Carmen Camarero

How perceived risk affects online buying

Purpose – The purpose of this paper is to suggest a model that reflects the role that web site cognitive and experiential signals, firm reputation, bricks-and-mortar experience, and consumer satisfaction play as determinants of trust in the web site, taking into account the moderating effect of consumer-perceived risk when buying online. Design/methodology/approach – The investigation uses quantitative research methods. Data collected from interviews with 507 Spanish online buyers are analysed through structural equation modelling. Findings – Internet users who buy online more frequently can trust a web site only based on their previous satisfaction, whereas users who perceive more risks need to perceive that the firm has a good reputation and bricks-and-mortar experience apart from other signals such the quality of the service. Practical implications – The results show interesting implications for online vendors, who should apply different commercial strategies to potential buyers according to the level of perceived risk. Originality/value – This study empirically considers several signals that electronic retailers send to the market in order to create buyer trust and satisfaction, while most studies on signals have been theoretical and normative or have not contemplated so many signals simultaneously. Besides, this paper has extended knowledge of the process of the generation of customer trust in online contexts for different types of users according to their level of perceived risk.Purpose – The purpose of this paper is to suggest a model that reflects the role that web site cognitive and experiential signals, firm reputation, bricks‐and‐mortar experience, and consumer satisfaction play as determinants of trust in the web site, taking into account the moderating effect of consumer‐perceived risk when buying online.Design/methodology/approach – The investigation uses quantitative research methods. Data collected from interviews with 507 Spanish online buyers are analysed through structural equation modelling.Findings – Internet users who buy online more frequently can trust a web site only based on their previous satisfaction, whereas users who perceive more risks need to perceive that the firm has a good reputation and bricks‐and‐mortar experience apart from other signals such the quality of the service.Practical implications – The results show interesting implications for online vendors, who should apply different commercial strategies to potential buyers according to the level of ...

Social and attitudinal determinants of viral marketing dynamics

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Consumer Trust to a Web Site: Moderating Effect of Attitudes toward Online Shopping

see front matter 2011 Elsevier Ltd. A doi:10.1016/j.chb.2011.07.008 ⇑ Corresponding author. Tel.: +34 983 42 33 32; fax E-mail addresses: camarero@eco.uva.es (C. Cam (R. San José). 1 Tel.: +34 983 42 39 51; fax: +34 983 42 38 99. At this time of uncertainty, viral marketing is emerging as one of the most intriguing communication strategies, due to low cost and the results it obtains. However, the success of this kind of practice depends on a range of factors including what we explore and refer to in the present research as the individual’s ‘‘viral dynamics’’. We thus propose a causal model in which viral dynamics is determined by the individual’s social capital and prior attitudes. Based on a survey of young adults, the authors test the effects of structural and relational capital as well as attitudes on viral dynamics. The results evidence that the individual’s connectedness in the email network does not impact viral dynamics, whereas the individual’s integration and relationship with the network and the attitudes towards viral messages prove critical to the individual involved in the receiving-forwarding process. 2011 Elsevier Ltd. All rights reserved.

Consumer Reactions to Firm Signals in Asymmetric Relationships

In this paper, authors suggest a model that reflects the role played by the Web site characteristics and the previous level of satisfaction as determinant factors of trust in the Web site. Also, authors consider the moderating effects of consumers’ motives and inhibitors to purchase online. Results show that satisfaction with previous purchases, the Web site security and privacy policies, and service quality are the main determinants of trust. Also, the motives and inhibitors the individuals perceive when buying online determine the type of signals they consider to trust.

Fostering Innovation in Cultural Contexts Market Orientation, Service Orientation, and Innovations in Museums

Consumers are often faced with asymmetric relationships in which they are at the mercy of the firms. An important stream of research has focused on signaling properties of several marketing variables to reduce consumer selection problems. However, very little is known about consumer reactions to firm signals. Moreover, traditional studies on relationships have adopted either an economic or a social point of view. This article adopts a multidisciplinary approach and proposes a model that shows how consumers react to the quality signals the firm sends to the market. It provides an empirical test of the relation between firm signals and consumer trust: The firm sends signals, consumers develop trust in them, and therefore, reduce their fear of the firm’s opportunism. The model is tested for the relationship customers establish with their regular automotive service provider.

Dual effect of perceived risk on cross‐national e‐commerce

Many museums are committed to market orientation as the underlying philosophy for their strategies. This orientation has to be coordinated with a service orientation focused on quality and custody in order to fulfill the museum’s mission. In the current work, the authors analyze the different impact of market orientation and service orientation on organizational and technological innovations implemented by museums. The hypotheses posited are examined for a sample of 491 British, French, Italian, and Spanish museums. Findings suggest that visitor and donor orientation are two key market orientation dimensions for technological and organizational innovation in museums, whereas interfunctional coordination and collaboration with competitors do not act directly, although they do boost the effect of visitor orientation. Further, quality orientation is also central to innovation. The present work thus concludes the existence of two interrelated routes that lead to technological and organizational innovation in museums, a business approach based on market orientation and a cultural approach based on service orientation.

Trust as the Key to Relational Commitment

Purpose – This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model. Design/methodology/approach – Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed. Findings – Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan. Practical implications – Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individuals to repeat purchase. Originality/value – It is one of the few studies that analyse the relations between dimensions of online risk and their differential impact on repeat purchase intention. A dual impact of risk is proposed: negative and positive effects of the risk in the channel on repeat purchase intention. Moreover, this is a cross-national study, following the postulates of ELM.Purpose – This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model.Design/methodology/approach – Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed.Findings – Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan.Practical implications – Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individu...

Incentives, organisational identification, and relationship quality among members of fine arts museums

ABSTRACT The point of view of customers has been neglected by most of the relationship marketing literature. This paper, which draws on the Morgan and Hunts commitment-trust theory (1994), proposes a model that explains the causal origins of relational commitment and highlights the role of trust as a central antecedent rather than other economic variables. In fact, consumers trust in the firms intentions and values turns out to be the most significant antecedent of a solid and lasting commitment. The model is tested for the relationship that customer develops with their usual garages.

Improving Museums' Performance Through Custodial, Sales, and Customer Orientations

Purpose – The purpose of this paper is to explore the relationship between museums and their donor clients (“friends”) by analysing the relative importance of the benefits (material and non‐material) that such friends of the organisation receive, their organisational identification with the museum: and their perceptions of satisfaction, trust, and future commitment.Design/methodology/approach – Drawing on the tenets of both relationship marketing and social identity theory, the study develops and proposes a model of the relationships among the relevant constructs. This is empirically tested using survey data collected from 231 friends of Spanish museums of fine arts.Findings – The study finds that positive and significant links exist between: the benefits (material and non‐material) that members receive and their degree of organisational identification with the museum, and organisational identification and certain relational constructs (satisfaction with products and services, trust in the organisation an...

Risk, Drivers, and Impediments to Online Shopping in Spain and Japan

Although customer orientation seems to be an adequate marketing approach to achieve the objectives of for-profit organizations, this approach is not enough for cultural organizations that are also involved in a social mission. The current work is focused on the case of museums and arts organizations and analyzes the implications of three alternative strategic orientations (customer, sales, and custodial orientations) to improve social performance (education and conservation) as well as economic performance (income or number of visitors). The empirical analysis of 182 Spanish museums reveals that social performance is highly related to custodial and customer orientation, whereas economic performance depends mainly on a sales orientation.