THE EFFECT OF PARTICIPATION MOTIVES IN ELECTRONIC WORD OF MOUTH ON DESIRE TO PURCHASE: THE MEDIATING ROLE OF MESSAGE CHARACTERISTICS

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NAEIJI MOHAMMAD JAVAD; ABOLGHASEMIAN SAMANEH

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Journal: New Marketing Research Journal Year:2017 | Volume:6 | Issue:4 (23) Page(s): 141-157

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Title

THE EFFECT OF PARTICIPATION MOTIVES IN ELECTRONIC WORD OF MOUTH ON DESIRE TO PURCHASE: THE MEDIATING ROLE OF MESSAGE CHARACTERISTICS

Author(s)

NAEIJI MOHAMMAD JAVAD | ABOLGHASEMIAN SAMANEH | Issue Writer Certificate

Keywords

ELECTRONIC WORD OF MOUTHQ1

DESIRE TO PURCHASEQ2

PARTICIPATION MOTIVESQ1

DIGITAL PRODUCESQ1

MESSAGE CHARACTERISTICSQ1

Abstract

Although ELECTRONIC WORD OF MOUTH (e-WOM) has been considered highly in the theoretical foundations of marketing because of its low cost and high impact and also its effect on several behavioral variables such as purchase intention and DESIRE TO PURCHASE were approved, but still no model has been presented to evaluate the impact of PARTICIPATION MOTIVES on users ‘desire to purchase. The current research was conducted in order to identify what factors motivate people to participate in e-WOM and also to assess the impact of these incentives on users’ purchase intention through messaging features. This research is descriptive and it is aimed to establish a correlation between its variables. According to the purpose of this research which is to present a model and also to test the impact of variables, structural equation modeling was used. Moreover, statistical population of this research consisted of those individuals who sought opinions and experiences of others who had already experienced online shopping through websites for purchasing digital products. Data were collected using questionnaire. Internal reliability of the research variables was estimated using Cronbach Alpha coefficient and construct validity was assessed using convergent and divergent validity. The obtained results showed that social motives of participation in e-WOM have no effect on DESIRE TO PURCHASE but informational motives have an effect on it.The findings indicated that people’s motivation to purchase goods online is not due to desire to improve their social image or take advantage of social benefits and opportunities. These motives on their DESIRE TO PURCHASE goods online include: people's willingness to take advice from others, collecting information, reducing search time and reducing the risk of purchasing.

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APA: Copy

NAEIJI, MOHAMMAD JAVAD, & ABOLGHASEMIAN, SAMANEH. (2017). THE EFFECT OF PARTICIPATION MOTIVES IN ELECTRONIC WORD OF MOUTH ON DESIRE TO PURCHASE: THE MEDIATING ROLE OF MESSAGE CHARACTERISTICS. NEW MARKETING RESEARCH JOURNAL, 6(4 (23) ), 141-157. SID. https://sid.ir/paper/194661/en

Vancouver: Copy

NAEIJI MOHAMMAD JAVAD, ABOLGHASEMIAN SAMANEH. THE EFFECT OF PARTICIPATION MOTIVES IN ELECTRONIC WORD OF MOUTH ON DESIRE TO PURCHASE: THE MEDIATING ROLE OF MESSAGE CHARACTERISTICS. NEW MARKETING RESEARCH JOURNAL[Internet]. 2017;6(4 (23) ):141-157. Available from: https://sid.ir/paper/194661/en

IEEE: Copy

MOHAMMAD JAVAD NAEIJI, and SAMANEH ABOLGHASEMIAN, “THE EFFECT OF PARTICIPATION MOTIVES IN ELECTRONIC WORD OF MOUTH ON DESIRE TO PURCHASE: THE MEDIATING ROLE OF MESSAGE CHARACTERISTICS,” NEW MARKETING RESEARCH JOURNAL, vol. 6, no. 4 (23) , pp. 141–157, 2017, [Online]. Available: https://sid.ir/paper/194661/en

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