A Study on the Types of Product Review on Mobile Beauty App, Perceived Information Authenticity, Brand Attitude, Purchase Intention and e-WOM Intention

Abstract

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?

“…This study empirically confirmed that brand attitude, brand attachment and purchase intention are correlated variables. This aligns with previous findings that also found correlations between these variables, for example, brand attitude has a positive effect on brand attachment (Chen et al, 2017) and purchase intention (Tsang et al, 2004;Chen et al, 2008;Daugherty et al, 2008;Hartmann and Apaolaza-Ibanez, 2012;Khan and Farhat, 2012;Chun et al, 2017;Lee et al, 2017), and that brand attachment has a positive effect on purchase intention (Wu et al, 2015;Oh et al, 2016;Danyang et al, 2020;Gilal et al, 2021). The results of this study, in combination with previous findings, confirm that positive brand attitude is an important factor that helps to generate brand attachment and purchase intention.…”

“…Brand attitude is also known to be an important antecedent factor that directly affects purchase intention (Tsang et al, 2004;Daugherty et al, 2008). Many studies have confirmed that favorable brand attitudes result in purchase intentions (Chen et al, 2008;Hartmann and Apaolaza-Ibanez, 2012;Khan and Farhat, 2012;Chun et al, 2017;Lee et al, 2017).…”