Computer Science
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Browsing Computer Science by Author "Noorian, Zeinab"
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Item Complexity or simplicity? Designing product pictures for advertising in online marketplaces(Pergamon, 2016-01-31) Wu, Kewen; Vassileva, Julita; Zhao, Yuxiang; Noorian, Zeinab; Waldner, Wesley; Adaji, IfeomaIn online marketplaces, many sellers highlight product and service information directly within product pictures for advertising purposes. Such a strategy increases the visual complexity of the picture and provides more information to support buyers’ judgment. However, when other sellers adopt the same method, a given picture will not be conspicuous enough to be noticed. To address this issue, the concept of complexity contrast is introduced. No prior attention has been paid in literature to the interplay between visual complexity and complexity contrast. This research proposes a theoretical model to explain the influences of visual complexity and complexity contrast on buyers’ pleasantness in shopping, while perceptual and conceptual fluency act as mediators. Results from a lab experiment suggest an entangled effect of complexity contrast and visual complexity, indicating that buyers are influenced more by the conspicuousness of a product picture, rather than the information conveyed by a product picture when it is visually overwhelming.Item How buyers perceive the credibility of advisors in online marketplace: review balance, review amount and misattribution(Springer Berlin Heidelberg, 2015-02-12) Vassileva, Julita; Wu, Kewen; Noorian, Zeinab; Adaji, IfeomaIn an online marketplace, buyers rely heavily on reviews posted by previous buyers (referred to as advisors). The advisor’s credibility determines the persuasiveness of reviews. Much work has addressed the evaluation of advisors’ credibility based on their static profile information, but little attention has been paid to the effect of the information about the history of advisors’ reviews. We conducted three sub-studies to evaluate how the advisors’ review balance (proportion of positive reviews) affects the buyer’s judgement of advisor’s credibility (e.g., trustworthiness, expertise). The result of study 1 shows that advisors with mixed positive and negative reviews are perceived to be more trustworthy, and those with extremely positive or negative review balance are perceived to be less trustworthy. Moreover, the perceived expertise of the advisor increases as the review balance turns from positive to negative; yet buyers perceive advisors with extremely negative review balance as low in expertise. Study 2 finds that buyers might be more inclined to misattribute low trustworthiness to low expertise when they are processing high number of reviews. Finally, study 3 explains the misattribution phenomenon and suggests that perceived expertise has close relationship with affective trust. Both theoretical and practical implications are discussed.Item How do you feel when you see a list of prices? the interplay among price dispersion, perceived risk and initial trust in Chinese C2C market(Elsevier, 2015-07-31) Wu, Kewen; Vassileva, Julita; Noorian, Zeinab; Zhao, YuxiangThe issues of trust fraud, product genuineness and price dispersion jointly make Chinese C2C buyers difficult to identify trustworthy sellers with a low price. Little is known about the generation of initial trust when buyers search products and receive lists of widely ranged prices. This study proposes a theoretical model to explain how price dispersion interacts with other factors in C2C purchase, such as initial trust, perceived risk, perceived value and purchase intention. Product type is considered as a moderator. 261 students were invited in a survey-based experiment. The results from PLS analysis show that price dispersion negatively affects perceived value, whilst, positively affects perceived risk, which further influences perceived value negatively. Price dispersion also negatively influences initial trust through perceived risk. Moreover, the negative effects of price dispersion are stronger when buyers purchase high-touch products.