Abstract
Nowadays, young generation consumers’ purchasing decision is affected tremendously by online product review, probably far more than other channels of communication. This may imply that strategies of marketing and campaign commercial products very likely need a revolutionary change. Therefore, the purpose of this study is to understand the different impacts of the traditional product endorsement and modern online commentary on young consumer trust and purchase decision. Experimental method was employed to collect data. 120 students participated in the experiment. Results show that youngsters have higher level of trust in online commentary than endorsement. Online commentary than endorsement has a greater impact on youngsters’ purchase intention. As expected, trust has a significant and positive impact on purchase intention. Finally, management implications and future directions are discussed.
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Huang, MH., Huang, WS., Chen, CY., Kuan, AC. (2019). The Impact of Online Commentary on Young Consumer’s Purchase Decision. In: Barolli, L., Xhafa, F., Javaid, N., Enokido, T. (eds) Innovative Mobile and Internet Services in Ubiquitous Computing. IMIS 2018. Advances in Intelligent Systems and Computing, vol 773. Springer, Cham. https://doi.org/10.1007/978-3-319-93554-6_82
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DOI: https://doi.org/10.1007/978-3-319-93554-6_82
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