The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community1

Electronic word‐of‐mouth (WOM) communication influences potential consumer attitudes and behavioral intentions toward a product. Since consumers frequently assess online information based on their relationships with communities, rather than with individuals, online communities themselves function as referents for assessing information quality. This study examines whether consumer perceptions toward virtual communities (i.e., sense of virtual community or SOVC) moderate the perceived influence of product comments on attitude and purchase intention. This study manipulated 2 scenarios involving positive comments and negative comments regarding a newly issued game product. Analytical results indicated that SOVC reinforced the influences of online comments on attitude and purchase intention. Thus, marketers should consider the role of virtual communities when implementing WOM strategy online.     

Is no feedback perceived as a risk in online reviews?

Online reviews are critical in consumer decision-making regarding making online purchases. Given that reviews allow consumers to leave personal feedback about a product or service, it is unclear why some choose not to. This study is an examination of whether consumers tend to perceive no feedback as a sign of risk in online product listings along with the effects of no feedback on purchase intention. Regulatory focus theory is also applied to elucidate the differences in perceived risk between offerings with either high or low numbers of transactions accompanied by no feedback. Through online survey, data were gathered with 450 participants who had used any online marketplaces within 3 months. Consumers with a focus on both prevention and promotion perceive higher risk when there are many transactions with no feedback (high number of no-feedback condition), whereas consumers with a promotion focus perceive significantly lower risk when there are few transactions with no feedback (low number of no-feedback condition). From the analyses of regression and structural equation modeling, perceived risk negatively affected purchase intention in both the high and low number of no-feedback condition. Also in both the promotion and prevention focus groups, purchase intention is significantly higher in the low no feedback condition than the high no feedback. This study's findings confirm that consumers perceive offerings with high no feedback as high risk.     

Something for nothing: understanding purchasing behaviors in social virtual environments.

The present paper is composed of two studies. The first study explored the variables influencing the purchase of avatar-related products through the avatar users' survey research. This proposed a theoretical model of the purchase of avatar-related products using attitude toward an avatar, subjective norm, self-presentation, identification, and immersion. Although significant relationships were found for the individual links, the model was not supported. The second study focused on which variables predict the intention to use avatar-related products. A model was tested with avatar non-users. Results indicated that all relationships among variables in the Technology Acceptance Model (TAM), such as perceived ease of use of avatar, perceived usefulness of avatar, attitude toward using avatar, and intention to use avatar-related products, were strongly supported, as was the link between Internet self-efficacy and perceived ease of use of avatar. Also, the peer groups' subjective norm component which was a unique variable successfully predicted intention to use avatar-related products. Overall, all hypotheses were supported and the data were judged to be consistent with the model.     

The effect of price discounts on green consumerism behavioral intentions

Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take‐out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take‐out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism. Copyright © 2016 John Wiley & Sons, Ltd.     

Antecedents and moderators of behavioral intention: differences between U.S. and Taiwanese students

The purpose of this study was to investigate the relative influence of attitude toward the act, subjective norm, and perceived behavioral control on consumers' purchase intention when consumers possess different levels of product knowledge (subjective and objective). The magnitude of the influence is compared across two different societies (U.S. and Taiwanese). U.S. (N = 295) and Taiwanese (N = 297) college students participated. The results showed that the relative importance of attitude toward the act, subjective norm, and perceived behavioral control in predicting purchase intention varied across consumers with different levels of product knowledge (subjective or objective) for the U.S. participants. However, the moderating effect of product knowledge was less profound for the Taiwanese participants.     

品牌名称暗示性对消费者决策选择的影响：认知需要和专业化水平的调节作用

品牌管理者最首要的决策就是选择一个好记的或有意义的品牌名字。由于任何特征的品牌名字都必须借助消费者的认知差异来实现真正的差异化, 因此, 从消费者认知特点出发研究暗示性品牌名字就显得尤为重要和有意义。本文通过3个实验, 分别验证了消费者认知需要和专业化水平对品牌名称暗示性与决策选择的调节作用。方差分析发现：低专业化水平的消费者更倾向于根据暗示性的品牌名字做出决策, 而高专业化水平的消费者则不受品牌名称暗示程度的影响。此外, 低认知需要的消费者比较喜欢暗示性的品牌名字, 而对于高认知需要的消费者来说, 品牌名字的暗示性程度不会对其决策过程产生影响。最后, 研究结果揭示了专业化水平和认知需要对暗示性品牌名字效果发挥具有交互作用。对于具有高专业化水平的消费者来说, 无论他们处于低认知需要还是高认知需要, 品牌名字的暗示程度都不会影响他们的态度形成。相反地,对于具有低专业化水平的消费者来说, 无论是低认知需要还是高认知需要均倾向于暗示性的品牌名字。而对于专业化程度中等的消费者而言, 暗示性品牌名字效用的发挥则取决于其处理信息的动机—认知需要水平。     

Predicting Mothers' Intentions to Limit Frequency of Infants' Sugar Intake: Testing the Theory of Planned Behavior1

This study examines the ability of the Theory of Planned Behavior to account for mothers' intentions to limit the frequency of their infants' sugar consumption. One group of mothers (experimental) was exposed to a dental health education program designed to promote this behavior, the other (control) group was not. Each group of mothers was interviewed twice; the intervention was delivered to mothers in the experimental group immediately after their first interview. The interviews incorporated measures of the key constructs in the Theory of Planned Behavior (attitudes to behavior, subjective norms, perceived behavioral control, and behavioral intentions). Results indicated that the addition of perceived behavioral control resulted in small but significant increments in the amount of explained variance in intentions, thereby supporting the theory. Although the change in intentions to perform the advocated behavior was not significantly greater in the experimental group than in the control group, there was a significant change in attitudes to the behavior in the experimental group but no such change in the control group. Moreover, amount of change in behavioral intentions was significantly correlated with amount of change in attitudes, but not with amount of change in subjective norms or perceived behavioral control. Analysis of behavioral beliefs indicated that the attitude change reflected a change in a specific behavioral belief that was targeted in the intervention. Further analyses focused on the role played by direct experience of the behavior and show that such experience tended to enhance the role of perceived behavioral control in intention formation, apparently because mothers who have older children have discovered that they have relatively little control over frequency of child's sugar consumption. The implication of these results for the Theory of Planned Behavior are discussed.     

Assuring me that it is as ‘Good as New’ just makes me think about how someone else used it. Examining consumer reaction toward marketer‐provided information about secondhand goods

The current study explores consumer reaction to marketer‐provided information regarding secondhand products. Contamination fears and repugnance have not been addressed at length in consumer research. This study seeks to understand why consumers react negatively to used goods from a perspective of the Accessibility and Diagnosticity of information, addressing the issue of consumer reaction elicited by information about contamination of those goods by others. Specifically, it looks at the process of information processing in consumer reaction to marketer‐provided information, assuring them that secondhand goods are as good as new. Two studies were done to determine the difference in consumer reaction to information about a pair of pants between three conditions: used pants, used pants with assurance that they are as good as new and new pants. Results find that consumers may react negatively to positive marketer‐provided information, even if they believe it. Even though marketer‐provided information can persuade consumers to believe that a secondhand product is as good as new, consumer reaction is more negative than if consumers saw no such information. Negative emotions revolving around perceived contamination are elicited by this information that influences consumer reaction seemingly independent of beliefs about used goods. These results have implications for understanding the impact of information processing on consumer reaction to secondhand goods and to marketing communications in general. Copyright © 2016 John Wiley & Sons, Ltd.     

谁更愿意购买绿色产品？认识绿色消费者

绿色消费虽然备受关注但消费者积极性却不高,这可能和个体差异性有关。为了考察绿色消费的积极性,本研究从个体差异的视角出发,引入购买时间距离这一变量,以揭示面对绿色产品的矛盾性消费者究竟更愿现在购买还是将来,决策模式是否会存在个体差异。研究发现,时间距离调节绿色消费观与产品购买意愿的关系,而产品价值感知部分中介了该调节作用。具体来说,绿色消费者不会受到时间框定的影响,而非绿色消费者则表现出时间框定效应即更倾向于在将来而不是现在购买绿色产品;这是因为绿色消费观以自上而下的方式影响绿色消费者动机加工,使绿色产品的价值感知较为稳定,而非绿色消费者的价值感知则根据购买时间距离的不同而变化。研究结果说明在生态文明建设日益紧迫的当下培育个体绿色消费观具有重要的意义。     

谁更愿意购买绿色产品？认识绿色消费者

绿色消费虽然备受关注但消费者积极性却不高,这可能和个体差异性有关。为了考察绿色消费的积极性,本研究从个体差异的视角出发,引入购买时间距离这一变量,以揭示面对绿色产品的矛盾性消费者究竟更愿现在购买还是将来,决策模式是否会存在个体差异。研究发现,时间距离调节绿色消费观与产品购买意愿的关系,而产品价值感知部分中介了该调节作用。具体来说,绿色消费者不会受到时间框定的影响,而非绿色消费者则表现出时间框定效应即更倾向于在将来而不是现在购买绿色产品;这是因为绿色消费观以自上而下的方式影响绿色消费者动机加工,使绿色产品的价值感知较为稳定,而非绿色消费者的价值感知则根据购买时间距离的不同而变化。研究结果说明在生态文明建设日益紧迫的当下培育个体绿色消费观具有重要的意义。     

Moral Concerns and Consumer Choice of Fresh and Processed Organic Foods1

This study used the theory of planned behavior (TPB) to examine the impact of moral concerns on intention to buy organic apples and organic pizza. Initially, beliefs were elicited from a group of 30 people using a combination of the traditional TPB elicitation technique supplemented by direct questioning about emotions associated with the behavior. The questionnaire—which included measures of behavioral beliefs, attitudes, subjective norm, perceived behavioral control, and measures of moral norms (worded both positively and negatively)—was completed by 281 people. Multiple regressions showed that for both foods, the positive moral component added significantly to the prediction of intention, while negative ones did not. Also, affective attitude was a strong predictor of intention for both foods.     

Determinants of the purchase intention of non-fungible token collectibles

Disrupting the concept of ownership in the digital space, non-fungible tokens (NFTs) have created unprecedented market opportunities and captivated millions of investors. Characterized by artificial scarcity and ensured authenticity, the technical implementation establishes novel parameters for digital ownership and collecting, underscoring a research gap where the determinants of consumer behavior are yet to be studied. This paper presents a research model based on the Stimulus-Organism-Response (SOR) model to investigate consumers' purchase intention of NFT-based collectibles (NFTC) for the first time. To develop our model, we identified distinctive NFTC features (functionality, scarcity, aesthetics, and price value) and blockchain characteristics (security and privacy) affecting the utilitarian and hedonic attitude towards NFTC and finally shape NFTC purchase intention. For empirical validation, we conducted an online survey among an NFT-interested target group (N = 356) and analyzed the results by structural equation modeling with SPSS Amos. Findings indicate that the utilitarian attitude toward NFTC is affected by perceived functionality and price value from the product side, and perceived blockchain security and privacy from the technology side. The hedonistic attitude toward NFTC is shaped by perceived functionality, scarcity, and aesthetics. Both attitudes, utilitarian and hedonistic, demonstrate a significant impact on purchase intention. A subsequent mediation analysis confirms that NFTC and blockchain characteristics have an indirect effect on purchase intention. In the under-investigated interface of blockchain technology, digital ownership, and consumer behavior, this work enriches the digital ownership discourse by demonstrating how NFTC create consumer value through product and technology features.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention

Color, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, “does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?” Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.     

Taking sustainable fashion mainstream: Social media and the institutional celebrity entrepreneur

There is a growing imperative to address the negative environmental impact of fashion and an increased awareness of sustainability issues: the sustainable fashion concept (SFC). However, while consumers are becoming more aware and concerned about sustainability, this is not resulting in the purchase of sustainable fashion products in preference to “mainstream” goods. This so‐called attitude–behaviour gap is well documented in academic literature, and yet there is a lack of research into potential methods of disrupting this phenomenon. This study seeks to redress this by examining the potential influence of celebrity institutional entrepreneurs (CIEs) to raise awareness of the SFC and to therefore guide and change consumer behaviour towards more sustainable practice. CIEs are celebrities who use their social position to espouse their values with the intention of influencing institutional habits and behaviours. In this case, Emma Watson is identified as an appropriate and credible proponent, and her @the_press_tour Instagram account was used to examine her influence. A netnographic investigation of this account was conducted in combination with eight in‐depth interviews with account followers to examine attitudes and actions towards sustainable fashion. Findings showed that the account had partial impact on consumer engagement with the SFC in that it led to the participants being more likely to discuss and consider the issues around sustainable fashion; however, it had no significant impact on purchases of sustainable fashion. The study concludes that CIEs can impact the attitudes of mainstream consumers towards sustainable fashion; however, further research is required to determine any long‐term influence.     

Antecedents of Taiwanese adolescents' purchase intention toward the merchandise of a celebrity: the moderating effect of celebrity adoration

The purpose of the present study was to investigate the relative importance of adolescents' attitude toward an act (the degree to which the person had a favorable or unfavorable evaluation or appraisal of the act's behavior in question), perceived norm, and perceived behavioral control in predicting Taiwanese adolescents' intention to purchase the merchandise of a celebrity when they had different levels of celebrity adoration. The present results showed that the relative strengths of attitude toward the act and the perception of behavioral control in predicting purchase intention toward the merchandise of a celebrity were stronger for adolescents in the celebrity adoration group than for adolescents in the celebrity nonadoration group. On the other hand, the relative importance of the perceived norm in predicting the attitude toward the act and the purchase intention was stronger for adolescents in the celebrity nonadoration group than for adolescents in the celebrity adoration group.     

地位感知变化对消费者地位消费行为的影响

本文通过3个实验探究了地位感知变化对消费者地位消费行为的影响。研究发现,无论在感知到地位提升还是地位威胁的情况下,消费者对地位商品的购买意愿均会提升,然而两者却有着不同的作用机制。对于感知地位提升的消费者,自我提升动机在地位感知对地位商品购买意愿的影响中起中介作用;而对于感知地位威胁的消费者,自我补偿动机同时在地位感知对地位商品和非地位商品购买意愿的影响中起中介作用。在感知地位威胁的情境下,自我实现的新兴价值观具有强化消费者地位消费行为的作用,而谦卑的传统价值观具有弱化消费者地位消费行为的作用。     

预期性思考、自我调节导向与非计划购买

当消费者对非计划购买产生犹豫时,营销者应如何引导他们的购买行为？本文通过准实验与控制实验的方法探究该问题。研究结果显示：（1）营销者可以通过设计预期欣喜和预期后悔信息提高其非计划购买意向;（2）但是预期性思考的有效性还受到消费者自我调节导向的影响：预期欣喜对提高趋利导向消费者的非计划购买意向较有效,预期后悔对提高避害导向消费者的非计划购买意向较有效;（3）预期欣喜和预期后悔通过影响消费者对购买合理性的判断而影响他们的非计划购买意向。     

Regulatory focus and preference reversal between hedonic and utilitarian consumption

This article explores the impact of consumers' regulatory goals on their relative focus on hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that promotion‐focused consumers will exhibit more favorable attitude towards a product when its hedonic benefits are highlighted in comparison to its utilitarian benefits. Prevention‐focused consumers on the other hand will exhibit more favorable attitude towards a product when its utilitarian benefits are highlighted in comparison to its hedonic benefits. We further argue that this effect is moderated by contextual factors, such as evaluation mode. In addition, we argue that the posited difference only holds when the hedonic and utilitarian products are evaluated individually. When the two products are evaluated jointly, both promotion and prevention‐focused individuals will exhibit more favorable attitude towards the hedonic product. Two studies were conducted to test the hypotheses and findings supported our predictions. Copyright © 2011 John Wiley & Sons, Ltd.     

A cross‐cultural analysis of German,Chinese and Indian consumers' perception of web site adaptation

• The aim of this study is to provide empirical evidence, using the theory of planned behavior, as to whether local consumers prefer culturally adapted web sites or standardized web sites The study contributes to the existing literature by showing that consumers from Germany, China, and India prefer web sites adapted to their local culture, and that culture influences consumer beliefs, attitudes, and purchase intention on the web.

Copyright © 2006 John Wiley & Sons, Ltd.