Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

Diferencias cross-culturais na decisao de compra dos jovens europeus

O presente trabalho foi proposto a partir de dais objetivos principais. Por um lado, pesquisar os antecedentes na decisao de compra dos jovens consumidores europeus de quatro paises. Por outro lado, analisar como varia a ifluencia destes antecedentes quando se consideram consumidores de distintas nacionalidades e distintas categorias de produtos. Para desenvolver este estudo realizou-se uma pesquisa online e uma “amostra de conveniencia" Para tanto, contou-se com a colaboraçao de cinco universidades que participaram desta rede: Uma da França, uma da Alemanha, uma da Italia e duas da Espanha. Deste modo, obteve-se uma amostra final de 295 jovens. Os resultados demonstram que as determinantes do comportamento de compra dos jovens nao sao unicos, nem universais. Estes determinantes podem ser classificados em tres grandes blocos: As características dos produtos, as Influencias externas do individuo, e seus valores pessoais Internos.Ce travail a deux objectifs principaux. D'une part realiser une investigation sur les antecedents dans la decision d'achat des jeunes consommateus européens de quatre pays. D'autre part anaryser la variabilité de I'influence de ces antecedents si l`on considere les consommateurs de differentes nationalites et de categories de produits differents. Pour le developpernent de cette etude une enquete on line a été realisée sur it “un echantillon de convenance” Cinq universités ont participé d ce reseau une université de France, d'Allemagne, d'Italie, et deux universites d'Espagne,           Un echantillon de 295 jeunes a été obtenu. Les resultats montrent que Ies determinations du comportement d'achat des jeunes ne sont ni uniqués ni universelles. Ces determinations peuvént etre classées en trois blocs les caracteristiques des produits, les influences externes de I'individu, et leurs valeurs personnelles internes.EI presente trabajo se ha planteado en torno a dos objetivos principales. Por un lado, investigar los antecedentes en la decisión de compra de los jóvenes consumidores europeos de cuatro países. Por otro, analizar como varia la influencia de estos antecedentes cuando se consideran consumidores de distinta nacionalidad y distintas categorías de productos. Para desarrollar este estudio se procedió a encuestar on line a una "muestra de conveniencia". Para ello, se contó con la colaboración de cinco universidades que tomaron parte en esta red, una de Francia, una de Alemania, una de Italia y dos de España. De este modo, se obtuvo una muestra final de 295 jóvenes. Los resultados exhiben que los determinantes del comportamiento de compra de los jóvenes no son únicos ni universales. Estos determinantes pueden clasificarse en tres grandes bloques: las características de los productos, las influencias externas del individuo y sus valores personales internos.This work has been proposed around two main objectives: on the one hand, to research motivations for purchasing decisions amonq young European consumers in four countries; and on the other, to analyze how the influence of these motivations vary when consumers ot diverse natonaliues and product categories are taken into account. To carry out this study, a "convenient sample" was surveved on line. To so, there was cooperatior, from five universities that look part in this network: one in France, one in Germany, one in Italy and two in Spain. In this manner, a final sample of 295 young people was obtained. The results show that determining factors in the purchasmq behavior of young people are neither unique nor universal. These factors can be classified in three large blocks: produrt characteristics, outside influences on the Individual and their Internal personal values

Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments

This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493; p < 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative)

Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments

This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493; p < 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative)

Diferencias cross-culturales en la decisión de compra de los jóvenes europeos

El presente trabajo se ha planteado en torno a dos objetivos principales. Por un lado, investigar los antecedentes en la decisión de compra de los jóvenes consumidores europeos de cuatro países. Por otro, analizar cómo varía la influencia de estos antecedentes cuando se consideran consumidores de distinta nacionalidad y distintas categorías de productos. Para desarrollar este estudio se procedió a encuestar on line a una “muestra de conveniencia”. Para ello, se contó con la colaboración de cinco universidades que tomaron parte en esta red: una de Francia, una de Alemania, una de Italia y dos de España. De este modo, se obtuvo una muestra final de 295 jóvenes. Los resultados exhiben que los determinantes del comportamiento de compra de los jóvenes no son únicos ni universales. Estos determinantes pueden clasificarse en tres grandes bloques: las características de los productos, las influencias externas del individuo y sus valores personales internos