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

Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer

Why Your Academic Library Needs a Popular Reading Collection Now More Than Ever

Do popular reading materials belong in college and university libraries? Although some librarians think not, others believe there are compelling reasons for including them. The trend towards user-focused libraries, the importance of attracting patrons to libraries in the age of the Internet, and, most importantly, the need to promote literacy at a time when it has reached its lowest levels are all reasons why academic librarians are reconsidering their ideas about popular reading materials. Librarians who decide to implement a leisure reading collection should consider a number of key issues

Teaching Queer Cinema With Independent Media

In lieu of an abstract, this is the article\u27s introductory paragraph: One of the most exciting dimensions of teaching film (and popular culture) is learning what students already know and then generating an informed and critical epistemology from the familiar. Teaching LGBT (lesbian, gay, bisexual, and transgender) representation in film and media presents rich opportunities to build on student familiarity — with such mainstream breakthroughs as Ang Lee’s Brokeback Mountain (2006) and Queer Eye for the Straight Guy (2003-07) — and to formalize the knowledge and challenge the assumptions that students have about LGBT history, lives, and struggles for representation. With the commercial success of gay-themed work and the acceptance of such out celebrities as Ellen Degeneres, the recent past is a teachable moment of both social transformation and market logic, and students of diverse backgrounds have illuminating perspectives on and important stakes in making sense of it. By focusing on film and media by and about LGBT producers, teachers can connect questions of political and aesthetic representation and expose students to independent media sources

Report to Carnegie UK Trust and CILIP on a two-stage study of the Carnegie and Kate Greenaway Shadowing Scheme

The Chartered Institute of Library and Information Professionals (CILIP) organises the CILIP Carnegie and Kate Greenaway (CKG) Children’s Book Awards. CILIP also manages the accompanying CKG Shadowing Scheme and its associated website, which librarians and other group leaders and group members can use to support reading and foster young people’s enjoyment of reading. In order to explore the potential of this scheme, build on previous evaluations and make recommendations regarding development, two studies were commissioned in 2011 and 2012, funded by Carnegie UK Trust. The 2012 study built substantially on the research carried out in 2011 and is therefore better regarded as the second phase of a continuing project. The combined results of both phases are presented in this report

Film adaptation for knowing audiences: analysing fan on-line responses to the end of Breaking Dawn – Part 2 (2012)

Critics of film adaptations of literary works have historically evaluated the success or failure of the movie on the grounds of its fidelity to the original book. In contrast popular arguments for medium specificity have questioned whether fidelity is possible when adapting one medium to another. This article follows recent academic work which has focused awareness on the processes of adaptation by examining evidence of reading and viewing experience in online and social media forums.      The broader research project explored the online Twilight fan community as an example of a ‘knowing audience’ acquainted with both novel and film. Here we focus on the strong response within fan forums to the surprise ending of the final film adaptation Breaking Dawn – Part 2 (2012). The research uses the forum, blog and facebook page as sites for evidence of reading experience as defined by the Reading Experience Database (RED). The analysis sheds new light on the tensions that exist between fidelity and deviation and the article positions fan audiences as intensive readers who gained unexpected pleasure from a deviation from a canon. It argues that fans are also collaborators within the adaptation process who respect authorial authority and discuss the author’s, scriptwriter’s and director’s interpretation of the novel for the screen. The research identifies the creative and commercial advantages to be gained from a collaborative and open dialogue between adaptors and fans.  Keywords: Adaptation, fandom, online fan communities, Twilight, reading experience, film, audiences, fidelity, canon, collaboration, screenwriting, franchise, Stephenie Meyer, Melissa Rosenberg, Bill Condo

Conclusion: Directions for Research in Online Learning Cultures

In this chapter, the authors review issues currently under-represented in research on the cultural dimensions of e-learning, such as the institutional cultural hegemony over pedagogy that is enjoyed by Westernized constructions of learning and teaching, identity-work carried out by participants in linguistic and cultural online communication, and issues of power and embodiment in network-based language learning. The Open Educational Resources initiative is identified as a site for future research on learning cultures