Research needs for assessing online value creation in complex consumer purchase process behavior

Clarke, Rodney J.; Kyriazis, Elias; Grant, Robert

doi:10.1016/j.jretconser.2009.09.004

Cited by 20 publications

(12 citation statements)

References 46 publications

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“…In fact, they improve the provided services and, as consequence, the consumer satisfaction; therefore, they are capable to influence consumers loyalty to the point of sale. Moreover the total service quality improves, due to the consumers active participation in the service co-production (Fischer et al, 2009;Bharadwaj et al, 2009;Grant et al, 2010). Indeed, the interactivity of the technologies allows them to interact with the products of the store and to search customized information.…”

Section: Discussionmentioning

confidence: 99%

Entertainment in retailing: The influences of advanced technologies

Pantano

Naccarato

2010

Journal of Retailing and Consumer Services

142

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Section: Discussionmentioning

confidence: 99%

Entertainment in retailing: The influences of advanced technologies

Pantano

Naccarato

2010

Journal of Retailing and Consumer Services

142

View full text Add to dashboard Cite

“…The contrary is true for cheaper products and products with simple features (Sridhar, 2007). Various avenues can be pursued to reduce perceived risk, for example to involve trusted others such as friends, significant others and experts for assistance and to search for information in written format or on-line (Henthorne et al, 1997;Brown and Venkatesh, 2005;Doole et al, 2005, p.34;Grant et al, 2010;Hawkins and Mothersbaugh, 2010, p.533).…”

Section: Different Consumer Decisionsmentioning

confidence: 99%

“…A point is however reached where the effectiveness of a consumer decision begins to decline for various reasons, e.g. the decision is too complex, lack of processing capacity because the information is beyond comprehension, dysfunctional search, frustration due to information overload, and even time constraints that limit the investigation (Sproles and Sproles, 1990;Ursic and Helgeson, 1990;Grant et al, 2010). Purchase decisions that are perceived to be highly complex may therefore be particularly challenging and even cause consumers to defer choice at some point by choosing what they are familiar with, or to avoid choice (Dhar, 1997;Mandl et al, 2011).While this does not reflect informed consumer decisionmaking and may result in dismay and even consumer dissatisfaction, consumers" hesitance may also cause retailers and brands to suffer extensive financial losses.…”

Section: Introductionmentioning

confidence: 99%

Consumers׳ perception of the complexity of selected household purchase decisions

Erasmus

Donoghue

Dobbelstein

2014

Journal of Retailing and Consumer Services

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E-mail address: alet.erasmus@up.a.za (A. C. Erasmus) | P a g e Consumers' perception of the complexity of selected household purchase decisions ABSTRACTThis study provides evidence of consumers" perception of the complexity of a variety of product/service decisions in terms of a complexity continuum and indicates how such categorization is influenced by specific demographic characteristics, specifically gender, age and education level that are predominant in terms of consumer socialisation.A survey which was conducted in a major city and involved 461 respondents. The multiple section structured questionnaire were completed by willing spouses/partners of participating households. Complexity values were calculated in terms of a specific anchoring product, namely major household appliances. It became evident that the most expensive purchases that households ever make, namely purchasing a home and a car, which were perceived to be the most complex by all while grocery purchases was on the least complex divide of the continuum. Also on the more complex divide of the continuum were service related decisions such as insurance. Particularly noteworthy is the confirmation of significant differences in perceived complexity within product categories that are perceived to be the most-and the least complex by all. This confirms the vulnerability of certain segments of the consumer society and the need for concerted effort to communicate with them in appropriate media and on a level that would enhance informed consumer decision-making. Underlying reasons probably relate to consumers" risk perception and affordability issues that could be explored in future research. Interestingly the findings of the gender comparison shifted the focus to different product categories than those elicited in the age-, income and level of education comparisons. Findings therefore confirm the relevance of demographic characteristics in media communication and consumer facilitation as well as in research. Retailers and marketers should therefore be cognisant of the characteristics of their target markets and be very selective and cautious when identifying communication media. <300 wordsThis study provides evidence of consumers" perception of the complexity of a variety of product/service decisions in terms of a complexity continuum and indicates how such a categorization is influenced by specific demographic characteristics, specifically gender, age and education level that are predominant in terms of consumer socialisation.A cross-sectional survey was conducted and 461 useful questionnaires were collected. Complexity values were calculated in terms of a specific anchoring product, namely major household appliances. Particularly noteworthy is the confirmation of significant differences in the perceived complexity within the most and least complex product 3 | P a g e categories. Gender comparisons indicated to different product categories than those concerning the age, income and level of education comparisons. <100words

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“…This may be done for a specific product through a phenomenological study of consumers that monitors their click behaviour and language use while probing for reasons or motivation that underlies the behaviour. The protocol analysis used for identifying the basis of language use would have to address communicative, functional, semantic and contextual aspects of consumer purchase activity (Grant et al, 2010).…”

Section: Knowledge Gapsmentioning

confidence: 99%

Modelling real-time online information needs: A new research approach for complex consumer behaviour

Grant

Clarke

Kyriazis

2013

Journal of Marketing Management

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(2013). Modelling real-time online information needs: A new research approach for complex consumer behaviour. Journal of Marketing Management,, 950-972. Modelling real-time online information needs: A new research approach for complex consumer behaviour AbstractA major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations. ABSTRACTA major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations.

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Research needs for assessing online value creation in complex consumer purchase process behavior

Cited by 20 publications

References 46 publications

Entertainment in retailing: The influences of advanced technologies

Entertainment in retailing: The influences of advanced technologies

Consumers׳ perception of the complexity of selected household purchase decisions

Modelling real-time online information needs: A new research approach for complex consumer behaviour

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