The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective

The successes of the digital market depend on customers’ intentions to purchase and reuse products or services. Previous studies have extensively discussed customer shopping value and customer learning, but most studies have analyzed the influencing factor as a single entity and seldom investigated the combination of two factors based on the institutional trust–commitment mechanism. We based this study on the e-commerce institutional trust–commitment mechanism (customers’ trust and commitment calculation) to investigate the influence of customer learning (product and website knowledge) and customer shopping value (monetary value, product evaluation cost, and customer reputation) on customers’ intentions to purchase and reuse products. The data sample included 279 respondents with experience of electronic shopping in Taiwan. The results show that customer learning and customer shopping value positively and significantly influence customers’ trust and customers’ calculation commitment and indirectly influence customers’ intention to purchase and reuse. However, dimensions of customer learning, such as website knowledge, do not affect customers’ trust and commitment but have a partially an indirect relationship with customers’ trust via the influence of product knowledge. In addition, product knowledge has a partially indirect effect on customers’ intention to reuse products or services through the influence of product knowledge and customers’ trust in online vendors in the digital market environment. The findings presented here have important theoretical and practical implications for scholars and digital market providers.

The Effect of Service Quality, Customer Learning on Corporate Image, Satisfaction, Commitment, Loyality, and Customer Savings Interests and Decisions

Today, the expansion of monetary objects is developing rapidly. It is very useful to study the features contained in it. The purpose of this research is to examine the effect of service quality, customer learning, corporate image, satisfaction, trustworthiness, customer loyalty, customer commitment, and customer savings interests and decisions of four government banks in Southeast Sulawesi Province. The study used quantitative approach. Data were obtained through questionnaires and were quantitatively analyzed to test the research hypotheses. This study used a sample of 200 respondents from 4 banks or averagely 50 respondents per bank. The approach used in this study is structural equation modeling. The results showed that in order to provide satisfaction to customers, banks must improve education for customers in addition to improving services. In addition, customer commitment will increase if customer learning also increases, and to influence customer interest and decisions on saving, bank must promote growth by explaining the benefits of saving to the public.

Learning in foreign and domestic value chains: the role of opportunities and capabilities

We suggest that the benefits of learning in international value chains for firms’ innovation performance are heterogeneous and depend on the specific source of learning (customers, suppliers, or competitors), whether these sources are based in countries that are technologically advanced or less advanced (learning opportunities), on technology leadership (learning capabilities) on the part of the focal firm, and on the simultaneous learning that occurs from domestic firms. Using direct survey evidence on learning and innovation by German firms, we confirm that technology leaders benefit from advanced foreign customer and supplier learning, that technology laggards benefit from less advanced foreign customer learning and advanced foreign competitor learning, and that both leaders and laggards benefit from domestic customer learning. The findings suggest a tradeoff between the opportunities to learn from foreign or domestic customers.

The study of customer involved service innovation under the crowdsourcing

PurposeService innovation is a key source of competence for service enterprises. Along with the emergence of crowdsourcing platforms, consumers are frequently involved in the process of service innovation. In this paper, the authors describe the crowdsourcing ideation website—MyStarbucksIdea.com—and find the motivations of customer-involved service innovation.Design/methodology/approachUsing a rich data set obtained from the website MyStarbucksIdea.com, a dynamic structural model is proposed to illuminate the learning process of consumers.FindingsThe results indicate that initially individuals tend to underestimate the costs of the firm for implementing their ideas but overestimate the value of their ideas. By observing peer votes and feedbacks, individuals gradually learn about the true value of ideas, as well as the cost structure of the firm. Overall, the authors find that the cumulative feedback rate and the average potential of ideas will first increase and then decline.Originality/valueFirst, the previous researches concerning the crowdsourcing show that the creative implementation rate is low and the number of creative ideas decreases, and few scholars have studied the causes behind the problems. Second, the data used in this paper are true and valid, and it is difficult to obtain now. These data can provide strong empirical support for the model proposed in this paper. Third, it is relatively novel to combine the customer learning mechanism and heterogeneity theory to explain the phenomenon of reduced creativity and low implementation rate in crowdsourcing platform, and the research results can provide a reasonable reference for the construction of this industry.

Live Streaming Meets Online Shopping in the Connected World

With the increased usage of live stream video, this chapter examined consumer product learning process in using it as a platform to shop online. Live stream video has been utilized to show and demonstrate product specifications and information. By depending on it, the prospective consumer uses the interactive videos to help them make purchase decision. However, the extent of the social live video in promoting the product knowledge is not examined yet. Hence, there is a need to examine the power of social live video in enhancing customer learning during the shopping. The main objective is to understand how the act of live streaming may change the viewer impression towards a brand or product. Secondly, the authors also investigate the subsequent knowledge gained by watching the live stream footage and how could it exert influence on product purchase. This study developed an integrative framework by combining the theories of relative advantage and absorptive capacity to examine the underlying factors in the use of social live stream video.

Customer learning trajectories when using a product for the first time

Several studies in marketing research focus on learning costs in product usage linked to the acquisition of declarative and procedural knowledge in this context. Yet, the learning process itself and the ways customers actually learn to use products have received little attention. This research explores the dynamics of the customer’s learning experience and its heterogeneity in the case of the first use of a product, using Kolb’s experiential learning circle. The results of a qualitative study with filmed observations and interviews identify four customer learning paths, enriching this model. Based on these customer learning paths, the article proposes recommendations to improve business strategies in terms of customer training and product use assistance.

The impact of IT application on supply chain learning and service performance

Purpose Despite the recognition that supply chain (SC) learning is important for competitive advantage, little is known how to enable such learning. The purpose of this paper is to examine the effects of information technology (IT) application on different types of SC learning (i.e. internal, customer and supplier learning) and service performance. Design/methodology/approach This study applies structural equation modeling to test the conceptual model based on data collected from 213 manufacturing firms in China. Findings Although strategic application has a direct and negative relationship with all three dimensions of SC learning, it indirectly and positively improves SC learning through tactical and operational application. The authors observe that tactical application is positively related to all three dimensions of SC learning, while operational application improves internal and customer learning only. The authors also notice that internal and customer learning are positively related to service performance. Research limitations/implications This study classifies IT application into strategic, tactical and operational dimensions, which may not adequately cover the entire set of IT application portfolio. Practical implications The findings suggest managers to use corresponding IT application to improve SC learning and service performance. Originality/value This study provides a new framework to understand the relationships between IT application, SC learning and service performance.

The Value of Rapid Delivery in Omnichannel Retailing

The authors study how faster delivery in the online channel affects sales within and across channels in omnichannel retailing. The authors leverage a quasi-experiment involving the opening of a new distribution center by a U.S. apparel retailer, which resulted in unannounced faster deliveries to western U.S. states through its online channel. Using a difference-in-differences approach, the authors show that online store sales increased, on average, by 1.45% per business-day reduction in delivery time, from a baseline of seven business days. The authors also find a positive spillover effect to the retailer’s offline stores. These effects increase gradually in the short-to-medium run as the result of higher order count. The authors identify two main drivers of the observed effect: (1) customer learning through service interactions with the retailer and (2) existing brand presence in terms of online store penetration rate and offline store presence. Customers with less online store experience are more responsive to faster deliveries in the short run, whereas experienced online store customers are more responsive in the long run.