The Cue-of-the-Cloud Effect: When Reminders of Online Information Availability Increase Purchase Intentions and Choice
研究发现，在线下购物场景中，当消费者面对大量信息时，提醒他们产品信息可在网上找到（云端提示）能增强购买意愿和选择行为，因为这种提示提升了消费者对记住和获取店内信息的信心，从而产生积极的购买决策感受。
In offline purchasing settings (e.g., retail stores), consumers often encounter reminders that product information can be found on the Internet. The authors refer to a reminder of the availability of online information as a “cue-of-the-cloud” and explore its unique consequences on offline consumer behavior. This research finds that when consumers are presented with relatively large amounts of information in offline purchasing situations, a cue-of-the-cloud can enhance purchase intentions and choice behaviors. This occurs because the cue increases consumers’ confidence in being able to retain and access the information seen in-store, which engenders positive feelings about the decision to purchase. Four studies, including two experiments in real brick-and-mortar field settings, demonstrate the consequences of a cue-of-the-cloud, along with some novel moderators of these effects.