e-commerce

Marketing en la era de Alexa: Cómo la Inteligencia Artificial está cambiando las relaciones entre consumidores y empresas.

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 qué se fijan los consumidores en un establecimiento online?: Un estudio de eye-tracking del área de producto.

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.

What attention is paid to the elements in an online retailing store?: An Eye-Tracking study of the product area

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.

What attention is paid to the elements in an online retailing store?: An Eye-Tracking study of the product area

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.

Image, Brand and Price Info: do they always matter the same?

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.

What Are the Factors that Drive Traditional Videogame Players to Play Mobile Games?

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.

Artificial Intelligence in Retailing

Proyecto en curso sobre el impacto de la Inteligencia Artificial en el marketing.

Attention to Online Channels across the Path to Purchase: An Eye-Tracking Study

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.

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

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.

What Do My Channels Provide to My Customers? Omni-Channel Customers versus Mono-channel Customers and the Impact of Distribution Services

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.