Effects of message framing and consumers' regulatory focus on perceived credibility of electronic word-of-mouth and purchase intention

2021 ◽  
Vol 49 (11) ◽  
pp. 1-14
Author(s):  
Tzu-Fan Hsu ◽  
Chao-Ming Yang
Keyword(s):  
Analysis Of Variance ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Message Framing ◽  
Marketing Strategies ◽  
Electronic Word Of Mouth ◽  
Perceived Credibility ◽  
Positive Message ◽  
Negative Message

We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in Taiwan aged between 20 and 60 years. Results show that (a) prevention-focused (vs. promotion-focused) consumers perceived eWOM had greater credibility when they were presented with a negatively framed message, (b) negative (vs. positive) message framing increased the perceived credibility of eWOM for prevention-focused consumers, (c) promotion-focused (vs. preventionfocused) consumers had a stronger purchase intention when presented with a positively framed message, and (d) both prevention- and promotion-focused consumers had stronger purchase intention when exposed to a positively (vs. negatively) framed message. Our findings may provide a reference for companies to establish a set of eWOM marketing strategies.

scholarly journals PENGARUH TESTIMONIAL DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP PURCHASE INTENTION (Studi Pada toko online shop LA FLORIST Kediri)

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Ahmad Syifa ◽  
Budi Heryanto ◽  
Sri Rochani
Keyword(s):  
Data Collection ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Total Population ◽  
Consumer Product ◽  
Electronic Word Of Mouth ◽  
Test Results ◽  
Literature Study ◽  
Test Variable ◽  
Simultaneous Testing

The purpose of this study is as follows: To determine the effect of testimonials on purchase intention On the Product LA Florist, to identify the Influence of eWOM ( Electronic Word Of Mouth ) towards the Purchase Intention on the Product LA Florist, to identify the Influence of Testimonials And eWOM ( Electronic Word Of Mouth ) toward the Purchase Intention on the Product LA Florist. Population in this research is on consumer product LA Florist that totaled 56. The sample used is the whole of the total population. Methods of data collection using questionnaire, observation, interview, and literature Study. Partial test results showed that the influential and significant between the variables of testimonials on Purchase Intention as evidenced by the significant value of 0.000 which is smaller than 0.05 (0.000 < 0,05). Partial test results showed that the influential and significant between the variables of eWOM towards Purchase Intention as evidenced by the significant value of 0.005 which is smaller than 0,05 (0,005 < 0,05). Based on the results of the calculation of the obtained significant value is 0.000. This shows that the significant value of F test variable testimonials and eWOM <0.05, which means that the result of simultaneous testing are testimonial and eWOM influence thePurchase Intention Tujuan penelitian ini adalah sebagai berikut: Untuk mengetahui pengaruh testimonial terhadap purchase intention Pada Produk LA Florist, untuk Mengetahui Pengaruh Antara eWOM ( Elektronik Word Of Mouth ) terhadap Purchase Intention pada Produk LA Florist, untuk Mengetahui Pengaruh Antara Testimonial Dan eWOM ( Elektronik Word Of Mouth ) teradap Purchase Intention pada Produk LA Florist. Populasi dalam penelitian ini adalah konsumen pada produk LA Florist yang berjumlah 56. Sampel yang digunakan adalah seluruh dari total populasi. Metode pengumpulan data menggunakan kuisioner, obsevasi, wawancara, dan Studi kepustakaan. Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel testimonial terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,000 dimana lebih kecil dari 0,05 (0,000 < 0,05). Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel eWOM terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,005 dimana lebih kecil dari 0,05 (0,005 < 0,05). Berdasarkan hasil perhitungan diperoleh nilai signifikan adalah 0,000. Hal ini menunjukan bahwa nilai signifikan uji F variabel testimonial dan eWOM <0,05 yang berarti hasil dari pengujian simultan ini adalah testimonial dan eWOM berpengaruh terhadap Purchase Intention.

scholarly journals PENGARUH KEPERCAYAAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP PURCHASE INTENTION (Studi Pada Pelajar Kampung Inggris Pare-Kediri)

2019 ◽  
Vol 4 (1) ◽  
pp. 63
Author(s):  
Akhmad Nasir
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Test Results ◽  
Simultaneous Test ◽  
Library Studies ◽  
Calculation Results ◽  
English Village

This study aims to find out and analyze the influence of eWOM (Electronic Word Of Mouth) Trust and Purchase Intention on Students in the English village of Pare-Kediri. The population in this study were those who took courses at the Pare-Kediri English village course institute in January-March 2019 which obtained a sample of 100 respondents with accidental sampling technique. Methods of collecting data using questionnaires, observation, interviews, and library studies. The test results partially show that there is a significant and significant effect on the trust variable on Purchase Intention as evidenced by a significant value of 0,000 which is smaller than 0.05 (0,000 <0,05). The partial test results show that there is a significant and significant effect between eWOM variables on Purchase Intention as evidenced by a significant value of 0.005 which is smaller than 0.05 (0.005 <0.05). Based on the calculation results obtained a significant value is 0,000. This shows that the significant value of the test is the trust variable F and eWOM <0.05, which means that the results of this simultaneous test are trust and eWOM has an effect on Purchase Intention. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kepercayaan Dan eWOM ( Elektronik Word Of Mouth ) teradap Purchase Intention pada Pelajar di kampung inggris Pare-Kediri. Populasi dalam penelitian ini adalah yang mengambil kursus di lembaga kursus kampung inggris Pare-Kediri pada bulan Januari-Maret 2019 yang  diperoleh sampel sebanyak 96 responden dengan teknik accidental sampling. Metode pengumpulan data menggunakan kuesioner, obsevasi, wawancara, dan Studi kepustakaan. Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel kepercayaan terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,000 dimana lebih kecil dari 0,05 (0,000 < 0,05). Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel eWOM terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,005 dimana lebih kecil dari 0,05 (0,005 < 0,05). Berdasarkan hasil perhitungan diperoleh nilai signifikan adalah 0,000. Hal ini menunjukan bahwa nilai signifikan uji F variabel kepercayaan dan eWOM <0,05 yang berarti hasil dari pengujian simultan ini adalah kepercayaan dan eWOM berpengaruh terhadap Purchase Intention.

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

What Drives Electronic Word of Mouth and Purchase in Social Commerce?

2020 ◽  
Vol 12 (4) ◽  
pp. 71-84
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Electronic Word Of Mouth ◽  
Research Model ◽  
Social Commerce ◽  
Consumer Purchase Intention

The purpose of this study is to develop and verify the research model to examine the antecedents of electronic word of mouth on social commerce, which influences consumer purchase intentions. In the results, first, the attitude toward the electronic word of mouth, subjective norm, and perceived behavioral control increases the electronic word of the consumer. Second, a consumer's electronic word of mouth increases his or her purchase intention. Finally, attitude toward the electronic word of mouth and perceived behavioral control among the pioneers of the electronic word of mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to contribute to the study of social commerce by giving scholarly attention to electronic word of mouth. This study provides new ways to stimulate consumer purchase intention.

A Study of the Role of e-WOM on Social Commerce

2018 ◽  
Vol 14 (3) ◽  
pp. 1-18
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Information Quality ◽  
Word Of Mouth ◽  
Quality Information ◽  
Electronic Word Of Mouth ◽  
Social Commerce ◽  
Consumer Electronic ◽  
Information Credibility ◽  
Meaningful Engagement

The purpose of this study is to discover how electronic word of mouth engages users and encourages them to purchase. By proposing the concepts of electronic word of mouth as different ways to provide reciprocal experience, this study develops a model that explores the antecedents of electronic word of mouth and its role in explaining a consumer to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, information quality, information credibility, needs of information, and attitude towards information increase consumer electronic word of mouth. Second, the consumer's electronic word of mouth increases their purchase intention. Finally, information quality and attitude towards information among the antecedents of consumer electronic word of mouth increase his or her purchase intention through his or her electronic word of mouth. The findings contribute to research on social commerce by paying scholarly attention to meaningful engagement characterized by electronic word of mouth.

Sign in / Sign up

Export Citation Format

Share Document