A model of consumer engagement in a virtual customer environment

Claffey, Ethel; Brady, Mairead

doi:10.1362/147539214x14185702584405

Cited by 40 publications

(34 citation statements)

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“…(Richard) "it interests me enough to be engrossed" (Anna) "from then on I was hooked" (Douglas) "I am invigorated" (Veronica) "I am passionate" (Veronica) Self-Image "it becomes an ongoing or a continuous part of your life" (Rob) "that star rating is a reflection of you" (Maggie) "it is a big part of me now" (Rob) "so I'm known as the Queen of Trade Me" (Sienna) "I have already an image of the person I want to be so it's maintaining that and not compromising that" (Walter) "I suppose that's your own personal pride in how you do things" (Maggie) Motivational "I'm motivated to make it work" (Maggie) "it's motivating to have a look on there all the time" (Marilyn) "so I'm enthusiastic and that's why I know I'll use it again" (Anna) "it's time-consuming preparing it and then it's also time-consuming actually making arrangements" (Maggie) "you do have to put a bit of time and effort into it" (Sienna) "it's all a motivation factor for you to keep on looking and using Trade Me" (Richard) "I'll always go back and have a look and see what's out there" (Ed) "I would always go back regularly" (Lulu) "keep coming back because the experiences that you feel, they're good things" (Richard) dimension to their consumer engagement. Other researchers on engagement have also recognised an affective element ( Claffey & Brady, 2014;Dessart, Veloutsou, & Morgan-Thomas, 2015 ). This is demonstrated in the words of Maggie:…”

Section: Cognitivementioning

confidence: 98%

Conceptualising Engagement in a Consumer-to-Consumer Context

Abdul-Ghani

Hyde

Marshall

2019

Australasian Marketing Journal

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Consumer-to-consumer (C2C) interactions continue to grow in volume in the marketplace. Consumers interact on online platforms to socialise, exchange digital content and information, and trade. Yet, conceptualisations of engagement in marketing contexts are dominated by models based on consumer-brand or consumer-firm interactions, often conceptualised from the perspective of S-D Logic. Alternative frameworks are required to understand engagement in C2C contexts. This paper reports the results of a qualitative investigation of consumer engagement in one C2C context, the online C2C auction, reflecting an experiential view of the consumer. The research sought to conceptualise engagement in a C2C context, explore the relationship between consumer value and consumer engagement in this context, and the role that consumer engagement might play in encouraging ongoing participation in the consumption activity. In-depth qualitative interviews were conducted with 17 users of online C2C auctions. Three contrasting approaches to analysis were applied to the qualitative dataset – phenomenological analysis of stories of consumption, thematic analysis of interview transcripts, and content analysis to identify words and phrases expressing engagement. A conceptualisation of consumer engagement as a motivational construct in C2C contexts is developed. A cycle of engagement is identified: consumer engagement is seen to arise from consumption experiences that provide value to the consumer; engagement prompts ongoing consumption activity; the cycle of engagement continues as long as value is derived from the consumption experiences. Applications of this conceptualisation of consumer engagement are explored.

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Section: Cognitivementioning

confidence: 98%

Conceptualising Engagement in a Consumer-to-Consumer Context

Abdul-Ghani

Hyde

Marshall

2019

Australasian Marketing Journal

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“…Based on the process view of value cocreation and the Stimulus–Organism–Response model (Claffey and Brady 2014; Mollen and Wilson 2010), this study integrates the knowledge of three research fields, namely, website quality, destination emotional image, and consumer engagement, to propose a cognition–emotion–behavior model of experience value cocreation process. The platform encounter provides environmental stimuli, which leads to cognitive and emotional experiences (i.e., organism states) and then behavioral responses.…”

Section: Introductionmentioning

confidence: 99%

“…The above five experiences are cognitive in nature and influence users' emotional experience on the platforms. Claffey and Brady's (2014) study proposed a model of consumer engagement, which supported that online experience (cognitive appraisal) affected the intensity of emotion on the virtual environment. Hausman and Siekpe (2009) revealed that the usefulness, informativeness and entertainment of e-commence website design influence user's flow experience, which was measured by some items including enjoyable.…”

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confidence: 97%

Experience Value Cocreation on Destination Online Platforms

Zhang

Gordon

Buhalis

et al. 2017

Journal of Travel Research

140

100

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Technology is critical for facilitating experience value co-creation in tourism. Online platforms in particular enable consumers to develop realistic expectations and to cocreate their experience. Limited empirical research has been done to investigate the experience value co-creation process, especially in tourism. This study fills this gap by proposing a cognition-emotion-behavior model. Scenario experiment approach is used to investigate the experience value co-creation process on destination online platforms in the pre-travel stage. Structural equation modeling analysis shows that online platform use has significant effects on destination emotional experience. This, has significant effects on the five dimensions of destination engagement intention. The mediating effect of destination emotional experience on the relationship between platform-use-experience and destination engagement intention is supported. These findings contribute to a better understanding of the experience value co-creation process and theoretical and managerial implications are proposed.

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“…So despite their importance to firms for facilitating consumer engagement in value cocreation, many are struggling to understand these virtual communities, and how best to support the suggested value cocreation (Brodie, Ilić, Juric, & Hollebeek, 2013;Claffey & Brady, 2014;Durkin, 2013;Kietzmann, Silvestre, McCarthy, & Pitt, 2012;Kumar et al, 2010;Porter et al, 2011). Moreover, several firms are unsuccessful in their firm-hosted deployments due to misguided perceptions, including a contention that peer-to-peer communities require no administration or moderation (Nambisan & Baron, 2009;Porter, Devaraj, & Sun, 2013;Sibai, Valck, Farrell, & Rudd, 2015).…”

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confidence: 99%

Examining Consumers’ Motivations to Engage in Firm‐Hosted Virtual Communities

Claffey

Brady

2017

Psychology and Marketing

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Consumer engagement is a complex phenomenon and understanding the underlying dynamics that facilitate its development, particularly in the virtual environment, is an important contemporary research priority due to its ability to influence value creation for customers and organizations, and because it introduces ongoing and multifaceted challenges for marketers. This research empirically tests hypotheses regarding the motivational drivers of consumer engagement with 308 members of two firm‐hosted virtual communities. The results suggest that marketers need a multidimensional lens to identify, understand, and manage consumers’ distinctive cognitive and affective states within this environment. Findings support the need for these firm‐hosted virtual communities to be carefully designed to facilitate knowledge sharing, provide social support, deliver an enjoyable and useful experience, and enable consumers to cocreate value through emotional empathy. This research provides critical managerial input into how best to monitor, understand, support, and ultimately leverage firm‐hosted virtual communities aligned to the emotional valence of the consumers.

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A model of consumer engagement in a virtual customer environment

Cited by 40 publications

References 0 publications

Conceptualising Engagement in a Consumer-to-Consumer Context

Conceptualising Engagement in a Consumer-to-Consumer Context

Experience Value Cocreation on Destination Online Platforms

Examining Consumers’ Motivations to Engage in Firm‐Hosted Virtual Communities

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