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Research needs for assessing online value creation in complex consumer purchase process behavior

Journal Article


Abstract


  • Consumers face considerable frustration when purchasing structurally and/or semantically complex

    high-involvement products online. Reliance on computer-mediated communications for their

    information needs may result in functional and emotional frustration from information overload

    and lack of personal trust. This paper proposes a responsive real-time information system as a proxy for

    a perceptive sales representative who assesses customer needs based on information exchanges and

    then offers appropriate responses. By tracking and analyzing a consumer’s online activity, vendors can

    offer information relevant to the consumer’s real-time needs, facilitating their purchase process. In

    essence, this is a real-time value co-creation process based on the consumer offering cues to vendors

    through their key strokes and mouse click activity. This allows for differentiated information offerings

    for inexperienced and more experienced consumers, creating value by dynamic information serving.

    Where appropriate value is created, consumers will experience less frustration and continue online,

    rather than possibly moving offline or to alternative vendors. In examining the bases of consumer

    information needs in complex purchases, this paper identifies the data required to enable a responsive

    dialog between vendors and consumers.

Publication Date


  • 2010

Citation


  • Grant, R. G., Clarke, R. J. & Kyriazis, E. (2010). Research needs for assessing online value creation in complex consumer purchase process behavior. Journal of Retailing and Consumer Services, 17 (1), 53-60.

Scopus Eid


  • 2-s2.0-72549090290

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2334

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 53

End Page


  • 60

Volume


  • 17

Issue


  • 1

Abstract


  • Consumers face considerable frustration when purchasing structurally and/or semantically complex

    high-involvement products online. Reliance on computer-mediated communications for their

    information needs may result in functional and emotional frustration from information overload

    and lack of personal trust. This paper proposes a responsive real-time information system as a proxy for

    a perceptive sales representative who assesses customer needs based on information exchanges and

    then offers appropriate responses. By tracking and analyzing a consumer’s online activity, vendors can

    offer information relevant to the consumer’s real-time needs, facilitating their purchase process. In

    essence, this is a real-time value co-creation process based on the consumer offering cues to vendors

    through their key strokes and mouse click activity. This allows for differentiated information offerings

    for inexperienced and more experienced consumers, creating value by dynamic information serving.

    Where appropriate value is created, consumers will experience less frustration and continue online,

    rather than possibly moving offline or to alternative vendors. In examining the bases of consumer

    information needs in complex purchases, this paper identifies the data required to enable a responsive

    dialog between vendors and consumers.

Publication Date


  • 2010

Citation


  • Grant, R. G., Clarke, R. J. & Kyriazis, E. (2010). Research needs for assessing online value creation in complex consumer purchase process behavior. Journal of Retailing and Consumer Services, 17 (1), 53-60.

Scopus Eid


  • 2-s2.0-72549090290

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2334

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 53

End Page


  • 60

Volume


  • 17

Issue


  • 1