive Impact ◽  
Communication Strategies ◽  
Purchase Intentions ◽  
A Posteriori ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
The Impact

Purpose The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least squares (PLS) methodology was applied with a posteriori segmentation (PLS prediction-oriented segmentation (POS)). Findings The attitude toward the sponsor helps to assess the efficiency of sponsorships between companies. This variable is particularly relevant for evaluating sponsorship efficiency in online brand communities. Improving trust and assessing the sense of membership directly improves attitudes toward the team and the sponsored brands. The attitude toward the sponsor has a direct and positive impact on the purchase intentions. The use of a posteriori segmentation with the PLS–POS technique helps discriminate between groups. Research limitations/implications Among the limitations encountered, further study would require using a sample of various sports disciplines and cultures. Practical implications Specific actions and communication strategies are defined for each segment and in general to adapt communication strategies that improve identification with virtual brand communities. The study has revealed involvement-related differences resulting from the impact that engagement with the sponsored team may have on the assessed relationships. Originality/value The study of the effects of sponsorship and the use of a posteriori variables user segmentation in an online brand community are used.

Why do consumers engage in online brand communities – and why should brands care?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Danita van Heerden ◽  
Melanie Wiese
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Content Type ◽  
Brand Communities ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Online Engagement ◽  
Online Brand Communities ◽  
Wide Range

Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect data through convenience sampling; 497 useable questionnaires were collected. Findings The results of the structural equation modelling show that hedonic motivations are more prevalent in Facebook brand communities than utilitarian motivations. When considering the outcomes of online engagement, loyalty towards the brand community is the strongest outcome, followed by word-of-mouth and purchase intention. Research limitations/implications This research indicates that marketers should focus on creating content on Facebook brand communities that appeals to the hedonic needs of consumers, such as brand likeability, entertainment and interpersonal utility. This type of content will motivate members of these brand communities to engage online. When consumers engage online, it creates benefits for the brand such as loyalty, word-of-mouth and purchase intention. Originality/value This study presents a framework for investigating consumers’ motivation to engage online, based on a theoretical underpinning of both sense of community theory and uses and gratification theory. It also identifies three outcomes for brands that explain why it is worthwhile for firms to invest in engaging with consumers in Facebook brand communities while including a wide range of brand communities.

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

2017 ◽  
Vol 26 (4) ◽  
pp. 375-385 ◽  
Author(s):  
Tuğba Özbölük ◽  
Yunus Dursun
Keyword(s):  
Design Methodology ◽  
Participant Observation ◽  
Opinion Leader ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Different Types ◽  
Online Brand Community

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

Moral norm is the key

2020 ◽  
Vol 32 (8) ◽  
pp. 1823-1841 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Ziying Mo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Moral Norms ◽  
Green Products ◽  
Chinese Consumers ◽  
Content Type ◽  
The Relationship

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

scholarly journals The effect of supply chain quality perception and country of origin on Smartphones purchase intention of Indonesian consumers

2022 ◽  
Vol 10 (1) ◽  
pp. 277-284 ◽  
Author(s):  
Wawan Prahiawan ◽  
Mochammad Fahlevi ◽  
Juliana Juliana ◽  
John Tampil Purba ◽  
Khamaludind Khamaludind ◽  
...  
Keyword(s):  
Significant Relationship ◽  
Purchase Intention ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Study Data ◽  
Purchase Intentions ◽  
Snowball Sampling ◽  
Online Questionnaire ◽  
Sampling System ◽  
Quality Perception

The purpose of this study was to analyze the relationship between Role of Country of Origin and Quality Perception of Smartphones Purchase Intention. The approach in the research used is a quantitative approach using PLS-SEM SmartPLS software as a data processing tool. In this study, data collection technique was carried out using either a questionnaire or online questionnaire which was distributed to 120 respondents of Millennial Smartphone Consumers. Sampling system was a snowball sampling method. Based on the results of hypothesis testing, it was found that there was a positive and significant relationship between Country of origin and perceived quality of the product. There was also a positive and insignificant relationship between Country of origin and purchase intentions. Finally, there was a positive and significant relationship between perceived quality and consumer purchase intentions.

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