Boosting Purchase Intention and Online Participation Through Passion

Carolina Herrando, Julio Jiménez-Martínez, María José Martín De Hoyos

Abstract


This study analyzes the role of passion in engaging users and how it affects purchase intention and participation in social commerce contexts. Based on marketing research, the engagement generation process is studied through the interactions among social presence,interactivity, enjoyment, sPassion, purchase intention and spread of sWOM. The results have empirically confirmed that social interactions and information exchange derived from the process boost user participation and the intention to purchase. At the core of the process, sPassion positively affects the spreading of sWOM. The introduction of the new concept sPassion brings new challenges and opportunities to marketing research, helping to develop the concept of engagement and furthering research on WOM valence. Knowing how sPassion is formed and what factors are key to its creation enable companies to understand the necessary steps to enhance user participation in social commerce contexts.

Article Metrics

Abstract: 1374 Viewers PDF: 599 Viewers

Keywords


Passion; engagement; social commerce;

Cite:

How to cite item

Full Text:

PDF


References


Batra, R., Ahuvia, A. and Bagozzi, R.P. Brand love. Journal of Marketing, 76, 2 (2012), 1-16.

Vallerand, R.J., Blanchard, C., Mageau, G.A., Koestner, R., Ratelle, C., Léonard, M., Gagné, M. and Marsolais, J. Les passions de l'âme: on obsessive and harmonious passion. Journal of Personality and Social Psychology, 85, 4 (2003), 756-767.

Hollebeek, L. Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing 19, 7 (2011), 555-573.

Vivek, S.D., Beatty, S.E. and Morgan, R.M. Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20, 2 (2012), 122-146.

O'Brien, H.L. and Toms, E.G. What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59, 6 (2008), 938-955.

O'Brien, H.L. and Toms, E.G. The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61, 1 (2010), 50-69.

Zhang, H., Lu, Y., Gupta, S. and Zhao, L. What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51, 8 (2014), 1017-1030.

Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 1 (2013), 105-114.

Blasco-Arcas, L., Hernandez-Ortega, B. and Jimenez-Martinez, J. The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior. Internet Research, 24, 3 (2014), 393-412.

Groeger, L., Moroko, L. and Hollebeek, L. Capuring Value from Non-Paying Consumers' Engagement Behaviors: Field Evidence and Development of a Theoretical Model. Journal of Strategic Marketing, Forthcoming 2016.

Hollebeek, L.D. The customer engagement / value interface: An exploratory investigation. Australasian Marketing Journal, 21, 1 (2013), 17-24.

Westbrook, R.A. Product / consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24, 3 (1987), 258-270.

Kim, Y.H., Kim, D.J. and Wachter, K.A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, (2013), 361-370.

Calder, B.J., Malthouse, E.C. and Schaedel, U. An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23, 4 (2009), 321-331.

Smith, B.G. and Gallicano, T.D. Terms of engagement: Analyzing public engagement with organizations through social media. Computers in Human Behavior, 53, (2015), 82-90.

Brodie, R.J., Hollebeek, L.D., Juric, B. and Ilic, A. Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14, 3 (2011), 252-271.

Lavigne, G.L., Forest, J. and Crevier-Braud, L. Passion at work and burnout: A two-study test of the mediating role of flow experiences. European Journal of Work and Organizational Psychology, 21.4 (2012), 518-546.

Matzler K, Pichler EA, Hemetsberger A. Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Marketing Theory and Applications 2007; 18: 25-32.

Matzler, K., Pichler, E.A. and Hemetsberger, A. Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Marketing Theory and Applications, 18, (2007), 25-32.

Shimp, T.A. and Madden, T.J. Consumer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. Advances in Consumer Research, 15, 1 (1988), 163-168.

Fournier, S. Consumers and their brands: Developing relationship theory inconsumer research. Journal of Consumer Research, 24, 4 (1998), 343-353.

Swimberghe, K.R., Astakhova, M. and Wooldridge, B.R.A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67, 12 (2014), 2657-2665.

Albert, N., Merunka, D. and Valette-Florence, P. Brand passion: Antecedents and consequences. Journal of Business Research, 66, 7 (2013), 904-909.

Cardon, M.S. Is passion contagious? The transference of entrepreneurial passion to employees. Human Resource Management Review, 18, 2 (2008), 77-86.

Li, W. and Ke, Y.Social Commerce: The Critical Role of Argument Strength and Source Dynamism of eWOM. In PACIS, The 18th Pacific Asia Conference on Information Systems, June 24-28 (2014), Chengdu, China.

Pourazad, N. and Pare, V. Conceptualising the Behavioral Effects of Brand Passion among Fast Fashion Young Customers. In Proceedings of the Sydney International Business Research Conference, University of Western Sydney Campbelltown, Australia, April 17-19, (2015).

Dholakia, U.M., Bagozzi, R.P. and Pearo, L.K.A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21, 3 (2004), 241-263.

Gefen, D. and Straub, D.W. The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption. Journal of the Association for Information Systems, 1, 1 (2000), 1-28.

Hassanein, K. and Head, M. Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65, 8 (2007), 689-708.

Cui, N., Wang, T. and Xu, S. The influence of the social presence on consumers' perceptions of the interactivity of web sites. Journal of Interactive Advertising, 11, 1 (2010), 36-49.

Kumar, N. and Benbasat, I. Research note: the influence of recommendations and consumer reviews on evaluations of websites. Information Systems Research, 17, 4 (2006), 425-439.

Sawhney, M., Verona, G. and Prandelli, E. Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19, 4 (2005), 4-17.

Wu, G. The mediating role of perceived interactivity in the effect of actual interactivity on attitude toward the website. Journal of Interactive Advertising, 5, 2 (2005), 29-39.

Mollen, A. and Wilson, H. Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63, 9 (2010), 919-925.

Cardon, M.S., Gregoire, D.A., Stevens, C.E. and Patel, P.C.Measuring entrepreneurial passion: Conceptual foundations and scale validation. Journal of Business Venturing, 28, 2 (2013), 373-396.

Cardon, M.S. and Kirk, C.P. Entrepreneurial Passion as Mediator of the Self-Efficacy to Persistence Relationship. Entrepreneurship Theory and Practice, 39, 5 (2015), 1027-1050.

Case, J. Alienation and engagement: Exploring students' experiences of studying engineering. Teaching in Higher Education, 12, 1 (2007), 119-133.

ONTSI. Informe Anual La Sociedad en Red 2013, Observatorio Nacional de las Telecomunicaciones y de la Sociedadde la Información. (2014), Available at: http://www.ontsi.red.es/ontsi/sites/default/files/informe_anual_la_sociedad_en_red_2013_ed._2014.pdf. Accessed February / 10, 2015.

Gefen, D. and Straub, D.W. Managing user trust in B2C e-services. E-service Journal, 2, 2 (2003), 7-24.

Shen, J. Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13, 3 (2012), 198-212.

Song, J.H. and Zinkhan, G.M.Determinants of perceived web site interactivity. Journal of Marketing, 72, 2 (2008), 99-113.

McMillan, S.J. and Hwang, J.Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31, 3 (2002), 29-42.

Liu, Y. Developing a scale to measure the interactivity of websites. Journal of Advertising Research, 43, 2 (2003), 207-216.

Koufaris, M. Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13, (2002), 205-223.

Kim, Y.J. and Han, J. Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, (2014), 256-269.

Baldus, B.J., Voorhees, C. and Calantone, R. Online brand community engagement: Scale development and validation. Journal of Business Research, 68, 5 (2015), 978-985.

Liang, T., Ho, Y., Li, Y. and Turban, E. What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16, 2 (2011), 69-90.

Nunally, J.C. Psychometric theory. 2nd ed. New York: New York: McGraw-Hill; 1978.

Nurosis, M.J. SPSS. Statistical data analysis. Spss Inc 1993.

Hair, J., Anderson, R., Tatham, R. and Black, W. Multivariate Data Analysis. New Jersey: Prentivce-Hall International. 1999.

Kaiser, H.F. A second generation little jiffy. Psychometrika35, 4 (1970), 401-415.

Kaiser, H.F. Little Jiffy, Mark IV. Educational and Psychological Measurement, 34, (1974), 111-117.

Jöreskog, K.G. Statistical analysis of sets of congenic tests. Psychometrika, 36, 2 (1971), 109-133.

Fornell, C. and Larcker, D.F. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, (1981), 39-50.

Hildebrandt, L. Attitudes and values ​​as predictors of energy information behavior patterns. Advances in Consumer Research, 11, 1 (1984), 574-578.

Kline, R.B. Principles and Practice of Structural Equation Modeling. 3rd ed. New York: Guilford Press; 2011.

Kim, S. Web-interactivity dimensions and shopping experiential value. Journal of Internet Business, 9, (2011), 1-25.

Kim, S. and Park, H. Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance, International Journal of Information Management, 33, (2013), 318-332.

Hausman, A.V. and Siekpe, J.S. The effect of web interface features on consumer online purchase intentions, Journal of Business Research, 62, (2009), 5-13.


Refbacks

  • There are currently no refbacks.


Barcode

IJIIS: International Journal of Informatics and Information Systems

ISSN:2579-7069 (Online)
Organized by:Departement of Information System, Universitas Amikom Purwokerto, Indonesia; Faculty of Computing and Information Science, Ain Shams University, Cairo, Egypt
Website:www.ijiis.org
Email:husniteja@uinjkt.ac.id (publication issues)
  taqwa@amikompurwokerto.ac.id (managing editor)
  contact@ijiis.org (technical & paper handling issues)

 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0