Digital Commons Network^™

Determination Of Consumer Context In An Online Transaction Process For A High Risk Purchase, Robert G. Grant, Rodney J. Clarke, Elias Kyriazis

Faculty of Commerce - Papers (Archive)

This paper showcases/discusses a method of analyzing consumer website behavior that enables real-time purchase context identification. Such analysis will enable online vendors to serve content that is relevant to the consumer’s needs, addressing the apparent utility deficit that websites have for complex product transactions. The use of communication theory is a key component of a value co-creation process that leverages the data derived from website interactivity by analyzing the meaning of consumer activity on a website. Such an approach offers insights into the effect of information accessed by consumers in real time, enabling a responsive system for serving information in …

Antecedents And Impacts Of Trust In Travel-Related Consumer-Generated Media, Kyung Hyan Yoo, Ulrike Gretzel

Faculty of Commerce - Papers (Archive)

This study investigated the factors influencing trust in travel-related CGM and the degree to which trust affects the benefits and impacts of using CGM when planning pleasure trips. An online survey of US Internet users was conducted with a total of 1170 individuals responding to questions regarding their perceptions and use of CGM for travel planning. The findings show that CGM use is widespread and that trust depends on the type of website on which the CGM is posted, perceptions of other CGM creators as well as CGM readers’ personality. Also, those who have greater trust in CGM report greater …

Consumer's Product Comprehension: Limitations Of Past Work And Recommendations For New Directions, Amina Ait El Houssi, Sara Dolnicar

Faculty of Commerce - Papers (Archive)

Advertising has to effectively explain new products to consumers. Product comprehension research provides the theoretical insights needed to do so. Yet, results from product comprehension research are limited because the stimuli used were not really new products and the validity of the comprehension measures used is questionable. We contribute by providing a brief literature review supporting the above claims and proposing two improvements for future work: the use of extensive pre-studies to identify stimuli of varying innovativeness levels and the inclusion of services new to consumers, not the market. Empirical illustrations of the value of both propositions are provided.

Explaining The Benefits Of Ebay's Features In Consumer Problem Solving Decisions, Joshua Chang

Faculty of Commerce - Papers (Archive)

the Internet has provided significant search and evaluation benefits to shoppers over traditional alternatives. According to theory in the economics of information, proceding media technologies constrain the quality and quantity of information available to shoppers.

Consumer Preferences For Online And Offline Resources In The Process Of Buying A High Involvement Service Bundle: A Qualitative Exploration, Robert G. Grant

Faculty of Commerce - Papers (Archive)

Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.

Relative Values And Complementarity Of Online And Offline Interactions In Consumer Buying Behaviour: A Proposed Research Plan To Study Purchasing Of A Consumer Service Product Bundle, Robert G. Grant

Faculty of Commerce - Papers (Archive)

Current research into online consumer behaviour seems to be limited in two respects, firstly it treats online interaction as a stand-alone phenomenon and secondly it focuses on discrete steps in consumer processes, neglecting links between the steps. This paper proposes a research method to investigate relative values and complementarity between online and offline interactions in a consumer's buying process, examining differences within and between steps. A range of information source types and functional resource options will be researched for both effectiveness and efficiency benefits as well as emotional preferences for both online and offline interactions.

The research will focus on …

Corporate Social Responsibility (Csr): An Examination Of Consumer Awareness, Evaluation And Purchase Action, Alan A. Pomering

Faculty of Commerce - Papers (Archive)

Despite marketplace polls reporting heightened consumer interest in and support for companies acting in socially-responsible ways, there remains to date little evidence of such consumer support translating into general purchase behaviour. There is a gap in our knowledge regarding which particular socially-responsible behaviours are likely to prove most influential with consumers and be rewarded with supportive purchase behaviour, and how awareness of firms’ commitments to these behaviours is to be brought to consumers’ attention. It appears from the marketplace success of some socially-responsible, or ‘ethical’ brands, such as The Body Shop and recently launched clothing brands such as American Apparel …

Keynote Address: Cognitive, Emotional, And Hard-Core Behaviourism As Theoretical Paradigms For Consumer Behaviour, John R. Rossiter

Faculty of Commerce - Papers (Archive)

When Paula asked me to be the keynote speaker at this conference, I naturally wanted to pick a big, important topic that was relevant to consumer researchers, you, the audience. I am working on three big topics at the moment, between editions of the Rossiter and Percy textbook. One topic is marketing knowledgewhat it is and how we can test it. I have a large ARC grant for that one. A second topic is a new procedure for the measurement of marketing constructs-a replacement for the narrow Churchill procedure that everyone seems to follow. Some of you have seen working …