Understanding the role of social situations on continuance participation intention in online communities: an empirical perspective

In recent years, the mushrooming development of Online Communities (OCs) has ushered a new paradigm of research for organizational sustainability in IS. In essence, the growth and survival of an online community relies predominantly on the continuous participation of its members. Given that the emergence of OCs may decay or even diminish due to the lack of consistent involvement of members, it is of paramount importance to fathom how to retain and entice members of OCs in terms of their continuous participation in the online platform. Extant studies have focused mostly on personal belief constructs and subjective norm constructs to study users' continuous behavior. However, the important role of social situations has not been sufficiently explored and investigated in IS, particularly in the emerging context of OCs. Drawing on the Triandis model, this study proposes a research model incorporating social situations as the moderator on the continuance participation intention in OCs. We collected data from two large OCs to examine whether congruence exists between situation perceptions and situation reactions. The empirical results show that social situations play an important role in determining the strength of the relationships between affect, social factors, and perceived consequences and the continuance intention in OCs

Impact of web and digital experience on the stickiness of third party hotel website / Nina Farisha Isa...[et al]

The rapid development and use of mobile technologies has changed the way of our everyday lives, especially individual that feel a sense of experience as a tool for enhancing task performance. In addition, mobile technologies also have changed the way marketers and consumers communicate. However, digital experience is still a largely unexplored concept in both hospitality research and practice. Drawing from the literature on human computer interaction in information system and flow theory in consumer behavior research, this study theoretically identifies and empirically explores the concept of flow through experience and its antecedents (i.e., web experience and digital experience on the outcome, and web stickiness) in the hotel context. Using eCommerce website and mobile technologies as the target, an offline and online survey will be conducted. This study contributes theoretically and empirically to the body of IS use research and has managerial implications, suggesting that web experience and digital experience is a necessary condition for stick to the websites. As a result, by improving user’s experience through digital applications is critical to build strong relationships with the consumers

Understanding consumer behavior in an evolving context: from single channel to omnichannel use

La presente tesis doctoral tiene como principal objetivo avanzar en el conocimiento del comportamiento del consumidor en el actual contexto, caracterizado por el uso de múltiples canales durante todo el proceso de decisión de compra. Dicho objetivo general se desagrega en cuatro objetivos específicos que, a partir de cuatro investigaciones independientes, buscan entender desde diferentes enfoques teóricos y empíricos dicha cuestión. Para testar empíricamente las propuestas realizadas en cada una de las investigaciones, la tesis se sirve principalmente dos metodologías de investigación, la encuesta y el diseño experimental. Las cuatro investigaciones ofrecen resultados que enriquecen la literatura del comportamiento del consumidor. Los hallazgos de esta tesis doctoral también se traducen en distintas implicaciones para las empresas en el actual contexto cambiante. Particularmente, los resultados ayudan a los profesionales del marketing a adoptar estrategias útiles tanto en el contexto de compra móvil como en el contexto de compra omnicanal

UNDERSTANDING COLLABORATIVE STICKINESS INTENTION IN SOCIAL NETWORK SITES FROM THE PERSPECTIVE OF KNOWLEDGE SHARING

This study aims to investigate users’ knowledge sharing intention and collaborative stickiness intention towards social network sites (SNS). SNS offer an opportunity for users to interact and form relationships, while knowledge is accrued by integrating user’s information, experience, and practice. However, there have been few systematic studies that ask why people use SNS to share knowledge. We adopt social capital theory, social identity theory, as well as use and gratification theory to explore the determinants of members’ knowledge sharing intention in SNS. The survey was conducted on two education VCs of facebook, while most members were teachers and educators. Data analysis was carried out to validate our research model, and SmartPLS were used to analyze users’ collaborative stickiness intention. The result shows that social capital and social identity have impact on teacher’s knowledge sharing intention, in turn, influence on collaborative stickiness intention toward on SNS. Our findings not only help researchers interpret why members sharing their knowledge in VC, but also assist practitioners in developing better SNS strategy

Customer value framework and recommendation intention: the moderating role of customer characteristics in an online travel community

The aim of this study was to develop and test a model that examined the interactions among the customer value framework, recommendation intention and customer characteristics in an online travel community (OTC). Data were obtained using Amazon Mechanical Turk from 251 members of an OTC as a sample. The partial least squares method was used to analyse the data. We found that all the variables of the customer value framework, including functional value, hedonic value and social value, were positively related to recommendation intention. In addition, using multi-group analyses, the study found differences between how different customer segments perceive each of the value dimensions and their effect on recommendation intention. Theoretical and managerial implications are offered

Automated technologies: how do they enable value co-creation, value co-destruction & customer brand engagement?

As novel automated technologies continue to play an increasingly prominent role in value- based service settings, there is an increased likelihood that the way in which value is co-created and co-destructed will concomitantly change (Paschen et al., 2021; Van Esch et al., 2019). Such technology-induced changes, along with their impacts on customers’ experiences of value co-creation and value co-destruction, are the focus of this research. To this end, this research unveils a more accurate understanding of how novel automated technologies enable value co-creation, value co-destruction and customer brand engagement (CBE). On this basis, the thesis addresses four research objectives: (1) to explore how customers perceive the impact of brands’ automated technology on their experiences of value co-creation and value co-destruction; (2) to examine the variables influencing CBE when customers interact with brands’ automated technology; (3) to examine the CBE outcomes/consequences that occur when customers interact with brands’ automated technology; and (4) to examine customers’ reasons for using brands’ automated technology during service encounters. A mixed-method (qualitative and quantitative) approach is used for this research, consisting of semi-structured interviews and an online survey. Previous value co-creation research has primarily been qualitative or conceptual. For the first stage of data collection, 12 in-depth interviews were carried out. The sample included consumers who had interactions with the chatbot of at least one of the following brands: Asos, Amazon, Skyscanner and Vodafone. These interviews were conducted to explore how customers perceive the impact of brands’ automated technology (chatbots) on their experiences of value co-creation and value co- destruction. The findings indicate that customers’ experiences of value co-creation or value co- destruction are largely dependent on the characteristics of the chatbots they interact with. The chatbot characteristics identified include social presence, information quality, interactivity, personalisation, comprehension and empathy. For the second stage of data collection, an online survey was administered. The sample consisted of 736 consumers divided across Amazon, Vodafone, O2 and H&M. The respondents had prior interactions with these specific brands’/service providers’ chatbots. An online survey was conducted to examine the variables influencing CBE when customers interact with brands’ automated technology, the CBE outcomes/consequences that occur following automated service interactions and customers’ reasons for using these brands’ automated technology. The findings indicate that nine variables influence CBE in chatbot-enabled service settings: social presence, information quality, interactivity, personalisation and empathy, comprehension, utilitarian value, value co-creation and value co-destruction. Moreover, CBE was found to have a significant effect on customers’ continuance intention with the chatbot and brand intention. This research contributes to the value co-creation and CBE literature. Firstly, this research extends the value co-creation literature by exploring experiences of value co-creation and value co-destruction between customers and non-human actors (chatbots) within value-based service networks. Previous value co-creation research falls short in addressing the role nonhuman actors play in the value co-creation and value co-destruction process. Secondly, this research extends the value co-creation literature by revealing six key characteristics of chatbots and the role they play in the value co-creation and/or value co-destruction process. Previous value co-creation does not highlight the key characteristics of technology that facilitate customers' experiences of value co-creation or value co-destruction. Thirdly, this research extends the CBE literature by examining the 12 variables that influence CBE in automated (chatbot-enabled) service settings. Prior CBE research is yet to examine the variables that influence CBE in service settings that are chatbot driven. Fourth, this research extends the CBE literature by examining the impact of value co-creation and value co-destruction on CBE in settings where chatbots facilitate customer-brand interactions. Previous CBE research has not examined the impact value co-creation and value co-destruction have on CBE in chatbot driven service settings. Fifth, this research extends the CBE literature by examining customers’ intention to continue using the chatbot as a consequence/outcome of CBE fostered in chatbot-enabled service settings. Previous CBE research is yet to examine the customers’ continuance intention with the chatbot as an outcome of CBE in chatbot driven service settings.As novel automated technologies continue to play an increasingly prominent role in value- based service settings, there is an increased likelihood that the way in which value is co-created and co-destructed will concomitantly change (Paschen et al., 2021; Van Esch et al., 2019). Such technology-induced changes, along with their impacts on customers’ experiences of value co-creation and value co-destruction, are the focus of this research. To this end, this research unveils a more accurate understanding of how novel automated technologies enable value co-creation, value co-destruction and customer brand engagement (CBE). On this basis, the thesis addresses four research objectives: (1) to explore how customers perceive the impact of brands’ automated technology on their experiences of value co-creation and value co-destruction; (2) to examine the variables influencing CBE when customers interact with brands’ automated technology; (3) to examine the CBE outcomes/consequences that occur when customers interact with brands’ automated technology; and (4) to examine customers’ reasons for using brands’ automated technology during service encounters. A mixed-method (qualitative and quantitative) approach is used for this research, consisting of semi-structured interviews and an online survey. Previous value co-creation research has primarily been qualitative or conceptual. For the first stage of data collection, 12 in-depth interviews were carried out. The sample included consumers who had interactions with the chatbot of at least one of the following brands: Asos, Amazon, Skyscanner and Vodafone. These interviews were conducted to explore how customers perceive the impact of brands’ automated technology (chatbots) on their experiences of value co-creation and value co- destruction. The findings indicate that customers’ experiences of value co-creation or value co- destruction are largely dependent on the characteristics of the chatbots they interact with. The chatbot characteristics identified include social presence, information quality, interactivity, personalisation, comprehension and empathy. For the second stage of data collection, an online survey was administered. The sample consisted of 736 consumers divided across Amazon, Vodafone, O2 and H&M. The respondents had prior interactions with these specific brands’/service providers’ chatbots. An online survey was conducted to examine the variables influencing CBE when customers interact with brands’ automated technology, the CBE outcomes/consequences that occur following automated service interactions and customers’ reasons for using these brands’ automated technology. The findings indicate that nine variables influence CBE in chatbot-enabled service settings: social presence, information quality, interactivity, personalisation and empathy, comprehension, utilitarian value, value co-creation and value co-destruction. Moreover, CBE was found to have a significant effect on customers’ continuance intention with the chatbot and brand intention. This research contributes to the value co-creation and CBE literature. Firstly, this research extends the value co-creation literature by exploring experiences of value co-creation and value co-destruction between customers and non-human actors (chatbots) within value-based service networks. Previous value co-creation research falls short in addressing the role nonhuman actors play in the value co-creation and value co-destruction process. Secondly, this research extends the value co-creation literature by revealing six key characteristics of chatbots and the role they play in the value co-creation and/or value co-destruction process. Previous value co-creation does not highlight the key characteristics of technology that facilitate customers' experiences of value co-creation or value co-destruction. Thirdly, this research extends the CBE literature by examining the 12 variables that influence CBE in automated (chatbot-enabled) service settings. Prior CBE research is yet to examine the variables that influence CBE in service settings that are chatbot driven. Fourth, this research extends the CBE literature by examining the impact of value co-creation and value co-destruction on CBE in settings where chatbots facilitate customer-brand interactions. Previous CBE research has not examined the impact value co-creation and value co-destruction have on CBE in chatbot driven service settings. Fifth, this research extends the CBE literature by examining customers’ intention to continue using the chatbot as a consequence/outcome of CBE fostered in chatbot-enabled service settings. Previous CBE research is yet to examine the customers’ continuance intention with the chatbot as an outcome of CBE in chatbot driven service settings

How can social media influence customers loyalty

Social media marketing is a growing practice in the marketing scope. The landscape of relationship marketing is changing with new ways of relating and interacting enabled by social media. Understanding these impacts is critical once it may influence customers loyalty. Research about social media impacts on customer/brands relationship is evolving, yet social media activity impacts on loyalty and its antecedents are still unclear. As so, the purpose of this dissertation is to clarify the influence of perceived social media activities on loyalty antecedents and loyalty, for fast fashion brands. Antecedents proved to be relevant to lead to loyalty as satisfaction, trust and commitment. The research purpose was fulfilled through a broad study of previous relevant literature followed by empirical research. Before the last one, from the literature review it was proposed a framework presenting the correlation between variables. To the exception of trust-loyalty relation, all were supported by the empirical findings. These revealed that perceived social media activity has a positive influence on customers loyalty, directly and indirectly. This can impact loyalty indirectly by leading to both satisfaction and commitment. Since perceived social media activity can directly influence loyalty without any mediation, this may be considered as new loyalty antecedent. Marketers should for that understand the nature of social media platforms and the best practices to adopt. Marketers are suggested to use up to date and relevant content to portray a fun social environment. As well, the foster of interaction is advised to nurture satisfaction, trust, commitment and loyalty.Marketing das redes sociais é uma prática crescente no mundo do marketing. O contexto do marketing relacional está a mudar com as novas maneiras de relacionar e interagir possibilitadas pelas redes sociais. Compreender esses impactos é fundamental, pois pode influenciar a lealdade dos clientes. O estudo destes no relacionamento cliente/marca está a evoluir, mas os impactos desta atividade na lealdade dos consumidores e nos seus antecedentes ainda não estão claros. Sendo assim, o objetivo desta dissertação é esclarecer a influência que a perceção destas atividades poderá ter na lealdade dos consumidores de marcas de fast fashion. Esta relação foi estudada em antecedentes anteriormente provados como relevantes para levar à lealdade como satisfação, confiança e comprometimento. O objetivo da pesquisa foi cumprido através de um amplo estudo de literatura relevante, seguido de pesquisas empíricas. À exceção da relação confiança-lealdade, todas foram apoiadas pelos resultados empíricos. Estes revelaram que a perceção que os clientes têm da atividade das marcas nas redes sociais tem uma influência positiva na lealdade dos mesmos, direta e indiretamente. Influencia indiretamente através da satisfação e comprometimento. Os gestores devem entender a natureza das redes sociais e as melhores práticas a serem adotadas. Os profissionais de marketing são sugeridos a usar conteúdo atual e relevante para retratar um ambiente social divertido. Além disso, aconselha-se a fomentação da interação para nutrir satisfação, confiança, comprometimento e lealdade

User participation intention and social influence in virtual communities

A virtual community ("VC") is a group of people who interact primarily via IT, rather than face-to-face, for informational, social, professional, educational or other purposes. Given the growing popularity and special features of VCs (user-generated contents, virtual social interaction and voluntary participation), this dissertation intends to understand two user behaviors: users' continuance intention to participate and consumer purchase decision. The dissertation consists of three studies. Study 1 focuses on how the quality of user-generated contents and system performance impact users' continuance intention to participate in information-exchange VCs. In particular, this study investigates VC quality from a multi-dimensional perspective. As an extension of Study 1, Study 2 examines the role of users' past behavior on future participation intention. The objective of Study 3 is to understand the role of user-generated contents, namely, user reviews, and system performance in consumer decision-making outcomes in the context of transaction-based VCs. This study differentiates types of social influence developed from user reviews and investigates their sources and impacts on consumer purchase decision and system evaluation. The model also incorporates two individual characteristics to understand consumer differences in the formation of social influence. This dissertation intends to contribute to the IS literature on user behaviors in VCs and the value of VCs. It provides meaningful insights for VC design and management

Does social climate influence positive eWom? A study of heavy-users on online communities

This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presence) is the main predictor of PeWOM. Social Identity is a mediator between Social Presence and PeWOM. Interpersonal Influence has an important role as a moderator variable; the greater the impact of Interpersonal Influence, the stronger the relationship between Social Presence and PeWOM