Milena M. Head

The role of social presence in establishing loyalty in e-Service environments

Compared to offline shopping, the online shopping experience may be viewed as lacking human warmth and sociability as it is more impersonal, anonymous, automated and generally devoid of face-to-face interactions. Thus, understanding how to create customer loyalty in online environments (e-Loyalty) is a complex process. In this paper a model for e-Loyalty is proposed and used to examine how varied conditions of social presence in a B2C e-Services context influence e-Loyalty and its antecedents of perceived usefulness, trust and enjoyment. This model is examined through an empirical study involving 185 subjects using structural equation modeling techniques. Further analysis is conducted to reveal gender differences concerning hedonic elements in the model on e-Loyalty.

Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping

Electronic commerce typically lacks human warmth and sociability, since it is more impersonal, anonymous and automated than traditional face-to-face commerce. This paper explores how human warmth and sociability can be integrated through the web interface to positively impact consumer attitudes towards online shopping. An empirical study was undertaken to investigate the impact of various levels of socially rich text and picture design elements on the perception of online social presence and its subsequent effect on antecedents of attitudes towards websites. Higher levels of perceived social presence are shown to positively impact the perceived usefulness, trust and enjoyment of shopping websites, leading to more favourable consumer attitudes. Implications of these finding for practitioners and future research are outlined.

Review: Computer use by older adults: A multi-disciplinary review

As the populations of most of the worlds developed nations experience an increase in average age, a similar trend is being observed in the population of computer and Internet users. In many cases, older adults are the fastest growing computer and Internet user group in both personal and workplace contexts. However, the needs and concerns of older adults as computer users differ from those of younger users as a result of the natural changes associated with the aging process. Much research has been conducted in a variety of fields in order to understand how these changes experienced by older adults impact their use of computers and the Internet. This article reviews this existing research and provides a holistic view of the field. Since the study of computer use by older adults is a multi-disciplinary topic by nature, we provide a synthesis of the findings across these many disciplines, and attempt to highlight any gaps that exist. We use Social Cognitive Theory as a lens to view and organize the literature, as well as illustrate means through which computer use by this user group can be encouraged. Finally, suggestions for future research are proposed, and implications for research and practice are discussed.

Exploring human images in website design: a multi-method approach

Effective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Three conditions of human images were created including human images with facial features, human images without facial features, and a control condition with no human images. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. All expected relationships in the model were supported except no direct relationship was found between the human image conditions and trust. Additional analyses revealed subtle differences in the perception of human images across cultures (Canada, Germany, and Japan). While the general impact of human images seems universal across country groups, based on interview data four concepts emerged--aesthetics, symbolism, affective property, and functional property--with participants from each culture focusing on different concepts as applied to website design. Implications for research and practice are discussed.

Colour appeal in website design within and across cultures: A multi-method evaluation

Colour has the potential to elicit emotions or behaviors, yet there is little research in which colour treatments in website design are systematically tested. Little is known about how colour affects trust or satisfaction on the part of the viewer. Although the Internet is increasingly global, few systematic studies have been undertaken in which the impact of colour on culturally diverse viewers is investigated in website design. In this research three website colour treatments are tested across three culturally distinct viewer groups for their impact on user trust, satisfaction, and e-loyalty. To gather data, a rich multi-method approach is used including eye-tracking, a survey, and interviews. Results reveal that website colour appeal is a significant determinant for website trust and satisfaction with differences noted across cultures. The findings have practical value for web marketers and interface designers concerning effective colour use in website development.

Supply chain collaboration alternatives: understanding the expected costs and benefits

Collaboration is a recent trend in supply chain management (SCM) that focuses on joint planning, coordination, and process integration between suppliers, customers, and other partners in a supply chain. Its competitive benefits include cost reductions and increased return on assets, and increased reliability and responsiveness to market needs. Recent advances in inter‐enterprise software and communication technologies, along with a growing use of strategic partnering and outsourcing relationships, has resulted in a confusing assortment of alternative information systems approaches for supporting collaborative SCM. This paper analyzes the alternatives and presents a framework for understanding the expected costs and benefits of each type of system. These costs include not only the total cost of ownership of the system, but also the partnership opportunity cost – the cost of being tied to a partner due to system inflexibility. The benefits of collaborative SCM include process, inventory, and product cost reductions as well as increased cycle times, service levels, and market intelligence.

The Impact of Infusing Social Presence in the Web Interface: An Investigation Across Product Types

Many on-line stores have little emotional or social appeal and lack human warmth. For some products, such as apparel, increasing a firms social presence through socially rich descriptions and pictures will have a positive impact on attitudinal antecedents to purchase. The appropriateness and need for human warmth and sociability differ across types of products or services, however. An empirical investigation compared apparel (a product for which consumers seek fun and entertaining shopping experiences) and headphones (a product for which consumers primarily seek detailed product information). Unlike apparel, higher levels of social presence on Web sites selling headphones did not have a positive effect on attitudinal antecedents. The implications of these findings are discussed, and subjects for future research are outlined.

Perceived interactivity leading to e-loyalty: Development of a model for cognitive-affective user responses

Novel applications of website interactivity are important to attract and retain online users. In this empirical study five designs for interactivity are examined using different web-poll interfaces. The goal of the investigation is to examine perceived interactivity in a model which includes most commonly tested cognitive elements such as efficiency and effectiveness, but augments this model with the inclusion of a cognitive-affective element for trust, and an affective element of enjoyment. More specifically, a model is created to validate the relationship of perceived interactivity (comprised of user control, user connectedness, and responsiveness of the web-poll application) to efficiency, effectiveness, trust and enjoyment, of the website. In turn, efficiency, effectiveness, trust, and enjoyment are tested for their influence on user behavioral intentions for e-loyalty. All relationships in the model are supported. In addition, exploratory evaluation of qualitative comments is conducted to investigate additional insights between the five web-poll treatments in this investigation. The research confirms the complexity of a model in which cognitive, cognitive-affective and affective elements are present, and advances knowledge on the consequences of perceived interactivity. In additional to theoretical advancements, the research has merit for web designers and online marketers regarding how to enhance interactive online web applications.

A relationship‐building model for the Web retail marketplace

Electronic commerce has existed in the business‐to‐business marketplace since the 1970s, in forms such as electronic data interchange (EDI) and electronic funds transfer (EFT). With the emergence of the Internet, and the World Wide Web in particular, electronic commerce entered a new era which opened the door for an electronic business‐to‐consumer marketplace. Although the retail side of electronic commerce is still in its infancy, the Web medium offers great potential for building the customer‐base, promoting sales, and improving after‐sales service. Examines the concept of relationship marketing, which has caused a paradigm shift in business‐to‐business marketing during recent years. Extends the concepts of network marketing to the Web retail marketplace, and develops a market process model for Web retailing that outlines the stages of the relationship building process.

How can the Web help build customer relationships

The Web is increasingly being viewed as a tool and place to enhance customer relationship. In this paper we defined a model to analyze the Web characteristics that aid in building customer relationships and then used this model to examine consumer relationship building mechanisms in online retailing (e-tailing). Through a survey of 177 shoppers who had bought books, CDs, or DVDs online, the causal model was validated using LISREL; 13 out of 14 hypotheses were supported. This research has contributed to both theory and practice by providing a validated model to analyze online consumer relationship building and suggesting mechanisms to help e-tailers focus on online consumer relationship management.