Electronic Marketing

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    Situational Factors Influencing Customers´ Credit Use Online: A Behavioral Economic Approach
    ( 2018-01-03) Øverby Markussen, Ida Merete ; Fagerstrøm, Asle ; Sydnes, Lars
    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.
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    The Impact of Scarcity Messages on the Online Sales of Physical Information Goods
    ( 2018-01-03) Cremer, Stefan
    For physical consumer goods with no considerable information component, past research has identified scarcity, due to market conditions or as a producer strategy, as a driver of intention to purchase and willingness to pay. In contrast, information as the major value-creating component of physical information goods is inherently non-scarce. While anecdotal evidence suggests that intended or unintended scarcity can benefit sales of physical information goods, the underlying mechanisms have not been systematically investigated so far. To close this gap, this research develops a model based on an extensive literature review. The model is tested against evidence from e-commerce sales data of 34,748 information goods. We find that quantity-based scarcity overall decreases sales, but is associated with an increase in the quantity purchased among all purchasing customers. We discuss implications for theory development around the scarcification of information.
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    The Value and Risk of Curated Shopping: Online Consumer's Choice
    ( 2018-01-03) Cha, Hoon Sang ; You, Soeun
    The rapidly increasing number of products available online ironically requires consumers to spend excessive time and efforts for searching the relevant product information. As a result, it is getting popular among online consumers to use the curated shopping, which can help consumers by providing a short list of products that are carefully selected by professional curators. In this study, we examined how the risk and value of curated shopping perceived by consumers affect their decision to use the curated shopping. Through empirical analysis, we found that the perceived convenience, efficiency of curated shopping, and the degree of shopping fatigue as positive factors that increase the intention to use curated shopping. On the other hand, the perceived financial risk was found to be a significant negative factor. Furthermore, it was interesting to find that previous experience of curated shopping acts as a moderator, which affect the strength of the above relationships. The academic and practical implications of these findings were discussed.
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    Social Media Engagement: Content Strategy and Metrics Research Opportunities
    ( 2018-01-03) Perreault, Marie-Catherine ; Mosconi, Elaine
    Social media platforms allow for the integration of online and offline experiences for customers and brand relationships. Firms must understand which moves are the best to engage customers on social platforms. Smartphone’s adoption has contributed to the expansion of social media uses and seems to facilitate engagement in online brands’ experience. However, previous research reveals no consensus about what customer brand engagement in social media is and how to measure it. The objective here is to identify factors of social media engagement and metrics adopted to define social media brands’ content strategy performance. A systematic literature review shows social media engagement as a misunderstood concept related to different levels of customer relationships. Also, findings reveal that the literature has failed to address social media content strategy performance and the metrics adopted. This paper examines and categorizes metrics and opportunities for future research, as well as managerial involvement in social media engagement issues.
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    Piracy versus Netflix: Subscription Video on Demand Dissatisfaction as an Antecedent of Piracy
    ( 2018-01-03) Riekkinen, Janne
    Drawing from cognitive dissonance and neutralization theories, this study seeks to improve the understanding on consumer decision-making between the current legal and illegal video consumption alternatives. We develop and test a research model featuring Subscription Video on Demand (SVOD) satisfaction and various dimensions of SVOD quality as antecedents of video piracy neutralizations and attitudes. Based on results from an online survey among Finnish SVOD users, SVOD satisfaction is primarily determined by content quality, and has a small negative effect on attitude toward piracy through decreased piracy neutralization. However, it appears that current legal services are not seen as true alternatives to illegal sources of video content.