KEY FACTORS AFFECTING CONSUMER PURCHASE DECISIONS IN TAOBAO LIVE STREAMING COMMERCE IN CHINA

Abstract Live e-commerce is an emerging shopping model in recent years. With the continuous development of live broadcast commerce around the world, live broadcast commerce has become an indispensable part of online shopping for many consumers. Social interaction is a common activity in live broadcast commerce. When there is social interaction between the anchor and consumers or between consumers and consumers, it may have an impact on consumers' purchasing decisions. This study explores how social interactions and consumer reviews of live-streaming commerce influence consumers' purchasing decisions. Based on the current development status of live broadcasting, this article sorts out and summarizes the literature that affects consumers' purchase decisions in live broadcast e-commerce from the two key factors of social interaction and consumer comments. To this end, this study draws on social influence theory and use-gratification theory and uses quantitative research methods to investigate Chinese Taobao live broadcast business users. The findings show that social interaction and consumer reviews have a positive impact on consumer purchasing decisions, and secondly, the study reveals the importance of gender as a moderating factor. Overall, this research reveals the key factors influencing Taobao live commerce purchase decision and provides useful insights to measure live commerce development strategies to provide effective advice on Taobao live commerce. Finally, the paper provides possible enlightenment for the improvement of live e-commerce

The positioning of organic products: which way forward?

The current positioning of organic products is based on a segmentation approach that recognises the organic market basically as a (enlarging) niche. Research conducted by the authors through various EU projects shows that the positioning of organic products cannot simply hinge on attributes/characteristics that differentiate organic products from their competitors, nor is a strategy based on benefit segmentation enough. A value/need based positioning of organic food products is proposed, based on a lateral marketing approach

Why young consumers are not open to mobile marketing communications

This paper explores young people's motivations for using mobile phones. Older adolescents' everyday use of traditional and new forms of mediated communication were explored in the context of their everyday lives, with data generated from self-completion questionnaires, diaries and mini focus groups. The findings confirm the universal appeal of mobile phones to a youth audience. Social and entertainment-related motivations dominated, while information and commercially orientated contact were less appealing. While marketers are excited by the reach and possibilities for personalisation offered by mobile phones, young people associated commercial appropriation of this medium with irritation, intrusion and mistrust. In other words, while marketers celebrated mobile phones as a 'brand in the hand' of youth markets, young people themselves valued their mobiles as a 'friend in the hand'. This suggests that the way forward for mobile marketing communications is not seeking or pretending to be young consumers' friend, butrather offering content that helps them maintain or develop the personal friendships that matter to them

The Media Consumer Theories and Emergent Constructs in Post-Post Modern Advertising in Nigeria

The media consumer, otherwise known as the audience is considered to react actively or passively towards media messages based on existing modern theories. However, the emergent constructs evolved primarily by the advertising media audience in reacting to media messages have deconstructed the pillars that exist as strongholds of modern media audience theories. This study is set to identify and justify the rationale for the evolvement of sociocultural factors among advertising media audience in Nigeria. The study adopts the analytical method in examining outcomes of media adverts in Nigeria. Expectedly, the opportunities created by the post-post modern era are explanatory of the fact that uncelebrated sociocultural factors are paramount in determining the significant level of influence of media adverts over the audience. The study concludes that the consideration of emergent sociocultural factors in addition to modern approaches in advertising will result to more effective media advertising in Nigeria and beyond

NON-FUNCTIONAL SHOPPING MOTIVES AMONG IRANIAN CONSUMERS

This study aims to explore the non functional shopping motives among Iranian consumers. In addition, the effects of marital status, gender, age and residential region as an indicator for social class on the non-functional shopping motives are investigated. This paper uses a self-reported and 15 items questionnaire. The analysis is done based on 363 returned and usable questionnaires. Multivariate analysis of variance is applied for this study. MANOVA results show that marital status, gender, age and region have different significant effects on the non-functional shopping motives among Iranian consumers.Consumer Behavior, Shopping Motives, Non-functional Motives, Iran

Vodcast Impact on Students\u27 Attitudes and Behavioral Intentions

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical models were tested using a structural equation model. Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor. Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students. Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions

Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin

What's APPening to news? A mixed-method audience-centred study on mobile news consumption

News is increasingly being consumed on a multitude of media devices, including mobile devices. In recent years, mobile news consumption has permeated individuals’ news consumption repertoires. The main purpose of this study is twofold: (1) gain insight in how mobile news outlets infiltrated the broader news media repertoires of mobile device owners and (2) understand in what circumstances mobile news is consumed within these news media repertoires. The key is to understand how and why this widening agency in appropriating various places and social spaces in everyday life relates to general news media consumption (Peters, 2012). This two-phased study aims to illuminate how mobile device owners position their mobile news consumption in relation to other types of news media outlets. First, a guiding cluster analysis of a large-scale questionnaire (N = 1279) was preformed, indicating three types of news consumers. Second, in order to thicken the originally derived clusters, a mixed-method study was set up, combining objective data originating from mobile device logs with more subjective audience constructions through personal diaries and face-to-face interviews (N = 30). This study reveals the Janus-faced nature of mobile news. On the one hand, the majority of news consumers dominantly relies on traditional media outlets to stay informed, only to supplement with online mobile services in specific circumstances. Even then, there is at least a tendency to stick to trusted brand materials. On the other hand, these mobile news outlets/products do seem to increasingly infiltrate the daily lives of mobile audiences who were previously disengaged with news

Bending arms, bending discounting functions. How motor actions affect intertemporal decision-making.

In five studies we demonstrate that task-irrelevant somatic activity influences intertemporal decision making: Arm movements associated with approach (arm flexion), rather than avoidance (arm extension), instigate present-biased preferences. We show that the preference for immediate over delayed gratification is moderated by the sensitivity of the approach system and, owing to learning principles, restricted to arm positions of the dominant hand. This research extends the effects of somatic activity beyond attitude formation and cognition, and provides empirical evidence for the effect of somatic activity on motivational systems.