Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

e-Consumer Behaviour

Purpose – The primary purpose of this article is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being underexplored. Design/methodology/approach – The paper is discursive, based on analysis and synthesis of econsumer literature. Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into econsumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour. Research limitations/implications – As a conceptual paper, this study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour. Originality/value – The value of the paper lies in linking a significant body of literature within a unifying theoretical framework and the identification of under-researched areas of e-consumer behaviour in a marketing context

Analysing the Role of Interactivity in User Experience

An experimental investigation into the role of interaction in user experience (UX) with a controlled manipulation of interactivity features (e.g. avatars, interactive video) in a university information website is reported. The more interactive version had better affect and hedonic ratings, even though its perceived usability was worse. Analysis of qualitative data showed users were attracted to the interactive features, although they complained about poor usability. The results of the experiments are discussed to consider the role of interactivity in user experience and the differences between users’ quantitative judgements of UX and their comments on interactive features which reveal different perspectives

Using 3D product visualisation to tap consumers’ experience with online retailers: From telepresence to authenticity

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiment. The first stage uses two-way repeated measures ANOVA to determine the effects of the progressive levels of control and animated colours on 3D authenticity (the dependent variable). In a second stage, we use structural equation modelling to test the proposed hypothesis. This research uses a U.K. sample to investigate the effects of 3D authenticity and 3D telepresence on willingness to purchase and reveals significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid

Using authentic 3D product visualisation for an electrical online retailer

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical electrical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiments. The first experiment uses two-way repeated measures ANOVA to determine the effects of the antecedents on 3D authenticity. In a second experiment, a one-way ANOVA compares telepresence and authenticity scores. This research uses a U.K. sample to investigate the effects of control and animated colours on 3D authenticity and the effects of 3D authenticity on experiential and instrumental values. The results reveal significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity

Mobile travel services: A three-country study into the impact of local circumstances

In this paper we explore the difference in acceptance patterns of mobile services that are related to travelling in three countries: Finland, The Netherlands and New Zealand. The objective of this paper is to understand differences in the use of Mobile Travel Services in three countries that differ with regard to national travel patterns. This paper also contributes to the discussion of the relevance of the Technology Acceptance Model for mobile applications by focusing on the importance of context characteristics, such as the degree of mobility of the user, the social situation people are in, and their need for social interaction. Based on surveys in the three countries as executed in 2009, we use structural equation modelling to find differences in patterns. The paper concludes that context factors have an impact on the relation between the core concepts as used in TAM and DOI approach, and that t here is a clear need for closer research in the moderating effect of physical (e.g. mobile and fixed context) and social context, as well as the need for social interaction. Moreover it is clear that country specific characteristics play a role in the acceptance of mobile travel services. As we pointed out in many of our research projects before the acceptance and use of mobile services requires deep understanding from individual, context and technology related characteristics and their mutual interactions

The effects of progressive levels of 3d authenticity antecedents and consequences on consumers’ virtual experience

This study investigates the effects of authentic three dimensional (3D) product visualisation antecedents on 3D authenticity, and the effects of 3D authenticity consequences on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops for the within-subjects laboratory experiments. In a first experiment, a one-way ANOVA compares telepresence and authenticity scores. The second experiment uses two-way repeated measures ANOVA to determine the effects of the progressive levels of the antecedents on 3D authenticity. In a third experiment, two-way repeated measures ANOVA determine the effects of the progressive levels of 3D authenticity consequences on willingness to purchase. The results show that authenticity is more useful than telepresence in simulating consumers’ virtual experience. The high levels of control and animated colours lead to higher authenticity for the site. In addition, the high levels of 3D utilitarian and hedonic constructs enhance willingness to purchase from the online retailer

Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer

Interactivity: A review of the concept and a framework for analysis

The terms `interactivity' and `interactive media' became significant buzz-words during the late 1980s and early 1990s when the multi-media euphoria fascinated politicians, economists, and researchers alike. However, right from the beginning of the scientific debate, the inconsistent usage of the term `interactivity' massively complicated the comparability of numerous empirical studies. This is where this article joins the discussion. First, the article sheds light on the terminological origins of `interactivity' and distinguishes the term from cognate expressions. Further, it restructures and extends existing findings on the basis of a new analysis framework which considers three levels of interactive communication (action level, level of subjective situation evaluation, and level of meaning exchange). Finally, it delivers a systematic overview of specific criteria of interactive communication