TY - GEN
T1 - Effects of social distance and matching message orientation on consumers' product evaluation
AU - Yang, Lu
AU - Chen, Jin
AU - Tan, Bernard C.Y.
PY - 2014
Y1 - 2014
N2 - Despite a tremendous increase in the online sales of experiential products (e.g., clothes), how to present such kind of products to better intrigue online consumers remains unsolved. Relative to model presentation (i.e., presented by professional models), peer presentation (i.e., presented by peer consumers) is emerging as a new way of IT-enabled product presentation welcomed by online clothing merchants. Drawing on the Construal Level Theory, we examine the effects of peer presentation vs. model presentation, and the fitness between recommendation messages and these two types of presentation. We propose that compared to model presentation, peer presentation yields a closer psychological distance to a consumer, and is likely to arouse a lower level mental construal of the consumer. Thus, alongside peer presentation, a recommendation message that fits a low level construal (i.e., secondary features) is more persuasive. Contrarily, alongside model presentation, a recommendation message that fits a high level construal (i.e., primary features) is more persuasive. Lab experiments and a field experiment are designed to test these hypotheses.
AB - Despite a tremendous increase in the online sales of experiential products (e.g., clothes), how to present such kind of products to better intrigue online consumers remains unsolved. Relative to model presentation (i.e., presented by professional models), peer presentation (i.e., presented by peer consumers) is emerging as a new way of IT-enabled product presentation welcomed by online clothing merchants. Drawing on the Construal Level Theory, we examine the effects of peer presentation vs. model presentation, and the fitness between recommendation messages and these two types of presentation. We propose that compared to model presentation, peer presentation yields a closer psychological distance to a consumer, and is likely to arouse a lower level mental construal of the consumer. Thus, alongside peer presentation, a recommendation message that fits a low level construal (i.e., secondary features) is more persuasive. Contrarily, alongside model presentation, a recommendation message that fits a high level construal (i.e., primary features) is more persuasive. Lab experiments and a field experiment are designed to test these hypotheses.
KW - Construal level
KW - Electronic commerce
KW - Message orientation
KW - Peer presentation
KW - Social distance
UR - http://www.scopus.com/inward/record.url?scp=84903725684&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-07293-7_76
DO - 10.1007/978-3-319-07293-7_76
M3 - Conference contribution
AN - SCOPUS:84903725684
SN - 9783319072920
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 787
EP - 797
BT - HCI in Business - First International Conference, HCIB 2014, Held as Part of HCI International 2014, Proceedings
PB - Springer Verlag
T2 - 1st International Conference on HCI in Business, HCIB 2014 - Held as Part of 16th International Conference on Human-Computer Interaction, HCI International 2014
Y2 - 22 June 2014 through 27 June 2014
ER -