Essays on congruence theory in marketing: Special focus on digital products and webstores

177 Pages·2022·1.436 MB·English

by  Robér Rollin

Handel und Internationales Marketing
Retailing and International Marketing
Bernhard Swoboda · Thomas Foscht
Hanna Schramm-Klein Hrsg.
Robér Rollin
Essays on
congruence theory
in marketing
Special focus on digital products and
webstores
Handel und Internationales Marketing
Retailing and International Marketing
SeriesEditors
BernhardSwoboda,UniversitätTrier,Trier,Germany
ThomasFoscht,Karl-Franzens-UniversitätGraz,Graz,Austria
HannaSchramm-Klein,LehrstuhlfürMarketing,UniversitätSiegen,Siegen,
Germany
Die Schriftenreihe fördert die Themengebiete Handel und Internationales Mar-
keting. Diese charakterisieren – jedes für sich, aber auch in inhaltlicher Kom-
bination – die Forschungsschwerpunkte der Herausgeber. Beide Themengebiete
werden grundsätzlich breit aufgefasst; die Reihe bietet sowohl Dissertationen
und Habilitationen als auch Tagungs- und Sammelbänden mit unterschiedlicher
inhaltlicher und methodischer Ausrichtung ein Forum. Die inhaltliche Bre-
ite ist sowohl im Sinne eines konsumentenorientierten Marketings wie auch
einermarktorientiertenUnternehmensführungzuverstehen.NebendenArbeiten,
die von den Herausgebern für die Schriftenreihe vorgeschlagen werden, steht
die Reihe auch externen wissenschaftlichen Arbeiten offen. Diese können bei
den Herausgebern eingereicht und nach einer positiven Begutachtung publiziert
werden.
The book series focuses on the fields of Retailing and International Marketing.
These two areas represent the research fields of the editors—each of them as a
single research area, but also in combination. Both of these research areas are
widely understood. Consequently, the series provides a platform for the publi-
cation of doctoral theses and habilitations, conference proceedings and edited
books, as well as related methodological issues that encompass the focus of the
series.Theseriesisbroadinthesensethatitcoversacademicworksintheareaof
consumer-oriented marketing as well as the area of marketoriented management.
In addition to academic works recommended by the editors, the book series also
welcomes other academic contributions. These may be submitted to the editors
and will be published in the book series after a positive assessment.
Robér Rollin
Essays on congruence
theory in marketing
Special focus on digital products
and webstores
RobérRollin
Weimar,Germany
RobérRollin,Dissertation,UniversitätSiegen,2022
ISSN2626-3327 ISSN2626-3335 (electronic)
HandelundInternationalesMarketingRetailingandInternationalMarketing
ISBN978-3-658-39363-2 ISBN978-3-658-39364-9 (eBook)
https://doi.org/10.1007/978-3-658-39364-9
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Contents
1 Introduction .................................................. 1
1.1 Relevance and Focus ...................................... 1
1.2 Theoretical Foundation .................................... 3
1.3 Research Gaps ............................................ 6
2 StructureandContentoftheEssays ............................ 11
2.1 Focus of the Essays ....................................... 11
2.2 Drivers of Market Success for Mobile Apps .................. 13
2.3 The Role of Colour Contrast and Predominant Primary
Colour of Icons for Mobile Gaming Apps in Influencing
Consumer Reactions ....................................... 14
2.4 The Role of Visual Congruence for Brands in Influencing
Consumer Behaviour ...................................... 16
2.5 The Need for a Community: The Impact of Social
Attributes on Video Game Success .......................... 19
2.6 Interaction in Social Live Streaming Services ................. 20
2.7 Overview of Essays and Related Research Characteristics ...... 22
3 Essays ........................................................ 25
3.1 Drivers of Market Success for Mobile Apps .................. 25
3.1.1 Introduction ....................................... 25
3.1.2 Conceptual Framework and Literature Review ......... 28
3.1.3 Empirical Study: Method and Procedure .............. 33
3.1.4 Results ............................................ 39
3.1.5 Conclusion and Limitations .......................... 44
v
vi Contents
3.2 The Role of Colour Contrast and Predominant Primary
Colour of Icons for Mobile Gaming Apps in Influencing
Consumer Reactions ....................................... 47
3.2.1 Introduction ....................................... 47
3.2.2 Theoretical Background and Hypotheses
Development ....................................... 49
3.2.3 Empirical Study: Method and Procedure .............. 56
3.2.4 Results ............................................ 61
3.2.5 Discussion and Conclusion .......................... 66
3.3 The Role of Visual Congruence for Brands in Influencing
Consumer Behaviour ...................................... 72
3.3.1 Introduction ....................................... 72
3.3.2 Theoretical Background and Hypotheses
Development ....................................... 74
3.3.3 Empirical Overview ................................ 79
3.3.4 Discussion ......................................... 93
3.4 The Need for a Community: The Impact of Social
Attributes on Video Game Success .......................... 95
3.4.1 Introduction ....................................... 95
3.4.2 Conceptual Framework and Hypotheses
Development ....................................... 98
3.4.3 Method, Research Design and Sample ................ 105
3.4.4 Results ............................................ 108
3.4.5 Discussion and Conclusion .......................... 112
3.5 Interaction in Social Live Streaming Services ................. 117
3.5.1 Introduction ....................................... 117
3.5.2 Conceptual Model and Hypotheses Development ....... 121
3.5.3 Study 1: Importance of Interaction Possibilities ........ 126
3.5.4 Study 2 Influential Factors on Interaction Intentions .... 129
3.5.5 Discussion and Conclusion .......................... 134
4 GeneralConclusion ........................................... 137
4.1 Core Results and Conclusion ............................... 137
4.2 Research and Theoretical Implications ....................... 141
4.3 Managerial Implications ................................... 145
4.4 Concluding Remarks ...................................... 149
References ....................................................... 151
Abbreviations
ANOVA Analysis of Variance
App Mobile Application
AVE Average Variance Extracted
β Unstandardized Beta Value
DLC Download Content
eSports Electronic Sports
F F-statistic
H Hypothesis
M Mean
N Sample Size
n.s. Not Significant
NFI Normed Fit Index
p p-value
PAD Pleasure-Arousal-Dominance Scale
PLS Partial Least Squares
R2 R-squared (Coefficient of Determination)
SD Standard Deviation
SEM Structural Equation Model
SPSS Statistical Package for the Social Sciences
SRMR Standardized Root Mean Square Residual
Std. Error Standard Error
VIF Variance Inflation Factor
vii
List of Figures
Figure 1.1 General Conceptual Framework ....................... 5
Figure 3.1 Example from a webpage of the mobile gaming app
“The Game of Life” ................................ 28
Figure 3.2 Research Model .................................... 51
Figure 3.3 Experimental Design (Example) ...................... 57
Figure 3.4 Example of the Logo ............................... 83
Figure 3.5 Example of the Instagram account .................... 84
Figure 3.6 Example of the video game .......................... 87
Figure 3.7 Example of the YouTube video ....................... 89
Figure 3.8 Example of the online shop .......................... 90
Figure 3.9 Conceptual Framework .............................. 100
Figure 3.10 Conceptual Model .................................. 122
ix
List of Tables
Table 1.1 General Research Goals .............................. 6
Table 2.1 Essay Overview ..................................... 11
Table 2.2 Summary of Essays and Research Characteristics ......... 23
Table 3.1 Ordinal regression estimation results ................... 36
Table 3.2 Attributes and Levels included in the Conjoint
Experiment ......................................... 39
Table 3.3 Example of the Calculation of a Choice Task ............ 40
Table 3.4 Average Utility of the Icons ........................... 41
Table 3.5 Average Utility of the Genre .......................... 42
Table 3.6 Average Utility of the Price ........................... 42
Table 3.7 Average Utility of the Average Rating and the Number
of Reviews ......................................... 43
Table 3.8 Consumer Responses to the Emotional Dimensions ....... 63
Table 3.9 Consumer Responses to Attitudinal Dimensions
towards the Icon .................................... 64
Table 3.10 Consumer Evaluations of the Personality Dimensions ..... 65
Table 3.11 Overview of the constructs and item used
in the upcoming studies .............................. 82
Table 3.12 Variable Operationalization ........................... 106
Table 3.13 Report of the Results ................................ 110
Table 3.14 Attributes and Levels included in the Conjoint
Experiment ......................................... 127
Table 3.15 Average Importance of provided Attributes .............. 128
Table 3.16 Measurements ...................................... 130
Table 3.17 PLS-Sem Model .................................... 131
Table 3.18 Results of PLS-SEM ................................. 132
xi