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Demi Shenrui Deng, Soobin Seo and Robert J. Harrington
The purpose of this study is to unearth antecedents of regrettable dining experiences related to the information source, action and inaction perspectives, dining companion…
The purpose of this study is to unearth antecedents of regrettable dining experiences related to the information source, action and inaction perspectives, dining companion influence and interactions among information source, the focal customer’s valence and the dining companion’s valence on regret, leading to sequential behavioral outcomes.
Using a scenario-based experimental study, 344 qualified questionnaires were collected. Univariate ANOVA and multiple linear regression analyses were implemented.
The results of this study reveal that action regret is more intense than inaction regret during the choice-making phase; dining companion negative feedback intensifies focal customer’s regret. The significance of the information source on regret disappeared when only one party reported negative feedback; conversely, when two parties in the co-consumption experience revealed negative feedback, the relationship between information source of choice and regret was sustained.
The nature of scenario-based design may lack realism. Thus, more field experiments are encouraged to test the propositions further. This research enhances our understanding of gastronomic experiences in a negative disconfirmation context, drawing upon action/inaction regret theory, attribution theory and the expectancy disconfirmation model.
From a triad relationship perspective, this study provides valuable input on who or what will be attributed to the issues when encountering a food and wine sensory failure. Additionally, insightful recommendations are supplied on avoiding the possibility of inducing the experience of regret and how practitioners can increase the potential for a memorable dining experience.
To the best of the authors’ knowledge, this is the first study that enriched the existing knowledge of regrettable dining experiences relating to information sources and social influence.
Demi Shenrui Deng, Soobin Seo, Zhenmin Li and Erica Weintraub Austin
This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message…
This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y).
Topic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages.
The results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism.
The findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services.
This study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP.
本研究旨在了解社交媒体用户对最受欢迎的平台 - 抖音- 的网红认可的葡萄酒短视频的反应, 依靠消息解释过程 (MIP) 框架, 并识别性别和世代群组的细分差异（Z世代和 Y 世代）。
利用主题建模、内容分析和定量分析来破译从30 名社交媒体网红发布的 81 个葡萄酒视频中关注葡萄酒产品和消费体验信息检索到的 UGC 数据。
结果表明, 社交媒体用户最倾向于回应产品相关话题, 其次是影响者、情绪、饮酒意图、行为和怀疑态度。同时, 调查结果还显示, 女性群体更可能参与有社交媒体网红主题的话题, 而男性群体对产品主题的贡献更大。 Z 世代队列涉及更多关于饮酒意图的主题, 而 Y 世代则表现更多怀疑。
这项研究首次通过 UGC 数据掌握了抖音用户对这种新兴的网红营销策略的看法。通过 MIP 体现性别和代际群体的差异从而体现本研究的原创价值。