当前位置: X-MOL 学术Inf. Syst. Front. › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Seeking Information on Social Commerce: An Examination of the Impact of User- and Marketer-generated Content Through an Eye-tracking Study
Information Systems Frontiers ( IF 5.9 ) Pub Date : 2020-06-22 , DOI: 10.1007/s10796-020-10034-3
Patrick Mikalef , Kshitij Sharma , Ilias O. Pappas , Michail Giannakos

Following the growing popularity of social commerce sites, there is an increased interest in understanding how consumers decide what products to purchase based on the available information. Consumers nowadays are confronted with the task of assessing marketer-generated (MGC) as well as user-generated information (UGC) in a range of different forms to make informed purchase-related decisions. This study examines the information types and forms that influence consumers in their decision-making process on social commerce. Building on uses and gratifications and dual-process theories, we distinguish between marketer and user generated content, and differentiate formats into informational and normative. Using a mixed methods approach that builds on an eye-tracking study, followed by semi-structured interviews with 23 participants, our results indicate significant differences in the types and format of information consumed for selected versus eliminated products. Specifically, we looked at engagement, cognitive processing, and observation of consumers, since they reveal information about the mental and processing mechanisms during decision making. We find that consumers present a number of differences in terms of these measures among the different types of content, and with respect to selected versus eliminated products. The outcomes of the interviews also serve to complement these findings, providing more detailed information about the processes and emotional states of consumers during the selection process.



中文翻译:

在社交商务上寻求信息:通过眼动追踪研究检查用户和营销人员生成的内容的影响

随着社交商务网站的日益普及,人们越来越有兴趣了解消费者如何根据可用信息来决定购买哪些产品。如今,消费者面临着评估营销商生成的(MGC)以及用户生成的信息(UGC)的任务,以各种不同的形式做出与购买相关的明智决定。这项研究探讨了影响消费者在社会商务决策过程中影响的信息类型和形式。基于使用和满足以及双重过程理论,我们区分了营销人员和用户生成的内容,并将格式分为信息性和规范性。使用基于眼动追踪研究的混合方法,然后对23位参与者进行半结构化访谈,我们的结果表明,选定产品和淘汰产品所消耗的信息类型和格式存在显着差异。具体来说,我们研究了参与度,认知处理和对消费者的观察,因为他们会在决策过程中揭示有关心理和处理机制的信息。我们发现,在这些衡量标准方面,消费者在不同类型的内容之间以及选择产品与淘汰产品之间存在许多差异。访谈的结果还可以补充这些发现,提供有关选择过程中消费者的过程和情绪状态的更详细信息。认知过程以及对消费者的观察,因为他们会在决策过程中揭示有关心理和处理机制的信息。我们发现,在这些衡量标准方面,消费者在不同类型的内容之间以及选择产品与淘汰产品之间存在许多差异。访谈的结果还可以补充这些发现,提供有关选择过程中消费者的过程和情绪状态的更详细信息。认知处理和对消费者的观察,因为他们在决策过程中会透露有关心理和处理机制的信息。我们发现,在这些衡量标准方面,消费者在不同类型的内容之间以及选择产品与淘汰产品之间存在许多差异。访谈的结果还可以补充这些发现,提供有关选择过程中消费者的过程和情绪状态的更详细信息。

更新日期:2020-06-22
down
wechat
bug