scholarly journals Research on the Influence of ODM Mode on Consumer Decision

2021 ◽  
Vol 96 ◽  
pp. 04009
Author(s):  
Ming Tian

As an emerging new consumption model, the ODM e-commerce model accurately locates consumers and uses consumers' shopping needs as the marketing strategy of the e-commerce platform. This is a huge impact on traditional physical sales and existing e-commerce models. In order to explore the relationship between ODM model products and consumer decision-making, this article takes the NetEase selected represented by ODM e-commerce model as the research object. The results found that there is a significant positive correlation between the types of commodities and ODM model and consumer decision-making. Consumer participation has a positive regulatory effect on the relationship between ODM model and consumer decision-making. The research conclusions provide theoretical support for the ODM e-commerce model to increase user stickiness, increase consumer decision-making weight, and expand marketing models.

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jung-Hwan Kim ◽  
Minjeong Kim ◽  
Jungmin Yoo ◽  
Minjung Park

PurposeThe purpose of the study is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process.Design/methodology/approachUsing a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women = 231) largely living in the two most populous provinces in South Korea (i.e. Seoul and Gyeonggi provinces) completed the survey. A number of path analyses were conducted to test hypotheses.FindingsThe results of the study showed that mental imagery evoked from sensory product experience played a critical part in facilitating the consumer decision-making process by influencing anticipatory emotion and perceived ownership. The relationship among anticipatory emotion, perceived ownership, decision satisfaction and behavioural intent was significant except for the relationship between perceived ownership and behavioural intent. This study further indicated that the way mental imagery influences the in-store decision-making process differs between men and women.Originality/valueThe effect of mental imagery in a physical retail context is largely ignored. This study addressed the crucial role of mental imagery in a physical apparel retail setting and examined its impact on consumer decision-making processes. By exploring how to enhance consumers' in-store sensory shopping experiences through mental imagery to influence their positive shopping outcomes, this study offers vital insights into how retailers operating physical stores can successfully utilize their stores.


2011 ◽  
Vol 204-210 ◽  
pp. 1082-1085
Author(s):  
Wei Wei Yu ◽  
Kun Feng Fu ◽  
Gao Fang Cao ◽  
Ji Hong Li ◽  
Bin Xu ◽  
...  

online shopping is becoming more and more common in our daily lives. There are many studies in this field, in which perceived risk is proved to be a very important factor when people considering online business. But the relationship between perceived risk and consumer decision making style has not been studied yet. We use SEM to find out the link between perceived risk and consumer decision making style. As a result, we found fashion and brand style can reduce perceived risk, on the other hand perfect and customary style can increase perceived risk.


1996 ◽  
Author(s):  
Bennett Cherry ◽  
Lisa D. Ordonez ◽  
Susan Heckler ◽  
Barry Sheppard

2015 ◽  
Vol 10 (1) ◽  
pp. 102-121 ◽  
Author(s):  
Kandapa Thanasuta

Purpose – Private label brands have achieved double-digit growth in the Thai market. To expand market share, private label brands need to identify clearly what triggers consumer purchases. The purpose of this paper is to investigate the relationship between consumer decision-making styles and actual purchases of private label products in a Thai market context, using price consciousness, quality consciousness, brand consciousness, value consciousness, and risk perception as factors for investigation. Design/methodology/approach – Responses from a total of 240 respondents from four product categories were collected through mall intercepts in five hypermarkets and supermarkets in Bangkok, and a regression-based model was employed to identify the associations. Findings – The results indicate a significant relationship between price-conscious and brand-conscious consumers, and private label purchases and show that the relationship between quality-conscious, value-conscious, and risk-adverse consumers and private label purchases is insignificant. It concludes that price-conscious consumers are the ones most likely to purchase private label products in low-differentiation categories. An opposite relationship prevails for consumers who are brand conscious in low-differentiation, high-risk, and low-risk categories. Research limitations/implications – The outcomes of this research suggest that private label brands should maintain a low-price strategy while striving for continuous improvement in quality to capture additional quality- and value-conscious consumers. It also suggests that national brands invest in brand-building strategies rather than competing on price. Originality/value – This study enhances an understanding of consumer decision-making characteristics for actual private label purchases rather than the intention to purchase and is useful in suggesting an alternative to socio-economic factors as a method of identifying private label purchasers.


2019 ◽  
Author(s):  
Anna Katharina Spälti ◽  
Mark John Brandt ◽  
Marcel Zeelenberg

Research on the endowment effect has shown that simply endowing people with a good can increase the salience of the good and make it more likely to be chosen over alternatives. Other lines of research suggest that previous preferences are hard to override and may be chronically accessible to decision makers. We investigate the relationship between previous preferences (i.e. brand loyalty and purchasing habits) and the endowment effect in a switching paradigm and measure participants’ memory retrieval orders to assess the salience of choice options. In Experiment 1 (N = 202), participants interacted with a smartphone of a brand either in line with or contradicting their brand loyalty. We find that participants high in brand loyalty are most likely to be influenced by the experimental condition than those low in brand loyalty. In Experiment 2 (N = 486), we endowed participants with a can of Coke or Lipton and measured their purchasing habits of these products. We find main effects of both endowment and purchasing habits. In both experiments, the salience of cues was affected by both previous preferences as well as endowment. We show that the endowment effect is not completely immune to previous preferences: It can be weakened for people with (strong) previous preferences in favor of an alternative option or boosted for people with (high) previous preferences in favor of the endowed option.


2021 ◽  
pp. 231971452110528
Author(s):  
Sartaj Chaudhary ◽  
Ajoy Kumar Dey

Despite the importance of materialism as an influencer of consumer value, scant research has focused on its underlying association with socialization and consumer decision-making styles (CDMS). Based on the stimulus–response model, this study examined whether the relationship between socialization and hedonistic and utilitarian types of CDMS is mediated by materialism. Survey data from a sample of 1,050 young consumers from six schools of the national capital region of India were used to test the hypothesis. Confirmatory factor analysis affirmed socialization agents, materialism and CDMS as second-order constructs. Regression analyses were used to assess mediation effects in the relationship between socialization and hedonistic and utilitarian CDMS. Results show that materialism partially mediates the relationship between socialization agents and hedonistic CDMS but fully mediates the relationship between socialization and utilitarian CDMS. The results offer implications for practice and policymakers concerning young consumers. To further generalize the findings of this study, youngsters from different age groups with varying economic backgrounds should be probed. This is the first empirical article to investigate the mediating role of materialism in the context of socialization and CDMS.


Author(s):  
Tahmid Nayeem ◽  
Jean Marie-IpSooching

There has been considerable research on the investigation of Consumer Decision-Making Styles (CDMS). However, research designs suggested to date mainly replicate the original study by Sproles and Kendall (1986) proposing eight mental characteristics, the Consumer Styles Inventory (CSI). The research aims to develop this approach further and apply the CSI to different product involvement (e.g., high and low) and compare the relationship between product involvement and consumer decision-making styles. Data were collected from 208 Australian respondents using a self-administered questionnaire. Exploratory and confirmatory factor analysis was conducted on the CSI adapted for high and low involvement purchases. The generalisability of the CSI was tested within this context. Results found significant differences between the two product categories and demonstrated a relationship between products and CDMS and that CDMS are governed by consumers’ perceived product involvement. Furthermore, the original CSI can still be a valuable measure to low involvement purchases; however, it is questionable and requires further modification in relation to high involvement purchases. For instance, the addition of new factors such as “environmental sustainability”, “innovation consciousness”, “corporate social responsibility”, etc. with the original scale would help understand CDMS effectively. The findings of this research will expand the scientific literature on the relationship between product involvement and CDMS. Knowing that Australians are ‘rational’ and ‘quality conscious’ buyers, managers can employ CDMS to analyse consumers’ needs and develop segmented marketing messages and strategies.


2014 ◽  
Vol 9 (3) ◽  
pp. 13-27
Author(s):  
Carrie Ann Olson ◽  
Sara R. Croymans ◽  
Kangting Ji

The study presented in this paper focuses on an important aspect of life-event decision making: Consumer Decision Making. The purpose of the reported research was to ascertain if there is correlation between participating in the 4-H Consumer Decision Making (CDM) Program and life skill development. The study identified twelve life skills. The research hypothesis was that participants involved in multiple opportunities of the CDM program will report higher levels of positive life skill development than individuals reporting minimal involvement. Participants reported the 4-H CDM Program influenced development of decision making, critical thinking, and useful/ marketable life skills. The study investigated the relationship between member participation in eight core CDM program opportunities in Minnesota 4-H and life skill development. The study found that county fair project exhibit, county day camp, state consumer decision making educational activity/field trip, and consumer decision making judging contests have significant influence on life skills. It was determined that participants involved in more opportunities (6-8) reported greater influence on life skill development than participants in only 1-2 program opportunities.


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