ArticlePsychology research and behavior management2021
The Impact of Social Crowding on Consumers' Online Mobile Shopping: Evidence from Behavior and ERPs.
Article in Psychology research and behavior management, 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 3 papers.
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Who cites it
3 citing papers in PubMed.
- Neural mechanisms of expert persuasion on willingness to pay for sugar.Frontiers in behavioral neuroscience · 2023Article
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- The Neural and Psychological Processes of Peer-Influenced Online Donation Decision: An Event-Related Potential Study.Frontiers in psychology · 2022Article
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7 authors.
Funding
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Abstract
purposeSocial crowding refers to the extent of social presence and proximity to others. A large number of studies have explored the effect of social crowding on consumers' feelings and behaviours in real shopping scenes, whereas few studies have examined the potential marketing effect of social crowding on online mobile consumption behaviour despite mobile commerce's increasing popularity in recent years. The current intends to explore the effect of social crowding on online mobile purchase and its underlying neural basis.
methodsThe current study employed a questionnaire survey and an implicit panic buying experiment, in which the participants were asked to press the button as soon as possible to buy the showed product. A 2-level social crowding (low vs high) × 2-level feedback of panic buying (success vs fail) design was employed to test the negative impact of social crowding on consumers' online mobile purchase intention by using electroencephalogram (EEG) recordings.
resultsBehaviorally, participants showed higher purchase intention in low social crowding environment compared with the high crowding condition. The event-related potentials (ERPs) results indicated that consumers had a higher affective/motivational evaluation (reflected in a smaller feedback-related negativity (FRN) amplitude) regarding the successful rather than the failing feedback in the low social crowding condition. However, this difference was not detected in the high social crowding condition. Meanwhile, more attentional resources (reflected in a greater P300 amplitude) were directed toward processing the feedback outcomes in the low rather than the high social crowding condition.
conclusionThe current study provided neurophysiological response that social crowding negatively influences consumers' online purchase intention. Some implications for theory and practice were also discussed.
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