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Article
Publication date: 13 February 2024

Chih-Chin Liang and Annie Pei-I Yu

Impulse purchases are a phenomenon of interest in recent years that provides a high revenue stream for companies compared to planned purchases. Airports are a unique shopping…

Abstract

Purpose

Impulse purchases are a phenomenon of interest in recent years that provides a high revenue stream for companies compared to planned purchases. Airports are a unique shopping environment. Travellers usually need to arrive at the airport early and can only utilise limited time to shop at duty-free stores, which makes the shopping experience time-constrained and has the potential to make impulse purchases. The main purpose of this research is to create a model to examine whether “time pressure” and “hedonic shopping motivation” lead to impulse shopping through the formation of “positive emotion” in the context of airport duty-free shops.

Design/methodology/approach

A questionnaire-based survey was conducted in this study. The data collection for this study targeted individuals who had previously used airline services for international travel and visited duty-free shops at international airports. A total of 502 valid subjects participated in this survey.

Findings

The findings indicated that time pressure and consumers’ hedonic motivations have a positive impact on emotions. Positive emotions have a positive impact on the occurrence of impulse purchases. Music and light can moderate the impact of hedonic motivation on emotion but cannot reduce the influence of time pressure on emotion. Social factor significantly moderates the positive association between hedonic shopping motivation and emotion.

Originality/value

The research collected data from various international airports and social media, enabling the findings to be generalised.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 26 February 2024

Vanessa Quintal, Abhinav Sood and Ian Phau

The paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the…

Abstract

Purpose

The paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the anticipated positive and negative emotions in hedonic adaptation to an elective procedure.

Design/methodology/approach

Two studies in USA and Australia (N = 1,200) confirmed the psychometric properties of the key constructs under the chemical peel condition. Two further studies in the USA and Australia (N = 1,100) explored the research question and hypotheses in the adapted model of goal-directed behaviour under the Botox condition. A survey was self-administered to online panels who had previously engaged in such elective procedures.

Findings

The findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty.

Originality/value

From the authors’ best understanding, neither a methodology nor a theoretical framework exists to explore hedonic adaptation to recurring engagement with elective health care. A methodology and theoretical framework will highlight the mood states and factors that predict desire and intention to engage. This can advance the research on hedonic adaptation and decision-making and offer pragmatic suggestions for communication and activation strategies to safeguard consumer interests and retain their loyalty.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 12 February 2024

Vanja Vitezić and Marko Perić

The service industry is facing the huge impact of digital transformation, in which artificial intelligence (AI) plays one of the most important roles. This study aims to expand…

Abstract

Purpose

The service industry is facing the huge impact of digital transformation, in which artificial intelligence (AI) plays one of the most important roles. This study aims to expand the understanding of the AI acceptance framework and confirm whether consumers’ digital skills have a moderating effect on the research model.

Design/methodology/approach

Hypotheses were tested using a data set of 1,641 individuals. Partial least squares structural equation modeling and multi-group analysis were used to estimate the model.

Findings

The results indicate that antecedent factors influence consumers’ willingness to use AI devices in services. The two groups of different digitally savvy respondents differ because the influence of anthropomorphism, social influence and hedonic motivation on respondents’ perceived efforts to use AI devices in service delivery depends on respondents’ digital skills.

Originality/value

The novel contribution of this study is reflected in a comprehensive model that explains the moderating effect of individual digital skills on willingness to use AI devices. The attitudes of experienced and digitally skilled consumers are valuable and highlight some important theoretical, practical implications and future lines of research.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 12 September 2023

Muhammad Faisal Shahzad and Jari Salo

This study undertakes a comprehensive exploration of the relationships between psychological ownership (PO) in playful consumption and its substantial impact on consumer happiness…

Abstract

Purpose

This study undertakes a comprehensive exploration of the relationships between psychological ownership (PO) in playful consumption and its substantial impact on consumer happiness (CH). Specifically, this study aims to investigate the moderating effects of personality and game performance on the association between PO and CH.

Design/methodology/approach

Subsequently, this study proceeds to evaluate consumer happiness in the context of playful consumption experiences through two distinct studies, one quantitative and the other experimental. For Study 1, a randomized sample of 453 respondents from Pakistan is utilized, and data is analyzed using SEM (Structural Equation Modeling) techniques. In Study 2, this study employed an EEG emotive insight device, offering valuable insights into the factors associated with psychological ownership. This experimental approach allows exploring the neuro-marketing perspective of players engaging in playful consumption activities.

Findings

The research findings demonstrated multiple positive associations with psychological ownership (PO). Perceived control, competitive resistance, emotions, customer participation, personality and performance all exhibited significant positive correlations with PO. Furthermore, the study highlighted that game performance has the capacity to enhance feelings of happiness among participants.

Practical implications

This study offers innovative insights into the mechanisms that underpin consumer happiness and serves as a reliable guide for policymakers, applied psychologists, consumers and marketers who play a role in shaping the future in the domain of happiness and well-being through playful consumption experiences.

Originality/value

This study offers new insights into the processes that drive consumer happiness and provides a vigorous guide for policymakers, applied psychologists, consumers and marketers who shape the futures in the field of happiness and well-being through playful consumption experience.

Details

Journal of Contemporary Marketing Science, vol. 6 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 29 March 2024

Reihaneh Alsadat Tabaeeian, Farzaneh Alsadat Hossieni, Maedeh Fatehi and Alireza Forghani Tehrani

The purpose of the study is to investigate the effect of augmented reality (AR) characteristics in packaging on perceived value and consumer behavioral intentions such as purchase…

Abstract

Purpose

The purpose of the study is to investigate the effect of augmented reality (AR) characteristics in packaging on perceived value and consumer behavioral intentions such as purchase intention and pay more in traditional Iranian nougat GAZ packaging.

Design/methodology/approach

The statistical population was the 550 customers bought traditional Iranian nougat GAZ. Sampling method was simple random sampling. Questionnaire had been chosen for collecting data. In total, 236 customers filled in questionnaires. Research model tested by structural equation modeling method and by using SPSS and PLS software.

Findings

The finding considered the characteristics of AR packaging which include interactivity, informativeness, enjoyment and usefulness have a positive effect on the dimensions of the perceived value, hedonic and utilitarian value. In the same way hedonic and utilitarian value had positive effects on the consumer behavior, purchase intention and willingness to pay more.

Originality/value

These results help managers to use AR characteristics to improve the interaction between customers and product and sell their products.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 25 January 2024

Masoome Abikari

The purpose of this paper is to examine the association between consumers’ emotions towards emerging e-banking technology, perceived risk and subsequent intention to adopt…

Abstract

Purpose

The purpose of this paper is to examine the association between consumers’ emotions towards emerging e-banking technology, perceived risk and subsequent intention to adopt emerging e-banking technology.

Design/methodology/approach

An online questionnaire was used to collect data, which were analysed in a quantitative study. The final sample of 224 educated young consumers, familiar with emerging e-banking technology, allowed testing of the research hypotheses by applying confirmatory factor analysis and structural equation modelling (SEM).

Findings

The empirical results indicate that deterrence emotions and hedonic motivation are associated with consumers’ perceived risk and, subsequently, their intention to adopt emerging e-banking technology. Additionally, analysing the moderating role of hedonic motivation in the association between consumers’ deterrence emotions towards emerging e-banking technology and their perceived risk highlights the significant association of deterrence emotions with perceived risk, regardless of the presence of hedonic motivation.

Originality/value

This study demonstrates the association between consumers’ emotions, perceived risk and subsequent intention to adopt emerging e-banking technology whilst underscoring the importance of distinguishing between different types of emotions and their corresponding appraisals.

Article
Publication date: 16 February 2024

Kamrul Hasan Bhuiyan, Selim Ahmed and Israt Jahan

The study investigates the consumer’s attitude to using artificial intelligence (AI) devices in hospitality service settings considering social influence, hedonic motivation…

Abstract

Purpose

The study investigates the consumer’s attitude to using artificial intelligence (AI) devices in hospitality service settings considering social influence, hedonic motivation, anthropomorphism, effort expectancy, performance expectancy and emotions.

Design/methodology/approach

This study employed a quantitative methodology to collect data from Bangladeshi consumers who utilized AI-enabled technologies in the hospitality sector. A total of 343 data were collected using a purposive sampling method. The SmartPLS 4.0 software was used to determine the constructs' internal consistency, reliability and validity. This study also applied the partial least squares structural equation modeling (PLS-SEM) to test the research model and hypotheses.

Findings

The finding shows that consumer attitude toward AI is influenced by social influence, hedonic motivation, anthropomorphism, performance and effort expectancy and emotions. Specifically, hedonic motivation, social influence and anthropomorphism affect performance and effort expectations, affecting consumer emotion. Moreover, emotions ultimately influenced the perceptions of hotel customers' willingness to use AI devices.

Practical implications

This study provides a practical understanding of issues when adopting more stringent AI-enabled devices in the hospitality sector. Managers, practitioners and decision-makers will get helpful information discussed in this article.

Originality/value

This study investigates the perceptions of guests' attitudes toward the use of AI devices in hospitality services. This study emphasizes the cultural context of the hospitality industry in Bangladesh, but its findings may be reflected in other areas and regions.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 13 December 2022

Pallavi Chaturvedi, Kushagra Kulshreshtha, Vikas Tripathi and Durgesh Agnihotri

The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior…

Abstract

Purpose

The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior for electric vehicle (EV).

Design/methodology/approach

A total of 411 valid survey responses were collected using a structured questionnaire. Data were analyzed using confirmatory factor analysis and structural equation modeling to investigate the empirical fit of the hypothesized framework.

Findings

The results of structural equation modeling revealed that all three motives were positively correlated with purchase intentions for EV. Hedonic motives were found to have the strongest influence on purchase intentions. In addition, gain and normative motives were also found to be significant predictors of EV buying behavior. Further analysis revealed a positive correlation between gain, normative and hedonic motives. Moreover, personal moral standards seem to have a significant and positive impact on the positive emotions associated with buying EV.

Practical implications

The results of current research can be useful for marketers while designing promotional strategies for all the high-involvement green products. Marketing professionals and policymakers can use these results to build effective marketing strategies for EVs and reduce greenhouse gas emissions resulting from personal vehicle use.

Originality/value

To the best of the authors' knowledge, this is the first study in the South Asian region that explores consumers' motives for EV purchase behavior. Further, this is among a few studies, which have attempted to investigate the impact of hedonic, gain and normative motives on green purchase behavior in the context of high involvement green products.

Details

Benchmarking: An International Journal, vol. 30 no. 10
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 28 December 2023

Didier Marquis, Felipe Reinoso Carvalho and Gaëlle Pantin-Sohier

Aversion linked to disgust and neophobia is the primary reason for human reluctance towards edible insects as a sustainable food source. Stimulating positive emotions may overcome…

Abstract

Purpose

Aversion linked to disgust and neophobia is the primary reason for human reluctance towards edible insects as a sustainable food source. Stimulating positive emotions may overcome these mental barriers. Cute visuals and claims on product packaging can trigger positive affective responses in consumers whilst modulating taste expectations. This study investigated how these elements influence emotions, perceptions and attitudes towards insect-based foods.

Design/methodology/approach

An online cross-cultural study involving French (n = 747) and Colombian (n = 695) consumers was conducted using two insect-based products: chips (hedonic) and bread (functional). Ten visual packaging variations were created per product, emphasising palatability, sustainability, nutrition and popularity (plus a control: no claim) affixed to the image of a cute anthropomorphic cricket or its silhouette. Visual appreciation and associations were assessed along with the participants' degree of food variety seeking, familiarity with entomophagy and openness to consuming edible insects.

Findings

Differences were reported in emotions, perceptions and attitudes based on the combination of packaging elements, product type and consumer segments. The findings suggest that food marketers should use cute insect depictions linked to palatability-focussed claims to alleviate young French adults' reluctance towards insect-based foods (IFs). Colombians responded better to pro-social claims and neutrally to cuteness.

Practical implications

The results should be valuable to stakeholders seeking to enhance food marketing strategies related to IFs amongst target consumer segments.

Originality/value

This study is the first to assess how baby schema cuteness induces emotional changes towards IFs and how it affects perceptions and attitudes amongst distinct populations and age segments.

Details

British Food Journal, vol. 126 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 25 April 2023

Juhi Gahlot Sarkar, Abhigyan Sarkar and S. Sreejesh

This research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators…

Abstract

Purpose

This research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators (hot and cold brand relationship quality [BRQ]) and moderators (advergame reward system and brand personality).

Design/methodology/approach

This research comprises of a survey (study 1) and a lab experiment (study 2).

Findings

Study 1 shows that fantasy (reality) based advergame experience leads to brand patronage through strong mediation of hot (cold) BRQ and weak mediation of cold (hot) BRQ. Introducing a utilitarian (hedonic) advergame reward system positively moderates the effect of fantasy (reality) based advergame experience on cold (hot) BRQ. Study 2 shows that an advergame that elicits fantasy (realistic) experience and offers hedonic (utilitarian) rewards for a brand having affective (vs cognitive) brand personality strongly impacts hot (cold) BRQ.

Originality/value

This research is an effort to understand how gamification as leisure information systems may be used to create gamers' advergame experiences that elicit BP by strategically designing advergame reward systems specific to brand personality types.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

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