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Using Multivariate Statistics

Ten years ago, we presented the DeLone and McLean Information Systems (IS) Success Model as a framework and model for measuring the complex-dependent variable in IS research. In this paper, we discuss many of the important IS success research contributions of the last decade, focusing especially on research efforts that apply, validate, challenge, and propose enhancements to our original model. Based on our evaluation of those contributions, we propose minor refinements to the model and propose an updated DeLone and McLean IS Success Model. We discuss the utility of the updated model for measuring e-commerce system success. Finally, we make a series of recommendations regarding current and future measurement of IS success.

/pdf/the-delone-and-mclean-model-of-information-systems-success-a-4qyq8geftq.pdf

The DeLone and McLean Model of Information Systems Success: A Ten-Year Update

This paper examines cognitive beliefs and affect influencing one's intention to continue using (continuance) information systems (IS). Expectation-confirmation theory is adapted from the consumer behavior literature and integrated with theoretical and empirical findings from prior IS usage research to theorize a model of IS continuance. Five research hypotheses derived from this model are empirically validated using a field survey of online banking users. The results suggest that users' continuance intention is determined by their satisfaction with IS use and perceived usefulness of continued IS use. User satisfaction, in turn, is influenced by their confirmation of expectation from prior IS use and perceived usefulness. Post-acceptance perceived usefulness is influenced by users' confirmation level. This study draws attention to the substantive differences between acceptance and continuance behaviors, theorizes and validates one of the earliest theoretical models of IS continuance, integrates confirmation and user satisfaction constructs within our current understanding of IS use, conceptualizes and creates an initial scale for measuring IS continuance, and offers an initial explanation for the acceptance-discontinuance anomaly.

https://www.jstor.org/stable/pdfplus/3250921.pdf

Understanding information systems continuance: an expectation-confirmation model

MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

The resource-based view of the firm attributes superior financial performance to organizational resources and capabilities. This paper develops the concept of IT as an organizational capability and empirically examines the association between IT capability and firm performance. Firm specific IT resources are classified as IT infrastructure, human IT resources, and IT-enabled intangibles. A matched-sample comparison group methodology and publicly available ratings are used to assess IT capability and firm performance. Results indicate that firms with high IT capability tend to outperform a control sample of firms on a variety of profit and cost-based performance measures.

A resource-based perspective on information technology capability and firm performance: an empirical investigation

Guest Editorial: Artificial intelligence and machine learning in service management

While dilemma of number of scale points and the presence of a neutral point on an item in a questionnaire have long concerned marketing and social researchers, the issue of whether an example to respondents in a questionnaire can bias them has received less attention. This brief research note concerns itself with whether the presence of a neutral point in the example question biases respondents towards that position. Using data taken

Some Effects of Response Position in Examples to Respondents

Selling green dots in second life : case study

Marketeers have argued that organisations are concerned with vertical control along the marketing channel to avoid competition and to improve perfOrmance by rationalising costs arising from both production and market search. The general proposal offered by this study is that within the transaction cost framework, the existence of relational norms between the trading parties :facilitates control over business operations. This vertical control, in tum, enhances performance of the dyad.

Vertical Control and Performance: The Role of Power, Relational Norms and Transaction Cost Analysis in Distribution Channels

The World Wide Web (W3 or WWW), the multi-media part of the internet, has recently gained the attention of academic and practising marketers. As firms of all sizes scramble to establish Web sites, there is much speculation as to the Web’s role in marketing communication, specifically, and in marketing generally, and how it will affect buyer (surfer) behaviour. To date, research has been mostly descriptive, perhaps in the absence of a more formal agenda. More systematic research is required to reveal the true nature of business on the Web, particularly from the perspective of the Web as a marketing communication medium or tool. This paper has three main components. First, the Web as a phenomenon of the late 20th century is described. Second, the Web is viewed as a marketing communication medium and integrated into well-established models of buyer behaviour and marketing communication. The possible role of the Web Site in the marketing communication mix is speculated upon, in the context of both the buying and selling process stages. The relative (to advertising and personal selling) communication effectiveness of a Web Site is contemplated. Finally, areas for further re-surfing (i.e. researching) are identified and explored. We argue that a germane understanding of the cyberspace requires three distinct perspectives: the customer’s, the marketer’s, and the theoretical. In each area we identify five broad themes that will merit research attention regarding the Web as marketing medium.

Leyland Pitt

Papers

Guest Editorial: Artificial intelligence and machine learning in service management

Some Effects of Response Position in Examples to Respondents

Selling green dots in second life : case study

Vertical Control and Performance: The Role of Power, Relational Norms and Transaction Cost Analysis in Distribution Channels

Re-Surfing the Web: Research Perspectives on Marketing Communication and Buyer Behaviour on the W3