Ratio Bias in Online Shopping: Effect of Frame Type on Willingness to Buy

Female online shoppers in the Indian e-commerce industry are growing day by day and the online vendors need to understand their shopping habits to approach them in a better way. A conceptual model is proposed that extends the theory of planned behaviour (TPB) model with three additional constructs namely, trust, convenience, and customer service. The proposed model is examined by means of questionnaire responses collected from around 529 online shoppers. The study reveals that customer service has the major influence on the female's attitude to shop online and perceived behavioural control acts as the most influencing factor in female shoppers' willingness to buy online. The overall descriptive power of the proposed model has an R2 of 52% for female's willingness to use online shopping and an R2 of 46% for attitude towards online shopping. Since it is difficult to attract new shoppers and retain existing customers, excellent customer service can be the answer to the problems related to customer retention and customer loyalty in the online context.

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An Analysis of the Impact of Personality Traits towards Augmented Reality in Online Shopping

Symmetry ◽

10.3390/sym13030416 ◽

2021 ◽

Vol 13 (3) ◽

pp. 416

Author(s):

Radu Lixăndroiu ◽

Ana-Maria Cazan ◽

Cătălin Ioan Maican

Keyword(s):

Augmented Reality ◽

Electronic Commerce ◽

Personality Traits ◽

Online Shopping ◽

The Internet ◽

External Locus ◽

Highest Weight ◽

Willingness To Buy ◽

The Impact ◽

Online Buying

The Internet as a shopping and purchasing medium has become an extensively researched topic. Augmented realty, in particular, allows consumers to explore their options and make personalised changes while shopping online. Our study aims to analyse the symmetry between the attitudes towards using the traditional electronic online shopping and the electronic commerce that uses augmented reality. We also investigate the effects of personality traits and the attitudes towards the Internet on the two electronic commerce forms. Our results show that the buying intention in online shopping is significantly higher in the case of augmented reality. Our results also reveal associations between personality traits and online buying behaviours, i.e., neuroticism and the openness to experiences being associated with the willingness to buy online. On the other hand, personality traits are proved to predict buying impulsiveness, the highest weight being represented by low emotional stability and high external locus of control. Further research should also include other dimensions, such as the perceived risks associated with online purchasing, self-efficacy or anxiety towards technology.

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Violence and Sex as Advertising Strategies in Television Commercials

European Psychologist ◽

10.1027/1016-9040/a000016 ◽

2010 ◽

Vol 15 (4) ◽

pp. 304-311 ◽

Cited By ~ 12

Author(s):

Christopher J. Ferguson ◽

Amanda M. Cruz ◽

Daniel Martinez ◽

Stephanie M. Rueda ◽

Diana E. Ferguson

Keyword(s):

Young Adults ◽

Sexual Content ◽

Television Show ◽

Television Commercials ◽

Brand Recall ◽

Violent Content ◽

Willingness To Buy ◽

Advertising Strategies ◽

Television Violence ◽

The Impact

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

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