Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention

Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention PurposeThe purpose of this paper is to identify the key determinants of the information value of enterprises’ micro-blogs, drawing on the consumer’s perspective. This paper examines the effects of such information value on consumers’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention.Design/methodology/approachThe proposed research model is examined empirically using a survey of 315 users of the Sina micro-blog. The statistical analysis applies a method based on variance using partial least squares.FindingsThe results show that online retailers’ micro-blog posts, which are characterized by informativeness and persuasiveness as perceived by customers, positively impact online retailers’ brand equity, which in turn influences consumer purchase intention. In addition, perceived information usefulness is found to be an important contextual factor that moderates the relationship between perceived persuasiveness and online retailer brand equity.Originality/valueThis work adds significance to the literature by extending the research on micro-blog marketing and also provides practical recommendations for online retailers on the operation of micro-blogs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention

Internet Research , Volume 27 (4): 20 – Aug 7, 2017

Loading next page...
 
/lp/emerald-publishing/examining-the-influence-of-online-retailers-micro-blogs-on-consumers-eMp0d4CGfE
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1066-2243
DOI
10.1108/IntR-09-2016-0258
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to identify the key determinants of the information value of enterprises’ micro-blogs, drawing on the consumer’s perspective. This paper examines the effects of such information value on consumers’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention.Design/methodology/approachThe proposed research model is examined empirically using a survey of 315 users of the Sina micro-blog. The statistical analysis applies a method based on variance using partial least squares.FindingsThe results show that online retailers’ micro-blog posts, which are characterized by informativeness and persuasiveness as perceived by customers, positively impact online retailers’ brand equity, which in turn influences consumer purchase intention. In addition, perceived information usefulness is found to be an important contextual factor that moderates the relationship between perceived persuasiveness and online retailer brand equity.Originality/valueThis work adds significance to the literature by extending the research on micro-blog marketing and also provides practical recommendations for online retailers on the operation of micro-blogs.

Journal

Internet ResearchEmerald Publishing

Published: Aug 7, 2017

There are no references for this article.