The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
Background: Xiaohongshu has influenced people's decision making in the digital environment. In Malaysia, In 2022, the Department of Statistics Malaysia (DOSM) recorded a household internet access rate of 96.0 percent, showing a rise from 94.9 percent in 2021. Objective: The general objectiv...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Online Access: | http://eprints.utar.edu.my/7044/1/Full_report_Aug2024_Yap_Xiao_Rong.pdf http://eprints.utar.edu.my/7044/ |
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| Summary: | Background: Xiaohongshu has influenced people's decision making in the digital environment. In Malaysia, In 2022, the Department of Statistics Malaysia (DOSM) recorded a household internet access rate of 96.0 percent, showing a rise from 94.9 percent in 2021.
Objective: The general objective of this study aims to identify the Influence of Xiaohongshu Reviews and Feedback on Consumer’s Purchase Decision-Making in the Digital Era. The specific objective is to investigate the relationship between personal Innovativeness, perceived ease of use, perceived review usefulness and perceived review credibility.
Research Design: A quantitative research method was used, with a survey conducted among Xiaohongshu’s users.
Research Method: This study conducted descriptive analysis, correlation analysis, reliability analysis, multiple
linear regression analysis and hypothesis testing.
Sample size: There are 428 respondents in this study.
Result: This research found that personal Innovativeness, perceived ease of use, perceived review usefulness and perceived review credibility significantly impact customer’s purchase decision-making in the digital era.
Conclusion: The researcher can gain knowledge of how the
Influence of Xiaohongshu Reviews and Feedback on Consumer’s Purchase Decision-Making. The findings of this study are helpful for businesses owners and marketers in their organization to gain a competitive advantage and position themselves for success in e-commerce. Future studies should explore additional variables beyond those examined in this research such as the effects of personalized recommendations and customization options on consumer engagement and purchase decisions on Xiaohongshu to provide a more comprehensive understanding of factors influencing consumer behavior on Xiaohongshu.
Keywords: Social Media, Decision Making, Personal Innovativeness, Perceived Ease of Use, Perceived Review Usefulness, Perceived Review Credibility. |
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