Abstract
With the rapid development of internet financial community, more and more people opt to obtain financial information through online reviews. Based on the perspective of online reviews of opinion leaders, we explored the influences of online reviews of opinion leaders on users’ investment intentions in the financial community. We introduced the concepts of user trust and online interaction propensity and built a theoretical model. Our results, based on data collected from 205 users of a famous financial virtual community, suggested that the online reviews of opinion leaders had a significant effect on users’ investment intentions. In conclusion, financial institutions should pay attention to opinion leaders and enhance communication and relationships with them.
Highlights
Due to rapid developments in internet and information technology, the ‘virtual communities in different themes’ emerged
We studied the influence of the reviews of opinion leaders on users’ investment intentions from the perspective of the users
This paper contributes to exploring the mechanism by which the reviews of opinion leaders impacts on the potential investment intention in virtual communities
Summary
Due to rapid developments in internet and information technology, the ‘virtual communities in different themes’ emerged. Most research studies in the internet finance community has been conducted from the perspective of the overall macro environment and financial institutions. Current research shows that users’ investment intentions are influenced by positive recommendation and word-of-mouth opinions from relevant reference groups (Park, Lee, & Han, 2007). As a key reference group, opinion leaders in the virtual financial community play an important role in providing word-of-mouth opinions and recommendations ( Bansal, & Voyer, 2000). Do the online reviews of opinion leaders, as the most important form of word-of-mouth communication, affect users’ investment intentions? This study, conducted from an online review of perspectives of opinion leaders’, explores the mechanism through which online reviews of opinion leaders influence users' investment intentions in financial virtual community by introducing the concepts of user trust and online interaction propensity Do the online reviews of opinion leaders, as the most important form of word-of-mouth communication, affect users’ investment intentions? This study, conducted from an online review of perspectives of opinion leaders’, explores the mechanism through which online reviews of opinion leaders influence users' investment intentions in financial virtual community by introducing the concepts of user trust and online interaction propensity
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