International Journal of Electronic Marketing and Retailing http://www.inderscience.com/browse/index.php?journalID=43&year=2011&vol=4&issue=2/3 Inderscience Publishers Ltd en-uk International Journal of Electronic Marketing and Retailing 1741-1025 1741-1033 © 2011 Inderscience Publishers Ltd editor@inderscience.com https://www.inderscience.com/images/files/coverImgs/ijemr_scoverijemr.jpg http://www.inderscience.com/browse/index.php?journalID=43&year=2011&vol=4&issue=2/3 http://www.inderscience.com/link.php?id=43037 Yearly revenue generation for the online advertising industry has increased exponentially from approximately $7 billion in 2001 to approximately $23 billion in 2008. This rapid growth in revenue has spawned a very competitive online advertisement publishing industry. Ad publishers are paid to deliver ads to potential online customers in an attempt to influence their buying patterns and purchasing decisions. Eager to gain market share, online advertisement publishers are constantly attempting to improve their ability to efficiently target ads to interested online consumers and web surfers. While analysing users' web surf history is one of the most popular methods of gaining this type of actionable information, the potential value of this information is unclear as one moves further back in time in analysing a user's historical data. The purpose of this research is to gain insight into what time frame of a user's surf history is useful. In this paper, we provide a detailed longitudinal application analysis of OAWSH, a powerful behavioural targeting technique, in an effort to determine the optimal range of web surfing time upon which organisations should base their advertisement targeting decisions. A longitudinal analysis of web surf history to maximise the effectiveness of behavioural targeting techniques
Jason K. Deane; Thomas Meuer; Jay M. Teets
International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 117 - 128
Yearly revenue generation for the online advertising industry has increased exponentially from approximately $7 billion in 2001 to approximately $23 billion in 2008. This rapid growth in revenue has spawned a very competitive online advertisement publishing industry. Ad publishers are paid to deliver ads to potential online customers in an attempt to influence their buying patterns and purchasing decisions. Eager to gain market share, online advertisement publishers are constantly attempting to improve their ability to efficiently target ads to interested online consumers and web surfers. While analysing users' web surf history is one of the most popular methods of gaining this type of actionable information, the potential value of this information is unclear as one moves further back in time in analysing a user's historical data. The purpose of this research is to gain insight into what time frame of a user's surf history is useful. In this paper, we provide a detailed longitudinal application analysis of OAWSH, a powerful behavioural targeting technique, in an effort to determine the optimal range of web surfing time upon which organisations should base their advertisement targeting decisions.

]]> 10.1504/IJEMR.2011.043037 International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 117 - 128 Jason K. Deane; Thomas Meuer; Jay M. Teets Department of Business Information Technology, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA. ' Department of Business Information Technology, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA. ' Department of Management, Marketing, and Resort Tourism, Wall College of Business Administration, Coastal Carolina University, Conway, SC 29528, USA online advertising behavioural targeting electronic marketing ontological analysis e-marketing web surf history web surfing internet advertising. 2011-10-12T23:20:50-05:00 4 2/3 117 128 2011-10-12T23:20:50-05:00 http://www.inderscience.com/link.php?id=43038 This literature review collects, synthesises, and analyses 117 articles on a variety of topics closely related to privacy, published over a 20-year period (1990-2009) in 15 top information systems (IS) journals. We found a generally increasing level of activity during the last five years of the 20-year period and a focus on exploratory research methodologies. It was noted that several research methodologies were either underrepresented or absent from the pool of privacy research. We also identified several subject areas that need further exploration from IS researchers. The approach used in this study follows the scientific method, incorporates content analysis, and can be applied to other contemporary areas of research. Privacy research: application of content analysis to assess a contemporary area of research
Zack Jourdan; J. Ken Corley; R. Kelly Rainer <suffix>Jr.</suffix>
International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 129 - 150
This literature review collects, synthesises, and analyses 117 articles on a variety of topics closely related to privacy, published over a 20-year period (1990-2009) in 15 top information systems (IS) journals. We found a generally increasing level of activity during the last five years of the 20-year period and a focus on exploratory research methodologies. It was noted that several research methodologies were either underrepresented or absent from the pool of privacy research. We also identified several subject areas that need further exploration from IS researchers. The approach used in this study follows the scientific method, incorporates content analysis, and can be applied to other contemporary areas of research.

]]> 10.1504/IJEMR.2011.043038 International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 129 - 150 Zack Jourdan; J. Ken Corley; R. Kelly Rainer <suffix>Jr.</suffix> Information Systems and Decision Science Department, School of Business, Auburn University at Montgomery, P.O. Box 244023, Montgomery, Alabama, 36124-4023, USA. ' Walker College of Business, Computer Information Systems, Appalachian State University, 2112 Raley Hall, ASU Box 32049, Boone, North Carolina, 28608-2049, USA. ' Department of Management, College of Business, Auburn University, Auburn, Alabama 36849, USA privacy security literature review content analysis information systems. 2011-10-12T23:20:50-05:00 4 2/3 129 150 2011-10-12T23:20:50-05:00 http://www.inderscience.com/link.php?id=43045 The process of globalisation has affected each and every aspect of life where technology has become the predecessor of this dynamic change. There is certainly a high level of importance attached to technology. In the new millennium with the rapidly changing economic scene owing to emergence of e-commerce facilitated by the growth and expansion of internet and information technology, banking scenario and financial activity everywhere is changing rapidly. The main objective of the present study is to analyse the impact of technology on bank customers using e-delivery channels. This paper takes into account all the technological initiatives by banks as part of their channel diversification strategy. Further, we describe the extent to which these developments have taken place in the banking industry with special reference to India. The results show that public sector banks have the least average increase of customers as compared to other bank groups. The employee, branch and total productivity index has shown an increase in all bank groups, but on the other hand financial productivity index has shown a decline in new private sector bank groups. On the basis of analysis, an effort has been made to foresee the future of e-delivery channels in banks. Enhancing customer base and productivity through e-delivery channels study of banks in India
Justin Paul; Ruchi Trehan
International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 151 - 164
The process of globalisation has affected each and every aspect of life where technology has become the predecessor of this dynamic change. There is certainly a high level of importance attached to technology. In the new millennium with the rapidly changing economic scene owing to emergence of e-commerce facilitated by the growth and expansion of internet and information technology, banking scenario and financial activity everywhere is changing rapidly. The main objective of the present study is to analyse the impact of technology on bank customers using e-delivery channels. This paper takes into account all the technological initiatives by banks as part of their channel diversification strategy. Further, we describe the extent to which these developments have taken place in the banking industry with special reference to India. The results show that public sector banks have the least average increase of customers as compared to other bank groups. The employee, branch and total productivity index has shown an increase in all bank groups, but on the other hand financial productivity index has shown a decline in new private sector bank groups. On the basis of analysis, an effort has been made to foresee the future of e-delivery channels in banks.

]]> 10.1504/IJEMR.2011.043045 International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 151 - 164 Justin Paul; Ruchi Trehan Nagoya University of Commerce and Business, 1-20-1, Nishiki, Naka-ku, Nagoya City, Aichi, Japan. ' Apeejay College of Fine Arts, Mahavir Marg, Jalandhar 144001, Punjab, India e-delivery channels productivity bank performance customer base India banking sector e-banking electronic banking electronic delivery channel diversification service delivery. 2011-10-12T23:20:50-05:00 4 2/3 151 164 2011-10-12T23:20:50-05:00 http://www.inderscience.com/link.php?id=43046 The purpose of this study was to use flow theory to characterise consumers' experiences of visiting stores in the virtual world for the first time and to examine their intentions to use a virtual world for shopping. 119 Midwest US apparel merchandising university students responded to a survey after completing a course assignment introducing them to Second Life and shopping in a virtual world. A hypothesised model consisting of exogenous constructs of web skills and perceived challenges and endogenous constructs of perceived control, concentration, enjoyment, telepresence and shopping intention, guided the analysis. Results revealed that perceived control and enjoyment are significantly stronger than the other model constructs and that web skills and perceived challenge are critical elements influencing the intention to shop in Second Life. Perceived concentration and telepresence did not have significant effects on shopping intentions nor did web skills positively influence perceived telepresence in Second Life. Exploring consumers' flow experiences in virtual shopping: an exploratory study
Seung-Eun Lee; Tanya Domina; Maureen MacGillivray
International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 165 - 182
The purpose of this study was to use flow theory to characterise consumers' experiences of visiting stores in the virtual world for the first time and to examine their intentions to use a virtual world for shopping. 119 Midwest US apparel merchandising university students responded to a survey after completing a course assignment introducing them to Second Life and shopping in a virtual world. A hypothesised model consisting of exogenous constructs of web skills and perceived challenges and endogenous constructs of perceived control, concentration, enjoyment, telepresence and shopping intention, guided the analysis. Results revealed that perceived control and enjoyment are significantly stronger than the other model constructs and that web skills and perceived challenge are critical elements influencing the intention to shop in Second Life. Perceived concentration and telepresence did not have significant effects on shopping intentions nor did web skills positively influence perceived telepresence in Second Life.

]]> 10.1504/IJEMR.2011.043046 International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 165 - 182 Seung-Eun Lee; Tanya Domina; Maureen MacGillivray Apparel Merchandising and Design, Central Michigan University, 215 Wightman, 48859 Mt. Pleasant, MI, USA. ' Apparel Merchandising and Design, Central Michigan University, 215 Wightman, 48859 Mt. Pleasant, MI, USA. ' Apparel Merchandising and Design, Central Michigan University, 215 Wightman, 48859 Mt. Pleasant, MI, USA perceived challenges flow theory metaverse perceived enjoyment perceived control concentration shopping intentions telepresence virtual shopping virtual worlds web skills online shopping virtual stores Second Life. 2011-10-12T23:20:50-05:00 4 2/3 165 182 2011-10-12T23:20:50-05:00 http://www.inderscience.com/link.php?id=43047 This study identifies the features of Turkish online shopping sites that enable customers to accomplish specific tasks throughout the customer service life cycle (CSLC). It also applies the CSLC framework to website functionality in a non-Western context. Data was collected from a self-completed online survey and was developed and administered to Turkish customers. Exploratory and confirmatory factor analyses were performed on 157 cases to test the internal consistency and structural adequacy of the research framework. Twenty-six website functionalities regarding the four stages of CSLC were identified and the final structure consisting of seven sub-dimensions were empirically validated. The theoretical and practical contributions of the findings are discussed and future research directions presented. Rejoining the research on the functionality of e-tailing sites: empirical evidence from Turkey
Hakan Çelik
International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 183 - 205
This study identifies the features of Turkish online shopping sites that enable customers to accomplish specific tasks throughout the customer service life cycle (CSLC). It also applies the CSLC framework to website functionality in a non-Western context. Data was collected from a self-completed online survey and was developed and administered to Turkish customers. Exploratory and confirmatory factor analyses were performed on 157 cases to test the internal consistency and structural adequacy of the research framework. Twenty-six website functionalities regarding the four stages of CSLC were identified and the final structure consisting of seven sub-dimensions were empirically validated. The theoretical and practical contributions of the findings are discussed and future research directions presented.

]]> 10.1504/IJEMR.2011.043047 International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 183 - 205 Hakan Çelik Department of Business Administration, Faculty of Economics and Administrative Sciences, Bilecik University, 11100 Bilecik, Turkey electronic retailing customer service life cycle CSLC website functionality Turkey e-tailing sites online shopping retail websites. 2011-10-12T23:20:50-05:00 4 2/3 183 205 2011-10-12T23:20:50-05:00 http://www.inderscience.com/link.php?id=43048 Survival of the fittest and fastest is the mantra of today's business game. To compete successfully in this business era, the retailer must focus on the customer's buying experience. To manage a customer's experience, retailers should understand what 'customer experience' actually means. Customer experience management is a strategy that focuses the operations and processes of a business around the needs of the individual customer. It represents a strategy that results in a win-win value exchange between the retailer and its customers. The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviours. Several ways (e.g., brand, price, promotion, supply chain management, location, advertising, packaging and labelling, service mix, and atmosphere) to deliver a superior customer experience are identified which should result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits. Success of retail in India: the customer experience management scenario
Kamaladevi Baskaran
International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 206 - 223
Survival of the fittest and fastest is the mantra of today's business game. To compete successfully in this business era, the retailer must focus on the customer's buying experience. To manage a customer's experience, retailers should understand what 'customer experience' actually means. Customer experience management is a strategy that focuses the operations and processes of a business around the needs of the individual customer. It represents a strategy that results in a win-win value exchange between the retailer and its customers. The goal of customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviours. Several ways (e.g., brand, price, promotion, supply chain management, location, advertising, packaging and labelling, service mix, and atmosphere) to deliver a superior customer experience are identified which should result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits.

]]> 10.1504/IJEMR.2011.043048 International Journal of Electronic Marketing and Retailing, Vol. 4, No. 2/3 (2011) pp. 206 - 223 Kamaladevi Baskaran 4, Krishnan Street, Thiruvannamalai 606601, Tamilnadu, India retailing retailers supply chain management SCM macro factors customer experience management CEM India customer behaviour customer satisfaction. 2011-10-12T23:20:50-05:00 4 2/3 206 223 2011-10-12T23:20:50-05:00