=Paper=
{{Paper
|id=Vol-1453/18_GrossoForzaTrentin_SupportForTheSocialDimension_Confws-15_p115
|storemode=property
|title=Support for the social dimension of shopping through web based sales configurators
|pdfUrl=https://ceur-ws.org/Vol-1453/18_GrossoForzaTrentin_SupportForTheSocialDimension_Confws-15_p115.pdf
|volume=Vol-1453
|dblpUrl=https://dblp.org/rec/conf/confws/GrossoFT15
}}
==Support for the social dimension of shopping through web based sales configurators==
https://ceur-ws.org/Vol-1453/18_GrossoForzaTrentin_SupportForTheSocialDimension_Confws-15_p115.pdf
Support for the social dimension of shopping through
Web Based Sales Configurators
Chiara Grosso1 and Cipriano Forza1 and Alessio Trentin1
Abstract. Mass Customizers (MCs) often sell personalized a customer can incur in some circumstances that enhance his/her
products through Web Based Sales Configurators (WBSCs). need for being in contact with others, for interacting with them and
Recently, a number of them have connected their WBSCs with for receiving feedback from trustworthy sources [16]. Among those
Social Software Applications (SSAs). This is not surprising since circumstances, there may be the lack of experience in configuring a
SSAs provide an interactive and socially rich shopping experience, particular kind of object or in browsing into a WBSC, the lack of
which makes shopping on WBSCs more similar to retail shopping creativity or the lack of choice orientation about the product
experiences. Even though interaction with customers is a configuration one has created [14].
distinctive characteristic of MCs, research on the use of SSAs by To narrow this research gap, we need to consider, first of all,
MCs is very limited. The present paper reports the preliminary the social needs that customers could experience while shopping
results of research that aims to (i) describe how existing WBSCs for a personalized product on a WBSC and how an SSA would
connect with SSAs, (ii) understand which stages of the help satisfy those needs, if it were connected with the WBSC.
configuration-shopping process are supported by the different
WBSCs-SSAs connections, and (iii) explain how the different 2 BACKGROUND
WBSCs-SSAs connections support fulfilment of the needs for
social feedback and for social involvement that WBSC users 2.1 The social dimension of the shopping process
perceive during their shopping experiences.
2.1.1 The shopping process: the EBM model
1 INTRODUCTION
The shopping experience involves a variety of consumer personal,
Mass Customizers (MCs) often sell their products on the Web situational and social variables that impacts on the consumer
through Web Based Sales Configurators (WBSCs) [1]. This selling decision-making process. Engel, Blackwell and Miniard [17]
approach has proven to be beneficial to both MCs [2, 3] and their developed a model (named from their initials as EBM model) to
customers [4,5,6]. Selling through the Web is challenging not only understand the variables implicated in the entire consumer
because it is a new way of selling for many companies, but also decision-making process. One of the advantages of the EBM model
because Web technologies are witnessing a number of innovations. is its applicability to a wide range of situations to explain and
One of these innovations refers to Social Software Applications predict consumer behaviour. The EBM model’s core is based on
(SSAs), which are new Web features that enhance connections five decision-process stages that the customer goes through during
between individuals and groups of Internet users. The social his/her shopping experience.
software phenomenon has grown in the past few years as millions The EBM’s first stage is named: problem recognition and it
of people have joined online communities and started using online refers to customer identification of a need or problem. The
social platforms [7, 8]. Globally, SSAs reach more than 1.5 billion consumer experiences an unbalanced condition between the actual
members [7]. and the desired state of need [17].
SSAs are increasingly being adopted by companies to improve Once the consumer has identified the need he/she wants to
their sales and their connections with actual and potential satisfy, the consumer goes through a second stage named:
customers [9]. In this respect, MCs are not an exception and they information search. The consumer starts gathering information on
are starting to include SSAs in their configuration sites as an aid possible solutions. The information research involves both internal
for WBSC users during the shopping process. and external consumer sources. Internal sources are for example:
Relatively few studies, however, have addressed this the consumer’s previous shopping experience, memories etc.
phenomenon. Previous research has highlighted the growing trend External sources include interpersonal sources such as reference
of social-media usage aimed to share information about configured groups and relevant others who have direct or indirect influence on
products [10, 11] and has addressed the integration of customers in the individual’s decision process (e.g. family, friends, colleagues,
social networks [12]. In addition, prior research has indicated the other consumers) [18]. The information search stage provides the
combination of configuration toolkits with social networks as a consumer with the basis to evaluate the various alternatives to
promising field of inquiry [13], consistent with initial findings on satisfy his/her need.
how peer input improves the configuration process [14]. The EBM’s third stage of the decision-making process is named:
To our knowledge, however, the social benefits that WBSC users the evaluation of alternatives. At this point, the consumer evaluates
could derive from the connection of WBSCs with SSAs have not the information previously gathered, develops a set of criteria to
been investigated yet. This is a gap that research on WBSCs needs compare the alternatives and, finally, defines his/her own
to address, for at least two reasons. First, socials benefits are preferences.
recognized as enhancing users’ quality perception of the The EBM’s forth stage, namely: purchase stage, refers to the
configuration process [10]. Second, social needs are likely to be consumer’s decision to buy a good or a service. The purchase stage
stronger while shopping for personalized products using WBSCs also includes the consumer’s decision about where and how to buy.
because, besides the perceived risk of online shopping [15], The EBM’s fifth stage refers to post-purchase consumer
decisions. Post-purchase is a crucial stage in understanding the
1
Università
degli Studi di Padova, Dipartimento di Tecnica e Gestione dei entire consumer decision-making process and predicts how a
sistemi ind.li, Vicenza, Italy. E-mail addresses: chiara.grosso@unipd.it. consumer will act in the future. A consumer’s good experience will
alessio.trentin@unipd.it (A.Trentin), cipriano.forza@unipd.it (C.Forza).
115 Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
motivate him/her: to repeat the shopping experience, to provide 2.1.3 The need for social involvement while shopping
positive feedback to others and positively influence other
customer’s intention to shop. On the contrary, post-purchase Offline shopping experiences encompass a wide range of social
dissatisfaction will produce a negative impact on the consumer's interactions between persons. Shopping online tends to be more
personal and social attitudes [19]. impersonal, anonymous and automated than offline shopping [24].
A consumer shops not only for utilitarian reasons but shopping In online consumer markets, there is still a reduced presence of
is frequently based on personal and social motives. Among social factors that supports the consumer’s decision-making process.
personal motives, there are: individual self-gratification, learning In particular, an online shopping experience typically lacks the
about fashion trends, individual status, emulation of others, sociability that characterizes the purchase stage. Previous research
homologation to a trend and diversion from daily routine. has highlighted how online stores tend to display their products
Consumer's social motives are driven by: t h e affiliation to a with no social appeal, only providing a functional product
group, the pleasure of being involved, the pleasure of sharing description, attribute-based, and unemotional [25].
enjoyable moments with friends, the interest in sharing support The need for social involvement refers to the consumer need for
between colleagues, the emulation of others (e.g. other consumers; affiliation as a preference to act in accordance with persons that
reference groups as friends or colleagues; relevant others as count for him/her and to be in contact with them during his/her
people who can influence an individual’s actions) [18]. shopping experience [26].
During the shopping process, a consumer experiences the During online shopping, a consumer perceives of being in contact
need to interact with other persons. In particular, he/she with others depending on the extent to which a communication
perceives two needs, namely: the need for social involvement, and medium (e.g. commercial web site) provides social presence to its
the need for social feedback [20, 21]. To satisfy the above- users [23]. Social presence is an inherent quality of a medium to
mentioned needs during the shopping process the customer has to support its users in feeling others as being psychologically present
perceive the company of other persons that count for him/she by enabling various forms of interaction similar to the face-to
(e.g. members from his/her reference groups, sales face interactions [23, 25, 27]. According to the social presence
representatives, or other customers) and the possibility to interact theory, a medium with high social presence conveys a feeling of
with them (e.g. transmit information, receive feedback, receive human contact, sociability, and sensitivity [23, 25, 27]. High
help, or hints for his/her decision process, support in social presence fulfils the individual need for social involvement.
understanding if the selected alternative is the one that best fits Online consumers’ perceptions of social presence have been shown
his/her purchase purpose). to positively influence consumer intention to purchase from a
commercial website [19].
2.1.2 The need for social feedback while shopping
The consumer need for social feedback is based on the 2.2 Social software applications
individual's need for social interaction [20]. Social feedback According to Lawley [28], SSAs refer to computing tools to
refers to the consumer preference of receiving feedback from support, extend, or derive added value from social activity. In
trustworthy external sources that can orientate his/her decision recent research, SSAs are defined as software applications that
process (e.g. family, friends, reference groups, company enable people to connect, collaborate, create online networks and
representatives, etc.) [19]. manage contents in a social and bottom-up fashion. Bottom-up
Consumer theorists have long recognized the influence that communication is a specific characteristic enabled by SSAs and
relevant others have on consumer’s decision making [8, 17, 19, 21, differs from top-down companies communication or off-line media
22]. The role of relevant others depends on the informational [29].
social influence. T h e informational social influence entails
The distinctive characteristics of SSAs derive from their social
accepting feedback information from others to facilitate problem purposes: (a) to intensify and extend online and offline social
solving or cope with some aspect of the environment. It drives interaction, (b) to adapt to their users instead of the contrary, (c) to
consumers to learn about some product/service by seeking connect users to a network approach, and (d) to connect computing
information from peers, relevant others, reference groups [23]. tools around users [29].
Informational social influence is especially important when a SSAs embrace a large number of tools for online interaction
consumer is faced with time constraints, possesses limited services including (but not limited to): weblogs, instant messaging,
knowledge, perceives high risk in the action, or simply does music and photo sharing, mailing lists and message boards, and
not want take decision alone. online social network (SN) tools, internet forums, wikis, social
Feedback from others during a shopping experience enables a guides, social bookmarking, social citations, social libraries, virtual
recommendation system based on real-time interaction (e.g. worlds [30]. Online communication services supported by SSAs
communication exchanges) that influences and guides the are named social media (SM). SM are network-based platforms
consumer in his/her decision process. Online users like to be in that allow their users to interact online for different purposes (e.g.
control, which means that they expect and want feedback to be fun, professional support, share content, gaming, etc.) [30].
available when needed. More specifically, they want that help to Hereafter we provide a brief description of the SSAs that will be
be at their request and to respond to their individual needs. Real- recalled in the following sections of the present article.
time feedback provided by others is especially relevant when the
Weblog (Blogs) are online platforms for a content management
consumer has no clear ideas about his/her own preferences, thus
system. Blogs are website that allow the user to communicate
about the product that better satisfies his/her needs. Research on
online while maintaining control on contents and communications.
online consumer behaviour highlighted the positive impact of
Blogs are based on RSS (Really Simple Syndication or Rich Site
informational social influence on the consumer’s decision to
Summary), a family of web feed formats used to publish frequently
shop online [22, 23].
updated content [31]. A Blog supports both features of the reading
Thanks to the Web evolution, consumers can easily communicate
and the writing of content. Blog's contents are visible also to
and exchange online information about their shopping
external Internet users. The owner of the Blog can set the blog’s
experience. In particular, they can easily access to a large volumes
features by allowing only the reading of the blog's content or by
of information on a product or service provided directly from enabling Internet users to both read and write. In both cases, the
those who have a recent experience with it [22, 23].
Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors 116
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
Blog’s owner is the one that can decide about the management of 2.3 SSA support to the social dimension of the
the blog (e.g. delete contents, apply constraints to the blog’s online shopping process
usage). Blog contents are mostly organized by thematic categories
and are presented in a chronological order. The division by In an online shopping process, the social presence provided by a
thematic categories avoids confusion and allows its users to focus commercial website enables the consumers in perceiving the
their search for information on the topic of interest. Blogs are proximity of relevant others (i.e. people that count for the consumer
largely used by companies as communication tools for the and able to influence his intention to purchase from a commercial
construction and maintenance of relationships between companies website) [27].
and their customers [32]. Drawing on the consumer socialization framework, Lueg and
Media sharing platforms are platforms that offer online services Finney [21] argued that peer communication online could influence
such as: loading, storing, sharing and browsing of different media consumers so strongly that they convert each other into Internet
contents and formats (e.g. photos, videos, slides, files, doc). shoppers. Given the risk perceived by consumers in online
Depending on the format of the shared content, the service platform shopping [15], consumers will ask the opinion of their friends or
assumes a corresponding name (e.g. photo-sharing platform, video- online reference groups before make an online purchase decision.
sharing platform, etc.). Media sharing platforms allow the co- Thus, the online consumer will experience the need to be in contact
viewing of content (multiple users can simultaneously see the same with others so as to be supported by persons that count for him (i.e.
content). Media sharing also allows a collaborative filtering content relevant others).
(models and filters that select and propose content based on visions In order to satisfy the need to be in contact with others (i.e. social
made by the user). Media sharing platforms support aggregation interactions), SSAs support various forms of interactions between
sharing and tagging of content on other external SM platforms. its users (e.g. share a comment, files, archives, text messages, chat,
Social networks (SN) are web-based services that allow users to vote, endorse). Interactions are enabled both between person known
build a public or semi-public personal profile within a bounded and unknown [21; 28]. Interactions supported by SSAs are similar
system, to articulate a list of other users with whom to share to face-to-face interaction (e.g. video call, chat), for this reason,
content. Depending on the SN, users contacts are named as friends, SSAs provide a high level of social presence able to satisfy the need
circles etc. The SN user can see and navigate through the list of for social involvement of their users.
his/her contacts and through other SN users’ profiles within a SSAs intensify and extend online and offline users’ social
defined system. SN services enable users to publish, share, modify, interactions thus it provides its users different sources of feedback
and endorse contents on his profile or other users’ profiles information mostly transmitted in real-time. Thanks to a real-time
following specific criteria. SN services support mechanisms for feedback, the SSAs user collects information provided by others
building relationships between users [30]. and feels orientated in his/her choice process [21].
Discussion Forum (DF) or online community are online groups To improve the shopping website with SSAs makes the website
of users who interact supported by specific technologies. as a highly interactive communication medium and therefore a
Community members can interact and share content depending on medium able to provide a socially rich shopping experience similar
the enabling technologies of the different platforms (video, chat, to retail shopping.
mailing, comments and videos). Online communities define
themselves by the topics and the purposes for which they are 2.4 Sales configurators
established (e.g. education, business) and for the kind of Software
environment, that supports them (e.g. list servers, bulletin One peculiar shopping process is the online shopping of
boards, forums, discussion list, various combinations of these). The personalised products. This process happens more and more
DF includes also communities of practice, e-learning platforms, through WBSCs. Consistent with previous research, we define
discussion groups, online brand communities, consumer sales configurators as knowledge-based software applications that
communities [29]. A company DF allows interaction between both support a potential customer, or a sales-person interacting with the
the company and its consumer (B2C) and between the DF’s users customer, in completely and correctly specifying a product solution
(C2C), but only company representatives can manage the DF. within a company’s product offer [5]. Franke et al. [14] described
Internet Relay Chat (IRC) is an instant messaging protocol that the MC self-customizing process through a WBSC as a problem
allows real-time communication between two users, or the solving process th a t includes the development of an initial idea,
contemporary dialogue of entire groups of users (chat rooms). It the generation of a preliminary design (interim design solution)
provides a real-time communication via Internet. Once a chat has and the final design evaluation [33].
been initiated, involved users can enter text by typing on the WBSCs guide customers towards the purchase of a configured
keyboard and the entered text will appear on the other user's product that best fits their needs. The satisfaction of needs different
monitor. A large number of social networks and online services from the functional need is important for the configuration process.
offer a chat feature. The utilitarian value is not the only value that leads customers to
E-mail systems are some of the most popular Internet-based purchase. Many other values and satisfaction of needs different
applications, due to e-mail efficiency, low cost, and compatibility of from functional such as creative achievement and hedonic benefits
diversified types of information. The Simple Mail Transfer [5, 34] or uniqueness and self-expressiveness [4] are important for
Protocol (SMTP) is a transportation protocol used to transfer e- the configuration process leading to a purchase or simply to leave a
mail messages over the Internet. The e-mail service provides an a- positive impression for user returns or at least to talk about it
synchronous messaging service (i.e. a- synchronous refers to a time positively. The configuration experience has been recognized as
shift between the message writing time and the message reading important in concluding the shopping process with a purchase.
time of the recipient). E-mail enables its users to send and receive Research has shown that up to 50% of the additional willingness to
messages between each other both from inside and outside the pay for configured products can be explained by positive
local area network. Nowadays, SN platforms provide an e-mail perception of the co-design process itself [6].
service for its users (e.g. Facebook and LinkedIn).
117 Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
3 RESEARCH AIMS AND METHOD evaluation of alternatives. M1 supports the configuration process
by allowing the user to browse into the company’s SM profile.
In order to achieve the first research aim, that is to describe how Thus, the user can collect hints that can help him in the
existing WBSCs connect with SSAs, we browsed into 250 existent development of an initial configuration idea.
configurators to first identify the presence of connections between SI: indirectly provided. M1 does not support the user in
WBSCs and SSAs and secondly to analyze the different modalities interacting with others, but it brings the user into the SM platforms
adopted to connect the WBSCs with SSAs. The WBSCs analyzed where he can browse into the company’s SM profile and interact
were largely drawn from the configurator database available on with other SM users that share the same interest in the company.
www.configurator-database.com, excluding those that were not Thus, M1 satisfies the need for SI by providing an indirect social
in English, Italian or Spanish. To the considered dataset, other presence for the user.
configurators available only in Italian have been added. A wide SF: indirectly provided. M1 does not support the user in
variety of products were considered, such as: jewellery, T-shirt, transmitting information from the WBSC to his SM profiles or vice
cars, bikes, notebooks, shoes, bags, etc. versa. Thus, M1 does not directly provide SF linked with the
To achieve the second research aim, that is to understand which configuration process. The user can gather hints or information by
stages of the configuration-shopping process are supported by the himself browsing into the company SM profile.
different WBSCs-SSAs connections, we analyzed the user’s
decision process during shopping via WBSC by using the EBM 4.2 M2: Icons in the WBSC to connect WBSC
mode [l7]. We based the analysis on an analytical reasoning, users to their SM profile(s)
however our reasoning was grounded on a number of
configuration experiences we performed in different WBSCs for
4.2.1. Variant M2.1
every identified WBSC-SSA connection modality. First, we
identify which stages of the user's decision process are The WBSC contains one or more SM icons that bring the user to
supported by each modality and after we describe how the his own corresponding SM profile to automatically publish the link
connection of WBSC with SSA supports the self-configuration to the entry page of the configurator. The user can also publish
process. We adopt the technical terminology provided by Franke additional information by placing it in his social SM while he is
et al. [14] to describe the configuration process experienced by the sharing the WBSC’s link (e.g. information about his configuration
user. When we refer to a partial product configuration, we mean experience, advices etc.). In the M2.1 modality as in the M1 the
a product configuration that has not been completed. SSAs are not directly accessible during the configuration process.
Intermediate product configuration refers to a preliminary Example of WBSC: Jonathan Adler.
product configuration that has not yet been selected as the final M2.1 supports the consumer in four stages of his shopping
one. Final product configuration refers to the product decision process, namely: the search for information (a), the
configuration that the user has chosen as the end result after his evaluation of alternatives (b), the purchase (c), post-purchase (d).
various trial configurations. Any reference to the company website M2.1 supports the configuration process by triggering an
refers only to a company website where the WBSC is enclosed. information exchange between the user and his reference groups
To achieve the third research aim, that is to explain how the that helps the user during the development of an initial idea, the
different WBSCs–SSAs connections support fulfilment of the needs evaluation of an intermediate design and finally the
for social feedback and for social involvement, we evaluate configuration evaluation. In fact, the user can ask for advice
through analytical reasoning how social involvement and social about his configuration by sharing the WBSC’s link and he can
feedback are provided by each modality. In doing so, we use the gather feedback on his SM profile (e.g. the user can ask if
following three categories of people with whom the WBSC user someone from his reference groups already knows the WBSC
is enabled to interact by a given modality: reference groups, and how to better develop his configuration process).
refers to people the user already knows and is in contact with also SI: low. M2.1 does not enable the users to interact with others in
via SM platforms; peers, refers to unknown people of equal the configuration environment but it brings the user to the SM
standing, such as other customers; relevant others, refers to any platforms where he can interact with his reference groups. Thus,
people who can influence the user’s decision process, which M2.1 satisfies user need for SI by providing a low social presence
includes the two previous categories but also company to the user during his configuration process.
representatives. SF: low. M2.1 supports the user only in sharing the link to
the entry page of the WBSC, the user is not supported in
4 HOW WBSCs ARE CONNECTED WITH SSAs automatically share additional information about his configuration
process. Moreover, the WBSC’s user can gather feedback
We identify eight different modalities in which SSAs are connected information only in the SM platforms outside of the
to WBSCs. In the following sub-sections, we briefly describe configuration environment. Thus, M2.1 provides a low level of
each modality (M) and how it supports the configuration SF to the user.
process, as well as the extent to which it supports fulfilment of
the needs for Social Involvement (SI) and Social Feedback (SF). 4.2.2. Variant M2.2
One or more SM icons are placed in the WBSC. Each icon brings
4.1 M1: Icons in the company website to connect the user to his corresponding SM profile to automatically share a
WBSC users to company SM profile(s) complete configuration. The WBSC's user can also add personal
comments along with the complete configuration while he is still
SM icons are placed in the company website, external to the in the configuration environment (e.g. add details about his
WBSC. The WBSC’s user can connect to the corresponding configuration experience on that specific WBSC). All shared
company's SM profiles by clicking on the various icons. If the contents will be visible to his SM reference groups since the
company has different SM profiles, the user can reach different SSAs of each SM platform enable this feature. Example of
company profiles by clicking on the corresponding icons. WBSC: Ethreads.
Example of WBSC: MY M&M'. M2.2 supports the consumer at the fourth stage of his decision
M1 supports the consumer in two stages of his decision process: the purchase (c). M2.2 supports the evaluation of an
process namely: (a) the search for information and (b) the intermediate configuration by enabling sharing of a complete
Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors 118
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
configuration from the WBSC to the SM environment. Thus, the shared with his references groups on the SM platforms.
user can interact (e.g. ask for advice) with his reference groups to SI: not provided. M3 does not enable the user in perceiving
gather advice and improve the intermediate configuration. the company of others. No interaction is enabled while the user
Likewise, M2.2 supports the design evaluation by supporting the browses and uploads items from the SM folders to the WBSC. M3
user in sharing a final configuration not yet purchased. does not provide social presence to the user thus it does not satisfy
SI: medium. M2.2 enables the user to interact with his reference the SI need.
groups in the SM platforms. Members of the u s e r ’ s reference SF: indirectly provided. M3 does not support the user in
groups are interested in supporting him and highly trustworthy. gathering feedback information, since the user cannot exchange
However, interactions between the user and his reference groups information with others. However, M3 enables the user to
occur only outside the configuration environment. Thus, the collect a kind of indirect feedback hints (e.g. other SM users
M2.2 satisfies the SI need by providing a medium level of social positive or negative comment on a certain photo of his SM folders,
presence to the user. the number of likes etc.). In other words, by choosing items from
SF: medium. M2.2 supports the user in transmitting his his SM folders the user can select those items that have been
configuration from the WBSC to the SM platforms where he can previously positively evaluated by his reference groups on the
ask and receive feedback information from his reference groups. SM platform and avoid the ones that received a negative
The sharing of information is enabled only one-way: from the response.
WBSC site to the SM platforms, not vice versa. The user can share
his configuration outside the WBSC but he can collect feedback 4.4 M4: Simplified WBSC embedded in company
information only in the SM platforms. Thus, M2.2 provides a SN profile(s)
medium level of SF.
A simplified WBSC configurator is embedded into a company’s
4.2.3. Variant M2.3
SN profile (e.g. Facebook). The simplified WBSC is inserted as an
SM icons are inserted into the WBSC, each icon brings the user to application of the company's SN profile and it is visible as an ad
his correspondent SM profile where he can automatically publish hoc page. Since the configuration choices are very limited the
a partial configuration while the configuration is on-going. The simplified WBSC works as a demo-configurator by providing a
user can also add personal comments along with the partial very constrained configuration process. A complete configuration
configuration that he is going to publish in his SM profiles. process is only possible on the full WBSC website. Often the link
Example of WBSC: Nike. to the full WBSC is available on the company’s SN profile.
M2.3 supports the consumer during his decision process at the Example of WBSC: Vauxhall Facebook profile.
purchase stage (c). The M2.3 supports the configuration process M4 supports the consumer in two stages of the decision process:
during the intermediate design evaluation since it enables the user the search for information (a) and (b) the evaluation of
to share his partial configuration with his references groups. Thus, alternatives. M4 supports the configuration process during the
the user can consult his reference groups about the configuration development of an initial idea by enabling a user to experience the
options previously chosen, and the options he is going to choose. configuration in a highly interactive environment like a SN
SI: medium-high. M2.3 supports the user in interacting with his platform. In the SN platforms, a SN user is not specifically looking
reference groups on the SM platforms while he is configuring a for a WBSC. The opportunity to face an existent simplified WBSC
product. The user feels confident that if needed he can contact and allows him to deal with a customization process, to start a sample
be supported by his reference groups during the configuration of configuration or simply to be informed on how a WBSC works.
process. By doing so, M2.3 recreates a shopping situation similar M4 supports the evaluation of an interim configuration by enabling
to retails shopping where a customer can shop in company of the user in sharing his intermediate configuration with his reference
relevant others (i.e. friends, family, etc.). Any interaction between group on that specific SN.
the user and his reference groups takes place only outside the SI: high. M4 allows the user to feels the support of his reference
WBSC. Thus, M2.3 satisfies the need for SI by providing a group and the company without leaving the configuration
medium-high level of social presence to the user. environment. Thus, M4 satisfies the need for SI by providing a
SF: medium. M2.3 supports the transmission of information from high level of social presence.
the WBSC to the SM platforms but not vice versa. The user can SF: high. M4 supports users in transmitting information and
gather feedback information about his configuration only in the SM gathering feedback from reference groups and company
platforms. Thus, M2.3 provides a medium level of SF. representatives directly where the configuration occurs. The
configuration process happens in an environment where the user
4.3 M3: Direct browse/upload from the WBSC of feels confident because he already knows how to reach information
easily from his reference groups. Moreover, the user can exchange
files shared in the personal SM profile(s) information by using different communication features enabled
by SSAs (e.g. publish or add comments, endorse, like a content,
The WBSC embeds one or more SM icons, by clicking on them,
chat, etc.). M4 delivers a high SF to the user.
each icon brings the user to his SM folders to browse and directly
upload an item in the configured product (e.g. photo, image,
drawing). Example of WBSC: Personalwine. 4.5 M5: Weblog (Blog) in the company website to
M3 supports the consumer during his decision process on both connect WBSC users to relevant others
stages of the evaluation of alternatives (b) and the purchase (c).
M3 supports the development of an initial idea and the We observed two different types of Blogs, type 1 refers to a blog
evaluation of an intermediate configuration since it provides that supports only the reading features for external users. Type 2
additional choice options from external sources (e.g. user's refers to a blog type that supports both the features of reading and
personal photos on SM). M3 supports the design evaluation by writing for the external users of the Blog. We named type 1: Blog-
enabling browsing into the user's personal archives previously Diary and type 2: Blog-Post.
119 Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
4.5.1 Variant M5.1 4.6 M6: Company Discussion Forum to connect
The company website provides a link to connect website users to WBSC users to relevant others
the Blog Diary. The Blog-Diary mainly presents contents that
The company website provides a link to bring WBSC users to a
report information about brand events, sponsorships, and
company’ Discussion Forum (DF). The link is placed outside the
competitions. Thus, Blog-Diary's contents inform the user not only
WBSC thus SSAs are not directly accessible during the
about functional topics (e.g. product functionalities or features) but
configuration process. Example: Dell.
also ludic news (e.g. curiosity, unedited news about the company).
M6 supports the customer during the decision process from
M5.1 brings the user outside the configuration environment.
the search for information (a) to the post purchase stage (d). M6
Example: Renesim.
supports the development of an initial configuration idea by
M5.1 supports the customer during the search for information (a)
providing hints and information that can guide the user since the
and the evaluation of alternatives (b). M5.1 supports the
contents are provided i both by the company and peers (e.g. other
configuration process by providing hints that can inspire and guide
customers, blog users). M6 supports the evaluation of an
the user in the development of his initial configuration idea (e.g.
intermediate configuration and the final design evaluation by
information about the company's new product, new fashion trends).
allowing two-ways interactions between the user and the company or
SI: not provided. M5.1 does not enable the user to perceive
other peers. Thus, the user can feel supported to achieve advices
proximity either of the company representatives or with other
about how to improve his configuration or decide to buy the final
Blog-diary users.
one.
SF: not provided. M5.1 provides a one-way communication flow SI: medium. M6 enables the user to interact with unknown peers
from the company to the user. The M5.1 does not provide SF since as well as with company representatives but not with his reference
communication exchanges are not supported. group. The user has to move outside the WBSC to perceive the
4.5.2 Variant M5.2 proximity of others. The M6 brings the WBSC user to a site where
even if he does not know in advance with whom he will interact,
The company website provides a link to connect WBSC users with he can be confident that the other DF users are highly motivated
the company' Blog. The Blog-Post reports additional information to support each other as members of the same community. M6
not present in the WBSC environment but provided in the Blog- satisfies the need for SI by providing a medium social presence.
Post by the company and by other blog users. The Blog-Post’s SF: medium. M6 supports users in receiving feedback
contents are mainly centred on utilitarian information (e.g. information from trustworthy sources since most DF users are
product’s functionalities and features) that can help the user to experienced consumers, professionals, or experts in a specific topic
gather hints, find answer to his questions or simply share his discussed in the forum. However, there are no guarantees that the
experiences with both company representatives and other Blog WBSC’ user will gather the feedback he requires when he needs it
users. M5.2 brings the user outside the configuration environment. (the interaction between DF users depends on their availability and
Example: Puget Systems. interest to interact). Only if the DF provides a chat as additional
M5.2 supports the customer decision process from the search communication tool between its users, the interactions can occur in
for information (a) to the post purchase stage (d). M5.2 supports real-time exactly when a user asks for feedback. Thus, M6 provides
the stage of post purchase (d) because enables the user in share a medium SF to the WBSC’ user.
his feedback in the Blog-Post once he ends his shopping process
(e.g. to give advice, details about the WBSC etc.). The user will 4.7 M7: E-mail service to connect WBSC users to
share a positive or negative feedback based on the perceived quality
of his shopping experience. M5.2 supports the development of the
relevant others
user’s initial idea since it provides additional information useful for 4.7.1 Variant M7.1
self-configuration. M5.2 supports the evaluation of an intermediate
configuration and the design evaluation by enabling communication The WBSC provides an e-mail service directly accessible from the
exchanges between the user and both the company representatives WBSC at the end of the configuration process. M7 supports the
and peers (e.g. people not from his reference groups like other sending of a final configuration to one or more members of the
customers, brand followers, blog users). Thus, the additional user's reference groups. Example of WBSC: Ecremary.
information reported in the Blog-Post by the company and/or peer M7.1 supports the customer in the purchase stage (c) of his decision
can help the user to improve his intermediate configuration or process. M7.1 supports the configuration process at the final design
convince him to directly purchase his final configuration. evaluation by enabling the sharing of a final configuration with one or
SI: medium-low. M5.2 supports the user in interacting only with more members of the user’s reference groups. M7.1 enables to send
peers and company representatives, however, the user has to move from the WBSC to outside but no vice versa. Thus, the user has the
outside the WBSC in order to perceive the proximity of others. The advantage to collect information, hints, or ask for advice to someone
Blog-Post environment provides a site where the user does not he already knows, but outside the configuration environment.
know in advance with whom he will interact or if he can reach SI: low. M7.1 supports users by sending his configuration by e-
someone when he needs support. The chances for the WBSC user to mail to someone from his reference groups. The user is confident in
interact with someone depend on the other Blog Post users addressing his requests of interaction to someone already known and
availability to participate in the blog’s activities as well as interest interested in help him. M7.1 satisfies the need for SI by providing a
in the WBSC user request. Thus, M5.2 satisfies the need for SI by low social presence since e-mail is an online communication tool
providing a medium-low social presence. with a low level of social presence [35].
SF: low. M5.2 allows the user to gather feedback information but SF: low. M7.1 enables the user to receive feedback from
the chance of receiving feedback will depend on the Blog-Posts members of his reference groups, but there are no guarantees that
users’ availability in answering, as well as on their knowledge feedback will be available when the user demands it. The
about the WBSC user’s request. Thus, there are no guarantees that communication exchanges via e-mail are a-synchronous, rarely the
the WBSC user will receive feedback when he requires it or indeed e-mail exchanges take place exactly when the user asks for
that he will receive a feedback coherent with his request. For those feedback (i.e. on demand). Thus, SF provided by M7.1 is low.
reasons, M5.2 provides a low SF.
Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors 120
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
4.7.2. Variant M7.2 Table 1 – Synthesis of the research results
Connection Variant EBM stages SF SI
The company website provides the e-mail service as customer's Modality a b c d
service. E-mail’s exchanges are enabled only between company 1-2 3
representatives and users. Example of WBSC: JL Hufford (almost CONF. process
all the analysed WBSCs provide an e-mail contact). M1 - Icons in the -
company website to
M7.2 supports the customer in each stages of his decision connect WBSC users to
Ip Ip
process. M7.2 supports the configuration process by providing an company SM profile(s)
additional communication tool to the WBSC user, but it placed M2 - Icons on the M2.1
WBSC to connect WBSC Low Low
outside of the WBSC environment. users to their SM
SI: low. M7.2 provides the users the feeling of being in contact profile(s) M2.2
Med Med
with the company by sending a request by e-mail. More and more
often companies adopt e-mail automatic reply systems thus M2.3 Med-
Med
High
customers mainly perceive the company as a distant and impersonal
M3 - Direct -
interaction partner. M7.2 satisfies the need for SI by providing a browse/upload from the Np Ip
low social presence to the user [35]. WBSC of files shared in
the personal SM profile
SF: low. M7.2 supports the user in gathering feedback only from
M4 - Simplified WBSC -
the company. The user has the advantage of receive feedback from embedded in company SN High High
a high trustworthy source but there are no guarantees that the user profile
will receive feedback on demand. M7.2 satisfies the need for SI by M5 - Weblog (Blog) on M5.1
the company website to Np Np
providing a low SF to the user [35] connect WBSC users to
relevant others M5.2 Med- Med-
low low
4.8 M8: Instant message services to connect WBSC M6 - Company -
users to company customer service Discussion Forum to
Med Med
connect WBSC users to
relevant others
The company website provides a real-time messaging service
M7 – e-mail service to M7.1
(Chat) for customer service. M8 can be placed either outside or connect WBSC users to Low Low
inside the WBSC, in both cases it enables real-time communication relevant others
M7.2
only between the company representative and the users. The user Low Low
cannot interact in real-time with his reference groups or with other M8 - Instant message -
peers. Example of WBSC: CustomInk. services to connect Med-
High
M8 supports the customer in real-time at each stages of his WBSC users to company High
customer service
decision process from the search for information (a) to the post EBM Stages. a: information search; b: alternative evaluation; c: purchase; d: post-purchase.
purchase stage (d). M8 supports the post-purchase stage by CONF. process. 1: initial idea development; 2: intermediate evaluation; 3: configuration
evaluation. SF/ SI. Ip: support for the fulfilment of SF/SI is indirectly provided; Np: support is
providing the user with a real-time communication channel to not provided; Low: support is low; Med-low: support is medium-low; etc.
contact the supplier while he is waiting for delivery of his
product. M8 supports the configuration process since it provides While shopping, a WBSC user perceives greater SF in WBSC-
real-time professional support as well as additional information not SSA connections modalities: M4 and M8, which (a) deliver
presented in the WBSC product space. feedback to the user directly in the configuration environment, (b)
SI: medium high. M8 enables the user to interact in real-time make the user confident to achieve feedback when he asks for it (c)
only with company representatives. The user is confident that he provide feedback from highly trustworthy source (e.g. from a
will be in contact with professionals at each stage of the member of his/her reference groups or from company
configuration-shopping process but he cannot be supported by his representatives).
relevant others. M8 satisfies the SI need providing a medium-high Likewise, a WBSC user perceives greater SI in WBSC-SSA
social presence. connections modalities: M4 and M8, which (a) provide social
SF: high. The M8 supports the user in gathering real-time support at each stage of the configuration-shopping process, (b)
feedback from company representatives whenever he asks for it enable social support directly in the configuration environment,
during at each stage of his configuration-shopping process. Thus, and (c) allow the user to interact in real-time while the
the user is confident that feedback will properly fit with his request configuration occurs.
and it provided by a highly trustworthy source. However, the user Our findings, if confirmed by future research, provide the
cannot collect feedback from his reference groups. Thus, M8 following guidelines to WBSC designers:
provides a medium-high level of SF. • Connect a WBSC with SSAs in a way that supports two-way
exchange of information (i.e. from the WBSC to SSAs and vice
5 CONCLUSIONS versa).
• Insert a connection with SSAs in the WBSC, so as to provide
The present study investigated the connections of WBSCs with support and feedback directly in the configuration environment. To
SSAs. More specifically, we (i) identified and described eight prevent the user from leaving the WBSC, both support and feedback
different connection modalities (Table 1 columns 1 & 2), (ii) have to properly fit the user request.
explained which stages of the configuration-shopping process are • Insert SSAs that enhance the WBSC user’s perception of being
supported by the different WBSCs-SSAs connections (Table 1 real-time supported by her/his reference groups.
columns 3-6) and (iii) explained how the different connection • Insert SSAs that enable the user to choose from whom to be
modalities support the fulfilment of the needs for SF and for SI that supported without leaving the configuration environment (e.g.
WBSC users perceive during their shopping experiences (Table 1 from his/her reference groups, company representatives, peers,
columns 7-8). other users).
121 Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria
• Insert SSAs that provide support and feedback to the WBSC user Improves Customer Self-Design”. Journal of Product Innovation
exactly when he/she requires (on demand). Management, 25(6), 546-559, (2008).
The present research, once completed, will allow new research to [15] G. Pires, J. Stanton, and A. Eckford. ”Influences on the perceived risk
be started with the aim to: (a) describe the current frequency of of purchasing online”. Journal of Consumer Behaviour, 4(2), 118–131,
adoption of the various WBSC-SSA connection modalities, (2004).
eventually analysing possible dependences on the type of product; [16] C.N. Ziegler, and J. Golbeck, “Investigating interactions of trust and
(b) empirically test the differences in SF and SI provided by the interest similarity”, Decision Support Systems, 43(2), 460-475, (2007).
different WBSC-SSA connection modalities; (c) evaluate whether [17] J.F. Engel, R.D. Blackwell, and P.W. Miniard. Consumer behaviour,
the different WBSC-SSA connections impact on benefits arising 8th ed. Fort Worth: Dryden Press, 1995.
from self-personalized products and from experiences of self [18] W.O. Bearden, and M.J. Etzel, “Reference group influence on product
personalization, such as utilitarian, hedonic and creative and brand purchase decisions”. Journal of Consumer Research, 183-
achievement benefits. 194, (1982).
[19] C.M.K. Cheung, and M.K.O. Lee, “Understanding consumer trust in
internet shopping: a multidisciplinary approach”. Journal of the
ACKNOWLEDGEMENTS American Society for Information Science and Technology, 57(4),
We acknowledge the financial support of the University of Padua, 479–492, (2006).
Project ID CPDA129273. [20] T.S.H. Teo, and Y.D. Yeong, "Assessing the consumer decision
process in the digital marketplace." Omega The International Journal
of Management Science, 31(5), 349–363, (2003).
REFERENCES [21] J.E. Lueg, and R.Z. Finney “Interpersonal Communication in the
Consumer Socialization Process: Scale Development and Validation”.
[1] F.S. Fogliatto, G.J.C. da Silveira, and D. Borenstein, “The mass Journalof Marketing Theory and Practice, 15(1), 25–39, (2007).
customization decade: an updated review of the literature”. [22] P. Butler, and J. Peppard, “Consumer purchasing on the Internet:
International Journal of Production Economics, 138(1), 14–25, (2012). Processes and prospects”. European Management Journal, 16(5), 600–
[2] M. Heiskala, J. Tiihonen, K.S. Paloheimo, and T. Soininen, “Mass 610, (1998).
customization with configurable products and configurators: a review [23] M.K. Lee, N. Shi, N., C.M. Cheung, K.H. Lim, and C.L. Sia,
of benefits and challenges”, in: T. Blecker, G. Friedrich (Eds.), Mass “Consumer's decision to shop online: The moderating role of positive
Customization Information Systems in Business, IGI Global, London, informational social influence”. Information & Management, 48(6),
UK, 1–32, (2007). 185–191, (2011).
[3] C. Forza, and F. Salvador, “Application support to product variety [24] X. Wang, C. Yu, and Y. Wei, “Social media peer communication and
management”, International Journal of Production Research, 46(3), impacts on purchase intentions: A consumer socialization framework”.
817–836, (2008). Journal of Interactive Marketing, 26(4), 198–208, (2012).
[4] C. Grosso, A Trentin, and C. Forza, “Towards an understanding of how [25] N. Kumar, and I. Benbasat, “Para-social presence and communication
the capabilities deployed by a Web-based sales configurator can capabilities of a web site: a theoretical perspective”. E-service Journal,
increase the benefits of possessing a mass-customized product”. In 16th 1(3), 5–24, (2002).
International Configuration Workshop, 21, 81-88, (2014).
[26] J. Bloemer, G. Odekerken-Schröder, and L. Kestens,”The impact of
[5] A. Trentin, E. Perin, and C. Forza, ”Increasing the consumer-perceived need for social affiliation and consumer relationship proneness on
benefits of a mass-customization experience through sales-configurator behavioural intentions: An empirical study in a hairdresser's context”.
capabilities”. Computers in Industry, 65(4), 693-705, (2014). Journal of Retailing and Consumer Services, 10(4), 231-240, (2003).
[6] N. Franke, M. Schreier and U. Kaiser, “The ’I designed it myself’ [27] K. Hassanein, and M. Head, “Manipulating perceived social presence
effect in mass customization”. Management Science, 56(1), 125–140, through the web interface and its impact on attitude towards online
(2010). shopping”. International Journal of Human-Computer Studies, 65(8),
[7] M. Chui, J. Manyika, J.Bughin, R.Dobbs, H. Sarrazin, G.Sands, and M. 689–708, (2007).
Westergen, “The social economy: unlocking value and productivity [28] E. Lawley (2004). Blog research issues. Retrieved, from
through social technologies”. McKinsey Global Institute Report, http://www.corante.com/many/archives/2004/06/24/blog_research_issu
(2014). es.php
[8] A.M. Kaplan and M. Haenlein, “Users of the world, unite! The [29] W.A. Warr, "Social Software: fun and games, or business tools?”.
challenges and opportunities of Social Media”. Business horizons, Journal of Information Science, 34(4), 591–604, (2008).
53(1), 59-68 (2010).
[30] D.M. Boyd and N.B. Ellison, "Social network sites: Definition, history,
[9] Z. Huang, and M. Benyoucef, ”From e-commerce to social commerce: and scholarship". Engineering Management Review, IEEE, 38(3), 16-
A close look at design features”. Electronic Commerce Research and 31, (2010).
Applications, 12(4), 246-259, (2013).
[31] J. Schmidt, “Blogging practices: An analytical framework. Journal of
[10] F.T. Piller, and P. Blazek, “Core capabilities of sustainable mass Computer Mediated Communication, 12(4), 1409–1427, (2007).
customization”. Knowledgebased Configuration–From Research to
Business Cases. Morgan Kaufmann Publishers, Waltham, MA, 107- [32] T. Kelleher, and B.M. Miller, “Organizational blogs and the human
120, 2014. voice: Relational strategies and relational outcomes”. Journal
of Computer Mediated Communication, 11(2), 395–414, (2006).
[11] P. Blazek, M. Kolb, M. Partl, and C. Streichsbier, “The usage of social
media applications in product configurators”. International Journal of [33] A. Newell, and H. Simon Human problem solving. Prentice-Hall, NJ,
Industrial Engineering and Management (IJIEM), 3(4), 179-183, 1972.
(2012). [34] A. Merle, J.L. Chandon, E. Roux, and F. Alizon, “Perceived value of
[12] F.T. Piller, A. Vossen, and C. Ihl, ”From social media to social the mass-customized product and mass customization experience for
product development: the impact of social media on co-creation of individual consumers”. Production & Operations Management, 19(5),
innovation”. (December 21, 2011). Die Unternehmung, 65(1), (2012). 503–514, (2010).
[13] N. Franke, and C. Hader, “Mass or Only “Niche Customization”? Why [35] G. Tang, J. Pei, and W.S. Luk, “Email mining: tasks, common
We Should Interpret Configuration Toolkits as Learning Instruments”. techniques, and tools”. Knowledge and Information Systems, 41(1), 1–
Journal of Product Innovation Management, 31(6), 1214-1234, (2014). 31, (2014).
[14] N. Franke, P. Keinz, and M. Schreier, “Complementing Mass
Customization Toolkits with User Communities: How Peer Input
Juha Tiihonen, Andreas Falkner and Tomas Axling, Editors 122
Proceedings of the 17th International Configuration Workshop
September 10-11, 2015, Vienna, Austria