IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-036-7_99.html

The Effects of Availability Heuristic Cues on Online Related Purchasing Decisions

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

Author

Listed:
  • Shuyang Zhang

    (Nanjing Foreign Language School International Centre)

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.

Suggested Citation

  • Shuyang Zhang, 2022. "The Effects of Availability Heuristic Cues on Online Related Purchasing Decisions," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 662-669, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_99
    DOI: 10.2991/978-94-6463-036-7_99
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-036-7_99. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.