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Journal of Organizational Computing and Electronic Commerce 19

Editors:Clyde W. Holsapple
Publisher:Taylor & Francis
Standard No:ISSN 1091-9392 (print) 1532-7744 (online)
Links:Table of Contents
  1. JOCEC 2009 Volume 19 Issue 11
  2. JOCEC 2009 Volume 19 Issue 1
  3. JOCEC 2009 Volume 19 Issue 2
  4. JOCEC 2009 Volume 19 Issue 22
  5. JOCEC 2009 Volume 19 Issue 2
  6. JOCEC 2009 Volume 19 Issue 3
  7. JOCEC 2009 Volume 19 Issue 33
  8. JOCEC 2009 Volume 19 Issue 3
  9. JOCEC 2009 Volume 19 Issue 4
  10. JOCEC 2009 Volume 19 Issue 44
  11. JOCEC 2009 Volume 19 Issue 4

JOCEC 2009 Volume 19 Issue 11

The Impact of Product Type and Perceived Characteristics of the Web on Multifaceted Online Shopping Behavior BIBAFull-Text 1-29
  Hyeun-Suk Rhee; Frederick J. Riggins; Cheongtag Kim
Consumer behavior research has shown disappointing results regarding the overall use of the Web for online shopping, despite its considerable promise as a channel for commerce. One of the major reasons for this untapped potential is that companies often lack an adequate understanding of how consumers use the Web to support their multifaceted shopping activities. In particular, consumers may perceive some characteristics of the technology as beneficial and others as only marginally useful because they engage in a variety of online shopping activities. We develop three constructs that make up a user's perceived characteristics of the Web (PCW) as they relate to the consumer's perceptions of the value of online shopping: perceived employability, relative advantage, and riskiness. These perceptions may differ depending on the type of product or service for which the consumer is interested, as well as the specific tasks in which the consumer is engaged. We conducted a large-scale Web survey that included the three PCW constructs associated with Web technology, three product/service categories, and three types of shopping behaviors. The results indicate that Internet users' perceived characteristics of the Web, as compared with other shopping channels, significantly influences all three levels of channel adoption behavior studied. Further, these channel adoption behaviors differ across product and service types. The implications for online storefront designers and net-enabled commerce researchers are discussed.

JOCEC 2009 Volume 19 Issue 1

Assessing Customer Satisfaction in a V-commerce Environment BIBAFull-Text 30-49
  Shuchih Ernest Chang; Yu-Teng Jang
This article describes the design and implementation of a non-intrusive method of assessing customer satisfaction in a voice-enabled electronic commerce environment. After recording a customer's speech voice during his or her interaction with a voice-enabled Web system (VWS), a subsequent questionnaire survey was immediately administered to identify the satisfaction level of the customer. Afterward, a collection of recorded customer voice files and the corresponding values of customer satisfaction were used to construct an artificial neural network-based expert system, the satisfaction level assessment system (SLAS), which was thereafter integrated into VWS for automatically detecting the satisfaction level of VWS users. Experiments were performed to test the feasibility and applicability of the proposed method, and good preliminary results were derived. Instead of using the conventional questionnaire-based approach, SLAS is non-intrusive because it does not require users to fill out any questionnaire. The proposed method can be used by various voice-based business applications, such as call centers and customer relationship management, to achieve the business objective of improving customer satisfaction, enforcing customer loyalty, increasing re-purchase rate, and enhancing enterprise's benefits. The proposed SLAS (including method and system) that was filed for patent application was recently approved by the Taiwan Intellectual Property Office under Patent No. I268478.
The Launching of Transactional Web Sites: Market Response to Announcements by Incumbent B2C Companies BIBAFull-Text 50-82
  Lalatendu Misra; V. Srinivasan Rao
Stock market responses to announcements of transactional Web site launches by business-to-consumer retail outlets are examined. In general, announcements by retail firms yielded positive average abnormal returns (AAR). More specifically, announcements by catalog firms yielded higher AAR than announcements by physical (brick-and-mortar) retail firms. Announcement of portal tenancy also leads to higher AAR for the subsample of firms making such announcements. Responses to announcements of plans to launch transactional Web sites are also explored. The implications of the results for multiple theoretical perspectives are discussed.

JOCEC 2009 Volume 19 Issue 2

Quantitative Models in Support of Direct Marketing in Electronic Channels BIBFull-Text 83-84
  Indranil Bose
Sequential Bias in Online Product Reviews BIBAFull-Text 85-95
  Gaurav Kapoor; Selwyn Piramuthu
Online product reviews are increasingly being used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Although not perfect, such reviews generally provide information on characteristics that stand out in either positive or negative ways. Online product reviews are by their very nature biased. While some of the bias in these reviews are hard to remove, the deleterious effects due to others can be alleviated. Bias due to sequential exposure to information has been extensively studied in other domains but has received very little attention in the online product review context. We study the dynamics of bias that is introduced as a result of sequential ordering of online product reviews.
Dynamic Dissemination of Personalized Content on the Web BIBAFull-Text 96-111
  Sung Ho Ha; Jang Hee Lee
The online audience for newspapers continues to grow in both numbers and sophistication. However, most online newspapers still offer all users the same content and fail to raise an individual user's satisfaction and to increase revenue for an online newspaper company. The Dynamic Dissemination of Digital Information (DDDI) system developed here provides personalized online content based on a user's preference. The DDDI system is a hybrid application of machine learning techniques, combined with Bayesian content classification, neural content clustering, and online content matching. In addition, the system adopts a time-varying user profiling method (i.e., current-page, last-session, and recent-sessions profiles), which considers dynamic changes in the user needs or preference for digital content. Through the dynamic profiling, this system overcomes the shortcomings of the static user profiles that have been used in the content personalization research so far and creates a one-to-one relationship between the content provider and the users.

JOCEC 2009 Volume 19 Issue 22

Privacy, Customization, and Cross-Selling of Information BIBAFull-Text 112-132
  M. Tolga Akçura; Zafer D. Özdemir; Kemal Altýnkemer
An unavoidable aspect of electronic commerce is the collection of personal information. Although personal information is paramount to improving services and designing personalized offerings, its collection and use also generates privacy concerns. This study analytically examines the optimal information collection and usage practices in the presence of privacy costs. We use an analytical model in which a firm makes decisions on pricing, level of information collection and customization, and the extent of cross-selling. We find that cross-selling opportunities create value for consumers and sellers since consumer surplus and total profits may both increase with cross-selling. Advances in information technology motivate cross-selling and provide more incentives for the firms to engage in cross-selling. Consequently, firms are better off when cross-selling while offering customized products even in the presence of privacy costs. We find that serving a niche market and limiting the demand is a winning strategy when consumers' value for customization increases. On the other hand, an increase in the profitability of cross-selling favors a mass market strategy in which a firm serves a broader range of customers. Interestingly, cross-selling strategies may lower prices and provide significant strategic advantages with increased customer satisfaction while reaching a broader market. Total surplus increases at a decreasing rate as the amount of information collection and the extent of cross-selling increase. A niche marketing strategy facilitated by improvements in customization technology increases both consumer and total surplus.

JOCEC 2009 Volume 19 Issue 2

Hybrid Models Using Unsupervised Clustering for Prediction of Customer Churn BIBAFull-Text 133-151
  Indranil Bose; Xi Chen
Churn management is one of the key issues handled by mobile telecommunication operators. Data mining techniques can help in the prediction of churn behavior of customers. Various supervised learning techniques have been used to study customer churn. However, research on the use of unsupervised learning techniques for prediction of churn is limited. In this article, we use two-stage hybrid models consisting of unsupervised clustering techniques and decision trees with boosting on two different data sets and evaluate the models in terms of top decile lift. We examine two different approaches for hybridization of the models for utilizing the results of clustering based on various attributes related to services usage and revenue contribution of customers. The results indicate that the use of clustering led to improved top decile lift for the hybrid models compared with the benchmark case when no clustering is used. It is also shown that using cluster labels as inputs to the decision trees is a preferred method of hybridization. Out of the five unsupervised clustering techniques used, none is found to dominate others. But interesting attributes and rules that can help marketing experts identify churners from the data are obtained from the best hybrid models.

JOCEC 2009 Volume 19 Issue 3

Strategic Use of Analytical CRM in a Market with Network Effects and Switching Costs: Terminating Unprofitable Customer Relationships BIBAFull-Text 153-172
  Eunjin Kim; Byungtae Lee
Analytical customer relationship management (CRM) systems make firms more informed than ever about their customers. This further gives firms the ability to serve customers selectively in a way that ensures retaining profitable customers and eliminating unprofitable ones. However, when firms of products/services with network effects decide to eliminate unprofitable customers, they may face the risk associated with firing them, which is user-based shrinkage. This risk incurred as a result of network effects has been widely neglected in CRM literature. In this study, considering this risk, we investigate when firms can eliminate unprofitable customers in the competitive market with network effects and consumer switching costs, which often co-exist with network effects, using a game-theoretic model of a duopoly. Our results show that it is not desirable for firms to fire unprofitable customers in the presence of strong network effects or sufficiently low consumer-switching costs. Otherwise, firms can fire unprofitable customers and benefit from the ability to eliminate them. An interesting point is that competing firms can be better off when both have the ability to eliminate unprofitable customers in the presence of moderate switching costs and small network effects.
Multilevel Information Presentation Strategy and Customer Reaction: An Empirical Investigation in an Online Setting BIBAFull-Text 173-195
  Boris Jukic; David A. Kravitz; Nenad Jukic; Amanuel Tekleab; Laurie Meamber; Anthony Dashnaw
This study investigates the use of polyinstantiated information in management of customer relationships. Polyinstantiation can be used to present different information to different customers who are segmented according to some criterion, such as prior purchase behavior. An empirical study shows that presentation of multilevel benefits information affects customer satisfaction with the offer and information quality which, in turn, affect the overall Web satisfaction. This effect is independent of and comparable in size to the effect of customer prior attitude toward the Web and the Internet. Although the present study employs a Web-based retail setting, the relationships between this information presentation approach and measures of user/consumer satisfaction need not be limited to retail scenarios or to online interactions. We discuss the applicability of this technique of information control to different types of interactions between organizations and their constituents.

JOCEC 2009 Volume 19 Issue 33

Trust Influencers on the Web BIBAFull-Text 196-213
  Kiku Jones; Lori N. K. Leonard; Cynthia K. Riemenschneider
The purpose of this study is to develop and empirically test a model of Web trust based on the previously proposed models of trust. Influencers on Web trust studied here are disposition to trust, attitude toward the Web, experience with the Web, anxiety toward the Web, innovativeness toward information technology, and Web ability. The findings indicate that a strong disposition to trust and increased years of Web experience positively influence Web trust. High anxiety toward the Web, positive attitude toward the Web, high innovativeness toward information technology, and high Web ability do not influence Web trust in this study. The designers of new Web sites and redesigners of existing Web sites, pages, or advertisements should consider these factors in order to promote trust in their representative company.

JOCEC 2009 Volume 19 Issue 3

Transplanting Social Capital to the Online World: Insights from Two Experimental Studies BIBAFull-Text 214-236
  Lei Chi; Wai Kin Chan; Gim Seow; Kinsun Tam
The recent proliferation of computer networks has stimulated the emergence of thousands of online communities. Facebook, which has grown to 175-million users in five years and recently surpassed megasite MySpace to become the world's largest social networking site, is a classic example. As the importance of online communities continues to grow, a good understanding of their success factors for building and sustaining a community becomes crucial.
   In this article, we apply social capital theories to examine the interactions among individuals and trust building at the initial development of an online community. Specifically, we postulate that offline social capital can be transplanted into an online community (small or large) to foster the development of trust and social norms that make a community thrive. We conduct two experimental studies: one in the context of real-world, small-scale online communities, and the other in the context of computer-simulated large-scale online communities. Results from these studies provide strong support for our proposition. We interpret these results and discuss their implications and contributions to theory and practice.

JOCEC 2009 Volume 19 Issue 4

Market Model-Based Channel Selection in B2B E-Commerce: Exploring a Buyer's Adoption Decisions BIBAFull-Text 237-264
  Hsin-Lu Chang; Robert F. Easley; Michael J. Shaw
Companies that seek to exploit the cost advantages of business-to-business (B2B) e-Commerce face a variety of strategic options. By analyzing the demand and cost functions for sellers, intermediaries, and buyers, this research develops an economic framework that clarifies the relative advantages of four common B2B e-Commerce channels: private exchange, web-based procurement, public aggregation, and public exchange. This research focuses on addressing two important questions: (1) How does a buyer select a suitable B2B e-Commerce channel (or an e-Marketplace structure) given a variety of market conditions, different levels of product substitution, and a range of purchasing patterns? (2) How does a buyer successfully manage a B2B e-Commerce channel for gaining the highest transaction-level buyer surplus? The analytic and numeric results of our study show that a company's product offerings, the market conditions it faces, and the purchase patterns it implements are all important determinants in the selection of B2B e-Commerce setting. For custom products, private networks (such as the private exchange or web-based procurement models) are more attractive than the public aggregation or exchange models. However, taking market conditions and purchasing behavior into consideration, the web-based procurement model is more suitable for spot purchasing, while the public exchange model is more suitable for systematic purchasing and fragmented markets. On the other hand, the aggregation model is preferable in concentrated markets while the exchange model is more suitable in fragmented markets. These results provide important implications for industrial development of B2B e-Commerce.
Developing the Causal Model of Online Store Success BIBAFull-Text 265-284
  Cheolho Yoon; Sanghoon Kim
This article introduces an Online Store Success Model (OSM) that reflects the characteristics of information systems, marketing, and e-commerce, and then empirically test the model. The OSM has five dimensions: system quality, information quality, service quality, trust, and customer loyalty. The model posits the causal relationships between the dimensions. In order to empirically test the model, a research model is developed and empirically analyzed by structural equation modeling using data from 244 customers on 69 online store websites. The results show that system quality significantly influences service quality and trust; information quality significantly influences service quality and customer loyalty; service quality also significantly influences trust and customer loyalty; and trust has a significant influence on customer loyalty.

JOCEC 2009 Volume 19 Issue 44

A Practical and Efficient Electronic Checkbook BIBAFull-Text 285-293
  Tzung-Her Chen; Shu-Chen Yeh; Kuan-Chieh Liao; Wei-Bin Lee
Recently, Chen proposed an electronic check scheme, making it possible for payers to attach the desired face value and the payee's identification information to the electronic check while paying. Extending this scheme, we introduce the new concept of an electronic checkbook to meet some practical requirements in e-check applications. First, it allows the payer to attach the desired face value and the payee's account number to the e-check and utilizes a signed e-checkbook to reduce the bank's computation overhead. Second, the new scheme benefits from overcoming problems in the prior scheme: (1) high computation cost of generating digital signatures for the bank; (2) inconvenience caused by a bank's repeated request for a single electronic check for its customers; and (3) maintenance of storage for a set of electronic checks. The security analysis and the advantages examined show that the new scheme works.

JOCEC 2009 Volume 19 Issue 4

Some Clues about Near-Term Impact BIBAFull-Text 294-299
  Clyde W. Holsapple
It is argued that downloads may be useful as an indicators of the impacts journal articles make in their early years following publication. The 25 most-downloaded articles for the Journal of Organizational Computing and Electronic Commerce for 2008 are presented. This gives some clues about foci of recent interests, and perhaps impacts, in the realm of multiparticipant computing.