Search results

1 – 10 of over 6000
Article
Publication date: 9 December 2022

Seeun Kim, Hyejune Park and Mohammad Shahidul Kader

This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity

1042

Abstract

Purpose

This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity, vividness, website quality and consumer responses. In addition, the moderating role of the need for touch (NFT) in the effect of AR on media features is identified.

Design/methodology/approach

Hypotheses are tested using a one-factor between-subjects design for both a student sample (Study 1, N = 120) and a nonstudent sample (Study 2, N = 272). Data are analyzed using a series of analyses of variance, multivariate analyses of covariance and structural equation modeling.

Findings

Study 1 shows that an AR-based product display generates greater website quality, interactivity and vividness than a picture-based product display. Moreover, an AR-based product display improves interactivity and vividness only for high-NFT consumers; however, no significant difference emerged for low-NFT consumers. Study 2 replicates and extends our findings by identifying the specific processes that consumers go through when evaluating a website.

Originality/value

The current research advances the understanding of how product presentation technologies can attract customers with different haptic orientations and provides practical implications for online retailers interested in improving their customers' e-commerce experience.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 24 November 2017

Wenbin Ni and Hongyi Sun

This study aims to examine the trustworthiness of internet-based quality signals (specifically webpages and before-sale services) from the perspective of interactivity by…

Abstract

Purpose

This study aims to examine the trustworthiness of internet-based quality signals (specifically webpages and before-sale services) from the perspective of interactivity by evaluating the associations between on-line signals of product quality and the off-line perceived quality of actual products.

Design/methodology/approach

Empirical data are collected from 261 Chinese female university students. Partial least squares structural equation modelling is used to test the conceptual model.

Findings

Both webpages and before-sale services are positively associated with off-line perceived quality, but only the quality of before-sale service has a direct association with customer satisfaction. Webpages and before-sale services are both trustworthy signals for indicating the quality of physical products; however, these signals provide different levels of trustworthiness.

Research limitations/implications

The interactivity perspective supplements information-economics theory in examining the trustworthiness of internet-based signals. A signal is a trustworthy indicator only if customers perceive a close relationship between the quality of the signal and the actual product quality.

Practical implications

On-line sellers should improve the reciprocity and controllability of communications from a buyer’s perspective and should pay more attention to the strategic role of on-line communication for improving customer service.

Originality/value

Researchers have evaluated the trustworthiness of on-line quality signals from an information-economics perspective. This study extends these previous studies by addressing the perspective of interactivity. Two types of product-quality signals, including webpages and before-sale services, are assessed in terms of their trustworthiness by examining how these signals relate to off-line perceived quality and customer satisfaction.

Details

Journal of Services Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 7 May 2020

Xinhua Guan, Lishan Xie and Tengteng Zhu

The purpose of this paper is to investigate the relationship between customer interactivity and the value it realizes for employees and customers, that is, employee creativity and…

Abstract

Purpose

The purpose of this paper is to investigate the relationship between customer interactivity and the value it realizes for employees and customers, that is, employee creativity and customer-perceived economic value, and to test the mediation role of knowledge exchange quality in this relationship.

Design/methodology/approach

A cross-sectional empirical study using pairing data collected from the employees and customers of a high-contact service industry is designed to test the research model. Customers and employees in 75 hotels in China are surveyed. Equation model analysis is performed with SPSS and Amos.

Findings

Customer interactivity has a positive effect on the employee creativity and customer-perceived economic value, and the quality of knowledge exchange mediates the two processes.

Practical implications

The findings provide suggestions for managers to take action to promote interactions between customers and employees and to encourage them to actively participate in the value creation process. Additionally, enterprises can establish a knowledge integration mechanism to improve the quality of knowledge exchange.

Originality/value

This study explores the value of interaction from the perspective of both sides of the interaction, enriching and expanding the theory of interaction. Few studies simultaneously consider the value of both parties in the interaction process. From a two-way perspective, this study extends the past unilateral angle to a multilateral perspective and clearly explains the mechanism behind continuous interaction. This study finds the key mediator variable – knowledge exchange quality – in how customer–employee interactions achieve value. It theoretically enriches the research on the interaction-value mechanism from the perspective of knowledge management.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 7 July 2020

Chaudhry Muhammad Nadeem Faisal, Daniel Fernandez-Lanvin, Javier De Andrés and Martin Gonzalez-Rodriguez

This study examines the effect of design quality (i.e. appearance, navigation, information and interactivity) on cognitive and affective involvement leading to continued intention…

1577

Abstract

Purpose

This study examines the effect of design quality (i.e. appearance, navigation, information and interactivity) on cognitive and affective involvement leading to continued intention to use the online learning application.

Design/methodology/approach

We assume that design quality potentially contributes to enhance the individual's involvement and excitement. An experimental prototype is developed for collecting data used to verify and validate the proposed research model and hypotheses. A partial-least-squares approach is used to analyze the data collected from the participants (n = 662).

Findings

Communication, aesthetic and information quality revealed to be strong determinants of both cognitive and affective involvement. However, font quality and user control positively influence cognitive involvement, while navigation quality and responsiveness were observed as significant indicators of affective involvement. Lastly, cognitive and affective involvement equally contribute to determining the continued intention to use.

Research limitations/implications

This study will draw the attention of designers and practitioners towards the perception of users for providing appropriate and engaging learning resources.

Originality/value

Prevalent research in the online context is focused primarily on cognitive and utilization behavior. However, these works overlook the implication of design quality on cognitive and affective involvement.

Article
Publication date: 2 March 2022

Mingchao Li and Liping Liu

This study was based on situated learning, by combining mobile learning and augmented reality, so that students could not only access information content in a real environment but…

Abstract

Purpose

This study was based on situated learning, by combining mobile learning and augmented reality, so that students could not only access information content in a real environment but also obtain such information via augmented reality, to support mobile learning.

Design/methodology/approach

The research included development of an augmented reality system combined with situational learning, used by students to learn about campus plants as part of the college life technology curriculum. Students took part in mobile learning, and an investigation was conducted into the computer learning behaviour of notebook users. College students were used as the experimental subjects. Data were collected using questionnaire surveys and were evaluated in order to identify the behavioural intentions of learners in outdoor learning activities.

Findings

The questionnaire survey covered environmental interactivity, system quality and textbook content. It was found that learners who used mobile learning augmented reality (MLAR) generally managed to browse all the contents of the textbook at each learning location, without spending too much time looking for information, and learners could quickly integrate this into the learning situation. Learners who used MLAR had a strong motivation to study plants at the learning site because they wanted to use the augmented reality technology to observe virtual plant models. Learners who used MLAR in their field learning liked using augmented reality for further learning, for example, using a magic wand to interact with the technology.

Originality/value

This study adopted a new approach to deliver elements of the life technology curriculum, integrating augmented reality into mobile learning. All participating students gave positive reviews of six aspects of the proposed system: their behavioural intentions, cognitive usefulness, cognitive ease of use, environmental interactivity, system quality and textbook content.

Article
Publication date: 5 October 2023

Kajal Srivastava, Masood H. Siddiqui, Rahul Pratap Singh Kaurav, Sumit Narula and Ruturaj Baber

Amidst the COVID-19 pandemic, education has shifted to online teaching and learning. Interactivity is a crucial tool used to make online education effective. This study…

Abstract

Purpose

Amidst the COVID-19 pandemic, education has shifted to online teaching and learning. Interactivity is a crucial tool used to make online education effective. This study empirically examines the role of interactivity in higher education and its influence on students' behavioral outcomes, specifically focusing on soft skills and personality upgradation.

Design/methodology/approach

A quasi-experimental research design was carried out for post-graduate students undergoing a business communication course from four major institutions. For analysis, t-test, confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) have been employed. Experimental research has established the causal relationship between interactivity, personality and soft skill upgradation (SSU).

Findings

It was found that the theoretical structural model has a rational model-fit validity. Resultantly, practitioners may use prior knowledge of virtual community (VC) members to enhance web interactivity, thereby increasing social identity and social bonds in a group for more meaningful and effective delivery of online courses.

Research limitations/implications

The major limitations lie in its context-dependent nature, predominantly influenced by the pandemic-induced mandatory online learning. The study's cross-sectional design also inhibits its ability to assess goal-directed behaviors over time, necessitating further longitudinal research.

Originality/value

The study is one of the pioneering pieces of research that examines the role of pre-defined grouping and enhanced web interactivity in VCs in the context of online learning, especially during the COVID-19 pandemic. Integrating theories of web interactivity, social bond theory (SBT) and social identity theory (SIT) provides a novel understanding of cognitive and social influences that drive meaningful online discussions and their impacts on knowledge enhancement and personality development. Its findings have implications for the design of effective online learning environments and e-learning pedagogy, contributing to the growing domain of information and communication technology (ICT)-enabled education.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 12 September 2016

Haijun Bao, Boying Li, Jiaying Shen and Fangfang Hou

Retaining customers is very important for the survival of e-commerce sellers. The purpose of this paper is to investigate the roles of computer-mediated communication (CMC) tools…

4825

Abstract

Purpose

Retaining customers is very important for the survival of e-commerce sellers. The purpose of this paper is to investigate the roles of computer-mediated communication (CMC) tools, interactivity, trust and perceived effectiveness of e-commerce institutional mechanisms (PEEIM) in influencing customer’s repurchase intention in the Chinese online e-commerce marketplace.

Design/methodology/approach

The research model is empirically tested using survey data analyzed with partial least squares structural equation modeling.

Findings

This study confirms the positive relation between customer satisfaction and trust in the seller, which further contributes to repurchase intention. Results also support the positive influences of effective use of an instant messenger and feedback system on customer perceived interactivity, which helps enhance trust in the seller. PEEIM demonstrates interesting results regarding its moderating effects.

Research limitations/implications

In the future, researchers can extend the study to other e-commerce platforms and take trust transfer effects and product categories into consideration.

Practical implications

This study highlights the importance to manage trust, PEEIM, interactivity and CMC tools in e-commerce platforms, assisting practitioners to develop appropriate business strategies and processes to retain customers.

Originality/value

This study extends previous investigations by integrating trust and PEEIM with interactivity and testing the model in the context of the Chinese online marketplace.

Details

Industrial Management & Data Systems, vol. 116 no. 8
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 18 June 2018

Zheshi Bao and Taozhen Huang

The purpose of this paper is to explore the roles of flow experience and e-trust in online consumers’ stickiness intentions from a perspective of information quality and discuss…

1071

Abstract

Purpose

The purpose of this paper is to explore the roles of flow experience and e-trust in online consumers’ stickiness intentions from a perspective of information quality and discuss how to retain these consumers.

Design/methodology/approach

The authors proposed a research model by integrating three dimensions of information quality, flow experience and e-trust. These factors were analyzed to explore the direct and indirect effects on consumers’ stickiness intention. Online questionnaires were adopted to collect data and 259 valid samples were analyzed by structural equation modeling approach.

Findings

The findings show that information quality provided by B2C online shopping malls can indirectly affect consumers’ stickiness intention through the mediation effects of flow experience and e-trust. Besides, flow experience can also significantly affect e-trust and then indirectly influence stickiness intention.

Research limitations/implications

The findings suggest that information quality can trigger the effects of flow experience and e-trust to keep stickiness of online consumers. Besides, in the context of online shopping, flow experience would promote consumers’ trust toward e-retailers. Some other theoretical and practical implications are also provided.

Originality/value

This study indicates the effects of flow experience and e-trust on stickiness intention from an information quality perspective. Meanwhile, the authors also intend to discuss the relationship between consumers’ flow experience and e-trust in the context of B2C online shopping.

Details

International Journal of Web Information Systems, vol. 14 no. 2
Type: Research Article
ISSN: 1744-0084

Keywords

Article
Publication date: 30 March 2020

Jing Zhang and Mingfei Du

This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving…

6932

Abstract

Purpose

This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy.

Design/methodology/approach

Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies.

Findings

B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings.

Originality/value

The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 8 January 2018

Jamie Carlson, Mohammad Rahman, Ranjit Voola and Natalie De Vries

Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that…

13882

Abstract

Purpose

Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus–organism–response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers.

Design/methodology/approach

Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling.

Findings

The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions.

Research limitations/implications

The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page.

Originality/value

The findings have important implications for the design and optimization of online services in the customer engagement-innovation interface to harness CEBs for innovation performance.

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

1 – 10 of over 6000