The Impact of Online Commentary on Young Consumer’s Purchase Decision

ASIAIR > College of Management > Department of Accounting and Information Systems > Journal Article > Item 310904400/111746

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/111746

Title:	The Impact of Online Commentary on Young Consumer’s Purchase Decision
Authors:	Mei-Hua Huang;Wen-Shin Huang;Chiung-Yen Chen;An-Chi Kuan
Contributors:	會計與資訊學系
Date:	2018-07
Issue Date:	2018-12-25 16:10:24 (UTC+8)
Abstract:	Nowadays, young generation consumers’ purchasing decision is affected tremendously by online product review, probably far more than other channels of communication. This may imply that strategies of marketing and campaign commercial products very likely need a revolutionary change. Therefore, the purpose of this study is to understand the different impacts of the traditional product endorsement and modern online commentary on young consumer trust and purchase decision. Experimental method was employed to collect data. 120 students participated in the experiment. Results show that youngsters have higher level of trust in online commentary than endorsement. Online commentary than endorsement has a greater impact on youngsters’ purchase intention. As expected, trust has a significant and positive impact on purchase intention. Finally, management implications and future directions are discussed. Nowadays, young generation consumers’ purchasing decision is affected tremendously by online product review, probably far more than other channels of communication. This may imply that strategies of marketing and campaign commercial products very likely need a revolutionary change. Therefore, the purpose of this study is to understand the different impacts of the traditional product endorsement and modern online commentary on young consumer trust and purchase decision. Experimental method was employed to collect data. 120 students participated in the experiment. Results show that youngsters have higher level of trust in online commentary than endorsement. Online commentary than endorsement has a greater impact on youngsters’ purchase intention. As expected, trust has a significant and positive impact on purchase intention. Finally, management implications and future directions are discussed.
Relation:	Proceedings of the 11th International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing ;IMIS-2017;
Appears in Collections:	[Department of Accounting and Information Systems] Journal Article

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