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1 – 2 of 2Ursula Scholl-Grissemann and Benedikt Schnurr
The purpose of this study is to investigate how hedonic and utilitarian choice options of online travel agencies (OTAs) affect consumers’ process enjoyment and booking intentions.
Abstract
Purpose
The purpose of this study is to investigate how hedonic and utilitarian choice options of online travel agencies (OTAs) affect consumers’ process enjoyment and booking intentions.
Design/methodology/approach
The authors apply a one-factorial experimental design. The stimuli consisted of screenshots of the fictitious OTA “www.my-holiday.com”. Participants were told to imagine they were planning a city trip to San Francisco and that, during an internet search, they came across a new OTA called “www.my-holiday.com”.
Findings
The authors find that both booking intentions and process enjoyment are higher for hedonic OTAs, i.e. OTAs which offer more hedonic choice options such as entertainment and spa. The authors conclude that these toolkits strongly relate to pleasurable experiences and positive emotions. Therefore, these options drive positive affective reactions in terms of process enjoyment, which subsequently affect booking intentions. Additionally, the authors find that preference insight positively affects consumers’ booking intention as the number of choices provided by the OTA increases.
Originality/value
This paper contributes to tourism research on online travel shopping behavior. The authors apply knowledge from research on online customization tools to an OTA context and show that hedonic and functional choice options of OTAs significantly reflect on consumer behavior.
Details
Keywords
This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations.
Abstract
Purpose
This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations.
Design/methodology/approach
Using experimental designs, this research investigates how hedonic versus functional consumption goals affect consumers’ choice between feminine and masculine products (Study 1) and how positioning products as either hedonic or functional influences consumers’ evaluations of feminine and masculine products (Studies 2 and 3).
Findings
When pursuing hedonic consumption goals, consumers are more likely to choose feminine (vs masculine) products, whereas when pursuing functional consumption goals, consumers are more likely to choose masculine (vs feminine) products. Further, consumers evaluate feminine products more favorably when the products are hedonically (vs functionally) positioned, whereas they evaluate masculine products more favorably when the products are functionally (vs hedonically) positioned. Perceptions of product credibility mediate this effect.
Research limitations/implications
Connecting theories of gender identity, product positioning and congruity, this study extends previous literature by demonstrating that the effects of product gender are context-dependent.
Practical implications
Many companies use visual design cues (e.g. shape, color) to promote their products’ gender. The findings of this study suggest that companies promoting their products as feminine should highlight the products’ hedonic benefits, whereas companies promoting their products as masculine should highlight the products’ functional benefits.
Originality/value
Applying a conceptual congruity approach, this research is the first to demonstrate that the effects of product gender on consumers’ product evaluations depend on the product’s positioning.
Details