Emerald | Internet Research | Table of Contents

Acceptance of Enterprise Blog for Service Industry

Fri, 31 May 2013 00:00:00 +0100

Abstract

Purpose - The rapid growth of blogs over the Internet has gradually attracted the attention of enterprises that want to engage in business and develop their online communication channels for customer relationships. The current study develops and examines the determinants of enterprise blog (E-Blog) adoption for the service industry. Organization size is used as a moderating factor to disclose its influence on the effects of the variables.Design/methodology/approach - The research model of the empirical study integrates three composites: social exchange theory, innovation diffusion theory, and organization dynamics. For the results, data are analyzed by using factor analysis to derive the actual composites and structural equation model to test the hypotheses. Findings - The main results show the following findings. First, social exchange via E-Blog fosters enterprise reputation. Second, enterprises are doubtful whether they can build online relationships via E-Blog with their customers and E-Blog visitors. Third, virtual trust and the unknown virtual social structure are barriers for enterprises in using E-Blog. Fourth, E-Blog adopters are likely to be purpose-sensitive as the numbers of Blog type increase.Practical implications - The research findings reveal that E-Blog vendors and agents should emphasize reputation development to attract the attention of their customers (enterprises). In addition, small- to medium-sized enterprises prefer the relative advantages and simplicity of E-Blogging. In contrast, large enterprises are more concerned with competition pressure and market dynamics involved in the adoption attitude. These findings would be useful for E-Blog service providers to analyze the requirements of their customers. In addition, E-Blog vendors and agents should persuade enterprises adopting E-Blog to ease competition pressure, particularly for large firms who have not adopted the technology. Finally, E-Blog platforms and vendors should emphasize that E-Blog can help increase reputation by attracting the attention of enterprises to adopt E-Blogging.Originality/value - In the virtual socialization process, the blog has been developing its own characteristics that are linked to social behavior. This link explains social change and stability in cyberspace from the social psychology and sociology points of view. The current research findings differ from those of previous research because early studies focused on individual Internet user blog participation without placing emphasis on the adoption intention of enterprises. The findings of this study will be helpful for both E-Blog service providers and enterprises.

Factors Influencing Sociability in Educational MMORPGs – A Fuzzy AHP Approach

Fri, 31 May 2013 00:00:00 +0100

Abstract

Purpose - Sociability is considered to be important to the success of educational MMORPGs. The purpose of this study was to assess the relative weights of these sociability factors we garnered from the literature on educational MMORPGs.Design/methodology/approach - We used fuzzy-AHP approach to assess the relative weights of these sociability factors we garnered from the literature on educational MMORPGs. To do this, a questionnaire using a pair-wise comparison data input format was administered to 259 school teachers to gather assessments for the factors. Findings - We found five most important factors that contribute the most to teachers’ assessments on sociability - cooperation, team-based reward, discussion of strategy, reputation, and social navigation. Originality/value - Although prior studies have identified various factors that facilitate sociability in educational MMORPGs, the relative importance of these factors has not been determined. The results not only be used to help educational MMORPG developers focus on the most important sociability factors and propose specific guidelines for designing educational MMORPGs, but can also identify the best design strategy for promoting sociability of educational MMORPGs.

The determinants of consumer behavior towards email advertisement

Fri, 31 May 2013 00:00:00 +0100

Abstract

Purpose - The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission-based email and spamming. By examining different types of email (i.e. permission-based email and spamming), the present study empirically tested the theoretical linkage between email advertising values, perceived instrusiveness, and the attitudinal-behavioural dispositions towards email advertising. Design/methodology/approach - A survey was conducted using 221 respondents from Taiwan. Two scenarios were desinged for the present study. The questionnaires were equally divided into two sets, with the first half containing a scenario depicting permission-based email, and the other half containing a scenario describing a spamming email. Each respondent only received one set of the survey. Findings - Results from a survey of 221 Internet users in Taiwan indicate that values and attitudes toward, and the perceived intrusiveness of, email advertising significantly affect consumers’ behavioral dispositions toward email advertising. The results suggest that permission-based email is more effective as compared to spam email advertising. For solicited email, consumers perceived less intrusiveness if the email advertisement offers them financial incentives. Research limitations/implications - We acknowledge four limitations in this study. These limitations however provide further direction for future studies in the discipline. The discussion of these limitations are provided.Practical implications - Importantly, this study yields significant theoretical and managerial implications. Concerned with the context of email advertising, our work provides theoretical support for both constructs of advertising values and perceived intrusiveness as important. Concerned with the advertisers, this study renders important implication for better planning of marketing mix strategy using email.Originality/value - This study provides new theoretical insights into factors influencing consumers’ acceptance of email advertising by incorporating perceived intrusiveness as a mediator in the relationship between advertising values and attitudinal-behavioral dispositions. By empirically comparing the different types of email advertisements of permission-based email and spamming, the present study also offers better understanding and extending the current literature on email advertising research.

The role of online informediaries for consumers: a dual perspective about price comparison and information mediation

literatinetwork@emeraldinsight.com (Sunghun Chung) — Fri, 31 May 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this study is to find the role of online informediaries on the perspective of price comparison and information aggregator. Specifically, we want to explain how the level of product involvement moderates the effect of price dispersion and product information quality on attitude toward product in online informediaries.Design/methodology/approach - The data for this study are obtained from a three-way factorial experimental research design. Data were collected 258 college students who have an experience with online informediary. Combining ANCOVA and regression analysis enables the study of attitude formation and yields encouraging results.Findings - The study finds that high-involvement consumers focus on systematic cues (e.g., product attributes) in evaluating product quality. However, when they feel that their initial search yields insufficient results, causing them to perceive more product performance risk, they search for additional cues (e.g., price dispersion). Low-involvement consumers are mainly affected by price dispersion, which is a heuristic cue, and they evaluate the product more favorably under a high (vs. low) level of price dispersion.Originality/value - This paper is one of the first to consider and empirically test a heuristic-systemetic model for attitude toward product in online informediaries. It also uniquely tests the level of price dispersion to discern the important motivating factors.

Examining the Mediating Effect of Positive Moods on Trust Repair in E-Commerce

Fri, 31 May 2013 00:00:00 +0100

Abstract

Purpose - The purpose of this research is to investigate the impact of causal attributions (locus, stability, and controllability attributes) on trust violations and the coping strategies (affective, functional, and informational initiatives) involved in trust repair on building positive moods within the context of e-commerce. Design/methodology/approach - The research model is tested using data collected from 513 active e-shoppers. Structure equation modeling is employed to verify and validate the research model.Findings - Results show that strategies for repairing trust are effective in building positive moods among consumers, while causes of negative events have a negative impact on consumer mood. Furthermore, positive moods significantly influence the rebuilding of consumer trust. This research demonstrates that positive mood is an important mediator in trust repair.Practical implications - The research results provide insight into how e-vendors can ease the tension associated with trust-related disputes.Originality/value - This study represents one of the few attempts to integrate the attribution theory with trust research and to outline the strategies of post-encounter trust rebuilding process following a trust violation

Measuring the sociocultural appeal of SNS games in Taiwan

literatinetwork@emeraldinsight.com (Kai-shuan Shen) — Fri, 31 May 2013 00:00:00 +0100

Abstract

Purpose - This study explores the sociocultural appeal of SNS game content from the point of view of the human emotions aroused by the interaction between the players and the games. Design/methodology/approach - My research methodology is based on Miryoku Engineering. We interviewed eleven knowledgeable gamers by the Evaluation Grid Method (EGM) and surveyed 321 players through a questionnaire in order to gather data about their preferences, which were then analysed using Quantification Theory Type I. Findings - The semantic structure of the appeal of the games was determined from interviews with knowledgeable gamers (EGM). This structure represents the hierarchy of the relationship between the types of appeal or appeal factors, the reasons for gamers’ preferences, and the specific characteristics of SNS games. According to the statistical analysis, the most important sociocultural appeal factors of SNS games are "practicable and realizable" and "innovative and unique", and these are affected in varying degrees by particular reasons and characteristics. Practical implications - I have found that sociocultural factors influence the design of SNS games significantly. In addition, the issue of how to integrate the sociocultural factors into the design of games is critical to the success of the marketing strategies of SNS games in different areas or countries.Originality/value - My findings provide important information for designers and researchers of SNS games. The study also contributes to the field of human-computer interaction in cyberspace.