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Effects between the Personality, Consumer's Decision-Making and Goods Type on SNS

Choosing goods from a wide alternative needs consumers' cognitive efforts. Under uncertainty caused by incompleteness of the information about choice options, consumers can improve their decision-makings with using recommendations. This studies examinations the roles of goods types and personalized cues in the recommendation context. Using a consumer choice model, this research aims to understand consumer's choice under uncertainty. We show that the acceptance of recommendation vary by the attributes of the goods and personalized cues. The studies also shows that psychological reactance increases with the level of purchase involvement. Personalized cues increase the acceptance rate of IPTV recommendations for all quality levels compared to the baseline shares. This is in contrast with the cases of laptop computers and alkaline batteries where recommendations were more accepted than the baseline only for the low-quality options. IPTV services are intangible in nature and belong to a less familiar goods category than laptop computers and alkaline batteries. Therefore, the choice task for IPTV services is expected to involve a high level of uncertainty. In this situation, decision makers are likely to become more reliant on the recommendations than in the choice tasks for the other two tangible product categories.

Abstract

1. Introduction

2. Background

3. Method

4. Result

5. Conclusion

References

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