To investigate changes that e-coupons bring to consumers' coupon usage, the authors of this article developed and estimated models of coupon-usage intention. The models are based on the theory of reasoned action or the theory of planned behavior. Results show that the theory of planned behavior explains e-coupon usage intention better than the theory of reasoned action. On the other hand, the intention to use traditional coupons is effectively explained by the theory of reasoned action. Both perceived behavioral control and attitude toward Internet searching have significant effects on the intention to use e-coupons. Also, heavy users of e-coupons are different from those of traditional coupons. Light users of traditional coupons have relatively high intention to use

A four segment trial-repeat model is developed to model sales of a frequently purchased product in the early stage of the product's life cycle. The model can be calibrated using aggregate data alone. Two versions of the model, one emphasizing the competitive aspect of marketing communications and another emphasizing the informative aspect, are estimated from data on 21 newly launched pharmaceutical products. The model provides valuable diagnostics such as an early estimate of the long-run market share of the new product, a decomposition of total sales (into trial sales due to marketing activities, trial sales due to word-of-mouth, and repeat sales), the changing composition of the trial market and repeat market over time, and the time when the trial market is expected to be saturated. In addition, the effectiveness of the entrant's marketing efforts, word-of-mouth communication, and buyers' trial experience are analyzed with the model. A cross-sectional analysis based on the empirical estimation results of our model reveals interesting insights into product introduction strategies. We find that: 1) the effectiveness of the firms' communication activities on trial is related mainly to product quality attributes and market growth whereas that of word-of-mouth is associated with product class characteristics and market competitiveness, and 2) the effect of product trial on repeat purchases is related mainly to product quality attributes and various market characteristics such as size, growth, competitiveness, and familiarity.diffusion, new product research

This study attempts to identify conditions under which consumer information overload occurs. A theory which states that information overload will occur when the time‐related task demands exceed the capacity of the system is suggested and tested. An experiment is reported in which an inverted U‐shaped function relating decision quality to information load occurred when time pressure was present, but did not when it was absent.

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Purpose-The purpose of this paper is to investigate different effects of three network externality factors, i.e. local network size, network strength, and total network size, on online messenger, online community, chat room and e-mail services. Design/methodology/approach-In the paper hypotheses are tested with a regression model using a survey data collected from 107 MBA students at a business school in South Korea. Findings-The paper finds that the three network externality factors have different effects on the users' future usage intention for the four Internet services. Local network size is significant for online messenger services, local network size and network strength are significant for online community services, and total network size is significant for chat room services. For email services, none of the network externality factors are significant. Research limitations/implications-The paper shows that a total network size is an important network externality factor affecting the success of a network. However, users' satisfaction with network services and two additional network externality factors, local network size and network strength, are also important determinants. To generalize the finding, investigations into other network services in other environments and into some offline networks are necessary. Originality/value-The paper shows that depending on types of networks, managers can focus on different important network externality factors in managing their networks.

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