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Article
Publication date: 2 August 2011

Rafael Currás‐Pérez, Carla Ruiz‐Mafé and Silvia Sanz‐Blas

The purpose of this paper is to analyze the role of interactivity with television (TV) personalities and audience members as mediating variables between teleshopping genre…

Abstract

Purpose

The purpose of this paper is to analyze the role of interactivity with television (TV) personalities and audience members as mediating variables between teleshopping genre dependency and teleshopping behavior, and to identify the moderating effects of televiewers' instrumentalist behavior on teleshopping.

Design/methodology/approach

The Media Dependency Theory has been used as the conceptual framework of this study to explain teleshopping in terms of the relations of the individual with the teleshopping genre, TV personalities and audience members.

Findings

Data analysis performed using a sample of 432 Spanish teleshoppers shows that genre dependency has an indirect influence on teleshopping exposure, which in turn has a direct and positive effect on teleshopping behavior. The individualmedia relationships proposed are, in all cases, greater for high instrumentalist televiewers.

Practical implications

This research provides managers suggestions to increase teleshopping behavior. Managers responsible for TV content design should encourage specific viewing and purchase objectives so that they will attract an audience with instrumentalist motivations. They should also design attractive sales programs to retain the audience's attention and promote relationships with program hosts to increase relationships with TV personalities.

Originality/value

Previous research focused on individual media dependency has analyzed the antecedents and consequences of individual media‐genre dependency, but despite dramatic differences between instrumentalist and ritualist televiewers, very limited research has been conducted to examine them. This paper explains teleshopping in terms of the relations of the individual with the teleshopping genre, TV personalities and audience members, focusing on the moderating influence of televiewer's instrumentalist behavior.

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Article
Publication date: 13 November 2017

Silvia Sanz-Blas, Enrique Bigné and Daniela Buzova

The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in…

Abstract

Purpose

The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing users’ participation in Facebook as a mobile social network (m-WOM).

Design/methodology/approach

An empirical study was carried out by means of online interviews with structured questionnaires. To analyse the data, and estimate the hypothesised relationships in the theoretical model, the partial least squares equation modelling was used.

Findings

The results of the study indicate that accessing brands’ mobile Facebook fan pages can satisfy the needs of understanding, orientation and play. These needs, in turn, influence users’ attitude, as well as their active and passive participation. Besides, users’ active participation in brands’ fan pages is enhanced by the direct and positive influence of attitude and passive participation.

Practical implications

This research enables brands to know which aspects to highlight in their communication strategies in order to increase the user’s active participation and generate m-WOM. Brands need to post information which is not only relevant, but also entertaining and visually attractive. Furthermore, they should foster the user-brand interaction to achieve users’ engagement with the brand.

Originality/value

The contribution of the present research is threefold. First, it offers a new perspective in explaining eWOM participation in mobile settings based on social networks. Second, it is argued that dependency is a key driver in explaining m-WOM. Lastly, integrating parasocial integration in the authors’ model highlights the communication nature of the word-of-mouth process.

Details

Online Information Review, vol. 41 no. 7
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 26 September 2008

Enrique Bigné‐Alcañiz, Carla Ruiz‐Mafé, Joaquín Aldás‐Manzano and Silvia Sanz‐Blas

The paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.

Abstract

Purpose

The paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.

Design/methodology/approach

The impact of online shopping information dependency, domain‐specific innovativeness and technology acceptance model (TAM) variables on future shopping intention has been tested through structural equation modelling techniques. The sample consisted of 465 Spanish consumers who had never purchased online.

Findings

Data analysis shows that consumer innovativeness and online shopping information dependency have a direct and positive influence on future online shopping intention and that the basic TAM hypotheses are fulfilled. Online shopping information dependency can be increased with interfaces that are easier to use, but only if perceived usefulness remains high. Consumer innovativeness positively influences internet exposure and the ease‐of‐use perception of the shopping medium, referred to throughout this paper as “shopping channel”.

Practical implications

This research enables companies to know which aspects of their communication strategies to highlight in order to get non‐purchasing web users to participate in e‐shopping. Perceived ease of use and online shopping information dependency has a significant influence on shoppers' willingness to purchase online. This shows that web content and design are key tools in the increase of future online purchasing. It is also recommended that managers target some of their advertising campaigns to the more innovative users.

Originality/value

There are still too few studies that analyse the effects of innovativeness and online shopping information dependency on non‐purchasing web users' behaviour. This work aims to combine the influence of online shopping information dependency, innovativeness and the traditional TAM in order to construct an improved model for internet shopping acceptance. It will use an integrated model to do so.

Details

Online Information Review, vol. 32 no. 5
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 16 September 2020

Yonathan Dri Handarkho

This study aims to propose a theoretical model to determine factors affecting an individual’s intentions to use social commerce (SC) in generating and sharing information…

Abstract

Purpose

This study aims to propose a theoretical model to determine factors affecting an individual’s intentions to use social commerce (SC) in generating and sharing information on a vendor’s products and services. This, however, involves the application of three fundamental aspects including social interaction, social technology and personal trait used in constructing SC to propose these factors.

Design/methodology/approach

A cross-sectional time approach of the quantitative field study was used with the data collected from 874 users of SC in Indonesia using questionnaires.

Findings

The results showed social technology to be the dominant aspect influencing users’ intention to use SC followed by social experience and personality traits while, in detail, perceived enjoyment was discovered to have the most influence and this is in line with the findings of previous studies. Moreover, new results were also identified based on direct, indirect and moderating effects of gender, age and experience.

Originality/value

This research is different from previous ones because of its proposal of an extensive model that combines three main perspectives used in constructing SC and its emphasis on the theoretical and practical importance of studying not only the direct but also the indirect and moderating effects.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

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Book part
Publication date: 30 January 2015

Katherine Ognyanova and Sandra J. Ball-Rokeach

Grounded in Media System Dependency theory, this work investigates the impact of new media on political efficacy. It suggests that dependence on online resources affects…

Abstract

Grounded in Media System Dependency theory, this work investigates the impact of new media on political efficacy. It suggests that dependence on online resources affects people’s perceptions about the democratic potential of the Internet. Using structural equation modeling, the study tests the relationship between political attitudes and the perceived utility of the Web. The analysis employs measures that take into consideration the facilitating role of communication technologies. Results indicate that online political efficacy is associated with individual views about the comprehensiveness and credibility of new media. Efficacy is also linked to the perceived ability of online tools to aid the maintenance of ideologically homogenous social networks. The intensity of Internet dependency relations is found to be predicted by the perceived comprehensiveness – but not credibility – of online news.

Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78441-454-2

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Article
Publication date: 11 January 2021

Amr Soror, Zachary R. Steelman and Ofir Turel

The current work builds on the dual process theory of habituation and sensitization to empirically investigate theory-based mechanisms through which social media use habit…

Abstract

Purpose

The current work builds on the dual process theory of habituation and sensitization to empirically investigate theory-based mechanisms through which social media use habit influences continued social media use intentions in the context of problematic social media use (SMU).

Design/methodology/approach

We build on the dual process theory of habituation and sensitization and test our model with structural equation modeling technique applied to survey-based data collected from 337 social media users.

Findings

Findings suggest that SMU Habit may increase user's perceived Habituation and directly reduce user's experienced SMU related Exhaustion. Furthermore, Habituation and SMU related Exhaustion are negatively associated in a nonlinear fashion. Also, SMU Habit may promote higher level of SMU Dependency through Sensitization. Increased level of SMU Dependency is associated with increased level of SMU related Exhaustion. Thus, SMU Habit simultaneously shapes two opposing forces driving continued use decisions.

Practical implications

The current work can serve as a basis for developing effective interventions especially given the increase in problematic uses of IS fostered by the development of technology use habits.

Originality/value

Although separate strands of research independently examined the role of “pull” forces such as SMU dependency and the role of “push” forces such as SMU related Exhaustion in influencing users' inclination toward future SMU, a unified theoretical framework considering the triad of SMU Habit, “pull” and “push” forces together is yet to be offered. Deploying Habituation–Sensitization theory will shed new light on dual mechanisms through which habit drives continued use decisions in SMU context. Thus, the current work can serve as a basis for developing effective interventions given the increase in problematic uses of IS.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 19 October 2020

Xiabing Zheng, Xiao Shi and Feng Yang

This study aims at exploring users' motives to form attachments within the social Q&A community context and identifying the differences between active users and lurkers…

Abstract

Purpose

This study aims at exploring users' motives to form attachments within the social Q&A community context and identifying the differences between active users and lurkers when building emotional attachments. By utilizing the media system dependency (MSD) theory, this study investigates into the driving factors of dependency relations (understanding, orientation and play) to user attachments (i.e. attachment to the social Q&A community, attachment to content creators).

Design/methodology/approach

The research model is empirically validated by an online questionnaire among users of a social Q&A community. Deriving from the actual behavioral data, the authors divide 262 valid responses into 157 active users and 105 lurkers according to whether they post or not. The partial least squares (PLS) method is exploited to analyze the relationships in the model. In addition, the PLS-based multi-group analysis is conducted for comparing active users and lurkers.

Findings

The empirical results confirm that dependency relations (understanding, orientation and play) significantly influence user attachments. Multi-group analysis suggests that the effect of understanding dependency relations on attachment to content creators is stronger for active users than for lurkers. However, the effect of orientation dependency relations on user attachment is significant for lurkers but not significant for active users.

Originality/value

This study enriches the knowledge of the MSD theory by extending it to the social Q&A community setting. Based on the MSD theory, the relationships between three sides of dependency relations and two types of user attachments are hypothesized in the research model. Besides, the impact of user heterogeneity in building user emotional attachment still lacks consideration. This study is one of the first in the field of comparison studies to compare active users and lurkers in such context, providing a novel contribution in understanding the motivations and emotional responses of different users.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 28 March 2008

Carla Ruiz Mafé and Silvia Sanz Blas

To analyse key drivers of television dependency and its impact on teleshopping adoption.

Abstract

Purpose

To analyse key drivers of television dependency and its impact on teleshopping adoption.

Design/methodology/approach

The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, television exposure and television affinity on television dependency is analysed together with behavioural changes deriving from television dependency (willingness to teleshopping).

Findings

Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish televiewers show intermediate levels of television dependency. Dependent televiewers are mainly mature, feel high‐television affinity and have high levels of exposure as televiewers. Television dependency determines teleshopping adoption, with the most relevant factor being that of searching guides for decision taking and fun.

Practical implications

This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual dependency and message effectiveness. The significant influence that “decision taking and fun” exerts on willingness to teleshopping shows managers that program contents become a key tool to increase future television purchases.

Originality/value

Despite dramatic online differences were discovered between television dependent and non‐dependent consumers, very limited research has been conducted to examine them. There are still no enough studies that analyse the background and effects of television dependency on the non‐purchasing televiewers behaviour. This paper analyses the background of television dependency and its influence on future purchase intentions of non‐buyer Spanish televiewers.

Details

Direct Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 1750-5933

Keywords

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Article
Publication date: 13 February 2017

Hsin-Yi Huang, Po-Lin Chen and Yu-Chen Kuo

Focusing on social network services (SNS), the purpose of this paper is to propose a research model to investigate individuals’ SNS usage facilitators and inhibitors from…

Abstract

Purpose

Focusing on social network services (SNS), the purpose of this paper is to propose a research model to investigate individuals’ SNS usage facilitators and inhibitors from the perspective of individualsmedia system dependency (MSD) and privacy concerns.

Design/methodology/approach

The research model will be tested with data collected from online users of Facebook. The survey yielded a total of 403 responses for the data analysis which was conducted by measurement and structural models.

Findings

The findings indicate that SNSs members strive for understanding, orientation, and play dependencies which facilitate their satisfaction and social presence, and subsequently fosters their continuance intention toward the SNS. In addition, the members’ privacy concerns decrease satisfaction and social presence online.

Originality/value

First, this study has contributed to the authors’ understanding of an individual’s SNS facilitators and inhibitors from the theoretical perspective (i.e. MSD theory and privacy concerns). Second, satisfaction is a strong antecedent of continuance intention and would dilute the effect of social presence on an individual’s SNS continuance intention.

Details

Online Information Review, vol. 41 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 1 August 2006

Carla Ruiz Mafé and Silvia Sanz Blas

To analyse key drivers of Internet dependency and its impact on willingness to purchase online.

Abstract

Purpose

To analyse key drivers of Internet dependency and its impact on willingness to purchase online.

Design/methodology/approach

The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, Internet exposure, online experience and Internet affinity on Internet dependency is analysed together with behavioural changes deriving from Internet dependency (willingness to purchase online).

Findings

Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish Internet users show intermediate levels of Internet dependency. Dependent users are mainly young, highly‐educated, feel Internet affinity and have high levels of exposure and experience as Internet users. Internet dependency determines willingness to purchase online, with the most relevant factor being that of searching for information to take decisions.

Practical implications

This research enables companies to know the different objectives which Internet can help consumers to attain and, therefore, what aspects to highlight in their communication strategies. Internet agents should exploit the dimensions Internet offers to increase individual dependency and message effectiveness. The significant influence that searching for information exerts on willingness to purchase online shows managers that web contents become a key tool to increase future online purchases.

Originality/value

Despite dramatic online differences were discovered between Internet dependent and non‐dependent users, very limited research has been conducted to examine them. There are still not enough studies that analyse the effects of Internet dependency on the non‐purchasing Internet users behaviour. This paper analyses the background of Internet dependency and its influence on future purchase intentions of non‐buyer Internet users.

Details

Internet Research, vol. 16 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

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