Most virtual community (VC) providers lack profitable business models. The challenge for VC providers is to generate and increase revenue from sources other than advertising. The sale of digital items (e.g., avatar) to VC members is a recent revenue generation method. This study examines how VC members decide to purchase digital items from the customer value perspective. Based on customer value...

E-commerce has brought both opportunities and challenges to Internet marketers. One challenge facing the marketers is to “convert” Internet users who are reluctant to buy things online to real online shoppers. To enlarge online customer base, it is necessary for researchers and practitioners to understand cognitive and psychological factors involved in a potential online buyer’s decision-making...

With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature – and store brands with no information about the manufacturer, as well as the moderating role of ...

the purpose of the present study is to investigate effective factors in making people willing to repurchase sports match tickets online with the approach of extending technology acceptance model. this research is considered applied regarding its purpose, descriptive- survey regarding its method, and is based on structural equation model (sem). the participants are iran's national volleybal...

Although eco-labels were introduced with the intention of encouraging eco-friendly purchasing behavior by consumers, they have had little effect on consumers' purchasing decisions, and therefore a significant gap exists between eco-label awareness and actual purchasing behavior. The aim of this study was to analyze consumer preference, in terms of public and private values, for two types of Kor...

Prior research in the field of electronic commerce argued that virtual experience (VE) could facilitate consumer’s product learning by mitigating the constraints that resulted from the lack of direct experience in an online environment. However, little is known with respect to the effect of VE on consumer’s purchasing behaviour. This paper investigates two roles that VE plays in consumer’s purc...