The Antecedents of Advertisement Scepticism and Its Effects on the User Experience of Social Influence Features in the Context of Online Shopping

Markus Makkonen, Anna Sell, Pirkko Walden, Lauri Frank, Emma Nevala

Research output: Chapter in Book/Conference proceedingConference contributionScientificpeer-review

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Abstract

Modern online advertising often employs differ- ent kinds of social influence features, which are likely to be experienced differently by different users, such as individuals with different levels of advertisement (ad) scepticism. In this study, we focus on these dif- ferences by examining (1) how different kinds of per- sonality and demographic traits affect ad scepticism, and (2) how ad scepticism, in turn, affects the user ex- perience of four different kinds of social influence fea- tures. By using data from 628 online shoppers, we find ad scepticism to be affected by four out of the big five personality traits as well as age and education. We also find ad scepticism to negatively affect user experi- ence, with a stronger effect in the case of social pres- sure than social proof features. These novel findings promote our understanding of the antecedents of ad scepticism and of the potential risks of employing so- cial influence features in online advertising.
Original languageEnglish
Title of host publicationProceedings of the 57th Hawaii International Conference on System Sciences
PublisherUniversity of Hawai'i at Manoa
Pages1221-1230
Volume57
ISBN (Electronic)978-0-9981331-7-1
ISBN (Print)978-0-9981331-7-1
Publication statusPublished - 2024
MoE publication typeA4 Article in a conference publication
EventHawaii International Conference on System Sciences - Honolulu, United States
Duration: 3 Jan 20246 Jan 2024
https://hicss.hawaii.edu

Conference

ConferenceHawaii International Conference on System Sciences
Country/TerritoryUnited States
CityHonolulu
Period03/01/2406/01/24
Internet address

Keywords

  • online shopping
  • social influence features
  • advertisement scepticism
  • user experience
  • big five personality traits

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