Electronic Marketing
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ItemHow does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention( 2019-01-08)The popularity of mobile devices and the advancement of modern technology have resulted in more diversified consumer shopping channels, and many retailers have consequently embraced omnichannel retailing. The core concept of omnichannel retailing is to provide consumers with a seamless experience. Using commitment–trust theory as a framework, this study examines the effects of omnichannel integration quality on consumers’ stickiness intention. Analysis of data of 194 respondents reveals that consumer trust affects relationship commitment. Consumer trust and relationship commitment have a strong influence on stickiness intention, and breadth, transparency, and process consistency directly affect trust. Contrary to our expectation, omnichannel integration quality does not affect relationship commitment. Our results show that high levels of omnichannel integration quality can increase consumer trust, which helps retailers maintain favorable customer relationships. The findings of this study provide important theoretical and practical implications for omnichannel retailing research.
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ItemManagement Response to Online Customer Reviews in Distribution Channel: A Perspective of Manufacturers( 2019-01-08)In a distribution channel where multiple manufacturers and retailers compete intensively, manufacturers’ investment decisions on directly communicating with end consumers are strategic. In this study, we examined the interactive relationship between the manufacturers’ management response strategies to online customer reviews and the channel structure formed in the online market. We collected data from Amazon.com, where the manufacturers, instead of the retailers, decide whether and how to respond to the customer reviews. The study illustrates the interaction of channel structure and manufacturers’ management response strategies to the reviews. On the one hand, if a manufacturer invests in responding to customer reviews, more retailers are willing to carry its product. On the other hand, if more retailers sell a manufacturer’s product, or if there are more intensive intra-competition in the retailer channels, the manufacturer is more likely to invest in management response.
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ItemHow Mobile Applications Affect Consumption in Grocery Stores( 2019-01-08)This paper examines how utilitarian and hedonic values drive customer recommendation behavior and engagement with a mobile grocery shopping application. The study further examines whether customer engagement, in terms of the usage frequency of the mobile application, influences the customer’s actual spending behavior. The study tests hypothesized effects with a total sample of 541 responses from users of a mobile grocery shopping application, and among sub-samples of gender and three generational groups. The results show that the usage frequency of the mobile application has a statistically significant positive effect on money spent on the retail chain. The results further indicate gender and generational differences in the role that perceived value plays in customers’ recommendation behavior and engagement with mobile grocery shopping applications.
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ItemIntrinsic Characteristics or Earned It? A Discussion of Firm Attractive Traits and Their Social Media Engagement( 2019-01-08)Celebrity firms can gain management, marketing, and financial benefits. Being popular on social media has been proven to have a similar effect. Based on nearly 5,000 actively traded US firms data, this paper discusses the factors that drive users to follow them. The factors were explored from two aspects: the firm’s intrinsic characteristics and firm social media engagement. Our results show that there are ”engaging traits” that attract users meaning that some firms are ‘born-to-be’ more popular than others. Luckily for those less attractive firms, they can take advantage of social media engagements to increase their popularity levels and to eventually enjoy marketing and management benefits, because social media engagements have stronger impacts on the level of firm celebrity. However, firm intrinsic characteristics, which have long been ignored by previous studies, might play a bigger role in the future with the diminishing marginal returns of social engagements.
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ItemCross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness( 2019-01-08)Cross-channel integration (CCI) is increasingly considered as an important driver of customer retention in omnichannel retailing. However, the existing findings about the relationship between CCI and customer retention are contradictory, wherein both positive and non-significant findings exist. This study aims to explore the contingency role of retailer image and alternative attractiveness for the above relationship. Specifically, both two-way and three-way interaction effects of retailer image and alternative attractiveness were tested. Our survey finding confirmed the positive relationship between CCI and customer retention. We also found that the positive relationship was negatively moderated by retailer image, while positively moderated by alternative attractiveness. This study further uncovered that alternative attractiveness can weaken the negative moderating effect of retailer image. Implications and limitations of the study are discussed.
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ItemExploring Consumers’ Continuance Intention to Use Peer-to-Peer Accommodation Service: The Role of Psychological Ownership( 2019-01-08)The flowering of the sharing economy has spawned a new sharing culture. Peer-to-peer accommodation service (PPAS), a concept of "sharing accommodation" has emerged. As a new accommodation service model, retaining existing consumers is particularly important for PPAS. This study regards psychological ownership as a potential psychological mechanism to explain consumers’ continuance intention toward PPAS and identifies four consumption value perceptions associated with psychological ownership. Our model was tested using data collected from 437 individuals who had PPAS experience. The results showed that three consumer values (i.e., novelty-seeking, home benefits and social interaction) exerted significant effects on psychological ownership, and psychological ownership can influence consumers’ continuance intention only through the mediating effect of affective commitment. This paper concludes with implications for theory and practice, as well as some suggestions for future research.
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ItemElectronic Marketing in Business-to-Business Markets – User Related Benefits of Sales Configurators( 2019-01-08)Electronic marketing is becoming an integral part of the sales process in business-to-business (B2B) markets. In line with that, sales configurators are emerging as novel applications that help companies engage customer and drive sales. This research investigates the feature related benefits of sales configurator. Our goal is to categorize the benefits and to identify the important ones. In order to reach the goal, personal interviews were conducted and data was gathered through an online questionnaire. Responses from 152 business-to-business customers were analyzed and a factorial model of the feature related benefits of sales configurators was developed. The results show a model with five factors: versatility, configurability, user experience, security, and customizability. Of these, user experience and security were found to be the most important. In light of this, we suggest that companies emphasize the aspects of user experience in addition to core functionalities when developing sales force automation systems.
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ItemIs the Whole Equal to the Sum of its Parts? Exploring the Impact of Inconsistency on Perceived Helpfulness of a Set of Reviews( 2019-01-08)Despite a growing literature on the helpfulness of individual reviews, scant attention has been paid to the helpfulness of a set of reviews. Moreover, it is generally assumed that the helpfulness of a review set can be derived from averaging the individual reviews’ helpfulness evaluations. Drawing on bounded rationality theories, we hypothesize that this assumption may not always be valid, and that consumers’ helpfulness perception of a review set is also determined by inter-review consistency. A carefully designed experiment revealed that the whole differs from the sum of its parts when the reviews are consistent with each other or are contradicting each other, but does not differ when the reviews contain mixed, non-contradicting opinions. These findings deepen our understanding of inconsistency in online reviews and have a potential to change how reviews should be presented to the consumers.
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ItemIntroduction to the Minitrack on Electronic Marketing( 2019-01-08)