新冠肺炎期间在线消费者评论、社交媒体广告和影响者背书对时尚服装购买意愿的作用

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2021-12-31 DOI:10.31620/jccc.12.21/03

Aqilah Yaacob, Jen Ling Gan, Shamsuddin Yusuf

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引用次数: 2

摘要

最近的营销研究侧重于社交媒体营销，将其作为公司充分利用的重要工具，特别是在疫情期间在线和家庭消费增加的情况下。特别是，作者假设在线消费者评论、社交媒体广告和影响者背书可能会影响在线购买意愿。对这些假设的调查利用了163名在疫情期间通过在线平台购买时尚服装的顾客的样本。为了评估这些变量之间的关系，目前的研究通过在线自填问卷使用了定量方法，其中量表项目来源于现有文献。这些结果表明，“在线消费者评论”、“社交媒体广告”和“影响者背书”与疫情期间时尚服装的在线购买意愿呈正相关（分别为r=.25；r=.35；r=.48）。研究人员探讨了营销研究和实践的意义，包括解决疫情期间理解时尚服装在线购买意图的文献空白，并强调社交媒体营销对公司在21世纪在线消费和面向消费者的社交媒体中生存的重要性。

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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THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.