{"title":"A Study on How Consumer-generated Advertising Influences the Purchase Intention of Online Consumers in C2C Marketplace","authors":"Bidisha Roy, Sitanath Mazumdar, Banhi Guha","doi":"10.1177/09721509241263174","DOIUrl":null,"url":null,"abstract":"Consumer-generated advertising (CGA) campaigns have become a pivotal online marketing tool in light of the substantial increase in smartphone usage. As a result, there is a rising recognition of the importance of studying purchase intention (PI) within the realm of online CGA on consumer-to-consumer (C2C) platforms. The present study investigates the factors that influence individuals’ intention to make purchases on C2C platforms as a result of CGA.The conceptual model was developed using the theory of planned behaviour (TPB) and quantitative data. Based on survey data, the model has been analyzed and tested using the structural equation modelling technique for each construct. According to this investigation, the ‘attitude’ of online shoppers is the main factor influencing ‘PI’ or ‘behavioural intention’ as a result of online CGA on a C2C marketplace. The two most important aspects of products and services that affect attitude are their ‘perceived usefulness’ and ‘perceived ease of use’. According to the study, online marketers should place greater emphasis on a product’s or service’s utility in order to improve online shoppers’ attitudes, which will then result in increased PI. The model, developed in conjunction with the primary study findings, will aid in the development of CGA strategies for C2C market in order to increase purchase intent.","PeriodicalId":47569,"journal":{"name":"Global Business Review","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2024-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Global Business Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09721509241263174","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Consumer-generated advertising (CGA) campaigns have become a pivotal online marketing tool in light of the substantial increase in smartphone usage. As a result, there is a rising recognition of the importance of studying purchase intention (PI) within the realm of online CGA on consumer-to-consumer (C2C) platforms. The present study investigates the factors that influence individuals’ intention to make purchases on C2C platforms as a result of CGA.The conceptual model was developed using the theory of planned behaviour (TPB) and quantitative data. Based on survey data, the model has been analyzed and tested using the structural equation modelling technique for each construct. According to this investigation, the ‘attitude’ of online shoppers is the main factor influencing ‘PI’ or ‘behavioural intention’ as a result of online CGA on a C2C marketplace. The two most important aspects of products and services that affect attitude are their ‘perceived usefulness’ and ‘perceived ease of use’. According to the study, online marketers should place greater emphasis on a product’s or service’s utility in order to improve online shoppers’ attitudes, which will then result in increased PI. The model, developed in conjunction with the primary study findings, will aid in the development of CGA strategies for C2C market in order to increase purchase intent.
期刊介绍:
Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.