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Powerful Little Numbers-How Bandwagon Cues Influence Consumer Purchase Intention for Online Content.pdf (299.07 kB)
Powerful Little Numbers: How Bandwagon Cues Influence Consumer Purchase Intention for Online Content
In the last few years more and more Chinese
Internet users are turning to paid digital content for educational and
professional guidance. Drawing on the MAIN model and the social impact theory,
this study examines how bandwagon cues of the content product and professional
backgrounds of the content provider impact consumer trust and purchase
intention. In a 2 ´ 2
between-subject factorial design, participants viewed a introduction interface
of a online content product depicting high and low levels of bandwagon cue and source
expertise. Our study suggests that bandwagon
cues indirectly affect consumer purchase intention, mediated by consumer trust,
and that the effect is contingent upon the content provider having a high level
of expertise. Managerial implications are also provided based on the empirical
results.
Funding
Chinese Institute for Quality Research, SJTU (2018CIQ001)
History
Declaration of conflicts of interest
NoneCorresponding author email
liw555@sjtu.edu.cnLead author country
- China
Lead author job role
- Postgraduate Student
Lead author institution
School of Media & Communication, Shanghai Jiao Tong UniversityHuman Participants
- Yes
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