Article

Impact of product description and involvement on purchase intention in cross-border e-commerce

Authors:
To read the full-text of this research, you can request a copy directly from the authors.

Abstract

Purpose The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a psychological perspective. Design/methodology/approach This study proposes a research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model was tested using the covariance-based structural equation modeling technique. Data were collected from consumers on a popular CBEC platform in China. Findings A high-quality product description has no significant positive effect on purchase intention, but it has significant positive effects on product cognitive involvement, product affective involvement, platform enduring involvement and platform situational involvement. In addition, product affective involvement, platform enduring involvement and platform situational involvement all have significant positive effect on purchase intention, but this effect is not significant in the relationship between product cognitive involvement and purchase intention. Practical implications This study calls for sellers to optimize product descriptions on CBEC platforms in order to attract more buyers and generate more profits. Originality/value This study integrates two theories of involvement into the research model in the CBEC context. Based on this model, the authors analyzed how product description affects purchase intention under the joint influence of two involvement factors.

No full-text available

Request Full-text Paper PDF

To read the full-text of this research,
you can request a copy directly from the authors.

... Consumer knowledge related to products is also based on the completeness of the data presented by the seller to marketing or educational sentences in the product description so that it is more informative and complete. The quality of a good product description can attract consumers' attention psychologically and emotionally, thus leading to positive feelings toward the product (Mou et al., 2020). Through product description, basic information about the product, emails from the retailer, providing feedback, and detailed product preferences can be given (Prasad et al., 2019). ...
... Researchers found several studies that linked purchase intention on the online platform with product description (Yao dan Shao, 2021;Mou et al., 2020;Prasad et al., 2019;Zhu et al., 2019). stated that product descriptions with good quality positively impact the level of consumer confidence in the product and brand through the information provided. ...
... Findings from several previous journals often distinguish consumer involvement on online platforms (platform involvement) into two things, namely situational involvement and enduring involvement. (Mou et al., 2020;Zhu et al., 2019). Situational involvement reflects the temporary feelings of consumers on the online platform related to the hopes or desires (desires), interests (interests), and beliefs (convictions) of consumers . ...
Article
This quantitative method research aims to determine whether the product description influences purchase intention, with the mediation of enduring and situational involvement as part of platform involvement. This research is based on the Theory of Planned Behavior (TPB), Involvement theory, and previous research on product description, platform involvement, and purchase intention on online platforms. The number of samples in this study was 95 respondents, with the determination of the sample using a purposive sampling technique, with the respondent’s criteria being online consumers who had made transactions on the Tokopedia and Shopee marketplace platforms. The data analysis method is structural equation modelling Partial Least Square (SEM-PLS) with SmartPLS 3.3.7 software. The results of this study indicate that product description can positively and significantly affect enduring and situational involvement. However, the mediation between the product description and purchase intention is only fully found on the situational involvement variable, while enduring involvement does not affect purchase intention. It is different from the results of previous studies, which stated that enduring and situational involvement influence purchase intention. The implications for further researchers, it is recommended to reuse enduring involvement and purchase intention variables and other variables that can lead to enduring involvement concerning consumer purchase intention. Different types of products, populations, and analytical models, can be used to conduct further research to provide a more complete and appropriate description and data.
... On the other hand, research has been undertaken on different types of products: food, fashion, lifestyle, luxury brands and others (Chetioui et al., 2020;Coates et al., 2019;Trivedi and Sama, 2020). Yet, the possible effects of the product involvement of the users receiving the recommendations have not been assessed either (Mou et al., 2020;Zaichkowsky, 1985). For example, if an influencer recommends a green product and the audience is highly environmentally conscious, it will seem likely that their attitudes and intentions would be more influenced, and they would even perceive their message as more authentic. ...
... To that end, we propose a new exploratory theoretical model based on a combination of psychosocial theories of behaviour: observational learning (OL) (Bandura, 1977;Bikhchandani et al., 1998) and an extension of the theory of planned behaviour (ETPB) (Ajzen, 1991;Meng and Choi, 2016). Furthermore, several risk mitigating factors are explored in depth: on the one hand, the social interactions of the observation process (Kim and Yang, 2017); and on the other hand, the follower's involvement with the type of product supported (Mou et al., 2020) as well as the perceived authenticity of the message conveyed by the influencer (Hudders et al., 2021;Martínez-López et al., 2020). The resulting hypotheses are tested using a sample of 948 followers of influencers on social networks. ...
... It is not known whether an influencer's followers trust their recommendations as an opinion leader about the product in question and it is an irrelevant construct, or whether the danger associated with purchasing the product is reduced by other factors, such as reactions generated by other users. Additionally, the involvement with the recommended product in particular could be a factor implicated in the recommendations made by influencers (Mou et al., 2020;Zaichkowsky, 1985). In this vein, the three constructs mentioned: observational learning (OL), perceived risk and product involvement could be integrated from one of the most consolidated theoretical frameworks in the analysis of purchase behaviour and intention, the theory of planned behaviour (Ajzen, 1991;Sánchez-Cañizares et al., 2021). ...
Article
Open Access: https://authors.elsevier.com/sd/article/S0040-1625(22)00518-2 The impact of the use of influencers in recommending certain products to the audience has been highlighted in recent literature on social media marketing. However, this literature has barely considered the possible perception of risk associated with these recommendations on the part of consumers or the involvement of users with the product in their purchase intention. This paper fills this gap in the literature by analysing the possible interconnection between observational learning, product involvement and perceived risk on the effectiveness of influencers' recommendations. To this end, we propose a new exploratory model applying an approach grounded in observational learning and an extension of the theory of planned behaviour, analysed by means of PLS-SEM in a sample of 948 followers of influencers who recommend fashion products. The results have new implications for influencer marketing research by reporting the impact of risk on product attitude and purchase intention, although their predictive power was lower than expected. Furthermore, perceived authenticity of the message exerted the highest positive effect on attitude, and it was established as a significant mitigator of user-perceived risk. Finally, product involvement, a construct unexplored in previous studies, revealed a considerable influence on both perceived authenticity of the message and attitude.
... In a study of customer satisfaction in mobile commerce, "buying-selling environment" was included as a measurement item for involvement (San-Martin and López-Catalán, 2013). Mou et al. (2019) studied the influence of product involvement, characterized as cognitive and affective involvement, and platform involvement, characterized as enduring and situational involvement, on consumer purchase intention in cross-border e-commerce. Based on the foregoing discussion, this study defines involvement as a variable that includes aspects of consumer's interests and valuation of promoted products and services, and perceived relevance and importance of the shopping environment (livestreaming shopping). ...
... E-commerce managers design marketing to attract, retain, and connect viewers in livestreaming shopping, with the aim of increasing their involvement, and inducing impulse buying. In the literature, antecedents of involvement include product description (Mou et al., 2019) and innovativeness in new technology (San-Martín et al., 2017). In the domain of livestreaming shopping, there are likely to be more antecedents of involvement to be discovered. ...
... Involvement has been studied as a mediating factor between product description and purchase intention in cross-border e-commerce. Three out of four dimensions of involvement are found to mediate between product description and purchase intention in that study (Mou et al., 2019). To contribute empirical evidence for the mediating effect of involvement between relationships various variables and impulsive purchase, this study postulates the following hypotheses: ...
Article
Full-text available
Livestreaming e-commerce has emerged as a highly profitable e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on livestreaming e-commerce is still in its infancy. This study sheds new light on impulsive purchase behavior in livestreaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study introduces the “People-Product-Place” marketing strategy for livestreaming e-commerce from the perspective of consumer perception and aims to understand the impact of marketing strategy on impulsive purchase behavior in e-commerce livestreaming shopping scenes, and to examine the mediating effect of involvement. The study conducted SEM analysis, in Amos, on 437 response sets from an online anonymous survey. The results show that perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence impulsive purchase behavior; that “People-Product-Place” marketing strategy is important; and that effective marketing triggers impulsive purchase. Perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence involvement, which positively influences impulsive purchase. Involvement mediates between perceived e-commerce anchor attributes, perceived scarcity and immersion, and impulsive purchase. These findings guide marketers to improve the profitability of livestreaming e-commerce and provide some references of economic recovery for many other countries that also suffered from the impact of the COVID-19 pandemic.
... Situational involvement is related to short-term changes, such as health status, in a consumer's environment that largely affect purchasing behaviour [25]. Involvement is a robust predictor of purchasing decision [26], but few studies have provided integrative analyses on different involvement types, which warrants further inquiry. ...
... Involvement theory holds that individuals direct their attention to stimuli or circumstances with which they perceive themselves to be related [26]. Involvement, particularly consumer involvement in health, is a construct of human motivation related to personal values and needs [26]. ...
... Involvement theory holds that individuals direct their attention to stimuli or circumstances with which they perceive themselves to be related [26]. Involvement, particularly consumer involvement in health, is a construct of human motivation related to personal values and needs [26]. Involvement, particularly consumer involvement in health, is a construction of human motivation related to personal values and needs [26]. ...
Article
Full-text available
In certain cases, people’s health can be compromised or medical treatment delayed as a result of their misplaced belief in false advertisements and purchasing of functional foods. These advertisements can be divided into three distinct types of claims: nutrition, health, and reduction in disease risk. This study analysed how, after consumers realise advertising violations, their intention to purchase functional foods with different claims are affected by the degree of consumer involvement (product, advertising, and situational involvement) and region of residence. A total of 1046 survey responses were collected for analysis. The results reveal that both product and advertising involve�ment influence purchase intention through the mediation of situational involvement. Residents in nonnorthern regions of Taiwan exhibited a greater effect of overall involvement on purchase intention than did those in the north. In addition, products and advertisements with health claims had a stronger effect on purchase intention than did those with nutrition and disease risk reduction claims. The results indicate that, for functional foods and advertisements with nutrition and health claims, the effects of overall involvement on nonnorthern residents’ purchase intentions were greater than those on the northern residents, but for functional foods with disease risk reduction claims, the effects were greater on the northern residents’ purchase intentions.
... Service involvement involves the mechanism of adding consumer value to the company in question [11]. Companies can make consumers choose products or services according to consumer involvement and evaluate whether to enter rational (cognitive) and emotional (affective) thinking [12]. It is also in accordance with research from [13] divides involvement into cognitive involvement and affective involvement. ...
... The findings in this study mean that religiosity influences purchasing intentions through service involvement. The findings of this study support previous research conducted by [12]; [22], which states that religiosity has a significant effect on purchasing intentions through service involvement. So it can be concluded that religiosity has a significant influence on purchasing intentions through the involvement of services. ...
... The findings in this study mean that religiosity influences purchasing intentions through platform involvement. The findings of this study support previous research conducted by [12]; [22], which states that religiosity has a significant influence on purchasing intentions through platform involvement. So it can be concluded that religiosity has a significant effect on purchasing intentions through platform involvement. ...
... Service involvement involves the mechanism of adding consumer value to the company in question [11]. Companies can make consumers choose products or services according to consumer involvement and evaluate whether to enter rational (cognitive) and emotional (affective) thinking [12]. It is also in accordance with research from [13] divides involvement into cognitive involvement and affective involvement. ...
... The findings in this study mean that religiosity influences purchasing intentions through service involvement. The findings of this study support previous research conducted by [12]; [22], which states that religiosity has a significant effect on purchasing intentions through service involvement. So it can be concluded that religiosity has a significant influence on purchasing intentions through the involvement of services. ...
... The findings in this study mean that religiosity influences purchasing intentions through platform involvement. The findings of this study support previous research conducted by [12]; [22], which states that religiosity has a significant influence on purchasing intentions through platform involvement. So it can be concluded that religiosity has a significant effect on purchasing intentions through platform involvement. ...
... As consumers cannot physically touch the goods to evaluate quality, their knowledge of these goods depends only on the sellers' descriptions, images, and videos (Zhang and Yang, 2021). Effective and appropriate product descriptions did not show any significant influence on purchase intentions as product and platform involvement was needed to improve this effect; therefore, removing these barriers could reduce these uncertainties (Mou et al., 2020b). Because of consumer hesitancy due to limited product information, certain merchants have adopted live streaming to show goods three-dimensionally to increase consumer engagement and improve the visualization of the product descriptions . ...
... Consumer feedback on platforms assists others in assessing sellers' reputation . When consumer platform involvement increases, consumers are likely to participate in cross-national transaction activities and increase their purchase intentions (Mou et al., 2020b). Consumers often face difficulty in selecting items due to the massive amount of available information. ...
Article
Digitization, informatization, and internet penetration have led to a significant rise in cross-border e-commerce (CBEC), attracting considerable interest from academia, government, and industry. This study employed a novel method combining automatic text generation technology and traditional bibliometric analysis to summarize and categorize research on CBEC evolution from 2000 to 2021. Articles were selected and examined with a focus on four dimensions: customer, risk, supply chain, and platform. Contradictions in these dimensions were found to result in two major obstacles to CBEC development, namely, dataset sharing and platform scalability. These obstacles prevent research on cross-border platforms from moving beyond theory-based studies. Further research needs to examine how soft computing can be used to accelerate and remodel the global trade ecosystem.
... Various Research Topics have previously been explored, including the factors affecting the development of CBEC platforms (Strzelecki, 2019), the formation of consumer purchasing intention (Zhu et al., 2019(Zhu et al., , 2020Chen and Yang, 2021), the endogenous impetus of enterprise involvement in CBEC (Qi et al., 2020), and the impact of CBEC on economic growth (Falk and Hagsten, 2015;Xiao et al., 2019). While some have analyzed CBEC from the consumer psychology perspective (e.g., Mou et al., 2020b), these studies have been limited. In particular, few have analyzed risk perceptions resulting from virtual consumption scenarios that hinder consumer purchasing intention (PI) and behavior (Kwak et al., 2019;Baek et al., 2020). ...
... Product information is well recognized as a significant driver in forming consumer cognition and behavior in traditional ecommerce. In previous literature, its predictive role has been stressed on consumer purchasing intention (Park et al., 2005;Han and Kim, 2019;Zhu et al., 2019Zhu et al., , 2020Mou et al., 2020b), while little effort has been devoted to examining the moderated effect of product information on consumer purchasing intention by drivers like TELE and perceived trust. In addition, adverse choices and moral risks are easily generated by information asymmetry (Han and Kim, 2019). ...
Article
Full-text available
A research model is proposed based on the telepresence theory to determine the long-term mechanism for generating consumer purchasing intention and explore potential information haze caused by information overload. A total of 406 usable samples were collected from the consumers of several cross-border e-commerce (CBEC) platforms in China. The results showed that telepresence has a positive effect on benevolence trust, integrity trust, and ability trust. As expected, benevolence trust and ability trust were found to exhibit significant mediation effects, while integrity trust did not have a significant mediation role. The moderated mediation mechanism shows that product information (description, display, and content) restrain mediation paths. The findings provide new perspectives on the information haze caused by information overload. The results suggest that promoting an ability-oriented (ability trust) business philosophy and instilling good corporate character (benevolence trust) are vital in achieving sustainable development in CBEC platforms. Eliminating information haze could also help strengthen the activation effect of telepresence and promote the guiding role of customer trust on purchasing intention. This study's theoretical and management contributions extend our knowledge of optimizing management strategies for CBEC platforms.
... Within the competitive global environment, it is important to understand key determinants influencing the usage intention of CBEC from the perspective of consumers [5,[12][13][14][15][16][17]. Understanding consumers' behavioral intention aspects of CBEC platforms is inevitably crucial for its success, such as which factors hinder the performance of CBEC, and what aspect of enterprises should be improved. ...
... Lee et al. [31] identified three motivations (utilitarian, social, and hedonic) that positively affect cross-border online shopping purchase intentions. Mou et al. [15] developed and tested the uncertainties and benefits influencing buyers' repurchase intentions in CBEC. There are also other determinants such as trust building, reputation, and word of mouth that affect buyers making CBEC purchase decisions [8,16,18]. ...
Article
Full-text available
Cross-border e-commerce (CBEC) is developing into a new business and an important part of the international trade channel. While understanding the usage intention that facilitates platform adoption is a critical issue for any CBEC firm, academia has paid scant attention to this topic. This study thus explores the critical determinants affecting consumers’ usage intention of CBEC platforms. First, this study combines the technology acceptance model (TAM) and the DeLone and McLean (D&M) information system success model (ISSM) as a framework to identify the relevant evaluation factors. Second, the proposed model integrates Decision Making Trial and Evaluation Laboratory (DEMATEL) with the Evaluation based on Distance from Average Solution (EDAS) approach. Moreover, we employ DEMATEL to measure the importance of the factors and alternatives to CBEC platforms as ranked by the EDAS method. According to the results of ranking we are able to identify the best preference among the alternatives to CBEC platforms. Finally, our findings offer some suggestions for developing a model on consumers’ usage intention of CBEC platforms for related businesses.
... The communication message establishes a psychological and emotional connection with consumers, influencing their purchasing process (Mou et al., 2019), However, such a personalised communication is also moderated by other variables, both internal and external, such as social acceptance, indicating the degree to which other people signal that they wish to include someone or new habits in their groups and relationships, sometimes also to signal a status (Maueyx et al., 2011). The consumption of insect-based foods, for instance, a new form of protein that brings numerous benefits in terms of nutrition, environment and cost, is a trend already present in Asian Countries but is rejected in Western Countries for reasons of social disdain (Castro and Chambers, 2019). ...
Article
Purpose The purpose of this paper is to investigate consumers' reactions to a new kind of green food product that is the so-called lab-grown meat (LGM). This kind of meat does not derive from animal or vegetal cultures but is produced on the basis of “tissue-engineering” technologies, by injecting muscle tissue from an animal into a cell culture, allowing cells to “grow” outside the animal's body. By considering the similar nutritional characteristics of traditional types of meat, and the potential in terms of sustainability, the authors investigate the effect of the advertising, communication focus promoting LGM-based meat, on consumers' willingness to buy (WTB) and word-of-mouth (WOM), by shedding light on the moderator role of consumers' environmentalism and status consumption orientation tendency in influencing such relationship. Design/methodology/approach Through an exploratory research design, the authors conducted a study based on a two-cell experiment that manipulated the advertising communication focus by using a hamburger made of synthetic meat related to a fictitious brand called “Gnam”, to manipulate the advertising communication focus (sustainability vs. taste), then evaluating consumers' WTB, WOM, environmentalism and status consumption orientation. Findings Results show that the communication focus (sustainability vs. taste) exerts a positive effect on consumers' WTB and WOM, and how such effect is magnified both by consumers' environmentalism and status consumption orientation, in the attempt to show other a green status and their green consumption tendency. Research limitations/implications Despite the promising results, the study does not consider other consumers' individual differences, i.e. as for the role of age, or cultural differences. Practical implications Practically, this study suggests marketers and managers how to design effective marketing campaigns to incentivise LGM-based food products purchase, and promote positive WOM, on the basis of certain consumers' individual differences useful to segment their clientele in terms of environmentalism, and status consumption orientation tendency. Social implications Socially, this study may contribute to incentivising the use of alternative forms of meat as a food product not deriving from animal or vegetal culture, coherently with recent sustainability worldwide claimed goals. Originality/value This is the first paper to investigate consumers' reactions to LGM-based food products, by shedding light on the fundamental role of consumers' individual differences.
... According to Jeffrey & Hodge (2007), the price is a valuable element that is mentioned by most Bangladeshi sellers, in which men mention the price relative to women on the postings for their products. In addition, the high-quality product descriptions found by Mou, Zhu and Benyoucef (2019) had no significant positive influence on purchasing intentions, but had significant positive effects on cognitive commitment; product emotional commitment; persistent platform engagement and contextual involvement to the product. Unfortunately, Bangladeshi sellers overall do not share enough information about their products, but the male sellers are ahead of the female sellers among those who do. ...
Article
Full-text available
Introduction: Facebook groups are commonly being used as a marketing platform to buy/sell their products these days, even though the real purpose of Facebook groups is to provide a place/platform to connect with people who share common interests and help to build their communities of similar interests. Because of this, this paper refers to these Facebook buy-and-sell groups as "Digital Market Platforms" (DMPs) because people often turn these Facebook groups into buying and selling products/services and play both buyer and seller roles. Objectives: This paper's primary objective is to examine the methods by which Bangladeshi sellers disclose information about their products and to pinpoint the questions/queries/FAQs that support customers' decision-making process when making purchases from DMPs. Methods: A total of 80 sales posts from 10 Facebook DMPs are analyzed to determine what customers want to know before placing an order from those platforms. Between January 15, 2021, and March 5, 2021, from the selected 10 Facebook DMPs, a total of 80 popular posts' product descriptions (from the caption) are collected to analyse the product-related information-sharing tendency of the Bangladeshi sellers as well as their customer comments' to analyse the common queries of the Bangladeshi customers following the passive analysis methodology. In addition, sellers and customers are divided into two groups based on their gender, and a comparison is made between male and female sellers as well as customers. The 620 comments are then generalized into 12 common queries based on their true meanings and illustrated in the findings section. In addition, tables, bar graphs, and pie charts are used to analyze the other findings more clearly based on gender distribution. Findings: Findings section provide information from both seller and customer perspectives. The majority of Bangladeshi sellers included information about the price they are seeking for their products in the caption of their posts. Unfortunately, there are fewer posts where sellers give enough details about their products. In comparison to female sellers, male sellers are found to sell electronic products more frequently, mention the price in between asking/fixed mode, and provide sufficient information in the caption of their posts. Female sellers, on the other hand, are more prevalent on female-focused platforms, where they sell used or unused women's products like clothing and cosmetics as well as encourage customers to message them privately to know more about their posted products. From the customer perspective, Bangladeshi consumers mostly ask about price and bargaining, Male customers mostly bargain, mock, write irrelevant and negative comments, inquire about products and whether products are available, and seek exchange offers on Facebook DMPs, whereas female customers mostly ask price-related questions only. Moreover, a tendency among females is also observed that they are more likely to inquire about products via private messages. In comparison to female customers, males prefer to recommend products by tagging their Facebook friends. Keywords: Facebook buy & sells group; Digital Market Platform; Purchase Decision Making; Bangladeshi Customers’ Purchase Behavior; Common Queries; Common FAQ.
... As an emerging information technology, block chain is essentially a distributed ledger technology, and its core is decentralization and consensus mechanism. The information in the block chain is open, transparent, unforgettable, secure and trusted [6]. All information on the chain is shared in real time in the network and synchronized to all nodes on the chain, so that each participant on the chain has complete data, so as to create a trusted network environment and ensure that any two nodes are trusted. ...
... Thus, it necessitates a thorough and in-depth investigation of cross-border e-commerce and consumer behaviour (Ding et al., 2017). Since cross-border e-commerce platforms are also expanding globally, it is critical to comprehend the factors that may motivate consumer purchases on such platforms (Mou et al., 2019). Despite its notable share in the e-commerce market globally, there is little attention on the studies of B2C cross-border e-commerce (Huang & Chang, 2019). ...
Article
Full-text available
The cross-border e-commerce is expanding more than ever, however, despite its notable share in the e-commerce market, there is little attention on the studies of B2C cross-border e-commerce. There is also limited research that examines the factors that influence consumers to purchase on cross-border e-commerce although there is quite a number of past research that investigates consumers' intention to purchase online. On the other hand, e-commerce fashion is absolutely evolving at a fast pace. What worked two years ago may no longer be relevant due to changing consumer preferences and perceptions. Hence, it is crucial to examine the fashion market and investigate the importance of consumers’ perceived values that may influence consumers’ purchase intentions. Following this, 113 data sets from Malaysians living in Klang Valley could be obtained through online surveys. The data was then analysed to identify the relationship between the variables by using multiple linear regression via SPSS. It can be concluded that hedonic value and social value have a significant relationship with purchase intention. However, there is no significant relationship between utilitarian value and purchase intention. Global managers and marketing professionals who want to increase consumers' propensity for online shopping should consider whether their messages to consumers, the variety of products and brands offered, marketing strategies, and pricing should be more utilitarian or hedonistic in nature. Additionally, managers need to create suitable initiatives to motivate the kinds of value perceptions in consumers that will significantly boost their propensity for cross-border online shopping.
... Visitors arrive at transactional websites either to purchase a specific product or to browse for information. Websites and other e-commerce channels should offer both options [38]. In some modern 3D websites, multi-media and shopping cart functionalities are merged to give the shopper the complete atmosphere of a physical store and its surrounding area [39]. ...
Article
Full-text available
The declared state of emergency and the measures taken against the spread of coronavirus by governments have increased Internet shopping. All companies, regardless of size and type of business activity, had to adapt their business models to the new circumstances through transformation of their business processes and offering products or services tailored to the changing customer behavior. This study aims to analyze the peculiarities of online sales during the COVID-19 health crisis via the integration of classic and modern data analysis methods. The purpose of the paper is to identify the main factors determining user behavior and examine their impact on customer satisfaction in e-commerce. The survey method and structural equation modeling (SEM) were used to recognize the dependencies between variables from the online users’ perspective. The satisfaction determinants indicated and described in the paper affect differently the perceived value for the customers. As this value is subjective and dynamic, this study developed a reliable system for e-commerce factor evaluation. Using the proposed methodology, companies can constantly monitor and assess indicators influencing customer satisfaction and gain awareness of consumer behavior’s dynamics in online shopping. e-commerce marketers can employ the obtained results to decide how to organize order execution and optimize supply chains. Identifying the most important components of the e-commerce value, managers of online retailers can better run online sales platforms, increase customer loyalty, and thus, improve company’s online performance.
... On the other hand, Mou et al. [74] point out that when involvement with a given product is high, consumers are more likely to evaluate it positively. This is because the consumer feels a higher emotional level with the product, which is transferred to the purchase intention: "the involvement theory states that a high level of product involvement could change consumers' attitudes toward products and thus promote the generation of consumers' purchase intentions and behaviors". ...
Article
Full-text available
Previous literature has found underlying differences in purchasing behaviors, consumption habits, and Internet and social media usage between Generation X and Millennials. The activities and how users engage with consumer advice made by popular social media personalities can differ according to their age. Recent studies have shown that trust in the message transmitted by influencers is a critical factor in explaining the impact of consumer recommendations on their followers. However, so far there is little evidence of the possible variation according to the generational cohort to which they belong. This paper attempts to fill this gap by reviewing theoretical contributions on the relationships between perceived trustworthiness, perceived risk, product involvement, and purchase intention. Next, we proposed an exploratory model that analyzes the differences through partial least squares structural equation modeling (PLS-SEM) with multigroup analysis. The resulting hypotheses were tested on a sample of 116 Millennial and 135 Generation X influencer followers. The results confirmed moderating effects of the generational cohort on message credibility and purchase intention, as well as on Millennials’ risk perception. Additionally, social norm and gender were analyzed, and heterogeneity was found according to the level of social norm of the followers.
... Third, when customers are highly motivated in the configuration process, they pay more attention to the task and less attention to the passage of time. Therefore, to improve overall satisfaction with a customization interface, the service provider should use various methods to motivate customers to use the system (Mou et al., 2019;Zhong et al., 2020). This would lead to customers underestimating the amount of time passing and subsequently have a better user experience. ...
Article
Purpose Many e-commerce companies adopt a product customization platform offering various choices for customers to configure products to better satisfy their needs. However, a method to effectively measure customer satisfaction is lacking. This paper aims to investigate customers' perception of time in the online configuration process of customized products and seeks to propose time perception as the measurement of the effectiveness of online product customization. Design/methodology/approach An online laptop customization system was used in an empirical experiment to collect respondents' answers in a set of research questions. Regression and correlation analysis were conducted to investigate the factors affecting customers' satisfaction as well as the relationships with time perception. Findings The experimental results reveal several factors in customers' perception of time during the online product customization process. First, customers tend to overestimate the amount of time spent in a short-duration task but underestimate the amount of time spent in a long-duration task. Second, customers' perceptions of time are significantly correlated with their satisfaction with the configured products, and perceived time is moderately correlated with their satisfaction with the configuration process. Third, the difficulty of customization tasks and customers' motivation to process information also significantly affect customers' perceptions of time. Originality/value This paper advances the research on time perception by developing a new relative segmentation-based method to estimate the subjective perception of time. This study also makes several contributions to product customization research: the authors fill a research gap in the field of product customization by incorporating customers' perceptions of time into the measurement of customer satisfaction and by identifying the significant relationships among customers' perception of time, the ease of task selection, the customers' motivation to process information, and customers' satisfaction with customized products. These results aid in the design of online product customization systems.
... However, when consumers make the decision to buy green products with low involvement, that is, when purchasing decision-making behavior occurs, the main effects of brand strength and retailer reputation are significant. We speculated that consumers would not collect too much product information beforehand when purchasing low-involvement green products, tending to rely on consumption experience or habits, and were loyal to a certain brand or a retailer with a high reputation (Jian et al., 2020). ...
Article
Full-text available
By applying the cue-diagnosticity theory, this study explores the influence mechanism of consumption response to low-involvement products and high-involvement products, respectively. Specifically, the purpose of this study is to investigate how product clues (brand strength and retailer reputation) affect consumption responses to green products with different involvement and to examine regulatory focus as a moderator and green attitude as a mediator. The results of study 1 reveal that for low-involvement green products, the effect of the retailer reputation rather than brand strength on consumption response is mediated by a green attitude, and the regulatory focus plays a moderating role in this process. The results of study 2 show that for high-involvement green products, the effect of the brand strength rather than retailer reputation on consumption response is mediated by a green attitude; however, the regulatory focus does not play a moderating role in this process. Finally, the data aggregation verifies that people’s consumption response to green products strongly depends on the retailer reputation, brand strength, and green attitude, and there is a moderated mediation effect of regulatory focus on the indirect effect of retailer reputation (rather than brand strength) on consumption response via green attitude. As behavioral antecedents differ across the analyzed product types in forming consumer response, it is very important for policymakers and marketers to take note of the differences when designing marketing activities for green products.
... The present study seeks to fill this research gap and aims to examine the impact of involvement (measured through fashion conciousness), perceived message authenticity, and perceived risk in purchase recommendations made by influencers. Several mitigating factors of risk are studied in depth, such as the involvement of the follower with the type of sponsored product (Mou et al., 2020), as well as the perception of authenticity of the message transmitted by the influencer (Hudders et al., 2021;Martínez-Lopez et al., 2020). To fill this gap, this research letter proposes the exploration of the model represented in Figure 1, and the following hypotheses: -H1: The perception of message authenticity has a positive effect on the purchase intention of the product or service recommended by the influencers. ...
Conference Paper
Full-text available
The present study aims to examine the impact of involvement (measured through fashion conciousness), perceived authenticity of the message, and perceived risk on purchase recommendations made by influencers. Furthermore, the relationship between these variables is investigated as a risk mitigator in the purchase intention, being induced by influencers in their followers. The global rise of social media has created a new context in which the figure of influencers has become a strategic communication tool that makes the product more familiar, acceptable and desirable to the audience. However, the negative aspects that could influence the purchase intention, such as the risk perceived by the audience, have not yet been studied in depth. To fill this gap, we present a structural equation model using the SmartPLS tool on 948 influencer followers. The results obtained suggest the remarkable influence of involvement with the product, the authenticity of the message and the presence of risk derived from the recommendations; as well as a strong impact of the authenticity of the message as the main mitigating factor of the perceived risk.
... Notably, the above characteristics are all associated with product description. As stated by Mou, Zhu, and Benyoucef (2020), product descriptions must conform to customer specifications, and every consumer must be able to comprehend the meaning and content of all information. Additionally, product descriptions must be practical and offer value to the tasks performed by customers. ...
Conference Paper
Full-text available
There is a vast number of past studies revealed among the factors that affect the achievement of students in mathematics subject are classroom climate, students’ knowledge of cognition and regulation cognition. Therefore, this study aims to determine the mediation effect of knowledge of cognition and regulation of cognition on relationship between classroom climate (student cohesiveness, teacher support, involvement, investigation, task orientation, cooperation and equity) and students’ mathematics achievement. This study employed survey method involving a total of 326 form four students from five rural secondary schools via multi-stage cluster sampling. Data were collected using two questionnaires: 1) What is Happening in This Class? (WIHIC) and 2) Metacognitive Awareness Inventory (MAI) as well as mathematics form four achievement test. The data was analysed by using Partial Least Squares-Structural Equation Modelling (PLS-SEM) through Smart PLS version 3.2.8 software. Mediation analysis indicated that knowledge of cognition mediates the relationships between classroom climate (investigation, task orientation and equity) and students’ mathematics achievement, while regulation cognition mediates the relationships between classroom climate (student cohesiveness, investigation and equity) and students’ mathematics achievement. The findings of this study provide valuable insights to the teachers about what they need to prioritise in regard to create a positive classroom climate to develop students’ knowledge of cognition and regulation cognition as well as to improve students’ mathematics achievement. This study contributes significantly to the body of knowledge by developing and empirically testing the relationship connecting to classroom climate with knowledge of cognition, regulation cognition and students’ mathematics achievement within the rural school context in Malaysia
... We assume that among the product information there is always textual content where quality means a wellwritten, informative, concise and coherent text. Mou et al. [34] also found that the quality of written descriptions also has positive relationships with cognitive involvement, affective product involvement, and platform customer involvement. In conclusion, the quality of written content related to products has a positive effect on e-commerce taking as evidence the opinions of customers. ...
Preprint
Full-text available
In social commerce, users dialogue with each other on the topics related to the providers' products. However, the language customers use may vary from the language vendors use on their e-commerce websites and product descriptions. This situation can lead to possible misunderstandings in the social dialogue between customers, and incidental costs in the dialogue between customers and vendors. One possible reason for this difference is that words used by customers may have different meanings compared to those used by product description writers. We present a novel approach to measure this potential lexical-semantic gap for various e-commerce domains using an information-theoretical approach based on a large corpus of user reviews and product descriptions. Additionally, we use neural word embeddings to identify words with the highest semantic drift between reviews and descriptions as a tool to construct a ground truth for the task. We found that low levels of lexical-semantic gap are related to better customer satisfaction. Besides, this work is a step towards a better understanding of the effect of the use of language in e-commerce and social commerce. Potential applications of this technology could lead to better communication between customers and improvements in customer satisfaction, services, and revenue. Furthermore, this study opens up perspectives for applications in other domains with relationships beyond client-vendor, such as citizen-government and patient-healthcare system.
... These findings contradict previous research that high-quality product descriptions have a positive effect on cognitive product involvement (Mou et al., 2019) and the call to provide higher quantity product information in the form of text descriptions (Chang et al., 2016). The findings highlight a shift in consumer behaviour so further research could investigate different forms of information provision on fashion retail websites. ...
Article
Full-text available
Purpose The purpose of this paper is to identify attention, cognitive and affective responses towards a fashion retailer's website and the behavioural outcomes when shopping online. Design/methodology/approach 52 eye-tracking tests and 52 qualitative semi-structured interviews were conducted. Findings Consumer attention and behaviour differ across web pages throughout the shopping journey depending on its content, function and consumers' goal. Top-down attention is more dominant than bottom-up attention when consumers are shopping online for fashion items. The product listings page was the most frequented and had the most time spent on it. Consumers enjoy browsing for products and adding them to their basket to evaluate them together later. Customisation and personalisation features are the most valued due to their ability to make the experience more convenient and enjoyable. Originality/value This article contributes novel findings that the content and design of the website affects attention in different ways. It demonstrates that research cannot simplify viewing patterns for fashion shopping online. The study extends the SOR framework, showing that top-down attention, when provided with personalisation and customisation features, results in approach behaviour. A lack of personalisation or customisation features results in avoidance behaviour. The complex nature of consumer attention and behaviour during their holistic shopping journey advocates the need for eye-tracking research to be conducted on a live website for ecological validity, providing a methodological contribution which can be used for future research.
... shows the adequacy and reliability of the data. The Kaiser-Meyer-Olkin (KMO) is a preliminary test that statistically establishes whether the data collected is fit for conducting factor analysis (Dodge, 2008) 11 . KMO values which are near to 1 indicate data suitability. ...
Article
The main aim of this research was to first design, test and validate a structured tool to measure the construct of consumer involvement for organic food products. To do this, three most populated urban dwellings in the state of Gujarat, India were surveyed. A total sample of 200 respondents was deemed appropriate in terms of the validity of results as well as resources at hand. The three urban dwellings covered under this study were Ahmedabad, Surat and Vadodara. Out of the total sample size, 80 valid responses were collected from Ahmedabad, 70 from Surat and 50 from Vadodara. Initially, a structured tool was developed keeping in mind four basic dimensions which were, Information Search, Affection, Importance and Purchase. The tool had twenty statements asking for respondents’ opinion on a five-point Likert scale ranging from ‘Strongly Agree’ to ‘Strongly Disagree’. Apart from this the questionnaire collected demographic data of the respondents. After collecting data, using factor analysis, four antecedents of involvement were validated since the Eigenvalues for each of them were above 1. Overall, these four antecedents or factors explained 65.71% of the total variance. After statistically validating the tool, consumer involvement was measured and results showed moderately higher involvement. Further analysis was carried out to understand the inter-relationship between the antecedents inter-alia and consumer involvement. Correlation analysis confirmed strong positive correlation between all the antecedents as well as between consumer involvement and its antecedents which further confirmed the validity of this tool. Since correlation was found to be highly positive and significant, it was considered appropriate to establish and test this construct using regression analysis. Regression analysis revealed that all the antecedents had more or less similar impact on consumer involvement for organic food products.
... Moreover, app involvement has significant impacts on intention to use hotel mapps (Morosan and DeFranco, 2016), and Location Based Service retail m-apps (Kang et al., 2015) and on brand loyalty of service m-apps (Sarker and Sarkar, 2019). Accordingly, it is expected that consumers using aggregator food ordering and delivery m-apps are involved in technology which makes them shift their buying from calling a restaurant to order food to ordering food using the m-apps (Stewart et al., 2019;Mou et al., 2020). Therefore, the following is proposed: H4: Technology involvement has positive impact on intention to use aggregator food delivery m-Apps The Research Model Based on the mentioned hypotheses, the proposed research model is shown in Figure (1). ...
Article
Abstract The purpose of the study is to examine the impact of perceived ease of use, perceived usefulness and technology involvement on intention to use aggregator food ordering and delivery mobile apps. A single cross sectional descriptive research was conducted. questionnaires were gathered from 257 aggregator food ordering and delivery mobile app users. Regression was used to test the hypotheses. Results indicate that perceived usefulness, followed by technology involvement then perceived ease of use have significant positive impacts on intention to use aggregator food ordering m-apps.
... The product description is usually represented in the form of a product model. [3] Consumers are more motivated to engage in all kinds of psychological activities related to the product, including purchase given that the quality of description provided is superior. Higher the quality of description, better the feelings towards the product. ...
... Consequently, it is essential for marketers to understand customer behavioral intentions and experiences through the m-commerce channel [7][8][9][10]. A number of recent international mobile commerce-related studies considered various aspects of customer satisfaction antecedents, namely, trust, social influence, perceived usefulness, perceived enjoyment, mobility, ease of use, innovativeness, and involvement [6,[26][27][28][29][30][31][32][33][34][35][36][37][38][39]. ...
Article
Full-text available
The continued growth for both smartphone usage and mobile applications (apps) innovations has resulted in businesses realizing the potential of this growth in usage. Hence, the study investigates the antecedents of customer satisfaction due the usage of mobile commerce (mcommerce) applications (MCA) by Millennial consumers in South Africa. The conceptual model antecedents were derived from the extended Technology Acceptance Model (TAM). The research made use of self-administered questionnaires to take a cross section of Millennial MCA users in South Africa. The sample comprised of nearly 5500 respondents and the data was analyzed via structural equation and generalized linear modeling. The results revealed that trust, social influence, and innovativeness positively influenced perceived usefulness; perceived enjoyment, mobility, and involvement positively influenced perceived ease of use; and perceived usefulness and perceived ease of use were positive antecedents of customer satisfaction. Several usage and demographic characteristics were also found to have a positive effect on customer satisfaction. It is important for businesses to improve customer experience and satisfaction via MCA to facilitate a positive satisfaction and social influence among young technologically savvy consumers.
... Within an economy, according to the development of the economy and the technology department, all sectors have their own pace. However, "consumer retailing has become most popular due to digital transactions" (Mou et al., 2020). ...
Article
Full-text available
In the era of rapid development of the Internet, cross-border electronic commerce is becoming more and more prosperous, and many enterprises are beginning to invest abroad in the form of cross-border online-to-offline (O2O) to explore foreign markets. Under this background, this paper focuses on the choice of foreign investment mode of enterprises when they build cross-border O2O channels, and establishes an appropriate evaluation system of investment mode for cross-border O2O channel construction. On the basis of the evaluation system, Cloud Model is used to analyze and compare Greenfield investment, Joint Venture investment and Merger & Acquisition investment, so as to determine the best investment mode of cross-border O2O channel construction for enterprises. Moreover, cross-border O2O channel management proposals are put forward. This paper can provide guidance and reference for Sichuan-style enterprises or other types of domestic enterprises to choose the investment mode when constructing cross-border O2O channels.
Article
The emergence of numerous Internet celebrities on social media platforms has created fierce competition among this group of individuals, making the maintenance of enduring involvement among followers a crucial concern. Building upon theories of social exchange and interpersonal attraction, this paper investigates the effects of Internet celebrities' self-disclosure (across the dimensions of amount, relevance, and negativity) on their followers' interpersonal attraction to them (across the dimensions of familiarity, similarity, and expertise), as well as on their followers' enduring involvement with them. A survey was administered to 695 Internet celebrity followers, and structural equation modeling was performed to examine the hypothesized intervariable relationships. The amount of self-disclosure negatively affected followers’ perceived similarity but did not significantly affect perceived familiarity or perceived expertise. Relevance positively influenced perceived familiarity, perceived similarity, and perceived expertise. Negativity positively affected perceived familiarity and negatively influenced perceived expertise but did not significantly affect perceived similarity. Enduring involvement was positively influenced by perceived familiarity, perceived similarity, and perceived expertise. The findings have various theoretical and practical implications.
Although cross-border e-commerce (CBEC) has experienced rapid development, severe issues remain, including information asymmetry and uncertainty. Social commerce platforms have emerged to provide consumers with new approaches to solving these issues and enabling shopping decisions. However, there is still a dearth of knowledge about the underlying mechanism that explains why and how CBEC consumers employ social commerce platforms to facilitate information processing. To address this critical issue, we employed SEM and ANN analytical approaches to examine the research model developed from the motivation-opportunity-ability (MOA) framework. The results revealed associations between the identified motivational factors (information seeking, serendipity, relaxation, and symbolic motivation), opportunity factors (time availability, platform empowerment, and electronic Word-of-Mouth), the ability factor (self-efficacy), involvement, and purchase intentions. In addition, an importance ranking of the most critical drivers of consumers’ shopping decisions was derived from various antecedents.
Article
Live streaming e-commerce has become increasingly popular among elderly consumers. This new form of online shopping allows the elderly, who might be less effective in making purchase decisions than younger people, to better understand the products sold through the comprehensive descriptions provided by the anchors. This study is interested in investigating the effects of the gain-loss framing of product descriptions on the elderly's purchase intention. A total of 36 participants between the ages of 60 and 70 were invited to watch a number of live streaming videos involving either gain- or loss-framed product descriptions in a controlled experiment. The results show that the gain-framed descriptions of the products engendered significantly higher purchase intention among the participants than the loss-framed ones. In particular, the gain-framed descriptions were effective for the participants with high approach motivation, but not for those with low approach motivation, which suggests the significant moderating effect of approach motivation. This study focused on the elderly customers whose life quality can be greatly enhanced by live streaming e-commerce. The findings not only add to the knowledge about the effects of message framing, but also provide useful implications for live-streaming e-commerce practitioners to increase the persuasiveness of their product descriptions.
Highlights • Review informativeness fully mediated the influence of product description informativeness on product sales. • Review readability increases product sales and enhances the relationship between review informativeness and product sales. • Multimedia richness, either from seller-created or buyer-created content, is positively associated with product sales. • Extreme positive review valence enhances the relationship between review informativeness and product sales. • As a product of the research process, the lexicons of video game attributes are developed.
Article
The aim of this research was to investigate how retailers advertise the green packaging of green products offered in online shops and which packaging attributes should be given more attention when advertising products in online shops. For this purpose, we first conducted a preliminary analysis of 31 green products sold in Slovenian online shops. We found that green packaging is generally poorly advertised in online shops, although it could be a competitive advantage for retailers. To prove that there are attributes of green packaging in relation to other attributes when purchasing green products, we conducted a questionnaire using the included MaxDiff method. The questionnaire was answered by 134 Slovenian respondents. Based on the results, we found that less than one‐third of the respondents trust the manufacturer's information about green products, two‐thirds of the respondents are willing to pay more for green products as they believe that the quality of these products is higher than of comparable non‐green products, and that our respondents have trust in the labels “Made in Slovenia” and “Locally grown,” although more than one‐third of the respondents buy green products regardless of the country of origin. The results of the MaxDiff analysis showed that three attributes associated with green packaging are more important when buying green products and should be highlighted in the description of a product also in online shops, that is, the material of the packaging, the possibility of its reuse, and ecolabels. When it comes to green products, green packaging is the last element that consumers in the research think of. However, when purchasing green products, packaging that is made of environmentally friendly materials is the most preferred attribute for them.
Article
This study explores the optimal information-sharing strategy in a cross-border e-commerce supply chain with uncertain tax rates, in which an overseas manufacturer invests in product quality and a cross-border e-retailer holds private demand information. By establishing a game-theoretical model, we investigate the e-retailer’s motivation for sharing information with the overseas manufacturer and further explore the role of information sharing under tax uncertainty. Our results show that when quality elasticity is high, the e-retailer chooses to share its information voluntarily. However, under medium quality elasticity, the e-retailer shares information voluntarily only when the probability of the high tax rate is below a certain threshold. Moreover, the e-retailer could be more likely to share information under higher tax uncertainty. When quality elasticity is low, the e-retailer is unwilling to share information, but the overseas manufacturer can design a contract to incentivize the e-retailer to share information to realize a win–win outcome. Finally, we reveal that information sharing can mitigate the negative effect of tax fluctuation on the e-retailer’s profit. These findings provide useful implications for cross-border e-retailers on how to formulate information-sharing strategies under tax uncertainty arising from trade policy adjustment. Our study also supplements the information-sharing literature by discussing tax uncertainty, which is an important factor affecting the operation of cross-border e-commerce supply chain.
Purpose The purpose of this paper is to explore the determinants of consumer purchase intention (CPI) of cross-border e-commerce (CBEC) in the countries of the Belt and Road Initiative (BRI). Design/methodology/approach This study proposes a research model of the antecedents of CPI on CBEC in BRI countries. Study participants were consumers with CBEC shopping experience in BRI-associated countries ( n = 278). Structural equation modeling was used to test the research model. Findings Trust has the greatest effect on CPI, while perceived security has the least effect. In addition, in BRI-associated countries, in contrast to the previous study, product presentation was found to have a significant positive influence on CPI in CBEC. Platform simplicity and logistic service have a significant positive influence on CPI. Practical implications These findings offer important implications for CBEC. Consumers' trust in product providers has the greatest impact on CPI. Simplicity, timely shipment tracking and the fast delivery speed of the platform will increase CPI. The results suggest a highly successful tactic for enhancing consumers' perceptions of product authenticity and interest. Finally, this study provides insights into BRI. Originality/value This study contributes to the literature on CBEC. It explores the multilevel (i.e. product presentation, platform simplicity, logistic service, perceived security, and trust) determinants of CPI on CBEC. The study provides insights into the determinants of CPI in BRI countries.
Article
The platform of cross-border e-commerce has gained momentum in recent years. It is of paramount importance to fathom the factors influencing consumers’ choice of the platform and the relationships among the underlying factors. Departing from the theoretical lens of perceived value and our comprehensive review of the literature, this paper proposes a selection model including four dimensions and twelve criteria of cross-border import e-commerce platform. We propose a multi-study approach, in which the DANP technique is leveraged to extract and analyze the influence of the relationships between dimensions and criteria to determine their weight; then we use the TOPSIS technique to further evaluate three cross-border import e-commerce platforms in China, including Tmall Global, Koala and JD Global, to validate our model. The results show that when consumers choose a cross-border import e-commerce platform, products and experience are the most salient elements, while services and risks are the effective elements, with the greatest impact of risks.
Article
While cross-border e-commerce (CBEC) is booming in the world today, there are many obstacles hindering the development of the market, such as fake commodities and inferior goods, unreliable and lengthy transit times, and so on. The emergence of Internet celebrity brings new vitality to CBEC, as they build a bridge of trust between brand merchants and consumers. At the same time, the more complex CBEC supply chain with Internet celebrity involved needs to be integrated. This study propose a business-to-business-to-consumer (B2B2C) supply–demand docking business model and accordingly four incentive mechanisms (namely high-quality production incentive, Internet celebrity marketing incentive, equity sharing incentive and cooperative voting mechanism) to achieve the CBEC supply chain vertical integration. Our analysis shows that a higher commission proportion of CBEC platform results in lower quality improvement level and demand, and higher sale price and consumer experience level. We also find that joint decision-making actually realizes Pareto improvement of decentralized decision-making. Moreover, the introduction of cooperative voting mechanism ensures the fair expression of the interest demands of participants in the joint decision, providing a win-win situation for all parties. This study provides a sufficient basis for the vital role of Internet celebrity in CBEC. © 2022 The Author(s). Published with license by Taylor & Francis Group, LLC.
Article
Background: Information asymmetry causes barriers for the patient’s decision-making in the online health community. Patients can rely on the physician’s self-disclosed information to alleviate it. However, the impact of physician’s self-disclosed information on the patient’s decision has rarely been discussed. Objectives: To investigate the impact of the physician’s self-disclosed information on the patient’s decision in the online health community and to examine the moderating effect of the physician’s online reputation. Methods: Drawing on the limited-capacity model of attention, we develop a theoretical model to estimate the impact of physician’s self-disclosure information on patient’s decision and the contingent roles of physician’s online reputation in online healthcare community by econometric methods. We designed a web crawler based on R language program to collect more than 20000 physicians’ data from their homepage in Haodf—a leading online healthcare community platform in China. The attributes of the physician’s information disclosure are measured by the following variables: emotion orientation, the quantity of information and the semantic topics diversity. Results: The empirical analysis derives the following findings: (1) The emotion orientation in physician’s self-disclosure information is positively associated with patient’s decision; (2) Both excessive quantity of information and semantic topics diversity can raise barriers for patient’s decision; (3) When the level of physician’s online reputation is high, the negative effect of the quantity of information and semantic topics diversity are all strengthened while the positive effect of the emotion orientation is not strengthened. Conclusions: This study has a profound importance for a deep understanding of the impact of physician’s self-disclosure information and contributes to the literature on information disclosure, the limited capacity model of attention, patient’s decision. Also, this study provides implications for practice.
Article
The current study has two main objectives. The first, is to examine the impact of perceived ease of use, usefulness, risk and product involvement on intention to use aggregator medical mobile apps. The second objective is to reveal factors which might make some healthcare consumers not use aggregator medical mobile apps. Thus, a single cross sectional descriptive research was employed, and questionnaires were used to gather data from 111 app users over two months (March and April 2021) from Cairo, Giza and Alexandria. Multiple regression was used to test the research hypotheses. Results indicate that perceived usefulness, product involvement and perceived ease of use have significant positive impacts on intention to use aggregator medical mobile apps, while perceived risk has no significant impact on intention. Moreover, the responses of nonusers shed light on reasons which discourage them from using this type of medical mobile apps.
Article
Full-text available
Cross-border electronic-commerce (CBEC) is growing. However, due to differences in culture, habits, history and language among other factors, consumers in different regions may have different perception towards the same product information on CBEC platforms, which may lead to differences in their cognition of the product with implications for purchase intentions. Presently, little research has attempted to understand whether there are such differences between global consumers through the examination of measurement invariance (MI) in CBEC environments. By using multiple-group confirmatory factor analysis (MG-CFA), this study explored the invariance of two product information cognitions on CBEC platforms, namely product description and product awareness, among consumers in North America, Europe, Latin America and Oceania. Data was collected from users of a popular CBEC platform in China. We find no significant differences in understandings and levels of awareness of product information across the four groups of consumers.
With the continuous development of the Internet and information technology, online shopping has become a popular purchase mode. The in-depth analysis of consumer decision-making in online shopping is an important issue. Our purpose is to study how the factors of the shopping web pages corporately affect online purchase decisions and determine which are the core factors that affect consumer purchase decisions. We screen the influencing factors on the shopping webpage and deploy e-commerce network evolution based on various weight combinations of these factors to generate sales distributions of online products. By comparing these simulated sales distributions to the real data, the optimal weight of each factor is obtained. The results show that sales volume and the number of high-quality negative comments are the most important factors influencing consumers' decision-making, the number of comments and the number of comments with pictures are relatively minor factors, store type and video presentation of the products have the least impact. The optimal simulated sales distribution is very close to the real case and verifies that the introduced network evolution technology is applicable. The proposed model can be used as a uniform evaluation platform for correlational study, which is an important link in the purchase research chain.
Article
Full-text available
This study was focused to inspect the main components to determine the behavior of customer towards online shopping from various ecommerce company during COVID-19 pandemics. The study explores about the rapid use of internet, mobile, etc.in lockdown that imposed in the country. Online shopping is now a days considered to be the most convenient way of shopping to get away free from the spreading virus and keep ourselves in safe and secure environment. The study involves quantitative research in the form of linear regression to evaluate the effects online shopping attributes on customer purchase behavior. The findings indicated that the main components like Social Media, Product Quality, Return and Exchange Policy, Product Descriptions and Seller Information significantly influence the customer purchase intention during the lockdown due to COVID-19 pandemic. Some suggestions were also made to study further and predict the customer online buying preferences or behaviors in future post pandemic.
Article
Purpose This study aims to investigate the impact of experience product portal page aesthetics on bounce rate. Design/methodology/approach This research collected data from an online shop selling original design furniture on Taobao.com. It employed deep learning algorithm and manual coding to operationalize image and text aesthetics. Findings The empirical results indicate that text aesthetics has a U-shaped relationship with bounce rate, whereas the relationship between image aesthetics and bounce rate is insignificant. Moreover, the U-shaped relationship between text aesthetics and bounce rate is weakened by image aesthetics. Originality/value This study addresses an important but understudied topic – the bounce rate of experience products in the context of e-commerce. Although the high bounce rate has increasingly gained attention from practitioners, there remains a scarcity of research that addresses the effect of product portal page aesthetics in the specific context of experience products. The authors theorize product portal page aesthetics as the design elements of an e-commerce website and deeply analyzed the role of product portal page aesthetics by classifying it into text aesthetics and image aesthetics. The authors’ findings provide implications for online sellers and platforms to effectively design product profile pages to reduce the bounce rate.
Article
Full-text available
In recent years, with the continuous development of Internet technology and the deepening of economic globalization, cross-border e-commerce has become a new international trade model and an important growth point of foreign trade. With the popularity of international trade, domestic consumers have a deeper understanding of foreign products and brands and willingness to purchase, but at this stage, cross-border e-commerce transactions are not as close to domestic online shopping, and a few have business opportunities. PortUnity is the first among overseas consumers and some avant-garde consumers with a sense of consumption. Most people have not yet reached real cross-border e-commerce, so cross-border e-commerce has broad development potential on a global scale. As a high-tech field, cross-border e-commerce has few relevant theories and literature. Therefore, this article aims to explore the influencing factors of consumer purchase intention of cross-border e-commerce based on a wireless network and machine learning and to provide decision support for the management and operation of e-commerce in order to promote the better development of cross-border e-commerce. This article analyzes the influencing factors of consumers' intention in cross-border e-commerce shopping by combining literature research and empirical research. With the support of wireless networks and machine learning, perceptual-based ease of use and perceived usefulness of the original TAM, the individual influencing factors of cross-border e-commerce consumers' purchase intention and e-commerce platform factors are summarized according to the characteristics and technology acceptance model of cross-border e-commerce. In this questionnaire survey, the author fully explored the survey value of each respondent, and all the 100 questionnaires were successfully recovered, with a 100% utilization rate of data. The research results of this article show that in addition to the originally perceived usefulness and perceived ease of use, consumers' income level, education level, age, gender, service, safety index and price of cross-border e-commerce platform, and other factors also affect the cross-border consumption frequency of consumers. 1. The Introduction Since the 1980s, China has become increasingly connected with various economies in the world, and commercial trade has become more and more frequent. Correspondingly, in recent years, China's e-commerce trade has also developed rapidly, and various policies have been issued to support the development of cross-border e-commerce enterprises [1]. More and more traditional enterprises have started to enter the industry, fully driving the rapid growth of the economic index [2–4]. According to statistics, just in 2018, the overall transaction scale of cross-border e-commerce in China reached an astonishing 4.3 trillion yuan, with a year-on-year growth of 37%, and the transaction volume of imported e-commerce also reached 723.7 billion yuan [5]. With the increasingly close links between countries, cross-border e-commerce is showing a trend of booming development [6, 7]. Relevant surveys indicate that about 75% of online shoppers in China have ever intended to buy or browse goods provided by cross-border e-commerce companies [8]. Furthermore, some surveys indicate that about 30% of domestic e-commerce companies or self-employed people intend to engage in cross-border e-commerce [9]. The development of the Internet has also driven the development of Internet-related industries, among which the most important contributor is e-commerce. China has a big population and a huge amount of online consumption. At the present time, many consumers in China reached an astonishing 500 million, ranking first in the century with great advantages [10–12]. At the international import expo held in 2018, China stated its position of continuing to open up to the outside world. Therefore, in the foreseeable next decade, China's e-commerce revenue and expenditure will inevitably keep growing [13–16]. Compared with the previous closed period, the country is more concerned about the improvement of people’s living standards at this stage. People’s demand for consumer goods has changed from only pursuing usability in the past to focusing on the quality of goods. To put it simply, there are more and more consumer groups focusing on high-quality products in the international market [17]. In fact, since the outbreak of 2008 domestic milk time, the cross-border electricity showed powerful security advantages; this is mainly because the domestic consumer demand upgrade helped cross-border e-commerce development and the economic contacts between our country and trading nation culture also influence each other, thus affecting people's consumption idea [18, 19]. After decades of development and evolution, cross-border e-commerce has changed from overseas personal online shopping in the past to today’s e-commerce platform resale, gradually overcoming the problems of the past trading methods, for example, product quality problems cannot be guaranteed , consumers cannot purchase goods as they wish, the delivery period is too slow, and the handling fee is too high. Nowadays, the experience of cross-border e-commerce consumers has been gradually improved and expanded [20, 21]. In view of this background, this article intends to conduct a comprehensive analysis and study on the factors influencing the purchase intention of cross-border e-commerce consumers when they engage in consumption activities from the perspective of consumers. It cannot be ignored that data and communication security is paramount in the communication of many networks [22]. Because there are so many risk factors on the Internet, targeted measures must be taken to prevent leaks. First, if multiple networks are not allowed to communicate with each other, the host with multiple network cards is not allowed to install routing and data exchange protocols, let alone configure related protocols. Second, users connected to this computer cannot actively connect to other networks through this software. Finally, when transmitting data, the data must be processed, as required, to enhance security. Due to the early start of information and the long development of e-commerce in foreign countries, foreign scholars have studied cross-border e-commerce earlier. Among them, foreign scholars have pointed out that cross-border e-commerce can play a very important role in promoting international trade [23]. Paul Krugman took the iceberg model as a research method and studied the impact of e-commerce on international trade by combining e-commerce with the international trade model [24]. Research showed that e-commerce can affect the price of products, corporate profits, product production, and global trading volume. Martens and Turlea in the 27 EU Member States of Consumer Research Data, and by constructing B2C e-commerce, analyzed the data collected by the cross-border commercial model and concluded that the electronic payment system, the accounting model, and cost-effectiveness are the main reasons for the impact of cross-border e-commerce growth on the conclusion; they also suggested, through perfect laws and regulations, refinement of the financial system and parcel delivery method to improve the speed of cross-border e-commerce [25–27]. Experts at home and abroad also have many studies on the purchase intentions of cross-border e-commerce customers. Wang believed that my country has certain advantages compared with other countries. For example, my country has international e-commerce platforms such as Alibaba, which can be used at the same time. There are also many electronic payment methods, and the cost of various express logistics is relatively low. Cai Jing believed that cross-border e-commerce has reduced operating costs, broadened overseas marketing channels, and helped small- and medium-sized enterprises to go global. It has gradually become a new trend in my country's import and export trade. Xu analyzed the management of the cross-border online shopping market from the Chinese government and found that my country is gradually liberalizing the cross-border e-commerce market and has provided policy support and improved relevant laws. MOU proposed a research model of CBEC purchase intention and, from the perspective of psychology, studied the impact of product description and participation on purchase intention in the cross-border e-commerce (CBEC) environment. The research model was tested using structural equation modeling technology based on covariance. As a result, high-quality product description has no obvious positive influence on purchase intention but has an obvious positive influence on product cognition, product emotion, platform persistence, and platform contextuality. In addition, product emotional participation, platform persistent participation, and platform contextual participation all have a significant positive impact on purchase intention, but this effect is not significant in the relationship between product cognitive participation and purchase intention. The research method has ambiguity. These studies provide some references for this article, but due to the imperfect samples and methods of the study, it is difficult to reproduce the study. In recent years, due to the rapid economic development and the continuous and in-depth development of foreign trade, domestic experts and scholars engaged in e-commerce research have also done a lot of research. For example, Professor Wang Xingping explained the development status of cross-border e-commerce and third-party payment and put forward the theory that strengthening risk management and control pilot management can promote the healthy and stable development of e-commerce [28]. From the perspective of the rapid development of global e-commerce, Zhang Xiaheng pointed out that the main factors affecting China's e-commerce are marketing factors, social and cultural factors, logistics, e-commerce platforms, payment methods, tariffs, and six major factors. For recommendations related to the development of e-commerce [29], Yuan Xuli, a scholar, introduced the current development of e-commerce at home and abroad and raised malignant problems. He believed that malicious competition, payment risks, and inconsistencies in the logistics chain are the main problems that need to be resolved in development of e-commerce in China [30, 31]. In the research of e-commerce at home and abroad, it is not difficult to find that it focuses on the existing e-commerce research, which involves the impact of international trade, e-commerce logistics issues, and e-commerce payment security. However, it does not break things for e-commerce, and for cross-border e-commerce research, the influencing factors of consumer purchase intention are basically still in the blank stage [32]. This article tries to break through the limitations of existing researches and analyzes the influencing factors of consumers' willingness in cross-border e-commerce shopping by combining literature research and empirical research. The main innovation of this article is to put forward the concept that consumers' willingness to purchase cross-border e-commerce is affected by multiple factors from the technical support of wireless network and machine learning and explore the factors that influence consumers' choice of goods in the process of cross-border shopping. From a practical point of view, in terms of the selection of research objects, young and energetic consumers are carefully selected as the main research objects. They are easy to accept emerging electronic technologies and dare to pursue cutting-edge shopping methods. Moreover, this group is the important interactor of e-commerce and has a strong representation. 2. Theoretical Review of Factors Influencing Purchase Intention of Cross-Border E-commerce Consumers 2.1. Research Route In order to facilitate readers to understand the research context and research methods of this study, the author used descriptive statistics to describe the samples in the research process and conducted correlation analysis and regression analysis on the experimental samples to verify the research theme using relevant analysis reliability and validity tests. The research route of this article can be summarized as a flowchart, and the research roadmap is shown in Figure 1.
Article
Full-text available
The purpose of this study is to conduct a comprehensive literature review of online purchase intention and present a comparative case between developed and developing economies over a 20-year period to reveal insightful implications for academia and industry. Online purchase intention refers to the intended behavior of an individual to buy a product or service from an online store. Prior research has failed to present a review that compares an individual's online purchase intention across developed and developing economies in order to disclose the largest and smallest influencing factors, theories, and models in e-commerce. Our sample consists of 97 relevant articles focusing on online purchase intention retrieved from various quality databases, specifically from 53 peer-reviewed and validated journals. This research, in brief, will show different phases of analysis to better understand the current landscape of e-commerce behavioral intention and provide useful insights to researchers and professionals.
Chapter
Companies face more challenges when their businesses enter into the global market, especially in an online environment. This situation is also true due to the different cultures, laws, regulations, habits, languages, technological levels, and even infrastructures for any firm that plans to utilize CBEC for gaining economic benefits. This study applies a systematic review method to present a literature review on the topic of CBEC. By reviewing 26 influential journal articles, this study provides details for the features, the methodologies, and the main themes and findings of selected articles. In the end, an integrated research framework on CBEC is proposed. This framework not only contains the major research focus of CBEC researches, but also includes the overall influential factors, the research gaps, and future research foci for CBEC. The last part of this chapter summarizes the theoretical contributions of the work, the practical implications, and the limitations of CBEC researches.
Conference Paper
This study is proposed to determine factors impacting Consumers' Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact of consumers' satisfaction on repurchase intention, the impact of different genders and age groups on consumers' satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is likely to be changed. The most influencing factor impacting consumers' satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers' satisfaction and repurchase intention. http://online.anyflip.com/nmtug/tbvo/mobile/index.html == Vol. 1 No. 1 (2020): AU Virtual International Conference 2020
Article
Purpose The purpose of this paper is to explore the impact of product information on impulse purchases in a cross-border electronic commerce (CBEC) setting from the perspective of cue stimulation. Design/methodology/approach This study proposes a research model of impulse purchases in CBEC based on the cue utilization theory and Stimulus-Organism-Response (S-O-R) model. The research model was tested using covariance-based structural equation modelling. Data were collected from the consumers of a popular CBEC platform in China. Findings A high-quality product description has a significant positive effect on concentration but not on curiosity and autotelic experience. A high-quality product display has a significant positive effect on concentration, curiosity and autotelic experience. High-quality product content has a significant positive effect on curiosity and autotelic experience but not on concentration. Curiosity and autotelic experience both have a significant positive effect on impulse purchases; however, concentration has no such effect on an impulse purchase. Curiosity and autotelic experience have a full mediation effect between product display and impulse purchases and between product content and impulse purchases, respectively. Originality/value This study integrates the S-O-R model and cue utilization theory to construct a theoretical model of product information-flow experience-impulse purchases. According to the model, we can understand how product information influences consumers' impulse purchases in CBEC.
Article
Full-text available
Cross-border e-commerce is a concrete manifestation of "Internet + foreign trade", which is conducive to improving the people’s material living standards and quality, and is also the key to promoting my country’s industrial transformation and upgrading. E-commerce platform is the carrier of cross-border e-commerce, and product classification plays a very important role in the e-commerce platform. Aiming at the shortcomings of existing product classification, this paper develops a new classification technology. First, obtain the relevant parameters of the product image through image recognition technology. Secondly, a cross-border e-commerce product classification model is constructed through deep learning technology, and Gray and RGB features of convolution and recursive networks are combined when training the classifier to enhance feature expression. Finally, the applicability and efficiency of related models are verified through performance and functional tests. This technology can effectively improve the rationality of the functional design of the e-commerce platform, thereby improving the efficiency of cross-border commerce business.
Article
Full-text available
As cross-border e-commerce becomes more popular among global consumers and more important to global trade, there is a growing need for e-commerce research that explores the factors contributing to the success of global electronic markets. Yet, most extant literature on cross-border e-commerce is carried out from a buyer’s perspective. In this study, we contribute by arguing that the success of cross-border e-commerce is also determined by the behavior of sellers and their decision on which platforms to participate. To accomplish our research, we apply a sequential multimethod approach and draw on the information system success model and valence framework to conceptualize our work. We carried out interviews in a qualitative study of Chinese cross-border e-commerce sellers to uncover the key factors about which these sellers may be concerned, and the reasons why they engage in cross-border e-commerce. Our work then develops new operational definitions for concepts of system quality, service quality, perceived benefit and perceived cost relevant to the context of cross-border e-commerce. Next, we develop and test a research model to identify the most salient factors using data collected from a sample of 198 sellers in a Chinese cross-border e-commerce platform. Our quantitative results explain over 67% of seller intentions to participate in cross-border platforms, with trust and perceived benefits most important to that decision process. While other factors such as service quality were also found important, perceived costs had no direct effect. The theoretical contributions of the work and the practical implications for cross-border platforms are presented.
Article
Full-text available
This article proposes that the dyadic interaction between a service provider and a customer is an important determinant of the customer's global satisfaction with the service. Based on role theory, a theoretical framework is presented which abstracts some of the critical components of service encounters across industries.
Article
Full-text available
Cross-border e-commerce has been very successful in the last decade. Merchants and consumers have been encouraged to participate in e-commerce, including B2C or B2B. B2C is not limited to a domestic market anymore. Consumers across countries are interested in overseas direct purchases. They are willing to purchase products from major online shopping sites such as Amazon and eBay. We aim at gaining a better understanding of overseas direct purchases. Determinants of overseas direct purchases based on cross-national data are identified. Accordingly, we investigate logistics and regulatory determinants. Furthermore, external environments such as regulatory institutions and globalization are discussed in terms of overseas direct purchases. This study incorporates theoretical foundations into empirical findings. Specifically, the institutional theory and the resource-based view are applied to explain the internal and external determinants to increase overseas direct purchases. We conduct an empirical test using panel data for each country to identify the various determinants associated with overseas direct purchases.
Article
Full-text available
Purpose Social media remarkably changed the way of interaction between the consumers and organizations. The increased acceptance of social media has given rise to social commerce (s-commerce) and s-commerce usage is gradually increasing over the last few years. The progressive development of technologies suggests that s-commerce will become the mainstream for marketing and a literature survey indicates that there have not been many studies in this area. The purpose of this paper is to predict the factors influencing consumer intention towards the adoption of s-commerce. Design/methodology/approach This study uses a survey approach with reference to important behavioural factors such as satisfaction, ethics, trust, enjoyment/easiness, social pressure and awareness. The research model was developed to be in line with the available literature. The data were collected using a five-point Likert scale and the research model was tested using least square regression. Findings The results showed that user intention is significantly and positively related to perceived trust, enjoyment/easiness, social pressure, satisfaction and awareness. Also, “intention” was found to be a significant mediating factor for actual usage. Research limitations/implications First, the questionnaire was a “snap-shot” instead of longitudinal study. Second, future research should use other moderating variables that may affect the usage of social media. Also the study could apply a variant of research methods to include other techniques such as interviews, which allow for deeper understanding of the problem and issues. Practical implications Social media represents an important platform for electronic commerce and has one of the most metamorphic impacts on business. Therefore, investigating the usage of s-commerce with reference to important behavioural factors could provide valuable information for companies in establishing policies and strategies. It could also be useful for management studies and researchers in understanding the consumers’ attitude towards usage of social media for commercial purposes. Social implications S-commerce creates opportunities for firms. Based on findings this research provides insights with major implications for marketers, who would like to generate direct sales on social network platforms. Originality/value Existing literature focusses largely on the effectiveness of social media. Only a handful has endeavoured to analyse s-commerce systems and the literature on consumers’ behaviour in using s-commerce is not mature yet. This study is one of the few studies in this field, and aims to predict and explain the user acceptance of social media for commercial purposes.
Article
Full-text available
It is proposed that product involvement provides a situational motivation for consumers to discount the importance of product fit in brand extension evaluations. An experimental study with multiple brand extensions was conducted to test this hypothesis. It is found that the hypothesis holds in the case of complementarity between parent brand and extension product. A personality variable, need for cognition (NFC) is further applied to test the underlying principle and results support the argument.
Article
Full-text available
Purpose – The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is appropriate to question the model’s validity and relevance. Design/methodology/approach – The authors develop a conceptual approach, based on a fully comprehensive and extensive review and critique of ELM and its development since its inception. Findings – This paper focuses on major issues concerning the ELM. These include model assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating variables before turning to the need to replicate the ELM and to offer recommendations for its future development. Research limitations/implications – This paper offers a series of questions in terms of research implications. These include whether ELM could or should be replicated, its extension, a greater conceptualization of argument quality, an explanation of movement along the continuum and between central and peripheral routes to persuasion, or to use new methodologies and technologies to help better understanding consume thinking and behaviour? All these relate to the current need to explore the relevance of ELM in a more modern context. Practical implications – It is time to question the validity and relevance of the ELM. The diversity of on- and off-line media options and the variants of consumer choice raise significant issues. Originality/value – While the ELM model continues to be widely cited and taught as one of the major cornerstones of persuasion, questions are raised concerning its relevance and validity in 21st century communication contexts.
Article
Full-text available
Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs purchase behaviour more worthwhile than ever before. Existing studies have largely neglected brand influence on consumer purchase behaviour of CBPs. This research seeks to examine the impact of perceived brand image, direct and indirect effects (mediator and moderator effects) of product involvement and product knowledge on consumer purchase intention of counterfeits in the context of non-deceptive counterfeiting. Design/methodology/approach – The current study tests the conceptual model and hypotheses developed based on the existing literature. Four focus groups (ranging from six to eight participants in each group) are used to construct the research instrument. The conceptual model and hypothesis are tested using hierarchical regression analyses with survey data from 321 consumers in the UK. Findings – This research is the first in the literature on counterfeits to establish that perceived brand personality plays a more dominant role in explaining consumers' purchase intention of CBP than other influential factors (e.g. benefit and product attribute). Involvement/knowledge has no significant influence on counterfeit purchase intention. Evidence of involvement as a moderator does not exist. Brand image is not a mediator of the effects of involvement/knowledge on purchase intention. Research limitations/implications – This research only investigates one brand of one product category (watches) in the context of non-deceptive counterfeiting, although this has not prevented the emergence of significant results. Practical implications – The results of this study hold important implications for both practitioners and academics. They help to alert practitioners to the factors that truly affect consumer proneness of CBPs, for example, brand personality. For academics, they demonstrate that brand influence should not be further ignored in the study of consumer behaviour in relation to CBPs. Originality/value – This research is one of the few which investigate CBP not only as a product but, more importantly, also as a brand – a counterfeit brand.
Article
Full-text available
Purpose – Casual online shoppers without a strong intention to purchase items can easily leave web sites within seconds. However, there is little research examining how and why consumers are engaged momentarily when they are exposed to a target stimulus in a low involvement shopping situation. This online experiment study seeks to investigate the possibility of enhancing situational involvement with personal and stimulus factors, namely enduring involvement and perceived perceptual fluency, and to determine how enjoyment contributes to the relations among enduring involvement, perceptual fluency, cognitive effort, and situational involvement, in a low‐involvement online shopping context. Design/methodology/approach – An online experiment was conducted to test the conceptual model. Two mock web sites with different levels of perceptual fluency were developed to test effects of perceptual fluency on situational involvement, and participants completed an online survey after viewing one on the web site. Findings – Structural equation modeling was performed to test the proposed model (n=657). The result confirmed that perceived perceptual fluency elicited enjoyment, which in turn positively affected situational involvement, purchase intention, and cognitive effort. Enduring involvement influences enjoyment, cognitive effort, and purchase intention in a web‐browsing situation. Enjoyment plays a key role by mediating the perceptual fluency effect and enduring involvement effect on purchase intention and cognitive effort. The findings of the current study demonstrated that perceptual fluency of a stimulus could engage people by enhancing enjoyment. Originality/value – The current study provides an insight into comprehensively understanding how situational involvement can be created through visual information display/web site design as well as a personal factor. The study uniquely approaches the issue of involvement and engagement through internal, psychological process of consumers. Also, the empirical support for the proposed model successfully extends the perceptual fluency hypothesis, contributing to the field of literature.
Article
Full-text available
This study examines how advertising creativity affects consumer processing and response. First, traditional hierarchy-of-effects (HOE) models are reviewed and then augmented with new developments in advertising and persua- sion research to identify fi ve major stages: brand awareness, brand learning, accepting/rejecting ad claims, brand liking, and brand intentions. Theoretical links are identifi ed that predict ad creativity will impact 13 key variables in all fi ve HOE stages. An experiment is conducted that manipulates the two major determinants of ad creativity: divergence and relevance. Results confi rm the expected divergence-by-relevance interaction effect for 12 of the 13 variables demonstrat- ing the potency of creative ads (and the ineffectiveness of ads with low creativity). In addition, a test is conducted using structural equations modeling (SEM) to see whether all the effects of ad creativity are mediated through each successive HOE stage. Results show that the HOE's assumptions hold up reasonably well, although divergence is powerful enough to exert direct (unmediated) effects on brand awareness and brand liking.
Article
Full-text available
The current research was undertaken to understand Indian students' intention to purchase through online shopping Web sites. A survey of 325 students studying in Indian universities was conducted. The results indicate that Indian students' intention to purchase online is influenced by utilitarian value, attitude toward online shopping, availability of information, and hedonic values. Male students have a more positive attitude toward online shopping compared to female students.
Article
Full-text available
Discusses the construct of involvement, outlining prior studies that show the antecedents of involvement to be due to personal, object, and/or situational characteristics. Research approaches for advertising, products, and purchase decisions are linked (e.g., situation and stimulus factors). A summary of empirical involvement studies is included in table form. It is proposed that a systematic research stream that isolates and measures the impact of the antecedents on involvement levels would be a major step in understanding how advertisers might use this concept for more effective communication strategies. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Article
Full-text available
Online apparel retailers have adopted various types of image interactivity technology (IIT), such as close-up pictures or zoom-in functions, mix-and-match functions, and 3D virtual models to enhance consumers’ online shopping experience. The purpose of the present study was to examine the influence of level of IIT on consumer perception of online retail environment, shopping enjoyment, shopping involvement, a desire to stay, and patronage intention. Significant structural relationships between these research variables were found, supporting a pleasure-oriented conceptual model of consumer patronage behavior in the online retailing environment. Theoretical and managerial implications are discussed.
Article
Full-text available
The authors investigate the impact of Web site design investments on consumers' trusting beliefs and online pur-chase intentions. Such investments signal the component of trusting beliefs that is most strongly related to online purchase intentions: ability. These effects were strongest when consumers' goals were to search rather than to browse and when purchases involved risk.
Article
Full-text available
With personalization, consumers can choose from various product attributes and a customized product is assembled based on their preferences. Marketers often offer personalization on websites. This paper investigates consumer purchase intentions toward personalized products in an online selling situation.The research builds and tests three hypotheses: (1) intention to purchase personalized products will be affected by individualism, uncertainty avoidance, power distance, and masculinity dimensions of a national culture; (2) consumers will be more likely to buy personalized search products than experience products; and (3) intention to buy a personalized product will not be influenced by price premiums up to some level. Results indicate that individualism is the only culture dimension to have a significant effect on purchase intention. Product type and individualism by price interaction also have a significant effect, whereas price does not. Major findings and implications are discussed.
Article
When targeting bilingual consumers, advertisers have a choice to advertise in a bilingual's native language or in the country's dominant language. Within the Hispanic community in the United States, for example, Kellogg has a choice to advertise Frosted Flakes in English or in Spanish. But which is the better choice and why? This research considers whether the choice of language in advertising to bilinguals influences the types of thoughts they have in response to an advertisement. In other words, for a bilingual, can the exact same selling message cue different associations depending on the language in which it is presented? The underlying issue is whether advertisers can use language of execution as a strategic variable with which to generate certain types of associations that may facilitate persuasion. The authors consider this issue from a social cognition perspective. They hypothesize that a native-language advertisement is more likely to elicit self-referent thoughts about family, friends, home, or homeland, which in turn may lead to more positive attitude measures and behavioral intentions. Furthermore, the authors show that these effects are moderated by the consumption context presented in the advertisement.
Article
Cross-border e-commerce (CBEC) has become an imperative mode for global trade. Research on cross-border e-commerce historically focuses mainly on the customer's behavior intention to purchase on a CBEC platform. However, B-buyers are more important compared with C-buyers for CBEC platforms. This is because B-buyers can contribute more gross merchandise volume (GMV) in a CBEC platform, and thus more margin for the firm. The authors apply trust transfer theory, perceived risk, and alternative website quality to study repurchase intention, focusing on B-buyers. The results show that perceived risk, trust in provider, and trust in the website affect repurchase intention significantly, where trust in website is found to be the most important factor. In addition, the authors found that the dimensions of perceived risk in CBEC context can be classified as the following: customer duties risk, confiscation risk, delivery risk, financial risk, and privacy risk. The contributions of the study are addressed lastly.
Cross-border e-commerce (CBEC) has been thriving in recent years, generating economic benefits for sellers and consumers. To keep up with this trend, sellers need to improve product cognition in order to improve consumers’ interest and behavior. Little research has focused on the influence of product cognition on purchase intention in CBEC. This study employs the hierarchy-of-effects model and the commitment-involvement theory to develop a three-stage model to evaluate the impact of product cognition on purchase intention in CBEC. Data was collected on a popular Chinese CBEC platform. The analysis shows that product description and product awareness have a positive effect on trust beliefs, and both platform enduring involvement and platform situational involvement positively affect trust. Purchase intention is subject to the positive impact of platform situational involvement and trust beliefs in addition to platform enduring involvement. Finally, perceived trust plays a full mediation effect in the three-stage model, which indicates that, on CBEC platforms, consumers’ processing and response is a sequence from product cognition to platform emotion and from platform emotion to behavior intention. The theoretical contribution of this study is a three-stage model involving two types of platform involvement in CBEC settings. Such model allows CBEC platform providers to increase consumers’ purchase intentions by improving product description, product awareness and platform involvement.
Article
In view of the rapidly increasing influences of mass-cultures of foreign origin on multi-facets of domestic consumption behavior, which has been saliently demonstrated by “Korea Wave” in its global cultural influences, this study attempts to validate the key factors affecting the cross-border adoption of arguments made in social media concerning mass-orientated, pop cultural products (drama, movie, music, and food, etc.) of foreign origin. This study examines whether social network traits (tie strength and centrality) of Chinese consumers influence the adoption of arguments about Korean cultural products in the social media context. Further, an experimental study confirms that argument presentation (text versus image) and the consumer's involvement level affect the adoption. Finally, the adoption of arguments on Korean cultural products is found to influence Chinese consumers’ intention to purchase products made in Korea, suggesting the presence of the country-of-cultural-origin effect.
Purpose This paper reviews scientific publications in the field of logistics underlying cross-border e-commerce (CBEC) to China. A focus on the role played in this complex process by other countries of the Greater China is carried out. The purpose of this paper is to outline directions for future research to encourage CBEC development. Design/methodology/approach The review is based on 32 papers published from 2002 to 2016 in international peer-reviewed journals or proceedings of international conferences, retrieved from bibliographic databases and science search engines. Findings CBEC to China is gaining increasing interest, as shown by the rising amount of publications from 2013 onwards. Within these contributions, however, studies specifically investigating the relation between logistics and e-commerce, commonly acknowledged as critical, seem to lack. Many contributions are descriptive and do not provide specific insights on how to manage the complexities of CBEC logistics in this region. Stemming from the review, a set of possible development areas are identified, including distribution network design, i.e. deciding how to shape the CBEC distribution structure, and logistics outsourcing, i.e. determining whether to manage logistics activities in-house or through third parties. Originality/value To the extent of the authors’ knowledge, this paper is the first one to classify the existing body of knowledge on logistics supporting CBEC. Its main contribution is the critical identification of current research gaps and the proposal of key themes for future research. From a managerial perspective, it helps export and logistics managers identify the key challenges of managing CBEC logistics to Greater China.
Article
This empirical study examines distance effects on cross-border electronic commerce and in particular the importance of express delivery in reducing the time dimension of distance. E-commerce provides suppliers with a range of opportunities to reduce distance as perceived by online buyers. They can reduce psychological barriers to cross-border demand by designing websites that simplify the search for and comparison of products and suppliers across countries. They can reduce cost barriers by applying pricing strategies that redistribute transportation costs, and they can overcome time barriers offering express delivery services. This study of 721 regions in five countries of the European Union shows that distance is not “dead” in e-commerce, that express delivery reduces distance for cross-border demand, and that e-demand delivered by express services is more time sensitive and less price sensitive than e-demand satisfied by standard delivery. The willingness of e-customers to pay for express services is shown to be affected by income and by the relative lead-time benefits and express charges. Furthermore, the adoption of express delivery is positively associated with e-loyalty in terms of repurchase rates. The results confirm the importance for e-suppliers of cleverly designed delivery services to reduce distance in order to attract online customers across borders.
Article
Cross-border e-commerce has progressed in the businesses of foreign trade enterprises in recent years. This paper proposes and validates that cross-border e-commerce as enterprise innovation should include businessmode innovation, not just institutional innovation or technological innovation, thus expanding the connotation of e-commerce. For enterprises, according to an analysis using data from 203 foreign trade companies, cross-border e-commerce as enterprise innovation plays a mediating role between government's pro-innovation supportive policy and firm performance, in particular, institutional innovation and business-mode innovation as components play full mediating roles. This study is of great value to other countries promoting cross-border e-commerce. Implications on m-commerce of the findings are discussed.
Article
Redress is concerned with internal complaint-handling procedures through which consumers seek compensation or to rectify the problems that occur during e-commerce transactions. It also serves as an important determinant of consumer confidence and trust. Studies of redress have received much attention, where the focus is largely in the context of traditional litigation procedures in offline business. This paper focuses on the types of redress procedures consumers expected in response to B2C e-commerce complaints, by analysing the experiences and viewpoint of a select group of online consumers and merchants located in Melbourne, Australia. The research reveals that when problems occur in B2C e-commerce transactions, consumers require and expect an immediate accessible and responsive redress procedure from merchants. This suggests that traditional litigation to seek redress is impractical and not a favourable option for consumers or merchants.
Article
Understanding the main factors that affect travelers' behavioral intentions are essential for countries that intend to develop their tourism industry. This research investigates how the services of low cost carriers (LCCs) affect travelers' behavioral intentions to revisit and a willingness to recommend the destination to others. The results show that the perceived services of LCCs have a significantly positive effect on the destination's image, and the destination's image has a significantly positive effect on behavioral intentions.
Article
In this article online dispute resolution (ODR) and alternative dispute resolution (ADR) are assessed in relation to the protection of personal data. ODR and ADR schemes are mechanisms to settle low-cost e-commerce disputes out-of-court. The purpose of this analysis is to examine the suitability of online dispute resolution as an additional means to the existing mechanisms for data protection enforcement. In this discussion particular attention is given to services offered to users as ‘free’, but which instead process personal data as a condition on access (e.g. social networking sites). The second section examines data protection in the digital age, highlighting the key principles of data protection and the challenges associated with the existing enforcement mechanisms. The third section questions the suitability of online dispute resolution as a solution for data protection enforcement in the European Union. In order to avail of the EU regulated ODR mechanism to resolve data protection issues, data protection disputes must fall under the scope of the Alternative Dispute Resolution Directive and the Online Dispute Resolution Regulation. Following an analysis of the applicability of the framework in this context, the final part of this article focuses on the challenges associated with the application of ODR schemes to the enforcement of online data protection disputes.
Article
Mediation models are frequently used in the research of psychology and other social science disciplines. Mediation indicates that the effect of an independent variable on a dependent variable is transmitted through a third variable, which is called mediator. In most applied research, Baron and Kenny's(1986) causal steps approach has been used to test mediating effect. In recent years, however, many methodological researchers questioned the rationality of the causal steps approach, and some of them even attempted to stop its use. Firstly, we clarify the queries on the causal steps approach one by one. Secondly, we propose a new procedure to analyze mediating effects. The new procedure is better than any single method that constitutes the procedure in terms of Type I error rate and power. The proposed procedure can be conducted by using observed variables and/or latent variables. Mplus programs are supplied for the procedure with observed variables and/or latent variables. Finally, this article introduces the development of mediation models, such as mediation model of ordinal variables, multilevel mediation, multiple mediation, moderated mediation, and mediated moderation.
Article
Veterinary medical faculty and administrators routinely administer student assessments and conduct surveys to make decisions regarding student performance and to assess their courses/curricula. The decisions that are made are a result of the scores generated. However, how reliable are the scores and how confident are you of your decisions? Reliability is one of the hallmarks of validity evidence, but what does this mean and what affects the reliability of scores? The purpose of this paper is to provide veterinary medical educators and administrators with fundamental information regarding the concept of reliability. Specifically, we review what sources of error reduce the reliability of scores and we describe the different types of reliability coefficients that are reported.
Article
This research was conducted to investigate relationships between enduring involvement (EI), situational involvement (SI), and flow. It was hypothesized that the constructs would be related and that SI would mediate relationships between EI and flow. In addition, the relationships were examined in both leisure and non-leisure contexts. The sample consisted of 46 recently unemployed adults, diverse with respect to gender, age, pre-unemployment income, and education. Respondents completed a Dumber of experiential sampling forms (ESF) as part of a larger study. Flow and SI were measured at this time. Three months later respondents completed EI scales related to 2 leisure and 2 non-leisure activities for which they had completed ESFs. Structural equation modeling suggested that in both leisure and non-leisure activities participants with higher levels of EI were more likely to experience higher levels of flow ( p < .05) and that SI mediated these relationships. This study is the first to establish links between EI, SI, and flow.
Article
The abstract for this document is available on CSA Illumina.To view the Abstract, click the Abstract button above the document title.
Article
In recent years Web surveys have emerged as the most popular mode of primary data collection in market and social research. To improve our understanding about the influence of different societal-level factors, characteristics of the sample person, and attributes of the survey design on participation in Web surveys, this paper establishes a systematic link between theoretical frameworks used to explain survey participation behavior and state-of-the-art empirical research on online data collection methods. The concepts of self-perception, cognitive dissonance, commitment and involvement, social exchange, compliance, leverage-salience, and planned behavior are discussed and their relationship with factors that have empirically proven to influence Web survey participation are analyzed using data from an expert survey. This paper will help researchers and practitioners to make informed decisions about the use of techniques increasing participation in Web surveys.
Article
While research in mobile advertising is abundant, limited attention has been paid to date to how consumers respond to mobile advertisements for different product categories and in which way impulsivity affects intentions to purchase. In this paper, we study the dimensionality of the product involvement construct and its effects on consumers’ purchase intentions via a simulated field experiment (N = 736). We show that the cognitive dimension of product involvement and impulsiveness significantly affect purchase intentions. We also present that the relationship between product involvement and purchase intention is moderated by the consumers’ impulse buying personality traits. These findings progress the current state-of-the-art in mobile advertising research, while also having significant practical consequences for the design of effective mobile SMS advertising campaigns.
Article
Purpose The purpose of this paper is to examine the effects of interactive and social features on users' online experiences and their purchase intention of virtual goods from a social network site. Design/methodology/approach A banner with a hyperlink that connected to the author's web survey was posted on the homepage of Facebook. Of the 258 responses returned, 176 were fully completed. Measurement items were adapted from previous literature. Structural equation modeling (SEM) was used to evaluate the research model and hypotheses testing. Findings The results of an empirical study supported the use of the stimuli‐organism‐response (S‐O‐R) model in a social networking site and showed how environmental features should be incorporated to enhance users' online experiences and purchase intentions. Specifically, social identity showed the strongest influence on involvement and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement. Practical implications The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences should not be ignored. The author suggests online games or apps. Additionally, platform providers should advance social identity features that show a strong positive impact on users' online experiences. Originality/value With the proliferation of online social gaming, there is growing evidence for virtual goods consumption; however, relatively few studies have discussed this phenomenon. This paper draws on hypotheses from environmental psychology; specifically, users' intentions to purchase are modeled on user responses to the online stimuli of a Web platform and the online experience that such an environment elicits.
Article
In an earlier paper in this journal,* the author suggested that the processes of attitude change underlying mass communication impact are of two kinds: with low involvement to persuasive stimuli one might look for gradual shifts in perceptual structure, aided by repetition, activated by behavioral choice situations, and followed at some time by attitude change, while with high involvement one could look instead for the classic and familiar conflict of ideas at the level of conscious opinion and attitude that precedes changes in behavior. The present paper describes the development and application of a workable tool to measure this involvement, a necessary step if the study of communication impact along these lines is to proceed further.
Article
With the use of a hierarchy-of-effects model, the decision to complete a mail survey was modeled as a process moving through several stages. A set of variables thought to influence the survey-completion decision process was examined. These variables include survey design factors, which were manipulated by the researchers, and respondent factors, such as attitudinal and personal constructs. Based on the research findings, the hierarchy-of-effects model is an appropriate way to model the mail-survey-response process. The data indicate that among the survey design factors included in the study, the monetary incentive had the most effect on the decision process, with a pervasive impact throughout the process. Importantly, respondent factors such as attitude toward research were of critical importance in moving respondents through the survey-response process. Research into the response-rate phenomenon is likely to benefit by considering how both survey design and respondent factors affect specific stages of the response process and enhance participation in surveys. © 2002 Wiley Periodicals, Inc.
Article
Past research has focused on the dimensions (consequences) of perceived risk and the effect of global risk on e-commerce adoption by consumers. This paper uses a new approach to examine the influence of perceived risk on e-commerce adoption and, on the basis of the Theory of Planned behaviour (TPB), develops an integrative model that includes the effect of three risk sources (i.e. technology, vendor and product) on the attitude towards the website use and online purchasing intention of users. In addition, this study examines how involvement, one of the main determinants of consumer behaviour, affects the role of these sources of perceived risk in e-commerce adoption. The results obtained in a sample of 1083 users of tourist services suggest that technology risk is the main determinant of online purchasing intention, which is also influenced by the variables from the TPB model. For its part, the technology risk and vendor risk have a negative influence on attitude towards the website use. In addition, both types of risk have a higher negative effect on attitude in the case of high-involvement users, supporting the moderating influence of involvement on e-commerce adoption. From a practical point of view, the findings of this research help managers to implement actions aimed at reinforcing the users’ trust in their websites and, consequently, at fostering the online purchase.
Article
The present research is designed to gain a deeper understanding of Customer Knowledge Management (CKM) tools inside the e-commerce context. The relationship between the CKM literature and the e-commerce literature is evaluated through several user characteristics such as risk preference, Internet preference and Internet knowledge and their impact on customers’ online perceived risk and purchase intentions depending on the presence of certain CKM tools on the web site. The empirical study is based on a survey of 276 customers with previous online experience. By using multidimensional analysis, this study shows that the customers’ perceived risk associated with different CKM tools plays an important role in explaining certain customer online behaviour. Therefore, the implications of CKM tools for e-commerce activity are demonstrated and the managerial implications are highlighted.