Share This Article:

Consumption Value of Digital Devices: An Investigation through Facebook Advertisement

Abstract Full-Text HTML XML Download Download as PDF (Size:1022KB) PP. 51-61
DOI: 10.4236/sn.2015.43007    5,107 Downloads   5,833 Views   Citations
Author(s)    Leave a comment

ABSTRACT

Data collection represents the most effort-intensive stage of any marketing research exercise, especially in cases sampling frame is unavailable. Sub-optimal bypasses in form of student surveys or surveys employing convenience sampling have become common. In modern era, where laptops and smartphones enable easy accessibility of respondents online, this study utilizes Facebook advertisement as a source of data collection to measure the construct of user experience for interactive products. Modern digital devices, like smartphones, are a source of a variety of experiences for the user. Design teams at various smartphone manufacturers are struggling every day to create products which provide complete consumer experiences. This work not only proposes a framework for describing the same with usability, social value and pleasure in use, but also tests the scales for each by empirical validation. Data collection process through Facebook, as a sample frame, is something yet to be seen in marketing literature. This work goes the distance in not only demonstrating the efficacy of using Facebook advertisement as a viable data collection tool but also developing a framework to measure consumption value. Outcomes of the study, should promote further research using this sampling frame for future research, especially in the area of marketing.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

Mishra, A. (2015) Consumption Value of Digital Devices: An Investigation through Facebook Advertisement. Social Networking, 4, 51-61. doi: 10.4236/sn.2015.43007.

References

[1] Davis, F.D. (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13, 319-339. http://dx.doi.org/10.2307/249008
[2] Cyr, D., Head, M. and Ivanov, A. (2006) Design Aesthetics Leading to M-Loyalty in Mobile Commerce. Information and Management, 43, 950-963. http://dx.doi.org/10.1016/j.im.2006.08.009
[3] Jordan, P.W. (1998) Human Factors for Pleasure in Product Use. Applied Ergonomics, 29, 25-33. http://dx.doi.org/10.1016/S0003-6870(97)00022-7
[4] Jordan, P.W. (2000) Designing Pleasurable Products: An Introduction to the New Human Factors. Taylor and Francis, London.
[5] Harper, K. (2001) Environment as Master Narrative: Discourse and Identity in Environmental Conflicts (Special Issue Introduction). Anthropological Quarterly, 74, 101-103.
http://dx.doi.org/10.1353/anq.2001.0027
[6] Helyar, V. (2002) Usability of Portable Devices: The Case of WAP. In: Brown, B., Green, N. and Harper, R., Eds., Wireless World, Springer, London, 195-206.
[7] Battarbee, K. (2003) Defining Co-Experience. Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces, New York, 23-26 June 2003, 109-113.
http://dx.doi.org/10.1145/782896.782923
[8] Kapp, J.M., Peters, C. and Oliver, D.P. (2013) Research Recruitment Using Facebook Advertising: Big Potential, Big Challenges. Journal of Cancer Education, 28, 134-137. http://dx.doi.org/10.1007/s13187-012-0443-z
[9] Westbrook, R.A. and Oliver, R.L. (1991) The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, 18, 84-91. http://dx.doi.org/10.1086/209243
[10] Mathwick, C., Malhotra, N. and Rigdon, E. (2001) Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, 77, 39-56. http://dx.doi.org/10.1016/S0022-4359(00)00045-2
[11] Holbrook, M. (1999) Consumer Value: A Framework for Analysis and Research. Routledge, New York. http://dx.doi.org/10.4324/9780203010679
[12] Boztepe, S. (2003) The Notion of Value and Design. Journal of Asian Design International Conference, Institute of Art and Design, University of Tsukuba, Tsukuba, October 2003, 1-10.
[13] Kim, Y.H., Kim, D.J. and Wachter, K. (2013) A Study of Mobile User Engagement (MoEN): Engagement Motivations, Perceived Value, Satisfaction, and Continued Engagement Intention. Decision Support Systems, 56, 361-370. http://dx.doi.org/10.1016/j.dss.2013.07.002
[14] Norman, D.A. (1988) The Design of Everyday Things. The MIT Press, Cambridge.
[15] Wigfield, A., Tonks, S. and Klauda, S.L. (2009) Expectancy-Value Theory. Handbook of Motivation at School, 55-75.
[16] Nielsen (2012) Smartphone Insights Report.
http://www.nielsen.com/in/en/press-room/2012/smartphone-incidence.html
[17] Sheng, M.L. and Teo, T.S.H. (2012) Product Attributes and Brand Equity in the Mobile Domain: The Mediating Role of Customer Experience. International Journal of Information Management, 32, 139-146. http://dx.doi.org/10.1016/j.ijinfomgt.2011.11.017
[18] Eason, K.D. (1984) Towards the Experimental Study of Usability. Behavior and Information Technology, 3, 133-145. http://dx.doi.org/10.1080/01449298408901744
[19] Shackel, B. (1986) Ergonomics in Design for Usability. In: Editor, Ed., People and Computers, Cambridge University Press, Cambridge, pp.
[20] Leung, L. and Wei, R. (2000) More than Just Talk on the Move: Uses and Gratifications of the Cellular Phone. Journa- lism and Mass Communication Quarterly, 77, 308-321.
http://dx.doi.org/10.1177/107769900007700206
[21] Sheth, J.N., Newman, B.I. and Gross, B.L. (1991) Why We Buy What We Buy: A Theory of Consumption Value. Journal of Business Research, 22, 159-170. http://dx.doi.org/10.1016/0148-2963(91)90050-8
[22] Seva, R.R. and Helander, M.G. (2009) The Influence of Cellular Phone Attributes on Users’ Affective Experiences: A Cultural Comparison. International Journal of Industrial Ergonomics, 39, 341-346. http://dx.doi.org/10.1016/j.ergon.2008.12.001
[23] Petruzzellis, L. (2010) Mobile Phone Choice: Technology versus Marketing. The Brand Effect in the Italian Market. European Journal of Marketing, 44, 610-634.
http://dx.doi.org/10.1108/03090561011032298
[24] Hassenzahl, M. (2004) The Interplay of Beauty, Goodness, and Usability in Interactive Products. Human-Computer Interaction, 19, 319-349. http://dx.doi.org/10.1207/s15327051hci1904_2
[25] Solomon, M.R. (1983) The Role of Products as Social Stimuli: A Symbolic Interactionist Perspective. Journal of Consumer Research, 10, 319-329. http://dx.doi.org/10.1086/208971
[26] McDonagh, D., Bruseberg, A. and Haslam, C. (2002) Visual Product Evaluation: Exploring Users’ Emotional Relationships with Products. Applied Ergonomics, 33, 231-240.
http://dx.doi.org/10.1016/S0003-6870(02)00008-X
[27] Crilly, N., Moultrie, J. and Clarkson, P.J. (2004) Seeing Things: Consumer Response to the Visual Domain in Product Design. Design Studies, 25, 547-577. http://dx.doi.org/10.1016/j.destud.2004.03.001
[28] Seva, R.R., Duh, H.B.L. and Helander, M.G. (2010) Structural Analysis of Affect in the Pre-Purchase Context. DLSU Business and Economics Review, 19, 43-52. http://dx.doi.org/10.3860/ber.v19i2.1472
[29] Holbrook, M.B. and Batra, R. (1987) Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14, 404-420.
http://dx.doi.org/10.1086/209123
[30] McDonagh, D. and Lebbon, C. (2000) The Emotional Domain in Product Design. Design Journal, 3, 31-43. http://dx.doi.org/10.2752/146069200789393562
[31] Noble, C.H. and Kumar, M. (2010) Exploring the Appeal of Product Design: A Grounded, Value-Based Model of Key Design Elements and Relationships. Journal of Product Innovation Management, 27, 640-657. http://dx.doi.org/10.1111/j.1540-5885.2010.00742.x
[32] Holbrook, M.B. and Hirschman, E.C. (1982) The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. Journal of Consumer Research, 9, 132-140.
http://dx.doi.org/10.1086/208906
[33] Derbaix, C.M. and Pham, M.T. (1991) Affective Reactions to Consumption Situations: A Pilot Investigation. Journal of Economic Psychology, 12, 325-355.
http://dx.doi.org/10.1016/0167-4870(91)90019-P
[34] Desmet, P., Tax, S. and Overbeeke, K. (2000) Designing Products with Added Emotional Value: Development and Application of an Approach for Research through Design. The Design Journal, 4, 32-47. http://dx.doi.org/10.2752/146069201789378496
[35] Jordan, P.W. and Servaes, M. (1995) Pleasure in Product Use: Beyond Usability. In: Robertson, S., Ed., Contemporary Ergonomics, Taylor and Francis, London, 341-346.
[36] Coelho, D.A. and Dahlman, S. (2000) Comfort and Pleasure. In: Jordan, P.W. and Green, B., Eds., Pleasure in Product Use, Taylor and Francis, London, 321-331.
[37] The Mobile Internet Consumer (2013) Vserve Report.
http://www.vserv.mobi/wp-content/uploads/2013/09/Mobile-Internet-Consumer-India.pdf.
[38] Shih, T.H. and Fan, X.T. (2008) Comparing Response Rates from Web and Mail Surveys: A Meta-Analysis. Field Me- thods, 20, 249-271. http://dx.doi.org/10.1177/1525822X08317085
[39] Tabachnick, B.G. and Fidell, L.S. (2007) Multivariate Analysis of Variance and Covariance. Using Multivariate Statistics. Allyn and Bacon, Boston, 243-310.
[40] Hu, L.T. and Bentler, P.M. (1999) Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6, 1-55. http://dx.doi.org/10.1080/10705519909540118
[41] Brooke, J. (1986) SUS—A Quick and Dirty Usability Scale. Usability Evaluation in Industry, 189-194.
[42] Sweeney, J.C. and Soutar, G.N. (2001) Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, 203-220. http://dx.doi.org/10.1016/S0022-4359(01)00041-0

  
comments powered by Disqus

Copyright © 2019 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.