Search results

Modern man lives in such conditions where he is necessarily oriented toward the original natural milieu from biological, health, cultural and educational reasons. He is also attracted by the overall tourist ambience, especially when the original natural tourist values are enriched by obtaining a special cultural‐historical importance. The exploitation of original values weakens directly the base of the development (“raw‐material base”) of tourism. The devastation of natural and cultural resources is a form of destroying national richnesess of a tourist destination.

The purpose of this paper is to deepen the understanding of why text messages are superseded by using stickers, thus driving instant messaging software (IMS) users’ visual communication process.

Drawing on Uses & Gratifications (U&G) theory and using a semantic technique, this research begins by identifying design indices of stickers and user’s perceived gratifications that they describe and evaluate at their first impression of using stickers in Study 1. Study 2 introduces media richness theory and the expectancy model into the framework of U&G theory and further explains several causal linkages from the LINE stickers’ design quality indices to proximal users’ perception of gratifications and distal sticker use intention.

Study 1 explores four variables, playfulness, variety, delicacy and uniqueness, as stickers’ design quality indices and discloses two user perceptions of gratifications, i.e., the needs of self-expression and of flaunting to someone, as main intrinsic motives for users sending stickers. The results of Study 2 further support the finding that self-expression and a mentality that seeks conspicuousness are two important psychological variables mediating the effects of three design quality indices – playfulness, variety and uniqueness – on visual image use intention.

The main contribution of this research is to verify the psychological mechanism of visualized communication between IMS users. Moreover, the finding extends the digital marketing literature by highlighting conspicuous consumption that occurs not only in consuming luxury goods, but also in costless or cheaper digital product such as IMS stickers.

Singles’ Day Online Shopping Festival was originated in China and is characterized by gathering promotions to create consumer shopping atmosphere. Its rapid rise has affected Asia and the world, becoming the world’s largest shopping festival beyond Black Friday. The success of Singles’ Day Online Shopping Festival demonstrates Chinese experience of online shopping festive atmosphere marketing. The purpose of this paper is to explore the influence of Singles’ Day Online Shopping Festival atmosphere and Chinese cultural background, especially Confucian values, on Chinese consumers’ purchase intention in Singles’ Day Online Shopping Festival.

This paper conceptualized consumers’ most perceptive atmosphere characteristics as the three dimensions of perceived economic temptation, perceived festival entertainment and perceived mass participation. Taking Confucian values as moderators, based on the stimulus-response theory, this study constructed an influencing factor model of consumer purchase intention in online shopping festival, collected data of 398 Chinese consumers by questionnaire, and used structural equation modeling for hypotheses testing.

The results showed that online shopping festival atmosphere and Confucian values affect purchase intention; the two factors of “keeping face” and “listening to others” of Confucian values play moderating roles in the effect of online shopping festival atmosphere on purchase intention.

The sample of this study was biased toward the young and well-educated consumers; besides, this study focused on young consumers’ purchase intention of online shopping festival, rather than their actual consumption behaviors.

Confucian values have deeply influenced China and other Asian countries, especially East and Southeast Asian countries. Meanwhile they are the fastest growing regions of e-commerce in the world, the paper provides theoretical basis and reference for the e-commerce enterprises in the Confucian cultural societies to improve the atmosphere marketing of online shopping festivals, and attracts consumers to shop online, having particular significance in shedding light on the Asian “e-commerce Miracle.”

This study found that Singles’ Day purchase intention is dependent on online shopping festival atmosphere stimuli, Confucian values and their interaction. Marketing researchers should consider both online shopping festival atmosphere as a marketing tool and the influence of consumer cultural values, so as to help e-commerce platforms and e-commerce merchants establish shopping festival marketing strategies that suit consumers’ cultural values.

This paper addressed an interesting practical issue related to the effects of online shopping festival atmosphere stimuli and cultural values on consumer online purchase intention.

The purpose of this study is to identify key motivations for adolescents using and shopping on the internet, and to segment the sample based on these motivations.

This research occurs in two phases: a qualitative phase involving interviews with adolescents aged 12-15 and parents of adolescents in this age group; then, a quantitative phase using a survey (n=360) to measure the motivations and other key profiling variables identified in the qualitative phase and the literature review.

The research identifies five basic motivations and two shopping motivations influencing adolescent online usage and shopping. Next, a cluster analysis is conducted using the motivations developed and is used to identify segments of adolescent internet users and shoppers, which are subsequently described.

The sample of adolescents was taken from a town in the southeast USA. Caution should be taken when generalizing to adolescents outside this region.

This research identifies for internet marketers the different types of adolescent internet users and shoppers. It also recognizes key motivations that marketers should consider when targeting adolescents.

This research is the first to identify important segments of adolescents based on their motivations for online usage and shopping, and builds on a limited stream of research relative to adolescents and internet shopping.

At the onset of the COVID-19 pandemic, social distancing measures and diffuse communication by media led to consumers’ uncontrolled product purchases worldwide. This phenomenon was described as a psychological effect experienced by fictitious scarcity, anxiety and herd mentality exacerbated by the media. This exploratory study aims to analyze the impact of risk communication on the perceived risk from the psychological dimension of consumer behavior amid the COVID-19 pandemic.

An exploratory study was conducted through an electronic survey one week after implementing social distancing measures in Puerto Rico. With a sample of 353 participants, the data analysis was carried out by PLS-SEM, partial least squares structural equations (PLS-MGA), multi group test (MGA) and hierarchical component models to answer the research hypotheses.

The results revealed that risk communication activates the perceived psychological risk during the COVID-19 pandemic, and the way in which the consumer faces the psychological risk is explained by the perceptions of scarcity and the bandwagon effect.

To the best of the authors’ knowledge, this study is a pioneer in presenting relationships between risk communication and perceived risk in consumer behavior, a topic that needs to be addressed in the academic literature. The research makes significant contributions to the study of consumer behavior by empirically validating the three phases of the Conchar model – risk framing, risk assessment and risk evaluation – where risk communication offers an excellent delineation to understand the consumer’s behavior during a pandemic.

This research aims to study the recent changes in consumer behaviour and purchase pattern during the Covid-19 pandemic. Covid-19 pandemic has forced consumers to stockpile, which has its own consequences. The article proposes the importance of “minimalism in consumption” to avoid greed in consumer behaviour.

The data are collected from consumers across India using an online survey during the first lockdown from March 2020 to May 2020. A simple random sampling technique is used for data collection, and the collected data are analysed using SPSS version 26.

The study states that there will be a shift in the purchase pattern of the consumers if lockdowns are imposed in the future or during any other crisis. However, at present, consumers have developed a stockpiling mentality fearing the unavailability of essentials.

Pandemic has stimulated a drastic change in consumer behaviour, which is a situational effect. Each crisis affects consumer behaviour in a different way. In this research, we have considered only fear, greed and anxiety in the light of Covid-19. On the other hand, the research intends to draw realistic conclusions based on consumers' experiences during the lockdown.

The study proposes solutions that will help marketers frame exclusive strategies for a future crisis. Analysing the change in consumer behaviour and the shift in purchase patterns will emphasize the importance of market research to know consumer expectations during a crisis situation in order to cater to their new demands.

Consumers who stockpile should realize the unavailability of goods to other consumers who are in need. They also have to understand the importance of “minimalism in consumption” during a crisis.

The data are collected during the most taxing crisis, the Covid-19 pandemic. Data are collected at the peak time of the first wave of Covid-19 in India, during a major shift in consumers' behaviour and purchase pattern. The article brings to the larger consciousness and also preaches a life lesson to all consumers to execute their responsibilities in consumption without over-demands and expectations.

The economy of China has developed rapidly, and its international status has quickly risen in the past 30 years. China is shifting from a major exporter into a major consumer, becoming an essential part of the international market. However, some global brands make wrong market decisions because of a lack of understanding of Eastern consumer culture.

Based on consumer xenocentrism, this paper helps global enterprises better understand Chinese consumers' psychology in foreign goods, which is conducive to the development of transnational trade. This study proposes a hypothesis model based on previous literature. The authors collected 300 questionnaires from China and tested the model by SPSS24 and AMOS24.

The findings show that curiosity and country of origin positively affect consumer xenocentrism, consumer xenocentrism has a positive impact on word-of-mouth and purchase intention, word-of-mouth plays a mediating role in xenocentrism and purchase intention and social comparison tendency plays a moderating role in consumer xenocentrism and purchase intention. Simultaneously, this paper develops a scale measuring consumer xenocentrism to provide some quantitative support for this research.

The authors propose some suggestions basing on the research of consumer xenocentrism and provide some further directions.

This study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.

A total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.

The authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.

This study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.

Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker.

Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted.

The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements.

Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.

This chapter investigates the nature of the transformation of macroeconomics by focusing on the impact of the Great Depression on economic doctrines. There is no doubt that the Great Depression exerted an enormous influence on economic thought, but the exact nature of its impact should be examined more carefully. In this chapter, I examine the transformation from a perspective which emphasizes the interaction between economic ideas and economic events, and the interaction between theory and policy rather than the development of economic theory. More specifically, I examine the evolution of what became known as macroeconomics after the Depression in terms of an ongoing debate among the “stabilizers” and their critics. I further suggest using four perspectives, or schools of thought, as measures to locate the evolution and transformation; the gold standard mentality, liquidationism, the Treasury view, and the real-bills doctrine. By highlighting these four economic ideas, I argue that what happened during the Great Depression was the retreat of the gold standard mentality, the complete demise of liquidationism and the Treasury view, and the strange survival of the real-bills doctrine. Each of those transformations happened not in response to internal debates in the discipline, but in response to government policies and real-world events.