Journal of Interactive Marketing Wiley Online Library : Journal of Interactive Marketinghttp://dx.doi.org/10.1002%2F%28ISSN%291520-6653John Wiley & Sons, IncenCopyright © 2011 Wiley Periodicals, Inc., A Wiley Company, and the Direct Marketing Educational Foundation1094-99681520-66532008-09-01T00:00:00-05:00Autumn (Fall) 2008224272The effects of reference prices on bidding behavior in interactive pricing mechanismshttp://dx.doi.org/10.1002%2Fdir.20118The effects of reference prices on bidding behavior in interactive pricing mechanismsAgnieszka WolkMartin Spann2008-09-01T00:00:00-05:00doi:10.1002/dir.20118John Wiley & Sons, Inc.10.1002/dir.20118http://dx.doi.org/10.1002%2Fdir.20118Research Article218Abstract

We examine the effect of reference prices on consumer bidding behavior in interactive pricing mechanisms used in online retailing, e.g., auctions and name-your-own-price. We find significant influences of different reference price concepts on bid values. However, after controlling for internal and external reference prices, sellers only have a moderate ability to affect bid values via the provision of an advertised reference price. An exaggerated advertised reference price increases the bid value among consumers who consider it to be believable. However, its effect is reversed in the presence of an external reference price if consumers consider it unbelievable, decreasing bid values.

]]>We examine the effect of reference prices on consumer bidding behavior in interactive pricing mechanisms used in online retailing, e.g., auctions and name-your-own-price. We find significant influences of different reference price concepts on bid values. However, after controlling for internal and external reference prices, sellers only have a moderate ability to affect bid values via the provision of an advertised reference price. An exaggerated advertised reference price increases the bid value among consumers who consider it to be believable. However, its effect is reversed in the presence of an external reference price if consumers consider it unbelievable, decreasing bid values.The effects of the dimensions of technology readiness on technology acceptance: An empirical analysishttp://dx.doi.org/10.1002%2Fdir.20119The effects of the dimensions of technology readiness on technology acceptance: An empirical analysisShun Yin LamJeongwen ChiangA. Parasuraman2008-09-01T00:00:00-05:00doi:10.1002/dir.20119John Wiley & Sons, Inc.10.1002/dir.20119http://dx.doi.org/10.1002%2Fdir.20119Research Article1939Abstract

We develop hypotheses about the effects of the dimensions (innova-tiveness, optimism, discomfort, and insecurity) of technology readiness on two key stages of Internet acceptance, adoption, and usage of different Internet-based activities, and test them through a two-stage model using U.S. consumer survey data. The findings show that these dimensions have significant enduring effects on the two stages at varying levels of perceived risk.

]]>We develop hypotheses about the effects of the dimensions (innova-tiveness, optimism, discomfort, and insecurity) of technology readiness on two key stages of Internet acceptance, adoption, and usage of different Internet-based activities, and test them through a two-stage model using U.S. consumer survey data. The findings show that these dimensions have significant enduring effects on the two stages at varying levels of perceived risk.Developing a scale to measure the enjoyment of Web experienceshttp://dx.doi.org/10.1002%2Fdir.20120Developing a scale to measure the enjoyment of Web experiencesAleck LinShirley GregorMichael Ewing2008-09-01T00:00:00-05:00doi:10.1002/dir.20120John Wiley & Sons, Inc.10.1002/dir.20120http://dx.doi.org/10.1002%2Fdir.20120Research Article4057Abstract

We investigate the nature and extent of enjoyment experienced by users of the Web by developing an instrument for the measurement of this new construct. We establish the reliability and validity of the instrument through a range of psychometric tests. We show that the instrument may have both managerial and theory-building applications in predicting and explaining Web users'attitudes, experiences, and behaviors.

]]>We investigate the nature and extent of enjoyment experienced by users of the Web by developing an instrument for the measurement of this new construct. We establish the reliability and validity of the instrument through a range of psychometric tests. We show that the instrument may have both managerial and theory-building applications in predicting and explaining Web users'attitudes, experiences, and behaviors.The persuasiveness of online safety cues: The impact of prevention focus compatibility of Web content on consumers' risk perceptions, attitudes, and intentionshttp://dx.doi.org/10.1002%2Fdir.20121The persuasiveness of online safety cues: The impact of prevention focus compatibility of Web content on consumers' risk perceptions, attitudes, and intentionsGuda Van NoortPeter KerkhofBob M. Fennis2008-09-01T00:00:00-05:00doi:10.1002/dir.20121John Wiley & Sons, Inc.10.1002/dir.20121http://dx.doi.org/10.1002%2Fdir.20121Research Article5872Abstract

Safety cues are frequently used in online stores to relieve consumers' risk perceptions concerning online purchases. This paper uses regulatory focus theory (RFT) to predict the persuasiveness of online safety cues. According to RFT (Higgins, 1997), people process information differently depending on whether they strive for achieving gains (promotion focus) or avoiding losses (prevention focus). The aim of the present study is to examine the impact of the regulatory focus compatibility of Web content on online consumer behavior. Using different online stores, two experiments show that the effect of online safety cues depends on the consumers'regulatory focus. A pilot study demonstrates that safety-oriented Web content lowers consumers' risk perceptions, but only when in a prevention focus. The main study replicates and extends this finding by showing that online safety cues both lower consumers' risk perceptions and engender more favorable attitudes and intentions, depending on the regulatory focus.

]]>Safety cues are frequently used in online stores to relieve consumers' risk perceptions concerning online purchases. This paper uses regulatory focus theory (RFT) to predict the persuasiveness of online safety cues. According to RFT (Higgins, 1997), people process information differently depending on whether they strive for achieving gains (promotion focus) or avoiding losses (prevention focus). The aim of the present study is to examine the impact of the regulatory focus compatibility of Web content on online consumer behavior. Using different online stores, two experiments show that the effect of online safety cues depends on the consumers'regulatory focus. A pilot study demonstrates that safety-oriented Web content lowers consumers' risk perceptions, but only when in a prevention focus. The main study replicates and extends this finding by showing that online safety cues both lower consumers' risk perceptions and engender more favorable attitudes and intentions, depending on the regulatory focus.