Do Consumer Voices Outperform Celebrity Influence? Relative Effects of E-Wom, Endorsement, and Price on Local Perfume Purchase Decisions
DOI:
https://doi.org/10.55587/jseb.v1i2.446Keywords:
Electronic Word Of Mouth, Celebrity Endorsement, Perceived Price, Purchase Decision, Local PerfumeAbstract
Purpose: This study tests whether consumer-generated electronic word of mouth (e-WOM) has a stronger relationship with local perfume purchase decisions than celebrity endorsement, while controlling for perceived price.
Method: The study uses 119 complete survey responses and 19 five-point Likert items. Construct means are analyzed through multiple regression with standardized coefficients and HC3 heteroskedasticity-robust standard errors. A 5,000-replication bootstrap evaluates the difference between the e-WOM and celebrity-endorsement coefficients.
Finding: Perceived price is the only significant predictor (β = 0.743, p < 0.001). Celebrity endorsement (β = −0.092, p = 0.353) and e-WOM (β = 0.032, p = 0.794) are not significant after the predictors are considered together. The bootstrapped e-WOM-minus-endorsement contrast is also nonsignificant (95% CI = −0.233 to 0.441).
Novelty: Instead of examining promotional variables separately, the study directly compares paid celebrity influence with consumer-generated information for a sensory experience product. The findings challenge the assumption that stronger average e-WOM scores necessarily represent a stronger unique purchasing effect and identify perceived value as the dominant driver.
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