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

Won-Sik Jung and Sung-Joon Yoon
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Won-Sik Jung: Department of Business Administration, S. Korea
Sung-Joon Yoon: Department of Business Administration, S. Korea

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 4, 346-360

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).

Keywords: experiential value; user happiness; brand trust; purchase intention; WOM traits (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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