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Article
Publication date: 19 July 2023

Muhammad Aljukhadar and Sylvain Senecal

The growth in social content such as video facilitates consumer exposure to social information at e-tail settings. Research has recommended enhancing the e-store socialness…

177

Abstract

Purpose

The growth in social content such as video facilitates consumer exposure to social information at e-tail settings. Research has recommended enhancing the e-store socialness. Focusing on focal consumer outcomes (flow and purchase intentions), the current research delineates a boundary condition, proposing that e-tail socialness improves outcomes when the consumer interdependent self, rather than the independent self, is activated.

Design/methodology/approach

The experimental approach is employed to test the research thesis. Two experiments (N1 = 303 Females 42.4%; N2 = 387 Females 51.4%) that used different manipulation for socialness and sample frames (USA and Canadian) are performed. Analysis of variance was applied.

Findings

The results generally support the research thesis, suggesting that e-tail socialness enhances consumer flow and purchase intentions when the interdependent self is activated. The effect, however, is marginal for segments with high brand preference.

Practical implications

As more information increase overload and reduce decision quality, e-tail practitioners should focus on providing social information predominately for consumers whose interdependent self is activated. This recommendation is particularly relevant for segments with low brand preference.

Originality/value

So far, studies recommend enhancing the e-store socialness, or increasing the social volume, to achieve better outcomes. Such research stream is giving rise to the “social is better in e-tail” conventional wisdom. The current work contributes by delineating a boundary condition based on consumer self-construal. This work suggests that the use of online socialness is fruitful predominantly for interdependent consumers.

Details

Baltic Journal of Management, vol. 18 no. 5
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 3 September 2020

Muhammad Aljukhadar, Amélie Bériault Poirier and Sylvain Senecal

Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and…

3483

Abstract

Purpose

Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and Pinterest) are built around imagery consumption. This paper follows a qualitative theory building approach to extend the theory of consumption values and develop a framework based on the values social media deliver to consumers that explain their use outcomes.

Design/methodology/approach

The framework was analytically developed based on a review of the literature. In contrast to frameworks such as stimulus-organism-response (S-O-R), the framework proposes that people consume social media to maximize relevant values, namely, the aesthetic, social and learning value. Then, a study based on semi-structured interviews is performed to elaborate on the values and their undertakings.

Findings

The paper defines the consumption’s aesthetic value and underscores it as a focal driver of social media use and a key concept in social commerce. Data analysis suggests that aesthetic value engenders such responses as consumer’s inspiration, infinity sensation and habitual entertainment. Additional drivers of social media users are social and learning values. The social value engenders self-expression and social privacy, whereas the learning value engenders resourcefulness and parallel shopping.

Originality/value

This paper stipulates that people consume (i.e. use) social media to maximize relevant values, which, in turn, result in two groups of responses (inner and outer responses). The framework indicates that the relevant values mediate the relation between a stimulus (e.g. social media use) and response (e.g. entertainment, inspiration and behavioral intent). It highlights the centrality of aesthetic value in digital marketing and social commerce environments. The framework, thus, contrary to S-O-R, views the consumer as a maximizer of values rather than (a) processor of emotional and cognitive rejoinders.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 5 December 2024

Mahdi Mirhoseini, Pierre-Majorique Léger and Sylvain Sénécal

In the past decade, the use of neurophysiological measures as a complementary source of information has contributed to our understanding of human–computer interaction. However…

72

Abstract

Purpose

In the past decade, the use of neurophysiological measures as a complementary source of information has contributed to our understanding of human–computer interaction. However, less attention has been given to their capability in providing measures with high temporal resolution. Two studies are designed to address the challenge of measuring users’ cognitive load in an online shopping environment and investigate how it is related to task difficulty, task uncertainty and shopping convenience.

Design/methodology/approach

Two experiments using behavioral and neurophysiological measures are conducted to investigate how various types of the cognitive load construct can be measured and used in an online shopping context.

Findings

Results of the first study suggest that although all cognitive load measures are influenced by task difficulty, only accumulated load (i.e. total cognitive load experienced during a task) is sensitive to task uncertainty. Results of the second study show that convenience negatively influences accumulated load, and the latter negatively influences user satisfaction.

Practical implications

Our research offers practical value by providing designers with a validated method to measure users’ cognitive load, enabling the identification of usability issues and design improvement.

Originality/value

This study contributes to the literature by developing a rich and temporally high-resolution measurement of the cognitive load construct and examining how it can inform us about users’ cognitive state in an online shopping environment.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 26 June 2019

Camille Desrochers, Pierre-Majorique Léger, Marc Fredette, Seyedmohammadmahdi Mirhoseini and Sylvain Sénécal

Online grocery shopping possesses characteristics that can make it more difficult than regular online shopping. There are numerous buying decisions to make each shopping session…

1678

Abstract

Purpose

Online grocery shopping possesses characteristics that can make it more difficult than regular online shopping. There are numerous buying decisions to make each shopping session, there are large ranges of product types to choose from and there is varied arithmetical complexity. The purpose of this paper is to examine how such characteristics influence the attitude of consumers toward online grocery shopping websites.

Design/methodology/approach

The authors hypothesized that the product type (search or experience product), the task arithmetic complexity, and the attention and cognitive load associated with browsing through product pictures have an effect on the attitude of online shoppers toward these websites. To test the hypotheses, 31 subjects participated in a within-subject laboratory experiment.

Findings

The results suggest that visual attention to product pictures has a positive effect on the attitude of online shoppers toward a website when they are shopping for experience goods, but that it has a negative effect on their attitude toward a website when the task arithmetic complexity is greater. They also suggest that the cognitive load associated with browsing through product pictures has a negative effect on the attitude of online shoppers toward a website when they are shopping for experience goods, and that greater cognitive load variation has a positive effect on their attitude toward a website when arithmetic task complexity is greater.

Practical implications

When designing online grocery websites, providing clear single unit quantities with pictures corresponding to the sales unit could help establish a clear baseline on which consumers can work out their quantity requirements. For decisions involving experience goods, product pictures may act as an important complementary information source and may even be more diagnostic than text description.

Originality/value

Results reinforce the relevance of enriching the study of self-reported measures of the user experience on e-commerce sites with automatic measures.

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Article
Publication date: 10 June 2020

Mario Passalacqua, Pierre-Majorique Léger, Lennart E. Nacke, Marc Fredette, Élise Labonté-Lemoyne, Xinli Lin, Tony Caprioli and Sylvain Sénécal

In a warehouse setting, where hourly workers performing manual tasks account for more than half of total warehouse expenditure, a lack of employee engagement has been directly…

1729

Abstract

Purpose

In a warehouse setting, where hourly workers performing manual tasks account for more than half of total warehouse expenditure, a lack of employee engagement has been directly linked to company performance. In this article, the authors present a laboratory experiment in which two gamification elements, goal setting and feedback, are implemented in a wearable warehouse management system (WMS) interface to examine their effect on user engagement and performance in an item picking task. Both implicit (neurophysiological) and explicit (self-reported) measures of engagement are used, allowing for a richer understanding of the user's perceived and physiological state.

Design/methodology/approach

This experiment uses a within-subject design. Two experimental factors, goals and feedback, are manipulated, leading to three conditions: no gamification condition, self-set goals and feedback and assigned goals and feedback. Twenty-one subjects participated (mean age = 24.2, SD = 2.2).

Findings

This article demonstrates that gamification can successfully increase employee engagement, at least in the short-term. The integration of self-set goals and feedback game elements has the greatest potential to generate long-term intrinsic motivation and meaningful engagement, leading to greater employee engagement and performance.

Originality/value

This article explores the underlying effects of gamification through two of the most prominent motivational theories (self-determination theory [SDT] and goal-setting theory) and one of the leading employee engagement models (job demands-resource model [JD-R[ model). This provides a theory-rich interpretation of the data, which allows to uncover the motivational pathways by which gamification affects engagement and performance.

Details

Industrial Management & Data Systems, vol. 120 no. 7
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 12 June 2017

Muhammad Aljukhadar and Sylvain Senecal

The purpose of this paper, building on the media richness theory (MRT), is to propose that while communicating product information via streaming video should enhance outcome…

1565

Abstract

Purpose

The purpose of this paper, building on the media richness theory (MRT), is to propose that while communicating product information via streaming video should enhance outcome measures, such an enhancement will be evident mainly for users with equivocal, latent goals (i.e. recreational browsing) rather than for those with less equivocal, concrete goals (i.e. the search of a specific product).

Design/methodology/approach

The experiment involved 337 potential online consumers in Canada, and had full factorial design with four conditions (two methods to communicate product information: textual vs streaming video, and two goals: product searching vs recreational browsing). Analysis of covariance was used to test the hypotheses.

Findings

The results lent support to the hypotheses. The perceived information quality, trusting competence, and arousal for participants with recreational browsing goals were significantly affected when product information where communicated using streaming video. For participants with concrete goals (product searchers), the traditional textual method was as effective as the streaming video method.

Practical implications

The findings entice practitioners to use rich media such as the streaming video method to communicate online information predominantly for users with experiential browsing goals, and to use lean media for users with less equivocal, concrete goals.

Originality/value

The results contribute to the sparse literature that underscores the key role of user goal in shaping the effectiveness of online information. The results provide empirical support to the prediction of MRT that the use of rich media to communicate information is advantageous for users with latent, equivocal goals.

Details

Online Information Review, vol. 41 no. 3
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 26 April 2022

Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal and Bianca Grohmann

The purpose of this paper is to report on the development and validation of a consumer power scale comprising a personal and a social power dimension. Personal power refers to…

1180

Abstract

Purpose

The purpose of this paper is to report on the development and validation of a consumer power scale comprising a personal and a social power dimension. Personal power refers to consumers’ perceived ability to resist and ignore a firm’s marketing efforts. Social power refers to consumers’ perceived ability to influence a firm’s actions.

Design/methodology/approach

Following established scale development procedures, the construct definition and item generation preceded five studies that establish the scale’s dimensionality, psychometric properties and external, predictive and nomological validity.

Findings

Consumer power was modeled as a reflective first-order, formative second-order latent construct. The consumer power scale is psychometrically sound and possesses external and discriminant validity with regard to other power-related measures. Consumer power mediates the relation between consumers’ cognitive control and consumer satisfaction and between perceived choice and emotional responses.

Research limitations/implications

This research uses episodic recall tasks to elicit power perceptions in various contexts. Results suggest that the scale is useful in comparative and longitudinal tracking of consumers’ perceptions of power in relation to a firm.

Originality/value

Building on a comprehensive literature review and rigorous scale development, this paper introduces a scale of consumer power that comprises a personal and a social power dimension. A critical analysis of and a predictive validity test of the scale against existing power scales highlight its unique contribution. The scale lends itself to further theory tests regarding antecedents, consequences and moderators of consumer power.

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Article
Publication date: 7 June 2011

Muhammad Aljukhadar and Sylvain Senecal

Since their inception, which took place more than two decades ago, product recommendation agents (RAs) still attract very few consumers. Notably, most of academic work in the…

975

Abstract

Purpose

Since their inception, which took place more than two decades ago, product recommendation agents (RAs) still attract very few consumers. Notably, most of academic work in the field had an empirical quantitative structure. In addition, no research has developed a comprehensive model to explain the adoption and usage of commercial RAs. The purpose of this paper is to follow a qualitative approach to investigate the factors behind the adoption and usage of commercial RAs, explore the effect of user age, and deduce the success factors of these RAs.

Design/methodology/approach

This research followed a qualitative approach. Qualitative research aims to form an in‐depth understanding of human behavior. It is essential for building grounded theory and for proposing comprehensive models for future examination. As such, in four discussion groups, participants provided their input following the shopping trial for a product using a factual RA (MyProductAdvisor.com). Discussion groups were used because they outline an important aspect of qualitative research and because they are ideal for both the inception and development of products and services.

Findings

Underlying the major themes, the analysis first provides insight in consumers' RA use and the products consumers regard as adequate to be offered using a commercial RA. The analysis then delineates some important factors that can be considered by developers to enhance the usability and trustworthiness of commercial RAs. Further, the analysis suggested four higher‐order factors that can be considered the success factors of a commercial RA: users appear to require a commercial RA that is friendly, smart, trusted, and informational. The themes that emerged from participants in the youth and the older discussion groups were rather invariant.

Originality/value

This is one of the few qualitative studies that focused on commercial RAs. The commercial RA success factors and their determinants are summarized in the form of a general framework to guide future work. This qualitative work provides a cornerstone that is of importance to theory development in the field of intelligent RAs and assistive technology. The results have important implications for RAs' developers and researchers.

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Article
Publication date: 21 June 2011

Muhammad Aljukhadar and Sylvain Senecal

The internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various…

11511

Abstract

Purpose

The internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various uses of the internet.

Design/methodology/approach

A review of the online consumer segmentation literature is first conducted. Survey method and cluster analysis techniques are used in the empirical study. A sample of 407 participants that belonged to a large consumer panel adequately responded to an online survey and provided their pattern of internet use, internet experience, and psychological characteristics.

Findings

The analysis shows that the online consumers form three global segments: the basic communicators (consumers that use the internet mainly to communicate via e‐mail), the lurking shoppers (consumers that employ the internet to navigate and to heavily shop), and the social thrivers (consumers that exploit more the internet interactive features to socially interact by means of chatting, blogging, video streaming, and downloading). Subsequent χ2 and ANOVA tests illustrate that consumers from these segments exhibit significantly divergent demographic and experience profiles.

Research limitations/implications

The results indicate that online consumers differ according to their pattern of internet use. The results have external and ecological validity; however, they lack the control provided in a laboratory experiment. Future research should examine if the findings can be replicated using behavioral measures.

Practical implications

Practitioners that plan to follow a resource‐based approach should consider the distinctive characteristics of the online market segments for an optimal allocation of marketing expenditure. Marketing and advertising strategies can be developed according to the customer's online segment. Further, online marketers can use the demographic and experience profiles to predict their customer's segment.

Originality/value

This paper is the first to perform a segmentation analysis to the online consumer market according to internet use pattern. The results show that usage can reliably be used as a segmentation base. Managerial and theoretical implications are furnished.

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Article
Publication date: 6 February 2007

Sylvain Senecal, Ellen Bolman Pullins and Richard E. Buehrer

Increasingly, salespeople adopt, or are being asked to adopt, and use a variety of technologies to increase their selling productivity and efficiency. Given this trend, many…

2091

Abstract

Purpose

Increasingly, salespeople adopt, or are being asked to adopt, and use a variety of technologies to increase their selling productivity and efficiency. Given this trend, many researchers have begun to explore the question of sales force adoption of technology. However, little work has been done to consider what happens once this technology is adopted. The purpose of this paper is to report two studies that investigated if and why salespeople had different technology usage and if the extent of usage had an impact on their performance.

Design/methodology/approach

First, a qualitative study was performed to gain insights about extent of technology usage and the reasons that may explain differences. In order to test some of the research propositions that emerged from the qualitative study, an empirical study was conducted with 130 salespeople.

Findings

Innovativeness was found to be helpful in distinguishing between different technology usage levels across various technologies (internet, e‐mail, intranet, etc.). Results also suggest three potential antecedents of technology use, as well as a potential moderator of the usage to performance relationship.

Originality/value

This paper provides a research agenda for studying this important area. Further, the practicing manager will gain insight into some variables that help predict usage extent, and may provide better ideas on implementing and managing the use of technology by their sales force.

Details

Journal of Business & Industrial Marketing, vol. 22 no. 1
Type: Research Article
ISSN: 0885-8624

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