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The role of experiential values and online platform evaluations in the purchase decision process: A bi-dimensional approach

Author

Listed:
  • Jung, Won-Sik

    (Department of Business Administration, S. Korea)

  • Yoon, Sung-Joon

    (Department of Business Administration, S. Korea)

Abstract

Understanding the complexity of how consumers arrive at their purchase decision in an online context requires a multi- faceted understanding of the antecedents of behavioural outcome, which in turn requires familiarity with multiple information processing paths. By exploring this underlying process, researchers can better understand consumers’ online decision-making process. To this end, this study raises three research questions: (1) Do experiential values (intrinsic versus extrinsic) influence consumers’ intention to purchase beauty products online? (2) Do affective (happiness) and rational (brand trust) variables mediate this relationship? (3) Does social network service based word-of-mouth have a moderating effect on purchase intention? The findings highlight the value of taking a bi-dimensional approach to both experiential values (extrinsic versus intrinsic) and the information processing mechanism (rational versus affective).

Suggested Citation

  • Jung, Won-Sik & Yoon, Sung-Joon, 2023. "The role of experiential values and online platform evaluations in the purchase decision process: A bi-dimensional approach," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(4), pages 346-360, March.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:4:p:346-360
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    More about this item

    Keywords

    experiential value; user happiness; brand trust; purchase intention; WOM traits;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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