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Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior

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Abstract

The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers’ perceived performance and involvement with a web-based information service. Secondly, it studies whether personalization and interactivity improve customer purchase intentions of this service through IPTV. We developed a 2×2 between-subjects factorial design and applied MANOVA analyses. Findings verify that interactivity and personalization foster customer involvement with the service, perceived performance of IPTV and purchase intentions. Moreover, interactivity promotes the effect of personalization on perceived performance and customer involvement. This research concludes that customers’ involvement and purchase behavior are not derived exclusively from their relationship with the firm, but also from connections established in the channel with other customers. Customers also appreciate participating in the service provision process, so firms should promote personalization activities during the purchase in order to improve customers’ performance evaluation.

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Notes

  1. A TV community is a specialized community based on a structured set of social relations among admirers of TV contents. These kinds of communities can encourage active user participation and information sharing [55, 72].

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Acknowledgements

The authors thank the anonymous reviewers and the editor for the constructive comments on this paper. This research is supported by Cátedra Telefónica de la Universidad de Zaragoza, I+D+I project (Ref: ECO2011-23027) from the Government of Spain and the project “GENERES” (Ref: S-09) from the Government of Aragon.

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  1. Department of Marketing, Universidad de Zaragoza, c/ Plaza de la Constitución s/n, 22001, Huesca, Spain

    Lorena Blasco-Arcas

  2. Department of Marketing, Universidad de Zaragoza, c/ María de Luna, 50018, Zaragoza, Spain

    Blanca Hernandez-Ortega

  3. Department of Marketing, Universidad de Zaragoza, c/ Gran Vía 2, 50005, Zaragoza, Spain

    Julio Jimenez-Martinez

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  1. Lorena Blasco-Arcas
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Blasco-Arcas, L., Hernandez-Ortega, B. & Jimenez-Martinez, J. Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior. Electron Commer Res 13, 457–475 (2013). https://doi.org/10.1007/s10660-013-9132-1

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