mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Rationality vs. emotionality among online shoppers: The mediating role of experts as enhancing influencer effect on purchasing intent
Mälardalen University, School of Business, Society and Engineering.ORCID iD: 0000-0002-7438-2764
Mälardalen University, School of Business, Society and Engineering.
2018 (English)In: Journal of Customer Behaviour, Vol. 17, no 1Article in journal (Refereed) Published
Abstract [en]

The purpose of the paper is to study the role of expert and influencer consultancy in the online shopping environment and its effect on purchasing intent, highlighting consumer behaviour governance by emotion or rationality. A cross-national data set of 788 respondents from 59 countries is analysed with a structural equations model showing that the influencers' influence alone does not increase purchasing intent, but the mediator of expert advice does. The implication from this is clear: consumers in the online environment want multiple sources of information, particularly from people they like/follow, known as influencers, and those who give expert advice. Building trust in a virtual environment such as the Internet may be challenging, but the use of influencers and experts to guide customers can be a working strategy for marketing managers.

Place, publisher, year, edition, pages
2018. Vol. 17, no 1
National Category
Social Sciences Economics and Business
Research subject
Industrial Economics and Organisations
Identifiers
URN: urn:nbn:se:mdh:diva-42281DOI: 10.1362/147539217X15144729108135OAI: oai:DiVA.org:mdh-42281DiVA, id: diva2:1275908
Available from: 2019-01-07 Created: 2019-01-07 Last updated: 2019-05-03

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full text

Search in DiVA

By author/editor
Lindh, Cecilia
By organisation
School of Business, Society and Engineering
Social SciencesEconomics and Business

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 163 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf