Finding purchase activity patterns in Small & Medium Enterprises in a research program to enable SMEs to improve their purchase and company performance. Posterpresentatie KCO conferentie, 16 november 2015.
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Whereas there is ample e-commerce research on how online store beliefsand consumer online affective states may influence online purchase intentions, no research so far has examined whether the hierarchy of effects between these concepts differs across product types. In this study, we fill this research gap byexamining the explanatory power of the think-feel-do hierarchy versus the feel-think-do hierarchy in predicting online purchase intentions towards search versus experience products and high involvement versus low involvement products.Hypotheses are formulated and tested using a quasi-field experiment (n = 198)design. The results show the robustness of the think-feel-do hierarchy for three out of four product types (experience, low involvement, high involvement). Remarkably, the results also demonstrate that the formation of online purchase intentions for search products may occur via a more experiential form of online purchase decision-making. Implications of our findings for theory and online store practitioners are discussed.
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Consumers currently place increasing importance on the values that companies represent. Modern values such as transparency, benevolence to society, sustainability and fairness are becoming more relevant, as noted by many major consulting firms among which are Nielsen (2013), the World Federation of Advertisers (2013) and the Boston Consultancy Group (2013). Modern values are grounded in social, political and economic developments and represent the new values of this era. As a consequence, a company’s value to consumers no longer has to lie solely in its products and services. This new, broader scope of value may include the entire business process and organizational culture, ranging from the management’s integrity to values being found in the company’s contributions to society. Although the role of values in human behaviour has been extensively discussed in the psychology literature since the beginning of the 1900s (e.g. Feather 1995; Hofstede 1980; Olson and Maio 2003; Rokeach 1973; Schwartz 2012), limited attention has been dedicated to values in marketing literature. This was the conclusion of a systematic literature review that we conducted on this subject (Voorn et al. 2016). As a follow-up, we organized an online survey (n = 1109) to empirically investigate the role of values in the brand selection process. In this paper, we report on the relationship between values and brand purchase intentions through the concept of value congruence and in relation to several product categories representing services, durables and consumables. Overall, the results confirm the relevance of value congruence as a predictor of brand purchase, in particular in services and durables. Our study shows that companies can benefit from incorporating values into their marketing strategies, especially those values that are congruent with (higher-order) personal goals, rather than more (instrumental) category-specific values. This offers new marketing perspectives, especially for brands. Brands are – by definition – more than just one product or service, which means they can serve as an umbrella for the incorporation and propagation of new values. However, an important question remains for the brand manager: the extent to which values have an advantage over brand personality traits and functional attributes, since investing in values is not only about communication – it means that an organization needs to embody them in the very fibre of its being; otherwise it may be perceived as ‘green washing’, which can undermine brand trust.
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In the last decade, the automotive industry has seen significant advancements in technology (Advanced Driver Assistance Systems (ADAS) and autonomous vehicles) that presents the opportunity to improve traffic safety, efficiency, and comfort. However, the lack of drivers’ knowledge (such as risks, benefits, capabilities, limitations, and components) and confusion (i.e., multiple systems that have similar but not identical functions with different names) concerning the vehicle technology still prevails and thus, limiting the safety potential. The usual sources (such as the owner’s manual, instructions from a sales representative, online forums, and post-purchase training) do not provide adequate and sustainable knowledge to drivers concerning ADAS. Additionally, existing driving training and examinations focus mainly on unassisted driving and are practically unchanged for 30 years. Therefore, where and how drivers should obtain the necessary skills and knowledge for safely and effectively using ADAS? The proposed KIEM project AMIGO aims to create a training framework for learner drivers by combining classroom, online/virtual, and on-the-road training modules for imparting adequate knowledge and skills (such as risk assessment, handling in safety-critical and take-over transitions, and self-evaluation). AMIGO will also develop an assessment procedure to evaluate the impact of ADAS training on drivers’ skills and knowledge by defining key performance indicators (KPIs) using in-vehicle data, eye-tracking data, and subjective measures. For practical reasons, AMIGO will focus on either lane-keeping assistance (LKA) or adaptive cruise control (ACC) for framework development and testing, depending on the system availability. The insights obtained from this project will serve as a foundation for a subsequent research project, which will expand the AMIGO framework to other ADAS systems (e.g., mandatory ADAS systems in new cars from 2020 onwards) and specific driver target groups, such as the elderly and novice.
In recent years, disasters are increasing in numbers, location, intensity and impact; they have become more unpredictable due to climate change, raising questions about disaster preparedness and management. Attempts by government entities at limiting the impact of disasters are insufficient, awareness and action are urgently needed at the citizen level to create awareness, develop capacity, facilitate implementation of management plans and to coordinate local action at times of uncertainty. We need a cultural and behavioral change to create resilient citizens, communities, and environments. To develop and maintain new ways of thinking has to start by anticipating long-term bottom-up resilience and collaborations. We propose to develop a serious game on a physical tabletop that allows individuals and communities to work with a moderator and to simulate disasters and individual and collective action in their locality, to mimic real-world scenarios using game mechanics and to train trainers. Two companies–Stratsims, a company specialized in game development, and Society College, an organization that aims to strengthen society, combine their expertise as changemakers. They work with Professor Carola Hein (TU Delft), who has developed knowledge about questions of disaster and rebuilding worldwide and the conditions for meaningful and long-term disaster preparedness. The partners have already reached out to relevant communities in Amsterdam and the Netherlands, including UNUN, a network of Ukrainians in the Netherlands. Jaap de Goede, an experienced strategy simulation expert, will lead outreach activities in diverse communities to train trainers and moderate workshops. This game will be highly relevant for citizens to help grow awareness and capacity for preparing for and coping with disasters in a bottom-up fashion. The toolkit will be available for download and printing open access, and for purchase. The team will offer training and facilitate workshops working with local communities to initiate bottom-up change in policy making and planning.
The textile industry contributes over 8% of global greenhouse gas emissions and 20% of the world's wastewater, exceeding emissions from international flights and shipping combined. In the European Union, textile purchases in 2020 resulted in about 270 kg of CO₂ emissions per person, yet only 1% of used clothes are recycled into new garments.To address these challenges, the Textile Hub Groningen (THG) aims to assist small and medium-sized enterprises (SMEs) and stakeholders in forming circular textile value chains, hence reducing waste. Designing circular value chains is complex due to conflicting interests, lack of shared understanding, knowledge gaps regarding circular design principles and emerging technologies, and inadequate tools for collaborative business model development. The potential key stakeholders in the circular textile value chain find it hard to use existing tools and methods for designing these value chains as they are often abstract, not designed to be used in a collaborative setting that fosters collective sense making, immersive learning and experimentation. Consequently, the idea of circular textile value chain remains abstract and hard to realize.Serious games have been used in the past to learn about, simulate and experiment with complex adaptive systems. In this project we aim to answer the following research:How can serious games be leveraged to design circular textile value chains in the region?The expected outcomes of this project are: • Serious game: Facilitates the design of circular textile value chains• Academic Publication: Publish findings to contribute to scholarly discourse.• Future Funding Preparation: Mobilize partners and prepare proposals for follow-up funding to expand the approach to other domains.By leveraging game-based collaborative circular value chain and business model design experiences, this project aims to overcome barriers in designing viable circular value chains in the textile industry.
