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Emotions in Motion: The Combined Effect of Positive and Negative Emotions on Personalised E-Commerce

Pappas, Ilias; Kourouthanassis, Panos; Papavlasopoulou, Sofia; Chrissikopoulos, Vassilios
Journal article, Peer reviewed
Published version
Åpne
Pappas, Ilias (Låst)
Permanent lenke
http://hdl.handle.net/11250/2463625
Utgivelsesdato
2017
Metadata
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  • Institutt for datateknologi og informatikk [5024]
  • Publikasjoner fra CRIStin - NTNU [26746]
Originalversjon
International Journal of Online Marketing. 2017, 7 (1), 64-77.   10.4018/IJOM.2017010104
Sammendrag
This research examines the combined effect of positive and negative emotions on online shopping behaviour when customers use personalised services. Data from 421 customers, experiences with personalised online shopping, were used to empirically validate the effect of the level of emotions of different valence and intensity on their intention to purchase online. The findings suggest that as the intensity of positive emotions increases, shoppers are more willing to purchase from the online store. Nevertheless, this association is statistically significant only in those cases that the sample exhibits low intensity of negative emotions. Moreover, an increase on the intensity of negative emotions tends to reduce shoppers’ intentions to purchase. Results show that online vendors should aim to induce positive emotions since they are more important that negative ones. This paper offers a first step in evaluating the multidimensional role of emotions in personalised e-commerce.
Utgiver
IGI Global
Tidsskrift
International Journal of Online Marketing

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