1,182 research outputs found
Improving Product Display of E-commerce Website through Aesthetics, Attractiveness and Interactivity
In the development process of online store, the attributes of the product view is very important. The fundamental problem that motivated this study is to find the factors that determine customer acceptance of virtual stores especially related with the product display. Through an experimental study, the features of jcpenney.com, victoriassecret.com and adidas.com have been analyzed with respect to aesthetics, attractiveness and interactivity. We present a theoretical framework that highlights the relative importance of these attributes of display to attract customers. Results of this research are expected to provide a basis for better design and display of product at the online store. The results recommend improved guidelines for product display on e-commerce website. We present, from our experience and conclude with suggestions for design and evaluation of product display at the online store
Application of Werthner and Klein’s Model in Tourism Context
Web evaluation has become a critical process in DMOs’ performance measurement efforts. However, Web evaluation research over the past decade has led to diverse approaches and findings rather than a unified understanding of success factors that should be measured in order to gauge a Web site’s performance. The common success factors and potential additional factors identified in this study provide an important basis for practical Web evaluation implementation and simultaneously serve as a useful input for future research. The major benefit of this study is the digest of a large volume of key factors into one comprehensive model that can be tested and applied to Web site development and evaluation problems. This integration helps to identify not only commonalities but also gaps in existing approaches. Keywords: Destination marketing; DMOs’ performance measurement; E-satisfaction; E-loyalty; E-quality; Qualitative meta-analysi
Popularity, face and voice: Predicting and interpreting livestreamers' retail performance using machine learning techniques
Livestreaming commerce, a hybrid of e-commerce and self-media, has expanded
the broad spectrum of traditional sales performance determinants. To
investigate the factors that contribute to the success of livestreaming
commerce, we construct a longitudinal firm-level database with 19,175
observations, covering an entire livestreaming subsector. By comparing the
forecasting accuracy of eight machine learning models, we identify a random
forest model that provides the best prediction of gross merchandise volume
(GMV). Furthermore, we utilize explainable artificial intelligence to open the
black-box of machine learning model, discovering four new facts: 1) variables
representing the popularity of livestreaming events are crucial features in
predicting GMV. And voice attributes are more important than appearance; 2)
popularity is a major determinant of sales for female hosts, while vocal
aesthetics is more decisive for their male counterparts; 3) merits and
drawbacks of the voice are not equally valued in the livestreaming market; 4)
based on changes of comments, page views and likes, sales growth can be divided
into three stages. Finally, we innovatively propose a 3D-SHAP diagram that
demonstrates the relationship between predicting feature importance, target
variable, and its predictors. This diagram identifies bottlenecks for both
beginner and top livestreamers, providing insights into ways to optimize their
sales performance.Comment: 25 pages, 10 figure
Exploring the effect of AR filter on perceived brand image: The mediating role of realistic experience
Following its extensive application in study on consumers\u27 retail experience, AR (augmented reality) technology has been increasingly applied in social media, notably the AR filter service, which has been embraced by quite a few brands as a novel marketing tool, taking advantage of its entertaining value and dissemination effect to boost brands\u27 perceived image among consumers. However, there have been fewer studies that examine the effectiveness of brand-developed AR filter services in enhancing consumer perceptions of brand image in the context of social media. To bridge the research gap, the study, based on the S-O-R model, looked into the effect of consumers\u27 cognition of AR-filter features on the realism of their experience and thus their perceived brand image. The study was carried out via a questionnaire survey of users of AR filters developed by brand-developed in social media, with its findings having both academic and practical implications for this field
Lemon Jelly : spreading lemon through the internet
Lemon Jelly is a fashion brand that produces and sells plastic footwear. The brand belongs to the company Procalçado, a family-owned Portuguese company that already had an experience of 40 years as a soles and footwear components producer before creating Lemon Jelly. The company is characterized by innovative production processes that allow them to produce plastic injected shoes. Lemon Jelly is mostly being sold through distributors, however it also has an online presence. The brand’s official website represents from 5 to 10% of the brand’s sales, which were up to 3 million euros in 2015.
The motivation for this dissertation was to write a case study about the e-commerce strategy of Lemon Jelly. The main challenge of the brand is to understand how it can increase its online sales, being this analyzed in the Teaching Note chapter that explores some issues relevant to the main problem of the case and proposes recommendations for the future. The previous chapter, Literature Review, was designed to support the Teaching Note through theoretical concepts.
It is concluded that there are several factors that can influence a brand’s online sales, therefore Lemon Jelly should select some of them according to its needs, while monitoring the results at the same time. It is also important to benchmark competitors and other players in the industry in order to keep updated through the digital evolution.A Lemon Jelly é uma marca de moda que produz e vende sapatos de plástico. A marca pertence à Procalçado, uma empresa familiar Portuguesa que já contava com 40 anos de experiência enquanto produtora de solas e componentes de sapatos antes de criar a Lemon Jelly. A empresa é caraterizada por produzir através de processos inovadores, o que lhe permite criar calçado de plástico injetado. A Lemon Jelly é vendida principalmente através de distribuidores, no entanto também está presente online. O website oficial da marca representa entre 5 a 10% das suas vendas totais, que atingiram 3 milhões de euros em 2015.
A motivação para esta dissertação passou por escrever um caso de estudo sobre a estratĂ©gia de comĂ©rcio eletrĂłnico da Lemon Jelly. O principal desafio da marca Ă© perceber como pode aumentar as suas vendas online, e para isto Ă© feita uma análise no capĂtulo da nota de ensino, que explora algumas questões relevantes para o principal problema do caso e onde sĂŁo propostas recomendações para o futuro. O capĂtulo anterior, de revisĂŁo de literatura, destina-se a apoiar a nota de ensino atravĂ©s de conceitos teĂłricos.
Conclui-se que há vários fatores que podem influenciar as vendas online de uma marca, pelo que a Lemon Jelly deve selecioná-los consoante as suas necessidades, controlando ao mesmo tempo os resultados obtidos. É também importante efetuar comparações com concorrentes e outras empresas da indústria para a marca se manter atualizada perante a evolução digital
Investigating Visitors’ Behavioural Response to Virtual Reality (VR) Retail Environments
This thesis aimed to explore the influence of Virtual Reality (VR) retail environment cues on visitors’ behavioural intentions in the context of urban shopping destinations. The Stimulus-Organism-Response (S-O-R) theory (Mehrabian and Russell, 1974) were employed as a theoretical foundation given that many researchers have provided substantial evidence on its suitability as a theoretical framework to investigate the effects of various physical and virtual (online/mobile) retail environment cues on human behaviour through the mediating variables of affective and cognitive states. The first step to achieving the aim was to determine the current state of knowledge surrounding this topic. Therefore, relevant literature over four key topic areas was critically reviewed including 1) urban place marketing, particularly within the broader context of urban tourism, 2) retail store environment literature extending to electronic and mobile commerce research, 3) immersive technology, and 4) technology adoption (Objective 1). Then, primary data were collected in two research phases. Research Phase 1 entailed two sets of semi-structured interviews. First, a contrasting case-based approach was employed, and interviews were conducted with seven urban place marketers from three urban place marketing organisations in four urban shopping destinations in the UK (Objective 2). The findings provided initial insights into urban place marketers’ views on the perceived barriers, benefits, internal organisational capability and external pressures associated with immersive technology (VR and Augmented Reality) implementation and their overall intention to adopt these innovative technologies for city marketing. This data was analysed using thematic analysis and four themes and eleven sub-themes emerged including three new context-specific sub-themes (technology access, organisational readiness and industry readiness).
Based on these findings, twelve semi-structured interviews with visitors to Manchester City Centre were gathered and aimed to draw out context-specific themes and sub-themes. This data was also analysed using thematic analysis and overall, three themes and thirteen sub-themes emerged including four new sub-themes (virtual aesthetics, virtual atmospherics, social presence and layout design) under the main theme of VR retail environment cues. Accordingly, ten hypotheses were proposed and informed the development of a qualitative VR Visitor Behaviour Model based on S-O-R theory. The aim of Research Phase 2 was to validate the proposed model (Objective 3). To achieve this, survey data were gathered from 150 potential visitors to urban shopping destinations and the data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) (Objective 3). From these findings, a final VR Visitor Behaviour S-O-R Model was proposed, which is the main contribution of this study (Objective 4). The thesis concludes by outlining the theoretical contributions of this research and providing guidance to urban place marketers and VR developers and designers. Finally, avenues for further research based on the identified study limitations are offered
Assessing the Effectiveness of E-Recruitment Efforts in State Government
This study provides an evaluative framework for state e-recruitment efforts. Challenged bv the impending retirement of the baby boomer generation, public employers are implementing innovative hiring practices to aid in the recruitment of a new, talented workforce. Web-based recruitment offers an opportunity for state recruiters to reach a broader pool of job seeker talent. An effective framework for assessing the adequacy of state hiring websites would establish a set of criteria to aid in the development and implementation of state e-recruitment efforts. The framework is based on a literature review of relevant recruitment strategies in the public and private sector, featuring Content and Usability as the two foundational criteria for e-recruitment success. Two analysts apply this framework, developed to accurately measure the extent to which state hiring websites serve as a tool for attracting job applications, to all fifty state erecruitment efforts over a one year period. After gathering and quantifying the results, the data are correlated to critical hiring figures provided by state personnel departments in the 2008 iteration of the Government Performance Project. Correlations related to the percentage of employees leaving in the probationary period and applications per job opening demonstrate the relevance of the evaluation framework in relation to recruitment effectiveness. As a way of promoting best practices in state e-recruitment, the findings of the study highlight key innovations in existing hiring websites as a model for underdeveloped state recruitment efforts and demonstrate the potential benefits of developing an effective state e-recruitment effort
Research on the influence of art perception on consumers\u27 purchase intention in online shopping environment
There are more and more cases of cooperation between products and art. The combination of art and product is an important global commercial trend. Hagtvedt and Patrick put forward the theory of art infusion effect, the combination of art and products will have a positive impact on consumer evaluation. This study extends the theory of art infusion effect to the online shopping environment to explore whether the art infusion effect exists when consumers shop online. New models are also proposed to further study the outcome variables and moderating variables of art infusion effect . It is found that the art infusion effect still exists in the online shopping environment, that is, the art perception of the product positively affects the product evaluation. Moreover, the art infusion effect can further improve consumers\u27 purchase intention. Finally, openness to art plays a moderating role in this process
Usability Comparison of Malaysia Premier Polytechnics' Websites
The Ministry of Higher Education is upgrading the polytechnic system in order to make it the first choice among candidates interested in furthering their studies. On July 2010, three polytechnics have been promoted to premier polytechnics which are generally of higher standard than the 24 conventional polytechnics.
Besides better re-branding exercise along with more dynamic curriculum and training, public exposure is the way to go if students and people are to know what are being offered by the polytechnics. One way of disseminating this information is through websites that are interesting and deemed as useful to users.
This research focuses on identifying the usability criteria for assessing the three premier polytechnics’ websites. There is currently no research done in this area. It is a command perception that unstructured website design or layout would impede the process of information dissemination. The contribution of this paper is to identify the best website design among the three premier polytechnics and identify the criteria to be tackled for designing high usable website
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