In this time and age, when your customers are peppered with different choices, you must know how to influence them so that they choose you over others. Downloads: (external link) The results provide good support for the proposed research model and hypotheses and yield interesting insights about the important roles of informational incentives and social influence collectively facilitating OSC consumer behavior … Our findings explain why informational incentives and social influence facilitate OSC consumer behavior, complementing prior work that has recognized both informational incentives and social influence as important precursors to consumer behavior/intention, but has not theoretically developed an explanation in the OSC context. Of the three, normative compliance is probably the most powerful, and works because the individual finds that acting in one way leads to the approval of friends or family, whereas acting in a different way leads to the disapproval of friends and family. These two factors are: Personal factors: There are three major personal factors. : LOK, JOHNNY CH: 9781719991339: Books - Amazon.ca Drawing upon carnival theory and herd behavior, we develop an explanatory model to explain how informational incentives and social influence affect OSC consumer behavior. From the informational influence perspective, our study builds on the previous research on consumer-generated content. The results provide good support for the proposed research model and hypotheses and yield interesting insights about the important roles of informational incentives and social influence collectively facilitating OSC consumer behavior during the Singles' Day period in China. Data gathered from a large-scale online survey of consumers that participated during the Singles' Day period is used to test the model. (1975). Journal of Clinical Anesthesia, Vol. This theory of conformity can influence the way advertisers and marketers tell us about their brands. PLAY. People in the same social class tend to: Have similar attitudes. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Write. It is important when consumers feel the need to make informed choices. Test. Downloadable! Informational influence is likely to be stronger when a person is uncertain about the correct interpretation of reality and/or the correct behavior in a given context and therefore looks to other group members for guidance. Learning how to influence consumer behavior helps you understand what drives them to choose product A over B, you would be able to pursue them to buy from you. One such group that I am part of is my circle of close friends from my home town. In response to the information, the dispersion of prices across store and chains narrowed, the average level of prices of the market dropped, and consumer satisfaction increased relative to the control market. The best way to explain the evaluation of alternatives is the image below. Importance of Consumer Behaviour. To analyse more about the effects of advertisement and the factors of advertisement that influences the consumer buying behaviour, a conceptual framework is built. The empirical results show that (1) participation, interaction and pleasure together define OSC consumer behavior; (2) informational incentives and social influence are two crucial preconditions for OSC consumer behavior. This article offers 14 propositions to stimulate and guide investigations of consumer information search behavior in the context of the Internet. The impact of informational incentives and social influence on consumer behavior during Alibaba's online shopping carnival, https://doi.org/10.1016/j.chb.2017.07.018. This study explores what facilitates consumer OSC behavior on Singles' Day. Instead, they were seeking acceptance and avoiding disapproval. As a result, influencers have become an essential part of marketing efforts. In the words of Gorn (1982), the consumer behaviour towards a product is wholly depending on advertising, without any consideration of the features of the product. Situational influences on consumer buying behaviour are actually impermanent conditions that impact how they behave. Journal of Consumer Research, 1975, vol. Alibaba's annual global online shopping carnival (OSC) held every November 11 (also known as Double 11 Day or Single's Day) is well known for being the most successful and largest online promotion campaign since its Chinese debut in 2009. This is chicken and egg isn’t it? ScienceDirect ® is a registered trademark of Elsevier B.V. ScienceDirect ® is a registered trademark of Elsevier B.V. We argue that the perceived usefulness of OCF plays a central role in this process, as the effects of prior experience with OCF, consumer trust toward OCF, and … Manipulating consumers through artificial needs. 42. Informational incentives and social influence are two crucial preconditions for OSC consumer behavior. There’s even more talk about how people can become great influencers. The influence of reference groups as consumer behaviour is felt through the influence of social power. With directed study before a 4-day operating room management course, trust in the content did not change progressively during the classroom time . In the case of the smartphone, for example, it’s clear that a new technology has completely transformed the lives of well over a billion people on the planet. Hum. This can save the consumer considerable time and money both before and after a purchase – before, since it cuts down on … Informational and normative social influence in buyer behavior. Behav. Burnkrant, Robert E. and Alain Cousineau (1975), "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer Research, 2 (December), 206-215. Learning Objectives • Understand how reference groups influence consumer behaviour • Discuss the role of conformity as a social influence • Discuss the importance of word-of-mouth communication • Understand the nature of opinion leadership • Understand the impact of Groups and … ... Social Class affects consumer behaviour by: Shaping individuals’ perceptions of their needs and wants. Our interest in such clothing initially began as a result of non-uniform days at school, as we w… In some cases, products like clothes, durables goods,etc. We use cookies to help provide and enhance our service and tailor content and ads. dividual's behavior is the influence of those around him. The major source of information for customers, and the sources which influence consumer buying behavior heavily are – Friends, commercials & advertisements, Public and experience. How Psychological And Marketing Information Both Factors Influence Consumer Behavior? 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