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This study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.

The study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.

Three levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.

The study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.

Perceived value and customer loyalty have been studied jointly in most of services literature but mainly through SEM models. This paper aims to draw on the literature on the multidimensional richness of perceived value, to adopt a segmentation approach and explore segments of loyal consumers towards the service provider based on their value perceptions.

A survey was conducted among 460 Spanish consumers interviewed at the store exit of seven retail chains in two sectors (grocery and home furnishing). A CHAID analysis was performed on loyalty responses, through nine value dimensions (efficiency, service quality, product quality, emotional value, value for money, social value, aesthetic value, escapism and ethics).

Results show the existence of different groups of loyal customers based on the nine value types. Efficiency is prioritised by the most loyal customers in grocery but not for home furnishing. Emotional value and aesthetics, along with product quality determine the most loyal segments.

Retailers should focus on enhancing those value dimensions that better explain customer loyalty towards retail stores in their area of specialisation, combining not only tangible and intangible elements but also functional and emotional elements.

The paper adds to the prolific research on perceived value in services with a diachronic graphical review of value dimensions in retailing; furthermore, the range of value dimensions studied here is wider than most of previous works using dimensions of value in services.

Consumer-to-consumer (C2C) electronic commerce (e-commerce) is shaping contemporary retailing. Despite the fact that a large amount of C2C e-commerce is conducted in social media-based platforms (e.g. Facebook), it has remained an unexplored area of research, though social media as a commercial platform can result in differing customer value and, thus, has potential for consumer experiences that lie beyond the reach of traditional C2C e-commerce actors. Consequently, the purpose of this paper is to identify and explore distinct consumer profiles of C2C e-commerce in social media.

Confirmatory factor analysis and cluster analysis are employed to analyze the data from a quantitative survey focusing on C2C e-commerce.

Four distinct consumer profiles are introduced and discussed: enthusiasts, bargain hunters, salvagers and apathetics. These profiles capture what kind of value consumers perceive in exchanging used goods with other consumers in Facebook.

The data were collected from one country. Cultural differences in how C2C e-commerce and the role of Facebook are perceived might influence the generalizability of the results. The data set was cross-sectional and based on self-reported data.

First, the study indicates that the social media can offer a unique platform for C2C e-commerce that may result in unique and differentiated consumption experiences. Second, firms should carefully analyze how their existing segments match the consumer profiles presented in this study (enthusiasts, bargain hunters, salvagers, apathetics) to assess future value creation potential and challenges. Third, traditional retailers should evaluate the possibility of acting as a platform for C2C commerce or other types of C2C interaction in order to offer their customers benefits that are characteristic for C2C e-commerce.

This study is among the first attempts to profile C2C e-commerce consumers in social media setting. Interestingly, the profiles differ not in terms of traditional consumer demographics, but on the basis of what kind of value they perceive. Altogether, they grant interesting empirical access to explore the potential and implications of social media-based C2C e-commerce.

The purpose of this paper is to build on the Consumer Perceived Value (CPV) phenomenon by theoretically defining and empirically developing a Services Perceived Value Scale (SPERVAL) in the context of services industry.

The multidimensional SPERVAL scale relies upon exploratory research to identify “Value Indicators”. Given the constructs included in the proposed research model, it is quite clear that testing the model involves a study of consumers. Accordingly, this study is focused on consumers’ views and a blend of both quantitative and qualitative research methods were used. The study has used qualitative research as a starting point, using exploratory research methods of focus group discussions and interviews. The results generated from the research were quantitatively analyzed with descriptive research by using questionnaires as the instrument.

KMO and Bartlett's Test justified the use of factor analysis on the data. The reliability of the SPERVAL Scale was 92.629 per cent (Cronbach alpha), part 1=0.9046, part 2=0.8405 (split half) and the correlation between forms was 0.7511.

Marketers can understand the psychology behind evaluation of consumption values in the context of services industry by way of CPV dimensions and drivers. Service providers can also use the research findings to build on their competitive advantage by developing core competencies in these areas. Limitations of scope with respect to sampling area and sample size existed.

The paper presents a new Consumer Perceived Value Scale in the context of service consumption.

The purpose of this study was to analyze the role of consumer perceived value relative to home furnishing case good (i.e. furniture made of wood and not upholstered) consumption choices.

A qualitative approach to data collection and interpretation was used. A semi-structured depth-interview and focus group schedule was created based on an extant review of literature and consisted of open-ended questions about shopping for and purchasing home furnishings case goods.

A thematic interpretation of interviews and focus groups led to the development of emergent themes: the key factors influencing participant's value perceptions were quality, comfort, and price; participants decorated first for themselves; a welcoming, attractive environment for family and friends/guests was important; and desires and wants were more salient than needs. Themes were then categorized according to Sheth, Newman, and Gross' five consumption value dimensions.

Limitations of the study include a focus on Southeastern US consumers and a focus on home furnishings case goods.

Although the findings of this research are market specific, they have important implications for the home furnishings case goods industry. Overall, this study provides product developers, manufacturers, and marketers with a greater understanding of the home furnishings case goods consumer, which could allow sellers to create lead times and provide consumers with more tailored offerings/selections that would better suit their needs and desires.

This paper offers insight into the role of consumer perceived value relative to home furnishing consumption choices to product developers, manufacturers, and marketers.

Due to consumer concerns about food-related diseases and an increase in the use of genetically modified food, more and more “green consumers” integrate environmental considerations into daily purchases, asking for healthier, safer and higher quality food. Marketing managers still face the challenge of broadening the understanding of how and why consumers purchase organic food. Specifically, a deeper understanding of the value dimensions consumers perceive in the context of organic food products is required to develop and implement successful management strategies which might transfer positive consumer perceptions to actual buying behavior and satisfaction. The paper aims to discuss these issues.

Drawing on theoretical and empirical insights on organic food consumption in different markets, this research investigates antecedents of organic food products and differences regarding the relative importance of the value-based drivers across two Western nations.

The results from survey data indicate significant differences in the value perceptions, especially the functional and individual value perceptions, and recommendation behavior related to organic food for consumers from the USA and Germany. In addition, the segmentation approach provides evidence for consumer segments that cross-national borders: the “convinced opponents,” the “silent/private consumers,” the “prestige-seekers” and the “passionate evangelists.”

Consequently, instead of a country-based segmentation approach, marketers should emphasize the different types of consumers across national borders in order to address the differences in customer value perception in the organic food market.

This study aims to provide an in-depth understanding of investors’ cognition and decision-making process with regard to internet financial products. The objective is to effectively guide users’ rational investments.

First, based on grounded theory, this study develops a tool for measuring users’ perceived value (PV) of internet financial products via in-depth interviews. Then, after comprehensively considering users’ environmental, individual and psychological characteristics, this study proposes a theoretical model of internet financial product investment decisions based on the PV of users. Finally, an empirical study is conducted on 693 valid sample data from e-commerce and online banking financial platforms.

The empirical results suggest that network externalities influence users’ financial behavior by herding (HE) (imitating others and discounting their own information) and PV. PV and HE are key factors in users’ investment decisions with regard to internet financial products. Moreover, users’ self-efficacy (SE) and platform type play moderate roles in the influence mechanism.

The research conclusions provide valuable references for designing financial products and establishing regulatory rules, which will help the internet financial industry to grow soundly and innovatively.

This study uncovers the mediating effect of HE and PV between network externalities and users’ investment intentions in the context of internet financial products. In addition, the moderating effect of users’ SE and platform types is revealed.

The purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion consciousness and behavioural intentions in the context of online fashion apparel retail sector.

A conceptual model and subsequent measurement scale were developed, grounded on in-depth review of the extensive literature and validated with customers engaged in online shopping of fashion apparels. The model was empirically examined, and a total of 395 responses were gathered from an online survey administered at a northeastern university in India. The model was validated using structural equation modelling, and a two-step approach suggested by Anderson and Gerbing (1988) was used to evaluate the measurement and structural models for the research.

The results of the study indicate that instrumental and terminal values significantly affect fashion consciousness, and fashion consciousness has a significant impact on behavioural intentions as well. The research brings out that fashion consciousness acts as a partial mediator between instrumental/terminal values and behavioural intentions. It is noteworthy that compared to terminal values instrumental values display a greater influence on both the variables fashion consciousness and behavioural intentions.

The conclusion of present research will notably assist the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online fashion retail sector.

The study results provide suggestions for competitive marketing strategies for online fashion companies operating in the emerging markets like India.

The present study is first of its kind attempt to use Rokeach’s (1973) two-dimensional measure of human values, in order to discover the terminal and instrumental values relationship and their influence on fashion consciousness and behavioural intentions in the online fashion retail industry.

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.

Corporate social responsibility (CSR) has a positive impact on consumer behavior; however, how CSR affects consumer perceived value (CPV) has been neglected. The purpose of this paper is to examine the effect of CSR on CPV. More specifically, this paper investigates how the dimensions of CSR can generate the three types of CPV.

This research is confirmatory and therefore quantitative. Thus, the choice fell on the questionnaire survey of 108 customers of conventional banks in Morocco. The partial least square method was chosen for the data analysis.

The results show that the link between CSR and customer perceived value can vary according to the CSR dimension. This study finds that the economic dimension is the only one to contribute the three types of CPV (functional value, emotional value and social value). The environmental dimension affects only the functional value. The social dimension does not generate any value.

CSR is not the only variable that generates CPV. The consideration of other constructs seems to be considered. Restricting this study to a single category of banking customers and to a single sector is another limitation. Future research might replicate this study on a sample of clients from participatory banks as well as from other sectors.

The results can help Moroccan banks identify the dimensions of CSR that can meaningfully generate CPV. This will help them to increase customer loyalty, develop a competitive advantage and improve their performance by prioritizing CSR initiatives capable of creating value for consumers.

No previous research in Morocco, to the best of the author’s knowledge, has explored the effect of CSR on CPV. This paper therefore provides the first empirical evidence in North Africa on the link between CSR and CPV in Morocco. This study also extends previous studies by considering CSR as a multidimensional construct covering three dimensions (social, environmental and economic).