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... test our model shown in Figure 1, we used structural equation modeling because of its confirmatory approach toward testing the hypothesized causal links. The results shown in Figure 2 indicate support for all of our five hypotheses. Additionally, the model fit was acceptable: 2 /df = 5.78 (p = 0.000); CFI = .92; ...
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Citations
... In studying the factors that influence consumers on the Internet, it is essential to consider the distinction between utilitarian and hedonic consumption, as conceptualized in consumer psychology. This two-dimensional division is significant because it is based on disparate intrinsic consumer needs, and consumers exhibit disparate attitudes toward utilitarian and hedonic products (Dhar and Wertenbroch, 2000;Hu et al., 2020;Chen D. et al., 2019;Voss et al., 2003;Herbas Torrico et al., 2011). Utilitarian consumption is more functional, cognitively driven, goal-oriented, and practical. ...
... Utilitarian consumption is more functional, cognitively driven, goal-oriented, and practical. In contrast, hedonic consumption is focused on experience and excitement, is more emotion-driven, and is associated with pleasurable attributes (Herbas Torrico et al., 2011;Dhar and Wertenbroch, 2000;Voss et al., 2003). Consumers may have developed value systems that differ regarding utilitarian and hedonic consumption. ...
... A shorter latency was observed for hedonic products, both with and without additional factors, than utilitarian products. This is consistent with the findings of Herbas Torrico et al. (2011), who observed that utilitarian consumption is more driven by cognitive processes, whereas hedonic consumption is driven by affective processes (emotional and immediate). The reduction in amplitudes for the products presented with the online purchase decision factors may be interpreted as an indication of a more positive response to the stimulus. ...
Introduction
Consumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping.
Methods
Using event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP).
Results
By allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view.
Discussion
The study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers’ knowledge of their need satisfaction behavior.
... In terms of consequences, we will examine the moderating effects of internal and external service personalization on the relative importance of life benefits of services vs. physical service performance (H4) and of emotional vs. rational processes in customer evaluations (H5). To test these consequences, we will adopt the model of customer evaluations developed by Herbas Torrico, Frank, & Enkawa [6] . ...
... Table 1 shows that all independent variables predict the desire for internal and external service personalization as hypothesized (H1-H3). To test the consequences of desire for service personalization, we adopted the structural model developed by Herbas Torrico et al. [6] . We used the multi-group and critical ratios for differences tests to analyze moderating effects of desire for personalization. ...
Purpose
The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.
Design/methodology/approach
Data were collected from 352 university students and analysed using structural equation modelling.
Findings
Empirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.
Research limitations/implications
Data for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.
Practical implications
An important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.
Originality/value
The paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.