ROLE OF EMOTION : PLEASURE, AROUSAL AS MEDIATION UGC TO INTENTION TO FOLLOW THE ADVICE ON LUXURY PRODUCT
Abstract
Penelitian tentang UGC lebih banyak membahas tentang efek cognitive response daripada emotional response, dan lebih banyak menggunakan subjek produk utilitarian daripada hedonic. Namun penelitian tersebut menimbulkan gap karena mengesampingkan sisi emosional konsumen, seperti keinginan konsumen untuk mencari hiburan). Penelitian ini akan mempelajari respon yang dihasilkan oleh pengguna media sosial ketika melihat UGC yang diciptakan oleh selebgram pada platform media sosial Tik Tok yang mengulas sebuah produk kecantikan Christian Dior Lip Tattoo yang merupakan produk hedonis yaitu kosmetik dan produk perawatan diri yang sedang viral di Indonesia.
Data dikumpulkan oleh peneliti yang prosesnya dilakukan dengan survey dengan disertai pendekatan kuantitaif. Variabel penelitian ini, yaitu UGC, serta 2 mediasi lain yaitu pleasure dan arousal dan intention to follow the advice. Dalam melakukan survey, wanita yang menggunakan Tik Tok dengan usia minimum 17 tahun dipilih menjadi sampel dan telah ditemtukan dengan teknik Maximum Likelihood Estimation (MLE) yaitu dibutuhkan sampel 200. Tools analisis AMOS (analysis of model structures) dengan teknik SEM (structural analysis model) menjadi alat untuk menganalisa pengolahan data, serta data dikumpulkan dengan menyebarkan kuisioner yang samplingnya menggunakan purposive sampling.
Hasil penelitian tahapan measurement menunjukkan seluruh indikator variabel valid dan reliabel. Kemudian hasil dari pengujian structural menunjukkan user generated content berpengaruh terhadap pleasure dan arousal, kemudian user generated content, pleasure dan arousal berpengaruh terhadap intention to follow the advice dengan p value < 0,05.
References
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Chiou, J. S., Hsiao, C. C., & Chiu, T. Y. (2018). "The credibility and attribution of online reviews: Differences between high and low product knowledge consumers". Online Information Review, 42(5), 630–646. https://doi.org/10.1108/OIR-06-2017-0197
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Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (2033). "Australian Gmduate School of Management". Psychology Depar&mt. Unwersity of Western Austraha, 70(3), 283–294.
Duffy, A. (2015). "The road more travelled: How user-generated content can lead to homogenized travel journalism. Continuum", 29(6), 821–832. https://doi.org/10.1080/10304312.2015.1073686
Eisend, M. (2006). "Source credibility dimensions in marketing communication - A generalized solution". Journal of Empirical Generalisations in Marketing Science, 10, 1–33.
Enke, N., & Borchers, N. S. (2019). "Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication". International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118X.2019.1620234
Falasca, K., Dymek, M., & Grandien, C. (2019). "Social media election campaigning: who is working for whom? A conceptual exploration of digital political labour". Contemporary Social Science, 14(1), 89–101. https://doi.org/10.1080/21582041.2017.1400089
Flanagin, A. J., & Metzger, M. J. (2000). "Perceptions of internet information credibility". Journalism and Mass Communication Quaterly, 77(3), 515–540. https://doi.org/10.1177/107769900007700304
Grewal, L., & Stephen, A. T. (2019). "In Mobile We Trust: The Effects of Mobile Versus Nonmobile Reviews on Consumer Purchase Intentions". Journal of Marketing Research, 56(5), 791–808. https://doi.org/10.1177/0022243719834514
Ha, Y., & Im, H. (2012). "Role of web site design quality in satisfaction and word of mouth generation". Journal of Service Management, 23(1), 79–96. https://doi.org/10.1108/09564231211208989
Hajli, N. (2014). "A study of the impact of social media on consumers". International Journal of Market Research, 56(3), 387–404. https://doi.org/10.2501/IJMR-2014-025
Hirschman, E. C., & Holbrook, M. B. (1982). "Hedonic Consumption: Emerging Concepts, Methods and Propositions". Journal of Marketing, 46(3), 92. https://doi.org/10.2307/1251707
Holmqvist, J., & Lunardo, R. (2015). "The impact of an exciting store environment on consumer pleasure and shopping intentions". International Journal of Research in Marketing, 32(1), 117–119. https://doi.org/10.1016/j.ijresmar.2014.12.001
Hsu, Y.-L. (2016). "An examination of online ratings on hotel performance indicators: An analysis of the Boston hotel market". ProQuest Dissertations and Theses, 251.
Jang, S. C. (Shawn), & Namkung, Y. (2009). "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants". Journal of Business Research, 62(4), 451–460. https://doi.org/10.1016/j.jbusres.2008.01.038
Johnson, T. J., & Kaye, B. K. (2002). "Webelievability: A path model examining how convenience and reliance predict online credibility". Journalism and Mass Communication Quarterly, 79(3), 619–642. https://doi.org/10.1177/107769900207900306
Karahanna, E., & Straub, D. W. (1999). "The psychological origins of perceived usefulness and ease-of-use". Information and Management, 35(4), 237–250. https://doi.org/10.1016/S0378-7206(98)00096-2
Kim, A. J., & Johnson, K. K. P. (2016). "Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook". Computers in Human Behavior, 58, 98–108. https://doi.org/10.1016/j.chb.2015.12.047
Kim, M., & Lee, M. (2017). "Brand-related user-generated content on social media: the roles of source and sponsorship". Internet Research, 27(5), 1085–1103. https://doi.org/10.1108/IntR-07-2016-0206
Kim, M., & Song, D. (2018). "When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type". International Journal of Advertising, 37(1), 105–124. https://doi.org/10.1080/02650487.2017.1349031
Koo, D. M., & Ju, S. H. (2010). "The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention". Computers in Human Behavior, 26(3), 377–388. https://doi.org/10.1016/j.chb.2009.11.009
Kusumasondjaja, S., Shanka, T., & Marchegiani, C. (2012). "Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence". Journal of Vacation Marketing, 18(3), 185–195. https://doi.org/10.1177/1356766712449365
Kusumasondjaja, S., & Tjiptono, F. (2019). "Endorsement and visual complexity in food advertising on Instagram". Internet Research, 29(4), 659–687. https://doi.org/10.1108/IntR-11-2017-0459
Lim, E. A. C., & Ang, S. H. (2008). "Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning". Journal of Business Research, 61(3), 225–232. https://doi.org/10.1016/j.jbusres.2007.06.004
Lim, Y. shin, & Van Der Heide, B. (2015). "Evaluating the wisdom of strangers: The perceived credibility of online consumer reviews on yelp". Journal of Computer-Mediated Communication, 20(1), 67–82. https://doi.org/10.1111/jcc4.12093
Liu, Y., & Jang, S. C. (Shawn). (2009). "The effects of dining atmospherics: An extended Mehrabian-Russell model". International Journal of Hospitality Management, 28(4), 494–503. https://doi.org/10.1016/j.ijhm.2009.01.002
Lopes, A. I., Dens, N., De Pelsmacker, P., & De Keyzer, F. (2021). "Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis". Online Information Review, 45(1), 1–20. https://doi.org/10.1108/OIR-09-2019-0287
Lopez, A., Guerra, E., Gonzalez, B., & Madero, S. (2020). "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth". Journal of Marketing Analytics, 8(4), 203–223. https://doi.org/10.1057/s41270-020-00085-5
Loureiro, S. M. C., & Ribeiro, L. (2014). "Virtual Atmosphere: The Effect of Pleasure, Arousal, and Delight on Word-of-Mouth". Journal of Promotion Management, 20(4), 452–469. https://doi.org/10.1080/10496491.2014.930283
Luo, T., Kanhere, S. S., & Tan, H. P. (2014). SEW-ing a Simple Endorsement Web to incentivize trustworthy participatory sensing. 2014 11th Annual IEEE International Conference on Sensing, Communication, and Networking, SECON 2014, 636–644. https://doi.org/10.1109/SAHCN.2014.6990404
Mathwick, C., & Mosteller, J. (2017). Online Reviewer Engagement: A Typology Based on Reviewer Motivations. Journal of Service Research, 20(2), 204–218. https://doi.org/10.1177/1094670516682088
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). "The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness". Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/OIR-11-2015-0373
Mazaheri, E., Richard, M. O., Laroche, M., & Ueltschy, L. C. (2014). "The influence of culture, emotions, intangibility, and atmospheric cues on online behavior". Journal of Business Research, 67(3), 253–259. https://doi.org/10.1016/j.jbusres.2013.05.011
McKnight, D. H., & Kacmar, C. J. (2007). "Factors and effects of information credibility". ACM International Conference Proceeding Series, 258, 423–432. https://doi.org/10.1145/1282100.1282180
Mendes-Filho, L., & Tan, F. B. (2009). "User-generated content and consumer empowerment in the travel industry: A uses & gratifications and dual-process conceptualization". PACIS 2009 - 13th Pacific Asia Conference on Information Systems: IT Services in a Global Environment.
Menon, S., & Kahn, B. (2002). "Cross-category effects of induced arousal and pleasure on the Internet shopping experience". Journal of Retailing, 78(1), 31–40. https://doi.org/10.1016/S0022-4359(01)00064-1
Nasrullah, R. (2015). "Komunikator". Komunikator, 4(01). Retrieved from http://journal.umy.ac.id/index.php/jkm/article/view/188
Ohanian, R. (1990). "Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness". Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Peng, C., & Kim, Y. G. (2014). "Application of the Stimuli-Organism-Response (S-O-R) Framework to Online Shopping Behavior". Journal of Internet Commerce, 13(November), 159–176. https://doi.org/10.1080/15332861.2014.944437
Poels, K., & Dewitte, S. (2006). "How to capture the heart? Reviewing 20 years of emotion measurement in advertising". Journal of Advertising Research, 46(1), 18–37. https://doi.org/10.2501/S0021849906060041
Racherla, P., & Friske, W. (2012). "Perceived “usefulness” of online consumer reviews: An exploratory investigation across three services categories". Electronic Commerce Research and Applications, 11(6), 548–559. https://doi.org/10.1016/j.elerap.2012.06.003
Ravi Dhar, & Klaus Wertenbroch. (2000). "Consumer Choice Between Hedonic and Utilitarian Goods". Journal of Marketing Research, XXXVII(February), 60–71.
Reichelt, J., Sievert, J., & Jacob, F. (2014). "How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions". Journal of Marketing Communications, 20(1–2), 65–81. https://doi.org/10.1080/13527266.2013.797758
Ruiz-Mafe, C., Bigné-Alcañiz, E., & Currás-Pérez, R. (2020). "The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services". Journal of Service Management, 31(3), 465–487. https://doi.org/10.1108/JOSM-11-2018-0349
Sakti, B. C., & Yulianto, M. (2013). "Penggunaan Media Sosial Instagram Dalam Pembentukan Identitas Diri Remaja". Interaksi-Online, 6(4), 1–12. Retrieved from https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/21950
Scholz, M., Dorner, V., Landherr, A., & Probst, F. (2013). "Awareness, interest, and purchase: The effects of user- and marketer-generated content on purchase decision processes". International Conference on Information Systems (ICIS 2013): Reshaping Society Through Information Systems Design, 1(December), 557–573.
Serra Cantallops, A., & Salvi, F. (2014). "New consumer behavior: A review of research on eWOM and hotels". International Journal of Hospitality Management, 36, 41–51. https://doi.org/10.1016/j.ijhm.2013.08.007
Shan, Y. (2016). "How credible are online product reviews? the effects of self-generated and system-generated cues on source credibility evaluation". Computers in Human Behavior, 55, 633–641. https://doi.org/10.1016/j.chb.2015.10.013
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Published
2021-11-02
How to Cite
Sawindri, R., & Handriana, T. (2021). ROLE OF EMOTION : PLEASURE, AROUSAL AS MEDIATION UGC TO INTENTION TO FOLLOW THE ADVICE ON LUXURY PRODUCT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(3), 2071-2089. https://doi.org/10.31955/mea.v5i3.1589
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Articles
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