Esther Swilley

• Professor (Associate) at Kansas State University

Societies benefit from a strong workforce in the STEM fields of science, technology, engineering, and math. Women have historically have chosen non-STEM employment opportunities, while making up roughly half of the U.S. workforce (46%). Only 24% of females choose STEM careers (Beede et al., 2011).Early experiences with STEM toys, positively influen...

Accrediting agencies and industry are calling for more relevant, impactful research. Biennially, the Marketing Science Institute (MSI) releases research priorities representing important problems in marketing from a practitioner perspective. This study identifies the topics most emphasized by MSI and major marketing journals, assessing synergy of f...

Many designated as “tech savvy” have more than just a cursory understanding of technology. Moreover, there are those who comprehend technology very well. As technology has evolved, so should our understanding of consumers of technology. A focus on tech-savvy individuals can lead to an understanding of a variation of consumers who may not be innovat...

Online retailing has proven to be advantageous to retailers in terms of revenue building. Consumers are spending time and money on retailer e-commerce sites, and now, m-commerce sites. In fact, Cyber Monday, the Monday after Thanksgiving, is exceeding revenue goals previously sought on Black Friday (Internet Retailer 2011). However, the online shop...

Johnny Carson once said that there is a single fruitcake being given year after year, from one person to another. What he implied was that some people take gifts and give them to other recipients to enjoy. This type of behavior was defined by the character Elaine, on an episode of Seinfeld, as regifting. Regifting refers to the act of giving a gift...

The purpose of this paper is to investigate the role of flow theory on mobile shopping on cell phone devices. Specifically, we examine the relationship between flow and the formation of mobile shopping attitudes. We surmise that the consciousness state of consumers has a profound effect on their ability to become involved in mobile shopping on thei...

The purpose of this paper is to develop a research agenda that will assist in deepening our understanding of the social dynamics of virtual worlds. Virtual worlds are computer-based simulated worlds that are populated by human-controlled avatars, or graphical representations of individuals. These worlds are real-time, interactive societies based on...

Several antecedents have been suggested in the development of a market orientation of an organization. Kohli and Jaworski (1990) discuss the senior management factors preceding a market orientation. Upper echelons theory posits that strategic choices and performance levels can be partially predicted by managerial background characteristics (Hambric...

This study develops an operational definition of the phenomenon of regifting. Gifting refers to the act of giving something to someone else without an expectation of compensation. Regifting is similar to gifting in that there is no expectation of compensation, but the gift itself differs in that it is one previously given to the giver. This study u...

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence sup...

This study develops an integrated model of the antecedents and consequences of e-purchasing tools (EPTs) adoption in supply management. Based on the technology adoption model, it explores how Internet skill and Internet convenience, as well as supplier support, are associated with the implementation of EPTs. Leveraging the business-to-business rela...

This study focuses on the isomorphic pressures and firm capabilities that affect strategic decision-making in organizations in the context of m-commerce. The authors take into consideration that the three isomorphic forces set forth by DiMaggio and Powell (1983), mimetic, coercive and normative pressures, work together to impact strategic decisions...

Development of scale to measure the aesthetics of a technology device is the focus of this research. The aesthetic technology (AT) construct takes into account technology as an art form, and allows for the examination of artistic quality, as well as the artistic value consumers are seeking in technology products. The reliability and validity of thi...

Purpose – A wallet phone is a type of cell phone that is used for storage of all information, including identification, pictures, even airline tickets. This study seeks to understand consumer rejection of a technology, specifically wallet phone technology, using the technology acceptance model. Design/methodology/approach – Two studies were conduc...

This study extended the theory of planned behaviour (TPB) to predict youth’s customer loyalty. Replacing TPB’s traditional subjective norm with a norm from a behaviourally relevant group, the findings supported the model’s predictive efficacy. However, youth’s hedonic consumption moderated the relationships between TPB’s predictors and loyalty. Hed...

Services marketing research increases in both intensity and relevance as services contribute an increasing share of the world's economy and as firms and their customers increasingly interact through electronic networks. E-services present sharp new challenges to both researchers and practitioners because the processes from beginning to end of the e...

The purpose of this study was to assess the relationships between perceived ease of use, usefulness, trustworthiness, and expertise with self-reported willingness to give information to an e-vendor, future e-vendor purchase intentions, and to recommend the e-vendor to others. Data from a survey of 70 adult respondents showed that perceived ease of...

The spread of handheld wireless devices gives firms new opportunities to transact business with customers through mobile technology, also referred to as mobile commerce. This paper describes a study of the antecedents of attitudes toward, and intentions to use, mobile commerce. We used data from 296 US student consumers to test our model. The resul...

Academic research in the phenomenon known as mobile commerce is just now coming to the forefront. However, most of this literature is coming from areas other than marketing, including information systems and management. Empirical investigations are looking at the technology behind mobility, as well as some scant consumer behavior studies. Even less...