Online consumer behavior: The tablet shopper – A new kind of customer?

Tablet computers are on the rise and are increasingly superseding stationary computers in terms of modern online shopping. This paper therefore aims on understanding how tablet and website characteristics might impact online consumer behavior. The collected data resulted from focus groups and in-depth interviews conducted with a technology affine audience. It has shown that tablets indeed may have shifted shopping behavior from utilitarian towards rather recreational attributes. Discussions also revealed high customer expectations towards visited shopping websites and prevailing deficits. Thus, harnessing the concept of experiential flow is crucial. Compelling experiences are required to increase the duration of stay and consequently the likelihood of increased purchases.

The global shopper & brands communication at airports

This project aims to illuminate two perspectives on travel retail. On the one hand, it describes the main character of the shopping scenario at airports, namely the Global Shopper. It covers the entire profile of the referred character, the main nationalities that represent him and the current shopping trends of the passenger. Also estimates of the booming nationalities and the future purchasing trends are accurately presented. On the other hand, the travel retail market is analyzed from the airport brands’ perspective. It is described what is currently done in terms of brands communication in the top ten airports around the world and the expected future market retail trends. To accurately explore the Global Shopper behavior and purchasing preferences, a market research was conducted with a sample of 128 respondents, male and female, from different nationalities, age groups, occupation and education backgrounds. The essay tests hypothesis regarding the relevance of several variables in the purchasing process of the Global Shopper in order to understand the most pleasant way to approach consumers in travel retail. The main variables studied concern the reasons to shop at airports, to whom the passenger shops, the preferred category and brand of purchase, feelings while shopping abroad, impulsive buying behavior, brand loyalty, the use of mobile devices in the shopping process, brands communication at airports, pre-ordering online and the attitude towards self-service stores. Some findings were in accordance with expectations, while others were a surprise and may produce valuable recommendations for future travel retail practices. 4 The main relevant results concern two areas, namely pre-ordering online and self-service stores. Results showed a certain stress about not having enough time to choose between the various offerings in travel retail, as well as difficulty in dealing with crowed stores. However, pre-ordering online was not common, which would be an initiative that could solve the discomfort at airport’s stores. Moreover, self-service would promote efficiency in stores allowing passengers to save time if they already know how to go through the shopping process by themselves. Another possible recommendation concerns differentiating the strategy in travel retail for the two genders. Some differences were found in the categories bought by male and female, as well as to how brands should shape their approach concerning the demands of each gender.

From user browsing behaviour to user demographics

A Internet conta hoje com mais de 3 mil milhões de utilizadores e esse valor não para de aumentar. Desta forma, proporcionar uma experiência online agradável aos seus utilizadores é cada vez mais importante para as empresas. De modo a tirar partido dos benefícios deste crescimento, as empresas devem ser capazes de identificar os seus clientes-alvo dentro do total de utilizadores; e, subsequentemente, personalizar a sua experiência online. Existem diversas formas de estudar o comportamento online dos utilizadores; no entanto, estas não são ideais e existe uma ampla margem para melhoria. A inovação nesta área pode comportar um grande potencial comercial e até ser disruptiva. Com isto em mente, proponho-me a estudar a possível criacão de um sistema de aprendizagem automática (machine learning) que permita prever informa ações demográficas dos utilizadores estritamente com base no seu comportamento online. Tal sistema poderia constituir uma alternativa às atuais opções, que são mais invasivas; mitigando assim preocupações ao nível da proteção de dados pessoais. No primeiro capítulo (Introdução) explico a motivação para o estudo do comportamento dos utilizadores online por parte de empresas, e descrevo as opções disponíveis atualmente. Apresento também a minha proposta e o contexto em que assenta. O capítulo termina com a identicação de limitações que possam existir a priori. O segundo capítulo (Machine Learning) fornece uma introdução sobre machine learning, com o estudo dos algoritmos que vão ser utilizados e explicando como analisar os resultados. O terceiro capítulo (Implementação) explica a implementação do sistema proposto e descreve o sistema que desenvolvi no decorrer deste estudo, e como integra-lo em sistemas já existentes. No quarto capítulo (Análise e manipulação dos dados), mostro os dados compilados e explico como os recolhi e manipulei para testar a hipótese. No quinto capítulo (Análise de dados e discussão) vemos como e que os dados recolhidos foram usados pelos vários algoritmos para descobrir como se correlacionam com dados dos utilizadores e analiso e discuto os resultados observados. Por fim, o sexto e último capítulo apresenta as conclusões. Dependendo dos resultados, mostro como a hipótese poderia ser melhor testada, ou então discuto os próximos passos para tornar o sistema realidade.

How Learning Styles, Chemistry Attitudes and Experiences, Confidence, and Demographics Correlate with Academic Success in First and Second Year Chemistry Courses

At Brock University, the Faculty of Mathematics and Science currently has one of the highest percentages of students on academic probation, with many students reporting the most difficulty with Introductory Chemistry in first year and Organic Chemistry in second year. To identify strategies to improve students' performance and reduce the number of students on academic probation, a multi-year research project was undertaken involving several chemistry courses. Students were asked to complete three questionnaires, and provide consent to obtain their final Chemistry grade from the Registrar's Office. Research began at the end of the 2007-08 academic year with CHEM IPOO, and in the 2008-09 academic year, students in the larger CHEM IF92 Introductory Chemistry course were invited to participate in this research near the beginning of the academic year. Students who went on to take second year Organic and Analytical Chemistry were asked to complete these questionnaires in each second year course. The three questionnaires included the Kolb Learning Styles Inventory (Kolb, 1984) modified to include specific reference to Chemistry in each question, Dalgety, ColI, and Jones' (2002) Chemistry Attitudes and Experiences Questionnaire (CAEQ), and lastly, a demographic survey. Correlations were found between learning style and academic success; concrete learners were not as successful as abstract learners. Differences were noted between females and males with respect to learning styles, academic success, and confidence. Several differences were also noted between those who are the First in the Family to attend university and those who are not First in the Family to attend university.

The projected hand illusion: component structure in a community sample, and association with demographics, cognition and psychotic-like experiences

The projected hand illusion (PHI) is a variant of the rubber hand illusion (RHI), and both are commonly used to study mechanisms of self-perception. A questionnaire was developed by Longo et al. (2008) to measure qualitative changes in the RHI. Such psychometric analyses have not yet been conducted on the questionnaire for the PHI. The present study is an attempt to validate minor modifications of the questionnaire of Longo et al. to assess the PHI in a community sample (n = 48) and to determine the association with selected demographic (age, sex, years of education), cognitive (Digit Span), and clinical (psychotic-like experiences) variables. Principal components analysis on the questionnaire data extracted four components: Embodiment of “Other” Hand, Disembodiment of Own Hand, Deafference, and Agency—in both synchronous and asynchronous PHI conditions. Questions assessing “Embodiment” and “Agency” loaded onto orthogonal components. Greater illusion ratings were positively associated with being female, being younger, and having higher scores on psychotic-like experiences. There was no association with cognitive performance. Overall, this study confirmed that self-perception as measured with PHI is a multicomponent construct, similar in many respects to the RHI. The main difference lies in the separation of Embodiment and Agency into separate constructs, and this likely reflects the fact that the “live” image of the PHI presents a more realistic picture of the hand and of the stroking movements of the experimenter compared with the RHI.

Trust in B2C e-commerce : the New Zealand Maori internet shopper

This chapter identifies relevant factors of Maori trust in terms of encouraging online shopping of B2C e-commerce by Maori in New Zealand. The concepts of trust, risk and reputation are used to explore the uptake of Internet shopping in a B2C context by Maori, a minority-but significant-racial group, in New Zealand. Reputation and adoption of e-commerce in Maori culture emanates from family and tribe, typically by word of mouth. This chapter suggests that specific cultures like the Maori have different elements in their trust of e-commerce, which needs to be addressed to encourage broader use.

Australians' organic food beliefs, demographics and values

Purpose – To examine consumers' beliefs about organic foods and their relationship with socio-demographics and self-transcendence (universal, benevolence) personal values.

Design/methodology/approach – A random questionnaire-based mail survey of 500 Australian (Victorian) adults (58 per cent response) was used. The questionnaire included items on organic food beliefs, the importance of self-transcendence values as guiding principles in life, and socio-demographics. Statistical analyses included cross-tabulations of organic food beliefs by socio-demographics and multiple regression analyses of positive organic food beliefs with personal value and socio-demographic items as the independent variables.

Findings – The majority of participants believed organic food to be healthier, tastier and better for the environment than conventional food. However, expense and lack of availability were strong barriers to the purchasing of organic foods. Generally, women were more positive about organic food than men (e.g. women were more likely to agree that organic food has more vitamins/minerals than conventional food). The personal value factor related to nature, environment and equality was the dominant predictor of positive organic food beliefs, followed by sex. These predictors accounted for 11 per cent of the variance.

Research limitations/implications – A survey response bias needs to be taken into account. However, the response rate was adequate for reporting and differences in age and education between participants and the Victorian population were taken into account in data presentation. Future understanding of consumers' use of organic foods will require the inclusion of a fairly extensive set of potential influences.

Practical implications – Communication appeals based on psychographics may be a more effective way to alter consumers' beliefs about organic foods than those based on demographic segmentation.

Originality/value – To the best of one's knowledge, this is the first study to examine the relationship between personal values, socio-demographics and organic food beliefs in a random population sample. This study is relevant to producers, processors and retailers of organic food and those involved with food and agricultural policy.

Lay people's views of school food policy options: associations with confidence, personal values and demographics

A random population survey administered by mail to examine lay people's views of children's food policies and their associations with demographics, personal values and confidence in authorities was conducted among adults in Victoria, Australia. Three hundred and seventy-seven people responded (response rate 57.6%). The questionnaire contained 35 items about children's healthy eating policy options plus details like personal values, confidence and demographic items. There was widespread support for healthy school food policies. The strongest support was for life skills education and school-based nutrition and physical education programmes. Many age-related associations indicated that people >48 years were more in favour of healthy eating policies than younger people. There were fewer statistically significant associations with parent status and sex. In contrast, many associations showed that respondents with strong equity–harmony values and those with least confidence in the authorities were most in favour of healthy eating policies for schoolchildren. It is concluded that there is widespread support for school-based health and nutrition education and for active school food policies. However, differences between demographic and values groups suggest the need for caution in the promotion of public health nutrition initiatives among schoolchildren.

Green decisions : demographics and consumer understanding of environmental labels

This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers’ understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.

DEMOGRAPHICS OF NATURAL DISASTER HOTSPOTS IN MAINE

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Online students : relationships between participation, demographics and academic performance

Using information technology to support teaching and learning is becoming ubiquitous in tertiary education. However, how students participate and perform when a major component of the learning experience is conducted via an online learning environment is still an open question. The objective of this study was to investigate whether any relationships existed between the participation, demographics and academic performance of students in an information technology course that was taught wholly online. Tracking data generated by the online learning environment was collected throughout the semester. Through a detailed analysis of this tracking data it was found that a relationship existed between students' participation in the online learning environment and their performance, as measured by final results in the course. Relationships also existed between gender, nationality, participation and performance. However, there was no relationship between age and performance and participation. These findings suggest that when designing online learning for a diverse population, student demographics should be taken into account to maximise the benefits of the learning experience. The results also suggest that the tracking data can be used as an early indicator of students who are likely to fail the course since lack of participation early in the semester is indicative of lower outcomes in the course. Being able to identify such students allows staff to take remedial action proactively rather than reactively in the latter part of the semester.

Linking attitudes and demographics in a tourist segmentation model : a two-stage approach

Segmentation has been widely studied in tourism research e.g. Dolnicar (2004). Dawley (2006) points that commonly used segmentation variables such as demographics lead to identifiable segments which are not actionable while other useful approaches e.g. psychographics, are actionable but not identifiable. The objective of this paper is to develop a two-stage linkage approach to segmentation whereby cluster analysis using psychographic variables is conducted within demographic group. Demographic groups are selected based on propensity to travel. This research utilizes data generated from a cross-sectional self-completed survey of 49,105 Australian respondents on travel and tourism. The managerial usefulness of this segmentation is assessed. Clearly segments can be directly linked both demographically and psychographically.