The impact of product tagging on trust and purchase intention: a cross-cultural perspective in visual e-commerce

Detalhes bibliográficos
Autor(a) principal: Broeder, Peter
Data de Publicação: 2022
Outros Autores: Schouten, Michelle
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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spelling 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
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