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Article
Publication date: 29 December 2023

Baoku 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

Marketing Intelligence & Planning, vol. 42 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 16 February 2023

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

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 18 no. 2
Type: Research Article
ISSN: 1750-6204

Keywords

Open Access
Article
Publication date: 19 December 2023

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…

216

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

Grey Systems: Theory and Application, vol. 14 no. 2
Type: Research Article
ISSN: 2043-9377

Keywords

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