Predicting Purchase Proneness of Anonymous User in Mobile Commerce

In recent years, mobile commerce is developing rapidly because of the popularity of mobile devices. However, for the difficulty of the mobile device input, the users of the e-commerce websites usually don’t log on the website when they are browsing, which resulting in a situation that a large number of website visitors are anonymous users. In order to increase sales revenue and expand market share, an effective prediction of anonymous users’ purchases proneness is very helpful in providing targeted marketing strategy for website to induce anonymous users to purchase. In the past, customer segmentation was mainly analyzed and modeled by customers’ historical data. But the history data of anonymous users can’t be obtained on mobile commerce sites. This method is difficult to put into management practice. In order to solve this problem, this paper proposes a method based on random forest of using user clickstream data to forecast purchase proneness in real time. This method includes two stages: the model training part and the user purchasing proneness prediction part. In the model training part, a classifier based on random forest algorithm is trained. In the users\u27 predicting part, the classifier is used to predict the user\u27s purchase proneness in real time. The method proposed can be effectively applied in the real-time prediction of anonymous users\u27 purchasing proneness, and the results of prediction will help enterprises implement the marketing measures in real time

Coping with IT! Antecedents and Consequences of Technostress in E-Commerce

Technostress represents a high risk for e-commerce operators as consumers perceiving technostress are likely to leave online stores without making a purchase. However, research on technostress mechanisms in e-commerce is scarce. Conducting an online between-subjects experiment, we aim to address these research gaps by providing insights on when technostress arises in an e-commerce context, which coping strategies consumers apply when perceiving technostress and how this affects their behavior: We empirically investigate which technology-induced stressors create technostress in an online store and how they affect purchase intention. Our moderated mediation analysis based on 160 respondents reveals a negative indirect effect of technostress on consumers’ purchasing intention, mediated by consumers’ perception of website quality, website trust, and choice of coping strategy. Thereby, we contribute to technostress, coping and e-commerce literature and extend research by presenting empirically validated technology-induced stressors together with insights into the mechanism of a transactional technostress-model in the context of e-commerce

What Drives Electronic Word-Of-Mouth On Social Networking Sites? Perspectives Of Social Capital And Self-Determination

An increasing number of customers make purchase decisions according to social media referrals. Social-network-based communication is becoming a necessity for companies to stay competitive. However, using social networks to effectively promote electronic word-of-mouth (eWOM) remains challenging. Managers in general are unfamiliar with the key factors that can encourage online social network members to engage in eWOM. This study used social capital and self- determination theories to identify three social capital factors and two individual factors on eWOM. A survey of 238 social network users was conducted to determine the relative influence of these five factors on eWOM among the users. The partial least square analysis results indicate that tie strength and innovativeness directly influence eWOM in virtual social networks. Trust, shared language, and voluntary self-disclosure do not exhibit a significant influence. Theoretical and practical implications of the five factors for promoting eWOM in social networks are drawn from these findings

An Evaluation Of Perceived Safety Of Free Software: The Brafs Model

This dissertation explores the perceived safety of free software and its relationship with the intention to use this technology in a business setting. The newly created construct of perceived safety is developed out of the theory of planned behavior. It is researched, scrutinized, and refined according to academic guidelines and two different environmental settings. The constructs that impact perceived safety and its relationship with intention to use consist of technology perceived risk, technology trusting beliefs, expected financial utility, and perceived adverse impact on professional reputation. Each construct consists of multiple operationalized elements. To explore this empirically, beneficial and risk measurements have been adapted from relevant literature in information systems/technology, management, risk, financial, and psychology academic publications. Three pilot studies were done in sequence among a student population before the instrument was tested among a main study that consisted of individuals with the ability to make software decisions for a nonprofit organization. The results suggest that perceived safety is needed in order for the intention to use free software in business, and that this relationship is impacted through various benefits and risks constructs. The study raises a number of opportunities to be explored and debated by future research, both in the realm of free software and beyond

An Experimental Investigation of Regulatory Orientation and Post-Choice Regret in Online Product Selection

Delivering product information effectively is fundamental to customer satisfaction and e-retailer success. In this study we examine the way in which the presentation of online customer reviews in peer endorsement systems (PES) impact perceptions of post-choice regret. The theory of Regulatory Orientation is used to account for individual differences in the way that online review content is processed. Results of a laboratory experiment comparing two peer endorsement system formats show that PES content presentation significantly impacts perceptions of post-choice regret. These perceptions are found to be strong influencers of user intention to use the PES. The study’s findings provide theoretical insights into how individual orientation and PES technology influence online decision-making with regards to product selection. As a result, the study has important implications for managers looking to get the most from investment in PES systems deployment and online web retail space design

Customer loyalty through gamification: MB Way case study

Gamification has been applied in various contexts, following evolving technology and innovation trends. This study aims to investigate gamification's impact on customer loyalty through an analysis of the MB WAY Challenge. Due to the current pandemic, the population has been adapting its behaviour towards payment methods, increasing financial transactions through their smartphones. As such, this case study of the MB WAY Challenge has been following this trend, providing game components to its side to reach new users. The literature review provides an overview of the main concepts to be addressed: gamification, enjoyment, engagement, behaviour intention, and customer loyalty. The framework was developed based on the literature review and other models developed by other authors. The empirical part of the present study was conducted through an online survey distributed through several channels to obtain as many respondents as possible. Partial Least Squares (PLS) were used to evaluate the research. The results revealed that gamification significantly impacts customer loyalty through user behaviour intention, while engagement intention does not influence consumer loyalty. Other conclusions were drawn, having specific implications that may contribute to future studies making conscious decisions when determining the antecedents for a more complex analysis of gamification's impact on customer loyalty.A gamificação tem vindo a ser aplicada em diversos contextos, acompanhando a tendência de evolução da tecnologia e inovação. O propósito deste estudo é investigar o impacto que a gamificação tem na fidelização dos clientes, através de uma análise ao MB WAY Challenge. Devido à atual pandemia com que nos deparamos, a população tem vindo a adaptar o seu comportamento face aos métodos de pagamento, aumentando as transações financeiras através dos seus smartphones. Como tal, o presente caso de estudo do MB WAY Challenge tem vindo a acompanhar esta tendência, proporcionando componentes de jogo à sua vertente, para alcançar novos utilizadores. A revisão de literatura serve para dar um overview dos principais conceitos a serem abordados, nomeadamente, gamificação, prazer, engajamento, intenção de comportamento, e fidelização de clientes. O enquadramento foi desenvolvido com base na revisão de literatura e noutros modelos desenvolvidos por outros autores. A parte empírica do presente estudo foi realizada através de um questionário online, que foi distribuído por diversos canais para obter o maior número de respondentes possíveis. O Partial Least Squares (PLS) foi utilizado para avaliar a investigação. Os resultados revelaram que a gamificação tem um impacto positivo significativo na fidelização de clientes, através da intenção de comportamento do utilizador, enquanto a intenção de engajamento não influencia a fidelização dos consumidores. Outras conclusões foram retiradas, tendo certas implicações que podem contribuir para que estudos futuros possam realizar decisões conscientes quando determinarem os antecedentes para uma análise mais complexa do impacto da gamificação na fidelização de clientes

Factors affecting the adoption of online auctions by internet users in Hong Kong

This is an exploratory empirical study with the aim to identify the factors that affect the adoption of online auctions by Internet users in Hong Kong. The frameworks used were the TAM (Technology Acceptance Model), TCE (Transaction Cost Economics) and SERVQUAL (Service Quality). It was found that the dimensions that affected the customer’s perceived value of the online auction are benefits, costs, risks and service quality. Data was collected from four pilot focus groups, one online survey and a final focus group. The subjects in the focus groups were 21 undergraduates, whereas the subjects in the online survey were 152 internet users. The results of the pilot focus groups guided the design of the online survey. The results of the survey was analysed using the Kruskal-Wallis test. The final focus group was used to seek explanations to some issues arose from the online survey. It was found that the factors in the benefit dimension were liquidity, enjoyment, and price transparency. The factors in the cost dimension were time, effort, service charge and reputation of the user. The factor in the risk dimension was financial risk. The factors in the service quality dimension were efficiency and system availability. The final focus group revealed that the auctioneer’s role in policing the auction web site was important. For differences among the subjects, it was also found that the adult users consider their reputation in auction website, young adults are worried about financial risks, and female users are more concerned about financial risks than male users. The implications of these differences are discussed. The main academic contribution was the development of a questionnaire and a model which can be used in further research about other forms of auction