Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner's Joy in Online Bidding?

2010 ◽  
Author(s):  
Sukki Yoon ◽  
Michael Gravier ◽  
Sangdo Oh
Keyword(s):  
Shopping Goals

Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals

2021 ◽  
pp. 0887302X2199428
Author(s):  
Hyejune Park ◽  
Seeun Kim
Keyword(s):  
Virtual Reality ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Cognitive Elaboration ◽  
Mediating Role ◽  
Virtual Store ◽  
Shopping Goals ◽  
The Way

The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers.

The Challenge of a Prominent Position: Decomposing Shopping Goals in Sponsored Search Advertising

2021 ◽  
pp. 1-18
Author(s):  
Qing Huang ◽  
Bingjia Shao ◽  
Xiaoling Li ◽  
Tao He ◽  
Juanyi (Sunny) Liu ◽  
...  
Keyword(s):  
Sponsored Search ◽  
Search Advertising ◽  
Sponsored Search Advertising ◽  
Shopping Goals

Active bidders versus smart bidders

2019 ◽  
Vol 53 (4) ◽  
pp. 585-606 ◽  
Author(s):  
Kacy K. Kim ◽  
Michael J. Gravier ◽  
Sukki Yoon ◽  
Sangdo Oh
Keyword(s):  
Design Methodology ◽  
Online Auction ◽  
Product Categories ◽  
Minimum Number ◽  
Price Auction ◽  
Second Price Auction ◽  
Shopping Goals ◽  
Proxy Bidding ◽  
Practical Implications ◽  
At Will

Purpose The purpose of this paper is to contrast two lay theories of how consumers draw affective inferences about their online bidding experiences. The active-bidder theory (smart-bidder theory) predicts that after winning a bid, highly (minimally) participative bidders would be more satisfied than minimally (highly) participative bidders. Design/methodology/approach Four experiments test two competing hypotheses, the active-bidder hypothesis and the smart-bidder hypothesis (Study 1), identify a condition that mitigates the observed effects (Study 2), identify when the mitigation is effective or ineffective (Study 3) and replicate the findings in a scenario-based study where participants are allowed to make actual bidding decisions (Studies 4A and 4B). Findings The findings support the smart-bidder hypothesis across three different product categories; however, this heuristic-driven effect is absent when bidders have concrete shopping goals. The effect was sufficiently robust to be observed even when the bids are made at will. Research limitations/implications The present research does not incorporate the widely adopted procedure of second-price auction (also known as proxy bidding in the eBay setting), a system that allows the highest bidder to win the auction but pay the amount of the second-highest bid. Practical implications Online consumers should be mindful that entering the minimum number of bids not only helps consumers avoid overbidding but also elevates their joy in winning after the auction ends. Originality/value Prior research on bidding behavior on online auction sites has yet to examine how different bidding dynamics affect consumers’ post-auction satisfaction. This research sheds light on the psychological process underlying the robust phenomenon: online auction consumers rely heavily on proxy signals. Bidders appear to use the efficiency heuristic in constructing their affective judgments of their buying experiences.

Does stress matter in mall experience and customer satisfaction?

2020 ◽  
Vol 34 (2) ◽  
pp. 177-191 ◽  
Author(s):  
Laura Lucia-Palacios ◽  
Raúl Pérez-López ◽  
Yolanda Polo-Redondo
Keyword(s):  
Customer Satisfaction ◽  
Affective Response ◽  
Marketing Strategies ◽  
Cognitive Response ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
Confirmatory Factor ◽  
Low Levels ◽  
Shopping Motivation ◽  
Shopping Goals

Purpose This paper aims to demonstrate that stress is a relevant feeling to take into account in mall experience and customer satisfaction management. Furthermore, it is proposed that its effects on mall experience and satisfaction differ depending on shopping motivation and frequency. Design/methodology/approach The method is based on seemingly unrelated regressions models and data were obtained through a survey of 1,088 mall clients. Mall experience is addressed through customer cognitive and affective responses. Both terms together with stress and customer satisfaction with the mall are constructs measured by seven-point Likert scales. Exploratory and confirmatory factor analyses were conducted to validate these measures. Findings The results show that stress reduces customers’ affective response and satisfaction. The effect of low levels of stress on customer affective response is less negative for frequent shoppers, and the influence of high levels on satisfaction is less negative for them. Furthermore, stress has a U-shaped effect on customers’ cognitive response, an effect that is reduced for frequent shoppers. Practical implications Mall managers should try to reduce stress in the management of their customers’ experience. Moreover, they should increase the shopping frequency of their clients by implementing marketing strategies, such as frequency programs and serial concerts, and assist shoppers in reorganizing their shopping goals by implementing organizing tools and new recommendations and suggestions. Originality/value Given that previous work on shopping stress is scarce, this paper expands the extant literature by analyzing its effects on mall experience and customer satisfaction. Furthermore, it shows that these effects may vary depending on shopping frequency and motivation.

Building committed online shoppers through shopping goals and switching cost

2019 ◽  
Vol 7 (3) ◽  
pp. 127-140
Author(s):  
Ernest Emeka Izogo ◽  
Chanaka Jayawardhena
Keyword(s):  
Switching Cost ◽  
Online Shoppers ◽  
Shopping Goals

Hedonic and utilitarian shopping goals: The online experience

2008 ◽  
Vol 61 (4) ◽  
pp. 309-314 ◽  
Author(s):  
Eileen Bridges ◽  
Renée Florsheim
Keyword(s):  
Online Experience ◽  
Shopping Goals

The role of shopping goals on customer loyalty

2009 ◽  
Vol 1 (2) ◽  
pp. 191-210 ◽  
Author(s):  
Kyoung-won Park ◽  
Ju-Young Park
Keyword(s):  
Customer Loyalty ◽  
Shopping Goals

Social Shopping Development and Perspectives

2013 ◽  
pp. 97-105
Author(s):  
Chingning Wang
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Search Engine ◽  
Social Networking Sites ◽  
Strategic Alliance ◽  
The Other ◽  
Social Commerce ◽  
Search Engine Marketing ◽  
Social Shopping ◽  
Shopping Goals

“Social shopping” (or social commerce), combining shopping and social networking, is an application of Web 2.0 in electronic commerce to benefit from users’ social networks. This paper explores the development of the emergent “social shopping” and related perspectives. It incorporates comparisons between social shopping marketing and search engine marketing. For example, search engine marketing assumes shoppers are certain of their shopping goal; social shopping marketing assumes shoppers are uncertain of their shopping goals and gather shopping ideas from their peers. In this paper, the challenges in social shopping development are identified, including governing shopper communities and retrieving content from social networking sites. The author concludes that social shopping and e-commerce are not dichotomous concepts. Social shopping can be an evolutionary concept, meaning a singular EC site advancing with social networking functions, or a synergistic concept, meaning EC sites connecting with the other social networking sites to form strategic alliance.

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