Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model

作者：Zhu Dong Hong; Chang Ya Ping^*; Luo Jian Jun

来源：Telematics and Informatics, 2016, 33(1): 8-16.

DOI：10.1016/j.tele.2015.06.001

• C2C communication
• Purchase decision
• Online community
• Relationship type
• Information adoption model

Information derived from consumer-to-consumer (C2C) communication in online communities plays an important role in consumers' purchase decision making. Based on the information adoption model, the present study develops a research model to investigate the influence of C2C communication on consumers' purchase decision in online communities. Based on 324 effective data, the Partial Least Squares technique is used to test the proposed model. The results show that argument quality, source credibility, and tie strength positively influence purchase decision through product usefulness evaluation. In addition, tie strength exhibits difference effect on product usefulness evaluation between the context of consumers communicating with real and virtual relationships. Theoretical and managerial implications are discussed.

• 出版日期2016-2
• 单位武汉纺织大学; 华中科技大学