Purchase decision of generation Y in an online environment
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 21 March 2019
Issue publication date: 16 May 2019
Abstract
Purpose
The purpose of this paper is to propose the concept of conviction in online environment. It examines the vital role of conviction and firm’s brand reputation while understanding the impact of social media usage and electronic word-of-mouth (EWOM) on purchase decisions of Generation Y.
Design/methodology/approach
Literature review resulted in six constructs – social media usage, EWOM, conviction, firm’s brand reputation and purchase intention and customer loyalty. The authors adopted the concept of conviction from another field of enquiry (organizational learning), conducted a qualitative study and an e-mail survey with post-graduate management students (Generation Y) of a university to examine the impact of social media and EWOM on customer purchase decision. Data were collected and analyzed with the help of structural equation modeling.
Findings
Results indicated that impact of social media usage and EWOM on purchase decision is mediated by conviction. Firm’s reputation as brand (perceived by the customer) moderates the relationship between EWOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation.
Originality/value
This study validates the concept of conviction in online environment. The purchase decision is defined as purchase intention and loyalty of the customer.
Keywords
Citation
Prasad, S., Garg, A. and Prasad, S. (2019), "Purchase decision of generation Y in an online environment", Marketing Intelligence & Planning, Vol. 37 No. 4, pp. 372-385. https://doi.org/10.1108/MIP-02-2018-0070
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited