4,837 research outputs found
The role of omnichannel tendency in digital information processing
Purpose â Nowadays some consumers consider themselves as âomnichannelsâ â they combine both physical
and digital channels expecting a seamless shopping experience â since they view their shopping process from a
multiple-channel viewpoint. Giving that situation, the aim of this paper is to test the role of consumersâ
omnichannel tendency (omni-tendency) in the information processing in the digital channel.
Design/methodology/approach â Based on the Elaboration Likelihood Model (ELM), emotions as well as
utilitarian and hedonic experiences are proposed to understand consumer attitude towards the digital store.
Through a survey, data were collected from 284 digital shoppers. PLS path modelling and PLS-MGA were used
to test the research hypotheses.
Findings â The results confirm that emotions positively affect the evaluation of the experiences, which in turn
improves the attitude towards the digital store. Focusing on the differences among consumers, the findings
show that for consumers with low omni-tendency the emotions are key to improve the evaluation of their
experiences. Moreover, regarding the attitude, consumers with more omni-tendency follow the central route to
process the information; and consumers with less omni-tendency follow the peripheral route.
Originality/value â This paper contributes to the literature in three ways. First, this research includes the
study of omni-tendency, as a consumer trait, in the information processing developed in the digital channel,
ignored in the literature. Second, this work contributes to information processing theories in digital context
confirming, specifically the applicability of ELM into the omnichannel context. This offers support to the
application of traditional theories to explain new phenomena. Third, and in line with the previous contribution,
this work goes a step further in understanding ELM theory by including other constructs âthe omni-tendency
and emotionsâ to explain the information processing in the digital context
Understanding and conceptualising the adoption, use and diffusion of mobile banking in older adults: A research agenda and conceptual framework
Mobile banking has become increasingly important to society; however, not all members of society adopt and/or use it as much as others: older adults, the disabled and lower-income families remain behind in their use and adoption of this service. This finding helped us recognise a research gap and led us to form our primary aim: to understand and explain the factors that influence the adoption, use and diffusion of mobile banking among one of those groups in particular, older adults, in the UK. To form a theoretical understanding, this paper presents a comprehensive review of the surrounding literature in the area and proposes a conceptual framework that can be used for future research. The implications of this research for academia and businesses are also provided in this paper
What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
ProducciĂłn CientĂficaThe aim of this work is to offer a better understanding of consumer continued intentions to use mobile devices to shop. An integrated model is developed to identify the drivers that lead m-shoppers to repurchase. Specifically, navigation, safety and ubiquity are posited as stimuli guiding consumersâ affective (satisfaction) and cognitive (trust and convenience) reactions that will, in turn, increase repurchase intention. Results show the impact of ubiquity on m-convenience and safety m-experience on both affective and cognitive reactions. Finally, repurchase intention is explained directly by m-satisfaction and m-convenience and indirectly by m-trust. This article contributes to the fields of mobile marketing literature and practitioner management.Ministerior de EducaciĂłn y ciencia (proyecto ECO2017-8217-R)Junta de Castilla y LeĂłn (proyecto VA001B10-1)Fondo europeo de desarrollo regional (proyecto VA112P17
Consuming identities: alcohol marketing and the commodification of youth experience
Marketing has successfully used the postmodern turn in conceptualisations of the human subject and incorporated contemporary theorising of identities and self into its understanding of the key drivers of consumption. Such developments clearly converge in alcohol marketing practices that target young people where commercialized youth identities available for consumption and engagement are a significant element. This paper reports data from young people that reflect the uptake of such identities and considers the challenges that these developments represent for public health and the wellbeing of young people
Conceptualising technology enhanced destination experiences
The notion of creating rich and memorable experiences for consumers constitutes a prevalent concept in the tourism industry. With the proliferation of destination choices and increasing competition, it has become critical for destinations to find innovative ways to differentiate their products and create experiences that provide distinct value for the tourist. However, currently two major paradigm shifts are drastically changing the nature of experiences, the understanding of which is crucial for destinations to create successful experiences in the future. Experiences are transforming as (a) consumers now play an active part in co-creating their own experiences and (b) technology is increasingly mediating experiences. Despite the amount of literature recognising the impact of technology on experiences, a holistic conceptualisation of this change is missing. This paper thus raises the need to conflate the two-fold paradigm shift and calls for new reflections on the creation of experiences. The aim is to explore technology as a source of innovation to co-create enhanced destination experiences. The paper contributes on three levels: by introducing and conceptualising a new experience creation paradigm entitled Technology Enhanced Destination Experiences, by proposing an extended destination experience co-creation space in the pre/during/post phases of travel and by discussing managerial implications of this development for the future creation and management of experiences in a destination context. © 2012 Elsevier Ltd
Visual website aesthetics : the relationship between dimensions of visual website aesthetics, website trust and consumers' intention to visit the website
A review of previous research about visual aesthetics revealed inconsistencies and
contradicting views. Due to the important role of visual aesthetics in the online environment,
a more thorough understanding of the construct was beneficial. Therefore, the first aim of
this thesis was to develop a new structural framework of the dimensions of visual website
aesthetics based on a review of previous research findings and theories. This
conceptualisation process revealed that visual aesthetics can be explained by six dimensions,
each of which are defined, named, pre-tested and studied.
The six dimensions were named affective appeal, appropriate appeal, functional appeal,
harmonic appeal, original appeal and personal appeal. Affective appeal refers to consumersâ
emotions towards the website and their mood at the time of interaction. Appropriate appeal
refers to how a website relates to other websites in the same category. A website has
functional appeal when consumers easily can navigate and use the website, and harmonic
appeal refers to the websites overall balance, attractiveness, clean design and symmetry.
Original appeal relates to the novelty of a website and personal appeal refers to a websiteâs
degree of customisation and personalisation, as well as the level of two-way-communication
and interaction.
The pre-test of the dimensions revealed a possibility for intercorrelation among them, likely
caused by the use of different termination in previous research. However, due to a small
sample and a simple study design, the pre-test was not considered definite enough to
overwrite previous validated research results. The dimensions were subject to further testing
through an online survey. An analysis of the results using structural equation modelling
(SEM) confirmed that some of the defined dimensions were highly correlated. Based on this
intercorrelation, two of the categories, appropriate appeal and functional appel, were
removed from the sample. This does not necessarily imply that the composition of the
dimensions should be moderated, as each are firmly grounded on findings from previous
research. However, it does imply that there are other variables that could influence the
importance of visual aesthetics, for instance the type of service the website provides or the
amount of competitors the website has. Identifying these variables can provide further
insight into visual website aesthetics.
Visual aesthetics was hypothesised to influence both the consumersâ trust in the website and
their intention to return to the website. In addition, trust was hypothesised to positively
influence consumersâ intentions to return, thereby suggesting that trust mediates the
relationship between visual aesthetics and intention. The second aim of this thesis was
therefore to explore these relationships, in an effort to highlight the effect that visual
aesthetics has on the online environment.
The survey results revealed that visual aesthetics does have a positive effect on consumersâ
intention to revisit, as affective appeal was found to have an effect on intention. In addition,
visual aesthetics was found to have an effect on trust, as both functional appeal and personal
appeal had a significant effect on the trusting beliefs. However, no significant relationships
were found between trust in the website and intention to revisit. Still, these findings confirm
the impact visual aesthetics can have on vital aspects of the online environment, thereby
highlighting it as an important focus area for managers and decision makers.nhhma
To immerse or not? Experimenting with two virtual retail environments
Purpose: The aim of this paper is to examine the determinants of usersâ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions.
Design/methodology/approach: The method comprised an experiment comparing usersâ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.
Findings: Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment thus has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.
Originality: This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove
Leveraging Customer-integration Experience: A Review of Influencing Factors and Implications
Organizations have increasingly begun to co-create innovations, conduct idea competitions, or conduct crowdsourcing initiatives with customers in online communities. Yet, many customer-integration methods fail to attract sufficient customer participation and engagement. We draw on previous research to identify customersâ experience as an important determinant of whether customer-integration initiatives succeed. However, research has rarely applied the notion of experience in the context of customer integration. We conduct a cross-disciplinary literature review to identify the factors that constitute a positive customer-integration experience and the implications of the customer-integration experience. Based on 141 papers from marketing, technology and innovation management, information systems, human-computer interaction, and psychology research, we derive a framework for customer-integration experience that integrates 22 conceptually different influencing factors, 15 implications, and their interrelatedness based on motivation-hygiene theory. The framework sheds light on the current state of research on customer-integration experience and identifies possibilities for future research
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