Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals

Shang, Qian; Jin, Jia; Qiu, Junping

doi:10.1016/j.neulet.2019.134665

Cited by 25 publications

(33 citation statements)

References 40 publications

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“…This is consistent with what Karakaya and Saracli (2018) say, when they comment that the involvement with the description will be due to the degree of perceived risk associated with the previous experience with the product (Martins et al, 2019). In online shopping situations, utilitarian and functional products are more likely to be justified as a good choice, while hedonics bring greater potential to arouse negative emotions, which interferes with purchase intention (Shang, Jin & Qiu, 2020). Therefore, it is important to investigate the cost, risk vs. return ratio of each initiative.…”

Section: Discussionsupporting

confidence: 77%

“…Although the literature review points out that the exploration of sensory and symbolic aspects by marketing can positively influence the consumer (Rimkute et al, 2016), including in the online environment (Shang, Jin & Qiu, 2020), the research results contradict these findings. It was not possible to verify this relationship in the level of involvement and intention of purchase in the decision of buying a perfume over the Internet, and, still, a negative association was found in the case of sensory elements in the level of involvement.…”

Section: Discussionmentioning

confidence: 76%

“…Thus, the findings discussed here are relevant, as they present a different approach, questioning whether it would be possible to obtain the expected results of sensory and symbolic marketing in relation to the level of involvement and intention of buying the consumer in online commerce. They also contribute to the addition in the discussions already brought by Shang, Chen and Huang (2012) and Shang, Jin and Qiu (2020), in the treatment of the hedonic characteristics of products in virtual environments.…”

Section: Discussionmentioning

confidence: 89%

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In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

Paula

Farias

et al. 2020

CBR

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This study aimed to analyse whether sensory and symbolic elements used in perfume descriptions in internet sales can positively influence the level of involvement and consumer buying intention. To do so, a quasi-experimental design was adopted with the creation of three scenarios: one control group and two experimental groups. Each participant was presented to only one of the scenarios created, characterizing the model between subjects. Regarding the results, it was found that it is not possible to perceive differences between the means of the groups in relation to the dependent variables, except for a negative association between sensory aspects and the level of involvement. Therefore, it was concluded that it may not be advantageous to invest in sensory and symbolic aspects present in the product description in internet sales, it is necessary to rethink this strategy due the fact that this environment has a certain limitation with hedonics products.

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Section: Discussionsupporting

confidence: 77%

Section: Discussionmentioning

confidence: 76%

Section: Discussionmentioning

confidence: 89%

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In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

Paula

Farias

et al. 2020

CBR

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“…On the other hand, hedonic products are generally not in harmony with actual needs and have an element of luxury. Hedonic products are often considered to be an insignificant expense that leads to guilt and regret [38], [61], and buying these products can engender emotions that tend to be negative. In this study, therefore, it is predicted that the push notification will significantly increase the perceived value of the product if the product is utilitarian.…”

Section: B Product Type and Perceived Value Of The Productmentioning

confidence: 99%

Gain-Loss Framing: Comparing the Push Notification Message to Increase Purchase Intention in e-Marketplace Mobile Application

et al. 2020

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Cart abandonment is a phenomenon that occurs when a customer begins an online transaction but does not complete the sale until the payment process of an e-marketplace app. It has become an issue for e-marketplace sellers and developers because it can reduce sales and delay income. One way to reduce cartabandonment rates is to send push notifications as a reminder to persuade customers to complete their transaction. A stimulus-organism-response (SOR) framework is used as the conceptual foundation. The stimulus is the push notification, then the organism perceives the value of the product, and purchase intention is the response. The push notification is designed to use message framing, which can be gain-framed or lossframed. The personalization effect is also analyzed, because it has been shown to persuade users with marketing and promotional products effectively. This study also compares two product types: utilitarian and hedonic. The study was conducted with a 2 (gain-framed and loss-framed) × 2 (hedonic and utilitarian) × 2 (personalized and general) between-subjects experiment. Hypotheses were tested by comparing the perceived value for each group using analysis of variance and a mediation analysis of 600 datasets. The result shows a general message with gain-framed and the loss-framed message is not significantly different from the perceived value of the product, regardless the product type. A personalized message with gain-framed content has a better effect than loss-framed content as it relates to the perceived value of a utilitarian product, but the improvement is not significant for a hedonic product. Perceived value of the product also has a significant effect on purchase intention and partially mediated the effect of message-framing toward product purchase intention. Thus, it is better to design the push notification as a personalized message with gain-framed message content in order to reduce cart-abandonment rates.

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“…At present, studies have proved that college students are more inclined to consume online than ordinary consumers [1]. and online shopping festivals are an important factor affecting consumer behavior [2]. Moreover, with the closed management brought by the epidemic, the trend of college students' online consumption and unhealthy consumption has also increased [3].…”

Section: Introductionmentioning

confidence: 99%

Analysis of Excess Consumption in College Students by KPAG Method During the COVID-19 Pandemic

Zhao¹,

Cao²

2021

J Aqua Live Prod

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With the arrival of COVID-19, some areas are under closed management, bringing about changes in the way people consume. It also leads to the excessive consumption of some people, especially college students. In order to give early warning to unreasonable consumption behavior, this study designed KPAG algorithm to give early warning to consumption risk. Using particle swarm optimization (PSO) kernel principal component analysis (KPCA) parameter optimization, optimal polynomial kernel to delete data information, and ant colony genetic algorithm (association) clustering analysis of data dimensionality reduction, according to the consumption behavior of college students are divided into three categories, for the consumption behavior of college students to build an early warning model. Through the classification and verification experiment of real data, the results show that compared with the traditional PCA data fitting method, the accuracy of the model in this paper can reach 90%, which is more reliable than the traditional algorithm, and the accuracy of the model is improved by nearly 20%, which can be used for effective early warning.

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Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals

Cited by 25 publications

References 40 publications

In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

Gain-Loss Framing: Comparing the Push Notification Message to Increase Purchase Intention in e-Marketplace Mobile Application

Analysis of Excess Consumption in College Students by KPAG Method During the COVID-19 Pandemic

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