Title: The Impact of Emotional Disposition of Online Comments on Consumer Purchase Intention
Author: Huang Xiulan
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.1881-1891) Proceedings PDF
Abstract
With the continuous development of e-commerce industry, online shopping has occupied a very important position in people’s daily consumption pattern. According to the 49th Statistical Report on Internet Development in China by CNNIC, as of June 2024, the proportion of online shopping users in China to the overall proportion of Internet users was 74.8%, and online shopping has long become an unavoidable trend. In this context, it is particularly important to study the purchasing behaviour of online consumers. Online comments are an important source of reference information for consumers, and since they truly record consumers’ impressions and feelings about products, the information they contain has a significant impact on consumer purchase intention. Therefore, this study proposed the following research objectives: 1. To examine the influence of the emotional disposition of online comments on consumers’ purchase intention; 2. To examine the influence of the emotional disposition of online comments on consumers’ perceived value; 3. To examine the influence of the emotional disposition of online comments on consumers’ perceived usefulness; 4. To examine the impact of consumers’ perceived value of products on their purchase intention; 5. To examine the effect of the perceived usefulness of online comments on consumers’ purchase intention; 6. To explore the mediating role of consumers’ perceived value of products in the relationship between the emotional disposition of online comments and purchase intention; 7. To explore the mediating effect of the perceived usefulness of online comments on the relationship between the emotional disposition of online comments and purchase intention.
This study adopted the quantitative research methodology to examine the relationship between emotional disposition of online comments and consumer purchase intention, and analysed the mediating role of consumers’ perceived value of goods and perceived usefulness of comments in the relationship between emotional disposition of online comments and purchase intention. A total of 367 college students from all over the country were selected for the distribution of questionnaires, and after deleting the invalid questionnaires, 310 valid responses were finally obtained. The findings of the study are as follows: 1) Emotional disposition of online comments significantly influences purchase intention. 2) Emotional disposition of online comments significantly influences perceived value. 3) Emotional disposition of online comments significantly influences perceived usefulness. 4) Consumers’ perceived value of products significantly influences purchase intention. 5) Consumers’ perceived usefulness of online comments significantly influences purchase intention. 6) Consumers’ perceived value of products mediates the relationship between emotional disposition and purchase intention. 7) Consumers’ perceived usefulness of online comments mediates the relationship between emotional disposition and purchase intention.
Keywords: online comments, emotional disposition, perceived value, perceived usefulness, purchase intention
The Impact of Emotional Disposition of Online Comments on Consumer Purchase Intention /
6517195025 Huang Xiulan 2567 (2024) The Impact of Emotional Disposition of Online Comments on Consumer Purchase Intention สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University