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Sawyer Business School
Faculty Research SeminarApril 23, 2009
“15 minutes of fame” -Warhol
Arnold Kamis & Jonathan FrankISOM Department
SBS Faculty Research Seminar, April 23, 2009
Self-Customization vs. Social Shopping:
User Interaction Designfor Gen-Y Hedonic Online Purchases
Richness of Social Shopping
Web stores can feel "sterile and isolating” – Apple Corp
Online Shopping Expectations?
Online Shopping Research Questions
Online Shopping Long Tail
• Pareto Principle 80/20 rule• Brynjolfsson (2003, 2006)• Anderson (2004)• Elberse (2008)
Web 2.0 Crowd Control
Long Tailed Self-Customization
Long Tailed Stores Online
Long Tailed Social Networks
Social Bookmarking -- Skimbit
“Trusted expert” -- ThisNext
ThisorThat
Co-browsing -- DimDim
Simplified Conceptual Model
Perceived Effective-
ness
Information Seeker Trait
Intent to Purchase
Perceived Ease of Use
Perceived Enjoyment
+
+
+
++
+
+
+
+
(TPB)(TAM)
(Flow)
(TAM)
(Marketing)
Research Design
Controlled experimentTwo travel web sites: StudentCity
and ExpediaCobrowsing with LiveLookStudent Subjects from classes in
Spring 2008 – Summer I 2008N=182
Experimental Hedonic Tasksfor Solo or Paired Online Shoppers
Packaged Customized
Overall
Perceived Effective-
ness
Information Seeker Trait
Intent to Purchase
Perceived Ease of Use
Perceived Enjoyment
0.220
0.403
0.097
-0.087
57.6%
61.2%
16.3% 50.6%
0.212
0.267
0.608
0.306
0.738
0.091
0.532
0.132
-0.182
R2 = 52.7%
R2 = 65.2%
R2 = 28.3% R2 = 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)
0.194
0.553
0.115
0.016
R2 = 69.1%
R2 = 68.6%
R2 = 30.6% R2 = 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)
0.299
0.444
0.165
0.020
R2 = 70.9%
R2 = 63.9%
R2 = 19.7% R2 = 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)
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)
Zoomerang Excellent company for panels of online users Still analyzing new dataset (n=606) from Field
ExperimentUnited States: $5.50 / subject Going Global
o China: $18 / subject!o Russia: $20 / subject!o India: $27 / subject!o Brazil: $32 / subject!
Conclusions The social dimension and the customizability
dimension explain to a significant extent intent to purchase online travelThe 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?
What’s next?