Pub Date : 2023-09-20DOI: 10.1108/jrim-01-2023-0011
Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng Liu
Purpose In the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between VA and VI in influencing consumers' responses have not been fully understood. In addition, social signals have appeared in VR apps. However, the role of social signals in a VR context has rarely been studied. To fill the gaps in the literature, this study investigates the roles of VA and VI in shaping consumers' responses, as well as whether and how their effectiveness in shaping consumers' responses is influenced by social signals. Design/methodology/approach A VR real estate service platform was selected as the experimental platform, and two experiments were conducted to test the hypotheses. The ANOVAs and regressions were used for data analysis. Findings Results show that VA leads to a higher level of perceived diagnosticity than VI, whereas VI leads to a higher level of inspiration than VA; perceived diagnosticity and inspiration positively affect visit intention. Furthermore, the relationship between consumers' perceived diagnosticity, inspiration and visit intention is moderated by the presence of social signals. Originality The study revealed the differences between VA and VI in shaping consumers' responses, as well as the effect of social signals in VR environment, which provide a new perspective for future VR research in the context of interactive marketing.
{"title":"Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing","authors":"Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng Liu","doi":"10.1108/jrim-01-2023-0011","DOIUrl":"https://doi.org/10.1108/jrim-01-2023-0011","url":null,"abstract":"Purpose In the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between VA and VI in influencing consumers' responses have not been fully understood. In addition, social signals have appeared in VR apps. However, the role of social signals in a VR context has rarely been studied. To fill the gaps in the literature, this study investigates the roles of VA and VI in shaping consumers' responses, as well as whether and how their effectiveness in shaping consumers' responses is influenced by social signals. Design/methodology/approach A VR real estate service platform was selected as the experimental platform, and two experiments were conducted to test the hypotheses. The ANOVAs and regressions were used for data analysis. Findings Results show that VA leads to a higher level of perceived diagnosticity than VI, whereas VI leads to a higher level of inspiration than VA; perceived diagnosticity and inspiration positively affect visit intention. Furthermore, the relationship between consumers' perceived diagnosticity, inspiration and visit intention is moderated by the presence of social signals. Originality The study revealed the differences between VA and VI in shaping consumers' responses, as well as the effect of social signals in VR environment, which provide a new perspective for future VR research in the context of interactive marketing.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136308097","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-07DOI: 10.1108/jrim-07-2022-0222
Gang Li, Zhihuang Zhao, Lan Li, Yuanbo Li, Mengjiao Zhu, Yongxin Jiao
PurposeThis study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process.Design/methodology/approachDrawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in the catering industry.FindingsThe results indicate that AI stimuli, such as perceived personalization and perceived interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP.Originality/valueThis study advances the interactive marketing literature from three aspects. Firstly, instead of focusing on the functional aspects of AI stimuli, it extends our understanding of AI-enabled interactive marketing by examining the effects of social and emotional aspects of AI stimuli on customer response. Secondly, it extends our understanding of social response by illuminating the mediating effects of SP between AI stimuli and CS. Finally, it provides new insights and empirical evidence for the research focus on customer traits in AI-enabled interactive marketing.
{"title":"The relationship betwee AI stimuli and customer stickness, and the roles of social presence and customer traits","authors":"Gang Li, Zhihuang Zhao, Lan Li, Yuanbo Li, Mengjiao Zhu, Yongxin Jiao","doi":"10.1108/jrim-07-2022-0222","DOIUrl":"https://doi.org/10.1108/jrim-07-2022-0222","url":null,"abstract":"PurposeThis study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process.Design/methodology/approachDrawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in the catering industry.FindingsThe results indicate that AI stimuli, such as perceived personalization and perceived interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP.Originality/valueThis study advances the interactive marketing literature from three aspects. Firstly, instead of focusing on the functional aspects of AI stimuli, it extends our understanding of AI-enabled interactive marketing by examining the effects of social and emotional aspects of AI stimuli on customer response. Secondly, it extends our understanding of social response by illuminating the mediating effects of SP between AI stimuli and CS. Finally, it provides new insights and empirical evidence for the research focus on customer traits in AI-enabled interactive marketing.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46735174","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
PurposeDriven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how conversational styles improve the interaction experience between consumers and chatbots in different social crowding environments, and the moderating role of product categories is considered.Design/methodology/approachThree studies are conducted to understand the influences of conversational styles, social crowding and product categories on consumer acceptance, assessed using situational experiments and questions.FindingsIn a low social crowding environment, consumers prefer chatbots with a social-oriented (vs. task-oriented) conversational style, while in a high social crowding environment, consumers prefer a task-oriented (vs. social-oriented) conversational style, and warmth and competence mediate these effects. The moderating effect of product categories is supported.Originality/valueThis study expands the application of the stereotype content model to improve the interaction experience level between consumers and chatbots in online retail. The findings can provide managerial suggestions for retailers to select a chatbot's conversational style and promote a more continuous interaction between consumers and chatbots.
{"title":"Social- or task-oriented: how does social crowding shape consumers' preferences for chatbot conversational styles?","authors":"Jiaji Zhu, Yushi Jiang, Xiaoxuan Wang, Suying Huang","doi":"10.1108/jrim-01-2022-0007","DOIUrl":"https://doi.org/10.1108/jrim-01-2022-0007","url":null,"abstract":"PurposeDriven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how conversational styles improve the interaction experience between consumers and chatbots in different social crowding environments, and the moderating role of product categories is considered.Design/methodology/approachThree studies are conducted to understand the influences of conversational styles, social crowding and product categories on consumer acceptance, assessed using situational experiments and questions.FindingsIn a low social crowding environment, consumers prefer chatbots with a social-oriented (vs. task-oriented) conversational style, while in a high social crowding environment, consumers prefer a task-oriented (vs. social-oriented) conversational style, and warmth and competence mediate these effects. The moderating effect of product categories is supported.Originality/valueThis study expands the application of the stereotype content model to improve the interaction experience level between consumers and chatbots in online retail. The findings can provide managerial suggestions for retailers to select a chatbot's conversational style and promote a more continuous interaction between consumers and chatbots.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42865244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-25DOI: 10.1108/jrim-02-2023-0055
Liang Xiao, Jiawei Wang, Xinyu Wei
PurposeValue co-creation (VCC) helps platforms establish competitive advantages. Unlike their traditional counterparts, social attribute is a key concept of social e-commerce platforms. This study integrates VCC and social network theories, introduces relational embeddedness and divides this variable into economic and social relational embeddedness to explore its impact on VCC intention. This study also explores the mediating and moderating roles of customers' psychological ownership (CPO) and regulatory focus, respectively.Design/methodology/approachA questionnaire survey was conducted among users of mainstream social e-commerce platforms in China, and the relationship among the variables was revealed through a structural equation modeling of 464 valid responses.FindingsThe dimensions of relational embeddedness positively affect CPO and VCC intention, with social relational embeddedness exerting the strongest effect. CPO positively affects VCC intention and partially mediates the relationship between relational embeddedness and VCC intention. Promotion and prevention focus positively and negatively moderate the relationship between CPO and VCC intention, respectively.Originality/valueThis study expands the VCC research perspective and links the VCC concepts to social network dynamics. From the relational embeddedness perspective, this study identifies the type and intensity of relational embeddedness that promotes users' VCC intention and contributes to theoretical research on VCC and relational embeddedness. This study also introduces CPO as an intermediary variable, thus opening the black box of this mechanism, and confirms the moderating role of regulatory focus as the key psychological factor motivating users' VCC intention.
{"title":"Effects of relational embeddedness on users’ intention to participate in value co-creation of social e-commerce platforms","authors":"Liang Xiao, Jiawei Wang, Xinyu Wei","doi":"10.1108/jrim-02-2023-0055","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0055","url":null,"abstract":"PurposeValue co-creation (VCC) helps platforms establish competitive advantages. Unlike their traditional counterparts, social attribute is a key concept of social e-commerce platforms. This study integrates VCC and social network theories, introduces relational embeddedness and divides this variable into economic and social relational embeddedness to explore its impact on VCC intention. This study also explores the mediating and moderating roles of customers' psychological ownership (CPO) and regulatory focus, respectively.Design/methodology/approachA questionnaire survey was conducted among users of mainstream social e-commerce platforms in China, and the relationship among the variables was revealed through a structural equation modeling of 464 valid responses.FindingsThe dimensions of relational embeddedness positively affect CPO and VCC intention, with social relational embeddedness exerting the strongest effect. CPO positively affects VCC intention and partially mediates the relationship between relational embeddedness and VCC intention. Promotion and prevention focus positively and negatively moderate the relationship between CPO and VCC intention, respectively.Originality/valueThis study expands the VCC research perspective and links the VCC concepts to social network dynamics. From the relational embeddedness perspective, this study identifies the type and intensity of relational embeddedness that promotes users' VCC intention and contributes to theoretical research on VCC and relational embeddedness. This study also introduces CPO as an intermediary variable, thus opening the black box of this mechanism, and confirms the moderating role of regulatory focus as the key psychological factor motivating users' VCC intention.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45719161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-09DOI: 10.1108/jrim-10-2022-0318
R. Stough, C. Graham
PurposeAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.Design/methodology/approachStudy 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).FindingsThis paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.Originality/valueThis work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.
{"title":"Physical or digital media: the mediating role of psychological ownership","authors":"R. Stough, C. Graham","doi":"10.1108/jrim-10-2022-0318","DOIUrl":"https://doi.org/10.1108/jrim-10-2022-0318","url":null,"abstract":"PurposeAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.Design/methodology/approachStudy 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).FindingsThis paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.Originality/valueThis work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45879459","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-07DOI: 10.1108/jrim-09-2022-0298
Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang, Wei Li
PurposeTourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics, of virtual social cues.Design/methodology/approachTo examine the effects of richness (multiple vs. few cues) and dynamic (changeable vs. static cues) on consumers' willingness to adopt VR tourism, three virtual tourism scenes were designed and presented by head-mounted displays. The data were collected for participants in the VR laboratory and tested by ANOVA and partial least squares–structural equation modeling.FindingsVirtual social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger, their mental imagery stimulates a stronger willingness to adopt VR tourism.Originality/valueThe authors innovatively utilize concepts of parasocial interaction and mental imagery and discuss the various influences and mediation mechanisms of social cue characteristics on consumers' adoption of VR tourism. The conclusions may provide new insights for VR tourism managers and tourism scholars.
{"title":"Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues","authors":"Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang, Wei Li","doi":"10.1108/jrim-09-2022-0298","DOIUrl":"https://doi.org/10.1108/jrim-09-2022-0298","url":null,"abstract":"PurposeTourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics, of virtual social cues.Design/methodology/approachTo examine the effects of richness (multiple vs. few cues) and dynamic (changeable vs. static cues) on consumers' willingness to adopt VR tourism, three virtual tourism scenes were designed and presented by head-mounted displays. The data were collected for participants in the VR laboratory and tested by ANOVA and partial least squares–structural equation modeling.FindingsVirtual social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger, their mental imagery stimulates a stronger willingness to adopt VR tourism.Originality/valueThe authors innovatively utilize concepts of parasocial interaction and mental imagery and discuss the various influences and mediation mechanisms of social cue characteristics on consumers' adoption of VR tourism. The conclusions may provide new insights for VR tourism managers and tourism scholars.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49536190","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-02DOI: 10.1108/jrim-06-2023-0176
W. Kunz, Jochen Wirtz
PurposeDespite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these technologies. This paper explains the concept of corporate digital responsibility (CDR) and how it is affected by new advances in AI.Design/methodology/approachThe authors build on the work of Wirtz et al., (2023) and derive several managerial implications for the challenges that AI poses to CDR. CDR refers to a service company's ethical and fair use of data and technology within its digital service ecosystem. It involves establishing standards, protecting customer privacy, conducting external audits and striving for an equitable power dynamic between service firms and their partners.FindingsDespite the risks involved, many companies are not prioritizing good CDR practices. Financial benefits from the collection and use of consumer data, improved customer experience through AI-driven customization and personalization, cost reduction through service automation and the trade-offs between organizational goals and CDR practices can prevent companies from prioritizing good CDR practices.Originality/valueThis is one of the first articles in the service domain to take the concept of CDR and apply it to recent developments in generative AI.Research limitations/implicationsThe emergence of powerful AI tools presents opportunities and challenges. Research opportunities include responsible business restructuring, responsible service automation to ensure fairness and human oversight, addressing dehumanization of service delivery, responsible customer profiling to address privacy and discrimination concerns and preventing AI misuse.
{"title":"Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing","authors":"W. Kunz, Jochen Wirtz","doi":"10.1108/jrim-06-2023-0176","DOIUrl":"https://doi.org/10.1108/jrim-06-2023-0176","url":null,"abstract":"PurposeDespite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these technologies. This paper explains the concept of corporate digital responsibility (CDR) and how it is affected by new advances in AI.Design/methodology/approachThe authors build on the work of Wirtz et al., (2023) and derive several managerial implications for the challenges that AI poses to CDR. CDR refers to a service company's ethical and fair use of data and technology within its digital service ecosystem. It involves establishing standards, protecting customer privacy, conducting external audits and striving for an equitable power dynamic between service firms and their partners.FindingsDespite the risks involved, many companies are not prioritizing good CDR practices. Financial benefits from the collection and use of consumer data, improved customer experience through AI-driven customization and personalization, cost reduction through service automation and the trade-offs between organizational goals and CDR practices can prevent companies from prioritizing good CDR practices.Originality/valueThis is one of the first articles in the service domain to take the concept of CDR and apply it to recent developments in generative AI.Research limitations/implicationsThe emergence of powerful AI tools presents opportunities and challenges. Research opportunities include responsible business restructuring, responsible service automation to ensure fairness and human oversight, addressing dehumanization of service delivery, responsible customer profiling to address privacy and discrimination concerns and preventing AI misuse.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46588181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-01DOI: 10.1108/jrim-05-2023-0149
M. Moliner, V. Tortosa-Edo
PurposeThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).Design/methodology/approachThe problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.FindingsThe results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.Originality/valueFirst, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.
{"title":"Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience","authors":"M. Moliner, V. Tortosa-Edo","doi":"10.1108/jrim-05-2023-0149","DOIUrl":"https://doi.org/10.1108/jrim-05-2023-0149","url":null,"abstract":"PurposeThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).Design/methodology/approachThe problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.FindingsThe results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.Originality/valueFirst, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42586981","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-01DOI: 10.1108/jrim-09-2022-0293
Eric L. Swan, J. W. Peltier, A. J. Dahl
PurposeDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.Design/methodology/approachA conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.FindingsThe results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.Research limitations/implicationsAI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.Practical implicationsCustomer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.Originality/valueThis study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.
{"title":"Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations","authors":"Eric L. Swan, J. W. Peltier, A. J. Dahl","doi":"10.1108/jrim-09-2022-0293","DOIUrl":"https://doi.org/10.1108/jrim-09-2022-0293","url":null,"abstract":"PurposeDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.Design/methodology/approachA conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.FindingsThe results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.Research limitations/implicationsAI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.Practical implicationsCustomer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.Originality/valueThis study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48073248","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-29DOI: 10.1108/jrim-02-2023-0046
Alexis Yim, Annie Peng Cui, Michael F. Walsh
PurposeThis paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment to them. In addition, the current paper examines the consequences of the attachment to AI agents.Design/methodology/approachA pretest to validate the measurement scale for the attachment to AI agents and a survey study were conducted with AI agent users. The authors used structural equation modeling to analyze the data for hypothesis testing.FindingsThe baby schema and whimsical cuteness of AI agents drive consumers to develop stronger attachments to their AI agents. This is because consumers perceive cute AI agents as being more trustworthy. As a result, consumers who feel attached to their AI agents are more inclined to report higher satisfaction and commitment levels. They are also more likely to purchase products or services recommended by their AI agents and use them more frequently.Originality/valueDespite the growing popularity of AI agents, there is a lack of understanding regarding which characteristics of AI agents affect consumer behavior. Therefore, this research examines how the attribute of cuteness influences consumers' attachment to AI agents and subsequently affects their satisfaction and purchase intention toward products recommended by AI agents. Our study demonstrates that the element of cuteness in AI agents plays a crucial role in shaping perceptions of benevolence trustworthiness, as well as fostering users' attachment to AI agents. Furthermore, we observe positive consumer behaviors as a result of their attachment to AI agents. The findings from this study provide valuable insights for practitioners on how to effectively utilize cuteness in AI agents.
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