The moderating influence of country of origin information seeking on homophily and product satisfaction

Patrick van Esch; Gavin Northey; Sarah Duffy; Jonas Heller; Magdalene Striluk

doi:10.1080/10496491.2018.1378300

The moderating influence of country of origin information seeking on homophily and product satisfaction

Patrick van Esch^*, Gavin Northey, Sarah Duffy, Jonas Heller, Magdalene Striluk

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

Abstract

The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their …

Original language	English
Pages (from-to)	332-348
Journal	Journal of Promotion Management
Volume	24
Issue number	3
DOIs	https://doi.org/10.1080/10496491.2018.1378300
Publication status	Published - 4 May 2018
Externally published	Yes

Keywords

country of origin
Homophily
information seeking
online purchases
product satisfaction

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10.1080/10496491.2018.1378300

Cite this

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title = "The moderating influence of country of origin information seeking on homophily and product satisfaction",

abstract = "The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their …",

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doi = "10.1080/10496491.2018.1378300",

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T1 - The moderating influence of country of origin information seeking on homophily and product satisfaction

AU - van Esch, Patrick

AU - Northey, Gavin

AU - Duffy, Sarah

AU - Heller, Jonas

AU - Striluk, Magdalene

PY - 2018/5/4

Y1 - 2018/5/4

N2 - The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their …

AB - The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their …

KW - country of origin

KW - Homophily

KW - information seeking

KW - online purchases

KW - product satisfaction

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DO - 10.1080/10496491.2018.1378300

M3 - Article

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VL - 24

SP - 332

EP - 348

JO - Journal of Promotion Management

JF - Journal of Promotion Management

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ER -

The moderating influence of country of origin information seeking on homophily and product satisfaction

Abstract

Keywords

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