Jean-Eric Pelet

The effect of colors of e-commerce websites on consumer mood, memorization and buying intention

This paper aims at studying the effect of the colors of e-commerce websites on consumer mood, memorization and buying intention. On the basis of a literature review a conceptual model is proposed, showing the effects of the color of e-commerce websites and specifically of its components, hue and brightness on the behavioral responses of the consumer, memorization and buying intention. These responses are conveyed by mood. Data collection was carried out during a laboratory experiment in order to control for the measurement of the colored appearance of e-commerce websites. Participants visited one of the eight versions of a website designed for the research, selling music CDs. Data analysis using ANOVA, regressions and general linear models show a significant effect of color on memorization, conveyed by mood. The interaction of hue and brightness, using chromatic colors for the background and foreground supports memorization and buying intention, when contrast is based on low brightness. A negative mood infers better memorization but a decreasing buying intention. Implications for theory and practice are discussed.

Optimal experience of flow enhanced by telepresence

Flow has been proposed as an essential component for understanding online behavior and defining the stimulating nature of online experiences. In this research, we examine the impact of flow specifically within the context of social media use. The findings indicate that telepresence positively affects the five dimensions of flow: enjoyment, concentration, challenge, control, and curiosity. These dimensions (except control) are positively related to overall flow, which enhances time distortion and frequency of social media use. In addition, we extend the nomological network on flow theory by developing a model to illustrate the complex relationship between flow, telepresence, time distortion, and frequency of social media use. This study highlights the idea that overall flow can uniquely affect social media users in a flow experience, and it presents interesting results about behavioral intentions during social media use. Theoretical and practical implications of these findings are discussed.

Smartphones and wine consumers: a study of Gen-Y

Purpose – The purpose of this study is to explore the potential of m-commerce (mobile commerce) combined with social media for the wine industry in order to reach distinctive customer segments Differences about access to information and shopping habits on the Internet seem to exist according to the cohorts users belong to. Design/methodology/approach – Based on a study of 190 respondents, this paper describes the consumer behavior of the Y generation regarding several variables: level of Internet sophistication and orientation, brand loyalty, risk aversion, involvement, shopping behavior and perception of authenticity. Findings – Results of the study show that m-commerce and e-commerce applications using social media platforms may prove greatly efficient in the foreseeable future for wine growers. Different ways of selling and disseminating information about their products are observed. Research limitations/implications – The infancy of m-commerce implies a relative difficulty to gather data about m-consu...

MOOCs and the Integration of Social Media and Curation Tools in e-Learning

MOOCs (Massive Open Online Courses) have gained popularity for e-learning purposes. Effectiveness depends on platform interface design and management, which should create student cohesiveness and optimize collaboration. A MOOC prototype was developed and e-learning applications were pilot-tested for one semester with a total of 160 students from graduate courses in a French business school. Students used a mobile supported e-learning environment and reported their experiences through the writing of a synthesis, the building of a CMS (Content Management System) and the elaboration of a content curation system.

Chromatic Scales on Our Eyes: How User Trust in a Website Can Be Altered by Color via Emotion

Establishing customer trust on an e-commerce website possibly requires the provision of an environment in which customers can overcome their fear and reluctance about shopping transactions by forming trust and positive perceptions about the online vendor. This research concentrates on color as a central factor in the design of web pages that enhance users’ positive emotional reactions as well as trust states and behaviors. Drawing on existing theories and empirical findings in the environmental psychology, human-computer interaction, as well as in the marketing and information systems research literature, a research model is developed to explain the relationships among background and foreground colors of a webpage, induced emotional responses in users, and users’ trust toward the website as mediated by users’ emotional states. A laboratory experiment was conducted to test the model and its associated hypotheses. This permitted assessment of the influence of background and foreground colors on user emotions and trust under varying brightness and saturation levels. Sixteen different graphic charts were evaluated based on various contrast ratios. We use the PAD (Pleasure Arousal Dominance) scale from Mehrabian and Russell (1974) and find that color can increase arousal, leading to stronger trust. Color leads to higher trust levels when arousal states are present at a high level. Our empirical findings provide valuable theoretical and practical implications regarding the effect of websites color on trust.

Don’t believe the hype: a grounded exploratory six country wine purchasing study

ABSTRACT The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified.

From Skeuomorphism to Flat Design: When Font and Layout of M-Commerce Websites Affect Behavioral Intentions

Brands and private labels are constantly seeking ways to increase the persuasive power of their webpages on the Internet, especially on handled devices such as mobile phones or tablets. To this end, brands and private labels are encouraged to match the executional elements of their mobile webpages (e.g. visuals such as fonts and layout) with their consumer’s intention to process brand information from webpages. Following this approach, this study examines the effects of the font and layout of the design of mobile phone websites, a potentially critical and under-investigated executional element, on behavioral intentions. A mobile phone website was specifically designed for this study. The research was conducted on French consumers. Through online and personal survey questionnaires, 312 responses were collected. Data was analyzed using ANOVA and linear regression. The findings indicate that not only is ease-of-use capable of affecting consumer ability to process brand information on web pages, but also that the effects of various font characteristics have the potential to significantly influence behavioral intentions. Therefore, font represents a major executional element of word-driven mobile web pages, which should be highly considered when designing websites for mobile devices.

Positive Influence of M-Commerce on the Group Purchase of Wine for Y-Generation

The ability to identify and evaluate the opportunities to reach distinctive customer segments is a fundamental challenge faced by the wine industry operating in a global environment. Differences about access to information and shopping habits on the Internet seem to exist according to the cohorts users belong to. Following a confirmatory study of 190 respondents, this paper describes the consumer behavior of the Y generation regarding several variables: level of Internet sophistication and orientation, brand loyalty, risk aversion, involvement, shopping behavior and perception of authenticity. Results of a confirmatory study show that m-commerce and e-commerce applications using Social Networks Systems (SNS) platforms may in the foreseeable future, offer wine growers greater efficiency to expand their selling opportunities and reach a wider audience. Early adopters have the potential to be richly rewarded.

Trust and Privacy in the Shift from E-Commerce to M-Commerce: A Comparative Approach

Trust and privacy have been widely studied as key issues and success factors for e-commerce. The advent of m-commerce calls for revisiting these concepts and re-examining their antecedents in the mobile context. This paper attempts a comparative approach to the issues of trust and privacy in e-commerce and m-commerce. It investigates how trust and privacy are differentiated with the shift from the context of e-commerce to the context of m-commerce. Our analysis is supported by the results of an exploratory qualitative study in m-commerce.

Ethnicity versus country-of-origin effects: A situational process-focused approach towards designer fashion brand evaluation

ABSTRACT The globalization of trade and the increasingly mixed identities of consumers suggest that researchers on “country of origin” (COO) should go beyond nationality. Thus, we propose the “ethnicity of origin” (EOO) construct as an alternative to COO. We focus on a privileged area of investigation – fashion – and operationalize the construct through three variables: the designer’s birthplace, educational background and headquarters location. We conduct a cross-national experimental factorial analysis on a sample of 980 respondents from China, France and Italy. Results suggest that the three variables have an impact on brand evaluation. The indirect impact on willingness to buy (WBUY) and willingness to recommend (WREC) is also supported. However, correlations vary according to the ethnicity of the consumer. More specifically, our results stress that ethnicity cues have a strong influence on potential Chinese customers. Moreover, consumer ethnocentrism acts as an important moderator of the relationship between ethnicity cues and perceived brand image evaluation. EOO cues should be taken into account as strategic branding levers when defining marketing strategies in the fashion industry. Findings support our suggestion that studies on COO should address a situational focused approach to ethnicity.