Who Is Your Satisfied Customer?

Hanna, Nessim; Wagle, John S.

doi:10.1108/eb024728

Cited by 14 publications

(13 citation statements)

References 7 publications

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“…In summary, the study supports previous OSL research [40,75,86,92]. Different mobile communication styles cannot be based only on the existing technology adoption frameworks.…”

Section: Discussionsupporting

confidence: 67%

The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and M-commerce Intention

Mahatanankoon

2007

International Journal of Electronic Commerce

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Mobile phones provide the freedom to participate in a variety of communication styles, ranging from simple voice-based communications to advanced text-messaging services. The decision to perform complex usage activities is determined by the interrelations of three personality traits. Using the optimum stimulation framework, the study hypothesizes that personal innovativeness and individual playfulness increase an individual's optimum stimulation level (OSL). Survey data from 246 text-messaging users showed that personal innovativeness, playful personality, and OSL can predict complex mobile usage patterns. Future research can append personality traits to existing IT adoption frameworks. Practitioners can incorporate their conclusions from the personality traits into device designs and applications while enhancing the widespread use of m-commerce and entertainment services.KEY WORDS AND PHRASES: Consumer behavior, exploratory behavior, mobile commerce, optimum stimulation level, personal innovativeness, playfulness, SMS, structural equation modeling usage, text messaging.Mobile phones have provided us with the freedom to participate in a variety of communication styles, from simple voice-based communications to numerous data-based applications. With the different data contents they support, mobile phones have fulfilled most, if not all, of our basic communication needs. The ability to remain in touch with anyone anywhere is merely a few button clicks away. Inexpensive subscription fees have generated a huge consumer base that continues to grow exponentially. According to the International Association for the Wireless Telecommunications Industry (CTIA), the number of wireless subscribers in the United States is 219 million, with wireless use exceeding 850 billion minutes as of June 2006 (www.ctia.org/research_statistics/index. cfm). Mobile phones are now essential for keeping in touch with friends and family as well for functioning in the business domain.Advances in information and telecommunication technology also allow mobile users to participate asynchronously through various messaging services. Enhanced subscription services (e.g., text messaging, e-mail, Internet access) are redefining innovative mobile applications. One of the most popular mobile applications is Short Message Service (SMS, "text messaging," or "text messages"). "SMS allows text messages to be sent between mobile phones and other devices" [26, p. 317]. According to recent data compiled by SMS.ac, the volume of SMS exceeds 5 billion text messages per month in the United States and will account for 68 percent of data revenues by 2010. Currently, voice services dominate 90 percent of worldwide mobile services, while almost 9 percent of non-voice revenues come from text messages [91]. M:Metrics, Inc. indicates that 38 percent of U.S. mobile phone users (or 72 million subscribers) engage Downloaded by [FU Berlin] at 20:36 30 June 2015 8 PRUTHIKRAI MAHATANANKOON in text messaging [78]. The popularity of text-messaging activities deserves serious res...

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“…In summary, the study supports previous OSL research [40,75,86,92]. Different mobile communication styles cannot be based only on the existing technology adoption frameworks.…”

Section: Discussionsupporting

confidence: 67%

The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and M-commerce Intention

Mahatanankoon

2007

International Journal of Electronic Commerce

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“…Wang et al [45] suggested that an understanding of unobservable cognitive and psychological attributes of potential buyers would help online sellers find their target customers more effectively. As described by Hanna and Wagle [27], extreme sensation-seekers may respond favourably to products, activities, or services that provide more novelty, risk, and excitement. Moreover, marketers can use sensation seeking as a promotional variable.…”

Section: Discussionmentioning

confidence: 96%

“…However, studies on sensation seeking and normal behaviour are more limited. For example, sensation seeking is related to leisure [6,41,46,49,50], consumer behavior [27,44], and travel behavior [20,36].…”

Section: Introductionmentioning

confidence: 99%

Sensation seeking and e-shoppers

López-Bonilla

2008

Electron Commerce Res

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The concept of sensation seeking has been extensively researched. However, a few studies have been carried out on the relationship between sensation seeking and e-commerce. More specifically, it studied the purchase of leisure products, which usually have a higher frequency of purchase on the Internet. With this in mind, the Brief Sensation Seeking Scale (BSSS) created by Hoyle et al. (Pers. Individ. Differ. 32:401-414, 2002) is used, which adapts items from the SSS-V (Zuckerman et al., J. Consult. Clin. Psychol. 46:139-149, 1978). The results, based on a sample of 393 participants, explain that significant differences exist between e-shoppers and none-shoppers of leisure products with respect to the subscale of thrill and adventure seeking. Also, it is observed that there are significant differences between shoppers and non-shoppers only with women.

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“…In support, Wahlers, Dunn, and Etzel (1986) found that OSL was positively correlated with the exploratory tendency factor, exploration through shopping. Similarly, Hanna and Wagle (1989) concluded that level of consumer effort and stimulation during shopping was positively associated with level of OSL. Mittelstaedt, Grossbart, Curtis, and Devere (1976) found a positive relationship between OSL and adoption of new retail facilities.…”

Section: Efeects Of Person Variables and Desired Valuementioning

confidence: 98%

For fun and profit: Hedonic value from image interactivity and responses toward an online store

Fiore

Jin

Kim

2005

Psychology and Marketing

389

268

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With the use of an on-line retailer's Web site and an experimental method with 103 university students, statistical support through path analysis was found for positive influences of optimum stimulation level (preferred level of environmental stimulation) and recreational shopping on hedonic value (trying an image-interactivity feature of an apparel Web site as a stimulating experience). The Web site's mix-andmatch image interactivity feature allowed creation of visual images of product combinations. The path-analysis model revealed significant paths between hedonic value and resulting emotional pleasure and arousal variables. A pattern of significant paths was also found between these three variables and global attitude, willingness to purchase, and willingness to patronize the on-line store. Theoretical and managerial conclusions are provided.

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Who Is Your Satisfied Customer?

Cited by 14 publications

References 7 publications

The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and M-commerce Intention

The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and M-commerce Intention

Sensation seeking and e-shoppers

For fun and profit: Hedonic value from image interactivity and responses toward an online store

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