Publicação
The effect of online reviews on customer purchase intention for luxury cosmetic products
| Resumo: | The openness of online platforms generates more information on luxury brands, and consequently,it hasincreased their online presence. The purpose of this study is to investigate the effectiveness of online reviews on customers' purchase intention for Luxury Cosmetic Products by testing the effect of the observable variables Volume, Valence, Attitude, andRisk Perception of online reviews on luxury consumers. It was conductedthrough an onlinequestionnaire with 201participants. The analysis of the responsescollectedshowed that the Volume of online reviews does not influence purchase Intention of luxurycosmetic products. Also, the Customers' Attitude towards online reviews is a significant moderator that influencesPurchase Intention. |
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| Autores principais: | Sardinha, Marta Isabel Toscano |
| Assunto: | Online reviews Customer purchase intention Luxury cosmetic products |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The openness of online platforms generates more information on luxury brands, and consequently,it hasincreased their online presence. The purpose of this study is to investigate the effectiveness of online reviews on customers' purchase intention for Luxury Cosmetic Products by testing the effect of the observable variables Volume, Valence, Attitude, andRisk Perception of online reviews on luxury consumers. It was conductedthrough an onlinequestionnaire with 201participants. The analysis of the responsescollectedshowed that the Volume of online reviews does not influence purchase Intention of luxurycosmetic products. Also, the Customers' Attitude towards online reviews is a significant moderator that influencesPurchase Intention. |
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