Emerald | Internet Research | Table of Contents http://www.emeraldinsight.com/1066-2243.htm Table of contents from the most recently published issue of Internet Research Journal en-gb Tue, 27 May 2014 00:00:00 +0100 2013 Emerald Group Publishing Limited editorial@emeraldinsight.com support@emeraldinsight.com 60 Emerald | Internet Research | Table of Contents http://www.emeraldinsight.com/common_assets/img/covers_journal/intrcover.gif http://www.emeraldinsight.com/1066-2243.htm 120 157 Sequential combination of consumer experiences and their impact on product knowledge and brand attitude: the moderating role of desire for unique consumer products http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102488&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This study explored the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed. <B>Design/methodology/approach</B> - Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist ?DE), exposure to education virtual experience preceding direct experience (VEeducation ?DE), exposure to escapist virtual experience preceding indirect experience (VEescapist ?IDE), and exposure to education virtual experience preceding indirect experience (VEeducation ?IDE). A total of 302 undergraduate college students in Taiwan participated in this study. <B>Findings</B> - The results revealed that DUCP moderated the sequential combination of consumer experiences on product knowledge. For the high level of DUCP, there are significant differences among the effects of the sequential combination of consumer experiences on product knowledge. Specifically, it was found that VEescapist ?IDE produces the highest product knowledge while VEeducation ?DE produces the lowest product knowledge. Regarding the low level of DUCP, there are not significant differences among the effects of sequential combination of consumer experiences on product knowledge.<B>Originality/value</B> - This study extended the studies of Daugherty et al. (2008), Pine and Gilmore (1999), and Keng et al. (2012) to further explore the effects of the sequential combination of experiences. Consumers could evaluate and simulate the product knowledge through 3-D virtual technology (i.e., escapist virtual experience). Subsequently, print advertising (i.e., indirect experience) could be sent to provide additional product information in order to increase the target consumers’ product knowledge. Article literatinetwork@emeraldinsight.com (Ching-Jui Keng, Van- Dat Tran, Tze-Hsien Liao, Chao-Ju Yao, Maxwell K. Hsu) Tue, 27 May 2014 00:00:00 +0100 Firm web visibility and its business value http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102466&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This article theoretically analyzes and empirically tests the business value of firm web visibility, including its relationship to advertising efficiency and long-term financial performance (i.e., shareholder value).<B>Design/methodology/approach</B> - A conceptual framework is established to analyze firm value of web visibility through its market effects. Hypotheses on the associations between firm web visibility and advertising efficiency and shareholder value are tested by cross-sectional analysis of 1331 firms in six industries and four industry sectors. We control for several firm- and industry-level factors. <B>Findings</B> - Our results consistently support the two hypotheses, i.e., (1) a positive and significant relationship between firm web visibility and advertising efficiency; and (2) a positive and significant relationship between firm web visibility and shareholder value. <B>Practical implications</B> - In addition to increasing web traffic, firm web visibility has business value and helps to enhance advertising efficiency and shareholder value. Managers can use the web references as a valuable tool for marketing success when the use of traditional advertising reaches saturation. Managers should actively monitor and use web visibility as a web management measure in practice.<B>Originality/value</B> - This research provides convincing evidence to support both short-term and long-term business value of web visibility and suggests that web visibility be recognized and managed as a market-based asset. Article literatinetwork@emeraldinsight.com (Fang Wang, Liwen Vaughan) Tue, 27 May 2014 00:00:00 +0100 Why do people play mobile social games? An examination of network externalities and of uses and gratifications http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102472&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This study aims to identify the factors that influence people to play socially interactive games on mobile devices. Based on network externalities and theory of uses and gratifications (U&G), it seeks to provide direction for further academic research on this timely topic.<B>Design/methodology/approach</B> - Based on 237 valid responses collected from online questionnaires, structural equation modeling (SEM) technology was employed to examine the research model.<B>Findings</B> - The results reveal that both network externalities and individual gratifications significantly influence the intention to play social games on mobile devices. Time flexibility, however, which is one of the mobile device features, appears to contribute relatively little to the intention to play mobile social games.<B>Originality/value</B> - This research successfully applies a combination of network externalities theory and U&G theory to investigate the antecedents of players’ intentions to play mobile social games. This study is able to provide a better understanding of how two dimensions--perceived number of users/peers and individual gratification--influence mobile game playing, an insight that has not been examined previously in the mobile apps literature. Article literatinetwork@emeraldinsight.com (Pei-Shan Wei, Hsi-Peng Lu) Tue, 27 May 2014 00:00:00 +0100 Understanding online shopping intention: the roles of four types of trust and their antecedents http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102479&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This study aims to provide a better picture of factors influencing behavioral decisions in online shopping by identifying different targets of trust and discussing their antecedents and outcomes.<B>Design/methodology/approach</B> - Online survey data from 242 ihergo members were used to test the proposed model, and structural equation modeling (SEM) with partial least squares (PLS) was performed to analyze the measurement and structural models.<B>Findings</B> - The findings show that the four types of trust identified in this study are critical determinants of perceived risk and attitude. In addition, the majority of the antecedents are found to be associated with their respective types of trust.<B>Research limitations/implications</B> - Our research extends the Theory of Reasoned Action (TRA) and prior research to discuss four types of consumer trust, as well as their respective antecedents and subsequent consequences. The result is a more descriptive model that better explicates consumers’ decision-making processes in online shopping.<B>Practical implications</B> - Given the intense competition between online shopping sites, web site managers should strive to provide a safe and user-friendly shopping environment. In addition, the vendor can enhance trust by encouraging satisfied customers to provide positive endorsements.<B>Originality/value</B> - This study is possibly the first of its kind, in identifying the four types of trust and their respective antecedents in the context of an online group-buying auction, and thus serves to enrich the existing literature concerning trust-building factors. Article literatinetwork@emeraldinsight.com (Meng-Hsiang Hsu, Li-Wen Chuang, Cheng-Se Hsu) Tue, 27 May 2014 00:00:00 +0100 Whose online reviews have the most influences on consumers in cultural offerings? Professional vs. consumer commentators http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102486&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - To improve the effectiveness of online reviews in the cultural industries, this study attempts to examine the effects of online cultural reviews of professional and consumer commentators on consumer responses toward elite and mass cultural offerings by drawing upon associative learning theory and social influence theory.<B>Design/methodology/approach</B> - This study used a 2 (cultural offerings: elite vs. mass) x 2 (commentators: professional vs. consumer) between-participants factorial design to examine the proposed hypotheses. A total of 195 participants were randomly assigned to one of four experimental cells.<B>Findings</B> - The ANOVA results indicate that the credibility of online cultural reviews is significantly higher for professional commentators than for consumer commentators across both elite and mass cultural offerings. Furthermore, the results confirm that there is a significant cultural offering type by commentator interaction on a consumer’s offering evaluation, overall attitude, and behavioral intention.<B>Research limitations/implications</B> - This study provides strong support for the congruence between cultural commentators and cultural offerings in online cultural reviews. The findings can also effectively explain the weak correlation between professional judgments and popular appeal.<B>Practical implications</B> - For better effectiveness of online cultural reviews, the findings recommend cultural marketers that the use of professional commentators is effective for elite cultural offerings, whereas the use of consumer commentators is effective for mass cultural offerings.<B>Originality/value</B> - This study proposes a useful dichotomy to classify cultural offerings as elite and mass. Meanwhile, this study is one of the first to examine the congruence between cultural offerings and cultural commentators in online reviews. Article literatinetwork@emeraldinsight.com (Jyh-Shen Chiou, Cheng-Chieh Hsiao, Fang-Yi Su) Tue, 07 Jan 2014 00:00:00 +0000 Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102473&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This research seeks to accomplish two objectives – to test the functional relationship between adoption readiness, perceived risk and usage intention for mobile payments in India and to investigate the stability of proposed structural relationships across different customer groups.<B>Design/methodology/approach</B> - The literature concerning major attributes of technology acceptance were systematically reviewed to develop construct of adoption readiness. Post that a comprehensive model consisting of adoption readiness, personal innovativeness and perceived risk was put together. The model was then empirically tested using structural equation modeling.<B>Findings</B> - On appraising the proposed model, five out of six hypotheses were fully supported while one hypothesis was partially supported. Test of invariance showed significant variance among users and non-users. <B>Research limitations/implications</B> - The results of the study may vary with national context, service offerings, regulatory framework, and other customer personal variables (i.e. lifestyle) suggesting future research opportunities.<B>Practical implications</B> - The results facilitate the comprehension of the role of different factors on the mobile payments usage intention among customers. In addition, the results expand the knowledge on consumer behaviour towards financial technological innovations.<B>Originality/value</B> - The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model invariance among different consumer groups. Article literatinetwork@emeraldinsight.com (Rakhi Thakur, Mala Srivastava) Tue, 27 May 2014 00:00:00 +0100 The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=3&articleid=17102499&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - We elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, we propose that including online cues related to C2C interactions and coproduction in the engagement platform determines customer co-creation experiences. Moreover, we test for the relationship between the co-creation experience and customer’s purchase intentions. <B>Design/methodology/approach</B> - An online platform was designed and a purchase situation was simulated, in which the participants were asked to buy a pair of sneakers. To make the experience more realistic, participants could navigate and undertake activities related to the available cues, thus obtaining a direct experience of the possibilities of the platform. SEM analyses were used to test the hypothesized relationships.<B>Findings</B> - Our results confirm the importance of including cues related to C2C interactions and coproduction in order to increase co-creation experience possibilities for the customer during the online purchase. Moreover, if customers perceive that they are co-creating the experience, their purchase intentions increase. <B>Practical implications</B> - This paper addresses the importance of virtual engagement platforms as touch points for interaction and the importance of their characteristics for facilitating co-creation. These platforms provide customers with cues that promote their participation, the establishment of collaborative relationships and the co-creation of the purchase experience. <B>Originality/value</B> - There is a growing interest in understanding how customers interact with firms to co-create experiences and in the influence of IT-related service in this process. Nevertheless, to date, the online purchase experience as a co-creation context has not been fully investigated. Article literatinetwork@emeraldinsight.com (Lorena Blasco-Arcas, Blanca Hernandez-Ortega, Julio Jimenez-Martinez) Tue, 27 May 2014 00:00:00 +0100