Marketing Commons^™

The Influence Of Mobile Website Quality On Consumer Satisfaction And Behavior, Xiuyuan Gao

Department of Textiles, Merchandising, and Fashion Design: Dissertations, Theses, and Student Research

Mobile shopping has grown into a huge market and an increasing number of consumers have begun to use mobile websites to shop. Therefore, how mobile shopping websites provide good shopping to customers is significant. The object of this study is to relate factors of website quality to college students’ satisfaction with mobile shopping experiences, which in turn influence their intentions to return to the website and/or to purchase on the website. Five dimensions of website quality, which were information quality, navigation, visual appeal, response time and interactivity, were selected in this study. The model of self-regulatory process (Bagozzi, 1992) has …

Shu Hosts Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University hosted its first annual Digital Marketing Evening recently, featuring a discussion among panelists and global digital marketing executives Brian Cohen, Clay Cowan, Andrew Markowitz and Joshua Nafman. The primary focus of the evening was where the digital marketing field is headed. The event, which was organized by Anca Micu, chair of SHU’s Department of Marketing and Sport Management, spotlighted the Department’s master’s degree in digital marketing.

Cultural Contradictions Of The Anytime, Anywhere Economy: Reframing Communication Technology, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

Technology-aided ubiquity and instantaneity have emerged as major goals of most information technology providers and of certain classes of users such as “road warriors”. New mobile technologies promise genie-in-a-bottle type near-magical qualities with anytime, anywhere access to information and services. While the complex science, systems, and economics of such technologies receive considerable attention from industry executives and researchers, the social and cultural aspects of these technologies attract less attention. This paper explores the oft-contradictory promises and pitfalls of anytime, anywhere technologies from a cultural standpoint. It makes suggestions for reinterpreting these technologies for greater human good.

Privacy And Consumer Agency In The Information Age: Between Prying Profilers And Preening Webcams, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

This article is about the ability of the consumer to control his or her destiny in the new electronic marketspace. Two seemingly opposite phenomena – the need for privacy and the desire for exhibitionism and voyeurism – are vying for attention on the media landscape. We believe the simultaneous occurrence of privacy concerns and ultraexhibitionism is not coincidental. Indeed, exhibitionism and voyeurism seem to offer new tools for consumer resistance against the electronic surveillance systems in networked markets and are inextricably linked to consumers’ desire for control over their intimate personal information.

Mobile Technologies And Boundaryless Spaces: Slavish Lifestyles, Seductive Meanderings, Or Creative Empowerment?, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

According to the instrumental theory of technology, mobile technologies - what McLuhan's refers to as electronic prostheses - promise opportunities for greater freedom, creativity, leisure, and productivity by enhancing organic bodily functions. Correspondingly, as (Cavallaro, 2000) would argue, objects such as mobile phones, personal digital assistants (PDAs), portable physiotherapy units, laptops, and portable stereos - to name just a few - seem to impart a sense of solidity to consumers' lives. Just like prostheses, they are inserted into our everyday lives, helping our "inadequate" bodies along in fulfilling practical tasks. Phenomenologically, these kinds of mobile technologies supposedly support the subject's …

Mobility And Markets: Emerging Outlines Of M-Commerce, Ruby Roy Dholakia, Nikhilesh Dholakia

Nikhilesh Dholakia

Mobile commerce—or m-commerce—is characterized by the emerging class of location-based commercial services delivered by a variety of handheld terminals such as mobile phones and palmtop devices. At the Conference on Telecommunications and Information Markets (COTIM)-2001, an international conference held in Karlsruhe, Germany, academic researchers and business practitioners shared their experiences and frameworks about m-commerce. Selected papers based on COTIM-2001 presentations are included in this Special Issue. This paper introduces the preconditions that led to the emergence of m-commerce, the main dimensions of m-commerce that distinguish it from e-commerce, and the key arguments from the contributions on m-commerce in this Special …

Online Qualitative Research In The Age Of E-Commerce: Data Sources And Approaches, Nikhilesh Dholakia, Dong Zhang

Nikhilesh Dholakia

With the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas. URN: urn:nbn:de:0114-fqs0402299

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

Nikhilesh Dholakia

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

E-Commerce Patterns In South Asia: A Look Beyond Economics, Nir Kshetri, Nikhilesh Dholakia

Nikhilesh Dholakia

Conflicting and complex forces are shaping the diffusion patterns of the Internet and e-commerce in South Asia. Drawing upon the literature on institutional theory, we explore the drivers and inhibitors of the Internet in South Asian countries. We examine the influence of the three pillars of institutions (Scott, 1995) on the digital world of South Asia. The paper discusses how regulatory, normative, and cognitive institution–such as laws, relationships, culture, and habit–have shaped the diffusion patterns of the Internet and e-commerce in South Asia.

Strategy And Segmentation Of Lady N Baby Stores, Dipanjay Jayant Bhalerao

Dipanjay Jayant Bhalerao

100 Stores of Lady n Baby stores in India! Indra Retail is on the celebrations. Being the 1st of its own kind i.e. all range retail for the mothers and kids, it has certainly brought the uniqueness to this segment. What is the way forward to quickly expand into the households through this retail venture? This is the question marketing team is facing at this CENTURY MOMENT. This time they took the path of quick learner (learning from big retailers in India) by launching the online retailing store www.LadynBabyshop.in So the challenge before them is to start doing path breaking …

Shu To Present Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University’s John F. Welch College of Business (WCOB) will present “Digital Marketing Evening” on Wednesday, May 1, 2013. The evening will consist of a conversation with an impressive panel of digital marketing practitioners who will talk about the practice of digital marketing in their respective industries. Panelists will be: Brian Cohen, executive vice president and general manager, E-Tailing Solutions; Clay Cowan, vice president of global digital, Starwood Hotels & Resorts; Andrew Markowitz, global digital marketing director at GE; Joshua Nafman, senior digital brand manager at PepsiCo .

Change The Game: A New Mantra For Future Success In Retail Industry? A Case Study Of Tesco’S Success In Korean Retail Industry, Dipanjay Jayant Bhalerao

Dipanjay Jayant Bhalerao

Today there is an increasing need for every giant company to look for the emerging economies for growth. But in that growth pursuit are they slipping from the home grounds or the established markets!

Also when the retail company enters into new established markets for expansion, they need to do something innovative which also suits those markets.

So what should the retailers do to balance the growth of the established & emerging economies for the expansion!

What provokes this thought is Tesco’s rare success in the Korean market.

Why to call it rare! As Korea is the retail market where …

Word Of Mouth And The Forecasting Of Consumption Enjoyment, Stephen He, Samuel Bond

Faculty & Staff Scholarship

The digital era has permitted rapid transfer of peer knowledge regarding products and services. In the present research, we explore the value of specific types of word-of-mouth information (numeric ratings and text commentary) for improving forecasts of consumption enjoyment. We present an anchoring-and-adjustment model in which the relative forecasting error associated with ratings and commentary depends on the extent to which consumer and reviewer have similar product-level preferences. To test our model, we present four experiments using a range of hedonic stimuli. Implications for the provision of consumer WOM are discussed.

Technology Readiness In A B2b Online Retail Context: An Examination Of Antecedents And Outcomes, Roisin Vize, Joseph Coughlan, Aileen Kennedy, Fiona Ellis-Chadwick

Articles

This paper develops and empirically tests a model that examines the role of Technology Readiness (TR) in the Business-to-Business (B2B) context. It examines how the antecedents of TR affect the construct, and how the construct affects evaluations of a complex credence based B2B service. The research investigates how the retailers’ TR impacts their evaluation of web solution service providers (WSSPs). It responds to previous research calls by extending the TR construct from the business-to-consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The key findings of a survey conducted with 133 firms in the retail …

Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley

School of Computer Science & Engineering Faculty Publications

Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. …