Effects of technology readiness on prosumer attitude and eWOM

Han, Sang‐Lin; Song, Hyunseok; Han, Jerry J.

doi:10.1080/21639159.2012.760924

Cited by 16 publications

(6 citation statements)

References 38 publications

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“…온라인 구전효과를 통해 형성된 브랜드 태도와 구매의도의 관계, 사회 적 거리, 정보원 전문성의 조절효과를 검증한 Lee and Kim (2015)은 전통적인 구전과 마찬가지로 온라인 구전으로 형성된 호의적인 브랜드 태도가 구매의도에 긍정적인 영향을 미친다는 것을 밝히고 있다. 이와 같이 구매의도는 특정 소비자가 브랜 드 태도를 형성한 후에 나타나는 결과 변수로 외부자극에 의해 온라인 구전의도 구전은 기업 활동에 큰 영향력을 가진 요인들 중 하나로 소 비자들의 입에서 입으로 전해지는 마케팅이며 정보통신기술의 발달로 소비자들이 스스로 정보를 공유할 수 있는 온라인 환경 이 형성되면서 중요성이 더욱 부각되고 있다(Han et al, 2013;Ismail, 2015). 온라인 구전은 "인터넷을 통해 다수의 사람들과 기관들이 이용할 수 있는 제품, 기업에 대한 잠재적, 실제적, 이전 소비자의 긍정적 또는 부정적 의견"으로 정의된다(Hennig-Thurau et al, 2004).…”

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

Chun¹,

Seok²,

Chung³

et al. 2017

SFTI

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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.

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

Chun¹,

Seok²,

Chung³

et al. 2017

SFTI

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“…In this context, the popularisation of eWOM can be seen as a new idea, while eWOM platforms can be seen as a new technology. Therefore, eWOM studies have applied DIT as their theoretical foundation, with an emphasis on exploring possible impact factors during the course of the spread of eWOM and eWOM technology, rather than evaluating the suitability of the theory in terms of explaining eWOM behaviours (Han et al, 2013;Wang et al, 2013).…”

Section: Category 3: Technology and Media-related Theoriesmentioning

confidence: 99%

The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours

Liu¹,

Shaalan²,

Jayawardhena³

2022

The SAGE Handbook of Digital Marketing

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“…The efficiencies afforded by wearables should be conceptualized as existing in the workplace, as well as at home in private use by prosumers (Zwick, Bonsu and Darmody, 2008; van Dijck, 2009; Ritzer and Jurgenson, 2010; Ritzer, 2015; Pybus, 2013; Han et al , 2013). Wearables present themselves as beacons of efficiency, promoted largely by an innovation-driven market, but such efficiencies come at the cost of myriad sociotechnical tradeoffs for users.…”

Section: The Lure Of Efficiency: Tradeoffsmentioning

confidence: 99%

The fabric of digital life

Iliadis

Pedersen

2018

JICES

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Purpose This paper aims to examine how metadata taxonomies in embodied computing databases indicate context (e.g. a marketing context or an ethical context) and describe ways to track the evolution of the embodied computing industry over time through digital media archiving. Design/methodology/approach The authors compare the metadata taxonomies of two embodied computing databases by providing a narrative of their top-level categories. After identifying these categories, they describe how they structure the databases around specific themes. Findings The growing wearables market often hides complex sociotechnical tradeoffs. Marketing products like Vandrico Inc.’s Wearables Database frame wearables as business solutions without conveying information about the various concessions users make (about giving up their data, for example). Potential solutions to this problem include enhancing embodied computing literacy through the construction of databases that track media about embodied computing technologies using customized metadata categories. Databases such as FABRIC contain multimedia related to the emerging embodied computing market – including patents, interviews, promotional videos and news articles – and can be archived through user-curated collections and tagged according to specific themes (privacy, policing, labor, etc.). One of the benefits of this approach is that users can use the rich metadata fields to search for terms and create curated collections that focus on tradeoffs related to embodied computing technologies. Originality/value This paper describes the importance of metadata for framing the orientation of embodied computing databases and describes one of the first attempts to comprehensively track the evolution of embodied computing technologies, their developers and their diverse applications in various social contexts through media archiving.

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Effects of technology readiness on prosumer attitude and eWOM

Cited by 16 publications

References 38 publications

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

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

The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours

The fabric of digital life

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