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A dyadic perspective: The role of extrinsic cues in the online setting. A mixed method study of the implementation of extrinsic cues by firms and their effect on consumers’ online purchase intention.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

ABSTRACT

This study explores the effect that extrinsic cues such as COO, brand image and online store image have on consumers’ online purchase intention. In addition, it examines how firms utilize these extrinsic cues to reach their online consumers. In the pursuance of achieving the purpose of this study, primary data was collected through a dyadic mixed method approach. A survey was conducted to collect data from 205 consumers and email interviews were employed to gather data from 3 managers working in different companies. The companies incorporate COO in their strategies in the pursuance of associating their product with a positive association. However, COO is an extrinsic cue that does not affect the consumers’ online purchase intention thus playing an insignificant role in the online setting.  In regards to brand image, companies use their brand identity to reflect their brand image to their consumers through their products and communication channels.  In contrast, brand image, as an extrinsic cue, does not directly influence consumers’ online purchase intention. Instead, it influences online purchase intention indirectly through online store image. Consequently, online store image is an extrinsic cue that influences consumers’ online purchase intention. Firms reinforce the dimensions that build online store image by increasing ease of use, emphasizing on visual informational content and adapting their payment, currency, language and delivery methods. Hence, online store image is an extrinsic cue that plays a major role for both consumers and firms.

Place, publisher, year, edition, pages
2019. , p. 69
Keywords [en]
Extrinsic cues, country of origin, brand image, online store image, online purchase intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-43828OAI: oai:DiVA.org:mdh-43828DiVA, id: diva2:1322570
Subject / course
Business Administration
Supervisors
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Available from: 2019-06-20 Created: 2019-06-11 Last updated: 2019-06-20Bibliographically approved

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CiteExportLink to record
Permanent link

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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