• 主题
高级搜索  >
历史搜索 清空历史
首页> 美国卫生研究院文献>Heliyon >Customer review or influencer endorsement: which one influences purchase intention more?
【2h】

Customer review or influencer endorsement: which one influences purchase intention more?

机译：客户审查或影响者认可：哪一个影响购买意图更多？

代理获取
本网站仅为用户提供外文OA文献查询和代理获取服务，本网站没有原文。下单后我们将采用程序或人工为您竭诚获取高质量的原文，但由于OA文献来源多样且变更频繁，仍可能出现获取不到、文献不完整或与标题不符等情况，如果获取不到我们将提供退款服务。请知悉。
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

E-commerce has grown steadily since internet access became more available in the mid-1990s. Informativeness plays a key role in online shopping decisions. Potential customers usually collect useful information and do a comparison before considering the purchase. Electronic word-of-mouth (eWOM) is considered a reliable source of information. Customer reviews and influencer reviews can be considered eWOM. They represent customers’ sharing of experience and evaluation of a product or service with other potential shoppers. There is abundant evidence concerning the influence of eWOM on purchase intention. However, there are few studies on influencer reviews and purchase intention. This study aims to investigate the impact of customer review and influencer review to purchase intention and the mediating role of trust to those relationship. A quantitative experimental study (2 × 1) was conducted. Two hundred respondents from three cities in Greater Jakarta were divided into two groups to self-rate their opinion on customer review, influencer review, trust and purchase intention. Data collected was analysed PLS using SmartPLS. The study results showed that influencer review has a positive impact on purchase intention. On the other hand, customer review failed to show its influence. Trust as a moderating variable was also not validated in this study.
机译：自20世纪90年代中期以来，电子商务已经稳步增长。信息性在网上购物决策中起着关键作用。潜在客户通常收集有用的信息并在考虑购买之前进行比较。电子话语口（EWOM）被认为是可靠的信息来源。客户评论和影响者评论可被视为EWOM。它们代表客户与其他潜在购物者分享产品或服务的经验和评估。有关EWOM对购买意图的影响有丰富的证据。但是，有没有关于影响者审查和购买意图的研究。本研究旨在调查客户审查和影响者审查对购买意愿的影响以及信任对这些关系的调解作用。进行定量实验研究（2×1）。来自大雅加达三个城市的两百名受访者分为两组，为顾客审查，影响者审查，信任和购买意向自筹清士。使用SmartPL分析收集的数据。研究结果表明，影响者审查对购买意向产生积极影响。另一方面，客户评论未能显示其影响力。在本研究中也没有验证作为培养变量的信任。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
代理获取

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号