TY - GEN
T1 - Effects of Facebook like and conflicting aggregate rating and customer comment on purchase intentions
AU - Hung, Yu Hsiu
AU - Lai, Hsueh Yi
N1 - Publisher Copyright:
© Springer International Publishing Switzerland 2015.
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
UR - https://www.scopus.com/pages/publications/84947227853
UR - https://www.scopus.com/pages/publications/84947227853#tab=citedBy
U2 - 10.1007/978-3-319-20678-3_19
DO - 10.1007/978-3-319-20678-3_19
M3 - Conference contribution
AN - SCOPUS:84947227853
SN - 9783319206776
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 193
EP - 200
BT - Universal Access in Human-Computer Interaction
A2 - Antona, Margherita
A2 - Stephanidis, Constantine
A2 - Stephanidis, Constantine
PB - Springer Verlag
T2 - 9th 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
Y2 - 2 August 2015 through 7 August 2015
ER -