EWoM在确定网上顾客购买行为中的人格前提

IF 0.8 Q4 BUSINESS

International Journal of Business Analytics Pub Date : 2023-01-20 DOI:10.4018/ijban.316867

Vijayabanu C., Karthikeyan S., Gayathri R

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引用次数: 0

摘要

电子口碑（EWoM）类似于标准口碑——唯一的区别是，使用互联网作为EWoM的基础。通过了解EWoM的人格前因，可以更具体地分析消费者-购买者的行为。本研究的目的是了解人格前因和EWoM以及消费者对消费者购买行为的影响。数据是通过结构化问卷从塔米尔纳德邦不同地区的200名受访者中收集的。通过使用结构方程模型来分析数据，以确定与购买行为的关系。研究表明，EWoM决定因素以显著的R平方值0.41影响购买行为，同样地，顾客的个性影响以R平方值0.58影响购买行为。该模型拟合良好，并且具有更大的拟合对齐度。EWoM的人格前因已经成为当代人在做出购买决策时不可或缺的一部分。

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Personality Antecedents of EWoM in Determining Online Customer Purchase Behavior

Electronic word of mouth (EWoM) is similar to the standard word of mouth- the only difference is, the use of Internet as a base in EWoM. By understanding the personality antecedents of EWoM, the consumer buyer beahviour could be analysed more specifically. The current study has the objectives of understanding the influence of the personality antecedents and EWoM, and of the consumer towards consumer purchase behaviour. The data were collected from 200 respondents in different districts of TamilNadu through a structured questionnaire. The data is analyzed by using the structural equation model in determining the relationship towards the purchase behaviour. It is evident from the study that EWoM determinant influent purchase behaviour with significant R square value of 0.41, and equally the personality of the customer influence with R square value 0.58. The model fit well and has greater alignment of fit also. The personality antecedents of EWoM have become an integral part of the current generation while making a purchase decision.

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来源期刊

International Journal of Business Analytics BUSINESS-

CiteScore

2.30

自引率

27.30%

发文量

期刊介绍： The main objective of the International Journal of Business Analytics (IJBAN) is to advance the next frontier of decision sciences and provide an international forum for practitioners and researchers in business and governmental organizations—as well as information technology professionals, software developers, and vendors—to exchange, share, and present useful and innovative ideas and work. The journal encourages exploration of different models, methods, processes, and principles in profitable and actionable manners.