The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...

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Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

The measurement of meaning

An attempt to extend current thinking on postpurchase response to include attribute satisfaction and dissatisfaction as separate determinants not fully reflected in either cognitive (i.e., expectancy disconfirmation) or affective paradigms is presented. In separate studies of automobile satisfaction and satisfaction with course instruction, respondents provided the nature of emotional experience, disconfirmation perceptions, and separate attribute satisfaction and dissatisfaction judgments. Analysis confirmed the disconfirmation effect and the effects of separate dimensions of positive and negative affect and also suggested a multidimensional structure to the affect dimensions. Additionally, attribute satisfaction and dissatisfaction were significantly related to positive and negative affect, respectively, and to overall satisfaction. It is suggested that all dimensions tested are needed for a full accounting of postpurchase responses in usage.

https://www.jstor.org/stable/pdfplus/2489356.pdf

Cognitive, affective, and attribute bases of the satisfaction response.

Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.

/pdf/measuring-the-customer-experience-in-online-environments-a-a7vnqh8p3b.pdf

Measuring the Customer Experience in Online Environments: A Structural Modeling Approach

This article explores the provision of extraordinary hedonic experiences on commercial, multiday river rafting trips in the Colorado River basin. White water river rafting provides a dramatic illustration of some of the complex features of delivering an extraordinary experience. Multiple methods were employed over two years of data collection to articulate the lived meaning of this experience from both the guides' and the consumers' perspectives. Robust quantitative measures were developed from rich qualitative data. Participant observation and interview data enriched the interpretation of quantitative results. Experiential themes of personal growth and self-renewal, “communitas,” and harmony with nature are evidenced across the data; they evolve and are woven together over the course of the trip. Together they are significant in explaining overall satisfaction. There is a complex relationship between client expectations and satisfaction. The narrative of the rafting experience rather than relationships between expectations and outcomes is shown to be central to its evaluation. Implications for other services and consumption activities are discussed.

River Magic: Extraordinary Experience and the Extended Service Encounter

Consumer researchers have recently turned their attention toward exploring the imaginative, emotional, and evaluative components of the consumption experience. Nevertheless, considerable work remains to be done on the emotional aspects of consumer behavior. Toward that end, this paper assesses the comparative reliabilities and validities of two competing typologies of emotion when they are applied to the representation of experiences associated with consumption activities. Specifically, independent samples of judges rated real experiential descriptions on either Mehrabian and Russell's (1974) PAD dimensions or Plutchik's (1980) emotional categories. Further, separate samples of judges evaluated artificial descriptions on the same competing frameworks. These data permit comparisons of reliability, internal validity, and external convergent validity for the two alternative schemes. The results favor Mehrabian and Russell's PAD paradigm and suggest the need for further research exploring types of emotional responses to the varieties of consumption experience.

https://www.jstor.org/stable/pdf/2489430.pdf

The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

Nostalgia: an Exploratory Study of Themes and Emotions in the Nostalgic Experience

The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint-type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling-based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.

/pdf/on-the-measurement-of-perceived-consumer-risk-3isu643tar.pdf

On the Measurement of Perceived Consumer Risk

QThe Good Old DaysQ: Observations on Nostalgia and Its Role in Consumer Behavior

https://isiarticles.com/bundles/Article/pre/pdf/24107.pdf

William J. Havlena

Papers

The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

Nostalgia: an Exploratory Study of Themes and Emotions in the Nostalgic Experience

On the Measurement of Perceived Consumer Risk

QThe Good Old DaysQ: Observations on Nostalgia and Its Role in Consumer Behavior

Nostalgia in post-socialist Russia: Exploring applications to advertising strategy