Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
Purchase Decision Type Influences On Consumers’ Reliance: Brand-Related User-Generated Content, Hyuk Jun Cheong
Purchase Decision Type Influences On Consumers’ Reliance: Brand-Related User-Generated Content, Hyuk Jun Cheong
Doctoral Dissertations
Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has scarcely explored how purchase situations and product type influence consumers’ use of brand-related UGC. The purpose of this dissertation is to shed light on this area of research. In the first part of the study, Vaughn’s (1980; 1986) Foote, Cone, and Belding (FCB) grid, a popular product classification theory in advertising and consumer research, was updated based on a set of online surveys (N=1,104) that measured three purchase dimensions [i.e., purchase decision involvement (PDI), think/feel purchase, …