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ORIGINAL RESEARCH article

Front. Commun.
Sec. Advertising and Marketing Communication
Volume 9 - 2024 | doi: 10.3389/fcomm.2024.1411870

Examining the Interplay of Information, Emotions, and Behavior: PLS-ANN analysis

Provisionally accepted
LI RUI LI RUI *
  • Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Aveiro, Portugal

The final, formatted version of the article will be published soon.

    The study investigates how platform information push sways emotions to influence online purchase outcomes in Macau e-commerce. Employing PLS-ANN analysis of survey data from 871 platform users, results revealed push enhances pleasure but mitigates annoyance. In turn, pleasure elevates while annoyance reduces purchase intention and behavior. Interestingly, accuracy exhibited no direct impact but moderated annoyance when interacting with push. Findings provide novel empirical evidence on push mechanisms and actionable strategies for optimizing emotive resonance. Key contributions include elucidating emotions' mediating role, expanding affect-as-information theory and emotional contagion theory, and offering statistically significant recommendations to maximize Macau online sales through information-emotion synergy. Additional dimensions like crossareas, experimental, neural and cross-platform comparisons would enrich this affective research avenue as digital buying gains dominance. Effectively leveraging emotive motivators through impactful, irritation-reducing pushes may hold the key to purchase maximization.

    Keywords: E-commerce1, platform information push2, consumer emotion3, pleasure4, annoyance5, purchase intention6, purchase behavior7, Macau7

    Received: 03 Apr 2024; Accepted: 06 Sep 2024.

    Copyright: © 2024 RUI. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: LI RUI, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Aveiro, Portugal

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. 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.