Why we watch others' responses to online advertising – investigating users' motivations for viewing user-generated content in the context of online advertising

The study investigates Internet users' motivations for viewing user-generated content (UGC) in the context of online advertising. In addition, it is examined whether individual motivation patterns can be traced back to users' personalities and their attitudes toward advertising in general. An online survey of 181 social media users was conducted, surveying users' motivation, personality (big five), and attitude toward advertising in general. Path analysis was employed to examine the research model. The use of UGC was motivated by needs for information, entertainment, personal identity, and social interaction. While personality did not predict users' motives, their attitudes towards advertising in general explained individual motivation patterns to a large extent. It was consequently proposed and confirmed that users' motives mediate the influence of recipients' general attitude toward advertising on UGC usage. Results indicated a strong effective potential for UGC in online advertising: users view such content expressly to be influenced by others fulfilling their needs for information, personal identity and social interaction. Firms may lose some of their ability to precisely control brand messages when advertising in social media.     

Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors

This paper reports on a study that seeks to assess an extended typology of consumer social networking engagement behaviors. Drawing on uses and gratifications theory, this study assesses consumer engagement with social media, where consumer engagement incorporates consumer responses to marketing communications. The paper argues that certain motivations for social media use serve as antecedents to general attitudes toward social networking sites, which subsequently affects attitudes toward marketers' social networking sites. These attitudes then influence subsequent consumer engagement behaviors. The results show that social facilitation motivation, participating and socializing motivation, and information motivation positively influence consumers' general attitudes toward social networking sites, which had a strong effect on their attitude toward marketers' social networking sites. The relationship between attitudes toward social networking sites and engagement with social networking sites was mediated by attitudes toward marketers’ social networking sites also mediated. The current study brings together the online advertising perspective and the consumer motivation/gratifications perspective of using social media in branding and marketing into a conceptual model that holds up to empirical testing. The paper ends with a discussion of some limitations of the study and proposes avenues for future research.     

eWOM Watchdogs: Ego‐Threatening Product Domains and the Policing of Positive Online Reviews

Suspicion regarding dishonest electronic word‐of‐mouth is a growing concern for consumers online. Individual consumers are occasionally seen acting as product review forum “watchdogs” within the websites they visit, posting vigilante comments against reviews they perceive to be fraudulent. This multimethod set of studies investigates consumer “watchdog comments,” and the way in which ego‐threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion toward positive online product reviews and the impulse to prosecute potential fraudsters. In Study 1, laboratory‐induced ego threat increased punitive severity against the act of falsifying online product reviews. In Study 2, a content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of watchdog comments is more common within ego‐threatening product categories.     

Why do people buy organic food? The moderating role of environmental concerns and trust

Although consumer interest in organic food has risen over time, resulting in a generally positive attitude toward these organic food products, scholarly research suggests a comparatively low volume of its consumption in the market. This has resulted in an urgent need to study the motivations which enhance consumers’ proclivity to purchase food items produced organically. The current research attempts to understand potential associations between motivations (intrinsic and extrinsic), attitude, and buying behaviour towards organic food. Self-determination theory (SDT) was applied to develop a theoretically grounded framework which was evaluated with 378 organic food consumers. The hypotheses were tested by analyzing the data through structural equation modelling (SEM), wherein environmental concerns and trust were the moderating variables. The study results demonstrate the significant influence of intrinsic motivation, integrated and external regulation on consumer attitude, and buying behaviour. But, attitude had no significant association with buying behaviour. The findings indicate consumers’ motivation may be stimulated to encourage higher frequencies of purchasing organic food by emphasizing values that reflect motivations arising from ethical or green consumerism, health, and social benefits. Furthermore, policymakers should focus on avenues to integrate organic food as permanent parts of individual lives and a socially exalting behavioral action.     

Consumer experiences,attitude and behavioral intention toward online food delivery (OFD) services

Prior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services. The purpose of this study is to examine the structural relationship between convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time saving orientation, prior online purchase experience, consumer attitude and behavioral intention towards OFD services. The study proposes an integrative theoretical research model based on the Contingency Framework and Extended Model of IT Continuance. 224 valid questionnaires were collected to empirically test the research model using the partial least square (PLS) path modeling approach. The results imply that the proposed hypotheses were supported, except for the relationship between prior online purchase experience and post-usage usefulness. Practical implications and limitations are discussed.     

The effects of consumer perceptions of the salesperson,product and dealer on purchase intentions

This study examines effects of consumer attitudes toward a salesperson, a product, and a retailer on purchase intentions for a major purchase. A structural equations model is tested that allows a comparison of the size of effects attributable to these three attitudinal sources. The results suggest a significant direct influence of attitude toward the product on purchase intentions whereas the effect of attitude toward the salesperson is mediated by attitude toward the retailer. These findings suggest that from a retailer’s perspective, appropriate salesperson behavior can be a critical success factor since consumer attitudes toward the product appear to work independently. Other results and implications are also discussed.     

When Do Nutrient Content and Nutrient Content Claims Matter? Assessing Consumer Tradeoffs Between Carbohydrates and Fat

Substantial concern about the wide variety of carbohydrate‐related claims appearing on consumer packaged food products have been expressed by members of both the marketing and public policy communities. As a result, a number of petitions requesting the establishment of carbohydrate levels required for a low‐carbohydrate nutrient content claim have been submitted to the Food and Drug Administration, and the agency is considering the establishment of criteria for such a claim. This research examines the potential effects of a “low‐carbohydrate” claim, relative to the effects of a “low‐fat” claim, across selected product fat and carbohydrate levels. The study also considers whether consumers’ motivation to process nutrition information serves as a potential moderator of the effects of the nutrient content claims and nutrient levels on the dependent measures. As predicted, the results show key differences across consumer motivation levels. The policy implications of our findings are discussed.     

Headless: The Role of Gender and Self‐Referencing in Consumer Response to Cropped Pictures of Decorative Models

Product pictures with “headless” decorative models, whose heads have been cropped out of the pictures, are often used in online retailing. This article reports findings from three experiments comparing attitudes for clothing displayed in pictures with cropped and uncropped male and female models, focusing on the moderating effects of consumer and model gender and the mediating effects of product self‐referencing. Results indicate that the effects on product attitudes are moderated by the gender of both models and consumers and mediated by self‐referencing. Pictures with uncropped male models result in more positive product attitudes, irrespective of consumer gender. For product pictures with female models, male consumer attitudes are also more positive for products displayed with uncropped models. In fact, attitudes are only more positive for clothing shown with cropped, “headless” models when both models and consumers are female. Implications of the findings for research and practitioners are discussed.     

A Qualitative Study of Consumer‐Generated Videos about Daily Deal Web sites

Deal of the day, also known as social couponing, is an e‐commerce business model that offers consumers heavily discounted deals on a regular (daily) basis, and gives merchants access to a mailing list of potential new customers in exchange for a commission. There are thousands of deal Web sites worldwide, offering deals from industries as diverse as hospitality, consumer electronics, fashion, and medical services. This study was performed to learn more about consumers’ attitude toward deal of the day, and their motivations for purchasing (or not purchasing) daily deals. A systematic qualitative methodology called BASIC IDS was used to analyze 30 consumer‐generated YouTube videos about deal Web sites. The analysis showed that many deal‐prone consumers can be considered “deal mavens”; they take effort to learn about different sites and offerings and are eager to share their knowledge with others. Although many of these mavens show hedonistic shopping tendencies, others appear to focus mainly on utility, that is, monetary savings. Consumers with a negative attitude toward deal of the day are often worried about receiving poor service, and some believe that redeeming a deal voucher makes them look cheap.     

Out-of-stock,sold out,or unavailable? Framing a product outage in online retailing

Terms, such as “out-of-stock,” “sold out,” and “unavailable” are commonly used by retailers to communicate a product or brand outage. Although these terms are technically equivalent, prior research on product outage and product scarcity suggest that they may be interpreted and processed differently by consumers. The present research investigated whether the manner in which a product outage was framed elicited different consumer behavioral intentions, attributions, and perceptions in the context of online retailing. Data were collected by means of an online experiment. The experiment incorporated a hypothetical scenario approach in which research participants were asked to react to a particular combination of treatment and blocking factors. Results demonstrated that ceteris paribus, framing a product or brand outage as “sold out” produces fewer negative product and website reactions than does framing it as “out-of-stock” or “unavailable.”     

Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification

This research investigated a modified-technology acceptance model (TAM) with two added antecedents (e.g., information search motivation and perceived risk) to examine whether online shopping channels would be adopted by college students, the main target market of university-licensed products (ULP). Moreover, this study tried to adopt the social identity theory to fit a modified TAM model to explain the role of identification with a university on the attitude toward shopping for collegiate products. This research surveyed college students from two large Midwestern universities and utilized structural equation modeling (SEM) to test the hypotheses in a conceptual framework. As expected from previous TAM research, two specific behavioral attributes explained students’ adoption of online channels. Moreover, the results showed that both information search motivation and perceived risk have significant positive effects on attitude toward shopping via online channels. Specifically, the students who have strong information search motivation from concerns about online shopping had a higher level of online channel purchase intention. In addition, the attitude toward ULP online shopping formed by the antecedents gave a different level of purchase intention about the multiple distribution channels. The results suggest that retailers in the ULP industry should build efficient multi-channel strategies by adopting online channels.     

The efficacy of cause-related marketing within a social network: The effects of congruency,corporate credibility,familiarity of cause brands,and perceived altruistic motive

This study investigates the value of cause-related marketing (CRM) effects by constructing a theoretical model within a social network site. This study aims to evaluate the effects of congruence, brand credibility, and cause brand familiarity within consumer sentiment with regard to a brand collaborating with a cause. A 2?×?2?×?2 factorial experiment design was implemented to investigate the significance of the relationship between consumer attitudes toward a brand, perceived motives, and intention to spread the campaign. The study proposed a two-stage moderated mediation model. The study generated significant results from three-way interactions among the key variables on attitude toward a brand. For participants who were exposed to familiar cause brands, there existed an interaction between congruence and credibility, such that in conditions of high credibility, congruence led to a significantly higher attitude toward the brand than incongruence. However, in conditions of low credibility, attitude toward the brand was very similar for congruent brands and incongruent brands. In addition, the results showed that the effect of attitude toward a brand on behavioral intention was moderated by perceived altruistic motive. This study presents interesting implications for future CRM campaigns.     

Understanding Customers' Intention to Seek for a Better Deal in Electronic Marketplace: The Role of Tolerance for Sacrifice Gap

ABSTRACT

Online consumers make frequent use of the Internet to search for product and price information. In this study, an online model is proposed and empirically tested in investigating the role of tolerance for sacrifice gap in understanding customers' intention to seek for a better deal. Data was collected through an online survey. Structural equation modeling was employed to test hypotheses. The results show that tolerance for sacrifice gap was not only a strong predictor of intention for continuing search but also itself being related to consumer product knowledge, perceived control, and consumer product involvement. Direct relationship between another construct “perceived reduction in sacrifice gap” and “intention to seek for a better deal” was also found. Theoretical and managerial implications are discussed.     

Online consumer learning as a tool for improving product appropriation

Online tutorials make access to information easier, faster and more interactive. This research seeks to investigate the role of online knowledge acquisition on the relationship between Internet users and products. In particular, we seek to develop the concept of product appropriation. A survey (N = 810) was conducted using five settings (i.e., different products and online learning media). First, findings support the two-dimensionality of product appropriation (i.e., control and identification). Second, results show a positive relationship between online consumer learning and product appropriation for novices, and a negative relationship for experts. Improved appropriation increases product attitude, word-of-mouth and purchase intention.     

Social capital,user motivation,and collaborative consumption of online platform services

Collaborative consumption is broadly defined as sharing, obtaining, and giving access to products and services through peer networks online. As it is expected to resolve the societal and environmental problems, quite a few studies investigated consumers’ motivations that lead to positive attitudes and intention for collaborative consumption. This paper aims to study the determinants that motivate participants to perceive a positive attitude towards collaborative consumption focusing on three salient traits of social capital (shared goal, social interaction tie, and norms of reciprocity). The study found that social capital exerts a more substantial influence on intrinsic motivation (enjoyment and sustainability) than extrinsic motivation (economic benefit). The study also found that different social capital traits display different effects on motivation. In particular, the shared goal was a key determinant of both intrinsic and extrinsic motivation. And all three motivations positively affect collaborative consumption attitudes.     

Ethical Consumerism: A View From the Food Industry in Morocco

Both consumers and firms are now more concerned about ethics as a way to make business transactions a win–win deal. As consumers ensure profitability to businesses, they expect fair practices and honest behaviors toward society. The study reported here attempts to investigate Moroccans’ perceptions and attitudes toward ethical consumerism of food. Consumers’ willingness to buy those products and their motives for such purchases as well as factors preventing ethical purchases is investigated. Besides price, which drives most their decision to buy a food or not, Moroccans are driven by ethical claims such as “healthy,” “no fat,” “pasteurized,” etc. It was shown that consumers trust information on the labels of products besides information provided by consumer authorities. In relation to ethical aspects, Moroccans are mostly concerned about the environment and religion. Older men with high income are shown to be a good target for the ethical food market.     

Should companies hope instead? The role of verbal cues in consumers' evaluation of cause-related marketing (CRM)

Companies engaged in cause-related marketing (CRM) must demonstrate sincere commitment to gain consumer support. In this paper, we observe that consumers infer companies' commitment to the cause by the language used in the CRM promotional material. In a series of experiments, we compare the popular expression “we can make a difference” to “we hope to make a difference” in influencing consumers' response to the CRM. When consumers question company's motives—which can happen, for instance, when they do not perceive a congruency between the company and the supported cause (low firm/cause fit)—consumers seem to perceive the company to be less committed to the cause when the company says they “can” make a difference rather than “hope” to make a difference. Our conclusions offer implications for CRM by highlighting the importance of the words used and their semantic nuances to correctly reflect the company's motivations and thus communicate effectively.     

Food shopping behavior in the Arabian Gulf region: a comparative study

In the context of an online apparel setting, this study examined the effects of amount of information and music on consumers’ affective states (i.e. pleasure and arousal) and cognitive states (i.e. perceived risk and attitude toward the site), which in turn may affect consumer shopping response (purchase intent). The moderating role of situational involvement with online shopping on the relationship between music/amount of information and affective/cognitive stateswas further examined. Results revealed significant effects for amount of information and music in relation to consumer situational involvement with online shopping. In addition, results revealed a significant effect for pleasure on perceived risk and attitude toward the site which in turn affected purchase intent. The findings of this study provide valuable managerial insights to online retailers by indicating the importance of the amount of information available on an apparel website. Additionally, this study is a springboard in determining the significant effect of music on affect and shopping responses on online shopping websites.     

Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: “Food Optimization,” “Food Regulation,” “Food Gratification,” and “Food as Mere Necessity.” From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.