Purpose: To investigate the effects of online reviews on consumer purchase intention considering the moderating role of product involvement and consumer expertise. Methodology: To reach our goal in this paper, we conduct a descriptive study in a deductive way. This is quantitative research in which the relationship between online reviews and consumer buying behavior will be tested. The research strategy of the study is an online survey. The sample size is 200 respondents considering confidence level 95% and confidence interval 7. Data editor IBM SPSS is used to performing the data analysis. Findings: High-low product involvement and high-low consumer expertise have an impact on the factor of online review (quality, quantity, and credibility) significantly and it affects the purchase intention of the consumer. The study created a conceptual model, which is adapted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but the quantity of review on the intention to purchase did not differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of the review did not differ on the purchase of intention under low involvement and low expertise situation. Research implications: This study applies the ELM model to measure the cognitive factor (review factor) and motivation factor (involvement and expertise) together. This study shows consumers with different levels of involvement and expertise prefer different levels of online review factors. The marketer could classify online review information into different category lines like the attribute-based review, benefit-based review, etc. and based on the analysis, the marketer can make a different plan for a different level of consumer (expert and involved consumer). Keywords: Quality, quantity, and credibility of review, Product involvement, consumer expertise, elaboration likelihood model (ELM Model).

[pt] A comunicação boca-a-boca sempre desempenhou um importante papel no processo decisório do consumidor, como fonte de informação relevante e confiável. A Internet possibilitou que consumidores pudessem compartilhar suas avaliações sobre marcas, produtos e serviços com um incontável número de pessoas, dando origem à comunicação boca-a-boca eletrônica. Este estudo concentra-se na comunicação boca-a-boca que acontece nas lojas virtuais, onde os consumidores compartilham suas opiniões, positivas ou negativas, sobre os produtos comercializados no site. Com base no modelo Elaboration Likelihood Model, este trabalho avaliou o efeito da quantidade e da qualidade das avaliações negativas disponibilizadas nos sites de compras na atitude e na intenção de compra dos consumidores, utilizando o comprometimento com a marca como moderador deste efeito. Utilizando uma loja virtual para realização do experimento, onde foram disponibilizadas avaliações sobre a câmera digital Sony, foi possível verificar em quais condições avaliações negativas influenciam negativamente a atitude e intenção de compra. Os resultados obtidos ajudam a complementar as pesquisas já realizadas e ampliam a compreensão sobre o assunto. / [en] Word-of-mouth plays an important role as a communication channel during consumer decision processes, as a relevant and reliable source of information. Internet has allowed consumers to share online their opinions and evaluations with consumers all over the world. This study focused on word-of-mouth published on web stores, where consumers share their positive or negative opinions about products that are available at the store. Based on the Elaboration Likelihood Model, an experiment was carried out to evaluate effects of quantity and quality of negative online reviews on attitude and purchasing intention and the moderating effect of brand commitment. Results contribute to the knowledge about online consumer reviews and its influence on purchase behavior.

Title: A qualitative study within retail of self-identity and cultural ideals impact on Swedish females within Generation Z’s purchase behaviour Authors: Cecilia Menninge & Julia Bengtsson Institution: Linnaeus University, School of Business and Economics. Program: Detaljhandel and Service Management (180hp), Customer Experience Management (180 hp) Course: 2FE67E Supervisor: MaxMikael Wilde Björling  Examiner: Miralem Helmefalk Purpose: The purpose of this study is to, through interpretation and analysis of females within Gen Z, create knowledge and understanding of how self-identity and cultural ideals affect purchase behaviour Method: An interview study that addresses the topic of identity and cultural ideals impact on purchase behaviour. The study was conducted with a deductive approach and a qualitative method Conclusions: There is a versatile relationship between identity and Swedish females purchase behaviour in fashion. Self-image affects their purchase behaviour as Swedish females are highly conscious of their appearance. Swedish females in Generation Z follows the peripheral route in the Elaboration likelihood model.

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Electronic word of mouth (eWOM) recommendations are online consumer-generated recommendations posted on the service providers' or the third-party websites, which are expected to affect consumers’ perceptions of adopting experience services. In recognition of the increasing significance of eWOM recommendations, this study delves further into this topic by proposing a research model that explains the contingency factors affecting the effectiveness of eWOM recommendations on consumers’ perceptions of adopting experience services. We contend that the effectiveness of eWOM recommendations is contingent on the task complexity of evaluating the experience services and consumers’ degree of cognitive and sensory innovativeness. We draw on the elaboration likelihood model, cognitive load theory, service adoption process theory, and the two dimensions of consumer’s innovativeness (i.e., cognitive innovativeness and sensory innovativeness), as the theoretical underpinnings, to propose nine hypotheses. These hypotheses are empirically tested based on data collected from 263 subjects. To that end, we used a controlled longitudinal laboratory experiment, based on a mixed methods (quantitative – qualitative) research methodology. The results of statistical tests of quantitative data and the content analysis of the qualitative data illustrate that the effectiveness of eWOM recommendations on consumers’ perceptions of adopting experience services is contingent on the consumers’ prior knowledge of the service context, consumers’ level of cognitive and sensory innovativeness, and the consumers’ level of experience with the service, which is determined by the stage of the service adoption process (i.e., pre-usage, initial use, and repeated use). Our findings show that the confluence of these factors creates different settings that determine the effectiveness of eWOM recommendations. These findings provide valuable contributions to the theory and practice by ameliorating important gaps in the eWOM literature. / Thesis / Doctor of Philosophy (PhD)

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This work further develops the way-finding model first proposed by Pearson and Kosicki (2017) which examines the flow of information in the digital age. Way-finding systems are online systems that help individuals find information—i.e. social media, search engines, email, etc. Using a grounded theory methodology, this new framework was explored in greater detail. Way-finding theory was created using the context of the elaboration likelihood model, gatekeeping theory, algorithmic gatekeepers, and the existence of the filter bubble phenomenon. This study establishes the three basic pillars of way-finding theory: the user’s mindset when accessing way-finding systems, the perception of how popular way-finding systems function, and the perception of the information personalization process—particularly regarding algorithmic gatekeepers and their roles in creating the filter bubble phenomenon. These pillars and the relationships that exist between each constitute way-finding theory.

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Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this thesis examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewers' responses using the elaboration-likelihood model as a guiding framework. A 3x2x2x3 experiment tested the effects of model couples' sexual orientation (heterosexual, gay male, or lesbian), argument strength (strong or weak), involvement (high or low), and participants' attitudes towards homosexuality (high, medium, or low) on White heterosexual participants' attitudes toward the couple, attitudes toward the advertisement, attitudes toward the brand, attitudes toward the product, purchase intentions, and recall. Results indicate that heterosexual consumers were accepting of ads with lesbian portrayals.  Participants showed more negative attitudes toward gay male portrayals, but attitudes towards heterosexual and lesbian ads were similar. This effect was moderated by participants attitudes toward homosexuals. Regarding message processing, low involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, providing some indication that models' sexual orientation in ads may have served as a peripheral cue negatively impacting attitudes toward the couple and ad in situations where elaboration is low. However, such effects on attitudes toward couples and ads did not appear to carry over to attitudes toward the brand and product, purchase intentions, or recall. Implications, limitations, and areas for future research are also discussed. / Master of Arts

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