Purpose

The purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.

Design/methodology/approach

This study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.

Findings

The findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.

Originality/value

The findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

中文翻译：

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探索社交代理、社交媒体传播、在线购物体验和预购搜索之间的关系：一个调节模型

目的

本研究的目的是检验购买前信息搜索 (PS) 维度之间的关系，例如方向（对信息源的依赖-RIS）和模式（对功利价值的依赖-RUV），调节作用在线购物体验 (OSE) 及其对购买品牌服装的社交代理（家庭交流 (FC)、同伴交流 (PC)、电视广告-TVAdv、社交媒体交流 (SMC)）行为的影响。

设计/方法/方法

本研究采用问卷调查，共获得 458 份答复。使用验证性因子分析分析了具有购买前信息搜索和社交代理维度的测量模型。使用 Hayes Macros 的调节方法分析了带有假设（直接和调节效应）的概念模型。

发现

研究结果证实了 PS（RIS 和 RUV）的维度对社会化代理人购买品牌服装的行为有显着影响，RIS 对 SMC 的影响最大。除了 RIS 和 FC 之间的关系外，OSE 在 PS 和社会化代理维度之间的调节作用被发现是显着的。RIS 和 RUV 对社会化代理的直接影响对于具有高 OSE 的消费者而言较高，而对于具有低 OSE 的消费者而言较低。

原创性/价值

这些发现有助于增加关于 PS 的文献，突出了消费者社会化对新兴市场消费者购买决策的重要性。以前的研究没有应用心理学方法来解释外部搜索的变化，包括方向（RIS）和模式（RUV）等维度，迄今为止尚未受到研究关注。这项研究通过基于社会学习理论的消费者社会化方法，通过在 PS 维度之间建立理论联系，独特地为研究人员设定了一个新的方向，这些维度可以作为前因，并且可以显着影响社会化代理的行为。结果揭示了 SMC 的最强影响力，并确立了 OSE 在品牌服装购买决策中的调节作用。这些发现对于在线营销人员来说很有价值，他们必须承认社交媒体是接触客户的最强大平台，并且必须创建一个正式的页面来展示他们关于其产品和服务的最新更新。营销人员必须通过在线竞赛和反馈会议让所有家庭成员参与进来，以建立对在线购物平台的信任。