Abstract
Persuasive strategies are used to influence the behavior or attitude of people without coercion and are commonly used in online systems such as e-commerce systems. However, in order to make persuasive strategies more effective, research suggests that they should be tailored to groups of similar individuals. Research in the traits that are effective in tailoring or personalizing persuasive strategies is an ongoing research area. In the present study, we propose the use of shoppers' online shopping motivation in tailoring six commonly used influence strategies: scarcity, authority, consensus, liking, reciprocity, and commitment. We aim to identify how these influence strategies can be tailored or personalized to e-commerce shoppers based on the online consumers' motivation when shopping. To achieve this, a research model was developed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and tested by conducting a study of 226 online shoppers. The result of our structural model suggests that persuasive strategies can influence e-commerce shoppers in various ways depending on the shopping motivation of the shopper. Balanced buyers—the shoppers who typically plan their shopping ahead and are influenced by the desire to search for information online—have the strongest influence on commitment strategy and have insignificant effects on the other strategies. Convenience shoppers—those motivated to shop online because of convenience—have the strongest influence on scarcity, while store-oriented shoppers—those who are motivated by the need for social interaction and immediate possession of goods—have the strongest influence on consensus. Variety seekers—consumers who are motivated to shop online because of the opportunity to search through a variety of products and brands, on the other hand, have the strongest influence on authority.
Highlights
Selling products online is no longer sufficient for e-businesses to differentiate themselves from their online competitors
The overarching research question that is addressed by this paper is the following: How are e-commerce shoppers influenced by persuasive strategies based on their different motivations to shop online?
To answer the research question “How are e-commerce shoppers influenced by persuasive strategies based on their different motivations to shop online?” our results indicate that there are significant differences in the effects of various persuasive strategies on e-commerce shoppers as a result of their online shopping motivation
Summary
Selling products online is no longer sufficient for e-businesses to differentiate themselves from their online competitors. Businesses have to come up with new strategies to influence the purchasing decision of their clients. Persuasion and how it is used to influence people’s attitudes and the way they behave are an active research area in several domains including e-commerce. Shopping Motivation and the Influence of Persuasion strategies to change how people act and behave without coercion (Fogg, 2002). These strategies are often referred to as persuasive strategies (Fogg, 2002) and are implemented in various forms such as messages targeted at an audience. Existing research indicates that the use of persuasive strategies are more likely to result in a desired attitude or behavior change when these strategies are tailored to an individual or a group of individuals who are similar (Kaptein, 2011; Kaptein et al, 2012, 2015; Orji et al, 2014b)
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