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Article
Publication date: 17 December 2020

Xinyu Wei, Heng Xie, Xianghui Peng and Victor Prybutok

The purpose of this research is to investigate how the consumer’s trusting mechanism influences their behavioral adoption intention in the context of genetic testing.

Abstract

Purpose

The purpose of this research is to investigate how the consumer’s trusting mechanism influences their behavioral adoption intention in the context of genetic testing.

Design/methodology/approach

Based on the technology acceptance theory and trust formation theory, the research posits and develops a comprehensive trust model by integrating trust-related factors that correlate to the consumer’s trusting beliefs and trusting intention. Survey data with 525 respondents allow to test and validate the model.

Findings

The tested model shows that technology institutional trust base, end-user’s cognitive trust base and social influence are significant determinants of trusting beliefs. The findings also reveal that mediation effects of performance expectancy and perceived risks exist in the relationship between trusting beliefs and trusting intention.

Originality/value

The foreseeable positive impact and rapid market growth of emerging healthcare technologies necessitate the strong need to study user acceptance. However, there is a lack of research on how consumers trust and their adoption intention of such innovations. Prior empirical evidence from different contexts and perspectives also show contradictory findings. This research extends the existing technology acceptance literature to a healthcare context, provides an improved generalized understanding of the consumer’s trusting mechanism in emerging biotechnology and discusses practical insights for regulatory authorities, healthcare institutes and medical professionals.

Details

Industrial Management & Data Systems, vol. 121 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 25 November 2013

Kai N. Bergner, Tomas Falk, Daniel Heinrich and Jörg A. Hölzing

This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and…

Abstract

Purpose

This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and compliance.

Design/methodology/approach

This study employed a 3 (Endorser: physician, patient, or celebrity)×2 (Tonality: supportive vs threatening) experimental design. Subjects were 1,211 people with diabetes from Germany.

Findings

First, the study shows that the interaction between message sender and tonality significantly affects all dependent variables such as self-efficacy, response efficacy, and patient compliance. Second, physicians as endorsers work best when they use unfavorable, threatening arguments. The results are significant for all dependent variables such as self-efficacy, response efficacy, and patient compliance. Most surprisingly, patients judge attitude significantly higher if physicians use threatening instead of supportive argumentation. Third, tonality does not play a dominant role for patients as person-based testimonials. Fourth, a celebrity performs best by using a supportive message. With regard to stimulating health outcome (self-efficacy, response efficacy, and patient compliance) the celebrity has a significant impact in the supportive rather than in the threatening condition.

Originality/value

This is the first empirical study that examines the effects of DTCA in terms of endorser selection and message tonality on patients' self-efficacy, response efficacy, and compliance.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 18 September 2020

Christiano Quinan and Bento Alves Costa Filho

The objective of this study is to assess the role of differentiated hospitality services considering the perspective of Brazilian accredited private hospitals.

Abstract

Purpose

The objective of this study is to assess the role of differentiated hospitality services considering the perspective of Brazilian accredited private hospitals.

Design/methodology/approach

In-depth interviews were applied to 10 hospitals top management executives (C-Suite level) having as support unstructured data collection routine exploring the issues: main client of the hospital, differentiated hospitality services (DS), hospital board expectation about DS, brand building, service charging policies and nonfinancial results.

Findings

Results indicate the interviewed institutions are adopting gradually a new business model in healthcare, in which an empowered patient and his/her needs and satisfaction is gaining relevance. This new conception having hospitality services as a base is transforming a former medical focused sector into a competitive business-oriented approach.

Research limitations/implications

The nonprobabilistic nature of the sample does not permit statistical inference of results to the population; they are valid only for healthcare management exploratory insights.

Practical implications

Coming from the hotel sector, hospitality amenities are turning into strategic instrument and provoking competition in a segment of hospitals targeting upper-middle-class clients, able to afford higher healthcare insurance premiums.

Social implications

In the new business approach, the patient that in recent past was passive is increasingly getting attention and bargaining power.

Originality/value

The main contribution is centered on the comprehension of an international dynamic in Brazil of a new business model that is changing a traditional sector, once focused in medicine and healing into a market-oriented business.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 4
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 5 September 2023

Sevgi Salman Unver, Selime Sezgin and Nimet Uray

Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters…

Abstract

Purpose

Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions.

Design/methodology/approach

Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model.

Findings

Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect.

Practical implications

Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions.

Originality/value

This study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Executive summary
Publication date: 27 February 2020

INTERNATIONAL: Healthcare equities will outperform

Details

DOI: 10.1108/OXAN-ES250962

ISSN: 2633-304X

Keywords

Geographic
Topical
Article
Publication date: 19 January 2024

Navid Bahmani and Atefeh Yazdanparast

With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted…

Abstract

Purpose

With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted resiliency programs (e.g. Walgreens waived delivery fees, Associated Bank allowed deferred mortgage payments). However, there is a paucity of research examining the unique features of these programs, and whether firms' investors (the first external stakeholder group to provide them with feedback regarding their strategies) were receptive to these programs during a period of time in which firms themselves were suffering financially. Drawing on resilience theory and stakeholder theory, the present research incorporates an event study of consumer-targeted resiliency program announcements to understand their financial implications for firms, and to learn whether firms witnessed different financial effects as a result of firm- and program-specific factors.

Design/methodology/approach

This study referred to business news publications and newswire services to collect a comprehensive list of consumer-targeted resiliency programs announced by publicly traded U.S. firms during the pandemic. The resulting dataset consisted of 145 announcements made during the period of February–June 2020. An event study was conducted in order to precisely measure the main effect of consumer-targeted resiliency programs on firm value, as manifested through abnormal stock returns. Finally, a moderation analysis (regression) was conducted to uncover whether firm characteristics or specific features of firms' consumer-targeted resiliency programs lead certain firms to witness stronger financial effects than others.

Findings

The main effect of consumer-targeted resiliency programs on firm value was found to be positive – a 1.9% increase on average. The moderation analysis finds that non-financial firms were rewarded more positively than financial firms (e.g. banks and credit card companies). In addition, financial aid (i.e. allowing customers to defer their payments to a firm for its products/services, versus a reduction in the price of a product/service or offering it for free or giving cash back to customers) and temporal characteristics (i.e. an offer being framed as limited-time, vs being indefinite or for the foreseeable future) are not found to have a moderating effect.

Originality/value

This theory-driven empirical study uncovers practical implications for managers of firms interested in whether investing in corporate social responsibility during times of crisis is a wise allocation of resources. Any form of financial aid for consumers, regardless of temporal limitations, is received positively by investors.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 7 September 2010

Denise E. DeLorme, Jisu Huh, Leonard N. Reid and Soontae An

The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace…

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Abstract

Purpose

The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace conditions, it is important to summarize OTC drug advertising research. This paper aims to review the state of the public research literature on OTC drug advertising and provide a research agenda derived from the findings.

Design/methodology/approach

A literature review was conducted to identify the key themes in OTC drug advertising research and secondary data were collected about the regulation, nature, functions, and scope of OTC drug advertising.

Findings

Most pharmaceutical advertising studies have focused on prescription drugs, including the majority of direct‐to‐consumer advertising investigations. OTC drug advertising has received considerably less empirical attention. Since the mid‐1970s, only 24 OTC drug advertising studies have appeared sporadically in the literature. The cumulative findings are interesting and suggestive but dated, fragmented, and incomplete. Though research interest has waned, OTC drug markets and advertising spending have not. Advertising remains a prominent OTC drug purchase and consumption driver, likely spurred on by self‐medication and Rx‐to‐OTC drug switching. The state of the public research, the social and policy implications of self‐medication, and the growing OTC drug market signal that it is time to revisit OTC drug advertising content, processes, and effects.

Originality/value

The paper puts the subject of OTC drug advertising back on the radar of communication, advertising, and pharmaceutical marketing researchers and offers an agenda of research questions derived from the reviewed literature to guide and stimulate future studies.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Expert briefing
Publication date: 27 November 2020

Cost-control is no longer the overriding consideration, given regulatory and investor demands to address environmental, social and governance (ESG) concerns, and consumer demands…

Expert briefing
Publication date: 30 October 2020

While manufacturing is recovering after its sharp contraction during the first wave of shutdowns, the recovery is uneven by sector and region, reflecting the impact of COVID-19 on…

Details

DOI: 10.1108/OXAN-DB257181

ISSN: 2633-304X

Keywords

Geographic
Topical
Article
Publication date: 13 May 2014

Yuko Minowa

This paper aims to examine a copy Hiraga Gennai wrote advertising the toothpowder brand Sosekiko in terms of its target audience, product decisions pertaining to branding and…

Abstract

Purpose

This paper aims to examine a copy Hiraga Gennai wrote advertising the toothpowder brand Sosekiko in terms of its target audience, product decisions pertaining to branding and packaging, pricing and advertising objectives and message appeals. A masterless samurai in the eighteenth century, Hiraga Gennai is considered Japan’s first advertising copywriter. Life of the versatile Renaissance man Gennai and the influences of his accomplishments on advertising in following generations are briefly discussed.

Design/methodology/approach

The research draws from a sampling of classical and contemporary literature as well as the interpretation of the images shown here. Visual content is described and analyzed as well.

Findings

Gennai’s witty and humorous advertising copy for handbills attracted the townspeople of Edo. The toothpowder market was mature and competitive, and Gennai’s copy emphasized differentiation through packaging and volume discount rather than ingredients. The advertising copy has culturally unique aspect: It appeals to the audience’s ninjo, or feelings of humanity, and explicitly solicited disseminating positive word-of-mouth by the audience.

Originality/value

This research shows that activities resembling more contemporary marketing practices, such as advertising and branding, for consumer products such as toothpowder existed in eighteenth-century Japan, more than a century prior to the paradigmatic development of marketing concept. The possibility for Gennai as a potential strategic marketing planner and implementer, in addition to advertising copywriter, is researched and analyzed.

Details

Journal of Historical Research in Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

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