Nodding as a Catalyst for Improving Attitudes and Purchase Intentions in Online Context

Authors

Yusu Lee, Master’s Student, KU Business School, Korea University, Seoul, KoreaFollow
Jinhee Choi, Professor of Marketing, KU Business School, Korea University, Seoul, KoreaFollow

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.

Recommended Citation

Lee, Yusu and Choi, Jinhee (2024) "Nodding as a Catalyst for Improving Attitudes and Purchase Intentions in Online Context," Asia Marketing Journal: Vol. 26 : Iss. 2 , Article 3.
Available at: https://doi.org/10.53728/2765-6500.1630

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.