Tailoring Persuasive Strategies in E-Commerce

E-commerce persuasive strategies are more effective when they are personalized. Using a sample size of 251 Amazon shoppers, we studied the effect of the persuasive strategies of the PSD framework on e-commerce customers based on 1) if they often review or rate products after purchase and 2) how long they have been customers of Amazon. Results of our analysis show that for the customers who often review and rate products, the system’s effectiveness influence their decision to continue using Amazon, unlike the customers who have never reviewed or rated a product who are influenced by the perceived credibility of the system and the social support they receive from the system. In addition, the customers who have used Amazon for over five years are influenced to continue shopping with Amazon by the effectiveness of the system, unlike the new customers who are influenced by the social support they receive from the system.