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The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention: Using Social Network Analysis

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  • Yi-Fen Chen

    (Department of International Business, Chung Yuan Christian University, Taoyuan, Taiwan)

  • Chia-Wen Tsai

    (Department of Information Management, Ming Chuan University, Taipei, Taiwan)

  • Po-Hung Lin

    (Department of International Business, Chung Yuan Christian University, Taoyuan, Taiwan)

Abstract

Opinion leaders play important roles in interpersonal communication. Marketers can contact the opinion leaders and reduce costs and improve overall communication efficacy by communicating effectively with them. This study investigates the opportunity of consumers becoming opinion leaders and also investigates the effects of perceived risk and shopping value on online consumer purchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore college students' online nail polish purchase intentions. This study applies social network analysis (SNA) and regression to examine hypotheses within a theoretical framework. The results showed that consumers feel a higher perceived risk and positive advice given by an opinion leader can enhance purchase intentions. The results further indicated that higher the consumers' shopping value, higher their purchase intention. The findings of the study offer sales and management professionals methods for communicating with online shoppers more effectively. Thus, in addition to marketers' focus on makeup markets above, they can also expand their vision to wider markets.

Suggested Citation

  • Yi-Fen Chen & Chia-Wen Tsai & Po-Hung Lin, 2017. "The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention: Using Social Network Analysis," International Journal of E-Adoption (IJEA), IGI Global, vol. 9(2), pages 31-58, July.
    • Handle: RePEc:igg:jea000:v:9:y:2017:i:2:p:31-58
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