Consumer Behavior in the Digital Age: An Exploration through the Lens of Behavioral Economic Psychology

A special issue of Behavioral Sciences (ISSN 2076-328X). This special issue belongs to the section "Behavioral Economics".

Deadline for manuscript submissions: closed (31 May 2024) | Viewed by 21475

Special Issue Editors


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Guest Editor
Department of Management and Marketing, Louisiana State University in Shreveport, Shreveport, LA 71115, USA
Interests: digital marketing; digital consumer behavior; digital technology; social media marketing
Special Issues, Collections and Topics in MDPI journals
Department, Department of Integrated Strategic Communication, University of Kentucky, Lexington, KY 40506, USA
Interests: digital consumer behavior; strategic communication
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In today’s era of digital transformation, the study of consumer behavior in digital environments has taken center stage, shaping industries and research landscapes alike (Sağkaya Güngör & Ozansoy Çadırcı, 2022). The digital landscape has profoundly altered consumer behavior, blurring the lines between online and offline realms. Offline behaviors now influence online behaviors, and vice versa (Kim & Kim, 2020). From online shopping habits and social media engagement to the impact of artificial intelligence and big data, understanding how consumers interact with digital environments has become of urgent concern (Lee & Kim, 2023).

The aim of this Special Issue is to comprehensively explore the multifaceted aspects of digital consumer behavior within the framework of behavioral sciences. We invite original research contributions that illuminate the dynamics, motivations, and outcomes of digital consumer behavior within behavioral sciences. Our objectives encompass:

Exploring Influences: Investigating the psychological and sociological factors influencing consumer behavior in the digital environment.
Marketing Dynamics: Scrutinizing the role of digital marketing strategies in shaping consumer behavior.
Cross-Contextual Perspectives: Analyzing cross-contextual perspectives on digital consumer behavior, such as examining how various social media platforms (e.g., YouTube vs. Instagram) impact consumer choices.
Ethical Considerations: Examining the ethical implications of digital consumer profiling and data privacy.
Innovative Insights: Identifying innovative applications of behavioral insights in digital marketing and social media influencer marketing.

This Special Issue is of immense interest to researchers, scholars, practitioners, and policymakers operating at the intersection of digital technology, consumer behavior, and behavioral sciences. We actively encourage submissions that offer multidisciplinary perspectives.

References

Kim, M., & Kim, J. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419.

Lee, S. M., & Kim, M. (2023). How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media? Behavioral Sciences, 13(3), 211.

Sağkaya Güngör, A., & Ozansoy Çadırcı, T. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. International Journal of Consumer Studies, 46(5), 1829-1858.

Dr. Minseong Kim
Dr. Jihye Kim
Guest Editors

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Keywords

  • digital marketing
  • digital consumer behavior
  • digital technology
  • social media marketing
  • strategic digital communication

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Published Papers (8 papers)

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Research

21 pages, 1246 KiB  
Article
Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming
by Zihan Yang, Vincenzo Liu and Chan Lyu
Behav. Sci. 2024, 14(7), 621; https://doi.org/10.3390/bs14070621 - 21 Jul 2024
Cited by 1 | Viewed by 1355
Abstract
In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the [...] Read more.
In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers’ trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV’s components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector. Full article
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24 pages, 2239 KiB  
Article
From E-Commerce to the Metaverse: A Neuroscientific Analysis of Digital Consumer Behavior
by Alessandro Fici, Marco Bilucaglia, Chiara Casiraghi, Cristina Rossi, Simone Chiarelli, Martina Columbano, Valeria Micheletto, Margherita Zito and Vincenzo Russo
Behav. Sci. 2024, 14(7), 596; https://doi.org/10.3390/bs14070596 - 13 Jul 2024
Viewed by 2482
Abstract
The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore [...] Read more.
The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers’ emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users’ cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field. Full article
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13 pages, 1309 KiB  
Article
The Impact of Seller Trust in a C2C Platform on Golf Club Purchase Intention and the Interaction Effect of Regulatory Focus
by Chulhwan Choi, Inyup Lee and Hosuk Yoo
Behav. Sci. 2024, 14(6), 479; https://doi.org/10.3390/bs14060479 - 6 Jun 2024
Viewed by 780
Abstract
(1) Background: This study aimed to investigate the influence of seller trust on the purchase intention of consumers of used golf clubs in the context of increasing C2C transactions and further explore the interaction effect of regulatory focus. (2) Methods: Data were collected [...] Read more.
(1) Background: This study aimed to investigate the influence of seller trust on the purchase intention of consumers of used golf clubs in the context of increasing C2C transactions and further explore the interaction effect of regulatory focus. (2) Methods: Data were collected from 200 participants who had experience purchasing golf clubs through the Carrot Market platform, employing a 2 × 2 experimental design. An independent samples t-test was utilized to examine the effect of seller trust on purchase intention, followed by a two-way analysis of variance to assess the interaction effect of regulatory focus. (3) Results: The results revealed a significant difference in purchase intention based on seller trust, with higher purchase intentions observed when seller trust was high compared to when it was low. Additionally, the interaction effect of regulatory focus was found to be significant in the impact of seller trust on golf club purchase intention. Specifically, when seller trust was high, no significant differences were observed among control focus groups. However, when seller trust was low, promotion-focused consumers exhibited higher purchase intentions than prevention-focused consumers. (4) Conclusions: These findings underscore the importance of seller trust in the context of an expanding market for online second-hand trading platforms. Full article
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15 pages, 233 KiB  
Article
How Does Smartphone Use Impact Loneliness in the Post-COVID Landscape in Japan?
by Yu Kuramoto, Honoka Nabeshima, Mostafa Saidur Rahim Khan and Yoshihiko Kadoya
Behav. Sci. 2024, 14(4), 294; https://doi.org/10.3390/bs14040294 - 3 Apr 2024
Viewed by 1634
Abstract
Smartphone use during the active phase of the COVID-19 pandemic emerged as a crucial means of facilitating communication when strict physical distancing was recommended. Previous studies conducted during the pandemic have suggested that smartphone use contributes to reduced loneliness. However, the influence of [...] Read more.
Smartphone use during the active phase of the COVID-19 pandemic emerged as a crucial means of facilitating communication when strict physical distancing was recommended. Previous studies conducted during the pandemic have suggested that smartphone use contributes to reduced loneliness. However, the influence of smartphone usage on the experience of loneliness in the aftermath of the active phase of the COVID-19 pandemic, also referred to as the post-COVID era, remains unclear, particularly because many physical communication restrictions were lifted during this period. To explore the association of smartphone use with the experience of loneliness in the post-COVID era, we analyzed the latest data from 2022 and 2023, when the COVID-19 pandemic gradually concluded. Our findings revealed that, in 2023, smartphone use increased the risk of loneliness among individuals aged 50–64 years. Conversely, among the younger generations, increased smartphone use was associated with decreased loneliness. The results of our study suggest that smartphones can serve as a significant tool for alleviating loneliness among the younger generations during the post-pandemic period. Full article
23 pages, 1018 KiB  
Article
Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern
by Yuan-Fu Lee, Chen-Yueh Chen, Ya-Lun Chou and Yi-Hsiu Lin
Behav. Sci. 2024, 14(4), 285; https://doi.org/10.3390/bs14040285 - 30 Mar 2024
Viewed by 2198
Abstract
The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily [...] Read more.
The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus–Organism–Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan’s professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves’ fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research. Full article
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22 pages, 1880 KiB  
Article
Understanding Mobile OTT Service Users’ Resistance to Participation in Wireless D2D Caching Networks
by Yumi Jang and Seongcheol Kim
Behav. Sci. 2024, 14(3), 158; https://doi.org/10.3390/bs14030158 - 21 Feb 2024
Cited by 1 | Viewed by 1268
Abstract
With the explosive pace of mobile over-the-top (OTT) video content streaming services, mobile network traffic has seen unprecedented growth in recent years. However, the limitation of antenna performance, the burden of investment cost, and restricted resources hinder improving the current mobile networks’ functionality. [...] Read more.
With the explosive pace of mobile over-the-top (OTT) video content streaming services, mobile network traffic has seen unprecedented growth in recent years. However, the limitation of antenna performance, the burden of investment cost, and restricted resources hinder improving the current mobile networks’ functionality. Accordingly, wireless device-to-device (D2D) caching networks came to the fore as one of the competitive alternatives for alleviating the overloads of mobile network traffic. Wireless D2D caching networks can be a desirable alternative for OTT service providers and telecommunication operators, but the problem is user resistance. User participation is imperative to deliver wireless D2D caching network functionality successfully. Thus, to gain a deeper understanding of user resistance toward wireless D2D caching networks and their underlying sources, this study introduces two perceived cost factors contributing to this resistance and one perceived benefit that mitigates such resistance. Based on an online survey, this study found new theoretical links among perceived costs and benefits, resistance, and participation intention. The findings reveal that user resistance is predicted by perceived costs, encompassing resource sacrifices and privacy concerns, whereas perceived benefits—specifically, perceived usefulness—did not significantly influence resistance. This implies that telecommunication operators should prioritize market requirements over technological advantages, emphasizing the potential for successful commercialization of wireless D2D caching networks. Full article
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17 pages, 511 KiB  
Article
Understanding the Purchase Decisions of Silver Consumers in Short-Form Video Platforms from the Perspective of Existence, Relatedness, and Growth Needs
by Xicheng Yin, Yicheng Li, Rui Gao, Jieqiong Li and Hongwei Wang
Behav. Sci. 2023, 13(12), 1011; https://doi.org/10.3390/bs13121011 - 13 Dec 2023
Cited by 2 | Viewed by 2482
Abstract
The differentiated characteristics of the silver (elderly) group from other groups means that the previous interaction mechanism in short-form video (SFV) e-commerce is no longer applicable. Drawing on sociotechnical systems theory and the ERG theory, this study is motivated to explore the purchase [...] Read more.
The differentiated characteristics of the silver (elderly) group from other groups means that the previous interaction mechanism in short-form video (SFV) e-commerce is no longer applicable. Drawing on sociotechnical systems theory and the ERG theory, this study is motivated to explore the purchase intention of silver consumers in SFV platforms. We categorize the characteristics of SFV platforms into social and technical aspects, and analyze silver consumers’ purchasing decisions in terms of existence, relatedness, and growth needs. The empirical results of 284 samples show that social belonging, perceived trust, and product relevance are positive factors that promote purchase. Information diversity and social interaction have significant positive effects on social belonging and perceived trust. Recommendation affordance is significantly positively associated with perceived trust and product relevance, while platform ease of use did not have a significant effect on perceived trust. The findings provide management insights into SFV platforms to better understand the digital divide faced by silver consumers and to facilitate increased consumption. Full article
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14 pages, 639 KiB  
Article
Parasocial Interactions in Digital Tourism: Attributes of Live Streamers and Viewer Engagement Dynamics in South Korea
by Minseong Kim
Behav. Sci. 2023, 13(11), 953; https://doi.org/10.3390/bs13110953 - 20 Nov 2023
Cited by 3 | Viewed by 3329
Abstract
This study investigates the use of live streaming as a strategic tool in the tourism industry, with a focus on the attributes of live streamers that influence viewer engagement, particularly in the context of South Korea’s digital landscape. The purpose of this research [...] Read more.
This study investigates the use of live streaming as a strategic tool in the tourism industry, with a focus on the attributes of live streamers that influence viewer engagement, particularly in the context of South Korea’s digital landscape. The purpose of this research is to understand how the attractiveness, trustworthiness, and expertise of live streamers can affect the parasocial relationships—characterized by perceived friendship and trust—between viewers and streamers and how these relationships subsequently influence viewer loyalty and cooperation intentions. A quantitative research methodology was employed, utilizing a structured online survey distributed by a leading market research agency in South Korea. The survey targeted a diverse demographic to ensure a comprehensive analysis of digital consumer behavior in the tourism sector. Data were analyzed using IBM SPSS Statistics 28.0 and IBM SPSS Amos 28.0, employing structural equation modeling to test the hypothesized relationships. The results revealed that while attractiveness and trustworthiness impact perceived friendship, only expertise significantly affects trust for a travel live streamer. Furthermore, perceived friendship plays a crucial role in fostering loyalty to and cooperation with the streamer, having practical implications for the tourism industry in terms of crafting marketing strategies and training digital ambassadors. Th study extends parasocial interaction theory to the digital travel domain, providing original insights into virtual tourist behavior and highlighting live streaming’s significant contribution to viewer engagement. This research has limitations in its geographical focus on South Korea, suggesting the need for cross-cultural studies to validate the findings. Overall, this study offers valuable contributions to the academic literature and practical guidance for the tourism industry, emphasizing the importance of digital personalities in post-pandemic tourism recovery strategies. Full article
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