CROSS-NATIONAL INFLUENCERS ON PEER-TO-PEER SYSTEM ADOPTION : THE CASE OF ONLINE AUCTIONS

Tony C. Garrett,Jong-Ho Lee,Stefan Bodenburg 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

The emergence of peer to peer systems such as online auction websites is a major element in e-commerce yet relatively little is known about what influences its adoption and use in different parts of the world. Using an extended Technology Acceptance Model (TAM), user attitudes and behaviors from three national environmental contexts, Korea, Germany and New Zealand, are examined and compared to determine the factors influencing the adoption and usage of this system. The key questions this paper addresses are: Are there national differences affecting the ability for the TAM to predict OAWS acceptance, and if so, in what way? And are differences observed between heavy and light user motivations and perceptions of the medium and how these differ across national environments? Answers to these questions will increase the understanding for future marketers and developers of peer-to-peer systems. An extended TAM model was developed from which a number of hypothesized relationships are posited. We use the Davis, Bagozzi and Warshaw (1989) core TAM model extended by our arguing for two key influencing factors on a user’s attitude to using a new technology, perceived risk and computer affinity. We contend the drivers of perceived risk are: perceived enjoyment, trust in intermediary, perceived reputation system effectiveness, and positive past experience. Additionally we address the limited understanding in the literature of the national environment effects on technology acceptance. National cultural effects such as uncertainty avoidance and individualism, along with technological heritage and country innovativeness may need to be understood to determine potential differences in consumer activity and the robustness of the theoretical model. We also considered usage behavior to be important. Research for example, identifies heavy users as influencers on other potential adopters; thus important targets for developers and marketers of new technologies. Results suggest that although the core TAM is somewhat robust for the three nations along with the extended model for the respondents from South Korea, there are some key differences in the extended model between New Zealand and Germany. Specifically the relationships: Positive Past Experience and Perceived Risk are not supported in NZ or Germany, and “computer affinity” and “attitude to using” unsupported in Germany. We similarly found differences in the attitudes of light and heavy users between the samples, especially the Korean sample with the others. Our findings highlight that national environmental variations, especially between the “eastern” and “western” samples are important, which could be attributed to both uncertainty avoidance and individualism. Key conclusions and recommendations will be given.

The Components of the B2B Brand and Buyer Relationship Intention

Tony C Garrett,Irina Pieschkova 한국유통과학회 2017 KODISA ICBE (International Conference on Business Vol.2017 No.-

This study examines what influence relational components of the business-to-business (B2B) brand have on the buyer's intention to engage in a long-term B2B relationship and if choice risk has a moderating influence. Breaking the brand elements down into company (reputation, community and personality) and relationship (adaptation and advice) specific components, a survey was developed and administered to a sample of Korean managers. Results show that reputation and personality elements are the only significant brand components influencing relationship intention, however when considering the moderating effect of risk all of company specific elements were significant. Conclusions are given. Further analysis will be given at the conference

CROSS-NATIONAL INFLUENCERS ON PEER-TO-PEER SYSTEM ADOPTION: THE CASE OF ONLINE AUCTIONS

Tony C. Garrett,Jong-Ho Lee,Stefan Bodenburg 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The emergence of peer to peer systems such as online auction websites is a major element in e-commerce yet relatively little is known about what influences its adoption and use in different parts of the world. Using an extended Technology Acceptance Model (TAM), user attitudes and behaviors from three national environmental contexts, Korea, Germany and New Zealand, are examined and compared to determine the factors influencing the adoption and usage of this system. The key questions this paper addresses are: Are there national differences affecting the ability for the TAM to predict OAWS acceptance, and if so, in what way? And are differences observed between heavy and light user motivations and perceptions of the medium and how these differ across national environments? Answers to these questions will increase the understanding for future marketers and developers of peer-to-peer systems. An extended TAM model was developed from which a number of hypothesized relationships are posited. We use the Davis, Bagozzi and Warshaw (1989) core TAM model extended by our arguing for two key influencing factors on a user’s attitude to using a new technology, perceived risk and computer affinity. We contend the drivers of perceived risk are: perceived enjoyment, trust in intermediary, perceived reputation system effectiveness, and positive past experience. Additionally we address the limited understanding in the literature of the national environment effects on technology acceptance. National cultural effects such as uncertainty avoidance and individualism, along with technological heritage and country innovativeness may need to be understood to determine potential differences in consumer activity and the robustness of the theoretical model. We also considered usage behavior to be important. Research for example, identifies heavy users as influencers on other potential adopters; thus important targets for developers and marketers of new technologies. Results suggest that although the core TAM is somewhat robust for the three nations along with the extended model for the respondents from South Korea, there are some key differences in the extended model between New Zealand and Germany. Specifically the relationships: Positive Past Experience and Perceived Risk are not supported in NZ or Germany, and “computer affinity” and “attitude to using” unsupported in Germany. We similarly found differences in the attitudes of light and heavy users between the samples, especially the Korean sample with the others. Our findings highlight that national environmental variations, especially between the “eastern” and “western” samples are important, which could be attributed to both uncertainty avoidance and individualism. Key conclusions and recommendations will be given.

COOPETITION CAPABILITY IN NEW PRODUCT DEVLEOPMENT; THE PARADOX

Sungkyu Lee,Tony C. Garrett,Jong-Ho Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Firms cooperate not only with complementary partners such as their suppliers and customers, but also increasingly with their competitors which can result in a simultaneous pursuit of cooperation and competition – coopetition (Brandenburger and Nalebuff, 2011). Coopetition is a paradox as it involves firms interacting with two contradictory logics – cooperation and competition, which their contradictory, yet interrelated, demands seem logical in isolation, but absurd and irrational when appearing simultaneously (Peng et al., 2017). The extant research on the role of the competitor as an NPD partner also throws conflicting results; positive and negative NPD performance. This variance could be related to the firm’s internal capability to manage the partnership in NPD activities. This research aims to investigate these issues: Part I examines ‘the paradox of coopetition’ by investigating how firm’s experience of coopetitive relationship influence on firm’s coopetition capability. Part II investigates the key antecedents and outcomes of coopetition capability on the competitor partnership for new product development. The findings suggest a balanced-strong coopetition and alliance management capability are useful to build coopetition capability. In turn, coopetition capability has direct and indirect effects on NPD performances.

FRANCHISEE’S IDEA SHARING WITHIN FRANCHISE SYSTEM: EXPLAINING DIFFERENCES IN SERVICE INDUSTRIES

Mehdi Ghahremani,Tony C. Garrett 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Based on expectancy theory, this study examines the extent to which franchisees share innovative ideas within the franchise system as a function of their expectation that the ideas are adopted (success expectancy), and their belief that such effort benefits their own personal interests (valence) under different service industries. In addition, satisfaction is considered as an additional motivator that may promote the sharing of ideas. We argue how can the decision maker (franchisor) be aware and take advantage of unknown innovative ideas the franchisees may have.

WHEN IS CUSTOMER PARTICIPATION EFFECTIVE IN NPD STAGES: A TEST OF TWO DIFFERENT USER TYPES AND INNOVATION

Hyeyeon Yuk,Tony C. Garrett 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This paper’s aim is to provide an insight into when and for what type of innovation are different types of customers most effective participants in the NPD process (Gemser & Perks 2015). Most of prior research has not considered type of innovation or only focused on one stage of NPD process, although both innovation type and each NPD process are critical factors to the NPD performance in the customer co-development context (Chatterji & Fabrizio 2014). Even though some research has examined all stages of NPD process, they also did not specify users or innovation types to compare them. Thus, we will examine the effect of customer participation on NPD performance considering both innovation and user types in terms of each NPD process. The specific research questions are 1) In the NPD process, will the impact of customer participation on NPD performance differ by user-type (lead users vs. ordinary users)? And the NPD stage?, 2) If so, when we consider both user-type and NPD stage, will the impact of customer participation on NPD performance differ depending on the type of innovation (Incremental vs. radical)? The hypotheses are developed as a basis for the subsequent research. This research has several theoretical contributions. First, we discover more appropriate user type in each NPD stage in the customer participation process. Second, we also find more appropriate user characteristics depending on the type of innovation. Third, if lead users are involved rather than ordinary users, customer participation in the development stage can generate positive impact on NPD performance, which is the opposite result compared to previous research (e.g., Chang & Taylor 2016). Finally, we show practical implications and limitations.

LIVE WHAT YOU SPEAK AND YOU SHALL BE PROTECTED: THE INSURANCE-EFFECT OF CSR BELIEFS IN THE FACE OF A CSI CRISIS

Matthias Jaeger,Tony C. Garrett 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This research examines Kang et al. (2016)’s proposal that corporate social responsibility (CSR) reputation, which was operationalized in this paper via consumers’ CSR beliefs about a brand (Du et al., 2007), could moderate the negative effect of corporate social irresponsibility (CSI) crisis on firm performance when it is used as a preventive, insurance-like measure. According to Kang et al. most companies unsuccessfully used CSR as penance mechanism to undo negative effects of a prior CSI crisis they caused by their irresponsible behavior. However, using CSR as an insurance tool before any CSI event has happened, in order to mitigate the potential negative future effect, has not been observed yet in practice. The results of this paper show that a completely CSR positioned brand has a competitive advantage over a non-CSR positioned brand. Regardless of crisis severity, the consumers’ stronger CSR beliefs triggered by the CSR brand positioning works like a preventive, insurance-like mechanism, which protects the brand in times of both non-severe and severe CSI crisis. The CSR positioned brand also suffers a damage measured in brand attitude change and negative word-of-mouth, but much less than a brand, which did not care at all about CSR positioning or engaging in any CSR activities. However, the results only hold true for consumers, who regard CSR as important. Most managers still do not even know the effects a reputation in CSR can have in face of a CSI crisis (Lenz et al., 2017). This research sheds new light on this ambiguity.

CONTRACTS, INCENTIVE STRATEGIES, AND EX POST GOVERNANCES UNDER DIFFERENT STAGES OF RELATIONSHIPS

Mehdi Ghahremani,Tony C. Garrett 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11

INFLUENCING FACTORS OF CUSTOMER EQUITY: IMPLICATIONS IN SUSTAINABLE MARKETING

Yang Sun,Tony C. Garrett,Eunju Ko,Kyung Hoon Kim 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

There are amount of researches study about corporate competition sustainability, find the way to survive in the competition. But sustainable development has been launched for many years. Sustainable marketing aims to balance among economic, environmental, and social goals. Marketing methods of one company should be innovated with fast development. Marketing practitioners and researchers should follow the idea to sustainable marketing base on the hot issue of sustainable issue. Because sustainable marketing can increase firms’ profit and improve the environment such as nature environment and society. Customer equity is the sum of customer lifetime value, comes from value creation based on profits, costs, cash flow, customers, and customer relationships. Customer equity has been defined as value of future profits that might be acquired from customers, excluding corporate costs (Berger & Nasr, 1998), as profits created when companies allocate resources appropriately to acquire and retain customers (Blattberg & Deighton, 1996), and as the sum of all customers’ discounted lifetime value (Lemon et al., 2001). In this research studied the relationship between sustainable marketing and customer equity. Customer equity has been the key for companies’ sustainable competitive advantage. The company can make proper marketing strategy with customer equity which can both satisfy consumers and make a profit for the company (Lemon et al., 2001). Also test customer attitude to sustainable marketing in different culture. Based on the results this study gave both academy and practice implications.

THE ROLE OF COOPETITION, FIRM CAPABILITES AND NPD ADVANTAGES ON FINANCIAL PERFORMANCE: DEVELOPMENT OF A CONCEPTUAL MODEL

Sungkyu Lee,Tony C. Garrett,Jong-Ho Lee 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Our study aims to investigate the mechanisms leading to focal firm’s innovation performance through the coopetitive relationships. Specifically, we argue focal firm’s two capabilities, coopetition capability and NPD capability, play a crucial role as a mediator of interfirm coopetition and its innovation performance. In order to provide new evidence on this subject, we contribute to this stream by developing a conceptual model. We argue that coopetitive behaviors of partners will influence the focal firm’s coopetition capability, which will then influence the focal firm’s NPD capability, although we assume NPD capability will have an impact on coopetition capability as well. We also argue NPD capability will not only lead to new product advantages, NPD process advantages as well, as a result of them, financial performance at the end. This paper reports the development of this model.