Efecto de normas de persuasión en el servicio personal shopper

Fernando Marroquín-Ciendúa; Manuel  Medina-Labrador; Harold Germán Rodríguez-Celis; Yamile Castro Gonzáles

doi:10.31921/doxacom.n39a1952

Authors

Fernando Marroquín-Ciendúa University Jorge Tadeo Lozano, Colombia
Manuel Medina-Labrador Pontificia University Javeriana, Bogotá, Colombia
Harold Germán Rodríguez-Celis University Externado de Colombia, Colombia
Yamile Castro Gonzáles Prime Business School, Colombia https://orcid.org/0000-0001-9703-8918

DOI:

https://doi.org/10.31921/doxacom.n39a1952

Keywords:

Personal shopper, purchase intention, cognitive route, persuasion, online sales

Abstract

Some key disadvantages of online computer sales stem from unmet consumer expectations, insufficient product knowledge, and product returns. This 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. The results 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 influence 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. The potential effects of advertising messages on the purchase intention
of the service are discussed.

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Author Biographies

Fernando Marroquín-Ciendúa, University Jorge Tadeo Lozano, Colombia

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. Specifically, his expertise lies in persuasive and cognitive processes, normative behaviour, as well as responsible, ecological, and gender-oriented consumption.
Manuel Medina-Labrador, Pontificia University Javeriana, Bogotá, Colombia

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, Pontificia 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.
Harold Germán Rodríguez-Celis, University Externado de Colombia, Colombia

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 fields of communication and psychology.
Yamile Castro Gonzáles, Prime Business School, Colombia

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 influence of persuasion within the business process.

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