%0 Conference Proceedings
%T Online Reviews or Marketer Information? An Eye-Tracking Study on Social Commerce Consumers
%+ Norwegian University of Science and Technology [Trondheim] (NTNU)
%+ Ecole Polytechnique Fédérale de Lausanne (EPFL)
%A Mikalef, Patrick
%A Sharma, Kshitij
%A Pappas, Ilias, O.
%A Giannakos, Michail, N.
%Z Part 4: Social Media and Web 3.0 for Smartness
%< avec comité de lecture
%( Lecture Notes in Computer Science
%B 16th Conference on e-Business, e-Services and e-Society (I3E)
%C Delhi, India
%Y Arpan Kumar Kar
%Y P. Vigneswara Ilavarasan
%Y M. P. Gupta
%Y Yogesh K. Dwivedi
%Y Matti Mäntymäki
%Y Marijn Janssen
%Y Antonis Simintiras
%Y Salah Al-Sharhan
%I Springer International Publishing
%3 Digital Nations – Smart Cities, Innovation, and Sustainability
%V LNCS-10595
%P 388-399
%8 2017-11-21
%D 2017
%R 10.1007/978-3-319-68557-1_34
%K Social commerce
%K Eye-tracking
%K Dual-process theory
%K User-generated content
%Z Computer Science [cs]
%Z Computer Science [cs]/Networking and Internet Architecture [cs.NI]Conference papers
%X Driven by the increasing popularity of social commerce sites, this study seeks to examine the information sources and formats that influence consumer intentions to purchase. Specifically, we build on uses and gratifications theory and dual-process theory to determine how user-generated content and marketer-generated content are consumed by users when making a purchase decision. Using an eye-tracking approach on a popular social commerce site with a sample of 23 consumers, we find significant differences in the types of information used for product purchase compared to those omitted. Our study demonstrates that the format and source of information that consumers utilize, as well as the gaze transitions they make between different types of content when browsing, follow different patterns depending on if a product is bought or rejected. We conclude the paper summarizing the findings and drawing theoretical and practical implications that arise.
%G English
%Z TC 6
%Z WG 6.1
%2 https://inria.hal.science/hal-01768534/document
%2 https://inria.hal.science/hal-01768534/file/978-3-319-68557-1_34_Chapter.pdf
%L hal-01768534
%U https://inria.hal.science/hal-01768534
%~ IFIP-LNCS
%~ IFIP
%~ IFIP-TC
%~ IFIP-WG
%~ IFIP-TC6
%~ IFIP-WG6-1
%~ IFIP-I3E
%~ IFIP-LNCS-10595