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Sawyer Business School Faculty Research Seminar April 23, 2009
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“15 minutes of fame” - Warhol
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Arnold Kamis & Jonathan Frank ISOM Department SBS Faculty Research Seminar, April 23, 2009 Self-Customization vs. Social Shopping : User Interaction Design for Gen-Y Hedonic Online Purchases
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Richness of Social Shopping Web stores can feel "sterile and isolating” – Apple Corp
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Online Shopping Expectations?
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Online Shopping Research Questions
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Online Shopping Long Tail Pareto Principle 80/20 rule Brynjolfsson (2003, 2006) Anderson (2004) Elberse (2008)
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Web 2.0 Crowd Control
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Long Tailed Self-Customization
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Long Tailed Stores Online
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Long Tailed Social Networks
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Social Bookmarking -- Skimbit
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“Trusted expert” -- ThisNext
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ThisorThat
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Co-browsing -- DimDim
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Simplified Conceptual Model (TPB) (TAM) (Flow) (TAM) (Marketing)
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Research Design Controlled experiment Two travel web sites: StudentCity and Expedia Cobrowsing with LiveLook Student Subjects from classes in Spring 2008 – Summer I 2008 N=182
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Experimental Hedonic Tasks for Solo or Paired Online Shoppers Packaged Customized
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Overall
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0.091 0.532 0.132 -0.182 R 2 = 52.7% R 2 = 65.2% R 2 = 28.3% R 2 = 26.8% -0.089 0.472 0.731 0.124 0.729 Simplest Combination: solo & packaged Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.30, 1.64)
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0.194 0.553 0.115 0.016 R 2 = 69.1% R 2 = 68.6% R 2 = 30.6% R 2 = 77.5% 0.342 0.036 0.655 0.563 0.759 social & packaged Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.34, 1.68)
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0.299 0.444 0.165 0.020 R 2 = 70.9% R 2 = 63.9% R 2 = 19.7% R 2 = 52.6% 0.159 0.563 0.576 0.033 0.713 solo & customizable Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.84, 1.76)
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Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment 0.186 0.182 -0.007 -0.337 32.9% 36.7% 3.3% 57.2% 0.385 0.117 0.380 0.434 0.607 social & customizable (5.02, 1.32)
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Zoomerang Excellent company for panels of online users Still analyzing new dataset (n=606) from Field Experiment United States: $5.50 / subject Going Global o China: $18 / subject! o Russia: $20 / subject! o India: $27 / subject! o Brazil: $32 / subject!
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Conclusions The social dimension and the customizability dimension explain to a significant extent intent to purchase online travel The two dimensions influence the Gen-Y subject(s) differently. We can support and influence both dimensions with careful design of the user interface and the social process. We expect these dimensions to vary by culture. There are additional variables we have yet to identify. Any suggestions?
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