Enhancing the consumer-perceived benefits of a mass-customized product through its online sales configurator

2017 ◽  
Vol 117 (6) ◽  
pp. 1295-1315 ◽  
Author(s):  
Enrico Sandrin ◽  
Alessio Trentin ◽  
Chiara Grosso ◽  
Cipriano Forza
Keyword(s):  
Mass Customization ◽  
Perceived Benefits ◽  
Convenience Sample ◽  
Content Type ◽  
Online Sales ◽  
Business To Consumer ◽  
Benefit Cost ◽  
Post Hoc ◽  
User Friendly ◽  
Space Description

Purpose The purpose of this paper is to focus on online sales configurators (SCs), also known as mass-customization toolkits, which enable consumers to self-customize their product solutions online. The paper aims to provide new insights into which characteristics of an online SC increase the consumer-perceived benefits of possessing a mass-customized product. Design/methodology/approach Previous studies on mass customization (MC), sales configuration, and learning psychology are used to develop the research hypotheses, which are tested by analyzing data from 675 configuration experiences from a convenience sample of potential consumers using 31 real online SCs for laptops/notebooks, economy cars, and sport shoes/sneakers. Findings The paper finds support for the hypotheses that SCs with higher flexible-navigation, focused-navigation, and easy-comparison capabilities enhance not only the traditionally considered utilitarian benefit (UT), but also the consumer-perceived uniqueness benefit (UN) and self-expressiveness (SE) benefit (SE). Furthermore, consistent with the study’s hypotheses, SCs with higher benefit-cost communication and user-friendly product-space description capabilities are found to improve UT. The hypotheses that these two capabilities enhance UN and SE, however, are not supported. Post-hoc analyses suggest that the examined SCs are generally UT-centered and need improvement of their ability to communicate the UN and the SE a consumer could derive from the purchase of his/her configured product. Originality/value While prior research has primarily been concerned with conceptually arguing and empirically showing that uniqueness and self-expressiveness are two additional sources of consumer value in business-to-consumer MC, this is the first empirical study that offers insights into which characteristics online SCs should have in order to draw from these two value sources.

scholarly journals Competing through manufacturing: countering a product's liability of foreignness through mass customization

2020 ◽  
Vol 40 (11) ◽  
pp. 1661-1683
Author(s):  
Alessio Trentin ◽  
Thomas Aichner ◽  
Enrico Sandrin ◽  
Cipriano Forza
Keyword(s):  
Product Quality ◽  
Mass Customization ◽  
Empirical Support ◽  
Future Research ◽  
Liability Of Foreignness ◽  
Group Status ◽  
Content Type ◽  
Operational Capability ◽  
Business To Consumer ◽  
Perceived Product Quality

PurposeThe operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the out-group status of a product's country of origin (COO) on consumers' evaluations of the product.Design/methodology/approachBased on the social identity approach, it is hypothesized that this liability is reduced when a consumer product is mass-customized rather than standardized as per a mass-production strategy. This hypothesis is tested using a mixed between- and within-subject experiment.FindingsWhen evaluating mass-produced sneakers, native German-speaking (Italian-speaking) South Tyrolean consumers rated the quality of Italian (German) sneakers significantly lower than that of German (Italian) sneakers. However, when the sneakers were mass-customized, this difference in perceived product quality was non-significant for both groups of consumers, supporting the research hypothesis.Research limitations/implicationsFuture research could replicate this study in other samples, with other product types, COOs and countries of destination, as well as at different degrees of product customization.Practical implicationsBusiness-to-consumer firms contemplating the development of their MC capability are made aware that the benefits of this operational capability might go beyond the typical advantages highlighted by the existing literature.Originality/valueThis paper joins the discussion on MC value by offering a theoretical explanation and empirical support for another mechanism through which the operational capability of MC can create value, at least in business-to-consumer industries: by countering a product's possible liability of foreignness and thus increasing perceived product quality in export markets.

The impact of involvement on engagement with brand posts

2019 ◽  
Vol 13 (3) ◽  
pp. 277-301
Author(s):  
Ana Margarida Barreto ◽  
Diogo Ramalho
Keyword(s):  
Social Media ◽  
Consumer Involvement ◽  
Future Research ◽  
High Involvement ◽  
Content Type ◽  
Level Of Involvement ◽  
Goods And Services ◽  
Business To Consumer ◽  
Post Hoc ◽  
The Impact

Purpose This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content. Design/methodology/approach The authors analyzed user reactions to 1,156 Facebook posts from eight business-to-consumer brands (goods and services). Based on a post hoc test, four product/services were identified as belonging to the group of high-involvement and the other four as low involvement. Findings The data suggest that, when involvement is low, users in general engage more with brand posts regardless their format (text, image and post) or type (hedonic and informative), or even the interaction of both. Moreover, low involvement leads users prefer to comment on brand content, whereas higher involvement is associated with to sharing it. Exceptions were observed for images (both hedonic and informative) and for hedonic image and video in both low and high involvement users. Research limitations/implications The goal was not to measure users’ attention to each type of post. Moreover, the authors did not have access to information regarding which devices were used to access the online content and whether that aspect might have an impact on users’ reactions. Neither do they claim that engagement necessarily reflects positive reactions, as any content analysis of users’ reactions was beyond the scope of this project. Practical implications These findings are expected to help brand managers and social media strategists to better select content based on their marketing goals, as well as to provide a potential explanation for the success of campaigns. Originality/value As far as we are aware, no previous study has attempted to observe the mediated effect of consumer involvement on brand posts considering their type and format. We also believe that this is the first observation of how behavior differentiates according to the target audience’s level of involvement. This paper also proposes a convenient framework for categorizing social network sites content. Suggestions for future research are made at the end.

Impact of B2C e-commerce codes of conduct on sales volume: lessons from the Spanish perspective

2016 ◽  
Vol 31 (3) ◽  
pp. 381-392 ◽  
Author(s):  
M. Dolores Gallego ◽  
Salvador Bueno ◽  
David López-Jiménez
Keyword(s):  
Structural Model ◽  
Positive Impact ◽  
Codes Of Conduct ◽  
Code Of Conduct ◽  
Corporate Image ◽  
Sales Volume ◽  
Content Type ◽  
Online Sales ◽  
Business To Consumer ◽  
The Impact

Purpose The purpose of this paper is to carry out empirical testing of the relationship between corporate image and corporate satisfaction among business-to-consumer (B2C) e-commerce organizations who possess codes of conduct and study their effects on sales volume. The aim is to measure impacts of both corporate image as well as measure corporate satisfaction on online sales volume increases. In addition, the authors have added to the study the product-type dimension as a moderate variable. Design/methodology/approach A structural model is developed and empirically tested through survey data obtained from 127 Spanish companies adhering to a code of conduct. Findings The results indicate that adhering to a code of conduct has a positive impact on the increase in sales volumes. The paper identified the main reasons for adhering to a code of conduct, such as offering greater trust to potential consumers as well as improving the firm’s image, prestige and increasing quality and security. Research limitations/implications Further variables must be identified that would help to determine the impact on organizations adhering to codes of conduct. Practical implications This paper highlights how B2C e-commerce codes of conduct help managers achieve better conditions for competiveness. The findings show how adhering to a code of conduct has a positive impact on increased sales volumes. The results indicate that the reasons for adhering to a code of conduct are the following: it offers greater trust to potential consumers, as well as improves the firm’s image and prestige, and increases purchase quality and security. Originality/value This paper contributes to the enrichment of knowledge concerning B2C e-commerce codes of conduct developed a pioneering study.

Sport technology consumers

2019 ◽  
Vol 9 (2) ◽  
pp. 134-145 ◽  
Author(s):  
Taejung Kim ◽  
Weisheng Chiu ◽  
Marcus Kin Fung Chow
Keyword(s):  
Wearable Devices ◽  
Marketing Strategies ◽  
Technology Readiness ◽  
User Profiles ◽  
Convenience Sample ◽  
Content Type ◽  
High Motivation ◽  
Post Hoc ◽  
Over 40 Years ◽  
High Inhibition

Purpose The development of wearable technology has significantly changed the way people participate in physical activities. The purpose of this paper is to segment users of sports wearable devices based on technology readiness (TR). Design/methodology/approach Participants comprised a convenience sample of 356 participants using sports wearable devices in South Korea. Cluster analysis was performed to identify clusters of sports wearable users based on their TR (i.e. motivating and inhibiting beliefs regarding technologies). Analysis of variance and post hoc Tukey’s test were used to determine whether there were significant differences among the clusters. Findings Clustering identified three groups of users of sports wearable devices: Explorers (high motivation, low inhibition), Laggards (low motivation, high inhibition) and Pioneers (high motivation, high inhibition). Each group demonstrated significant differences in TR (i.e. optimism, innovativeness, discomfort and insecurity). It also found that Laggards are more likely to be female and older users (i.e. over 40 years old). Originality/value This study explores characteristics of possible market segments and provides a better understanding of user profiles of sports wearable devices. These findings provide insightful implications for marketers of sports wearable devices, who can tailor marketing strategies to each segment. Designers of sports wearable devices can benefit from the user profiles and develop more appropriate products for users.

The role of quality perceptions and perceived ubiquity in adoption intention of mobile knowledge management systems (MKMS) in semiconductor industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Audrey Poh Choo Cheak ◽  
Chin Wei Chong ◽  
Yee Yen Yuen
Keyword(s):  
Knowledge Management ◽  
Service Quality ◽  
Management Systems ◽  
Knowledge Management Systems ◽  
Perceived Benefits ◽  
System Quality ◽  
Content Type ◽  
Quality Perceptions ◽  
User Friendly ◽  
Adoption Intention

Purpose First, this study aims to investigate the effects of quality perceptions (i.e. system quality, information quality and service quality) and perceived ubiquity on engineers’ perceived benefits and perceived user-friendly of mobile knowledge management systems (MKMS). Second, it aims to examine the influence of perceived benefits and perceived user-friendly on MKMS adoption intention. Design/methodology/approach Quantitative empirical research using an integrated technology acceptance model and information systems success model was used, among semiconductors engineers in Malaysia. There were only 375 usable responses collected, which are at a response rate of 59.52%. The partial least squares version 3.0 was used to analyze the valid data collected. Findings The results suggest that service quality plays an important role that would increase the engineers’ perception of MKMS benefits and its user-friendliness. Intention to adopt MKMS was found to be strongly predicted by perceived MKMS benefits as compared to perceived user-friendly. Practical implications The findings are valuable for managers, engineers, knowledge management (KM) practitioners, MKMS developers and mobile device producers to enhance MKMS adoption intention. Originality/value Despite KM has been well accepted and established in the management science and practice area of study, yet it is still neglected in a “mobile” context. Accordingly, this paper contributes to the research gap.

Documenting business-to-consumer (B2C) communications on Facebook

2015 ◽  
Vol 7 (3) ◽  
pp. 283-294 ◽  
Author(s):  
Linchi Kwok (Lingzhi Guo) ◽  
Feifei Zhang ◽  
Yung-Kuei Huang ◽  
Bei Yu ◽  
Prabhukrishna Maharabhushanam ◽  
...  
Keyword(s):  
Social Media ◽  
Longitudinal Design ◽  
Popular Media ◽  
Content Type ◽  
Media Type ◽  
Business To Consumer ◽  
Quick Service ◽  
Hospitality Managers ◽  
Post Hoc ◽  
Over Time

Purpose – The purpose of this study is to document how restaurant’s business-to-consumer communication strategies evolved on Facebook over time and how consumers’ reactions to a variety of Facebook messages changed over time. Design/methodology/approach – This study analyzed 2,463 Facebook messages posted by seven quick-service restaurant chains and three casual-dining restaurant chains in the fourth quarter of 2010, 2012 and 2014. ANOVA and post hoc t-test were used to compare the differences among four media types (photo, status update, video and hyperlink) in terms of their usage by companies and Facebook users’ reactions to these messages (measured by number of “Likes”, number of comments and number of shares). Findings – Over the three periods of time under observation, there is a substantial decrease of status updates by restaurants and a dramatic increase of photo updates. Photo remained as the most “popular” media type, receiving most “Likes”, comments and shares from consumers. Video was not considered “popular” in 2010 but experienced a slight increase in usage and slowly emerged in 2012 and 2014 as another “popular” media, which no longer had statistical difference with photo in number of comments and shares. Research limitations/implications – Some limitations include an under representable sample and its longitudinal design, but the findings provide additional insight to current literature in social media. Practical implications – A series of suggestions were advanced from the findings to help hospitality managers better engage Facebook users. Originality/value – This is probably the first time-series or longitudinal-like analysis in social media research and yields meaningful findings.

Co-branded services: perceived benefits and involvement of co-branded credit cards

2018 ◽  
Vol 36 (5) ◽  
pp. 969-987 ◽  
Author(s):  
Stephen W. Wang ◽  
Jillian Farquhar
Keyword(s):  
Brand Equity ◽  
Financial Services ◽  
Credit Card ◽  
Strong Association ◽  
Credit Cards ◽  
Intention To Use ◽  
Perceived Benefits ◽  
Brand Preference ◽  
Convenience Sample ◽  
Content Type

PurposeThe purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement.Design/methodology/approachA conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling.FindingsResults show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts.Research limitations/implicationsFurther research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings.Practical implicationsManagers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards.Social implicationsThis study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns.Originality/valueThis research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding.

Cognitive dissonance revisited

2020 ◽  
Vol 32 (8) ◽  
pp. 1759-1782
Author(s):  
Roger Brooksbank ◽  
Sam Fullerton
Keyword(s):  
Focus Groups ◽  
Cognitive Dissonance ◽  
Cognitive State ◽  
Group Discussions ◽  
Convenience Sample ◽  
Content Type ◽  
Cognitive States ◽  
Manifest Content ◽  
Business To Consumer ◽  
Post Purchase

PurposeIn revisiting Festinger's theory of cognitive dissonance, this paper seeks to go beyond traditional business-to-consumer (B2C) research parameters and explore the full extent of its potential application within a New Zealand business-to-business (B2B) purchasing context.Design/methodology/approachThe study's core findings are based on four separate focus group discussions with B2B salespeople. Responses were recorded and analysed according to the manifest content of the discussions. These focus groups were preceded by, and followed up with, two other enquiries that sought the perspectives of B2B buyers.FindingsIntended for use as a learning tool for aspiring B2B salespeople and their instructors, a new typology of four generic potential post-decision ‘cognitive states’ is proposed, which, depending on the scenario at hand, will likely reflect the buyer's mindset.Research limitations/implicationsThe generalisation of findings may be somewhat limited because the focus groups were drawn from a convenience sample totalling just 20 practitioners. Some participants might also have felt slightly constrained, leading to opinions that are subject to bias.Practical implicationsExamples of differing buying scenarios are profiled and explained from the perspective of their implications for salespeople. Suggestions as to how sellers can best accommodate the post-decision cognitive states experienced by their buyers are delineated.Originality/valueConventional wisdom suggests that post-purchase cognitive dissonance is the sole ‘cognitive state’ towards which a B2B salesperson needs to be attuned to for the purpose of taking some form of accommodating action. However, this study indicates that three other states relating to the aftermath of a buyer's decision, whether a purchase is made or not, also merit attention.

A fine wine instrument – an alternative for segmenting the Australian wine market

2015 ◽  
Vol 27 (3) ◽  
pp. 182-202 ◽  
Author(s):  
Trent E. Johnson ◽  
Susan E.P. Bastian
Keyword(s):  
Online Survey ◽  
Quantitative Information ◽  
Wine Industry ◽  
Convenience Sample ◽  
Content Type ◽  
Conventional View ◽  
Base Cluster ◽  
Business To Consumer ◽  
Wine Market ◽  
Sophisticated Analysis

Purpose – The purpose of the study was to devise an instrument, labelled the Fine Wine Instrument (FWI), to measure the fine wine behaviour of respondents and then use that base to segment the consumer sample. The behaviour of those respondents who scored highly on the FWI was examined in detail. Design/methodology/approach – An online survey collected quantitative information from a convenience sample of Australian wine consumers (n = 1,017). Using the FWI as the segmentation base, cluster analysis identified three segments of consumers, denoted “Wine Enthusiasts”, “Aspirants” and “No Frills” wine drinkers, and their respective wine-related behaviours were examined. Findings – The Wine Enthusiasts’ segment consumed more wine, spent more money on wine and were more knowledgeable about wine than the other two segments. The demographics of the Wine Enthusiasts’ segment indicated that the members were not consistent with the conventional view of wine connoisseurs, as many were under the age of 35. Their lifetime value to the wine industry was highlighted along with potential targeting strategies. Some structural elements of the Australian domestic wine market were also noted. Practical implications – A segmentation base of a wine market is presented, which the authors argue provides a more sophisticated analysis than other commonly used segmentation bases. Originality/value – This study was the first to segment the Australian market using the recently developed FWI. The study provides the latest information on this market and deeper consumer insights that may permit better business-to-consumer engagement.

Food “buycott” as an ethical choice against mafia in Italy

2019 ◽  
Vol 9 (4) ◽  
pp. 490-506 ◽  
Author(s):  
Sergio Rivaroli ◽  
Arianna Ruggeri ◽  
Roberta Spadoni
Keyword(s):  
Structural Equation ◽  
Food Products ◽  
Type Systems ◽  
Equation Model ◽  
Marketing Ethics ◽  
Socially Responsible ◽  
Convenience Sample ◽  
Content Type ◽  
Italian Law ◽  
Critical Choice

Purpose As indicated in the Italian law (No. 109-1996), agri-food co-operatives can also play a role in combatting mafia-type systems by choosing to grow their food products in lands confiscated from mafia-type organisations. These food products provide individuals with a new opportunity to fight criminal organisations on the marketplace. The purpose of this study is to explore how people react to a social marketing initiative devoted to promoting food “buycotting” to counteract mafia-type organisations in Italy. Design/methodology/approach The data were obtained from a convenience sample of 339 Italians, and the study adopted a model inspired by the general theory of marketing ethics. A structural equation model was applied to estimate both the parameter and coefficient functions. Findings Individuals recognise the ethical value of “buycotting”. However, they perceive this form of critical choice as not yet being fully effective in counteracting mafia-type systems in Italy. Practical implications The results suggest that promotional and psychological approaches from marketing literature can be effectively used to influence the consumer’s ethical judgement by selectively communicating and emphasising the benefits of the critical consumption investigated. Originality/value This is one of the first studies to address consumers’ ethical judgments and their reactions towards buycotting food as a critical choice to reward socially responsible corporations.

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