Advertisement

The Role of Brand Loyalty and Social Media in E-Commerce Interfaces: Survey Results and Implications for User Interfaces

  • Dimitrios RigasEmail author
  • Hammad Akhtar Hussain
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9191)

Abstract

This paper explores the role of brand loyalty and social media in e-commerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. The issues investigated included the link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and on-line shopping. It was found that online loyalty differs from offline loyalty and loyalty also differed across genders, showing that males may develop loyalty easier than females when shopping online. Information shared about products on social media by friends and family played an important role in purchase decision making. Website interface and ease of navigation were also key aspects for online shopping. The research concluded with some pointers towards multimodal interfaces that aid loyalty with the use of interactive multimodal social media.

Keywords

On-line consumer behavior Brand loyalty E-commence interfaces Social media interfaces User interface guidelines 

References

  1. 1.
    Office of The National Statistics (ONS). (February, 2014). Retail Sales, 2014. http://www.ons.gov.uk/ons/dcp171778_358049.pdf. Accessed 05th Nov 2014
  2. 2.
    Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., et al.: Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic market places. J. Mark. 61(3), 38–53 (1997)CrossRefGoogle Scholar
  3. 3.
    Hillenbrand, P., Alcauter, S., Cervantes, J., Barrios, F.: Better branding: brand names can influence consumer choice. J. Prod. Brand Manage. 22, 300–308 (2013)CrossRefGoogle Scholar
  4. 4.
    Lee, K., Carter, S.: Global Marketing Management: Changes, New Challenges, And Strategies. Oxford University Press, Oxford (2012)Google Scholar
  5. 5.
    Dick, A., Basu, K.: Customer loyalty: towards an integrated framework. J. Acad. Mark. Sci. 22(2), 99–113 (1994)CrossRefGoogle Scholar
  6. 6.
    Goldscher, S.: Count the ways to loyalty, part 1. BNP Media, Northbrook (1998)Google Scholar
  7. 7.
    Degeratu, A.M., Rangaswamy, A., Wu, J.N.: Consumer choice behavior in online and traditional supermarkets: the effects of brand name, price, and other search attributes. Int. J. Res. Mark. 17, 55–78 (2000)CrossRefGoogle Scholar
  8. 8.
    Emmanouilides, C., Hammond, K.: Internet usage: predictors of active users and frequency of use. J. Interact. Mark. 14(2), 17–32 (2000)CrossRefGoogle Scholar
  9. 9.
    Kalauz, Maja, Vranesevic, Tihomir, Trantnik, Miroslav: The clothing brand loyalty of teenagers: differences between loyalty and desire to be loyal. Int. J. Manage. Cases 13(4), 156–164 (2011)CrossRefGoogle Scholar
  10. 10.
    Evans, M., Foxall, G.R., Jamal, A.: Consumer behaviour. Wiley, Chichester (2009)Google Scholar
  11. 11.
    Davis, F.: Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quartely 13(3), 319–340 (1989)CrossRefGoogle Scholar
  12. 12.
    Davis, F.: A Technology Acceptance Model for empirically testing new end-user information systems: theory and results. Unpublished Doctoral Dissertation, MIT Sloan School of Management, Cambridge, MA (1985)Google Scholar
  13. 13.
    Fishbein, M., Ajzen, I.: Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Addison-Wesley, Reading (1975)Google Scholar
  14. 14.
    Lee, Y., Kozar, K.A., Larsen, K.R.T.: The Technology acceptance model: past, present, and future. Commun. AIS 12(50), 752–780 (2003)Google Scholar
  15. 15.
    Beauchamp, M.B., Ponder, N.: Perceptions of retail convenience for in-store and online shoppers. Market. Manage. J. 20(1), 49–65 (2010)Google Scholar
  16. 16.
    Colwell, S.R., Aung, M., Kanetkar, V., Holden, A.L.: Toward a measure of service convenience: multiple-item scale development and empirical test. J. Serv. Mark. 22(2), 160–169 (2008)CrossRefGoogle Scholar
  17. 17.
    Reimers, V., Clulow, V.: Retail centres: it’s time to make them convenient. Int. J. Retail Distrib. Manage. 37(7), 541–562 (2009)CrossRefGoogle Scholar
  18. 18.
    Fishbein, M., Stasson, M.: The role of desires, self-predictions, and perceived control in the prediction of training session attendance. J. Appl. Soc. Psychol. 20, 173–198 (1990)CrossRefGoogle Scholar
  19. 19.
    Warshaw, P.R.: Predicting Purchase and other behaviors from generally and contextually specific intentions. J. Mark. 17, 26–33 (1980)CrossRefGoogle Scholar
  20. 20.
    Ajzen, I.: Attitudes, personality, and behavior. Dorsey Press, Chicago (1988)Google Scholar
  21. 21.
    Ajzen, I., Madden, T.J.: Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. J. Exp. Soc. Psychol. 22, 453–474 (1986)CrossRefGoogle Scholar
  22. 22.
    Bagozzi, R.P.: Atttudes, intentions, and behavior: A test of some key hypotheses. J. Pers. Soc. Psychol. 41, 607–627 (1981)CrossRefGoogle Scholar
  23. 23.
    Gürhan-Canli, Z., Ahluwalia, R.: Understanding processes underlying consumer inferences. In: Broniarczyk, S., Nakamoto, K. (eds.) Advances in Consumer Research, vol. 29, p. 489. Association for Consumer Research, Provo (2002)Google Scholar
  24. 24.
    Hale, J.L., Householder, B.J., Greene, K.L.: The theory of reasoned action. In: Dillard, J.P., Pfau, M. (eds.) The Persuasion Handbook: Developments in Theory and Practice, pp. 259–286. Sage, Thousand Oaks (2002)CrossRefGoogle Scholar
  25. 25.
    Bryman, A., Bell, E.: Business Research Methods. Oxford University Press, Oxford (2011)Google Scholar
  26. 26.
    Venkatesh, V., Davis, F.D.: A model of the antecedents of perceived ease of use: development and test. Decis. Sci. 27(3), 451–481 (1996)CrossRefGoogle Scholar
  27. 27.
    Solomon, M., et al.: Consumer Behaviour: A European Perspective, 3rd edn. Prentice Hall, Harlow (2006)Google Scholar
  28. 28.
    Bruner, I.I., Gordon, C., Pomazal, Richard J.: Problem recognition: the crucial first stage of the consumer decision process. J. Consum. Mark. 5(1), 53–63 (1988)CrossRefGoogle Scholar
  29. 29.
    Bloch, P.H., Sherrell, D.L., Ridgeway, N.M.: Consumer search: an extended framework. J. Consum. Res. 13, 119–126 (1986)CrossRefGoogle Scholar
  30. 30.
    Engel, J.F., Kollat, D.T., Blackwell, R.D.: Consumer Behavior. Holt, Rinehart & Winston, New York (1968)Google Scholar
  31. 31.
    Rigas, D.I., Alty, J.L.: Using sound to communicate program execution. In: Proceedings of the 24th EUROMICRO Conference, vol. 2 pp. 625–632 (1998)Google Scholar
  32. 32.
    Rigas, D., Hopwood, D.: The role of multimedia in interfaces for on-line learning. In: 9th Panhellenic Conference on Informatics (PCI 2003), Thessaloniki, Greece (2003)Google Scholar
  33. 33.
    Rigas, D.I.: Guidelines for Auditory Interface Design: An Empirical Investigation. Ph.D thesis, Loughborough University of Technology (1996)Google Scholar
  34. 34.
    Rigas, D., Almutairi, B.: An empirical investigation into the role of avatars in multimodal e-government interfaces. Int. J. Sociotechnology Knowl. Dev. (IJSKD) 5(1), 14–22 (2013)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.University of West LondonLondonUK

Personalised recommendations