NDLI: Purchase Decision Type Influences on Consumers’ Reliance: Brand-Related User-Generated Content

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Purchase Decision Type Influences on Consumers’ Reliance: Brand-Related User-Generated Content

Content Provider	Semantic Scholar
Author	Cheong, Hyuk Jun
Copyright Year	2016
Abstract	Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has scarcely explored how purchase situations and product type influence consumers’ use of brand-related UGC. The purpose of this dissertation is to shed light on this area of research. In the first part of the study, Vaughn’s (1980; 1986) Foote, Cone, and Belding (FCB) grid, a popular product classification theory in advertising and consumer research, was updated based on a set of online surveys (N=1,104) that measured three purchase dimensions [i.e., purchase decision involvement (PDI), think/feel purchase, online/offline purchase context]. Multiple research hypotheses relevant to how purchase type influences one’s brandrelated UGC seeking were explored, based on another set of online surveys (N=391) in the second part of the study. A Cronbach’s alpha test revealed that the think/feel purchase dimension of the FCB grid measured two purchase constructs, rather than measuring a single construct. The grid model now consists of 118 up-to-date product examples and 35 categories, and has improved usability for research in other fields, because the study altered the theory’s dichotomous-looking dimensions into non-dichotomous variables. To examine the hypotheses, a linear mixed effect model was utilized for analysis, and the results indicated that the four dimensions (PDI, think purchase, feel purchase, online/offline purchase context) are all positively associated with one’s reliance on brand-related UGC. Furthermore, the study found several more associations between demographic factors and consumers’ reliance on brand-related UGC. Age, gender,
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://trace.tennessee.edu/cgi/viewcontent.cgi?article=4873&context=utk_graddiss&httpsredir=1&referer=
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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