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Articles 1 - 3 of 3
Full-Text Articles in Business
고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee
고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee
Asia Marketing Journal
The purpose of this study was to investigate the determinants of customers` information engagement, the behavior pattern from WOM to cooperation, and the moderator in the behavior pattern. The proposed three determinants, boundary personnel`s citizenship behavior, satisfaction, and commitment were significant antecedents to WOM, but not to cooperation. The path coefficient from WOM to cooperation was significant and hereby the voluntary level of cooperation was found as a higher level of voluntary behavior than WOM. Additionally, the path from WOM to cooperation was moderated by customer involvement, as the path coefficients from WOM to cooperation varied by the level of …
Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia
Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia
College of Business Faculty Publications
This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …
Process Flow Mapping Of Consumers In A High Involvement Service Purchase Process: An Exploratory Study, Robert G. Grant, Elias Kyriazis
Process Flow Mapping Of Consumers In A High Involvement Service Purchase Process: An Exploratory Study, Robert G. Grant, Elias Kyriazis
Faculty of Commerce - Papers (Archive)
This paper reports on an exploratory study undertaken to deal with the intricacy of consumer behaviour in a buying process for a complex high involvement service bundle spanning both offline and online channels. A key finding is that consumers switch repeatedly between online and offline channels and between different types of information source to satisfy their search needs. This offers a challenge for communications management if organisations wish to add customer value by minimising their customer time and effort search costs. Prior online channel research has not acknowledged off-line information complementarity for complex high involvement search. Travel agents and principal …