The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction

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dc.contributor.author Van Esch, P en
dc.contributor.author Northey, Gavin en
dc.contributor.author Duffy, S en
dc.contributor.author Heller, J en
dc.contributor.author Striluk, M en
dc.date.accessioned 2018-10-10T02:35:57Z en
dc.date.issued 2018 en
dc.identifier.issn 1049-6491 en
dc.identifier.uri http://hdl.handle.net/2292/40377 en
dc.description.abstract The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their satisfaction with the product is low. By contrast, when homophily is high, product satisfaction is high. Specifically, as homophily increases, an individuals' need for COO information seeking has a positive moderating effect on their perceived product satisfaction. Online retailers promoting their products could benefit from sales increases due to their ability to provide COO information at a low cost, which in turn, provides ease, peace of mind and purchase satisfaction for consumers. en
dc.publisher Taylor & Francis (Routledge) en
dc.relation.ispartofseries Journal of Promotion Management en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction en
dc.type Journal Article en
dc.identifier.doi 10.1080/10496491.2018.1378300 en
pubs.issue 3 en
pubs.begin-page 332 en
pubs.volume 24 en
dc.rights.holder Copyright: The author en
pubs.end-page 348 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 718366 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2017-11-30 en
pubs.online-publication-date 2017-11-22 en


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