Purpose

This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.

Design/methodology/approach

This study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model.

Findings

The study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase.

Practical implications

This study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context.

Originality/value

Prior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.

中文翻译：

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意见领袖能否通过 Instagram 影响沙特阿拉伯的有机食品购买行为？

目的

本研究旨在调查在线舆论领导力和舆论寻求意愿对沙特阿拉伯有机食品购买行为的影响。

设计/方法/方法

本研究使用在线问卷调查作为从沙特阿拉伯的 Instagram 用户那里收集数据的一种方法。使用 SmartPLS 进行统计分析以测试研究模型。

发现

该研究证明了通过 Instagram 感知到的舆论领导力与有机食品购买行为之间的联系，以及寻求意见和购买意愿之间的联系。

实际影响

本研究深入了解意见领导和意见寻求对营销人员的消费者购买意愿和购买行为的有利影响，尤其是在中东背景下的有机食品领域。

原创性/价值

先前的研究调查了意见领导力和意见寻求对购买行为的影响，但不在有机食品领域。本研究试图通过提供有用的见解来填补文献中的这一空白，以增强对在线意见领导对有机食品购买行为的影响的理解。这项研究还为缺乏对有机食品购买行为研究的中东国家的有机食品研究做出了宝贵贡献。