Determining Virtual Design Factors That Enhance The Perceived Choice Satisfaction In Computer Mediated Environments

This research explores the virtual product experiences in online customization processes and the purchase decision behavior of consumers by introducing a digital satisfaction model (DSM). The central objective of this research is to ascertain the influence of virtual product experiences on the economic outcome influenced by consumer-centered insight factors and choice satisfaction. The theory of planned behavior (TPB), theory of reasoned action (TRA) and various technology acceptance models (TAMs) have been in focus of the latest advancements in marketing literature but to the knowledge of the author have not been transferred to the domain of online virtual product experiences in the context of customization processes. The DSM has the perceived choice satisfaction of consumers as the key variable and adds the virtual design factors as guiding principles for quantifying the development of virtual content. Drawing from decision analysis and consumer behavior literature a comprehensive measurement approach was taken to combine consumer insights with virtual content production and consumption. The conceptual DSM adapts and applies the family of TAMs to the new setting of virtual content in online environments. Two secondary field data analyses, two field studies, and two online panel studies constitute the methodological approach. This methodology provides for a valid and reliable testing of the conceptual model. The results boost the digital satisfaction model's right to exist and show that the consumer-centered factors measure and constitute the influence of virtual product experiences on the economic outcome. The theoretical contribution is the development of a new context focused model for measuring the perceived choice satisfaction of consumers with virtual product experiences and leveling up the economic outcome. The managerial implications of this research work are the measurement possibilities and provision of consumer-cente.

Although much excitement has arisen over the potential for "interactivity" on the Web, very little is understood about what exactly creates a sense of interactivity and what impact it has on user behavior. Businesses are spending millions of dollars to add interactivity to their Web sites, in the form of games, animated pictures, and personalization tools, without knowing exactly what impact this has on their customers. In this research, the critical components of this computer-mediated interactivity and, more broadly, the larger realm of virtual experiences that it can create are explored. In doing so, I investigate the impact of the new media capabilities on consumers' interpretations of these experiences and the product-based persuasion that results from them. Given that direct product experience is usually the optimal method for consumers to learn about product information (Berger and Mitchell 1989; Marks and Kamins 1988; Smith and Swinyard 1988; Wu and Shaffer 1987), one of a marketer's goals should be to strive for verisimilitude in any indirect communications. This research explores how the Web might emulate direct experience and how the effects of these virtual experiences might differ from those resulting from exposure to traditional advertising media. In order to measure the sense of experience within a computer-mediated environment, I employ the construct of telepresence. Telepresence is defined as a sense of presence in a mediated environment, wherein the user experiences the computer-mediated environment as less mediated than it actually is (Steuer 1992). This construct of telepresence is also used to evaluate the process by which media characteristics influence consumer responses to marketing communications. The two primary objectives of this research are to understand how telepresence is created and how it affects consumer response to computer-mediated communications. I explore two critical media characteristics that are hypothesized to influence telepresence: (1) user control and (2) media richness. The potential for user control is a critical element of interactivity (Lombard and Snyder-Duch 2001). In addition, on the Web, it is controllable by the marketer Web (Ariely 2000). Media richness represents the sensory breadth (number of communication channels) and depth (quality within each channel) of the stimuli (Steuer 1992). As the degree of telepresence increases, the more similar the mediated experience will be to an actual direct product experience. Thus, when a state of telepresence is created in a persuasive communication, marketers may expect consumers to develop more intense attitudes and beliefs toward the product and its attributes than they would in a more mediated communication experience, such as that typically engendered by television or print advertisements (Fazio and Zanna 1981). Two experiments are conducted using a 2 (media richness) X 2 (user control) design in a computer-mediated environment (Figure 1). Wine (Study 1) and face cream (Study 2) are used because of the importance of experience attributes in product selection and preference formation for these two categories. Control is operationalized as control over the form of the information - the order of information acquisition, holding the information content constant. "High user control" participants had control over the order in which they viewed the categories. These participants could view the categories in any order they desired, but were required to see all before exiting. The subjects in the "low user control" condition were guided through the topics in a pre-determined order. Media richness was operationalized via the modality of the medium. That is, media breadth was manipulated, while holding depth constant. In the low media richness condition participants were exposed to text and still pictures, with no sound. In the high media richness condition, full-motion video and sound were added. Both stimuli were pre-tested to to assure information equivalence. Telepresence is measured with a variation of the 7-item scale employed by Kim and Biocca (1997) and Novak et al. (2000). Attribute belief strength and product attitude intensity measures are also collected. The results show that both user control and media richness had significant positive influences on the creation of telepresence and on product attribute beliefs and overall attitudes toward the product. In Study 2, we also find a significant positive interaction effect between user control and media richness in the creation of telepresence. In both studies, telepresence was found to have a significant and positive impact on persuasion at both the attribute and product levels. Moreover, the results reveal the process by which this occurs; telepresence is shown to serve as a mediating variable in the relationship between these two media characteristics, represented through a "realism index," and attribute and product-level persuasion. Finally, I test two variations of the 7-item telepresence scale; comparisons of the results with those from previous studies provide further evidence of the unidimensionality of this scale and offer suggestions for future scale refinements. This study answers a number of key questions about consumer response to advertising in computer-mediated environments. This research has demonstrated a novel way of operationalizing control and media richness in a computer-mediated environment, and of measuring the role of telepresence in the process. A systematic program of research exploring the impact of the many facets of control and combinations of modalities on different types of individuals is necessary before we can be confident in our understanding of the impact of computer-mediated product experiences on consumer behavior.

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.

At every point in the life span, individual differences in a sense of control are strong predictors of motivation, coping, success, and failure in a wide range of life domains. What are the origins of these individual differences, how do they develop, and what are the mechanisms by which they exert such influence on psychological functioning? This book draws on theories and research covering key control constructs, including self-efficacy, learned helplessness, locus of control, and attribution theory. Ellen A. Skinner discusses such issues as the origins of control in social interactions; environmental features that promote or undermine control; developmental change in the mechanisms by which experiences of control have their effects on action; and the implications for intervening into the competence system, including interventions for people in uncontrollable circumstances. Written at a level appropriate for upper-division undergraduates, the book can serve as a supplement to the social and personality development course as well as a core text for motivation, educational psychology, or clinical courses at the graduate level. This book won′t be the first one on the topic, but it will be the first one that professionals and graduate students turn to whenever they want a definitive opinion on complex questions of control or an idea for cutting-edge research on the topic of motivation, coping, and control.

Online distance education continues to grow at a fast pace, even outpacing the overall growth of U.S. higher education. Demands for quality are coming from all shareholders involved. As if caught by surprise, a patchwork response to quality is often the typical organizational response. The result can be inconsistent and uncoordinated levels of value to those invested in online learning. This often promotes negative images of the educational experience and institution.Comprised of highly regarded experts in the field, this edited volume provides a comprehensive overview of quality assurance, a snapshot of current practices and proven recommendations for raising standards of quality in online education.Topics discussed include:* Improving practices for teaching online* Using educational analytics for quality assurance and improvement* Accessibility: An important dimension of quality assurance* Assuring quality in online course design* Assuring quality in learner support, academic resources, advising and counseling* The role and realities of accreditationThis text clearly answers the call for addressing quality from a broad, deep and coordinated understanding. It addresses the complexities of quality assurance in higher education and offers professionals top-shelf advice and support. *This text is also appropriate for students enrolled in Educational Technology and Higher Education Administration Masters and PhD programs

The Journal of International Students (JIS), an academic, interdisciplinary, and peer-reviewed publication (Print ISSN 2162-3104 & Online ISSN 2166-3750), publishes scholarly peer reviewed articles on international students in tertiary education, secondary education, and other educational settings that make significant contributions to research, policy, and practice in the internationalization of higher education.

This book offers readers a holistic understanding of intelligent environments, encompassing their definition, design, interaction paradigms, the role of Artificial Intelligence (AI), and the associated broader philosophical and procedural aspects. Elaborates on AI research and the creation of intelligent environments. Zooms in on designing interactions with the IoT, intelligent agents and robots. Discusses overarching topics for the design of intelligent environments, including user interface adaptation, design for all, sustainability, cybersecurity, privacy and trust. Provides insights into the intricacies of various intelligent environment contexts, such as in automotive, urban interfaces, smart cities and beyond. This book has been written for individuals interested in Human-Computer Interaction research and applications.

"This book presents a careful blend of conceptual, theoretical and applied research in regards to the relationship between technology and humans, exploring the importance of these interactions, aspects related with trust, communication, data protection, usability concerning organizational change, and e-learning"--Provided by publisher.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.