Loading…
Mavenism and e-maven propensity: antecedents, mediators and transferability
Purpose Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of physical market maven to online channel. A conceptual model capturing the links among information seeking tendency, phy...
Saved in:
Published in: | Journal of research in interactive marketing 2018-10, Vol.12 (3), p.293-308 |
---|---|
Main Authors: | , |
Format: | Article |
Language: | English |
Subjects: | |
Citations: | Items that this one cites Items that cite this one |
Online Access: | Get full text |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Summary: | Purpose
Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of physical market maven to online channel. A conceptual model capturing the links among information seeking tendency, physical market maven, e-shopping attitude and e-satisfaction as determinants of e-maven propensity is developed and tested.
Design/methodology/approach
Survey data from 199 adult consumers were collected and analyzed using structural equation modeling with multi-group analysis.
Findings
The results show the direct and indirect effects of physical market maven on e-maven propensity. Additionally, the relationship between physical market maven and e-maven propensity is moderated by e-shopping intensity such that the relationship is stronger for the high e-shopping intensity group than for the low e-shopping intensity group.
Practical implications
In a multi-channel environment, being able to share marketplace information across different channels takes on greater significance. Developing a customized strategy in managing e-word-of-mouth and e-maven behaviors within the context of the level of consumers’ e-shopping intensity is needed. E-mavens could be invited not only to serve as co-creators but also as significant influencers for a company’s products and services.
Originality/value
The study draws an interesting parallel between physical mavens and their online characteristics, as well as captures the conditions under which transferability of physical maven behavior to online channel occurs. Two distinct patterns are exhibited depending on the level of e-shopping intensity. |
---|---|
ISSN: | 2040-7122 2040-7130 |
DOI: | 10.1108/JRIM-01-2018-0008 |