Pub Date : 2021-01-21DOI: 10.1080/15332861.2020.1870342
Christopher P. Furner, John R. Drake, Robert A. Zinko, E. Kisling
Although the influence of trust on purchase intention is well studied in e-commerce, the emergence and rapid growth of the sharing economy has renewed the relevance of this relationship. Though the...
{"title":"Online Review Antecedents of Trust, Purchase, and Recommendation Intention: A Simulation-Based Experiment for Hotels and AirBnBs","authors":"Christopher P. Furner, John R. Drake, Robert A. Zinko, E. Kisling","doi":"10.1080/15332861.2020.1870342","DOIUrl":"https://doi.org/10.1080/15332861.2020.1870342","url":null,"abstract":"Although the influence of trust on purchase intention is well studied in e-commerce, the emergence and rapid growth of the sharing economy has renewed the relevance of this relationship. Though the...","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"1 1","pages":"1-25"},"PeriodicalIF":4.3,"publicationDate":"2021-01-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1870342","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47866599","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-15DOI: 10.1080/15332861.2020.1870340
Joseph Emmanuel Tetteh
Abstract The purpose of this study is to examine the impact of electronic banking service quality (SQ) on customer satisfaction (CS) and customer loyalty (CL). It also sought to compare differences between SQ delivery of domestic and foreign origin banks operating in the Greater Accra Region of Ghana. Structural equation modeling (SEM) was employed to investigate the relationships between the dimensions of electronic banking SQ, CS and CL. In addition, the Wilcoxon-Mann-Whitney test was also conducted to establish the differences in electronic banking SQ between local banks and foreign banks. The results show that, all four dimensions of SQ, namely convenience, ease of use, accessibility, and affordability were found to be significant positive drivers of CS. The study also found that CS fully mediates the relationship between all four electronic banking SQ dimensions and CL. Additionally, the study reports that on average foreign origin banks deliver better electronic banking SQ to their customers than domestic banks. Domestic banks should invest more in improving electronic banking SQ to drive CS, CL and ultimately firm performance. The findings of this study reinforce literature on the positive influence of SQ on CS and CL.
{"title":"Electronic Banking Service Quality: Perception of Customers in the Greater Accra Region of Ghana","authors":"Joseph Emmanuel Tetteh","doi":"10.1080/15332861.2020.1870340","DOIUrl":"https://doi.org/10.1080/15332861.2020.1870340","url":null,"abstract":"Abstract The purpose of this study is to examine the impact of electronic banking service quality (SQ) on customer satisfaction (CS) and customer loyalty (CL). It also sought to compare differences between SQ delivery of domestic and foreign origin banks operating in the Greater Accra Region of Ghana. Structural equation modeling (SEM) was employed to investigate the relationships between the dimensions of electronic banking SQ, CS and CL. In addition, the Wilcoxon-Mann-Whitney test was also conducted to establish the differences in electronic banking SQ between local banks and foreign banks. The results show that, all four dimensions of SQ, namely convenience, ease of use, accessibility, and affordability were found to be significant positive drivers of CS. The study also found that CS fully mediates the relationship between all four electronic banking SQ dimensions and CL. Additionally, the study reports that on average foreign origin banks deliver better electronic banking SQ to their customers than domestic banks. Domestic banks should invest more in improving electronic banking SQ to drive CS, CL and ultimately firm performance. The findings of this study reinforce literature on the positive influence of SQ on CS and CL.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"104 - 131"},"PeriodicalIF":4.3,"publicationDate":"2021-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1870340","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43912717","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-02DOI: 10.1080/15332861.2020.1868227
Chun-Der Chen, Edward C. S. Ku
Abstract Impulsive online buying is receiving more attention. This study finds that certain characteristics of online reviews lead consumers to buy impulsively online. Three constructs are used to investigate the inducements to engage in impulsive online buying, namely perceived enjoyableness of online reviews, reviewer reputation, and vividness of product presentation. We also examine the moderating effect of perceived price dispersion (PPD) on impulsive online buying using stratified sampling, with 419 respondents participating. Reputable reviewers in diversified online review websites increase consumer attraction to similar products through vivid product reviews that comprehensively inform consumers about products. Moreover, the effectiveness of PPD to trigger impulsive purchases depends on consumer trust in product reviews (for products of the same value).
{"title":"Diversified Online Review Websites as Accelerators for Online Impulsive Buying: The Moderating Effect of Price Dispersion","authors":"Chun-Der Chen, Edward C. S. Ku","doi":"10.1080/15332861.2020.1868227","DOIUrl":"https://doi.org/10.1080/15332861.2020.1868227","url":null,"abstract":"Abstract Impulsive online buying is receiving more attention. This study finds that certain characteristics of online reviews lead consumers to buy impulsively online. Three constructs are used to investigate the inducements to engage in impulsive online buying, namely perceived enjoyableness of online reviews, reviewer reputation, and vividness of product presentation. We also examine the moderating effect of perceived price dispersion (PPD) on impulsive online buying using stratified sampling, with 419 respondents participating. Reputable reviewers in diversified online review websites increase consumer attraction to similar products through vivid product reviews that comprehensively inform consumers about products. Moreover, the effectiveness of PPD to trigger impulsive purchases depends on consumer trust in product reviews (for products of the same value).","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"113 - 135"},"PeriodicalIF":4.3,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1868227","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47681630","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-02DOI: 10.1080/15332861.2020.1863022
M. Han
Abstract Numerous businesses have employed chatbots with a human-like speaking ability to assist customers with online shopping and customer service; however, it is uncertain whether or not these efforts will pay off by consumers engaging with them. Would young, digital-native consumers use chatbots as we anticipated? If so, what would make them use chatbots? Academic investigations into consumers’ perceptions and acceptance of chatbot commerce are lacking. This research tries to address this question by examining the effect of anthropomorphism on consumers’ perceptions of mobile messenger chatbots and its impact on behavioral decision making. The findings confirm that anthropomorphism plays a positive role in shaping consumers’ intentions to purchase through chatbot commerce.
{"title":"The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce","authors":"M. Han","doi":"10.1080/15332861.2020.1863022","DOIUrl":"https://doi.org/10.1080/15332861.2020.1863022","url":null,"abstract":"Abstract Numerous businesses have employed chatbots with a human-like speaking ability to assist customers with online shopping and customer service; however, it is uncertain whether or not these efforts will pay off by consumers engaging with them. Would young, digital-native consumers use chatbots as we anticipated? If so, what would make them use chatbots? Academic investigations into consumers’ perceptions and acceptance of chatbot commerce are lacking. This research tries to address this question by examining the effect of anthropomorphism on consumers’ perceptions of mobile messenger chatbots and its impact on behavioral decision making. The findings confirm that anthropomorphism plays a positive role in shaping consumers’ intentions to purchase through chatbot commerce.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"46 - 65"},"PeriodicalIF":4.3,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1863022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41829068","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.1080/15332861.2020.1863023
Mohit Manchanda, Madhurima Deb
Abstract The present study examines the impact of anthropomorphism and augmented reality (AR) on consumers’ attitudes and intention to adopt m-commerce. A questionnaire-based survey was conducted amongst 541 Executive MBA students who had never previously used AR-mediated m-commerce to purchase merchandise from a retail brand. SPSS and AMOS 21 were used to construct a structural equation model to test our conceptual model. The results indicate that anthropomorphization of AR-mediated m-commerce positively affects consumer confidence, perception of innovativeness, and subjective norms attributed to AR-mediated m-commerce, which in-turn positively affect the attitude toward AR-mediated m-commerce. Simultaneously, anthropomorphization of AR-mediated m-commerce negatively affects cynicism and product usage obstructions, whereas cynicism negatively affects attitudes toward AR-mediated m-commerce. Consequently, the study establishes that anthropomorphizing AR-mediated m-commerce positively affects attitude, and it promotes the adoption of m-commerce. This information is crucial for retail industries in emerging markets, and it fills a notable knowledge gap in the AR and m-commerce literature by demonstrating that anthropomorphism helps to stimulate consumer confidence and dispel consumer doubts about AR-mediated m-commerce. It also validates the replacement of perceived ease of use and perceived usefulness with confidence and cynicism when applying the technology acceptance model in emerging markets.
{"title":"On m-Commerce Adoption and Augmented Reality: A Study on Apparel Buying Using m-Commerce in Indian Context","authors":"Mohit Manchanda, Madhurima Deb","doi":"10.1080/15332861.2020.1863023","DOIUrl":"https://doi.org/10.1080/15332861.2020.1863023","url":null,"abstract":"Abstract The present study examines the impact of anthropomorphism and augmented reality (AR) on consumers’ attitudes and intention to adopt m-commerce. A questionnaire-based survey was conducted amongst 541 Executive MBA students who had never previously used AR-mediated m-commerce to purchase merchandise from a retail brand. SPSS and AMOS 21 were used to construct a structural equation model to test our conceptual model. The results indicate that anthropomorphization of AR-mediated m-commerce positively affects consumer confidence, perception of innovativeness, and subjective norms attributed to AR-mediated m-commerce, which in-turn positively affect the attitude toward AR-mediated m-commerce. Simultaneously, anthropomorphization of AR-mediated m-commerce negatively affects cynicism and product usage obstructions, whereas cynicism negatively affects attitudes toward AR-mediated m-commerce. Consequently, the study establishes that anthropomorphizing AR-mediated m-commerce positively affects attitude, and it promotes the adoption of m-commerce. This information is crucial for retail industries in emerging markets, and it fills a notable knowledge gap in the AR and m-commerce literature by demonstrating that anthropomorphism helps to stimulate consumer confidence and dispel consumer doubts about AR-mediated m-commerce. It also validates the replacement of perceived ease of use and perceived usefulness with confidence and cynicism when applying the technology acceptance model in emerging markets.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"84 - 112"},"PeriodicalIF":4.3,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1863023","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46174706","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-20DOI: 10.1080/15332861.2020.1848060
S. Decock, Bernard De Clerck, Chloé Lybaert, Koen Plevoets
Abstract In this study, we examine the effects of degree of personalization and formality on customers’ attitudes and behavioral intentions in complaint replies on social media. This study differs from previous research in examining less extreme manipulations of personalization and formality, and in operationalizing personalization in the shape of routinized and individualized answers to multiple posts. In two experimental studies, we test the impact of personalization and formality on customers’ satisfaction with how the complaint is handled, their perception of the customer service agent in terms of how well the agent treated them (perceived interactional justice) and to what extent the agent made efforts to have an engaging conversation with them (perceived conversational human voice), and on four semantic differentials (professional-unprofessional, fake-genuine, friendly-unfriendly and respectful-disrespectful). The results show a positive main effect of increased personalization and informality and clearly foreground the importance of individualized responses as the stronger effect. The results also support the Persuasion Knowledge Model in showing how informality may backfire in routinized responses, suggesting that informal but routinized language use triggers suspicion with customers that the company is trying to persuade and manipulate them.
{"title":"Testing the Various Guises of Conversational Human Voice: The Impact of Formality and Personalization on Customer Outcomes in Online Complaint Management","authors":"S. Decock, Bernard De Clerck, Chloé Lybaert, Koen Plevoets","doi":"10.1080/15332861.2020.1848060","DOIUrl":"https://doi.org/10.1080/15332861.2020.1848060","url":null,"abstract":"Abstract In this study, we examine the effects of degree of personalization and formality on customers’ attitudes and behavioral intentions in complaint replies on social media. This study differs from previous research in examining less extreme manipulations of personalization and formality, and in operationalizing personalization in the shape of routinized and individualized answers to multiple posts. In two experimental studies, we test the impact of personalization and formality on customers’ satisfaction with how the complaint is handled, their perception of the customer service agent in terms of how well the agent treated them (perceived interactional justice) and to what extent the agent made efforts to have an engaging conversation with them (perceived conversational human voice), and on four semantic differentials (professional-unprofessional, fake-genuine, friendly-unfriendly and respectful-disrespectful). The results show a positive main effect of increased personalization and informality and clearly foreground the importance of individualized responses as the stronger effect. The results also support the Persuasion Knowledge Model in showing how informality may backfire in routinized responses, suggesting that informal but routinized language use triggers suspicion with customers that the company is trying to persuade and manipulate them.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"1 - 24"},"PeriodicalIF":4.3,"publicationDate":"2020-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1848060","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43828224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-27DOI: 10.1080/15332861.2020.1836593
F. Sarah, Chai-Lee Goi, Fayrere Chieng, Khan M.R. Taufique
Abstract The rapid emergence of the online retail platform has captured a significant share of the overall retail market around the globe. Furthermore, many consumers now indulge in online impulse buying via E-commerce and other digital technologies. This study has aimed to understand such online impulse buying behavior among millennials across various product categories. Data were collected from a convenience sample of 335 of these younger consumers in an emerging South Asian market. Confirmatory factor analysis and structural models were used to analyze the data. The findings indicate that the level of influence of atmospheric cues on online impulse buying differs among product categories, which could be applied in target marketing for internet commerce. Limitations of this study are also acknowledged, along with a discussion on potential avenues for future research.
{"title":"Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market","authors":"F. Sarah, Chai-Lee Goi, Fayrere Chieng, Khan M.R. Taufique","doi":"10.1080/15332861.2020.1836593","DOIUrl":"https://doi.org/10.1080/15332861.2020.1836593","url":null,"abstract":"Abstract The rapid emergence of the online retail platform has captured a significant share of the overall retail market around the globe. Furthermore, many consumers now indulge in online impulse buying via E-commerce and other digital technologies. This study has aimed to understand such online impulse buying behavior among millennials across various product categories. Data were collected from a convenience sample of 335 of these younger consumers in an emerging South Asian market. Confirmatory factor analysis and structural models were used to analyze the data. The findings indicate that the level of influence of atmospheric cues on online impulse buying differs among product categories, which could be applied in target marketing for internet commerce. Limitations of this study are also acknowledged, along with a discussion on potential avenues for future research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"25 - 45"},"PeriodicalIF":4.3,"publicationDate":"2020-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1836593","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41354353","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-19DOI: 10.1080/15332861.2020.1832817
Alex Zarifis, P. Kawalek, Aida Azadegan
Abstract Trust and privacy have emerged as significant concerns in online transactions. Sharing information on health is especially sensitive but it is necessary for purchasing and utilizing health insurance. Evidence shows that consumers are increasingly comfortable with technology in place of humans, but the expanding use of AI potentially changes this. This research explores whether trust and privacy concern are barriers to the adoption of AI in health insurance. Two scenarios are compared: The first scenario has limited AI that is not in the interface and its presence is not explicitly revealed to the consumer. In the second scenario there is an AI interface and AI evaluation, and this is explicitly revealed to the consumer. The two scenarios were modeled and compared using SEM PLS-MGA. The findings show that trust is significantly lower in the second scenario where AI is visible. Privacy concerns are higher with AI but the difference is not statistically significant within the model.
{"title":"Evaluating If Trust and Personal Information Privacy Concerns Are Barriers to Using Health Insurance That Explicitly Utilizes AI","authors":"Alex Zarifis, P. Kawalek, Aida Azadegan","doi":"10.1080/15332861.2020.1832817","DOIUrl":"https://doi.org/10.1080/15332861.2020.1832817","url":null,"abstract":"Abstract Trust and privacy have emerged as significant concerns in online transactions. Sharing information on health is especially sensitive but it is necessary for purchasing and utilizing health insurance. Evidence shows that consumers are increasingly comfortable with technology in place of humans, but the expanding use of AI potentially changes this. This research explores whether trust and privacy concern are barriers to the adoption of AI in health insurance. Two scenarios are compared: The first scenario has limited AI that is not in the interface and its presence is not explicitly revealed to the consumer. In the second scenario there is an AI interface and AI evaluation, and this is explicitly revealed to the consumer. The two scenarios were modeled and compared using SEM PLS-MGA. The findings show that trust is significantly lower in the second scenario where AI is visible. Privacy concerns are higher with AI but the difference is not statistically significant within the model.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"66 - 83"},"PeriodicalIF":4.3,"publicationDate":"2020-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1832817","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47552983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-09-22DOI: 10.1080/15332861.2020.1816324
Forough Shahpasandi, A. Zarei, M. S. Nikabadi
Abstract In this study, via a survey of Instagram users, the authors examined how hedonic browsing and flow, as intrinsic motivators, have an impact on the cognitive and affective experience of Instagram users and their impulse buying behavior. The survey was conducted on 635 Iranian Instagram users. Data analysis was conducted using structural equation modeling via SmartPLS 3.0. In an estimated structural model, hedonic browsing has a positive effect on flow, whereas flow has a positive effect on cognitive and affective experience shopping. Additionally, cognitive and affective experience have a positive effect on impulse buying. In particular, flow has a direct effect on online impulse buying. Implications for more effective management of the process of securing online customers through the use of cognitive and affective factors conclude the article.
{"title":"Consumers’ Impulse Buying Behavior on Instagram: Examining the Influence of Flow Experiences and Hedonic Browsing on Impulse Buying","authors":"Forough Shahpasandi, A. Zarei, M. S. Nikabadi","doi":"10.1080/15332861.2020.1816324","DOIUrl":"https://doi.org/10.1080/15332861.2020.1816324","url":null,"abstract":"Abstract In this study, via a survey of Instagram users, the authors examined how hedonic browsing and flow, as intrinsic motivators, have an impact on the cognitive and affective experience of Instagram users and their impulse buying behavior. The survey was conducted on 635 Iranian Instagram users. Data analysis was conducted using structural equation modeling via SmartPLS 3.0. In an estimated structural model, hedonic browsing has a positive effect on flow, whereas flow has a positive effect on cognitive and affective experience shopping. Additionally, cognitive and affective experience have a positive effect on impulse buying. In particular, flow has a direct effect on online impulse buying. Implications for more effective management of the process of securing online customers through the use of cognitive and affective factors conclude the article.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"19 1","pages":"437 - 465"},"PeriodicalIF":4.3,"publicationDate":"2020-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1816324","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48771627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-09-15DOI: 10.1080/15332861.2020.1816325
Joao Falcao, P. Isaías
Abstract Excessive online advertising and the advent of its new media and formats, challenge the understanding of how to use them effectively in order to break the clutter. This study adopts a model that evaluates the effectiveness factors of the advertising in two online media – social networks and search engines – from the consumer’s perspective, namely how they perceive and assess advertising. A cross-sectional study was conducted based on an online questionnaire with a sample of 406 individuals. The results demonstrate that the consumers measure the value of advertising in social media based on perceived informativeness and entertainment, and in search engines on perceived informativeness and interactivity. In addition, perceived credibility has a more important role within social networks, and perceived irritation is processed differently in the two media. In turn, the mediating role of the perceived value in the relationship between determinants and attitude varies between the media. This study brings to light the effectiveness factors of online advertising, highlighting the moderating role that media play in the consumers response to advertising. Moreover, it provides important insights about the way companies should adapt their advertising messages to meet consumers' expectations in a web environment.
{"title":"Perceptions and Attitude Toward Advertising on Social Networks and Search Engines: A Comparative Analysis","authors":"Joao Falcao, P. Isaías","doi":"10.1080/15332861.2020.1816325","DOIUrl":"https://doi.org/10.1080/15332861.2020.1816325","url":null,"abstract":"Abstract Excessive online advertising and the advent of its new media and formats, challenge the understanding of how to use them effectively in order to break the clutter. This study adopts a model that evaluates the effectiveness factors of the advertising in two online media – social networks and search engines – from the consumer’s perspective, namely how they perceive and assess advertising. A cross-sectional study was conducted based on an online questionnaire with a sample of 406 individuals. The results demonstrate that the consumers measure the value of advertising in social media based on perceived informativeness and entertainment, and in search engines on perceived informativeness and interactivity. In addition, perceived credibility has a more important role within social networks, and perceived irritation is processed differently in the two media. In turn, the mediating role of the perceived value in the relationship between determinants and attitude varies between the media. This study brings to light the effectiveness factors of online advertising, highlighting the moderating role that media play in the consumers response to advertising. Moreover, it provides important insights about the way companies should adapt their advertising messages to meet consumers' expectations in a web environment.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"19 1","pages":"404 - 436"},"PeriodicalIF":4.3,"publicationDate":"2020-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1816325","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48693991","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：