The effect of consumer self-confidence on information search and share intention
| DOI | https://doi.org/10.1108/IDD-12-2020-0155 |
| Published date | 23 August 2021 |
| Date | 23 August 2021 |
| Pages | 260-274 |
| Subject Matter | Library & information science,Library & information services,Lending,Document delivery,Collection building & management,Stock revision,Consortia |
| Author | Khalid Jamil,Zahid Hussain,Rana Faizan Gul,Muhammad Asim Shahzad,Ahsan Zubair |
The effect of consumer self-confidence on
information search and share intention
Khalid Jamil
School of Economics and Management, North China Electric Power University, Beijing, China
Zahid Hussain
Faisalabad Business School, National Textile University, Faisalabad, Pakistan
Rana Faizan Gul and Muhammad Asim Shahzad
School of Economics and Management, North China Electric Power University, Beijing, China, and
Ahsan Zubair
Universiti Teknologi Malaysia, Skudai, Malaysia
Abstract
Purpose –The knowledge about a specific product develops self-confidence among consumers and facilitates them to share and search for
information. This study aims to highlight the effects of consumer’s self-esteem on search and share intentions of information. Furthermore, this
relationship was analyzed through the mediation of subjective knowledge (SK).
Design/methodology/approach –The data were collected from 1,136 Chinese respondents having a perception of purchasing cellphon es. To
analyze the data, check its normality and validity, analysis of moment structures (AMOS) was used. However, to inspect the relationship of study
variables, “structural equation modeling”and Hayes and Preacher’s (2014) model were used to mediate the analysis.
Findings –The study results revealed that consumer’s self-confidence (information acquisition confidence, persuasive knowledge confidence,
personal outcome decision-making and market interface confidence) affect the information search and share the intention of consumers.
Additionally, the presence of SK significantly and positively mediates this relationship.
Originality/value –This study intends to investigate the role of all practical aspects of consumer’s self-confidence in searching and sharing
information by mediating the role of SK. Moreover, it used all the possible and useful dimensions, which were ignored by previous studies.
Keywords Emerging markets, Consumer self-confidence, Information search, Information share, Market interface confidence,
Personal outcome decision-making
Paper type Research paper
Introduction
The dynamic changes in consumer needsand preferences have
brought up prolonged development and innovation to the
industry of mobilephone technologies. It has given a purpose to
mobile phone companies. Therefore, the modern world has
seen that cell phone devices have the fastest household
acceptance rate than any other technology (Comer and Wikle,
2008). Nowadays, it is more than just a mobile device and
recognized as a necessary part of everyday human life that
enables users to communicate anywhereat any time. Thus, the
mobile phone market’sfierce competition has led
manufacturers to gain a competitive advantage by
differentiating themselvesfrom competitors to encourage users
to buy their devices (Bardey et al., 2020). Many researchers
have highlighted key features thatallow companies to influence
customers’purchase decisions, which helps them earn a
competitive advantage over competitors. It is found that these
key features have significantly affected the purchase decisions
of mobile phone users around the world. A group of scholars
has argued that these key featurescould be related to consumer
expectations regarding their mobile phone choices. This fact
enables mobile phone manufacturers to introduce a variety of
mobile phone devices having different brands and features to
engage the various categories of customers. The key
determinants significantly affecting the mobile purchase
decision of consumers include brand name,quality, durability,
price, features and social factors, etc. (Li, 2010;Zheng, 2007;
Zhang, 2006;Huang, 2004). The prediction of customer’s
buying behavior can help marketersto design effective targeting
or positioning strategies in today’s competitive world.
Therefore, many studies on shopping have highlighted a sense
of shopper’s behavior (Cheung et al., 2005). Among these
studies, the majority are from the western context (Bathgate
et al., 2006). China is a renowned emerging market, but still,
the research on shopping behavior in the region is
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/2398-6247.htm
Information Discovery and Delivery
50/3 (2022) 260–274
© Emerald Publishing Limited [ISSN 2398-6247]
[DOI 10.1108/IDD-12-2020-0155]
Received 16 December 2020
Revised 20 March 2021
24 March 2021
4 May 2021
22 June 2021
Accepted 23 July 2021
260
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