An elaboration likelihood model of consumer respond action to facebook second-hand marketplace: Impulsiveness as a moderator

The influencing mechanism of scenic spot online attention and tourists' purchase behavior: an AISAS model based investigation

Introduction

In the era of the Internet, online digital traces have become a new way to study the online attention of scenic spots and tourists' purchase behavior. The public's information search on major search platforms is a series of manifestations of potential tourists' attention and interest in scenic spots, but there are few studies on how attention, interest and information search affect potential tourists to generate real purchase behavior.

Method

This paper selects four dimensions of short video platform, travel website, search engine and social media to comprehensively measure the online attention of high-quality scenic spots in Yunnan Province, and then establishes a gray association analytic hierarchy process based on the relevant variables of the AISAS model to empirically analyze the primary and secondary factors affecting tourists' purchase behavior.

Results

(1) From the perspective of the online attention of scenic spots on different platforms, the intensity of the public's scenic spots online attention on the four types of media platforms is in the order of travel websites, search engines, short videos and social media (2) From the perspective of spatial distribution characteristics, the online attention of high-quality scenic spots in Yunnan Province is unevenly distributed, that is, there is a big difference between the attention of higher star scenic spots and their star rating and popularity, while the attention of low-star scenic spots is not much different from their star rating and popularity (3) From the perspective of spatial agglomeration characteristics, the comprehensive online attention of high-quality scenic spots in Yunnan Province presents the spatial agglomeration characteristics of "the multi-core linkage of high-density in the east and north, and sub-high-density in the south" (4) The factors influencing the purchase behavior of potential tourists are sharing experience, attracting attention, generating interest and searching information.

Discussion

By exploring the formation mechanism of high-quality scenic spots online attention in Yunnan Province and the mechanism of its spatial differentiation, this study not only enriches the logical chain of "tourism information source → potential tourists → demand driven → tourism information search → travel preference → destination selection → purchase decision → travel experience → real tourists → feelings after traveling → focus on feedback → tourism information source," but also broadens the application scenarios and application boundaries of travel preference theory and AISAS behavior model to a certain extent.

Examining the influence of information overload on consumers' purchase in live streaming: A heuristic-systematic model perspective

In recent years, the number of live streaming platforms and the number of viewers have exploded. For example, in China, there are already more than 100 live streaming platforms as well as more than 300 million consumers. In live commerce, streamers use 'information overload' to affect purchase decisions, by making it difficult for consumers to think systematically; however, the mechanism of impact in this way has not been confirmed. In order to clarify how information overload affects users' purchasing decisions in live commerce, this study introduces information overload from the perspective of "Heuristic-systematic model" to develop a research model. And 400 respondents were randomly recruited through various SNS platforms in Guangdong Province, China from July 1 to July 20, 2022 using a random survey method, and finally 297 valid sample data were obtained. To verify the validity of the model and to illustrate the impact of information overload marketing on consumer purchase decisions in live commerce this study conducted an empirical analysis using Smart PLS 3.0. The findings show that perceived product quality and fit, and streamer influence and expertise, positively affect consumers' purchase intentions. The information overload strategy can significantly reduce consumers' perceptions of merchandise fit and enhance their perceptions of streamer influence and expertise. The results of this study provide a theoretical basis for marketing strategies in live commerce, and enrich literature in the field of marketing.

Effects of service attributes and competition on electronic word of mouth: an elaboration likelihood perspective

The management of electronic word of mouth (eWOM) is critical in e-commerce. In this study, on the basis of the elaboration likelihood model (ELM), we constructed a model of factors influencing eWOM by dividing merchants' attributes into the central and peripheral routes, which correspond to consumers' systematic and heuristic cognitive modes respectively. We then tested the developed model by using a cross-sectional data set. The results of this study indicate that the degree of competition faced by merchants has a significant negative association with eWOM. Moreover, price level and location moderate the relationship between competition and eWOM. The services of reservation and group buying have positive associations with eWOM. This research has three main contributions. First, we explored the effect of competition on eWOM. Second, we validated the feasibility of applying the ELM to the catering industry by dividing merchant attributes into the central and peripheral routes; this approach is consistent with systematic and heuristic cognitive theories. Finally, this research provides practical suggestions for eWOM management in the catering industry.

Research on the Impact of Loyalty Program Information Transparency on Customer Participation Intention with Digital Information

As market competition intensifies, companies recognize the value of attracting customers to participate in activities and loyalty programs (LPs) that encourage repeat purchases and maintain customer loyalty. Literature on LP design explores the positive impact of program structure and rewards on the acquisition of customers. However, research is lacking on the role of LP information transparency on customer participation intention. This study uses 280 college students in China as the survey object to explore the influence of LP information transparency on willingness to participate in such programs. Using experimental design methods, the authors verify whether the type of merchant and channel customers select affect willingness to participate when customers redeem rewards. This study also explains the internal psychological mechanism of information transparency, merchant and channel types, and customer participation intention from the perspective of perceptual psychological distance in construal level theory (CLT) and the elaboration likelihood model (ELM). Both information visibility and accessibility have a positive impact on customer intention to participate in LPs. When a customer redeems a reward from a LP operator, information visibility has a more positive impact on willingness to participate than redeeming a reward from an alliance partner. Moreover, when a customer redeems a reward from online channels, the positive impact of information accessibility on willingness to participate is greater than redeeming from offline channels. Under the influence of multiple psychological distance effects, the synergistic effect of merchant type and channel type is not significant in the relationship between information transparency and willingness to participate in LPs. This article will provide design strategies and management suggestions for retail managers to attract customers to participate in LPs.

What makes helpful online mental health information? Empirical evidence on the effects of information quality and responders’ effort

Although online health communities are popular in supporting mental health, factors leading to the helpfulness of mental health information are still under-investigated. Based on the elaboration likelihood model and motivation theory, we incorporate two types of health information-related constructs, i.e., information quality (central route) and responders’ effort (peripheral route), and adopt reputation as an extrinsic motivation to build our model. We crawl data from a Chinese online mental health community and extract 11 key variables, and then analyze the model with negative binomial regression. The empirical results indicate that the effect of the length of health information on its helpfulness votes is positively significant, while the effect of readability of health information on its helpfulness votes is relatively negative. In terms of responders’ effort, both the timelines of the response and interactive feedback have a significant positive impact on helpfulness of health information votes, while these effects are negatively moderated by the online reputation of responders. This study contributes to the literature on information evaluation mechanisms in online health communities.

Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials' Livestreamed Shopping

As a new form of poverty governance, government officials' livestreaming e-commerce of agricultural and sideline products has been booming since the outbreak of the coronavirus disease (COVID-19) in 2019. However, exploring the determinants of consumer purchase intentions in the context of government officials' livestreaming is still limited. Drawing on the stimulus-organism-response (S-O-R) framework, this study develops a research model to examine the effect of platform factor (information quality), user factor (bullet screen mutuality), and streamer factors (streamer trustworthiness, streamer expertise, and streamer responsiveness) on perceived information usefulness and arousal, which in turn affect purchase intention. This study also integrates impulsiveness as a moderator. We use structural equation modeling to analyze 430 samples. Our results show that perceived information usefulness and arousal have a significant positive influence on purchase intention. Moreover, impulsiveness moderates the relationship between perceived information usefulness and purchase intention and between arousal and purchase intention. Livestreaming features and streamer characteristics can activate these two mechanisms. This study provides theoretical contributions to livestreaming and the S-O-R literature, as well as practical insights into livestreaming government officials.

Patient's behavior of selection physician in online health communities: Based on an Elaboration likelihood model

Background

With the rapid development of "Internet + medicine" and the impact of the COVID-19 epidemic, online health communities have become an important way for patients to seek medical treatment. However, the mistrust between physicians and patients in online health communities has long existed and continues to impact the decision-making behavior of patients. The purpose of this article is to explore the influencing factors of patient decision-making in online health communities by identifying the relationship between physicians' online information and patients' selection behavior.

Methods

In this study, we selected China's Good Doctor (www.haodf.com) as the source of data, scrapped 10,446 physician data from December 2020 to June 2021 to construct a logit model of online patients' selection behavior, and used regression analysis to test the hypotheses.

Results

The number of types of services, number of scientific articles, and avatar in physicians' personal information all has a positive effect on patients' selection behavior, while the title and personal introduction hurt patients' selection behavior. Online word-of-mouth positively affected patients' selection behavior and disease risk had a moderating effect.

Conclusion

Focusing on physician-presented information, this article organically combines the Elaboration likelihood model with trust source theory and online word-of-mouth from the perspective of the trusted party-physician, providing new ideas for the study of factors influencing patients' selection behavior in online health communities. The findings provide useful insights for patients, physicians, and community managers about the relationship between physician information and patients' selection behavior.

The use of social media for a better world: roles of social experience, empathy and personal impulsiveness in charitable crowdfunding

Purpose

Charitable crowdfunding features are embedded in social media platforms to encourage pro-social behaviors. Although such new practice allows practitioners to leverage the power of a highly connected crowd, accomplishing the fundraising goal is still a challenge. This study seeks to understand what drives the donation intention in charitable crowdfunding features on social media platforms by examining the roles of social experience, empathy and personal impulsiveness.

Design/methodology/approach

A survey questionnaire was distributed to social media users in China to collect data. A total of 206 valid responses were analyzed using structural equation modeling to test the proposed hypotheses.

Findings

The results showed that empathy mediates interaction with the fundraiser and perceived proximity with the donatee on a user's donation intention. We also found that social influence on social media platforms positively influences empathy and donation intention. In addition, personal impulsiveness was found to moderate the relationship between empathy and donation intention.

Originality/value

This study contributes to existing literature and practices. It identifies three dimensions of social experience and examines their effects on donation intention, providing insights into the charitable crowdfunding features on social media. Moreover, this study extends the understanding to empathy by delineating its mediating role in the relationship between social experience and donation intention and examining how personal impulsiveness moderates the effect of empathy on donation intention. Furthermore, this study provides valuable insights for practitioners to craft strategies to stimulate pro-social behaviors and increase donations.

The Yale model of green message sharing and environmental consciousness on social media platforms

Purpose

In this paper, Yale model was adopted to understand how the characteristics of a green message (goal framing, argument volume and argument consistency), its source (source credibility) and its receivers (environmental consciousness) influence the communication process regarding the receivers' perceptions and attitudes (information value, persuasiveness and communication effectiveness) and their intention to spread the green message.

Design/methodology/approach

Eight scenarios of factorial design were developed to test the effects of a message on receivers' perceptions and attitudes. 1,157 valid questionnaires were used to conduct AMOS-SEM and ANOVA analyses.

Findings

The analytical results showed significant differences between the persuasive effects of Scenarios 1 and 8. A high level of environmental consciousness significantly affected the relationships between the message characteristics, source credibility and information value, leading to a higher intention to share the green messages.

Research limitations/implications

The Yale model was applied to online persuasion to examine the receivers' perceptions of and attitudes toward a green message and their intention to share it on social networking sites (SNSs). Being environmentally conscious can strengthen the perception that the receivers of an online green message have of the source credibility and information value. The Yale model proved to represent the online green message-sharing context and explain how to persuade online users more effectively.

Practical implications

This study suggests that green message providers should present content emphasizing the losses associated with inaction, thus increasing the receivers' acceptance of the message's persuasiveness. Additionally, with the assistance of supportive measures, such as national education programs, government policies and actions showing corporate social responsibility, the environmental awareness of individuals can encourage them to share green message posts on SNSs and engage in green practices.

Social implications

A significant effect of the message characteristics (goal framing × argument volume × argument consistency) was observed on SNS users' perceived source credibility and information value. Therefore, key opinion leaders, governments, and organizations who want to promote green ideas and attract public attention are encouraged to provide messages emphasizing the costs of inaction and contain arguments with a sufficient number of responses strongly supporting the original message. This could arouse the concern for green issues among online communities.

Originality/value

A Yale model research framework was developed to investigate the effect of message characteristics on the intention to share green messages online. Receivers' environmental consciousness played a vital role in this message-sharing process.

The Impact of Government Social Media Information Quality on Public Panic During the Infodemic

The COVID-19 pandemic triggered the first global “Infodemic” in the era of social media. Understanding how governments deal with the negative impacts of the infodemic (e.g., public panic) has become a priority. This paper uses the theoretical framework of the Elaboration Likelihood Model (ELM) to explore mechanisms for alleviating panic associated with the infodemic. It considers, in particular, the quality of information circulated on Government Social Media (GSM) as the central route and local government trust as the peripheral route. An empirical study was conducted using data from a focus group interview and a questionnaire survey collected within the first three weeks following the citywide lockdown of Wuhan, China. The results show that as: (1) Quality of GSM information does not significantly reduce public panic, but local government trust significantly increases people’s pandemic prevention knowledge; (2) Pandemic prevention knowledge is a critical mediator between information quality of GSM and public panic, as well as local government trust and public panic; and (3) Information quality of GSM significantly increases people’s trust in local governments. This paper contributes to the literature on infodemic and government social media and provides implications for practice.

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to examine two types of social media tourism advertising—metaphorical and straightforward in posts with both high and low popularity. This within-subject (n = 55) experiment was designed to examine the effects of social media tourism advertising types on visual attention and tourism intention and to identify the moderating role of post popularity based on the elaboration likelihood model (ELM). We found that advertising types had no significant effect on visual attention, but metaphorical advertisements increased tourism intention compared with straightforward adverts. Furthermore, we found that the level of post popularity moderated the effect of advertising types on visual attention. Specifically, metaphorical adverts in highly popular posts attracted more visual attention in the advertising text area and in the whole advert. Straightforward adverts in posts with low popularity attracted more visual attention in the advertising text area. This research advances the current literature by exploring the effects of social media tourism advertising types and has implications for managers deciding on strategies for social media tourism marketing.

Social Networks Marketing and Consumer Purchase Behavior: The Combination of SEM and Unsupervised Machine Learning Approaches

The purpose of this paper is to reveal how social network marketing (SNM) can affect consumers’ purchase behavior (CPB). We used the combination of structural equation modeling (SEM) and unsupervised machine learning approaches as an innovative method. The statistical population of the study concluded users who live in Hungary and use Facebook Marketplace. This research uses the convenience sampling approach to overcome bias. Out of 475 surveys distributed, a total of 466 respondents successfully filled out the entire survey with a response rate of 98.1%. The results showed that all dimensions of social network marketing, such as entertainment, customization, interaction, WoM and trend, had positively and significantly influenced consumer purchase behavior (CPB) in Facebook Marketplace. Furthermore, we used hierarchical clustering and K-means unsupervised algorithms to cluster consumers. The results show that respondents of this research can be clustered in nine different groups based on behavior regarding demographic attributes. It means that distinctive strategies can be used for different clusters. Meanwhile, marketing managers can provide different options, products and services for each group. This study is of high importance in that it has adopted and used plspm and Matrixpls packages in R to show the model predictive power. Meanwhile, we used unsupervised machine learning algorithms to cluster consumer behaviors.

How Does Social Media Influence People to Get Vaccinated? The Elaboration Likelihood Model of a Person's Attitude and Intention to Get COVID-19 Vaccines

The global COVID-19 mass vaccination program has created a polemic amongst pro- and anti-vaccination groups on social media. However, the working mechanism on how the shared information might influence an individual decision to be vaccinated is still limited. This study embarks on adopting the elaboration likelihood model (ELM) framework. We examined the function of central route factors (information completeness and information accuracy) as well as peripheral route factors (experience sharing and social pressure) in influencing attitudes towards vaccination and the intention to obtain the vaccine. We use a factorial design to create eight different scenarios in the form of Twitter posts to test the interaction and emulate the situation on social media. In total, 528 respondents were involved in this study. Findings from this study indicated that both the central route and peripheral route significantly influence individually perceived informativeness and perceived persuasiveness. Consequently, these two factors significantly influence attitude towards vaccination and intention to obtain the vaccine. According to the findings, it is suggested that, apart from evidence-based communication, the government or any interested parties can utilize both experience sharing and social pressure elements to increase engagement related to COVID-19 vaccines on social media, such as Twitter.

Examining Online Health Community Users' Information Adoption Intention

Due to the doubt on information credibility, users often hesitate to adopt the health information posted on online health communities (OHC). This may undermine the sustainable development of OHC. The purpose of this research is to identify the determinants of OHC users’ information adoption intention. The results indicated that both information factors and social interaction affect the adoption intention. Information factors include argument quality and source credibility, whereas social interaction includes perceived similarity and familiarity. The results imply that OHC need to ensure information quality and support users’ interaction in order to facilitate their information adoption.

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

Purpose

This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency.

Design/methodology/approach

Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior.

Findings

The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying.

Originality/value

Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

Effect of data environment and cognitive ability on participants’ attitude towards data governance

Data governance has received research attention, but its effect on public attitude has not been sufficiently explored. To analyse the attitude towards public participation in data governance in the context of a tourism platform, we conduct an empirical model that aims to understand the impact of data governance environment and participants’ cognitive ability on attitude. Taking tourism sharing platforms as an example, we collected 339 questionnaires for data analysis. Results show that data quality and website design have a positive effect on users’ attitude towards data governance through data literacy self-efficacy. Data literacy self-efficacy has a suppression effect between data quality and attitude towards data governance and has the same effect between website design and attitude towards data governance. Data quality and website design have a positive effect on users’ attitude towards data governance through platform interaction. Platform interactivity plays a mediating role between data quality and attitude towards data governance and has the same effect between website design and attitude towards data governance. Data policy has a positive effect on users’ data literacy self-efficacy but no significant effect on platform interactivity. Moreover, this study provides theoretical and practical implications that can guide the government in policy implementation and platform managers in data governance.

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

Citizen journalism practices during COVID-19 in spotlight: influence of user-generated contents about economic policies in perceiving government performance

Purpose

Citizen journalism practices through social networking sites are increasingly becoming an imperative source of public opinion formation. Given the increase in the volume of information sharing on social media during COVID-19, this study aims to grasp the largely unknown interaction of the individual’s trust in citizen journalism practices and public perception formulation. Drawing on this idea, the study has twofold objectives: first, to examine the influence of user-generated information about economic policies of government during COVID-19 as the antecedent of public perception about government performance and second, to identify the moderating role of trust in citizen journalism practices during COVID-19 through social networking sites.

Design/methodology/approach

The study used a survey method and a sample of 464 adults were collected through an online administrated questionnaire.

Findings

The findings specify that user-generated content that is pro-government economic policies during COVID-19 positively influenced the perception of government performance. On the other hand, user-generated information that criticized government economic policies had a negative influence on public perception.

Originality/value

This study seeks to intensify the understudied phenomenon of how nature and source of the information could interact to influence one’s information processing during a crisis such as pandemic COVID-19. Furthermore, only a little research has been conducted in this area focusing on two mechanisms, namely; citizen journalism and trust in social media user-generated information about prevailing economic insecurities during crisis provided through citizen journalism.

Persuasion effect of corporate social responsibility initiatives in professional sport franchise: Moderating effect analysis

This study used the elaboration likelihood model as a theoretical basis to explore the effects of various persuasion strategies on consumer perception and attitude regarding the corporate image of sports organizations that engage in corporate social responsibility (CSR) activities. The moderating effects of involvement, sports team identification, and sports fan curiosity were also examined. The multiple-study approach was employed to increase the external validity of the research. Two studies with cross-sectional between-subject pre–post experimental design were conducted with a total of 390 participants. The research setting was the Fubon Guardians baseball team of the Chinese Professional Baseball League in Study I and the Taiwan Beer Basketball Team of the Super Basketball League in Study II. Communication through the central and peripheral routes improved consumers’ CSR perception. Furthermore, under low involvement, weak sports team identification, and low sports fan curiosity conditions, communication through the central route and peripheral route improved the participants’ CSR perception. However, under high involvement, strong sports team identification, and high sports fan curiosity conditions, the different communication methods had nonsignificantly different effects. The findings of this study provide both academic contributions and practical implications.