Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online

Scarpi, Daniele

doi:10.1016/j.intmar.2011.08.001

Cited by 139 publications

(123 citation statements)

References 73 publications

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“…Highexperience consumers are more motivated by utilitarian aspects like cost saving and convenience as well. This assertion is consistent with previous research about the positive effects of higher experience in shopping online on the shopping activity [60] and on the creation of positive attitudes toward the channel [61].…”

Section: Discussionsupporting

confidence: 92%

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Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

Blázquez

2014

International Journal of Electronic Commerce

347

226

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Section: Discussionsupporting

confidence: 92%

“…Prior positive experience with the Internet creates positive attitudes toward the channel and is an important predictor of online buying [61]. In particular, use of the Internet for browsing increases the likelihood of buying through it [12].…”

Section: The Role Of the Experience In Shopping Onlinementioning

confidence: 99%

Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

Blázquez

2014

International Journal of Electronic Commerce

347

226

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“…perceived utilitarian, versus hedonic) brands serve to affect consumers' ensuing CBE levels, online and offline (Scarpi 2012)?…”

Section: Contributions Limitations and Implications Academic Implicationsmentioning

confidence: 99%

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,155

2,291

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In the last three decades an influential research stream has emerged, which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the 'consumer brand engagement' (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including 'involvement.' However, despite the growing scholarly interest regarding the undertaking of marketing research addressing 'engagement,' studies have been predominantly exploratory in nature; thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap.Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand 'involvement' acts as a CBE antecedent, consumer 'self-brand connection' and 'brand usage intent' represent key CBE consequences; thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.Keywords: Consumer brand engagement, social media, scale development, structural equation modeling 2 IntroductionIn the last three decades a powerful research stream has emerged, which highlights the nature and dynamics pertaining to specific consumer/brand relationships (Fournier 1998;Aaker, Fournier and Brasel 2004). Within this emerging body of work, consumer brand 'involvement,' which reflects a consumer's level of interest in, and personal relevance of a brand, has gained significant attention (Zaichkowsky 1985(Zaichkowsky , 1994Coulter et al. 2003). However, despite the important insights gleaned from 'involvement' research, more recently scholarly emphasis is shifting to concepts and theoretical perspectives, which explain or predict the dynamics characterizing focal interactive consumer/brand relationships more explicitly, including in specific social media settings Third, we offer a more parsimonious 10-item measurement tool comprising three CBE dimensions, relative to Calder et al.'s proposed eight-dimensional view of OE comprising 37 items.

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“…Of the many factors contributing to the exponential and significant increase in Internet usage, most researchers agree that the growth of Web content has made the most critical contribution (Huang, 2008;Leighton, 2009;Szabo & Huberman, 2010). Unlike offline mediums of communication (e.g., print media [newspapers, magazines]), the Web (online medium of communication) possess characteristics of high connectivity, interactivity, and global reach (Mulhern, 2009;Scarpi, 2012;Singh, Bansal, & Kaur, 2012). These characteristics have turned the Internet into a virtual marketplace, where interactive tools can enable businesses to build and strengthen relationships with consumers (Ko, Cho, & Roberts, 2005).…”

Section: Introductionmentioning

confidence: 99%

The Effects of Web Atmospherics on Entertainment Gratification and Web Irritation: Some Empirical Evidence from Online Shopping

Lim¹

2013

MAS

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The difficulty in converting web browsers into actual online customers remains a problem for many online retailers. While previous studies have suggested that online retailers should strive to increase entertainment gratification and reduce web irritation among online consumers, they lack empirical evidence to support the manipulation of web atmospherics toward this end. The research presented here establishes and tests the conceptual links of web atmospherics, entertainment gratification and web irritation. Data were collected using survey and mall-intercept systematic sampling approaches and analyzed using structural equation modeling. The results indicate that well-designed dynamic web atmospherics had a significant effect in increasing entertainment gratification and reducing web irritation. Implications and recommendations from the research findings are also presented.

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Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online

Cited by 139 publications

References 73 publications

Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

The Effects of Web Atmospherics on Entertainment Gratification and Web Irritation: Some Empirical Evidence from Online Shopping

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