Literature Review On Online Shopping Project
Literature Review On Online Shopping Project
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An investigation of factors influencing electronic exchanges. In the case of experiments, the number
of positive and negative reviews of each mobile phone was limited to 10 positive and 10 negative
reviews (20 in total) due to the size restrictions on the product review picture. Their understanding is
that CSR is pre-eminently about following laws, followed by ethical responsibilities towards the
environment and regarding human rights while economic and philanthropic dimensions are
considered to be relatively less important. Depending on whether it met expectations, their
purchasing decisions were formed, and mobile phone reviews were taken as secondary references
that could not completely change their minds. European Journal of Infor- mation Systems, 12, pp.
41-48. Vijayasarathy, L. R. and Jones, J. M. (2000) Print and internet catalog shopping: assessing atti
tudes and intentions. The full list of benefits of using professional writing services is extensive, and
each student will surely have a unique set of advantages to enjoy. In the absence of this human
support for the sales process in e-commerce there is a need to develop intelligent virtual sales agents
that will fill these roles. Hence, when there is poor comment information presented, consumers tend
to choose not to buy the product ( Mayzlin and Chevalier, 2003 ). You can even order a plagiarism
report to go with your essay if you’re nervous about the professor’s accusations. The results
contribute to the literature on consumer behavior and provide practical implications for the
development of e-business markets. All you need to do to check if we can handle your task is chat
with our support agents. Their understanding is that CSR is pre-eminently about following laws,
followed by ethical responsibilities towards the environment and regarding human rights while
economic and philanthropic dimensions are considered to be relatively less important. We monitor
each writer’s performance throughout our cooperation and assess their skills, as well as the customer
reviews, the number of revisions, and complaints. Assortment planning (AP) is a process of selecting
types and number of product to be kept from a given product line and also to determine the optimal
level of inventory of these products. The review shows that attitudes toward online shopping and
intention to shop online are not only affected by ease of use, usefulness, and enjoyment, but also by
exogenous factors like consumer traits, situational factors, product characteristics, previous online
shopping experiences, and trust in online shopping. Download Free PDF View PDF Inside the Mind
of the Shopper The Science of Retailing Darri Tryggvason Download Free PDF View PDF
Consumer Behavior at Retail, Chapter 3 Robert Paul Jones Consumer patterns have been the
dominant point of discussion in retailing and marketing for over 50 years. Furthermore, the study
identified a significant correlation between the visual browsing behavior of consumers and their
purchase intention. Similarly, customer intentions of features of eco-hotels such as recycles it waste
products and water, reducing paper usage, bans the use of plastic and other toxic elements, and
products and utilities that are made sustainably motivates the customers to choose eco-friendly
hotels. This paper therefore proposes a framework to increase researchers’ understanding of
consumers’ attitudes toward online shopping and their intention to shop on the Internet. Repeated
Measures From Gender and Review Type Perspectives—Analysis of Variance The two independent
variables for this experiment were the emotional tendency of the review and gender. Yet, these
studies considered users without consideration of user categories, particularly gender. Many students
doubt our experts can deliver the promised quality on short notice and avoid getting help for fear of
getting caught by professors or school administration. Then, the reviews were classified in terms of
appearance, memory, running speed, logistics, and so on into two categories: positive reviews and
negative reviews. The empirical study used online survey method, from 934 consumers,from six
major cities in India, across different demographics. They also found that perceived credibility and
perceived diagnosticity have a significant influence on purchase decisions, but only in the context of
unpleasant online customer reviews. Communica tion of the Association of Computing Machinery,
42 (4), pp. 80-85. Jarvenpaa, S. and Todd, P. (1997) Consumer reactions to electronic shopping on
the world wide web. Figure 4 implies that participants spent more time and cognitive effort on
negative reviews than positive ones, as evidenced by the wider red areas in the negative reviews. The
implementation of those needs can then stimulate them to make a repeat purchase or to find special
goods and services to better fulfill those needs. Furthermore, the content of the reviews was refined
to retain the original intention but to meet the requirements of the experiment. A Social Media value-
creation model is created in order to find out if any of the functionalities applied to tourism and any
of the perceived benefits of using Social Media in tourism contribute in any way to the tourist's
value-creation or if it has an influence on tourists when planning and taking trips.
To enhance the reputation and ratings of online stores, in the Chinese e-commerce market, more and
more sellers are employing a network “water army”—a group of people who praise the shop and
add many fake comments without buying any goods from the store. Don’t think of it as buying
papers; think of it as a way of living your best life and getting the most out of every day. Unbeatable
Benefits of Our “Write My Essay For Me” Service The incredible variety of academic writing
services online makes buying a paper a challenge. Their understanding is that CSR is pre-eminently
about following laws, followed by ethical responsibilities towards the environment and regarding
human rights while economic and philanthropic dimensions are considered to be relatively less
important. When it comes to e-consumers in commercial activities on B2B and B2C platforms, 82%
of the consumers read product reviews before making shopping choices, and 60% of them refer to
comments every week. Instead of a drawn-out order process, you can get it in within minutes and
finally catch a well-deserved break. Secondly, the current study offers a deeper understanding of the
relationships between online review valence and gender difference by uncovering the moderating
role of gender. However, the study has some limitations presented in the concluding section of the
study along with future scope. To browse Academia.edu and the wider internet faster and more
securely, please take a few seconds to upgrade your browser. Verified order Terry It’s my go-to paper
writing service. Above is merely a short description of our hiring process. They also found that
perceived credibility and perceived diagnosticity have a significant influence on purchase decisions,
but only in the context of unpleasant online customer reviews. Both behavioral and eye movement
data were collected during the experiment. As a result, the state-of-art model finds difficulty in
revealing the correlation between the items and behaviors. With standardization and small selection
differences among individuals, search products can be objectively evaluated and easily compared, to
effectively control the influence of individual preferences on the experimental results ( Huang et al.,
2009 ). Therefore, this research focused on consumer electronics products, essential products in our
life, as the experiment stimulus material. Goods with positive comments can promote online
consumers’ purchase intention more than those with negative comments and will bring more profits
to businesses. All participants provided their written consent before the experiment started. A total
of 30 start-up owners comprising of 15 from each country were sampled for the study through
convenience and snowball sampling techniques. International Journal of Electronic Commerce, 6 (1),
75-91. Li, H., Kuo, C., and Russel, M. G. (1999) The impact of perceived channel utilities, shopping
orientations, and demographics on the consumer’s online buying behavior. Full article: The impact of
online shopping attributes on customer The impact of online shopping attributes on customer
satisfaction and loyalty: Moderating effects of e-commerce experience. 2. Literature review. In South
Africa, total retail spending increased from 1.2% in 2016 to 1.8% in 2017, with retail sales reaching
the R1 trillion mark.. (i.e., the results supporting the theoretical views of the. (PDF) A Systematic
Literature Review of Online Shopping. Solitude and safety risk emerges regularly as a reason for
being cautious about internet shopping. Fictitious Comments Recognition Analysis The authenticity
of reviews is an important factor affecting the helpfulness of online reviews. Plagiarism check.
Before delivering a preview to your inbox, we run a plagiarism check to ensure similarities do not
exceed 10%. A Social Media value-creation model is created in order to find out if any of the
functionalities applied to tourism and any of the perceived benefits of using Social Media in tourism
contribute in any way to the tourist's value-creation or if it has an influence on tourists when
planning and taking trips. Yet, these studies considered users without consideration of user
categories, particularly gender. Since consumers can access and process information quickly through
various means and consumers’ emotions influence product evaluation and purchasing intention, this
research set out to investigate to what extent and how the emotional valence of online product
review would influence their purchase intention. The results indicate that Indian consumers are aware
of CSR; older and more educated Indian consumers, from privileged socioeconomic classes are more
aware than others. Journal of the Academy of Marketing Science, 30 (4), pp. 411-432. Childers, T. L.,
Carr, C. L., Peck, J., and Carson, S. (2001) Hedonic and utilitarian motivations for online retail
shopping behavior. Our experts are professional writers with a broad range of expertise and skills,
capable of dealing with anything professors throw at you. Among the electronic media, social media
is used more by startups.
Descriptive Statistical Analysis Fixation dwell time and fixation count were extracted in this study
for each record. Read Article E-commerce Smartphone Application - Thesai.org E-commerce
Smartphone Application Abdullah Saleh Alqahtani School of Computer Science, provides a
literature review of important aspects of mobile devices that can use such ecommerce web
applications through web services.. Document Retrieval E-Marketing - A literature Review From A
Small Businesses. Eco-friendly hotels are the ones that use various sustainable strategies towards
addressing the environmental issues as well as improving the awareness of the customers and
tourists towards environmental contribution. Furthermore, according to the eye-mind hypothesis, eye
movements can reflect people’s cognitive processes during their decision process ( Just and
Carpenter, 1980 ). Therefore, if you keep quiet about our deal, your reputation and record will be
100% safe from suspicions and accusations. Before the survey, there was a brief discussion that
aided in developing a descriptive research design regarding the purchasing behavior of supermarket
customers. Experiment outcome shows LCP attain significant performance over the existing model in
terms of Recall, F1-Score, Mean reciprocal rate (MMR) and Hit rate (HR). The primary data was
gained by utilizing structured questionnaire that was collected from consumers. Many researchers are
calling for the use of neurobiological, neurocognitive, and physiological approaches to advance
information system research ( Pavlou and Dimoka, 2010; Liu et al., 2011; Song et al., 2017 ). Several
studies have been conducted to explore consumers’ online behavior by using eye-tracking. Consumer
motive relates to a wide spectrum of wants and needs. Sure, it was a bit pricey, but I got a pass, and
the prof never suspected a thing. At the same time, we make writing papers affordable and
comfortable for students. The research aims to provide theoretical contribution in understanding the
present status of online shopping. Our product is an online reporting platform which allows people
within an organisation to safely and confidently report instances of bullying harassment and
unacceptable behaviour anonymously if they wish. Before the selection of garments, the consumers
should have awareness of its features. Drivers of shopping online: a literature review Consumers are
increasingly adopting electronic channels for purchasing. We pick the most successful and
experienced writers by having them complete a research and writing task within a short timeframe to
test their ability to work under pressure. You can download the paper by clicking the button above.
Information and Management, 39 (6), pp. 457-465. Ratchford, B. T., Talukdar, D., and Lee, M.-S.
(2001) A model of consumer choice of the internet as an information source. The growth of retail
sector in India is one of the fastest globally. Since reviews are comments from consumers’
perspectives and often describe their experience using the product, it is easier for other consumers to
accept them, thus assisting their decision-making process ( Mudambi and Schuff, 2010 ). You can
download the paper by clicking the button above. The state-of-art models are designed by
considering long-term consumer context. The findings provide useful information and guidelines on
the underlying mechanism of how online reviews influence consumers’ online shopping behavior,
which is essential for the theory of online consumer behavior. Electronic Commerce Research and
Applications, 2, pp. 203-215. Csikszentmihalyi, M. (1988) Optimal experience: psychological studies
of flow in cousciousness. U.K, Cambridge University Press. A total of 30 start-up owners comprising
of 15 from each country were sampled for the study through convenience and snowball sampling
techniques. Upload the prompt and rubric—get the paper in a week or so. It adds to the body of
literature on the applicability of Carroll’s pyramid model across global markets, being one of the very
few studies in India to do so. Online shopping is a form of electronic commerce which allows
consumers to directly buy goods or services from a seller over the Internet using a web browser or a
mobile appConsumers find a product of interest by visiting the website of the retailer directly or by
searching among alternative vendors using a shopping search engine which displays the same
products availability and. Instead, we’ll focus on the three standout advantages every student will
appreciate: Student-friendly pricing.
Shopping convenience, information seeking, social contact, and diversity affects the consumer
attitude towards online shopping. Journal of Retailing, 77 (4), pp. 511-535. Corbitt, B. J., Thanasanki,
T., and Yi, H. (2003) Trust and e-commerce: a study of consumer perceptions. The findings are
presented in each section including descriptive statistical analysis, analysis from the perspective of
gender and review type using ANOVA, correlation analysis of purchasing decisions, and qualitative
analysis of observations. The number of comments could be considered relatively small. Hypotheses
testing results indicate that the emotional valence of online reviews has a significant influence on
fixation dwell time and fixation count of AOI, suggesting that consumers exert more cognitive
attention and effort on negative reviews than on positive ones. Similarly, customer intentions of
features of eco-hotels such as recycles it waste products and water, reducing paper usage, bans the
use of plastic and other toxic elements, and products and utilities that are made sustainably
motivates the customers to choose eco-friendly hotels. It has been observed that the demand
estimation in any assortment planning problem mostly considered shelf-space and substitution
parameters. A total of 316 sample consumers have been randomly selected for the study. Online
shopping indicates electronic commerce to buy products or services directly from the seller through
the Internet.. the advantages, disadvantages and website address which are related to it. About
56.25% of the respondents know about online shopping from websites especially from different
social media like Facebook. In this chapter we will discuss the differences between shoppers and
consumers, track the shoppers' methods, and explore opportunities for retailers to influence shoppers'
changing demands. This result can be explained further by the subsequent interview of each
participant after the experiment was completed. On the other hand, traditional shopping allows
customers to physically examining products which otherwise online shopping lacks. For example,
Meyers-Levy and Sternthal (1993) put forward the selectivity hypothesis, a theory of choice
hypothesis, which implies that women gather all information possible, process it in an integrative
manner, and make a comprehensive comparison before making a decision, while men tend to select
only partial information to process and compare according to their existing knowledge—a heuristic
and selective strategy. Journal of End User Computing, 15 (4), pp. 1-26. Shim, S., Eastlick, M. A.,
Lotz, S. L., and Warrington, P. (2001) An online prepurchase intentions model: the role of intention
to saerch. Consumer Perceptions Towards International And Local Brands In The Indian Retail
Industry. At first, brand-related, price-related, transaction-related, and prestige-related contents were
removed from comments. You’re not alone in your struggles with the unmanageable workload most
schools expect you to handle. For a specific type of comment, gender had significant influences,
because the eye movement index between men and women was different. Visual attention by both
fixation dwell time and count is considered as part of moderating effect on the relationship between
the valence of comment and purchase intention, and as the basis for accommodating underlying
processes. The relationship between consumer's decision-making styles and their choice between
branded items are investigated using a sample of consumers of Madurai city. Many session based
approaches have been presented in recent times to forecast user's next item requirement. As a result,
the state-of-art model finds difficulty in revealing the correlation between the items and behaviors.
Susan Lambert School of Commerce Flinders University of South Australia. You can download the
paper by clicking the button above. Indian consumers are very particular about their products. In
addition, studies have considered broader online product information (OPI), comprising both online
reviews and vendor-supplied product information (VSPI), and have reported on different attempts to
understand the various ways in which OPI influences consumers. Based on this selective review, a
conceptual model of OSA is presented. This study simulated a network shopping scenario and
conducted an eye movement experiment to capture how product reviews affect consumers
purchasing behavior by collecting eye movement indicators and their behavioral datum, in order to
determine whether the value of the fixation dwell time and fixation count for negative comment
areas is greater than that for positive comment area and to what extent the consumers are suspicious
about false comments. Based on the key aspects outlined and discussed above, the following
hypothesis was proposed: H4: Attention to consumers’ comments is positively correlated with
consumers’ purchasing intentions: Consumers differ in the content of comments to which they gaze
according to gender factors.
Contrary to expectations, factors, such as appearance and logistics, were no longer a priority. Since
shopper marketing is in the early stages of development, it is also an emerging research field and,
consequently, questions and challenges to this approach are emerging across all the marketing-mix
variables. The aim of the study is to investigate the consumer behavior towards Fast Moving
Consumer Goods. Verified order JD I had to write my paper in two days but had no time. Consumer
motive relates to a wide spectrum of wants and needs. An investigation of factors influencing
electronic exchanges. Furthermore, for an online product review, it was also reported that gender can
easily lead consumers to different perceptions of the usefulness of online word-of-mouth. Many
students doubt our experts can deliver the promised quality on short notice and avoid getting help
for fear of getting caught by professors or school administration. Project Report On Two Wheeler
After Sale Service In Semi Urban Area. When the price and comment clues are consistent,
consumers’ purchase rates significantly improve. The rates are real low for the quality I get, so there’s
no reason to look for better deals. Explaining online consumer behavior is still a major issue as
studies available focus on a multiple set of variables and relied on different approaches and
theoretical foundations. Culture Shift is a tech-for-good software development business founded in
2018 by Gemma McCall Carl Sadd and Stuart Bradley. The primary data was gained by utilizing
structured questionnaire that was collected from consumers. Commodity description information in
Figure 2A was collected from product introductions on Taobao.com, mainly presenting some
parameter information about the product, such as memory size, pixels, and screen size. At first
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expert writers. It is based on the above question that this research work is being carried out to
ascertain the most used emerging media by start-ups for their marketing purposes in India and
Ghana. Sure, it was a bit pricey, but I got a pass, and the prof never suspected a thing. Some
students doubt our experts can successfully write their essay because the topic is too obscure or the
requirements are too tough. Consumer inspiration is an internal state that drives people to classify
and buy products or services that accomplish conscious and unconscious needs or desires. Verified
order Ryan These guys sure know how to write paper for me. A survey conducted by Zhong-Gang et
al. (2015) reveals that nearly 60% of consumers browse online product reviews at least once a week
and 93% of whom believe that these online reviews help them to improve the accuracy of purchase
decisions, reduce the risk of loss and affect their shopping options. To browse Academia.edu and the
wider internet faster and more securely, please take a few seconds to upgrade your browser. Fixation
can indicate the information acquisition process. This is attributed to the fact that men and women
have different risk perceptions of online shopping ( Garbarino and Strahilevitz, 2004 ). Commodity
information and reviews. (A) Commodity information, (B) Commodity reviews. Their understanding
is that CSR is pre-eminently about following laws, followed by ethical responsibilities towards the
environment and regarding human rights while economic and philanthropic dimensions are
considered to be relatively less important. However, in the current application dynamic, such long-
context does not exist and recommendation must be made based on user present behavior of an
ongoing session.
Participants A total of 40 healthy participants (20 males and 20 females) with online shopping
experiences were selected to participate in the experiment. This is evidenced by the number of
publications on this theme in the recent time. On the other hand, the overall quality of the purchase
experience and customer expectations are stronger drivers of customer satisfaction in the offline
purchases. Descriptive Statistical Analysis Fixation dwell time and fixation count were extracted in
this study for each record. Conflict of Interest The authors declare that the research was conducted in
the absence of any commercial or financial relationships that could be construed as a potential
conflict of interest. Communica tion of the Association of Computing Machinery, 42 (4), pp. 80-85.
Jarvenpaa, S. and Todd, P. (1997) Consumer reactions to electronic shopping on the world wide web.
In recent, this change has been mostly observed in Karnataka where the shoppers are exposed to
several shopping formats that range from local Kirana's shop, supermarkets, convenience stores to
hypermarkets (Anon, n.d.). The aim of this research paper was to investigate the impact of various
individual factors on shoppers' behaviour in modern retail formats viz. In addition, in real online
shopping, consumers are accustomed to giving positive reviews as long as any dissatisfaction in the
shopping process is within their tolerance limits. But “impossible” is not a word in our writers’
vocabulary. Among the electronic media, social media is used more by startups. Get Doc
LITERATURE REVIEW - Shodh.inflibnet.ac.in 5 LITERATURE REVIEW Some preliminary
works on e-business and banking have been made through using data analysis. Sudipta Sen Gupta,
deepti wadera This paper investigates the awareness and understanding about CSR among Indian
consumers, using Carroll’s pyramid model of CSR dimensions viz. Write My Paper Services Get
Evermore Popular You’d expect educators to be the first to adjust to the ever-changing technology
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Combined with online comments, eye movement fixation, and information extraction theory, Song et
al. (2017) found that fake praise significantly affects consumers’ judgment of the authenticity of
reviews, thereby affecting consumers’ purchase intention. Their understanding is that CSR is pre-
eminently about following laws, followed by ethical responsibilities towards the environment and
regarding human rights while economic and philanthropic dimensions are considered to be relatively
less important. Download Free PDF View PDF See Full PDF Download PDF Loading Preview
Sorry, preview is currently unavailable. To test the above hypothesis, the following two hypotheses
were derived, taking into consideration positive and negative review comments from H1, and visual
attention associated with fixation dwell time and fixation count. Share to Twitter Share to Facebook
Share to Pinterest. Consumer behavior consists of the activities people engage in when selecting
purchasing and using products so as to satisfy needs and desires. To browse Academia.edu and the
wider internet faster and more securely, please take a few seconds to upgrade your browser. Many
researchers are calling for the use of neurobiological, neurocognitive, and physiological approaches to
advance information system research ( Pavlou and Dimoka, 2010; Liu et al., 2011; Song et al., 2017
). Several studies have been conducted to explore consumers’ online behavior by using eye-tracking.
The findings will help corporate India, with its historical association with philanthropy, to note the
consumer perspective and reap the benefits of strategic CSR. The rates are real low for the quality I
get, so there’s no reason to look for better deals. Women would be worried more about the various
shopping risks and be more easily affected by others’ evaluations. However, when limited fake
criticism was mixed in with a large amount of normal commentary, the subject’s eye movements did
not change significantly, indicating that little cognitive conflict was produced. According to this
study, the time pressure and purpose of the shopping (for a gift or for themselves) can change the
consumers’ shopping habits. Data processing was conducted by the matching Data Viewer analysis
tool. Journal of Global Information Management, 13 (2), pp. 66-88. Eastlick, M. A. and Lotz, S. L.
(1999) Profiling potential adopters of an interactive shopping medium. The researchers hypothesize
that online shopping significantly impacts students' monthly allowances. Data Analysis Key
measures of data collected from the eye-tracking experiment included fixation dwell time and
fixation count.
A total of 316 sample consumers have been randomly selected for the study. I order at least a couple
every month, and they haven’t let me down once. Any product that may be evaluated in this article,
or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.
Verified order Jean Was looking to pay someone to write my paper. Moreover, neurocognitive studies
have indicated that consumers’ cognitive processing can reflect the strategy of their purchase
decision-making ( Rosa, 2015; Yang, 2015 ). Reach them via the hotline, live chat, or email and
receive a response within minutes. We won’t bore you with a lengthy list of all our benefits. Read
Document CHAPTER 2 LITERATURE REVIEW 2.1 INTRODUCTION LITERATURE REVIEW
2.1 INTRODUCTION Entrepreneurship plays an eminent function in creating an avenue for
employability for rural communities, providing entrepreneurial activities in India as well as other
countries. Journal of the Academy of Marketing Science, 19 (3), pp. 209-221. Grewal, D., Iyer, G.
R., and Levy, M. (2002) Internet retailing: enablers, limiters and market con sequences. To browse
Academia.edu and the wider internet faster and more securely, please take a few seconds to upgrade
your browser. Above is merely a short description of our hiring process. European Journal of Infor-
mation Systems, 12, pp. 41-48. Vijayasarathy, L. R. and Jones, J. M. (2000) Print and internet catalog
shopping: assessing atti tudes and intentions. Only those with a deviation angle of less than 1-degree
angle could enter the formal eye movement experiment. The Indian organic food market although in
its infant stage, has started growing faster. Since consumers can access and process information
quickly through various means and consumers’ emotions influence product evaluation and purchasing
intention, this research set out to investigate to what extent and how the emotional valence of online
product review would influence their purchase intention. Journal of Consumer Behavior, 4 (2), pp.
118-131. Ranganathan, C. and Ganapathy, S. (2002) Key dimensions of business-to-consumer web
sites. These studies have yielded strong evidence of the valence intensity of online reviews on
purchasing intention. The more assignments you outsource, the bigger the GPA boost you will see.
Each experiment was set with the guidelines provided and carried out for a set time. Simple, painless,
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can’t believe I waited this long to get help. Journal of Retailing and Consumer Services, 13 (2), pp.
151-167. Peterson, R. A., Balasubramaniam, S., and Bronnenberg, B. J. (1997) Exploring the
implications of the internet for consumer marketing. Retrieve Here E-Commerce Or Internet
Marketing: A Business Review From. Likewise, Boardman and Mccormick (2021) found that
consumer attention and behavior differ across web pages throughout the shopping journey depending
on its content, function, and consumer’s goal. Findings: The study found a strong correlation
between Purchase Intention and consumer awareness, promotional activities, Peer Group influences,
and superstore amenities. Hypotheses testing results indicate that the emotional valence of online
reviews has a significant influence on fixation dwell time and fixation count of AOI, suggesting that
consumers exert more cognitive attention and effort on negative reviews than on positive ones. The
implementation of those needs can then stimulate them to make a repeat purchase or to find special
goods and services to better fulfill those needs. With the assignment pressure off, you’ll finally be
able to devote more effort to achieving your big goals instead of playing catch-up with schoolwork.
In a heat mapping plot, fixation data are displayed as different colors, which can manifest the degree
of user fixation ( Wang et al., 2014 ). Red represents the highest level of fixation, followed by yellow
and then green, and areas without color represent no fixation count. Assortment planning (AP) is a
process of selecting types and number of product to be kept from a given product line and also to
determine the optimal level of inventory of these products. Among other factors, those changes led
to an increasing importance of the point-of-purchase (POP) on marketing management activities.