Consumers’ decision-making process in redeeming and sharing behaviors toward app-based mobile coupons in social commerce

A multi-dimensional decision framework based on the XGBoost algorithm and the constrained parametric approach

With the wide access to data and advanced technologies, organizations and firms prefer to use data-based and interpretable analytics to deal with uncertain and cognitive decision-making problems. In this regard, this study considers quantitative data and qualitative variables, to propose a multi-dimensional decision framework based on the nested probabilistic linguistic term sets. Under the framework, XGBoost algorithm, one of the machine learning methods, is conducted to capture the importance of attributes by using the historical data, and further calculate the attribute weights. The constrained parametric approach is used to establish membership functions of linguistic variables, and then get the objective probabilities in the linguistic model, so that we can obtain a scientific decision matrix. A case study concerning the ranking of bank credit is applied to present the proposed decision framework, and the process of making a rational decision. According to the comparative analysis, the proposed framework is flexible and the result is stable. Managers and policymakers determine the attribute weights by real data and choose the suitable decision method for a certain application. The framework provides an opportunity for capturing, integrating, analyzing data, and interpreting linguistic variables in the model to consider uncertain and cognitive decision at the both theoretical and practical levels.

Combining hierarchical drift-diffusion model and event-related potentials to reveal how do natural sounds nudge green product purchases

Sound is one of the important environmental factors that influence individuals' decision-making. However, it is still unclear whether and how natural sounds nudge green product purchases. This study proposes an extension of the Stimulus-Organism-Response (S-O-R) framework, suggesting that natural sounds increase early attentional congruency associated with green products, thereby promoting individuals' green product purchases. To test our theory, we conducted an experiment employing a hierarchical drift-diffusion model (HDDM) and utilized an event-related potentials (ERP) method. Results showed that natural sounds not only increased the purchase rate for green products but also enhanced drift rate in favor of purchasing green products. Additionally, consumers also exhibited a reduced frontal early P2 wave (150-230 ms) in response to green products under natural sounds, indicating that natural sounds increased the early attentional congruency associated with green products. More importantly, neural correlates of early attentional congruency meditated the nudge effect of natural sounds on purchase rate and drift rate for green products. This study contributes to the neural understanding of how natural sounds influence green product purchases and provides actionable implications for market managers to design the green products sales environments.

Assessment of consumer demographics and food safety risks associated with ready-to-eat (RTE) homemade foods purchased online in the UAE

In the UAE, female entrepreneurs, termed "Tajrat", sell a variety of homemade food products over online social media (OSM) platforms. Some of these food products are prepared and sold outside regulatory channels, with serious public health consequences. The study aimed to identify consumer demographics associated with purchasing of RTE, homemade food sold over in OSM platforms in the UAE and to assess the food quality by evaluating microbiological quality and fat percentage in RTE foods. A representative survey of the population of the UAE (n = 1303) was conducted, covering consumer demographics, frequency of purchase, and respondents' perception towards safety and nutritional value. 66 % of respondents were Emiratis, fifty percent of whom purchased RTE foods online. Moreover, 61 % of participants purchased from "Tajrat" via OSM as opposed to other sources. Convenience (47 %) and taste (41 %) were the main drivers for purchasing RTE homemade foods. Although 76 % of respondents have at least one member of their family considered vulnerable, the safety levels, quality, and nutritional value of such products did not carry the same significance. Microbiological analysis of 35 food samples purchased online from "Tajrat" was conducted. Listeria spp. was isolated from 22 % of the samples, 43 % showed positive Staphylococcus aureus, and 31 % of the samples had coliform bacteria. Total Fat Content of RTE homemade food samples ranged between 2.6 and 30 g/100 g which is considered high and can cause serious health issues if consumed frequently. Recommendations from this study will help policy makers and regulators in the UAE to develop and implement education strategies targeting homemade food handlers.

Understanding the influencing mechanism of users' participation in live streaming shopping: A socio-technical perspective

Introduction

In live streaming shopping, exploring the influencing mechanism of consumers' participation is an important prerequi site for understanding consumer behavior in social commerce activities. The purpose of this study is to explore the relationship betw een technological and social factors (visibility, media richness, guidance shopping and real-time interactivity) in live streaming shop ping and consumers' purchase intention. The mediating roles of attraction and cognitive assimilation were also examined.

Methods

This study collected 425 pieces of data through questionnaire survey. The structural equation model is established based on S-O-R frame. The hypothesis is tested by structural equation model.

Results

Our study found that that real-time interactive and media richness positively affect attraction; visibility, guidance shopping and media richness positive affect cognitive assimilation; cognitive assimilation and attraction positive affect consumers' purchase intention; cognitive assimilation and attraction play a partial mediating role in the influence of technology and social factors on cons umers' purchase intention of live streaming shopping.

Discussion

From the perspective of socio-technical, this study explores the influence mechanism of different influencing factors on consumers' purchase intention in live streaming shopping. This study expands the application of IT affordance theory in the context of live streaming shopping, and reveals the mediating role of attraction and cognitive assimilation between social, technological factors and consumers' purchase intention.