Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention

Alton Y.K. Chua; Vishnu Priya Parthasarathy

doi:10.1109/ICBIM59872.2023.10303074

Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention

Alton Y.K. Chua^*, Vishnu Priya Parthasarathy

^*Corresponding author for this work

Nanyang Technological University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Online review websites have features like review helpfulness and expert opinions that aid in consumers' decision-making process. Extant studies have yet to compare and combine these features to ascertain their relative efficacies. The purpose of this study is to investigate how purchase intention is affected by three factors, namely: peer pressure, expert opinions, and a combination of peer pressure and expert opinion. A between-participants experiment was carried out among 427 participants to test the persuasive effectiveness of the three combination factors on purchase intention. Two major results can be gleaned from the experiment. First, all three factors were effective in causing attitude shifts in purchase intention with combined factors being more effective than single factors. Two, the attitude shift in purchase intention from positive to negative was easier than that from negative to positive.

Original language	English
Title of host publication	7th International Conference on Business and Information Management, ICBIM 2023
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	10-14
Number of pages	5
ISBN (Electronic)	9798350306026
DOIs	https://doi.org/10.1109/ICBIM59872.2023.10303074
Publication status	Published - 2023
Externally published	Yes
Event	7th International Conference on Business and Information Management, ICBIM 2023 - Bangkok, Thailand Duration: Aug 18 2023 → Aug 20 2023

Publication series

Name	7th International Conference on Business and Information Management, ICBIM 2023

Conference

Conference	7th International Conference on Business and Information Management, ICBIM 2023
Country/Territory	Thailand
City	Bangkok
Period	8/18/23 → 8/20/23

Bibliographical note

Publisher Copyright:
© 2023 IEEE.

ASJC Scopus Subject Areas

Business and International Management
Management of Technology and Innovation
Strategy and Management
Artificial Intelligence
Computer Science Applications
Information Systems and Management
Social Sciences (miscellaneous)

Keywords

e-commerce
expert opinion
peer pressure
persuasion
purchase intention

Access to Document

10.1109/ICBIM59872.2023.10303074

Cite this

Chua, A. Y. K., & Parthasarathy, V. P. (2023). Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention. In 7th International Conference on Business and Information Management, ICBIM 2023 (pp. 10-14). (7th International Conference on Business and Information Management, ICBIM 2023). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICBIM59872.2023.10303074

Chua, Alton Y.K. ; Parthasarathy, Vishnu Priya. / Persuaded to Buy : A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention. 7th International Conference on Business and Information Management, ICBIM 2023. Institute of Electrical and Electronics Engineers Inc., 2023. pp. 10-14 (7th International Conference on Business and Information Management, ICBIM 2023).

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abstract = "Online review websites have features like review helpfulness and expert opinions that aid in consumers' decision-making process. Extant studies have yet to compare and combine these features to ascertain their relative efficacies. The purpose of this study is to investigate how purchase intention is affected by three factors, namely: peer pressure, expert opinions, and a combination of peer pressure and expert opinion. A between-participants experiment was carried out among 427 participants to test the persuasive effectiveness of the three combination factors on purchase intention. Two major results can be gleaned from the experiment. First, all three factors were effective in causing attitude shifts in purchase intention with combined factors being more effective than single factors. Two, the attitude shift in purchase intention from positive to negative was easier than that from negative to positive.",

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author = "Chua, \{Alton Y.K.\} and Parthasarathy, \{Vishnu Priya\}",

note = "Publisher Copyright: {\textcopyright} 2023 IEEE.; 7th International Conference on Business and Information Management, ICBIM 2023 ; Conference date: 18-08-2023 Through 20-08-2023",

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series = "7th International Conference on Business and Information Management, ICBIM 2023",

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Chua, AYK & Parthasarathy, VP 2023, Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention. in 7th International Conference on Business and Information Management, ICBIM 2023. 7th International Conference on Business and Information Management, ICBIM 2023, Institute of Electrical and Electronics Engineers Inc., pp. 10-14, 7th International Conference on Business and Information Management, ICBIM 2023, Bangkok, Thailand, 8/18/23. https://doi.org/10.1109/ICBIM59872.2023.10303074

Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention. / Chua, Alton Y.K.; Parthasarathy, Vishnu Priya.
7th International Conference on Business and Information Management, ICBIM 2023. Institute of Electrical and Electronics Engineers Inc., 2023. p. 10-14 (7th International Conference on Business and Information Management, ICBIM 2023).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AU - Chua, Alton Y.K.

AU - Parthasarathy, Vishnu Priya

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N2 - Online review websites have features like review helpfulness and expert opinions that aid in consumers' decision-making process. Extant studies have yet to compare and combine these features to ascertain their relative efficacies. The purpose of this study is to investigate how purchase intention is affected by three factors, namely: peer pressure, expert opinions, and a combination of peer pressure and expert opinion. A between-participants experiment was carried out among 427 participants to test the persuasive effectiveness of the three combination factors on purchase intention. Two major results can be gleaned from the experiment. First, all three factors were effective in causing attitude shifts in purchase intention with combined factors being more effective than single factors. Two, the attitude shift in purchase intention from positive to negative was easier than that from negative to positive.

AB - Online review websites have features like review helpfulness and expert opinions that aid in consumers' decision-making process. Extant studies have yet to compare and combine these features to ascertain their relative efficacies. The purpose of this study is to investigate how purchase intention is affected by three factors, namely: peer pressure, expert opinions, and a combination of peer pressure and expert opinion. A between-participants experiment was carried out among 427 participants to test the persuasive effectiveness of the three combination factors on purchase intention. Two major results can be gleaned from the experiment. First, all three factors were effective in causing attitude shifts in purchase intention with combined factors being more effective than single factors. Two, the attitude shift in purchase intention from positive to negative was easier than that from negative to positive.

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Chua AYK, Parthasarathy VP. Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention. In 7th International Conference on Business and Information Management, ICBIM 2023. Institute of Electrical and Electronics Engineers Inc. 2023. p. 10-14. (7th International Conference on Business and Information Management, ICBIM 2023). doi: 10.1109/ICBIM59872.2023.10303074

Persuaded to Buy: A Study on the Influence of Peer Pressure and Expert Opinion on Purchase Intention

Abstract

Publication series

Conference

Bibliographical note

ASJC Scopus Subject Areas

Keywords

Access to Document

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