The different impact of fluency and disfluency on online group-buying conforming behavior

研究成果: 雜誌貢獻文章

6 引文 斯高帕斯(Scopus)

摘要

This study conducted two experiments to examine the moderating impact of processing and retrieval fluency on online group-buying conforming behavior, return tendency and, in particular, conformity towards hedonic and utilitarian products. Experiments 1-1, 1–2, and 2 showed that consumers exhibited more online group-buying conforming behavior under processing or retrieval fluency conditions than under disfluency conditions. The results also revealed that the positive impact of disfluency might eliminate the return tendency towards online group-buying conforming behavior. Finally, fluency produced more online group-buying conforming behavior when consumers purchased hedonic products than when they purchased utilitarian goods.

原文英語
頁(從 - 到)15-22
頁數8
期刊Computers in Human Behavior
85
DOIs
出版狀態已發佈 - 2018 八月 1

    指紋

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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