Decoding ambivalence: The potential of cue-based design for Customer Facing Technologies

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2024-09-04 DOI:10.1016/j.elerap.2024.101444

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引用次数: 0

Abstract

When not effectively addressed, ambivalence in customers can lead to various negative outcomes, such as decreased loyalty or purchase intent. Despite this, current research has yet to account for approaches that govern ambivalent customer behavior. To close this gap, we introduce a novel research conceptualization that considers a customer’s engagement with technology as an interaction with instrumental, symbolic, identity, and aesthetic cues. Building on the results of a hermeneutic literature review and construction of a pathway model, we demonstrate the potential of a cue-based design approach for Customer Facing Technologys (CFTs). The cue-based design emphasizes the reinforcing or oppositional interactions of signals surrounding the engagement with technology, making it possible to address ambivalence. Ultimately, we propose reconsidering the way CFTs are currently investigated in research to help explain deviations in customer behavior.

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解码矛盾心理：基于线索的客户面对面技术设计的潜力

如果不能有效解决，顾客的矛盾心理会导致各种负面结果，如忠诚度或购买意向下降。尽管如此，目前的研究还没有考虑到管理客户矛盾行为的方法。为了填补这一空白，我们引入了一种新的研究概念，将顾客与技术的接触视为与工具、象征、身份和审美线索的互动。在诠释学文献综述和路径模型构建结果的基础上，我们展示了基于线索的顾客面对技术（CFT）设计方法的潜力。基于提示的设计强调与技术接触相关的信号之间的强化或对立互动，从而有可能解决矛盾心理。最终，我们建议重新考虑当前研究中调查面向顾客的技术的方式，以帮助解释顾客行为的偏差。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.