Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers

Ilias O. Pappas; Panos E. Kourouthanassis; Michail N. Giannakos; Vassilios Chrissikopoulos

doi:10.1002/mar.21036

journal article Sep 12, 2017

Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers

Ilias O. Pappas

Panos E. Kourouthanassis Michail N. Giannakos Vassilios Chrissikopoulos

Psychology & Marketing Vol. 34 No. 10 pp. 972-986 · Wiley

View at Publisher Save 10.1002/mar.21036

Abstract

AbstractThis 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.

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References

Details

Published: Sep 12, 2017
Vol/Issue: 34(10)
Pages: 972-986
License: View

Authors

I

Ilias O. Pappas

Norwegian University of Science and Technology (NTNU); Ionian University

P

Panos E. Kourouthanassis

Ionian University

M

Michail N. Giannakos

Norwegian University of Science and Technology (NTNU)

V

Vassilios Chrissikopoulos

Ionian University

Cite This Article

Ilias O. Pappas, Panos E. Kourouthanassis, Michail N. Giannakos, et al. (2017). Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers. Psychology & Marketing, 34(10), 972-986. https://doi.org/10.1002/mar.21036

Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers

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