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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Vydáno v:	Electronic commerce research Ročník 13; číslo 4; s. 457 - 475
Hlavní autoři:	Blasco-Arcas, Lorena, Hernandez-Ortega, Blanca, Jimenez-Martinez, Julio
Médium:	Journal Article
Jazyk:	angličtina
Vydáno:	Boston Springer US 01.11.2013 Springer Springer Nature B.V
Témata:	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
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Abstract	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.
AbstractList	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. 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 22 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. 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 2x2 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. 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.[PUBLICATION ABSTRACT]
Audience	Academic
Author	Blasco-Arcas, Lorena Jimenez-Martinez, Julio Hernandez-Ortega, Blanca
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CitedBy_id	crossref_primary_10_1007_s12525_016_0225_2 crossref_primary_10_3390_su15010846 crossref_primary_10_1016_j_tele_2018_01_015 crossref_primary_10_1080_03601277_2023_2196497 crossref_primary_10_1080_07421222_2022_2127441 crossref_primary_10_1016_j_techsoc_2020_101437 crossref_primary_10_1016_j_elerap_2021_101073 crossref_primary_10_1016_j_ijinfomgt_2016_06_005 crossref_primary_10_1016_j_im_2018_09_003 crossref_primary_10_1080_0144929X_2016_1199051 crossref_primary_10_3390_su132212627 crossref_primary_10_1007_s10660_014_9163_2 crossref_primary_10_1007_s10660_015_9200_9 crossref_primary_10_1007_s10660_015_9207_2 crossref_primary_10_1007_s10660_015_9176_5 crossref_primary_10_1007_s12525_019_00347_w crossref_primary_10_1016_j_ijinfomgt_2017_03_006 crossref_primary_10_1016_j_im_2018_05_009 crossref_primary_10_1016_j_telpol_2019_101889 crossref_primary_10_1108_JSTP_12_2014_0286
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Snippet	The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization,...
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SubjectTerms	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)
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Title	Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior
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