Inuence of persuasive norms on the
personal shopper
service
Efecto de normas de persuasión en el servicio personal shopper
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July-December of 2024
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Marroquín-Ciendúa, F.; Medina-Labrador, M.; Rodríguez-Celis, H. G. and Castro Gonzáles, Y. (2024). Inuence of persuasive norms on the
personal shopper
service.
Doxa Comunicación
, 39, pp. 203-226.
https://doi.org/10.31921/doxacom.n39a1952
Fernando Marroquín-Ciendúa.
PhD in Psychology and master’s degree in Consumer Psychology. He is currently a
full-time Research Professor at Jorge Tadeo Lozano University in Bogotá. His academic interests and research focus on
applied psychology in advertising, communication, and consumption. Specically, his expertise lies in persuasive and
cognitive processes, normative behaviour, as well as responsible, ecological, and gender-oriented consumption.
University Jorge Tadeo Lozano, Colombia
[email protected]
ORCID:
0000-0002-2213-4566
Manuel Medina-Labrador.
Doctorate and a master’s degree in Consumer Psychology from Konrad Lorenz University
(Colombia). Currently, he works as a Professor of Open and Distance Education at the Virtual Education Faculty and
the Industrial Engineering Department, Ponticia Universidad Javeriana, Bogotá. His academic areas of interest include
choice bias, the acceptance and consumption of digital technology in business, university education, educational
podcasts, and professional training. He has worked as a teacher using the MOOC, SPOOC, and Podcast techniques on
issues related to responsible increase in sales. He is a leading researcher in a digital marketing agency.
Ponticia University Javeriana, Colombia
[email protected]
ORCID:
0000-0001-6781-9481
Harold Germán Rodríguez-Celis.
He is currently a PhD student in Social Studies. He obtained his master's degree
in Consumer Psychology from the Konrad Lorenz University Foundation. Since then, he has been a professor and
researcher at the Faculty of Communication and Journalism at the Externado University of Colombia. He has teaching
and research experience and has also written about the issues of persuasion and social behavior in various elds of
communication and psychology.
University Externado of Colombia, Colombia
[email protected]
ORCID:
0000-0001-6232-3540
Yamile Castro Gonzáles.
Social communicator and journalist, with a specialization in the creation of virtual learning
environments. She holds a master's degree in commercial management and marketing from Prime Business School
at Sergio Arboleda University (Colombia). She works as an expert in marketing academic services that contribute to
the strengthening of research in higher education institutions, research centers, and technology-based entities. Her
academic interest is focused on the marketing of technology articles and the inuence of persuasion within the business
process.
Prime Business School, Colombia
[email protected]
ORCID:
0000-0001-9703-8918
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
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1. Introduction
Computer sales have increased worldwide. e growing dynamics of remote work and distance education, prompted by the
SARS-CoV-2 pandemic, has augmented the need for computers. According to the World Trade Organisation- (WTO) (2020),
the market for computers and electronic components expanded by 10% during the third quarter of 2020 compared to the
corresponding period in the previous year, demonstrating the pandemic’s impact on computer consumption. According to the
International Data Corporation (IDC) (2021), the performance of the PC market during the third quarter of 2020 exhibited the
most robust growth in the past decade. During this period, global sales reached 81.3m units from June to September, driven
by the surge in demand resulting from new dynamics in remote working and learning. In Asia-Pacic, excluding Japan, a 10%
growth was recorded, particularly for laptops for home-based education and work. Canada experienced its 17th consecutive
quarter of growth in the computer market, while in Europe, the Middle East and Africa (EMEA) region, laptop sales also surged
by 10%. is growth was supported by government policies, such as the UK and Japanese governments’ distribution of laptops
and tablets to facilitate online learning for students. In Latin America and the U.S, the market witnessed a 10% growth for the
Received: 31/03/2023 - Accepted: 29/01/2024 - Early access: 05/03/2024 - Published: 01/07/2024
Recibido: 31/03/2023 - Aceptado: 29/01/2024 - En edición: 05/03/2024 - Publicado: 01/07/2024
Abstract:
Some key disadvantages of online computer sales stem from unmet
consumer expectations, insucient product knowledge, and product
returns. is study examined cognitive route factors and persuasive
norms in online advertisements to determine the purchase intention
of personal shopper services for laptops. Covariates included
gender, educational level, marital status, prior shopping experiences,
monthly income, and workplace location. e results from a mixed-
methodology approach indicate that peripheral route advertising
messages positively impact the purchase intention of personal shopper
services, especially among women. Findings also demonstrate
that monthly income and educational level inuence the purchase
intention of laptops when aided by a personal shopper. It was found
that women prefer personal shoppers providing clear responses, while
men prefer those with technical knowledge. Additionally, women
prefer to pay for the personal shopper service as 3% of the purchase
value, whereas men favoured a single payment. Finally, the purchase
intention for the personal shopper service is higher among women.
e potential eects of advertising messages on the purchase intention
of the service are discussed.
Keywords.
Personal shopper, purchase intention, cognitive route, persuasion,
online sales
Resumen:
Las desventajas en la venta de computadores en línea se centran en
quejas de los consumidores por expectativas, desconocimiento y devolu
-
ciones de productos. Esta investigación realizada en Bogotá-Colombia,
examinó factores de ruta cognitiva y normas de persuasión, en anuncios
en línea para determinar la intención de compra del servicio de perso
-
nal shopper en laptops, considerando las covariables (género, nivel edu
-
cativo, estado civil, experiencias de compra, ingresos mensuales y lugar
de trabajo). Los resultados con una metodología mixta indican que los
mensajes publicitarios bajo la ruta periférica en mujeres aumentan la
intención de compra del servicio de personal shopper. Nuestros hallaz
-
gos muestran que ingresos mensuales y nivel educativo inuyen en la in
-
tención de compra de un laptop con asistencia de personal shopper. Se
descubrió que las mujeres preeren los personal shopper con respuestas
claras y los hombres los preeren con conocimientos técnicos. Por otro
lado, las mujeres preeren pagar el servicio de personal shopper por el
3% del valor de la compra y los hombres en un único pago. Finalmente,
la intención de compra del servicio de personal shopper se encuentra
más alto dentro de las mujeres. Se discuten posibles efectos de los men
-
sajes de la publicidad en la intención de compra del servicio.
Palabras clave.
Comprador personal; intención de compra; ruta cognitiva; persuasión;
ventas en línea.
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rst time in the last ve years; demand for laptops in the region continues to rise, even as prices of laptops in these regions have
soared due to high demand and shortages of components resulting from shrinking global supply chains (IDC, 2021).
However, worldwide sales of PCs in 2022 are expected to reach 292 million units, representing a decrease of 16.5% compared
to 2021. is decline can be attributed to several factors, including the easing of COVID-19 pandemic restrictions, rising prices
of electronic components and the war in Ukraine (IDC, 2022). Similarly, the consultancy Gartner (2022) also estimated that
global PC sales in 2022 would reach 292 million units, representing a 16.6% drop compared to 2021. ese gures suggest that
the PC market entered a consolidation phase following signicant growth during the pandemic, with a slight bounce back in
2023 with an increase of 2.5%.
In Colombia, as in other parts of the world, the demand for computers has surged due to the shift towards remote work and
study. Households need more computers to cater to the needs of each member, while businesses are acquiring additional
computers in order to equip their employees. According to Growth From Knowledge (GfK) (2020), from April to June 2020,
Colombia witnessed a 62% increase in laptop sales compared to the same timeframe in the previous year due to quarantine
measures. According to Téllez (2020), the trends in the computer market in Colombia have uctuated: (1) between January
and April 2020, there was a 21% rise in computer sales compared to the corresponding period in 2019. (2) the average price
per item increased from $403 in May 2019 to an average price of $432 in May 2020. (3) Cumulative laptop sales from January to
April 2020 accounted for 87% of the total sales in this category. (4) virtual computer sales surged by 100% between March and
April 2020, with online sales skyrocketing by 900% compared to the same period in 2019. However, notable shifts in market
dynamics occurred in subsequent years. Indeed, if we compare sales gures for 2023 to those for 2022, we can see that sales
decreased by 2.6%. With 1.7 million units sold, it is evident that the boom triggered by the pandemic has entered a process
of contraction. Notably, post-pandemic preferences lean towards laptops, reecting their mobility and suitability for remote
work. However, the outlook for companies is dierent as xed equipment predominates due to specic applications used in
companies (Ospina, 2023).
According to Stanton
et al.
(2007), laptops are considered comparison shopping goods, alongside items like clothing, furniture,
high-value household appliances and cars. ese goods are characterised by infrequent purchases, leading to outdated
product information available to consumers. Access to purchase information is facilitated through various channels, such as
family, friends or advertising. Consumers evaluate factors such as value for money, the origin and availability of the product,
and, in the case of a repurchase, brand loyalty (Mesa, 2012). According to Stanton
et al.
(2007), access to more information
allows consumers to make informed decisions, potentially saving them money and aligning their purchases with the product’s
expected benets.
Purchasing a laptop without adequate information can lead to consumer dissatisfaction. Making a purchase decision about
such products requires clarity regarding the expected attributes and benets of the product. Woolcott
et al.
(2019) assert that
disparities between the information provided by sellers and consumer expectations or requirements lead to an imbalance in
consumer relations, where consumers are subjected to the dominance of sellers. e Colombian Consumer Opinion Survey
reported an overall balance of 13.6% for the Consumer Condence Index (CCI)
in November 2020, marking an increase from the
14.4% recorded in the same month of the previous year. Specically, the CCI of durable goods in November 2020 stood at 44.5%,
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compared to 5.2% reported in November 2019, indicating a decline in consumer condence. Similar trends are observed in the
data during 2022 and 2023, with the CCI showing increases in consumer condence of 2.5 and 3.6, respectively, in December
compared to previous months (FEDESARROLLO, 2023). In line with Barreto (2020), consumer complaints have been on the
rise. For example, from January to May 2020, the Delegation for Consumer Protection received 784 complaints, compared to
303 complaints during the same period in 2019. ese consumer complaints were related to misleading advertising, failure
to meet delivery deadlines, delivery of dierent products, and lack of response from customer service channels, indicative of
a lack of communication and information between sellers and buyers. Potential uncertainties at the time of purchase may
prompt consumers to seek and access information that allows them to update their understanding of the product they intend
to purchase (Perreault et al., 2016).
Inexperienced consumers require expert advice when making signicant purchases. Personal shoppers are now recognised
as valuable advisers, leveraging their expertise and experience to alleviate consumer uncertainty and facilitate decision-
making processes. According to
Ayuningtyas
& Mohd (2019), the profession of personal shopping is in high demand, with its
success hinging on establishing trust between the shopper and consumer, who prefer advisors who respond responsibly and
courteously. In recent years, there has been a notable uptick in demand for personal shopper services, driven by consumers
seeking specialised and personalised shopping advice. is heightened interest is evident across various aspects of everyday
life, reecting trends towards personalised experiences, fast-paced lifestyles, convenience, emphasis on personal image and
self-expression, as well as the growing inuence of social media, among other factors (Aldana, 2023, Arslan et al., 2021; Anwar
et al
., 2020; Kurniasih, 2019). Recent studies show a signicant increase in the adoption of personal shopping services, with
a notable rise in consumers seeking expert advice and recommendations for their purchases (“Opportunities, Demand for
personal shoppers”, 2021). is phenomenon, in turn, is directly linked to increased sales in various sectors (Meza, 2022).
Moreover, personal shopper services have consolidated their position as a consumer trend, reecting the evolving preferences
and needs of contemporary consumers, who seek to personalise their shopping experiences, aligning them with their
continually evolving lifestyles and adapting them to new consumption habits and needs (Marroquín-Ciendúa & Palacios-
Chavarro, 2022). In this context, personal shopper services not only full the demand for personalised shopping but also
respond to the dynamic evolution of consumer expectations.
Kurniasih (2019) highlights that a personal shopper is renumerated when this professional assists a consumer at the time of
purchase. is entails accompanying the customer when purchasing, aiding in optimal product or service selection, providing
information, and addressing queries to facilitate informed decision-making. According to Burke (1999), a personal shopper
must be able to anticipate, identify and map the consumer’s desires, alternatives and priorities. e perceived benets that the
customer obtains from the personal shopper’s advice should be substantial, contributing to client satisfaction, which, as noted
by Kotler & Armstrong (2013), is the ultimate outcome of quality service. e quality of service the personal shopper provides
inuences consumer purchasing decisions; despite the perceived high cost of this service, more and more consumers are
choosing to use personal shopper assistance for their purchases (Ayuningtyas & Mohd, 2019). Finally, emotions play a pivotal
role in purchasing decisions, as Moody
et al.
(2010) highlighted that consumers prefer products/services that align with their
identity.
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e results of this research aim to enhance understanding of factors that may inuence laptop buyers’ preferences for the
personal shopper service. To achieve this goal, the Elaboration Likelihood Model- ELM proposed by Petty & Cacioppo (1986)
was employed to understand the inuence of both central and peripheral routes in conjunction with various persuasion tactics
described by Armitage & Conner (1999), and Schiman & Kanuk (2010). e rationale behind this study lies in determining
the users’ preferences regarding the personal shopper service through digital advertising, given that it focuses on providing
reasons for purchasing (Kulsum et al. 2020) and identifying the receiver responses, as it also facilitates audience segmentation
and targeted messaging (Kotler, 2007). is medium was chosen due to its capacity for penetration and dissemination,
compared to others that require in-person visits, such as point-of-sale promotions or those that reach a broad audience rather
than a specic buyer, such as outdoor advertising (Esteban & Lorenzo, 2013).
2. eoretical framework
It can be asserted that a personal shopper must possess specic characteristics, including validated professional training in
their service eld. It is also essential to be empathetic, charismatic and patient, as well as to have eective communication
skills that are both assertive and empathetic. In some domains, a keen sense of taste and keeping up to date with consumption
trends and social and cultural aspects are indispensable. Similarly, previous experience in navigating and liaising with
specialised trade centres, shops, and other industry professionals is vital, as it allows access to exclusive information on new
products and services (Pinto, 2021; Anwar
et al
., 2020).
In addition, personal shoppers must possess observational skills to identify clients’ needs eectively, as well as adaptability
and creativity that enable them to nd solutions within the constraints of the purchasing and consumption processes.
Furthermore, this professional must be able to plan and organise, especially when managing multiple consultations or projects
simultaneously. Being client-oriented is imperative, implying an understanding and respect for individual preferences. It is
also necessary to have nancial literacy, encompassing a basic knowledge of budgeting and cost-eectiveness, which are
essential for optimising purchases within the clients’ nancial constraints (Ahearne
et al.,
2022; Arslan
et al
., 2021; Aldana,
2023).
Consistent with the above, the credibility of personal shoppers may vary based on their training, experience and reputation,
all of which should be coupled with comprehensive knowledge and a proven track record in advisory services. Additionally,
a portfolio and positive testimonials from satised clients are crucial. Positive recommendations and reviews enhance
personal shoppers’ credibility and showcase their ability to understand and full their client’s needs. Over time, a personal
shopper’s credibility is built through client satisfaction, professional integrity and a consistent demonstration of updated skills
and knowledge in the eld they serve as personal shoppers. In this way, connections with retailers and other professionals,
professional ethics, adaptability, continuous learning and online presence also count. Regarding the latter, a robust online
presence, whether through a professional website, social media proles or partnerships with reputable brands, can enhance
credibility. e consistency and quality of their online content are also factors to consider (Etrata
et al
., 2022; Ahearne
et al
.,
2022; Oraedu
et al
.,2021; Kurniasih, 2019).
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On the other hand, various behavioural theories address the concepts of intention and persuasion when purchasing an item.
Intention, as dened by Ajzen & Fishbein (1975), is identied as the primary determinant predicting voluntary behaviour. is
concept aligns with the eory of Reasoned Action, as such behaviour is closely related to motivational factors surrounding
opportunities, resource availability, and ease of access to them to perform a particular action or behaviour (Ajzen, 1991).
Gotschi
et al.
(2009) argue that behaviour manifests as a causal outcome of behavioural intentions, which are inuenced by
subjective norms and attitudes. According to Servey (1974), attitude is a psychological construct in which emotions and beliefs
combine, predisposing an individual to respond positively or negatively towards other individuals, objects and/or institutions.
As described by Armitage & Conner (1999), subjective norms refer to an individual’s perception of social acceptance within
their reference groups concerning specic behaviours. is perception guides individuals to act in a way consistent with
the norms accepted or rejected by these groups, which, according to Ajzen (1991), refers to their family, friends and work
relationships. As outlined by Schiman & Kanuk (2010), the subjective norm is evaluated by assessing how the consumer
feels about what other individuals in their context would think of the contemplated action. us, attitudes and subjective
norms provide insight into what holds signicance for individuals when making decisions, considering the perceptions of
their reference groups.
As Petty & Cacioppo (1986) state, persuasion is dened as any attempt to alter an individual’s attitude when exposed to a
persuasive stimulus, considering that the shift in attitude arises not solely from the information received but also from how
the individual interprets that information (Petty
et al.
, 2008). is theoretical model is called the Elaboration Likelihood Model
of Persuasion (ELM) (Petty & Cacioppo, 1986). e model posits that the information the individual receives is processed
using two cognitive pathways: the central and peripheral routes (Petty & Cacioppo, 1986). According to these authors,
information processed via the central route is done in greater detail, depth, and involvement from the individual, resulting
in attitude changes. On the other hand, information processed via the peripheral route is not elaborated well and relies on
little information. e psychological processes vary for each route, central or peripheral, and outcomes regarding attitude
change dier. As Petty & Wegener (1998) stated, peripheral processing described in the ELM model indicates minimal eort
is needed to change attitudes towards the stimulus. In such instances, individuals’ attitudes are more susceptible to external
components of the message, such as its design or the attractiveness or credibility of the source. In contrast, central route
processing, from the ELM model, involves careful consideration of message elements, particularly the depth of the arguments
presented, which can lead to attitude change (Feldman, 2014).
According to Cialdini
et al.
(1990), an individual’s behaviour is inuenced by their reference groups within an environment
perceived as normal, considering socially approved and desired actions, thus providing individuals with a context for acting
in a manner that is aligned with the actions observed in other individuals in their reference groups (Normative Focus eory).
e individual’s behaviour is guided towards normative pathways: descriptive and prescriptive norms. Based on White
et
al.
(2009), descriptive norms dene typical or normal behaviour, motivating the individual’s action by providing evidence
of adequate and appropriate actions. is behaviour motivates the individual and is repeated because what is considered
“normal” is eective and serves as an adequate model for environmental adaptation (Cialdini
et al.
, 1990). White et al. (2009)
highlight that prescriptive norms motivate the individual’s action by highlighting potential social rewards and punishments
for participating in or refraining from certain behaviours. In the prescriptive norm, individuals’ acts are based on socially
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approved or disapproved norms, driven by the anticipated eects of their behaviour (Cialdini, 2003). According to Schwartz
(1977), there is a third type of norm, personal norms, consisting of personal mandates or moral norms. ese norms operate
as moral rules internalised by the individual, reecting the perception of self-approval or disapproval in engaging in specic
behaviour. is implies a sense of personal responsibility to act in accordance with these moral standards. Manstead (2000)
indicates that personal norms, or moral standards, are independent of immediate expectations and inuences from others,
playing a signicant role in predicting behaviours with moral or ethical implications.
Moreover, as Campbell & Kirmani (2008) argue, consumers are aware of how sales agents attempt to inuence their decisions,
which sometimes creates a sense of scepticism or detachment from perceived persuasive intentions during the purchase.
Understanding the impact of persuasion on purchase decisions is crucial for designing successful marketing strategies.
Persuasion during sales involves understanding the characteristics a personal shopper should possess, as stereotypes related
to gender or other attributes of the sales agent can aect the buyers’ perception of their credibility. is understanding of
persuasion leads to preconceptions about brands and product recognition (Sujan
et al.
, 1986). Briñol
et al.
(2015) emphasise
that the clarity of the message directly inuences persuasion and consumer decision-making as individuals tend to resist
change when they realise that they are being persuaded. Consumers perceive it as a threat to their freedom and autonomy when
the marketer tries to inuence their way of thinking, reacting with resistance or opposition to the received message (Vohs
et al.,
2007). e source’s credibility is paramount for consumers, as it impacts the acceptance of the persuasive message; in the case
of celebrities, attention to the message diers. According to Hedhli
et al.
(2021), applying the notions of “source internalisation
(central route)” and “source identication (peripheral route)” described by Kelman (1961), source credibility can play a dual
role, both peripherical and central, in a persuasive context. Attention to message content and detail suggests interactions
between source features and product category (Kang & Herr, 2006); a source feature will only be eective in the message if
it aligns with the right product. For example, physically attractive models may not necessarily be eective for advertising
computers (Kamins, 1990). However, according to Celsi & Olson (1988), the product category is a critical determinant of
enduring consumer engagement and motivation. Consumer interest and attention to the message are higher for larger goods
such as computers.
3. Methodology
is study was conducted in Bogota, Colombia and employed a mixed methodology approach across three phases. e
rst phase is qualitative, the second inferential and the third experimental, using a “pure” experiment with two or more
comparison groups. Data collection took place at the end of 2020. Participants for all three phases were recruited from social
media platforms, Facebook and Instagram, selected for the research. e population characteristics were nite and discrete.
In the rst phase, 12 subjects interested in buying a computer shortly were selected. For the second phase, a non-probabilistic
sampling method was employed on an N= 1610, with heterogeneity =50%, condence level=95% and a margin of error=0.5. A
total of 311 participants were included in the study, with those under 18 and over 65 excluded (see Table 1).
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Table 1. Participant description
VariableDescriptionMSD
Gender
Women (42.4%), Men (57.6 %).
Age
30 to 40 (45 %), 40 to 50(39 %), 50 to 60 (16%)
42.47.9
Workplace
Home (63.3%), Oce (36.7%)
Number of computers purchased0(5.1%), 1(20.6%), 2(33.8%), 3(18.6%), 4(10.6%), 5(4.2%),6(7.1 %)
2.41.5
Marital StatusSingle (21.8%), Married (59.2%), Divorced (16.8%), Widowed (2.2%)
Monthly income (USD)600 (42%), 900 (47%), 1200 (11%)
Source: created by the authors
In the second experimental phase, 179 subjects were selected with the following characteristics: Gender (male 50.8 %, female
49.2%), Age: 40 to 50 years old (M= 44.58, SD= 3.21), Occupation (employed 74.9%, student 1.7%, self-employed 23.5 %),
Educational level in years (11 (2.2 %), 13 (3.4 %), 16 (27.9%), 17 (26.3%), 18 (30.7%), 22 (9.5%) and monthly income (in USD).
(300 (1.1) 600 (0.6%), 900 (2.2%), 1200 (1.1%), 1500 (8.9%), 1800 (19.6%), 2100 (25.1%), 2400 (21.8%), >2400 (19.6%).
4. Design
An experiment was conducted employing a 2x2x3 factorial design to analyse consumer attention to the presented advertising
and their intention to purchase the personal shopper service across 12 factorial groups segregated by gender. A world-
renowned computer brand in its laptop version was evaluated. Each group was subjected to three factors: Cognitive route,
Persuasion norm, and Participant gender. e levels of the rst factor were central and peripheral, while for the Persuasion
norm factor, the levels were descriptive, social and personal. All experimental groups were exposed to the same advertising
material, albeit with variations in the messages based on their location within the factorial matrix. Participants were randomly
assigned to each experimental group, each consisting of 12 subjects. e design demonstrated a small magnitude
ω
2= 0.1 and
a power of 0.7.
5. Instrument
Two data collection instruments were used: a general interest form in the initial study and an advertising attention and
purchase intention form in the subsequent research (Marroquín-Ciendúa
et al.
, 2020) with Cronbach’s
α
=.86. Attitudes
towards the advertising were assessed using various semantic dierential scales, which measured attitudes towards the image,
text and information conveyed in the advertisement. Purchase intention was measured using Likert scales ranging from 1 to
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5, with 5 indicating “I will denitely buy it” and 1 indicating “I will denitely not buy it”. During the experimental phase, the
brand associated with outcomes from the rst and second parts of the study was used. e instruments were administered
electronically, and no incentives were provided for participation.
e advertising items required in the experimental design were validated by judgements from three expert judges, who analysed
their coherence with the types of norms and concerning the central or peripheral route (Figure 1). Female participants were
presented with a female advisor, while male participants were presented with a male advisor. As illustrated in Figure 1, the
advertising items were arranged with the following combined texts:
Central route:
“
Get advice when buying a laptop” for only 3% of the purchase value
.
Texts on the characteristics of the computer:
“
14 HD”, “Core i5-10th Gen, Quad-core”, “RAM 8GB-DDR4”, “SSD 256GB”
Peripheral route:
“Get advice when buying a laptop”, “We have the best advisors with clear answers”
.
Texts on the characteristics of the computer:
“
Better design, more style”, Really lightweight”, “Innovative like you”.
Descriptive norm:
“
Many women have already made up their minds.”
Prescriptive norm:
“
Don’t waste your money, Save!”
Personal norm:
“
Your family will thank you for this purchase.”
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Figure 1. Experimental advertisments
Source: created by the authors
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6. Procedure
e results were analysed across three phases: (1) qualitative, (2) inferential and (3) experimental. In Phase (1), in-depth
interviews were conducted using an instrument validated by experts, covering topics derived from the literature: (a)
description of the computer purchasing process, (b) experiences when shopping for applications, (c) perception of purchase
values, (d) preferences for computer equipment, (e) characteristics inspiring condence when purchasing a computer, and
(f) expected attributes of a Colombian personal shopper. e results were analysed using Vogant Tools software. Concerning
Phase (2), various hypotheses based on the literature and research axes were contrasted; the association of the preferred brand
of suppliers, type of computer and interest in the personal shopper service with demographic variables such as age, gender,
educational level, occupation, work experience, place of work and monthly income were determined. Finally, in Phase (3),
attention to the advertisements and purchase intention elicited by messages selected by the judges were evaluated using
semantic dierential scales. Attitude was assessed using the scales proposed by Chang (2015), while purchase intention used
measures from Marroquín-Ciendúa
et al.
(2020) and Chang (2015). is experimental phase featured 12 visual advertisements,
with n=12 in each experimental condition. Each experimental group viewed electronically presented advertisements
corresponding to their condition, maintaining consistent temporal, environmental and spatial conditions throughout. All
phases were conducted with informed consent and assent forms, outlining research objectives, voluntariness of participation,
data privacy and information handling. Analyses for the latter two phases were carried out using SPSS version 27.
7. Results
7.1. Qualitative phase
Two rapport questions and six open-ended questions were posed in the qualitative analysis. e corpus length and lexicometric
density were estimated for each question, focusing on aspects such as the intention to purchase the advisory service when
purchasing a computer, consumption practices, preferences about computer equipment, and characteristics expected from
consumers who provide the personal shopper service. e corpus has a length of 9950, a vocabulary density of 0.15, a number
of 1532 dierent words, a corpus retention percentage of 86% and 34.1 words per sentence. Empty words were excluded from
the analysis in line with the research objectives, and full words with semantic meaning were retained.
During the lexometric analysis of the responses, participants expressed having bought computer equipment before, needing
assistance during the purchasing process, and emphasising the importance of trust and credibility in the advisor because they
require the equipment to work at home, update technology, and capitalise on promotions. Frequencies indicate that shoppers
preferred to have a knowledgeable and approachable advisor accompany them, with the option to consult them through a
digital application.
Similarly, the ndings pertaining to each question posed show the presence of needs and habits regarding the necessity for
purchasing assistance when acquiring a computer. Concerning computer purchasing processes, the ndings underscore the
importance of checking the item’s price, knowing the equipment’s capacity, determining the technology used, verifying its
availability in stores and consulting the features oered online. Textual analysis indicates that the most frequently mentioned
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terms include “check”, “price”, “features”, “internet”, and “capacity”. e frequency of these words may indicate an association
with cognitive behaviours related to obtaining a reasonable quote, locating an available store, and nding a salesperson,
reecting the typical purchasing behaviour associated with this type of product (Figure 2a).
e results concerning the values buyers seek when purchasing a computer indicate that consumers value the attention and
advice provided by the salesperson and the storage capacity and overall equipment quality. Respondents frequently mention
“trust”, “help”, and “advice”. e word cloud illustrates the signicance of phrases such as “advice from the person”, “storage
capacity”, and “customer service”. is seems to suggest that consumers perceive the purchase not only as acquiring a physical
product but also as obtaining intangible benets such as advice from the salesperson (Figure 2b). Regarding the experiences
reported by respondents when buying computers through apps, the results reveal a tendency among technology buyers to
use apps and platforms. Frequent words include “technology”, “apps”, “shopping”, “good”, “shop”, and “internet”. ese ndings
suggest that consumers generally have had positive experiences during the purchase process (Figure 2c).
When asked what their preferences were (brand, style, price, laptop or desktop) when buying a computer, participants preferred
laptops, emphasising the signicance of the computer and a trusted brand. e word analysis shows the following recurring
terms: “trust”, “laptop”, “brand”, “design”, and “HP”. ese ndings indicate that considerations related to computer equipment
encompass not only physical attributes but also concepts that may carry hedonic and conspicuous meanings (Figure 2d). In
addition, when asked about the qualities that inspire condence in a personal shopper when buying a computer, the results
highlight frequent mentions of “knowledge”, “technology”, and “security”. It is noteworthy that words closely associated with
“person” include “brand”, “generate”, “trust”, “know”, and “team”. ese words highlight the importance of expertise and brand
association in shaping the desirable traits of a personal shopper (Figure 2e). Lastly, when participants were asked about
the attributes of a Colombian personal shopper, they emphasised the importance of understanding the customer. e most
frequent words include “knowledge”, “person”, “have”, “proposed”, and “good presentation” (Figure 2f).
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Figure 2(a). Words related to the purchase process. (b) Words illustrating values associated with the purchase. (c) Words depicting
consumer experiences. (d) Words according to computer brand. (e) Words associated with shopping condence. (f) Words representing
expected characteristics of a personal shopper
Source: created by the authors
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7.2. Quantitative Phase
In the quantitative phase, various hypotheses derived from the qualitative research axes were tested (Table 2). e results of
the relationships between the variables indicate H1: Shoppers’ gender is associated with personal shopper characteristics
χ
2(4,
N=302) =10.34, p=.03. Female gender shoppers prefer advisors who oer clear responses. In contrast, male-gender shoppers
prefer those with technical knowledge. H2: Shoppers’ gender is associated with the value willing to be paid for the personal
shopper service
χ
2(2, N=302) =6.92, p=.0. Women prefer to pay the personal shopper three per cent of the purchase value. In
contrast, men prefer a single payment of USD 26. H3: Individuals with a monthly income of USD 900 demonstrate a willingness
to pay for advice at the time of computer purchase
χ
2(2, N=302) =6.92, p=.0. Regarding the characteristics of the computer,
the ndings show that regardless of gender: H4: Participants are willing to pay for consultancy at the time of purchase if the
computer is a laptop
χ
2(1, N=302)=7.18, p=.0, H5: Buyers prefer the brand Hewlett-Packard and laptop
χ
2(7, N=256)=14.26,
p=.0, H6: Participants choose to receive purchase advice through digital channels
χ
2(4, N=302)=19.81, p=.0 y H7: Buyers are
inclined to pay between USD 570 -865 for a laptop
χ
2(4, N=302)=9.91, p=.0. ese results were used to determine the messages
of each route, the image of the computer within the advertisements, the participants’ monthly income in the experimental part
and the characteristics of the advisor dependent on the gender of the shopper.
Table 2. Hypothesis testing
H1Result
H1: Shoppers’ gender is associated with personal shopper characteristics
χ2(4, N=302)=10.34,
p
=.03
H2: Shoppers’ gender is associated with the value they are willing to be pay for personal
shopper services
χ
2(3, N=311)=16.03,
p
=.0
H3: Individuals with a monthly income of USD 900 are willing to pay for advice at the time of
computer purchase
χ2(2, N=302)=6.92,
p
=.0
H4: Participants are willing to pay for advice at the time of purchase if the device is a laptop
χ2(1, N=302)=7.18,
p
=.0
H5: Buyers prefer Hewlett-Packard and laptops
χ2(7, N=256)=14.26,
p
=.0
H6: Participants choose to receive the purchase advice service through digital channels
χ2(4, N=302)=19.81,
p
=.0
H7: Buyers are inclined to pay between USD 570-865 for a laptop
χ2(4,N=302)=9.91,
p
=.0
Source: created by the authors
7.3. Experimental phase
Finally, the experimental phase’s results aim to elucidate the inuence of the central and peripheral routes, along with dierent
norms of persuasion, on attitudes towards the advertisements and the intention to purchase the personal shopper service.
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Regarding attitudes towards advertisements, the results indicate no signicant dierences between the means of the routes (M_
central= 4.87, SD= 1.22, M_peripheral= 4.87, SD=1.24) and none of the chosen factors or covariates demonstrated signicant
eects F (11, N=179) =1.20, p=.28. Regarding the intention to buy the service, the results show that the three selected factors
do not inuence the intention to buy the service. However, there was some inuence when covariates such as education level
(in years) and monthly income (in dollars) were added. Specically for individuals with an education level of 17 years F (12,
N=179) =2.73, p=.0), it was found that under the route and female gender, the intention means were higher than the other
advertisements M=4.48, SD=0.12; F(1, N=179)=4.45, p=.0 (Figure 4ª). Similarly, signicant dierences were found concerning
the female gender factor (M=4.40, SD=0.08); F (1, N=179) =4.97, p=.02 (Figure 4b). No other eects of the selected factors were
observed. e ndings show that the chosen messages under the peripheral route enhance the intention to purchase the
personal shopper service for a computer when the prospective customer is a woman with 17 years of schooling. Regarding
the monthly income covariate USD 2100, a signicant eect was observed F (1, N=179) =6.46, p=.01, indicating that under the
female gender, there is a greater intention to purchase the service (M=4.40, SD=0.09); F (1, N=179) =0.51, p=.03 (Figure 4c). e
largest partial eect size,
η
2=0.83, is reported in the monthly income covariate regarding purchase intention.
Table 4. Estimated measures of intention levels by gender
Figure 4 (a). Inuence of intention on
educational level by (a) cognitive route and
gender. M=4.48, SD=0.12
Source: created by the authors
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Figure 4(b). Gender and inuence of intention
on educational level by monthly income.
M=4.40, SD=0.08.
Source: created by the authors
Figure 4(c). Women have higher purchase
intention when they have a monthly income of
USD 2100.
M=4.40, SD=0.09.
Source: created by the authors
Source: created by the authors
8. Discussion
In the qualitative phase ndings, it was identied that consumer behaviour concerning computer purchase and consumption
practices may be inuenced by the need for reliable and credible advisors, coupled with an understanding and expertise of
the technical features of these products and their implications for intended usage. Moreover, values linked to brands, warranty
and post-sales service, cost-eectiveness, and references emerged as signicant predictors of computer purchasing behaviour.
ese observations are corroborated by textual data from participants and align with the ndings of Mesa (2012). Notably,
it becomes evident that existing brand familiarity engenders positive attitudes towards the tangible features of computers,
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alongside hedonic and conspicuous tendencies, which also extend to high-value items such as fashionable clothing, household
appliances, furniture and cars, among others, impacting participants’ purchasing decisions (Stanton, 2007). Furthermore, the
potential access to additional information and arguments concerning the product can foster trust and demonstrate a tangible
return on the eort invested in the search. ese conditions have the potential to signicantly sway the decision to purchase a
computer (Stanton, 2007). Indeed, according to Woolcott
et al.
(2019), and in line with the research’s ndings, misinformation
regarding these products can disrupt the balance in buyer-seller relationships, fostering perceptions of subordination and
inequality vis-a-vis sellers. Consequently, uncertainty and insecurity during the computer purchasing process may prompt
consumers to search for information to update their knowledge and bolster their condence in their purchase decisions
(Perreault
et al.
2016).
Based on the above, and considering that the role of the personal shopper is currently recognised as a valuable alternative
for providing knowledge and expertise to buyers, aiming to reduce uncertainty and assist in purchasing and consumption
decisions, the current study, in its quantitative and experimental phases, sought to explore the understanding of factors that,
for laptop buyers, could inuence their preferences towards the personal shopper service.
In the results of the quantitative phase, it was found that the gender of buyers signicantly shapes the desired characteristics
of a personal shopper. Specically, women prefer clarity and coherence in advice, while men gravitate towards the technical
knowledge of the sales advisor. Apparently, and according to Ayuningtyas & Mohd (2019), the service oered by the personal
shopper can sway consumer purchasing decisions in this type of product. Similarly, concerning the willingness to pay for such
a service, despite its perception of costliness, the ndings also revealed disparities between men and women. However, there
is no gender disparity regarding the willingness to pay for sales advice. is behaviour is evident for both men and women,
provided the purchase is a laptop. Similarly, men and women prefer the Hewlett-Packard brand and prefer advisory services
delivered through digital channels. Indeed, as Moody
et al.
(2010) found, emotional conditions linked to sociodemographic
characteristics could inuence buyers’ decisions when favouring products they identify with.
Finally, in its experimental phase, this research aimed to observe the impact on attitudes toward advertising and purchase
intentions that advertisements for the purchase of laptops supported by a personal shopper, constructed with messages based
on the central and peripheral routes of persuasion (Elaboration Likelihood Model), in conjunction with normative appeals
(descriptive, subjective and personal-altruistic) might have. Although no signicant dierences were observed in the various
combinations of messages regarding attitudes and purchase intentions, dierences related to the participants’ educational
level and monthly income were identied. Indeed, the ndings suggest that advertisements featuring an aesthetically pleasing
personal shopper gure (peripheral route of persuasion) have signicantly more substantial eects on purchase intentions
among women with higher levels of education and income compared to advertisements solely focusing on the product and its
technical features (central route of persuasion). Consequently, it was observed that emotionally charged messages bolstered
by variables such as the aesthetics and attractiveness of models and emotive language alongside advertisement design could
enhance the persuasive impact of the advertisement on intentions to purchase personal shopper services in the personal
computer category. However, the results also suggest that this eect may be more pronounced among educated women with
higher incomes.
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Similar to ndings by Campbell & Kirmani (2008), the aforementioned results illustrate that consumers perceive sales
advisors as capable of inuencing their decisions. Furthermore, advertising featuring advisors for purchases is more likely
to be eective if they use attractive models. Perhaps, at the point of sale, the physical attractiveness of the advisor, coupled
with product knowledge and trust instilled in the customer, inuences the willingness to purchase a personalised advisory
service. However, as Vohs
et al.
(207) suggest, consumers may also resist the sales agent and oppose their persuasive messages,
perceiving a loss of autonomy in decision-making. Additionally, buyers’ defences against persuasion may lead to negative
attitudes towards brands, products and sales personnel (Sujan
et al.
, 1986).
On the other hand, although Briñol
et al.
(2015) indicate that message clarity in both advertising and point-of-sale
communication directly aects the persuasive process, it is apparent that other variables related to the marketing process can
inuence consumers’ behavioural intentions when exposed to such advertising communication. In this context, it is reasonable
to assume that intentions and attitudes towards acquiring advisory services for computer equipment may be inuenced by
inherent brand positioning, perceived quality and after-sales service, given the heightened economic risk and involvement
associated with technological purchases (Celsi & Olson, 1988). However, it is evident that, concerning the communicative
variable, specic characteristics such as credibility and source recognition can enhance attention to messages and their
persuasive eectiveness (Hedhli
et al.
, 2021), recognising that attractive models do not always work for computer purchases
(Kamins, 1990). In this regard, as evidenced in the present study and suggested by Kang & Herr (2006), source characteristics
and product type may interact to generate attentional and persuasive processes in consumers.
9. Conclusions
e ndings of this study enrich the empirical body of evidence regarding the eectiveness of advertising communication and
marketing processes in the context of technology consumption and the variables inuencing consumer decisions. is research
contributes to understanding persuasive message characteristics in conjunction with marketing variables, including those
related to purchasing advisory services and after-sales support. Despite its limitations, population-specic characteristics, and
methodological designs, this study presents ndings that contribute to new perspectives in marketing research and technology
consumption with post-sales service. Indeed, the ndings show potential gender-related behaviours, presenting strategic
implications for communication eorts within the technology product category. It also provides relevant information for
strategically developing marketing processes surrounding technology consumption. Understanding consumers’ perceptions
of sales consultants and their potential impact on attitudes and decision-making can enhance advertising and marketing
communication practices and facilitate the development of eective personal sales services. As Campbell & Kirmani (2008)
suggested, consumers may perceive sales agents as negatively inuencing their decisions. erefore, identifying eective
communication structures or persuasive combinations can help reduce this distrust towards sales personnel and improve
brand-building processes within the category.
In conclusion, these ndings underscore the signicance of examining gender-dierentiated technology purchasing behaviour.
is study shows that men and women demonstrate dierent interactions, perceptions and decisions when encountering
technological purchasing processes. Understanding these dierences can assist commercial and technological sectors in
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developing innovative communication strategies aligned with the psychographic proles of potential consumers. Future
studies could be replicated in other geographical, social, and cultural contexts to explore these dierences further.
10. Acknowledgements
is article has been translated by Sophie Phillips, for whom we are grateful for her work.
Sources of funding: Fundación Universidad de Bogotá Jorge Tadeo Lozano. NIT:860006848
11. Specic contributions of each author
Name and Surname
Conception and design of the work
Fernando Marroquín-
Ciendúa
, Manuel Medina-
Labrador
and
Yamile Castro Gonzales
Methodology
Fernando Marroquín-
Ciendúa
, Manuel Medina-Labrador and
Harold Germán Rodríguez-Celis
Data collection and analysis
Manuel Medina-
Labrador
, Yamile Castro Gonzales and
Fernando Marroquín-
Ciendúa
Discussion and conclusions
Fernando Marroquín-
Ciendúa
, Manuel Medina-
Labrador
,
Harold Germán Rodríguez-Celis and Yamile Castro Gonzales
Drafting, formatting, version review and approval
Fernando Marroquín-
Ciendúa
, Manuel Medina-
Labrador
and
Harold Germán Rodríguez-Celis
12. Conict of interest
e authors declare that there is no conict of interest contained in this article.
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nº 39, pp. 203-226
July-December of 2024
Fernando Marroquín-Ciendúa, Manuel Medina-Labrador, Harold Germán Rodríguez-Celis and Yamile Castro Gonzáles
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