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Effects of Heuristic Cues on User Perceptions via Location Check-ins: An Approach to the Interplay of Dual Process and Persuasion Knowledge Models

Sat, June 11, 12:30 to 13:45, Fukuoka Hilton, Kusu

Abstract

While location check-ins have been adopted by businesses as a promotional means, little is known about the persuasive effects of the technology. Guided by the chief principles of two theoretical models in persuasion, this study examined the effects of two technological affordances inherent to the operation of location check-ins––bandwagon and location cues––in addition to the moderating role of tie strength specifically on Facebook. An online experiment with 221 college students found that the promotional intent to share a business location was assessed under the condition of either the availability or applicability of cues for location proximity and the quality of business, which were signaled by a level of location and bandwagon cue, respectively. Tie strength between the source of location information and information receiver moderated the relationship. The powerful influence of friendship and bandwagon on persuasion was also prominent in the context of sharing location information.

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