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1 – 10 of 981Xiaosong Dong, Hanqi Tu, Hanzhe Zhu, Tianlang Liu, Xing Zhao and Kai Xie
This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors…
Abstract
Purpose
This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors investigate the moderating role of three categories of visitors – direct, hesitant and hedonic – in the relationship between product information diversity and consumer decision making.
Design/methodology/approach
The research utilizes a sample of 1,101,062 product click streams from 4,200 consumers. Visitors are clustered using the k-means algorithm. The diversity of information recommendations for single and multi-category products is characterized using granularity and dispersion, respectively. Empirical analysis is conducted to examine their influence on the two-stage decision-making process of heterogeneous online visitors.
Findings
The study reveals that the impact of recommended information diversity on consumer decision making differs significantly between single-category and multiple-category products. Specifically, information diversity in single-category products enhances consumers' click and purchase intention, while information diversity in multiple-category products reduces consumers' click and purchase intention. Moreover, based on the analysis of online visiting heterogeneity, hesitant, direct and hedonic features enhance the positive impact of granularity on consumer decision making; while direct features exacerbate the negative impact of dispersion on consumer decision making.
Originality/value
First, the article provides support for studies related to information cocoon. Second, the research contributes evidence to support the information overload theory. Third, the research enriches the field of precision marketing theory.
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Peng Luo, Eric W.T. Ngai, Yongli Li and Xin Tian
This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance.
Abstract
Purpose
This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance.
Design/methodology/approach
The empirical data were from an online store for the period between August 14, 2015 and May 15, 2016. The data consisted of consumer visit behavior and online store sales performance. Vector autoregression with an exogenous variables model was adopted to investigate the dynamic relationships.
Findings
The empirical results show significant relationships between visit behavior metrics (number of visitors, average number of visits per visitor and average length of each visit) in the two channels and online store sales performance. The number of visitors through the PC and mobile channels strongly and positively affects online store sales performance both in the short term and in the longer term. Moreover, the number of visitors in the PC channel has the strongest influence on sales performance metrics, followed by the number of visitors and the average number of visits in the mobile channel. The PC channel's visit behavior metrics explain a larger proportion of the sales performance variance than that in the mobile channel.
Originality/value
The previous literature on consumer behavior in multichannel marketing mainly focuses on channel selection or migration, and examines the different factors affecting channel choice behavior. Little is known about the impacts of visit behavior in the multiple channels. This study adopts the heuristic-systematic information processing theory to unveil the impacts of visit behavior metrics in the PC and mobile channels on online store sales performance.
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Jiangnan Qiu, Liwei Xu, Min Zuo, Jingxian Wang and Weadon Helen
Online knowledge integration has been an important concern of the online knowledge community as it can lead to various positive outcomes of online knowledge coproduction. This…
Abstract
Purpose
Online knowledge integration has been an important concern of the online knowledge community as it can lead to various positive outcomes of online knowledge coproduction. This paper identifies online knowledge integration factors by considering group heterogeneity and group interaction process.
Design/methodology/approach
Based on the categorization-elaboration model (CEM) and interactive team cognition (ITC) theory, a research model that reflects the antecedent's factors and mediating factors of online knowledge integration was developed and empirically examined based on data collected from 2,339,836 data extracted from Wikipedia.
Findings
Group interaction process plays an essential mediator role in online knowledge integration. Group knowledge heterogeneity negatively influences online knowledge integration and group experience heterogeneity positively, and they both positively promote online knowledge integration through group interaction process with different paths.
Research limitations
Our research concerns the OKC context in one setting (Wikipedia). We expect that the results will generalize to other OKC platforms.
Practical implications
The findings of the study could assist the online knowledge community's organizers to understand the motivational mechanisms of online knowledge integration. Group interaction process could be regarded as the key role to promote group wisdom and maintain group independence.
Social implications
We advance the understanding of the online knowledge integration and gain a richer understanding of the importance of group interaction independence for online knowledge integration based on the agreement of group wisdom. It suggested keeping group interaction independence is an important aspect for highly online knowledge integration among heterogeneity groups.
Originality/value
This study extends CEM and ITC theory to the domain of knowledge integration context and finds the mechanism between group heterogeneity and online knowledge integration by introducing the group interaction process.
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Pingjun Jiang and James Talaga
Building a customer base as an outcome of customer satisfaction has not been investigated empirically in e‐tailing industry. This paper seeks to fill this gap in the literature.
Abstract
Purpose
Building a customer base as an outcome of customer satisfaction has not been investigated empirically in e‐tailing industry. This paper seeks to fill this gap in the literature.
Design/methodology/approach
Explores the relationship between satisfying customers and building a customer base using data envelopment analysis (DEA). Data from the e‐retailing industry related to the input variables (e.g. customers' ratings on a set of e‐store attributes) and output variables (e.g. a proxy measure of “customer base”) are analyzed.
Findings
Performance scores for developing a customer base vary across product categories. Performance score is a good parameter for predicting future change on a unique number of visitors and on the competition pattern for a particular e‐tailer.
Research limitations/implications
Further study can examine other drivers of a developing customer base (e.g. advertising, trust building, and strategic alliance) – thereby producing more robust evidence for customer base development in e‐tailing industry.
Practical implications
Good practices in the generation of customers and page view have been identified. Knowing the efficiency patterns of an e‐tailer makes it possible to guide managerial action by providing a measure of the extent to which different management actions at the e‐tailer can lead to higher future customer growth. Managers should realize that customers match realizations and expectations of product/service performance.
Originality/value
This study has identified satisfaction as the important driver of developing a customer base. It focuses on improving diagnosis of the performance of e‐tailers by assessing reach efficiency and page view efficiency separately.
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Yeongbae Choe and Daniel R. Fesenmaier
The purpose of this paper is to describe the core of an advanced destination management system, which uses a series of data matching techniques and business analytics.
Abstract
Purpose
The purpose of this paper is to describe the core of an advanced destination management system, which uses a series of data matching techniques and business analytics.
Design/methodology/approach
This study first proposes the conceptual framework for an advanced destination management system and then illustrates the core components of the proposed system using real-world data from Northern Indiana. In this study, search interests, devices used and other forms of website use derived from online clickstream data were merged with visitor demographic and tripographic information obtained from an online survey to develop an analytic model used to describe the core market structure.
Findings
Key demographic factors (e.g. gender, age and income), search interests, referred websites, the number of total sessions, temporal aspects and spatial aspects of visitor travel provide essential information defining the structure and dynamics of the visitor marketing in Northern Indiana.
Originality/value
The process and data used in this study provide a “proof of concept” for developing highly personalized marketing systems, which can substantially improve the competitiveness of a destination management organization.
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Min Zuo, Jiangnan Qiu and Jingxian Wang
Online collaboration in today's world is a topic of genuine interest to Internet researchers. The purpose of this paper is to explore the role of group knowledge heterogeneity…
Abstract
Purpose
Online collaboration in today's world is a topic of genuine interest to Internet researchers. The purpose of this paper is to explore the role of group knowledge heterogeneity (GKH) in open collaboration performance using the mediating mechanisms of group cognition (GC) and interaction to understand the determinants of the success of online open collaboration platforms.
Design/methodology/approach
Study findings are based on partial least squares structural equation modeling (PLS-SEM), the formal mediation test and moderating effect analysis from Wikipedia's 160 online open collaborative groups.
Findings
For online knowledge heterogeneous groups, open collaboration performance is mediated by both GC and collaborative interaction (COL). The mediating role of GC is weak, while the mediating role of COL is strengthened when knowledge complexity (KC) is higher. By dividing group interaction into COL and communicative interaction (COM), the authors also observed that COL is effective for online open collaboration, whereas COM is limited.
Originality/value
These findings suggest that for more heterogeneous large groups, group interaction would explain more variance in performance than GC, offering an in-depth understanding of the relationship between group heterogeneity and open collaboration performance, answering what determines the success of online open collaboration platforms as well as explaining the inconsistency in prior findings. In addition, this study expands the application of Interactive Team Cognition (ITC) theory to the online open collaboration context.
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Simone Guercini and Andrea Runfola
This paper deals with the international development of firms through the online sales channel. Despite the ever-growing importance of the issues involved in such…
Abstract
Purpose
This paper deals with the international development of firms through the online sales channel. Despite the ever-growing importance of the issues involved in such internationalization strategies, they have received limited attention in the literature.
Methodology/approach
The paper presents an analysis of an expressly developed database of 20 multibrand luxury retailers in the online fashion market
Findings
The analysis highlights the international dimension of these players and sheds some light on internationalization through e-commerce of the luxury fashion retailers. In particular, the paper states that e-commerce may be related to different degrees of internationalization in multibrand luxury fashion retailers and that internationalization of multibrand luxury fashion retailers through e-commerce is unrelated to physical stores abroad.
Research limitations
Future research should be aimed at analyzing the characteristics of a greater number of actor, such as mono-brand luxury manufacturers, also comparing the fashion system with other sectors where the online channel exhibits a similar important trend.
Originality/value
The paper’s originality is related to a new phenomenon that has yet to receive appropriate consideration in the literature, the online international company growth with particular focus on the online channel as a new means to develop into foreign markets
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Maurits Kaptein, Richard McFarland and Petri Parvinen
This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face…
Abstract
Purpose
This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.
Design/methodology/approach
This paper demonstrates a method for the online implementation of automated adaptive selling using sales influence tactics. Automated adaptive selling is compared to nonadaptive selling in three e-commerce field studies.
Findings
The results reveal that adaptive selling is more effective than nonadaptive selling. The click-through rates increased significantly when adaptive selling was used.
Research limitations/implications
This paper highlights the effectiveness of existing theories concerning adaptive human-to-human selling and their utility to online selling. The authors demonstrate the added value of adaptive selling in e-commerce, thereby opening up a novel area of research into adaptive selling online. While the paper focuses on the adjustment of sales influence tactics, other factors could be investigated for adjustment in future research (e.g. prices).
Practical implications
The methods, described in detail, are readily available for implementation by online retailers. The implementations are timely and increasingly valuable as e-commerce expands into interpersonal channels (e.g. instant messengers and social media).
Originality/value
To the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting.
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Peng Ouyang, Jiaming Liu and Xiaofei Zhang
Free knowledge sharing in the online health community has been widely documented. However, whether free knowledge sharing can help physicians accumulate popularity and further the…
Abstract
Purpose
Free knowledge sharing in the online health community has been widely documented. However, whether free knowledge sharing can help physicians accumulate popularity and further the accumulated popularity can help physicians attract patients remain unclear. To unveil these gaps, this study aims to examine how physicians' popularity are affected by their free knowledge sharing, how the relationship between free knowledge sharing and popularity is moderated by professional capital, and how the popularity finally impacts patients' attraction.
Design/methodology/approach
The authors collect a panel dataset from Hepatitis B within an online health community platform with 10,888 observations from April 2020 to August 2020. The authors develop a model that integrates free knowledge sharing, popularity, professional capital, and patients' attraction. The hierarchical regression model is used to for examining the impact of free knowledge sharing on physicians' popularity and further investigating the impact of popularity on patients' attraction.
Findings
The authors find that the quantity of articles acted as the heuristic cue and the quality of articles acted as the systematic cue have positive effect on physicians' popularity, and this effect is strengthened by physicians' professional capital. Furthermore, physicians' popularity positively influences their patients' attraction.
Originality/value
This study reveals the aggregation of physicians' popularity and patients' attraction within online health communities and provides practical implications for managers in online health communities.
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