Abstract
We explore the use of persuasion and need for uniqueness in the continuance intention of e-commerce shoppers. In particular, we examine if Cialdini’s six influence strategies have an effect on the three dimensions of need for uniqueness and if need for uniqueness further influences continuance intention of e-commerce shoppers. To achieve this, we carried out a study of 183 e-commerce shoppers. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), we developed a hypothetical path model using the data from the study. Our results show that the three dimensions of need for uniqueness explain about 22% of the variance in continuance intention of e-commerce shoppers. In addition, scarcity had the highest influence on the three dimensions of need for uniqueness. We further carried out a multi group analysis based on gender. Our results suggest that scarcity influences the decision of females to buy products that are not only unique, but also socially acceptable, while commitment influences males to buy unique and socially acceptable products.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Cialdini, R.B.: Influence: Science and Practice, vol. 4. Pearson Education, Boston (2009)
Tian, K.T., Bearden, W.O., Hunter, G.L.: Consumers’ need for uniqueness: scale development and validation. J. Consum. Res. 28(1), 50–66 (2001)
Fromkin, H.L.: Effects of experimentally aroused feelings of undistinctiveness upon valuation of scarce and novel experiences. J. Pers. Soc. Psychol. 16(3), 521–529 (1970)
Ruvio, A., Shoham, A., Makovec Brenčič, M.: Consumers’ need for uniqueness: short‐form scale development and cross‐cultural validation. Int. Mark. Rev. 25(1), 33–53 (2008)
Zimmer, M.R., Little, S.K., Griffiths, J.S.: The impact of nostalgia proneness and need for uniqueness on consumer perceptions of historical branding strategies. In: American Marketing Association Conference Proceedings, vol. 10, p. 259 (1999)
Tian, K.T., McKenzie, K.: The long-term predictive validity of the consumers’ need for uniqueness scale. J. Consum. Psychol. 10(3), 171–193 (2001)
Hair Jr., J., Hult, T., Ringle, C., Sarstedt, M.: A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, Thousand Oaks (2016)
Wu, W.-Y., Lu, H.-Y., Wu, Y.-Y., Fu, C.-S.: The effects of product scarcity and consumers’ need for uniqueness on purchase intention. Int. J. Consum. Stud. 36(3), 263–274 (2012)
Orji, R., Nacke, L.E., Di Marco, C.: Towards personality-driven persuasive health games and gamified systems. In: Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems - CHI 2017, pp. 1015–1027 (2017)
Adaji, I., Vassileva, J.: Perceived effectiveness, credibility and continuance intention in E-commerce: a study of Amazon. In: de Vries, P.W., Oinas-Kukkonen, H., Siemons, L., Beerlage-de Jong, N., van Gemert-Pijnen, L. (eds.) PERSUASIVE 2017. LNCS, vol. 10171, pp. 293–306. Springer, Cham (2017). https://doi.org/10.1007/978-3-319-55134-0_23
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Adaji, I., Oyibo, K., Vassileva, J. (2018). Consumers’ Need for Uniqueness and the Influence of Persuasive Strategies in E-commerce. In: Ham, J., Karapanos, E., Morita, P., Burns, C. (eds) Persuasive Technology. PERSUASIVE 2018. Lecture Notes in Computer Science(), vol 10809. Springer, Cham. https://doi.org/10.1007/978-3-319-78978-1_23
Download citation
DOI: https://doi.org/10.1007/978-3-319-78978-1_23
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-78977-4
Online ISBN: 978-3-319-78978-1
eBook Packages: Computer ScienceComputer Science (R0)