Search results
1 – 5 of 5Carolina Herrando, Julio Jimenez-Martinez and M. Jose Martin De Hoyos
Social commerce websites entail a completely new scenario for sharing experiences and opinions due to its richness in terms of social interactions. Nowadays, users can interact…
Abstract
Purpose
Social commerce websites entail a completely new scenario for sharing experiences and opinions due to its richness in terms of social interactions. Nowadays, users can interact with the company and with other users; hence, it seems important to study how social stimuli affect users. Drawing on the stimulus-organism-response framework and flow theory, the purpose of this paper is to propose that the social stimulus (named social passion (sPassion)) has a positive effect on the organism (state of flow), which leads to a users’ positive response (via social word of mouth (sWOM)).
Design/methodology/approach
The data were collected through an online survey in 2015. The sample consists of 771 users of social commerce websites, of which 51 percent are male and 49 percent female, aged between 16 and 80 years old. Structural equation modeling was used to analyze the data with the statistical software SPSS version 22 and EQS 6.
Findings
The empirical results confirm that passionate users are prone to experience a state of flow and, as a consequence, share positive sWOM.
Originality/value
This study contributes to the literature on customers’ online participation, and the findings are hoped to help companies in developing social commerce websites that boost users’ exchange of information.
Details
Keywords
Carolina Herrando, Julio Jimenez-Martinez and M. Jose Martin de Hoyos
Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies…
Abstract
Purpose
Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies and with other users; hence, it is considered important to study how social stimuli affect users. Drawing on the Stimulus Organism Response framework and Flow Theory, this paper aims to propose that the social stimulus (sPassion) has a positive effect on the organism (state of flow) causing positive responses from users (flow consciousness, trust and eLoyalty).
Design/methodology/approach
The data were collected through an online survey. The sample consists of 771 users of social commerce websites, of which 51 per cent are male and 49 per cent female, aged between 16 and 80 years. The structural equation model statistical software EQS 6 was used to test the model.
Findings
The empirical results confirm that passionate users are prone to experience state of flow, and, as a consequence, they are conscious of this optimal experience, resulting in an increase in trust.
Originality/value
The originality of this research stems from analysing how users’ passion on social commerce creates an optimal experience that boost customers’ retention.
Objetivo
Las páginas web de social commerce ofrecen un escenario completamente diferente al estudiado hasta la fecha, favoreciendo la retención de clientes en Internet gracias a la riqueza de las interacciones sociales del medio. En la actualidad los usuarios pueden interactuar tanto con la compañía como con otros usuarios, de ahí que se considere importante estudiar cómo los estímulos sociales afectan a los usuarios. Enmarcado en el modelo SOR (del inglés stimulus, organism, response) y la Teoría del Flujo, este estudio propone que el estímulo social (la pasión en el social commerce) tiene un efecto positivo sobre el organismo (estado de flujo), causando respuestas positivas en los usuarios (consciencia de flujo, confianza y lealtad online).
Diseño/metodología/enfoque
Los datos fueron recogidos a través de una encuesta online. La muestra está compuesta por 771 respuestas de usuarios de páginas de social commerce, de los cuales el 51 per cent son hombres y el 49 per cent mujeres, con edades comprendidas entre los 16 y los 80 años. Para testar el modelo se utilizó el software estadístico EQS 6 para modelos de ecuaciones estructurales.
Resultados
Los resultados empíricos confirman que los usuarios más apasionados son más propensos a experimentar el estado de flujo y, como consecuencia, son conscientes más de alcanzar ese estado de experiencia óptima, lo que tiene como resultado un incremento de su confianza en la página web de social commerce.
Originalidad/valor
La originalidad de esta investigación radica en analizar cómo la pasión de los usuarios en entornos de social commerce crea una experiencia óptima que ayuda a retener clientes.
Details
Keywords
Carolina Herrando, Julio Jiménez-Martínez, Maria José Martín-De Hoyos, Kiyoshi Asakawa and Kazuo Yana
Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is…
Abstract
Purpose
Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow.
Design/methodology/approach
This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model.
Findings
This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention.
Originality/value
This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.
Details
Keywords
Paula Rodríguez-Torrico, Rebeca San José Cabezudo, Sonia San-Martín and Lauren Trabold Apadula
Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied…
Abstract
Purpose
Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM).
Design/methodology/approach
A controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses.
Findings
The results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM.
Originality/value
This study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.
Details
Keywords
A.Y.M. Atiquil Islam, Muhammad Rafi and Khurshid Ahmad
This study aims to assess whether technological incentives inspire communities in the process of digital inclusion. The factors analyzed by the authors assess five dimensions…
Abstract
Purpose
This study aims to assess whether technological incentives inspire communities in the process of digital inclusion. The factors analyzed by the authors assess five dimensions: technology incentives, technology utilization, searching skills, social integration, and capabilities.
Design/methodology/approach
Data were collected from 329 respondents in 14 public libraries and analyzed using structural equation modeling to validate the proposed research model and its relationships with the factors the authors analyzed.
Findings
The results showed that technological incentives significantly impact on technology utilization, searching skills, social integration, and capabilities to support community digital inclusion in Pakistan.
Practical implications
Technological incentives to the community will lead to the improvement of network technology for things like online taxation, banking transactions, social integration, participation in government, and modern health and education benefits. In addition, technological incentives will also enhance information literacy and digital access, helping people improve cognitive skills and critical thinking and also helping to develop skills.
Originality/value
This research is based on raw data first collected from various people with different opinions from the Khyber Pakhtunkhwa public libraries. This study was conducted to gain a deeper understanding of the overall situation related to the use of technology in Pakistan and the complications involved.
Details