Iryna Pentina

Exploring effects of online shopping experiences on browser satisfaction and e‐tail performance

Purpose – The purpose of this paper is to empirically identify categories of online shopping experiences and web site functions facilitating these experiences, and to test the effect of those experiences on browser satisfaction, conversion, and online store performance.Design/methodology/approach – Two analytical methods (survey‐based exploratory factor analysis and secondary data‐based regressions) were employed to test the mediating role of browser satisfaction between online shopping experiences and e‐tail performance for 115 top online retailers during 2006‐2008.Findings – In addition to supporting the existence of such parallel in‐store and online experiences as sensory, cognitive, pragmatic, and relational, a new type of online shopping experience (interactive/engagement) was identified. It comprises customer involvement with the online store and with friends and other shoppers via the online store interface. The mediating role of browser satisfaction in increasing sales and traffic to online stores...

From “information” to “knowing”: Exploring the role of social media in contemporary news consumption

Using the conceptual lenses of information overload and sense making, this paper investigates the process of contemporary news consumption based on the qualitative content analysis of 112 interview transcripts from a diverse cross-section of US news consumers. We offer theoretical clarification of factors influencing news consumption and the role of social media in devising strategies for addressing information overload in order to facilitate news sense-making and the resulting civic knowledge formation. We provide news organizations with suggestions for appropriately designing offerings to compete in the era of new media and offer directions for future research in the domains of news, product, and brand information consumption.

The Freegan phenomenon: anti‐consumption or consumer resistance?

Purpose – This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon.Design/methodology/approach – Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of mainstream consumer views of Freeganism.Findings – Participation in shared practices facilitates Freegan collective identity construction through convergence of radical consumer resistance and market‐mediated anti‐consumption.Research limitations/implications – Multi‐dimensional conceptualization of resistance is applicable to analyzing consumer movements.Originality/value – Through data triangulation, this research offers an analysis of internally negotiated and externally ascribed Freegan group identities.

Adoption of social networks marketing by SMEs: exploring the role of social influences and experience in technology acceptance

As social media increasingly penetrate the business world, it is important to understand the underlying reasons for companies to adopt social networks marketing (SNM). This study extends the technology acceptance model (TAM) to explore the role of social influences in the context of SNM technology adoption by small and medium companies, and considers how the temporal aspect of new technology adoption affects this relationship. Our findings show that adoption of SNM is strongly influenced by social influences from experts, competitors, and customers. These social influences affect intention to adopt this new technology both directly, and by affecting the perceptions of the technology usefulness. For SMEs already using SNM, social influence is the only strong determinant of the intention to continue employing this marketing technology, with the amount of experience with SNM strengthening this relationship.

Information processing and new product success: a meta‐analysis

Purpose – This paper aims to analyze and quantitatively compare existing empirical findings on the role of organizational information‐processing and new product outcomes. The meta‐analytic technique is used to reconcile some of the current divergent thinking on the role of organizational learning in new product success.Design/methodology/approach – The method and procedure of the meta‐analysis are utilized to generalize existing empirical findings regarding the role of information processing in new product success by evaluating homogeneity of the obtained results, and measurement‐ and context‐related moderators of the relationship magnitude. It reports and discusses the results, and proposes theoretical and managerial implications of the findings.Findings – The meta‐analysis of the relationship between organizational information processing and new product success supports an overall positive effect, and identifies measurement‐ and context‐related moderators influencing the magnitude of the relationship.Re...

Differences in Characteristics of Online versus Traditional Students: Implications for Target Marketing.

ABSTRACT This study provides insight for educators and administrators into differences between students enrolled in Web-based and traditional classes as online learning enters the growth stage of its product life cycle. We identify characteristics that differentiate online students from those who prefer traditional education methods in order to offer more effective marketing techniques for attracting and retaining online students. Results of the study suggest that students in traditional classes have higher perceptions of performance and financial risk than their online counterparts. Social character was another important factor determining the choice of traditional over online learning. Recommendations to assist administrators in increasing enrollment in their online programs are presented.

A cross-national study of Twitter users’ motivations and continuance intentions

Given the explosive popularity and growth of microblogging worldwide and its potential use in the areas of public policy, civic activism, as well as marketing and advertising, the questions of why and how individuals use these services warrant a comprehensive research. While some studies addressing motivations to join and continue using Twitter have been published, no research to date has investigated these issues in the context of developing economies. This exploratory study seeks to build an understanding of Twitter usage and continuance motivations in Ukraine, and compares them to those of the US users. The findings of the study suggest that participants in both countries use Twitter for professional development, entertainment, status maintenance, and social interaction and exchange. The Ukrainian participants, however, emphasize Twitter use for identity negotiation and self-expression, as well as for news updates and sharing. The study also examines how different motivations of joining Twitter affect current Twitter usage and continuance intentions, and provides implications for public policy and advertising.

Exploring privacy paradox in information-sensitive mobile app adoption

This paper proposes and tests a conceptual model of private-information sensitive mobile app adoption utilizing privacy calculus approach. It also explores the role of personality in affecting perceived benefits of using mobile apps and compares the findings across two countries: the US and China. Irrespective of the cultural environment, millennial mobile app users download apps that require access to sensitive personal information in order to satisfy their informational and social (but not entertainment) needs. Perceived privacy concern does not influence adoption or future use of private-information sensitive apps. Extraversion and agreeableness are positively related to user perceptions of benefits obtained from using apps. Proposes a model of mobile app adoption based on the privacy calculus theory.Tests the model in US and China with different extent of mobile app adoption.Explores the role of personality factors in mobile app adoption.Supports the privacy paradox phenomenon in the mobile app context.

Plagiarism: What Don't They Know?

The present economic environment is beneficial for universities and schools of business that are experiencing significant enrollment increases. But just as the U.S. economy is suffering from an economic recession, universities increasingly suffer from an integrity recession. Student academic misconduct, particularly plagiarism, is at an all-time high. Although a great deal of research examines attitudes, motives, and demographic factors related to academic dishonesty, there has been little empirical investigation regarding what students actually know about plagiarism. The authors identify significant and important gaps in this knowledge and discuss important implications for universities and society as a whole.

Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions

This study is among the first to investigate the impact of message, source, and receiver characteristics on user attitudes toward Yelp reviews, with the subsequent impact of these attitudinal evaluations on review persuasiveness. Specifically, it examines the roles of review valence (positive/negative) and sidedness (one-sided/two-sided), as well as perceived similarity with the reviewer, on user perceptions of helpfulness, trustworthiness, and credibility of the review. The study also tests moderating effects of perceived source similarity and user regulatory focus on the relationships among message characteristics, attitudinal variables, and purchase intentions. Our results disconfirm the negativity bias reported in previous studies and indicate that positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. Review helpfulness and credibility, in turn, positively impacts its persuasiveness, with regulatory focus playing a complex nuanced role in the persuasiveness – behavioral intentions relationship. Based on the findings, future research avenues and managerial implications are proposed.