On-line Cognition in Person Perception

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Almost every firm that has launched online.

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Internet user would buy things on the Internet, so an online seller would want to know one thing: Who will buy its. Many Internet marketers tackled this issue by formulating marketing strategies based on online. However, some recent trends and issues with respect to Internet usage and e-.

On-line cognition in person perception - University of Missouri-Kansas City

The rate of Internet penetration has. The profile of online shoppers, which used to be skewed in. It is also noted that Internet users may not. One possible reason is that many potential consumers still see online shopping as. An implication of these findings is that online sellers need to understand both observable demographic.

However, the previous research has. Specifically, the following questions have. What types of individual difference variables can be used to describe consumers who are more.

In this paper we addressed these questions by proposing a model about the relationships among. Drawing upon consumer innovativeness research in marketing literature and technology acceptance research in. Presently online shopping represents an innovative. As mentioned above, people are different in their responses to e-commerce; thus it is interesting to. Typically, a virtual store has advantages over a brick-and-mortar store in its ability to offer consumers more choices.

The question is who would be the early adopters of this brand-new shopping. Similar questions have been asked by marketers and researchers in other contexts related to new. In particular, marketing researchers have proposed the concept of. Foxall and colleagues [31] identified two. Our research model has its intellectual roots in three conceptualizations of consumer innovativeness [29, 36, 51].

These authors argued that consumer. Innate innovativeness operates invariantly across all the product categories. Hirschman [36, 37] provided another. Note that different from Midgley and Dowling, who interpreted innate innovativeness as a. They suggested that cognitive style be the key individual attribute that distinguishes innovative consumers. Taken together, we may say that the concept of innate innovativeness is more about.

Moreover, Midgley and Dowling [51] theorized consumer innovativeness as a construct of high level of abstraction. Despite its intellectual appeal, the concept of consumer innovativeness itself remains very. When it comes to a particular shopping context such as online shopping, we argue. Online transactions must be conducted through computer networks. Therefore, an online buyer must be in the first.

As marketing researchers are interested in consumer. Both are relevant to the current study because they explain the pivotal role of. TRA is rooted in social psychology. Two key constructs of this model. It is proposed as a variable that mediates the effect of individual. TRA offers a parsimonious model in which all other sources of influence. Intention is the most immediate determinant of behavior.

Edited by Donal Carlston

TAM is an adaptation of TRA specifically tailored for modeling user acceptance of information systems [23]. Recently, some researchers have modified TAM by adding an affective. Corresponding to the innovativeness research in marketing literature, the technology acceptance research. In this paper we propose a research model that captures the antecedents of a.

A potential online consumer is a person who has an opportunity to access computers and the Internet a Web. Internet marketers have been strongly interested in. The purpose of this study was to identify those. Several issues about the proposed model are worth noting. First, we emphasize that online shopping is an innovative. In a general sense, innovation can be anything perceived as new by the potential adopter [21, 60].

We suggest that online shopping represents a new behavioral pattern in the shopping context. This construct captures two things: For example, Sheppard and colleagues [62] found a. Chow, and Leitch [42] found that intentions were reasonable indicators of future system usage. As will be discussed below, our theoretical model aims to explain how an. Little specific guidance has been offered on how to operationalize the construct. We suggest that different types of.

As for online shopping, it may be necessary to investigate both cognitive and affective characteristics and. Therefore, we intended to examine some specific individual. Specifically, we were interested in two categories of individual characteristics:. Similar taxonomies of individual difference variables can be.

We propose that attitude mediates the relationship between individual characteristics and purchasing intention. Attitudes affect information processing, intention formation, and actions [14]. Nelson [56] pointed out that attitude has. This attitude-behavioral intention linkage implies that, other things being equal,. Therefore we have the following. Attitude toward online shopping will be positively associated with intention to shop online.

Human cognition involves such mental processes as information acquisition and processing, thinking, reasoning, and. Certain cognitive characteristics can be used to identify early innovation adopters [60]. In this study we focused on three cognitive characteristics that are. Prior knowledge, skills, and experiences with respect to a product or a. A positive relationship between. Internet users to online buyers. An online buyer must first know how to access to the Internet, how to look for specific.

Internet knowledge can be defined as the level of understanding of the Internet as a communication. It can be gained via online experience or from other sources e. Consumers with high levels of Internet knowledge are less likely to feel frustrated when reading the contents of a. So we propose the following. Previous researchers have argued that a distinction should be drawn between internal knowledge, or information. Consistent with this notion, we suggest that Internet-based information search.

We focus on whether or not a consumer. Internet-based information search refers to the major sources from which the individual gets information. Rogers [60] suggested that innovators rely more on mass media for.

On-line cognition in person perception, edited by John N. Bassili

An innovative consumer would make a buying decision. In a similar vein, a novelty seeker can be. It is meaningful to distinguish two. Online buyers would make more use of the Internet as an information source just as.

Moreover, the level of Internet use. Therefore, we have the following. The more a potential online consumer searches information from Internet-based sources, the more. It has been widely studied in technology acceptance research [4]. Note that the effect of self-. This is true because. Lacking self-efficacy, an individual would not. Many researchers have suggested that self-efficacy should be explicitly addressed in the.

Empirical findings also support the relationship between self-efficacy and individual. An individual with strong self-efficacy would be eager to try new things and less concerned about negative.

The concept of perceived risk is related to the fact that consumers are often concerned. Here we focused on a potential. Since online shopping is subject to the. However, different individuals may have. Following the belief-attitude argument, we argue that individuals who perceive online shopping. However, some researchers indicated that noncognitive.

In particular, affect-related variables could explain significant. We propose that two personality traits -- openness to. There are two reasons. First, psychological tendency for taking risk might be at work. In such a context people.

On-line Cognition in Person Perception

People with stronger psychological tendency for seeking out novelty,. It is also reasonable to explicitly examine how these two personality traits would affect attitude and. People high on this dimension have an. Openness to experience captures such human attributes as vivid. For example, many studies. Compared with brick-and-mortar stores and printed catalogues, the Internet-based shopping is certainly a novel. Consequently, open individuals would favor online shopping.

Openness to experience will be positively associated with attitude toward online shopping. A basic argument in the extensive. Rogers and Albritton [61] found that early innovation adopters show better ability to cope with uncertainty. In the context of e-commerce, few studies have explicitly examined how the online. In this study, we argue that. Risk-taking propensity will be positively associated with attitude toward online shopping. We collected the data via a questionnaire survey. The initial sample included students from one polytechnic.

Student samples have often been criticized for their lack of generalizability. However, several considerations support the use of a student sample in the current study. First, a large percentage of Web users in Taiwan were college students or young people with college education [47]. Second, by using a student sample we could control the confounding variances caused by such factors as computer.

Third, this study was focused on revealing cognitive and psychological processes of. Moreover, it is not uncommon to use student samples in previous research on online. Though we felt it appropriate to use a student sample, we took effort to improve sample. We selected students from different majors and different academic. The sample included only those students who had not yet purchased anything online at the time of the.

We used four demographic variables as control variables: The first four areas were. It is reasonable to. Table 1 shows a profile of the sample. Table 2 gives alpha coefficient related to each measurement scale. Specifically, perceived risk of. Structural equation modeling SEM was applied to analyze the data.

Prior researchers recommended a two-step. For Instructors Request Inspection Copy. As a central research topic of modern social-personality psychology, person perceptions may lose its theatrical drama, but it gains elegance and complexity. This book is a very good introduction to the methods and theories of some of the topic's leading investigators. Bassili has succeeded in bringing together scholars who provide enlightening commentary on on-line cognition in person perception. We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

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