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1 – 10 of over 8000
Article
Publication date: 31 May 2018

Mehdi Akhgari, Edward R. Bruning, Jesse Finlay and Nealia S. Bruning

The purpose of this paper is twofold: first, to determine the extent to which hedonic and utilitarian attitudes and loyalty are influenced by perceived financial performance (PFP…

1248

Abstract

Purpose

The purpose of this paper is twofold: first, to determine the extent to which hedonic and utilitarian attitudes and loyalty are influenced by perceived financial performance (PFP) and executive compensation plan image (ECPI) in financial services; second, the authors evaluate relationships among hedonic and utilitarian attitudes, trust, and loyalty.

Design/methodology/approach

Using a quasi-experimental design in Study 1 the authors test the relationship between antecedents (PFP and ECPI) and relational elements (attitudes, trust, and loyalty) to address the first objective. To accomplish the second objective, the authors employ structural equation modeling in Study 2 to test the relationship among hedonic and utilitarian attitudes, trust, and loyalty.

Findings

Study 1 confirms that PFP and ECPI positively impact both hedonic and utilitarian attitudes but do not directly affect loyalty. Study 2 demonstrates a positive association between utilitarian attitudes and trust, although the hedonic attitudes-trust relationship is negative. Hedonic attitudes are also significantly related to utilitarian attitudes. Finally, trust mediates the relationship between attitudes and loyalty.

Practical implications

Building customer trust is an important correlate of loyalty, and emphasizing an attribute-based aspect of perceived financial service generates greater trust compared to enhancing a non-attribute aspect (i.e. minimizing negative effects on image of executive compensation plans).

Originality/value

The authors link attitude research to service/relationship quality research and discover that attitudes are indirectly related to loyalty through increases in trust. The findings suggest that perceived image and performance of financial services are important to relationship quality when applied to financial services.

Details

International Journal of Bank Marketing, vol. 36 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 9 September 2021

Ernest Emeka Izogo and Mercy Mpinganjira

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media…

1289

Abstract

Purpose

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.

Design/methodology/approach

The authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).

Findings

The authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.

Originality/value

This paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 11 May 2010

Kittichai Watchravesringkan, Nancy Nelson Hodges and Yun‐Hee Kim

This study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM).

5556

Abstract

Purpose

This study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM).

Design/methodology/approach

Using a convenience sampling method, students between 18 to 26 years old were chosen as the sample population from a mid‐size southern university in the USA. The final sample consisted of 268 responses. Confirmatory factor analysis and path analysis were employed to answer all hypotheses using the structural equation model.

Findings

Empirical results revealed that consumers' intentions to adopt an innovation (i.e. highly technological fashion product) are driven by the multi‐dimensional nature of consumers' extrinsic (i.e. perceived ease of use and perceived usefulness) and intrinsic (i.e. perceived innovativeness and perceived fashionability) motivation. Additionally, these motivational dimensions contribute to consumers' utilitarian and hedonic attitudes toward using an innovation, which in turn affects their purchase intentions.

Practical implications

Consumers' utilitarian and hedonic consumer attitudes may enable retailers and marketers to design effective advertising campaigns by helping them to determine whether the functional or sensational components of the product need to be emphasized. Furthermore, when developing a new product, marketers need to focus on product attributes that possess both functionality and hedonic benefits.

Originality/value

This is the first known study to examine the underlying relationships between motivations, two‐dimensional consumers' attitudes (utilitarian and hedonic), and purchase intentions in the consumer‐related product context. The study has broadened the TAM by integrating extrinsic and intrinsic motivational variables into the model. It has also deepened the TAM by conceptualizing consumers' attitudes as comprising two distinct dimensions: utilitarian and hedonic.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 4 October 2022

Lifu Li, Kyeong Kang, Anqi Zhao and Yafei Feng

Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying…

4265

Abstract

Purpose

Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.

Design/methodology/approach

To test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.

Findings

First, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.

Originality/value

This research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

Details

Information Technology & People, vol. 36 no. 6
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 3 December 2018

Huawei Zhu, Rungting Tu, Wenting Feng and Jiaojiao Xu

Extreme online reviews can have great impacts on consumers’ purchase decisions. The purpose of this paper is to investigate when users are more likely to provide extreme ratings…

Abstract

Purpose

Extreme online reviews can have great impacts on consumers’ purchase decisions. The purpose of this paper is to investigate when users are more likely to provide extreme ratings. The study draws inference from attitude certainty theory and proposes that review extremity is influenced by the interaction of evaluation duration and product/service types: for hedonic products/services, shorter evaluation duration can foster attitude certainty, leading to higher review extremity; in contrast, for utilitarian products/services, longer evaluation duration can increase attitude certainty, resulting in more extreme reviews.

Design/methodology/approach

Three studies were conducted to test the hypotheses: Study 1 is an empirical analysis of 3,000 reviews from an online retailing website; Studies 2 and 3 are two between-subject experiments.

Findings

Results from three studies confirm the hypotheses. Study 1 provides preliminary evidence on how review extremity varies in evaluations of different durations and product/service types. Results from Studies 2 and 3 show that for hedonic products/services, the shorter the evaluation duration, the more likely users are to give extreme ratings; however, for utilitarian products/service, the longer the evaluation duration, the more likely users are to give extreme reviews; and attitude certainty plays a mediating role between evaluation duration and review extremity.

Originality/value

Findings from this study provide understandings on when a fast rather than a slow evaluation can lead to more extreme reviews. The results also highlight the role of users’ attitude certainty in the underlying mechanism.

Details

Online Information Review, vol. 43 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 7 August 2023

Bo Wang and Tingting Xie

According to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame…

Abstract

Purpose

According to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).

Design/methodology/approach

The experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).

Findings

The authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.

Originality/value

Taken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

Details

Marketing Intelligence & Planning, vol. 41 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 October 2021

Sambashiva Rao Kunja, Arvind Kumar and Bramhani Rao

The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in…

2087

Abstract

Purpose

The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook.

Design/methodology/approach

The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing.

Findings

eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions.

Research limitations/implications

The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites.

Practical implications

A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context.

Originality/value

The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

Details

Young Consumers, vol. 23 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 7 November 2019

Tsung Hung Lee, Chung-Jen Fu and Yin Yuan Chen

The purpose of this paper is to assess the relationship between trust factors and buying behavior among consumers in the organic food market in Taiwan.

3129

Abstract

Purpose

The purpose of this paper is to assess the relationship between trust factors and buying behavior among consumers in the organic food market in Taiwan.

Design/methodology/approach

The researchers developed a questionnaire using latent variables including the trust factors, utilitarian attitudes, hedonic attitudes, buying behavior and demographic information of consumers of organic foods. Confirmatory factor analysis and the structural equation modeling were conducted using LISREL 8.80 for Windows.

Findings

The empirical results indicated that health content, locally produced products, organic food labels and price premiums positively and significantly affected utilitarian and hedonic attitudes. Both utilitarian attitudes and hedonic attitudes positively and significantly affected respondents’ buying behavior. A series of theoretical implications were identified.

Practical implications

The researchers concluded that providing consumers with practical information related to organic food, establishing local production facilities, developing content, standardizing labeling procedures and promoting a new organic certification system for small-scale producers will encourage more consumers to purchase organic food.

Originality/value

This study first examines the food trust buying behavior of organic foods and related consumption behavior theory questions. It mainly takes the stimulus–organism–response model as the foundation of its approach. Simultaneously, it also conforms to utilitarian behavior theory, and the process by which consumers become better aware of organic foods’ quality.

Details

British Food Journal, vol. 122 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 27 May 2014

Hyun-Joo Lee and Cynthia Goudeau

The purpose of this paper is to apply the standard learning hierarchy to the study of organic foods. More specifically, this research is intended to examine if cognition in the…

4731

Abstract

Purpose

The purpose of this paper is to apply the standard learning hierarchy to the study of organic foods. More specifically, this research is intended to examine if cognition in the form of beliefs and utilitarian attitudes, affect in the form of hedonic attitudes, and behavior in the form of attitudinal loyalty and behavioral loyalty occur successively.

Design/methodology/approach

A total of 725 consumer panel data were obtained through a web-based survey. A two-stage structural equation modeling with AMOS graphics version 18.0 was used to validate the measurement models and test the proposed hypotheses.

Findings

While health benefits positively influenced utilitarian attitudes, no significant effect of ecological welfare benefits was detected. The results also indicate that utilitarian attitudes had a significant and positive relationship with hedonic attitudes, which in turn led to attitudinal loyalty. Lastly, the relation between attitudinal loyalty and behavioral loyalty was significant and positive.

Research limitations/implications

Global attitudes and loyalty toward organic foods were examined in this research. Thus, future research could investigate more domain-specific attitudes and loyalty to various organic food items.

Practical implications

The development of positive attitudes toward organic foods among consumers is important for the long-term success of organic food products or brands.

Originality/value

There is a little research that adopts an established theory or theoretical approach to explain a purchase behavior of organic foods. For this reason, the standard learning hierarchy was incorporated in order to study how cognition, affect, and behavior are formed when a purchase decision involving organic foods.

Details

British Food Journal, vol. 116 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 15 August 2022

Yaping Chang and Lixiao Geng

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

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Abstract

Purpose

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

Design/methodology/approach

A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.

Findings

The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.

Practical implications

The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.

Originality/value

This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

1 – 10 of over 8000