Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/27920
Title: THREE STUDIES ON INTERACTIVE AND SOCIAL E-COMMERCE: EMPOWERING CONSUMERS AND BUSINESSES
Authors: YI CHENG
Keywords: E-commerce, interactivity design, social media, product trial, product search, consumption intention
Issue Date: 28-Jul-2011
Source: YI CHENG (2011-07-28). THREE STUDIES ON INTERACTIVE AND SOCIAL E-COMMERCE: EMPOWERING CONSUMERS AND BUSINESSES. ScholarBank@NUS Repository.
Abstract: Internet technologies nowadays have provided great opportunities to improve businesses¿ online presence, create more values to consumers online, and increase businesses¿ revenues through more effective online marketing. In this thesis, two themes of Internet technologies and applications that are particularly important to e-commerce are explored. One is multimedia and virtual reality (VR) technologies that help improve Web interface and experience, and the other is social applications based on user-generated content (UGC) that make the Web a much richer informational and social space. The thesis consists of three empirical studies: Study One explores multimedia-based online product experiences, and Study Two and Three focus on product search and evaluation on social product search and review platforms. Particularly, Study One (Chapter 2) identifies the research gaps in the literature of multimedia-based product presentations and interaction design, and proposes a new interaction design concept. An experiment is conducted to investigate three different product presentations, one passive and two interactive formats. The study focuses on the impacts of online presentations on users¿ cross-channel behavior, which is a theoretically new and practically important aspect rarely studied before. The findings reveal a non-linear effect of interactivity design and a moderating role of users¿ domain knowledge. Study Two (Chapter 3) seeks to gain more insights into how the increasingly prevalent user-driven designs and social features on e-commerce websites create values for consumers. It focuses on users¿ online product search and decision making in the social context and how it is shaped by different types of social search mechanisms. Experimental websites using real data from a large social-network-based product-search website are constructed. The experiment findings reveal the individual and joint impacts of two distinct social search mechanisms on users¿ diagnostic and serendipitous discovery of products. Study Three (Chapter 4) continues to look at the social commerce context but focuses on how businesses can make use of and derive value from user-generated content. Particularly, marketing through user-generated content in a rich information environment presents an interesting research context that has seldom been examined. This study investigates the persuasive effects of a controversial marketing vehicle based on user-generated product review. The findings from a series of four experiments suggest an interesting interplay among the content of the marketing review, its congruence with the social information context, and the heterogeneity of opinions in the social information context itself. Overall, Study One develops a better understanding on the use of multimedia-based interactive technologies for businesses to promote products, and Study Two and Three reveal the value of social applications and social information for both consumers and businesses. Contributions and implications of the studies are summarized and directions for future work are also discussed (Chapter 5).
URI: http://scholarbank.nus.edu.sg/handle/10635/27920
Appears in Collections:Ph.D Theses (Open)

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