The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Consumer Behavior Review |
Texto Completo: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/250595 |
Resumo: | The present study aims to examine the opportunity of in-app shopping, more specifically, analyzing the influence of product tags and cultural background on consumers’ trust and purchase intention. For this purpose, a comparison was made between European and South American female consumers from two cultures: the Netherlands and Paraguay. A total of 225 subjects, 143 from the Dutch background and 82 from the Paraguayan background, participated in an experimental survey where they judged an Instagram product page (product tag: present vs. absent). The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch. Additionally, the presence of a text appeal in the visual product presentation had a direct positive effect on consumers’ purchase intentions and perceived trust in the shopping environment, for both the Dutch and Paraguayan cultural groups. In virtual web shops, perceiving trust is a decisive point for purchase intentions. This study contributes to the fast-growing investigations on social media effectiveness and visual marketing as an informative and persuasive tool. The findings pinpoint the synergic value of visual and textual cues of product presentation online in the atmospheric trust of in-app shopping. |
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Consumer Behavior Review |
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The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerceO impacto da marcação de produto na confiança e na intenção de compra: uma perspectiva intercultural no e-commerce visualconsumer behaviorsocial commercetrustpurchase intentioncrosscultural.comportamento do consumidorcomércio socialconfiarintenção de compraintercultural.The present study aims to examine the opportunity of in-app shopping, more specifically, analyzing the influence of product tags and cultural background on consumers’ trust and purchase intention. For this purpose, a comparison was made between European and South American female consumers from two cultures: the Netherlands and Paraguay. A total of 225 subjects, 143 from the Dutch background and 82 from the Paraguayan background, participated in an experimental survey where they judged an Instagram product page (product tag: present vs. absent). The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch. Additionally, the presence of a text appeal in the visual product presentation had a direct positive effect on consumers’ purchase intentions and perceived trust in the shopping environment, for both the Dutch and Paraguayan cultural groups. In virtual web shops, perceiving trust is a decisive point for purchase intentions. This study contributes to the fast-growing investigations on social media effectiveness and visual marketing as an informative and persuasive tool. The findings pinpoint the synergic value of visual and textual cues of product presentation online in the atmospheric trust of in-app shopping.O presente estudo tem como objetivo examinar a oportunidade de compras no aplicativo, mais especificamente, analisando a influência das marcas do produto e da formação cultural na confiança e na intenção de compra dos consumidores. Para tanto, foi feita uma comparação entre consumidoras europeias e sul-americanas de duas culturas: Holanda e Paraguai. Um total de 225 indivíduos, 143 de origem holandesa e 82 de origem paraguaia, participaram de uma pesquisa experimental em que julgaram uma página de produto do Instagram (tag do produto: presente vs. ausente). A análise dos resultados revelou que os paraguaios tinham maior intenção de compra do que os holandeses. Além disso, a presença de um apelo de texto na apresentação visual do produto teve um efeito positivo direto nas intenções de compra dos consumidores e na percepção de confiança no ambiente de compras, tanto para grupos culturais holandeses quanto paraguaios. Nas lojas virtuais da Web, perceber a confiança é um ponto decisivo para as intenções de compra. Este estudo contribui para o rápido crescimento das investigações sobre a eficácia da mídia social e o marketing visual como uma ferramenta informativa e persuasiva. As descobertas apontam o valor sinérgico das dicas visuais e textuais da apresentação do produto online na confiança atmosférica das compras no aplicativo.Universidade Federal de Pernambuco2022-01-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionExperimental surveyapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/25059510.51359/2526-7884.2022.250595CBR - Consumer Behavior Review; Vol. 6 No. 1 (2022): january-december; e-250595CBR - Consumer Behavior Review; v. 6 n. 1 (2022): january-december; e-2505952526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEenghttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/250595/40391Copyright (c) 2022 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessBroeder, PeterSchouten, Michelle2023-05-03T13:39:28Zoai:oai.periodicos.ufpe.br:article/250595Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-03T13:39:28Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false |
dc.title.none.fl_str_mv |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce O impacto da marcação de produto na confiança e na intenção de compra: uma perspectiva intercultural no e-commerce visual |
title |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce |
spellingShingle |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce Broeder, Peter consumer behavior social commerce trust purchase intention crosscultural. comportamento do consumidor comércio social confiar intenção de compra intercultural. |
title_short |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce |
title_full |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce |
title_fullStr |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce |
title_full_unstemmed |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce |
title_sort |
The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce |
author |
Broeder, Peter |
author_facet |
Broeder, Peter Schouten, Michelle |
author_role |
author |
author2 |
Schouten, Michelle |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Broeder, Peter Schouten, Michelle |
dc.subject.por.fl_str_mv |
consumer behavior social commerce trust purchase intention crosscultural. comportamento do consumidor comércio social confiar intenção de compra intercultural. |
topic |
consumer behavior social commerce trust purchase intention crosscultural. comportamento do consumidor comércio social confiar intenção de compra intercultural. |
description |
The present study aims to examine the opportunity of in-app shopping, more specifically, analyzing the influence of product tags and cultural background on consumers’ trust and purchase intention. For this purpose, a comparison was made between European and South American female consumers from two cultures: the Netherlands and Paraguay. A total of 225 subjects, 143 from the Dutch background and 82 from the Paraguayan background, participated in an experimental survey where they judged an Instagram product page (product tag: present vs. absent). The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch. Additionally, the presence of a text appeal in the visual product presentation had a direct positive effect on consumers’ purchase intentions and perceived trust in the shopping environment, for both the Dutch and Paraguayan cultural groups. In virtual web shops, perceiving trust is a decisive point for purchase intentions. This study contributes to the fast-growing investigations on social media effectiveness and visual marketing as an informative and persuasive tool. The findings pinpoint the synergic value of visual and textual cues of product presentation online in the atmospheric trust of in-app shopping. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-07 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Experimental survey |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/250595 10.51359/2526-7884.2022.250595 |
url |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/250595 |
identifier_str_mv |
10.51359/2526-7884.2022.250595 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/250595/40391 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 CBR - Consumer Behavior Review info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 CBR - Consumer Behavior Review |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
dc.source.none.fl_str_mv |
CBR - Consumer Behavior Review; Vol. 6 No. 1 (2022): january-december; e-250595 CBR - Consumer Behavior Review; v. 6 n. 1 (2022): january-december; e-250595 2526-7884 reponame:Consumer Behavior Review instname:Universidade Federal de Pernambuco (UFPE) instacron:UFPE |
instname_str |
Universidade Federal de Pernambuco (UFPE) |
instacron_str |
UFPE |
institution |
UFPE |
reponame_str |
Consumer Behavior Review |
collection |
Consumer Behavior Review |
repository.name.fl_str_mv |
Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE) |
repository.mail.fl_str_mv |
cbr@ufpe.br||periodicos.ufpe@ufpe.br |
_version_ |
1797220396073746432 |