El valor percibido en webs de social commerce: Efectos sobre la lealtad del consumidor.

El estudio del comportamiento del consumidor en webs de social commerce está en auge, debido al gran crecimiento del sector en los últimos años. A pesar de ello, su comprensión se encuentra en su infancia, debido a la multitud de factores influyentes. Esta investigación, a través de la metodología del estímulo-organismo-respuesta, estudia qué papel tiene el valor percibido (O) por el consumidor, mediante el análisis de dos de sus principales antecedentes (calidad del sistema y del servicio) (S), así como de sus efectos sobre la lealtad (R). Los resultados obtenidos a partir de la aplicación de la técnica PLS a una muestra de 272 consumidores habituales de estas webs ponen de manifiesto la gran importancia que la calidad de la web tiene en la generación de valor en el consumidor, así como el rol clave de éste sobre las intenciones del consumidor tanto para volver a comprar como para recomendar.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Social Media’s impact on Intellectual Property Rights

This is a draft chapter. The final version is available in Handbook of Research on Counterfeiting and Illicit Trade, edited by Peggy E. Chaudhry, published in 2017 by Edward Elgar Publishing Ltd, https://doi.org/10.4337/9781785366451. This material is for private use only, and cannot be used for any other purpose without further permission of the publisher.Peer reviewe

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

UNDERSTANDING ONLINE GROUP PURCHASE DECISION MAKING: A MEANS-END CHAIN APPROACH

Given the enormous growth and significant impacts of group buying on Internet business marketplaces, this study aims to understand consumer decision making process in an online group buying context from a Means-end Chain (MEC) theory perspective. The laddering interview technique was used to interview 58 online group buying users and to capture their reasons behind the online shopping behaviour, with grounded theory used to determine categories. The study found 35 factors in relation to consumer decision making process, which were classified into attributes, consequences, and values. The hierarchical relationships among 35 factors were developed, in which consumer decision making paths were identified. This study has the potential to make significant contributions to both IS research and e-business regarding consumer online group buying decision making process by identifying not only the major consequences/ benefits consumers emphasising, but also the concrete attributes which directly correspond with these benefits as well as the goals/values consumers aim to achieve

Consumer’s Revisit Behavior in Online Group-Buying: A Shopping Value Perspective

There is a tremendous growth of online group-buying (OGB) in recent years. Under the intensive market competition, customer’s revisit behavior is essential for OGB websites to survive. Drawing upon the shopping value perspective, this paper identifies the unique features of OGB and investigates the impacts of these features on customer shopping value and revisit behaviors. A theoretical model was developed and tested by 258 valid responses collected through an online survey. The results show that both the hedonic value and utilitarian value are salient in OGB context and the identified OGB features significantly influence the shopping value. Further, the effects of shopping value vary among different visit channels

Antecedents of User Stickiness and Loyalty and Their Effects on Users’ Group-Buying Repurchase Intention

Intense competition among a vast number of group-buying websites leads to higher product homogeneity, which allows customers to switch to alternative websites easily and reduce their website stickiness and loyalty. This study explores the antecedents of user stickiness and loyalty and their effects on consumers’ group-buying repurchase intention. Results indicate that systems quality, information quality, service quality, and alternative system quality each has a positive relationship with user loyalty through user stickiness. Meanwhile, information quality directly impacts user loyalty. Thereafter, user stickiness and loyalty each has a positive relationship with consumers’ repurchase intention. Theoretical and managerial implications are also discussed

An Examination of the Determinants of Customer Loyalty in Online Group-buying Context in China

With the rapidly development of e-commerce, online shopping becomes very popular among Chinese customers. In the past few years, online group-buying has experienced big rise and fall, thus, how to retain customers and improve customer loyalty should be considered by the practitioners. This study aims to explore potential factors which contribute to customer loyalty in the online group-buying context. Based on the literature review, we proposed a research model included five factors which directly or indirectly affect customer loyalty of online group-buying. The model was empirically evaluated using survey data collected from 352 users, and the data was analyzed by the structural equation modeling technology. Six research hypotheses were proposed in the study. Four research hypotheses were positively significant supported, while two research hypotheses were rejected in this study. The result shows that both customer satisfaction and switching costs have positive effects on customer loyalty in the online group-buying context, and the effect from switching costs is stronger. Furthermore, structural assurances in the process of online group-buying have strong effect on customers’ trust, while customer satisfaction is directly affected by trust. In addition, both theoretical and practical implications of this study are discussed at last

A Typology of Online Group Buyers: Using Means-end Structures for Benefit Segmentation

Given the enormous growth and significant impacts of group buying on Internet business marketplaces, this study aims to develop a typology of online group buyers based upon benefits pursued by them and develop the hierarchical decision making process model for different segments of consumers from a Means-end Chain (MEC) theory perspective. The laddering interview technique was used to interview 58 online group buying users and to capture their reasons behind the online shopping behaviour, with grounded theory used to determine categories, which were then classified into attributes, consequences/benefits, and values/goals. Cluster analysis were conducted based on benefits level factors and three segments of consumers were identified: economic shoppers, balanced shoppers, and destination shoppers. Three decision making process model were developed and compared. Both similarities and differences were identified. This study has the potential to make significant contributions to both IS research and e-business regarding consumer online group buying decisions