Impact of Internet Self-Efficacy on E-Service Brands

Impact of Internet Self-Efficacy on E-Service Brands

Terry Daugherty (The University of Texas at Austin, USA), Harsha Gangadharbatla (Texas Tech University, USA) and Matthew S. Eastin (The University of Texas at Austin, USA)
Copyright: © 2009 |Pages: 17
DOI: 10.4018/978-1-59904-813-0.ch012
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Abstract

As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers have turned to the Internet to utilize it as an effective branding vehicle. Consequently, understanding how the Internet could be used effectively in e-branding becomes imperative. One barrier to a successful utilization of the Internet as a branding tool is the rate at which individuals adopt and use the various e-services made available to them. As will be discussed, adoption depends, in part, on the users’ level of Internet self-efficacy. This chapter illustrates a conceptual framework for understanding Internet self-efficacy and presents findings from an exploratory experiment designed to investigate the link between self-efficacy, attitudes toward e-services and individuals’ likelihood of using such e-services. Results are presented and managerial implications for e-service providers are drawn.
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Introduction

The Internet has radically impacted the field of marketing as many companies recognize the potential of this unique medium for efficiently delivering targeted messages, generating sales, and facilitating two-way communication with consumers (Hoffman &Novak, 1996). Marketers have been taking advantage of this new medium in their marketing communications efforts since branding a product online can be relatively quick and easy (Kania, 2000). One of the areas significantly impacted by the advent of the Internet is the service sector (Krishnan & Hartline, 2001). Popularly referred to as e-services, the 2007 spending in this area is expected to reach $565 million in North America according to the Service & Support Professionals Association (SSPA) (BusinessWire, 2006). Therefore, both e-services and the use of the Internet in branding such services have begun to play a pivotal role in today’s e-commerce driven society.

Many firms such as, www.fedex.com have been able to create strong online brands by taking advantage of this new and powerful medium (Fisk, Grove, & John, 2004) by providing traditional services online. The success of eBay is a good example of how the service industry has greatly benefited from taking its services online. From a small company to a large marketplace with over 125 million users worldwide, eBay’s success story is phenomenal (CBS 60 Minutes, 2005). So, how does eBay do it without any sort of inventory or products to sell or ship? By providing the service of an online marketplace for individuals to transact and auction items so much so that thousands have quit their day jobs to become full-time merchants on eBay making its market value worth more than Bloomingdale’s, Macy’s, Sears, and Toys ‘R Us all put together (CBS 60 Minutes, 2005).

Despite the growing financial worth of the e-service industry and the increasing number of players in the sector, very little research has been done to understand consumer usage and adoption of such services online. One of the factors influencing adoption of e-services that is frequently mentioned in literature is the role of consumer perceptions of technology and their ability to use it, which is often referred to as Internet self-efficacy. Internet self-efficacy or consumer confidence in using the Internet plays a significant role in influencing the perception and adoption of service brands online (Daugherty, Eastin & Gangadharbatla, 2005).

The current chapter begins with a brief description of e-service industry and details the use of the Internet as a branding tool for service-oriented businesses. We then review literature in the area of e-service adoption and Internet self-efficacy and develop a theoretical framework that postulates a link between Internet self-efficacy, attitudes toward e-services and the likelihood of using such services. In order to test the relationship between the proposed constructs, we run a simple laboratory experiment. Results are presented, and both theoretical and practical implications are drawn.

Complete Chapter List

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Dedication
Subir Bandyopadhyay
Table of Contents
Preface
Subir Bandyopadhyay
Acknowledgment
Subir Bandyopadhyay
Chapter 1
Subir Bandyopadhyay, Rosemary Serjak
In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager... Sample PDF
Key Success Requirements for Online Brand Management
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Chapter 2
Luis Casaló
The Internet is taking on an increasingly major role in political marketing and branding strategies. This is because of the use that the public... Sample PDF
The Role of Blogs on a Successful Political Branding Strategy
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Chapter 3
Aslihan Nasir, Süphan Nasir
Today, as business becomes ever more challenging, brands become the main assets of many companies. Fierce competition forces companies to... Sample PDF
Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?
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Chapter 4
Tobias Kollmann
This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy. A prior study of Kohli... Sample PDF
The Naming of Corporate eBrands
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Chapter 5
Patrali Chatterjee
Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage... Sample PDF
Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability
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Chapter 6
Fang Wan, Ning Nan, Malcolm Smith
Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et... Sample PDF
Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal
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Chapter 7
José J. Canals-Cerdá
Internet markets are usually under the command of a market intermediary that charges fees for its services. Differences in quality across items... Sample PDF
Nonlinear Pricing in E-Commerce
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Chapter 8
S. Ramesh Kumar
Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and it impact on online strategies... Sample PDF
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
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Chapter 9
Sanjeev Swami
Until 1997, job seekers in India would wait the whole week for the weekly supplements of various newspapers, or sundry employment journals and... Sample PDF
Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India
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Chapter 10
Peter O’Connor
Since its launch in 1994, the Web has continued to grow at a phenomenal rate, from an estimated one billion Web documents in 2001 to over eleven... Sample PDF
Trademark Infringement in Pay-Per-Click Advertising
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Chapter 11
Robert Pennington
Brands have evolved from signs of property rights to signs of product attributes to signs of consumer attributes. Brands have become an important... Sample PDF
E-Branding the Consumer for Cultural Presence in Virtual Communities
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Chapter 12
Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin
As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers... Sample PDF
Impact of Internet Self-Efficacy on E-Service Brands
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Chapter 13
Shintaro Okazaki, Radoslav Škapa
This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we... Sample PDF
Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic
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Chapter 14
Dahui Li, Glenn J. Browne, James C. Wetherbe
Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is... Sample PDF
Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective
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Chapter 15
Piyush Sharma, Rajiv Mathur, Abhinav Dhawan
Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in... Sample PDF
Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
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Chapter 16
Edward J. Garrity
This paper develops a new model of web information systems success that takes into account both intrinsic and extrinsic motivating factors. The... Sample PDF
An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success
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Chapter 17
Christy M.K. Cheung
The topic of online consumer behavior has been examined under various contexts over the years. Although researchers from a variety of business... Sample PDF
A Critical Review of Online Consumer Behavior
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Chapter 18
Patricia T. Warrington, Elizabeth Gangstad, Richard Feinberg, Ko de Ruyter
Multi-channel retailers that utilize an eCRM approach stand to benefit in multiple arenas - by providing targeted customer service as well as... Sample PDF
Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM
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Chapter 19
Chung-Hoon Park, Young-Gul Kim
Among the potential determinants of consumers’ commitment to on-line shopping site are information features of the web site because on-line shopping... Sample PDF
The Effect of Information Satisfaction and Relational Benefit on Consumer's On-Line Shopping Site Commitment
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