Benefitting from virtual customer environments: An empirical study of customer engagement

Customer engagement has been labeled as a prerequisite for the success of virtual customer environments. A key challenge for organizations serving their customers via these environments is how to stimulate customer engagement. This study is among the first to shed light on this issue by examining customer engagement and its drivers. Using the theory of uses and gratification as theoretical lens, we develop a model that relates characteristics of virtual customer environments, perceived benefits of using these environments and customer engagement intentions. The model is validated using partially least squares structural equation modeling on three samples of real users of different virtual customer environments in the Dutch telecom industry. The results provide clear support for the validity of the hypothesized relationships and show high robustness of the findings across the three datasets. An important finding of this study is that cognitive, social integrative and hedonic benefits appear to be significant in their influence on customer engagement intentions. Overall, the findings add to the underexplored field of customer engagement study and hold implications for research into and the management of virtual customer environments.     

Reciprocity norms and information-sharing behavior in online consumption communities: An empirical investigation of antecedents and moderators

This study seeks a better understanding of information-sharing behavior in online consumption communities by investigating both the antecedents and moderating mechanisms of such behavior. Using self-reported data collected over two periods, along with objective behavioral data, the authors show that a reciprocity norm functions as a proximal determinant of information-sharing behavior. This norm also channels the effects of social, hedonic, and utilitarian community values on sharing behavior. The results reveal that the conversion of reciprocity norms into information-sharing behavior depends on individual and contextual conditions. These significant insights reflect the integration of consumer resource allocation theory with a reciprocity framework to establish an explanatory platform for members’ information-sharing behavior in online communities. Both theoretical and practical implications are discussed.     

The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach

The current study reconceptualized self-construal as a social cognitive indicator of self-observation that individuals employ for developing and maintaining social relationship with others. From the social cognitive perspective, this study investigated how consumers’ self-construal can affect consumers’ electronic word of mouth (eWOM) behavior through two cognitive factors (online community engagement self-efficacy and social outcome expectations) in the context of a social networking site. This study conducted an online experiment that directed 160 participants to visit a newly created online community. The results demonstrated that consumers’ relational view became salient when the consumers’ self-construal was primed to be interdependent rather than independent. Further, the results showed that such interdependent self-construal positively influenced consumers’ eWOM behavioral intentions through their community engagement self-efficacy and their social outcome expectations.     

Not all posts are treated equal: An empirical investigation of post replying behavior in an online travel community

The post replying behavior in online communities (OCs) has garnered little consideration, even though the feedback behavior represents the central social dynamic of OCs and greatly determines the vibrancy of OCs. To fill this gap, this study aims to identify major sharing post-related variables that explain the heterogeneity in the post replying behavior in knowledge sharing OCs. The research model is validated through a panel dataset assembled from an online travel community. The results reveal that sharing post length and vividness, contributors’ expertise and degree centrality, and members’ social interactions have significant associations with the number of replying posts.     

How to select search keywords for online advertising depending on consumer involvement: An empirical investigation

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conversion rate, the number of competitors and the quantity of online customer reviews on the performance of individual keywords. Our analysis shows that regardless of consumer involvement, the conversion rate and the number of reviews significantly affect to the performance of individual keywords but the click-through rate does not. In addition, the effects of impressions and the number of competitors partially exist depending on consumer involvement. This study provides managerial insights into paid search advertising and can give some assumptions in the theoretical modeling literature for allocating advertising budgets.     

Research on the interactive effects of online scores

With the popularity of online shopping, more and more consumers are making their decisions according to online reviews. However, studies on the effects of online scores produce different results, even for the same products. This study analyzes the impact of online scores from the perspective of the interaction between the different forms of online scores to provide a reasonable explanation of the inconsistency of the research results in this regard. The results of this study demonstrate that the effect of the overall score is negatively affected by the difference between the weighted score and the overall score itself. Moreover, it is also positively influenced by the difference between the overall score of one product and those of its substitutes. While considering the difference between the sub-dimensional scores and the overall score, its influence on the effect of the overall score is insignificant. This research theoretically validates the interactive effects of online scores and provides the basis for an online-score-based operation.     

Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers' engagement with the online brand communities on users' perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using the collected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers' engagement with social media users have a significant impact on their sentiments. Based on our results, we derived several important managerial and practical implications.     

Search product and experience product online reviews: An eye-tracking study on consumers' review search behavior

This study uses eye-tracking method to investigate consumers' online review search behavior by suggesting that it needs to consider the type of product reviewed. A review-product congruity proposition was testified through a self-report survey and an eye-tracking experiment. The proposition states that consumers of search products expect to seek attribute based reviews, while consumers shopping for experience products tend to seek experience based reviews. Two experiments were conducted in the human factors & ergonomics laboratory of Beihang University, China and all subjects are college students. The results of our first empirical experiment support our hypotheses by showing consumers' more active and positive responses to attribute based reviews when shopping for search products and to experience based reviews when purchasing experience products. The second experiment was conducted with eye tracking method to gain further insights. We found that consumers of search products are attracted and engaged more deeply by attribute based reviews. However, when they browse experience products, the difference of their fixations on experience based reviews and attribute based reviews is not significant, and thus the proposition is partially supported. This study extends our current understanding of consumers' online review search behavior by subsuming product type, which is necessary and helpful, and provides references on the classification and presentation of reviews to facilitate consumers' product judgement and decision making. Moreover, comparison of traditional empirical method and eye-tracking method can help deepen our understanding of complex consumer online shopping behavior.     

Overcoming the novelty effect in online gamified learning systems: An empirical evaluation of student engagement and performance

Learners in the higher education context who engage with computer-based gamified learning systems often experience the novelty effect: a pattern of high activity during the gamified system's introduction followed by a drop in activity a few weeks later, once its novelty has worn off. We applied a two-tiered motivational, online gamified learning system over 2 years to a total number of 333 students. In a mixed methods research design, we used 3-year worth of longitudinal data (333 students for the treatment group and 175 in the control group) to assess students' engagement and performance in that period. Quantitative results established that students engaged and performed better in the gamified condition vis-à-vis the nongamified. Furthermore, students exhibited higher levels of engagement in the second year compared with the first year of the gamified condition. Our qualitative data suggest that students in the second year of the gamified delivery exhibited sustained engagement, overcoming the novelty effect. Thus, our main contribution is in suggesting ways of making the engagement meaningful and useful for the students, thus sustaining their engagement with computer-based gamified learning systems and overcoming the novelty effect.     

An empirical study of information contribution to online feedback systems: A motivation perspective

Online feedback systems (OFSs) are increasingly available on online shopping websites; they allow consumers to post their ratings and consumption reviews for products. We employed motivation theory and a goal attainment perspective to model a set of motivating and inhibiting factors that could influence a consumer's intention to contribute to an OFS. Our experiment, which involved 168 university students, showed that a consumer's intention to contribute product reviews is influenced by perceived satisfaction gained in helping other consumers, perceived satisfaction gained in influencing the merchant, perceived probability of enhancing self-image, and perceived executional costs. In addition, the presence of an economic rewarding mechanism was found to promote a contribution when a consumer's perceived probability of enhancing self-image was relatively high or when perceived cognitive cost was relatively low. Implications of our findings are discussed.     

An investigation into the antecedents of prepurchase online search

This study investigates what influences consumers' extent of online search (i.e., the number of relevant web stores visited) before a purchase. A dataset containing website visitation and transaction activities from a panel of US consumers is used to test the hypotheses developed in the study. The results indicate a diminishing effect of competitive density on the extent of search, and the use of advanced information technologies induces more searches. Consumers also search more for experience products than for search products in contrast to the prediction in the nonelectronic market. Furthermore, online purchase experience increases, while product-specific experience reduces, prepurchase search.     

E-banking and customer preferences in Malaysia: An empirical investigation

This paper examines the current trends in the e-commerce revolution that has set in motion in the Malaysian banking sector and reports on an empirical research that was carried out in Malaysia to study the customers’ preference for electronic banking and the factors, which they considered influenced the adoption of electronic banking. Results based on the analysis of data relating to 300 respondents indicate that while there is no significant differences between the age and educational qualifications of the electronic and conventional banking users, some differences exists on other demographic variables. Analysis further reveals that accessibility of Internet, a wareness of e-banking, and customers’ reluctance to change are the factors that significantly affected the usage of e-banking in Malaysia. The paper discusses on the implications of these. Limitations of the study are highlighted and further research directions are suggested.     

Understanding the role of technology attractiveness in promoting social commerce engagement: Moderating effect of personal interest

The rapid growth and increasing convergence of social networking and e-commerce open up a new era of social commerce, wherein people are encouraged to engage in various social interactions that are conducive to commercial activities. However, current studies are limited in investigating the concept of social commerce engagement and the processes through which social commerce engagement is established. Drawing upon interpersonal attraction theory and relationship management perspective, this study proposes a research model to address the influences of technology attractiveness, which is composed of task, social, and physical attractiveness, on social commerce involvement and engagement. Considering that social interactions in social commerce community are often stimulated by users’ common interests in products and consumption activities, the moderating role of personal interest is further examined by applying personality literature to reveal how technology attractiveness and community involvement take effect in the social commerce context. Empirical results indicate that all the three aspects of technology attractiveness (i.e., task, social, and physical attractiveness) are positively associated with community involvement, which in turn affects social commerce engagement. In particular, involvement fully mediates the impact of physical attractiveness and partially mediates the effects of task and social attractiveness. Personal interest enhances the effect of social attractiveness, whereas it weakens the effect of physical attractiveness on community involvement. Personal interest also strengthens the positive relationship between community involvement and social commerce engagement. Findings emerged from this study will contribute to the current understanding of how social commerce engagement is formed and help practitioners improve community attractiveness and deliver differential attractiveness to users with different levels of personal interest.     

Predicting consumer intentions to shop online: An empirical test of competing theories

The proliferation of commercial Web sites providing consumers with a new medium to purchase products and services has increased the importance of understanding the determinants of consumer intentions to shop online. This study compared the technology acceptance model and two variations of the theory of planned behavior to examine which model best helps to predict consumer intentions to shop online. Data were gathered from 297 Taiwanese customers of online bookstores, and structural equation modeling was used to compare the three models in terms of overall model fit, explanatory power and path significance. Decomposing the belief structures in the theory of planned behavior moderately increased explanatory power for behavioral intention. The results also indicate that the decomposed theory of planned behavior provides an improved method of predicting consumer intentions to shop online. Finally, the implications of this study are discussed.     

Empirical investigation of customers’ channel extension behavior: Perceptions shift toward the online channel

An increasing number of traditional (offline) firms are opening up their online sales channels. However, a number of them are finding it difficult to increase the utilization of their online channels from their existing customers. The purpose of the current study is to identify factors that influence customers channel extension from the offline to online channel and to understand how these factors influence customers’ behavior towards online channel extension. Drawing on the theory of entitativity formulated by Campbell, we propose a research model of customers channel extension by focusing on the shift of perception from offline to the online channel. The data for the study is collected from a large bank in China. The structural equation modeling analysis results indicate that perceived offline service quality influences perceived online service quality both directly as well as indirectly through perceived entitativity. Perceived online service quality, in turn influences customers’ behavior towards the online channel extension. The results also demonstrate that self-efficacy for change directly influences behavior towards the online channel extension, and it also has an important moderating influence on relationship between perceived offline service quality and perceived online service quality. Theoretical and practical implications of the findings are discussed.     

The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings

The increasing use of web 2.0 applications has generated numerous online user reviews. Prior studies have revealed the influence of user-generated reviews on the sales of products such as CDs, books, and movies. However, the influence of online user-generated reviews in the tourism industry is still largely unknown both to tourism researchers and practitioners. To bridge this knowledge gap in tourism management, we conducted an empirical study to identify the impact of online user-generated reviews on business performance using data extracted from a major online travel agency in China. The empirical findings show that traveler reviews have a significant impact on online sales, with a 10 percent increase in traveler review ratings boosting online bookings by more than five percent. Our results highlight the importance of online user-generated reviews to business performance in tourism.     

Product recommendation in online social networking communities: An empirical study of antecedents and a mediator

Intention to facilitate individual voluntary product recommendation in online social networking communities has attracted increased attention. However, it is not obvious why individuals recommend products in a community composed of non-transactional users. What are the critical factors influencing such a behavior? To attempt to provide insights into the product recommendation behavior in online social networking communities, we develop a model to investigate the effects of community atmospheric cues on affective social distance and subsequent product recommendations based on the stimulus–organism–response paradigm. By analyzing the results of a survey using a questionnaire, we found that community reciprocity and community receptivity have a direct influence on product recommendation, while community atmospheric cues have an indirect influence through affective social distance. Theoretical and managerial implications are discussed.     

An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy

The proliferation of the Internet has given birth to a number of complaint web sites where dissatisfied and frustrated consumers can easily articulate their opinions and comments on products, services, or companies. Little attention, however, has been paid to the influence of online complaints on potential consumers’ behaviors. This study attempts to provide the understanding of causal attribution process in the online complaining behaviors. The results showed that informational factors, such as vividness and consensus, facilitated consumers’ attribution to companies’ responsibility for the negative events, and subsequently led to changing their evaluation of the companies. In addition, we found that corporate response strategies to online complaints should be different from the conventional response strategies.     

基于IRC日志的分享型社区结构的研究

用户为导向的在线分享型社区近几年发展迅速,而这些社区与以文字信息为基础的传统社区有较大的不同。利用IRC音乐频道从2001年到2006年的用户日志数据,构建了此共享型社区的用户网络。在对此网络的特点分析之后,将该网络的结构由有向的加权图转换为单向的二部图,从而利用层级聚类的方法,对网络中的用户群落进行了发掘。在此基础上,进一步分析了用户群落的大小,形状和分布的情况。最后根据研究的结果,提出了针对该社区提高服务的方法。     

A model of online reading engagement: Linking engagement,navigation, and performance in digital reading

A model of online reading engagement is outlined. This model proposes that online reading engagement predicts dedication in digital reading. Dedication in digital reading according to the model is reflected in task-adaptive navigation, and task-adaptive navigation predicts digital reading performance over and above print reading skill. Information engagement is assumed to positively predict task-adaptive navigation, while social engagement is assumed to negatively predict task-adaptive navigation. These hypotheses were tested using OECD PISA 2009 Digital Reading Assessment data from 17 countries and economies (N = 29,395). Individual task responses served as the primary unit of analysis. Linear mixed models were used to predict navigation behavior from the interaction of information and social online reading engagement with navigation demands. High information engagement was associated with more task-adaptive navigation behavior, as shown by significant positive interactions between information engagement and tasks’ navigation demands. In contrast, high social engagement was associated with less adaptive navigation behavior, as shown by negative interactions between social engagement and navigation demands. Generalized linear mixed models were used to predict task performance by the interaction of navigation demands and navigation behavior. Adaptive navigation behavior predicted digital reading task performance, as shown by significant interactions between navigation behavior and navigation demands. These results are in support of the proposed model of online reading engagement.