Syagnik Banerjee and Phil Longstreet
With the ubiquitous diffusion of mobile-enabled internet, individuals are constantly immersed in both virtual and physical environments. While this causes distractions, lower…
Abstract
Purpose
With the ubiquitous diffusion of mobile-enabled internet, individuals are constantly immersed in both virtual and physical environments. While this causes distractions, lower attention spans and disasters such as texting while driving and walking, it also creates synergies and smoother navigational experiences. Technology developers, marketers and policy-makers are both concerned and intrigued to understand how to deploy these mobile technologies so as to optimize their disruptive impact. In this paper, the authors aim to develop a framework of dual consciousness to understand the potential causes and outcomes of individual’s simultaneous presence in physical and virtual worlds.
Design/methodology/approach
A careful review of past academic literature on behavior, as well as media reports of incidents of disruptions, led the authors to construct a 2 × 2 framework depicting behaviors that indicated high-low consciousness in physical, as well as virtual worlds.
Findings
In dual environments, individuals either dissociate from one of the environments or integrate both environments. While the former is driven by the multiplicity of irrelevant roles and goals, oblivion of relevant roles, perception of group norms and performance of practiced routine tasks, the latter is driven by strong executive control processes, focused singular goals and usage of the virtual environment to reinforce their physical tasks. The most affected parties are retailers, service providers, digital marketers and social media marketers.
Originality/value
Most prior research in interactive marketing examine effects of online stimuli on online behavior. This paper identifies the noise created by physical context on clicks as well as the interference created by virtual stimuli on physical purchases and service experiences.
Details
Keywords
Phil Longstreet, Stoney Brooks, Mauricio Featherman and Eleanor Loiacono
The purpose of this paper is to determine which design and operational attributes of e-commerce websites consumers use to assess website quality. Cue utilization theory is used to…
Abstract
Purpose
The purpose of this paper is to determine which design and operational attributes of e-commerce websites consumers use to assess website quality. Cue utilization theory is used to examine the explanatory power, robustness and relevance of the WebQual model. Results indicate which WebQual dimensions are the most relevant and salient to website users. These dimensions are categorized by their perceived and confidence values. A second study is conducted about how website users evaluate and utilize the WebQual dimensions.
Design/methodology/approach
Survey methodology was utilized to provide insight into the nomological validity of the WebQual model by examining it through a cue utilization lens.
Findings
The first study categorizes the WebQual dimensions on their ability to provide a diagnostic measure of website quality, and consumer confidence in their ability to use these cues when judging the website's overall quality. The second study presents results of each dimension in relation to the quality evaluation of an actual e-commerce website. Additional analysis also revealed gender differences in cue utilization.
Originality/value
This study provided insight into WebQual-based research and identified original differences in cue utilization across genders. Results suggest that it may be beneficial for brand managers to focus on a subset of quality dimensions, rather than assume that consumers are comfortable using all website attributes to formulate quality judgments. These, results contribute to multiple literatures by providing a model that developers can utilize to focus on the deterministic characteristics of overall website quality. Further, the cue utilization perspective provides additional avenues for fruitful further research into consumer decision-making in the e-commerce context.
Details
Keywords
WE tell our students to concentrate on policy rather than practice, and this I propose to do here. But I am sure that librarians are interested in the way in which our policy is…
Abstract
WE tell our students to concentrate on policy rather than practice, and this I propose to do here. But I am sure that librarians are interested in the way in which our policy is implemented, so there will be some account of our selection procedures. Some questions of principle will be examined as they arise from the facts given; others will be left to later sections of this paper.