Najem, Ayham (2021) The effect of Cialdini's principles on given advice and corresponding sales rate. Bachelor's Thesis, Artificial Intelligence.
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Abstract
Cialdini's principles are commonly used strategies in webshops to persuade customers of the product offered to them. These principles are summarized into six terms: Reciprocity, social-proof, consistency, scarcity, authority, and liking. It was found that these principles are effective in this field, and therefore we are using a selected few of them in this study. The experiment designed in this study aims to confirm whether the selected principles would affect the sales rates in the advisory route within the Belsimpel app, a known webshop to buy cellphones and sim-cards subscriptions in The Netherlands. The participants of this experiment are a part of the app's customers, where they were divided into two groups. One group was given advice that included the applied Cialdini's principles, while the other was advised without these principles. The behaviour of the participants that includes adding products to the shopping cart or purchasing products was detected through Google's Firebase analytics platform. The results could not significantly confirm the relation between the conversion rate and the applied principles. Therefore it was not confirmed that Cialdini principles could affect sales rates in the advisory route in the app. However, further research was suggested to understand better how to positively affect the sales rates in the advisory route in the app.
| Item Type: | Thesis (Bachelor's Thesis) |
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| Supervisor name: | Cnossen, F. |
| Degree programme: | Artificial Intelligence |
| Thesis type: | Bachelor's Thesis |
| Language: | English |
| Date Deposited: | 26 Aug 2021 09:13 |
| Last Modified: | 26 Aug 2021 09:13 |
| URI: | https://fse.studenttheses.ub.rug.nl/id/eprint/25761 |
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