Research Insight 6.1

Source: Suki, N. M., & Suki, N. M. (2017). Modeling the determinants of consumers' attitudes toward online group buying: Do risks and trusts matters? Journal of Retailing and Consumer Services, 36, 180-188.

Insight: Adopting a quantitative approach, this research investigated the basis of consumers’ attitudes towards online group buying (OGB) sites, such as Groupon and LivingSocial in the United States. This study found that website trustworthiness was the most important predictor of consumers’ attitude towards OGB sites. The authors concluded that managers must reassure consumers in terms of transaction security, so that consumers feel these transactions are less risky, and hence develop more positive attitudes towards this type of consumption behaviour.

URL: https://www.sciencedirect.com/science/article/pii/S096969891630621X

Research Insight 6.2

Source: Wilkins, S., Beckenuyte, C., & Butt, M. M. (2016). Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling. European Journal of Marketing, 50(1-2), 213-235.

Insight: This study examined the issue of deceptive packaging, focusing on consumer expectations in terms of pack fill (how much product they could be expected to receive given package size), cognitive dissonance (was there a discrepancy between expected pack fill and actual, and how this made them feel), and subsequent behavioural intentions around the product (would they purchase it again?). They confirmed a link between consumer expectations and cognitive dissonance, and discussed the importance of firms not risking damaging their brand's reputation and consumer loyalty to the brand through these kinds of packaging practices.

URL: http://www.emeraldinsight.com/doi/abs/10.1108/EJM-01-2014-0036

Research Insight 6.3

Source: Yang, H. C., & Wang, Y. (2015). Social sharing of online videos: Examining American consumers’ video sharing attitudes, intent, and behavior. Psychology & Marketing, 32(9), 907-919.

Insight: In this research paper, the authors used the Theory of Planned Behaviour and the Technology Acceptance Model to examine attitudes, intent, and behaviour towards sharing of online videos. Taking a mixed-method approach, the findings suggests that U.S. consumers are more willing to share online videos if they hold positive attitudes towards this practice, and that their stronger intention to share online videos did translate into a higher number of online videos shared. The authors also found that subjective norms influence consumers’ online video sharing intent and behaviour - that is, if other people important to you think it’s acceptable, then this is likely to impact on your attitudes and intentions to share online videos!

URL: http://onlinelibrary.wiley.com/doi/10.1002/mar.20826/full