A Study on How Consumer-generated Advertising Influences the Purchase Intention of Online Consumers in C2C Marketplace

IF 2.3 Q3 BUSINESS
Bidisha Roy, Sitanath Mazumdar, Banhi Guha
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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.
消费者生成的广告如何影响 C2C 市场中在线消费者购买意向的研究
随着智能手机使用率的大幅提高,消费者生成广告(CGA)活动已成为一种重要的在线营销工具。因此,越来越多的人认识到在消费者对消费者(C2C)平台的在线 CGA 领域研究购买意向(PI)的重要性。本研究采用计划行为理论(TPB)和定量数据建立了概念模型。在调查数据的基础上,使用结构方程建模技术对模型的每个构念进行了分析和检验。根据这项调查,网上购物者的 "态度 "是影响 "PI "或 "行为意向 "的主要因素,而 "PI "或 "行为意向 "是在 C2C 市场上进行网上 CGA 的结果。影响态度的两个最重要的方面是产品和服务的 "感知有用性 "和 "感知易用性"。根据这项研究,网络营销人员应更加重视产品或服务的实用性,以改善网络购物者的态度,从而提高 PI。结合主要研究结果建立的模型将有助于为 C2C 市场制定 CGA 战略,以提高购买意向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.10
自引率
12.50%
发文量
107
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.
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