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Article
Publication date: 27 September 2011

Lorena Blasco‐Arcas, José‐Ignacio Aznar‐Baranda, Blanca Hernández‐Ortega and José Ruiz‐Mas

The purpose of this paper is to analyze the adoption of IP Television (IPTV) as a distribution channel. The authors test the effects of its features, such as…

Abstract

Purpose

The purpose of this paper is to analyze the adoption of IP Television (IPTV) as a distribution channel. The authors test the effects of its features, such as personalization and interactivity, on users' perceived control and satisfaction with their purchase experience. The authors also analyze the purchase process of news‐on‐demand packages, in which users can personalize the contents and amount of news and interact with other users.

Design/methodology/approach

A testbed platform was designed which integrates the interactivity and content personalization of IPTV and a 2×2 between‐subjects factorial design was developed, resulting in four experimental scenarios of the platform. Multivariate analysis of variance analyses have been applied.

Findings

Data from 119 university students corroborate the importance of content personalization and interactivity in the users' purchase experience configuration, as these variables increase both users' control and satisfaction. The authors also confirm that the users preferred the IPTV platform which combines interactivity and personalization rather than the other designs that only had one of these features.

Originality/value

In spite of the advantageous features of IPTV, its adoption has been slower than initially expected. The causes of this slow pace of adoption are still unclear. This paper contributes to the understanding of IPTV as a new distribution channel, which is an underdeveloped perspective in the field. Moreover, it demonstrates the importance of fostering the collaboration of users in designing services through interactivity and personalization.

Details

Industrial Management & Data Systems, vol. 111 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

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Article
Publication date: 27 May 2014

Lorena Blasco-Arcas, Blanca Hernandez-Ortega and Julio Jimenez-Martinez

The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for…

Abstract

Purpose

The purpose of this paper is to elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, the paper proposes that including online cues related to Customer to customer (C2C) interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, the paper tests for the relationship between the co-creation experience and customer's purchase intentions.

Design/methodology/approach

An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. Structural equation modeling analyses were used to test the hypothesized relationships.

Findings

The results confirm the importance of including cues related to C2C interactions and coproduction in order to increase co-creation experience possibilities for the customer during the online purchase. Moreover, if customers perceive that they are co-creating the experience, their purchase intentions increase.

Practical implications

This paper addresses the importance of virtual engagement platforms as touch points for interaction and the importance of their characteristics for facilitating co-creation. These platforms provide customers with cues that promote their participation, the establishment of collaborative relationships and the co-creation of the purchase experience.

Originality/value

There is a growing interest in understanding how customers interact with firms to co-create experiences and in the influence of IT-related service in this process. Nevertheless, to date, the online purchase experience as a co-creation context has not been fully investigated.

Details

Internet Research, vol. 24 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

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