ALBERT

Notes: Purpose - To analyse the web acceptance and usage between goal-directed users and experiential users, incorporating intrinsic motives to improve the particular and explanatory TAM (technology acceptance model) value - traditionally related to extrinsic motives. Design/methodology/approach - A survey instrument was used to gather data to test the relationships shown in the research model. Data were collected from a sample of online questionnaires filled out by subscribers located in three discussion-mailing lists - administered by RedIris - about different topics (e.g. experimental sciences, social sciences and humanities). A structural equation modeling (SEM), specifically partial least squares (PLS), is proposed to assess the relationships between the constructs together with the predictive power of the research model. Findings - The empirical development suggests that there is scope for further extension of TAM to adapt to the web-based usage and its profitable consequences. The article may help to further the empirical research and to clarify and examine a web acceptance and usage model. In general, experiential and goal-directed behaviours moderate the key relationships in the model. Experiential and goal-directed users do not weigh extrinsic and intrinsic motives in the same way when on the web. Goal-directed users are more driven by instrumental factors and focused on their decision-making process while experiential users are more motivated by process.. Research limitations/implications - First, constructs of enjoyment and concentration are used to define flow. However, because of the flow definition's conceptual-vagueness, operationalising the flow construct has been questioned in the previous empirical works. Second, the cross-sectional study is also an important limitation. Since the users' perception and intention can change over time, it is important to measure these quantities at several points of time. Third, the sample sizes are relatively small. Fourth, the model needs to be tested with more objective measures to compare possible divergences. Finally, the model clearly does not include all the relevant variables. Practical implications - The results could be used to explain and to improve the experiential and goal-directed users' experience of being and to return to the web. Originality/value - The value of this study is to reveal the moderating influences of browsing-modes on relationship between flow and TAM-beliefs on the web, and, also, how the flow impacts the attitude and intention to use web between experiential and goal-directed users.

Notes: Purpose - Seeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out. Design/methodology/approach - Data were collected from the direct observation of the supermarket shelves of nine frequent purchase product categories in several hypermarkets and discount stores. Diverse statistical analyses were applied to these picked up data, such as mean comparisons, ANOVA and correspondence analysis. Findings - The article concludes that the hypermarkets tend to have higher mean prices, and use promotional tools more profusely than the discount stores. Research limitations/implications - For future research, it would be very important to examine consumer price evaluations based on a theoretical approach in the same formats, and in this way consumer reactions to price changes could be understood. Also, examining the cross-country differences in retail stores may be quite interesting. Practical implications - Relationships between hypermarkets and hi-lo pricing, plus discount stores and EDLP pricing, have been found. Therefore, retail managers of both formats have to know all about these pricing strategies. In this way, the managers of these firms would know the kind of customers that can be attracted and the signals and image that can be projected in the market. Originality/value - This paper directly compares the pricing and promotional activities of hypermarkets versus discount stores. Researching into whether price and promotional differences exist between the two format retailers will help consumers and managers to know the true price level of each format.

Notes: The objective in this study is to evaluate the mediating role of personal factors affecting the Web behaviour and in turn the length of Web sessions as a highly-subjective variable among individuals. This could be used to explain and improve the users' experience of being and acting in the Web. The present study uses a flow- versus goal-directed theoretical and practical approach to determine the influence of personal factors on Web behaviours and session lengths. A field study of 209 Web users was conducted to validate measures used to operationalise model variables and to test the hypothesised network of relationships using partial least squares (PLS) as a second-generation multivariate analysis technique. The study findings indicate that experiential behaviour, followed by goal-directed behaviour, has the largest influence on the lengths of Web sessions.