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Series EditorsBernhard Swoboda, Trier, GermanyThomas Foscht, Graz, AustriaHanna Schramm-Klein, Siegen, Germany
Handel und Internationales Marketing Retailing and International Marketing
Die Schriftenreihe fördert die Themengebiete Handel und Internationales Marketing. Diese charakterisieren – jedes für sich, aber auch in inhaltlicher Kombination – die Forschungsschwerpunkte der Herausgeber. Beide Themengebiete werden grundsätz-lich breit aufgefasst; die Reihe bietet sowohl Dissertationen und Habilitationen als auch Tagungs- und Sammelbänden mit unterschiedlicher inhaltlicher und metho-discher Ausrichtung ein Forum. Die inhaltliche Breite ist sowohl im Sinne eines konsumentenorientierten Marketings wie auch einer marktorientierten Unterneh-mensführung zu verstehen. Neben den Arbeiten, die von den Herausgebern für die Schriftenreihe vorgeschlagen werden, steht die Reihe auch externen wissenschaftli-chen Arbeiten offen. Diese können bei den Herausgebern eingereicht und nach einer positiven Begutachtung publiziert werden.
The book series focuses on the fields of Retailing and International Marketing. These two areas represent the research fields of the editors—each of them as a single research area, but also in combination. Both of these research areas are widely understood. Consequently, the series provides a platform for the publi-cation of doctoral theses and habilitations, conference proceedings and edited books, as well as related methodological issues that encompass the focus of the series. The series is broad in the sense that it covers academic works in the area of consumer-oriented marketing as well as the area of marketoriented management. In addition to academic works recommended by the editors, the book series also welcomes other academic contributions. These may be submitted to the editors and will be published in the book series after a positive assessment.
More information about this series at http://www.springer.com/series/12697
Frederic Nimmermann
Congruency, Expectations and Consumer Behavior in Digital Environments
Frederic NimmermannUniversity of Siegen Siegen, Germany
ISSN 2626-3327 ISSN 2626-3335 (electronic)Handel und Internationales Marketing Retailing and International Marketing ISBN 978-3-658-28420-6 ISBN 978-3-658-28421-3 (eBook)
Springer Gabler © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
This Springer Gabler imprint is published by the registered company Springer Fachmedien Wiesbaden GmbH part of Springer Nature.The registered company address is: Abraham-Lincoln-Str. 46, 65189 Wiesbaden, Germany
Dissertation, University of Siegen, 2019
https://doi.org/10.1007/978-3-658-28421-3
Acknowledgments: A letter to myself.
Dear Future Me,
what a surprise that you are reading again your dissertation. I hope you will always remember the people around you, who contributed during this time to your work and life. No matter if colleagues, superiors, friends, family or especially your better half: they all shaped memories regarding a more than important stage of your life and contributed considerably to the success of your doctorate. So please always remember...
... your supervisor, Prof. Dr. Hanna Schramm-Klein, who always gave you important impulses for your scientific work and a corresponding freedom to shape your research as you wanted, who gave you constructive criticism, but who also knew when she had to encourage you, who opened new perspectives for your professional life and who helped you to discover a little more of this world,
... the advisory committee members of your dissertation, Prof. Dr. Marcus Schweitzer, who supported the final preparation of this dissertation with meaningful ideas in the run-up to completion and, above all, showed a considerable degree of flexibility in terms of his time and also Prof. Dr. Arndt Werner, who was available at short notice for your disputation and took over the chairmanship of the associated committee,
... Carmen Richter, who has always been the good soul at the chair and has supported you in your tasks in everyday university madness, who was your no. 1 proofreader and who was always available for a good “cup of coffee-chat”,
... your colleagues (and partially co-authors) at that time, Florian Neus, Robér Rollin, Florentine Frentz, Theresia Mennekes, Anne Fota, Katja Wagner, Tobias Röding and especially your scientific mentors PD Dr. Sascha Steinmann, Dr. Gerhard Wagner and Dr. Gunnar Mau, for the exciting lunchtime roundtables, the joint adventures at conferences and the support in professional as well as private life questions,
... to your parents, Fabienne and Wilhelm Nimmermann, who always kept your back free for your studies, put their own wishes aside to support you and found the right words even in difficult moments,
... and especially your fiancée, Jana Freund, for her continuous support in the last years: her patience, especially in difficult times, her encouragement, her willingness for discussions and feedback on your research and also her endless support in the years before that led to the dissertation in the first place. Be grateful for every moment with her. Right now, you are.
VI Acknowledgments: A letter to myself.
Your connection to people in your life and their contribution to your work and private life always only make sense in retrospect. Hence, future me and everybody else reading these lines, stay open for new things, behave in a way that creates new possibilities and as someone famous once said: “stay hungry, stay foolish”.
Siegen, Frederic Nimmermann
Contents
Acknowledgments: A letter to myself. ................................................................................................. V Tables .................................................................................................................................................... IX Figures .................................................................................................................................................. XI List of Abbreviations ........................................................................................................................ XIII 1 Introduction .................................................................................................................................... 1
1.1 Empirical Relevance of Digital Environments ....................................................................... 1 1.2 Central Domains and Theoretical Foundation in the Context of Digital Environments .......................................................................................................................... 2 1.3 Research Gaps in Central Domains of Digital Environments ................................................. 5
2 Structure and Content of the Essays .......................................................................................... 13 2.1 Focus of the Essays ............................................................................................................... 13 2.2 Essay 1 - Does Mental Construal Influence the Perception of Incongruent Advertisement? The Role of Psychological Distance in Ad Processing .............................. 14 2.3 Essay 2 - Vividness of Product Images in Online Stores: The Role of Delivery Time ........ 16 2.4 Essay 3 - Is It Human? The Role of Anthropomorphism as a Driver for the Successful
Acceptance of Digital Voice Assistants ................................................................................ 18 2.5 Essay 4 - Online Complaints in the Eye of the Beholder: Optimal Handling of Consumer Complaints on the Internet .................................................................................. 21 2.6 Essay 5 - Differences and Similarities in Motivation for Offline and Online eSports Event Consumption ............................................................................................................... 23 2.7 Essay 6 - The Need for a Community: The Impact of Social Features on Video Game
Success .................................................................................................................................. 25 2.8 Overview of Essays and Related Research Characteristics .................................................. 28
3 Essays ............................................................................................................................................ 29 3.1 Does Mental Construal Influence the Perception of Incongruent Advertisement? The Role of Psychological Distance in Ad Processing ......................................................... 29
3.1.1 Introduction ................................................................................................................. 29 3.1.2 Literature Review and Hypotheses Development ........................................................ 31 3.1.3 Experiments ................................................................................................................. 36
3.1.3.1 Study 1 ........................................................................................................... 36 3.1.3.2 Study 2 ........................................................................................................... 40 3.1.3.3 Study 3 ........................................................................................................... 46
3.1.4 General Discussion ..................................................................................................... 54 3.1.5 Appendix ...................................................................................................................... 58
3.2 Vividness of Product Images in Online Stores: The Role of Delivery Time ........................ 60 3.2.1 Introduction ................................................................................................................. 60 3.2.2 Literature Review and Hypotheses .............................................................................. 63 3.2.3 Empirical Studies ......................................................................................................... 70
3.2.3.1 Study 1 ........................................................................................................... 71 3.2.3.2 Study 2 ........................................................................................................... 78
3.2.4 Discussion and Conclusions ........................................................................................ 88 3.2.5 Appendix ...................................................................................................................... 93
VIII Contents
3.3 Is It Human? The Role of Anthropomorphism as a Driver for the Successful Acceptance of Digital Voice Assistants ................................................................................ 95
3.3.1 Introduction ................................................................................................................. 95 3.3.2 Conceptual framework and hypotheses development .................................................. 97 3.3.3 Impact of the anthropomorphism on digital voice assistants ...................................... 98 3.3.4 Technological acceptance drivers for digital voice assistants .................................. 101 3.3.5 Method ....................................................................................................................... 104 3.3.6 Results ........................................................................................................................ 106 3.3.7 General Discussion and Implications ....................................................................... 109 3.3.8 Appendix .................................................................................................................... 112
3.4 Online Complaints in the Eye of the Beholder: Optimal Handling of Consumer Complaints on the Internet .................................................................................................. 115
3.4.1 Introduction ............................................................................................................... 115 3.4.2 Framework ................................................................................................................ 116 3.4.3 Method ....................................................................................................................... 118 3.4.4 Results and Implications ............................................................................................ 119 3.4.5 Conclusion ................................................................................................................. 124 3.4.6 Appendix .................................................................................................................... 126
3.5 Differences and Similarities in Motivation for Offline and Online eSports Event Consumption ....................................................................................................................... 128 3.5.1 Introduction ............................................................................................................... 128 3.5.2 Literature review and hypothesis development ......................................................... 130 3.5.3 The empirical study ................................................................................................... 140 3.5.4 Conclusion ................................................................................................................. 144 3.5.5 Appendix .................................................................................................................... 146
3.6 The Need for a Community: The Impact of Social Features on Video Game Success ...... 148 3.6.1 Introduction ............................................................................................................... 148 3.6.2 Conceptual Framework and Hypotheses Development ............................................ 150 3.6.3 Impact of the product features ................................................................................... 153 3.6.4 Impact of social features ........................................................................................... 155 3.6.5 Method, Research Design and Sample ...................................................................... 157 3.6.6 Results ........................................................................................................................ 159 3.6.7 Discussion and Conclusion ....................................................................................... 163
4 General Discussion and Conclusion ......................................................................................... 169 4.1 Core Results and Conclusions ............................................................................................. 169 4.2 Research and Theoretical Implications ............................................................................... 175 4.3 Managerial Implications ..................................................................................................... 178 4.4 Directions for Future Research ........................................................................................... 182
References ........................................................................................................................................... 187
Tables
Table 1.3-1. General Research Goals ....................................................................................................... 6
Table 2.1-1. Essay Overview .................................................................................................................. 13
Table 2.8-1. Summary of Essays and Research Characteristics ............................................................. 28
Table 3.1-1. ANOVA Results (DV = Congruence) ............................................................................... 39
Table 3.1-2. MANOVA Results – Pre-Experiment Brand and Advertising congruence ....................... 43
Table 3.1-3. MANOVA Results (DV = Congruence) ............................................................................ 44
Table 3.1-4. ANOVA Results (DV = Advertising Congruence post experiment) ................................. 50
Table 3.1-5. ANOVA Results (DV = Implementation, Attitude and Credibility) ................................. 51
Table 3.1-6. ANOVA Results (DV = Interest in more Information) ..................................................... 52
Table 3.1-7. Overview Constructs Essay 1 ............................................................................................ 58
Table 3.2-1. Results of Hypotheses Testing ANOVA (DV = Mental Imagery) .................................... 74
Table 3.2-2. Results of Hypotheses Testing ANOVA (DV = Attitude towards the Presented Product) ................................................................. 75
Table 3.2-3. Results of Hypotheses Testing ANOVA (DV = Purchase Intention) ................................ 75
Table 3.2-4. Results of Hypotheses Testing ANOVA (DV = Construal Level) .................................... 76
Table 3.2-5. Results of Hypotheses Testing ANOVA (DV = Attitude towards the Presented Product) ................................................................. 77
Table 3.2-6. Results of Hypotheses Testing ANOVA (DV = Purchase Intention) ................................ 77
Table 3.2-7. Results of Hypotheses Testing ANOVA (DV = Attitude towards product -utilitarian and hedonic) ................................................. 83
Table 3.2-8. Results of Hypotheses Testing ANOVA (DV = Purchase Intention) ................................ 84
Table 3.2-9. Results of Hypotheses Testing ANOVA (DV = Ownership and Consumption Imagery) . 85
Table 3.2-10. Overview Constructs Essay 2 .......................................................................................... 93
Table 3.3-1. Results of PLS-SEM ........................................................................................................ 106
Table 3.3-2. Overview Constructs Essay 3 .......................................................................................... 112
Table 3.3-3. Correlations, Squared Correlations and Average Variance Extracted ............................. 114
Table 3.4-1. Types of organizational response to a public complaint .................................................. 116
Table 3.4-2. Main effects of organizational response on observer’s behavior ..................................... 119
Table 3.4-3. Mean values of behavioral variables across different types of organizational response . 120
Table 3.4-4. Mediating Effects ............................................................................................................. 123
Table 3.4-5. Overview Constructs Essay 4 .......................................................................................... 126
X Tables
Table 3.5-1. Hypothesis testing ............................................................................................................ 142
Table 3.5-2. Overview Constructs Essay 5 .......................................................................................... 146
Table 3.6-1. Variable operationalization .............................................................................................. 158
Table 3.6-2. Report of the results ......................................................................................................... 161
Figures Figure 1.2-1. General Conceptual Framework ......................................................................................... 5
Figure 3.1-1. Conceptual Model ............................................................................................................. 31
Figure 3.1-2. Inner-condition Differences of Advertising Congruence Perception, CG = congruence, CL = construal level ........................................................................... 40
Figure 3.1-3. Schematic flow of the video prime in study 2 .................................................................. 41
Figure 3.1-4. Delta-Congruence-Perception, CG = congruence, PD = psychological distance ............. 45
Figure 3.1-5. Schematic flow of the video-prime in experiment 3 ........................................................ 47
Figure 3.2-1. Conceptual Model ............................................................................................................. 63
Figure 3.2-2. Manipulation of Vividness in Study 1 .............................................................................. 71
Figure 3.2-3. Product page with coffee machine in low vividness and high vividness conditions ........ 79
Figure 3.2-4. Moderating effects of mental imagery ability on the interaction of delivery time and vividness for purchase intention ................................................................................ 87
Figure 3.3-1. Conceptual Framework ..................................................................................................... 98
Figure 3.4-1. Organizational responses to public complaints and their impact on behavior of an observer of public complaint handling .................................................................. 117
Figure 3.5-1. Conceptual Model ........................................................................................................... 130
Figure 3.6-1. Conceptual Framework ................................................................................................... 152
List of Abbreviations Ad ............................................. advertisement
AI .............................................. artificial intelligence
ANCOVA ................................. analysis of covariance
ANOVA .................................... Analysis of variance
AP ............................................. average playtime
app ............................................ application
AVE .......................................... average variance extracted
B ............................................... regression coefficient
BIF ............................................ Behavior Identification Form
CASA ....................................... Computers Are Social Actors
CG ............................................. congruency
CL ............................................. construal level
CLT ........................................... construal level theory
DLC .......................................... downloadable content
DV ............................................ dependent variable
ECA .......................................... embodied conversational agents
ECT ........................................... expectation-confirmation theory
ESL ........................................... Electronic Sports League
eSports ...................................... electronic sports
EU LCS .................................... European League of Legends Championship Series
F ................................................ F-statistic
GPS ........................................... Global Positioning System
H ............................................... hypothesis
HCI ........................................... Human Computer Interaction
IPA ............................................ intelligent personal assistants
LLCI ......................................... lower level of confidence interval
M ............................................... mean
MANCOVA ............................. multivariate analysis of covariance
MANOVA ................................ multivariate analysis of variance
MIA .......................................... mental imagery ability
MS ............................................ mean squares
MSSC ....................................... motivation scale for sports consumption
N ............................................... number of sample size
XIV List of Abbreviations
n ................................................ number of sub-sample size
η² ............................................... Eta-squared
n.s. ............................................. not significant
(Ne)WOM ................................. (negative electronic) Word of Mouth
NFI ............................................ normed fit index
NOV ......................................... number of owners of the video game
p ................................................ p-value
p. ............................................... page
PAD .......................................... Pleasure-Arousal-Dominance
PD ............................................. psychological distance
PLS ........................................... partial least squares
PR ............................................. price
R ............................................... Pearson’s r (correlation coefficient)
R2 .............................................. R-squared (coefficient of determination)
RQ ............................................. research question
SD ............................................ standard deviation
SEM .......................................... structural equation model
sig. ............................................ significance level
SPSS ......................................... Statistical Package for the Social Sciences
SRMR ....................................... standardized root mean square residual
t ................................................. t-statistic
ULCI ......................................... upper level of confidence interval
UTAUT2 ................................... unified theory of acceptance and use of technology 2
VIF ............................................ variance inflation factor
VVIQ ........................................ Vividness of Visual Imagery Questionnaire
α ................................................ Cronbach’s alpha
β ................................................ beta (standardized coefficient)
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