-------- Original Message -------- Subject: [AISWorld] Publication of Vol.12, No.1, 2011 issue of Journal of Electronic Commerce Research Date: Mon, 28 Feb 2011 11:56:17 -0800 From: Melody Kiang mkiang@csulb.edu To: aisworld@lists.aisnet.org
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.
----------------------------------------------------------------------------------------------- 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 ************************************************************************************************
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 *********************************************************************************************
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 ********************************************************************************************
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 ******************************************************************************************
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 *******************************************************************************************
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 ******************************************************************************************
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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