Articles de journaux |
Erik Ernesto Vazquez, Diana Davila Ruiz, Julio César García Martinez Influence of consumer product categorization on digital sales: The mediating effect of conversion rate Article de journal European Journal of Applied Business and Management, 6 (4), p. 1-14, 2020, ISSN: 2183-5594 . Résumé | Liens | BibTeX @article{Vazquez2020e,
title = {Influence of consumer product categorization on digital sales: The mediating effect of conversion rate},
author = {Erik Ernesto Vazquez, Diana Davila Ruiz, Julio César García Martinez},
url = {https://nidisag.isag.pt/index.php/IJAM/issue/view/35},
issn = {2183-5594 },
year = {2020},
date = {2020-12-15},
journal = {European Journal of Applied Business and Management},
volume = {6},
number = {4},
pages = {1-14},
abstract = {Purpose: The objective is to know what the mediating effect of the category of consumer products on sales performance is.
Methodology: Data from 216 e-commerce platforms were used using the Search-Experience-Trust (SEC) categorization. Two t tests were used to confirm significant differences between product categories and regression analyzes were performed to test the hypotheses.
Results: The results show that the ease of evaluating products before consumption has two main effects in electronic commerce: 1) they increase web traffic and 2) they decrease their conversion rate. However, the results also show that the ease of evaluating a product category directly influences online sales per visitor, since the mediating effect of the conversion rate is only partial.
Implications: This study contributes in practice to be able to determine predictive models related to the supply and demand of retail products in electronic commerce and shows a way to segment consumers who depend on their perceptions of product categories.
Originality/Value: This research, unlike what is in the literature, contributes to the study of electronic commerce from the perspective of the company, and not from the perspective of the consumer, in the performance of sales and conversion rates.
Keywords: Category Management; Information Economics; E-commerce; Perceived product quality, Conversion rate.},
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pubstate = {published},
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Purpose: The objective is to know what the mediating effect of the category of consumer products on sales performance is.
Methodology: Data from 216 e-commerce platforms were used using the Search-Experience-Trust (SEC) categorization. Two t tests were used to confirm significant differences between product categories and regression analyzes were performed to test the hypotheses.
Results: The results show that the ease of evaluating products before consumption has two main effects in electronic commerce: 1) they increase web traffic and 2) they decrease their conversion rate. However, the results also show that the ease of evaluating a product category directly influences online sales per visitor, since the mediating effect of the conversion rate is only partial.
Implications: This study contributes in practice to be able to determine predictive models related to the supply and demand of retail products in electronic commerce and shows a way to segment consumers who depend on their perceptions of product categories.
Originality/Value: This research, unlike what is in the literature, contributes to the study of electronic commerce from the perspective of the company, and not from the perspective of the consumer, in the performance of sales and conversion rates.
Keywords: Category Management; Information Economics; E-commerce; Perceived product quality, Conversion rate. |
Erik Ernesto Vazquez Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products Article de journal Electronic Markets, 2020, ISSN: 1019-6781, ( 2nd best journal in Germany out of 12 ranked in Scimago JR category of Management and Technology Innovation, Scopus Top 8% in Economics and Econometrics out of 637 indexed journals, CiteScore 6.7, Web of Science JCR 4.417, CNRS / FNEGE Rank 3 in Management Information Systems, 2-year Journal Impact Factor 4.98, SJR Q1 in the categories of Management of Technology Innovation, Computers Science Applications, and Business and International Management, H-Index 29 ). Résumé | Liens | BibTeX @article{Vazquez2020,
title = {Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products},
author = {Erik Ernesto Vazquez},
doi = {10.1007/s12525-020-00394-8},
issn = {1019-6781},
year = {2020},
date = {2020-01-15},
journal = {Electronic Markets},
abstract = {The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers’ perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers’ perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer’s product categories and different SMPs on consumer’s perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online.},
note = { 2nd best journal in Germany out of 12 ranked in Scimago JR category of Management and Technology Innovation, Scopus Top 8% in Economics and Econometrics out of 637 indexed journals, CiteScore 6.7, Web of Science JCR 4.417, CNRS / FNEGE Rank 3 in Management Information Systems, 2-year Journal Impact Factor 4.98, SJR Q1 in the categories of Management of Technology Innovation, Computers Science Applications, and Business and International Management, H-Index 29 },
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The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers’ perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers’ perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer’s product categories and different SMPs on consumer’s perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online. |
Erik Ernesto Vazquez Effects of enduring involvement and perceived content vividness on digital engagement Article de journal Journal of Research in Interactive Marketing, 14 (1), p. 1-16, 2019, ISSN: 2040-7122, ( 28th best journal in United Kingdom out of 78 ranked in Scimago JR category of Marketing, Scopus Top 24% in Marketing out of 177 indexed journals, CiteScore 4.4, Web of Science JCR 2.156, 2-year Journal Impact Factor 2.52, SJR Q2 in the category of Marketing, H-Index 27 ). Résumé | Liens | BibTeX @article{Vazquez2019b,
title = {Effects of enduring involvement and perceived content vividness on digital engagement},
author = {Erik Ernesto Vazquez},
doi = {https://doi.org/10.1108/JRIM-05-2018-0071},
issn = {2040-7122},
year = {2019},
date = {2019-12-16},
journal = {Journal of Research in Interactive Marketing},
volume = {14},
number = {1},
pages = {1-16},
abstract = {Purpose
-Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. This study compares digital engagement (measured as intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to web site).
Design/methodology/approach
-Online quasi-experiments were conducted to analyze how SM platforms with diverse levels of enduring involvement with products, perceived content vividness, and cognitive load influence digital engagement.
Findings
-Results show enduring involvement with products produced digital engagement. In addition, cognitive load produced an inverted U-shaped effect on digital engagement in the condition of high content vividness (perceived). In the low content vividness condition, cognitive load produced similar or greater positive effects on digital engagement than those produced in the high content vividness condition.
Practical implications
-Practitioners should prioritize enduring involvement with products over perceived content vividness to improve digital engagement and reach new customers through their BCs on SM platforms. In addition, managers should use SM with content perceived with low vividness to improve digital engagement.
Originality/value
-The study shows the influence of enduring involvement with products on digital engagement. It supports applying the resource-matching theory in SM platforms. It offers an alternative operationalization of constructs. The study compares multiple products and SM platforms providing empirical evidence of distinct levels of content vividness between SM platforms, not considered in previous studies.},
note = { 28th best journal in United Kingdom out of 78 ranked in Scimago JR category of Marketing, Scopus Top 24% in Marketing out of 177 indexed journals, CiteScore 4.4, Web of Science JCR 2.156, 2-year Journal Impact Factor 2.52, SJR Q2 in the category of Marketing, H-Index 27 },
keywords = {},
pubstate = {published},
tppubtype = {article}
}
Purpose
-Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. This study compares digital engagement (measured as intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to web site).
Design/methodology/approach
-Online quasi-experiments were conducted to analyze how SM platforms with diverse levels of enduring involvement with products, perceived content vividness, and cognitive load influence digital engagement.
Findings
-Results show enduring involvement with products produced digital engagement. In addition, cognitive load produced an inverted U-shaped effect on digital engagement in the condition of high content vividness (perceived). In the low content vividness condition, cognitive load produced similar or greater positive effects on digital engagement than those produced in the high content vividness condition.
Practical implications
-Practitioners should prioritize enduring involvement with products over perceived content vividness to improve digital engagement and reach new customers through their BCs on SM platforms. In addition, managers should use SM with content perceived with low vividness to improve digital engagement.
Originality/value
-The study shows the influence of enduring involvement with products on digital engagement. It supports applying the resource-matching theory in SM platforms. It offers an alternative operationalization of constructs. The study compares multiple products and SM platforms providing empirical evidence of distinct levels of content vividness between SM platforms, not considered in previous studies. |
Ouvrages |
Erik Ernesto Vazquez E-retailers' expansion to social media platforms: Role of business model alignment Ouvrage 2017, ISBN: 978-1520823126. Liens | BibTeX @book{Vazquez2017b,
title = {E-retailers' expansion to social media platforms: Role of business model alignment},
author = {Erik Ernesto Vazquez},
url = {https://www.amazon.com/retailers-expansion-social-media-platforms/dp/1520823126},
isbn = {978-1520823126},
year = {2017},
date = {2017-03-12},
keywords = {},
pubstate = {published},
tppubtype = {book}
}
|
Conférences |
Erik Ernesto Vazquez Influencia de redes sociales en el comercio electrónico Conférence Simposio CONACYT en Europa, 2013. BibTeX @conference{Vazquez2013,
title = {Influencia de redes sociales en el comercio electrónico},
author = {Erik Ernesto Vazquez},
editor = {Sociedad y Tecnologías de Información},
year = {2013},
date = {2013-11-06},
publisher = {Simposio CONACYT en Europa},
keywords = {},
pubstate = {published},
tppubtype = {conference}
}
|
Chapitres d'ouvrage |
Erik Ernesto Vazquez Effect of e-retail product category on performance Chapitre d'ouvrage G. Granata A. Moretta Tartaglione, & Tsiakis T (Ed.): Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, p. pp. 152-168, 2019. Résumé | Liens | BibTeX @inbook{Vazquez2019,
title = {Effect of e-retail product category on performance},
author = {Erik Ernesto Vazquez},
editor = {G. Granata, A. Moretta Tartaglione, & T. Tsiakis},
doi = {10.4018/978-1-5225-7856-7.ch008},
year = {2019},
date = {2019-05-10},
booktitle = {Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments},
pages = {pp. 152-168},
abstract = {Literature on product categorization of e-retail products has adopted a consumer view and studied the direct effect on consumer-level variables such as purchase intent or customer satisfaction. In doing so, the moderating effect of product categorization of e-retail products on firm-level variables has been ignored. To address the implications of e-retail product categorization, the author asks the following question: What is the moderating effect of e-retail product category on sales performance? This chapter uses concepts of information economics, e-retailing, and the search-experience-credence (SEC) categorization of products to develop theoretical hypotheses. Using data from 500 US e-retailers, this research contends that the ease to evaluate retail products online has a positive effect on sales volume of e-retail firms. This effect is the result of increased web traffic and decreased conversion rates, which describes the e-retail market behavior with firm-level variables.},
keywords = {},
pubstate = {published},
tppubtype = {inbook}
}
Literature on product categorization of e-retail products has adopted a consumer view and studied the direct effect on consumer-level variables such as purchase intent or customer satisfaction. In doing so, the moderating effect of product categorization of e-retail products on firm-level variables has been ignored. To address the implications of e-retail product categorization, the author asks the following question: What is the moderating effect of e-retail product category on sales performance? This chapter uses concepts of information economics, e-retailing, and the search-experience-credence (SEC) categorization of products to develop theoretical hypotheses. Using data from 500 US e-retailers, this research contends that the ease to evaluate retail products online has a positive effect on sales volume of e-retail firms. This effect is the result of increased web traffic and decreased conversion rates, which describes the e-retail market behavior with firm-level variables. |
En ligne |
Erik Ernesto Vazquez Social networks: How do they influence the perception of product quality? En ligne 2020, ( Harvard Business Review France | Article written in French ). Liens | BibTeX @online{Vazquez2020d,
title = {Social networks: How do they influence the perception of product quality?},
author = {Erik Ernesto Vazquez},
url = {https://www.hbrfrance.fr/chroniques-experts/2020/09/31348-reseaux-sociaux-comment-influencer-la-perception-de-la-qualite-dun-produit/},
year = {2020},
date = {2020-09-21},
journal = {Harvard Business Review},
note = { Harvard Business Review France | Article written in French },
keywords = {},
pubstate = {published},
tppubtype = {online}
}
|
Erik Ernesto Vazquez The power of digital media En ligne 2020, ( MIT Sloan Management Review Mexico | Article written in Spanish ). Liens | BibTeX @online{Vazquez2020c,
title = {The power of digital media},
author = {Erik Ernesto Vazquez},
url = {https://mitsloanreview.mx/2020/06/22/el-poder-de-los-medios-digitales/},
year = {2020},
date = {2020-06-16},
journal = {MIT Sloan Management Review},
note = { MIT Sloan Management Review Mexico | Article written in Spanish },
keywords = {},
pubstate = {published},
tppubtype = {online}
}
|
Periodiques |
Edición LI: Transformación 4.0 La era de la digitalización, entrar o morir (Ed.) Servicio 4.0 para un mejor posicionamiento competitivo Périodique 2017. Liens | BibTeX @periodical{Vazquez2017,
title = {Servicio 4.0 para un mejor posicionamiento competitivo},
author = {Jesus Vazquez, Erik Ernesto Vazquez},
editor = {Edición LI: Transformación 4.0 La era de la digitalización, entrar o morir},
url = {https://circulotne.com/edicion-li-transformacion-4-0-la-era-de-la-digitalizacion-entrar-o-morir#56},
year = {2017},
date = {2017-10-01},
keywords = {},
pubstate = {published},
tppubtype = {periodical}
}
|
Revista TNe: Tecnología, negocios y estrategia (Ed.) Transformación digital: Un proceso paulatino Périodique 2017. Liens | BibTeX @periodical{Vazquez2017b,
title = {Transformación digital: Un proceso paulatino},
author = {Erik Ernesto Vazquez},
editor = {Revista TNe: Tecnología, negocios y estrategia},
url = {https://circulotne.com/transformacion-digital-un-proceso-paulatino.html},
year = {2017},
date = {2017-04-10},
journal = {Negocios Híbridos: transformación disruptiva. Adopción digital: Un proceso paulatino},
keywords = {},
pubstate = {published},
tppubtype = {periodical}
}
|
Présentations |
Erik Ernesto Vazquez Video Digital Business and Analytics - Promoting Faculty Mobility and Academic Research Présentation 20.01.2020. Liens | BibTeX @misc{Vazquez2020b,
title = {Video Digital Business and Analytics - Promoting Faculty Mobility and Academic Research},
author = {Erik Ernesto Vazquez},
editor = {Yannick Amemavor},
url = {https://www.youtube.com/watch?v=VgkAp3HI2bQ},
year = {2020},
date = {2020-01-20},
keywords = {},
pubstate = {published},
tppubtype = {presentation}
}
|
