The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory
Today, consumers are interested in fresh food, and the convenience of mobile App shopping since the rise of various food delivery platforms gives consumers more choices and enables them to gather information through online reviews. This study aims to examine the impact of central and peripheral cues...
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| Format: | Article |
| Language: | English |
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HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
2024-05-01
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| Series: | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3090 |
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| author | Hoa Le Thai Nguyen Thi Thi Cam Tang |
| author_facet | Hoa Le Thai Nguyen Thi Thi Cam Tang |
| author_sort | Hoa Le Thai Nguyen |
| collection | DOAJ |
| description | Today, consumers are interested in fresh food, and the convenience of mobile App shopping since the rise of various food delivery platforms gives consumers more choices and enables them to gather information through online reviews. This study aims to examine the impact of central and peripheral cues of Online Consumer Review (OCR) (including accuracy, completeness, timeliness, consistency, quantity, product ratings, and visual cues) toward purchase intention based on Elaboration Likelihood Model (ELM) and the mediating role of attitude. Previous studies explored the independent effects of central and peripheral cues on behavioral intention. However, approaching ELM, we argue that central and peripheral ones are processed jointly by online consumers rather than independently. By non-probability method with a convenience sample, data from 302 online shoppers in Vietnam were collected by online survey and analyzed with a Structural Equation Model (SEM). The results revealed that the accuracy, timeliness, consistency, quantity, and visual cues of Online Consumer Reviews (OCR) had a significant impact on attitude. Besides, attitude was found to play a fully mediating role between OCR consistency, visual cues, and purchase intention. It also played a partially mediating effect between OCR accuracy, timeliness, quantity, and purchase intention. The findings deepen insights into the factors of eWoM in the new context and propose significant implications for managers and marketers to have a better marketing strategy to improve business profitability, especially on e-commerce platforms. |
| format | Article |
| id | doaj-art-cd70ca1901524168b39c874c2c7ccf90 |
| institution | OA Journals |
| issn | 2734-9314 2734-9586 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE |
| record_format | Article |
| series | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| spelling | doaj-art-cd70ca1901524168b39c874c2c7ccf902025-08-20T02:15:19ZengHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEHo Chi Minh City Open University Journal of Science - Economics and Business Administration2734-93142734-95862024-05-0115212815110.46223/HCMCOUJS.econ.en.15.2.3090.20252145The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theoryHoa Le Thai Nguyen0Thi Thi Cam Tang1Saigon Technology University, Ho Chi Minh CityHo Chi Minh City Open University, Ho Chi Minh CityToday, consumers are interested in fresh food, and the convenience of mobile App shopping since the rise of various food delivery platforms gives consumers more choices and enables them to gather information through online reviews. This study aims to examine the impact of central and peripheral cues of Online Consumer Review (OCR) (including accuracy, completeness, timeliness, consistency, quantity, product ratings, and visual cues) toward purchase intention based on Elaboration Likelihood Model (ELM) and the mediating role of attitude. Previous studies explored the independent effects of central and peripheral cues on behavioral intention. However, approaching ELM, we argue that central and peripheral ones are processed jointly by online consumers rather than independently. By non-probability method with a convenience sample, data from 302 online shoppers in Vietnam were collected by online survey and analyzed with a Structural Equation Model (SEM). The results revealed that the accuracy, timeliness, consistency, quantity, and visual cues of Online Consumer Reviews (OCR) had a significant impact on attitude. Besides, attitude was found to play a fully mediating role between OCR consistency, visual cues, and purchase intention. It also played a partially mediating effect between OCR accuracy, timeliness, quantity, and purchase intention. The findings deepen insights into the factors of eWoM in the new context and propose significant implications for managers and marketers to have a better marketing strategy to improve business profitability, especially on e-commerce platforms.https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3090attitude and purchase intentioncentral routeselaboratory likelihood model (elm)online consumer reviews (ocr)peripheral cues |
| spellingShingle | Hoa Le Thai Nguyen Thi Thi Cam Tang The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory Ho Chi Minh City Open University Journal of Science - Economics and Business Administration attitude and purchase intention central routes elaboratory likelihood model (elm) online consumer reviews (ocr) peripheral cues |
| title | The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory |
| title_full | The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory |
| title_fullStr | The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory |
| title_full_unstemmed | The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory |
| title_short | The impact of online review on fresh food purchase intention via mobile applications: An approach of Elaboration Likelihood Model (ELM) theory |
| title_sort | impact of online review on fresh food purchase intention via mobile applications an approach of elaboration likelihood model elm theory |
| topic | attitude and purchase intention central routes elaboratory likelihood model (elm) online consumer reviews (ocr) peripheral cues |
| url | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3090 |
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