意义还是重要性?电子商务消费者对在线产品特征的兴趣:自我关联和信息处理的作用

IF 4.1 Q2 BUSINESS
Wojciech Trzebiński, Beata Marciniak
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引用次数: 4

摘要

摘要在电子商务传播中,获得和回应消费者对所提供产品的兴趣至关重要。当接触到产品属性信息时,电子商务消费者可能对所呈现的属性的含义或重要性感兴趣。两项针对波兰年轻人的在线实验表明,消费者对这些类型信息的兴趣与产品的自我相关性有关(即,消费者是否考虑为自己购买产品,而不是仅仅评估产品)。也就是说,在高(相对于低)自相关性条件下,消费者对重要性类型的信息不太感兴趣(即,他们在网上分享意见时,较少从顾问那里寻求信息,较少从知识中检索信息)。此外,在高(与低)自相关性条件下,消费者在网上分享意见的同时,检索到更多意义类型的信息。此外,分享在线意见的消费者在进行更具分析性的处理时,会检索到更重要的类型信息。上述发现通过将产品自相关性和信息处理与电子商务消费者对产品信息的兴趣联系起来,扩展了现有文献。研究结果可能有助于电子商务营销人员和管理人员,他们旨在获得并回应消费者对特定类型产品信息的兴趣。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Meaning or Importance? E-commerce Consumers Interest in Product Features Presented in Online Offerings: The Role of Self-Relevance and Information Processing
Abstract Gaining and responding to consumer interest in offered products is critical in e-commerce communication. When exposed to product-attribute information, e-commerce consumers may be interested in the meaning or importance of the presented attributes. Two online experiments with Polish young adults demonstrate that consumer interest in those types of information is related to product self-relevance (i.e., whether consumers consider buying a product for themselves vs. they are merely evaluating the product). Namely, in the high (vs. low) self-relevance condition, consumers are less interested in importance-type information (i.e., they seek it less from consultants and retrieve it less from their knowledge while sharing their opinions online). Moreover, in the high (vs. low) self-relevance condition, consumers retrieve more meaning-type information while sharing opinions online. Additionally, consumers sharing online opinions retrieve more importance-type information when processing more analytically. The above findings extend the existing literature by linking product self-relevance and information processing with e-commerce consumer interest in product information. The results may be helpful for e-commerce marketers and managers who aim to gain and respond to consumer interest in specific types of product information.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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