To purchase or to remove? Online shopping cart warning pop-up messages can polarize liking and purchase intention
To purchase or to remove? Online shopping cart warning pop-up messages can polarize liking and purchase intention
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DOI：
10.1016/j.jbusres.2020.10.067
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发表时间：
2020-11
影响因子：
11.3
通讯作者：
Haichuan Zhao;Xuehua Wang;Lan Jiang
中科院分区：
文献类型：
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作者：
Haichuan Zhao;Xuehua Wang;Lan Jiang
eBay 和淘宝等在线公司经常对购物车中放置的商品的最大数量设置限制。当添加的物品数量超过限制时，就会弹出警告消息，要求消费者先清理、移除或购买。现有关于在线购物车放弃的研究考察了可能导致购物车放弃的各种因素，但没有探讨此类警告信息对态度和购买意愿的影响。通过五项研究（即研究 1、2A、2B、3 和 4），我们表明，提醒消费者清洁在线购物车中的商品可以使消费者对最喜欢和最不喜欢的商品的喜好和购买意愿两极分化。此外，我们发现提醒消费者移除物品（而不是购买它们）会放大两极分化。消费者的预期后悔介导了警告信息类型和偏好排名对喜欢和购买意愿的交互作用。此外，产品供应的稀缺或丰富调节了购物车警告消息类型和偏好排名对喜好和购买意愿的交互作用。讨论了对理论和实践的影响。
Online companies, such as eBay and Taobao, often set limits on the maximum number of items placed in the shopping cart. When the number of items added exceeds the limit, a warning message would pop up, asking consumers to clean, remove, or purchase first. Extant research on online shopping cart abandonment examines the various factors that can lead to shopping cart abandonment but does not explore the effect of such warning messages on attitudes and purchase intention. Through five studies (i.e., Studies 1, 2A, 2B, 3, and 4), we show that reminding consumers to clean items in their online shopping carts can polarize liking and purchase intention towards the most-favorite and least-favorite items. Furthermore, we find that reminding consumers to remove items (rather than to purchase them) magnifies the polarization. Consumers’ anticipated regret mediates the interactive effect of warning message type and preference ranking on liking and purchase intention. In addition, the scarcity or abundance of product supply moderates the interaction effect of shopping cart warning message type and preference ranking on liking and purchase intention. Implications for both theories and practices are discussed.