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The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior.

Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses.

The ANOVA results show significant differences across the three levels of price‐value tradeoff in each of the response variables. Additional analyses of cross‐tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model.

Although the hypotheses are supported, bivariate relations examined in this study can mask or overstate true relations due to the omitted variables bias. Future research can explore reasons for favorable behaviors of consumers whose perception is that the value they receive is overpriced, and also for unfavorable behaviors of consumers whose perception is that the value they received is under‐priced.

The different niches at the edges provide opportunities for marketers to fine‐tune segmentation and marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages will yield suboptimal results.

While previous research has mostly focused on price‐quality linkages, this study extends the body of research by examining the perception of price‐value tradeoff and its relation to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior. This adds to our understanding of post consumption behavior, showing how consumers respond to the perception of price‐value tradeoff.

As consumer debt can substantially impair subjective well-being, it is crucial for research to gain insights into how consumers can be motivated to improve financial planning. This paper aims to investigate how frontline employees in financial services can help consumers regulate their financial planning behaviors and how financial service providers can effectively support their frontline employees in this effort through leadership and organizational climate.

We incorporate regulatory focus theory and conservation of resource theory to develop a conceptual model that we test in a triadic study with a unique dataset collected from consumers, frontline employees, and managers in the banking sector.

We find that frontline employees must pay attention to the details of consumers’ needs and customize the service to those needs to trigger consumer promotion focus and stimulate consumers’ financial planning behaviors. Moreover, our results emphasize that the organization must act as an integrated entity. Thus, a manager’s servant leadership and an organizational climate of customer stewardship are crucial for frontline employees to transform consumers’ financial planning behaviors.

The study highlights frontline employees’ key role in motivating consumer financial planning behavior, offering a new perspective in transformative service research on enhancing financial well-being.

The findings provide financial service providers with actionable implications for enhancing consumers’ financial planning. This benefits both consumers and financial institutions, as customers with greater spending power can buy more financial products.

This study advances transformative service research on consumer financial planning behavior, which has largely focused on consumer-related or society-level variables, by exploring the role of frontline employees and organizational support in terms of leadership and climate.

Based on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.

This study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.

Consumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.

This study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.

Due to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims to introduce an interpretivist methodological framework designed to understand consumer behavior in phygital environments. The framework enables an in-depth exploration of the contextual factors, subjective experiences, personal emotions and social networks that influence consumer behavior in this space.

The framework was developed after a thorough literature review of the phygital environment and interpretivist research landscape. Consistent with the phygital transformation theory, this approach allows researchers to go beyond the limitations of purely quantitative methods, gaining a deeper understanding of consumer behavior in phygital environments. The framework is organized into four meticulously designed pillars, each focusing on specific aspects of research and using distinct data collection and analysis approaches.

The systematic framework facilitates exploration of various dimensions of consumer experiences in phygital settings through qualitative research techniques. Uncovering the richness of contextual factors, subjective meanings, consumer experiences and social interactions within the phygital environment yields meaningful insights into consumer decision-making and preferences. These insights help marketers craft better phygital marketing strategies.

This interpretivist framework presents a unique approach for researchers hoping to investigate consumer behavior in phygital environments. It offers deep insights and understanding of this largely unexplored space, contributing to the evolving body of knowledge in phygital studies.

Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

Introduction: Just as the tourism event begins with the human element, it again ends with the human element. Therefore, the existence, behaviours and attitudes of the human factor is an issue that should be prioritised much more when compared to other sectors. Consumer behaviour involves certain decisions, activities, ideas or experiences that meet the needs and desires of the consumer. Prior to these actions, consumer behaviour is concerned with all the activities directly related to the attainment, consumption and disposition of the products and services. In this chapter, touristic consumer behaviour, consumer choice and behaviour of the relevant destination, and the management of the destination choice process are presented.

Aim: The chapter aims to reveal how important it is to know the consumer’s destination choice behaviour in both ensuring that the consumer has had a satisfied holiday during the holiday process, and that employers and employees, as service providers, experience the peace and pride of providing a good and quality service. Knowing the behaviour patterns of potential consumers and developing their marketing activities accordingly will provide great convenience to service marketers in the future.

Method: To do this a literature review has been carried out on the issues of destination choice behaviour and tourist travel behaviour.

Result: Tourist behaviour is the most significant indicator or predictor of future tourist behaviour. Considering the social role of the tourist, the behaviour of a tourist can also be an indicator of the behaviour of others. With their behaviours, tourists determine the norms of social behaviour within the context of tourism. These norms are also followed by other consumers such as engaging in tourist behaviour, as well as those who have not travelled yet. Tourist behaviour is the context of the consumer behaviour in the purchasing and abandoning the tourist services.

Implication: The characteristics of the consumer, their past experiences, the level of influence from other consumers, etc. In the future, knowing the behaviour patterns of potential consumers and developing their marketing activities in this direction will provide great convenience to service marketers.

Originality of Study: In the study, it is desired to draw attention to the importance of knowing consumer behaviours in their destination selection. Therefore, this study is thought to be useful in future studies, especially in terms of shedding light on the consumer behaviours and roles that play a role in determining the factors that play a role in destination selection.

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.

The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.

Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.

The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.

This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

This report investigates attitude towards complaining, societal benefits and probability of complaint success, with emphasis on complaint intentions and actions, in applying the theory of planned behaviour to complaint behaviour in Malaysia. On the basis of a sample of 834 respondents at the National Consumer Complaint Centre, the Tribunal for Consumer Claims Malaysia, and three shopping malls, the research findings suggest that complainers with a more positive attitude towards those three factors have a stronger tendency to make a complaint. However, consumers with positive perceptions of societal benefits and a higher probability of success are less likely to take action for seeking redress. Moreover, the influence of attitude, benefits, and probability of success on complaint actions is mediated by intention.