The Effect Of Popularity Cues On Consumer Purchasing Effort For Experiential Products

Previous research has suggested that transaction completion relies on consumers’willingness to exert more effort(including resources such as time,energy and money)into the purchase.As a result,experiential products that require consumers to expend more resources are more likely not to be purchased by consumers.From the perspective of marketing practice,understanding what factors motivate consumers to exert effort for purchasing will be the key to promoting transaction for experiential products.However,relevant theoretical research is relatively limited,and this paper will fill the theoretical gap.In addition,popularity cues is an important promotion method,which has been widely used by businesses to encourage consumers’ purchases in marketing activities.Consumer purchasing effort is an important part of consumer purchasing behavior,but the influence of popularity cues on it has been ignored by scholars.This work will explore it.Based on the social influence theory,cue utilization theory and social cognitive theory,this research takes experiential products as the research object.This study investigates the effect of popularity cues on consumer purchasing effort,the mediating role of perceived quality and conversational value and the moderating effect of consumer interpersonal susceptibility.This paper systematically reviews relevant literature on experiential products,popularity cues,perceived quality,conversational value and consumer purchasing effort.Based on social influence theory,cue utilization theory and social cognitive theory,this work identifies research questions,constructs theoretical model and puts forward research hypotheses.On this basis,this paper uses the method of scenario simulation experiment and collects data through three experiments.This work discusses the effect of popularity cues on consumer purchasing effort in study 1,the mediating role of perceived quality and conversational value in study 2 and the moderating effect of consumer interpersonal susceptibility in study 3.After that,SPSS23.0 and AMOS23.0 are used for statistical analysis and hypothesis testing.Experimental results indicate that:compared with the absence of popularity cues,the presence of popularity cues makes consumers have higher purchasing efforts;perceived quality and conversational value will mediate jointly the influence of popularity cues on consumer purchasing effort;consumer interpersonal susceptibility plays a moderating role in the relationship between popularity cues and consumer purchasing effort.The positive impact of popularity cues on consumer purchasing effort is significant among people with high interpersonal susceptibility,but there is no significant difference among people with low interpersonal susceptibility.