242 research outputs found
sj-pdf-1-mrj-10.1177_00222437221109782 - Supplemental material for The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses
No full textSupplemental material, sj-pdf-1-mrj-10.1177_00222437221109782 for The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses by Christina Schamp, Mark Heitmann, Tammo H.A. Bijmolt and Robin Katzenstein in Journal of Marketing Research</p
Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis
Full text linkE-commerce has significantly reshaped consumers’ shopping processes and habits. The need to understand the key drivers of online shopping has received keen attention and fueled a rich strand of studies. To help managers and researchers synthesize this growing body of evidence, we conducted a comprehensive meta-analysis to unearth the factors that influence consumers’ online shopping. Our main takeaways reveal that the most important drivers of online shopping (a) conform to the TAM and TPB theories, in addition to (b) website characteristics and past experience. In particular, the multiple predictors are strongly related to online purchase intentions and purchase behavior, where attitude and convenience show the strongest impact. Furthermore, moderator analyses indicate that cultural traits have specific moderating effects on the links between purchase intention and some of its drivers. For instance, power distance and uncertainty avoidance have a positive effect, while individualism, indulgence and masculinity have a negative one. Finally, we apply meta-analytic structural equation modeling to test a conceptual framework including four groups of drivers (consumer–channel interactions, website characteristics, social influence, and consumer characteristics) and different aspects of online shopping. The findings provide valuable insights for online shopping research and practice
The Quest for Citations: Drivers of Article Impact
Full text linkWhy do some articles become building blocks for future scholars, while many others remain unnoticed? We aim to answer this question by contrasting, synthesizing and simultaneously testing three scientometric perspectives – universalism, social constructivism and presentation – on the influence of article and author characteristics on article citations. To do so, we study all articles published in a sample of five major journals in marketing from 1990 to 2002 that are central to the discipline. We count the number of citations each of these articles has received and regress this count on an extensive set of characteristics of the article (i.e. article quality, article domain, title length, the use of attention grabbers and expositional clarity), and the author (i.e. author visibility and author personal promotion). We find that the number of citations an article in the marketing discipline receives, depends upon “what one says†(quality and domain), on “who says it†(author visibility and personal promotion) and not so much on “how one says it†(title length, the use of attention grabbers, and expositional clarity). Our insights contribute to the marketing literature and are relevant to scientific stakeholders, such as the management of scientific journals and individual academic scholars, as they strive to maximize citations. They are also relevant to marketing practitioners. They inform practitioners on characteristics of the academic journals in marketing and their relevance to decisions they face. On the other hand, they also raise challenges towards making our journals accessible and relevant to marketing practitioners: (1) authors visible to academics are not necessarily visible to practitioners; (2) the readability of an article may hurt academic credibility and impact, while it may be instrumental in influencing practitioners; (3) it remains questionable whether articles that academics assess to be of high quality are also managerially relevant.Impact;Citation Analysis;Referencing;Scientometrics;Cite
What drives consumers to shop on mobile devices? Insights from a Meta-Analysis
Full text linkThe penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key drivers of consumers’ initial adoption and the continuance intention to use mobile devices for purchasing. To achieve this goal, we conduct a meta-analysis, in which we integrate the findings from the literature and apply a structural equation modeling approach. Our work builds on the existing theories (Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology) and offers an extensive understanding of the variables that shape mobile shopping behavior. Based on 207 articles, with 228 studies, 4,354 effect sizes, a total sample size of 68,944 shoppers, our findings show that mobile shopping is influenced by variables that reflect the evolution of technological innovations and the consequent improvement of the functionality and convenience of mobile devices (previous digital experience and ubiquity). Managerially, based on these findings, we provide a future research agenda and the key implications for firms to develop for a successful marketing strategy throughout the mobile customer journey. Companies should focus on both utilitarian and hedonic variables to stimulate the intention to use the mobile for the first time. In addition, to increase continuance intention to use mobile for shopping, they improve customer satisfaction, through enjoyment and the three dimensions of quality of the mobile channel
Adaptive Multidimensional Scaling: The Spatial Representation of Brand Consideration and Dissimilarity Judgments
Full text linkWe propose Adaptive Multidimensional Scaling (AMDS) for simultaneously deriving a brand map and market segments using consumer data on cognitive decision sets and brand dissimilarities.In AMDS, the judgment task is adapted to the individual respondent: dissimilarity judgments are collected only for those brands within a consumers' awareness set.Thus, respondent fatigue and subjects' unfamiliarity with any subset of the brands are circumvented; thereby improving the validity of the dissimilarity data obtained, as well as the multidimensional spatial structure derived.Estimation of the AMDS model results in a spatial map in which the brands and derived segments of consumers are jointly represented as points.The closer a brand is positioned to a segment's ideal brand, the higher the probability that the brand is considered and chosen.An assumption underlying this model representation is that brands within a consumers' consideration set are relatively similar.In an experiment with 200 subjects and 4 product categories, this assumption is validated.We illustrate adaptive multidimensional scaling on commercial data for 20 midsize car brands evaluated by 212 members of a consumer panel.Potential applications of the method and future research opportunities are discussed.scaling;brands;market segmentation
Empirisch onderzoek naar de effectiviteit van Direct Marketing-communicatie
No full textThe goal of this dissertation is "to empirically study the effectiveness of retailer's direct marketing communications, by zooming in on customer, content and incentive characteristics". In Essay 1 (Calling Customers to Take Action: The Impact of Incentive and Customer Characteristics on Direct Mailing Effectiveness), I look into how customer and incentive characteristics affect the effectiveness of CTA direct mailings at the disaggregate level (consumer response) for a group optical retailers. In Essay 2 (Do store flyers trigger cross-category sales? The moderating role of categories' relatedness), I examine how the content of store flyers influences its effectiveness at the aggregate level (category sales), for a retailer active in a durable goods sector. More specifically, I look into the influence of the share of space allocated to each category on own and cross-category sales. In Essay 3 (Decomposition of VAT-free promotion effects: The role of loyalty program membership and category characteristics), I study the impact of a new type of incentive, communicated via print direct marketing, on retailer's sales performance, and how this effect varies across customers (LP members vs. non-LP members) and across categories, again at the aggregate level (store and category sales) and in the durable goods sector.status: Publishe
Managing purchases and returns for retailers
Full text linkDit proefschrift onderzoekt oorzaken voor het kopen en terugsturen van producten. Voor winkels zijn zowel aankopen als retouren van belang voor het generen van winst. In het tweede hoofdstuk worden twee nieuwe instrumenten onderzocht die als doel hebben de aankopen te stimuleren. Het eerste onderzochte instrument is een spaaractie waarbij klanten per iedere 15 euro aan bestedingen een premium ontvangt. Het tweede onderzochte instrument is een extra premium die klanten ontvangen bij de aankoop van een specifiek product. Het derde hoofdstuk is een overzichtsstudie naar wat er op dit moment bekend is over de oorzaken en gevolgen van het terugsturen van aankopen. Het vierde hoofdstuk bestudeert het zoekgedrag van de klant op de website en hoe dit gerelateerd is aan de aankoop- en de terugstuurkans. In het vijfde hoofdstuk wordt het effect van online consumentenreviews op de aankoop- en terugstuurkans onderzocht. Dit proefschrift leidt tot nieuwe inzichten in de relatie tussen winkel en klant wat door winkels gebruikt kan worden voor het genereren van extra klantwaarde en winst. Dit proefschrift reikt meerdere instrumenten aan voor het beïnvloeden van de aankoopkans en de terugstuurkans en laat zien dat het effect van marketinginstrumenten verder gaat dan de aankoop. Het is dus belangrijk om niet alleen effecten op aankoopkans te onderzoeken maar ook te kijken naar het effect op de terugstuurkans omdat dit zo belangrijk is voor de winstgevendheid van winkels
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