Interesting papersKatrina 2013.01.02

What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation

Hee-Woong Kim, Hock Chuan Chan, Atreyi Kankanhalli Information Systems Research /Dec 2012

membership fees and advertisements

digital items

revenue sources for VCs

( e.g., avatars, graphics, music files )

What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation

What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation

What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation

What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation

Brand Love

Rajeev Batra, Aaron Ahuvia, & Richard P. Bagozzi Journal of Marketing/Mar 2012

Consumers’ love for brands

Associated with positive word of mouth and brand loyalty (Carroll and Ahuvia,2006)

Increased willingness to pay a price premium(Thomson, MacInnis, and Park, 2005)

Forgiveness of brand failures(Bauer, Heinrich, and Albrecht, 2009)

Brand Love

Brand Love Prototype

Passionate desire

Emotional bonding

Willingness to invest

Frequent thoughtHigh quality

Strongly values

Intrinsic rewards

Self-identity Positive affect

Length of use

telephone interviews

Brand Love Factor Model

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

Nikolaus Franke, Peter Keinz, & Christoph J. Steger Journal of Marketing/Sep 2009

Mass-marketingProducts

segment- specific Products

CustomizedProducts

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

Mass-marketing newspaper

Segment- specific newspaper

Customized newspaper

Find participants’ preferences

90 headlines

ten best-rated headlines

Use Bayesian information criterion

Newspaper （ standardized anchor ）

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

willingness to pay (WTP)

Attitude toward the product

Purchase intention

five-point scales

like vs. dislikeGood vs. bad

Appealing vs. not appealing

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

Preference insight

Ability to express

preferences

Product involvement

• no college degree• college degree or higher

personal involvement inventory scale (Zaichkowsky)

clear correlation between a person’s level of education and ability to express him- or herself (Pascarella and Terenzini 1991)

matters vs. doesn’t matterimportant vs. unimportant

Useless vs. usefulboring vs. interesting

not needed vs. needed

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

H1:  Products customized on the basis of measured preferences generate higher benefits for customers than (a) segment- specific products and (b) mass-marketing products.

H2:  In a more general form, the closer the fit between mea- sured preferences and product attributes, the higher is the resulting benefit for the customer.

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

H3: A customer’s preference insight has a positive effect on the benefit derived from customization.

H4: A customer’s ability to express his or her preferences has a positive effect on the benefit derived from customization.

H5: Product involvement has a positive effect on the benefit derived from customization.

moderated regression analysis

H5: Product involvement has a positive effect on the benefit derived from customization.

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

Product involvement

Preference insight

Ability to express

preferences benefit WTP

THANK YOU