Effects of Facebook like and conflicting aggregate rating and customer comment on purchase intentions

Yu Hsiu Hung, Hsueh Yi Lai

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)

Abstract

The conflict between an aggregate rating and a customer’s comment oftentimes cause consumers’ negative feelings on the quality of a product. The purpose of this study was to investigate whether such conflict influenced an individual’s purchase intentions. Particularly, this study looked at how social influence mediated the effects of a conflicting aggregate rating and a customer’s comment on purchase intention. To achieve the goal, an online mixed factorial experiment was conducted with one hundred and eighty-four student volunteers. The independent variables of interest were: consistency of aggregate rating and customer comment and number of Facebook likes. The dependent variable was purchase intention. In this study, participants were mainly recruited through the social groups on Facebook. Participants were instructed to provide their degrees of purchase intentions to snack food on our experimental website (containing pages reflecting differing treatment conditions under the independent variables). Results of the experiment showed that the conflict between a aggregate rating and a customer’s comment, as well as the number of Facebook likes respectively had significant impacts on purchase intentions. Results of this study have implications on the design of social interfaces on social commerce websites.

Original languageEnglish
Title of host publicationUniversal Access in Human-Computer Interaction
Subtitle of host publicationAccess to Today’s Technologies - 9th International Conference, UAHCI 2015 Held as Part of HCI International 2015, Proceedings
EditorsMargherita Antona, Constantine Stephanidis, Constantine Stephanidis
PublisherSpringer Verlag
Pages193-200
Number of pages8
ISBN (Print)9783319206776
DOIs
Publication statusPublished - 2015 Jan 1
Event9th International Conference on Universal Access in Human-Computer Interaction, UAHCI 2015 Held as Part of 17th International Conference on Human-Computer Interaction, HCI International 2015 - Los Angeles, United States
Duration: 2015 Aug 22015 Aug 7

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9175
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other9th International Conference on Universal Access in Human-Computer Interaction, UAHCI 2015 Held as Part of 17th International Conference on Human-Computer Interaction, HCI International 2015
CountryUnited States
CityLos Angeles
Period15-08-0215-08-07

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

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