[AISWorld] Publication of Vol.16, No.1, 2015 issue of Journal of Electronic Commerce Research

[Melody Kiang]

Dear Colleagues,
On behalf of the Journal of Electronic Commerce Research (JECR), we are pleased to announce that Vol. 16, Number 1, 2015 issue of JECR is now available at the journal web site: http://www.jecr.org.
JECR is indexed in Social Science Citation Index (SSCI 2013 impact factor: 1.111).

This is a regular issue co-edited by Dr. Shaokun Fan, College of Business, West Texas A&M University & Dr. Kunpeng Zhang, College of Business Administration, University of Illinois at Chicago

Table of Contents
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Effects of Consumer Social Interaction on Trust in Online Group-buying Contexts: An Empirical Study in China
Zhe Zhang           Fudan University, China
Chenyan Gu       Fudan University, China
1-21
 Abstract

As a type of online shopping, online group-buying is inherently affected by consumers' social interaction. In the context of group-buying, consumers can be affected by other group members who share information and communicate with them online. Previous researchers have found that in an online environment, trust can significantly influence consumers’ purchase intentions. Therefore, in this paper we study social interaction factors that affect consumer trust in the context of online group-buying in China. The results of this empirical study of online group-buying in both product and service contexts indicate that social interaction has significant informational and normative influences on consumer trust. However, informational influence affects consumer trust more in service contexts, whereas normative influence affects trust more in product contexts. Moreover, the results of the study show that the valence of comments (i.e., positive or negative) does not significantly impact how informational influence and normative influence affect consumer trust in the online group-buying context.

Keywords: Online Group-Buying; Trust; Consumers' Social Interaction; Informational Influence; Normative Influence
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Effects of Interactions and Product Information on Initial Purchase Intention in Product Placement in Social Games: The Moderating Role of Product Familiarity
Dong Hong Zhu Huazhong University of Science & Technology, China
Ya Ping Chang    Huazhong University of Science & Technology, China
22-33
Abstract

Product placement in social games has become a growing trend in recent years. Based on mere exposure effect and dual-process theory, this paper develops a theoretical model to examine the effects of interactions and product information on the initial purchase intention of social gamers in the context of product placement in social games. The moderating effects of product familiarity are also examined. Results show that interaction with product and sociality affect the positive emotion of social gamers in relation to the virtual product in a social game, and the positive emotion affects the social gamers’ product interest in the actual product. In addition, positive emotion directly affects the initial purchase intention of social gamers in a heuristic approach; and perceived usefulness and perceived entertainment gained from the provided product information affect the initial purchase intention of social gamers through product interest in a systematic approach. Finally, the results show that product familiarity is an important moderator.

Keywords: Initial purchase intention; Interaction; Product information; Product placement; Social game

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Impact of Machine and Interpersonal Virtual Experience Combinations on Sense of Virtual Community: The Moderating Roles of Optimum Stimulation Level and Motives for Reading Customer Articulations
Ching-Jui Keng  National Taipei University of Technology, Taiwan
Chien-Hua Pao  National Taipei University of Technology, Taiwan
Hui-Ying Ting      National Taipei College of Business, Taiwan
Nai-Yun Chang  National Taipei University of Technology, Taiwan
34-55

Abstract
Providing an online virtual community may be one effective way to retain potential customers. Prior research indicated sense of virtual community (SOVC) exerts a significant influence on consumers' purchase intention. The effect of persuasive advertising mainly depends on the richness of virtual product experiences (VPEs). This study aims to analyze the relationships between different combinations of VPEs and SOVC. We conducted two experimental studies on two website to investigate the main effects and interaction. The result of the study provides evidence that different combination of interpersonal virtual experience with machine virtual experience would generate different SOVC. We also found the indirect effects of optimum stimulation level (OSL) and levels of motives for reading customer articulations between VPEs and SOVC variables (membership and immersion). Past related studies examined the advertising effects of VPEs chiefly on machine interaction (e.g., 3D advertising). This study is one of the first to examine empirically combinations of machine interaction with interpersonal interaction.This paper provides a review of the major perspectives in the concept of SOVC and 3D advertising or virtual reality. These punctuate the importance as well as the contribution of this paper.

Keywords: Machine virtual experience; Interpersonal virtual experience; Sense of virtual community (SOVC); Optimum stimulation level (OSL); e-WOM
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Impact of Online Flow on Brand Experience and Loyalty
Soo In Shim        Chonbuk National University, Republic of Korea
Sandra Forsythe               Auburn University, Alabama, USA
Wi-Suk Kwon     Auburn University, Alabama, USA
56-71

Abstract

This study examined the relationships between consumers’ skill, perceived challenge, online flow, brand experience, and brand loyalty in the context of online shopping on an apparel brand’s website. Data were collected using an online survey with a national sample of 400 female adults (age 20-34). Respondents were asked to perform an online browsing task on an existing brand’s website randomly assigned to them and answer questions about the task. The results from structural equation modeling analysis show that more skillful consumers are more likely to reach a state of online flow on a brand’s website, and the relationship between skill and online flow was moderated by the level of challenge felt by consumers about the given task. Further, online flow positively influenced sensory and affective brand experiences, which in turn led to brand loyalty. Theoretical and managerial implications of the findings are discussed along with limitations and recommendations.

Keywords: Online; Flo; Brand; Experience; Loyalty

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How Word-of-mouth Moderates Room Price and Hotel Stars for Online Hotel Booking: An Empirical Investigation with Expedia Data
Mohan Wang     Harbin Institute of Technology, China
Qi Lu      University of Science and Technology Beijing, China
Robert T. Chi      California State University, Long Beach, USA
Wen Shi               Northeast Agricultural University, China
72-80

Abstract

Information cues about products influence consumer purchase decisions. Online review can enhance communication among consumers while affecting consumer perception by increasing awareness and reducing uncertainty. However, little is known on how Word-of-Mouth (WOM) and information cues interact, especially on experience goods like hotel rooms. To bridge this gap, we analyze data collected from Expeida.com and use actual booking numbers to measure sales performance instead of proxy approaches employed by previous researches. This research investigates the negative effect of WOM on information cues, namely room price and hotel star rating, to hotel online sales performance. Moreover, we confirm that room price and hotel star rating can have negative and positive impacts on hotel online booking respectively. If hotels receive positive WOM, their online sales performance is less likely to be influenced by room price and star rating. However, for hotels receiving negative WOM, their online sales performance is more likely to be influenced by room price and star rating.  These findings will help researchers and industry practitioners better understand the impact of online WOM in an electronic commerce context.

Keywords: Word-of-Mouth (WOM), price, Hotel star rating, Information cue, Electronic commerce

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Sincerely,

Dr. Melody Kiang, Editor-in-Chief,
Journal of Electronic Commerce Research
Information Systems Department,
College of Business Administration
California State University, Long Beach
1250 Bellflower Blvd.,
Long Beach, CA 90840
Journal Website: www.jecr.org
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