[AISWorld] Publication of Vol.12, No.1, 2011 issue of Journal of Electronic Commerce Research
Melody Kiang
mkiang at csulb.edu
Tue Mar 1 17:11:29 EST 2011
Dear Colleagues,
On behalf of the Journal of Electronic Commerce Research (JECR),
I am
pleased to announce that Vol. 12, Number 1, 2011 issue of JECR is now
available at the journal web site:
"http://www.csulb.edu/journals/jecr/c_i.htm". This is a regular issue
guest
edited by Dr. Shirish C. Srivastava, Operations Management and
Information
Technology Department, HEC School of Management, Paris, France.
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Bidding on the Buying Funnel for Sponsored Search and Keyword
Advertising
Bernard J. Jansen College of Information Sciences and Technology,
The Pennsylvania State University, University Park, PA 16802, USA
Simone Schuster Department of Marketing, Smeal College of
Business, The Pennsylvania State University, University Park, PA
16802, USA 1-18
ABSTRACT
In this research, we evaluate the effectiveness of the buying funnel
as a
model for understanding consumer interaction with keyword advertising
campaigns on web search engines. We analyze data of nearly
7 million records from a 33 month, $56 million (US) search engine
marketing
campaign of a major US retailer. We classify key phrases used in this
campaign into stages of the buying funnel (i.e., Awareness, Research,
Decision, and Purchase) and then compare the consumer behaviors
associated
with each stage of the buying funnel using the critical keyword
advertising
metrics of impressions, clicks, cost-per-click, sales revenue, orders,
and
items sold. Findings from our analysis show that the stages from the
buying
funnel are effective for classifying types of queries, with
statistically
different consumer behaviors for all attributes among all stages.
However,
results also indicate that the buying funnel model does not represent
the
actual process that consumer engage in when contemplating a potential
purchase, as the stages do not seem to be associated with expected
consumer
actions as predicted by the model. Results show that Awareness key
phrases
cost less and generate more sales revenue than Purchase queries,
indicating
that these broader phases can be a lucrative advertising segment for
sponsored search campaigns. The results reported in this paper are
important
to researchers interested in understanding online consumers
interaction with
search engines and beneficial to search engine marketers striving to
design
successful advertising campaigns. Insights from this research could
produce
keyword advertising efforts being more effectively targeted to
consumers in
order to achieve campaign goals.
Keywords: keyword advertising, pay-per-click, PPC, paid search
advertising,
search engine marketing
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********************
The Power of Many: An Assessment of Managing Internet Group Purchasing
Yujie Wei Department of Marketing & Real Estate, Richard
College of Business, The University of West Georgia, 1601 Maple
Street,
Carrollton, GA, USA
Detmar W. Straub Department of Computer Information Systems, J.
Mack Robinson College of Business, Georgia State University, 35 Broad
Street, Atlanta, GA, USA
Amit Poddar Department of Marketing, J. Whitney School of
Business, Georgia College and State University, Milledgeville, GA,
USA 19-43
ABSTRACT
This article introduces Internet group purchasing (IGP) as a novel
e-commerce phenomenon. Drawing on collective cognition and other
relevant
theories, we investigate the management of IGP by analyzing the four
stages
of IGP: (1) information accumulation, (2) interaction,
(3) examination, and (4) accommodation. Netnographic methods were
employed
to collect qualitative data from eleven online group purchasing
websites
selected from hundreds of possible study websites.
Analysis of the four stages of IGP lends support to the group-level
cognition theory and makes contributions to collective cognition
theory,
especially as how it can be applied to the e-commerce context.
It also situates group purchasing within the phenomenon of social
networking
marketing and discusses the symbiosis between IGP and businesses
goals.
Findings can help e-commerce practitioners to better understand online
consumers and the manner in which they organize Internet group
purchasing
using social media. The research also provides managerial implications
and
directions for future research.
Keywords: Internet group purchasing, social media, collective
cognition
theory, netnography and hermeneutics
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*****************
An Investigation of Willingness to Spend Dynamics in Simultaneous
Online
Auctions
Mayukh Dass Rawls College of Business, Texas Tech University,
Lubbock, TX 79409, USA 44-60
ABSTRACT
Willingness to spend (WTS), as defined by the amount a bidder is
willing to
spend in a particular auction event, is a crucial component for an
auction's
success. This paper investigates the dynamics of WTS of a simultaneous
online auction of a specific genre of fine art called modern Indian
art and
compare it with the dynamics of cumulative Willingness to pay (WTP),
using
an innovative statistical method called Functional Data Analysis.
Functional
Data Analysis, which is fundamentally considered to recover the
underlying
WTS and cumulative WTP function curves of each bidder, is further used
to
examine the effects of current number of bids, current number of lots
winning, pre-auction low estimate of the lots they are currently
winning,
bid time, and number of proxy bids on WTS and cumulative WTP dynamics.
Results suggest that only current number of bids and bid time have
significant positive effect on the bidder WTS, whereas only current
number
of bids have influence on cumulative WTP. Implications for auction
house
managers are further discussed in the paper.
Keywords: willingness to spend, functional data analysis, dynamic
modeling,
simultaneous online auctions, online fine art auctions
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****************
Effects of Price Recommendations in Name-Your-Own-Price Auctions
Kholekile L. Gwebu Department of Decision Sciences, Whittemore
School of Business and Economics, University of New Hampshire, USA
Jing Wang Department of Decision Sciences, Whittemore School
of Business and Economics, University of New Hampshire, USA
Andrew Wei Hao Department of Management and Marketing, Barney
School of Business, University of Hartford, USA
Michael Y. Hu Department of Marketing, College of Business,
Kent State University, USA 61-77
ABSTRACT
This article examines how price cues can be used strategically to
influence
consumers' perceptions and bid judgments in Name-Your-Own-Price (NYOP)
auctions. It focuses on three specific types of price cues: a low and
plausible price cue, a high but implausible price cue, and a range
price cue
that is bounded at the upper end by the high price cue and at the
lower end
by the low price cue. A controlled experiment indicates that consumers
perceive the range and low price cue as more useful in aiding their
bidding
decisions than the high price cue. The range and low price cue
positively
impact bidders' confidence in winning while the high price cue reduces
their
confidence level. Interestingly, consumers' value and bid judgments'
can be
influenced by the high price cue even though they view it with
skepticism.
The low end of a range price cue is found to have a greater impact on
consumers' perceptions and bid judgments than the high end, possibly
because
a range price cue has the potential to make loss aversion more
pronounced.
Keywords: NYOP auctions, price recommendations, bidder perceptions
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**************
Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty
in
Saudi Arabia
Mustafa I. Eid Department of Accounting & MIS, College of
Industrial Management, King Fahd University of Petroleum and Minerals,
P. O.
Box 5076, Dhahran 31261 Saudi Arabia
78-93
ABSTRACT
Managing customer trust, satisfaction, and loyalty attitudes of
e-commerce
services is very important for the long-term growth of many
businesses.
Previous research has shown that e-retailers experience difficulty
maintaining customer loyalty despite the recent rapid growth in
Business to
Customer (B2C) e-commerce applications. Numerous studies have
empirically
examined B2C e-commerce customer trust, satisfaction, and loyalty
attitudes
in various countries.
Nevertheless, empirical research on these key constructs of e-commerce
in
developing Arab countries is generally limited. Thus, the main
objective of
this paper is to identify the factors that influence the extent to
which
Saudi consumers trust, are satisfied with, and are loyal towards B2C
e-commerce. This study draws on previous research to build a
conceptual
framework which hypothesizes relationships between these three
e-commerce
constructs and their antecedents. A survey was conducted among B2C
e-commerce customers in the eastern province of Saudi Arabia using a
structured self-administered questionnaire. The findings of this study
show
that B2C e-commerce customer loyalty in Saudi Arabia is strongly
influenced
by customer satisfaction but weakly influenced by customer trust. The
study
limitations, implications, along with directions for further research
are
discussed.
Keywords: B2C e-commerce, e-retailer, customer trust, customer
satisfaction,
customer loyalty
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***************
Culture and Localization on the Web: Evidence from Multinationals in
Russia
and Turkey
Serkan Yalcin Boeing Institute of International Business, John Cook
School of Business, Saint Louis University, 3674 Lindell Bldv, St.
Louis, MO 63108, USA
Nitish Singh Boeing Institute of International Business, John Cook
School of Business, Saint Louis University, 3674 Lindell Bldv, St.
Louis, MO 63108, USA
Yogesh K. Dwivedi School of Business and Economics, Swansea
University, Swansea, SA2 8PP, Wales, UK
Ali Riza Apil Department of Business Administration, International
Black Sea University, D.Agmashenebeli Kheivani 13km, No:2, 0131,
Tbilisi,
Georgia
Salavat Sayfullin Department of Business Administration, International
Black Sea University, D.Agmashenebeli Kheivani 13km, No: 2, 0131,
Tbilisi, Georgia 94-114
ABSTRACT
The broad goal of this study is to explore how the perennial debate on
standardization and localization is being shaped on the Worldwide Web.
More specifically, the study explores the depiction of cultural values
on
the web. With limited research investigating this issue, there is no
consensus yet regarding whether multinationals depict local cultural
values
in their international web sites or design standardized sites for
global
audiences. In an attempt to broaden the empirical evidence from
different
cultural settings (Russia and
Turkey) and to provide a regional perspective, we examined through
both
qualitative and quantitative analyses the international (Russian and
Turkish) web sites of 115 multinationals from the US, Europe, and
Asia-Pacific with respect to 37 cultural values in seven cultural
dimensions. The results provided support for depiction of local
cultural
values; however, the multinationals utilize a multi-focus in their web
communication strategies that include cultural (domestic and
foreign) and marketing strategy elements.
Keywords: Standardization, localization, cultural depiction, the Web,
international marketing communication strategy
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**************
Dr. Melody Kiang
Co-Editors in Chief,
Journal of Electronic Commerce Research
Professor,
Information Systems Department
College of Business Administration
California State University at Long Beach
Long Beach, CA 90840
Tel: 562-985-8944
Fax: 562-985-5478
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