Influence Online Consumer Research Articles

Navigating the Digital Consumer Mind: Understanding the Psychological Aspects of E-commerce Success

In the digital era, E-commerce has emerged as a prominent stage where psychology and business seamlessly integrate. This article extensively delves into the crucial role of psychology in achieving E-commerce success, with a focus on a profound understanding of the minds of digital consumers. The research aims to detail the roles of psychological aspects such as perception, motivation, and purchase decisions that influence online consumer behavior. The research method involves meticulous study design, a representative sample of digital consumers, and data collection through targeted research instruments. Data analysis is conducted to gain profound insights into the psychological factors that play a key role in E-commerce success. The research findings reveal how the design of platform interfaces, consumer motivation, and other psychological factors impact online purchase decisions. In-depth analysis is conducted on the mechanisms of product selection, the evaluation process, and the psychological impact on purchase conversions. The article also discusses psychological factors contributing to customer loyalty, including user experience and satisfaction. By understanding these psychological aspects, business practitioners can make more informed decisions and design more effective marketing strategies in the context of E-commerce. The research conclusion provides a summary of key findings, practical implications for the business world, and recommendations for further research in this field. This article offers profound insights into the marriage of psychology and business in the context of E-commerce, paving the way for further research and the development of innovative business strategies

The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention

This study aims to influence Online Consumer Reviews, Social Media Advertisements, and Influencer Endorsements on Purchase Intentions of Avoskin Skincare Products. This study used a descriptive research design approach with empirical data collected through an online survey of a sample of respondents in Jabodetabek. Empirical data are then processed using the Structural Equation Modeling approach to test some hypotheses proposed. This research is an expansion model, namely by developing existing research by replacing products from previous journals and adding brand loyalty variables. The results of this study, Online Consumer Review, do not affect purchasing intentions on Avoskin skincare products. Meanwhile, Social Media Advertisement and Influencer Endorsement positively affect the intention to buy Avoskin Skincare products. Subsequent studies can be tested using samples and other variables

Influences of Ethical Values of e-Travel Agents on Authenticity and Trust Formations: The Moderating Role of Privacy Concerns

While ethical values and privacy concerns are considered factors that influence online consumers’ decision-making process, few studies have examined the interaction effect between the two factors in the online brand development process. Therefore, this study proposed a research model to maximize the effectiveness of e-travel agents’ ethical business on brand loyalty with a consideration of the roles of authenticity and two dimensions of trust. To do so, this study collected data from 405 online customers of e-travel agents. The empirical results indicated that consumers’ perception of an e-travel agent’s ethical values leads to higher levels of authenticity, trust, and brand loyalty. However, the empirical findings also addressed that the impact of authenticity on cognitive trust became significantly weaker under the high level of online privacy concerns. A deep understanding of the interaction between authenticity/brand trust and online privacy concerns is critical in the online brand development context.

Factor That Influence Online Consumer Buying Behavior with Reference to Nepalgunj city

Phenomenon of online purchasing is increasingly gaining popularity among consumers. This is largely attributed to the benefits associated with it, such as time-saving, convenience, 24-hour availability, a wide variety of products, and the ability to compare brands and products. However, despite these benefits, consumers also perceive certain risks associated with online purchasing, including financial loss, product performance risk, delivery risk, trust and security, and website design. These perceived risks and psychological factors significantly influence consumers' behavior towards online purchasing. Therefore, this study seeks to identify the online factors that affect consumers' behavior towards online purchasing in the context of Nepalgunj. Specifically, the study aims to identify the perceived risk and psychological factors and understand the demographics of online consumers. The study reviewed recent literature on the topic and collected primary data through a well-structured questionnaire distributed online. Around 65 respondents were chosen from 30 students, 15 females from engaging in public service and 20 males were chosen from different occupation, as the distribution chain started from friend’s circle. The findings of the study suggest that perceived risk factors, such as financial risk, significantly affect consumers' buying behavior towards online purchasing. Delivery risk and trust and security have an average impact on consumers' buying behavior. Therefore, online retailers and marketers should address these risk factors and psychological concerns to encourage more online purchasing.

A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms

Online retail platforms significantly impact consumers' purchasing decisions. Satisfaction, purchase intent, and repeat online shopping drive the platform's purchasing decisions. In contrast, individuals do not purchase products due to dissatisfaction and lack of purchasing intent. It will cause hesitation and spread negative feedback to influence online consumer behaviors. This research proposes a conceptual model incorporating the Status Quo Bias (SQB) and the Negative Online Purchase Decision-Making Process (NOPDMP) to suggest a new framework for evaluating the maintained consumer behavior of online shopping platforms. The questionnaires following the proposed conceptual model were collected from the sample data from participants of 384 experienced respondents using online shopping platforms. Data were analyzed for the causal relationship using Structural Equation Model. The implications of the assessment framework that incorporates the influence of negative factors can weigh the decision to purchase products and improve and reduce shopping cart abandonment on e-commerce platforms. This framework can also describe instances of negative perspectives regarding incentive alignments with actual behaviors.

Report on the 2nd International Workshop on Transforms in Behavioral and Affective Computing (THECOG 2022) at CIKM 2022

Human decision making is central in many functions across a broad spectrum of fields including marketing, investments and smart contracts, digital health, political campaigns, logistics, and strategic management to name only a few. Computational behavioral science, the focus of the second consecutive iteration of the international workshop on transforms in behavioral and affective computing (THECOG) which was held in conjunction with CIKM 2022, not only studies the various psychological, cultural, and social factors contributing to decision making besides reasoning, but it also seeks to construct robust, scalable, and efficient computational models imitating or extending decision making processes. This year the keynote speech focused on affective robotics and their expected advantages in substantially improving the quality of human life. Moreover, the accepted papers had a considerable topical variety covering among others smart cities, speech emotion recognition, deepfake discovery, and how smart coupons may influence online consumer behavior. THECOG 2022 for a second continuous year was a central meeting point where new results were presented. Date: 21 October, 2022. Website: https://www.cikm2022.org/workshops.

The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping – celebrity endorsement as a moderating factor

PurposeAlthough prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.Design/methodology/approachTo test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.FindingsFirst, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.Originality/valueThis research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

ANALISIS FAKTOR-FAKTOR MEMPENGARUHI MINAT BELI KONSUMEN ONLINE PADA USAHA PEMPEK KOTA JAMBI

The importance role of Small and Medium Enterprise (SME) in the economics sector is undeniable and marketing management implemented for SME’s development in the future ahead and factually sees there is a need in modern society for culinary tourism. In Jambi city, one of the local cuisine product is called Pempek, which is a kind of food made from fish and processed into types of variant. Some of small shops that sell pempek in Jambi city had implemented marketing mix strategy in their business and used digital technology as a media for their online business promotion. The purpose of this research is to analyze the influence of marketing mix on online consumers buying interest (willingness to buy) of pempek product in Jambi city and to analyze level of marketing mix simultaneously influence online consumers buying interest (willingness to buy) of pempek product in Jambi city. This research is quantitative research. Instrument used in a form of Likert scale questionnaire. The research population is consumers of pempek in Jambi city, for online buyers and the sample decided for this research is 100 respondent, with purposive sampling technique. Software SPSS V.23 is used to analyze data collection.The result shows that “price” is a factor which had a significant and positive effect on consumers buying interest / willingness to buy, with significance level 0,000 < 0,05. In F test result shows Fcount>Ftable (167,219 > 2,70), with Adjusted R Square is 0,870, means that independent variable (marketing mix) has 87% influencing dependent variable (buying interest).

How a “China-made” label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news

This study is to verify whether and how a “China-made” label can influence online consumers' product evaluation as adding labels to highlight products' attributes has become an acquainted measure online by e-tailers/firms to attract online consumers' attentions. For this purpose, we conduct a 2 (label of “China-made” vs. no label) x 3 (patriotism priming vs. nationalism priming vs. no priming) between-subject factorial design to verify hypotheses. The results reveal that when consumers' nationalism is primed, the label significantly enhances the product evaluation by increasing the perceived social value of the product. Priming consumers’ patriotism, on the other hand, does not play a moderating role for this effect. A follow-up study confirms such effects for both low involvement and high involvement products. Therefore, e-tailers/firms that own China-made brands/products are advised to signal the “Chinese identity” of their products to online consumers under the current circumstance when nationalism and domestic brands are rising in China. The results also indicate that although products produced in a developing country are marked with a negative country of origin effect, marketers can turn it into a strength in marketing in certain conditions.

The power of social learning: How do observational and word-of-mouth learning influence online consumer decision processes?

Observational learning (OL) and word-of-mouth learning (WOML), two main types of social learning, can influence online consumer decisions. The consumer decision process is not limited to consumption decisions; it may be viewed as a problem-solving process that includes three stages: search, evaluation, and purchase. To date, the effects and the mechanisms of OL and WOML on the purchase process remain unclear for both researchers and marketers. In this study, we examined the differences between the effects of OL and WOML on consumers’ decisions at three online shopping stages through the theoretical route of motivation reinforcement. This approach revealed the influencing mechanisms, and we further investigated the moderating role of product involvement. We found that WOML has a greater influence on the consumer decision process than OL when consumers purchase high-involvement products, while OL has a greater influence on the consumer decision process than WOML when consumers purchase low-involvement products. Furthermore, OL will reinforce consumers’ extrinsic motivations, while WOML will reinforce consumers’ intrinsic motivations, which are negatively moderated by product involvement and sequentially affect the consumer decision process. This study enhances the theoretical understanding of the effects and mechanisms of social learning on the consumer decision process. Our findings provide meaningful insights for platform managers and sellers on how to effectively assist consumers from the beginning to the end of the purchase process.

Consumer Attitude and Loyalty in Online Shopping Environments

In the online shopping environment, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service offered by the e-marketers' to their customers. The application of technology-based service has grown rapidly in the recent years, but the current understanding of customer retention and attitude in such contexts remains limited. The present article empirically investigates the roles of e-store facets, consumer attitude and loyalty in online shopping environments. The results posit that the e-store facets such as ease of use, credibility, price benefit, security and service quality positively influence online consumer loyalty via online consumer purchase attitude, whereas functionality and innovativeness do not have much influence on consumer attitude and loyalty. The findings afford not only practical implications for e-marketers but also directions for future research on online customer attitude and loyalty.

Online consumer behaviour: extension of decomposed theory of planned behaviour with consumers' perception of online retailing ethics

Some of the most electrifying advances in our economy right away are in the realm of electronic commerce. However, many issues associated with online world still pose serious challenges to the growth of electronic commerce and affect consumer behaviour to purchase online. In this study, we test constructs from behavioural study (decomposed theory of planned behaviour (DTPB)) and online retailer ethics (consumers' perception of online retailing ethics (CPEOR)) in an integrated theoretical framework of online consumer behaviour. Exclusively, we examine how attitude, subjective norms, perceived behavioural control (PBC) and CPEOR influence online consumers' intention to purchase online and actual purchase behaviour. An empirical investigation of online consumers' behaviour in China was conducted. Forward logistic regression was used for data analysis and results showed substantial support for most of the hypotheses proposed. Managerial implications and contributions of the study were also discussed.

사회적 현전이 소셜 커머스 참여에 미치는 영향

This study shows how social presence(SP) dimensions influence online consumer's behavior in the social commerce(SC) context. It is expected that the results could be utilized in the development of SC websites. According to the results, the awareness and cognitive SP dimensions affected consumer trust, but affective SP did not. And then consumer trust toward SC websites as a belief affected attitude and intention of consumer. Thus, it was re-confirmed that a consecutive influential relationship in the theory of reasoned action, i.e., "belief-attitude-intention", was significant in SC context as well. Finally, it is required as a future research how to implement the awareness and cognitive SP dimensions in the SC websites.

Psychological and Social Factors that Influence Online Consumer Behavior

Electronic commerce has determined great changes in consumer behavior, changes caused mainly by the modification of factors that influence online consumer behavior.Among the many factors that play a key role in virtual consumer behavior the paper presents the significance, the characteristics and the specificity of psychological and social factors. This is due to the relevance of marketing research which proves that the Web experience generates mutations in mental processes that trigger the online buying decision.Therefore, marketers should acknowledge the importance of the study and the influence of these factors due to their increasing power in the digital world.

Website Characteristics and Online Consumers’ Repurchase Behavior: An Empirical Study

Online consumers experience a three-stage transaction process and every stage has its different characteristics, we developed a model based on S-O-R (Stimulation-Organism-Response) framework to show how they influence online consumers’ repurchase behavior. We used data collected from undergraduates by specified online purchase and the method of Structure Equation Modeling (SEM) to test the model. The empirical findings indicated that three aspects of website characteristics including website design, functionality and usability, post-purchase service quality all significantly affected online repurchase behavior both directly and indirectly through consumer satisfaction.

The critical factors impact on online customer satisfaction

In the last decade, the concepts of customer satisfaction and customer retention have gained increasing importance in both online and off-line businesses. The primary objective of the present study is intended to ascertain the factors that affect online consumers’ satisfaction in Taiwan. In it, information quality, system quality, service quality, product quality, delivery quality and perceived price have been identified and taken as the antecedents of user satisfaction. The present study, too, holds the key to unravelling how these factors may influence online consumers’ satisfaction. A survey was conducted with 390 Taiwan’s university undergraduates who had online purchase experience. Multiple regression techniques were used to verify the overall model fit and to illustrate online customers’ satisfaction. The results showed that online consumers’ satisfaction was positive and significant affected by information quality, system quality, service quality, product quality, delivery quality and perceived price at significant P ¡0.01 level. Moreover, delivery quality was the most important factor and followed by product quality. The evidence generated in the present study suggests that e-commerce operators should pay more attention on the product sourcing, and cooperate with the delivery supplier to provide a higher delivery quality such as correct order, on time, and safety package. The implications of this finding, among others, are thoroughly discussed in the concluding section.

Aesthetics and the online shopping environment: Understanding consumer responses

As the e-tail industry continues to grow with increasing competition witnessed, the study of how to entice and retain online customers has never been as important as at present. Our hierarchical model examines how the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, influence online consumers’ psychological reactions, including perceived service quality, satisfaction, and arousal, and how these psychological changes, in turn, influence online consumers’ conative tendencies. The results indicate: (1) consumers’ cognitive, affective, and conative outcomes can be significantly evoked by aesthetic stimuli; (2) the two dimensions of web aesthetics exhibit dissimilar patterns of influences; and (3) purchase task significantly moderates consumers’ responses in terms of magnitude and direction. The study provides practical guidelines for properly manipulating the two dimensions of web aesthetics based on consumers’ motivational orientations.

The Impact of Flow on Online Consumer Behavior

Previous research has acknowledged flow as a useful construct for explaining online consumer behavior. However, there is dearth of knowledge about what dimensions of flow and how they actually influence online consumer behavior as flow is difficult to conceptualize and measure. This research examines flow and its effects on online consumer behavior in a unified model which draws upon theory of planned behavior (TPB). The four important dimensions of flow (concentration, enjoyment, time distortion, telepresence) are explored in terms of their antecedent effects on online consumer behavior. Results of this empirical study show that flow influences online consumer behavior through several important latent constructs. Findings of this research not only extend the existing knowledge of flow and its antecedent effects on online consumer behavior but also provide new insights into how flow can be conceptualized and studied in the e-commerce setting.

Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network. A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.