Pages 14-17
Year 2023
Issue 1
Volume 12

RESEARCH ON THE INFLUENCE OF PRODUCT INFORMATION ON CONSUMERS’ WILLINGNESS TO SHOP ONLINE

Author(s):
Rong Tian, Simin Chen, Enze Pan

Doi: 10.7508/aiem.01.2023.14.17

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Abstract

In this paper, ELM is used to divide clues into two types: central-path clues and edge-path clues. And considers the influence of gender and perceived information persuasion level on the influence of product information on consumers’ online shopping intentions. This article uses scenario simulation experimental methods to develop consumers’ online shopping willingness to purchase products. Our research shows that: information anchors significantly affect consumers’ online shopping intentions; gender and perceivedinformation persuasion level can positively moderate the influence of information anchors on consumers’ online shopping intentions.

KEYWORDS:
Product information, central path clues, edge path clues, elaboration likelihood model (ELM), consumers online shopping intentions