The Effects of Availability Heuristic Cues on Online Related Purchasing Decisions

Shuyang Zhang ()
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Shuyang Zhang: Nanjing Foreign Language School International Centre

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 662-669 from Springer

Abstract: 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.

Keywords: Availability heuristic cues; online purchasing decision (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_99

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DOI: 10.2991/978-94-6463-036-7_99

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