Charla Mathwick

Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment

Abstract An experiential value scale (EVS) reflecting the benefits derived from perceptions of playfulness, aesthetics, customer “return on investment” and service excellence is developed and tested in the Internet and catalog shopping context. This study evaluates the psychometric properties of the EVS in both samples and tests the hypothesized hierarchical structure. Predictive modeling points to the value of the EVS as a measurement tool, useful in describing the perceived make-up of a retail value package and predicting differences in shopping preferences and patronage intent in multichannel retail systems. Study limitations and directions for future research are identified.

Play, Flow, and the Online Search Experience

This study examines the conditions necessary to transform online information search into “play,” a highly positive experience capable of delivering intrinsic value in the form of escapism and enjoyment. On the basis of the four‐channel model of flow, perceived play is investigated as the consequence of flow versus various nonflow states. Moderated by product involvement, play serves as a link between flow theory and the online consumer attitude formation process.

Social Capital Production in a Virtual P3 Community

The purpose of this study is to examine the relational norms that determine social capital—an intangible resource embedded in and accumulated through a specific social structure. The social structure examined in this study is a virtual community created through text‐based conversations oriented toward peer‐to‐peer problem solving (P3). Empirical results support the conceptualization of social capital as an index composed of the normative influences of voluntarism, reciprocity, and social trust. Membership length was found to moderate the virtual P3 community experience. Qualitative analysis of the community dialogue provides additional support for the characterization of virtual P3 activity as community based.

The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison*

Abstract The authors introduce cognitive continuum theory (CCT) as a theoretical framework to examine the effect of consumer shopping tasks and retail information display properties on consumer perceptions of experiential value. In this empirical investigation, the nature of a consumer’s shopping task is found to exert a direct influence on consumer perceptions of efficiency, economic value, and shopping enjoyment, all active dimensions of value. In addition, congruent interactions between shopping task and retail information display properties exert an enhancing effect on the reactive dimensions of value, as evidenced by perceptions of visual appeal, entertainment value, and service excellence. Future application of CCT is outlined and managerial implications are discussed.

Online Reviewer Engagement: A Typology Based on Reviewer Motivations

Consumers who generate online reviews provide a vital information service for the buying public, influencing nearly half of all purchase decisions. This study focuses on factors that motivate online reviewer engagement (ORE). ORE is a contextually dependent psychological state characterized by varying degrees of altruistic and egoistic market-helping motives coupled with an individual’s intrinsic motivation to review when the needs for autonomy, competence, and social relatedness are fulfilled. Amazon.com’s top reviewer community, which uses a public ranking system to motivate, recognize, and influence reviewer behavior, provides the study’s context. Three reviewer types—indifferent independents (IIs), challenge seekers (CSs), and community collaborators (CCs)—all report altruistic motives; however, egoistic motives associated with rank and psychological need fulfillment vary. IIs fulfill autonomy needs by using the platform for self-expression, with rank exerting little influence. CSs view rank as a game to master. CCs, who have fully integrated the ranking system, perceive reviewing as an enjoyable, socially embedded experience that merits advocacy. This study extends engagement theory by linking market-helping motives and psychological need fulfillment with high levels of behavioral engagement. Thus, findings may help managers tailor reviewing environments to attract and retain a diverse and highly engaged reviewing community.

Reviewer online engagement: the role of rank, well-being, and market helping behavior

Purpose – The purpose of this paper is to examine the impact of a retailer-managed ranking system on product reviewers’ well-being and its relationship to customer engagement. Design/methodology/approach – Content analysis of reviewers’ posts, generated over a six-month period following a critical incident involving a change in the reviewer ranking system, informs findings. Findings – Fulfilling needs for social relatedness, competency and autonomy may be critical aspects that underlie reviewer engagement. Findings explain how organic and hierarchical reviewing platform design elements may support or thwart psychological need fulfillment. Reviewers expressed positive well-being when system elements facilitated organic interactions between consumers and reviewers, fulfilling social relatedness and competency needs. Hierarchical design elements elicited mixed well-being sentiments. When reviewers used rank as a feedback mechanism to signal competency development, positive well-being emerged, whereas ranking...

Key Influencers: Locating, Measuring, and Creating Programs to Influence Social Media Influencers

Pew Research estimates that 84% of U.S. Internet users, or some 100 million people, are members of virtual groups with nearly half actively creating media content on Twitter, Facebook, Blogs, User Forums, and in virtual communities. A significant portion of this social media content (SMC) relates specifically to commercial products and services. Moreover, this uncompensated, voluntarily generated, and socially embedded ‘media’ is fast becoming one of the most influential sources of information in the marketplace.

The Evolution of Consumer Empowerment in the Social Media ERA: A Critical Review

This paper provides a framework for examining the intersection of consumer behavior and social media to set the agenda for future research. Through the lens of consumer empowerment, we offer an understanding of value creation through participation in social media. Using this framework, a review of the literature reveals three broad themes of particular interest for future research: the power/disempowerment paradox, the impact of social media on consumer behavior, and the consumer’s ability to create, co-create or destroy value.

Consumers Helping Consumers; The Role of Psychological Need Fulfillment in an Online Reviewer Community

Today, customers producing product reviews for consumption by other consumers have become a ubiquitous feature associated with online commerce and are an influential example of consumer co-creation (Hennig-Thurau et al. 2004; Kozinets et al. 2010; Senecal and Nantel 2004; Weiss et al. 2008). Despite important research focusing on how customer reviews influence shopping outcomes, little research has examined how the act of reviewing benefits the well-being of consumer reviewers. We examine this under-researched area by focusing on how a change in a ranking system influences participant well-being in a product reviewing community. Content analysis of reviewers’ posts, following a critical incident involving a change in the reviewer ranking system, suggests fulfillment of psychological needs, dimensions of psychological well-being, may be critical aspects that underlie active reviewer participation. Rank utilized as a feedback mechanism to signal competency development elicited positive sentiments by reviewers, whereas ranking elements perceived as lacking in integrity or reducing one’s autonomy, elicited negative sentiments. Emergent findings lend empirical support for a conceptual market helping behavior model (Bendapudi et al. 1996) and for the integration of adaptation theory of well-being (Diener et al. 2006) with self-determination theory (Deci and Ryan 2002). While the impetus to write reviews may reflect a mix between altruistic and egoistic motives, platforms that enable the fulfillment of individual’s psychological needs at various levels may foster participation through the well-being experienced. Retailer reviewing platform design elements that foster social relatedness through direct interaction with other consumers and provide feedback in writing competency may support and sustain reviewer participation.