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Article
Publication date: 27 May 2014

Ching-Jui Keng, Van-Dat Tran, Tze-Hsien Liao, Chao-Ju Yao and Maxwell K. Hsu

The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role…

2737

Abstract

Purpose

The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed.

Design/methodology/approach

Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), exposure to education virtual experience preceding direct experience (VEeducation→DE), exposure to escapist virtual experience preceding indirect experience (VEescapist→IDE), and exposure to education virtual experience preceding indirect experience (VEeducation→IDE). A total of 302 undergraduate college students in Taiwan participated in this study.

Findings

The results revealed that DUCP moderated the sequential combination of consumer experiences on product knowledge. For the high level of DUCP, there are significant differences among the effects of the sequential combination of consumer experiences on product knowledge. Specifically, it was found that VEescapist→IDE produces the highest product knowledge while VEeducation→DE produces the lowest product knowledge. Regarding the low level of DUCP, there are not significant differences among the effects of sequential combination of consumer experiences on product knowledge.

Originality/value

This study extended the studies of Daugherty et al. (2008), Pine and Gilmore (1999), and Keng et al. (2012) to further explore the effects of the sequential combination of experiences.

Details

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

Keywords

Article
Publication date: 3 December 2018

Yu-Hsin Chen and Ching-Jui Keng

The purpose of this paper is to develop an extended Push-Pull-Mooring-Habit (PPMH) framework in order to better understand users’ intention of switching from offline to an online…

2958

Abstract

Purpose

The purpose of this paper is to develop an extended Push-Pull-Mooring-Habit (PPMH) framework in order to better understand users’ intention of switching from offline to an online real-person English learning platform service.

Design/methodology/approach

Based on 301 valid responses collected from an online survey questionnaire, structural equation modeling was employed to examine the research model.

Findings

The causal model was validated using SmartPLS 3.0, and all study hypotheses were supported. The results show that push effects (learning convenience, service quality and perceived price), pull effects (e-learning motivation, perceived usefulness), mooring effects (learning engagement, switching cost and social presences) and habit effects (relationship inertia) all significantly influence users’ switching intentions from offline to an online real-person English learning platform.

Practical implications

The findings should help online English learning service providers and marketers to understand the intention of offline English learning users to switch to an online real-person English learning platform, and develop related theories, services and regulations.

Originality/value

The present study extends the prior research of an online real-person English learning platform by providing PPMH as the general framework and demonstrating its efficacy in explaining user switching intentions.

Details

Internet Research, vol. 29 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 15 September 2021

Yu Hsin Chen, Ching-Jui Keng and Ye-Li Chen

With the advancements of Internet of Things (IoT) and artificial intelligence (AI) in recent years, smart objects (SOs) have been widely applied in the lives of consumers to…

1317

Abstract

Purpose

With the advancements of Internet of Things (IoT) and artificial intelligence (AI) in recent years, smart objects (SOs) have been widely applied in the lives of consumers to fulfill a variety of functions. This research aims to explore the new interaction experience between consumers and a smart speaker that can create the effect of customer engagement by enhancing the gendered voice and product smartness.

Design/methodology/approach

This study conducted a 2 × 2 × 2 between-subject experiment to validate the research model and the hypotheses.

Findings

The results indicate that a high level of interaction experience between the users and smart speaker devices increases customer engagement. Smart speaker devices that present female voices have a high product smartness, whereas high levels of interaction experience are more effective in customer engagement. Furthermore, the results also show a moderate effect of gendered voice and product smartness between the interaction experience levels and customer engagement.

Originality/value

This study contributes to the assemblage theory and the interaction experience levels between users and smart speaker devices in IoT. Based on the results, suggestions on enhancing the smartness ability and application services of new smart speaker devices are proposed. The findings of this study can promote a more continuous interaction between users and smart speakers.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 28 February 2020

Yu-Hsin Chen, Min-Cing Chen and Ching-Jui Keng

This study aimed to develop and validate an online live streaming perceived servicescape (OLSPS) scale that can help platform service providers to develop strategies for new live…

3972

Abstract

Purpose

This study aimed to develop and validate an online live streaming perceived servicescape (OLSPS) scale that can help platform service providers to develop strategies for new live streaming channel promotions.

Design/methodology/approach

This study conceptualized the construct of OLSPS and the four-phase procedure of the 66-item OLSPS scale development, including item generation, item purification, scale validation, measure application and testing of hypotheses. It also provided a research framework to assess audiences' cognition and behavioral intention, and an online survey on 420 live streaming users (social platforms, n = 210; native platforms, n = 210) was conducted.

Findings

This study developed and validated a 35-item OLSPS scale with eight dimensions. The results of the empirical model showed that OLSPS is positively correlated with the audiences' cognition and behavioral intention. Furthermore, parasocial interaction experience showed a positive moderation on channel trust.

Originality/value

This study is a pioneering effort to develop and validate an OLSPS scale. The results could be helpful for researchers in building OLSPS and for managers in assessing and promoting users' acceptance of online live streaming platforms.

Article
Publication date: 16 October 2009

Ching‐Jui Keng and Hui‐Ying Ting

This study is based on the interactivity and perceived similarity between blog readers and the others, and incorporates the concepts from customer experiential value. This paper…

5528

Abstract

Purpose

This study is based on the interactivity and perceived similarity between blog readers and the others, and incorporates the concepts from customer experiential value. This paper aims to examine emotional experiences that internet users gain while reading blogs, that is, assesses the attitude of blog readers through their subjective experiences within the communication process.

Design/methodology/approach

An empirical survey is used to test the hypotheses. The sample is 349 users who browse blogs frequently. Data are analysed using structural equation modelling (SEM) to understand the cause and effect of the entire model and to determine the goodness of fit of the conceptual model.

Findings

Empirical results demonstrate that: interpersonal interaction enhances browsers, aesthetic experiences as well as playfulness; machine interaction generates high aesthetics value which comprises visual and entertainment effects, service excellence, and CROI; perceived similarity by readers positively influences the four components of customer experiential value; and a positive correlation exists between user attitudes toward reading blogs and their experiential value in aesthetics, playfulness, and service excellence.

Practical implications

The findings will help bloggers understand the factors key to success and allocate the appropriate resources to operate a blog and achieve success.

Originality/value

The value of this study is to establish the importance of customer experiential value theory. Previous research on customer experiential value primarily focuses on analysing consumer shopping behaviours and mostly on the utilitarian value of products. This research focuses on inner pleasure gained through reading blogs, such as aesthetic experiences and emotional reactions.

Details

Internet Research, vol. 19 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 12 August 2011

Ching‐Jui Keng, Hui‐Ying Ting and Ya‐Ting Chen

The aim of this study is to investigate the effects of different virtual product experiences (VPEs, interpersonal and machine) on sense of virtual community (SOVC) for consumers…

2892

Abstract

Purpose

The aim of this study is to investigate the effects of different virtual product experiences (VPEs, interpersonal and machine) on sense of virtual community (SOVC) for consumers. Furthermore, parasocial interaction (PSI) and the sequence of VPEs likely moderate the relationship between different combinations of VPEs and SOVC.

Design/methodology/approach

The study employed a factorial online experimental design: 8 (combinations of VPEs, between subjects) x 2 (sequences of VPEs, between subjects). Participants were randomly assigned to the 16 groups.

Findings

The results show that with a high degree of PSI, the “escapism + social” VPEs group has the greatest beneficial effects on SOVC, whereas with a low degree of PSI, the “aesthetics + information” VPEs group has the greatest beneficial effects on SOVC. Besides, in VPES sequence 1 (interpersonal → machine), the “escapism + social” VPEs group has a greater effect on SOVC, whereas in sequence 2 (machine → interpersonal), there was no statistically significant difference for VPEs combinations relative to SOVC.

Practical implication

This study determines that consumers with different degrees of PSI differ from one another regarding their interactions with web sites and communities. Therefore, the characteristics of PSI provide manufacturers with various marketing strategies for interaction. The combinations and sequences of interpersonal and machine VPEs in this study can provide manufacturers with suggestions for appropriate online shopping web site design.

Originality/value

Although the importance of these virtual experiences is continuously increasing, there is still a lack of studies that empirically analyze from the combinations of machine interaction and interpersonal interaction of VPEs of the effects on consumer behavior.

Details

Internet Research, vol. 21 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 14 August 2007

Ching‐Jui Keng, Tseng‐Lung Huang, Li‐Jie Zheng and Maxwell K. Hsu

The purpose of this study is to explore the impacts of service encounters on customer experiential value and subsequently on customer behavioral intentions in a shopping mall…

9312

Abstract

Purpose

The purpose of this study is to explore the impacts of service encounters on customer experiential value and subsequently on customer behavioral intentions in a shopping mall context in Taiwan.

Design/methodology/approach

Data were gathered using mall intercepts at three large shopping malls in northern Taiwan. Structural equation modeling was employed to assess the proposed research model empirically.

Findings

The empirical results revealed that: personal interaction encounters positively influenced perceptions of efficiency and excellence value; physical environment encounters positively affected perceptions of playfulness and aesthetics; and all dimensions of customer experiential value (i.e. efficiency, service excellence, playfulness, and aesthetics) positively affected customer behavioral intentions.

Originality/value

Following Bitner's suggestion in 1990, the present study classified service encounters into two dimensions – personal interaction encounters and physical environment encounters. Further, the empirical findings revealed that customer experiential value mediated the relationship between service encounters and consumer behavioral intentions.

Details

International Journal of Service Industry Management, vol. 18 no. 4
Type: Research Article
ISSN: 0956-4233

Keywords

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