Abstract
Trust plays a critical role in facilitating transactions in the online shopping environment. Accordingly, various methods have been considered to enhance customer trust. Human branding has received increased attention and played a vital role in business in recent years because it has great impacts on our daily life and consumption. The purpose of this paper is to investigate the effect of applying human brands in an online shopping environment with an emphasis on product type and human brand attachment. The study combines the eye-tracking technique with a self-reported questionnaire to gain a deeper understanding of the effect of human branding in the online shopping process. The results showed that both the product type and level of human brand attachment have significant influences on a customer’s visual attention as well as perceived trust towards the product.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Brynjolfsson, E., Smith, M.: Frictionless Commerce? A Comparison of Internet and Conventional Retailers. Management Science 46, 563–585 (2000)
Gefen, D., Straub, D.W.: Managing user trust in B2C e-Services. e-Service Journal 2, 7–24 (2003)
Komiak, S.Y.X., Weiquan, W., Benbasat, I.: Trust Building in Virtual Salespersons Versus in Human Salespersons: Similarities and Differences. e-Service Journal 3, 49–63 (2004)
Gefen, D.: e-Commerce: The role of familiarity and trust. Omega 28, 725–737 (2000)
Reichheld, F., Schefter, P.: E-loyalty: your secret weapon on the web. Harvard Business Review 78, 105–113 (2000)
Hoffman, D.L., Novak, T.P., Peralta, M.A.: Building consumer trust online. Communications of the ACM 42, 80–85 (1999)
Fournier, S.: Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research 24, 343–373 (1998)
Hirschman, E.C.: Symbolism and Technology as Sources for the Generation of Innovations. Advances in Consumer Research 9, 537–541 (1982)
Barlow, A.K.J., Siddiqui, N.Q., Mannion, M.: Development in Information and Communication Technologies for Retail Marketing Channels. International Journal of Retail and Distribution Management 32, 157–163 (2004)
Hassanein, K., Head, M.: The impact of infusing social presence in the web interface: an investigation across different products. International Journal of Electronic Commerce 10, 31–55 (2006)
Cyr, D., Hassanein, K., Head, M., Ivanov, A.: The role of social presence in establishing loyalty in e-Service environments. Interacting with Computers 19, 43–56 (2007)
Cyr, D., Head, M., Larios, H., Pan, B.: Exploring Human Images In Website Design: A Multi-Method Approach. MIS Quarterly 33, 539–566 (2009)
Qiu, L., Benbasat, I.: Evaluating Anthropomorphic Product Recommendation Agents: A Social Relationship Perspective to Designing Information Systems. Journal of Management Information Systems 25, 145–181 (2009)
Holzwarth, M., Janiszewski, C., Neumann, M.M.: The Influence of Avatars on Online Consumer Shopping Behavior. American Marketing Association 70, 19–36 (2006)
Thomson, M.: Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing 70, 104–119 (2006)
Hazan, C., Shaver, P.R.: Attachment as an Organizational Framework for Research on Close Relationships. Psychological Inquiry 5, 1–22 (1994)
Batra, R., Ahtola, O.T.: Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters 2, 159–170 (1990)
Strahilevitz, M., Myers, J.G.: Donations to Charity as Purchase Incentives: How Well They Work Depend on What You Are Trying to Sell. Journal of Consumer Research 24, 434–446 (1998)
Jillapalli, R.K., Wilcox, J.B.: Professor Brand Advocacy: Do Brand Relationships Matter? Journal of Marketing Education 32, 328–340 (2010)
Inhoff, A.W., Radach, R.: Definition and computation of oculomotor measures in the study of cognitive processes. In: Underwood, G. (ed.) Eye Guidance in Reading, Driving and Scene Perception, pp. 29–53. Elsevier, New York (1998)
Belk, R.W.: Possessions and the Extended Self. Journal of Consumer Research 15, 139 (1988)
Holbrook, M.B., Hirschman, E.C.: The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research 9, 132–140 (1982)
Solomon, M.R.: The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. Journal of Consumer Research 10, 319–329 (1983)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Chae, S.W., Seo, Y.W., Lee, K.C. (2012). Exploring Human Brands in Online Shopping: An Eye-Tracking Approach. In: Pan, JS., Chen, SM., Nguyen, N.T. (eds) Intelligent Information and Database Systems. ACIIDS 2012. Lecture Notes in Computer Science(), vol 7198. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28493-9_2
Download citation
DOI: https://doi.org/10.1007/978-3-642-28493-9_2
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-28492-2
Online ISBN: 978-3-642-28493-9
eBook Packages: Computer ScienceComputer Science (R0)