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Article
Publication date: 15 September 2022

Ourania Gkouna, Georgios Tsekouropoulos, Dimitrios Theocharis, Greta Hoxha and Athanasios Gounas

The aim of the current study is to investigate the effect of consumers' brand trust in family businesses and the impact of crisis management practices on customer purchase…

Abstract

Purpose

The aim of the current study is to investigate the effect of consumers' brand trust in family businesses and the impact of crisis management practices on customer purchase intention during the period of Covid-19.

Design/methodology/approach

This is a primary quantitative research on a sample of 817 consumers who bought products from 20 food and beverage family companies. Simple random sampling was used to collect the primary data. Data collection was made with the use of questionnaires. The questionnaires were developed based on previous studies and were tested in terms of reliability and validity.

Findings

The research findings indicate, among others, that there is a positive significant relationship between brand trust and purchase intention. As a result, the higher the trust of the consumers in a family business brand name, the higher their intention to make purchases. Additionally, it was found that the higher the performance of family businesses on crisis management practices, the more the consumers intent to make purchases.

Research limitations/implications

Nonetheless, there are some limitations in the current research. First, the research sample consists of companies and consumers from a specific location, which can create issues regarding the generalization of the findings. Thus, to ensure improved research implications, a future research should include sample units from different locations and countries in order to reinforce the research findings and enable comparisons and more easily generalized outcomes. Moreover, a future research could assess additional factors that potentially affect purchase intention within a family business environment. Factors such as human resources and the relationship between customers and companies as well as communication and promotional efforts will allow the creation of a more stable and holistic framework and the prediction of consumer behavior. This potential follow-up research will further contribute to the theoretical argumentation of the findings and highlight the connection among purchase intention, trust and crisis managements practices within the family business environment.

Practical implications

Regarding the managerial and practical implications, the research outcomes can lead to specific strategies related to brand trust and crisis management practices. Specifically, family companies should invest on their brand name and their relationship with the consumers by reinforcing any action which can potentially affect the trust of the consumers. This could be realized by providing a safe purchase environment according to health and safety standards and through their response strategy and adaptability to the current pandemic conditions through the use of crisis management practices. Finally, a practical response to social and physical distancing measures would increase brand trust, and the performance on crisis management practices could also lead to sufficient financial outcomes since all these factors positively affect consumers' purchase intention.

Originality/value

The outbreak of the pandemic directly affected the profitability but also the viability of companies, regardless of industry. In particular, the impact that the pandemic had on family businesses, financially, organizationally and operationally, was massive and in many cases, catastrophic. Several studies have focused on family businesses, analyzing their structure, advantages and disadvantages. However, in these studies, there is little focus on the brand's influence on consumer behavior and market intention, especially compared to nonfamily businesses and under unique circumstances such as those of a pandemic.

Details

Journal of Family Business Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2043-6238

Keywords

Open Access
Article
Publication date: 19 August 2022

Marco Francesco Mazzù, Angelo Baccelloni, Simona Romani and Alberto Andria

This study aims to reveal the implications that trust, as a key driver of consumer behaviour, might have on consumer acceptance of front-of-pack labels (FOPLs) and policy…

Abstract

Purpose

This study aims to reveal the implications that trust, as a key driver of consumer behaviour, might have on consumer acceptance of front-of-pack labels (FOPLs) and policy effectiveness. By conducting three studies on 1956 European consumers with different levels of exposure to FOPLs, this study offers additional theoretical and experimental support through a deep investigation of the central role of trust in consumers’ decision-making towards healthier and more informed food choices.

Design/methodology/approach

Study 1 used structural equation modelling to assess whether trust is a relevant mediator of the relationship between attitude and behavioural intention (BI), thus upgrading the front-of-pack acceptance model (FOPAM); Study 2 tested the model by comparing two labels at the extremes of the current European scheme (NutrInform Battery [NiB], Nutri-Score [NS]); Study 3 assessed the effect in cases where the connection between trust and algorithms is made transparent and evaluated trust dimensions, focusing on the perception of an algorithm presence behind FOPLs information.

Findings

Study 1 strengthens the FOPAM model with the mediating role of trust in FOPLs, demonstrating a positive effect of attitude on trust and, in turn, on BI, and resulting in a higher model fit with all the significant relationships; Study 2 revealed that the relative performance of the different labels on the FOPAM can be explained by the trust dimension; Study 3, investigating the dynamics of trust in the FOPAM, revealed that the NS is less effective than the NiB on attitude, BI and trust.

Research limitations/implications

The sample was limited to Italian, French and English respondents, and two labels at the extreme of the spectrum were examined. Furthermore, the research has relevance to the issue of trust. Other moderators used in previous studies on technology acceptance model, such as actual use versus perceptual use, user experience level or type of users and type of use might be investigated.

Practical implications

The investigation of trust, with the upgrade of FOPAM, enhances understanding of consumers’ decision-making processes when aided by food labels and makes a new contribution to the European Union “Inception Impact Assessment” in preparation for the finalization of the “From-Farm-to-Fork Strategy”, providing new insights into the role of trust by assessing the relative performance of FOPLs in consumers’ acceptance of food-related information. Furthermore, this study revealed that consumers’ perception of FOPLs worsens when they realize that they are the result of an algorithmic calculation. Finally, the new FOPAM represents a reliable theoretical model for future research on FOPL.

Originality/value

This study increases the knowledge about the performance of different FOPLs on several dimensions of food decision-making, positions the upgraded FOPAM as a valid alternative to existing theoretical models to assess the relative performance of labels, also extending the literature in the context of algorithm-based FOPL, and could be used as a valid support to policymakers and industry experts in their decision towards a unified label at European level.

Article
Publication date: 11 July 2022

Alan Abitbol, Nicole M. Lee and Matthew S. VanDyke

This study examines perceived transparency of direct-to-consumer (DTC) genetic testing communication and measures its impact on consumers' trust, attitudes, and the…

Abstract

Purpose

This study examines perceived transparency of direct-to-consumer (DTC) genetic testing communication and measures its impact on consumers' trust, attitudes, and the intention to recommend the test to others.

Design/methodology/approach

An online survey of US–based adults (over 18 years of age) (N = 271) was administered by the online panel company Qualtrics Panels. The sample consisted of participants who have taken a DTC genetic test previously because only existing consumers could provide insight into companies' transparency about the entire genetic testing process (including the communication before, during, and after) as they experienced it. Participants were asked questions that measured intention to recommend DTC genetic tests to others, trust, attitude toward the DTC testing, and perceptions of transparency of the DTC companies' communication.

Findings

Results indicated that consumers who perceive DTC genetic testing companies to be transparent in their communication tend to trust the genetic testing process more, have more positive attitudes toward DTC genetic tests, and are more likely to recommend the tests to others.

Research limitations/implications

This study integrates corporate communication and science communication through the theoretical framework of transparency. It empirically demonstrates that message transparency is key to increasing the publics' trust, attitude and behavioral intentions toward companies that involve sensitive health information or online privacy.

Originality/value

This paper answers previous calls to explore the organizational approach of science communication in the context of the under-examined companies in the science and health sectors, specifically the DTC genetic testing industry.

Details

Journal of Communication Management, vol. 26 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 12 July 2022

Jing A. Zhang, Shijiao Chen, Sara Walton and Sarah Carr

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often…

Abstract

Purpose

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often challenging for firms. Drawing on the dynamic capability and mechanism-enabling perspectives of ambidexterity. The purpose of this research is to explore mechanisms of perceived brand performance and green trust through which green brand ambidexterity acts as a facilitator of consumer satisfaction.

Design/methodology/approach

The hypothesized relationships were tested by both partial least squares structural equation modelling (PLS-SEM; symmetric approach) and fuzzy set qualitative comparative analysis (fsQCA; asymmetric approach) with data collected from a green consumer questionnaire survey in Hong Kong.

Findings

The results from PLS-SEM indicate that green brand ambidexterity affects consumer satisfaction through multiple mediating paths of perceived brand performance, green trust-consumer and the sequential integration of perceived brand performance and green trust. Results from fsQCA further reinforced these findings.

Research limitations/implications

The present research provides a nuanced understanding of how ambidexterity enhances consumer satisfaction in the context of a green brand by identifying multiple mechanisms.

Originality/value

There is a lack of research on how green brand ambidexterity affects green brand outcomes from the perspective of value creation for consumers. The present research fills this gap by providing more comprehensive explanations of mechanisms for green brand ambidexterity to facilitate consumer satisfaction. It also offers a better understanding of how the effects of green brand ambidexterity are viewed on a path-dependency that is aligned with the dynamic capability perspective of ambidexterity and how green trust forms a critical path to enable green brand ambidexterity and perceived brand performance to enhance consumer satisfaction.

Details

Journal of Consumer Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 20 April 2022

Emi Moriuchi and Ikuo Takahashi

Technology has advanced and led the revolution of the online e-commerce industry through various online platforms. These online platforms were integrated to enhance…

Abstract

Purpose

Technology has advanced and led the revolution of the online e-commerce industry through various online platforms. These online platforms were integrated to enhance customer's shopping experience, promoting different business models including consumer-to-consumer (C2C) secondary e-commerce market. This new online business model has been gaining interest in both academia and industry due to potential opportunities and challenges to serve customers effectively. This study aims to draw upon the means-end theory to test a conceptual model to understand the role of engagement between different types of trust and satisfaction toward shopping on C2C e-commerce.

Design/methodology/approach

A quantitative survey method was developed to test the antecedents and mediator of C2C customer satisfaction. A panel service was used to collect the dataset (n = 294) to test the proposed extended means-end chain theory (MEC) model.

Findings

The authors found that the role of trust toward the platform provider and the third-party seller differs based on the perceived value (functional and emotional) and impact of trust on satisfaction. This study provides a rich conceptualization of an instrument for a C2C experience that can serve as a starting point for future research to investigate the antecedents and impacts of the C2C context.

Research limitations/implications

Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed hypotheses further in a different context (e.g. country).

Practical implications

The paper includes implications for a guide to designing an effective online C2C retailing strategy.

Originality/value

This paper fulfills an identified need to study how engagement serves different role depending on the trust consumers have toward the intermediary vs the seller, which has a subsequent effect on consumer's satisfaction.

Details

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

Keywords

Article
Publication date: 17 March 2022

Naeem Akhtar, Umar Iqbal Siddiqi, Tahir Islam and Justin Paul

The study aims to investigate how hotel booking attributes (i.e. perceived privacy, perceived certification and perceived assurance) engender consumers’ untrust and…

Abstract

Purpose

The study aims to investigate how hotel booking attributes (i.e. perceived privacy, perceived certification and perceived assurance) engender consumers’ untrust and consequent behavioral intentions (i.e. altruistic behavior and trusting intentions). It also unveils the role of hotel attributes performance as a moderator between hotel booking attributes and consumers’ untrust.

Design/methodology/approach

Data were collected through an online platform by engaging 454 Chinese respondents. SPSS 25.0 and AMOS 24.0 (structural equation modeling) were used for data analysis and interpretation.

Findings

Results demonstrate that hotel booking attributes positively substantiate consumers’ untrust which, in turn, develops altruistic behavior and negative trusting intentions. Moreover, hotel attribute experience significantly moderates the relationships between perceived privacy, perceived certification and consumers’ untrust. Notably, hotel attribute performance insignificantly influences the association between perceived assurance and untrust.

Research limitations/implications

This study used the Chinese context and examined Chinese domestic travelers and the nonbranded hotel industry. Notwithstanding its limitations, the findings help hospitality and tourism firms, en bloc, to manage their review websites by explicitly disclosing policies regarding customers’ privacy and assurance, winning their trust through third-party certification and employing data scientists to develop algorithms to sieve fake information proactively.

Originality/value

This study develops an original conceptual framework by using the untrust model in this research. Our findings add to the research on consumer behavior, information processing, service management and trust and suggest practical implications for hospitality firms.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 24 February 2022

Xuhui Wang, Bo Zhao and Jiaqi Chen

As Chinese imported cross-border e-commerce has entered a stage of rapid development, the problem of consumer shopping risk is increasingly prominent and the crisis of…

Abstract

Purpose

As Chinese imported cross-border e-commerce has entered a stage of rapid development, the problem of consumer shopping risk is increasingly prominent and the crisis of consumer trust is intensified. The theory of establishing consumer trust in traditional online shopping can no longer meet the need of cross-border context.

Design/methodology/approach

The researchers used the methods of network logs and grounded theory. The data collection and analysis are conducted on consumer comments from Tmall Global, NetEase Koala and JD Worldwide in the product comment area. This article explored and extracted the moderating variables of consumer perceived risk and cross-border characteristics in cross-border e-commerce. Based on the theory of “perceived risk – consumer trustconsumer purchase decision – making,” this article deduced mechanism of consumer dynamic trust based on the whole process of cross-border e-commerce transaction.

Findings

In the prepurchase, purchase and postpurchase stages of cross-border e-commerce transactions, consumers' perceived cognitive risk, transaction risk and utility risk are moderated by the cultural distance, geographical distance and institutional distance caused by the cross-border transaction subjects. On this basis, the preinfluence factors of trust in each transaction stage are synthesized to respectively influence the establishment of cognitive trust, emotional trust and behavioral trust, so as to affect consumers to make the order payment, confirm receipt and praise repurchase decisions. At the same time, with the advance of prepurchase, purchase and postpurchase transactions in cross-border online shopping, consumer trust presents a dynamic evolutionary path of “cognitive trust – emotional trust – behavioral trust.”

Originality/value

This article expands the application context of the theory of consumer rational behavior from traditional online shopping to the context of cross-border online shopping and expands the scope of interpretation of the theory of consumer rational behavior. This article also supplements the theoretical gaps in the dynamic evolution of consumer trust in cross-border online shopping, enriches the decision-making process model of consumers in the context of cross-border online shopping and provides new ideas for follow-up research.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 5 April 2022

Rebecca Chan, Indrit Troshani, Sally Rao Hill and Arvid Hoffmann

This study aims to identify key factors driving consumers' adoption of Open Banking. It extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by…

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Abstract

Purpose

This study aims to identify key factors driving consumers' adoption of Open Banking. It extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by integrating perceived risk, initial trust and financial literacy into an overarching conceptual model.

Design/methodology/approach

Measurement items of the theoretical constructs included in the conceptual model were adapted from related literature and a set of hypotheses was developed. The hypotheses of the conceptual model were subsequently assessed with partial least squares structural equation modeling using a dataset of 456 Australian survey respondents.

Findings

The model has strong explanatory power with an R2 of 69.5%. Performance expectancy, effort expectancy, social influence and perceived risk are direct antecedents of consumers' usage intention of Open Banking. Social influence has a strong mediating effect on usage intention through performance expectancy. The effect of perceived risk is alleviated by effort expectancy and initial trust, while initial trust positively affects the effects of performance expectancy and effort expectancy on consumers' usage intention of Open Banking. Finally, financial literacy lowers initial trust towards Open Banking, possibly inducing consumer skepticism.

Practical implications

The results suggest that practitioners should focus on performance expectancy as a primary driver of Open Banking adoption, while understanding the role of other drivers, such as social influence and perceived risk in developing marketing strategies. Policy makers are recommended to adopt a governance approach to build initial trust amongst consumers.

Originality/value

This research contributes by providing an integrated and comprehensive model for explaining consumers' FinTech adoptions by extending the existing technology adoption model UTAUT to the Open Banking domain and integrating perceived risk, initial trust and financial literacy, thereby advancing and enriching the conceptual horizon of the extant literature.

Details

International Journal of Bank Marketing, vol. 40 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 3 December 2021

Miao Miao, Tariq Jalees, Syed Imran Zaman, Sherbaz Khan, Noor-ul-Ain Hanif and Muhammad Kashif Javed

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C…

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Abstract

Purpose

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase intention. It also examines the moderating role of prior online experience.

Design/methodology/approach

Based on the adapted questionnaire, pre-recruited enumerators collected the data from five leading business universities of Karachi. They distributed 425 questionnaires and received 415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM) technique for data analysis.

Findings

We have tested 20 hypotheses, of which our results do not support five, including two direct, two mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality mediates customers' service quality and repurchase intention. Our results do not support one moderating relationship. Prior online experience moderates e-perceived value and repurchase intention.

Research limitations/implications

This research provides valuable information to the online retailers of B2C e-commerce, which can help them make strategies based on their consumers' behavior and encourage them to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in cross-cultural studies in different product categories.

Originality/value

We have examined the moderating effect of prior online experience between (e-satisfaction, e-trust and perceived value) on the repurchase intention.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 3 July 2021

Junlan Ming, Zeng Jianqiu, Muhammad Bilal, Umair Akram and Mingyue Fan

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow…

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Abstract

Purpose

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator.

Design/methodology/approach

Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis.

Findings

Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior.

Practical implications

This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries.

Originality/value

This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

Details

International Journal of Web Information Systems, vol. 17 no. 4
Type: Research Article
ISSN: 1744-0084

Keywords

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