Margaret Meiling Luo

Post-Adoption Behaviors of E-Service Customers: The Interplay of Cognition and Emotion

The interplay between cognition and emotion has been explored in the consumer behavior literature, but the links between cognition-emotion interplay, satisfaction, and post-adoption behaviors have not been integrated in a single model of customer retention. The authors proposed a model that links these constructs and empirically tested it in e-service settings. The results showed that satisfaction is a significant predictor of all three post-adoption behaviors: continuance, complaint, and recommendation. Negative affective response to e-service use was found to directly predict complaint behavior, but positive affect and negative affect did not influence customer satisfaction. The implications of these findings for e-service customer retention theory and practice are delineated.

Web-based information service adoption: A comparison of the motivational model and the uses and gratifications theory

This study compares two user acceptance theories: the motivational model (MM), and the uses and gratifications (U&G) theory. While MM arises from the field of information systems and the U&G theory was developed in the field of communication, both are focused on explaining user acceptance of information technologies using intrinsic and extrinsic motivations. We discuss the theoretical roots of the two theories, and use partial least squares (PLS) analysis to test each in an empirical setting. A comprehensive comparison of the results is also presented, including a discussion about the relative strengths and weaknesses of each model under both theoretical/research and practical contexts.

An examination of the effects of virtual experiential marketing on online customer intentions and loyalty

This study examines the relationship between five virtual experiential marketing (VEM) elements (sense, interaction, pleasure, flow, community relationship) and customer browse and purchase intentions and loyalty and the moderating effects between the VEM elements and customer intentions. To test the proposed model, a survey was conducted of customers who frequently visited two online games stores to simulate online shopping and experiential marketing. The results suggest that a business engaged in VEM should focus its web atmospherics on leveraging three of the VEM elements and facilitating the price and convenience motives of consumers to create an emotional attachment to browsing.

Uses and gratifications and acceptance of Web-based information services: An integrated model

This study combines the technology acceptance model (TAM) and uses and gratifications theory (U&G) to create an integrated model that predicts usage and satisfaction with Web-based information services (WIS). Two pilot studies and three laboratory experiments were conducted to test and develop the concepts, measurements, and the integrated model. The results support the proposed integrated model. Behavioral intention and entertainment motive collectively predicted behavioral usage. Satisfaction was positively associated with the level of usage. The good structure fit with the merge model and data showed that the model explained more than 30% variance of behavioral usage. Although both theories are solid acceptance theories, U&G provides specific information and a more complete understanding of usage, whereas TAM constructs are easily used with Web-based applications. This study gives researchers and practitioners an interdisciplinary perspective for investigating the phenomenon of technology acceptance. In addition, it merges the strengths from the fields of information systems and communications.

Virtual Experiential Marketing on Online Customer Intentions and Loyalty

Advances in information and Web technologies have open numerous opportunities for online retailing. The pervasiveness of the Internet coupled with the keenness in competition among online retailers has led to virtual experiential marketing (VEM). This study examines the relationship of five VEM elements on customer browse and purchase intentions and loyalty, and the moderating effects of shopping orientation and Internet experience on these relationships. A survey was conducted of customers who frequently visited two online game stores to play two popular games in Taiwan. The results suggest that of the five VEM elements, three have positive effects on browse intention, and two on purchase intentions. Both browse and purchase intentions have positive effects on customer loyalty. Economic orientation was found to moderate that relationships between the VEM elements and browse and purchase intentions. However, convenience orientation moderated only the relationships between the VEM elements and browse intention.

Technology acceptance of the Lonely Planet website: an exploratory study.

This study aims at examining the reasons that motivate travelers to use online travel websites for travel information search and reservations by adapting technology acceptance model (TAM). In particular it examines the site of an online travel guide (lonelyplanet.com). The results suggest that perceived usefulness determines behavioral intention to use the travel website. Perceived ease of use does not have a direct impact on behavioral intention; however, it influences perceived usefulness and behavioral intention indirectly. This study benefits practitioners in the preimplementation stage to overcome complaints that system characteristics are arbitrary or in the postimplementation stage to determine the kinds of changes that provide the most meaningful impacts.

Cognition, Emotion, Satisfaction, and Post-Adoption Behaviors of E-Service Customers

In todays turbulent e-commerce environment, online companies need to have a long-term client relationship strategy to keep customer satisfied. It is believed that satisfied customers not only continue to use the product or service but also help to recruit more customers through word of mouth. Similarly unsatisfied customers discontinue the product or service usage and discourage others from using the product or service. Therefore, understanding the determinants of customer satisfaction and post-adoption behaviors are important issues. The present study proposes and tests a model that integrates cognition, emotion, satisfaction, and three post purchase behaviors. The results show that negative affective experience mediates the effect of confirmation and directly predicts complaint intention in addition to satisfaction. Furthermore, perceived usefulness and confirmation predict the level of satisfaction with e-service and the latter in turn predicts continuance intention, recommendation, and complaint

Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret

Abstract This study adopts the expectancy confirmation theory and regret theory to investigate the effects of external reference points on repurchase behaviors and explore how customers’ search effort influences satisfaction and regret. The model was tested using data from 268 customers of an online store. Partial least squares analysis results suggest that confirmation of expectation, search effort, and alternative attractiveness are predictors of regret, which in turn influences satisfaction and repurchase intention; confirmation of expectation and search effort also exhibited considerable positive effects on satisfaction, which in turn influenced repurchase intention. In addition, prior loyalty negatively moderates the relationship between satisfaction and repurchase intention.

The Effect of Social Rewards and Perceived Effectiveness of e-Commerce Institutional Mechanisms on Intention to Group Buying

Previous studies have stressed the functionality and usability of group buying systems, although few studies have focused on social and psychological factors and the business perspective of online group buying. We believe that factors related to consumer psychology, relation exchange, and institutional mechanisms have not been fully explored by previous studies. These psychological and consumer behaviors are crucial for marketers seeking to increase sales rates. The phenomena are worthy of attention, given the potentially significant market gains offered by this novel business model. This study focuses on the application of social rewards in the group buying context and identifies the issue in the context of online group buying by incorporating factors such as reciprocity, reputation, trust, satisfaction, and perceived effectiveness of e-commerce institutional mechanisms (PEEIM). These factors are identified as critical factors affecting both online and physical shopping. With an online survey, we perform PLS analysis and the results suggest that PEEIM has significant effect towards online group buying intention. The results also suggest that SET factors contribute substantial impact to customer’s online group buying intention. Theoretical and managerial implications were discussed.

Revitalizing the P's of E-Marketing with Customer Experience Management

There have been increasing uses of Internet technologies as marketing tools to manage online customer experience, from personalized emails to location-aware apps on smart handheld devices. However, due to a lack of a comprehensive and integrated framework for managing customers experience, it remains challenging for e-marketers to effectively employ these tools. This paper proposes a formal approach to managing customer experience in electronic markets. We propose to expand the conventional 4Ps marketing mix model by incorporating four additional e-Ps including Push-pull-participative communication, Personalization, Promptness, and Privacy. We have further discussed how our framework can help e-marketers identify their customer experience strategies and e-commerce tools to implement e-CEM. Finally, we offered some tangible e-metrics to monitor and evaluate the effectiveness of implementing the framework.