{"title":"产品推荐类型和焦点目标重要性对消费者购买意向的影响","authors":"Libin Chen, Shuo Wang, Ke Ma, Yuxin Wu","doi":"10.4102/sajbm.v55i1.4263","DOIUrl":null,"url":null,"abstract":"Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation type and consumer’s focal goal importance on initial product purchase intention and cross-buying intention.Design/methodology/approach: Four studies were used to examine the hypotheses, including three experimental studies with general participants and a field study with student participants.Findings/results: An empirical analysis confirms an interaction relationship between product recommendation style and focal goal importance on enhancing purchase. When focal goal importance is high, set recommendation has a more positive effect on purchase intention. When focal goal importance is low, the separate recommendation has a more positive effect on purchase intention.Practical implications: Research findings provide guidance for sellers on which product recommendation type to use with different customers. Sellers should be flexible in determining different product recommendation types through different consumers’ focal goals.Originality/value: Findings reveal the congruency effect between product recommendation type and consumer’s focal goal importance, which indicates an interaction effect on initial product purchase intention and cross-buying intention. In addition, this research expands the application of regulatory focus theory and analyses the underlying mechanism by exploring the role of perceived incompleteness and cognitive load.","PeriodicalId":45649,"journal":{"name":"South African Journal of Business Management","volume":null,"pages":null},"PeriodicalIF":0.9000,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Effect of product recommendation type and focal goal importance on consumer purchase intention\",\"authors\":\"Libin Chen, Shuo Wang, Ke Ma, Yuxin Wu\",\"doi\":\"10.4102/sajbm.v55i1.4263\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation type and consumer’s focal goal importance on initial product purchase intention and cross-buying intention.Design/methodology/approach: Four studies were used to examine the hypotheses, including three experimental studies with general participants and a field study with student participants.Findings/results: An empirical analysis confirms an interaction relationship between product recommendation style and focal goal importance on enhancing purchase. When focal goal importance is high, set recommendation has a more positive effect on purchase intention. When focal goal importance is low, the separate recommendation has a more positive effect on purchase intention.Practical implications: Research findings provide guidance for sellers on which product recommendation type to use with different customers. Sellers should be flexible in determining different product recommendation types through different consumers’ focal goals.Originality/value: Findings reveal the congruency effect between product recommendation type and consumer’s focal goal importance, which indicates an interaction effect on initial product purchase intention and cross-buying intention. In addition, this research expands the application of regulatory focus theory and analyses the underlying mechanism by exploring the role of perceived incompleteness and cognitive load.\",\"PeriodicalId\":45649,\"journal\":{\"name\":\"South African Journal of Business Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.9000,\"publicationDate\":\"2024-07-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"South African Journal of Business Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.4102/sajbm.v55i1.4263\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"South African Journal of Business Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.4102/sajbm.v55i1.4263","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
Effect of product recommendation type and focal goal importance on consumer purchase intention
Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation type and consumer’s focal goal importance on initial product purchase intention and cross-buying intention.Design/methodology/approach: Four studies were used to examine the hypotheses, including three experimental studies with general participants and a field study with student participants.Findings/results: An empirical analysis confirms an interaction relationship between product recommendation style and focal goal importance on enhancing purchase. When focal goal importance is high, set recommendation has a more positive effect on purchase intention. When focal goal importance is low, the separate recommendation has a more positive effect on purchase intention.Practical implications: Research findings provide guidance for sellers on which product recommendation type to use with different customers. Sellers should be flexible in determining different product recommendation types through different consumers’ focal goals.Originality/value: Findings reveal the congruency effect between product recommendation type and consumer’s focal goal importance, which indicates an interaction effect on initial product purchase intention and cross-buying intention. In addition, this research expands the application of regulatory focus theory and analyses the underlying mechanism by exploring the role of perceived incompleteness and cognitive load.
期刊介绍:
The South African Journal of Business Management publishes articles that have real significance for management theory and practice. The content of the journal falls into two categories: managerial theory and management practice: -Management theory is devoted to reporting new methodological developments, whether analytical or philosophical. In general, papers should, in addition to developing a new theory, include some discussion of applications, either historical or potential. Both state-of-the-art surveys and papers discussing new developments are appropriate for this category. -Management practice concerns the methodology involved in applying scientific knowledge. It focusses on the problems of developing and converting management theory to practice while considering behavioural and economic realities. Papers should reflect the mutual interest of managers and management scientists in the exercise of the management function. Appropriate papers may include examples of implementations that generalise experience rather than specific incidents and facts, and principles of model development and adaptation that underline successful application of particular aspects of management theory. The relevance of the paper to the professional manager should be highlighted as far as possible.