Consumer's decision to shop online: The moderating role of positive informational social influence

While much of the current literature tends to focus on the direct effect of social influence on consumer online shopping behavior, our study drew heavily on social influence theory and argued for an alternative theory focusing on the moderating role of social influence. In particular, we explored how positive messages in online discussion forums may affect consumers’ decisions to shop online. We used a laboratory experiment in which the treatment group was required to read positive messages about online shopping experience in an online discussion forum. Positive social influence was found to reinforce the relationship between beliefs about and attitude toward online shopping, as well as the relationship between attitude and intention to shop. We believe our alternative theory provides new insight into the complex processes through which social influence is brought to bear on consumers’ online shopping decisions. Implications of our work are discussed.     

Working for one penny: Understanding why people would like to participate in online tasks with low payment

The development of Internet technology has facilitated the emergence of online marketplace for various kinds of tasks (e.g., Amazon’s Mechanical Turk in USA and Taskcn.com in China). Although the payment is relatively low, numerous people participate in the tasks in these online marketplaces. Drawing upon shopping value literature, we develop a research model by considering various value perceptions so as to better understand this interesting phenomenon. Specifically, it is proposed that hedonic value and utilitarian value (including benefit-cost ratio and net benefit) influence satisfaction and continuance intention. A field survey with 205 participants in an online working website in China was carried out to examine the proposed research model and hypotheses. The key findings are: (1) benefit-cost ratio significantly influences satisfaction, while net benefit does not; (2) there is a significant substitutive effect or negative interaction effect between benefit-cost ratio and net benefit; (3) hedonic value directly influences continuance intention, as well indirectly influences continuance intention via satisfaction. Implications, limitations, and future research directions are discussed.     

Students’ participation intention in an online discussion forum: Why is computer-mediated interaction attractive?

Anecdotal evidence indicates that an online discussion forum may not be utilized to its full potential in enhancing the effectiveness and efficiency of teaching due to a lower than expected student participation rate. This paper seeks to identify the motivational behavioral factors influencing students’ intention to participate in an online discussion forums (ODF). Drawing on the literature on social psychology and applying the theory of reasoned action, we develop a conceptual model of intention to participate in an online discussion forum and empirically test the hypotheses in a cross-sectional quantitative survey. The findings indicate that expectancy on hedonic outcome and utilitarian outcome and peer pressure positively influence the participation intention of students. Also, the perceived importance of learning positively moderates the relationship between utilitarian outcome expectancy and participation intention. Theoretical and practical implications of the findings are discussed.     

Visualizing ideal self vs. actual self through avatars: Impact on preventive health outcomes

The self-discrepancy between one’s actual self and one’s ideal self, which is associated with negative emotional states (e.g., depression) or unhealthy lifestyles (e.g., eating disorders), is mostly caused and intensified by exposure to unrealistic images of others (e.g., celebrities or magazine models). Drawing from regulatory focus theory, the current study examines whether creating self-resembling avatars, especially those that resemble our ideal selves, could counteract this negative effect of self-discrepancy. The results of a between-subject experiment (N = 95) indicated that user-created self-reflecting avatars made salient different mental images of their bodies based on whether they customized their avatars to look like their actual or ideal selves, and consequently influenced their perceptions toward their physical body through two different self-regulatory systems (i.e., promotion-focused and prevention-focused), with consequences for health outcomes. Theoretical and practical implications are discussed.     

The impact of task framing and viewing timing on user website perceptions and viewing behavior

It is generally recognized that online shopping has both utilitarian as well as hedonic components. The primary focus of this investigation is to examine task framing (either utilitarian or hedonic) and length of viewing time (unlimited or 5 s) as conditions that influence user website perceptions and viewing behavior. Whether a task is framed as either hedonic or utilitarian received limited support. However, viewing time does make a difference and unconstrained viewing versus 5 s of viewing time results in higher levels of perceived involvement, enjoyment, trust, and effectiveness. In addition, eye-tracking results indicate that users tend to focus more on hedonic zones versus utilitarian zones (i.e. exhibit higher number of fixations and longer viewing times). Interview data provide additional support and insights. In sum, these findings contribute to understanding the complex and dynamic perceptions of online shoppers.     

Understanding moderating effects of collectivist cultural orientation on the knowledge sharing attitude by email

This paper investigates the moderating effects of collectivist cultural orientation introduced in the information systems and knowledge management (KM) literature to fully understand the important factors and relationships in knowledge sharing in the online learning environment. Social norms and collectivist cultural orientation are hypothesized as direct and moderating factors to the system users’ (or learners’) attitude toward sharing knowledge by email. An empirical test of large student samples (n = 566) with multiple cultural backgrounds in the most diverse university was implemented by PLS. The test confirmed that collectivist cultural orientation moderates the effects of social norms on the attitude toward sharing knowledge by email. Furthermore, the test results show that group norms are stronger than the instructor or classmate norms. Theoretical and practical implications of these findings for online learning and KM are discussed in the paper.     

Trusting expert- versus user-generated ratings online: The role of information volume,valence, and consumer characteristics

The warranting principle, signaling theory, and theories of informational social influence suggest conditions when either user-generated information, or information originating from traditional experts, might be privileged online. A random sample of 1207 U.S.-based adults with Internet access completed an experiment that manipulated the source, volume, and valence of online movie ratings in order to test predictions derived from these perspectives. Results indicated that ratings volume is positively associated with trust of, reliance on, and confidence in user-generated content, as well as the congruence between one’s own and others’ opinions; that ratings source and volume interact to impact credibility perceptions, reliance on user-generated information, and opinion congruence, such that people tend to favor experts when there is low information volume, but favor user-generated information under conditions of high information volume; and that people’s opinions and behavioral intentions converge with the online ratings information to which they are exposed. In addition, these effects apply more strongly to people more conversant with user-generated content. Results indicate important theoretical extensions by demonstrating that social information online may be filtered through signals indicating its veracity, which may not apply equally to all social media users.     

Extending technology usage models to interactive hedonic technologies: a theoretical model and empirical test

Abstract. Much of our prior knowledge of information systems (IS) usage is based on utilitarian systems such as personal productivity software and organizational applications. However, new generations of systems, such as online video games (OVGs), have since emerged that aim at enhancing users' hedonic outcomes like entertainment rather than utilitarian outcomes such as productivity. Prior models of utilitarian system usage provide a limited understanding of one's usage of hedonic systems, given the motivational differences between using these two types of systems. Theoretical modifications instead are required to extend the current models to hedonic systems. Expanding the research on attitude theories, we propose an initial model for usage of interactive hedonic systems, replacing perceived usefulness and perceived ease of use with perceived enjoyment and social image as the core cognitive drivers of usage, and further linking these beliefs to different technological attributes. The initial model is empirically validated using a survey of OVG usage among 485 student subjects. For IS usage research, this paper proposes and validates one of the earliest usage models of hedonic systems. For practitioners, this study provides some guidelines for manufacturers of hedonic systems on how to derive the most return on their system development efforts.     

Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus

The current study proposes a model to test whether online review valence and attributes have an effect on credibility, and whether regulatory focus and subjective knowledge have moderating effects. Three hundred nineteen university students participated in online experiments with a 2 (positive vs. negative review valence) by 2 (objective vs. subjective review attributes) between subject design. The experiment demonstrated that objective and negative online reviews have a significant positive and negative impact, respectively, on message credibility, which affects review adoption. The results also showed that the moderating effect produced by objective information and a consumer’s subjective knowledge is supported. This study contributes to explaining the inconsistent results between review valence/attribute and credibility found in previous studies.     

Inducing attitude change toward online gaming among adolescent players based on dissonance theory: The role of threats and justification of effort

The negative impact of online gaming on adolescents has received much attention. The question of how to reduce their pathological use of online gaming is a critical issue. Based on the concept of external justification in dissonance theory, this experimental study aimed to examine whether severity of threat and justification of effort would impact adolescent players’ attitude change toward online gaming and their subjective estimations of online gaming addiction. The results echoed predictions from classic studies in dissonance theory. When participants engaged in attitude–discrepant behavior, i.e., persuading other adolescents that an apparently interesting online game is not fun at all, their attitudes toward online gaming shifted more dramatically to the negative side in the context of a low level of threat rather than a high level of threat. Additionally, the magnitude of attitude change was more prominent when participants exerted more rather than less effort to engage in attitude–discrepant behavior. Moreover, a similar pattern of participants’ evaluations of the likelihood of online gaming addiction was also observed. The findings show that dissonance theory has the potential to be useful for inducing adolescent players to disengage in online gaming.     

Understanding the intention to follow the advice obtained in an online travel community

Online travel communities are an increasing phenomenon that is motivating great changes in consumer behavior in the travel sector. Travelers prefer to rely on peers’ recommendations and thus visit these communities to look for unbiased information. This work analyzes some of the precursors of the consumer intention to follow the advice obtained in an online travel community. Data show the relevant role of attitude toward the advice, trust in the online community that provides the advice and perceived usefulness of this information in order to determine the consumer intention to follow the advice obtained in the community. As well, trust and usefulness have been found to influence consumer attitude, and usefulness is also directly affected by trust in the community that provides the advice. Finally, a specific personal attribute - namely, consumer susceptibility to interpersonal influence -, moderates the effects of the antecedents of the intention to follow the advice obtained in a travel community. Based on these results, some implications for practice are widely discussed.     

A dispositional approach to hostility toward sports commentators in online arenas

A limited amount of studies examined the effects of sports commentary on online readers’ attitudes toward online sports commentators. Approaching disposition effects hypothesis in online arenas, this study examined the effects of the positive/negative sports commentaries and the win/loss of readers’ favorite team on their hostility toward online sports commentators. A two (the win of the favorite team versus the loss of the favorite team) by two (the positive commentaries versus the negative commentaries) within-subjects repeated measures experiment with emotional responses as a covariate was designed to measure readers’ hostility toward online sports commentators. Results showed that disposition effects activated by the win/loss and the positive/negative commentaries significantly led readers to a higher level of hostility toward online sports commentators. Moreover, main effects for the positive/negative commentaries were stronger than main effects for the win/loss of the favorite team. Although readers’ emotional responses could not directly moderate the effects of the positive/negative commentaries on the win/loss of the favorite team, online readers with a more positive level of emotional responses to sports commentaries reported a lower level of hostility toward online sports commentators.     

Will you spend more money and time on internet shopping when the product and situation are right?

Different from past online shopping research which focuses on exploring the cognitive and attitudinal aspects of online consumption behaviors, this study focuses on examining how online shopping motivation and product type affect the searching and spending behavior in an online website. In particular, the interactive effect between online shopping motivation and product type are explored in the study. A 2 × 2 between-subjects factorial experiment with two shopping motivations (i.e., goal-oriented and experiential) and two product types (i.e., hedonic and utilitarian product) was conducted. In addition to the main effects of online shopping motivation and product type, the results show that there is an interactive effect between online shopping motivation and product type on budget control. Participants conducted the loosest budget control when purchasing hedonic products in a goal-oriented online shopping trip because the shopping motivation provides a good justification for online shoppers to purchase hedonic goods without guilt or regret.     

An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy

The proliferation of the Internet has given birth to a number of complaint web sites where dissatisfied and frustrated consumers can easily articulate their opinions and comments on products, services, or companies. Little attention, however, has been paid to the influence of online complaints on potential consumers’ behaviors. This study attempts to provide the understanding of causal attribution process in the online complaining behaviors. The results showed that informational factors, such as vividness and consensus, facilitated consumers’ attribution to companies’ responsibility for the negative events, and subsequently led to changing their evaluation of the companies. In addition, we found that corporate response strategies to online complaints should be different from the conventional response strategies.     

Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits

Online review, an important form of reputation systems, has been studied intensively because of its powerful impact on online retailers, intermediaries, and customers. However, to date, very little attention has been paid to factors that influence an individual’s intention to provide an online review. An extended theory of planned behavior and Big-Five personality framework are used in this study. We empirically examine our model by using a cross-sectional survey study, collecting data from a sample of 171 online shoppers. Results show that attitude, perceived pressure, neuroticism, and conscientiousness are significant predictors of an individual’s intention to provide an online review. Findings may help online retailers and/or intermediaries increase the number of online reviews provided, which will lead to more accurate rating information about transactions, products, or services and may serve as a stepping-stone to continuous improvements. Implications, limitations, and future research directions are discussed.     

Sources and impacts of social influence from online anonymous user reviews

Consumers increasingly rely on online reviews to make purchase decisions. However, the process through which consumers are influenced by online reviews is not well understood. To fill the gap, we apply the social influence theory to theoretically explain and analyze this opinion change process. Specifically, we identify antecedents and consequences of two types of social influence from online user reviews: informational and value-expressive influence. From a survey conducted in a controlled laboratory environment, we found that perceived review quality positively impacts informational influence, while perceived review quality, consistency, and social presence jointly impact value-expressive influence. Interestingly, informational influence impacts both perceived decision quality and perceived usefulness of the website, while value-expressive influence only impacts perceived usefulness of the website. Surprisingly, consumer characteristics, including prior product expertise and self-monitoring, do not have significant effects on the formation of social influence online.     

Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!

Applying Technology Acceptance Model (TAM) and Elaboration Likelihood Model (ELM), we investigated the effects of content type (utilitarian vs. hedonic) on individuals' involvement and intention to subscribe/promote a company's SNS. An experiment was conducted with 171 participants. We found that utilitarian content worked better for highly involved individuals than hedonic content, but hedonic content increased individuals' situational involvement with a company's SNS more than utilitarian content among low-involved people. Both situational and enduring involvements influenced intention to subscribe to and continuously promote the company's SNS. Theoretical and practical implications are discussed further.     

Using the elaboration likelihood model to examine online persuasion through website design

To investigate the dynamics of online persuasion, this research uses the Elaboration Likelihood Model (ELM) to determine the effects of argument quality as a central route to influence attitude change versus design and social elements as peripheral routes to attitude change. Additional to this research is an examination of change in issue involvement as a mediator between central and peripheral routes leading to attitude change. Findings from a study involving 403 participants add to our understanding of ELM concerning the role of website design and how an individual’s level of issue involvement is a prerequisite to changing user attitudes.