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Article
Publication date: 21 December 2021

Amro A. Maher, Tamer H. Elsharnouby and Abdullah M. Aljafari

This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service…

Abstract

Purpose

This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the three-way interaction effect of employee compliance, other-consumer compliance and perceived threat associated with COVID-19 on approach intentions.

Design/methodology/approach

This study uses an experimental approach with a 2 (employee safety compliance: low vs high) × 2 (other-consumer safety compliance: low vs high) × 2 (consumer perceived threat from COVID-19: low vs high) between-subjects design. Students were trained to recruit a convenience sample of 827 consumers in Qatar and data were analyzed using ordinary least squares (OLS) regression.

Findings

Employee safety compliance has a positive impact on the consumer’s approach intentions. Employee safety compliance has a bigger impact on approach intentions if other consumers in the service environment are also compliant with safety measures and even a greater effect when the perceived threat from COVID-19 is high. The effect of the interaction between employee and other-consumer safety compliance is significantly different under two levels of perceived threat.

Practical implications

To enhance approach intentions, managers should start by establishing and maintaining safety compliance among employees and then achieving compliance among consumers. Achieving compliance among employees and consumers has a positive impact on approach intentions despite the focal consumer’s perceived risk associated with COVID-19.

Originality/value

This is the first study to investigate how the safety compliance of employees and other consumers jointly affects consumers’ approach intentions during a global pandemic, and it is among very few attempts to manipulate dimensions of the social servicescape.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 30 September 2021

Muhammad Shehzad Hanif, Min Wang, Muhammad Usman Mumtaz, Zeeshan Ahmed and Waqas Zaki

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady…

Abstract

Purpose

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady growth patterns in different countries. Despite challenges of price, quality and privacy matters, young consumers still lead the race to engage in mobile shopping activity in developing countries. This research investigates the determinants that either support or hinder the mobile shopping intentions of aspirant young consumers in Pakistan.

Design/methodology/approach

The present research applies a consumer-centric approach to the technology adoption framework to unearth the behavioral patterns of these young consumers in Pakistan. Employing the structural equation modeling technique, this research examines the significant effect of structural assurance, perceived risk, trust and various unified theory of acceptance and use of technology (UTAUT) model constructs on behavioral intention to engage in mobile shopping.

Findings

This research examines the significant effect of structural assurance, perceived risk, trust and various UTAUT model constructs on behavioral intention to engage in mobile shopping. Results also demonstrate a significant moderating effect of structural assurance and prior shopping experience on the relationship between perceived risk, trust and mobile shopping intentions. Further, the mobile shopping patterns for the male and female segment indicate a significant difference for perceived risk, trust structural assurance and social influence. The research contributes to the growing body of knowledge which advocates the application of consumer-centric customized model approach to explore various factors that either facilitate or impede the adoption of mobile shopping in a developing economy.

Research limitations/implications

The study validates the need to enforce structural assurance mechanism for facilitating mobile shopping in a developing country. It also offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

Practical implications

The study offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

Originality/value

This study offers fresh insights about driving elements and impediments of mobile shopping behavioral intentions. Structural assurance and prior shopping experience appear to influence the mobile shopping behavior through direct and indirect effect.

Details

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

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Article
Publication date: 30 August 2021

Zeyen Loh and Siti Hasnah Hassan

This study aims to determine the repurchase intention of food truck products based on perceived risks and perceived benefits by consumers within the context of Malaysia…

Abstract

Purpose

This study aims to determine the repurchase intention of food truck products based on perceived risks and perceived benefits by consumers within the context of Malaysia. Recently, the food truck industry has been expanding as customers begin to explore alternatives for food convenience. However, there are not many studies carried out on this topic, especially in Asian countries. This study will fill the gaps on the factors that affect repurchase intention, especially perceived risks and perceived benefits of food trucks products.

Design/methodology/approach

A cross-sectional online survey was conducted through Facebook Messenger and WhatsApp on consumers with prior experience in buying food truck products. The partial least square (PLS) modelling using the SmartPLS software was employed to analyse the data.

Findings

The results from 294 food truck consumers showed that perceived benefit, food safety, attitude and subjective norm significantly influence food truck products' repurchase intention. On the other hand, perceived risk towards the environment and perceived behavioural control do not substantially affect food truck products' repurchase intention.

Research limitations/implications

The data collected were related only to the food trucker's customer that operates in Malaysia. Thus, the results might be only applicable to similar other Asian or developing countries.

Practical implications

The results provided some managerial indicators to improve the level of business efficiency among food truck operators. Besides, marketers and policymakers can develop effective strategies and policies based on this study to develop this industry further.

Originality/value

The study gives a fresh overview of how the food truck business can improve its services in developing countries. The results offer a competitive advantage and how to strengthen customer retention that can improve business performance.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 24 June 2021

Ahmed M. Adel, Xin Dai and Rana S. Roshdy

This study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food…

Abstract

Purpose

This study extends the theory of planned behavior (TPB) through the inclusion of motivating variables for suboptimal produce preference (i.e. environmental concern, food waste awareness, and familiarity), and demotivating variables (i.e. health consciousness and risk perception) to investigate behavioral intentions toward suboptimal produce.

Design/methodology/approach

A quantitative research methodology using the online survey technique is employed to collect cross-cultural data from respondents from China (n = 430) and Egypt (n = 441). Structural equation modeling (SEM) via SmartPLS v.3.2.9 is used to analyze data.

Findings

The proposed extended TPB model could enhance predicting consumers' behavioral intentions toward suboptimal produce except for “environmental concern” since it has been found that environmental concern has a nonsignificant effect on consumers' attitudes and behavioral intentions toward suboptimal produce in both countries. The results also reveal that the proposed extended TPB constructs could predict 79.9% of intentions to purchase suboptimal produce and 65.3% of the variance in intentions to recommend such produce for others.

Originality/value

This study is one of the few attempts that investigates the suboptimal food consumption based on a theoretical lens by extending the TPB model. Previous studies on suboptimal food do not pay attention to the demotivating variables such as health consciousness and risk perception, and thus, this thesis represents the first effort that sheds light on such variables. Moreover, prior investigation on such issues in Egypt and China as a cross-cultural research has not existed.

Details

British Food Journal, vol. 124 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 August 2021

Cheng Pan, Yu Lei, Jiang Wu and Yuee Wang

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline…

Abstract

Purpose

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

Design/methodology/approach

To cast light on the factors affecting consumersintention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

Findings

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Originality/value

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

Details

Journal of Systems and Information Technology, vol. 23 no. 2
Type: Research Article
ISSN: 1328-7265

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Article
Publication date: 21 May 2021

Li Keng Cheng, Hsien-Long Huang and Ching-Chi Lai

The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection…

Abstract

Purpose

The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.

Design/methodology/approach

Convenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.

Findings

The study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.

Originality/value

Amid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 18 May 2021

Nai-Hua Chen

This paper aims to explore how consumer's purchase intentions and word-of-mouth (WOM) intentions of local tea are influenced by the signal effects of geographical…

Abstract

Purpose

This paper aims to explore how consumer's purchase intentions and word-of-mouth (WOM) intentions of local tea are influenced by the signal effects of geographical indication labelling (GIL) on the basis of theory of reasoned action and social identity theory.

Design/methodology/approach

This study has developed a structural equation model (SEM) to explain the effects of consumer's attitudes, social norms and social identities on behavioural intentions, considering purchase of foods with geographical indication labels. This study collected responses from 318 consumers of tea in Taiwan.

Findings

Three main results are reported: (1) the prevention-focused benefit, which is a risk-aversion consideration, and the promotion-focused benefit, which is a taste and joy of quality, have higher influence compared to perceived concerns (price) on attitude towards GIL produce. (2) Compared to subjective norms, consumer attitude affects purchase intention more, yet the effects are opposite when they influence the WOM intentions. (3) Global identity impacts purchase intentions but not WOM intentions, whereas local identity influences both intentions.

Originality/value

Findings indicate attitude, social influence and social identity play critical roles in affecting consumer behavioural intentions. Global identity and local identity play different roles in purchase intention and WOM intentions.

Details

British Food Journal, vol. 123 no. 12
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 14 October 2020

Mevludiye Guzel, Bülent Sezen and Umit Alniacik

This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with…

Abstract

Purpose

This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before (drivers) and after (consequences) stages.

Design/methodology/approach

Three consecutive studies are carried out to test the hypotheses examining the antecedents and results of co-creation behavior, as well as the behavior itself in a new headphones design context. The experimental data have been collected from 934 university students within a period of six months.

Findings

Findings suggest that extraversion and openness to experience increase consumers’ willingness to participate in VCC. Celebrity endorsers and product category involvement also affect this tendency. When consumers display co-creation behavior, they intend to purchase the product to be co-created. However, they are especially keen to buy this co-created product when their contributions are embodied in it.

Originality/value

Previous studies focus on intentions, lacking a detailed analysis of actual VCC behavior. By shedding light on co-creation behavior with its before and after stages, this paper contributes to co-creation literature with a field experiment. Consumers’ co-creation behavior has been observed in the context of new product development, which is mostly occupied by business to business research. Therefore, the results also add to research on new product development in business to consumer contexts.

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Article
Publication date: 14 January 2021

Anwar Sadat Shimul, Matthew Barber and Mohammad Ishmam Abedin

This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on…

Abstract

Purpose

This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression.

Design/methodology/approach

Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26.

Findings

The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention.

Practical implications

The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions.

Originality/value

This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumersintention to forgive celebrity transgressions.

Details

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

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Article
Publication date: 12 September 2020

Yang Xu, EunHa Jeong, Ahmed E. Baiomy and Xiaolong Shao

This study aims to investigate consumersintention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model…

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Abstract

Purpose

This study aims to investigate consumersintention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST, this study examines the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model.

Design/methodology/approach

An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis. Structural equation modeling with a robust maximum likelihood method was used to examine the proposed model. To investigate the moderated effects of restaurant type, a latent moderated mediation model was used.

Findings

The results showed that consumers’ value perceptions toward technology use in restaurants influenced their intention to use ORISST via both hedonic and utilitarian expectations. Latent moderated mediation analyzes revealed that the mediation effect of hedonic expectation between perceived value and the intention was stronger in fine-dining than in quick-service restaurants.

Originality/value

This study extends the understanding of consumer intentions to use interactive self-service technology in restaurants by building on a model that is customer-oriented instead of tech-specific. Furthermore, the conditional effects of restaurant type are investigated using the latent moderated structural equation method. The findings of this study provide guidelines for managers of quick-service and fine-dining restaurants to better incorporate ORISST in their restaurants, to boost customer experiences and to increase operational efficiency.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 10
Type: Research Article
ISSN: 0959-6119

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