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.
This study analyses player migration from traditional to mobile videogame platforms. A human migration framework, the Push-Pull-Mooring, is adopted to the context of videogame platform switching. A total of 340 valid samples were collected in Chinese videogame forums. We applied an unsupervised machine leaning algorithm, K-mean clustering, to find the videogame player segmentations. Empirical results from K-mean clustering show that there are two types of players in our samples, who are Unshakable stayer and Moderate intentional emigrant. Additionally, according to one-tailed t test, switching intention from traditional video platforms to the mobile platforms in the Moderate intentional emigrant group is significantly higher than Unshakable stayer group. On the other hand, we also apply Ordinary Least Squares (OLS) to estimate the lineal regression models for observations grouped by K-mean clustering. Empirical results from lineal regression model show that possession of Nintendo Switch is negatively associated with switching intention in both segmentations while previous gaming experience on mobile platforms is positively associated with switching intention in both segmentations. It is worth noting that perceived higher gaming performance of traditional platforms is a variable that lower the switching intention only among the Unshakable stayers. In turn, perceived high price of traditional platforms is only positively associated with switching intention among Moderate intentional emigrants, while perceived vendor-related switching costs and previous gaming experience on traditional platforms lower the switching intention in this segmentation. This study contributes to the nascent knowledge body of videogame marketing by creating the first switching empirical model from the traditional videogame platform to the mobile platform, identifying salient factors that positively and negatively affect the videogame platform migration, and giving practitioners of videogame companies useful insights when launching a mobile game project.
Currently, consumers display what is known as omnichannel behavior, that is, the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the Stimulus-Organism-Response model and the visual attention theory to study how customers' attention to digital channels varies across different purchasing tasks.
We use eye-tracking techniques to observe attention in an experimental setting. The experimental design is composed of four purchasing tasks in four different product categories and measures the attention to the website and time spent on each task in addition to several control variables.
The results show that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options.
The actual purchase and postpurchase tasks require less time and the inspection of fewer areas of interest. Personal involvement also plays a role in determining these patterns by increasing attention to the product area.
Consumers are increasingly combining distribution channels, both between purchases and when completing the same purchase in the so-called omni-channel behavior. In this work, we identify this omni-channel behavior among the customers of a global company in the fast fashion sector.
Through a multinomial logit model, we perform customer segmentation based on their behavior. In this segmentation, we consider the explanatory role not only of the individuals’ characteristics but also of the distribution services and each channel’s policies.
Thus, we observe how the product’s accessibility in the store, the store’s purchasing ambiance and web accessibility are key features of the channels that explain the customers’ omni-channel behavior.
In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has come to be known as omnichannel behaviour. Greater understanding of this phenomenon could aid retailers in managing consumer contact points more efficiently. Using distribution services and channel policies, among other key variables, this paper aims to arrive at a conceptual definition of omnichannel behaviour that will enable firms to implement more effective customer segmentation. Methodologically, it is an empirical study based on an online survey of the customers of a global fast fashion chain. The key channel characteristics in this segmentation are found to be the assurance of product delivery and privacy policy. The majority of users of both the offline and online channels are women, younger, more innovative in channel usage and do most of their shopping online.
In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has come to be known as omnichannel behaviour. Greater understanding of this phenomenon could aid retailers in managing consumer contact points more efficiently. Using distribution services and channel policies, among other key variables, this paper aims to arrive at a conceptual definition of omnichannel behaviour that will enable firms to implement more effective customer segmentation. Methodologically, it is an empirical study based on an online survey of the customers of a global fast fashion chain. The key channel characteristics in this segmentation are found to be the assurance of product delivery and privacy policy. The majority of users of both the offline and online channels are women, younger, more innovative in channel usage and do most of their shopping online.
Los consumidores a lo largo de su proceso de compra se comportan de forma omnicanal combinando canales físicos y digitales en múltiples puntos de contacto con las empresas. La comprensión del efecto de la tarea de compra en el uso de los canales digitales es vital para el diseño de estos canales digitales y para la estrategia general de gestión del conjunto de canales de distribución. En este trabajo abordamos el análisis de las diferencias en los procesos perceptivos en el canal digital en función de la etapa en el viaje del cliente a través de técnicas de seguimiento de la mirada (eye tracking). Se realiza un diseño experimental para la asignación de categorías de producto y tareas que incluye el diseño de cuatro páginas web y combina dos metodologías de recogida de datos: los datos de percepción del canal digital medidos mediante eye-tracking y otras características y percepciones medidas mediante un cuestionario.
A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access information prior to contracting services. It uses two different theoretical perspectives, namely, the economic approach and the psychological approach), and the specific aim is to compare consumers’ choice of source when seeking information prior to contracting services with different levels of search, experience or credence attributes. The modelling technique is mixed regression models, which allow the use of standard errors robust to within-group correlation. Our review of the data from a sample of 492 consumers and nine different services (three for each attribute category) shows that consumers use fewer information sources and show less search intensity when the purchase involves a service with search attributes than when it involves either of the other types. The highest levels of information search intensity and online media usage are found in relation to services with experience attributes. Fewer sources are consulted for purchases involving services with credence qualities than for those involving the other types, but the information obtained has a greater impact on decision making. The information sources most commonly-used are personal contacts and offline media.