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1 – 10 of over 4000
Article
Publication date: 3 April 2018

Marcin Lipowski and Ilona Bondos

The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to…

1689

Abstract

Purpose

The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage.

Design/methodology/approach

The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computer-assisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level.

Findings

Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online.

Research limitations/implications

First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups.

Practical implications

General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment.

Social implications

Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage.

Originality/value

Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Details

Baltic Journal of Management, vol. 13 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 4 December 2017

Liuqing Yue, Yongmei Liu and Xuhua Wei

Against the background of industrialisation and modernisation of agriculture, food production issues and environmental hazards have become more and more obvious and…

1686

Abstract

Purpose

Against the background of industrialisation and modernisation of agriculture, food production issues and environmental hazards have become more and more obvious and consumers are increasingly concerned about food safety and health, which is strengthening demand for organic food. E-commerce provides a new channel for sales. Research on consumer trust in online organic food sales is the basis of network marketing. The paper aims to discuss these issues.

Design/methodology/approach

A laboratory experiment was used to empirically test the effects of media richness on consumers’ trust and the moderating effect of online review length. A 2×2 factorial design (i.e. two types of online product presentation formats (between-subject)×two levels of online review lengths (between-subject)) was used.

Findings

Media richness has a significant positive effect on consumers’ trust and that this effect is moderated by online review length. Meanwhile, perceived risk conveys the interaction effect of the media richness of online product presentation and online review length to trust.

Practical implications

E-commerce websites should aim to promote organic food by using a variety of online product presentation formats and by presenting high quality online reviews in order to reduce consumers’ perceived risk and improve their degree of trust when buying online.

Originality/value

This paper provides a new insight into consumers’ attitude of buying organic food online. The results of the research could provide proposals for promoting organic food sales online.

Details

British Food Journal, vol. 119 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 May 2021

Sara H. Hsieh and Crystal T. Lee

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the…

1117

Abstract

Purpose

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling a human interaction. Although smart speakers have substantial implications for practitioners, the knowledge of the underlying psychological factors that drive continuance usage remains limited. Drawing on social response theory and the technology acceptance model, this study aims to elucidate the adoption process of smart speakers.

Design/methodology/approach

A field survey of 391 smart speaker users were obtained. Partial least squares structural equation modeling was used to analyze the data.

Findings

Media richness (social cues) and parasocial interactions (social role) are key determinants affecting the establishment of trust, perceived usefulness and perceived ease of use, which, in turn, affect attitude, continuance usage intentions and online purchase intentions through AI assistants.

Originality/value

AI assistant-enabled smart speakers are revolutionizing how people interact with smart products. Studies of smart speakers have mainly focused on functional or technical perspectives. This study is the first to propose a comprehensive model from both functional and social perspectives of continuance usage intention of the smart speaker and online purchase intentions through AI assistants.

Article
Publication date: 11 November 2019

Yung-Shen Yen

Television (TV) shopping has notably changed human shopping behaviors. However, despite its significant advantages, TV shopping still faces many challenges in promoting…

Abstract

Purpose

Television (TV) shopping has notably changed human shopping behaviors. However, despite its significant advantages, TV shopping still faces many challenges in promoting customer purchase behavior. The purpose of this paper is to explore the synergy effect of trust with other beliefs on purchase intention in TV shopping. Other beliefs, including perceived media richness, perceived price fairness, perceived convenience and perceived host interaction, were tested as the synergy factors in the proposed model.

Design/methodology/approach

A hierarchical moderator regression analysis was conducted, and data on the TV shopping habits of 428 customers in Taiwan were examined.

Findings

The findings of the study revealed that trust synergizes perceived price fairness and perceived host interaction rather than perceived media richness and perceived convenience to enhance purchase intention in TV shopping.

Research limitations/implications

This study confirmed the assumption that trust synergizes the beliefs (i.e. perceived price fairness and perceived host interaction) to enlarge purchase intention in TV shopping.

Practical implications

This study suggests that service providers need to prioritize concerns to build trust with customers to encourage purchases during TV shopping. They should also actively promote fair prices and invite famous people to serve as hosts to motivate purchases in TV shopping.

Originality/value

This study advances the knowledge of the trust theory and the synergy model by examining the synergy effect of trust with other beliefs in TV shopping.

Details

Management Decision, vol. 58 no. 3
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 9 August 2011

Jung‐Yu Lai and Chih‐Yen Chang

Due to the rapid pace of development and innovation in information technology, the dedicated electronic book (e‐book) reader has become a new trend in reading. However, at…

6795

Abstract

Purpose

Due to the rapid pace of development and innovation in information technology, the dedicated electronic book (e‐book) reader has become a new trend in reading. However, at present there is only a limited understanding of what factors drive user attitudes/willingness to use this new device for reading. Hence, this paper aims to explore what factors drive users to use dedicated e‐book readers for reading.

Design/methodology/approach

The study proposes a causal model that explores how convenience, compatibility, and media richness affect users' attitudes towards the dedicated e‐book readers for reading.

Findings

The results of this study suggest that convenience, compatibility, and media richness all significantly contribute to dedicated e‐book reader acceptance.

Research limitations/implications

The study extends previous theories: the Technology Acceptance Model, Innovation Diffusion Theory, media richness theory and convenience. This helps one to better understand what factors affect usage of the dedicated e‐book readers, an important topic for current and future research.

Practical implications

The findings outline and describe how the dominant factors affect users' attitudes towards adoption of the dedicated e‐book readers for reading. By considering factors such as ease‐of‐use, usefulness, convenience, compatibility, media richness, etc., in the stage of product development, practitioners can provide dedicated e‐book readers that customers will readily accept.

Originality/value

These findings will enable development of a more robust understanding of attitudes toward dedicated e‐book readers and will be helpful to developers researching e‐book hardware and software as well as to researchers interested in testing related theories.

Details

Online Information Review, vol. 35 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 17 July 2019

Yang Li, Hefu Liu, Matthew Lee and Qian Huang

Previous studies have attempted to address online uncertainties from the relationship marketing perspective. The purpose of this paper is to argue that the integration of…

1233

Abstract

Purpose

Previous studies have attempted to address online uncertainties from the relationship marketing perspective. The purpose of this paper is to argue that the integration of media richness theory (MRT) and cognitive fit theory (CFT) can contribute a new perspective in addressing consumers’ transaction-specific uncertainties in online retailing.

Design/methodology/approach

On the basis of MRT and CFT, a research model was developed by correlating online channel media richness (OCMR), online–offline information integration (OOII), information privacy concern, perceived deception and online loyalty. The model was empirically examined based on survey data collected from 258 multi-channel consumers in China.

Findings

An analysis of structural equation model showed that OCMR is negatively associated with information privacy concern and perceived deception but is not significant to online loyalty. Information privacy concern has a negative influence on online loyalty, but the effect of perceived deception is not significant. Moreover, information privacy concern is positively related to perceived deception. The OOII strengthens the influence of OCMR but not the moderating effect of integrated promotion, product and price information on the relationship between OCMR and online loyalty.

Originality/value

This study contributes to the extant literature on online retailing by examining the effect of OCMR on online transaction uncertainties. Information integrity in the form of OOII was proposed to complement OCMR. Results have shown that OCMR is significant in reducing online uncertainties, and OOII strengthens this effect, thereby enhancing online loyalty.

Article
Publication date: 7 August 2019

Fan-Chen Tseng, T.C.E. Cheng, Pei-Ling Yu, Tzu-Ling Huang and Ching-I. Teng

Mobile instant messaging (MIM) apps could provide rich and instant information in employees’ communication. However, how media richness impacts MIM user loyalty is…

1310

Abstract

Purpose

Mobile instant messaging (MIM) apps could provide rich and instant information in employees’ communication. However, how media richness impacts MIM user loyalty is unknown. The purpose of this paper is to adopt media richness and social presence theories as theoretical foundations to address this insufficiency.

Design/methodology/approach

Collecting 247 responses from an online survey, the authors use structural equation modelling for data analysis and hypothesis testing.

Findings

The authors found that immediate feedback and personal focus are the main aspects of media richness that are positively related to social presence, relatedness need satisfaction and user loyalty to MIM.

Originality/value

This is the first study using two pertinent theories to explain how aspects of media richness affect user loyalty to MIM. The present findings suggest that firms developing MIM apps focus on immediate feedback and personal focus as effective means to encourage user loyalty.

Details

Industrial Management & Data Systems, vol. 119 no. 6
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 8 April 2019

Darshana Sedera, Sachithra Lokuge and W. Jayantha M. Perera

This paper aims to investigate whether digital connectedness between family members, attained through social media, increases the intention to travel overseas to visit…

Abstract

Purpose

This paper aims to investigate whether digital connectedness between family members, attained through social media, increases the intention to travel overseas to visit family or relatives. In the context of the education sector, this paper specifically investigates the likelihood of a family member traveling to see a family member who is currently studying in Australia, despite their regular interactions on digital social platforms.

Design/methodology/approach

This paper draws on the perspectives of earlier conceptual papers by Chacko et al. (2012) and Solnet and Hood (2008) in an effort to identify root causes and a possible solution. The context of Singapore and the international literature are also reviewed to establish theoretical and practical gaps that need to be filled.

Findings

The study finds that both “perceived media richness” of social media and communication applications and the “perceived connectedness” gained through social media and communication applications have a positive effect on the “intention to travel to the study destination.” Of the two variables measured in the study, perceived connectedness provides the strongest influence with nearly double the path coefficient as compared to the perceived media richness. Overall, an explanation of 32 per cent in one’s intention to travel provides a substantial discovery of travel intentions.

Originality/value

The role that digital social media like Facebook plays in human connectivity is not a foregone conclusion, when one could argue that digital connectivity especially enhanced by the richness of social media has the potential to replace or minimize physical relationships. Yet, this study demonstrates that such associations between the family members are in fact augmented by social media.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 2
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 28 January 2014

Tseng-Lung Huang and Feng Hsu Liu

The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality…

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Abstract

Purpose

The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT).

Design/methodology/approach

A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling.

Findings

Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness.

Practical implications

Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.

Originality/value

This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.

Details

Internet Research, vol. 24 no. 1
Type: Research Article
ISSN: 1066-2243

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…

4297

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

1 – 10 of over 4000