E-reputation and Online purchasing food products decision in Côte d’Ivoire: the moderating role of sensitivity to the indication of origin

Abstract

In a society dominated by connected, well-informed consumers, investing in a brand's e-reputation is a key issue for businesses. While some researchers have shown that e-reputation exerts a positive influence on online purchasing decisions, others have shown that the processes of influence differ depending on the search context and the nature of the product. A more in-depth examination is needed, particularly in the context of online sales of food products in Côte d'Ivoire. To this end, this research aims to shed new light on this contrasting literature by analysing a moderating variable (sensitivity to the mention of geographical origin) delimiting the perimeter of influence of e-reputation on the online purchasing decision. The 523 questionnaires administered to online consumers were analysed using structural equation modelling based on the PLS method, as well as the Hayes (2013) bootstrapping method for moderation tests. The results show that e-reputation has different effects on online purchasing decisions, depending on the degree of sensitivity to the mention of geographical origin. Finally, managerial recommendations are put forward to help managers reconsider their current online sales strategies.

Keywords: e-reputation, online purchasing decision, sensitivity to geographical origin, food product.

Classification JEL: M31, M37.

Paper type: Empirical Research.