Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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The Effects of Availability Heuristic Cues on Online Related Purchasing Decisions

Authors
Shuyang Zhang1, *
1Nanjing Foreign Language School International Centre, Nanjing, 210000, China
*Corresponding author. Email: weigy@njupt.edu.cn
Corresponding Author
Shuyang Zhang
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_99How to use a DOI?
Keywords
Availability heuristic cues; online purchasing decision
Abstract

In the rapidly growing Internet of the world, online related purchasing decisions has spread to the daily lives of most people. People use the internet for a variety of purchases and choices, such as direct online shopping, ordering food or purchasing physical products based on online reviews, booking hotels, etc. Online product review and other online information that contain cues which may activate availability heuristic is increasingly valued by online consumers. This review article document various availability cues like vividness format, frequency and familiarity, negativity, primary-recency and the interaction of one another, along with the concrete explanation of their effectiveness on consumer purchasing decisions in different scenarios. First of all, graphical, descriptive and specific information with stronger vividness will be more likely to attract consumers’ attention. Also, consumers are more inclined to consider the brands they are more familiar with. Furthermore, the negativity plays the role of evoking strong responses for which will have greater impact on consumer decision makings. Apart from that, the first piece of information affect purchasing intentions more than the subsequent ones.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
10.2991/978-94-6463-036-7_99
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_99How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shuyang Zhang
PY  - 2022
DA  - 2022/12/31
TI  - The Effects of Availability Heuristic Cues on Online Related Purchasing Decisions
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 662
EP  - 669
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_99
DO  - 10.2991/978-94-6463-036-7_99
ID  - Zhang2022
ER  -