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1 – 10 of 303Youngjoon Yu, Jae-Hyeon Ahn, Dongyeon Kim and Kyuhong Park
While prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to…
Abstract
Purpose
While prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory.
Design/methodology/approach
The authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company.
Findings
This study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it.
Originality/value
This study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.
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This study aims to pay attention to the brand portfolio extension of international hotel chains, and explores the double-edged sword effect of consumer confusion in hotel brands…
Abstract
Purpose
This study aims to pay attention to the brand portfolio extension of international hotel chains, and explores the double-edged sword effect of consumer confusion in hotel brands on the purchase decision process.
Design/methodology/approach
Four representative international hotel chains (Marriott, Accor, Wyndham and Hyatt) were selected, and this study adopted consumer confusion from both formative and reflective perspectives. First, the authors dealt with stimuli-causing consumer confusion and evaluated similarity, overload and ambiguity confusion about the brand portfolio of these major hotel companies. Second, the authors examined the influence of consumer confusion on the decision-making process, which is rooted in the awareness–interest–desire–action model.
Findings
Among the source of consumer confusion, similarity confusion was critical for Marriott, Accor and Hyatt, whereas ambiguity confusion was severe for Wyndham. Awareness was positively affected by overload confusion, but negatively affected by ambiguity confusion. Furthermore, the link between interest and desire was moderated by the consequences of consumer confusion.
Practical implications
Based on both positive and negative roles of consumer confusion, this study provides implications for enhancing brand strategy and communications of international chain hotels.
Originality/value
This present study differs from previous studies, in that it deals with consumer confusion associated with brand portfolio expansion, which produces a double-edged sword effect in the hotel context.
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Amit Sharma, Laure Saulais and Yidan Huang
Strategies to promote more sustainable consumer choices have been gaining interest among tourism and hospitality scholars. In particular, behavioral economic theories of…
Abstract
Purpose
Strategies to promote more sustainable consumer choices have been gaining interest among tourism and hospitality scholars. In particular, behavioral economic theories of decision-making have gained popularity in the past decade, led by behavioral interventions (BIs) such as the nudge movement. This paper aims to present a critical reflection on this recent trend, with a specific focus on whether these BI approaches are an adequate tool to contribute to long-term behavioral changes, one crucial aim of the promotion of sustainable consumption.
Design/methodology/approach
Based on a critical review of recent significant academic works in the field, this paper reflects on how nudge principles are applied in the hospitality and tourism sectors, as well as the usual justifications given for their use. This paper then discusses the potential limitations, both theoretical and practical, of using these short-term focused approaches to decisions that intend to have long-term outcomes and aims.
Findings
BIs in hospitality and tourism have the potential to create long-term sustainable changes through a more comprehensive view of behavioral factors influencing decisions; however, such approaches would need to be strongly embedded in theoretical arguments that question “how” and “why” behavior change could be sustainable in the long term. This paper proposes a conceptual framework to address these concerns for future research.
Research limitations/implications
This critical reflection proposes a comprehensive framework that will help guide stronger theoretically motivated identification, design and empirical testing of BIs and nudges. Industry can eventually benefit from theoretically stronger interventions that provide a balance between the short-term and long-term influence of BIs to attain customer loyalty and eventually greater value for business stakeholders.
Originality/value
This reflection paper critically reviews the basis of BIs and recommends a framework to strengthen their theoretical arguments. This reflection focuses on the theoretical critique of BIs and nudges to ensure long-term behavior changes are sustainable. The paper also proposes a comprehensive framework that incorporates well-founded theoretical models to enhance BIs and nudge literature.
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Anuradha Sharma, Jagwinder Singh Pandher and Gyan Prakash
The goal of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how ineffective marketplace stimuli affect perceptions related to online travel…
Abstract
Purpose
The goal of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how ineffective marketplace stimuli affect perceptions related to online travel package booking, which in turn cultivate various types of confusion, and how these confusions are channelled into behavioural dispositions of consumers, such as negative electronic word-of-mouth (eWOM). It also aims to investigate the moderating effects of gender and technology self-efficacy for the suggested framework.
Design/methodology/approach
A sample of 437 participants who had recently booked an online travel package, underwent an analysis using a survey study design. Structural equation modelling with multigroup analysis was used to evaluate the hypotheses and the moderation effect.
Findings
The findings suggest that inefficient market stimulus results in various forms of confusion, further contributing to negative eWOM. The results also imply that technology self-efficacy lessens the effect of various confusions on adverse eWOM, and gender is found to have a moderating effect on the relationships between ineffective marketplace stimuli, confusion and negative eWOM.
Practical implications
The research offers tourism and hospitality management advice on how to deal with inefficient marketplace stimulation to lessen confusion, which then reduces unfavourable eWOM. Additionally, the moderate impact of technology self-efficacy and gender established through the current study has important ramifications from a tourism managers' perspective.
Originality/value
This study develops and validates an empirical model, which will be utilised as a framework to fully understand consumer confusion brought on by ineffective marketplace stimulation, which causes adverse eWOM. The study also gives new perspectives on the moderating roles of gender and technology self-efficacy, which have received little attention in earlier studies.
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Saeed Tajdini, Edward Ramirez and Zhenning Xu
Consumers are assumed to engage in external information search only after exhausting their internal information sources. Guided by the accessibility/diagnosticity and…
Abstract
Purpose
Consumers are assumed to engage in external information search only after exhausting their internal information sources. Guided by the accessibility/diagnosticity and ease-of-retrieval frameworks, and the elaboration likelihood model, the current study investigates this phenomenon.
Design/methodology/approach
To test the relationships between internal information accessibility/diagnosticity and the importance of external search, and the moderating role of involvement in these relationships, 308 responses were collected on Amazon MTurk. Then, structural equation modeling was employed to analyze the data.
Findings
The analyses showed that while accessibility and diagnosticity of internal information have an impact on external information search, involvement with the product class has a consequential moderating effect on these relationships. In particular, in the low-involvement group, only the diagnosticity of internal information had a negative effect on external information search. On the contrary, in the high-involvement group, only accessibility of internal information had a negative effect.
Research limitations/implications
These findings highlight the possibility of drawing erroneous conclusions resulting from not incorporating involvement, in conjunction with information accessibility and diagnosticity, in the study of the consumer external information search behavior.
Practical implications
The findings also imply that if practitioners aim to prime consumers to engage in external information search, they need to take into account that the effects of internal information's accessibility and diagnosticity on consumers' external search behavior may be different depending on their levels of involvement.
Originality/value
This study's results showed that without considering the moderating effect of involvement, spurious conclusions may be made about the relationships between accessibility and diagnosticity of internal and external information importance. This finding may explain the discrepancy between the accessibility/diagnosticity and ease-of-retrieval frameworks, thus enriching the literature.
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Jessica Lichy, Daniella Ryding, Edyta Rudawska and Gianpaolo Vignali
The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits…
Abstract
Purpose
The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits for Russia. The secondhand market is the logical outcome of efforts to adopt resale as a facet of sustainable social innovation, with which to drive sustainable decision-making and socially responsible marketing in the secondhand high-end clothing market. Resale represents the cornerstone of business model innovation (BMi) for the retail sector, offering substantial opportunities for retailers who understand changes in consumption behaviour. More cost-effective and arguably greener, the sale of secondhand clothing is expected to be double the volume of fast fashion by 2030 but it remains an understudied field of research in the literature relating to the fashion industry.
Design/methodology/approach
Hypotheses are developed from the existing literature. Survey methodology is used to collect data from 250 Russian consumers in the city of Petersburg. The objective is to test the veracity of CSI shopper orientations, focusing on nascent motivations for high-end branded secondhand clothing, to examine sustainable social innovation and resale in an emerging market.
Findings
Four new shopping orientations are identified. Based on the empirical data, the authors suggest that five (out of the original eight CSI shopping orientations) are of internal statistical relevance, and that our new orientations are relevant for not only this market, but for neighbouring Eastern European countries too. The findings reflect postmodern evolution in behavioural motivations for Russian consumers, that can inform retail strategy in terms of BMi consumer for harnessing opportunities offered by sustainable social innovation and resale.
Originality/value
Whilst the CSI has been widely used, research for Eastern Europe is limited. Understanding the shopping orientations for sustainable alternatives to newly produced clothing has theoretical and practical implications for improving circularity, post-war entry strategies and countries facing economic downturn. This study contributes novel insights by examining consumer decision-making and shopping orientations in an emerging market.
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Jeong Hyun Kim, Jungkeun Kim, Seongseop (Sam) Kim and Tadesse Bekele Hailu
This paper aims to investigate travelers’ intentions to use ChatGPT and the influential factors affecting their decision-making.
Abstract
Purpose
This paper aims to investigate travelers’ intentions to use ChatGPT and the influential factors affecting their decision-making.
Design/methodology/approach
Four studies were conducted to test three hypotheses. Four groups of respondents totaling 593 (Study 1), 337 (Study 2), 374 (Study 3) and 385 (Study 4) survey participants were used for data analyses.
Findings
Overall, the findings confirmed the impacts of technology usage experience and ChatGPT’s mistakes and provided additional information on travelers’ intentions to use ChatGPT. The four hypotheses were supported.
Originality/value
The findings can help researchers and industry to understand travelers’ intentions to use ChatGPT and their responses to its functions.
研究目的
这项研究调查了旅行者使用ChatGPT的意图, 以及影响其决策的重要因素。
设计/方法/步骤
通过进行四项研究来验证三个假设。四组受访者总共593名(研究1)、337名(研究2)、374名(研究3)和385名(研究4)参与了数据分析。
研究结果
总体而言, 研究结果证实了技术使用经验的影响、ChatGPT的错误并提供了有关旅行者使用ChatGPT意图的更多信息。四个假设均得到了支持。
独创性/价值
研究结果可以帮助研究人员和业界了解旅行者使用ChatGPT的意图, 以及他们对其功能的反应。
Objetivo
Este trabajo investiga la intención de los viajeros en el uso de ChatGPT y su influencia en el proceso de decisión de viaje de los viajeros.
Diseño/Metodología/Enfoque
Se han desarrollado cuatro estudios para probar tres hipótesis. Cuatro grupos de participantes: 593 (Estudio 1), 337 (Estudio 2), 374 (Estudio 3), y 385 (Estudio 4) participantes respondieron la encuesta y sus respuestas utilizadas para el análisis de datos.
Resultados
En resumen, los resultados confirman el impacto de la experiencia de uso de la tecnología, los errores de ChatGPT, proveyendo información adicional sobre la intención de uso de ChatGPT por los viajeros. Las cuatro hipótesis de investigación fueron aceptadas.
Originalidad/Importancia
Los resultados pueden ser útiles para la academia y la industria sobre la comprensión en la intención de uso de ChatGPT, tanto por los viajeros, como sus respuestas sobre su función.
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Wagner Junior Ladeira, Vinicius Nardi, Marlon Dalmoro, Fernando de Oliveira Santini, William Carvalho Jardim and Debdutta Choudhury
Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications…
Abstract
Purpose
Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.
Design/methodology/approach
Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.
Findings
The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.
Practical implications
Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.
Originality/value
Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.
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Although various booking platforms have been contributing to the dramatic growth of hotel industry, little research has been conducted to understand consumer psychological…
Abstract
Purpose
Although various booking platforms have been contributing to the dramatic growth of hotel industry, little research has been conducted to understand consumer psychological processes and behaviors in online hotel booking. To fill this gap, the current study examines the effect of switching barriers (switching cost and alternative attractiveness) on consumers' decision postponement and repurchase intention. Additionally, the moderating effect of time pressure in different phases of booking decision is investigated.
Design/methodology/approach
A total of 352 samples was collected through an online platform. Data analysis was conducted via Amos 23 (structural equation modeling) and SPSS 24 (descriptive analysis and PROCESS macro).
Findings
Results show that switching cost and alternative attractiveness are two significant drivers of decision postponement and repurchase intention. Meanwhile, time pressure only has a significant moderating effect on the relationship between switching cost and decision postponement.
Practical implications
The findings of this research reveal that hotel operations need to implement strategies to prevent customers' delayed booking decisions and overcome the influence of time pressure on customer decision-making.
Originality/value
These findings stress the importance of consumer perceptions of switching barriers and time span when making hotel reservations online. Hotel practitioners are encouraged to provide multiple human–computer interaction applications to attract novice consumers and increase their familiarity with booking process.
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Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between…
Abstract
Purpose
Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.
Design/methodology/approach
The data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.
Findings
Path analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.
Research limitations/implications
Theoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.
Originality/value
Although mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.
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