Perceived value of online customization experience in China: Concept, measurement, and consequences

Wang, Xiaoyu; Wang, Tingyi; Wei, Zhang; Cao, Jie

doi:10.1016/j.hitech.2017.04.002

Cited by 13 publications

(9 citation statements)

References 35 publications

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“…Patrício et al (2011) and, for example, assess the CPV – CX relationship from a customer-journey perspective (cf. Helkkula and Kelleher, 2010), Wan et al (2017). However, despite this insight, a dearth of research explores the dynamics through which CX influences the link between CPV and focal consumer-behavior outcomes.…”

Section: Theoretical Foundationsmentioning

confidence: 99%

The role of customer experience in the perceived value–word-of-mouth relationship

Kuppelwieser

Klaus

Manthiou

et al. 2021

JSM

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Purpose The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes. Design/methodology/approach By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling. Findings The findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively. Practical implications CPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes. Originality/value By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.

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Section: Theoretical Foundationsmentioning

confidence: 99%

The role of customer experience in the perceived value–word-of-mouth relationship

Kuppelwieser

Klaus

Manthiou

et al. 2021

JSM

View full text Add to dashboard Cite

show abstract

“…Following a review of relevant value perceptions in the product adoption domain (Sheth, Newman, & Gross, 1991;Sweeney & Soutar, 2001;Sweeney & Soutar, 1996;Wan, Wang, Zhang, & Cao, 2017) and on prior research on Information System, marketing and design fields (Burucuoglu & Erdogan, 2016;Pura, 2005;Wang, Liao, & Yang, 2013) six values are proposed as drivers of personal technologies adoption: functional, monetary, entertainment, social, epistemic and aesthetic value. This multidimensional perspective contends that the experience with a product engenders several consumption values (Holbrook, 1996;Holbrook, 1999;Kim, Joo, & Park, 2017;Ku, Chu, & Tseng, 2013;Omigie, Zo, & Rho, 2017;Wang et al, 2013) taking a step further from the bidimensional approach of TAM and the more traditional marketers perspective.…”

Section: Value Perceptionsmentioning

confidence: 99%

Exploring the adoption process of personal technologies: A cognitive-affective approach

Bettiga

Lamberti

2017

The Journal of High Technology Management Research

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The impact of cognitive and emotional factors on the customer's decision to adopt a new technology has long been at the core of innovation and marketing literature. Today, the proliferation of personal technologies makes the understanding of the adoption process of such innovations a vital issue. This article, moving from long-established technology adoption theories, integrates affective factors to propose a comprehensive framework to interpret and orient innovation and marketing approaches of Companies. To do this, we review a rich literature from the domains of management, information systems, marketing and cognitive psychology, identifying six possible sources of perceived value for personal technologies, hence attitude to adopt them: functional value, monetary value, social value, entertainment value, epistemic value and aesthetic value. After defining and framing them in the extant literature, we discuss how the framework may be adopted in practice to support Companies' strategies in the surprisingly under-explored industry of personal technologies.

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“…Taking into account that as an individual is exposed to more advanced technologies, he/she earns a higher ability to search, we may assume that: H5: The online price search effort is positively related to the ability to search for prices online Concerning ride-sharing services, Wang et al (2019) showed that the perceived value is positively related with the willingness to use this type of services. In a more detailed manner, Wan et al (2017) showed that the perceived value of online customization (divided in perceived value of results and perceived value of processes) has a positive effect on purchase intention. Thus, we may assume the higher the perceived value for a product, the more likely it is that the customer would manifest his/her willingness to buy that product.…”

Section: H2: the Ability To Search For Prices Online Is Positively Related To The Perceived Value Of Doing Online Shoppingmentioning

confidence: 99%

Price search behaviour in digital markets – A perspective from Romania

Vrânceanu

Țuclea

Ţigu

2020

Management &Amp; Marketing. Challenges for the Knowledge Society

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AbstractPrice represents a source of information customers may rely on in the buying decision making process. The literature in this area shows that on the Internet, the process of searching for price information is more complex than on traditional stores, being influenced by various factors. This paper aims to identify and describe the relations between two categories of variables. On the one hand there are the variables related to the price searching behaviour on the online environment, and on the other hand there are the variables related to the buying process. This research is based on a survey, the sample consisting of 1112 online buyers. The relationships between these variables were represented through a conceptual model based on a structural equation modeling approach. The main findings of the research show that the more a customer searches for price information online, the more he/she acquires abilities to search, becoming more predisposed to perceive a better value from shopping online and intending more to purchase from the Internet. The managerial implications concern the communication strategies adopted by online stores, the information provided by them influencing the perceived value of doing online shopping and the buying intentions on the Internet.

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Perceived value of online customization experience in China: Concept, measurement, and consequences

Cited by 13 publications

References 35 publications

The role of customer experience in the perceived value–word-of-mouth relationship

The role of customer experience in the perceived value–word-of-mouth relationship

Exploring the adoption process of personal technologies: A cognitive-affective approach

Price search behaviour in digital markets – A perspective from Romania

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