The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-09-06 DOI:10.1108/yc-05-2023-1749
Theresa Macheka, E. Quaye, Neo Ligaraba
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Abstract

Purpose Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products. Design/methodology/approach To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28. Findings The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products. Practical implications Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers. Originality/value This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.
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网上顾客评论和名人代言对年轻女性消费者购买意愿的影响
年轻消费者越来越多地利用网上评论和名人影响力来做出购买决定。本研究的目的是确定网络顾客评论、网红吸引力、网红可信度对千禧一代女性购买美妆产品意愿的影响。设计/方法/方法为了验证研究问题和假设,使用封闭式电子自我管理调查问卷从年轻女性消费者中获得数据。利用结构方程模型Mplus和社会科学统计软件包28版,共获得203份有效答复,对其中的数据进行了分析。所得结果表明,本研究的七个假设都是肯定的。但有两个假设是负向的,即名人网红吸引力对消费者的态度没有显著影响;品牌忠诚度与年轻女性消费者的美容产品购买意愿无显著相关。考虑到千禧一代是社交媒体的活跃用户,并且经常咨询在线同行产品评论,美容行业的营销人员和从业者应该提高美容网红和在线评论的有效性和可用性,以吸引千禧一代女性消费者。独创性/价值本研究有助于了解年轻女性消费者购买美妆产品的态度,特别是群体影响(网络评论)和媒体影响(名人美妆网红)对这种态度的综合影响。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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