The Rise of Smart Consumers

Tom Chen, Judy Drennan, Lynda Andrews

Research output: Contribution to conference (non-published works)Paper

Abstract

Value-in-use is often related to consumer experiences (Berry, Carbone, and Haeckel, 2002). These experiences are vital insights to firms who are searching for new and better ways to enhance their value propositions (Shaw and Ivens, 2002). It is seem as value-generating outcomes (Gronroos, 2006, p. 399) which are essential to the success of technology based service innovations (Sandstrom et al., 2008), such as convergent mobile online services (COMS). This paper is set to conceptualise Smart Consumers who voluntarily engages in an emerging behaviour, namely User Experiences Sharing (UES). It is postulated that UES which fosters the quality of cumulative use experiences (CUE) is the effective way
to manage user experiences if facilitated by firms. Therefore, it is important to conceptualise the Smart Consumer and these emerging behaviours to enhance firms’ value propositions as value cocreation proceeds
Original languageEnglish
Pages1-9
Number of pages9
Publication statusPublished - 2009
Externally publishedYes
EventAustralia and New Zealand Marketing Academy Conference (ANZMAC) 2009 - Monash University, Melbourne, Australia
Duration: 30 Nov 20092 Dec 2009
http://anzmac2009.org/

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference (ANZMAC) 2009
Abbreviated titleANZMAC 2009
CountryAustralia
CityMelbourne
Period30/11/092/12/09
Internet address

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