Adaji Ifeoma, Oyibo Kiemute, Vassileva Julita
Department of Computer Science, University of Saskatchewan, Saskatoon, SK, Canada.
Front Artif Intell. 2020 Nov 23;3:67. doi: 10.3389/frai.2020.00067. eCollection 2020.
Persuasive strategies are used to influence the behavior or attitude of people without coercion and are commonly used in online systems such as e-commerce systems. However, in order to make persuasive strategies more effective, research suggests that they should be tailored to groups of similar individuals. Research in the traits that are effective in tailoring or personalizing persuasive strategies is an ongoing research area. In the present study, we propose the use of shoppers' online shopping motivation in tailoring six commonly used influence strategies: , and . We aim to identify how these influence strategies can be tailored or personalized to e-commerce shoppers based on the online consumers' motivation when shopping. To achieve this, a research model was developed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and tested by conducting a study of 226 online shoppers. The result of our structural model suggests that persuasive strategies can influence e-commerce shoppers in various ways depending on the shopping motivation of the shopper. -the shoppers who typically plan their shopping ahead and are influenced by the desire to search for information online-have the strongest influence on strategy and have insignificant effects on the other strategies. -those motivated to shop online because of convenience-have the strongest influence on , while -those who are motivated by the need for social interaction and immediate possession of goods-have the strongest influence on . -consumers who are motivated to shop online because of the opportunity to search through a variety of products and brands, on the other hand, have the strongest influence on .
说服策略用于在无强制手段的情况下影响人们的行为或态度，常用于电子商务系统等在线系统。然而，为了使说服策略更有效，研究表明应针对相似个体群体进行调整。关于在调整或个性化说服策略时有效的特质的研究是一个正在进行的研究领域。在本研究中，我们建议利用购物者的在线购物动机来调整六种常用的影响策略： ，以及 。我们旨在确定如何根据在线消费者购物时的动机，将这些影响策略针对电子商务购物者进行调整或个性化。为实现这一目标，使用偏最小二乘结构方程模型（PLS-SEM）开发了一个研究模型，并通过对226名在线购物者进行研究来进行测试。我们结构模型的结果表明，说服策略可以根据购物者的购物动机以各种方式影响电子商务购物者。——那些通常提前规划购物并受到在线搜索信息欲望影响的购物者，对 策略的影响最强，而对其他策略的影响不显著。——那些因便利而有动机在线购物的人，对 影响最强，而——那些因社交互动需求和立即拥有商品的动机而购物的人，对 影响最强。——另一方面，因有机会搜索各种产品和品牌而有动机在线购物的消费者，对 影响最强。
