Media Meets Retail – Re-evaluating Content Quality in the Context of B2C E-commerce

Berger, B; Matt, C (15 June 2016). Media Meets Retail – Re-evaluating Content Quality in the Context of B2C E-commerce. In: Twenty-Fourth European Conference on Information Systems (ECIS). Istanbul, Türkei. 12.-15.06.2016.

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In the increasingly competitive Internet business landscape, content is more and more employed for marketing purposes. While online retailers are raising investments in content to promote their online shops, media companies are starting to monetize their content by building own e-commerce platforms. The rationale behind these content-driven commerce approaches is to create a satisfying online shopping experience and, thus, to foster customer loyalty. However, whether content is a suitable means to these ends has not yet been proven. One obstacle is that there is no measurement instrument that captures all relevant characteristics of content on a website. We seek to fill this gap by developing a unified content quality scale in the context of B2C e-commerce. In this paper, we report on the first two of five steps in the scale development process and provide an initial proposal for a formativeformative second-order content quality construct. In contrast to previous measures, our scale considers hedonic characteristics of content and thus contributes to a more comprehensive understanding of the concept. Furthermore, both media companies and online retailers can benefit from this scale by applying it to evaluate the effects of their content-driven commerce approaches on customer satisfaction and loyalty.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics

Projects:

[849] Digitale Wertschöpfung und Bepreisung Official URL

Language:

English

Submitter:

Michelle Deborah Rohrer

Date Deposited:

12 Mar 2018 09:46

Last Modified:

25 Nov 2019 10:55

BORIS DOI:

10.7892/boris.105397

URI:

https://boris.unibe.ch/id/eprint/105397

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