Blanca Hernández-Ortega

Differences between potential, new and experienced e‐customers: Analysis of e‐purchasing behaviour

Purpose – The purpose of the paper is to analyse the evolution of e-customer purchasing behaviour. Certain perceptions of electronic commerce (EC) may differ according to the purchasing experience of customers. Three groups of e-customers are differentiated: potential, new and experienced. Design/methodology/approach – First of all, the socio-demographic characteristics of each group were analysed using the Chi-squared test. Then, using ANOVA and post hoc analysis (Scheffe’s test), the differences that exist in their perceptions were analysed. Findings – Data analyses show that level of experience with Internet and the perceptions about EC differ according to the e-customer. Some variables, like perceived usefulness or attitude, increase significantly as the number of interchanges grows, while others, such as perceived ease of use, tend to stabilise. It can be affirmed that there is an evolving cycle of purchasing that will continue to develop as the individual acquires experience. Practical implications – This research enables the companies that want to compete in the e-market to know the type of customer they are addressing. Moreover, the results obtained show what perceptions must be concentrated on if these companies want to capture new customers (potential e-customers) or if they want to maintain existing customers (new and experienced). The evolution of this behaviour means that the strategies oriented to fomenting EC should stress one or another aspect depending on the target customer. Originality/value – While most research indistinctly analyses the behaviour of any e-customer, this study has considered it necessary to differentiate at least three types of e-customers in function of their purchasing experience. Thus, this is one of the few studies that allows us to know the evolution of the perceptions related to e-commerce.Purpose – The purpose of the paper is to analyse the evolution of e‐customer purchasing behaviour. Certain perceptions of electronic commerce (EC) may differ according to the purchasing experience of customers. Three groups of e‐customers are differentiated: potential, new and experienced.Design/methodology/approach – First of all, the socio‐demographic characteristics of each group were analysed using the Chi‐squared test. Then, using ANOVA and post hoc analysis (Scheffes test), the differences that exist in their perceptions were analysed.Findings – Data analyses show that level of experience with Internet and the perceptions about EC differ according to the e‐customer. Some variables, like perceived usefulness or attitude, increase significantly as the number of interchanges grows, while others, such as perceived ease of use, tend to stabilise. It can be affirmed that there is an evolving cycle of purchasing that will continue to develop as the individual acquires experience.Practical implications – T...

Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior

The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers’ perceived performance and involvement with a web-based information service. Secondly, it studies whether personalization and interactivity improve customer purchase intentions of this service through IPTV. We developed a 2×2 between-subjects factorial design and applied MANOVA analyses. Findings verify that interactivity and personalization foster customer involvement with the service, perceived performance of IPTV and purchase intentions. Moreover, interactivity promotes the effect of personalization on perceived performance and customer involvement. This research concludes that customers’ involvement and purchase behavior are not derived exclusively from their relationship with the firm, but also from connections established in the channel with other customers. Customers also appreciate participating in the service provision process, so firms should promote personalization activities during the purchase in order to improve customers’ performance evaluation.

The firm's continuance intentions to use inter-organizational ICTs: The influence of contingency factors and perceptions

We study the influence of contingency factors on the firms intentions to continue using an inter-organizational ICT. This influence is mediated by perceptions and satisfaction with the ICT. The contingency factors analyzed are the firms environment and ICT compatibility with the organizational culture. Perceptions are the usefulness, ease of use and security of the ICT. Findings demonstrate that contingency factors directly explain the firms perceptions and, indirectly, satisfaction and continuance intentions. This study contributes by adapting the predominant behavioral models in the technology arena to the analysis of continuance and explaining why firms perceive inter-organizational ICTs as useful and secure.

Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media

Purpose The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions. Design/methodology/approach Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image. Findings Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior. Research limitations/implications This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature. Originality/value In digital worlds, EPs emerge as touch points beyond purchase that allow individuals to integrate resources and co-create value between them and with the firm. Despite the interest of BCPs, few works have analyzed how interactions with these platforms and the elicited emotions contribute to developing customer engagement and brand image, key factors for understanding customer participation and behavior in interactive media.

Perceived value of advanced mobile messaging services: A cross-cultural comparison of Greek and Spanish users

The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture.,Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009).,Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism.,This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service.,This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared.

The effect of experience on web procurement

Purpose – The main objective of this paper is to analyse how important the previous experience of firms with different information technologies is for their acceptance of web procurement.Design/methodology/approach – To analyse the different types of experience a study was conducted using structural equation modelling techniques. A multi‐sample analysis was also carried out to test whether there are significant differences in behaviour according to the sector of activity to which the organisation belongs.Findings – The findings show that using various precursor information technologies, such as Electronic Data Interchange (EDI) or the internet generates knowledge that both facilitates and encourages subsequent web procurement. Once a firm has acquired this knowledge its impact is the same in all sectors.Practical implications – The work examines the importance of making a continuous investment in IT and shows that previous experience of earlier information systems determines the future technological devel...