Congruency, expectations and consumer behavior in digital environments, 1st ed , frederic nimmermann, 2020 1569

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Bernhard Swoboda • Thomas Foscht Hanna Schramm-Klein Hrsg Frederic Nimmermann Congruency, Expectations and Consumer Behavior in Digital Environments Handel und Internationales Marketing Retailing and International Marketing Series Editors Bernhard Swoboda, Trier, Germany Thomas Foscht, Graz, Austria Hanna Schramm-Klein, Siegen, Germany Die Schriftenreihe fördert die Themengebiete Handel und Internationales Marketing Diese charakterisieren – jedes für sich, aber auch in inhaltlicher Kombination – die Forschungsschwerpunkte der Herausgeber Beide Themengebiete werden grundsätz­ lich breit aufgefasst; die Reihe bietet sowohl Dissertationen und Habilitationen als auch Tagungs- und Sammelbänden mit unterschiedlicher inhaltlicher und metho­ discher Ausrichtung ein Forum Die inhaltliche Breite ist sowohl im Sinne eines konsumentenorientierten Marketings wie auch einer marktorientierten Unternehmensführung zu verstehen Neben den Arbeiten, die von den Herausgebern für die Schriftenreihe vorgeschlagen werden, steht die Reihe auch externen wissenschaftlichen Arbeiten offen Diese können bei den Herausgebern eingereicht und nach einer positiven Begutachtung publiziert werden The book series focuses on the fields of Retailing and International Marketing These two areas represent the research fields of the editors—each of them as a single research area, but also in combination Both of these research areas are widely understood Consequently, the series provides a platform for the publi­ cation of doctoral theses and habilitations, conference proceedings and edited books, as well as related methodological issues that encompass the focus of the series The series is broad in the sense that it covers academic works in the area of consumer-oriented marketing as well as the area of marketoriented management In addition to academic works recommended by the editors, the book series also welcomes other academic contributions These may be submitted to the editors and will be published in the book series after a positive assessment More information about this series at http://www.springer.com/series/12697 Frederic Nimmermann Congruency, Expectations and Consumer Behavior in Digital Environments Frederic Nimmermann University of Siegen Siegen, Germany Dissertation, University of Siegen, 2019 ISSN 2626-3327 ISSN 2626-3335  (electronic) Handel und Internationales Marketing Retailing and International Marketing ISBN 978-3-658-28420-6 ISBN 978-3-658-28421-3  (eBook) https://doi.org/10.1007/978-3-658-28421-3 Springer Gabler © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 This work is subject to copyright All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed The use of general descriptive names, registered names, trademarks, service marks, etc in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations This Springer Gabler imprint is published by the registered company Springer Fachmedien Wiesbaden GmbH part of Springer Nature The registered company address is: Abraham-Lincoln-Str 46, 65189 Wiesbaden, Germany Acknowledgments: A letter to myself Dear Future Me, what a surprise that you are reading again your dissertation I hope you will always remember the people around you, who contributed during this time to your work and life No matter if colleagues, superiors, friends, family or especially your better half: they all shaped memories regarding a more than important stage of your life and contributed considerably to the success of your doctorate So please always remember your supervisor, Prof Dr Hanna Schramm-Klein, who always gave you important impulses for your scientific work and a corresponding freedom to shape your research as you wanted, who gave you constructive criticism, but who also knew when she had to encourage you, who opened new perspectives for your professional life and who helped you to discover a little more of this world, the advisory committee members of your dissertation, Prof Dr Marcus Schweitzer, who supported the final preparation of this dissertation with meaningful ideas in the run-up to completion and, above all, showed a considerable degree of flexibility in terms of his time and also Prof Dr Arndt Werner, who was available at short notice for your disputation and took over the chairmanship of the associated committee, Carmen Richter, who has always been the good soul at the chair and has supported you in your tasks in everyday university madness, who was your no proofreader and who was always available for a good “cup of coffee-chat”, your colleagues (and partially co-authors) at that time, Florian Neus, Robér Rollin, Florentine Frentz, Theresia Mennekes, Anne Fota, Katja Wagner, Tobias Röding and especially your scientific mentors PD Dr Sascha Steinmann, Dr Gerhard Wagner and Dr Gunnar Mau, for the exciting lunchtime roundtables, the joint adventures at conferences and the support in professional as well as private life questions, to your parents, Fabienne and Wilhelm Nimmermann, who always kept your back free for your studies, put their own wishes aside to support you and found the right words even in difficult moments, and especially your fiancée, Jana Freund, for her continuous support in the last years: her patience, especially in difficult times, her encouragement, her willingness for discussions and feedback on your research and also her endless support in the years before that led to the dissertation in the first place Be grateful for every moment with her Right now, you are VI Acknowledgments: A letter to myself Your connection to people in your life and their contribution to your work and private life always only make sense in retrospect Hence, future me and everybody else reading these lines, stay open for new things, behave in a way that creates new possibilities and as someone famous once said: “stay hungry, stay foolish” Siegen, Frederic Nimmermann Contents Acknowledgments: A letter to myself V Tables IX Figures XI List of Abbreviations XIII Introduction 1.1 Empirical Relevance of Digital Environments 1.2 Central Domains and Theoretical Foundation in the Context of Digital Environments 1.3 Research Gaps in Central Domains of Digital Environments Structure and Content of the Essays 13 2.1 Focus of the Essays 13 2.2 Essay - Does Mental Construal Influence the Perception of Incongruent Advertisement? The Role of Psychological Distance in Ad Processing 14 2.3 Essay - Vividness of Product Images in Online Stores: The Role of Delivery Time 16 2.4 Essay - Is It Human? The Role of Anthropomorphism as a Driver for the Successful Acceptance of Digital Voice Assistants 18 2.5 Essay - Online Complaints in the Eye of the Beholder: Optimal Handling of Consumer Complaints on the Internet 21 2.6 Essay - Differences and Similarities in Motivation for Offline and Online eSports Event Consumption 23 2.7 Essay - The Need for a Community: The Impact of Social Features on Video Game Success 25 2.8 Overview of Essays and Related Research Characteristics 28 Essays 29 3.1 Does Mental Construal Influence the Perception of Incongruent Advertisement? The Role of Psychological Distance in Ad Processing 29 3.1.1 Introduction 29 3.1.2 Literature Review and Hypotheses Development 31 3.1.3 Experiments 36 3.1.3.1 Study 36 3.1.3.2 Study 40 3.1.3.3 Study 46 3.1.4 General Discussion 54 3.1.5 Appendix 58 3.2 Vividness of Product Images in Online Stores: The Role of Delivery Time 60 3.2.1 Introduction 60 3.2.2 Literature Review and Hypotheses 63 3.2.3 Empirical Studies 70 3.2.3.1 Study 71 3.2.3.2 Study 78 3.2.4 Discussion and Conclusions 88 3.2.5 Appendix 93 VIII Contents 3.3 Is It Human? The Role of Anthropomorphism as a Driver for the Successful Acceptance of Digital Voice Assistants 95 3.3.1 Introduction 95 3.3.2 Conceptual framework and hypotheses development 97 3.3.3 Impact of the anthropomorphism on digital voice assistants 98 3.3.4 Technological acceptance drivers for digital voice assistants 101 3.3.5 Method 104 3.3.6 Results 106 3.3.7 General Discussion and Implications 109 3.3.8 Appendix 112 3.4 Online Complaints in the Eye of the Beholder: Optimal Handling of Consumer Complaints on the Internet 115 3.4.1 Introduction 115 3.4.2 Framework 116 3.4.3 Method 118 3.4.4 Results and Implications 119 3.4.5 Conclusion 124 3.4.6 Appendix 126 3.5 Differences and Similarities in Motivation for Offline and Online eSports Event Consumption 128 3.5.1 Introduction 128 3.5.2 Literature review and hypothesis development 130 3.5.3 The empirical study 140 3.5.4 Conclusion 144 3.5.5 Appendix 146 3.6 The Need for a Community: The Impact of Social Features on Video Game Success 148 3.6.1 Introduction 148 3.6.2 Conceptual Framework and Hypotheses Development 150 3.6.3 Impact of the product features 153 3.6.4 Impact of social features 155 3.6.5 Method, Research Design and Sample 157 3.6.6 Results 159 3.6.7 Discussion and Conclusion 163 General Discussion and Conclusion 169 4.1 Core Results and Conclusions 169 4.2 Research and Theoretical Implications 175 4.3 Managerial Implications 178 4.4 Directions for Future Research 182 References 187 Tables Table 1.3-1 General Research Goals Table 2.1-1 Essay Overview 13 Table 2.8-1 Summary of Essays and Research Characteristics 28 Table 3.1-1 ANOVA Results (DV = Congruence) 39 Table 3.1-2 MANOVA Results – Pre-Experiment Brand and Advertising congruence 43 Table 3.1-3 MANOVA Results (DV = Congruence) 44 Table 3.1-4 ANOVA Results (DV = Advertising Congruence post experiment) 50 Table 3.1-5 ANOVA Results (DV = Implementation, Attitude and Credibility) 51 Table 3.1-6 ANOVA Results (DV = Interest in more Information) 52 Table 3.1-7 Overview Constructs Essay 58 Table 3.2-1 Results of Hypotheses Testing ANOVA (DV = Mental Imagery) 74 Table 3.2-2 Results of Hypotheses Testing ANOVA (DV = Attitude towards the Presented Product) 75 Table 3.2-3 Results of Hypotheses Testing ANOVA (DV = Purchase Intention) 75 Table 3.2-4 Results of Hypotheses Testing ANOVA (DV = Construal Level) 76 Table 3.2-5 Results of Hypotheses Testing ANOVA (DV = Attitude towards the Presented Product) 77 Table 3.2-6 Results of Hypotheses Testing ANOVA (DV = Purchase Intention) 77 Table 3.2-7 Results of Hypotheses Testing ANOVA (DV = Attitude towards product -utilitarian and hedonic) 83 Table 3.2-8 Results of Hypotheses Testing ANOVA (DV = Purchase Intention) 84 Table 3.2-9 Results of Hypotheses Testing ANOVA (DV = Ownership and Consumption Imagery) 85 Table 3.2-10 Overview Constructs Essay 93 Table 3.3-1 Results of PLS-SEM 106 Table 3.3-2 Overview Constructs Essay 112 Table 3.3-3 Correlations, Squared Correlations and Average Variance Extracted 114 Table 3.4-1 Types of organizational response to a public complaint 116 Table 3.4-2 Main effects of organizational response on observer’s behavior 119 Table 3.4-3 Mean values of behavioral variables across different types of organizational response 120 Table 3.4-4 Mediating Effects 123 Table 3.4-5 Overview Constructs Essay 126 ... Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 F Nimmermann, Congruency, Expectations and Consumer Behavior in Digital Environments, Handel und Internationales Marketing Retailing and International... web (Kemp, 2018) © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 F Nimmermann, Congruency, Expectations and Consumer Behavior in Digital Environments, Handel und Internationales... cognitive processing, their behavior in digital environments, and, moreover, how expectations and congruence explain and shape the central consumer related outcomes as proposed in the general conceptual
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