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. 0.091 0.532 0.132 -0.182 R 2 = 52.7% R 2 = 65.2% R 2 = 28.3% R 2 = 26.8% -0.089 0.472 0.731 0.124 0.729 Simplest Combination: solo & packaged Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.30, 1.64)

21. 0.194 0.553 0.115 0.016 R 2 = 69.1% R 2 = 68.6% R 2 = 30.6% R 2 = 77.5% 0.342 0.036 0.655 0.563 0.759 social & packaged Perceived Effective- ness Information Seeker Intent to Purchase Perceived Ease of Use Perceived Enjoyment (4.34, 1.68)

22. 0.299 0.444 0.165 0.020 R 2 = 70.9% R 2 = 63.9% R 2 = 19.7% R 2 = 52.6% 0.159 0.563 0.576 0.033 0.713 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 0.186 0.182 -0.007 -0.337 32.9% 36.7% 3.3% 57.2% 0.385 0.117 0.380 0.434 0.607 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?