This study examined the Impact of Online Advertising on Customers Satisfaction of E-tailing Firms in Nigeria. A survey research design was adopted. The source of data used in this study was mainly primary data from th...This study examined the Impact of Online Advertising on Customers Satisfaction of E-tailing Firms in Nigeria. A survey research design was adopted. The source of data used in this study was mainly primary data from the issuance of questionnaire and secondary data from the review of relevant literature bothering on both variables which formed the basis for the argument. Out of a total of three hundred and eighty four (384) copies of questionnaire distributed, two hundred and eighty five (285) copies was used for analysis and analyzed using Spearman’s Rank Order Correlation Coefficient with the help of Statistical Package for Social Sciences (SPSS). The findings of the study reveal amongst others that there is a positive and strong relationship between online advertising and customers’ satisfaction;and online advertising significantly affects customer satisfaction. The study concludes that online advertising influenced satisfaction of the customers to a strong extent. However, online advertising is a key determinant of customer satisfaction as it is considered as a point of interaction between customers and the company from which they buy their products. A heuristic model was proposed to show our contribution to knowledge that the relationship between e-mail marketing and measures of customer satisfaction is very strong and is moderate on all other tested hypotheses. And the study recommends that advertising managers of e-tailing firms must develop and formulate e-mail marketing programs that will satisfy the needs of consumers and advert should be placed on stations and places where consumers can easily identify with them and make a purchase. Suggestions for further studies were outlined.展开更多
Unlike consumers in the mall or supermarkets, online consumers are “intangible” and their purchasing behaviors are affected by multiple factors, including product pricing, promotion and discounts, quality of product...Unlike consumers in the mall or supermarkets, online consumers are “intangible” and their purchasing behaviors are affected by multiple factors, including product pricing, promotion and discounts, quality of products and brands, and the platforms where they search for the product. In this research, I study the relationship between product sales and consumer characteristics, the relationship between product sales and product qualities, demand curve analysis, and the search friction effect for different platforms. I utilized data from a randomized field experiment involving more than 400 thousand customers and 30 thousand products on JD.com, one of the world’s largest online retailing platforms. There are two focuses of the research: 1) how different consumer characteristics affect sales;2) how to set price and possible search friction for different channels. I find that JD plus membership, education level and age have no significant relationship with product sales, and higher user level leads to higher sales. Sales are highly skewed, with very high numbers of products sold making up only a small percentage of the total. Consumers living in more industrialized cities have more purchasing power. Women and singles lead to higher spending. Also, the better the product performs, the more it sells. Moderate pricing can increase product sales. Based on the research results of search volume in different channels, it is suggested that it is better to focus on app sales. By knowing the results, producers can adjust target consumers for different products and do target advertisements in order to maximize the sales. Also, an appropriate price for a product is also crucial to a seller. By the way, knowing the search friction of different channels can help producers to rearrange platform layout so that search friction can be reduced and more potential deals may be made.展开更多
文摘This study examined the Impact of Online Advertising on Customers Satisfaction of E-tailing Firms in Nigeria. A survey research design was adopted. The source of data used in this study was mainly primary data from the issuance of questionnaire and secondary data from the review of relevant literature bothering on both variables which formed the basis for the argument. Out of a total of three hundred and eighty four (384) copies of questionnaire distributed, two hundred and eighty five (285) copies was used for analysis and analyzed using Spearman’s Rank Order Correlation Coefficient with the help of Statistical Package for Social Sciences (SPSS). The findings of the study reveal amongst others that there is a positive and strong relationship between online advertising and customers’ satisfaction;and online advertising significantly affects customer satisfaction. The study concludes that online advertising influenced satisfaction of the customers to a strong extent. However, online advertising is a key determinant of customer satisfaction as it is considered as a point of interaction between customers and the company from which they buy their products. A heuristic model was proposed to show our contribution to knowledge that the relationship between e-mail marketing and measures of customer satisfaction is very strong and is moderate on all other tested hypotheses. And the study recommends that advertising managers of e-tailing firms must develop and formulate e-mail marketing programs that will satisfy the needs of consumers and advert should be placed on stations and places where consumers can easily identify with them and make a purchase. Suggestions for further studies were outlined.
文摘Unlike consumers in the mall or supermarkets, online consumers are “intangible” and their purchasing behaviors are affected by multiple factors, including product pricing, promotion and discounts, quality of products and brands, and the platforms where they search for the product. In this research, I study the relationship between product sales and consumer characteristics, the relationship between product sales and product qualities, demand curve analysis, and the search friction effect for different platforms. I utilized data from a randomized field experiment involving more than 400 thousand customers and 30 thousand products on JD.com, one of the world’s largest online retailing platforms. There are two focuses of the research: 1) how different consumer characteristics affect sales;2) how to set price and possible search friction for different channels. I find that JD plus membership, education level and age have no significant relationship with product sales, and higher user level leads to higher sales. Sales are highly skewed, with very high numbers of products sold making up only a small percentage of the total. Consumers living in more industrialized cities have more purchasing power. Women and singles lead to higher spending. Also, the better the product performs, the more it sells. Moderate pricing can increase product sales. Based on the research results of search volume in different channels, it is suggested that it is better to focus on app sales. By knowing the results, producers can adjust target consumers for different products and do target advertisements in order to maximize the sales. Also, an appropriate price for a product is also crucial to a seller. By the way, knowing the search friction of different channels can help producers to rearrange platform layout so that search friction can be reduced and more potential deals may be made.
