Exploring Consumers’ Intention to Urge to Buy in Mobile Commerce: The Perspective of Pleasure-Arousal-Dominance

Mobile services have gradually transformed and broadened, and are still being developed, bringing users more convenience, ubiquity, universality, and diversification. The mobility and ubiquity of smartphones increase users’ perception of convenience, which can induce online purchases. Consumers can browse webpages on a smartphone find interesting products anywhere and anytime. They may impulsively decide to buy these products or conduct instant chats with friends to obtain product information or recommendations. It is important that we examine users’ emotions when shopping via mobile devices, now that m-commerce is gradually being accepted and used, by investigating factors such as customers’ perceptions of value, immersion, commitment, and pleasure. So, this study investigates consumers’ urge to buy and browsing activities in m-commerce from the emotional perceptive. Findings derived from data analysis of 578 records collected from the online survey. First, the relationship of pleasure, dominance and arousal on urge to buy is demonstrated in m-commerce. Second, results show that pleasure and browsing activities are critical to inducing consumers’ impulsive purchase intention in m-commerce. The total effect of pleasure on the urge to buy is close to 50%. The influence of pleasure on browsing activities is almost twice that of the urge to buy. Third, effects of web atmospherics and mobile characteristics are distinct. Web atmospherics tend to influence consumers’ perceived dominance of mobile websites, thus increasing their perceived control over the interaction process. Mobile characteristics are less important to arousal and dominance. The most popular characteristics of smartphones for consumers and vendors, ubiquity and localization, do not increase consumers’ perceived dominance and arousal towards mobile websites. Academic and practical implications are discussed further

Building Streamers’ Personal Brand Loyalty by the Brand Resonance Pyramid Model in Live Streaming Commerce

This study explores the issue of building streamers’ personal brands from the brand resonance pyramid model. Brand loyalty brings benefits and lower viewers’ wrong purchase decisions. Factors related to the context, streamers, and the community shape brand awareness and differentiate streamers’ uniqueness. The uniqueness presented by streamers’ credibility and the perceived value of live streamers’ programs deepens viewers’ emotional attachment toward the streamers. The close emotional attachment raises viewers’ loyalty and then induces viewers to purchase the recommended products. Results from analyzing 1082 valid returned data collected by an online survey show the significant path from brand awareness, differentiation, emotional attachment, and loyalty to purchase intention. The atmospherics, streamer attractiveness, streamer admiration, and vicarious experience learning promote viewers’ perceived credibility and distinct part of perceived value and then cultivate emotional attachment. The chained effects of emotional attachment, loyalty, and purchase intention are significant. Theoretical and managerial implications are also listed

Approximation and Generalization of DeepONets for Learning Operators Arising from a Class of Singularly Perturbed Problems

Singularly perturbed problems present inherent difficulty due to the presence of a thin boundary layer in its solution. To overcome this difficulty, we propose using deep operator networks (DeepONets), a method previously shown to be effective in approximating nonlinear operators between infinite-dimensional Banach spaces. In this paper, we demonstrate for the first time the application of DeepONets to one-dimensional singularly perturbed problems, achieving promising results that suggest their potential as a robust tool for solving this class of problems. We consider the convergence rate of the approximation error incurred by the operator networks in approximating the solution operator, and examine the generalization gap and empirical risk, all of which are shown to converge uniformly with respect to the perturbation parameter. By utilizing Shishkin mesh points as locations of the loss function, we conduct several numerical experiments that provide further support for the effectiveness of operator networks in capturing the singular boundary layer behavior

EXPLORING INTENTION TO REUSE RECOMMENDATION AGENTS FROM ACCESSIBILITY-DIAGNOSTICITY PERSPECTIVE: THE MODERATING EFFECT OF DOMAIN KNOWLEDGE

Recommendation agents help users reduce information overload and improve decision quality. Yet, many online shoppers have negative reaction or have no motivation to use recommendation agents, since they have no idea of whether users can achieve their shopping goals with less effort. We think information is fundamental to using recommendation agents. This study develops a research framework from the accessibility-diagnosticity perspective and proposes explanation facility, perceived similarity and information diagnosticity are important determinants of users’ intention to reuse RAs. We think explanation facility could persuade users of RAs’ performance, similarity could move users to agree with RAs, and information diagnosticity could let users be capable of evaluating RAs. We also consider the moderating role of domain knowledge on relationship of similarity and information diagnosticity. This study conducted a 2*2 factorial experiment for data collection. Results show that decision process and outcome similarity indirectly influence reuse intention by information diagnosticity and the effects of process and outcome similarity varies with degrees of users’ domain knowledge. The influence of explanation facility on similarity is not obvious. The effect of “why” explanation facility on outcome explanation is significantly contrary to our expectation. Explanation facility may have to be utilized carefully. Implications are discussed

EFFECTS OF VIRTUAL COMMUNITIES ON PURCHASING DECISION-MAKING: THE MODERATING ROLE OF INFORMATION ACTIVITIES

Marketing professionals gradually utilize virtual communities as a new media for affecting sales by spreading information about brand, quality, price, experience, effectiveness, etc. Studies related to this subject usually focus on influence of electronic word of mouth and posters’ opinions on product choice. Lack of considering passive participants and natures of virtual community induces our interest. For comprehensively understanding every participant’s attitude toward information in virtual communities, we classified members based on their activities of posting, viewing and accepting information. According to the classification, we further explore comparative importance of antecedents regarding to members’ intention to adopt information for purchasing decision-making in variant groups. Data was collected by questionnaires and actual number of posting behaviors. Results show that the importance of economic, relational and social factors varies from different groups. Information shoppers, who browse most information and rarely post messages, view relational and social factors as main contributors toward intention to adopting information as a decision aid. Advice seekers, who expect to get effective recommendations and rarely post messages, think relational factors is a major determinant. Advice providers, who are primary posters and seldom accepting others’ opinions, think economic and social factors are important to intention of adopting information