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Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention

XiaoMing Zhou (School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China)
Qi Song (School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China)
Yu-yin Li (Law and Management School, Dali University, Dali, China)
Huimin Tan (School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China)
Hang Zhou (School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China)

Internet Research

ISSN: 1066-2243

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this paper is to identify the key determinants of the information value of enterprises’ micro-blogs, drawing on the consumer’s perspective. This paper examines the effects of such information value on consumers’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention.

Design/methodology/approach

The proposed research model is examined empirically using a survey of 315 users of the Sina micro-blog. The statistical analysis applies a method based on variance using partial least squares.

Findings

The results show that online retailers’ micro-blog posts, which are characterized by informativeness and persuasiveness as perceived by customers, positively impact online retailers’ brand equity, which in turn influences consumer purchase intention. In addition, perceived information usefulness is found to be an important contextual factor that moderates the relationship between perceived persuasiveness and online retailer brand equity.

Originality/value

This work adds significance to the literature by extending the research on micro-blog marketing and also provides practical recommendations for online retailers on the operation of micro-blogs.

Keywords

Citation

Zhou, X., Song, Q., Li, Y.-y., Tan, H. and Zhou, H. (2017), "Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention", Internet Research, Vol. 27 No. 4, pp. 819-838. https://doi.org/10.1108/IntR-09-2016-0258

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited