EXPERIENTIAL VALUE: A HIERARCHICAL MODEL, THE IMPACT ON E-LOYALTY AND A CUSTOMER TYPOLOGY

The main objective of this study is to empirically test a fourth-order hierarchical model of experiential value in an online book and CD setting. In addition, we provide empirical evidence for the role of hedonic and utilitarian value components in creating attitudinal and behavioral loyalty. Finally, we develop an online customer typology, based on the underlying value sources. Based on a sample of 190 visitors of online book and CD retailers, we used PLS to test a third and fourth order hierarchical model of experiential value, emphasizing a hedonic (intrinsic) and utilitarian (extrinsic) value component and the existence of the holistic concept of experiential value. Our results demonstrate that experiential value consists of the third order components hedonic (intrinsic) and utilitarian (extrinsic) value. Both value aspects impact attitudinal loyalty ultimately leading to behavioral loyalty which is also directly affected by utilitarian value. Finally, a nonhierarchical (k-means) cluster analysis identified four segments of online visitors: hedonists, utilitarians, active negativists, and reactive positivists.marketing ;

Innovation in the Book Market Retail. Preferences Among Romanian Readers

Today’s dynamic business environment forces companies to differentiate more than ever and focus on gaining long-term competitive advantages through innovation. The book market faces new challenges, mainly related to the shifting behaviour of readers. Innovation might be perceived as a path towards differentiation, attaining competitive advantage, and market success. Understanding the preferences of the readers and knowing the retail innovation trends could help all the decision-making actors of the book market adapt better to the dynamics of contemporary society and the business environment. The present paper aims at identifying the preferences of Romanian readers regarding the innovations employed in the book market retail.  To gather the data, we applied an online questionnaire to a sample of 486 respondents from Romania. The main conclusion of the study underlines that the consumers are not necessarily sensitive to technological innovation or an innovative format of the stores but are highly sensitive to the atmosphere in the bookstores and to the special offers of the bookstores

The contribution of data mining to information science

The information explosion is a serious challenge for current information institutions. On the other hand, data mining, which is the search for valuable information in large volumes of data, is one of the solutions to face this challenge. In the past several years, data mining has made a significant contribution to the field of information science. This paper examines the impact of data mining by reviewing existing applications, including personalized environments, electronic commerce, and search engines. For these three types of application, how data mining can enhance their functions is discussed. The reader of this paper is expected to get an overview of the state of the art research associated with these applications. Furthermore, we identify the limitations of current work and raise several directions for future research

California Bookstores: Passion and Profit

California Bookstores reviews independent booksellers’ current relationship between passion and profit in the context of challenges faced by the modern bookstore. Based on interviews from nine booksellers in California, the findings demonstrate strong ties between passion and profit. Independent booksellers dedicate capacity for resilience, dedication to core values such as responsibility to the store community and the community at large, and skilled use of retailer tools such as merchandising to promote their values while gathering profit

Retail Revolution in the Digital Era: Examining the Changes in the Retail Landscape of New York City

Storefronts are home to the retail and food service, providing goods and services to the city’s residents, fostering local economy, and defining the neighborhood’s characters. New York City as the main gateway city in United States has the most complicated retail system, ranging from local bodega, retail corridors, department stores to high street fashion stores. In the current decade, storefronts in New York City have been pockmarked with vacancies due to increasing rents, e-commerce and consumer’s behavioral shifts. As important as it is to urban life, retail diversity is now threatened in many New York City’s neighborhood. This research aims to analyze data from County Business Patterns and U.S. Census Bureau to study current retail network system and changes of retail activities over time in New York City. The goal of this research is to call for further investigation and innovative uses of the City’s zoning, land use, and planning tools to improve retail diversity and preserve neighborhood characters

FEARING ONLINE IDENTITY THEFT: A SEGMENTATION STUDY OF ONLINE CUSTOMERS

The growth of online transactions coincides with the rise of cyber-criminals’ intent on stealing con-sumers’ personal and financial data. This fosters fear of online identity theft (FOIT), which in turn may lead to changes in consumer behavior and negatively affect e-business performance. This re-search aims to identify empirically derived segments of FOIT-prone consumers. Using a large sample of online shoppers, four distinct clusters are identified—‘less fearful shoppers’, ‘strong fear but ignor-ing shoppers’, ‘fearless shoppers’, and ‘fearful shoppers’. The clusters differ significantly with respect to primary cluster variables as well as numerous secondary cluster variables. The relevance of FOIT for segmenting online consumers and theoretical implications for IS research are discussed

Customer Preferences for Restaurant Brands, Cuisine, and Food Court Configurations in Shopping Centers

An analysis of the mall restaurant preferences of a national sample of 1,737 U.S. residents sheds light on how to configure mall food service and demonstrates how local malls can determine what their particular market desires. The study tested demographic differences in relation to mall configurations and in relation to the types of food-service concepts that are in highest demand. Using customer choice analysis, this study asked respondents to choose among six mall food-service configurations, including one that had a large food court and one that had no food court at all. The most popular configuration combined a moderate-size food court with several casual and fast-casual restaurants. Least popular was the choice that had only table-service restaurants and no food court. The study also asked respondents to select their favorite mall restaurant concepts, with a particular eye to demographic differences in restaurant preferences. Since this is a national sample, it’s not surprising that familiar national QSR and casual-dining chains topped the list. However, certain demographic groups rated the QSRs as their favorites, while others were more favorable to table-service concepts. Thus, as local and regional mall operators determine which restaurant concepts to offer in their malls, they should consider their customers’ demographics and preferences. With that analysis, malls can set the mix of local and national operators, QSR and table-service concepts, and the configuration of those restaurants in the mall

모바일 앱 클릭스트림 데이터를 활용한 소비자 구매행동 유형 및 구매상품 파악

학위논문(석사)--서울대학교 대학원 :경영대학 경영학과,2019. 8. 송인성.By using mobile App clickstream data, the research categorizes users by their shopping objectives based on the page content they visit. Visits are classified into four types: directed buying, hedonic buying, on going search, or knowledge building. When conducting cluster analysis, the research gets help from process mining tool to remove any irrelevant variables. The study compares the coefficients of each clusters purchase count likelihood and sees how each visit type differs in choosing a product. In other words, the study aims to uncover which user is likely to buy one time purchases or auto-refilling plan. Each type is driven by different motivations and varies in terms of marketing sensitivity. Identifying customer typology and its purchase count likelihood will allow marketers to segment its consumers and target them accordingly.본 연구에서는 프로세스 마이닝 기법을 활용하여 모바일 앱 사용자들의 구매행동 패턴을 분석하는 연구를 수행하고, 군집분석과 프로세스 마이닝을 결합하여 좀 더 견고하고 성능이 향상된 군집분석을 보여준다. 모바일 앱 클릭스트림 데이터를 활용하여 사용자가 방문하는 페이지의 콘텐츠를 기반으로 각 사용자를 분류하였고, 소비자 구매행동 유형을 4가지 (목표지향적, 쾌락적, 탐색적, 혹은 지식 탐색)로 나누었다. 영과잉 음이항 회귀분석(zero-inflated negative binomial regression)을 이용하여 각 유형별 구매 상품 종류 및 횟수를 파악하였다. 영과잉 음이항 회귀분석 안에서의 두가지 과정(zero inflation model and count model)을 통하여, 어떤 유형의 고객들 혹은 어떤 페이지를 더 많이 방문하는 고객일수록 일회성 구매(one time purchase) 혹은 정기구독(auto-refilling plan)을 더 많이 신청하는지 알아보았다. 위 회귀분석을 이용하여 각 유형별 구매 확률 및 횟수를 확인하였고, 다음과 같은 소비자 구매행동을 파악할 수 있었다. 쾌락적 및 탐색적 소비자의 경우 주로 일회성 구매를 많이 한 반면, 목표지향적 구매자의 경우 정기구독을 하는 경우가 압도적으로 많았다. 또한 탐색(explore) 및 검색(search) 페이지를 많이 방문한 고객의 경우 일회성 구매가 잦았던 반면, 세션을 갱신하는 페이지를 많이 방문하고 탐색적 행동을 자제하는 고객일 수록 정기구독에 의존했다. 비록 일회성 구매를 하는 고객들은 액션, 판타지, 레이트나잇(late-night) 소설류를 봤지만, 정기구독자일수록 로맨스 소설류를 더 많이 구독하는 현상을 보였다. 소비자 구매행동을 구분하여 고객 유형을 분류하고 그들의 구매확률 및 횟수를 파악함으로써 각 고객 및 고객 페이지 방문 패턴에 맞는 구매옵션을 알맞게 추천해주고 마케팅 효과를 높일 수 있다.1. Introduction 1 2. Literature Review . 3 3. Typology of Shopping Strategies . 6 4. Data and Measures 11 5. Process Mining 14 6. Data Analysis 18 7. Conclusion. 26 Appendix . 27 References 29 Abstract in Korean . 33Maste

Understanding Baby Boomers’ Intention to Use Online Travel Agencies

There is an increasing trend where travellers are making most of their travel purchases through online channels. More and more travellers use online travel agencies for their travel purchases. While this is popular among the millennial generation, it would be interesting to study how the baby boomer generation has been influenced by this trend. This paper is a preliminary study based on Azjen’s theory of planned behaviour. It provides a comprehensive review of the literature on the theory in relation to purchase behaviour involving online shopping. It examines how attitudes, subjective norms, and perceived behavioural control can be used to understand and explain behavioural intention, which can predict actual behaviour in the context of baby boomers using online travel agencies. This study provides some valuable insights and serves as the initial part of further research on identifying the possible factors affecting baby boomers in Singapore purchasing travel products and services via online travel agencies