Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying

7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying

1/23

Marketing Journal Mapping(WOM, Trust, Loality, Leader Opinion & Decisiom for Buying)

Oleh :

Daniel D. Wahyu Krismantoro

!O"!#M M#"$%T! $LM' #DM$$%T!#%$ B$%$%FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

UNIVERSITAS LAMBUNG MANGKURAT

2016


2/23

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3/23

1

An Analysis of

Factors Affectingthe Consumers

Attitude of Trust

and their Impacton Internet

PurchasingBehavior

Seyed FathollahAmiri Aghdaie

2!!

The studypopulation

consisted of

members ofe!pert"ir# $eb

site that have beenpurchase form

commercial

$ebsites at leastone time

Correlation of

factors influencing

on trust attitude%

purchase and repeat

purchase

Pearson

the studie perform

in online

purchasing% $ill

different rsult $ith

traditional

purchasing

&ot stated

H 1: Environmental characteristics have beenafect consumer trust attitudes in online

shopping H 1-1: Promotion has been afectsconsumers trust attitudes in online shopping. H

1-2: Governmental rules have been afectconsumers trust attitudes in online shopping H

1-3: hird part! assurance has been afectconsumers trust attitudes in online shopping H

2: rustee "eatures have been afect

consumers trust attitudes in online shopping H2-1 #n"ormation $ualit! has been afectconsumers trust attitudes in online shopping. H2-2 Graphic design has been afect consumers

trust attitudes in online shopping. H 2-3%eputation has been afect consumers trustattitudes in online shopping H 2-& Pa!mentmethod has been afect consumers trust

attitudes in online shopping. H 2-' (eliver! hasbeen afect consumers trust attitudes in online

shopping.H 3: rustor "eatures have beenafect consumers trust attitudes in onlineshopping. H 3-1 rust propensit! has beenafect consumers trust attitudes in online

shopping. H 3-2 )*ill and e+perience has beenafect consumers trust attitudes in online

shopping. H &: Perceived ease o" use has beenafect consumers trust attitudes in online

shopping. H ': Perceived use"ulness has beenafect consumers trust attitudes in online

shopping. H ,: Perceived ease o" use has beenafect Perceived use"ulness in online shopping.H : Environmental "eatures have been afectcustomers bu!ing behavior in online shopping

Tambahan Informasi Hasil Penelitian:


4/23

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'

The "##e$t o#

%ustomer Trust on

%ustomer &oyalty and

%ustomer 'etention(

) Moderatin* 'ole o#

%ause 'elated

Marketin*

The participants

included

(ohammad Ali)innah and

IslamicInternational

university

IslamabadPa*istan students"

+ntirety 1,-.uestionnaires

$ere dispersed

ho$ever 1/1$ere0eceived

bac* $itchma*ing response

rate 2 3"

Customer Trust and

Customer 4oyalty

Customer Trust and

Customer 0etention

Cause 0elated

(ar*eting%

Customer Trust and

Customer loyalty

reputation of the

corporation byincreasing profit%

social impression

and customer

loyalty 5Berglind 6

&a*ata% '--,7"

Study in Pas*itan

$ith spesific topic

cultures and limited

the sample si8e

Future research can be

conducted on this

topicacross cultures% the

sample si8e can be

enhanced and impact of

other moderating and

mediating variables

canbe measure on

customer trust and

customer loyalty" The

facets and

conse.uences of thesevariables $ill be

themost favorite topics

in near future"

Correlation table e!plains the

relationship of all variables%

regardless of their dependency

or independency" Theresult

sho$s that the customer trust

has significant association $ith

customer loyalty 5",92::7%

5p"-17" Customerretention

$as supposed to have a

significant association $ith

customer trust% but correlation

matri! sho$sinsignificant

results 5"-,,7" Cause;related

(ar*eting sho$s significant

values $ith both the variablesibb '--E7"

First% a larger sample si8e

$ould

have been more helpful to

evaluate the stability and

dependability of the

findings" Second% it must be

remembered that $e have

used religiosity as an

e!ample of a cultural

attribute in t$o different

societies% collectivistic5Pa*istan7 and

individualistic 5Australia7"

Future $or*s might

include moderation

effect of religiosity

on trust aspects

to$ards online

purchasing across

cultures" (oreover%

it $ill be interesting

to see our research

model is reasonable

acceptable for

(uslim buyers innon; (uslims society

and among various

religious groups

The results sho$ that the

relationship bet$een

religiosity and interpersonal

trust 5cognitive and affect;

based trust7 is significant for

(uslims in collectivist society

5Pa*istan7 than Christians in

an individualist society

5Australia7" @hile the effect of

cognitive;based trust on affect;

based trust and purchase

intention is significant for

Christians 5Australia7 in anindividualist society than

(uslims in collectivist society

5Pa*istan7" Thus all hypotheses

5D1 to D,7 are supported"



7/23

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, Pur$hase +ntentiono# r*ani$ -ood in

Kedah, Malaysia. )

'eli*ious vervie/

(ohd 0i8aimy

Shaharudin

2!

>ata collected $ere

selected mainly

from t$o big to$ns

in the state of

?edah such as

Sungai Petani and

Alor Setar" These

t$o to$ns are

places $here most

of organic food

restaurants and

shops are located"

The population

identified to be

estimated as ,--

organic food

customers" ut ofthe total population%

1,- respondents

responded to the

research"

The theory of

reasoned action5T0A7" T0A

suggests that a

personKs behavior is

determined by

hisLher intention to

perform the

behavior 5Fishbein

and AM8en% 1=2,7"

0esearch

deploy only in

t$o big to$n

in malaysia%

and organic

food product

Future research should focus

on a similar study of factors

affecting customer purchase

intention to$ards organic

food products $ith the

e!tended scope to all states

in (alaysia"

Brand loyalty as is

indicated by F value of 1,"2=E

and strong significance level

of -"--- 5p-"-,7"

nly health consciousness

and perceived value are

significant 5p-"-,7 influence

to$ards purchase intention

$ith high Beta -"'-, and

-"E// respectively"

Food safety concern and

religious are less significant

impact 5p#-"-,7 $ith lo$ Beta

of ;"--2 and "-=9 respectively"

The NIF value of less than 1-

for all variables

Dealth consciousness andperceived value have strong

significant level 5p-"-,7 $ith

purchase intention% hypotheses

for D1 and D' are $rong and

can be reMected" n the other

hand% the null hypotheses for

D/ and DE $hich representing

food safety concern and

religious are correct and can be

accepted"


8/23


NoJudul, Nama dan


Nama dan Teori Utama

Pada variabelModel

Keterbatasan

Penelitian

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9

"0)&U)T+N

- "--"%T+0"

-)%T'S N

%USTM"'

1"%+S+N

M)K+N3

P'%"SS +N

TH" N&+N"

"N0+'NM"NT

(ohammadTa*hire1 and ("0"

Taghi8adeh)oorshari

'-1,

The population ofresearch is

including

customers ofdigi*ala online

shop" After /$ee*s of data

collection% 9,,

students used foranalysis" In this

study% to collectdata and analy8e

the information$as used the

standard

.uestionnaire

1" +@( 5+lectronic @ord;

of;(outh7 and traditional

@( 5Steffes and Burgee%'--7"

'" Social influence can

manipulate consumer decision

ma*ing% @itt 51=9=7

/" Perceived ris*% Featherman

and Pavlou 5'--/7%

E"Trust focused on

technological issues relating

to security% privacy and other

*ey aspects of trust 5?im et

al"% '--7"

,"Theory of Planned Behavior

5AM8en% '--,7

Theory of Planned Behavior%

Consumer >ecision (a*ing

Process (odel and

Technology Acceptance

(odel

&ot stated

clearly

The future

research related

mar*eters need to

recogni8e the

importance for

managing @(

communications to

ensure the

essential level of

trust bet$een

consumers and

businesses e!ists"

Hypothesis !supports the postulated

notion that purchase intention is

positively related to actua lpurchase" The

results are similar to ?im et al" 5'--7

$here the underlying assumption

postulatesthat a customerKs intention to

perform5or not7 a behavior is an vital

determinant of the subse.uent actual

behavior"

Hypothesis 2supports the claim that

+@( is positive related to trust in

onlineshops"

Consumers respond to post;purchase

dissonance by generating

negative +@(" The results do not

support hypothesis 3 $here it is

postulated that social

identity is positively related to trust"

Hypothesis 4is supported% $hich states

that perceived ris* negatively

affects trust" In other $ords% it is

statistically significant that consumers

level of trust negatively

related to the level of perceived ris*"



9/23

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2

) TrustBased

%onsumer

1e$ision Model in

"le$troni$

%ommer$e( The

'ole o# Trust,

'isk, and Their

)nte$edents

>an )" ?I(%

>onald 4" F+00I&

'--

A total of ,1'

responses $erereceived" After

eliminatingincomplete and

inappropriate

responses 5e"g"%duplicates7% a total

of E9 usableresponses $ere

included in the

sample forconstruct

validation andhypothesis

testing"

>ra$ing on the

Technology

Acceptance (odel

OE,% Theory of

0easoned Action

5T0A7 O,1% and

Theory of Planned

Behavior O,%

Participantsreflect a fairly

typical band of

actual and

potential

Internet

consumers%

they may not

be

representative

of all

consumers" For

e!ample% older

consumers may

be even less

comfortable

$ith online

purchasing due

to their lac* of

familiarity $ith

computers and

the Internet"

17 Future research $ill be

needed to assess the

generali8ability of the

findings"

'7 Possibility of alternative

models for understanding the

relationships among the

constructs e!amined in our

study" For instance% $e have

proposed that trust functions

as a mediator" In other

$ords% the model assumesthat the e!ogenous variables

influence purchase intentions

via their effect on trust

The empirical results suggest

that a consumers trust directly

and indirectly affects his or her

purchasing intention" A

consumers trust has a strong

positive effect on the

purchasing intention as $ell as

a strong negative effect on a

consumers perceived ris*"



10/23

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ModelKeterbatasan

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Berikutnya

Hasil penelitiannya

"--"%T -

"&"%T'N+%5'1-

MUTH N

%NSUM"'

PU'%H)S"

+NT"NT+N(

TH"

P"'SP"%T+0"

- 3"N1"'

1+--"'"N%"S

Gi;@en Fan: and

Gi;Feng (iao

'--

this study%

t$enty differenttypes of

electronicproducts $ere

chosen from an

online shoppingmall

5httpJLLshopping"pchome"com"t

$7" Fifty;one

customers $eresurveyed to

determine the

products for$hich they used

e@( most toma*e

purchasingdecisions

+laboration

4i*elihood (odel5+4(7 to

describe customer

acceptance and

use of e@(

517 nline surveys

$ere used to collect

model data" Therefore%

the models $ere

susceptible to self;

selection bias" 5'7 The

models did not

consider the

moderating effects of

gender differences due

to the

small sample si8es"

5'7Survey respondents

$ere as*ed to consider

their most recent

e!periences $hen

reading onlineconsumer revie$s"

Therefore% the models

$ere not derived from

consistent controlled

e@( data for each

respondent

The models only

considered

one type of

product" Future

$or* is needed

to verify

the study results

for other types

of products"

517Female customers that had more rapport on

social net$or*s 5 -"E,E% p "--97 put a

greater emphasis

on e@( credibility than male customers 5

-"1'% p "12-7" Previous studies sho$ed that

men are morepragmatic during the purchasing

process< $omen are more emotional during the

purchasing process

5'7Study results confirmed the finding"

+!pertise 5 ;-"'-/% p "1E17 did not have a

significant effect on e@( credibility for male

customers< e!pertise 5 ;-"//% p "-127 did

have a significant effect on

e@( credibility for female customers"

5/7Study results sho$ed that perceived e@(

credibility had a significant effect on acceptance

and use of e@( for both male customers andfemale customers"

5E7Study results sho$ed that perceived e@(

credibility had a greater effect on acceptance

and use of e@( for female customers 5

-"2,% 0' -",9/7 than for male customers 5

-"9,-% 0' -"E1E7"

5,7Study results sho$ed that female customers

are more li*ely to use credible e@( to ma*e

purchasingdecisions than male customers"


11/23


NoJudul, Nama dan


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=

The Moderatin*

'ole o# )ttitude

-un$tions upon

%onsumer

1e$isions to

Pur$hase 5ine

nline

Mark )6 Bonn,

Sora Kan*

'-1'

0espondents

included graduate

students% office$or*ers%

professors% andonline $ine club

members" A total

of /-- intervie$s$ere conducted

and 1=,respondents

provided

information

17 the *ey variables

producing

behaviors

5Anderson 6

(ittal% '---7"

'7subdivides the

classification

.uality value% price

value% emotional

value% and social

value" S$eeney and

Soutar 5'--17

that as an early

study aiming at

the online $ine

mar*et in

South ?orea

analyses of

differences in

consumer

attitudes $ill

lead to a clearer

understanding of

the online $ine

purchasing

motives ofconsumers

17 Dypotheses 1;1 5 ",-% p "-17% 1;/

5" ''1% p "-,7% and 1;E 5 ",,,% p "--17" n the other hand% the relationship

bet$een price value and site trust $as not

verified to be as significant as $e e!pected

$ith regards to the hypothesis Dypotheses

1;1% 1;/% and 1;E $ere supported% but 1;'

$as not supported"

'7 Dypothesis ' proposes that site trust has a

positive effect on online $ine purchase

intention" The result suggests that site trust

5 "E1% p "-,7 increases online $ine

purchase intention% supporting Dypothesis '

/7 (odel 1 $as analy8ed in the first stage%

$hich includes site trust and moderating

variablesJ value e!pressive function and

social adMustive function" 0(S+A 5"-,97%

T4I 5"=/7% and CFI 5"=,=7 e!ceeded the

recommended level% suggesting the fit level

of (odel 1 $as good" In addition% value

e!pressive function 5"'9-% p"--17 and

social adMustive function 5"'1'% p"-,7

$ere proved to directly affect site trust" In

the second stage% the interaction effect of

perceived



12/23

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1-

+mpa$t o# 5ord

o# Mouth on

%onsumer Buyin*

1e$ision

&a$a8 Ahmad%0i8$an 0aheem

Ahmed% )olitaNveinhardt

'-1E

Participants $ere

selected frommale

charteredaccountants%

living in 4ondon

or (umbai5Bombay7% India"

The choice ofcities and gender

reflected shared

cultural Q societalsimilarities and

both cities beingmaMor financial

centres"

(ultinomial

logistical regression

5(407 $as chosen

to

analyse the data

>escriptive Q &o (odelonly for indian that life in

india and england

emergence of a ne$ group

of consumers% $here

religiosity may be a

medium for greater

closeness through

consumption behaviours"

17 Asian Indians are more li*ely to beindividualistic then their Asian Indian

e.uivalent" D1 and D' are therefore

partially supported"

'7 Those Indians living in Britain $ho

believe religion is not important to

them $ere significantly more li*ely to

value the immediate family then their

Asian Indian e.uivalent" Therefore D'

and D/ are partially supported"

/7 their overall (4( and +P 5B7

scores combined $ith their religiosity

scores $e can only partially support D,

and partially reMect D9"

E7 those Indians living in Britain% those$ho vie$ed religion as Rnot all

important $ere significantly more

li*ely to access this reference group

compared to Asian Indians" Considered

$ith their (40 and +P 5B7 scores D=

and D1- are partially supported"



13/23

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11 'eli*ious belie#s

and $onsumerbehaviour( -rom

loyalty to boy$otts

?halil Al;Dyari%

(uhammed S"Alnsour% ha8i Al;

@eshah

'-1'

none 5literature

study7The present study

is dra$n fromsecondary sources

of the literature

and designed toinvestigate and

e!plore the lin*bet$een culture%

religion%

animosity% countryof origin

and conspicuous

consumption ofglobal brands and

to highlight therelative emphasis

of each of thefactors that may

influence

consumerpurchase behavior

of global brands"

/"1 BoycottingJ

5>anish products as

a good e!ample7

/"' lobal

dynamics and

cultureJ

globalisation vs

locali8ation

/"'"1 0eligion and

religiosity"

/"'"' Conspicuous

consumption and

products"

/"'"/ Consumer

animosity in

international

mar*eting"

/"'"E Country of

origin"

The study

scope is

limited due to

the small

sample si8e

and the fact

that all of the

respondents are

only from one

country

namelyJ Saudi

Arabia

a future research should ma*e

a further investigation to the

themes $hich rose from the

literature and by means of a

survey" uantitative approach

and hypotheses should be

developed based on previous

research and any relevant

models and theories that e!ist

ta*ing into account that

research $ill be carried out in

a totally different culture since

@estern countries tend to be

rather individualistic $hereas

Asian countries for e!ample%

tend to be more collective

5Dofstede% '--17"need for further comparative

studies involving other

ArabL(uslim

countries and cultures"

The current study investigated the

significant role of religions in

influencing social and consumer

behavior to$ard global brands" The

study findings sho$ed that perceptions

and attitudes to$ards>anish products

5especially dairy products7 in

the(iddle+ast have changed

dramatically since the >anish

overnment has reMected to condemn the

cartoons of the Prophet (uhammad

published by the >anish ne$spaper"

(oreover% they sho$ed that consumers

in the (iddle +ast $ere al$ays loyal to

>anish brands and these brands $ere

al$ays perceived as being of high

.uality 5relates to conspicuousconsumption7% this position has been

shifted and the seller;buyer relationship

has changed from loyalty to

boycotting"This is strong evidence that

companiesK sales and revenues tend to be

critically endangered by consumersK

anger 5animosity7 to$ards the

companiesK home country"


14/23


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1'

T'UST )N1

S)T+S-)%T+N,

T5 ST"PP+N3

STN"S -'

SU%%"SS-U& "

%MM"'%"

'"&)T+NSH+PS( )

&N3+TU1+N)&

"7P&')T+N

>an )" ?im% >onald 4"Ferrin% D" 0aghav 0ao

'--/

,1' responses for

the first round and

E=/ responses for

the second round

survey $ere

received" After

eliminating invalid

responses% a total of

E9 usable

responsesin the

&ortheastern Hnited

States"

517 Synthesi8ing

consumer trust and

satisfaction through

three stages 5pre;

purchase%

purchase% and post;

purchase7%

5'7The e!tended

valence frame$or*

and e!pectation

confirmation theory

Several

researchers

5e"g"% Singh

and

Sirdeshmu*h

'---7 have

noted that trust

develops

gradually over

time" This

suggests that

trust in the

aftermath of a

purchase may

also be an

important

factor inpredicting

satisfaction and

repurchase

intentions

future $or* should consider

the possibility of reverse

causal relationships and

moderating

All post;purchase

hypothesi8ed paths $ere

significant at the p -"-,levelJ +P had a negativeeffect on CF< PF had a

strong positive effect onCF< and CF also had a

strong positive effect on SF"

Thepath bet$een T0HST and

SF $as significant at the p -"-1 level"

the path coefficient bet$een

SF and e;4oyalty $ashighly significant 5p

-"--17" The 0;s.uare of e;4GA4TG $as ",='%

indicating that the model

e!plains nearly 9-3 of thevariance in consumers

loyalty"



15/23

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ModelKeterbatasan

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1/

+mpa$t o# %ustomer

Trust on Pur$hase

+ntention in r*ani$

'i$e throu*h

-a$ebook( ) Pilot

Study

Supattana Sukrat,Borworn

Papasratorn, and

VithidaChongsuphajaisiddhi

2015

This research

attempts to study

the impact ofcustomer trust on

purchase intentionin organic rice

through

Faceboo*"

T$o rounds of

@eb;based surveys

$ere administered

to a group of

students at public

universities

the small sample si8e

is the *ey hindrance in

generali8ing the results

to the entire

consumers" That is%

this study cannot

guarantee that the

results are sound% but

it can conclude that the

instruments are

reliable and valid forcollecting data from

the samples"

effects of trust and

ris* in consumers

transaction decisions

in electronic

commerce"

the previous report

about strengthening

the e!port capacity of

Thailands organic

agriculture revealed

that Thailands

organic consumers

may be characteri8edas people $ho live in

urban area and are

middle;class

consumers

Trust in an intermediary

and trust in farmers have noeffect on consumers

purchase behavior

intention" Do$ever% it isdifferent from the several

prior studies" ?im% Ferrin%and 0ao O1, revealed that

consumer trust had a strong

positive effect on aconsumerKs purchasing

intention"



16/23

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ModelKeterbatasan

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Saran kepeneliti


1E "--"%TS -%NSUM"'

S%+)&

+NT"')%T+N

N T'UST +N

N&+N"

3'UP

BU8+N3

%NT"7TS( )N

"MP+'+%)&

STU18 +N

%H+N)

Uhe Uhang%

Chenyan u

'-1,

@e recruited 12= subMects

for the first e!periment5i"e"% product group;buying

conte!t7" After e!cludingincomplete or abnormal

data% our final sample

included data from 121participants" For the

second e!periment 5i"e"%service group;buying

conte!t7% $e recruited 121

participants" Aftere!cluding incomplete or

abnormal data% our final

sample included data from1,= participants"

17 Positive and

&egative @ord;f;(outh

5@(7

'7 Trust

%(oorman et al"

O1=='

/7 Consumer

Social Interaction

and Social

Influence odes

et al" O'--,

17 the offers in our

e!periments $ere a harddis* and a restaurant

coupon" Do$ever% there

are many different

categories of online

group;buying offers" In

the future% the robustness

of our results can be

tested in other product

and service conte!ts"

'7 Second% for the effect

of social interaction on

trust change% group

characteristics such as

group cohesiveness andindividual characteristics

such as susceptibility to

social influence can be

studied further"

'7 Price discounts might

influence group

membersK opinions and

ma*e them indifferent to

negative or positive

comments"

Further e!periments

could be designed totest these effects by

comparing data from

e!perimental groups

to data from control

groups comprised of

participants $ho are

not e!posed to price

or discount

information< this

$ould enable

researchers to

identify $hether

discounts really

influence customerresponses to negative

and positive

comments" In

addition% $e

performed this

empirical study in

China and the

e!ternal validity of

the results could be

tested in cross;

the t;values for both

informational influence andnormative influence are greater

than 1"=9 5p -"-,7% $hichmeans informational influence

and normative influence have

different effects on trust inproduct and service conte!ts"

As sho$n in Table 2%informational influence 57 for

the service group is

significantly larger than thatfor the product group

Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying

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