2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)

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The Influence of Social Crowding on Consumer Brand Choices in the E-Commerce Market

Authors
Lisha Xu1, Xiang Li1, *, Taiyang Ni1, Yingying Diao1, Qing Chen1, Yangzi Hu1
1SILC Business School, Shanghai University, Shanghai, China
*Corresponding author. Email: 13968703319@163.com
Corresponding Author
Xiang Li
Available Online 25 July 2023.
DOI
10.2991/978-94-6463-210-1_24How to use a DOI?
Keywords
Social crowding; E-commerce; Logo boundary; Regulatory focus
Abstract

With the widespread adoption of smartphones and IP geolocation technology, many enterprises offering e-commerce services are seeking to leverage offline environmental information to gain insight into consumer preferences and improve online operations. Among the various environmental variables, crowd density is a key factor that influences consumer behavior. This paper conducted three studies to explore how social crowding affects consumers’ brand preferences in online consumption scenarios, utilizing secondary data, ANOVA, regression, and bootstrapping analysis. The results demonstrate that high social crowding has a significant positive impact on consumers’ preferences for brands with logos that have clear boundaries. Furthermore, this effect is moderated by consumers’ regulatory focus. In the context of e-commerce, the findings suggest that enterprises can benefit from leveraging offline environmental information to optimize online operations and improve brand recognition.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
Series
Atlantis Highlights in Engineering
Publication Date
25 July 2023
ISBN
978-94-6463-210-1
ISSN
2589-4943
DOI
10.2991/978-94-6463-210-1_24How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lisha Xu
AU  - Xiang Li
AU  - Taiyang Ni
AU  - Yingying Diao
AU  - Qing Chen
AU  - Yangzi Hu
PY  - 2023
DA  - 2023/07/25
TI  - The Influence of Social Crowding on Consumer Brand Choices in the E-Commerce Market
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 187
EP  - 195
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_24
DO  - 10.2991/978-94-6463-210-1_24
ID  - Xu2023
ER  -