Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 108, Issue -, Pages -Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2018.09.038
Keywords
Social commerce; Atmospheric cues; Perceived affordances; Approach; Avoidance; S-O-R framework; Environmental psychology
Funding
- National Key R&D Program, China [2017YFB1400700]
- Ministry of Education, Humanities and Social Sciences Council, China [18YJCZH160]
- Katzer Doctoral Research Fund in the iSchool at Syracuse University, USA
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Approach and avoidance are typical behavioral tendencies of consumers when exposed to a new environment. Drawing on the stimulus-organism-response (S-O-R) framework, this study investigates the effects of atmospheric cues on consumers' approach and avoidance intentions in social commerce environments. We elucidate the interaction mechanisms between atmospheric cues (task, aesthetic and social cues) and consumers' evaluations through the lens of perceived affordances. Then we investigate how three types of perceived affordances (utilitarian, hedonic and connective) influence consumers' approach and avoidance behavioral intentions. A three-way factorial experiment provides strong evidence that task cues, aesthetic cues and social cues elicit perceived utilitarian, hedonic and connective affordances, respectively. Approach behavioral intentions were affected by all three types of perceived affordances, yet avoidance intentions were only affected by perceived utilitarian and hedonic affordances. This paper discusses both theoretical and practical implications for social commerce research.
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