Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations

Two studies focused on impulsive purchase experiences. Feelings, considerations and ratings of purchase impulsiveness were measured with respect to a recent purchase by means of interviews immediately after the purchase in the shopping environment (Study 1) and through shopping diaries (Study 2). Feelings and considerations were measured by open-ended questions, which yielded a wide range of responses in each category. These responses were subjected to multidimensional scaling. The results demonstrated a high versus low arousal dimension of positive emotions and a hedonic versus utilitarian dimension of considerations. Emotions and considerations were predicted by general impulse-buying tendency, and were related to the experience of impulsive purchases. In Study 2, impulse buying tendency was measured 2 months earlier. Structural equation modelling confirmed a model in which general impulse buying tendency predicts the feelings and considerations in the purchase environment, which in turn, determine the experience of making an impulsive purchase.     

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

Queue wait is a prevalent daily experience, with most prior research documenting its negative consequences on consumer outcomes. Recent research has suggested otherwise, revealing potential positive effects of queue wait. However, studies on the positive queue effects are rather limited and have largely neglected the role of consumers' affective experience in driving potential favorable consumer outcomes. Expanding this stream of research, in this article, we build on the queue wait literature and the curiosity literature to propose that the presence of queue waits generates feelings of curiosity and more importantly such curious feelings influence consumers' decision-making in fashions that enhance their purchase intentions. The boundary condition for this effect was also examined. Five studies provided empirical evidence: the presence versus absence of queue wait enhances participants' purchase intentions that carry real consequences (Study 1); this effect is mediated by participants' feelings of curiosity after accounting for quality (Study 2) or after controlling for quality (Studies 1, 3–5), and is stronger among participants with hedonic versus utilitarian consumption motivation (Studies 4 and 5). By documenting the curiosity account for the positive effect of queue wait on consumers' purchase intentions, this research adds to extant research on positive queue effects and expands the curiosity literature into the queue wait context. The observed moderating effect of hedonic versus utilitarian consumption motivation echoes with the curiosity account. Practical implications for marketers were discussed.     

移动支付对大学生冲动性消费行为的影响——来自ERP的实验证据

为寻找移动支付影响冲动性消费的电生理证据,实验采用两难选择的虚拟购物任务,通过2(支付方式)×2(产品类型)被试内实验设计,结合ERP技术比较移动支付和现金支付下的冲动消费及相关电生理指标。实验数据显示:(1)移动支付下参与者的购买意愿高于现金条件;(2)对享乐品的购买,移动支付下的购买意愿、购买率高于现金支付,而对实用品两种支付下无差异;(3)决策阶段头皮左侧发现,移动支付下享乐品的LPP波幅正于实用品,而现金支付下二者LPP波幅无差异;(4)N2波幅上存在Buy/No Buy效应。结果表明:移动支付促进了享乐品的冲动性消费,决策阶段左侧脑区的LPP波幅可作为其电生理指标,N2波幅表征买与不买。     

公司形象和产品属性超越的协同效应：基于刻板印象内容模型

由于消费者和品牌之间的关系与人际关系存在许多相似之处, 反映人际感知的刻板印象内容模型为品牌感知研究提供了全新的视角。然而, 以往研究多关注品牌感知两大维度--“感知能力”和“感知温情”二者之间的作用关系, 鲜有研究同时基于公司层面和产品层面考察品牌感知不同维度的前因变量及其交互作用机理。鉴于此, 本文实验1考察了公司形象/产品属性超越的不同维度与“感知能力”和“感知温情”的对应关系, 在此基础上进一步发现公司形象和产品属性超越对购买意愿的协同效应。具体而言, 当公司形象为能力型时, 产品享乐性(相对于功能性)属性超越下消费者的购买意愿更高; 当公司形象为诚信型时, 产品功能性(相对于享乐性)属性超越下消费者的购买意愿更高。而且, 品牌赞赏感在上述协同效应中发挥中介作用。实验2探究感知风险调节公司形象和产品属性超越对购买意愿的协同影响。文章最后讨论了本文的理论贡献, 对企业如何实现公司形象策略和产品属性策略的协同促进等方面的营销启示, 以及未来研究方向。     

外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。     

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase‐decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between‐subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand‐related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

Maintaining a healthy diet: Effects of personality and self-reward versus self-punishment on commitment to and enactment of self-chosen and assigned goals

Abstract

A theory decomposing volition into four modes of central organization of executive control functions is outlined. These modes include (1) an autonomy-oriented mode (“self-regulation”) which is facilitated by challenging conditions and positive mood, (2) a self-suppressive mode oriented toward external-control (“self-control”) facilitated by negative mood and two modes associated with volitional inhibition (“state orientation”). Two experiments are reported that test predicted interactions between dispositional and situational factors in determining commitment to and actual enactment of self-chosen versus assigned activities directed at changing nutritional behavior. The results confirm the predicted disordinal interactions: The degree of commitment to and enactment of intended behavioral changes depends upon an interaction between personality (volitional styles), type of self-regulatory task (eat more healthy versus avoid unhealthy food), and instructional focus on easy versus difficult steps (Study 1) or self-reward versus self-punishment strategies (Study 2). Practical implications for designing intervention procedures according to individual personality characteristics and situational constraints are discussed.     

产品类型对购物冲量效应的调节作用分析

基于享乐品-实用品有关研究及购物冲量效应, 考察产品类型对购物冲量效应的调节作用及其内在机制。实验一通过现场研究验证购买实用品提高后续购买概率, 购买享乐品降低其概率; 实验二为实验室实验, 再次验证该调节作用, 并验证内在原因：购买享乐品更可能激发内疚感、花钱的痛苦甚至负面自我形象和高层次目标, 导致理由性思维占主导, 前次购买引发的应用思维定式受到削弱。相比于实用品, 购买享乐品引发购物冲量效应的可能性更低。     

The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community1

Electronic word‐of‐mouth (WOM) communication influences potential consumer attitudes and behavioral intentions toward a product. Since consumers frequently assess online information based on their relationships with communities, rather than with individuals, online communities themselves function as referents for assessing information quality. This study examines whether consumer perceptions toward virtual communities (i.e., sense of virtual community or SOVC) moderate the perceived influence of product comments on attitude and purchase intention. This study manipulated 2 scenarios involving positive comments and negative comments regarding a newly issued game product. Analytical results indicated that SOVC reinforced the influences of online comments on attitude and purchase intention. Thus, marketers should consider the role of virtual communities when implementing WOM strategy online.     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

环境无序性对消费者多样化寻求的影响及作用机制

在日常生活和购物环境中, 混乱无序无处不在。然而, 关于环境无序性对消费者产品选择行为的影响研究却十分有限, 本文试图填补这一不足。具体而言, 本文创新性地提出环境无序性与多样化寻求行为之间存在着因果关系, 且自我效能威胁和未来偏好不确定感在其中发挥链式中介作用。通过1个预实验和4个实验, 本文发现无论在真实环境、线下购物环境、工作环境, 还是线上产品陈列情境下, 环境无序性均可提升多样化寻求行为; 无序的环境会对消费者的自我效能产生威胁, 进而增强其对未来产品偏好的不确定性感知, 最终促使其通过增加多样化寻求行为来应对未来可能变化的产品偏好。     

The effect of repeat purchase information in electronic word-of-mouth (eWOM) on purchase intention

Consumers commonly rely on electronic word-of-mouth (eWOM) to inform their purchase decisions. The purpose of this study is to investigate when and why repeat purchase information in eWOM influenced customers' purchase behavior, using the social learning theory as a framework. Three experiments were conducted to test the hypotheses. The results showed that repeat purchase information in eWOM positively affected consumers' purchase intention through perceived diagnosticity of eWOM and perceived value. Additionally, the effect varied from product type. For utilitarian products, the repeat purchase information in eWOM had a significant impact on consumers' perceived diagnosticity and purchase intention, while for hedonic products, the impact was not significant. The current study deepens the understanding of social learning theory in eWOM content by providing a novel look at repeat purchase information in eWOM. These findings offer important implications for both research and practical applications of eWOM, particularly in term of effectively utilizing repeat purchase information of eWOM.     

The Selection of Freebies and the Preference for Freebie Promotions—A Perspective on Item Characteristics

Research on consumer decision making has mainly focused on individual products; however, many products are purchased with other items as part of a promotional package. This paper explores how the characteristics (hedonic versus utilitarian) of the items in freebie promotional packages (e.g., buy one item and get a different item for free) influence consumers' preference for the promotional package. Additionally, the authors examine how the characteristics of the focal item influence consumers' choice of either a hedonic or a utilitarian freebie item. Five experiments, rooted in the concepts of consumer avoidance of overloading negative emotions and motivation to seek hedonic pleasure, show that a package with one utilitarian and one hedonic item generates higher purchase intentions and willingness to pay than a package with either two hedonic or two utilitarian items. Furthermore, consumers who purchase a hedonic (utilitarian) focal item are more likely to choose a utilitarian (hedonic) freebie. These effects exist not only in hypothetical scenarios but also in an incentive‐compatible design. Moreover, the impact of the focal item characteristics on consumer choice of freebie is moderated by acquisition format and time separation. The authors also explore the internal mechanism influencing consumers' freebie choices. The findings have significant implications for both theory and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

When Misery Avoids Company: Selective Social Comparisons to Photographic Online Profiles

Social networking site usage may affect subjective well‐being. Two experiments examined how selective exposure to profiles of other users facilitated mood management via self‐enhancing social comparisons. In Study 1, when given detailed impression management cues, such as photographs and status updates, users in a negative mood sought upward rather than downward social comparisons. Study 2 found that relatively low levels of group identification with the social networking site community led to upward social comparisons by users in a negative mood. High group identifiers spent more time viewing upward comparisons, regardless of mood. Regarding exposure effects, upward social comparisons to profiles improved subsequent mood when the comparison involved career success. High group identifiers experienced greater positive mood following upward social comparisons.     

Social entrepreneurship: understanding consumer motives for buying The Big Issue

This paper examines consumer response to a particular social entrepreneurship initiative, The Big Issue. Focusing on consumer motivation, the research explores the utilitarian value of the product as compared to the desire to help the homeless as the primary motivation for purchase. The research found that, although the utilitarian value partly motivated purchase, consumers widely perceived there to be a helping dimension to the exchange. Consumers valued the empowerment goals espoused by The Big Issue and found it rewarding to play a part in the empowerment process. The appearance and manner of The Big Issue vendors influenced consumer reactions to the initiative, indicating a need for careful management of ‘beneficiary portrayal’ in this context.     

Determinants of the purchase intention of non-fungible token collectibles

Disrupting the concept of ownership in the digital space, non-fungible tokens (NFTs) have created unprecedented market opportunities and captivated millions of investors. Characterized by artificial scarcity and ensured authenticity, the technical implementation establishes novel parameters for digital ownership and collecting, underscoring a research gap where the determinants of consumer behavior are yet to be studied. This paper presents a research model based on the Stimulus-Organism-Response (SOR) model to investigate consumers' purchase intention of NFT-based collectibles (NFTC) for the first time. To develop our model, we identified distinctive NFTC features (functionality, scarcity, aesthetics, and price value) and blockchain characteristics (security and privacy) affecting the utilitarian and hedonic attitude towards NFTC and finally shape NFTC purchase intention. For empirical validation, we conducted an online survey among an NFT-interested target group (N = 356) and analyzed the results by structural equation modeling with SPSS Amos. Findings indicate that the utilitarian attitude toward NFTC is affected by perceived functionality and price value from the product side, and perceived blockchain security and privacy from the technology side. The hedonistic attitude toward NFTC is shaped by perceived functionality, scarcity, and aesthetics. Both attitudes, utilitarian and hedonistic, demonstrate a significant impact on purchase intention. A subsequent mediation analysis confirms that NFTC and blockchain characteristics have an indirect effect on purchase intention. In the under-investigated interface of blockchain technology, digital ownership, and consumer behavior, this work enriches the digital ownership discourse by demonstrating how NFTC create consumer value through product and technology features.     

网络游戏消费的影响因素

网络游戏消费研究日益受到研究者的关注。本文对网络游戏消费的影响因素进行了梳理。网络游戏消费的影响因素主要包括个体特征、网络游戏特征、社交特征、知觉特征和体验特征这五个方面。影响网络游戏消费的个体特征包括年龄、性别和人格;网络游戏特征包括游戏品质、服务质量、定制和创新;社会交往包括社交行为、社会资本和社会规范;知觉特征包括价值知觉、风险知觉、控制知觉,体验特征包括乐趣和心流。未来的研究应该关注不同品类网络游戏消费的影响因素的比较,消极社交互动以及与线上-线下社交迁移对网络游戏消费的影响。     

Regulatory focus as a predictor of omission bias in moral judgment: Mediating role of anticipated regrets

Omission bias occurs when people are more reluctant to accept negative consequences caused by their actions than by their inaction. Recent research on omission bias in decision‐making has found evidence for individual differences, thus indicating that some people are more likely to show omission inclination than others. The present research aims to explore the role of regulatory focus as individual difference variables in omission bias. Moreover, we examine whether anticipated regret mediates the relationship between regulatory focus and moral judgement. Moral judgement tasks utilized include: (i) moral dilemma scenarios (Study 1); and (ii) ethical scenarios embracing apparent legal rule violations (Study 2). The results of both studies show that only prevention focus is significantly related to omission bias in moral judgement. Specifically, this relationship holds regardless of the nature of the ‘omission’ (whether they are deontological or utilitarian). In addition, anticipated regret/guilt for action was found to mediate the relationship between prevention focus and omission bias. Implications and limitations are discussed based on the results of the current study.     

The interplay between perceived busyness and power distance belief on subjective social status: Consequences for consumer preferences for material versus experiential purchases

The perception of a busy life as an indicator of self-worth varies among individuals. Postulating that this perceptual difference can be attributed to one's attitude toward social stratification, the current research examines the interplay between perceived busyness and power distance belief (PDB). We propose that perceived busyness dictates a consumer's subjective social status under low PDB but not under high PDB. Furthermore, the interaction between perceived busyness and PDB determines an individual's relative preference for purchase types: material versus experiential purchases. Study 1 verifies that consumers' perceived busyness has a positive effect on their evaluation of their social status when they have low PDB, whereas this effect disappears when they have high PDB. Study 2 tests the asymmetric effect of perceived busyness and PDB on preference for purchase types, and Study 3 further provides evidence for the mediating role of subjective social status.     

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.