How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase

Q2 Business, Management and Accounting Journal of Promotion Management Pub Date : 2023-05-30 DOI:10.1080/10496491.2023.2216292

S. Rana, Sudin Bag, Indrajit Ghosal, Bikram Prasad

{"title":"How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase","authors":"S. Rana, Sudin Bag, Indrajit Ghosal, Bikram Prasad","doi":"10.1080/10496491.2023.2216292","DOIUrl":null,"url":null,"abstract":"Abstract This study investigates the effects of reviewers’ comments and rating scores on online buyers purchase motives, employing the ‘stimuli–organism–response’ (S-O-R) framework. The study considers three stimuli, that is, review rating, security and privacy and review content, that impacted consumers’ emotions (organism) toward online buying (response). In total, 400 responses are collected from millennial online buyers using a survey method with a structured research instrument, and structural equation modeling is applied to analyze empirical results. The result reveals that when people have high level of satisfaction and trustworthiness with the online review rating, content and security policy, their online purchase motives are stronger. Moreover, the study also examines the influencers’ role in purchase motives as moderators and reveals that influencers are important determinants in the purchase motive through online purchases. Thus, the results of this study encourage online marketers to focus on customer reviews and rating scores, ultimately designing the consumer organism that leads to online purchases.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1168 - 1197"},"PeriodicalIF":0.0000,"publicationDate":"2023-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Promotion Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10496491.2023.2216292","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 4

Abstract

Abstract This study investigates the effects of reviewers’ comments and rating scores on online buyers purchase motives, employing the ‘stimuli–organism–response’ (S-O-R) framework. The study considers three stimuli, that is, review rating, security and privacy and review content, that impacted consumers’ emotions (organism) toward online buying (response). In total, 400 responses are collected from millennial online buyers using a survey method with a structured research instrument, and structural equation modeling is applied to analyze empirical results. The result reveals that when people have high level of satisfaction and trustworthiness with the online review rating, content and security policy, their online purchase motives are stronger. Moreover, the study also examines the influencers’ role in purchase motives as moderators and reveals that influencers are important determinants in the purchase motive through online purchases. Thus, the results of this study encourage online marketers to focus on customer reviews and rating scores, ultimately designing the consumer organism that leads to online purchases.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

影响者如何调节购买动机?S-O-R模型在评价评论者评价对网上购物影响中的应用

摘要本研究采用“刺激-机体-反应”(S-O-R)框架，探讨了评论者的评论和评级分数对网上购买者购买动机的影响。研究考虑了三种刺激因素，即评论评级、安全隐私和评论内容，它们影响了消费者对在线购买(反应)的情绪(有机体)。采用结构化研究工具的调查方法，共收集了400份千禧一代网络买家的反馈，并运用结构方程模型对实证结果进行分析。结果表明，当人们对在线评论评分、内容和安全政策的满意度和可信度较高时，他们的在线购买动机更强。此外，研究还考察了影响者在购买动机中的调节作用，并揭示了影响者是通过在线购买动机的重要决定因素。因此，这项研究的结果鼓励在线营销人员关注客户评论和评级分数，最终设计导致在线购买的消费者机体。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.