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Sawyer Business School Faculty Research Seminar April 23, 2009.

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1 Sawyer Business School Faculty Research Seminar April 23, 2009

2 “15 minutes of fame” - Warhol

3 Arnold Kamis & Jonathan Frank ISOM Department SBS Faculty Research Seminar, April 23, 2009 Self-Customization vs. Social Shopping : User Interaction Design for Gen-Y Hedonic Online Purchases

4 Richness of Social Shopping Web stores can feel "sterile and isolating” – Apple Corp

5 Online Shopping Expectations?

6 Online Shopping Research Questions

7 Online Shopping Long Tail Pareto Principle 80/20 rule Brynjolfsson (2003, 2006) Anderson (2004) Elberse (2008)

8 Web 2.0 Crowd Control

9 Long Tailed Self-Customization

10 Long Tailed Stores Online

11 Long Tailed Social Networks

12 Social Bookmarking -- Skimbit

13 “Trusted expert” -- ThisNext

14 ThisorThat

15 Co-browsing -- DimDim

16 Simplified Conceptual Model (TPB) (TAM) (Flow) (TAM) (Marketing)

17 Research Design Controlled experiment Two travel web sites: StudentCity and Expedia Cobrowsing with LiveLook Student Subjects from classes in Spring 2008 – Summer I 2008 N=182

18 Experimental Hedonic Tasks for Solo or Paired Online Shoppers Packaged Customized

19 Overall

20 R 2 = 52.7% R 2 = 65.2% R 2 = 28.3% R 2 = 26.8% Simplest Combination: solo & packaged Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.30, 1.64)

21 R 2 = 69.1% R 2 = 68.6% R 2 = 30.6% R 2 = 77.5% social & packaged Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.34, 1.68)

22 R 2 = 70.9% R 2 = 63.9% R 2 = 19.7% R 2 = 52.6% solo & customizable Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.84, 1.76)

23 Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment % 36.7% 3.3% 57.2% social & customizable (5.02, 1.32)

24 Zoomerang  Excellent company for panels of online users  Still analyzing new dataset (n=606) from Field Experiment United States: $5.50 / subject Going Global o China: $18 / subject! o Russia: $20 / subject! o India: $27 / subject! o Brazil: $32 / subject!

25 Conclusions  The social dimension and the customizability dimension explain to a significant extent intent to purchase online travel The two dimensions influence the Gen-Y subject(s) differently. We can support and influence both dimensions with careful design of the user interface and the social process. We expect these dimensions to vary by culture.  There are additional variables we have yet to identify. Any suggestions?

26 What’s next?


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