Customer experience with online shopping : what are the unique experiences customers seek from online shopping?

Over the last decade, there has been a great change in consumers' shopping behavior along with technological change. Online shopping is the use of computer technology for better shopping performance. Retailers are busy in studying consumers' behavior to see their attitudes toward online shopping and to meet the demand of online shoppers. Due to my interest in online business, I have also decided to study about customers' attitudes toward online shopping and specifically regarding factors that influence their attitudes. The primary goal of this research is to analyze factors that affect customers' online shopping experience, factors that attract customers from traditional physical shops to online stores. The population selected for this study is mostly NHH students due to limited resources and time. I pursued the collection of quantitative data by using online questionnaire strategy, and the final sample size that is used for this research is 74. The results of the research reveal that among the main three factors selected for this research, which are convenience, interactivity and perceived risk, the most attractive and influencing factors for online shoppers are perceived ease of use, personalization, responsiveness and privacy risk. Results have also shown that WOM and control are of important concern among online shoppers, although they are not main factors that attract customers from using traditional physical shops. This study is expected to not only help online retailers to create successful strategies for online shoppers but also provide a basis for future studies in the felid of online shopping

Consumer self-tracking behavior: An investigation of the drivers and outcomes of self-tracking

Despite the increasing popularity of self-tracking technologies in the market (e.g., activity tracking devices and apps), consumer adoption of these technologies continues to be a challenge, and there exists concerns about the benefits of using such technologies. The current dissertation investigates the likely drivers, as well as the outcomes, of consumer self-tracking behavior in order to provide a comprehensive understanding of the phenomenon. Therefore, the current dissertation examines two main research questions: (1) What factors influence consumer adoption or use of selftracking technologies, and how? (2) How do self-tracking technologies influence various consumer outcomes (e.g., motivation, experience, and well-being), and what are the roles of individual (e.g., types of consumers) and contextual (e.g., types of activities) factors? The current dissertation is comprised of three separate papers. Paper 1 undertakes a systematic review of the extant literature on self-tracking behavior, specifically in the context of fitness tracking, to explore the current state of knowledge on the drivers and outcomes of self-tracking behavior. Based on the review, paper 1 identifies 18 drivers of fitness-tracking technology adoption (e.g., age, technology affinity, data quality, and perceived device value etc.) and reveals four main outcomes of fitness tracking (e.g., task motivation, task experience, physical activity level, and well-being/health). Paper 2 examines a situational factor (i.e., incidental curiosity) that can facilitate consumer selftracking behavior and explains the causal mechanism. Three experiments demonstrate that incidentally induced curiosity enhances consumers’ perceived value of curiosityrelevant unknown information (e.g., answer to a puzzle). This positive perception in turn spills over to other curiosity-irrelevant unknown information—increases perceived value of curiosity-irrelevant unknown information (e.g., unknown self-related information). As a result, incidental curiosity increases consumers’ intention to use selftracking technologies. Paper 3 explores the effect of self-tracking on consumer experience (i.e., enjoyment, subjective vitality) by considering the role of both individual and contextual factors. Three experiments demonstrate that, for effortful tasks, self-tracking has contrasting effects on the task experience of different consumer segments: i.e., a positive effect on the females versus a negative effect on the males. This is due to females’ (vs. males’) tendency to underestimate (vs. overestimate) themselves. As selftracking feedback can help females realize that they are more capable than they previously thought, self-tracking increases females’ (vs. males’) perceived competence, which in turn increases females’ (vs. males’) task experience. The findings of the current dissertation provide important insights for both consumer researchers and marketing practitioners

Self‐tracking in effortful activities: Gender differences in consumers' task experience

Despite the increasing use of self‐tracking technologies, surprisingly little empirical research has examined the effect of self‐tracking in effortful activities on consumers' task experience. Accordingly, the present research examined the moderating role of gender in the effect of self‐tracking in effortful activities on perceived competence and task experience (namely, enjoyment and subjective vitality). Across three experiments, results suggested that self‐tracking in effortful activities increases the perceived competence, enjoyment, and subjective vitality of females more than males, and that perceived competence explains these interaction effects. Interestingly, an experimental manipulation designed to prompt overestimation of abilities attenuated these positive effects among females. As such, the present research contributes to the literatures on self‐tracking and feedback instrumentality, and offers important practical implications for marketers

Self‐tracking in effortful activities: Gender differences in consumers' task experience

Despite the increasing use of self‐tracking technologies, surprisingly little empirical research has examined the effect of self‐tracking in effortful activities on consumers' task experience. Accordingly, the present research examined the moderating role of gender in the effect of self‐tracking in effortful activities on perceived competence and task experience (namely, enjoyment and subjective vitality). Across three experiments, results suggested that self‐tracking in effortful activities increases the perceived competence, enjoyment, and subjective vitality of females more than males, and that perceived competence explains these interaction effects. Interestingly, an experimental manipulation designed to prompt overestimation of abilities attenuated these positive effects among females. As such, the present research contributes to the literatures on self‐tracking and feedback instrumentality, and offers important practical implications for marketers

Self‐tracking in effortful activities: Gender differences in consumers' task experience

Despite the increasing use of self‐tracking technologies, surprisingly little empirical research has examined the effect of self‐tracking in effortful activities on consumers' task experience. Accordingly, the present research examined the moderating role of gender in the effect of self‐tracking in effortful activities on perceived competence and task experience (namely, enjoyment and subjective vitality). Across three experiments, results suggested that self‐tracking in effortful activities increases the perceived competence, enjoyment, and subjective vitality of females more than males, and that perceived competence explains these interaction effects. Interestingly, an experimental manipulation designed to prompt overestimation of abilities attenuated these positive effects among females. As such, the present research contributes to the literatures on self‐tracking and feedback instrumentality, and offers important practical implications for marketers.publishedVersio

Self-tracking behaviour in physical activity: a systematic review of drivers and outcomes of fitness tracking

Advances in technologies (e.g. smartphones, wearables) have resulted in the concept of ‘selftracking’, and the use of self-tracking technologies in physical activity (i.e. fitness tracking) is on the rise. For example, many people track and monitor their fitness-related metrics (e.g. steps walked, distance ran, and calories burned) to change their behaviours or keep themselves active. Despite the widespread application of self-tracking in fitness, relatively little is known about its drivers and outcomes. To address this gap, the current paper provides an overview of the literature (empirical papers) on self-tracking with a focus on the drivers and outcomes of fitness tracking behaviour and offers four important contributions. First, it identifies 19 drivers of fitness tracking technology usage. Second, it discusses four main outcomes of fitness tracking behaviour. Third, by drawing on the existing studies conducted across various fitness tracking technologies (e.g. fitness trackers, apps) and user groups (e.g. patients, seniors, and females), it provides valuable insights that can be generalisable to other settings (e.g. other types of users and fitness tracking products). Finally, the current paper provides important practical implications and addresses avenues for future research

Self-tracking behaviour in physical activity: a systematic review of drivers and outcomes of fitness tracking

Advances in technologies (e.g. smartphones, wearables) have resulted in the concept of ‘self-tracking’, and the use of self-tracking technologies in physical activity (i.e. fitness tracking) is on the rise. For example, many people track and monitor their fitness-related metrics (e.g. steps walked, distance ran, and calories burned) to change their behaviours or keep themselves active. Despite the widespread application of self-tracking in fitness, relatively little is known about its drivers and outcomes. To address this gap, the current paper provides an overview of the literature (empirical papers) on self-tracking with a focus on the drivers and outcomes of fitness tracking behaviour and offers four important contributions. First, it identifies 19 drivers of fitness tracking technology usage. Second, it discusses four main outcomes of fitness tracking behaviour. Third, by drawing on the existing studies conducted across various fitness tracking technologies (e.g. fitness trackers, apps) and user groups (e.g. patients, seniors, and females), it provides valuable insights that can be generalisable to other settings (e.g. other types of users and fitness tracking products). Finally, the current paper provides important practical implications and addresses avenues for future research

Enhancement of Neural Salty Preference in Obesity

Background/Aims: Obesity and high salt intake are major risk factors for hypertension and cardiometabolic diseases. Obese individuals often consume more dietary salt. We aim to examine the neurophysiologic effects underlying obesity-related high salt intake. Methods: A multi-center, random-order, double-blind taste study, SATIETY-1, was conducted in the communities of four cities in China; and an interventional study was also performed in the local community of Chongqing, using brain positron emission tomography/computed tomography (PET/CT) scanning. Results: We showed that overweight/obese individuals were prone to consume a higher daily salt intake (2.0 g/day higher compared with normal weight individuals after multivariable adjustment, 95% CI, 1.2-2.8 g/day, P < 0.001), furthermore they exhibited reduced salt sensitivity and a higher salt preference. The altered salty taste and salty preference in the overweight/obese individuals was related to increased activity in brain regions that included the orbitofrontal cortex (OFC, r = 0.44, P= 0.01), insula (r = 0.38, P= 0.03), and parahippocampus (r = 0.37, P= 0.04). Conclusion: Increased salt intake among overweight/obese individuals is associated with altered salt sensitivity and preference that related to the abnormal activity of gustatory cortex. This study provides insights for reducing salt intake by modifying neural processing of salty preference in obesity