RESEARCH ON THE INFLUENCE OF PRODUCT INFORMATION ON CONSUMERS’ WILLINGNESS TO SHOP ONLINE
Rong Tian, Simin Chen, Enze Pan
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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.
Product information, central path clues, edge path clues, elaboration likelihood model (ELM), consumers online shopping intentions