scholarly journals Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021 ◽  
Vol 12 ◽  
Author(s):  
Fei-Si Yao ◽  
Jing-Bo Shao ◽  
He Zhang
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Construal Level Theory ◽  
Construal Level ◽  
Relevant Research ◽  
Rhetorical Devices ◽  
High Level ◽  
Moderating Role ◽  
Marketing Messages

Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level—that is, consumers' internal thoughts, rather than external factors—influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

When is transparent packaging beneficial?

2020 ◽  
Vol 48 (8) ◽  
pp. 781-801 ◽  
Author(s):  
Ouidade Sabri ◽  
Hai Van Doan ◽  
Faten Malek ◽  
Hager Bachouche
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Product Category ◽  
Perceived Quality ◽  
Content Type ◽  
Mediating Role ◽  
High Level ◽  
Positive Effect ◽  
Moderating Role

PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

Impact of Product Presentation on Purchase Intention

2019 ◽  
pp. 1-18
Author(s):  
Devkant Kala ◽  
D. S. Chaubey
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Sensory Attributes ◽  
Purchase Behavior ◽  
Online Shoppers ◽  
Product Presentation ◽  
The Impact ◽  
Moderating Role ◽  
Virtual Product

Effective visual product presentation gives consumers a sense of appropriateness and supplementary perceptible experience to lessen the degree of apparent risk, compensate the absence of sensory attributes, and offer delightful online shopping experiences. The purchase of lifestyle products has become a matter of happiness to consumers that is convincingly regulated by the mood. Mood—a direct indicator of the subjective wellbeing—plays a prominent role in consumers' purchase behavior. This chapter attempts to examine the impact of product presentation on purchase intention of lifestyle products and moderating role of mood by obtaining data from 356 Indian online shoppers. Results revealed that mood moderates the impact of product presentation on purchase intention in online shopping context. The study recommends that marketers must offer pleasant and lively virtual product experiences for creating favorable shopping atmospherics and encouraging consumers' purchase intention.

Impact of Product Presentation on Purchase Intention

2021 ◽  
pp. 1477-1491
Author(s):  
Devkant Kala ◽  
D. S. Chaubey
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Sensory Attributes ◽  
Purchase Behavior ◽  
Online Shoppers ◽  
Product Presentation ◽  
The Impact ◽  
Moderating Role ◽  
Virtual Product

Effective visual product presentation gives consumers a sense of appropriateness and supplementary perceptible experience to lessen the degree of apparent risk, compensate the absence of sensory attributes, and offer delightful online shopping experiences. The purchase of lifestyle products has become a matter of happiness to consumers that is convincingly regulated by the mood. Mood—a direct indicator of the subjective wellbeing—plays a prominent role in consumers' purchase behavior. This chapter attempts to examine the impact of product presentation on purchase intention of lifestyle products and moderating role of mood by obtaining data from 356 Indian online shoppers. Results revealed that mood moderates the impact of product presentation on purchase intention in online shopping context. The study recommends that marketers must offer pleasant and lively virtual product experiences for creating favorable shopping atmospherics and encouraging consumers' purchase intention.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

The Moderating Role of Consumers' Construal Level on Cause-related Messages

2014 ◽  
Vol 32 (6) ◽  
pp. 13-22 ◽  
Author(s):  
Sungho Kang ◽  
한상우 ◽  
Lee, Hangeun
Keyword(s):  
Construal Level ◽  
Moderating Role
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