Shape–Trait Consistency: The Matching Effect of Consumer Power State and Shape Preference

Feng, Yao; Jin, Xiaotong; Wu, Banggang; Zhao, Taotao; Ma, Tiannv

doi:10.3389/fpsyg.2021.615647

Cited by 3 publications

(4 citation statements)

References 47 publications

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“…Task-oriented interactions convey information to consumers about product functions. Users with a higher sense of power are more likely to be persuaded by task-oriented interactions (Dubois et al, 2016a, b, c;Yao et al, 2021a). Therefore, we propose the following hypotheses: H9.…”

Section: Cognitive Trust Emotional Trust and Consumers' Purchase Deci...mentioning

confidence: 96%

“…The relationship-oriented interaction conveys information about emotions and relationships to consumers. Users with a lower sense of power are more susceptible to the influence of relationship-oriented interactions, thereby generating online trust in merchants and products (Dubois et al, 2016a, b, c;Yao et al, 2021a). Therefore, we propose the following hypotheses:…”

Section: Cognitive Trust Emotional Trust and Consumers' Purchase Deci...mentioning

confidence: 99%

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The interaction between the anchor and customers in live-streaming E-commerce

Chen,

et al. 2024

IMDS

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PurposeLive-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.Design/methodology/approachThe study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.FindingsBoth task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.Originality/valueThis study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

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Section: Cognitive Trust Emotional Trust and Consumers' Purchase Deci...mentioning

confidence: 96%

Section: Cognitive Trust Emotional Trust and Consumers' Purchase Deci...mentioning

confidence: 99%

The interaction between the anchor and customers in live-streaming E-commerce

Chen,

et al. 2024

IMDS

View full text Add to dashboard Cite

show abstract

“…One of the independent variables is the consumer power state [67], and the other 33 items are visual recognition elements. Twelve of the studies include logo(shape) [3,82], typography, colour [62], typeface [73], taglines [72], imagery [66], Graphic icon [84], and two other items.…”

Section: General Details and Study Designmentioning

confidence: 99%

“…Intermediate variables are more related to consumer perception, such as perceived deliciousness and health of food [26], brand status [61], sense of authenticity [28], perceived conspicuousness [64], perceived sustainability, perceived credibility [66], competition and warmth [67], brand gender [63], [69,70,77], interestingness and clarity [83], etc., which also involve consumers' processing fluency of visual recognition [13,65], etc. The dependent variable is mainly about consumers' attitudes towards the brand [41,62,63,65,68,77,85], favourable [61], brand loyalty [32], attractiveness [84], likability [66], and other emotional reactions [80], as well as consumer preferences [19,67] or purchase intention [42], and behaviour [75].…”

Section: General Details and Study Designmentioning

confidence: 99%

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

YU,

ABIDIN,

SHAARI

2024

Preprint

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Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in April 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

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Four Decades of Sensory Marketing: A Hybrid Review and Future Research Agenda

Pandey,

Tripathi

2024

Int J Consumer Studies

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Sensory marketing has garnered significant attention from researchers due to its ability to effectively influence consumer behavior at a subconscious level. However, existing reviews are constrained by either limited scope or methodology, often focusing on specific senses, or domains, or using solely quantitative or qualitative methods. This offers an opportunity to comprehensively synthesize the existing literature and provide direction for future research. Building on this, the present study examines 535 articles assembled, arranged, and assessed using the SPAR‐4‐SLR protocol for a thorough review of sensory marketing literature spanning four decades (1984–2023). The review employs both quantitative and qualitative methods to summarize the diverse research and provide detailed insights from the existing body of literature. The quantitative approach, utilizing keyword co‐occurrence analysis identifies five thematic clusters—sensory cues as communication strategy, sensory experiences in technologically advanced era, taste perception and food consumption, visual perception, and olfactory perception. Furthermore, the qualitative review technique, utilizing the Theory, Context, Characteristics, and Methodology (TCCM) framework reveals prevalent theories and primary research contexts, along with distinctive characteristics and methodologies. Based on these analyses suggestions for potential areas of future research have been stated.

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Shape–Trait Consistency: The Matching Effect of Consumer Power State and Shape Preference

Cited by 3 publications

References 47 publications

The interaction between the anchor and customers in live-streaming E-commerce

The interaction between the anchor and customers in live-streaming E-commerce

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

Four Decades of Sensory Marketing: A Hybrid Review and Future Research Agenda

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