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Sawyer Business School Faculty Research Seminar April 23, 2009

Sawyer Business School Faculty Research Seminar April 23, 2009. “15 minutes of fame” - Warhol. Self-Customization vs. Social Shopping : User Interaction Design for Gen-Y Hedonic Online Purchases. Arnold Kamis & Jonathan Frank ISOM Department SBS Faculty Research Seminar, April 23, 2009.

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Sawyer Business School Faculty Research Seminar April 23, 2009

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  1. Sawyer Business School Faculty Research Seminar April 23, 2009

  2. “15 minutes of fame” -Warhol

  3. Self-Customization vs. Social Shopping: User Interaction Designfor Gen-Y Hedonic Online Purchases Arnold Kamis & Jonathan FrankISOM Department SBS Faculty Research Seminar, April 23, 2009

  4. Richness of Social Shopping Web stores can feel "sterile and isolating” – Apple Corp

  5. Online Shopping Expectations?

  6. Online Shopping Research Questions

  7. Online Shopping Long Tail • Pareto Principle 80/20 rule • Brynjolfsson (2003, 2006) • Anderson (2004) • Elberse (2008)

  8. Web 2.0 Crowd Control

  9. Long Tailed Self-Customization

  10. Long Tailed Stores Online

  11. Long Tailed Social Networks

  12. Social Bookmarking -- Skimbit

  13. “Trusted expert” -- ThisNext

  14. ThisorThat

  15. Co-browsing -- DimDim

  16. Simplified Conceptual Model (TAM) (Marketing) (TPB) (TAM) (Flow)

  17. 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

  18. Experimental Hedonic Tasksfor Solo or Paired Online Shoppers Packaged Customized

  19. Overall

  20. Simplest Combination: solo & packaged R2 = 52.7% Perceived Ease of Use -0.182 0.091 -0.089 0.731 Perceived Effective-ness (4.30, 1.64) Information Seeker Intent to Purchase 0.532 0.124 R2 = 28.3% R2 = 26.8% 0.472 0.729 0.132 Perceived Enjoyment R2 = 65.2%

  21. social & packaged R2 = 69.1% Perceived Ease of Use 0.016 0.194 0.342 0.655 Perceived Effective-ness Information Seeker Intent to Purchase (4.34, 1.68) 0.553 0.563 R2 = 30.6% R2 = 77.5% 0.036 0.759 Perceived Enjoyment 0.115 R2 = 68.6%

  22. solo & customizable R2 = 70.9% Perceived Ease of Use 0.020 0.299 0.159 0.576 Perceived Effective-ness (4.84, 1.76) Information Seeker Intent to Purchase 0.444 0.033 R2 = 19.7% R2 = 52.6% 0.563 0.713 0.165 Perceived Enjoyment R2 = 63.9%

  23. social & customizable 32.9% Perceived Ease of Use -0.337 0.186 0.385 0.380 0.182 (5.02, 1.32) Perceived Effective-ness Information Seeker 0.434 Intent to Purchase 3.3% 57.2% 0.117 0.607 -0.007 Perceived Enjoyment 36.7%

  24. Zoomerang • Excellent company for panels of online users • Still analyzing new dataset (n=606) from Field Experiment • United States: $5.50 / subject • Going Global • China: $18 / subject! • Russia: $20 / subject! • India: $27 / subject! • Brazil: $32 / subject!

  25. 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?

  26. What’s next?

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