Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

Kim, Juran; Lee, Ki Hoon; Taylor, Charles R.

doi:10.1080/21639159.2013.788365

Cited by 14 publications

(7 citation statements)

References 56 publications

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“…To build a brand community, a Facebook page should serve not only informational but also relationship-building purposes. Direct experience and perceived interactivity would strengthen consumers' attitude toward the brand (Kim, Lee, & Taylor, 2013). Companies should use pages to create a feeling of belonging to a community.…”

Section: Managerial Implicationsmentioning

confidence: 98%

Consumer motivations to disclose information and participate in commercial activities on Facebook

2014

Journal of Global Scholars of Marketing Science

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The prevalence of social media use has significantly expanded the landscape of marketing communication and brand community management. Currently, various international brand players are beginning to develop ways of communicating with their customers on social media. This study focuses on the marketing applications of social media by examining the key motivations influencing the disclosure of personal information and participation in commercial activities of Facebook users in Hong Kong. The 566 responses were analyzed using descriptive statistics, reliability analysis and structural equation modeling. The results support most of our hypotheses, suggesting that perceived convenience of maintaining relationships, enjoyment of activities, self-presentation, social presence, and perceived risks of privacy invasion have significant impacts on users' self-disclosure on Facebook and participation in commercial activities. The findings contribute to the literature on internet consumer behavior and have implications for the use of social media tools in marketing.

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Section: Managerial Implicationsmentioning

confidence: 98%

Consumer motivations to disclose information and participate in commercial activities on Facebook

2014

Journal of Global Scholars of Marketing Science

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“…Specifically, online community experience positively influences attitude J. Kim 250 (Nambisan & Watt, 2011), which then leads to purchase intentions. Earlier research on attitudes similarly found that attitudes toward ads strongly indicate ad effectiveness and behavioral intentions (Batra & Ray, 1986;Kim, Lee, & Taylor, 2013;Mackenzie, Lutz, & Belch, 1986). Thus, brand community experience is hypothesized to have positive relationships with attitude and purchase intention.…”

Section: Attitude and Purchase Intentionmentioning

confidence: 84%

Sustainability in social brand communities: influences on customer equity

Kim

2015

Journal of Global Scholars of Marketing Science

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This study addresses how social brand communities generate sustainable customer equity by enhancing perceived quality. The study shows that social brand community experiences affect attitude both toward the brand community and toward the brand and purchase intentions. In contrast to online communities, socially embedded brand communities allow their members to perceive multiple social identities with the brand community, the brand, the company and the social network. The study illuminates similarities and differences between social brand communities and online brand communities. The concept of customer equity is critical for sustaining relationships between social brand community experiences, perceived quality and customer equity. Implications for marketing academics and practitioners are discussed.

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“…Along the spectrum of direct experience, the user collects and processes more information, and this product-user interaction evokes user attention (Mooy and Robben, 2002). Given that direct experience has been reported to induce greater impact on attitude and purchase intention (Hoch and Deighton, 1989;Wright and Lynch, 1995;Mooy and Robben, 2002;Kim et al, 2013), we hypothesize that direct experience differs in its impact upon behavior intention than indirect experience within the somatosensory technology setting.…”

Section: User Direct and Indirect Experiencementioning

confidence: 93%

“…In contrast, direct experience occurs when an individual has direct sensory contact with the product (Hoch and Ha, 1986;Mooy and Robben, 2002). Over the past decades, several marketing studies (e.g., Levin and Gaeth, 1988;Wright and Lynch, 1995;Singh et al, 2000;Kim et al, 2013) have found that direct experience had a greater impact on product judgments, attitudes, and purchase intention relative to indirect experience (Singh et al, 2000). However, little is understood about the impact of direct and indirect experience on somatosensory technology adoption.…”

Section: Introductionmentioning

confidence: 99%

Viewing versus Experiencing in Adopting Somatosensory Technology for Smart Applications

Teh

Ahmed

Goonetilleke

et al. 2014

PAJAIS

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Emerging somatosensory technology offers unprecedented opportunities for researchers and industrial practitioners to design a touchless smart home system. However, existing touchless smart home systems often fail to attract a satisfying level of acceptance among home owners. The experience users have with the touchless system is key to making somatosensory technology a pervasive computing home application, yet little research has been conducted to assess the influence of direct and indirect experience on user's behavioral intention to use somatosensory technology. To address this research gap, this paper set up an experimental design to investigate the influence of direct and indirect experience in user technology acceptance. Using an in-house developed touchless system, two experimental studies (i.e., video observation versus product trial) were conducted with sixty-two participants to investigate whether the user experience has an impact on the adoption decision. Our findings indicate that direct experience has an impact on a user's acceptance of somatosensory technology. We Viewing versus Experiencing in Adopting Somatosensory Technology for Smart Applications/ Teh et al.

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Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

Cited by 14 publications

References 56 publications

Consumer motivations to disclose information and participate in commercial activities on Facebook

Consumer motivations to disclose information and participate in commercial activities on Facebook

Sustainability in social brand communities: influences on customer equity

Viewing versus Experiencing in Adopting Somatosensory Technology for Smart Applications

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