Search results
1 – 3 of 3Baoku Li and Yafeng Nan
This paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products.
Abstract
Purpose
This paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products.
Design/methodology/approach
Two main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses.
Findings
Findings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes.
Practical implications
E-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection.
Originality/value
Findings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices.
Details
Keywords
Amir Emami, Zeinab Taheri and Rasim Zuferi
This paper aims to investigate the interactive relationship between learning styles and cognitive biases as two essential factors affecting information processing in online…
Abstract
Purpose
This paper aims to investigate the interactive relationship between learning styles and cognitive biases as two essential factors affecting information processing in online purchases.
Design/methodology/approach
This research is applied in nature but extends the knowledge in the area of consumer behavior. By using the correlational research method, the present study uncovers the relationship between various sorts of decision biases and learning styles among online buyers.
Findings
According to the results, the most affected learning style among all is reflective observation. Several biases influence people with this learning style, namely, risky framing, attribute framing and aggregated/segregated framing. In the case of active experimentation, online customers can undo its effect. Therefore, online sellers should be aware of their target customers with such a learning style. In addition, online purchasers with the reflective observation learning style are more prone to aggregation and segregation of sales information.
Originality/value
The findings enhance the understanding of consumer buying behavior and the extent to which learning styles impact cognitive biases and framing effects in online shopping.
Details
Keywords
Marcin Nowak, Marta Pawłowska-Nowak, Małgorzata Kokocińska and Piotr Kułyk
With the use of the grey incidence analysis (GIA), indicators such as the absolute degree of grey incidence (εij), relative degree of grey incidence (rij) or synthetic degree of…
Abstract
Purpose
With the use of the grey incidence analysis (GIA), indicators such as the absolute degree of grey incidence (εij), relative degree of grey incidence (rij) or synthetic degree of grey incidence (ρij) are calculated. However, it seems that some assumptions made to calculate them are arguable, which may also have a material impact on the reliability of test results. In this paper, the authors analyse one of the indicators of the GIA, namely the relative degree of grey incidence. The aim of the article was to verify the hypothesis: in determining the relative degree of grey incidence, the method of standardisation of elements in a series significantly affects the test results.
Design/methodology/approach
To achieve the purpose of the article, the authors used the numerical simulation method and the logical analysis method (in order to draw conclusions from our tests).
Findings
It turned out that the applied method of standardising elements in series when calculating the relative degree of grey incidence significantly affects the test results. Moreover, the manner of standardisation used in the original method (which involves dividing all elements by the first element) is not the best. Much more reliable results are obtained by a standardisation that involves dividing all elements by their arithmetic mean.
Research limitations/implications
Limitations of the conducted evaluation involve in particular the limited scope of inference. This is since the obtained results referred to only one of the indicators classified into the GIA.
Originality/value
In this article, the authors have evaluated the model of GIA in which the relative degree of grey incidence is determined. As a result of the research, the authors have proposed a recommendation regarding a change in the method of standardising variables, which will contribute to obtaining more reliable results in relational tests using the grey system theory.
Details