Journal of theoretical and applied electronic commerce research,
Год журнала:
2025,
Номер
20(2), С. 110 - 110
Опубликована: Май 20, 2025
In
recent
years,
virtual
anchors
have
become
vital
in
live
marketing
due
to
their
anthropomorphic
features
and
interactive
advantages.
However,
are
the
best
option?
This
study
employs
neuromarketing
tools
examine
impact
of
anchor
appearance
on
consumer
purchase
intention,
investigating
mediating
role
emotional
response
moderating
product
type.
The
findings
reveal
following:
(1)
anthropomorphism
level
is
significantly
positively
correlated
with
intention;
(2)
exhibits
a
positive
U-shaped
relationship
response,
while
inhuman
images
rapidly
trigger
arousal,
but
this
does
not
directly
translate
into
behavior;
(3)
for
hedonic
products,
high
increases
whereas
utilitarian
products
more
likely
be
purchased
when
low.
These
provide
theoretical
foundation
design,
address
empirical
gap
regarding
interaction
between
type,
offer
scientific
guidance
digital
strategies.
Behavioral Sciences,
Год журнала:
2025,
Номер
15(2), С. 117 - 117
Опубликована: Янв. 23, 2025
Artificial
intelligence
(AI)
chatbots
have
been
widely
adopted
in
customer
service,
playing
a
crucial
role
improving
service
efficiency,
enhancing
user
experience,
and
elevating
satisfaction
levels.
Current
research
on
the
impact
of
consumers’
purchase
decisions
primarily
focuses
linguistic
communication
features,
with
limited
exploration
into
non-verbal
social
cues
employed
by
chatbots.
By
conducting
three
scenario-based
experiments,
this
study
investigates
mechanisms
through
which
chatbot
response
strategies
(proactive
vs.
reactive)
use
emojis
(yes
no)
influence
users’
intention.
The
findings
suggest
that
proactive
are
more
effective
strengthening
intention
compared
to
reactive
strategies.
Psychological
distance
performance
expectancy
serve
as
significant
mediators
relationship.
Additionally,
moderates
effect
psychological
distance,
while
its
moderating
is
not
significant.
This
offers
new
insights
chatbots,
revealing
underlying
contributing
evidence
visual
symbols
factors.
Furthermore,
provide
practical
recommendations
for
businesses
optimizing
interaction
enhance
experience.
International Journal of Consumer Studies,
Год журнала:
2023,
Номер
47(3), С. 815 - 851
Опубликована: Янв. 16, 2023
Abstract
Over
the
last
two
decades,
motivated
by
continuous
evolution
of
technology‐driven
retail
environment,
researchers
have
studied
various
aspects
online
consumer
behaviour.
This
article
attempts
to
take
stock
this
environment
critically
assess
research
gaps
in
domain
and
provide
future
directions.
Applying
a
well‐grounded
systematic
methodology
following
TCCM
(theory,
context,
characteristics
methodology)
framework,
197
shopping
behaviour
articles
were
reviewed.
The
findings
reveal
that
application
theories
remains
limited
current
pool
literature
focuses
more
on
developed
nations.
While
studies
primarily
considered
categories
such
as
apparel
grocery,
terms
experimental
survey‐based
most
common.
Additionally,
suggests
some
use
combined
better
understand
technology
acceptance
consumers
online‐shopping
is
recommended.
Similarly,
across
other
like
experiential
luxury,
luxury
services,
or
second‐hand
products
then
link
novel
constructs
reflecting
issues
with
payment
methods,
service
quality,
store
atmosphere
are
portrayed
meaningful
avenues
will
advance
domain.
International Journal of Consumer Studies,
Год журнала:
2023,
Номер
47(5), С. 1885 - 1910
Опубликована: Июнь 8, 2023
Abstract
AI‐based
voice
assistants
are
some
of
the
most
popular
consumer
products
artificial
intelligence
technology.
This
study
investigates
influence
reasoning
process
on
overall
attitudes
and
adoption
intentions
towards
assistants.
Behavioural
theory
was
applied
to
hypothesize
relationships
between
values,
context‐specific
reasons,
attitudes,
intention.
Partial
least
squares
structural
equation
modelling
used
test
research
model
hypotheses
using
data
from
550
potential
consumers
in
India.
suggests
a
positive
consumers'
‘reasons
for’
their
attitude
assistants,
as
well
favourable
impact
values
for’.
discovered
that
against’
not
only
opposites
but
entirely
autonomous
have
an
independent
improved
our
understanding
product
by
identifying
paramount
role
shaping
International Journal of Consumer Studies,
Год журнала:
2024,
Номер
48(4)
Опубликована: Июнь 14, 2024
Abstract
Metaverse
has
garnered
considerable
attention
in
recent
times.
Given
its
swift
pace
of
development,
it
is
imperative
to
study
the
adoption
metaverse.
This
analyses
perceptions
and
drivers
influencing
behavioural
intention
use
metaverse
among
Generation
Z
millennials
by
employing
a
sequential
mixed‐methods
approach.
In
first
stage
study,
in‐depth
expert
interviews
were
conducted
(
n
=
20),
subsequent
featured
countrywide
survey
1253).
The
outcomes
this
indicate
that
perceived
usefulness,
personal
innovativeness,
enjoyment,
facilitating
conditions,
telepresence,
social
presence,
trust,
regulatory
support
influence
attitudes
intentions
towards
findings
also
reveal
significant
difference
strength
few
relationships
across
age,
gender,
income
levels,
shedding
light
on
crucial
factors
for
organisations
seeking
position
themselves
strategically
various
demographic
groups.
significantly
contributes
existing
knowledge
emerging
optimistic
pessimistic
affecting
By
harnessing
these
outcomes,
can
enhance
development
promotion
experiences.
International Journal of Consumer Studies,
Год журнала:
2024,
Номер
48(2)
Опубликована: Фев. 1, 2024
Abstract
Beliefs
play
a
prominent
role
in
consumer
attitudes
toward
technology.
Hence,
the
interplay
between
affective
and
cognitive
perceptions
results
approach
or
avoidance
behaviours.
This
study
examines
how
phygital
interactive
in‐store
technologies
are
perceived
specific
context
of
luxury
retail
by
providing
holistic
picture
characteristics
consumers
link
to
technological
applications.
Employing
correspondence
analysis,
we
highlight
contribution
dimensions
beliefs
technology
evaluation,
both
positive
negative
terms.
By
differentiating
respondents
who
had
already
tried
those
not,
findings
reveal
bias,
derived
from
lack
experience,
evaluations;
while
previous
usage
positively
impacts
assessment.
The
provide
an
outline
valuable
customer
experience
enriched
devices,
showing
technology's
distinct
features
attract
consumers,
these
can
be
leveraged
retailer
enhance
experience.