University of Twente Student Theses
Stacked effects: is more indeed more in online persuasion? : Effects of simultaneously combining multiple persuasion principles in a single persuasion attempt in the context of online accommodation service websites
Klaassen, M.N. (2023) Stacked effects: is more indeed more in online persuasion? : Effects of simultaneously combining multiple persuasion principles in a single persuasion attempt in the context of online accommodation service websites.
|
PDF
2MB |
| Abstract: | This study explores: What are the effects of combining multiple persuasion principles in a single persuasion attempt, on customer experience measures, compared to a single principle persuasion attempt? Through an online experiment, 115 participants aged between 26 and 71 were studied. The within-subject design utilised a survey featuring visual vignette mock-ups, of accommodation booking offers. It is distinctive in its approximation of persuasion through the dependent variables of credibility, attitude towards the offer, product value and purchase intention. Its independent variable consisted of four persuasion conditions, featuring combinations of consensus, scarcity, and authority. Linear mixed models with planned contrasts were used to analyse the effects. The study finds a positive tendency of employing multiple principles, with the triple combination significantly affecting attitude and purchase intention. Whilst cautious about the interpretation, the charm of three is replicated for attitude and purchase intention(Shu & Carlson, 2014; Wang et al., 2021). The non-significance of credibility and purchase value bought into question the suitability of these persuasion proxies. Therefore, nuancing the identified positive effect, field studies should be conducted to capture persuasion in business relevant metrics to determine the business impact of effects. Additional factors to consider in customer persuasion are identified across persuasion antecedents, elements, and measurement of persuasion. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general, 77 psychology, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/94757 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page