Virtual Product Advice And Its Impact On Customer Satisfaction In An Online Environment

Master's Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, ESCP Europe, course: Complexity, Ecommerce, Electronic Commerce, E-Satisfaction, Expertise Knowledge, Means-End Chain, Product Search Interfaces, Usability, Virtual Product Advisors, WebQual, Web Site Quality, Search Navigation, language: English, abstract: Consumers nowadays purchase a variety of products in online shops for different reasons. Certain products involve high involvement decision-making with low purchase frequencies in general. At the same time, virtual shelf space is unlimited and consumers face a variety of products, which exceeds their rational capabilities. This condition requires online shop operators to implement search tools in their web sites that allow consumers to structure and reduce complexity, both on a catalogue and a product level. Consumers in general do not always possess product expertise, especially in the case of low frequency purchases such as digital cameras. Virtual product advisors intend to fill this gap. The primary objective of the thesis is to investigate the interaction effect between different levels of consumer knowledge and a chosen product search approach. A special focus is put on a virtual product advisor and a facet search as a structuring tool. Based on theoretical work in marketing, psychology, information system management a set of hypotheses was developed pertaining to the interaction effect and how it affects the perceived quality of the online feature of a product search interface from a consumer perspective. A randomized experiment with a control group design in a live Online Shop was conducted to test the hypotheses. In sum, the findings suggest a contingency between the consumer knowledge and a product search interface in regard of the impact on antecedents of esatisfaction. The results provide two different angles from a marketing perspective in terms of usefulness and from an information system management point of view in terms of usability.

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.

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.

This book includes state-of-the-art and original research contributions from two well-established conferences, which collectively focus on the joint design, development, and management of products, advanced production systems, and business for sustainable customization and personalization. The book includes wide range of topics within these subjects, ranging from industrial success factors to original contributions within the field. The authors represent worldwide leading research institutions.

Rapid digitalization has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world – Navigating the Digital Landscape explores a wide range of topics to help the reader harness the positive aspects of digital commerce and mitigate risks.

Internet and mobile technologies are drivers for innovation and growth. Entrepreneurs all over the world are using these technologies to develop new user-centered products and launch new business models. In this context, the International Workshop on Entrepreneurship in Electronic and Mobile Business (IWEMB) is a joint initiative of the Center of Advanced E-Business Studies (CAEBUS) at the RheinMain University of Applied Sciences in Wiesbaden, Germany, and the International College of the National Institute of Development and Administration (ICO NIDA) in Bangkok, Thailand. Relevant topics of the IWEMB workshop within the electronic and mobile business are studies on business model innovations, customer and user behavior, new concepts for entrepreneurship and leadership, user-centered design and lean startup methods, as well as the impact on existing market structures. Within this scope, the aim of IWEMB is to offer a platform for researchers in this emerging research field in order to generate relevant new insights and international exchange of ideas. The second workshop was held in Wiesbaden, Germany, as a two-days event in September 2018. The proceedings of this workshop cover a wide range of innovative scientific work in the fields of electronic and mobile business from young and experienced researchers from all over the world.

These proceedings represent the work of researchers participating in the 5th European Conference on Social Media (ECSM 2018) which is being hosted this year by Limerick Institute of Technology, Ireland on 21-22 June 2018.

The Internet has created the problem of an increasing need for innovation, but - as this volume explains - also provides the solution. The authors explore the collaborative potential offered by customers in digital environments to enhance the effectiveness of new product development.

This book introduces the students, researchers and practitioners into the subject and enabling technologies and applications pertaining to of technology, entrepreneurship and business development through research articles, case studies etc. It is primarily intended for academic purposes for learners of computer Science, management, accounting and information systems disciplines, economics,- entrepreneurship. Publishing chapters in the book is new innovative idea to spread the book in the Middle East and Arab countries and make the book achieve more sales. As many students in all levels, graduates and undergraduates in addition to research, professionals are not able to get sufficient resources because of the language concern.

Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.