Harnessing the impact of electronic word-of-mouth on purchase intention of cosmetics based on the functional attitude theory
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Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
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Author
Date
2017
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
56
Series
Abstract
Objectives The main objective of this research is to determine the impact of electronic word-of-mouth (reviews on retail sites versus reviews on social media) on purchase intention of cosmetic products. This study also provides a theoretical framework, which is then utilized in researching the differences in significance of the four functional attitudes, by Katz (1960), on purchase intention. Summary This research gathered information form earlier literature in the field of electronic word-of-mouth and consumer behavior. Based on the earlier literature, five hypotheses were proposed. A framework was established, combining eWOM and the functional attitude theory, which was then used to guide a research for primary data. The data was gathered through quantitative research in the form of online questionnaire. The questionnaire was designed in eight different versions to measure each function in both forms (text-based reflecting reviews in Amazon and visual-based reflecting reviews in social media). Conclusions eWOM was found to have a significant impact on purchase intention in the case of visual-based reviews. The two most effective functions mentioned in the review were ego-defensive function and knowledge function.Description
Thesis advisor
Shukla, PauravKeywords
consumer behaviour, ewom, cosmetics, functional attitudes
