1,720,980 research outputs found
The extraordinary attraction of being ordinary: a moderated mediation model of purchase for prototypical products
No full textPrototypicality defines how much a product is representative of its category and has been shown to impact consumers cognitive and affective evaluations. We find that prototypicality perceptions affect also intentions and behaviors. Data from two studies support a multiple moderated mediation model from prototypicality to individuals’ intentions (Study 1) and behaviors (Study 2), relying also on eye-tracking data that provide convergent validity on the hypothesized effects. Results show that variety seeking negatively moderates the prototypicality - attractiveness relationship, brand awareness positively moderates the attractiveness – purchase relationship, and product attractiveness fully mediates the relationship between prototypicality and purchase
Recommender System Chatbot: The effect of Communication Style on Advice Adherence
No full textConversational Recommender Systems are becoming a common e-commerce tool. They provide items according to customers’ needs in the form of a dialogue based advice-giving interaction. Moreover, according to Computers As Social Actors paradigm users react to machines the same way they do to other humans. Hence it is important to understand not only the algorithm but also the effective way of communication with customers through machines that results in positive judgments and behavioural intentions such as advice adherence
Showing a tree to sell the forest: The impact of attribute- and alternative-based information presentation on consumers’ choices
No full textConsumers can be provided with information in either an attribute- or an alternative-based way. We consider the literature on information presentation through the theoretical lenses of the Construal Level Theory. We propose and find that providing product-related information in an attribute- rather than an alternative-based way shifts choices. The attribute-based pattern leads to high construal levels and choices driven by desirability-related, high-level attributes (e.g., design). But when the same information is acquired following the alternative-based pattern, it leads to low construal levels and choices driven by feasibility-related, low-level attributes (e.g., price). As a consequence, choice shares for products whose strength lies in convenience and other feasibility-related features are boosted by the presentation of alternative-based information. Conversely, choice shares for products whose strength lies in design and other desirability-related features are increased by the presentation of attribute-based information. We further find that consumers acquiring information in an alternative-based way envision consumption much closer in the future than those acquiring information in an attribute-based way. Finally, we find that attribute-based information leads to more clicking
Consumers’ fairness and privacy perceptions with personalized pricing
No full textThis research focuses on retailers’ price personalization strategies and investigates if consumers display different levels of store patronage intention and expected amount of discount depending on the type of data they are asked to disclose to obtain a personalized price. Findings from two experimental studies manipulating the type of data and the levels of distributive justice (Study 1) and the level of effort (Study 2) reveal that consumers react more favorably when the retailer requests the customer to share behavioral rather than biometric data. The fairer the perceived outcome of the price personalization, the less customers will be concerned with their privacy, and the more entitled they will feel about receiving a benefit from the retailer. The impact of type of data on fairness changes as a function of the benefit provided to customers (Study 1) and the level of effort to display the personalized price (Study 2)
Twins of Evil? Consumers reactions to 3D versus 2D product pictures
No full textOnline retailers are increasingly adopting 3D digital twins instead of 2D pictures on their e-commerce webpages. This research compares the effect of 3D vs. 2D pictures on consumers’ perceptions and future intentions toward an e-tailer. We advance that 3D pictures increase consumers’ intentions to patronize the e-tailer as mediated by telepresence, perceived control and attitude change. Furthermore, we address the role of two potential moderators: shopping values (functional vs. experiential) and level of preference articulation (preference matching vs. building). Results provide indications for marketing scholars and to practitioners to design more effective e-commerce webpages
La VR per il punto vendita e come canale alternativo
No full textQuesto capitolo mostra uno studio empirico condotto per validare l'applicazione della realtà virtuale allo studio del category management. I risultati dello studio aiutano a capire come realtà fisica e virtuale convergano nelle percezioni dei clienti
LA REALTA' VIRTUALE COME STRUMENTO DI TEST DEL PUNTO VENDITA E CANALE ALTERNATIVO
No full textLa ricerca presentata all’interno di questo capitolo intende analizzare se la realtà virtuale può essere un efficace strumento di integrazione tra i canali distributivi fisici e digitali. A tal fine, è necessaria una validazione empirica di quanto i dati percettivi e comportamentali del consumatore raccolti nel contesto fisico siano confrontabili con quelli raccolti nel contesto digitale. Le potenziali implicazioni che scaturiscono dall’analisi della confrontabilità tra canali offerta dalla realtà virtuale coinvolgono sia le imprese che i consumatori: da un lato, infatti, le imprese possono comprendere quanto i consumatori siano propensi ad adottare la realtà virtuale come canale alternativo per effettuare i propri acquisti e quali fattori legati all’esperienza d’acquisto nel punto vendita virtuale possano stimolarne maggiormente l’adozione. D’altro lato, inoltre, la realtà virtuale si configura come uno strumento di test in grado di fornire indicazioni affidabili e dettagliate sulle reazioni dei consumatori a decisioni di category management o di store layout prima che queste ultime vengano effettivamente implementate nel punto vendita, e quindi in modo potenzialmente più rapido e meno costoso
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
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