ABSTRACT
The outbreak of COVID-19 since the end of 2019 has led many people to work for home, reducing economic activity in many countries except online shopping, which is thriving during the pandemic. However, shopping is not take-and-go activity,as it needs references to help make the decision. Buying goods online is not as convenient as buying at physical stores where the customers can check the actual state of goods, obtain recommendations from the clerks or compare it with other similar goods. All these physical activities are persuasions. However, the main references for buying online are online third-party comments and brand image. People noticed the comments online, whether positive or negative about the product. Consumers write comments on the Internet according to their different impressions on the brands. Therefore, how the brand image and online comments affect persuasion is worthy of study. This pilot study thus takes the purchase of mobile phones as an example to explore the factors of people's evaluation of comments and brand image. The analytical results of exploratory factor analysis show that the questionnaire design is suitable. The formal study can take these research results as a reference.
- [1] Fu, H., Manogaran, G., Wu, K., Cao, M., Jiang, S., & Yang, A. (2020). Intelligent decision-making of online shopping behavior based on internet of things. International Journal of Information Management, 50, 515-525.Google ScholarDigital Library
- [2] Mukherjee, S., & Bhattacharyya, P. (2012). Wikisent: Weakly supervised sentiment analysis through extractive summarization with wikipedia. In Joint European Conference on Machine Learning and Knowledge Discovery in Databases (pp. 774-793). Springer, Berlin, Heidelberg.Google ScholarCross Ref
- [3] Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.Google Scholar
- [4] Vazquez, E. E. (2021). Effect of an e-retailer's product category and social media platform selection on perceived quality of e-retail products. Electronic Markets, 31(1), 139-157.Google ScholarCross Ref
- [5] Tsao, W.C. and Hsieh, M.T. (2012), “Exploring how relationship quality influences positive e-WOM: the importance of customer commitment”, Total Quality Management and Business Excellence, Vol. 23 Nos 7/8, pp. 821-835.Google ScholarCross Ref
- [6] Oraedu, C., Izogo, E. E., Nnabuko, J., & Ogba, I. E. (2020). Understanding electronic and face-to-face word-of-mouth influencers: an emerging market perspective. Management Research Review.Google Scholar
- [7] Isabella, G., & Vieira, V. A. (2020). The effect of facial expression on emotional contagion and product evaluation in print advertising. RAUSP Management Journal, 55, 375-391.Google ScholarCross Ref
- [8] Che, H. L., Miin, J., Li, C. H., & Kuo, L. W. (2015). Online hotel booking: The effects of brand image, price, trust, value, on purchase intentions. Asia Pacific Management Review, 20, 1-9.Google Scholar
- [9] Pang, B., Lee, L., & Vaithyanathan, S. (2002). Thumbs up? Sentiment classification using machine learning techniques. arXiv preprint cs/0205070.Google Scholar
- [10] Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of marketing Science, 32(3), 251-270.Google ScholarCross Ref
- [11] Fishbein, M., & Aszen, I.(1975). Beliefs, attitudes, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley.Google Scholar
- [12] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.Google Scholar
- [13] Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of retailing, 68(4), 445.Google Scholar
- [14] Desmet, P. M. A. (2002). Designing emotions (Doctoral dissertation). Technical University of Delft, Industrial Design Engineering, Delft.Google Scholar
- [15] Loudon, D. L. & Bitta, A. J. (1988). Marketing strategy: New directions for theory and research. Journal of Marketing, 47(2), 12 - 25.Google Scholar
- [16] Romaniuk, J., & Sharp, B. (2003). Measuring brand perceptions: Testing quantity and quality. Journal of targeting, measurement and analysis for marketing, 11(3), 218-229.Google ScholarCross Ref
- [17] Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39, 31–36.Google ScholarCross Ref
Recommendations
The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce
AbstractIn e-commerce context, there are many implementations of discount framing that have effect toward brand reputation as well as brand image. The latter two constructs have been noted to affect consumer purchase intention and actual behaviour. ...
Influence of Promotional Formats on Online Consumer Purchase Intention
The rising popularity of online shopping, scholars to investigate how different promotional formats motivates online purchasing intention, and decisions. This study adopts the extant literature to investigate the effects of consumer value perceptions, ...
The Effect of Online Sales Promotion Strategies on Consumers' Perceived Quality and Purchase Intention: A Moderating Effect of Brand Awareness
ICSSI '13: Proceedings of the 2013 Fifth International Conference on Service Science and InnovationAlong with the explosion of Internet user, Internet has been considered as the new channel for companies implementing their sales promotion activities. Consequently, this study seeks to offer insight into how popular online promotions (price-discount, ...
Comments