Skip to main content
SpringerLink
Log in
Book cover

International Conference on Persuasive Technology

PERSUASIVE 2020: Persuasive Technology. Designing for Future Change pp 58–72Cite as

Evaluating the Susceptibility of E-commerce Shoppers to Persuasive Strategies. A Game-Based Approach

  • Conference paper
  • First Online:

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12064))

Abstract

Research suggests that persuasive strategies are more effective when tailored to individuals or groups of similar individuals. Demographic data such as gender, age, culture, and personality are being used in domains such as health to tailor persuasive strategies. However, in e-commerce, these factors are unknown to e-commerce companies making it impossible to use them to tailor persuasive strategies. Other factors such as shoppers’ online motivation have been proposed as suitable factors to use in tailoring persuasive strategies in e-commerce. To contribute to research in this area, we investigated the susceptibility of e-commerce shoppers to persuasive strategies based on their online shopping motivation. To achieve this, we developed and evaluated a shopping game, ShopRight that simulates a retail store where players can shop for groceries. The healthiest product on each aisle is presented to the player along with a persuasive message. We recruited 187 participants to play ShopRight for at least three rounds. Players were classified into groups based on their online shopping motivation and their responses to the persuasive messages were recorded. Using pre- and post-game surveys, we also identified changes in attitude, intention, self-efficacy and perceived price of products.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   49.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   64.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Notes

  1. 1.

    https://www.nutrition.org.uk/healthyliving/helpingyoueatwell/324-labels.html?start=3.

  2. 2.

    https://www.realcanadiansuperstore.ca/.

References

  1. Adaji, I., Oyibo, K., Vassileva, J.: Shopper types and the influence of persuasive strategies in e-commerce. In: International Workshop on Personalized Persuasive Technology, Waterloo 2018, pp. 58–65 (2018)

    Google Scholar 

  2. Adaji, I., Vassileva, J.: Perceived effectiveness, credibility and continuance intention in e-commerce. A study of Amazon. In: Proceedings of 12th International Conference on Persuasive Technology, Amsterdam 2017, pp. 293–306 (2017)

    Google Scholar 

  3. Ajzen, I., Fishbein, M.: The influence of attitudes on behavior. In: The Handbook of Attitudes, vol. 31, pp. 173–221 (2005)

    Google Scholar 

  4. Alkış, N., Taşkaya Temizel, T.: The impact of individual differences on influence strategies. Personality Individ. Differ. 87, 147–152 (2015). https://doi.org/10.1016/J.PAID.2015.07.037

    Article  Google Scholar 

  5. Busch, M., Mattheiss, E., Reisinger, M., Orji, R., Fröhlich, P., Tscheligi, M.: More than sex: the role of femininity and masculinity in the design of personalized persuasive games. In: Meschtscherjakov, A., De Ruyter, B., Fuchsberger, V., Murer, M., Tscheligi, M. (eds.) PERSUASIVE 2016. LNCS, vol. 9638, pp. 219–229. Springer, Cham (2016). https://doi.org/10.1007/978-3-319-31510-2_19

    Chapter  Google Scholar 

  6. Cialdini, R.B.: Influence: Science and practice. Pearson Education, Boston (2009)

    Google Scholar 

  7. Ganesh, J., Reynolds, K., Luckett, M., Pomirleanu, N.: Online shopper motivations, and e-store attributes: an examination of online patronage behavior and shopper typologies. J. Retail. 86(1), 106–115 (2010)

    Article  Google Scholar 

  8. Hirsh, J.B., Kang, S.K., Bodenhausen, G.V.: Personalized persuasion: tailoring persuasive appeals to recipients’ personality traits. Psychol. Sci. 23(6), 578–581 (2012). https://doi.org/10.1177/0956797611436349

    Article  Google Scholar 

  9. Jia, Y., Xu, B., Karanam, Y. and Voida, S. 2016. Personality-targeted gamification: a survey study on personality traits and motivational affordances. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (2016), 2001–2013

    Google Scholar 

  10. Kaptein, M.: Adaptive persuasive messages in an e-commerce setting: the use of persuasion profiles. In: European Conference on Information Systems, p. 183 (2011)

    Google Scholar 

  11. Kaptein, M., Halteren, A.: Adaptive persuasive messaging to increase service retention: using persuasion profiles to increase the effectiveness of email reminders. Pers. Ubiquit. Comput. 17(6), 1173–1185 (2013)

    Article  Google Scholar 

  12. Kaptein, M., De Ruyter, B., Markopoulos, P.: Adaptive persuasive systems: a study of tailored persuasive text messages to reduce snacking. ACM Trans. Interact. Intell. Syst. 2(2), 1–25 (2012)

    Article  Google Scholar 

  13. Keng Kau, A., Tang, Y.E., Ghose, S.: Typology of online shoppers. J. Consum. Market. 20(2), 139–156 (2003). https://doi.org/10.1108/07363760310464604

    Article  Google Scholar 

  14. Kramer, T., Spolter-Weisfeld, S.: The effect of cultural orientation on consumer responses to personalization. Mark. Sci. 26(2), 246–258 (2007)

    Article  Google Scholar 

  15. Madden, T.J., Ellen, P.S., Ajzen, I.: A comparison of the theory of planned behavior and the theory of reasoned action. Pers. Soc. Psychol. Bull. 18(1), 3–9 (1992). https://doi.org/10.1177/0146167292181001

    Article  Google Scholar 

  16. Mason, W., Suri, S.: Conducting behavioral research on Amazon’s Mechanical Turk. Behav. Res. Methods 44(1), 1–23 (2012)

    Article  Google Scholar 

  17. McGaghie, W.C., et al.: Development of a measure of attitude toward nutrition in patient care. Am. J. Prev. Med. 20(1), 15–20 (2001). https://doi.org/10.1016/S0749-3797(00)00264-6

    Article  Google Scholar 

  18. Moe, W.: Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. J. Consum. Psychol. 13(1–2), 29–39 (2003)

    Article  Google Scholar 

  19. Orji, R.: Design for behaviour change: a model-driven approach for tailoring persuasive technologies. University of Saskatchewan (2014)

    Google Scholar 

  20. Orji, R.: The impact of cultural differences on the persuasiveness of influence strategies. In: Proceedings of the 11th International Conference 2016 on Persuasive Technology, pp. 38–41 (2016)

    Google Scholar 

  21. Orji, R., Mandryk, R., Vassileva, J.: Gender and persuasive technology: examining the persuasiveness of persuasive strategies by gender groups. In: International Conference on Persuasive Technology, pp. 48–52 (2014)

    Google Scholar 

  22. Pappas, I., Kouurouthanassis, P., Giannakos, M., Lekakos, G.: The interplay of online shopping motivations and experiential factors on personalized e-commerce: a complexity theory approach. Telematics and Inform. 34(5), 730–742 (2017). https://doi.org/10.1016/J.TELE.2016.08.021

    Article  Google Scholar 

  23. Phillips, D.M., Stanton, J.L.: Age-related differences in advertising: recall and persuasion. J. Target. Meas. Anal. Market. 13(1), 7–20 (2004). https://doi.org/10.1057/palgrave.jt.5740128

    Article  Google Scholar 

  24. Rohm, A.J., Swaminathan, V.: A typology of online shoppers based on shopping motivations. J. Bus. Res. 57(7), 748–757 (2004). https://doi.org/10.1016/S0148-2963(02)00351-X

    Article  Google Scholar 

  25. Scarborough, P., Matthews, A.: Reds are more important than greens: how UK supermarket shoppers use the different information on a traffic light nutrition label in a choice experiment. Int. J. Behav. Nutr. Phys. Act. 12(1), 151 (2015)

    Article  Google Scholar 

  26. Schifter, D.E., Ajzen, I.: Intention, perceived control, and weight loss: an application of the theory of planned behavior. J. Pers. Soc. Psychol. 49(3), 843–851 (1985). https://doi.org/10.1037/0022-3514.49.3.843

    Article  Google Scholar 

  27. Sherer, M., Maddux, J.E., Mercandante, B., Prentice-Dunn, S., Jacobs, B., Rogers, R.W.: The self-efficacy scale: construction and validation. Psychol. Rep. 51(2), 663–671 (1982). https://doi.org/10.2466/pr0.1982.51.2.663

    Article  Google Scholar 

  28. Smith, K., Dennis, M., Masthoff, J.: Personalizing reminders to personality for melanoma self-checking. In: Proceedings of the 2016 Conference on User Modeling Adaptation and Personalization, pp. 85–93 (2016)

    Google Scholar 

  29. de Vries, R.A.J., Truong, K.P., Zaga, C., Li, J., Evers, V.: A word of advice: how to tailor motivational text messages based on behavior change theory to personality and gender. Pers. Ubiquit. Comput. 21(4), 675–687 (2017). https://doi.org/10.1007/s00779-017-1025-1

    Article  Google Scholar 

  30. Zeithaml, V.A.: Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Mark. 1988, 2–22 (1988)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Saskatchewan, Saskatoon, SK, Canada

    Ifeoma Adaji, Nafisul Kiron & Julita Vassileva

Authors
  1. Ifeoma Adaji
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Nafisul Kiron
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Julita Vassileva
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ifeoma Adaji .

Editor information

Editors and Affiliations

  1. Aalborg University, Aalborg, Denmark

    Sandra Burri Gram-Hansen

  2. Aalborg University, Aalborg, Denmark

    Tanja Svarre Jonasen

  3. Eindhoven University of Technology, Eindhoven, The Netherlands

    Cees Midden

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Adaji, I., Kiron, N., Vassileva, J. (2020). Evaluating the Susceptibility of E-commerce Shoppers to Persuasive Strategies. A Game-Based Approach. In: Gram-Hansen, S., Jonasen, T., Midden, C. (eds) Persuasive Technology. Designing for Future Change. PERSUASIVE 2020. Lecture Notes in Computer Science(), vol 12064. Springer, Cham. https://doi.org/10.1007/978-3-030-45712-9_5

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-45712-9_5

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-45711-2

  • Online ISBN: 978-3-030-45712-9

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation