Proceeding Papers

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    How online trust influence B2C e-Commerce adoption? An empirical study among Asian online shoppers
    ( 2012-08) John, Surej P.
    Though many previous studies has proved the importance of trust from various perspectives, the researches about online consumer’s trust are fragmented in nature and still it need more attention from academics. Lack of consumers trust in online systems is a critical impediment to the success of e-Commerce. Therefore it is important to explore the critical factors that affect the formation of user’s trust in online environments. The main objective of this paper is to analyze the effects of various antecedents of online trust and to predict the user’s intention to engage in online transaction based on their trust in the Information systems. This study is conducted among Asian online consumers and later the results were compared with those from Non-Asian regions. Another objective of this paper is to integrate De Lone and McLean model of IS Success and Technology Acceptance Model (TAM) for measuring the significance of online trust in e-Commerce adoption. The results of this study show that perceived security, perceived privacy, vendor familiarity, system quality and service quality are the significant antecedents of online trust in a B2C e-Commerce context.
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    The Impact of Green Advertising on Consumer Purchase Intention of Green Products
    ( 2012-12) Bing, Zhu
    Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research findings reveal that credibility of claim (β=0.847, p<0.001) and consumer attitude toward green advertising (β=0.65 p<0.05) significantly influence consumer purchase intention of green products.
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    The Impact of Environmental Advertisement, Health Consciousness and Personal Norm on Organic Food Consumption in Shanghai, China
    ( 2012-06) Bing, Zhu
    The consumption of organic food has risen due to consumers’ concerns over issues regarding the environmental problems, food safety and health. This study explores the effects of factors (environmental advertisements, health consciousness, and personal norms) on organic food consumption in Shanghai. The data was collected from 400 consumers at 4 Carrefour supermarkets in Shanghai who purchased organic food. All hypotheses were analyzed by SEM (structural equation model). The research outcomes revealed that organic food consumption was positively related with environmental advertisement (β=0.56 p<0.001), health consciousness (β=0.19, p<0.01), and personal norm (β=0.22, p<0.001). The results imply that environmental advertisement is the chief factor for consumers to purchase organic food, and it is the most effective tool to reach those consumers who are aware of environmental and health issues.
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    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand
    This study explores the antecedents and consequences of customer engagement behavior in the Thai mobile network business. A qualitative research using 15 interviews was conducted to identify the service quality dimensions, customer engagement behaviors and customer loyalty. The respondents’ main concerns were related to technical and functional service quality and their engagement behavior were addressed mostly in offline mode when they interacted with their family, friends and occasionally communicating to the mobile providers. It was found that the approach to switching behavior and cross-buying behavior were connected to customer loyalty behaviors. However, spending behaviors of customers may not be a good indicator for customer loyalty in mobile network business because those who do not have intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behavior. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.
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    Measuring Player's Perceptions of Mobile Games from Gameplay Data -- A Case Study from Mobile Game Offerings from Playlab
    In measuring player’s perception of computer games, there are many approaches that could be utilized. The usage of questionnaires, player observation, abstract models, and other approaches have been utilized over the years in this problem domain. Though the traditional approaches have been used quite effectively, there is room for improvement. Due to better Internet infrastructure, many players are online which allows game developers to develop games that can collect gameplay data. With this gameplay data, it is possible to analyze the gameplay data for patterns that could measure the players’ perception of the game. Using gameplay data can help remove certain bias that are present in traditional approaches in the measurement of player’s perception. In this paper, a number of data analytics that is used to measure players’ perception from game play data that is used in mobile games from Playlab, a leading casual game developer and publisher, is described.