A case study on multimedia e-tailing services: can watermarks help build customer relationships?. (6th May 2010)

• Record Type: Journal Article
• Authors: Wu, C.H.; Ip, W.H.; Chan, C.Y.; Zheng, Y.; , Z.M. Lu
• Is Part Of: International journal of services technology and management. Volume 14:Number 1(2010)
• Page Start: 58
• Page End: 76
• Publication Date: 2010-05-06
• Subjects: digital watermarking -- e-tailing -- relationship intention -- copyright -- intellectual property -- LISREL -- customer relations -- online retailing -- multimedia products -- electronic retailing -- customer relationship management -- CRM -- e-CRM -- electronic CRM; Service industries -- Management -- Periodicals; Service industries -- Technological innovations -- Periodicals; 658.005
• Languages: English
• ISSNs: 1460-6720

Abstract

Digital watermarking is widely discussed as a promising technique for digital good protection sold in the internet. Copyright information can be embedded directly into media files. However, few researchers have studied any possible contribution brought by watermarks in e-customer relationship building. Through a survey of 185 e-customers who had purchased multimedia products online, the hypothesised model was validated using LISREL. All hypotheses are supported. This study has contributed to both theory and practice by building a model to realise the e-customer relationship building in buying multimedia product and suggesting watermarks can help relationship building and retain e-customer to obtain multimedia products from legal channel. Two schemes have been suggested which are suitable for applying watermarking techniques in the e-market.