Consumer Emotion Learning Methods (Paperback)

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⦁How can internet cause positive emotion to consumers?Online shopping lacks emotion physically experienced ( e.g. examined, tried on, and used), it is difficultly for shoppers with little computer expertise, there are some general uncertainties associated in homes hopping of all kinds ( e.g. concerns about product return, credit card security, loss of privacy, merchant legitimacy.) Each consumer's confidence might play an important role in predicting intentions to purchase. The factors influence whose confidence which may include, such as consumer's lower perceived risk, product appearance, image size and product movement were manipulated in context of simulated appeal web sites. Both manipulations in the computer medicated environment were expected to create virtual experiences affecting mood, perceived risk and purchase intent product image size is a significant factor. Product presentations using movement attract attention and generate good mood in on-line shoppers, even soft music listening in quiet home environment can influence consumer's emotion to cause online shopping intention. The benefits of online shopping in relation to traditional stores hopping are one of the driving forces in the adoption. Perceived usefulness has been used to explain consumer acceptance of online shopping. Perceived usefulness refers to the degree to which a person believes that using a particular system ( e.g. an online shopping site) would enhance his or her job performance. Risk perception of online shopping can be risked into two predominant types behavioral risk and environment risk. Behavioral risk arises from online retailers who have a chance to behave in an opportunistic manner by taking advantage of the government's inability to monitor all transactions adequately. It includes product risks, psychology risks and seller performance risks. Environment risk is caused by the unpredictable nature of the purchasing medium-internet, which is beyond the control of online retailer and consumer. It includes financial risks and privacy risks. Perceived risk can be affected or moderated by a variety of factors, including consumer demographics, internet experience, product characteristics and attributes of a web site etc. The perceived product risk varies with the age and internet experience of consumers. As consumers get older, their accumulated experience and knowledge make their stopping more targeted of certain brands and make them more confident, which can reduce product risk and the need for conducting pre-product information searches. It is possible that in comparison to make consumers female consumers perceived the likelihood and consequences of negative outcomes as a result of purchasing online to be greater and their concerns regarding these verity of the consequences of privacy loss during online shopping were stronger. The effect of perceived risk may be subject to product characteristics. The risk is generally higher for high involvement products that require the problem solving behavior and have some degree of personal importance than for low involvement products. Hence, online retailers of low involvement products may have greater success in keeping buyers than those of high involvement products, if the former can provide on appealing shopping experience. Other attributes of products do matter to perceived risk . For example, the risk was perceived lower for product for categories associated with higher expenditure levels, more satisfying characteristics and feeling and touching before purchase.


Product Details
ISBN: 9798682803521
Publisher: Independently Published
Publication Date: September 4th, 2020
Pages: 94
Language: English