Attract, captivate, and make them return: processing fluency effect on estimated shopping time and loyalty intention

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2018-04-11 DOI:10.1504/IJEMR.2018.090889

Hyunjoo Im, Young Ha

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引用次数: 2

Abstract

In an online environment where consumers multi-task, engaging casual shoppers remains to be a challenge. The current study identified online shoppers' time perception as an important element in engagement, and tested effects of processing fluency in the context. Based on the processing fluency and time perception literature, a conceptual model describing how casual online shoppers subjective experience of processing ease leads to an engaging shopping experience was developed and empirically tested (N = 1,207). The results from an online experiment provided support for the hypotheses. The study filled the gap in the literature by investigating online shoppers' time perception in the context of browsing without a shopping goal. Importantly, the study used both self-rated perception data and objective data to provide strong evidence for inaccurate time perception in online engagement. Theoretical and practical implications as well as future study suggestions are discussed.

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吸引、吸引并使他们返回:加工流畅性对估计购物时间和忠诚意向的影响

在消费者多任务的在线环境中，吸引临时购物者仍然是一个挑战。目前的研究确定了在线购物者的时间感知是参与的一个重要因素，并测试了处理流畅性在上下文中的影响。基于加工流畅性和时间感知文献，我们开发了一个概念模型，描述了休闲在线购物者的加工轻松主观体验如何导致引人入胜的购物体验(N = 1,207)。在线实验的结果为这些假设提供了支持。该研究通过调查在线购物者在没有购物目标的情况下浏览的时间感知，填补了文献的空白。重要的是，该研究同时使用了自评感知数据和客观数据，为在线参与中不准确的时间感知提供了强有力的证据。最后讨论了本研究的理论与实践意义及未来的研究建议。

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

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.