Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior

The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers’ perceived performance and involvement with a web-based information service. Secondly, it studies whether personaliz...

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Bibliographic Details
Published in:Electronic commerce research Vol. 13; no. 4; pp. 457 - 475
Main Authors: Blasco-Arcas, Lorena, Hernandez-Ortega, Blanca, Jimenez-Martinez, Julio
Format: Journal Article
Language:English
Published: Boston Springer US 01.11.2013
Springer
Springer Nature B.V
Subjects:
Business and Management
Business to business commerce
Channels
Collaboration
Computer Communication Networks
Consumer behavior
Consumers
Customer services
Customers
Customization
Data Structures and Information Theory
Distribution channels
e-Commerce/e-business
Electronic commerce
Information services
Information services industry
Information sources
Interactive
Interactive television
Internet Protocol
IP (Internet Protocol)
IPTV
IT in Business
Joints
Marketing
Operations Research/Decision Theory
Perceptions
Smartphones
Studies
Technology
Television
Transmission Control Protocol/Internet Protocol (Computer network protocol)
Perceived performance
Involvement
Interactivity
Personalization
IPTV
Purchase intentions
ISSN:1389-5753, 1572-9362
Online Access:Get full text
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Summary:The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers’ perceived performance and involvement with a web-based information service. Secondly, it studies whether personalization and interactivity improve customer purchase intentions of this service through IPTV. We developed a 2×2 between-subjects factorial design and applied MANOVA analyses. Findings verify that interactivity and personalization foster customer involvement with the service, perceived performance of IPTV and purchase intentions. Moreover, interactivity promotes the effect of personalization on perceived performance and customer involvement. This research concludes that customers’ involvement and purchase behavior are not derived exclusively from their relationship with the firm, but also from connections established in the channel with other customers. Customers also appreciate participating in the service provision process, so firms should promote personalization activities during the purchase in order to improve customers’ performance evaluation.
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ISSN:1389-5753
1572-9362
DOI:10.1007/s10660-013-9132-1