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

The Influence of Word-of-Mouth on Customer Loyalty to Social Commerce Websites

The term Social Commerce (s-commerce) is used to describe an emerging trend where the seller and buyer are connected to the online social media networking. Customer loyalty is an important tool for developing future marketing business strategies in s-commerce field. Moreover, the effect of WOM on customer loyalty is also very important to the stability and sustainability of an s-commerce platform. While customer loyalty and WOM have been examined widely in different research contexts, the issue of customer loyalty in the context of s-commerce currently represents a gap in the literature. Therefore, the objective of this study is to identify the influence of WOM on customers’ loyalty to s-commerce websites. This research will gather survey data and applies structural equation modeling SEM to analyze the data. The findings will provide insights for s-commerce industries in developing strategies for improved implementation of s-commerce as well as the design of s-commerce sites

Long-term Product Rating Prediction Based on Users' Short-term Multiple Ratings

Ratings and product reviews could be considered as one of the main features determining the quality of a product in online store systems, especially in deciding whether to place a product as part of an online store's inventory. online vendors are often attracted by product reviews and ratings. However, when the average product rating observed based on a small number of user ratings, the decision maker may not be certain about choosing that product, even if it has a fairly high rate. Long-term rating predictions would help online vendors to identify products and advertise their websites by choosing potential ones. In this paper machine learning approach utilizing linear regression model is used to predict long-term product rate. The model evaluated using the Datasheet of the Amazon Online Store website,1996 to 2014. Keywords: Rating, Long-term Prediction, Machine Learning Algorithm, Linear Regression. DOI: 10.7176/JIEA/9-4-04 Publication date:June 30th 2019

Techno-Social Commercepreneurship: Opportunities and Changllenges for Culinary MSMES

This study aims to determine the strategic position of Culinary Small and Medium Enterprises (MSMEs) in Banyumas Regency that use social media to run their business. The respondents in this research are culinary MSMEs in Banyumas Regency who use social media to run their business. To determine the strategic position, General Electrics (GE) analysis is used.The research results show that the strategic position of culinary MSMEs in Banyumas Regency isuse social media to run their businesshas medium attractiveness and average competitive strength, so a suitable development strategy is to identify growth segments, specialize and invest selectively. Keywords: culinary MSMEs, social media, SWOT analysis, General Electric (GE) analysis

Hubungan Variabel Pemasaran Digital Terhadap Electronic Word Of Mouth (E-WOM): Sebuah Studi Literatur

Pemasaran adalah bidang keilmuan yang menarik dan dilengkapi dengan aspek digital menjadikan pemasaran digital sebagai salah satu bidang keilmuan yang memiliki cakupan yang sangat besar, terlebih dengan mengaitkannya kepada keterlibatan konsumen. Pada penelitian terdahulu didapatkan variabel-variabel penelitian yang digunakan untuk mengukur kepuasan dari konsumen, maka dengan menggunakan metode penelitian studi literatur peneliti menemukan variabel-variabel yang dianggap dapat digunakan untuk mengukur persepsi konsumen dari sisi kualitas website, kepuasan dan keinginan konsumen untuk berbagi dengan konsumen lainnya, dengan memanfaatkan literatur ilmiah antara rentang waktu tahun 2015-2020. Hasil pemetaan literatur yang dilakukan didapatkan hasil bahwa variabel yang secara umum digunakan dalam penelitian pemasaran digital adalah kualitas website untuk mengukur kehandalan dari situs, kepuasan konsumen yang diungkapkan secara elektronik (e-satisfaction), kualitas informasi yang diberikan oleh situs dan keinginan konsumen untuk berbagi pengalaman pengunaannya kepada konsumen lain (E-WOM). Selain variabel didapatkan pula metode yang sering digunakan dalam penelitian pemasaran digital adalah menggunakan metode kuantitatif dengan pendekatan Structural Equation Modelling (SEM)

The Role of Social CRM in Social Information Systems: Findings from Four Case Studies

Social Information Systems (SIS) are larger systems of open and voluntary collaboration between involved parties and based on Social Media. Recent research about SIS describes characteristics, constituting elements and research streams. However, detailed analysis about the effects and system design of SIS are still limited. This paper investigates the concept of SIS from the perspective of Customer Relationship Management (CRM). It illustrates similarities and differences between SIS and Social CRM implementations by drawing on existing research and the examination of four cases studies. The findings show benefits and requirements for the adoption of SIS in the field of CRM. On one hand, SIS provide new means for CRM by fostering the creation and nurturing of relationships between business and the market. On the other hand, for realizing these opportunities companies need to further integrate Social Media, CRM and Social CRM from an inside-out and outside-in perspective

VALUE CO-CREATION AND TRUST IN SOCIAL COMMERCE: AN FSQCA APPROACH

This study aims to explain how value co-creation, between customers and companies, and key aspects of trust combine to influence customers’ purchase intentions in social commerce. Value co-creation is decomposed into two attributes, behavioral alignment, and empowerment and control, while trust is measured through the aspects of trusting beliefs, institutional trust, and disposition to trust. In order to examine the interplay of these factors and their combined effect on purchase intentions in social commerce, a conceptual model is developed and examined on a data sample of 379 users with experience in social commerce, through fuzzy-set qualitative comparative analysis (fsQCA). The findings indicate five configurations that lead to high intentions to purchase in social commerce, and three configurations that inhibit purchase intentions. The outcomes of the analysis show that value co-creation may be more important than trust in achieving high purchase intentions, while avoiding low/medium purchase intentions. This study contributes to the social commerce literature by demonstrating how value co-creation and trust interrelate and how their interplay influences purchase intentions

An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business

Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes

Combining user preferences and expert opinions: a criteria synergy-based model for decision making on the Web

Customers strongly base their e-commerce decisions on the opinions of others by checking reviews and ratings provided by other users. These assessments are overall opinions about the product or service, and it is not possible to establish why they perceive it as good or bad. To understand this “why”, it is necessary an expert’s analysis concerning the relevant factors of the product or service. Frequently, these two visions are not coincident and the best product for experts may not be the best one for users. For this reason, trustworthy decision-making methods that integrate the mentioned views are highly desirable. This article proposes a multi-criteria decision analysis model based on the integration of users’ preferences and experts’ opinions. It combines the majority’s opinion and criteria synergy to provide a unified perspective in order to support consumers’ ranking-based decisions in social media environments. At the same time, the model supplies useful information for managers about strengths and weaknesses of their product or service according to users’ experience and experts’ judgment. The aggregation processes and synergy criteria are modeled in order to obtain an adequate consensus mechanism. Finally, in order to test the proposed model, several simulations using hotel valuations are performed.Project UTN4058 of National Technological University (Argentine) Fellowship for Short Term Postdoctoral Stays at University of Malaga – International Campus of Excellence Andalucía Tec

Assessing the dissimilarities of game mechanics on Albanian working-class consumers

The increase in popularity of games and their attendant impact on player behaviour has led to the transformation of game elements in line with non-game contexts. The process of adding game elements in non-game context has been defined as gamification. Due to digitization, consumers are exposed to a wider range of information through their use of technological devices and social media. Therefore, gamification is seen as innovative engaging and motivating set of activities that influence purchasing dispositions of consumers. Due to the successful usage of gamification in numerous areas, this study was aimed at exploring the game mechanics differences for employed consumers who purchase via social media (s-commerce). Using a survey as part of the research design, a questionnaire was employed for data collection, 183 respondents participated completed the questionnaire, and the data collected was used to perform the non-parametric test, Chi-Square test for independence has been employed to describe and explore the differences. The results revealed that points, rewards and badges offered by the s-commerce retailer as factors that influence the purchase frequency of consumers are significantly differ based on the working sector for employed consumers. The study provides substantial evidences for retail businesses regarding game mechanics elements as purchasing motivator.Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2018/005