[AISWorld] Publication of Vol.13, No.3, 2012 issue of Journal of Electronic Commerce Research

Wed Aug 8 17:48:53 EDT 2012

Dear Colleagues,

On behalf of the Journal of Electronic Commerce Research (JECR), I am pleased to announce that Vol. 13, Number 3, 2012 issue of JECR is now available at the journal web site: http://www.csulb.edu/journals/jecr/c_i.htm.

JECR is an open access journal that does not charge author fees, and is indexed in Social Science Citation Index (SSCI 2011 impact factor: 0.725).

This is a regular issue guest co-edited by Dr. Arnold Kamis, Sawyer Business School, Suffolk University, USA, and Dr. Bruce Weinberg, Isenberg School of Management at UMass, Amherst, USA

Table of Contents
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Online Service Switching Behavior: The Case of Blog Service Providers

Kem Z.K. Zhang School of Management, University of Science and Technology of China, Hefei, China
184-197

ABSTRACT
In recent years, there have been a growing number of online social platforms which allow users to publish and share their personal stories, opinions, knowledge, expertise, and product reviews. Online service switching has become a major challenge for marketers. In this study, we attempt to understand online service switching behavior through investigating blog service switching. We use the push-pull-mooring migration framework to guide our investigation. We empirically examine three salient factors for online service switching in general. Further, we analyze survey responses to elicit specific push, pull, and mooring factors pertaining to the switching of blog service providers. The findings suggest that satisfaction, attractive alternatives, and sunk costs can significantly affect bloggers’ switching intention. Dissatisfaction with service stability, attractiveness in functionality, attractiveness in ease of use, and descriptive norms are found to be the most frequently cited reasons for bloggers’ switching behavior. We believe that online service providers can benefit from the findings of this research regarding how to maintain current users and attract new users. The present study extends prior research on consumer service switching by examining switching behavior in the online service context. We find that the push-pull-mooring migration framework is an effective tool in identifying factors affecting blog service switching behavior.

Keywords: Service switching, Online service, Blog, Push-pull-mooring

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Social Comparison, Social Presence, and Enjoyment in the Acceptance of Social Shopping Websites

Jia Shen Department of Information Systems and Supply Chain Management, College of Business Administration, Rider University, USA 198-212

ABSTRACT
With businesses seeking to seize the momentum of social media and social networking, technology-enabled
social commerce has emerged to combine the power of online social networking with shopping. This study
examines an emerging area in E-commerce, i.e., social commerce. Extending the online consumer behavior
typology, this study categorizes online consumer behaviors into three types: transactional, informational, and social.
While traditional E-commerce supports the transactional and informational aspects of online shopping, social
commerce fulfils the social aspects of shopping, and potentially enhances the informational aspect as well. This
research examines the online shopper as a prospective user of an emerging social commerce platform, the social
shopping website, which are sites designed specifically to support social interactions while online consumers shop.
The study augments the Technology Acceptance Model with constructs that enhance the specificity of the model to
the social shopping application of social commerce. The model was empirically tested and supported. The results
provide empirical evidence to support the importance of distinguishing the social aspect of shopping from the
information and transactional aspects, as well as the potential advantage to using technology to promote social
interactions on E-commerce sites. Implications and future research are discussed.

Keywords: Social commerce, social shopping, social comparison, social presence, enjoyment

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A Social Network Approach To The Influences Of Shopping Experiences On E-WOM

Sung-Joon Yoon Department of Business Administration, Kyonggi University, Seoul, Korea 213-223

ABSTRACT
Consumers who had memorable shopping experiences (i.e., special promotions or exceptional services) tend to resort to word-of-mouth to tell significant others in their social network about those experiences. The study aims to investigate the role of social networks in the adoption and dissemination of e-WOM arguments. The study’s objectives are three-fold.: First, the study examines the effects of consumers’ in-store shopping experiences on the level of and quality of e-WOM communication by considering Schmitt’s [1999] five strategic experiential modules (sense, feel, think, act, and relate). Second, the study verifies whether three attributes of social networks (the strength, centrality, and range of ties) influence e-WOM communication. Third, the study determines whether the presentation of e-WOM arguments and product categories influences the evaluation and adoption of e-WOM communication. The results indicate that some types of shopping experiences are more likely to influence e-WOM communication than others, which demonstrates the usefulness of developing e-WOM proliferation strategies for retail stores catering to the five strategic experiential modules. In addition, the results verify that e-WOM arguments are more effective when they are presented by using both images and text and suggest that managers of online stores should differentiate between e-WOM diffusion strategies based on the characteristics of products and the level of their involvement.

Keywords: Shopping Experience, Social Network, E-WOM, Argument Presentation, Product Type

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Effects of Dissatisfaction on Customer Repurchase Decisions in E-commerce—an Emotion-based Perspective

Yunfan Lu School of School of Management, Huazhong University of Science and Technology, Wuhan, China
Yaobin Lu School of School of Management, Huazhong University of Science and Technology, Wuhan, China
Bin Wang College of Business Administration, University of Texas-Pan American, USA 224-237

ABSTRACT
Dissatisfaction is one of the factors that drive customers’ decisions to reduce repurchase intention. Repurchase is crucial to the success of online stores. The present study attempts to examine what coping behavior will be triggered by negative emotion in e-commerce and examines the potential influence of coping behavior on customer repurchase decisions in e-commerce. A research model that reflects the relationships among dissatisfaction, negative emotion, and customers’ behavior is developed and tested by structural equation modeling on data sets consisting of 411 subjects in China. Our findings show that negative emotion is an important mediator between dissatisfaction and repurchase intention. Different coping behaviors have different impacts on repurchase intention. Based on empirical findings, we offer managerial suggestions for enhancing purchase intention in e-commerce.

Keywords: Dissatisfaction, Negative emotions, Repurchase intention, Coping behavior, E-commerce

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Factors Influencing Online Auction Sellers’ Intention to Pay: An Empirical Study Integrating Network Externalities with Perceived Value

Hsi-Peng Lu Department of Information Management, National Taiwan University of Science and Technology, Taiwan
Kuan-Yu Lin Graduate Department of Information Networking and System Administration, Ling Tung University, Taiwan 238-254

ABSTRACT
Despite the popularity of online auctions as a new e-commerce operating model, few studies have explored why sellers intend to pay for the services of particular auction sites, especially while other free auction services exist. Developed on the basis of the theory of perceived value, this study includes network externalities in seller perceptions and explores why sellers intend to pay for these services. This study employed structural equation modeling (SEM) to investigate a research model based on a survey of 336 online sellers. The results show that perceived network externalities affecting sellers’ intention to pay are composed of perceived benefits (usefulness and social benefit), perceived costs (searching cost, monitoring cost, and adapting cost), and perceived value of selling through the website auction. Another valuable finding was that expert sellers and non-expert sellers differ in their perceptions of the value of online auctions. The implications of these findings are discussed.

Keywords: perceived value, network externalities, intention to pay, online auction

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Chinese Consumer Perceived Risk and Risk Relievers in E-Shopping for Clothing

Lili Zheng Department of Information Systems, University of Grenoble - CERAG Research Center, France
Marc Favier Department of Information Systems, University of Grenoble - CERAG Research Center, France
Pei Huang School of Management, Fudan University in Shanghai, China
Françoise Coat Department of Information Systems, University of Grenoble - CERAG Research Center, France 255-

ABSTRACT
Online perceived risk is an important issue in e-commerce. As China has a large Internet shopper population and online consumer spending continues to increase, better understanding Chinese online shoppers’ perceived risk and risk reduction strategies becomes particularly relevant. However, research in the Chinese context is limited. Given this reality, the purpose of this study is to (1) identify and rank Chinese consumer online perceived risk; (2) investigate consumer preferences for methods of reducing risk; and (3) present a cluster analysis of e-shoppers based on their perceived risk score. Managerially, the study intends to provide e-marketers and e-retailers with an overview of risk as perceived by Chinese online shoppers and their risk reduction strategies. It also aims to demonstrate for managers the impact of this awareness on their competitiveness by illustrating how consumer types are related to different perceived risk dimensions and risk reliever strategies on the Internet. Some results from this study are consistent with previous studies, but it is interesting to note that certain findings are different. These differences might be explained by the specificity of the Chinese Internet shopping environment and Chinese culture. Cluster analysis regrouped the Chinese e-shoppers into five groups based on their perceived risk.

Keywords: Perceived risk, risk reduction strategies, classification, Chinese online clothing shoppers, e-commerce

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Best Regards,
Dr. Melody Kiang, Co-Editor in Chief,
Journal of Electronic Commerce Research
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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