On Motivating Operations at the Point of Online Purchase Setting

Consumer behavior analysis can be applied over a wide range of economic topics in which the main focus is the contingencies that influence the behavior of the economic agent. This paper provides an overview on the work that has been done on the impact from motivating operations at the point of online purchase situation. Motivating operations, a behavior analytic formulation of motivation is defined as any environmental event that (a) establishes (or abolishes) the reinforcing or punishing effect of another event and (b) evokes (or abates) behavior related to that event. Our conclusion is that the concept of motivating operations has two advantages. First, it provides understanding about the impact from observable environmental stimuli to consumers' purchases in an online situation. Second, the concept is designed specifically to facilitate intervention as it is formulated in terms of behavior-environmental relations that can be manipulated directly. Accordingly, findings derived using the concept of motivating operations can be more immediately applied to the design of the company's Web site. [ABSTRACT FROM AUTHOR

An Introduction to the Special Section on “Health, Technology, & Behavior Science”

This special section of the Perspectives on Behavior Science focuses on health, technology, and behavior science. The aim is to provide reviews and empirical research that integrates the latest technological innovations and behavior science. The selected articles are categorized into contributions in which technology is used to study health-related behavior and articles on the use of technology to deliver health behavior interventions. The contributors in this special section demonstrate that behavior science can aid an understanding of why people do or do not engage in a healthy lifestyle and help identify what is needed to design a successful health behavior intervention through the use of technology.submittedVersio

Motivating Events at the Point of Online Purchase: An Online Business-to-Business Retail Experiment

The point of online purchase includes the location and conditions in which an online transaction takes place. The term usually comprises the presentation of the products available for purchase by consumers as well as the means of completing the transaction. Knowledge about how the online setting and the specific situation influence consumers at the point of online purchase setting may increase the success of online marketing activities. An online experiment was arranged for the analysis of motivating events at the point of the online purchase situation. A total of 1992 business-to-business customers from an online retailer were randomly assigned to two groups. The treatment group (n=999) received an up-sell offer related to either a product improvement and/or to a lower price offer within two months. The control group (n=993) did not receive any form of up-sell offers in the same two-month period. The results show that the treatment group had a conversion rate of approximately 39% for up-sell offers. Also, results show an increased revenue of 87.94% for the treatment group compared to the control group. Results of the experiment are discussed in relation to the concepts of rule and rule-governed behavior at the point of online purchase.publishedVersio

Understanding Client-Consultant Collaboration within Information Systems Design: A Case Study

This study provides an in-depth exploration of how clients and consultants collaborate in an outsourced design project and how this collaboration influenced the emerging design of an IS artifact. Findings show that the project development method (waterfall model) chosen on a macro-level (project delivery model) can cause a ripple effect that influences the client-consultant collaboration on a micro-level (design phase), which in turn, might influence the emerging design of the IS artifact. The findings suggest that the exercised control modes start with a high degree of self-control and reasonable outcome control. However, an increase in outcome control progresses over time if the measured outcome is perceived as poor by the client. Parallelly, the desire for behavioral control becomes more present.publishedVersio

The potential of using Neuro-IS to understand consumer's approach-avoidance motivation in online grocery retail

There is a request for research to examine consumer-purchasing behavior in online grocery retailing. By definition, behavior includes both cognition and observable responses. Neuro-Information Systems (NeuroIS) is a framework that offers a reliable measurement of consumer behavior, through direct observation of the brain using neuroscientific techniques. This paper discusses a potential application of using electroencephalography (EEG) to measure approach-avoidance motivation in online grocery retail contexts. A review of the literature on approach-avoidance, web atmospherics, and frontal asymmetry is conducted, to form appropriate linkages between theory and its application to the online grocery context. Additionally, this paper provides an example for exploring the potential of NeuroIS in an online setting, to demonstrate potential benefits when it comes to understanding and predicting consumer motivation in an online grocery retail context.submittedVersio

Situational Factors Influencing Customers´ Credit Use Online: A Behavioral Economic Approach

This study investigates consumers´ credit use online from the perspective of intertemporal choice and focuses on the impact of personalized credit information when choosing utilitarian versus hedonic product. In a simulated shopping experiment, participants from a Norwegian university college could either save money for the product and get it in the future or buy the product on credit and get it now. A between-group design was used with a randomized selection divided into two groups. The test group (n=37) received personalized credit information while choosing the utilitarian and hedonic products. The control group (n=36) did not have this information. Area Under Curve was calculated and used to make statistical operations. Results show that all participants discounted the saving alternative when the time delay increased, which, therefore, increased their willingness to buy on credit online. Participants´ discounting of the saving alternative was near the hyperbolic model. Second, a significant difference between the utilitarian versus the hedonic products was found for all participants´ willingness to buy on credit online. Finally, personalized information about credit debt had little influence on credit use, but some indications related to hedonic product calls for further research. Implications for research and practice as well as suggestions for future studies are given

Use of MediaLabTM in experimental behavioral research: the case of consumer decision making

MediaLab™ is a software package developed by Empirisoft™ for the administration of psychological experiments in a computer lab which allows the creation of randomized experiments and the recording of data for each individual participant. This demonstrates how MediaLab™ can be used to arrange and record data to study individual choice behavior based on Herrnstein’s (1961, 1970) behavioral model. The design and composition of the experiment in MediaLab™, the running of the experiment, and example of output data are all described. The use of Medialab™ for setting up experiments for research on consumer behavior is emphasize

The relative impact of QR codes on omnichannel customer experience and purchase intention

This study explores the relative impact of quick response (QR) codes in an omnichannel customer situation. A conjoint experiment was conducted where participants (n=53) assigned scores to stimuli cards according to experience and purchase intention in a shopping scenario. The main finding from the conjoint analysis showed that creating a positive experience does not necessarily require highly digitalized and personalized QR-code information and features. However, a balance is needed as it was discovered that the opposite was evident for purchase intention. Retailers and researchers must therefore be aware that there might be differences in what type of QR-code information and features create experiential value and what triggers purchase intention. These findings highlight the complexities of the customer experience (CX) and suggest that it is important to carefully consider the purpose for which QR codes are implemented.publishedVersio

Investigating the factors of customer experiences using real-life text-based banking chatbot: a qualitative study in Norway

In recent times, banks have increasingly started using chatbots to offer round-the-clock customer service. However, customers experience with this type of technology is not well understood. The aim of this study was to get an in-depth understanding of factors affecting customer experience with a banking chatbot. Eight participants interacted with a real-life banking chatbot to complete a simple task (order a credit/debit card) and a complex task (apply for a housing loan). Semi-structured interviews were then conducted to examine chatbot-related factors (ease of use, miscommunication errors and human-likeness) and user-related factors (perceptions, future behaviors). The findings indicate that the human-like factors like a human personality, use of emojis, willingness to help, and polite communication style, have a positive impact of customer experience with banking chatbots. The chatbot's ability to understand questions was a critical factor. Miscommunication errors have negative impact, especially when the task is a simple one. Takeaway from this study is that banks should inform customers about the limits of the chatbot's abilities. In addition, they should communicate that the chatbot is safe to use for complex tasks. Successful development and implementation of chatbots for customer service require a customer centric approach from banks.publishedVersio

An Explorative Study on the Impact of Antecedent Mood States on Consumers’ Evaluation of Hotels Online

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