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Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers
Author(s) -
Pappas Ilias O.,
Kourouthanassis Panos E.,
Giannakos Michail N.,
Chrissikopoulos Vassilios
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21036
Subject(s) - persuasion , personalization , sensibility , psychology , quality (philosophy) , process (computing) , e commerce , cognition , advertising , social psychology , computer science , business , world wide web , art , philosophy , literature , epistemology , neuroscience , operating system
Abstract This research develops and tests a theoretical model of customer persuasion in personalized online shopping, building on information processing theory, and addressing cognitive and affective stages of the persuasion process. Data from 582 experienced online customers were used to validate the proposed model through structural equation modeling and multigroup analysis. Results show that quality of personalization, message quality, and benefits of the personalized recommendations are important in the persuasion process. Positive emotions increase the effect of persuasion on purchase intentions, contrary to negative emotions. The study extends online personalization theory, offers an in‐depth analysis of the persuasion process in online shopping, and provides valuable recommendations for personalized online marketing.