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Article
Publication date: 4 April 2023

Rodoula H. Tsiotsou, Leonidas Hatzithomas and Martin Wetzels

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new…

Abstract

Purpose

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.

Design/methodology/approach

To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.

Findings

Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.

Originality/value

The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 5 June 2023

Tat-Huei Cham, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Keng-Boon Ooi, Teck-Weng Jee and Chuen-Khee Pek

Since its inception, virtual reality (VR) technologies have been widely applied in the tourism industry, given their competitive advantages in offering users a novel experience…

Abstract

Purpose

Since its inception, virtual reality (VR) technologies have been widely applied in the tourism industry, given their competitive advantages in offering users a novel experience that makes an artificial environment or scene feel like the real world. As a result, VR has been reported as a highly sought-after technology, as it can offer a new way to engage tourists and enhance their travel experience. However, the adoption of VR by senior tourists (who are one of the potential groups of tourists) is still relatively low in the tourism context. Against this backdrop, this study aims to respond to the deficiency in the literature by examining the impact of barriers that contribute to senior tourists’ resistance and scepticism towards VR in tourism.

Design/methodology/approach

Using a cross-sectional approach, the data for this study was collected from 600 eligible senior tourists through survey questionnaires. To obtain valid and reliable responses, a purposive sampling technique with screening criteria was undertaken in this study. Upon data cleaning, the data analysis was performed on 546 samples using statistical software packages such as SPSS and the AMOS covariance-based structural equation modelling technique.

Findings

Grounded on the innovation resistance theory, the outcome of this study put forward the significance of technical and psychological barriers in explaining senior tourists’ resistance and scepticism towards the use of VR in tourism. In particular, perceived risk, perceived incompatibility, technology anxiety, inertia and a lack of human interaction were found to be associated with senior tourists’ scepticism and resistance towards VR usage in tourism. However, perceived complexity was not found to have a significant relationship with resistance. Moreover, both scepticism and resistance were reported to influence non-adoption intentions on VR.

Originality/value

This study is one of the few studies that examined the less explored territory of the tourism literature concerning the non-adoption of contemporary innovation (i.e. VR technology) for virtual tourism purposes. Moreover, this study also focuses on the perspective of senior tourists, which represents a promising market segment in the tourism sector. This study successfully contributed to the existing literature by offering empirical insights and highlighting the barriers that lead to users’ scepticism and resistance towards using VR for tourism, which could directly influence their non-adoption intention and the success of virtual tourism.

研究目的

自问世以来, 虚拟现实 (VR) 技术已在旅游业中得到广泛应用因为它在为用户提供新颖体验方面具有竞争优势, 使人工环境或场景感觉像真实世界。由于VR可以提供一种新的方式来吸引游客并提升他们的旅行体验, 它被视为一项备受追捧的科技。然而, 在旅游背景下, 老年游客(潜在游客群体之一)对 VR 的采用率仍然较低。在此背景下, 本研究旨在通过探究导致老年游客对VR旅游应用产生抵制和怀疑的原因来回应文献中的不足。

研究设计/方法

基于横断面方法, 本研究通过调查问卷从600名符合条件的老年游客中收集了数据。为了获得有效和可靠的答复, 本研究采用了具有筛选标准的目的抽样技术。数据清理后, 本研究使用SPSS等统计软件包和基于AMOS协方差的结构方程建模技术对546个样本进行了数据分析。

结果

基于创新阻力理论, 本研究结果提出了技术和心理障碍在解释老年游客对VR旅游应用抵制和怀疑的重要性。具体而言, 感知风险、感知不相容性、技术焦虑、惰性和缺乏人际互动被发现与老年游客对VR旅游应用抵制和怀疑有关。然而, 本研究并未发现感知复杂性与VR旅游应用抵制有显着关系。此外, 怀疑和抵制都会影响 VR 的不采用意图。

原创性/价值结果

此研究是为数不多探索了旅游文献中关于未将当代创新(即VR技术)用于旅游目的研究。此外, 这项研究侧重于老年游客(作为旅游业中一个有前景的细分市场)的视角。本研究成功地为现有文献做出了贡献, 提供了实证见解, 并强调了导致用户怀疑和抵制将VR用于旅游的障碍。这些障碍可以直接影响用户的不采用意图和虚拟旅游的成功。

Propósito

Desde sus inicios, las tecnologías de realidad virtual (RV) se han aplicado ampliamente en el sector turístico, dadas sus ventajas competitivas al ofrecer a los usuarios una experiencia novedosa que hace que un entorno o escena artificial parezca el mundo real. Como resultado, la RV se ha considerado una tecnología muy solicitada, ya que puede ofrecer una nueva forma de involucrar a los turistas y mejorar su experiencia de viaje. Sin embargo, la adopción de la RV por parte de los turistas senior (que son uno de los grupos potenciales de turistas) aún es relativamente baja en el contexto del turismo. El presente estudio se propuso responder a este déficit en la literatura examinando el impacto de las barreras que contribuyen a la resistencia y el escepticismo de los turistas mayores hacia la RV en el turismo.

Diseño/metodología/enfoque

Utilizando un enfoque transversal, los datos para este estudio se recopilaron de 600 turistas de la tercera edad elegibles a través de una encuesta mediante cuestionario. Para obtener respuestas válidas y fiables, se llevó a cabo una técnica de muestreo intencional con criterios de selección. Una vez depurados los datos y eliminados los sujetos no válidos, se procedió a su análisis en una muestra de 546 individuos utilizando paquetes de software estadístico como SPSS y la técnica de modelado de ecuaciones estructurales basada en la covarianza AMOS.

Hallazgos

En el marco de la teoría de la resistencia a la innovación, los resultados del estudio ponen de manifiesto la importancia de las barreras técnicas y psicológicas para explicar la resistencia y el escepticismo de los turistas de la tercera edad hacia el uso de la RV en el turismo. En concreto, el riesgo percibido, la incompatibilidad percibida, la ansiedad tecnológica, la inercia y la falta de interacción humana se asociaron con el escepticismo y la resistencia de los turistas mayores hacia el uso de la RV en el turismo. Sin embargo, no se encontró ninguna relación significativa entre la complejidad percibida y la resistencia. Además, tanto el escepticismo como la resistencia influyen en las intenciones de no adoptar la RV.

Originalidad/valor

Este estudio es uno de los pocos que examinan el territorio menos explorado de la literatura turística en relación con la no adopción de la innovación contemporánea (es decir, la tecnología de RV) para fines de turismo virtual. Además, esta investigación también se centra en la perspectiva de los turistas senior, que representan un segmento de mercado prometedor en el sector turístico. El presente estudio contribuye con éxito a la literatura existente al ofrecer una perspectiva empírica y poner de relieve las barreras u obstáculos que provocan el escepticismo y la resistencia de los usuarios hacia el uso de la RV con fines turísticos, lo que podría influir directamente en su intención de no adopción y en el éxito del turismo virtual.

Abstract

Details

Understanding Intercultural Interaction: An Analysis of Key Concepts, 2nd Edition
Type: Book
ISBN: 978-1-83753-438-8

Article
Publication date: 28 November 2023

Ahmed Taher Esawe, Karim Taher Esawe and Narges Taher Esawe

This study aims to investigate the impact of environmentally sustainable innovation practices on consumer resistance to innovation in eco-hotel enterprises and the moderating…

Abstract

Purpose

This study aims to investigate the impact of environmentally sustainable innovation practices on consumer resistance to innovation in eco-hotel enterprises and the moderating influence of value co-creation based on the service-dominant logic and innovation resistance theory.

Design/methodology/approach

Partial least squares structural equation modeling was used to test the study’s hypotheses on a sample of 382 eco-hotel enterprise consumers surveyed online.

Findings

Results reveal that adopting environmentally sustainable innovation practices and consumers’ participation in value co-creation can negatively influence consumer resistance to innovation. In addition, value co-creation partially moderates the influence of environmentally sustainable innovation practices on consumer resistance to innovation, implying that other variables can influence this relationship. Finally, the results showed that value co-creation is a multidimensional construct with dimensions of meaningfulness, collaboration, contribution, recognition and affective response.

Originality/value

This study contributes significantly to knowledge of value co-creation and innovation resistance in service ecosystems through the lens of sustainability. Incorporating value co-creation as a moderator demonstrates how to address sustainable activities to decrease consumers’ resistance to eco-hotel enterprises’ environmentally sustainable innovation practices. By empirically analyzing these relationships, this study makes various contributions and gives helpful decision-making insights.

Details

Consumer Behavior in Tourism and Hospitality, vol. 19 no. 1
Type: Research Article
ISSN: 2752-6666

Keywords

Article
Publication date: 28 September 2023

Depeng Zhang, Zhongxiang Li and Jiaxin Ma

Managing the growing word-of-mouth (WOM) of brand fans has become a new challenge for companies in the fan economy era. The purpose of this paper is to examine the effect of…

Abstract

Purpose

Managing the growing word-of-mouth (WOM) of brand fans has become a new challenge for companies in the fan economy era. The purpose of this paper is to examine the effect of language intensity of brand fan WOM on customers' willingness to adopt WOM based on psychological resistance theory and to reveal the underlying mechanism of this process.

Design/methodology/approach

A research model was developed to test the proposed hypotheses. Two experiments were conducted on an online platform using data from 708 participants. The independent samples t-test and analysis of variance were used to analyze the data.

Findings

The results show that, in the context of WOM among brand fans, high-intensity language leads to a lower willingness to adopt than low-intensity language and threats to freedom mediate this effect. Moreover, the restoration postscript moderates the effect of language intensity on threats to freedom and customers' willingness to adopt WOM.

Originality/value

Unlike previous studies that focused on electronic word-of-mouth (eWOM) language content, this paper focuses on language intensity to reveal the psychological process of customers' willingness to adopt brand fan WOM. The findings not only enrich the research related to the language effect in eWOM, but also deepen the understanding of the influence effect on brand fan WOM, providing effective guidance for brands to manage fan WOM.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 22 January 2024

Muhammad Yaseen Bhutto and Aušra Rūtelionė

This research examines consumer reluctance to purchase organic food using the theory of innovation resistance and also extends the theory by investigating the moderating…

Abstract

Purpose

This research examines consumer reluctance to purchase organic food using the theory of innovation resistance and also extends the theory by investigating the moderating influence of eco-literacy. In addition, the authors used a multigroup analysis to identify differences between consumer segments.

Design/methodology/approach

Data collection used computer-assisted web interviewing and a prior screening process to confirm engagement. Through stratified quota sampling, 1,000 useable responses were obtained from 2,887 recipients.

Findings

The findings reveal barriers are significant inhibitors to adopting organic food. Among these barriers, usage, risk tradition and image barriers have a significant adverse influence on purchase intention. In contrast, the value barrier has a nonsignificant influence on the purchase intention of organic food. However, the study found that eco-literacy significantly reduces the negative influence of risk and tradition barriers on consumers' intentions. In addition, a multigroup analysis examines notable differences between consumer groups based on education, age and income.

Social implications

This research has significant social implications for boosting sustainable consumption in Lithuania. It identifies key barriers to organic food adoption, emphasizing the need for strategic interventions. The study highlights eco-literacy as an essential tool in diminishing resistance to organic food, advocating for targeted educational initiatives. Additionally, it reveals the importance of tailored marketing strategies based on different consumer demographics. Overall, this study provides important insights to promote environmentally conscious consumer behavior and overcome resistance to innovation in the organic food sector.

Originality/value

This study expressively advances the understanding of intentional behavior by exploring organic food within Lithuania's Baltic economy. It authenticates the innovation resistance theory's applicability to organic food behavior in the region while emphasizing the moderating impact of eco-literacy in the link between barriers and purchase intention concerning organic food. Furthermore, using advanced methods such as partial least squares statistical modeling and multi-group analysis, the research reveals how barriers affect the purchase intention of organic food among different groups of consumers.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 9 October 2023

Safwan Kamal, Izra Berakon, Abdul Hamid and Zainal Muttaqin

Previous studies described the professional zakat had been limited. Generally, the past authors conducted a quantitative method with general results and did not focus on the…

Abstract

Purpose

Previous studies described the professional zakat had been limited. Generally, the past authors conducted a quantitative method with general results and did not focus on the behaviour of people who pay the professional zakat. As a result, the purpose of this study is to provide a comprehensive understanding of how the general public can pay their zakat using Bloom’s theory.

Design/methodology/approach

This research uses primary data with in-depth interviews from five informants, including civil servants (PNS) and private employees. Spiral analysis was used to analyse the data, arrange it, read it frequently, take brief notes, find categories, interpret and summarise it.

Findings

The results show Bloom’s theory can accommodate muzakki’s behaviour by paying professional zakat. It can be seen from the following conclusions: firstly, in the cognitive domain, muzakki’s behaviour of paying the professional zakat was motivated by their memories (experiences), the ability to interpret, the ability to understand the principles of zakat, the ability to understand the relations and the ability to understand the role of zakat from its norms. Secondly, in the affective domain, muzakki’s behaviour in paying the professional zakat was motivated by their ability to receive, give positive value, call others and dare to take risks. Thirdly, in the psychomotor domain, guided practice, mechanised practice and adoption drive muzakki’s behaviour of paying zakat.

Research limitations/implications

This study has limitations regarding the number of samples (informants). In addition, the results of the research are designed to be very subjective so that they cannot be generalised to phenomena that exist in other places and countries that also require zakat in the profession. In the future, the results of this study can be used as a variable development with quantitative methods so that it can involve more samples to get maximum and a broader result.

Practical implications

This research has a valuable managerial impact on the zakat management institutions, particularly in Langsa, Aceh, Indonesia and all zakat institutions worldwide. Therefore, the central government can evaluate the zakat gap through various socialisation activities by promoting the cognitive, affective and psychomotor domains. Socialisation should improve people’s behaviour to pay zakat so that the amount of zakat collected will be higher and will reduce the gap between the potency of zakat and the zakat in reality which has been unequal so far.

Originality/value

This research will contribute to the significant development of zakat in terms of studying the behaviour of muzakki paying the professional zakat. Although the theory of planned behaviour was dominated by previous research, this research reveals other aspects of muzakki behaviour using Bloom’s model by elaborating on cognitive, affective and psychomotor domains.

Details

Journal of Islamic Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 23 October 2023

Alexander (Degreat) Narh Tetteh, Qingxiong (Derek) Weng, Lincoln Jisuvei Sungu and Magdalene Zeinab Akosua Adams

The aim of this study is to understand the levels (i.e. mild vs intense) of task conflict (TC) expressions between angel investors and entrepreneurs at the post-investment stage…

Abstract

Purpose

The aim of this study is to understand the levels (i.e. mild vs intense) of task conflict (TC) expressions between angel investors and entrepreneurs at the post-investment stage and how it affect angel investors’ follow-on investment intentions with the same entrepreneur.

Design/methodology/approach

Survey data was gathered from 71 angel investors in China. Mplus was used to test the proposed research model.

Findings

This study found that angels perceive affective conflict (AC) when engaged in intense TC, unlike the case for mild TC expressions. Furthermore, the analysis shows that, unlike mild TC expressions, intense TC expressions impede angels’ reinvestment intentions when they perceive ACs. Other results indicate that when angels perceive that entrepreneurs are not open to coaching, the prominence of mild TC expression is sharply mitigated and becomes as detrimental as intense TC expressions.

Research limitations/implications

This study only focused on one specific aspect of the angel–entrepreneur post-investment relationship: The effect of their TC expressions on angels’ reinvestment intentions. By no means do the authors imply that TC expression in the angel–entrepreneur post-investment relationship is the only factor that matters to angel investors in their follow-on investment intentions with the same entrepreneur.

Practical implications

The findings suggest that entrepreneurs should pay careful attention to TC that may arise between them and their financiers. TCs are not entirely detrimental, but their negative effect might depend on how they are expressed. An appropriate level of TC may also improve enterprise performance and collaboration. Thus, angels and entrepreneurs should set clear goals and performance standards, where task interactions mainly focus on the goals and expected outcomes.

Originality/value

Prior to this study, little was known about whether all TCs potentially lead to ACs. By distinguishing between levels (i.e. mild vs intense) of TC expressions between angels and entrepreneurs, this study adds a novel aspect to it by showing that TC, in and of itself, does not necessarily lead to AC but can lead to AC once its intensity grows.

Details

International Journal of Conflict Management, vol. 35 no. 2
Type: Research Article
ISSN: 1044-4068

Keywords

Open Access
Article
Publication date: 22 March 2024

Ambra Galeazzo, Andrea Furlan, Diletta Tosetto and Andrea Vinelli

We studied the relationship between job engagement and systematic problem solving (SPS) among shop-floor employees and how lean production (LP) and Internet of Things (IoT…

Abstract

Purpose

We studied the relationship between job engagement and systematic problem solving (SPS) among shop-floor employees and how lean production (LP) and Internet of Things (IoT) systems moderate this relationship.

Design/methodology/approach

We collected data from a sample of 440 shop floor workers in 101 manufacturing work units across 33 plants. Because our data is nested, we employed a series of multilevel regression models to test the hypotheses. The application of IoT systems within work units was evaluated by our research team through direct observations from on-site visits.

Findings

Our findings indicate a positive association between job engagement and SPS. Additionally, we found that the adoption of lean bundles positively moderates this relationship, while, surprisingly, the adoption of IoT systems negatively moderates this relationship. Interestingly, we found that, when the adoption of IoT systems is complemented by a lean management system, workers tend to experience a higher effect on the SPS of their engagement.

Research limitations/implications

One limitation of this research is the reliance on the self-reported data collected from both workers (job engagement, SPS and control variables) and supervisors (lean bundles). Furthermore, our study was conducted in a specific country, Italy, which might have limitations on the generalizability of the results since cross-cultural differences in job engagement and SPS have been documented.

Practical implications

Our findings highlight that employees’ strong engagement in SPS behaviors is shaped by the managerial and technological systems implemented on the shop floor. Specifically, we point out that implementing IoT systems without the appropriate managerial practices can pose challenges to fostering employee engagement and SPS.

Originality/value

This paper provides new insights on how lean and new technologies contribute to the development of learning-to-learn capabilities at the individual level by empirically analyzing the moderating effects of IoT systems and LP on the relationship between job engagement and SPS.

Details

International Journal of Operations & Production Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0144-3577

Keywords

Article
Publication date: 11 December 2023

Melanie Kessler, Eugenia Rosca and Julia Arlinghaus

This study aims to advance a behavioural approach towards understanding how managerial perception impacts the enactment of responses to risk management during the implementation…

Abstract

Purpose

This study aims to advance a behavioural approach towards understanding how managerial perception impacts the enactment of responses to risk management during the implementation of digital technologies in industrial operations and supply chains. The purpose is to investigate the influence of (digital) technology and task uncertainty on the risk perception of managers and how this impacts risk responses adopted by managers.

Design/methodology/approach

Following an exploratory theory elaboration approach, the authors collected more than 80 h of interview material from 53 expert interviews. These interviews were conducted with representatives of 46 German companies that have adopted digital technologies for different industrial applications within manufacturing, assembly and logistics processes.

Findings

The findings provide nuanced insights on how individual and combined sources of uncertainty (technology and task uncertainty) impact the perception of decision makers and the resulting managerial responses adopted. The authors uncover the important role played by the interaction between digital technology and human being in the context of industrial operations. The exploratory study shows that the joint collaboration between humans and technologies has negative implications for managerial risk responses regardless of positive or negative perception, and therefore, requires significant attention in future studies.

Research limitations/implications

The empirical base for this study is limited to German companies (mainly small and medium size). Moreover, German culture can be characterised by a high uncertainty avoidance and this may also limit the generalizability of the findings.

Practical implications

Managers should critically revise their perception of different types of digital technologies and be aware of the impact of human-machine interaction. Thereby, they should investigate more systematic approaches of risk identification and assessment.

Originality/value

This paper focuses on the managerial risk responses in the context of digitalisation projects with practical insights of 53 expert interviews.

Details

Supply Chain Management: An International Journal, vol. 29 no. 2
Type: Research Article
ISSN: 1359-8546

Keywords

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