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Editor’s Introduction
International Journal of Electronic Commerce ( IF 5 ) Pub Date : 2018-06-08 , DOI: 10.1080/10864415.2018.1462907
Vladimir Zwass 1
Affiliation  

The first two articles in this issue of the International Journal of Electronic Commerce address empirically two increasingly important aspects of online advertising. With the growing use of human-like avatars in ads, Bashar S. Gammoh, Fernando R. Jiménez, and Rand Wergin investigate consumer attitudes evoked by such ads, to interesting results. Basing themselves in themental schema theory the authors hypothesize, and have their suppositions confirmed, that avatarsmay evoke negative attitudes toward the ads in large categories of consumers. More specifically, higher degrees of the “humanness” of some of the avatars cause a feeling of incongruence and underlie the negative feeling of the consumers less knowledgeable in the product category being promoted. Based on their empirics, the researchers offer several helpful suggestions to the advertisers. Narrow targeting of consumers with contextual display ads has become commonplace. A newer phenomenon is the contextual competitive targeting (CCT) of the competitor’s prospective customers. Indeed, Google AdSense offers a platform for doing just that. What about the effectiveness of CCT? This is the subject of the study by Yiping (Amy) Song, Chee Wei (David) Phang, Shuai Yang, and Xueming Luo, conducted as two field quasi-experiments in the context of Google’s platform, with a follow-up laboratory survey to interpret the reasons for the experiments’ findings. The study includes an investigation of the effectiveness of competitive promotional incentives—which, somewhat counterintuitively, may turn out to lower the conversion rates. The work offers fine-grained advice to advertisers who aim to poach, and contributes to our understanding of competitive advertising. Online service is, in many ways, the major source of profits, be they from the services themselves, from augmented products, or from loyalty engendered by the exemplary treatment of customers. Two subsequent articles deal with the issues of e-service. Jörg Heinze and Christian Matt show how mobile commerce can benefit from what they call comprehensive technological service (CTS). Dealing specifically with the sale of complex products (e.g., insurance), the authors propose a combination of technology-mediated service with technology-generated service, to arrive at CTS. The significant human assistance involved in CTS (we are on a smartphone, after all) leads to the advantages of the approach, as the authors demonstrate in their lab experiment. The analysis of the risk reduction perceived by the customers is one of the article’s contributions to the theory of consumer behavior. We know that a service failure handled well often produces a loyal customer. In that context, Sanchayan Sengupta, Daniel Ray, Olivier Trendel, and Yves Van Vaerenbergh empirically study the effects of apology for service failures in online and offline contexts, and in Eastern and Western cultures. The authors’ survey-based empirics show significant cultural differences with respect to the customers’ response to the apology when rendered by the apologizing personnel of high versus low status, and publicly versus

中文翻译:

编者介绍

本期《国际电子商务杂志》的前两篇文章从经验上论述了在线广告日益重要的两个方面。随着在广告中越来越多地使用类人头像,Bashar S. Gammoh、Fernando R. Jiménez 和 Rand Wergin 调查了此类广告引起的消费者态度,并得出了有趣的结果。作者根据心理图式理论假设并证实了他们的假设,即化身可能会引起大类消费者对广告的消极态度。更具体地说,一些化身的“人性化”程度较高会导致不一致的感觉,并导致消费者对所推广的产品类别不太了解的负面感觉的基础。根据他们的经验,研究人员向广告商提供了一些有用的建议。使用上下文展示广告针对消费者的狭窄目标已变得司空见惯。一个较新的现象是竞争对手潜在客户的上下文竞争目标 (CCT)。事实上,Google AdSense 提供了一个平台来做到这一点。CCT的效果如何?这是 Yiping (Amy) Song、Chee Wei (David) Phang、Shuai Yang 和 Xueming Luo 的研究主题,在 Google 平台的背景下作为两个现场准实验进行,并进行了后续实验室调查解释实验结果的原因。该研究包括对竞争性促销激励措施的有效性的调查——这有点违反直觉,结果可能会降低转化率。这项工作为旨在偷猎的广告商提供了细粒度的建议,并有助于我们理解竞争性广告。在许多方面,在线服务是利润的主要来源,无论是来自服务本身、来自增强产品,还是来自模范客户待遇所产生的忠诚度。随后的两篇文章涉及电子服务的问题。Jörg Heinze 和 Christian Matt 展示了移动商务如何从他们所谓的综合技术服务 (CTS) 中受益。针对复杂产品(例如保险)的销售,作者提出将技术中介服务与技术生成服务相结合,以达到 CTS。正如作者在实验室实验中所证明的那样,CTS 中涉及的大量人工协助(毕竟我们是在智能手机上)导致了该方法的优势。对顾客感知风险降低的分析是本文对消费者行为理论的贡献之一。我们知道,处理得当的服务故障通常会产生忠实的客户。在这种情况下,Sanchayan Sengupta、Daniel Ray、Olivier Trendel 和 Yves Van Vaerenbergh 实证研究了在线和离线环境以及东西方文化中为服务失败道歉的影响。作者基于调查的经验表明,在客户对道歉人员的道歉反应方面存在显着的文化差异。Sanchayan Sengupta、Daniel Ray、Olivier Trendel 和 Yves Van Vaerenbergh 实证研究了在线和离线环境以及东西方文化中为服务失败道歉的影响。作者基于调查的经验表明,在客户对道歉人员的道歉反应方面存在显着的文化差异。Sanchayan Sengupta、Daniel Ray、Olivier Trendel 和 Yves Van Vaerenbergh 实证研究了在线和离线环境以及东西方文化中为服务失败道歉的影响。作者基于调查的经验表明,在客户对道歉人员的道歉反应方面存在显着的文化差异。
更新日期:2018-06-08
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