调查在线信息提供对盲盒市场价格的影响

IF 3.7 4区 管理学 Q2 BUSINESS Electronic Commerce Research Pub Date : 2024-04-07 DOI:10.1007/s10660-024-09832-7
Xun Xu, Yiming Zhuang, Jonathan E. Jackson
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引用次数: 0

摘要

盲盒在全球范围内迅速普及。盲盒中装有一系列产品中的一种,直到消费者收到并打开盲盒后才会揭晓。这种交易和履行过程的分离为购买盲盒创造了一种神秘感和刺激感。因此,在线信息提供对消费者了解盲盒并产生支付意愿起着重要作用。本研究调查了盲盒的在线信息提供形式与市场价格之间的联系,重点是全面考察卖家产品描述的语言特点。研究发现,盲盒产品描述的主观性、多样性和可读性与其市场价格之间存在U型关系。这就要求网络卖家在撰写产品描述时使用 "极点 "方法。然而,研究结果表明,模糊性与市场价格之间存在倒 U 型关系。也就是说,网络卖家应提供必要的信息,但要简明扼要,以保持盲盒的神秘感。此外,研究结果表明,产品描述的模糊性对盲盒价格的影响最大。然而,当盲盒打开时,模糊性的作用并不明显,多样性的影响则相反。研究结果为网络卖家实施最优信息提供策略提供了指导,以增强产品吸引力,提高消费者的支付意愿,进而提高其财务业绩。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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Investigating the impact of online information provision on the market price of blind box

The worldwide popularity of blind boxes is growing rapidly. A blind box contains one of a series of products, which is not revealed until after a consumer receives and opens it. This separation of the transaction and fulfillment processes creates a mystery and excitement when purchasing a blind box. Thus, online information provision plays an important role for consumers to understand blind box and generate their willingness to pay. This study investigates the link between the format of online information provision and the market price of a blind box, focusing on a comprehensive examination of the linguistic characteristics of sellers’ product descriptions. This study finds that a U-shaped relationship exists between the subjectivity, diversity, and readability of the blind box product description and its market price. This calls online sellers to use an “extreme-point” approach when crafting their product descriptions. However, the findings suggest that an inverted U-shape relationship between ambiguity and the market price. That is, online sellers should provide the necessary information but in a brief way to keep the mystery of blind box. In addition, the findings suggest that ambiguity of the product description plays the most important role in affecting the blind box price. However, when a blind box is open, ambiguity does not play a significant role, and the impact of diversity is reversed. The findings offer guidelines for online sellers to implement their optimal information provision strategy to enhance the product attractiveness and increase consumers’ willingness to pay and thus their financial performance.

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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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