Su-Fang Lee

An Empirical Examination of Customer Perceptions of Mobile Advertising

A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertising are ineffective and require a careful reevaluation on the part of mobile commerce firms. The second stage of the research validates a Fishbein and Ajzens Theory of Reasoned Action model. It is found that positive actions on the received advertisements are significantly influenced by strong intentions; strong intentions are influenced significantly by favorable attitudes, and favorable attitudes are influenced significantly by strong motives. Implications for e-commerce application developers and marketers are discussed.

Investigating the Impact of Customer Relationship Management Practices of E-Commerce on Online Customer's Web Site Satisfaction: A Model-Building Approach

This study addresses the effect of customer relationship management (CRM) practices on online customers’ satisfaction with their experience in interacting with the company Web sites. Recognizing the importance of maintaining a healthy relationship with customers, companies are actively seeking ways to enhance the customer value of their offerings through relationship marketing. Since effective managing of customer relationships essentially involves managing customer information flow, Internet technologies have become an important element of a firm’s CRM program. The company Web site is functioning as the focal point of contact for interacting with existing and prospective customers. An important concern is how the company Web site affects customers’ overall perception of the Web site. Using the concepts of Internet-mediated market orientation in marketing and user satisfaction in information systems, this study formulated and validated a theoretical model to analyze causal relationships between CRM practices, customers’ perception of a Web site’s online customer orientation and online customer Web site satisfaction. Based on the structural equation modeling analysis of the primary data collected in Taiwan, the study found that CRM practices positively impact online customers’ Web site satisfaction through their perception of the Web site’s customer orientation.

Effects of Website Interactivity on e-Loyalty: A Social Exchange Perspective

This study examines the impact of major considerations of commercial website design and management, website interactivity, the important performance factor, and customer loyalty. Meaningful interactions with existing and potential customers allow e-commerce firms to enhance customer loyalty by providing satisfactory customer experience. Customer loyalty is a composite construct, yet consists of multiple dimensions that do not necessarily contribute to repeat purchase in the same manner. Guided by the concept of social exchange in social psychology, this study investigates the causal effect of website interactivity on two conceptually distinctive types of website loyalty-transactional loyalty and relational loyalty. This paper finds positive effects of website loyalty on both types of loyalty, while revealing positive effects of transactional loyalty on relational loyalty and overall loyalty. Furthermore, relational loyalty is found to contribute more to overall loyalty than transactional loyalty. E-commerce firms are advised to offer attractive incentives in a systematical manner to gradually convert more temporary transactional loyalty to more long-term relational loyalty. Finally, firms must devise a portfolio of different marketing strategies to cater to the customers located on different points on transactional loyalty.

Effects of e-CRM Value Perceptions on Website Loyalty: An Empirical Investigation from Customer Perspective

Web-enabled customer relationship management, or e-CRM, holds the promise to simultaneously achieve the conflicting goals of strategic flexibility and operational efficiency in developing and executing innovative e-commerce marketing strategies. A new multi-disciplinary field involving such diverse areas as marketing, information systems, and consumer behavior, e-CRM seeks to strengthen customer relationship via a portfolio of trust-building practices with the support of powerful information technologies. While most literature in e-CRM has focused on how firms formulate and implement e-CRM initiatives, there is a dearth of literature on viewing the overall quality of an e-commerce firm’s e-CRM practices from the consumer point of view. This research proposes such a consumer-oriented concept, e-CRM value, based on existing e-CRM research literature and examines the effect of e-CRM value on website loyalty. It was found that customers’ perception of e-CRM value has a positive causal effect on their website loyalty. The implications of this finding for the theory-building of e-CRM and marketing practices of e-commerce firms are discussed.

Effects of Social Presence and Social Capital on User Loyalty to the Social Networking Website: The Case of Facebook Usage in Taiwan

Web-based,onlinesocialnetworkinghasreceivedmuchattentionfromresearchersinavarietyof academicdisciplines,withinterestingissuesaddressedfromdifferentperspectives.AlthoughInternet technologiesplayaninstrumentalroleintheprovisionoftheconnectivityandmessageexchange capabilitiesthatarerequiredforthememberinteractions,theimpactsofextensiveusageofonline socialnetworksoftenareoftenonthenon-technologicalaspects.Thisresearchinvestigatesthedriving forcesofwebsiteloyalty,anissueofinteresttoboththeindividualsusingtheserviceforsocializing andforthebusinessesdeployingsocialnetworksasaserioustechnologicaltoolforbusinesspromotion purposes.UsingFacebookas the targetofobservation, this studyevaluates theeffectsof social presenceandsocialcapitalonwebsiteloyalty.Theanalysisrevealsapositiveinfluenceofsocial presenceonallthree(structural,relationalandcognitive)dimensionsofsocialcapital.Further,both therelationalandcognitivedimensionsofsocialcapitalhavepositiveinfluenceonthewebsiteloyalty. KEyWoRdS Social Capital, Social Networking, Social Presence, Website Loyalty