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Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website
Hyun Ju Jeong and Mira Lee, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 539-558
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.
Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider
Jeanne Danubio and Nikhil Sharma, ESOMAR, Congress, Istanbul, September 2013
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper, explores the benefits/barriers to digital adoption of key consumer product categories, and considers how to integrate digital touch points that achieve success online and in-store. Results illuminate the role that various digital touch points play in influencing shoppers' purchase decisions.
Keep the Social in Social Media: The Role of Social Interaction in Avatar-Based Virtual Shopping
Jang Ho Moon, Eunice Kim, Sejung Marina Choi and Yongjun Sung, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation.
This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation. The study examines the effects of a consumer's interaction with the salesperson and peer consumer avatars and how these interactions affect the consumer's perceived social presence, shopping enjoyment, attitude toward the brand, and purchase intention. The results suggest that a consumer's social interactionwith a salesperson and a peer shopper in the form of avatar-mediated communication enhances the consumer's social presence, enjoyment, brand attitudes, and purchase intention. Regarding the consumer's shopping enjoyment, the results also demonstrate that perceived social presence significantly mediates the effects of avatar-based social interaction. This in turn improves the consumer's brand attitude and purchase intention. In light of these findings, marketers in social virtual worlds should focus on creating a socially engaging shopping environment and on fostering a strong sense of social presence via social interaction among avatars.
Innovative methodologies to understand consumers in the e-commerce era
Raymond Liang, Paco Yip & Sunny Liang, Sharong Chow and David Shi, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper describes innovative methodologies to understand consumers' behaviors in the e-commerce environment.
This paper describes innovative methodologies to understand consumers' behaviors in the e-commerce environment. Methods including text analysis, user observation, shopping experience investigation and ethnographic research are used to better understand consumers' mindset, wants and needs while shopping online. In addition, the paper sheds light on how to develop marketing strategies - from defining target consumers to exploring user experience - according to the different development stages of an e-commerce enterprise.
Measuring and managing reputation
Yogesh Chavda and Scott Miller, ESOMAR, Congress, Amsterdam, September 2011
A company's reputation is constantly under scrutiny, whether they are generally respected or not. How a company fares under that scrutiny may well depend on whether it’s admired or merely tolerated by consumers and opinion leaders.
A company's reputation is constantly under scrutiny, whether they are generally respected or not. How a company fares under that scrutiny may well depend on whether it’s admired or merely tolerated by consumers and opinion leaders. Companies that had enjoyed favorable reputations in recent years have seen their favorability tumble and sales suffer due to their response to difficult situations. How a company behaves day-to-day and how it manages through crisis has the potential to impact the top and bottom line, making corporate reputation something to be measured, managed and protected. Amway Corporation, one of the world’s largest direct selling companies, understands the role of corporate reputation as a business driver. Direct selling, however, is an industry that’s often misunderstood and in some markets, maligned. Yet elsewhere, Amway enjoys high favorability and an enviable reputation. How does Amway improve or maintain its reputation globally and in key markets? And why does a positive reputation matter to Amway? This paper presents a case study on how Amway measures, monitors, manages and ultimately improves its reputation.
Headroom Vs. Heartroom: Using Customer Insight to Fine-Tune Targeting and Communications From Segmentation Models
Debra Walmsley and Stephen Barr, ESOMAR, Insights, Brussels, February 2011
This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies.
This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer opportunity, but also highlighted channel potential and salient marketing communication messages to increase engagement. It shows that by combining pragmatic modeling with emotional insight, businesses can isolate winning formulae for their future business success.
Decoding Digital Needs: In Search of the Hub Consumers
Trixie Cartwright and Ana Patricia Sequeira, ESOMAR, Latin America, Cartagena, May 2010
New digital media streams have opened completely new lines of interaction between brands and consumers.
New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of the brand through consumer involvement. This study evaluates the needs of digital consumers in Brazil with the aim of providing insights to support companies in better positioning digital campaigns and online interactions in order trigger positive spin offs for their brand.
Purchasing behaviour in an online supermarket: the applicability of E-S-QUAL
Frederic Marimon, Richard Vidgen, Stuart Barnes and Eduard Cristóbal, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 111-129
The purpose of this paper is twofold: first, to assess the applicability of the four dimensions of online service quality, as proposed in the E-S-QUAL scale, to the setting of an online supermarket; and, second, to propose and test a model that links these e-quality dimensions with loyalty and purchasing behaviour in the setting of an online supermarket.
The purpose of this paper is twofold: first, to assess the applicability of the four dimensions of online service quality, as proposed in the E-S-QUAL scale, to the setting of an online supermarket; and, second, to propose and test a model that links these e-quality dimensions with loyalty and purchasing behaviour in the setting of an online supermarket. An online questionnaire was used to survey 131 customers of an online Spanish supermarket using the E-S-QUAL scale. The data were analysed by exploratory factor analysis to test the applicability of the E-S-QUAL scale to the setting of an online supermarket and generate an extended model (including constructs for ‘perceived value’, ‘loyalty’ and ‘actual purchases’). The model was then checked by structural equation modelling (SEM). The four dimensions proposed by the E-S-QUAL scale were confirmed in the setting of an online Spanish supermarket. The influence of these various quality dimensions on perceived value, loyalty and actual purchases are delineated here. The study reassures online vendors that E-S-QUAL is an appropriate instrument by which to measure online service quality. The study also provides empirical evidence that high levels of e-service quality have a positive influence on purchasing behaviour. The study is the first to provide definitive empirical evidence of the commonly presumed linkage between the quality dimensions proposed in the E-S-QUAL scale and the constructs of loyalty and actual – not self-reported – purchase behaviour.
Learning from Winners: How IBM Seized the Day
Raymond Pettit, Journal of Advertising Research, Vol. 49, No. 1, Mar 2009, pp. 104-110
Great advertising captures and engages—often in ways we cannot exactly explain. On the wings of great campaigns, companies create whole new categories of products or services.
Great advertising captures and engages—often in ways we cannot exactly explain. On the wings of great campaigns, companies create whole new categories of products or services. They make us conscious of “needs” we would never even contemplated. There is something almost magic about great advertising. And yet, all too often (by some estimate, more than 90 percent of the time), the results are far from magic. They are dismal. New products fail and existing brands drift aimlessly—unmoved by the millions of dollars lavished to support them. Why is this? Why is it that some advertising proves powerfully effective, while the mass of campaigns wither on the media plans that bore them? Is advertising inherently a roll of the dice—a hit-or-miss gamble with few guiding principles or established truths? Or is there a better model of effective advertising waiting to be discovered? If so, where might we find the data trail to lead us there? These are the profound, urgent questions at the core of Learning from Winners (Lawrence Erlbaum, 2007), a powerfully useful collection of essays by Dr. Raymond Pettit, Senior Vice President of Research and Standards for the Advertising Research Foundation (ARF). Tapping into the archive of more than decade of ARF Ogilvy Award winners, Dr. Pettit tells stories and shares lessons that demonstrate how imaginatively applied research can lead to new brand insights, redefine problems or markets, and support intelligent risk taking. In his quest for marketing truths, Dr. Pettit had an edge with the discovery, in a dusty storeroom, a decade’s worth of submissions to ARF’s David Ogilvy Research Excellence Awards. In this second installment of a series of excerpts from Learning from Winners, Dr. Pettit explores the power of marketing research to drive measurably successful advertising and marketing campaigns that are a critical engine of business growth. The focus is IBM. The time is just a decade ago. And the lesson is how research can turn an uncertain business situation into an opportunity that drives new lines of business as it reinforces a company’s traditional strengths.
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