Pub Date : 2021-12-08DOI: 10.1080/15332861.2021.2011599
Qi Deng, M. Hine, Shaobo Ji, Yun Wang
Abstract Creating engaging brand posts is both vital and challenging for social media marketers. While previous research suggests that digital marketers can strategically design brand posts to enhance consumer engagement, it is unclear what post contents work better, for which brand, and in what way. Through the in-depth review of 82 empirical papers on consumer engagement with brand social media posts, this paper shows that previous research has adopted a highly consistent and convergent research design but produced many inconsistent, sometimes even contradictory results. An integrative framework of consumer engagement of brand posts on social media is developed, and four future research agendas are identified and discussed. This paper provides a landscape description on consumer engagement with brand posts on social media research and a roadmap of potential research agendas that can be further explored. This paper also provides digital marketing practitioners useful insights in designing brand posts on social media.
{"title":"What Makes Brand Social Media Posts Engaging? An Integrative Framework and Future Research Agenda","authors":"Qi Deng, M. Hine, Shaobo Ji, Yun Wang","doi":"10.1080/15332861.2021.2011599","DOIUrl":"https://doi.org/10.1080/15332861.2021.2011599","url":null,"abstract":"Abstract Creating engaging brand posts is both vital and challenging for social media marketers. While previous research suggests that digital marketers can strategically design brand posts to enhance consumer engagement, it is unclear what post contents work better, for which brand, and in what way. Through the in-depth review of 82 empirical papers on consumer engagement with brand social media posts, this paper shows that previous research has adopted a highly consistent and convergent research design but produced many inconsistent, sometimes even contradictory results. An integrative framework of consumer engagement of brand posts on social media is developed, and four future research agendas are identified and discussed. This paper provides a landscape description on consumer engagement with brand posts on social media research and a roadmap of potential research agendas that can be further explored. This paper also provides digital marketing practitioners useful insights in designing brand posts on social media.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"1 - 39"},"PeriodicalIF":4.3,"publicationDate":"2021-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45194401","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-30DOI: 10.1080/15332861.2021.2001737
Jingyi Duan
Abstract An increasingly ubiquitous phenomenon on social media is that consumers create user-generated content (UGC) to display their purchases. This type of UGC is purchase-centered. The viewers of the UGC can include both close friends (strong ties) and acquaintances (weak ties). This paper conducted a series of five studies to fill research gaps about the relations between tie strength, purchase intention, and benign envy. The results of the first three studies consistently show that tie strength between the buyer and the viewers positively influences the viewers’ feeling of benign envy, which in turn affects viewers’ purchase intention toward the displayed purchase. Furthermore, two additional experiments identify purchase type as a moderator of the mediation effect. Specifically, benign envy mediates the effect when the purchase is a material one but not an experiential one. These findings not only reveal how the viewers of purchase-centered UGC are influenced by tie strength and benign envy, but also demonstrate the role of purchase type in the effect of purchase-centered UGC. This research extends multiple research streams including tie strength, social comparison, and purchase type. Additionally, this research provides important implications for the practices of advertising, UGC marketing, and influencer marketing.
{"title":"The Impact of Positive Purchase-Centered UGC on Audience’s Purchase Intention: Roles of Tie Strength, Benign Envy and Purchase Type","authors":"Jingyi Duan","doi":"10.1080/15332861.2021.2001737","DOIUrl":"https://doi.org/10.1080/15332861.2021.2001737","url":null,"abstract":"Abstract An increasingly ubiquitous phenomenon on social media is that consumers create user-generated content (UGC) to display their purchases. This type of UGC is purchase-centered. The viewers of the UGC can include both close friends (strong ties) and acquaintances (weak ties). This paper conducted a series of five studies to fill research gaps about the relations between tie strength, purchase intention, and benign envy. The results of the first three studies consistently show that tie strength between the buyer and the viewers positively influences the viewers’ feeling of benign envy, which in turn affects viewers’ purchase intention toward the displayed purchase. Furthermore, two additional experiments identify purchase type as a moderator of the mediation effect. Specifically, benign envy mediates the effect when the purchase is a material one but not an experiential one. These findings not only reveal how the viewers of purchase-centered UGC are influenced by tie strength and benign envy, but also demonstrate the role of purchase type in the effect of purchase-centered UGC. This research extends multiple research streams including tie strength, social comparison, and purchase type. Additionally, this research provides important implications for the practices of advertising, UGC marketing, and influencer marketing.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"393 - 417"},"PeriodicalIF":4.3,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42944584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-19DOI: 10.1080/15332861.2021.1988242
Yanan Liu, Alexander Unger, Chongzeng Bi, Julie Papastamatelou, Gerhard Raab
Abstract Self-uncertainty is of high relevance for a wide range of thinking and behavior, associated with compulsive buying patterns, since a high level of self-uncertainty is an interfering factor for a stable and consistent self. In turn, online compulsive buying is caused by a wide range of negative personality traits or states. Consequently, self-uncertainty can be viewed as a new important potential predictor for online compulsive buying. With the development of e-commerce, online compulsive buying has been identified as an increasing pathological buying pattern with severe consequences, such as debts, psychological distress and conflicts in partnerships, in particular for female and young consumers. Until now self-uncertainty has not been considered as a factor of influence on either compulsive buying or online compulsive buying. Present research aims to close this gap and investigate whether self-uncertainty affects online compulsive buying and if this effect is moderated by gender. Our sample consisted of Chinese University students (n = 404) who completed the Self-Uncertainty questionnaire , and a modified version of the Bergen Shopping Addiction Scale. We observed that self-uncertainty affects online compulsive buying and that self-uncertainty increases online compulsive buying for females, but not for males.
{"title":"Online Compulsive Buying as a Coping Strategy for Self-Uncertainty: The Moderating Role of Gender in China","authors":"Yanan Liu, Alexander Unger, Chongzeng Bi, Julie Papastamatelou, Gerhard Raab","doi":"10.1080/15332861.2021.1988242","DOIUrl":"https://doi.org/10.1080/15332861.2021.1988242","url":null,"abstract":"Abstract Self-uncertainty is of high relevance for a wide range of thinking and behavior, associated with compulsive buying patterns, since a high level of self-uncertainty is an interfering factor for a stable and consistent self. In turn, online compulsive buying is caused by a wide range of negative personality traits or states. Consequently, self-uncertainty can be viewed as a new important potential predictor for online compulsive buying. With the development of e-commerce, online compulsive buying has been identified as an increasing pathological buying pattern with severe consequences, such as debts, psychological distress and conflicts in partnerships, in particular for female and young consumers. Until now self-uncertainty has not been considered as a factor of influence on either compulsive buying or online compulsive buying. Present research aims to close this gap and investigate whether self-uncertainty affects online compulsive buying and if this effect is moderated by gender. Our sample consisted of Chinese University students (n = 404) who completed the Self-Uncertainty questionnaire , and a modified version of the Bergen Shopping Addiction Scale. We observed that self-uncertainty affects online compulsive buying and that self-uncertainty increases online compulsive buying for females, but not for males.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"418 - 437"},"PeriodicalIF":4.3,"publicationDate":"2021-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47622125","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/15332861.2021.1995960
J. Islam, Z. Rahman, R. Connolly
Abstract The commentary introduces six research articles collected for the special issue on “progressing understanding of online customer engagement: recent trends and challenges”. These six research articles discuss the current use and future applications of online customer engagement and also propose fruitful future research avenues for scholars to further strengthen the footings of this pivotal concept in the marketing literature.
{"title":"Commentary on Progressing Understanding of Online Customer Engagement: Recent Trends and Challenges","authors":"J. Islam, Z. Rahman, R. Connolly","doi":"10.1080/15332861.2021.1995960","DOIUrl":"https://doi.org/10.1080/15332861.2021.1995960","url":null,"abstract":"Abstract The commentary introduces six research articles collected for the special issue on “progressing understanding of online customer engagement: recent trends and challenges”. These six research articles discuss the current use and future applications of online customer engagement and also propose fruitful future research avenues for scholars to further strengthen the footings of this pivotal concept in the marketing literature.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"403 - 408"},"PeriodicalIF":4.3,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47811085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/15332861.2021.1979301
Souvik Roy, Ankit Kesharwani, Ashish Gupta
Abstract This study aims to understand how features of an app can enhance smartphone app retention behavior among its users. Based on the literature review five features (relationship features, self-congruity, presentation style, novelty, and social connection) have been identified to influence the app self-connection, and app self-prominence, which in turn, eventually predict the affective commitment and behavioral attachment (i.e. word of mouth) of the app users. From a value orientation perspective, apps can be classified under three categories, namely, (i) Utilitarian apps, (ii) Hedonic apps, and (iii) Social network sites apps based on their usage and functionality. To enhance the generalizability of the study, data were collected from 750 active app users, i.e. 250 respondents from each category and a multi-group invariance analysis was performed to determine the significant effect of each category of apps on app retention behavior. The empirical results of the analysis highlighted the differential values exhibited by these five app features across three categories of smartphone apps. The findings escort the app-based marketers, and app developers to have a more sophisticated understanding of the respective category app features for desired business outcomes. The uniqueness of the present study is highlighted in its proposed integral framework that conceptualizes specific features of an app that the marketers can focus on to develop better-designed apps the users want.
{"title":"Demystifying User’s Attachment of Smartphone Apps: A Value Orientation Perspective","authors":"Souvik Roy, Ankit Kesharwani, Ashish Gupta","doi":"10.1080/15332861.2021.1979301","DOIUrl":"https://doi.org/10.1080/15332861.2021.1979301","url":null,"abstract":"Abstract This study aims to understand how features of an app can enhance smartphone app retention behavior among its users. Based on the literature review five features (relationship features, self-congruity, presentation style, novelty, and social connection) have been identified to influence the app self-connection, and app self-prominence, which in turn, eventually predict the affective commitment and behavioral attachment (i.e. word of mouth) of the app users. From a value orientation perspective, apps can be classified under three categories, namely, (i) Utilitarian apps, (ii) Hedonic apps, and (iii) Social network sites apps based on their usage and functionality. To enhance the generalizability of the study, data were collected from 750 active app users, i.e. 250 respondents from each category and a multi-group invariance analysis was performed to determine the significant effect of each category of apps on app retention behavior. The empirical results of the analysis highlighted the differential values exhibited by these five app features across three categories of smartphone apps. The findings escort the app-based marketers, and app developers to have a more sophisticated understanding of the respective category app features for desired business outcomes. The uniqueness of the present study is highlighted in its proposed integral framework that conceptualizes specific features of an app that the marketers can focus on to develop better-designed apps the users want.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"450 - 478"},"PeriodicalIF":4.3,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42719757","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-11DOI: 10.1080/15332861.2021.1975427
Muhammad Saleem, Suzilawati Kamarudin, H. Shoaib, A. Nasar
Abstract Augmented reality is an emerging and promising technology to expand consumer shopping experiences in the retail sector. How augmented reality apps can impact consumer perceptions is still in debate. This study investigates the influence of augmented reality mobile apps on consumers’ behavioral intention to use this technology, using the technology acceptance model. Data were collected from 363 undergraduate and graduate university students in Pakistan. The partial least squares structural equation modeling was applied to check the path relationships. Study participants' experience and perception were measured through the direct and indirect effects of the augmented reality-based mobile app. The study findings indicated that augmented reality app directly influences perceived usefulness, perceived ease of use, perceived enjoyment, and indirect influence on attitude toward use and behavioral intention to use. Thus, there is no sequential mediation effect of perceived ease of use and attitude toward use between augmented reality app and behavior intention to use. This study is the first to contribute theory toward understanding retail customer perceptions about augmented reality app and their behavioral intention to use it in Pakistan.
{"title":"Retail Consumers’ Behavioral Intention to Use Augmented Reality Mobile Apps in Pakistan","authors":"Muhammad Saleem, Suzilawati Kamarudin, H. Shoaib, A. Nasar","doi":"10.1080/15332861.2021.1975427","DOIUrl":"https://doi.org/10.1080/15332861.2021.1975427","url":null,"abstract":"Abstract Augmented reality is an emerging and promising technology to expand consumer shopping experiences in the retail sector. How augmented reality apps can impact consumer perceptions is still in debate. This study investigates the influence of augmented reality mobile apps on consumers’ behavioral intention to use this technology, using the technology acceptance model. Data were collected from 363 undergraduate and graduate university students in Pakistan. The partial least squares structural equation modeling was applied to check the path relationships. Study participants' experience and perception were measured through the direct and indirect effects of the augmented reality-based mobile app. The study findings indicated that augmented reality app directly influences perceived usefulness, perceived ease of use, perceived enjoyment, and indirect influence on attitude toward use and behavioral intention to use. Thus, there is no sequential mediation effect of perceived ease of use and attitude toward use between augmented reality app and behavior intention to use. This study is the first to contribute theory toward understanding retail customer perceptions about augmented reality app and their behavioral intention to use it in Pakistan.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"497 - 525"},"PeriodicalIF":4.3,"publicationDate":"2021-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41503119","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-31DOI: 10.1080/15332861.2021.1966723
Juliana J. Y. Zhang, Asbjørn Følstad, C. Bjørkli
Abstract While chatbots have become an important part of customer service operations, there is a knowledge gap concerning organizational aspects of chatbot implementation and management. In response to this gap, we present a study of organizational factors affecting successful chatbot implementation. The study involved six organizations that had implemented chatbots for customer service within the last three years. Interviews were conducted with chatbot project owners, managers, developers, and customer service personnel – a total of 14 interviews. Through thematic analysis, five organizational factors were detailed as important for successful chatbot implementation: (1) work and team organization, (2) change management, (3) competencies and competency acquisition, (4) organizational resources, and (5) performance measures. We also present findings on the organizations' motivations and key success criteria for chatbot implementation. Based on the findings we summarize implications for theory and practice and point out directions for future research.
{"title":"Organizational Factors Affecting Successful Implementation of Chatbots for Customer Service","authors":"Juliana J. Y. Zhang, Asbjørn Følstad, C. Bjørkli","doi":"10.1080/15332861.2021.1966723","DOIUrl":"https://doi.org/10.1080/15332861.2021.1966723","url":null,"abstract":"Abstract While chatbots have become an important part of customer service operations, there is a knowledge gap concerning organizational aspects of chatbot implementation and management. In response to this gap, we present a study of organizational factors affecting successful chatbot implementation. The study involved six organizations that had implemented chatbots for customer service within the last three years. Interviews were conducted with chatbot project owners, managers, developers, and customer service personnel – a total of 14 interviews. Through thematic analysis, five organizational factors were detailed as important for successful chatbot implementation: (1) work and team organization, (2) change management, (3) competencies and competency acquisition, (4) organizational resources, and (5) performance measures. We also present findings on the organizations' motivations and key success criteria for chatbot implementation. Based on the findings we summarize implications for theory and practice and point out directions for future research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"122 - 156"},"PeriodicalIF":4.3,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43484109","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-23DOI: 10.1080/15332861.2021.1966722
Yukyung Lee, Carolyn A. Lin
Abstract Online consumer reviews serve an important marketing function, as they provide useful consumer-generated product information that could help online shoppers evaluate a product for making a purchase decision. To capitalize on this consumer-driven marketing opportunity, a common practice among marketers, for example, is to display these reviews from “highest” to “lowest” ratings to strategically “guide” online shoppers to access and process these reviews. The current study examined how the serial position placement of online consumer reviews might influence the systematic and heuristic information processing style leading to product evaluation and purchase decision-making. Results showed that consumer reviews published in an ascending order of ratings led to more systematic information processing, which in turn was positively related to perceived review helpfulness. The opposite was true for the placement effects of consumer reviews on heuristic processing, and the relationship between heuristic processing and perceived review helpfulness. Consumers’ prior brand attitude had a positive association with systematic processing and perceived review helpfulness, in addition to a negative relationship with heuristic processing. While perceived review helpfulness and perceived e-commerce website credibility were positively associated with each other, the latter was similarly linked to consumer intentions to shop on the e-commerce website.
{"title":"Exploring the Serial Position Effects of Online Consumer Reviews on Heuristic vs. Systematic Information Processing and Consumer Decision-Making","authors":"Yukyung Lee, Carolyn A. Lin","doi":"10.1080/15332861.2021.1966722","DOIUrl":"https://doi.org/10.1080/15332861.2021.1966722","url":null,"abstract":"Abstract Online consumer reviews serve an important marketing function, as they provide useful consumer-generated product information that could help online shoppers evaluate a product for making a purchase decision. To capitalize on this consumer-driven marketing opportunity, a common practice among marketers, for example, is to display these reviews from “highest” to “lowest” ratings to strategically “guide” online shoppers to access and process these reviews. The current study examined how the serial position placement of online consumer reviews might influence the systematic and heuristic information processing style leading to product evaluation and purchase decision-making. Results showed that consumer reviews published in an ascending order of ratings led to more systematic information processing, which in turn was positively related to perceived review helpfulness. The opposite was true for the placement effects of consumer reviews on heuristic processing, and the relationship between heuristic processing and perceived review helpfulness. Consumers’ prior brand attitude had a positive association with systematic processing and perceived review helpfulness, in addition to a negative relationship with heuristic processing. While perceived review helpfulness and perceived e-commerce website credibility were positively associated with each other, the latter was similarly linked to consumer intentions to shop on the e-commerce website.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"297 - 319"},"PeriodicalIF":4.3,"publicationDate":"2021-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45250656","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-20DOI: 10.1080/15332861.2021.1961192
Justina Sidlauskiene
Abstract As artificial intelligence continues to advance, it will increasingly empower the successful use of intelligent agent (IA) technologies in marketing practices. The purpose of this paper is to summarize the state-of-the-art literature and present a holistic view of different types of antecedents of IA technology use in marketing from the consumer’s perspective. This paper uses the systematic literature review method and covers 107 articles published in scientific journals between 2000 and 2020. The identified antecedents are categorized into IA characteristics, consumer perceptions, external conditions, as well as individual characteristics and analyzed at the individual level of use. Future research should focus on investigating the relative importance of the effects of IA characteristics, consumer perceptions, external, and individual factors on consumers’ intentions to use IAs. This paper argues that while extant technology acceptance models contribute to the understanding of IA use, IAs, due to their unique characteristics (e.g., anthropomorphism) and dimensions (e.g., IA as an interface, as a proxy for the system and an autonomous aggregator and agent), require a new lens to explain the drivers of IA use in data-rich and process-rich environments. The traditional technology acceptance theories provide a valuable, yet incomplete understanding of how consumers use IAs. Drawing from representation theory, this paper proposes a theoretical framework of IA use and argues that IAs act as representations to facilitate the primary goal.
{"title":"What Drives Consumers’ Decisions to Use Intelligent Agent Technologies? A Systematic Review","authors":"Justina Sidlauskiene","doi":"10.1080/15332861.2021.1961192","DOIUrl":"https://doi.org/10.1080/15332861.2021.1961192","url":null,"abstract":"Abstract As artificial intelligence continues to advance, it will increasingly empower the successful use of intelligent agent (IA) technologies in marketing practices. The purpose of this paper is to summarize the state-of-the-art literature and present a holistic view of different types of antecedents of IA technology use in marketing from the consumer’s perspective. This paper uses the systematic literature review method and covers 107 articles published in scientific journals between 2000 and 2020. The identified antecedents are categorized into IA characteristics, consumer perceptions, external conditions, as well as individual characteristics and analyzed at the individual level of use. Future research should focus on investigating the relative importance of the effects of IA characteristics, consumer perceptions, external, and individual factors on consumers’ intentions to use IAs. This paper argues that while extant technology acceptance models contribute to the understanding of IA use, IAs, due to their unique characteristics (e.g., anthropomorphism) and dimensions (e.g., IA as an interface, as a proxy for the system and an autonomous aggregator and agent), require a new lens to explain the drivers of IA use in data-rich and process-rich environments. The traditional technology acceptance theories provide a valuable, yet incomplete understanding of how consumers use IAs. Drawing from representation theory, this paper proposes a theoretical framework of IA use and argues that IAs act as representations to facilitate the primary goal.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"438 - 475"},"PeriodicalIF":4.3,"publicationDate":"2021-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43139286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-17DOI: 10.1080/15332861.2021.1961188
Nesrine Ben Amor, Imène Ben Yahia
Abstract
Despite its immense potential for industries and services as a promising solution for trust and transparency problems, Blockchain related studies in the field of Marketing are rare. This research mobilizes the technology acceptance Model (TAM) theory to investigate the added value of blockchain technology to online platforms while taking into consideration consumers characteristics. Data from 212 users of online platforms endowed with blockchain technology were collected. Findings demonstrate that blockchain features in terms of security and privacy enhance the perceived usefulness and the perceived ease of use of the online platform, leading to stronger trust and more actual transactions. In addition, results demonstrate that risk aversion weakens only the relationship between usefulness and trust. It has indeed no significant effect on the impact of ease of use on trust. Results also show that technophilia fosters the relationship between intents and actual transactions. The research provides heuristic implications for academia and industry.
{"title":"Investigating Blockchain Technology Effects on Online Platforms Transactions: Do Risk Aversion and Technophilia Matter?","authors":"Nesrine Ben Amor, Imène Ben Yahia","doi":"10.1080/15332861.2021.1961188","DOIUrl":"https://doi.org/10.1080/15332861.2021.1961188","url":null,"abstract":"<p><b>Abstract</b></p><p>Despite its immense potential for industries and services as a promising solution for trust and transparency problems, Blockchain related studies in the field of Marketing are rare. This research mobilizes the technology acceptance Model (TAM) theory to investigate the added value of blockchain technology to online platforms while taking into consideration consumers characteristics. Data from 212 users of online platforms endowed with blockchain technology were collected. Findings demonstrate that blockchain features in terms of security and privacy enhance the perceived usefulness and the perceived ease of use of the online platform, leading to stronger trust and more actual transactions. In addition, results demonstrate that risk aversion weakens only the relationship between usefulness and trust. It has indeed no significant effect on the impact of ease of use on trust. Results also show that technophilia fosters the relationship between intents and actual transactions. The research provides heuristic implications for academia and industry.</p>","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"1 1","pages":""},"PeriodicalIF":4.3,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138523736","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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