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RISS 인기검색어
- 검색키워드
- 저자 : Nils O. Ommen (검색결과 3 건)
- 무료
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HOW TO DESIGN SERVICE INNOVATION PROCESSES:DEVELOPMENT OF THE PARTICIPATION QUALITY SCALE
Nils O. Ommen,Markus Blut,Christof Backhaus,David M. Woisetschläger 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
Research on new product development has emphasized the importance of integrating customers, employees, and suppliers in an organization’s innovation processes. While several studies evaluate respective participatory processes, there is, surprisingly, no consensus on which dimension participation quality consists of, and how to measure them consistently. The present study contributes to the literature by identifying the dimensions of participation quality and by constructing a participation quality scale that includes six dimensions, namely (1) project-related resources, (2) early involvement, (3) degree of influence, (4) transparency of processes, (5) incentive mechanisms, and (6) voluntariness of participation. Furthermore, a 24-item measure of participation quality is developed using a mixed-method design. Results of our study show that the developed measure impacts important innovation-related outcomes such as innovation performance, acceptance of the innovation, and intention to participate in future innovation projects. Given that the six identified dimensions of participation quality differentially affect these outcomes, the scale provides the opportunity to better design participatory innovation projects, and thus helps managers to integrate stakeholders more successfully in these projects.
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The Impact of Country-of-Origin and Joy on Product Evaluation
Nils O. Ommen,Tobias Heußler,Christof Backhaus,Manuel Michaelis,Dieter Ahlert 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.2
Consumer’s differentiated perception and appraisal of a product’s country-of-origin (COO) exerts large influence on perception of the COO-image (COI) and on the perceived product quality. At peripheral information processing COO-Image (COI) provides a basis to ease requirements for information processing in form of heuristics. Most of internationalization literature examines the COO effect with respect to high-involvement products and in context of cognitive processing. However studies from Maheswaran and Chen (2006) point out, that besides cognitive influences, also specific emotions impact on COO-effects. Whereas the influence of negative emotions like anger, sadness or frustration on processing and judgments could be exposed, the issue of positive emotions’ impact still stays open. Since the question should be answered, if emotions impact on COO-Effects, it is emphasized to focus on COO as an affective heuristic operating as a “halo” effect on attitudes towards a product. Because both marketing and evolutionary theories of emotion act on the assumption of satisfaction of human needs, latter is specified, describing emotions as complex chains of events with stabilizing feedback loops. Particularly, in the context of impulsive purchasing emotion plays a vital role. Impulsive buyers are more emotionalized, experiencing more enthusiasm, joy, and glee than nonbuyers. Thus “joy” leads to impulsive decision making behavior. Drawing on the extant literature, we develop our conceptual framework to analyze whether, and if so, how positive emotions (such as joy) affect the impact of COO on product evaluation. Based on an experimental study including 130 respondents, we test three hypotheses: whether the COO has an impact on product evaluation (H1), whether the positive emotion of joy has a stronger positive influence on product evaluation than neutral emotional states (H2), and whether the positive emotion of joy reduces the positive relationship of COO on product evaluation (H3). In the experimental design, it is hypothesized that the latent variable Emotion impacts on the latent variable COI and in addition that these latent variables, both influence beliefs towards the product in terms of a halo effect. Latent variables in each case get measured with manifested variables in form of validated scales. Cause-and-effect relations are revealed in an experiment concerning a factorial test arrangement with a 2x2 factor design, consisting of two COOs (China vs. Germany) and two emotional states (joy vs. neutral state). Complex pictures from International Affective Picture System state standardized stimuli obtaining specific emotions. The apparel industry serves as the product category used in the experiment because impulsive buying behavior is quite common in this product category. Moreover, we chose women as respondents because they rather purchase for emotional and relationship-oriented reasons. Products get labeled with woven tags and tags at clothes hangers manipulating COO. Analysis of variance (ANOVA) can be counted among the most important analysis methods in marketing research and is used for analysis, with emotional state and COO being the independent variables and product evaluation as the dependent variable. Prior to probing hypothesized assumptions a manipulation check concerning induced emotions was successful. Participants primed with the joyful IAPS checked a significantly higher percentage of positive adjectives than respondents primed with the neutral IAPS (joyful=.76, neutral =.61; F=7.59, p<.001). Also the used scale of Product Evaluation could be validated by confirmatory factor analysis. The main effect of emotion is highly significant for product evaluation. Following Cohen (1988), the strength of the effects is large (η2 = 10.8 %). Product evaluation is influenced by a highly significant interaction effect (Emotion * COO, EtaSquare: 6.2 %).
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HOW TO DESIGN SERVICE INNOVATION PROCESSES:DEVELOPMENT OF THE PARTICIPATION QUALITY SCALE
Nils O. Ommen,Markus Blut,Christof Backhaus,David M. Woisetschl?ger 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Research on new product development has emphasized the importance of integrating customers, employees, and suppliers in an organization’s innovation processes. While several studies evaluate respective participatory processes, there is, surprisingly, no consensus on which dimension participation quality consists of, and how to measure them consistently. The present study contributes to the literature by identifying the dimensions of participation quality and by constructing a participation quality scale that includes six dimensions, namely (1) project-related resources, (2) early involvement, (3) degree of influence, (4) transparency of processes, (5) incentive mechanisms, and (6) voluntariness of participation. Furthermore, a 24-item measure of participation quality is developed using a mixed-method design. Results of our study show that the developed measure impacts important innovation-related outcomes such as innovation performance, acceptance of the innovation, and intention to participate in future innovation projects. Given that the six identified dimensions of participation quality differentially affect these outcomes, the scale provides the opportunity to better design participatory innovation projects, and thus helps managers to integrate stakeholders more successfully in these projects.
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