Description
How do consumers assess product quality when confronted with multiple cues? This study examines the dissimilar use of product information cues in product evaluations of Web sites. The cue diagnosticity framework is then used to assess the effects of antecedents - engagement, risk, and positive and negative emotions - on consumer cognitive processing and online impulsive purchase. Therefore, four experiments were designed to test the effects of extrinsic cues—ranking and sales—on consumers’ purchase intention. Data collected from 160 customers provide strong support for the research model. The implications of the findings are discussed along with directions for future research.
Recommended Citation
Wu, Ya-Ling; Shih, Ying-Wei; and Hsiung, Chun-Yu, "Understanding Online Impulsive Purchase Intention: The Role of Extrinsic Product Cues" (2017). AMCIS 2017 Proceedings. 10.
https://aisel.aisnet.org/amcis2017/eBusiness/Presentations/10
Understanding Online Impulsive Purchase Intention: The Role of Extrinsic Product Cues
How do consumers assess product quality when confronted with multiple cues? This study examines the dissimilar use of product information cues in product evaluations of Web sites. The cue diagnosticity framework is then used to assess the effects of antecedents - engagement, risk, and positive and negative emotions - on consumer cognitive processing and online impulsive purchase. Therefore, four experiments were designed to test the effects of extrinsic cues—ranking and sales—on consumers’ purchase intention. Data collected from 160 customers provide strong support for the research model. The implications of the findings are discussed along with directions for future research.