The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention: Using Social Network Analysis

Int. J. E Adopt. Pub Date : 2017-06-01 DOI:10.4018/IJEA.2017070103

Yi-Fen Chen, Chia-Wen Tsai, Po-Hung Lin

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引用次数: 1

Abstract

Opinion leadersplay important roles in interpersonalcommunication.Marketerscancontact the opinionleadersandreducecostsandimproveoverallcommunicationefficacybycommunicating effectivelywiththem.Thisstudyinvestigatestheopportunityofconsumersbecomingopinionleaders andalsoinvestigatestheeffectsofperceivedriskandshoppingvalueononlineconsumerpurchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore collegestudents’onlinenailpolishpurchaseintentions.Thisstudyappliessocialnetworkanalysis (SNA)andregressiontoexaminehypotheseswithinatheoreticalframework.Theresultsshowedthat consumersfeelahigherperceivedriskandpositiveadvicegivenbyanopinionleadercanenhance purchaseintentions.Theresultsfurtherindicatedthathighertheconsumers’shoppingvalue,higher theirpurchaseintention.Thefindingsofthestudyoffersalesandmanagementprofessionalsmethods forcommunicatingwithonlineshoppersmoreeffectively.Thus,inadditiontomarketers’focuson makeupmarketsabove,theycanalsoexpandtheirvisiontowidermarkets. KEywORdS Opinion Leaders, Perceived Risk, Purchase Intention, Shopping Value, Social Network Analysis

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感知风险、购物价值和意见领袖对网络消费者购买意愿的影响:基于社会网络分析

意见[leadersplay重要角色]在[interpersonalcommunication]。Marketerscancontact theopinionleadersandreducecostsandimproveoverallcommunicationefficacybycommunicating effectivelywiththem。Thisstudyinvestigatestheopportunityofconsumersbecomingopinionleaders andalsoinvestigatestheeffectsofperceivedriskandshoppingvalueononlineconsumerpurchase意向。本研究调查了台湾北部的大学生(59名受访者)，以探索collegestudents ' onlinenailpolishpurchaseintentions。Thisstudyappliessocialnetworkanalysis (SNA)andregressiontoexaminehypotheseswithinatheoreticalframework。Theresultsshowedthat consumersfeelahigherperceivedriskandpositiveadvicegivenbyanopinionleadercanenhance purchaseintentions。Theresultsfurtherindicatedthathighertheconsumers ' shoppingvalue，higher theirpurchaseintention。Thefindingsofthestudyoffersalesandmanagementprofessionalsmethods forcommunicatingwithonlineshoppersmoreeffectively。Thus，inadditiontomarketers ' focuson makeupmarketsabove，theycanalsoexpandtheirvisiontowidermarkets。关键词意见领袖，感知风险，购买意愿，购物价值，社会网络分析

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Int. J. E Adopt.

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