Purpose – This study aims to understand the extent of privacy concerns regarding voice-activated personal assistants (VAPAs) on Twitter. It investigates three key areas: (1) the effect of privacy-related press coverage on public sentiment and …
Purpose – This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome (information). The authors also aim to determine the extent to which the …
The visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. …
Purpose. Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distribution services of one channel to support purchases in another. This paper aims to identify the omni-channel behavior among the customers of a global fast fashion retailer dealing in a wide range of apparel and clothing accessories. Design/methodology/approach. Using a multinomial logit model, the authors perform a customer segmentation based on observed omni-channel behavior, considering the explanatory roles of demographics, distribution service features and customer service policies across the different retail channels. Findings. The authors observe that the key retail channel features for explaining omni-channel customer behavior are product accessibility, both in store and online; the assurance that goods purchased online will satisfy the customer’s needs and expectations; and the option to return goods found unsatisfactory. Practical implications. The results clearly show that the nature of the visits and purchases made by customers is determined by various components of the companýs customer service policy, which can, therefore, be used to guide the retailer’s segmentation strategy.
Charla en el marco de la jornada organizada por el Consejo Social de la UPNA: El mundo que viene (III). En representación del INARBE (Institute for Advanced Research in Business and Economics), repaso brevemente los efectos de la Inteligencia Artificial en las relaciones consumidores-empresa.
En este trabajo se analiza el proceso de atención a la marca, al precio y a la información visual de los productos en un establecimiento de venta online, a la vez que se consideran los efectos de los objetivos o tareas de los consumidores, la categoría de compra y datos declarados por los individuos. Para ello, se diseña un estudio experimental con cuatro establecimientos web simulados y se combinan datos observacionales obtenidos de técnicas de eye-tracking con datos de encuesta. Los resultados muestran que el estímulo más importante de la zona de producto es la imagen, independientemente de la tarea y de la categoría de producto. Sin embargo, la atención a la información de la marca y al precio varía con la categoría de producto y la tarea de compra. Además, se encuentra una correlación positiva entre la importancia a la marca declarada y la atención a la marca observada.
We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures.
We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures.