e-commerce

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.

Omnichannel Behaviour: Definitions and Covariables

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.

Omnichannel Behaviour: Definitions and Covariables

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.

Omnichannel Behaviour: Definitions and Covariables

Seminario en el marco del Máster Universitario en Dirección de Marketing

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.

Uso del canal online en función del proceso de compra: Un estudio mediante análisis de fijación de la mirada

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.

Uso del canal online en función del proceso de compra: Un estudio mediante análisis de fijación de la mirada

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.

Different channels for different services: information sources for services with search, experience and credence attributes

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.

Monedas digitales; economía digital e IVA

Criptomonedas desde el punto de vista del valor para el mercado.

Criptomonedas: ¿milagro tecnológico, inversión financiera o moda pasajera?

Esta semana se celebra en la UPNA el IX Encuentro del Observación Iberoamericano de Tributación Internacional con la colaboración de INARBE y ARPA Abogados y han tenido la amabilidad de invitarme a una mesa redonda sobre criptomonedas, para aportar, no el punto de vista fiscal, sino del mercado. Es un presentación muy breve, pero creo que en el material que voy a usar se resumen bien las distintas motivaciones que se mezclan en este mercado y se presentan algunos ejemplos, así que dejo aquí las transparencias (se usan las flechas para pasar transparencias):