Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping

Asia Pacific Management Review xxx (2017) 1e7

H O S T E D BY

Contents lists available at ScienceDirect

Asia Pacific Management Review journal homepage: www.elsevier.com/locate/apmrv

Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping Wan-I. Lee a, *, Shan-Yin Cheng b, Yu-Ta Shih c a

Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, No.1, University Rd., Yanchao Dist., Kaohsiung City, 824, Taiwan b Department of Applied English, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Dashu Dist., Kaohsiung City, 84001, Taiwan c Innovision Optical Co, Ltd, 4F-1, No. 91, Dashun 1st Rd., Zuoying Dist., Kaohsiung City, 813, Taiwan

a r t i c l e i n f o

a b s t r a c t

Article history: Received 29 December 2016 Received in revised form 5 June 2017 Accepted 20 July 2017 Available online xxx

With the development of the internet, customers are able to purchase medical equipment not only at the pharmacy but through the internet; notwithstanding, the studies for analyzing the effects of purchasing intention on acquiring medical equipment are deficient. The purpose of the study aims to investigate the effects among product attributes, product involvement, word-of-mouth, and purchase intention toward online shopping of medical equipment within both of the markets in Taiwan and Mainland China. The present study utilized content validity testing, one-way analysis of variance, independent-sample t-test, and regression analysis to analyze the statistics. The findings demonstrate that all of the factors had positive benefits to customers’ purchase intent except product quality. Additionally, the results show that word-of-mouth from the internet do not significantly positively influence purchase intention owing to the excessive commercialization nowadays. The recommendation will be given for the small and medium enterprises to expand the online business. © 2017 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.

Keywords: Online shopping Product attribute Product involvement Online reputation Purchase intention

1. Introduction According to the prediction made by Battle in 2003, a research and development institute in the United State, medical equipment is one of the ten industries with the massive growth potentials. The national health expenditure accounts released by the Ministry of Health and Welfare of Taiwan in 2010 revealed that the percentage of the expenditure that households used to purchase medical equipment increased from 10.2% in 1996 to 14.1% in 2012, which showed that this sort of products has become more popular in the daily life gradually. Owing to the products being related to the body health and life safety, the more complicated and stricter requirements to medical equipment will be expected than those to general product. There are myriad products which were sold through the internet

* Corresponding author. Fax: þ886 07 601 1043. E-mail addresses: [email protected] (W.-I. Lee), [email protected] (S.-Y. Cheng), [email protected] (Y.-T. Shih). Peer review under responsibility of College of Management, National Cheng Kung University.

nowadays. The small and medium enterprises, especially, use the internet to strengthen the power of the brand and the market of the products. On the basis of the legislation of medical equipment, there are the amount of differences for acquiring the license between Taiwan and Mainland China; nevertheless, the main purpose, correspondingly, is to strictly control the enterprise performance and quality. Due to the Pharmaceutical Affairs Law of Taiwan and the specification of the medical product in Mainland China, the current study aims to seek the distinction between both of the market in Taiwan and Mainland China to obtain the in-depth information about the factors of influencing the purchase intention. The findings will be provided for the related experts or scholars for reference purposes. As the multiple applications of the internet are developed, purchasing commodities through the network has become more popular currently. Nowadays, customers are able to purchase medical equipment not only at the pharmacy but through the internet. Thence, the way using the internet to create the additional profits and even solve the problems that the traditional store has is the emphasis that most of the enterprises have concerned for a while.

http://dx.doi.org/10.1016/j.apmrv.2017.07.007 1029-3132/© 2017 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007

2

W.-I. Lee et al. / Asia Pacific Management Review xxx (2017) 1e7

The preceding researches in Taiwan referring to online shopping are primarily to interrogate the influences of consumer behavior on purchase intention of online shopping. Lian (2001) aimed to discuss the consumer behavior and the experience of shopping on the internet; identically, another study (Siao & Jiang, 2005) also took purchase willingness, enterprise characteristic, purchasing environment, and consumer conduct into consideration as research purposes. Notwithstanding, different influential factors have been aroused by other scholars within the decade. Chen (2016) proposed that the most salient factors for affecting purchase intent of online shopping can refer to product quality, product price, product feature, etc. Also, the diverse research topics or directions, such as, for instance, medical equipment, are insufficient and lack adequate attention. Accordingly, the purpose of the study is to investigate the effects among product attributes, product involvement, word-of-mouth, and purchase intention of medical equipment in online shopping within both of the market in Taiwan and Mainland China by the quantitative questionnaire inquiry.

associated with the enterprise or the product through the internet platform; this faster and more convenient medium may soon access target purchasers to facilitate the recognition of products that resonated. Moreover, a precedent research (Kuan, Yang, & Cheng, 2005) corroborated that online word-of-mouth would be either increase or weaken by services and quality of products that customers found veritably commendable or egregious. From the definition Schiffman and Kanuk (2005) had provided, purchase intention was the possibility that determined the strength of the customers’ willingness to purchase the commodity; the higher the possibility was, the stronger purchase intention would be. 3. Methodology The research framework of the present study aims to investigate the effects among product attributes, product involvement, wordof-mouth, and purchase intention towards medical equipment. Taking the purposes into consideration, the five research hypotheses would be addressed as Table 1 indicates.

2. Literature review 3.1. Participants Concerning the management for medical equipment, the related units and legislations regarded the quality of products and the risk management as being significantly important. The Regulations of Governing the Management of Medical Device promulgated by the Ministry of Health and Welfare of Taiwan in 2014 stated that medical equipment was categorized into three classifications according to the level of risks of that, including class I (low risk), class II (medium risk), and class III (high risk). Kotler and Keller (2012) used different product's characteristics including product design, quality, packaging design, and features to build a research model. The results cleared that product attributes including product information, quality, and prices had positive effects on purchase intention. Moreau, Markman, and Lehmann (2001) elucidated product information was the objective product knowledge engendering consumers' interests and being employed the most. Besides, a former research (Blackwell, Miniard, & Engel, 2001) suggested that product price was a connection or process between consumer and corporation to pursue and accomplish a communication within each other. Blackwell et al. (2001) also claimed that product involvement was able to determine the customers’ product selection during the purchasing process. In addition, Schiffman and Kanuk (2005) considered that a high-involvement purchase existed when the product was important to the consumer, and, therefore, the customer may have more wills to search more information about the product or look for other alternative selections. Otherwise, the product merely holding the slight importance to the consumer was less likely to encourage customers to discover further information and the alternatives. A precedent study (Bickart & Schindler, 2001) demonstrated the trustworthy sources from the internet would positively impact consumers’ purchase intention; this finding substantiated that online word-of-mouth would have a degree of persuasion to increase the willingness of purchasing. Gelb and Sundaram (2002) defined network word-of-mouth as an unofficial communication channel for delivering the particular products or services through the internet. Equivalently, Tanimoto and Fujii (2003) reasoned that online word-of-mouth was an important resource for customers and potential purchasers to convey the experience of employing commodities, and another study (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004) stated that online word-of-mouth was an exposition to partake the affirmative or negative point of views

A total of 411 respondents, including 220 participants in Taiwan and 191 of those in Mainland China, were involved in the quantitative inquiry. The sample of the study consisted of the population who had had the experience of purchasing the commodity from the network ever or were about to conduct. The demographic information revealed that most of the participants had an undergraduate degree; also, of 411 participants, 87% of those were female. The age range was 16e29. In addition, 35% of the participants in Taiwan whose monthly income was about 30,000 to 50,000 NT$ were the majority; on the other hand, 70% of the participators in Mainland China had a monthly income of 5000 CN¥. 3.2. Measurement indicator of variables The current research aims to discover if purchase intention, a dependent variable, would be influenced by the five independent variables, including product information, product quality, product price, product involvement, and word-of-mouth. The definition of product information from a previous study (Brucks, 1985) was utilized in the present study and cleared that product information may have both subjective and objective segments in consumer's consciousness; the objective segment related to the customer's own knowledge or concepts about the product, and the subjective segment referred to the cognition of product that retrieved from the external information. Dodds, Monroe, and Grewal (1991) expressed a systematic figure or impression of product quality would significantly boost the purchase willingness and value of commodity. Additionally, a prior research (Sinha & Batra, 1999; Sproles & Kendall, 1986) narrated that purchasers were inclined to spontaneously reason the higher price of product may have the relatively low risk to acquire the valueless merchandise, and vice versa. Laurent and Kapferee (1985) implied the degree of customer's involving in product would be altered in accordance with the scope of searching other information and the process of decision making. A definition presented by Zaichkowsky (1985) considered that consumer's instinctive impression towards certain commodities or services was corresponding to the individual demands or the system of values. The study adopts the above definition provided by the previous literatures (Laurent & Kapferee, 1985; Zaichkowsky, 1985) as the measurement correlations of product involvement.

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007

W.-I. Lee et al. / Asia Pacific Management Review xxx (2017) 1e7

3

Table 1 Research framework.

Moreover, a beneficial perspective from a former study (Gilly, Graham, Wolfinbarger, & Yale, 1998) asserted that network wordof-mouth, as an internet channel, could deliver the original and influential opinions to have consumer's product selection changed.

3.3. Instrumentation The current research adopted the questionnaire survey as the method of the quantitative inquiry. Fundamentally, all of the research questions were based on the research framework and the review from the previous literatures. A questionnaire involved the letter of transmittal mentioning that the individual information would be private for the reason of the participants' protection. A 5point Likert scale was applied to determine the strength of the participants’ perspective towards each question.

4. Results and discussions 4.1. Relevance amongst demographic variables and major factors A one-way analysis of variance was utilized to find the effects of the demographic variables such as age range, educational background, and monthly income on the major factors including product attributes, product involvement, word-of-mouth, and purchase intention. As Table 2-1 indicates, the effect of age range on product information in Mainland China was significant, F ¼ 2.814, p ¼ 0.041. Correspondingly, Table 2-2 also revealed that there were significant differences (F ¼ 4.300, p ¼ 0.006) between age range and product price in Mainland China. Both of educational background and monthly income from two populations, however, had no evident relation to the major factors. The further detailed information could be found in Appendix. 4.2. Relevance between two populations

3.4. Data analysis procedure Each scale was investigated in advance by utilizing exploratory factory analysis; the results supported as a single dimension for each scale. The content validity for the survey was to determine whether the survey was appropriate for measuring issue being related to product attributes, product involvement, word-ofmouth, and purchase intention. Content validity testing of the survey was done by a panel discussion that served as experts with good experience in the field. The appropriate reliability in the context is an estimate of the internal consistencydhomogeneity. The criterion was followed by Cronbach's a statistics to measure the form of reliability. Cuieford (1965) suggested that the value of Cronbach's a is equal to 0.50 as a minimum standard for group comparisons, which was a useful guideline. All of the questionnaires appeared to have acceptable levels of reliability and validity. Descriptive Statistics were used to quantitatively summarize the demographic variables such as the average age, monthly income, educational background, and the proportion of the participants of each gender; afterwards, implementing the one-way analysis of variance acquired the relation between the demographic variables and the main points of the study including product attributes, product involvement, word-of-mouth, and purchase intention. Besides, the differences in means between both of the population in Taiwan and Mainland China would be discovered by conducting the independent-sample t-test. Moreover, the relevance amongst each main factors of the research was examined by the multiple regression analysis for interpreting the statistics.

The homogeneity of variance within two markets and the possibility of integrating two populations was satisfied and examined via the Lavene's F test and independent-sample t-test. The statistics in Table 3 reveal that significant differences existed within two populations in terms of product price, product involvement, wordof-mouth, and purchase intention, which indicated that the respective discussions and comparisons were necessary.

Table 2-1 Variance between age range and product information. Demographics Taiwan Age Range Below 15 16e19 20e29 30e39 40e49 Above 50 Mainland China Age Range Below 15 16e19 20e29 30e39 40e49 Above 50

Number

Mean

Standard Deviation

F

p-value

1 31 108 50 26 4

3.50 3.71 3.61 3.70 3.50 3.50

0.00 0.47 0.47 0.51 0.41 0.73

0.922

0.467

0 23 163 2 3 0

0.00 3.51 3.51 3.87 4.41 0.00

0.00 0.62 0.63 0.54 0.53 0.00

2.814*

0.041

Note. *p < 0.05.

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007

4

W.-I. Lee et al. / Asia Pacific Management Review xxx (2017) 1e7

Table 2-2 Variance between age range and product price. Demographics Taiwan Age Range Below 15 16e19 20e29 30e39 40e49 Above 50 Mainland China Age Range Below 15 16e19 20e29 30e39 40e49 Above 50

Number

Mean

Standard Deviation

F

p-value

1 31 108 50 26 4

3.83 3.31 3.39 3.38 3.33 3.45

0.00 0.57 0.60 0.57 0.69 1.11

0.231

0.949

0 23 163 2 3 0

0.00 3.26 3.11 2.66 4.22 0.00

0.00 0.64 0.57 0.47 0.69 0.00

4.300**

0.006

Note. **p < 0.01; *p < 0.05.

In wake of analyzing, the results from the sample in Taiwan evidence that product information, prices, involvement and wordof-mouth had positive impacts on customers’ purchase intention towards medical equipment, which fit into the hypothesis one, three, four, and five. However, product quality, on the contrary, was unable to influence purchase intent positively; the hypothesis two cannot be established. The findings from the sample in Mainland China also clear that customers regarded product information, prices, involvement and word-of-mouth as positive effects upon purchase intent towards medical equipment; nevertheless, product quality had no positive influences on purchase intention as well. Correspondingly, except the hypothesis two, all of the other hypotheses conformed to the results. The further discussion will be elaborated from the view of both theoretical and pragmatic segments. 4.3. Theoretical significance The effects of the five factors on purchase intention will be respectively discussed in the following. First and foremost, the present study postulates that product information, product quality, and product price can affirmatively affect purchase intention. As the results present earlier, product information has positive influences on purchase willingness, which reveals that such an affirmative effect may be stemmed from

enhancing the individual background knowledge about medical equipment or gaining more product information from other sources. Correspondingly, another positive impact can be discovered from product price as well. The findings corroborate that rationally considering the economic benefits rather than stubbornly concerning the lower cost as the priority is of vital importance. Notwithstanding, product quality, contrastingly, cannot directly influence the intention of purchase since a portion of consumers demonstrate that the quality of commodities is unable to be observed and experienced personally and might be concerned over acquiring the unhealthy equipment in the period of shopping on the internet. Additionally, the current study assumes that purchase intent will be positively influenced by product involvement. Product involvement, the second factor, is evidenced as an affirmative variable towards purchase intention with the view of the fact that the high involvement product would have consumers engaged more in reaching and searching for the relevant information or knowledge about the product; this sort of involvement galvanizing purchasers to receive more information may establish substantial confidence, dependence, or familiarity toward a certain brand or commodity. Last but not least, the present study presumes that online wordof-mouth could have affirmative impacts upon purchase willingness. Similarly, the results also substantiate that online word-ofmouth is capable of facilitating purchase intent. The consumers in both Taiwan and Mainland China narrate that the experiences or perspectives provided from the internet could be looked up on as the advantageous consultations during the purchase process. Consumers’ willingness of purchasing certain products would be strongly influenced according to whatever is offered on the internet.

4.4. Pragmatic significance The online marketing of medical equipment exists various factors to affect purchase intent. Thereby, in order to pursue the practical application, the following suggestion and discussion will be further illustrated with two rolesdthe customer and the enterprise. As a costumer, medical equipment is relevant to the professional field; it is indispensable for consumers to gain the related information or knowledge about the product from the particular reading materials or the speech of the experts. The finding reveals that product knowledge has been a common concern in Taiwan because

Table 3 The results of difference between Taiwan and Mainland China. Factors

Taiwan and Mainland China t-test Levene's F test

t-test

F

p-value

p-value

1.736

0.188

1.857

0.174

0.063 0.066 0.968 0.968 0.000*** 0.000*** 0.004** 0.003** 0.021* 0.021* 0.028* 0.027*

Product Attribute Information Product Attribute Quality Product Attribute Price Product Involvement

0.084

0.772

1.823

0.052

Word-of-Mouth

1.823

0.178

Purchase Intention

1.730

0.189

Note. ***p < 0.001; **p < 0.01; *p < 0.05.

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007

W.-I. Lee et al. / Asia Pacific Management Review xxx (2017) 1e7

customers are capable of acquiring the amount of information through diverse approaches. Thence, consumers may have the lower probability to blindly adopt the information from the questionable origins on the internet. In comparison, considering the majority of customers in Mainland China, the approach for receiving the information, unlike customers in Taiwan, is insufficient and inconvenient. Additionally, the online word-of-mouth such as the blog has been excessively commercialized, and the authors’ reviews or individual perspectives turn into a portion of the advertisement; the online word-of-mouth, consequently, become worthless. On the other hand, as an enterprise, acquiring the license through submitting the application to the related units is a prior issue before trading the product because medical equipment is regarded as the regulated product. As the results indicate earlier, the company is supposed to concentrate more on using the advantages that the product possesses to publicize the product, which may be one of the effective methods to establish the great impression of the product's quality on the mind of customers. Besides, product involvement, similarly, has great influences on purchase intention with delivering the clearer information of the product and the value of the brand to customers to increase the brand memorability. In terms of the development of the medical equipment industry in Mainland China, customers are capable of purchasing products from the internet as long as the enterprise obtains the related license, which reflects that the industry is updated constantly with the current trends. However, the industry's development in Taiwan, instead, is tardy and may not have the industry improved positively owing to the present legislation merely allowing partial commodities to be sold online rather than all of those. The industry will be restricted to expand unless the enterprise are able to promote the product without the inordinately strict limitation and enhance the customer's cognition towards the product in a faster and more effective way.

5. Conclusion The purpose of the study aims to investigate the influences among product attributes, product involvement, word-of-mouth, and purchase intention toward medical equipment in online shopping. The factors, including product information, product price, product involvement, and word-of-mouth, have positive impacts on purchase intention, while product quality, instead, has no effective effects on purchase willingness. Additionally, within those affirmative factors, chief among them is word-of-mouth as the most influential one. The current research merely takes product information, product quality, and product price into account as the sub-factors of product attributes. Future studies may be recommended to pursue more factors and even set a mediator between the independent and dependent variables for the purpose of research completeness. In addition, in light of time urgency, the online questionnaire is the only platform adopted for reaching for the populations, yet, nevertheless, the researchers of the study suggest that physical questionnaire could be also implemented for reinforcing the accuracy of the answers and the validity of each survey. Furthermore, for further generalizing the extensive populations, it would be more comprehensive and profound for researchers to divide samples into several segments, such as consumer segment, personnel segment, corporation segment, or even regional divisions for obtaining the in-depth information more.

5

Appendix

Variance between Demographic Variables and Major Factors Demographics (Taiwan)

Number

Product Information Age Range Under 15 1 16-19 31 20-29 108 30-39 50 40-49 26 Over 50 4 Product Information Educational Background Elementary 0 Junior 1 Senior 49 Undergraduate 152 Postgraduate 18 Product Information Monthly Income (NT$) Under 10000 58 10001-30000 71 30001-50000 72 50001-70000 17 Over 70001 2 Product Quality Age Range Under 15 1 16-19 31 20-29 108 30-39 50 40-49 26 Over 50 4 Product Quality Educational Background Elementary 0 Junior 1 Senior 49 Undergraduate 152 Postgraduate 18 Product Quality Monthly Income (NT$) Under 10000 58 10001-30000 71 30001-50000 72 50001-70000 17 Over 70001 2 Product Price Age Range Under 15 1 16-19 31 20-29 108 30-39 50 40-49 26 Over 50 4 Product Price Educational Background Elementary 0 Junior 1 Senior 49 Undergraduate 152 Postgraduate 18 Product Price Monthly Income (NT$) Under 10000 58 10001-30000 71 30001-50000 72

Mean

Standard Deviation

F

p-value

3.50 3.71 3.61 3.70 3.50 3.50

0.00 0.47 0.47 0.51 0.41 0.73

0.922

0.467

0.00 3.61 3.50 3.61 3.64

0.00 0.00 0.47 0.46 0.62

0.070

0.967

3.65 3.65 3.60 3.58 3.37

0.44 0.48 0.50 0.54 0.17

0.306

0.873

4.00 4.07 4.18 4.19 4.20 4.10

0.00 0.61 0.60 0.59 0.49 0.62

0.237

0.946

0.00 4.06 4.00 4.23 4.16

0.00 0.00 0.63 0.57 0.51

0.423

0.737

4.06 4.30 4.17 4.03 3.70

0.55 0.59 0.60 0.51 0.14

1.948

0.104

3.83 3.31 3.39 3.38 3.33 3.45

0.00 0.57 0.60 0.57 0.69 1.11

0.231

0.949

0.00 3.83 3.45 3.33 3.48

0.00 0.00 0.68 0.57 0.69

0.852

0.467

3.39 3.47 3.28

0.58 0.61 0.64

1.078

0.368

(continued on next page)

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007

6

W.-I. Lee et al. / Asia Pacific Management Review xxx (2017) 1e7

(continued ) Demographics (Taiwan)

Number

50001-70000 17 Over 70001 2 Product Involvement Age Range Under 15 1 16-19 31 20-29 108 30-39 50 40-49 26 Over 50 4 Product Involvement Educational Background Elementary 0 Junior 1 Senior 49 Undergraduate 152 Postgraduate 18 Product Involvement Monthly Income (NT$) Under 10000 58 10001-30000 71 30001-50000 72 50001-70000 17 Over 70001 2 Word-of-Mouth Age Range Under 15 1 16-19 31 20-29 108 30-39 50 40-49 26 Over 50 4 Word-of-Mouth Educational Background Elementary 0 Junior 1 Senior 49 Undergraduate 152 Postgraduate 18 Word-of-Mouth Monthly Income (NT$) Under 10000 58 10001-30000 71 30001-50000 72 50001-70000 17 Over 70001 2 Purchase Intention Age Range Under 15 1 16-19 31 20-29 108 30-39 50 40-49 26 Over 50 4 Purchase Intention Educational Background Elementary 0 Junior 1 Senior 49 Undergraduate 152 Postgraduate 18 Purchase Intention Monthly Income (NT$) Under 10000 58 10001-30000 71 30001-50000 72 50001-70000 17 Over 70001 2 Note. **p < 0.01; *p < 0.05.

Mean

Standard Deviation

3.28 3.16

0.57 0.00

3.83 4.01 4.13 4.19 4.14 3.75

0.00 3.83 4.10 4.15 3.97

4.02 4.25 4.12 3.99 3.58

4.00 4.31 4.32 4.42 4.23 4.18

0.00 4.00 4.31 4.33 4.29

4.22 4.17 4.33 3.87 4.41

3.80 3.94 3.94 4.06 3.90 3.55

0.00 3.80 3.99 3.95 3.91

3.85 4.07 3.95 3.83 3.60

0.00 0.54 0.54 0.55 0.59 0.88

0.00 0.00 0.62 0.52 0.66

0.55 0.54 0.55 0.55 0.35

0.00 0.59 0.47 0.55 0.46 0.37

0.00 0.00 0.59 0.48 0.47

0.47 0.56 0.43 0.88 0.52

0.00 0.61 0.65 0.57 0.69 0.82

0.00 0.00 0.66 0.63 0.65

0.70 0.67 0.51 0.66 0.28

F

0.803

0.565

2.271

0.665

0.199

0.499

0.697

0.101

1.341

p-value

0.549

0.580

0.063

0.651

0.897

0.737

0.626

0.959

0.256

Demographics (Mainland China)

Number

Product Information Age Range 0 Under 15 23 16-19 163 20-29 2 30-39 3 40-49 0 Over 50 Product Information Educational Background Elementary 0 Junior 5 Senior 5 Undergraduate 168 Postgraduate 13 Product Information Monthly Income (CN¥) 134 Under 5000 46 5001-10000 6 10001-15000 2 15001-20000 3 Over 20001 Product Quality Age Range 0 Under 15 23 16-19 163 20-29 2 30-39 3 40-49 0 Over 50 Product Quality Educational Background 0 Elementary 5 Junior 5 Senior 168 Undergraduate 13 Postgraduate Product Quality Monthly Income (CN¥) 134 Under 5000 46 5001-10000 6 10001-15000 2 15001-20000 3 Over 20001 Product Price Age Range 0 Under 15 23 16-19 163 20-29 2 30-39 3 40-49 0 Over 50 Product Price Educational Background 0 Elementary Junior 5 Senior 5 Undergraduate 168 Postgraduate 13 Product Price Monthly Income (CN¥) 134 Under 5000 46 5001-10000 6 10001-15000 2 15001-20000 3 Over 20001 Product Involvement Age Range 0 Under 15 23 16-19 163 20-29

Mean

Standard Deviation

F

p-value

0.00 3.51 3.51 3.87 4.41 0.00

0.00 0.62 0.63 0.54 0.53 0.00

2.814*

0.041

0.00 4.10 3.35 3.51 3.73

0.00 0.53 0.62 0.48 0.55

2.538

0.058

3.2500 3.5000 3.6087 3.7083 4.2500

0.86 0.54 0.57 0.69 0.35

1.475

0.211

0.00 4.46 4.05 4.19 4.00 0.00

0.00 0.62 0.53 0.00 0.92 0.00

0.782

0.505

0.00 4.24 4.24 4.15 4.41

0.00 0.86 0.69 0.53 0.48

0.974

0.406

4.15 4.16 4.53 4.60 4.26

0.53 0.56 0.46 0.56 0.64

1.017

0.400

0.00 3.26 3.11 2.66 4.22 0.00

0.00 0.64 0.57 0.47 0.69 0.00

4.300**

0.006

0.00 3.63 3.23 3.13 3.01

0.00 0.71 0.25 0.58 0.84

1.357

0.257

3.16 3.07 2.97 3.83 3.27

0.52 0.64 1.24 0.23 1.51

1.006

0.406

0.00 4.18 4.28

0.00 0.49 0.47

0.669

0.572

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007

W.-I. Lee et al. / Asia Pacific Management Review xxx (2017) 1e7

References

(continued ) Demographics (Mainland China)

7

Number

2 30-39 3 40-49 0 Over 50 Product Involvement Educational Background 0 Elementary 5 Junior 5 Senior 168 Undergraduate 13 Postgraduate Product Involvement Monthly Income (CN¥) 134 Under 5000 46 5001-10000 6 10001-15000 2 15001-20000 3 Over 20001 Word-of-Mouth Age Range 0 Under 15 23 16-19 163 20-29 2 30-39 3 40-49 0 Over 50 Word-of-Mouth Educational Background 0 Elementary 5 Junior 5 Senior 168 Undergraduate 13 Postgraduate Word-of-Mouth Monthly Income (CN¥) 134 Under 5000 46 5001-10000 6 10001-15000 2 15001-20000 3 Over 20001 Purchase Intention Age Range 0 Under 15 23 16-19 163 20-29 2 30-39 3 40-49 0 Over 50 Purchase Intention Educational Background 0 Elementary 5 Junior 5 Senior 168 Undergraduate 13 Postgraduate Purchase Intention Monthly Income (CN¥) 134 Under 5000 46 5001-10000 6 10001-15000 2 15001-20000 3 Over 20001

Mean

Standard Deviation

F

p-value

4.58 4.44 0.00

0.58 0.58 0.00

0.0000 4.2333 3.9667 4.2937 4.1795

0.00 0.53 0.60 0.46 0.53

0.976

0.405

4.25 4.30 4.63 4.08 4.38

0.47 0.49 0.24 0.58 0.53

1.145

0.337

0.00 4.26 4.19 4.50 4.66 0.00

0.00 0.53 0.49 0.70 0.28 0.00

1.202

0.310

0.00 4.70 3.85 4.20 4.25

0.00 0.27 0.28 0.49 0.53

2.582

0.055

4.25 4.30 4.63 4.08 4.38

0.47 0.49 0.24 0.58 0.53

1.145

0.337

0.00 3.76 3.80 4.40 4.66 0.00

0.00 0.62 0.57 0.28 0.41 0.00

2.878

0.037

0.00 4.24 3.60 3.83 3.53

0.00 0.45 0.46 0.59 0.56

2.165

0.094

3.79 3.87 3.93 4.20 3.93

0.57 0.59 0.71 0.84 1.22

0.478

0.752

Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer nformation. Journal of Interactive Marketing, 15(3), 31e40. Blackwell, D. R., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior. Boston: Harcount. Brucks, M. (1985). The effect of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1e16. Chen, R. Y. (2016). Online marketing and innovative business services: Cloud business and cases of the internet of things (3rd ed.). Taipei: Gotop Information ([Text in Chinese]). Cuieford, J. P. (1965). Fundamental statistics in psychology and education (4th ed.). New York: McGraw Hill. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyer's product evaluations. Journal of Marketing Research, 28(3), 307e319. Gelb, Betsy D., & Sundaram, S. (2002). Adapting to word of mouse. Business Horizons, 45(4), 21e25. Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of Academy of Marketing Science, 26(2), 83e100. Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-ofmouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38e52. Kotler, P., & Keller, K. L. (2012). Marketing management (15th ed.). England: Pearson. Kuan, F. Y., Yang, Y. C., & Cheng, Y. H. (2005). Relationship between perceived quality and network word-of-mouth communicationdcustomer commitment as mediator. Marketing Review, 2(2), 149e169 [Text in Chinese]. Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Marketing LResearch, 22, 41e53. Lian, C. W. (2001). Experience design of user's online shopping involvements and price comparison styles. (Master’s thesis, National Taiwan University of Science and Technology, Taipei). Retrieved from http://pc01.lib.ntust.edu.tw/ETD-db/ETDsearch- c/view_etd?URN¼etd-0622111e222538 [Text in Chinese]. Moreau, C. P., Markman, A. B., & Lehmann, D. R. (2001). Entrenched knowledge structures and consumer response to new product. Journal of Marketing Research, 38(1), 14e29. Schiffman, L. G., & Kanuk, L. L. (2005). Consumer Behavior Introduction: The Impact of Digital Revolution on Consumer Behavior. New York: McGraw Hill. Siao, M. S., & Jiang, H. L. (2005). The effects of customer characteristics, online enterprise, product traits, and internet environment upon behavior of online shopping. Journal of Information Management Concepts, Systems, and Applications, 7(2), 71e90 [Text in Chinese]. Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 16(3), 237e251. Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision- making styles. Journal of Consumer Affairs, 20(2), 267e279. Tanimoto, J., & Fujii, H. (2003). A study on diffusion characteristics of information on a human network analyzed by a multi-agent simulator. The Social Science Journal, 40(3), 479e485. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341e352.

Please cite this article in press as: Lee, W.-I., et al., Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping, Asia Pacific Management Review (2017), http://dx.doi.org/10.1016/j.apmrv.2017.07.007