Online Merchandising Cues Influencing the Purchase Intention of Generation Z Mediated by Emotions Using-S-O-R Framework

Thomas, Mary; Mathew, Jain

doi:10.5958/2321-5763.2018.00027.6

Cited by 11 publications

(7 citation statements)

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“…Therefore, we regard this unknown reward mechanism as an external stimulus. Previous studies on external stimuli based on SOR theory were mostly measured from the perspective of individual perception, such as perceived information quality and perceived interaction ( Thomas and Mathew, 2018 ; Zhu et al, 2020 ). Therefore, this study adopted the variable of perceived uncertainty to measure external stimuli.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Research on the effect of uncertain rewards on impulsive purchase intention of blind box products

Zhang

Zhou

Qin

2022

Front. Behav. Neurosci.

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Since 2019, China has gradually seen a “blind box” boom, and young people have quickly become the main buying force of blind boxes, promoting the continuous development of the blind box industry. Previous studies have shown that uncertainty in events with positive prospects can play a more positive role than certainty. However, how does uncertainty in the blind box affect consumers’ emotions and cognition and trigger subsequent consumption decisions? To clarify the internal mechanism of this process, this paper takes the blind box as the research object and constructs the mechanism model of perceived uncertainty on consumers’ impulsive purchase intention, based on Stimulus-Organism-Response (SOR) theory. In addition, the curiosity variable and perceived luck variable are introduced according to the information gap theory and optimism theory. On this basis, we conduct an empirical analysis by means of a questionnaire survey. The results show that perceived uncertainty has a positive impact on consumers’ impulsive purchase intentions, in which curiosity plays a mediating role. Besides, perceived luck positively moderates the impact of perceived uncertainty on impulsive purchase intention. This study clarifies the internal impact of perceived uncertainty on impulsive purchase intention of the blind box and enriches the basic theory of uncertainty reward and purchase intention. At the same time, we also offer related recommendations for future enterprises to learn from the marketing model of uncertain rewards.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Research on the effect of uncertain rewards on impulsive purchase intention of blind box products

Zhang

Zhou

Qin

2022

Front. Behav. Neurosci.

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“…Furthermore, due to changing consumer shopping patterns, consumers can be landed onto the online shop with a more detailed product description and purchase options, just with a single click on the digital ad. Nevertheless, the actual challenge for the advertisers remains that the digital ad should resonate with consumers and thereby capture their attention [39][40][41].…”

Section: Narrative Advertisingmentioning

confidence: 99%

Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?

2020

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Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotions and feelings. As digital communities continue to grow, both brands and consumers are using narrative advertising to share their opinions. Hence, the purpose of this research was to investigate how the upcoming generation of consumers will be affected by the two information sources, i.e., the brands via narrative advertising, and peer consumers through electronic word-of-mouth (eWOM). Furthermore, the mediated role of persuasion knowledge was examined among the constructs. Theoretical foundations were empirically tested using quantitative research analysis. The data was collected from a sample of 304 Generation Z respondents from Pakistan. Structural equation modeling (SEM) using AMOS 22.0 was executed to determine cause and effect relationships. This study offers new evidence regarding the effective mobilization of eWOM and narrative advertising in the context of Generation Z. The results indicate narrative advertising to have strong effects on Generation Z purchase intentions as compared to eWOM.

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“…In the case of online shopping, the consumer may or may not trust the motivations of the sender (King et al, 2014) and avoid online purchases due to lack of trust (Ladhari & Michaud, 2015). As a large number of travelers rely on consumer reviews, fake reviews have also come into play which reduces trust in reviews (Thomas & Mathew, 2018). If a consumer perceives the review to be fake, they will not trust the reviews (Mishra Perceived trust could impact purchase intention (Filieri et al, 2018).…”

Section: Mediating Role Of Trust and Perceived Riskmentioning

confidence: 99%

Role of Review Length, Review Valence and Review Credibility on Consumer’s Online Hotel Booking Intention

Shukla

Mishra

2022

FIIB Business Review

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Information and communication technologies have empowered the consumers with ease of access to information about products and services in form of electronic word of mouth (eWOM). eWOM plays a critical role in consumer purchase decisions in the form of online reviews. The study uses the S-O-R framework to examine the impact of online reviews on online hotel booking. The data were collected using purposive sampling through an online self-administered questionnaire and analyzed using the PLS-SEM technique. The results of the study show that review valence significantly impacts review credibility whereas review length does not. Furthermore, credible reviews lead to high purchase intention. The positive impact of purchase intention on purchase in online hotel booking context is a novel finding. We suggest managers to include more positive valanced reviews to develop trust and credibility while take proper measures to reduce risk.

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Online Merchandising Cues Influencing the Purchase Intention of Generation Z Mediated by Emotions Using-S-O-R Framework

Cited by 11 publications

References 0 publications

Research on the effect of uncertain rewards on impulsive purchase intention of blind box products

Research on the effect of uncertain rewards on impulsive purchase intention of blind box products

Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?

Role of Review Length, Review Valence and Review Credibility on Consumer’s Online Hotel Booking Intention

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