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Marc Linzmajer
Title
Prof. Dr.
Last Name
Linzmajer
First name
Marc
Email
marc.linzmajer@unisg.ch
Phone
+41 71 224 2854
Homepage
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1 - 10 of 37
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PublicationRetailing in the metaverse: A framework of managerial considerations for success( 2024-03-12)
;Anne RoggeveenDespite substantial buzz about the Metaverse-a computer-mediated environment in which people act in realtime as avatars in virtual worlds-retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top-and mid-level managers to understand key managerial considerations for entering the Metaverse in the short-and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.Type: journal articleJournal: Journal of Retailing and Consumer ServicesVolume: 79 -
PublicationRetail Website Interactivity and Firm Performance(Nomos, 2022-07-14)
;Evanschitzky, Heiner ;Woisetschläger, David M.Basuroy, SumanInteractivity is an important feature of retail websites. Some research suggests that interactivity can be increased by implementing additional features while other studies point to the fact that “objective” interactivity - as measured by the mere number of features - is quite different from perceived interactivity (PI). Interestingly, while there seems to be initial evidence about the consequences of PI, a comprehensive assessment of attitudinal and behavioral outcomes of PI as well as the impact of PI on (objective) website and firm performance using field data has not been offered. Our study attempts to fill that void. Based on objective performance data of the top 500 retail websites over two years as well as ratings on 35 interactivity features, we find the majority of objective interactivity indicators to be unrelated to PI. Perceived responsiveness and perceived control relate positively to retailers’ sales differences. Perceived communication and objective responsiveness show negative indirect effects on sales, giving rise to the assumption that unobserved heterogeneity of the retailers’ websites might explain these counterintuitive findings.Type: journal articleJournal: SMR - Journal of Service Management ResearchVolume: Jahrgang 6Issue: Heft 2 -
PublicationType: journal articleJournal: European Management Journal
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PublicationGamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty( 2020-08)D'Cruz, ElenaPurpose Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological mechanisms. Therefore, this article explores how combining games and monetary rewards impacts customer satisfaction, loyalty and word-of-mouth (WOM) intentions. Design/methodology/approach To test our hypotheses, we designed two online laboratory experiments to stimulate an online shopping situation, as gamification in online retailing has the potential to affect an important set of outcomes for service firms throughout the consumer decision process (Hofacker et al., 2016). Findings The results of two lab experiments demonstrate that playing a shopping-related game without monetary participation incentive positively influences all three relational outcomes because games enhance consumers' enjoyment of the overall shopping experience. However, our findings also show that monetary rewards used to incentivize game participation diminish these effects. Gamification loses its positive effects if games are combined with monetary rewards, as consumers no longer play games to derive inherent enjoyment, but rather the extrinsic motivation of receiving a discount. We draw managerial implications about how gamification effectively and profitably fosters strong customer relationships and thus increases customer lifetime value and equity. Research limitations/implications This research is the first to investigate the combined effects of gamification and price discounts that require consumers to play the game in order to receive the discount. Focusing on an online shopping context, this article contributes to research on motivation by providing new and more nuanced insights into the psychological process underlying the gamification effects on consumer' long-term attitudes (i.e. satisfaction) and relational behaviors (i.e. positive WOM and loyalty) toward a retailer. Practical implications Based on our findings, we provide recommendations for marketers that explain how gamification can be a profitable and efficient tool to foster strong customer relationships. Retail managers should use gamification as a less costly alternative to typical price discounts. Originality/value Two laboratory experiments investigate how the separate and combined use of games and price discounts affects consumers' satisfaction, positive WOM intentions and loyalty. Playing a shopping-related game increases satisfaction with the retailer and positive WOM intentions as well as loyalty. Monetary rewards used to incentivize game participation eliminate the positive effects of gamification.Type: journal articleJournal: Journal of Service Management
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PublicationAntecedents of Webrooming in Omnichannel Retailing( 2020)
;Verhoef, Peter C.Type: journal articleJournal: Frontiers in PsychologyScopus© Citations 17 -
PublicationType: journal articleJournal: Die Unternehmung : Swiss journal of business research and practiceVolume: 74Issue: 4
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PublicationType: journal articleJournal: Controlling : Zeitschrift für erfolgsorientierte UnternehmenssteuerungVolume: 24Issue: 11
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PublicationDecision Making Biases in Judgments about Vascular Risk Factors(Sage Publishing, 2012-04-02)
;Reinholz, Julia ;Bernward, Winter ;Kenning, PeterKnecht, StefanType: journal articleJournal: Medical Decision MakingVolume: 32Issue: 2 -
PublicationThe Perception of Lower and Higher Price-Thresholds: Implications from Consumer Neuroscience(Association for Consumer Research, 2011-04-02)
;Hubert, Marco ;Hubert, MirjaKenning, PeterPricing research shows the existence of lower- and upper-price-thresholds. However, the reason why these thresholds exist and how they are processed in the brain remains mainly unclear. We applied functional-magnetic-resonance-imaging to investigate neural activation-patterns that correspond to a lower-, optimal-, and upper-price-threshold. Our results showed the existence of an upper but not a lower threshold and give some evidence for research on price perception.Type: journal articleJournal: Advances in Consumer ResearchVolume: 39 -
PublicationThe Sweet Side of Sugar - The Influence of Raised Insulin Levels on Price Fairness and Willingness to Pay(Association for Consumer Research, 2010-04-02)
;Eberhardt, Tim ;Fojcik, Thomas ;Hubert, MirjaKenning, PeterPricing research has traditionally analyzed e.g. consumers judgments of price fairness in terms of consumers' relationship to retailers. This investigation is one of the first that explores the biological correlates of raised insulin levels on buying decision behavior in a price fairness task in order to provide new findings for marketing researchers. The analysis of our data revealed that the perceived price fairness and willingness to pay changed after glucose manipulation. The estimated effects could confirm our assumption that glucose stimulates the monoamine serotonin which finally results in neural activation and in different consumer behavior.Type: journal articleJournal: Advances in Consumer ResearchVolume: 2010Issue: 37