Social Media Impact on Online Consumer Behavior Essay

2427 Words 10 Pages
First the results of this study indicate that brand awareness (H1) has a significant influence on the purchase intention of online shoppers. Specifically this means that when people consider buying a product or service online, they would prefer a brand which has been advertized and they know about it. Nevertheless, brand awareness is likely to be a leading factor in the search for information stage in the online pre-purchase process. In this also called consideration stage (David Court, 2009), the largest number of brands takes place, but since today’s customers are awash in choices, it is eventually reduced based on other factors. This study reveals that consumers could change their preference in favor of an unknown brand if
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If however, the information does not correspond with these needs, it is logical to be rejected. The importance of relevance is also in line with the findings of Cheung, Lee, & Rabjohn (2008). Secondly, an explanation for the insignificance of the timeliness factor could be found in the measurement construct. Only one item was used to test this factor which might explain the non-significance of this variable. This is also explained further in the limitations and further research section. Another possible explanation for the not significant relationship between timeliness and purchase intention might be found in the context of the study. In the online environment, topics related to hotels may not be as time sensitive as fashion topics, for example. Reviews from the past could even be perceived as valuable, because they can help customers to track down the reputation of a certain hotel. Thirdly, accuracy was also found insignificant and an explanation could be that it is a rather subjective term. A certain message could be perceived as accurate for some and imprecise for others. Moreover, the participants of the experiment could not know if the information in the reviews was definitely true or definitely false. Furthermore, for people that are looking for additional information in order to make the right choice, it might be difficult to decide whether or not the buzz is accurate, correct or reliable. This is because most of
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