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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.
Regulatory Focus and Daily-Deal Message Framing: Are We Saving or Gaining With Groupon?
Iryna Pentina and David G. Taylor, The Journal of Interactive Advertising, Vol. 13, Issue 2 2013
Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations.
Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations. This study examines the cognitive process by which consumers interpret offers, specifically the interaction between regulatory focus and message framing. Two experiments suggest that matching regulatory focus (emphasizing non-loss for prevention-oriented individuals and gain for promotion-oriented customers) strengthens persuasion. Furthermore, the results indicate that different mechanisms operate for individuals with different chronic regulatory foci: prevention-oriented consumers tend to centrally process daily-deal offers with both compatible (prevention) and incompatible (promotion) message frames. The findings contribute to the theoretical understanding of regulatory compatibility by applying it to the online daily-deal context. In addition, it provides compelling evidence for marketers that the effectiveness of daily deals can be improved by matching the framing and arguments to different customer segments.
"Window" Shopping Online: Cognitive Processing of General and Specific Product Windows
Kevin Wise, Saleem Alhabash and Petya Eckler, The Journal of Interactive Advertising, Vol. 13, Issue 2 2013
In this study, 36 participants navigated Amazon.com while their on-screen activity and physiological responses were recorded.
In this study, 36 participants navigated Amazon.com while their on-screen activity and physiological responses were recorded. An analysis of on-screen activity showed online shopping as a series of transitions between general browsing array pages (e.g. computers) and specific product pages (e.g. Apple MacBook). We recorded physiological responses associated with cognition in the moments following the onset of each page type (general array/specific product). The onset of specific product pages elicited cardiac orienting responses indicating automatic resource allocation to encoding, while the onset of general array pages did not elicit cardiac orienting responses. Furthermore, the magnitude of heart rate deceleration during the orienting response was a significant predictor of how much time participants spent on specific product pages. This demonstrates that the cognitive processes of consumers on shopping websites during transitions between general and specific pages. These results are explained in terms of cognitive resource allocation during online shopping and exposure to interactive marketing.
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.
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