How online social ties and product-related risks influence purchase intentions: A Facebook experiment

被引:160
作者
Wang, Jyun-Cheng [1 ]
Chang, Ching-Hui [2 ]
机构
[1] Natl Tsing Hua Univ, Inst Serv Sci, Hsinchu, Taiwan
[2] Natl Tsing Hua Univ, Inst Technol Management, Hsinchu, Taiwan
关键词
Social networking sites; Information diagnosticity; Tie strength; Purchase intention; Product-related risks; WORD-OF-MOUTH; PERCEIVED RISK; CONSUMER REVIEWS; MODERATOR; MODEL; MEDIATOR; SALES; INTERACTIVITY; ACCEPTANCE; DYNAMICS;
D O I
10.1016/j.elerap.2013.03.003
中图分类号
F [经济];
学科分类号
02 ;
摘要
Drawing on information processing theory and the stimulus-organism-response model, we developed research hypotheses about consumers' decision-making processes. Specifically, we examined the effects of online tie strength, perceived diagnosticity, and product-related risks on consumers' purchase intentions. We conducted a field experiment on Facebook to test these hypotheses. We found that the product information and recommendations provided by friends with whom consumers have strong ties are perceived as having a high level of diagnosticity. The latter increases the probability that the consumers will purchase the product in question. Product-related risks moderate the effect of tie strength on perceived diagnosticity. For high-risk products, the information and recommendations provided by strong-tie contacts have a greater effect on purchase intentions than the information and recommendations provided by weak-tie contacts. However, we did not find this effect for low-risk products. We discuss the implications of our findings for both theory and practice. (C) 2013 Elsevier B.V. All rights reserved.
引用
收藏
页码:337 / 346
页数:10
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