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Shopper Types and The Influence of Persuasive Strategies in E-Commerce

Identifying the shopper type of e-commerce users has been shown to help e-businesses better understand the attitude of their customers and what they look out for in their shopping decision-making process. However, applying the same influence strategy for all shopper types will not likely bring about the desired behavior change. Because influence strategies have higher efficacy when personalized, we propose a personalized approach to implementing influence strategies for the different shopper types by identifying what shopper type is susceptible to which influence strategy. To advance research in this area, we explore the influence of the commonly used shopper types convenience shopper, store oriented shopper, balanced buyer and variety seeker on Cialdini's six influence strategies (reciprocation, commitment, consensus, liking, authority and scarcity) in order to determine what shopper type has the greatest influence on each persuasive strategy. To achieve this, we conducted a study of 226 e-commerce shoppers and developed a path model using Partial Least Squares Structural Equation Modelling (PLS-SEM). We further carried out multi-group analysis between female and male shoppers. Our results suggest significant differences of the various shopper types’ susceptibility to the persuasive strategies. In particular, balanced buyer shopper type has the strongest influence on commitment persuasive strategy and insignificant effects on the other strategies. In addition, while the male variety seekers are susceptible to the influence strategy scarcity, the females are not. Similarly, while the female convenient shoppers are susceptible to the influence strategy scarcity, the males are not.