Search results

Consumers display complex shopping behaviors in the multichannel environment, which includes traditional retail stores and the internet. The purpose of this paper is to examine the effects of the customer-sales associate relationship, customers’ receptiveness to online store shopping, and their interaction effects on the customer’s attitude toward multichannel shopping behavior when the firm decides to establish an online store as the online channel. The authors also examine how customers’ multichannel shopping behavior affects their future spending intentions.

Survey data were collected by soliciting 231 customers who purchased cosmetics in department stores within the past three months. Subjects were asked to give their overall evaluation of their offline and online shopping experiences in the last three months.

Results show that the customer-sales associate relationship significantly reduces customers’ attitude toward searching offline but purchasing online. Receptiveness to online store shopping has significant effects on customers’ attitude toward multichannel shopping behaviors regardless of whether they search or purchase via the online channel. The customer-sales associate relationship also moderates the relationship between customers’ receptiveness to online store shopping and multichannel shopping behaviors. Finally, unlike other types of online and offline multichannel shoppers who display higher future spending intentions when the physical store decides to open an online store, those who prefer physical stores for both information searching and product purchasing display lower spending intentions.

To the best of the authors’ knowledge, this paper is the first to use customer-sales associate relationships to investigate consumers’ attitude toward multichannel shopping behavior. The findings provide meaningful implications for service providers that use sales associates to increase consumers’ value via face-to-face service, but find it challenging to go online.

This study aims to investigate the factors driving viewers' purchase intention in live-streaming by incorporating stimuli–organism–response (S–O–R) framework and extroversion–introversion personality perspectives.

Data collected from 228 users on live-streaming platforms in Taiwan were used to test the proposed model. The partial least squares method was used to test the measurement and the structural models.

Product attractiveness and trust in streamer significantly impacts purchase intention. The results also reveal that interactivity, breadth of information and uniqueness of information significantly impact product attractiveness, whereas social presence, breadth of information and uniqueness of information positively affect trust in streamer. Furthermore, streamer attractiveness has a greater effect on the purchase intention of extroverts.

This study investigates how the features of media, message and streamer impact purchase intention through their reactions to live-streaming. This research is also one of the earliest studies to examine the moderating role of extroversion–introversion personality on purchase intention and its antecedents in live-streaming commerce.

Customer engagement (customers’ behavioral manifestations going beyond customer-firm purchase transactions) has been regarded as strategic imperatives for generating enhanced corporate performance. The plethora of new media has provided customers with different options to interact with firms and other customers. However, the primacy of value-laden interactive customer relationships and value co-creation raises challenges for firms and customers, especially in the context of broader business ecosystems such as brand partnership for extending value co-creation. This study aims to explore how customer engagement with well-designed choreograph of various new media’s channels can increase the value co-creation extent in the context of broader business ecosystems, resulting in higher levels service offerings, experiences and innovation.

This exploratory study presents a new framework of customer engagement that holistically integrates the elements of multiple new media and broader business ecosystem, stimulating a virtuous circle of realizing customer engagement toward superior results or innovations. The framework considers new media’s different information service and technologies (e.g. search engine, social recommender, social media) that can be properly choreographed to achieve a virtuous customer engagement circle.

This paper uses an exemplar framework's instantiation – an information technology enabled engagement platform (called iEngagement) – that can demonstrate how to empower the central companies together with their eco-stakeholders to holistically perform customer engagement utilizing new media toward fruitful customer engagement.

This exploratory study is among the first that addresses the theory and practice of customer engagement within multiple new media and broader business ecosystem. This paper presents a customer engagement framework and an exemplified engagement platform that holistically integrate the elements of multiple new media and broader business ecosystem, for stimulating a virtuous circle of realizing customer engagement toward superior results or innovations.

This study aims to propose an integrated view and emphasize the importance of bank intangible value binding in customers' robo-advisory adoption. It explores the relationship between robo-advisors and traditional banking and defines the role of bank intangible assets value. It also attempts to understand if trust in the banking institution and the financial consultant determines the effect of these relationships.

The target sample of the study was investors who currently use wealth management services. This study collected 228 valid questionnaires and then executed structural equation model analysis to test the hypotheses.

Results showed that intangible value bindings play a mediating role, which positively affects consumers' willingness to adopt robo-advisors. Consumers' trust in banks and financial consultants are antecedent variables, which positively affect the intangible value bindings between consumers and banks. In addition, when the consumers' investment amount is higher, it will weaken the positive relationship between the intangible value binding and robo-advisor adoption intention.

Most of the past studies have focused on whether robo-advisors would replace personal financial consultants. This study proposes a hybrid model that contains both robo-advisors and traditional banking services, which encourage the acceptance of robo-advisors.