Exploring perception of platform language on consumer decision making: A cognitive load perspective

Zhiwen Li, Owusu Prince, Baojiao Wang, Thomas Le Texier () and Stephen Addai-Dansoh
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Zhiwen Li: JiangSu University
Owusu Prince: JiangSu University
Baojiao Wang: JiangSu University
Thomas Le Texier: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Stephen Addai-Dansoh: JiangSu University

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Abstract: The cognitive load theory, predominant in educational psychology, is gaining prominence in consumer decision- making studies. This study extends cognitive load dimensions to measure consumer perception of platform language and examine its influence on consumer satisfaction and subsequent decision-making across three studies. In Study 1, a between-subjects experiment found higher intrinsic and extraneous cognitive loads in consumers using a secondary language platform, but lower germane cognitive load compared to those using their native language. Study 2, a within- subjects experiment, reinforced these findings and showed higher satisfaction and repurchase intentions when using the native language platform. Study 3 utilized structural equation modeling to examine the relationship between platform language perception, cognitive loads, satisfaction, and repurchase intentions. Results indicated that intrinsic and extraneous cognitive loads negatively impacted consumer satisfaction and repurchase decisions, while germane cognitive load had a positive influence. These findings highlight the importance of optimizing cognitive load from the consumer perception of platform language to enhance consumer satisfaction and loyalty on e-commerce platforms.

Keywords: Repurchase intention; Consumer perception of platform language; Consumer satisfaction; Cognitive load theory; Cognitive load (search for similar items in EconPapers)
Date: 2025
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Published in Journal of Electronic Commerce Research, 2025, 26 (1), pp.50-68

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05035106

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