[AISWorld] Publication of Vol.12, No.3, 2011 issue of Journal of Electronic Commerce Research

[Melody Kiang]

Dear Colleagues,
     On behalf of the Journal of Electronic Commerce Research (JECR), 
I am pleased to announce that Vol. 12, Number 3, 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. V. Srinivasan (Chino) Rao,University of Texas at 
San Antonio, U.S.A.
________________________________________________________________________________________________________

Consumers’ Post-Adoption of M-Services: Interest in Future M-Services 
Based on Consumer Evaluations of Current M-Services
Joohyung Park	Department of Consumer Sciences and Retailing, Purdue 
University
	812 W. State St., West Lafayette, IN 47907-2060, United States
Whitney Snell	Department of Consumer Sciences and Retailing, Purdue 
University
	812 W. State St., West Lafayette, IN 47907-2060, United States
Sejin Ha	Department of Consumer Sciences and Retailing, Purdue 
University
	812 W. State St., West Lafayette, IN 47907-2060, United States
Te-Lin Chung	Department of Apparel, Educational Studies, and 
Hospitality Management,
	Iowa State University, 1056 LeBaron Hall, Ames, IA 50011, United 
States
													165-175

ABSTRACT

While consumers’ adoption of new technology has received substantial 
interest from researchers, the mechanism of consumers’ post-adoption 
evaluation derived from continued use of m-services and its impact on 
their interest in upcoming m-services are yet to be explored. Drawing 
on the appraisal → emotional response → coping framework, 
this study investigates 1) how utilitarian and hedonic values derived 
from consumers’ basic and innovative benefits of m-services influence 
their post-adoption satisfaction with current m-services and 2) the 
 impact of post-adoption satisfaction on interest in future m-services 
in the context of young consumers’ mobile phone use. The results 
support all the hypothesized relationships except for the relationship 
between innovative benefit and utilitarian value. Theoretical and 
marketing implications are provided.

Keywords: M-services, benefit, value, satisfaction, interest in future 
m-services
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Disarming the Bid Sniper
Jarrod Trevathan	eResearch Center, James Cook University, Townsville, 
Queensland, Australia
Wayne Read	School of Engineering and Physical Sciences, James Cook 
University,
	Townsville, Queensland, Australia							176-186

ABSTRACT

Bid sniping is the most common strategy used in online auctions 
whereby the bidder places a bid in the closing seconds in order to win 
the auction.  This denies other bidders the time to react and 
suppresses the final price.  While bid sniping is beneficial to the 
winner, it disadvantages other bidders and the seller does not get the 
full amount of revenue s/he might otherwise have received in a truly 
competitive and fair auction.  This paper proposes a method to help 
negate bid sniping as a dominant strategy for winning in online 
auctions.  We propose an amendment to the auction format that allows 
for a random undisclosed time-out extension should new bids be 
received in the closing moments.  This entices bidders to bid their 
true valuation up front, otherwise they risk having the auction 
terminate and therefore not accept any new bids.  Several variations 
of the amended auction format are presented that effectively 
counteract bid snipers by making it difficult to gain any information 
by observing the underlying algorithm.  To ensure the auction does not 
continue indefinitely, the format includes mechanisms that place 
random bounds on the size of, and number of extensions permitted.  Our 
proposal also makes intelligent decisions to maximize the price for 
the seller based on the auction’s bid volume.  The size of the 
extension granted is based on the timing and aggressiveness of how 
bids are being submitted.  To our knowledge, no existing online 
auctioneers offer such a comprehensive format for actively 
discouraging bid sniping.

Keywords: Online auctions, e-commerce, software bidding agents, sealed 
bid auction, proxy bids
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Word-of-Blog for Movies: A Predictor and An Outcome of Box Office 
Revenue?
Li Qin	Department of Information Systems and Decision Sciences, 
Silberman College of Business, Fairleigh Dickinson University, 1000 
River Road, Teaneck, NJ 07666						187-198

ABSTRACT

Social media has become an important avenue of Word-of-mouth (WOM) and 
a recent study has found blogging to be an important lead-generation 
source among social media options. This article examines the dynamic 
interrelationship between word-of-blog volume and sales by using the 
movie industry as the research context. By employing the Granger 
Causality test and modeling the interrelationship through simultaneous 
equations, the results show that the volume of word-of-blog and box 
office revenue for movies provide significant causality and 
explanatory power for each other, supporting word-of-blog volume is 
both a predictor and an outcome of sales. The results also highlight 
for retailers the importance of strategically managing word-of-blog to 
influence consumer purchase decisions and generate revenue as well as 
the value of the findings for forecasting.

Keywords: Word-of-Mouth; Word-of-Blog; Social media; Blogs; E-commerce
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The Generation of Trust in the Online Services and Product 
Distribution: The Case of Spanish Electronic Commerce
Luis V. Casaló	Departamento de Dirección de Marketing e Investigación 
de Mercados, Facultad de Empresa y Gestión Pública, University of 
Zaragoza
Carlos Flavián	Departamento de Dirección de Marketing e Investigación 
de Mercados, Facultad de Economía y Empresa, University of Zaragoza
Miguel Guinalíu	Departamento de Dirección de Marketing e Investigación 
de Mercados, Facultad de Economía y Empresa, University of Zaragoza 
    			199-213

ABSTRACT

Not all countries have the same level of e-commerce penetration. This 
could be due to the influence of cultural factors on consumer trust 
with regard to online purchasing. This may also explain why countries 
like Spain, with similar economic and technological levels to its 
neighbours’, have a lower level of e-commerce usage. This paper 
examines the antecedents of trust, and, the relationship between trust 
and consumer commitment in Spain. The results obtained show that the 
factors governing the development of online trust are similar to those 
detected in other countries. Specifically, the results show that 
consumer trust is influenced by perceived website usability and 
reputation, by the consumer satisfaction and by the perceived privacy 
and security policy of the website. This paper also verifies that 
consumer trust has a positive effect on consumer commitment. Besides, 
no significant differences are observed in the research model between 
online services and product distribution. Finally, managerial 
recommendations and future research lines are suggested.

Keywords: Trust, Culture, Commitment.
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Personalized Recommender System Using Entropy Based Collaborative 
Filtering Technique
Hemalatha Chandrasekhar	Indian Institute of Management, Ranchi
Bharat Bhasker	Indian Institute of Management, Lucknow		 			214-237


ABSTRACT

This paper introduces a novel collaborative filtering recommender 
system for ecommerce which copes reasonably well with the ratings 
sparsity issue through the use of the notion of selective 
predictability and the use of the information theoretic measure known 
as entropy to estimate the same. It exploits the predictable 
portion(s) of apparently complex relationships between users when 
picking out mentors for an active user. The potential of the proposed 
approach in providing novel as well as good quality recommendations 
have been demonstrated through comparative experiments on popular 
datasets such as MovieLens and Jester. The approach’s additional 
capability to come up with explanations for its recommendations will 
enhance the user’s comfort level in accepting the personalized 
recommendations.

Keywords: Recommender System, Collaborative Filtering, 
Personalization, Entropy, Ecommerce
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Dr. Melody Kiang
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