Publication Type

Conference Proceeding Article

Publication Date

1-2018

Abstract

Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in the forms of informational, utilitarian and value-expressiveinfluences. This proposed study aims atexamining how these three forms of reference group influence would affectconsumers in using online consumer reviews when making a brand choice decision. It also explores the role of brand trust onthe brand choice. This paper serves thepurpose of providing a conceptual framework for developing further research.

Keywords

Reference group influence, Informational influence, Utilitarian influence, Value-expressive influence, Online consumer reviews, Brand trust, Brand choice

Discipline

E-Commerce | Marketing

Research Areas

Marketing

Publication

Proceedings of the 18th International Conference on Electronic Business, Guilin, China, 2018 December 2-6

First Page

1

Last Page

5

ISBN

ISSN:1683-0040

Publisher

The International Consortium for Electronic Business (ICEB)

City or Country

China

External URL

https://aisel.aisnet.org/iceb2018/17/

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