Cover Image

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...

Full description

Saved in:
Bibliographic Details
Main Author: Yap, Xiao Rong
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
H Social Sciences (General)
HG Finance
HT Communities. Classes. Races
Online Access:http://eprints.utar.edu.my/7044/1/Full_report_Aug2024_Yap_Xiao_Rong.pdf
http://eprints.utar.edu.my/7044/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-utar-eprints.7044
record_format eprints
spelling my-utar-eprints.70442025-01-10T07:04:24Z The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era Yap, Xiao Rong H Social Sciences (General) HG Finance HT Communities. Classes. Races 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. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/7044/1/Full_report_Aug2024_Yap_Xiao_Rong.pdf Yap, Xiao Rong (2024) The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era. Master dissertation/thesis, UTAR. http://eprints.utar.edu.my/7044/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic H Social Sciences (General)
HG Finance
HT Communities. Classes. Races
spellingShingle H Social Sciences (General)
HG Finance
HT Communities. Classes. Races
Yap, Xiao Rong
The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
description 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.
format Final Year Project / Dissertation / Thesis
author Yap, Xiao Rong
author_facet Yap, Xiao Rong
author_sort Yap, Xiao Rong
title The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
title_short The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
title_full The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
title_fullStr The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
title_full_unstemmed The influence of Xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
title_sort influence of xiaohongshu reviews and feedback on consumer purchase decision-making in the digital era
publishDate 2024
url http://eprints.utar.edu.my/7044/1/Full_report_Aug2024_Yap_Xiao_Rong.pdf
http://eprints.utar.edu.my/7044/
_version_ 1822896897773273088
score 13.239859

Similar Items