SENSE AND

SENSIBILITY IN
B E H DA D PERSONLIZED E
BEGÜM COMMERCE : HOW
GÜLCE EMOTIONS REBALANCE
THE PURCHASE
INTENTIONS OF
PERSUADED CUSTOMERS
INTRODUCTION
A D D R E S S I N G C O G N I T I V E A N D A F F E C T I V E S TA G E S O F T H E P E R S U A S I O N P R O C E S S I N
PERSONALIZED ONLINE SHOPPING.

T H E D ATA I S G AT H E R E D F R O M 5 8 2 E X P E R I E N C E D O N L I N E S H O P P E R S T H R O U G H S T R U C T U R A L
E Q U AT I O N M O D E L I N G A N D M U LT I - G R O U P A N A LY S I S .

T H R O U G H P E R S O N A L I Z AT I O N A C Q U I S I T I O N C O S T S M AY B E R E D U C E D B Y A L M O S T 5 0 % ,
R E V E N U E S M AY B E I N C R E A S E D B Y U P T O 1 5 % , A N D T H E E F fi C I E N C Y O F M A R K ET I N G S P E N D M AY
BE INCREASED BY UP TO 30%

O N L I N E R ETA I L E R S M AY U S E C U S T O M E R S ’ P E R S O N A L D ATA T O O F F E R C U S T O M - TA I LO R E D
MESSAGES

T H I S S T U D Y B U I L D S O N I N F O R M AT I O N P R O C E S S I N G T H E O R Y A N D P R O P O S E S A H O L I S T I C
FRAMEWORK OF DECISION-MAKING IN ONLINE SHOPPING, BASED ON CUSTOMERS’ COGNITIVE
AND AFFECTIVE PERCEPTIONS WHEN USING PERSONALIZED SERVICES . IT’S A TWO STEP
APPROACH.
The attitudes and evaluations of an individual can be based on
cognitive and affective experiences and they may affect persuasion,
behavioral intentions, and ultimately the choice
Cognitive perception includes, aside from the senses listening, seeing, smelling,
tasting and feeling, the way in which we deal with information.

Emotions are affective perceptions. They have motivational force so that they
can contribute to the explanation of action.
 PERSUASION
P E R S U A S I O N R E F E R S T O A C T I V I T I E S , S T R AT E G I E S ,
A N D TA C T I C S W H E R E P E O P L E A R E C O N V I N C E D
I N T O B E L I E V I N G T H AT T H E Y W I L L P E R F O R M A
C E R TA I N TA S K W I T H S U C C E S S , S U C H A S
COMPLETING AN ONLINE PURCHASE
PERSUASION
STRATEGIES
H OW T H E Y WO R K
T H E S E S T R AT E G I E S
I N C L U D E R AT I O N A L
PERSUASION,
I N S P I R AT I O N A L A P P E A L ,
A N D C O N S U LT A T I O N
T H U S , T H E Y C O R R E S P O N D TO C O G N I T I V E
CHARACTERI S TICS, AFFECTIVE
CHARACTERIS TICS, AND INTERACTIVE
PERSONALIZED MESSAGES. THREE
C AT E G O R I E S T H AT A R E I N H E R E N T I N T H E
P E R S UA S I O N P RO C E S S
WHILE IN THE PAST PERSUASION WAS
DONE MOSTLY THROUGH PRICING.
NOWADAYS IT BROADCASTS THROUGH
PERSONALIZED MESSAGED AND
ADVERTISEMENTS.

RESEARCHERS AIM TO UNDERSTAND

HOW PERSUASIVE MESSAGES ARE
PERCEIVED AND PROCESSED BY
CUSTOMERS BASED ON “ELM”
T H E E L A B O R AT I O N L I K E L I H O O D M O D E L
( E L M ) O F P E R S UA S I O N I S A D UA L P RO C E S S
T H E O RY D E S C R I B I N G T H E C H A N G E O F
AT T I T U D E S . T H E E L M WA S D E V E L O P E D B Y
RICHARD E. PETTY AND JOHN C ACIOPPO IN
1 9 8 0 . T H E M O D E L A I M S TO E X P L A I N
D I F F E R E N T W AY S O F P R O C E S S I N G S T I M U L I ,
W H Y T H E Y A R E U S E D, A N D T H E I R
O U T C O M E S O N AT T I T U D E C H A N G E .
 THE ROLE OF
PERSONALIZ ATION
IN PERSUASION
THE ROLE OF EMOTIONS
I N T H E R E L AT I O N S H I P
B ET W E E N P E R S U A S I O N
AND PURCHASE
INTENTIONS
 THE RESULT
I M P ROV E M E N T O F P E R S O N A L I Z E D O N L I N E
C O M M E R C E T H R O U G H T H E I D E N T I F I C AT I O N A N D
E X A M I N AT I O N O F T H E F A C T O R S T H AT C O M P R I S E
E AC H S T E P O F T H E P E R S UA S I O N P RO C E S S
 CONCEPTUAL
FRA MEW ORK A ND
RESEARCH MODEL
QUALITY OF PERSONALIZATION
• Personalized services make users feel “closer” to the services provided.

• H1: Quality of personalization has a positive effect on message

quality.

• H2 : Quality of personalization has a positive effect on benefits of

personalization.

• H3 : Quality of personalization has a positive effect on persuasion.

MESSAGE QUALITY
• Acquiring high-quality information is crucial for decision makers, including
potential buyers.

• In the context of online services, information quality is an important criteria

of customers’ overall evaluation of such services and of customers’ online
behavior.

• H4 : Message quality has a positive effect on persuasion.

BENEFITS OF PERSONALIZATION
• Previous research has found that perceived benefits from using online services
will positively affect attitudes and intentions.

• H5 : Benefits of personalization have a positive effect on persuasion.

PERSUASION
• According to information processing theory, each user may process the
received information differently.

• ELM suggests that based on how people think, process, and elaborate
information, different factors will persuade them and lead them to a specific
outcome.

• H6: Persuasion has a positive effect on intention to purchase.

THE KEY ROLE OF EMOTIONS

• H7a: Customers’ positive emotions have a moderating effect on the

relationship between persuasion and intention to purchase.

• H7b: Customers’ negative emotions have a moderating effect on the

relationship between persuasion and intention to purchase.
• Research model and hypotheses
METHOD
DATA COLLECTION

Snowball sampling methodology was used.

This method is suitable due to the low adoption of online shopping in Greece,
since it gives the opportunity to contact customers with previous experience of
personalized online shopping.

The participants were asked to answer based on evaluations created after using
or receiving personalized services in the online shopping industry.

723 responses were collected, out of which 582 had previous experience with
online shopping and personalized services.
MEASURES
• The questionnaire consisted of two parts.

• The first part included questions on the demographics of the

sample.

• The second part included measures of the various constructs

identified in the literature review section.

• The constructs used in this research were evaluated in terms of

reliability and validity.
DISCUSSION
DISCUSSION
• The goal of this study is to investigate the dynamics of the
persuasion process in online shopping;
• Examines persuasion as a distinct factor, under the scope of
personalized services, while at the same time taking into
account the role of emotions in the formulation of online
purchase intentions.
• In summary, prior research acknowledges that persuading
customers plays a significant role in the adoption of
personalized services and the increase of purchase
intentions,
• Quality of personalization in online shopping increases customers’ persuasion,
message quality, and benefits of personalization,
• Quality of personalization remains a predictor of persuasion and personalized
services is a considerably more effective persuasion strategy than mass advertising.
• Tailoring a message to someone’s personality might increase the efficiency of
persuasive campaigns.
• Both message quality and benefits of personalization have a positive effect on
customers’ persuasion, although the effect of benefits of personalization on
persuasion is almost three times higher than that of message quality
• Persuasion has a positive effect on customers’ intention to purchase online.
The empirical results show that when, customers feel negative emotions the effect of
persuasion on their intention to shop online will remain the same.
Although when customers feel positive emotions, the effect of on their intention to
shop online will be increased or decreased accordingly.
Therefore only positive emotions, and not negative ones, directly influence
customers’ purchase intentions when using personalized services
LIMITATIONS
• Sample ( only included Greek online shopping customers)
• Digital technologies and e-business in the Mediterranean region, which in terms of population
is almost half of the population of the EU
• The findings are based on self-reported data;
(Other methods such as in-depth inter- views and observations could provide a complementary
picture of the findings)
• Customers may not be able to recall all the emotions they felt while receiving personalized
services
• Impact of personalization and emotions on the persuasion process may be influenced by
culture.