Technology-Based Value Index to Outline e-Shopper Characteristics
Sergiusz Strykowski , Bartłomiej Pierański
AbstractTechnological developments shape the way e-commerce has been transforming in recent years. Due to new technologies e-retailers are able to fulfill customer needs. Applications for instant payments, price comparisons, access to product information, personalization of advertisement, chat-bots, and cloud robotics are just some of the areas where retailers are utilizing technology to improve customer performance. On the other hand, the technology-loaded features of on-line commerce could be perceived as too complex for some e-shoppers. As a results this could diminish the value e-retailers try to provide for them. Therefore there is a need to investigate the attitude of e-shoppers towards new technology. Based on this assumption, the Technology-based Value Index (TVI) is proposed in the paper. The index was constructed based on the results of empirical research on e-shopper habits and preferences. The TVI measures the scale of values perceived by the e-shoppers as a result of technology-based features of online shopping services. The index was applied to distinguish three profiles of e-shoppers: the Reluctants, Neutrals, and Enthusiasts, and outline their characteristics.
|Publication size in sheets||0.5|
|Book||Nguyen Ngoc Thanh, Jearanaitanakij Kietikul, Selamat Ali, Trawiński Bogdan, Chittayasothorn Suphamit (eds.): Intelligent Information and Database Systems : 12th Asian Conference, ACIIDS 2020, Phuket, Thailand, March, 23-26, 2020 : Proceedings, Part II, Lecture Notes in Artificial Intelligence, vol. 12034, 2020, Springer, ISBN 978-3-030-42057-4, [978-3-030-42058-1], 606 p., DOI:10.1007/978-3-030-42058-1|
|Keywords in Polish||e-commerce, wartośc dla nabywcy, wartość dla nabywcy generowana przez technologię|
|Keywords in English||e-commerce, value for customer, technology-based value|
|Score||= 20.0, 24-04-2020, ChapterFromConference|
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