Generating consumer resonance for purchase intention on social network sites. (April 2017)

• Record Type: Journal Article
• Authors: Shang, Shari S.C.; Wu, Ya-Ling; Sie, Yi-Jhen
• Is Part Of: Computers in human behavior. Volume 69(2017)
• Page Start: 18
• Page End: 28
• Publication Date: 2017-04
• Subjects: Social networks -- Customer behaviors -- Uses and gratifications theory -- Consumer resonance -- Purchase intention; Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2016.12.014
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: Consumer resonance is powerful in affecting a user's image of products and, as this resonance expands with iterative enforcement, the user's buying intention can be strongly altered. In order to develop consumer resonance, product messages articulated on a social network site (SNS) must be designed with the proper content and delivered through the proper channels. Using uses and gratifications theory, this study built a model to explain user behavior of consumer resonance on SNSs in dimensions of content gratification, social-relation gratification, and self-presentation gratification to drive increased purchase intention. By presenting two selected product articulates on social websites, we collected 392 samples and used modeling with partial least square to analyze the usable data. Meanwhile, a two-step cluster analysis method was applied to partition the sample into two groups and develop managerial implications by comparing them. The study results show that utilitarian value, tie strength, normative influence, information influence, and self-presentation have significant effects on customer resonance, which in turn influences purchase intention for successful consumer-brand relationship. It is hoped that the research findings might enhance our understanding of user resonance behavior and provide insights into social participants' future purchase intentions. Highlights: The study explores consumer behavior for resonance marketing. Uses and gratifications needs on SNSs are identified. The mediating role of consume resonance is identified. The association between consumer resonance and purchase intention is examined. The findings provide insights into social participants' future purchase intentions.