A4 Article in conference proceedings
The Antecedents of Advertisement Scepticism and Its Effects on the User Experience of Social Influence Features in the Context of Online Shopping (2024)


Makkonen, M., Sell, A., Walden, P., Frank, L., & Nevala, E. (2024). The Antecedents of Advertisement Scepticism and Its Effects on the User Experience of Social Influence Features in the Context of Online Shopping. In T. X. Bui (Ed.), Proceedings of the 57th Annual Hawaii International Conference on System Sciences (HICSS 2024) (pp. 1221-1230). University of Hawaiʻi at Mānoa. Proceedings of the Annual Hawaii International Conference on System Sciences. https://hdl.handle.net/10125/106526


JYU authors or editors


Publication details

All authors or editorsMakkonen, Markus; Sell, Anna; Walden, Pirkko; Frank, Lauri; Nevala, Emma

Parent publicationProceedings of the 57th Annual Hawaii International Conference on System Sciences (HICSS 2024)

Parent publication editorsBui, Tung X.

Conference:

  • Hawaii International Conference on System Sciences

Place and date of conferenceHonolulu, HI, USA3.-6.1.2024

eISBN978-0-9981331-7-1

Journal or seriesProceedings of the Annual Hawaii International Conference on System Sciences

ISSN1530-1605

eISSN2572-6862

Publication year2024

Publication date03/01/2024

Pages range1221-1230

PublisherUniversity of Hawaiʻi at Mānoa

Publication countryUnited States

Publication languageEnglish

Persistent website addresshttps://hdl.handle.net/10125/106526

Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/93151


Abstract

Modern online advertising often employs different 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 differences by examining (1) how different kinds of personality and demographic traits affect ad scepticism, and (2) how ad scepticism, in turn, affects the user experience of four different kinds of social influence features. 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 experience, with a stronger effect in the case of social pressure than social proof features. These novel findings promote our understanding of the antecedents of ad scepticism and of the potential risks of employing social influence features in online advertising.


Keywordselectronic commerceonline shopsdigital marketingcustomer experienceuser experienceskepticismpersonality traitsbig five model

Free keywordsDigital Mobile Services for Everyday Life; advertisement scepticism; big five personality traits; online shopping; social influence features; user experience


Contributing organizations


Related projects


Ministry reportingYes

Reporting Year2024

Preliminary JUFO rating1


Last updated on 2024-03-07 at 00:26