Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Nodding as a Catalyst for Improving Attitudes and Purchase Intentions in Online Context

  • Yusu Lee (KU Business School, Korea University) ;
  • Jinhee Choi (KU Business School, Korea University)
  • Received : 2024.03.08
  • Accepted : 2024.06.09
  • Published : 2024.07.31
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Abstract

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where online shopping is most prevalent. Both theoretical and practical implications are discussed.

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