Sophea Chea

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.

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.

If You Build It, They Will Use: Usage Motivations and Unintended Effects of the Internet Village Motoman Project in Rural Cambodia

The adoption of community wireless has become a growing trend in both metropolitan and rural areas around the world. However, understanding the usage motivations and the unintended effects that those technologies have on communities is limited particularly for rural users. The purpose of this study is to explore the benefits and usage of an asynchronous wireless Internet system in a rural village of Cambodia. By employing qualitative methods of indepth case analysis we revealed various usage motivations and unintended effects of the system. We derived five motivations of users to use the system; avowed identity, mean to an end, maintaining personal ties, power influence, and psychological commitment and ownership. Unintended effects of the system were the increase in interactions among actors and other forms of system usages including; Internet commerce, telemedicine, and e-government.