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2021 | OriginalPaper | Buchkapitel

Online E-Communication Channels: The Impact of CSR and Reviews on Purchase Intent

verfasst von : Leanne Johnstone, Cecilia Lindh

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

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Abstract

The ever-growing online shopping environment provides an opportunity for companies of all sizes to reach expanding customer bases across borders. However, research on the factors influencing online purchase intent are limited, and even more from an international point of view given that geographical marketplace barriers are less evident online. This paper explores the various antecedents of online purchase intent in terms of e-communication strategies (e.g. corporate social responsibility [CSR], peer reviews and expert opinion) for international consumers. To approach this as a global phenomenon, an international dataset of 804 international online consumers is analysed. The study finds complexity in the actors and pathways that inform purchase intent in the online retail context. Particularly, it finds that a company’s CSR has no direct effect on purchase intent but is mediated by information received from online reviews by peers and experts as intermediary e-communications channels. This suggests that online retailers must consider other communication strategies, beyond the traditional buyer-seller dyad, to boost CSR perceptions and purchase intent. The study offers a first step to theorising the online retail context as an international phenomenon where traditional marketing concepts currently remain under-problematised.

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Note that the term ‘intermediary’ is used in this paper in its literal sense as an intermediary channel in the online context that could affect purchase intent such as an online influencer.

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Titel: Online E-Communication Channels: The Impact of CSR and Reviews on Purchase Intent
verfasst von: Leanne Johnstone
Cecilia Lindh
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-76520-0_18

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