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- Title
- Validating the search, experience, and credence product classification framework in a model of patronage intentions.
- Creator
- Girard, Tulay., Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
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Although the Internet as a shopping medium provides convenience to easily access products, the U.S. e-commerce retail sales still make up a very small percentage of the U.S. total retail sales. To better understand what influences consumers' choices to shop for products or services on the Internet versus local retail stores, this study tests the influence of antecedent factors of consumer patronage intentions for Internet and local retail stores. The study draws the antecedent factors from...
Show moreAlthough the Internet as a shopping medium provides convenience to easily access products, the U.S. e-commerce retail sales still make up a very small percentage of the U.S. total retail sales. To better understand what influences consumers' choices to shop for products or services on the Internet versus local retail stores, this study tests the influence of antecedent factors of consumer patronage intentions for Internet and local retail stores. The study draws the antecedent factors from the extant literature, which include product classes, the importance consumers place on retailer attributes, and consumer perceived risk in product classes. Because the Internet instituted a convenient shopping medium with information distribution and search capabilities, nomological validity of the search, experience, and credence (SEC) product classification framework is tested in the online shopping context. This study tests the validity of the SEC product classification framework by examining whether significant differences exist in (1) the level of importance that consumers place on retailer attributes, (2) the amount and type of risks that online shoppers perceive in product classes (search, experience, and credence), and (3) their patronage intentions for two retailer types---Internet and local retail stores---based on product classes. In the same model, the study also tests the mediating effects of perceived risk in product classes in the relationship between the importance of retailer attributes and patronage intentions for retailer types. Although the relationships between some of the antecedent factors of patronage intentions have been tested in previous studies, they have never been tested jointly in the context of Internet shopping. Data were collected in three stages. The first two stages were the pretest studies that were conducted to select products as examples to represent each product category. The hypotheses were tested using data collected from a nationwide survey of those who previously purchased products or services on the Internet. The results of the analyses support the hypotheses.
Show less - Date Issued
- 2005
- PURL
- http://purl.flvc.org/fcla/dt/12142
- Subject Headings
- Marketing--Planning, Consumer behavior, Retail trade--Management, Consumers' preferences--Longitudinal studies, Electronic commerce
- Format
- Document (PDF)
- Title
- The Influence of Consumers' Perspectives of Transaction Costs in Business-to-Consumer Markets, their Risk-bearing Propensity, and the Categories of Goods purchased on Consumers' Preference of Shopping Medium.
- Creator
- Byramjee, Framarz, Korgaonkar, Pradeep, Florida Atlantic University
- Abstract/Description
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Despite increased internet usage, transactions conducted by consumers via ecommerce still constitute a very small percentage of total U.S. retail sales. To better understand what influences consumers' choices to shop for products or services on the internet versus local retail stores, this study tests the influence of consumers' transaction costs, coupled with the risk-bearing propensity of individuals (risk-taking or risk-averse attitude) in a shopping context, and the category of goods...
Show moreDespite increased internet usage, transactions conducted by consumers via ecommerce still constitute a very small percentage of total U.S. retail sales. To better understand what influences consumers' choices to shop for products or services on the internet versus local retail stores, this study tests the influence of consumers' transaction costs, coupled with the risk-bearing propensity of individuals (risk-taking or risk-averse attitude) in a shopping context, and the category of goods involved in the purchase process (such as search or experience goods), which will ultimately influence consumers' preference of shopping medium (such as online or traditional). This research study introduces the construct of consumers' transaction costs as an important predictor of consumers' preference of shopping medium, develops two segregated categories of consumers' transaction costs, namely the individual costs and the social costs, and implements a system of measurement of these costs with regard to how much they matter to individual consumers with regard to their preference of shopping medium. Several pretests were initially conducted to operationalize the variables and their measurement scales, and to validate the manipulation checks employed for the study. The data for the main study was then collected via four versions of the designed and pre-tested survey instrument, employing a between-subjects design, and subject to the appropriate statistical analyses. The results convey that individuals with higher risk-bearing propensity would prefer the online shopping medium, while individuals with lower risk-bearing propensity would prefer the traditional shopping medium. Further, search goods would have a greater tendency to be bought online, while experience goods would have a greater tendency to be bought in-store. These findings bear support to past literature wherein similar results have been found, and serve to strengthen these conjectures. With regard to the effects of consumers' transaction costs, the individual costs and the social costs tend to only influence consumers' reference of shopping medium without providing a sense of the actual choice of medium. Further, the nonsignificant interaction effects of individuals' risk-bearing propensity and goods' categories with consumers' transaction costs imply that these variables do not moderate the impact of transaction costs on consumers' preference of shopping medium. The study then discusses the analytical and theoretical reasoning pertaining to these results, along with the managerial implications which this research bears, and the limitations of this study which could warrant potential future research.
Show less - Date Issued
- 2007
- PURL
- http://purl.flvc.org/fau/fd/FA00000301
- Subject Headings
- Consumer behavior--Research, Electronic commerce, Internet marketing, Marketing--Psychological aspects, Motivation research (Marketing)
- Format
- Document (PDF)
- Title
- Factors separating winners and losers in e-business.
- Creator
- O'Leary, Bay, Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
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The rapid growth and integration of the Internet as a communication and commercial medium into our society and economy has changed both in many ways. This dissertation is an exploratory study of factors deemed significant in the context of e-business success or failure. A survey instrument is used in addition to qualitative data was gathered from in-depth interviews. Drawing upon the literature from the area of new business in brick and mortar (B&M) firms, an examination of the factors that...
Show moreThe rapid growth and integration of the Internet as a communication and commercial medium into our society and economy has changed both in many ways. This dissertation is an exploratory study of factors deemed significant in the context of e-business success or failure. A survey instrument is used in addition to qualitative data was gathered from in-depth interviews. Drawing upon the literature from the area of new business in brick and mortar (B&M) firms, an examination of the factors that lead to the success or failure of new brick and mortar businesses are examined in terms of new e business companies. Also examined in this study are the business strategies that an e-commerce site should be addressing to avoid failure factors and the types of e-business models that have been employed and have proven to be successful or destructive to an e-business. In an attempt to understand the marketing and managerial implications for the success or failure of an e-business, seven factors are included in the study which have been selected from a group of factors found to be significant in several studies on the factors leading to the success or failure of small businesses in the brick and mortar world and factors which may be considered relevant to an e-business. These are; management factors, entrepreneur factors, product/service factors, marketing factors, market factors, financial factors, and Web site design and efficiency factors.
Show less - Date Issued
- 2003
- PURL
- http://purl.flvc.org/fcla/dt/12060
- Subject Headings
- Electronic Commerce, Internet Marketing, Electronic Commerce--Management, Entrepreneurship
- Format
- Document (PDF)
- Title
- Influence of consumers' trust beliefs on intentions to transact in the online environment: An e-tail study.
- Creator
- Becerra, Enrique P., Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
-
With the increased importance of retailing through the Internet, or e-tailing, researchers and practitioners alike have been interested in the role that trust can play in intentions to transact online. However, influences of trust on intentions to provide personal information to complete the transaction, and influences of trust in the product category, and/or in the brand, on intentions to transact, have received little attention. This research fills the gap in the exiting literature by...
Show moreWith the increased importance of retailing through the Internet, or e-tailing, researchers and practitioners alike have been interested in the role that trust can play in intentions to transact online. However, influences of trust on intentions to provide personal information to complete the transaction, and influences of trust in the product category, and/or in the brand, on intentions to transact, have received little attention. This research fills the gap in the exiting literature by understanding the influence of product category trust, brand trust and vendor trust on intentions to transact online, a combination of intentions to purchase and intentions to provide personal information to complete the transaction. Hypotheses of the influence of the trust variables on intentions to transact were tested using a computer simulated Internet web-site and two products in a 2 (product trust) x 2 (brand trust) x 2 (vendor trust) between-subject factorial design with replication, and a sample of 422 subjects. Findings suggest that channel trust still influences online intentions to transact and that product category trust, particularly for product categories with low past experience, also influences online intentions to transact. Additionally, findings also suggest that brand trust may be as important as vendor trust in influencing online intentions to transact. Findings suggest that Internet vendors will benefit from carrying trusted brands and from increasing consumer trust towards the Internet as a shopping channel.
Show less - Date Issued
- 2006
- PURL
- http://purl.flvc.org/fcla/dt/12204
- Subject Headings
- Electronic commerce, Retail trade--Automation, Internet marketing, Retail trade--Computer network resources, Consumer behavior, Business enterprises--Computer network resources
- Format
- Document (PDF)
- Title
- Internet advertising: A selectivity model approach to analyzing gender differences in information processing.
- Creator
- Wolin, Lori D., Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
-
While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market...
Show moreWhile academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market segmentation. Through the application of the selectivity model (Meyers-Levy 1989) and interactivity model (Bezjian-Avery, Calder, and lacobucci 1998), an attempt to predict gendered reactions to Internet versus traditional advertising is undertaken. The hypotheses drawn from the literature are tested using a 2 x 2 x 2 x 2 experimental design. The dependent variables examined are cognition, affect, and conation. The independent variables are gender, claim objectivity/subjectivity, perceived product risk category, and media. Results indicated a strong preference for objective versus subjective claims. Claim and product significantly impacted cognition and affect while gender and product significantly impacted conation. Several main and interaction effects were present and several hypotheses supported.
Show less - Date Issued
- 2001
- PURL
- http://purl.flvc.org/fcla/dt/11959
- Subject Headings
- Internet Advertising, Human Information Processing--Sex Differences
- Format
- Document (PDF)
- Title
- Internet advertising: New media, new models?.
- Creator
- Karson, Eric James., Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
-
Much of what we currently know about consumers' reaction to persuasive attempts (advertisements) comes from studying mass media communications which are largely one-way and image-centered. Internet-based advertising is neither given the focus on information and the ability to narrowly target such appeals (sites), as in direct marketing advertising. Given the emergence of Internet promotions, this is a substantial gap in our knowledge. This research seeks to both extend the boundaries of...
Show moreMuch of what we currently know about consumers' reaction to persuasive attempts (advertisements) comes from studying mass media communications which are largely one-way and image-centered. Internet-based advertising is neither given the focus on information and the ability to narrowly target such appeals (sites), as in direct marketing advertising. Given the emergence of Internet promotions, this is a substantial gap in our knowledge. This research seeks to both extend the boundaries of current direct marketing research (with its predominant focus on who will reply) and the domain of existing persuasion theories and models, attempting to gain a greater understanding of why consumers respond as they do to Internet advertising. By adapting the Elaboration Likelihood Model (ELM) to the Internet, this research attempts to determine if executional cues play a role in enhancing persuasiveness and the moderating effects of involvement. Additionally, this research draws on the substantial work on attitude towards the ad (A$\sb{\rm ad}$), including attempts to greater understand the antecedents of these attitudes and proposed distinctions between executional and content aspects of Internet ads, to see if this rich framework is useful in predicating outcomes for Internet advertising. This research has significant implications for practitioners as it looks beyond atheoretical testing-based insights of what people respond to, drawing on established theory to provide insights into why consumers respond as they do to Internet based advertising. Testing the adaptability of current persuasion theory to this emerging medium will do much to begin building a solid understanding of how Internet advertising works. Using an interactive computer-based simulation in a 2 (involvement) x 2 (argument strength) x 2 (peripheral cue: present or absent) between subject factorial design with 224 subjects the adaptability of existing persuasion research to the Internet was tested. Findings demonstrate the adaptability of the ELM to Internet advertising, as well as the important antecedent effects of attitudes towards Internet advertising on persuasion. However, the decomposition of A$\sb{\rm ad}$ proved less useful in this new domain. All told, much of what we currently know about persuasion is likely to prove useful in developing promotional campaigns for the Internet.
Show less - Date Issued
- 1998
- PURL
- http://purl.flvc.org/fcla/dt/12549
- Subject Headings
- Internet advertising, Internet marketing, World Wide Web
- Format
- Document (PDF)
- Title
- Enhancing the effectiveness of online video advertising through interactivity.
- Creator
- Robinson, Arnold, Korgaonkar, Pradeep, Florida Atlantic University, College of Business, Department of Marketing
- Abstract/Description
-
This research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to...
Show moreThis research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to test an Internet based 2 (User Control: high or low) X 2 (two-way communication: high or low) X 2 (synchronicity: high or low) between subjects experimental design, 8 different online video platforms were created. The online video experiment was administered to approximately 400 students in a large South-Eastern school. Overall the findings regarding interactivity in online video advertising found no significant effect of synchronicity on the dependent variables. There was however a significant interaction effect of user control and two-way communication on the dependent variables. These interaction effects were examined further with a cell means multiple comparison analysis. User control and two-way communication were found to have a significant interaction effect on ad recall, purchase intention and attitude towards the brand. User control had a significant effect on involvement and two-way communication had a significant effect on attitude towards the website. There was no effect of UC or TWC on attitude towards the ad.
Show less - Date Issued
- 2014
- PURL
- http://purl.flvc.org/fau/fd/FA00004156, http://purl.flvc.org/fau/fd/FA00004156
- Subject Headings
- Internet advertising, Internet videos, Marketing -- Graphic methods, Marketing -- Management, Online social networks, Social media
- Format
- Document (PDF)
- Title
- Tailored vs. invasive advertising: an empirical examination of antecedents and outcomes of consumers’ attitudes toward personalized advertising.
- Creator
- Gironda, John, Korgaonkar, Pradeep, Florida Atlantic University, College of Business, Department of Marketing
- Abstract/Description
-
Personalized advertising represents an emerging trend in online advertising. Using enhanced data collection techniques, marketers can craft seemingly made to order advertisements tailored to specific individuals. In turn, this should lead to advertisements that are more relevant for consumers and more effective for marketers. Therefore, personalized advertising has the potential to benefit both consumers and firms alike. However, consumer acceptance of the technique remains a huge hurdle, as...
Show morePersonalized advertising represents an emerging trend in online advertising. Using enhanced data collection techniques, marketers can craft seemingly made to order advertisements tailored to specific individuals. In turn, this should lead to advertisements that are more relevant for consumers and more effective for marketers. Therefore, personalized advertising has the potential to benefit both consumers and firms alike. However, consumer acceptance of the technique remains a huge hurdle, as many consumers seem uncomfortable with the practice due in part to privacy concerns over the vast amounts of data collected and analyzed when generating personalized advertisements. Therefore, it is critical to garner a better understanding of consumers’ attitudes towards personalized advertising in order to be able to use those insights to alleviate consumer privacy concerns. The purpose of this research is to work towards developing a more thorough understanding of consumers’ attitudes towards personalized advertising by exploring the antecedents and outcomes of those attitudes. In particular, we examine what factors determine whether personalized advertising is perceived favorably vs. invasively by consumers and what effects those perceptions have on consumers’ attitudes and intentions. The research lends contributions to academicians, marketing practitioners, and consumers by helping to achieve an increased understanding of personalized advertising’s impact on consumers’ perceptions. The empirical study employed in this research utilizes a conceptual framework that integrates privacy calculus theory with previous research on invasiveness, advertising acceptance, and innovation adoption. In addition, this research contributes to the marketing and information privacy literatures by making a theoretical connection between perceived invasiveness and its relationship with privacy concerns, as well as its impact on consumers’ attitudes and behavioral intentions. The results from the empirical research reveal that a number of constructs, such as perceived invasiveness, privacy concerns, perceived usefulness, and consumer innovativeness demonstrate significant relationships with consumers attitudes and behavioral intentions in the context of personalized advertising. Implications for managers, researchers, and consumers are discussed.
Show less - Date Issued
- 2014
- PURL
- http://purl.flvc.org/fau/fd/FA00004114, http://purl.flvc.org/fau/fd/FA00004114
- Subject Headings
- Consumer behavior, Consumer relations, Decision support systems, Information display systems, Marketing -- Management, Relationship marketing
- Format
- Document (PDF)
