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The role of experiential values and online platform evaluations in the purchase decision process: A bi-dimensional approach
Journal of Digital & Social Media Marketing,
10
(4),
346-360
(2023)
Abstract
Understanding the complexity of how consumers arrive at their purchase decision in an online context requires a multi- faceted understanding of the antecedents of behavioural outcome, which in turn requires familiarity with multiple information processing paths. By exploring this underlying process, researchers can better understand consumers’ online decision-making process. To this end, this study raises three research questions: (1) Do experiential values (intrinsic versus extrinsic) influence consumers’ intention to purchase beauty products online? (2) Do affective (happiness) and rational (brand trust) variables mediate this relationship? (3) Does social network service based word-of-mouth have a moderating effect on purchase intention? The findings highlight the value of taking a bi-dimensional approach to both experiential values (extrinsic versus intrinsic) and the information processing mechanism (rational versus affective).
Keywords: experiential value; user happiness; brand trust; purchase intention; WOM traits
The full article is available to subscribers to the journal.
Author's Biography
Won-Sik Jung is an adjunct professor at Osan University. His research interests focus on understanding how people make decisions online, and include, among other things, the social aspects of marketing strategies. His research has been published in such journals as Journal of Product and Distribution Studies, Journal of Consumption Culture, Journal of E-commerce Studies and others. He is a managing editor for a Korean journal and a managing director for another academic organisation in South Korea. He holds a PhD from Kyonggi University and an MBA from Ajou University.
Sung-Joon Yoon is a professor at Kyonggi University’s Department of Business Administration. His primary research interests are consumer behaviour in socio-psychological contexts and the effects of social marketing. His current interests concentrate on topics relating to cause-related marketing, creating shared value, sharing economy, consumer citizenship behaviour, etc. His research has been published in European Journal of Marketing, Journal of Business Research, Journal of Advertising Research, International Journal of Consumer Studies, Journal of Interactive Marketing, Service Industries Journal and various Korean academic journals. He serves on the editorial board for two Korean academic journals and as a senior executive director for two academic associations in South Korea. He holds a PhD from Wayne State University, and an MBA from Purdue University.
