How do social-based cues influence consumers’ online purchase decisions? An event-related potential study

Wang, Qiuzhen; Meng, Liang; Liu, Manlu; Wang, Qi; Ma, Qingguo

doi:10.1007/s10660-015-9209-0

Cited by 93 publications

(213 citation statements)

References 59 publications

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“…However, we conjecture that the higher purchase rate in ZP vs. NP could not be simply attributed to the lower task difficulty since task difficulty has been found to be associated more often with cognitive and behavioral efficiency (as reflected in RT and accuracy) but less often with purchase decision outcome. In addition, contrary to the present study, higher task difficulty and cognitive load could also be accompanied by higher purchase rate (Wang et al, 2016 ).…”

Section: Discussioncontrasting

confidence: 99%

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The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

Zhang

et al. 2018

Front. Neurosci.

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Studies have revealed that consumers are susceptible to price framing effect, a common cognitive bias, due to their limited capacity in processing information. The effect of price framing in a bundling context and its neural correlates, however, remain not clearly characterized. The present study applied the event-related potentials (ERPs) approach to investigate the role of price framing in information processing and purchase decision making in a bundling context. Three price frames were created with practically identical total prices (with a maximum difference of ¥0.1, which was about equal to 0.016 US dollars) for a bundle with two components, a focal product and a tie-in product. In normal price condition (NP), both the focal and tie-in products were offered at a normal discounted price; in zero price condition (ZP), the tie-in product was offered free while the total price of the bundle remained the same as NP; whereas in low price condition (LP), the tie-in product was offered at a low token price (¥0.1), and the focal product shared the same price as the focal product of ZP. The behavioral results showed a higher purchase rate and a shorter reaction time for ZP in contrast to NP. Neurophysiologically, enlarged LPP amplitude was elicited by ZP relative to NP, suggesting that ZP triggered a stronger positive affect that could motivate decision to buy. Thus, this study provides both behavioral and neural evidence for how different price framing information is processed and ultimately gives rise to price framing effect in purchase decision making.

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Section: Discussioncontrasting

confidence: 99%

“…Moreover, people made purchase decisions faster in ZP rather than NP. It is proposed that RT is correlated with task difficulty and cognitive load (Wang et al, 2016 ). A shorter RT is generally suggestive of lower task difficulty and cognitive load (Cheng et al, 2014 ; Jin et al, 2017 ).…”

Section: Discussionmentioning

confidence: 99%

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

Zhang

et al. 2018

Front. Neurosci.

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“…Meanwhile, in the marketing literature, there are many different ways that people can use the S-O-R paradigm. Some scholars use consumer assessment of external stimuli as part of the S-O-R model [41,42], while others use actual stimuli [43,44].…”

Section: Stimulus-organism-response Theorymentioning

confidence: 99%

The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability

et al. 2019

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China is currently the world’s largest cross-border e-commerce purchaser and destination country. Therefore, how to promote consumer online shopping is the most important goal for cross-border e-commerce sustainability. Meanwhile, the previous research has not empirically verified the precise effect of online shopping context and perceived value on consumers’ cross-border online purchase intention. To address this gap, this study analyzes the online shopping context that determines consumers’ purchase intention and innovatively identifies four cues that promote this consumption behavior in cross-border e-commerce, such as online promotion cues, content marketing cues, personalized recommendation cues, and social review cues. It proposes a theoretical model based on cue utilization theory and stimulus-organism-response model, which introduces this four cues and brand familiarity in analyzing the effects on consumers’ purchase intention in cross-border online shopping (CBOS). In addition, the paper examines the mediating role of perceived functional value and perceived emotional value. Survey data collected 372 cross-border online consumers from China and the PLS-SEM method was used to empirically test the proposed model. The results show that these four cross-border online shopping context cues have a significantly positive impact on consumers’ purchase intention. Brand familiarity has significantly negative moderating effects between the four cues and the perceived functional value, while brand familiarity also negatively moderates the relationship between online promotion cues, social review cues, and perceived emotional value, respectively.

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“…These cues were found to stimulate or dampen people's desire for dazzling merchandise and influence their subsequent shopping behavior. 1,2 Online cues were classified into product-oriented cues (i.e., product price, production area) and review-oriented cues (i.e., customer rating, message) in previous research. 3 Some studies mainly focused on only one type of cues (product-oriented or review-oriented) while others emphasized coordination of both types of cues.…”

Section: Introductionmentioning

confidence: 99%

<p>The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study</p>

Sun¹,

Zhao²,

Ling³

2020

PRBM

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Background: Consumers had to encounter and consider product-oriented and revieworiented cues before making an online purchasing decision. It was important to resolve how these cues influenced consumers' online purchasing decision. We also knew little about how the human brain processed these cues simultaneously, and which cue would occupy a dominant position in neural activity. The purpose of the present study was to investigate the neural correlates of online shopping decisions and how online rating and product price jointly influenced such purchase decisions. Research Method: Eighteen undergraduates were recruited to participate in this research. Each participant was exposed to all four experimental conditions combining 2 (product price: high vs. low) × 2 (online rating: positive vs. negative) with a total of 192 trials. They were required to rate the degree of willingness-to-pay. EEG data were obtained with 64 electrodes placed on the Easy Cap according to the International 10-20 system. We conducted both the event-related potentials analysis and the time-frequency analysis for the EEG data. Results: The behavioral findings indicated that products with positive rating and low price increased the willingness-to-pay. The EEG results showed that larger late positive potentials were elicited by products with low price compared with high price under positive rating condition, but not under negative rating condition, reflecting the modulated effect of online rating on the emotional arousal elicited by product price. Furthermore, we found larger alpha event related desynchronization elicited by products with positive rating compared with negative rating, indicating that more cognitive resources were allocated for products with a positive rating. Conclusion: Combined with behavioral and EEG analysis, our results emphasized the more important position of product rating compared with price. The findings deepened the understanding of the neural mechanisms underlying the online shopping decision process. More attention should be paid to online ratings on the webpage of the electronic store, because negative ratings made a product less appealing for prospective consumers regardless of price. Thus, the owners should build good reputations for their online products, which were fundamental to the consumers' online purchasing decisions.

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How do social-based cues influence consumers’ online purchase decisions? An event-related potential study

Cited by 93 publications

References 59 publications

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability

<p>The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study</p>

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