The thrust and drag forces affecting norm violation in live streaming eCommerce

IF 5.9 3区 管理学 Q1 BUSINESS
Yu-Ting Chang-Chien , Kuang-Ting Cheng , Jack Shih-Chieh Hsu , Hsieh-Hong Huang
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Abstract

Norm violation, in the form of buyers failing to confirm and pay for orders lodged, increases costs for sellers in the live streaming online transaction context in which most sellers are small brands or customer-to-customer sellers. Attempting to violate norm causes cognitive dissonance and consumers may alter their cognition or avoid behavior to reduce negative feeling caused by inner conflict. The former may be done by rationalizing the focal behavior with neutralization technique (thrust force) and the latter is to avoid behavior through maintaining strong cognition formed by commitment (drag force). In addition, we proposed potential measures for the inhibition and enhancement of such thrust and drag forces, respectively. Furthermore, we explored whether the magnitude of these forces is contingent on buyers’ gender. After collecting survey data from 331 buyers, we found that neutralization strengthens, and commitment weakens norm-violating intention. Furthermore, the impact of neutralization was greater for male buyers, and the impact of normative commitment was greater for female buyers. In addition, the four proposed measures (including descriptive norm, community participation, policy communication, and sanction policy) can effectively reduce neutralization and increase commitment.
影响电商直播违规的推力和阻力
在大多数卖家都是小品牌或c2c卖家的在线直播交易环境中,买家未能确认和支付订单的违规行为增加了卖家的成本。试图违反规范会导致认知失调,消费者可能会改变自己的认知或避免行为,以减少因内心冲突而产生的负面情绪。前者可以通过中和技术使焦点行为合理化(推力)来实现,后者可以通过维持承诺形成的强烈认知(阻力)来避免行为。此外,我们还分别提出了抑制和增强推力和阻力的潜在措施。此外,我们探讨了这些力量的大小是否取决于买家的性别。通过对331名买家的调查数据,我们发现,中和会增强违反规范的意愿,承诺会减弱违反规范的意愿。此外,中性化对男性购买者的影响更大,规范承诺对女性购买者的影响更大。此外,提出的描述性规范、社区参与、政策沟通和制裁政策四种措施可以有效地减少中和,增加承诺。
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来源期刊
Electronic Commerce Research and Applications
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
97
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.
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