20,356 research outputs found

    Mobile shopping experience : The factors and emotions affecting the shopping experience on a smartphone

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    With respect to their usage, online stores’ conversion rates on smartphones are still lower than on computers or desktops. Even though smartphones have their device limitations, there is still a monetary gap which could be diminished by knowing how to properly design an online shopping experience for a smartphone. This study adopts the idea behind Stimulus-Organism-Response model. Based on this model, an online store contains stimuli, which affect the customer’s organism. The organism can be divided to cognition and affect. The customer’s conscious behaviour is due to their cognition and unconscious behaviour due to affect, in other words emotions. Different emotions cause different behavioural responses and by knowing which emotions are the most significant in customers’ online shopping experience, customers’ actions can be predicted. This study’s purpose is to find out which stimuli, or factors, are most significant in m-shopping context and what emotions these factors evoke. To find out what these significant factors and emotions are, an experiment including three shopping tests was conducted. The shopping tests were carried out in ethical fashion apparel online stores. The experiment was done by ten participants. From these results was formed a list of 43 factors, which hold significance in customer’s online shopping experience. These 43 factors were divided in six main categories, which are named as content, navigation, visual, product, smartphone, and environment and internal state categories. The significant emotions inside each category were determined with the help of an emotion assessment tool called Geneva Emotion Wheel. Based on this study’s results, the navigation category is the most significant category for shopping experience, and the product category for shopping outcome. The shopping experience is not only affected by the online store’s design, but also by the online store’s products, environment, customer’s internal state and customer’s smartphone, though smartphone’s significance is small. The navigation and content factors evoke similar emotions and are relevant for completing a shopping task. The visual and product categories for their part evoke similar emotions and are important for attracting the customer. The taxonomy of significant factors and emotions provided in this study can be used by both researchers and managers alike to further study and plan an online shopping experience.Vaikka älypuhelinten merkitys nyky-yhteiskunnassa on suuri, jää verkkokauppojen konversiot älypuhelimilla selatessa suhteessa tietokoneita pienemmiksi. Vaikka älypuhelimilla on omat rajoittavat tekijänsä, hyvän shoppailukokemuksen luomalla verkkokaupan konversiota älypuhelimella voitaisiin parantaa. Tämä tutkimus käyttää pohjanaan S-O-R mallia. Mallin mukaan verkkokauppa sisältää ärsykkeitä, mitkä vaikuttavat elimistöömme joko kognitiivisella- tai tunnetasolla. Asiakkaan tietoinen toiminta johtuu kognitiosta ja tiedostamaton toiminta puolestaan tunteista. Eri tunteet aiheuttavat erilaista käyttäytymistä, ja tietämällä mitkä tunteista ovat kaikkein merkittävimpiä asiakkaan shoppailukokemuksessa, yrityksen on mahdollista ennustaa asiakkaan käyttäytymistä. Tämän tutkimuksen tarkoitus on selvittää, mitkä ärsykkeet, toisin sanoen tekijät, ovat kaikkein merkittävimpiä mobiilikaupankäynnin kontekstissa ja mitä tunteita nämä tekijät herättävät. Tutkimusta varten luotiin koeasetelma, jossa toteutettiin shoppailutesti kolmessa eri eettisessä vaateverkkokaupassa. Koeasetelmaan osallistui kymmenen henkilöä. Tulosten perusteella muodostettiin 43 tekijän lista, jotka jaettiin kuuteen kategoriaan: sisältö-, navigointi-, visuaalisuus-, tuote-, älypuhelin- ja ympäristö ja sisäiset tekijät -kategorioihin. Merkittävät tunteet kategorioiden sisällä määritettiin tunnearviointityökalun, Geneva Emotion Wheel, avulla. Tulosten perusteella navigointitekijät ovat kaikkein merkittävimpiä shoppailukokemuksen kannalta ja tuotetekijät puolestaan shoppailun lopputuloksen kannalta. Shoppailukokemukseen ei vaikuta ainoastaan verkkokaupan design, vaan shoppailukokemuksen luonnissa on otettava huomioon ympäristö, jossa älypuhelinta selataan, kuluttajan sisäiset tekijät sekä kuluttajan älypuhelin, vaikkakin älypuhelimen merkitys tässä tutkimuksessa olikin pieni. Navigointi- ja sisältötekijät herättävät samanlaisia tunteita ja ovat tärkeitä shoppailun läpiviemisen kannalta. Visuaaliset- ja tuotetekijät puolestaan herättävät keskenään samanlaisia tunteita ja ovat tärkeitä kuluttajan kiinnostuksen herättämisessä. Tässä tutkimuksessa koottua listausta shoppailukokemukseen vaikuttavista tekijöistä ja tunteista voidaan käyttää tulevaisuudessa tutkijoiden ja yritysten toimesta tutkittaessa ja suunniteltaessa shoppailukokemusta

    Goal-directed visual attention drives health goal priming: an eye-tracking experiment

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    Objective: Several lab and field experiments have shown that goal priming interventions can be highly effective in promoting healthy food choices. Less is known, however, about the mechanisms by which goal priming affects food choice. This experiment tested the hypothesis that goal priming affects food choices through changes in visual attention. Specifically, it was hypothesized that priming with the dieting goal steers attention toward goal-relevant, low energy food products, which, in turn, increases the likelihood of choosing these products. Methods: In this eye-tracking experiment, 125 participants chose between high and low energy food products in a realistic online supermarket task while their eye movements were recorded with an eye-tracker. One group was primed with a health and dieting goal, a second group was exposed to a control prime, and a third group was exposed to no prime at all. Results: The health goal prime increased low energy food choices and decreased high energy food choices. Furthermore, the health goal prime resulted in proportionally longer total dwell times on low energy food products, and this effect mediated the goal priming effect on choices. Conclusions: The findings suggest that the effect of priming on consumer choice may originate from an increase in attention for prime-congruent items. This study supports the effectiveness of health goal priming interventions in promoting healthy eating and opens up directions for research on other behavioral interventions that steer attention toward healthy foods

    The Purchasing Involvement Scale

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    Feeling Happier When Paying More: Dysfunctional Counterfactual Thinking in Consumer Affect

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    In this research the authors examine whether counterfactual thinking, the process of imagining alternatives to reality, can have a detrimental impact on consumers’ feelings. Five studies examine the dysfunctional role of counterfactual thinking in the presence of Minimum Purchase Requirement conditional message framing (“X% off all purchases if you spend at least $Y”), and its affective consequences. Results show that the presence or absence of the minimum amount restriction (Studies 1A and 1B), success or failure to meet the restriction (Studies 2A and 2B), and perceived closeness (i.e., outcome proximity) to success or failure in meeting the restriction (Study 3), drastically influence consumer affect to the extent that participants receiving an inferior deal exhibited higher satisfaction than those receiving a superior deal. It is suggested that such promotion-induced counterfactual thinking polarizes consumer satisfaction, which may impede consumers from arriving at optimal conclusions. © 2010 Wiley Periodicals, In

    The role of brands in online and offline consumer choice

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    Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 201This dissertation examined the role of brands in consumer decision making in online environments versus offline environments. The effects of the information type and quality available in a given purchase environment influences consumer choice. The premise on which this study was based is the accessibility-diagnociticity model which states that the weight given to any piece of information which would be used for consumer decision making depends on the accessibility of that piece of information, the accessibility of alternative inputs and diagnositicity or perceived relevance of the inputs (Feldman & Lynch 1988). Information available to consumers plays a significant role in their decision making and there has been limited studies investigating this in the online versus offline shopping environments. The challenge of online shopping for some product categories is that there is limited capacity to provide touch, smell and taste information. The dissertation reports three experiments which were conducted to test the hypotheses. Participants were randomly assigned to different shopping environments with varying levels of information. The findings extend the theory of the diagnosticity of information (Alba, Hutchinson, & Lynch, 1991; Feldman & Lynch 1988; Herr, Karde, & Kim, 1991; Lynch, Marmorstein & Weigold, 1988; Lynch 2006) indicating that, when consumers observe that they do not have enough information to make a purchase decision, they do not make a decision unless the brand is familiar. vii The findings from the research offer fresh insights that familiar brands have greater advantage in online shopping than unfamiliar brands, particularly for experiential products. The results suggest that in purchase situations where there is limited sensory information, consumers rely on brand familiarity to make decisions or they do not make a decision if the brands are unfamiliar. The results of the dissertation showed that when there is limited information in consumer decision making processes, consumers use their knowledge about brands to make or not make a decision. The results contradict the long tail theory (Anderson, 2006) which proposes that the businesses would make more profits from niche offerings of unfamiliar brands. The results of the study were not conclusive on the effects of shopping environments on price sensitivity for familiar and unfamiliar brands. The results suggested the predicted pattern, though the interaction was not statistically significant and there is need for future research on online price elasticity. Future research should also explore the effects of these new sources of information like blogs, consumer and expert reviews, Facebook, etc. on consumer decision making in the offline and online environment

    A range of memory possibilities: The challenge of the false memory debate for clinicians and researchers

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    The aim of this article is to present a succinct review and evaluation of the main areas of contention in the false memory debate and, from this basis, to suggest ways in which the best from both sides can be utilised. We examine the potential pitfalls of therapy in terms of the fallibility and suggestibility of autobiographical memory and therapists and therapeutic techniques as the architects of false memories. We then evaluate the case for false memory formation examining if some researchers hold misconceived views of psychotherapy, if experimental studies lack ecological validity, and the effect of trauma on memory. Finally, we explore how the potential pitfalls of therapy can be avoided in practice, reflecting on the usefulness of British Psychological Society guidelines, how clinicians can implement research findings, and how research on the false memory debate can be improved. We conclude that the way forward is researcher-clinician collaboration in the development of ecologically valid research paradigms

    DESIGNING ADAPTIVE NUDGES FOR MULTI-CHANNEL CHOICES OF DIGITAL SERVICES: A LABORATORY EXPERIMENT DESIGN

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    Channel-switching, cross-channel free-riding, and research shopping is causing problems for companies offering multiple channels. Either customers could choose a channel that is more expensive for the company or they inform themselves in one channel but switch to a competitor for the final purchase. We aim to influence channel choice by using the recently proposed IS concept of digital nudging. In particular, we leverage the nudges of social norms and perceived risk in the online channel. In addition to this concept, we propose that the individual context of the user, like gender or personality, has to be incorporated as a moderator by designing customer specific (i.e. adaptive) nudges. To test these hypotheses, we outline an experiment design for a lab experiment and show how multi-channel choices can be influenced with design interventions in the form of nudges. As previous studies have only tested static nudges, we contribute to existing research by enhancing the nudge theory to adaptively consider user characteristics. Moreover, we apply the nudge theory to the new context of multi-channel choices. Finally, we provide guidance for practitioners on designing their own online channels

    Cognitive finance: Behavioural strategies of spending, saving, and investing.

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    Research in economics is increasingly open to empirical results. The advances in behavioural approaches are expanded here by applying cognitive methods to financial questions. The field of "cognitive finance" is approached by the exploration of decision strategies in the financial settings of spending, saving, and investing. Individual strategies in these different domains are searched for and elaborated to derive explanations for observed irregularities in financial decision making. Strong context-dependency and adaptive learning form the basis for this cognition-based approach to finance. Experiments, ratings, and real world data analysis are carried out in specific financial settings, combining different research methods to improve the understanding of natural financial behaviour. People use various strategies in the domains of spending, saving, and investing. Specific spending profiles can be elaborated for a better understanding of individual spending differences. It was found that people differ along four dimensions of spending, which can be labelled: General Leisure, Regular Maintenance, Risk Orientation, and Future Orientation. Saving behaviour is strongly dependent on how people mentally structure their finance and on their self-control attitude towards decision space restrictions, environmental cues, and contingency structures. Investment strategies depend on how companies, in which investments are placed, are evaluated on factors such as Honesty, Prestige, Innovation, and Power. Further on, different information integration strategies can be learned in decision situations with direct feedback. The mapping of cognitive processes in financial decision making is discussed and adaptive learning mechanisms are proposed for the observed behavioural differences. The construal of a "financial personality" is proposed in accordance with other dimensions of personality measures, to better acknowledge and predict variations in financial behaviour. This perspective enriches economic theories and provides a useful ground for improving individual financial services

    Factors Influencing Customer Satisfaction towards E-shopping in Malaysia

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    Online shopping or e-shopping has changed the world of business and quite a few people have decided to work with these features. What their primary concerns precisely and the responses from the globalisation are the competency of incorporation while doing their businesses. E-shopping has also increased substantially in Malaysia in recent years. The rapid increase in the e-commerce industry in Malaysia has created the demand to emphasize on how to increase customer satisfaction while operating in the e-retailing environment. It is very important that customers are satisfied with the website, or else, they would not return. Therefore, a crucial fact to look into is that companies must ensure that their customers are satisfied with their purchases that are really essential from the ecommerce’s point of view. With is in mind, this study aimed at investigating customer satisfaction towards e-shopping in Malaysia. A total of 400 questionnaires were distributed among students randomly selected from various public and private universities located within Klang valley area. Total 369 questionnaires were returned, out of which 341 questionnaires were found usable for further analysis. Finally, SEM was employed to test the hypotheses. This study found that customer satisfaction towards e-shopping in Malaysia is to a great extent influenced by ease of use, trust, design of the website, online security and e-service quality. Finally, recommendations and future study direction is provided. Keywords: E-shopping, Customer satisfaction, Trust, Online security, E-service quality, Malaysia
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