A Human Cognitive Processing Perspective in Designing E-Commerce Checkout Processes

Belk, Marios; Germanakos, Panagiotis; Constantinides, Argyris; Samaras, George

doi:10.1007/978-3-319-22701-6_38

Cited by 7 publications

(3 citation statements)

References 14 publications

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“…It is believed that CS influences users' information processing and consumption behavior. CS exhibits significant differences during information processing scenarios, which can be reflected and captured by eye movement indicators (Belk et al ., 2015; Goode et al ., 2002). Zheng and Shi (2015) verified the influence of driver's CS on road scene observation.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

Chen,

Tong,

Yang

et al. 2023

IMDS

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PurposeThis study aims to explore how specific cues with new manifestations (i.e. herding message and price discount information) and customer cognitive style influence attention allocation and purchase intention.Design/methodology/approachTo empirically validate the research hypotheses, an eye-tracking experiment with a 2 × 2 × 2 mixed design was conducted on a sample of 44 participants recruited from a university in China. Repeated measures analysis of variance was employed for data analysis.FindingsThe results show that herding message and price discount information play different roles in viewers' attention and have an interactive effect on attention. Moreover, individual cognitive styles moderate the impact of herding message on attention allocation. Still, two cues positively affect customer purchase intention.Originality/valueThis study guides future research by applying cue utilization theory to investigate the effects of two cues in live streaming. Findings offer practical implications for how live streaming cues affect viewers' attention allocation and purchase intention.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

Chen,

Tong,

Yang

et al. 2023

IMDS

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show abstract

“…Based on the FDI theory, analytic and holistic cognitive styles were proposed. Individuals with an analytic style tend to use rules to analyze and remember objects, while individuals with a holistic style prefer to see an object and its background as a whole and pay more attention to the relationships between them (Belk et al, 2015). Interactions are a composite of complex attributes such as verbal cues, eye contact, facial expressions, body movements and gestures (Kang and Hyun, 2012).…”

Section: Theoretical Background 21 Field Cognitive Stylementioning

confidence: 99%

The match and mismatch between providers and customers in accommodation sharing: a cognitive style perspective

Chen

Ying

2021

ITP

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PurposeThe peer-to-peer (P2P) accommodation-sharing market has developed rapidly on the strength of information technology in recent years. Matching providers and customers in an information technology (IT)-enabled platform is a key determinant of both parties' experiences and the healthy development of the platform. However, previous research has not sufficiently explained the mechanism of provider–customer matching in accommodation sharing, especially at the psychological level. Based on field cognitive style theory, this study examines how the match and mismatch affect customers' online and offline satisfaction and whether a significant difference exists between online and offline satisfaction under different matching patterns.Design/methodology/approachThe authors test the proposed theoretical model using 122 provider–customer dyad data collected through a field study.FindingsThe results suggest that customers' online and offline satisfaction under match is significantly higher than that under mismatch. In addition, customers' online satisfaction is significantly higher than their offline satisfaction under mismatch, but there is no significant difference between the two under match. The perceived price fairness also plays a moderating role in the case of mismatch.Originality/valueIn summary, these findings provide a novel understanding about the matching patterns and their outcomes in the accommodation-sharing context and expand the contents and applications of field cognitive style theory and matching theory. This study will help these IT-enabled platforms to provide personalized matching services at the psychological level, thereby enhancing user experience and corporate competitiveness. 10; 10;

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“…The interaction between them is, to some extent, simulated online in the form of recommender systems. This often helps users to reach decisions more efficiently [3]. Why is it so important?…”

Section: Introductionmentioning

confidence: 99%

Attempts to Attract Eyesight in E-Commerce May Have Negative Effects

Sulikowski

Ryczko

Bąk

et al. 2022

Sensors

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E-commerce shop owners often want to attract user attention to a specific product, to enhance the chances of sales, to cross-sell or up-sell. The way of presenting a recommended item is as important as the recommendation algorithms in gaining that attention. In this study we examined the following types of highlights: background, shadow, animation and border as well as the position of the item in a 5 × 2 grid in a furniture online store, and their relationships with user fixations and user interest. We wanted to verify the effects of highlighting on attracting user attention. Various levels of intensity were considered for each highlight: low, medium and strong. Methods used for data collection were both implicit and explicit: eye tracking, tracking cart’s contents, and a supplementary survey. Experimental results showed that a low-intensity background highlights should be the first-choice solution to best attract user attention in the presented shopping scenario, resulting in the best fixation times and most users’ selection. In case of highest-intensity animation, however, highlighting seemed to have negative effects: despite successful attempts to attract eyesight and long fixation time, users did not add the highlighted products to cart.

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A Human Cognitive Processing Perspective in Designing E-Commerce Checkout Processes

Cited by 7 publications

References 14 publications

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

Effects of intrinsic and extrinsic cues on customer behavior in live streaming: evidence from an eye-tracking experiment

The match and mismatch between providers and customers in accommodation sharing: a cognitive style perspective

Attempts to Attract Eyesight in E-Commerce May Have Negative Effects

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