Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers
基于信息处理理论，研究了在线购物中个性化推荐的说服过程，发现积极情绪增强说服对购买意愿的影响，而消极情绪则相反，对582名网购者的数据分析验证了模型。
Abstract This research develops and tests a theoretical model of customer persuasion in personalized online shopping, building on information processing theory, and addressing cognitive and affective stages of the persuasion process. Data from 582 experienced online customers were used to validate the proposed model through structural equation modeling and multigroup analysis. Results show that quality of personalization, message quality, and benefits of the personalized recommendations are important in the persuasion process. Positive emotions increase the effect of persuasion on purchase intentions, contrary to negative emotions. The study extends online personalization theory, offers an in‐depth analysis of the persuasion process in online shopping, and provides valuable recommendations for personalized online marketing.