CUSTOMERS’ PERCEIVED VALUE OF COMPLEMENTARY PRODUCTS AND SERVICES ON THE INTERNET AND BEHAVIORAL INTENTIONS
Article Sidebar
Main Article Content
บทคัดย่อ
The Internet opens the opportunity for businesses to enter to a new market and create a fierce competition among them. To gain competitive advantages and survive, e-businesses need to deliver value to their customers.This study investigates the impact of product and service complementarities offered by Business-to-Consumers-businesses on customer value and evaluates the influence of this perceived value on future customer behavior. An experiment was used a 2 x 2 x 2 x 2 between-subjects factorial design including four factors: product component, product range, online services, and offline services. Sixteen interactive travel websites were created to closely mimic the design of real travel websites. Results from 272 experimental subjects revealed that subjects perceived online services and product range offerings to be of greater value when the offering was bundled with a greater number of offline services rather than limited offline services. Additionally, a positive relationship between customers’ perceived value and their future behaviors was found.
Article Details
“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
References
Adam, S. (2002). A model of Web use in direct and online marketing strategy. Electronic Markets,12 (4), 262-269.
Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic Management Journal, 22, 493-520.
Ansari, A., Siddarth, S., & Weinberg, C.B. (1996). Pricing a bundle of products or services: the case of nonprofits. Journal of Marketing Research, 33 (1), 86-93.
Burke, R.R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Academy of Marketing Science Journal, 30 (4), 411-432.
Chang, J.C., Torkzadeh, G., & Dhillon, G. (2004). Re-examining the measurement models of success for Internet commerce. Information & Management, 41, 577-584.
Chen, Z., & Dubinsky, A.J. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20 (4), 323-336.
Chernev, A. (2005). Feature complementarity and assortment in choice. Journal of Consumer Research, 31 (4), 748-759.
ComScore (2002). Traffic to sports and travel sites surges in June 2002 and e-commerce continues double-digit growth. Retrieved May 9, 2008, from ComScore Website: http://findarticles.com/p/articles/mi pwwi/is 200207/ai mark02044622
Cronin, J.J., Brady, M.K., & Hult, G.T.M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing,76 (2), 193-218.
Eakin, K., & Faruqui, A. (2000). Bundling value-added and commodity services in retail electricity markets. The Electricity Journal, 13 (10), 60-68.
Gefen, D., & Straub, D. (2000). The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption. Journal ofthe Association for Information Systems,1 (Article 8). Retrieved January 4, 2008, from http://jais. aisnet.org//articles/1-8/article.htm
Han, J., & Han, D. (2001).A framework for analyzing customer value of Internet business. Journal of Information Technology Theory and Application, 3 (5), 25-38.
Harlam, B.A., Krishna, A., Lehmann, D.R., & Mela, C. (1995). The impact of bundle type, price framing and familiarity on purchase intention for the bundle. Journal of Business Research,33, 57-65.
Herrmann, A., Huber, F., & Coulter, R.H. (1997). Product and service bundling decisions and their effects on purchase intention. Pricing Strategy &Practice, 5 (3), 99-107.
Kandampully, J. & Promsivapallop, P. (2005). Service networks: a framework to match customer needs, service offer, and operational activities. Journal of Hospitality & Leisure Marketing, 13 (3/4), 101-117.
Keeney, R.L. (1999). The value of Internet commerce to the customer. Management Science, 45(4 April), 533-542.
Kim, D.J., & Leong, J.K. (2005). The effect of perceived risk on purchase intention in purchasing airline tickets online. Journal of Hospitality & Leisure Marketing, 13 (2), 33-53.
Kim, J. (2004). Effects of perceived merchandise quality and service quality on consumer shopping behavior in the Internet apparel retailing environment, PhD thesis, lowa State University. Retrieved from ABI/INFORM database. (UMI No. 3145658)
Kuo, Y-F., Wu, C-M., & Deng, W-J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25 (4), 887-896.
Levenburg, N.M. (2005). Delivering customer value online: an analysis of practices, applications,and performance. Journal of Retailing and Consumer services, 12, 319-331.
Lumpkin, G.T. & Dess, G.G. (2004). E-business strategies and Internet business models: How the
Internet adds value. Organizational Dynamics, 33 (2), 161-173.
Mclvor, R., O'Reilly, D., & Ponsonby, S. (2003). The impact of Internet technologies on the airline industry: current strategies and future developments. Strategic Change, 12 (1), 31-47.
Nicholls, A., & Watson, A. (2005). Implementing e-value strategies in UK retailing. International Journal of Retail & Distribution Management, 33 (6), 426-443.
Parasuraman, A., Zeithaml, V.A., &Malhotra, A. (2005). E-S-QUAL: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213.
Peterson, R.A. (1994). A meta-analysis of Cronbach's Coefficient Alpha. The Journal of Consumer Research, 21(2), 381-391.
Razi, M.A., Tarn, M., & Siddiqui, F.A. (2004). Exploring the failure and success of DotComs. Information Management & Computer Security, 12 (3), 228-244.
Rosen, K.T., & Howard, A.L. (2000). E-tail: gold rush or fool's gold?. California Management Review, 42 (3), 72-100.
Seiders, K., Berry, L.L. & Gresham, L.G.(2000). Attention retailers! How convenient is your convenience strategy? Sloan Management Review, 41(3), 79-89.
Srinivasan, S.S., Anderson, R. & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50.
Steinfield, C., Bouwman, H., & Adelaar, T. (2002). The dynamics of click-and-mortar electronic commerce: opportunities and management strategies. International Journal of Electronic Commerce, 7 (1), 93-119.
Turban, E., King, D., McKay, J., Marshall, P., Lee, J., & Viehland, D. (2008). Electronic commerce 2008: a managerial perspective. New Jersey: Prentice Hall.
Walters, R.G. (1991). Assessing the impact of retail pricepromotions on product substitution,complementary purchase. Journal of Marketing, 55 (April), 17-28.
Wyner, G.A. (2001). The customer-value gap. Marketing Management, Spring, 10 (1), 4-5.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52 (July), 2-22.
Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (2), 31-46.
Zhu, K. (2004). The complementarity of informationtechnology infrastructure and e-commerce capability: a resource-based assessment of their business value. Journal of Management Information Systems, 21 (1), 167-202.