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Impact of product description and involvement on purchase intention in cross-border e-commerce
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.
... The relevance of the information received by consumers will increase consumer understanding of the usefulness of online platform attributes and have an impact on increasing situational involvement. According to the study (Mou, Zhu, and Benyoucef 2020)states that product descriptions positively and significantly influence situational involvement on online platforms. The indicators used to measure the product description variable are: customers find it easy to understand the product description, can understand, and have difficulty understanding. ...
... The indicators used to measure the product description variable are: customers find it easy to understand the product description, can understand, and have difficulty understanding. (Mou et al., 2020;Smith, 2018;Zhu et al., 2019). Situational involvement in the shopping process can be motivated by a particular purchasing environment and supported by existing product descriptions, thereby reducing consumer uncertainty while shopping (shopping process) (Mou, Zhu, and Benyoucef 2020). ...
... (Mou et al., 2020;Smith, 2018;Zhu et al., 2019). Situational involvement in the shopping process can be motivated by a particular purchasing environment and supported by existing product descriptions, thereby reducing consumer uncertainty while shopping (shopping process) (Mou, Zhu, and Benyoucef 2020). The indicators used to measure the situational involvement variable are: shopping activities on the platform attract customers' attention; customers enjoy the process; the activity is the right activity; it shows the type of customer needs, and customers will be annoyed if the activity turns out to be bad. ...
In this study, it is known that 1) brand integrity has an effect on customer satisfaction, 2) brand integrity has an effect on purchase intention, 3) customer satisfaction has an effect on purchase intention, 4) product description has an effect on purchase intention, 5) brand integrity indirectly has an effect on purchase intention with customer satisfaction as a mediating variable.
... The authors have focused on the utilization of the ICM model mainly because it has been recently found to be important for explaining individuals' behaviors toward emerging technologies (cf. Mou et al., 2020), but has yet to be extended to the context of online food delivery service and particularly food delivery apps. This is also among a handful of scientific papers in the literature to model both involvement and commitment in relation to the outcome variables of advocacy intention and resistance to negative information. ...
... Simultaneously, as previously mentioned, these authors have identified, based on the literature (Alhothali et al., 2021;Agarwala et al., 2019;Elsotouhy et al., 2023), the significant contextual influence of (Islamic) religiosity in shaping the interplay between involvement, commitment and the favorable customer outcomes of advocacy intention and resistance to negative information. Scholars have described involvement as a motivational construct that relatively relies on individuals' values and needs to predict their attitudes and ultimately their behaviors (Mou et al., 2020). The current research considers three aspects of involvement that may be more applicable in the food delivery app context: cognitive, enduring and situational involvement (Sharma et al., 2020;Zhu et al., 2019). ...
... The current research considers three aspects of involvement that may be more applicable in the food delivery app context: cognitive, enduring and situational involvement (Sharma et al., 2020;Zhu et al., 2019). According to Mou et al.'s (2020, p. 569) study, cognitive involvement "refers to customers' relevance based on the functional and utilitarian performance of the products," while enduring involvement reflects an individual's long-term interest in an object (Mou et al., 2020). Finally, situational involvement is known to be evoked by a specific situational factor(s) which consequently affects the individual's impression and/ or evaluation of the object (as in the case of food delivery apps) (Sharma et al., 2020;Zhu et al., 2019). ...
Purpose-This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity, which is an important facet of communities in many parts of the world today. Importantly, the study provides an in-depth understanding of the boundary role of religiosity in the links between involvement, commitment, resistance to negative information and advocacy intention in relation to food delivery app use. Design/methodology/approach-Data collected from 498 respondents in Saudi Arabia was used to test the research hypothesized model. Findings-The results from the partial least squares structural equation modeling technique lend credence to past research calling for the contextualization of theories, especially since this paper find religiosity to be an important boundary condition to the ICM in relation to food delivery apps in an Arab nation. Originality/value-This paper focuses specifically on the ICM and the boundary of (Islamic) religiosity. The cardinal contribution of this study, therefore, lies in the contextualization of ICM within the Arab world concerning post-adoption behavior related to food delivery apps. To the best of the authors' knowledge, this is likely the first study to do so in the marketing, hospitality and technology-based literatures. Summary statement of contribution: This research contextualizes the ICM via the inclusion of religiosity, a key decision-making criterion in Arab nations and thereby enriching current ICM research. Empirical research on the role of religiosity on consumer behavior and service research is sparse, specifically in the context of hospitality technologies such as food delivery apps; this study addresses this particular gap utilizing data from Saudi Arabia, an emerging market.
... Establishing this trust is posited to significantly enhance the rapport between customers and service providers (Fang and Li, 2020). Drawing from broader service and e-commerce literature (Fang and Li, 2020;Harris et al., 2016;Kim and Peterson, 2017;Mou et al., 2020), this study uniquely identifies two previously unexamined factors that could impact trust in app recommendations: contextual elements like menu descriptions and technology-related factors like perceived app security. These factors are argued to be critical for users perceiving recommendations as genuine. ...
... Beyond well-researched outcomes like continued use (Raza et al., 2023) and loyalty (Su et al., 2022), our second question investigates additional effects of trust in food app recommendations. By expanding on trust-commitment theory (Morgan and Hunt, 1994;Mukherjee and Nath, 2007;Ponder et al., 2016) and the involvement-commitment model (Beatty et al., 1988;Elgammal et al., 2024;Mou et al., 2020), we examine how trust influences not only customer commitment and involvement but also their willingness to pay more, provide feedback and share personal data. These insights are crucial for service providers who rely on recommendation systems to engage customers, foster long-term relationships and facilitate upselling. ...
... Consumer hope, also considered a cognition-focused emotional mechanism (Rego et al., 2014), was found to influence trust in a study utilizing data collected from digital payment app users (Bapat and Khandelwal, 2023). A high-quality product description that includes clear product information can satisfy or even surpass the expectations of the customers and decrease levels of uncertainty associated with the product (Kahn et al., 2002;Mou et al., 2020), consequently increasing consumer trust in the product (also cf. Yue et al., 2017). ...
Purpose
This paper aims to utilize an extended involvement-commitment and trust commitment model to examine post-consumption decisions related to food delivery app use.
Design/methodology/approach
A self-administered online survey was used to collect data from food delivery app users in the USA.
Findings
Findings validate a favorable role of perceived app security and menu description on trust in app recommendations. Trust was found to be positively related to involvement, commitment and willingness to provide feedback. The positive moderating role of perceived convenience and rewards and incentives was also confirmed in relation to consumers’ trust in app recommendations, and involvement and commitment
Originality/value
A key contribution of this study includes the development of a comprehensive model to understand postconsumption decisions related to the usage of food delivery apps. To the best of the authors’ knowledge, this study is also the first to unveil the antecedent and moderating factors related to food delivery app users’ willingness to provide feedback, share personal data and to pay more.
... Establishing this trust is posited to significantly enhance the rapport between customers and service providers (Fang and Li, 2020). Drawing from broader service and e-commerce literature (Fang and Li, 2020;Harris et al., 2016;Kim and Peterson, 2017;Mou et al., 2020), this study uniquely identifies two previously unexamined factors that could impact trust in app recommendations: contextual elements like menu descriptions and technology-related factors like perceived app security. These factors are argued to be critical for users perceiving recommendations as genuine. ...
... Beyond well-researched outcomes like continued use (Raza et al., 2023) and loyalty (Su et al., 2022), our second question investigates additional effects of trust in food app recommendations. By expanding on trust-commitment theory (Morgan and Hunt, 1994;Mukherjee and Nath, 2007;Ponder et al., 2016) and the involvement-commitment model (Beatty et al., 1988;Elgammal et al., 2024;Mou et al., 2020), we examine how trust influences not only customer commitment and involvement but also their willingness to pay more, provide feedback and share personal data. These insights are crucial for service providers who rely on recommendation systems to engage customers, foster long-term relationships and facilitate upselling. ...
... Consumer hope, also considered a cognition-focused emotional mechanism (Rego et al., 2014), was found to influence trust in a study utilizing data collected from digital payment app users (Bapat and Khandelwal, 2023). A high-quality product description that includes clear product information can satisfy or even surpass the expectations of the customers and decrease levels of uncertainty associated with the product (Kahn et al., 2002;Mou et al., 2020), consequently increasing consumer trust in the product (also cf. Yue et al., 2017). ...
Purpose-This paper aims to utilize an extended involvement-commitment and trust commitment model to examine post-consumption decisions related to food delivery app use. Design/methodology/approach-A self-administered online survey was used to collect data from food delivery app users in the USA. Findings-Findings validate a favorable role of perceived app security and menu description on trust in app recommendations. Trust was found to be positively related to involvement, commitment and willingness to provide feedback. The positive moderating role of perceived convenience and rewards and incentives was also confirmed in relation to consumers' trust in app recommendations, and involvement and commitment Originality/value-A key contribution of this study includes the development of a comprehensive model to understand postconsumption decisions related to the usage of food delivery apps. To the best of the authors' knowledge, this study is also the first to unveil the antecedent and moderating factors related to food delivery app users' willingness to provide feedback, share personal data and to pay more.
... The authors have focused on the utilization of the ICM model mainly because it has been recently found to be important for explaining individuals' behaviors toward emerging technologies (cf. Mou et al., 2020), but has yet to be extended to the context of online food delivery service and particularly food delivery apps. This is also among a handful of scientific papers in the literature to model both involvement and commitment in relation to the outcome variables of advocacy intention and resistance to negative information. ...
... Simultaneously, as previously mentioned, these authors have identified, based on the literature (Alhothali et al., 2021;Agarwala et al., 2019;Elsotouhy et al., 2023), the significant contextual influence of (Islamic) religiosity in shaping the interplay between involvement, commitment and the favorable customer outcomes of advocacy intention and resistance to negative information. Scholars have described involvement as a motivational construct that relatively relies on individuals' values and needs to predict their attitudes and ultimately their behaviors (Mou et al., 2020). The current research considers three aspects of involvement that may be more applicable in the food delivery app context: cognitive, enduring and situational involvement (Sharma et al., 2020;Zhu et al., 2019). ...
... The current research considers three aspects of involvement that may be more applicable in the food delivery app context: cognitive, enduring and situational involvement (Sharma et al., 2020;Zhu et al., 2019). According to Mou et al.'s (2020, p. 569) study, cognitive involvement "refers to customers' relevance based on the functional and utilitarian performance of the products," while enduring involvement reflects an individual's long-term interest in an object (Mou et al., 2020). Finally, situational involvement is known to be evoked by a specific situational factor(s) which consequently affects the individual's impression and/ or evaluation of the object (as in the case of food delivery apps) (Sharma et al., 2020;Zhu et al., 2019). ...
Purpose
This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity, which is an important facet of communities in many parts of the world today. Importantly, the study provides an in-depth understanding of the boundary role of religiosity in the links between involvement, commitment, resistance to negative information and advocacy intention in relation to food delivery app use.
Design/methodology/approach
Data collected from 498 respondents in Saudi Arabia was used to test the research hypothesized model.
Findings
The results from the partial least squares structural equation modeling technique lend credence to past research calling for the contextualization of theories, especially since this paper find religiosity to be an important boundary condition to the ICM in relation to food delivery apps in an Arab nation.
Originality/value
This paper focuses specifically on the ICM and the boundary of (Islamic) religiosity. The cardinal contribution of this study, therefore, lies in the contextualization of ICM within the Arab world concerning post-adoption behavior related to food delivery apps. To the best of the authors’ knowledge, this is likely the first study to do so in the marketing, hospitality and technology-based literatures.
... Small retail businesses benefit more from customer engagement and targeted marketing [29,30], multinational companies also find it a reliable and cost-effective marketing channel [31,32]. Quality product descriptions significantly impact online purchase intention [33][34][35]. Information quality, consumer needs, and cognitive involvement are crucial [36,37]. Situational and enduring involvement affect consumer engagement [34,35,38]. ...
... Information quality, consumer needs, and cognitive involvement are crucial [36,37]. Situational and enduring involvement affect consumer engagement [34,35,38]. Compelling descriptions boost trust and deter consumers from switching to competitors [34,35]. ...
... Situational and enduring involvement affect consumer engagement [34,35,38]. Compelling descriptions boost trust and deter consumers from switching to competitors [34,35]. In summary, product descriptions shape consumer involvement and purchase intent in online contexts [33,39]. ...
Background
Bio-pharmaceutical supplements are widely used and essential for consumer health awareness. They are commonly used as alternative or complementary medicine. The bio-pharmaceutical market includes substances with health benefits beyond nutritional value, such as dietary supplements, amino acids, vitamins, minerals, botanicals, etc. These products traditionally prevent and treat diseases.
Material and methods
The study explores the impact of online social marketing on consumer behavior regarding biopharmaceutical products in Pakistan. Using involvement theory, it investigates how online social marketing influences purchase intentions, specifically regarding health and well-being.
Results
During three months, from January to March 2023, a survey was conducted in Lahore, a city known for significant sales and purchases of these products. The study involved 500 female participants. The statistical analysis indicated excellent fit of the proposed model (χ²=12.5427, p=0.056; CFI, NFI, TLI>0.95; RMSEA=0.028), where situation mediates product’s effect on purchase (ab=0.1068). Product directly impacts purchase (c’=0.4273), showing significant influence on purchase (total effect=0.5341).
Conclusions
The paper reviews social marketing literature, delving into the nexus of biopharma products, health, and their influence on purchase intentions. It identifies critical research gaps and suggests future directions, offering valuable insights for academia and Pakistan’s biopharmaceutical industry, focusing on advancing healthcare-related initiatives.
... The traditional literature suggests that analyzing the app stores can provide the app developers with valuable technical and non-technical insights to optimize their app design and deployment practices (Picoto et al. 2019;Bilal et al. 2023Bilal et al. , 2024Ali et al. 2017;Lin and Chen 2019). Beyond app stores, a research work (Mou et al. 2020) highlighted the importance of investigating the online stores of commerce and business for understanding trends and optimization needs. ...
Users search for applications on the online application store by inputting functional terms, such as “automated assignment solver”, “English translator” and “free VPN”. In response, the application store recommends a list of applications whose titles and descriptions closely match the user’s search terms. Acknowledging this, application developers incorporate trending and frequently searched functional terms into their application titles and descriptions to make them compelling and to enhance the visibility of their products in user searches, thereby increasing the likelihood of application success. However, traditional literature analyzing mobile application titles and descriptions to determine their impact on application success is scarce and may also lack data-analytical approaches. Moreover, the definition of application success provided by existing literature may be flawed, as it solely relies on higher downloads or positive numeric ratings, neglecting the crucial factor of time. This research proposes a Machine Learning-inspired framework to extract functional (aspects) themes from titles and descriptions of Google Play Education applications, influencing their success. It also formulates an enhanced definition of application success that considers downloads and ratings over a specific time period, and also integrates the user sentiment when defining application success. According to the findings of this research, themes of Math and Homework Support, Learning and Practice, Live Assistance and Tutoring, and Instant Solutions and Tools are highly correlated with success within the Education category of the Google Play store. Developers can enhance the visibility and appeal of their applications in user search results by incorporating these themes into their application titles and descriptions, ultimately leading to higher likelihood of success.
... However, Mou et al. (2020) found that product description, regardless if made of higher quality, has no significant correlation with purchase intention but rather possesses a significant positive relationship with cognitive product involvement, as it is believed that customers with little to no perception of the product, decrease their interest in acquiring such. Excellent non-price product information, also known as product description, not only attracts potential and loyal customers but also can result in an increase in product sales in a cross-border e-commerce set-up. ...
The different advancements in the marketing industry over the years have pushed companies to develop and adopt new marketing strategies to support their marketing needs. However, with the increasing demand for a new innovative way of marketing in E-commerce, strategies are suddenly shifting to adapt to these changes. Affiliate marketing is a kind of online marketing strategy that allows independent marketers to promote varying products in exchange for a commission fee provided by the company. Several studies have investigated how affiliate marketing benefited the publisher, hence boosting the merchants' sales. However, little to no studies were conducted to determine its significance to consumers with publishers. This research provides a clear definition of affiliate marketing and its role in influencing the purchase intention of Generation Z. A quantitative-correlational study was conducted using descriptive and inferential statistics to analyze the data from 385 respondents. The hypotheses were tested using Partial Least Square-Structural Equation Modeling (PLS-SEM). Overall, the findings of this research revealed a positive correlation between affiliate marketing posts with all of the factors stated, and each element plays a vital role in Generation Z's purchase intention. While the preference for specific e-commerce platforms, social media channels, and product categories provides insights for companies and affiliates, it is essential to stay attuned to the changing preferences and behaviors of consumers in the field of affiliate marketing. With the findings of this study, companies and affiliates can improve their marketing strategies and create more effective affiliate marketing strategies that can better resonate with the Gen Z audience.
... This can further facilitate the product selection strategy of cross-border e-commerce. Therefore, user evaluation information also plays a crucial role in the selfimprovement and development of businesses [9][10][11][12][13]. ...
The expansion of the e-commerce sector beyond international boundaries has opened up new opportunities in international business. The first and most important problem for international e-commerce businesses is choosing the right products to sell. Scientific product selection is important not only for the smooth running of international e-commerce businesses, but also for the growth and development of thriving private labels. With development for Internet and rapid rise of e-commerce platforms, online shopping has become mainstream. While consumers are deeply involved, a large number of user comments appear on the Internet, and these online shopping comments often contain a lot of valuable information. Cross-border e-commerce can get useful suggestions and feedback about products through sentiment analysis of these texts. This can also find product problems, improve where they are not in place, and improve operational efficiency. This work studies the selection strategy of cross-border e-commerce products assisted by artificial intelligence technology. This paper uses artificial intelligence technology to conduct sentiment analysis of product reviews, which can help cross-border e-commerce companies make effective product selection. This work proposes CNN-BiGRU-ATT for sentiment polarity analysis of product reviews. First, the multi-channel convolutional neural network is utilized to extract local feature of different granularities. Then connect BiGRU for context sequence learning to memorize long-distance dependency information. This method not only solves the problem that CNN cannot perform context sequence learning, but also solves issue of gradient disappearance or explosion. Finally, attention is introduced after the BiGRU hidden layer to filter the important features.
... Jian Mou mainly discussed the product description in CBEC and the impact of consumers on shopping intention from a psychological perspective. He proposed the research model of purchase intention in CBEC and tested the research model using the structural formula modeling technology based on covariance [4]. However, these scholars' research on CBEC lacked some technical argumentation. ...
In the era of digital economy, trade data and goods transaction data in the field of international trade have become increasingly important. In the digital era, the transfer of international trade-related data from the physical world to the digital world through the application of advanced Blockchain Technology (BT) is an important means to promote the development of international trade in the digital era. This paper aimed to analyze Cross-Border E-Commerce (CBEC) economic and trade Data Management (DM) devices based on BT. This paper discussed the application of blockchain in CBEC trade, and proposed a blockchain security algorithm. Based on this, an experimental analysis of CBEC economy and trade DM was carried out. The experimental results of this paper showed that in the logistics costs of CBEC companies, the logistics costs of CBEC companies under the trade DM device based on BT accounted for 20%-30% of the total costs. The logistics cost of CBEC companies under the trade DM device based on traditional technology accounted for 30%-40% of the total cost; in the comparison of the favorable rate of CBEC companies’ products, the favorable rate of Company A’s products under the trade DM device based on BT was 98.2%, and that of Company B was 98.6%. Under the trade DM device based on traditional technology, the favorable rate of Company C’s products was 90.8%, and that of Company D was 91.1%. To sum up, based on the BT trade DM, the company’s logistics costs would be greatly reduced and its product quality control was in place.
... Researchers suggest that consumer studies on CBEC should include foreign vendors' country of location as a moderator (Ramkumar & Jin, 2019) as only various consumers' nationalities, not MSPs' countries of location were examined (Mou et al., 2020b). Thus, we distinguished two subgroups of econsumers purchasing on foreign MSPs: (1) who made the largest number of e-purchases in the last year on an MSP located in a foreign EU country or USA (C-WEST); and (2) Chinese MSPs (C-CHIN). ...
Objective: The objective of the article is to investigate the impact of a foreign multi-sided digital platform’s (MSP) e-shopping quality (quality of information, payment security, consumer service), image, perceived legal protection of cross-border online purchases on beliefs and attitudes towards cross-border e-purchases on foreign MSPs, along with their influence on e-consumer intentions to purchase, and foreign MSP’s country of location as a moderator (EU and USA vs. China). Research Design & Methods: We surveyed a representative sample of 810 Poles and analysed the gathered data with PLS-SEM. Findings: Beliefs (with the critical role of trust) and foreign MSPs’ ease of use significantly impact e-purchases on foreign MSPs, which is determined by online shopping quality, the image of a foreign MSP, and perceived legal protection of e-purchases. There are differences between consumers purchasing via Western vs. Chinese MSPs regarding the influence of payment security on ease of use and influence on trust in a foreign MSP of the following antecedents: consumer service on a given MSP, its reputation, and perception of prices/costs. Implications & Recommendations: This article offers valuable insights into e-consumer behaviour useful to MSPs’ managers. Contribution & Value Added: This article develops literature on cross-border e-commerce, especially e-consumer behaviour on MSPs, by examining new factors relevant to online shopping on foreign MSPs and considering the moderating role of an MSP’s country of location.
... However, EM prioritizes text-based product descriptions as online consumers still prefer clear and readable product descriptions. [51] It relates to this study's finding that two popular EM shared general characteristics, including product navigation, product description presented in text, image and VDO formats, seller information, consumer review and rating, and purchase system. However, differences existed in the presentation of cumulative sales statistics and the arrangement of these components. ...
Background: The use of dietary supplements (DS) has risen over the past decade, supported
by the growth of e-marketplace (EM) platforms as a primary source of product information
and purchases. However, these platforms have experienced a surge in health and nutritional
misinformation, leading to negative health effects.
Objectives: This study explored the
characteristics and estimated the prevalence of misinformation on web pages selling DSs on
popular Thai EM platforms.
Materials and Methods: The prevalence of misinformation was
assessed based on Thai regulatory criteria by analyzing DS web pages from two popular Thai EM platforms. In December 2022, 332 web pages were systematically selected for cross-sectional
content analysis by identifying the general characteristics of these web pages as viewed by
consumers. Misinformation prevalence was estimated by the number of web pages with each type
of inappropriate information, using 10 Thai food advertising regulatory criteria. Results: The DS web pages on Thai popular EM platforms exhibited similar content structure, including product
navigating function, product description, seller information, past consumer reviews and ratings,
and online cart and purchase system functions. Of the 332 web pages, 85% contained at least one
misinformation statement. The most common misinformation was unapproved claims on food
benefits (82%). 48% contained overclaims of skin or beauty nourishment and weight-loss effects.
Moreover, 42% overclaimed misinformation products’ influence on body structure or functions.
Misinformation was mostly found in text-based content (63%), image-based content (61%), and
video clips (6%). Conclusion: There is a high prevalence of misinformation on DS web pages
on two popular Thai EM platforms. The findings underscore the importance and urgency of
online misinformation surveillance and the need for Thai regulatory authorities to accelerate the
development of monitoring and control mechanisms of online DS marketing on online platforms.
... Chen and Chen [39] have demonstrated that SNS game involvement enhances purchase intention through online self-presentation. Mou et al. [107] have shown that product involvement in cross-border e-commerce directly impacts purchase intention. Moreover, Xu et al. [76] have discovered that narrative involvement, identification with media personae, and perceived group similarity in travel vlogs jointly influence tourists' travel intentions. ...
The integration of metaverse technology with digital collections of cultural heritage (DCCH) presents a novel paradigm for museum economics and consumer engagement. Despite the burgeoning interest in DCCH, a gap exists in understanding the mechanisms that drive consumers' sticky purchase intention (SPI) in this space. This study addresses this void by examining the role of self-concept triggering (SCT) and perceived scarcity within the metaverse, moderated by platform identity (PI). Utilizing a moderated mediation model with a sample of 763 respondents, we reveal that SCT significantly enhances perceived scarcity and SPI, processes that are positively moderated by PI. This research contributes to the literature by linking individual and group identities to consumer behavior in the metaverse. Our findings highlight the threshold effect of PI, offering museums and metaverse platforms a group-oriented approach to amplify individuals' SPI. This strategy leads to more effective utilization of DCCH, yielding both economic and engagement benefits.
... Krishna und Ahluwalia (2008) discovered that quality descriptions enhance product image and consumer emotions, potentially increasing purchase intentions. Conversely, Mou et al. (2020) found that quality descriptions alone do not significantly impact a purchase intention. However, they do positively influence cognitive and affective product involvement, as well as persistent and situational platform involvement, which can subsequently affect the purchase intent. ...
This study primarily investigates the impact of Artificial Intelligence(AI)-generated product descriptions on the consumer perception of a product. Specifically, the variables of text layout, emotional tone, and product characteristics are manipulated and analyzed within the scope of this research. This study serves as an initial endeavor to understand how various manifestations of these variables influence consumer purchasing decisions and perceived product attractiveness. Utilizing a multifactorial Between-Subjects experimental design, each of the 241 participants was exposed to one of eight distinct AI-generated product descriptions. The study demonstrated significant interaction effects between the variables of text layout and product characteristics, as well as text layout and emotional tone. These results provide a compelling foundation for the optimization of product descriptions in e-commerce, warranting a further exploration in future research.
... This might be because those heavily active in the fashion industry only follow in uencers to stay on top of trends. However, Mou & Benyoucef (2020) cite that customers are more likely to have a favorable opinion of a product when actively involved with it. ...
Virtual influencers have emerged as effective marketing tools, especially in social media contexts where they can influence consumer behaviour. This study investigates the effect of virtual influencer marketing on purchase intentions for sports goods in the Philippines, using product involvement and brand familiarity as mediators. Data from 319 participants were collected and analyzed using a variance-based structural equation modelling (PLS-SEM) approach. The findings indicate that virtual influencer marketing significantly impacts product involvement, brand familiarity, and purchase intention. Furthermore, product involvement and brand familiarity significantly mediate the relationship between virtual influencer marketing and purchase intention. Virtual influencers are important in establishing brand trust and engaging customers through emotional connections. The study contributes to the growing body of knowledge on influencer marketing by demonstrating the efficacy of virtual influencers in the sports goods industry. Virtual influencers effectively drive purchase intentions by increasing product involvement and brand familiarity. Marketers can use virtual influencers to increase consumer engagement, brand awareness, and purchase intent in competitive markets.
... This supports the findings of Mou et al. (2019) that show that businesses should focus their efforts on making consumers attached emotionally rather than cognitively. This also supports the findings of the study that there is a positive relationship between cognitive Involvement and customer engagement, and it is not statistically significant. ...
Gaming has extended beyond being a casual pastime for Generation Z (Gen Z). Gaming has now transformed into an electronic sports (eSports) professional industry. eSports has allowed marketers to venture into a new field, penetrating a more intimate market driven by passion and interest. However, sufficient knowledge and academic validation of its impact on targeting the market must be sufficient to transform its Involvement in mobile brands' customer engagement through social media in the Philippines. This study examined the engagement factors, Cognitive, Behavioral, and Emotional Involvement (CBE Involvement)'s impact on eSports marketing collaterals on customer engagement in mobile brands' social media platforms of Gen Z in the Philippines. The participants of this study consisted of 385 Gen Zs of the Greater Manila Area, targeted through the purposive sampling method. In addition, for a robust analysis of higher-order latent constructs presented by this study, the hypotheses of this study are validated through PLS-SEM. The results of this study provided a quantitative descriptive approach to the impact of eSports marketing collaterals' CBE involvement factors on local 2 | P a g e JOURNAL OF GLOBAL BUSINESS VOLUME 13 ISSUE 1 ISSN: 2350-7179 mobile brands' customer engagement through social media. Results showed that only Emotional Involvement has an influence, while Cognitive and Behavioral Involvement lacks statistical significance. This study contributes and provides a new perspective to the management of the business industry on the opportunities in the eSports industry.
... Buying intentions are strong judgmental outcomes from various subjective evaluations (Laroche et al., 1996). Researches have asserted that buying intentions can be understood from different angles, such as product purchase intention (Mou et al., 2020), brand purchase intention (Park et al., 2021), online purchase intention (Dabbous & Barakat, 2020), and technology-based purchase intention (Masukujjaman et al., J o u r n a l P r e -p r o o f 2021). Apart from product and brand, the technology or channel in which the consumers interact can also play a crucial role in creating buying intention (Dabbous & Barakat, 2020). ...
The growth of the Metaverse has been massive in the last two years. However, limited evidence exists to understand how consumers perceive it as a potential retail space. This study investigates the effect of information (central route) and design (peripheral route) to experience and its subsequent impact on purchase intention and continuation intention in the Metaverse. The study also employed actual and ideal self-congruence to test its indirect effect on the model. This study was conducted using a simulated metaverse space by employing a 3x3 factorial design in which the data was collected from 354 participants. The results indicate that information and design are crucial in developing a metaverse experience, which builds positive purchase and continuation intentions in metaverse space. It was also found that ideal self-congruence with the Metaverse significantly creates an indirect relationship effect. The study extends theoretical knowledge of various theories and metaverse literature and suggests implications to managers.
... Secondly, delineating the limitations of the current research, be it in terms of scope, sample size, or methodological constraints, is imperative for maintaining transparency and ensuring the integrity of the study. Acknowledging limitations manages expectations and provides a roadmap for future research to address these constraints (Mou et al., 2020). In conclusion, the careful consideration of similar research and an explicit acknowledgment of limitations fortify the academic foundation of the study, promoting a nuanced understanding of its contribution and areas for potential refinement and expansion. ...
This study addresses the research problem of understanding digital interactions and dynamics in online environments, mainly focusing on sentiment analysis and Social Network Analysis (SNA). The methodology integrates sentiment analysis techniques to discern prevailing attitudes and emotions within digital content, coupled with SNA to unveil intricate network structures and user relationships. Concurrently, SNA unveils intricate network structures and relationships among users, illuminated by numerical metrics such as Diameter (2), Density (0.003982), Reciprocity (0.000000), Centralization (0.027240), and Modularity (0.978600). Additionally, the performance vector further enhances the evaluation with metrics including accuracy (97.68% +/- 2.44%), AUC (0.429 +/- 0.477), precision (97.68% +/- 2.44%), recall (100.00% +/- 0.00%), and f-measure (98.81% +/- 1.25%). The study utilizes a dataset of digital content and user interactions, applying sentiment analysis to quantify sentiments and SNA to map network connections. Findings reveal nuanced insights into audience perceptions, engagement patterns, and network dynamics within digital ecosystems. Moreover, the study employs numerical metrics to evaluate the performance of sentiment analysis and SNA methodologies. The results underscore the importance of integrating sentiment analysis and SNA in comprehensively understanding online behavior and communication dynamics, offering valuable insights for content creation, engagement optimization, and community management strategies in digital environments.
... According to the findings, the relationship between product involvement and intention to purchase is not significant. This is consistent with the findings of Lee et al. (2017) and Mou et al. (2020) as consumers evaluate the product involvement according to their needs, desires, and value (Bian and Moutinho, 2011). In addition, Rahbar and Wahid (2010) proved that consumers who are based in Penang usually purchase green products due to social responsibilities, as they wish to contribute to social welfare. ...
The impact of urbanisation and increasing number of populations have become major factors that lead to negative impact toward the environment. Although waste management has been practiced by most of the marketers, the problem of waste is still not well-managed. Therefore, this study is conducted with the aim to examine the impacts of consumers’ perception towards products of bio-waste and to understand consumers’ purchasing behaviour. The paper adopted multiple regression analysis in investigating consumers’ perception towards bio-waste products and consumers’ purchasing behaviour variables. The self-administered surveys were randomly disseminated to Penang consumers, where 99 responses were collected. The result shows a positive relationship between consumers’ perception towards bio-waste and purchase behaviour variables, which is consistent with the theory of planned behaviour. Thus, this study caters several implications and recommendations to the scholars, industrial practitioners and policymakers regarding consumers’ perception and purchasing behaviour towards bio-waste products.
... Involvement is originally a psychological concept, referring to the perceived significance and relevance that individuals attribute to specific entities 12 . Diverse manifestations of involvement emerge based on the objects under consideration, including but not limited to product involvement, shopping involvement, brand involvement and advertising involvement 13 . In the field of health decision-making, the importance and relevance of different disease types to patients exhibit distinctions. ...
In traditional offline health-seeking behavior, patients consistently exhibit a preference for similar types of physicians due to limited access to physicians’ information. Nevertheless, with the advent of online health consultation platforms offering comprehensive physicians’ information for patients, raises the question: do patients continue to exhibit uniform preference for physicians? To address this issue, we first employed a behavioral experiment to discern patients’ preferences for different types of physicians’ information under different health involvement, and then conducted a functional magnetic resonance imaging (fMRI) experiment to furnish neural/physiological evidence. The results showed that health involvement modulates patients’ preferences, when health involvement was low, patients had diverse preferences for physicians, that is, different types of physicians’ information could individually impact patients’ choice and could serve as substitutes for each other. When health involvement was high, patients’ preference for physicians were uniform, highlighting that the collective influence of different types of physicians’ information on patients’ choice behavior. From the neural level, an explanation for the results was that the ventromedial prefrontal cortex (VMPFC) and ventral striatum (VS) brain regions, two key brain regions reflecting individual cognitive resource allocation, had different activation levels under different health involvement, indicating that patients allocated different cognitive resources.
... In line with prior B2B studies (Mou, Zhu, & Benyoucef, 2020;Zhang, Xu, & Wu, 2022), we categorized the products featured in each livestreaming event as either high or low involvement based on product involvement. Notably, each livestreaming event in our study sells only one type of product, and we used industry-specific labels to determine product involvement. ...
Livestreaming eCommerce companies invest a significant amount of time and resources in setting up their livestream studios. However, these companies struggle to determine how the studio environment impacts sales, leading to uncertainty regarding the return on investment in their livestream studios. To address this critical yet under-studied issue, we examine how the dual features of the B2B livestream studio environment, namely visual complexity and coherence, impact sales performance. We leveraged machine learning and deep learning algorithms to evaluate the visual complexity and coherence of the B2B livestream studio setting. We then developed the econometric model to determine how these factors affect sales during livestreaming events. Our analysis drew on a dataset of 954 B2B livestreaming events across 8 industry categories. Our study highlights the adverse effects of visual complexity and coherence on sales performance. Notably, high-involvement products are found to be more affected by visual complexity and coherence compared to low-involvement products.
... Therefore, the main factors affecting the positive performance of Chinese cross-border e-commerce are market positioning of Chinese e-commerce. The orientation of a company is a fundamental problem in China [6]. Especially in cross-border trade, there are few direct connections between the trading companies and the trading parties. ...
This paper uses the expository structural model (ISM) as the basis for research. Firstly, it briefly analyzes the business structure of our cross-border e-commerce and foreign trade business. The specific organizational structure of the enterprise will encounter a variety of interference. This paper constructs a set of enterprise supply chain performance evaluation indexes based on balanced scoring. The writing improves the information level, logistics ability, customer status maintenance, and other vital links. Simulation results show that this method can improve the overall performance of foreign trade documents.
... Researchers delve into the preferences and expectations of users, striving to discern which aspects of a product resonate most strongly with them. This investigative stage serves as the foundational basis upon which subsequent design decisions are made [26]. ...
This study aims to integrate data-driven methodologies with user perception to establish a robust design paradigm. The study consists of five steps: (1) theoretical research—a review of the subject background and applications of Kansei engineering and gray relational analysis (GRA); (2) algorithmic framework research—the discussion delves into the intricate realm of Kansei engineering theory, accompanied by a thorough elucidation of the gray relational analysis (GRA) algorithmic framework, a crucial component in constructing a fuzzy logic model for product image modeling; (3) Kansei data collection—18 groups of perceptual words and six classic samples are selected, and the electric recliner chair samples are scored by the Kansei words; (4) Kansei data analysis—morphological analysis categorizes the electric recliner chair into four variables. followed by the ranking and key consideration areas of each area; (5) GRA fuzzy logic model verification—the GRA fuzzy logic model performs simple–complex (S-C) imagery output on 3D models of three modeling instances. By calculating the RMSE value of the seat image modeling design GRA fuzzy logic model, it is proven that the seat image modeling design GRA fuzzy logic model performs well in predicting S-C imagery. The subsequent experimental study results also show that the GRA fuzzy logic model consistently produces lower root mean square error (RMSE) values. These results indicate the efficacy of the GRA fuzzy logic approach in forecasting the visual representation of the electric recliner chair shape’s 3D model design. In summary, this research underscores the practical utility of the GRA model, harmoniously merged with perceptual engineering, in the realm of image recognition for product design. This synergy could fuel the extensive exploration of product design, examining perceptual engineering nuances in product modeling design.
... Environmental innovation generally covers the innovation of Entrepreneurship Technology and environmental products, referring to an enterprise preceding environmental management with positive attitudes to enhance environmental product brand and making product, process, and management innovation for promoting environmental management performance (Kalenova et al., 2020;Mou et al., 2020). An enterprise preceding Entrepreneurship Technology innovation aims to enhance production efficiency or optimize product effect to enhance the utilization of resource and energy, reduce the use and disposal of toxic materials, pay attention to the recycle and reuse design, and reduce the burden of environmental pollution to improve environmental quality4. ...
The occurrence of extreme climate and continuous environmental disasters has various countries in the world realize the urgency of environmental protection and remind the countries of making the best efforts for environmental protection. In the visible future, there is rising and complete environmental awareness, and relevant green systems would become an alternative trade barrier tactic. Aiming at supervisors and employees in high-tech industry in Taiwan as the research objects, total 500 copies of questionnaire are distributed, and 425 valid copies are retrieved, with the retrieval rate 85%. The research results show that 1.Entrepreneurship Technology is an asset for enterprises in high-tech industry and is different from the Entrepreneurship Technology capabilities of other companies that it is the source of the competitive advantage, 2.enterprises in high-tech industry have to consider the possession of Entrepreneurship Technology and increase in relevant Entrepreneurship Technology to conform to the environmental product brand strategies and the requirements for environmental product systems, and 3.the trend of creating environmental competitive advantages of high-tech industry through environmental management would be the critical factor in changing future market. According to the results to propose conclusion, it is expected to help enterprises acquire environmental competitive advantages in the environmental protection wave.
... In addition to the impact of involvement on perceived value, involvement was often seen as an important psychographic construct due to its potential influence on consumer's behavior with respect to decision making and purchase intention (31,32). It has been suggested in many empirical studies that involvement has a positive influence on consumers' behavioral intention to purchase (33)(34)(35). Therefore, we proposed the following hypothesis: ...
Background
As an application of inclusive finance in health insurance, inclusive commercial health insurance (ICHI) is a new public-private partnership-based health insurance scheme and has been vigorously promoted by the Chinese government in recent years to develop China Multi-level Health Insurance System, a system that aims to seek a mix of public and private sources to provide more affordable financial protection to all levels of society in line with their needs. However, the overall enrolment of ICHI scheme is still at a low level, and little is known about what influences residents' enrolment intentions. The aim of this study was to examine the multidimensional factors influencing residents' behavioral intentions and to develop a multivariate conceptual model to explore the psychographic process in the formation of enrolment intention.
Methods
The empirical data used for model validation were obtained from a cross-sectional study conducted in Nanjing, China, a representative pilot city of ICHI scheme in 2022. Exploratory factor analysis, ANOVA, standard multiple regression, and hierarchical multiple regression were mainly employed for hypothesis testing.
Results
The findings revealed that involvement, perceived benefit, and perceived sacrifice are all crucial psychographic process factors in the formation of residents' enrolment intentions. Government participation positively moderates the influence path of “perceived benefit—enrolment intention” but negatively moderates the path of “perceived sacrifice—enrolment intention”. Moreover, it was discovered that perceived benefit mediates the effect of involvement on enrolment intention, while perceived sacrifice does not.
Conclusions
Improving residents' perceived benefit and involvement degree of the product, as well as reducing their perceived sacrifice, are both key to increasing their enrolment intentions. This study also points out that one of the main dilemmas in the current development of ICHI scheme is the low level of involvement among residents, and that optimizing the product design to make it more relevant to residents' lives is a more beneficial strategy to increase overall involvement.
... J. Mou et al. established a research model of consumers' willingness to buy based on participation theory and tested the model using covariance modelling techniques to investigate consumers' desire to spend on CBEC platforms from a psychological perspective. In accordance with the findings, product quality did not significantly increase customers' willingness to buy; rather, product awareness and recognition as well as platform awareness and recognition significantly increased consumers' readiness to buy [3]. M Giuffrida et al. found that CBEC is gradually becoming a new mode of internationalisation, but it faces enormous logistical problems. ...
With the continuous development of economic globalisation, China has established free trade zones (FTA). To promote the diversification of cross-border e-commerce in FTA and increase industry competitiveness, the Porter's Five Forces model (PFFM) was used to analyse the profit model of e-commerce enterprises. Based on fuzzy logic, an evaluation model for the profit model of cross-border e-commerce was constructed, and this evaluation model was used to evaluate the profitability of cross-border e-commerce. The results show that the evaluation model constructed based on fuzzy logic can better reflect the profitability of enterprises. The accuracy of multilevel fuzzy evaluation is above 80% every year, with the highest accuracy being in 2017, and the evaluation accuracy for that year is 98.5%. The study of a cross-border e-commerce profit evaluation model based on multilevel fuzzy evaluation method can better reflect the profitability of enterprises and help them clarify their future development direction.
... Since all the necessary information is usually found on the label or on an information sheet attached to the product (the manufacturer takes care of these data), as already mentioned, companies often decide to build their own data catalogues, adapting them to their own needs and taking care of their quality on their own, improving the acquired data or creating them from scratch for the IT system. This fact is not surprising given that in e-Commerce, a unique marketing description of a product gives a noticeable competitive advantage ( [10] , [11]), hence the need to combine reliable information from the manufacturer with data created for the shop. ...
Product master data are an essential and key component of purchasing processes, ensuring the smooth running of business operations within companies. Unfortunately, due to the lack of a single, complete, worldwide information system storing reference data, managing the data, maintaining its quality, reliability, and timeliness, requires building quality assurance teams for such processes in most companies. There are numerous errors in product data, and identification and correction of them are time-consuming, especially for large data sets that contain many millions of products. These errors are due to the so-called human factor but are also the result of technical errors and limitations of IT systems. Therefore, in the paper, we proposed a number of solutions by category and group that can automate, simplify, and shorten the master data management process. There are also presented examples of data validation using a variety of techniques, rule-based, dictionary-based, and machine learning, that enable mass verification of both images, textual parameters, digital parameters, and classifiers, while indicating the probability of errors in specific attributes as well as in their combination, and in some cases correcting or proposing correct records. The performed tests illustrate the magnitude of problems and potential on a sample dataset.
... Minat beli konsumen dapat didefinisikan sebagai keinginan konsumen untuk membeli suatu produk atau jasa [14]. Minat beli ditentukan oleh nilai yang dirasakan berdasarkan penilaian keseluruhan dari biaya dan manfaat yang diberikan penawaran pasar [15]. ...
This study aims to determine the factors that influence consumer purchase intention in the online marketplace in Batam City. The independent variables proposed in this study include trust, convenience, customer service, hedonic motives, and usefulness motive, which are mediated by the attitude towards online shopping and moderated by trust in website. The research methodology used is quantitative. The data used is primary data from the results of a survey using an online questionnaire with 300 respondents. The analytical method used is the Structural Equation Model method using SmartPLS 3 software. The results of this study found that trust and convenience did not have a significant positive effect on attitudes toward online shopping. Consumer service, hedonic motives, and usefulness motives have a significant positive influence on attitude toward online shopping. Attitude toward online shopping affects purchase intention. Trust in website does not provide a moderating effect between attitudes toward online shopping and purchase intention. From the results of our research, it can be seen that consumer service, hedonic motives, and usefulness motives have a role in shaping consumer attitudes toward online shopping. Then the attitude will determine the purchase intention for products sold in online marketplaces.
... Involvement generally describes a motivational state based on an individual's values and needs (Zaichkowsky, 1986). Product involvement is the perceived importance of a product based on someone's interests and needs (Bian and Moutinho, 2011) and is connected with several attitudinal properties of a decision making process (Mou et al., 2020). The degree of involvement influences consumers' cognition of product information (Zhu et al., 2019), so the level of product involvement determines the extent of cognitive and behavioral effort when making a purchase decision (Chakravarti and Janiszewski, 2003). ...
Online shoppers make product purchase decisions based on product information shown on a retailer’s website and potentially in comparison to that seen on competitors’ websites. Insufficient, poor quality or missing information about a product can lead to reduced retailer sales. Measuring online Product Information Quality (PIQ) is therefore an essential element in helping retailers maximize their potential success. This paper aims (1) to identify directly quantifiable PIQ criteria, (2) to assess the effects of PIQ and (3) to evaluate the moderating effect of product involvement.
We conducted a scenario-based experiment within 3,544 DIY online shoppers from the UK. Within an 8x2x2 between-subjects design we manipulated the factors PIQ criteria (8), PIQ level (2) and product type (2).
The findings support that poor PIQ has a negative impact on consumers online shopping outcomes. We also found that the effects of PIQ differ between the various criteria, the product category and the level of consumer involvement in the selling process. In the context of product depiction, title readability and product attribute comparability with other retailers’ websites a high level of PIQ is required. Moreover, high involvement products need a higher level of PIQ than low involvement products.
This research expands website quality and service failure literature by introducing PIQ criteria and its effects in the context of online retailing. We also establish actionable managerial recommendations to assist retailers to embrace and utilize PIQ to better understand their own potential website, and thus business, improvements.
Prior research on social media has considerably advanced our understanding of how social media use affects international market performance. However, extant social media literature has not addressed why social media use stimulates positive results in modern cross‐border e‐commerce and how it evolves in the internationalization process. Overlooking the role of social media use in the above issues has limited our understanding of international business management. Drawing on the Uppsala model, this study used the case study method in the form of a cross‐country comparative study including six large enterprises (LEs) and six small and medium enterprises (SMEs) from Germany, Thailand, and Taiwan, respectively. The results provide compelling evidence that the way of using social media significantly differs in cross‐border e‐commerce among countries, while the main internationalization process differs fundamentally between LEs and SMEs. As such, this study provides novel theoretical insights to scholars and empirical implications to practitioners.
Purpose
Compared to traditional (domestic) e-commerce consumers, cross-border electronic commerce (CBEC) consumers may face greater information asymmetry in the CBEC purchase process. Given this background, however, the literature has paid limited attention to the informational antecedents that influence consumers' perceptions of transaction costs and their CBEC purchase intentions. To fill this gap, this study integrates the elaboration likelihood model (ELM) and transaction cost theory (TCT) to develop a model for exploring how product (website informativeness, product diagnosticity and website interactivity as the central route) and external (country brand, website policy and vendor reputation as the peripheral route) informational antecedents affect consumers’ evaluations of transaction costs in terms of uncertainty and asset specificity and their CBEC purchase intentions.
Design/methodology/approach
This study employs a survey approach to validate the model with 766 Generation Z CBEC consumers based on judgment sampling. The partial least squares (PLS) technique is adopted for data analysis.
Findings
The results show that all the proposed central and peripheral informational antecedents reduce consumers’ perceptions of uncertainty and asset specificity, which in turn negatively influences their CBEC purchase intentions.
Originality/value
Through this investigation, this study increases our understanding of how product and external informational antecedents affect consumers’ evaluations of transaction costs, which subsequently determine their CBEC purchase decisions. This study offers theoretical contributions to existing CBEC research and has practical implications for CBEC organizations and managers.
Since increase in exportsis highlybeneficial for the economic development and growth of a country, this research exposes the negative effects of a brand’s country-of-origin on consumer purchase intention in developing countries, it exposes how a brand’s country- of-origin in developing countries influences local consumers to purchase imported brands more than local brands. Through the use of a quantitative research method, this research is based on data collected from a sample size of 600 that was analyzed in SPSS. The findings shows that country-of-origin influences the purchase of local and imported FMCGs in Zambia, but its effects are much stronger towards the purchase of imported goods than local goods. Furthermore, the results also reveal that Zambians are prone to purchase imported goods because they trust them. These findings therefore provide empirical evidence of the importance of the need for more studies and usage of country-of-origin and brand trust in marketing research and practice in developing countries.
Since the COVID-19 pandemic has forced most industries to embrace an online platform utilizing technological breakthroughs, it has significantly impacted our daily lives. Businesses that use marketplaces to sell and trade products to customers while increasing their participation through online shopping or e-commerce are among the sectors that take advantage of these situations. The current study set out to evaluate the level of customer satisfaction, trust, and service quality of the e-commerce application to enhance the system and provide a better shopping experience. Facebook, Shopee, Lazada, Shein, and TikTok were the five e-commerce platforms evaluated. The Philippines was the location of this study, and at least 200 people answered the survey, which was conducted in-person and online and consisted of 72 questionnaires. The researchers assessed twelve latent variables: perceived security, customer satisfaction, application interface, brand equity, tangibility, reliability, responsiveness, assurance, empathy, and information credibility. Structural equation modeling and multi-criteria decision analysis were used to analyze the data. The findings demonstrated that assurance, application interface, information credibility, and brand equity directly impacted service quality. Moreover, a direct and significant correlation exists between customer satisfaction and service quality. Customers’ trust is significantly impacted by their level of satisfaction and perception of security. The e-commerce apps were ranked using a multi-criteria decision analysis technique, which is the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) based on tangibility, responsiveness, assurance, reliability, and empathy. Facebook received a low rating, whereas Shopee was ranked highest. To further enhance the services offered, the lowest rated application may use the results from the combination of the TOPSIS and SEM results. Additionally, application providers, managers, and researchers examining the user–software interaction of relevant e-commerce applications might utilize the study’s results to enhance their services regarding the purchasing experience and provide a sustainable service. Finally, this study is among the first to use the structural modeling approach to evaluate customer trust and satisfaction while integrating service quality and TOPSIS.
The aim of the article. The aim of the article is to search for existing services for writing product descriptions based on artificial intelligence and to compare them in terms of a factor evaluation of key functional and commercial indicators. The results of the analyses. An analysis of seven services utilizing artificial intelligence for automated product description writing has been conducted. The general conclusion is that the use of artificial intelligence for this purpose holds significant potential but poses certain challenges and issues that need to be considered. One notable aspect is the similarity in the quality level of the output text across these services. They all demonstrate approximately similar results, providing text that meets the required standards. This makes them effective tools for integration through APIs in large-scale e-commerce projects with extensive product catalogs. Chat GPT stands out with a high score, particularly due to the multitude of parameters available for use through its API, making it an attractive choice for projects requiring consideration of diverse product characteristics in generated text. Having highlighted the advantages, it is crucial to address the challenges posed by artificial intelligence in the context of writing product descriptions. The primary unresolved issue revolves around the similarity of generated texts for similar products. This problem requires further investigation. In summary, the utilization of artificial intelligence for crafting product descriptions in e-commerce is a promising development direction, enabling time and resource savings. With the right approach and consideration of the specific project's characteristics, services of this kind can become effective tools for optimizing the processes of writing product descriptions in e-commerce. Conclusions and direction for further research. With the rapid growth of the e-commerce market worldwide, the number of products requiring descriptions is increasing exponentially. These descriptions should be well-written to encourage website visitors to make purchases. Producing such a large volume of necessary texts solely by increasing the number of copywriters on a company's payroll is difficult and economically inefficient. Therefore, at this stage of artificial intelligence development, specialized tools have started to emerge that write product descriptions automatically. Although they still have some drawbacks, they are reliable assistants in saving resources for e-commerce enterprises and increasing economic efficiency. A comparison of such services has shown that they are roughly on the same level in terms of writing quality and effectively address the tasks assigned to them. The choice of a specific service will depend on the specific business processes of the enterprises, such as the importance of integrating functionality through APIs. Overall, the level of problem-solving for these services is high, except for one — they have not yet overcome uniformity in writing descriptions when similar product characteristics exist. This problem requires further study to find an appropriate practical solution. In addition to the challenges identified, it is essential to emphasize the ethical considerations associated with utilizing artificial intelligence in generating product descriptions. As these systems rely on vast datasets, there is a risk of unintentionally perpetuating biases present in the training data. Ensuring fairness and inclusivity in the language generated by these tools is a critical aspect that demands continuous attention and improvement.
The prosperity of cross-border e-commerce (CBEC) has boosted the global economy and strengthened international trade ties. It arouses wide attentions among scholars, which leads to the appearance of massive researches in the CBEC field, which makes it difficult to do a comprehensive and objective analysis in CBEC field by traditional literature review methods. Two bibliometric methods, main path analysis (MPA) and science mapping technology (SciMAT), are used in this study to explore the significant knowledge development trajectory and identify the academic theme evolution in the CBEC field. The CBEC field has three academic origins, namely strategic research, culture adaptability, and online marketing. The theme evolution analysis identifies the key academic themes in different periods; we divide the CBEC field into five different research clusters according to the evolution relations. This study comprehensively analyzes the development process and structures the knowledge construction for the CBEC field, which is advantageous to deepen the understanding of CBEC and provide the enlightenment for future researches.
Cross‐border electronic commerce (CBEC) was developed from traditional e‐commerce to cater to the growing demand for online transactions among global traders. Consumer behaviour is one of the most important topics that multistakeholders (e.g., e‐commerce platforms, entrepreneurs, governments and third‐party service providers) need to understand to develop CBEC. Although for over a decade studies across disciplines and regions have explored various consumer behaviours and their factors in CBEC through diverse research methods and theoretical lenses, the current literature is still fragmented and lacks consolidation of past contributions. In the present study, we conduct a systematic literature review based on 40 CBEC studies to present an overview of the current research status of the field. This study analyzes research contexts, theoretical applications and methods, and unifies a CBEC definition as a benchmark for future research. More importantly, we employ the Stimulus–Organism–Response (S–O–R) framework to categorize factors into the inner and outer CBEC ecosystem stimuli, cognitive and affective states, and approach and avoidance behaviours, and to generalize two consumer behavioural patterns to provide a comprehensive understanding of consumer behaviours in CBEC. With the proposed future research directions, we believe that this review can serve as a fundamental and informative guideline for researchers to continue advancing knowledge of the field.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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)
Because the Internet purchase of apparel is risky, there is a strong need to develop better visual product presentation on-line that may give some sense of fit and other tactile experience to reduce perceived risk and create pleasurable shopping experiences. Toward this end, the effect of product presentation on consumer responses was examined here. In addition, the relationships among variables were investigated to provide details of the nature of the effect of product presentation. This study employed a 2 2 between-subjects factorial design: product movement (product in motion vs. product not in motion) image size (large vs. small). Mock Web sites were created to closely mimic the design of actual Web sites. Two hundred forty-four female undergraduates logged on and evaluated two pairs of pants under the same treatment conditions. The present research showed (a) main effects for product movement on mood, perceived risk, and apparel purchase intention; (b) an interaction between product movement and image size on apparel purchase intention; (c) a negative relationship between mood and perceived risk; (d) a positive relationship between mood and apparel purchase intention; (e) a negative relationship between perceived risk and apparel purchase intention; and (f) mediating relationships among variables. Based on the results, apparel e-tailers are advised to create positive mood using product rotation to decrease shoppers' perceived risk and increase purchase intent. © 2005 Wiley Periodicals, Inc.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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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.
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.
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.
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.
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.
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.
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.
Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i. e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.
A multitude of evidences show that impulse purchase is prevalent online, yet relatively limited knowledge is available on this phenomenon. The study borrows marketing wisdom to information systems space to quantify how the website cues (products availability, website ease of use and visual appeal) affect personality traits (instant gratification, normative evaluation and impulsiveness) to urge the impulse purchase online. Structural equation modeling technologies are employed to evaluate the research model based on a survey questionnaire. The results show that personality factors of instant gratification, normative evaluation and impulsiveness are key determinants of urge to buy impulsively, while perceived website cues of visual appeal, website ease of use and product availability are important precursors. Through combining marketing and IS wisdom, a number of new insights are offered which enrich our understanding on the determinants of online impulse purchase decision as well as on how a proper IS design alters consumer shopping experience to engender more online impulse purchase.
Flow, a construct borrowed from reference disciplines, has been proposed as the central process in Web navigation. However, when flow is applied directly to the context of marketing, it suffers from conceptual ambiguity and overlap with the popular marketing construct, involvement. The present study aims to provide a clear framework within which to delineate the relationship between flow and involvement, and thus develop a better theoretical basis that incorporates the flow construct into Internet marketing. This study first distinguishes explicitly between flow, enduring involvement, and situational involvement. It then operationalizes these constructs with the use of customary measures to disclose their unique and common characteristics. Finally, a second-order confirmatory factor analysis allowing measurement errors is used to identify explicitly the tripartite relationship between the three constructs. The conceptual and operational implications are discussed. © 2006 Wiley Periodicals, Inc.
This article presents an exploratory study of a conceptual model of perceived customer value in a business-to-consumer e-commerce setting. Key precursors of perceived customer value included in the model are valence of on-line shopping experience, perceived product quality, perceived risk, and product price. Relationships among these variables (as well as mediating variables) and their relationship to on-line shoppers' value perceptions are explored. The theoretical framework proposed in this work expands on previous efforts on perceived customer value by including new variables relevant to an e-commerce setting and by integrating several key variables into one model. The preliminary findings lead to several implications. © 2003 Wiley Periodicals, Inc.
In China, major C2C websites are focusing on increasing their customer bases by converting members of their virtual communities (VCs) into C2C buyers and sellers. This phenomenon is called e-commerce based on social networks (ENS). The current research analyzes what factors affect trust building among VC members and how this trust influences the trust in the C2C website or vendor. We propose and empirically test a model of trust in VCs based on the trust formation mechanism. Using data collected from Taobao Virtual Community, we show that familiarity, perceived similarity, structural assurance, and trust propensity are important antecedents to trust in members in VCs. Analyses of the two kinds of trust show that trust in members’ ability significantly affects three dimensions of trust in the vendor/website in terms of ability, integrity, and benevolence. In addition, trust in members’ integrity and benevolence stimulates the purchase intention and trust in the vendor/website’s ability positively affects the intention to get information and the purchase intention.
Blogs recently have demonstrated their enormous marketing potential, and more and more travel advertisements are being posted in blogs. In light of this observation, this study aims to provide insights into the structural relationship among travel bloggers' involvement level, the advertising effect from blog messages, and travel bloggers' intention to purchase travel products. A travel blogger's purchase intention model was constructed and empirically tested. A total of 900 questionnaires were distributed to identified travel bloggers; 398 valid responses were returned. The data were examined with Structural Equation Modelling (SEM). The results demonstrated the positive impact resulting from the ad effect as well as the ad effect on purchase intention, which could be verified in travel blog environments. It also indicated that high-involvement travel bloggers are more likely to form favourable impressions with regard to ads in travel blogs. Travel blogs play a positive role in the processing of ad messages; brand management is essential to business marketers since brand attitude is the most influential factor related to the ad effect on purchase intention. Meanwhile, while ad attitude is not significantly effective concerning purchase intention, it remains essential in forming brand attitudes. Several implications for posting advertisements in travel blogs will be discussed and suggested in this paper.
Information systems professionals must pay attention to online customer retention. Drawing on the relationship marketing literature, we formulated and tested a model to explain B2C user repurchase intention from the perspective of relationship quality. The model was empirically tested through a survey conducted in Northern Ireland. Results showed that online relationship quality and perceived website usability positively impacted customer repurchase intention. Moreover, online relationship quality was positively influenced by perceived vendor expertise in order fulfillment, perceived vendor reputation, and perceived website usability, whereas distrust in vendor behavior negatively influenced online relationship quality. Implications of these findings are discussed.
This study aims to understand how website interactivity (active control and reciprocal communication) can impact purchase intention through website involvement and how the impacts are moderated by the type of products featured on websites. In a laboratory experiment, 186 participants were asked to perform purchasing tasks of non-fictional books or greeting cards on websites of varying levels of interactivity. Results indicate that websites with a high level of active control lead to cognitive involvement and, in some instances, affective involvement. Websites with reciprocal communication lead to affective involvement for functional products but not expressive products. Responses from the participants also reveal that an increase in website involvement leads to higher purchase intention. Implications for research and practice are discussed.