Search results

Peer-to-Peer Accommodation Service (P2PAS) has emerged as a novel paradigm that enables consumers to book temporary accommodation through P2PAS platforms (online transaction), and then reside in hosts' rooms (offline consumption). Due to potential variance in performance and conflict of interest between hosts and platforms, consumers may differ in their trust perceptions of the two parties, which in turn affects consumers' continuous usage of P2PAS. To this end, the authors endeavor to unravel the effect of consumers' trust incongruence on continuance intention, and to further elucidate the moderating influence of transaction and consumption risks on this relationship. This paper aims to discuss the aforementioned objectives.

This study collected data through an online survey of 408 P2PAS consumers. Polynomial modeling and response surface analysis were conducted to validate the hypothesized relationships.

Response surface analysis reveals that trust incongruence did not significantly affect consumers' continuance intention. However, continuance intention would be greater when TP was higher than TH compared with when TH was higher than TP. Furthermore, the analytical results suggest that trust incongruence exerts greater negative effect on continuance intention when transaction and consumption risks were high.

First, the study marks a paradigm shift in conceptualizing the incongruence between TP and TH as a determinant of consumers' continuance intention toward P2PAS. Second, the authors derive a typology of risks that is contextualized to P2PAS. Finally, the authors establish transaction and consumption risks as boundary conditions influencing the effects of trust incongruence on consumers' continuance intention toward P2PAS.

This study aims to examine whether customer trust is influenced by the congruence and incongruence between customers' perceptions of two types of omnichannel integration—perceived transactional integration (PTI) and perceived relational integration (PRI). The authors further considered the perceived effectiveness of e-commerce institutional mechanisms (PEEIM) as the boundary condition of omnichannel integration's effect.

Drawing upon the stereotype content model, this study hypothesizes the influences of PTI and PRI on customer trust wherein PEEIM moderates the relationships. The research model was empirically examined based on the responses surface analysis of survey data collected from 311 omnichannel customers.

Results showed that when PTI and PRI are congruent, customers are inclined to trust brands that have high levels of PTI and PRI rather than low levels of PTI and PRI. Moreover, the incongruence between PTI and PRI is positively related to customer trust. PEEIM was found to weaken the congruence effect while strengthening the incongruence effect. The authors also examined customer distrust as another relational outcome to provide a robust check.

This study uncovers customer cognition of omnichannel integration and examines the influences on customer trust, therefore contributing to our understanding of omnichannel integration's effect from the customer perspective. Findings from this research provide insights for brand managers on deploying channel integration strategies and institutional mechanisms to manage customer trust.

This study examined donor development processes in a faithbased, 501(c)(3) publicly-supported, tax-exempt organizational setting. The conceptual framework is relationship marketing theory as informed from a systems theory alignment perspective. Organization-public relationship (OPR) dynamically predicts donor willingness to contribute unrestricted funds. It is proffered that the discrepancy variable, “values-fit incongruence,” significantly affects this dynamic. This contention is explored by asking the following two questions: (a) does donor-organization values-fit incongruence significantly negatively predict donor willingness to contribute unrestricted funds, and b) is the OPR construct strengthened with the patent inclusion of values-fit incongruence as an interactive moderator variable. Results suggest values-fit incongruence significantly negatively predicts donor willingness to contribute unrestricted funds. The results also suggest the OPR model is not strengthened by patently including the values-fit incongruence variable, as it may already be latently accounted for.

This study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological reactance theory, this study examines the antecedents (symbolic, functional and emotional incongruence) and consequences (online shopping hate) of psychological reactance among online users toward online shopping. Moreover, this study takes trustworthiness as a moderator in the relationship between attitude ambivalence and psychological reactance.

Data were collected from online users.

The results show that symbolic-incongruence and functional-incongruence are responsible for attitude ambivalence, resulting in high psychological reactance. In addition, the study’s findings reveal that psychological reactance is positively linked with online shopping hate. This study extends and contributes to the self-congruence theory and empirically examines the influence of emotional incongruence. The moderating results reveal that trustworthiness moderated the relationship between attitude ambivalence and psychological reactance. The study findings are helpful for marketing managers to develop social commerce strategies.

Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

The study findings are helpful for marketing managers to develop social commerce strategies.

This study explains the underlying mechanism of brand hate through psychological reactance.

The purpose of this paper is to integrate research conducted on work values, political values and cultural values to develop a new heuristic model of values that can be applied to workplace outcomes.

This is a conceptual paper that draws upon the work values, political values and cultural values literatures and the “similarity leads to attraction” and “dissimilarity leads to repulsion” hypotheses to advocate an integrative conceptual model spanning these constructs.

Integrating the three types of values with the underlying hypotheses of “similarity leads to attraction” and “dissimilarity leads to repulsion”, an internally consistent two-factor model of values is developed. This heuristic model argues that one set of factors causes value congruence and its associated outcomes and a different set of factors causes value incongruence and its associated outcomes. By conceptualizing value congruence and value incongruence as a two-factor theory, the idea is advanced that people do not assess value similarity and value dissimilarity unidimensionally, but these are two separate dimensions supported by different theoretical hypotheses and processes.

Previous conceptual work on values has isolated different types of values and considered them separately. A contribution is made by integrating the three main streams of values research. The paper is the first to advocate a two-factor theory to values and the first to incorporate the “similarity leads to attraction” and “dissimilarity leads to repulsion” hypotheses. The model repositions the focus for future research on value congruence and incongruence.

The purpose of this paper is to examine how consumer attitudes are affected by corporate brands that have newly adopted a sustainable brand image. Specifically, this paper examines consumer responses to ad–brand incongruity and tests whether two-sided messages yield greater acceptance of incongruence.

In total, 528 responses were collected via an online experiment using a 3×2 between-subjects factorial design which manipulated three levels of perceived ad–brand congruence (congruent, moderately incongruent and extremely incongruent) and two levels of message sidedness (one- and two-sided).

Results indicate that brand managers have to be careful not to create ad–brand incongruence after adopting new brand values and should avoid two-sided messages during this period.

This paper tests the use of two-sided messages as resolution hints for ad–brand incongruence and furthers the corporate branding literature incorporating sustainability.

Drawing on the person–supervisor fit theory, this study aims to adopts a dyadic and relational approach to investigate the congruence between the leader’s and the follower’s learning goal orientation (LGO) on their leader–member exchange (LMX) quality and the follower’s innovation.

The participants were 213 frontline employees and their 69 immediate supervisors from a large five-star hotel in China. The authors analyze the multiple-wave data using the cross-level polynomial regression approach.

The results show that when the levels of LGO between the leader and the follower are congruent, follower innovation and LMX are higher; when the levels of LGO between the leader and the follower are incongruent, it hinders LMX but benefits follower’s innovation.

This study implies that personality congruence and incongruence can be equally important in creating positive work outcomes, enriching the theoretical understanding and practical implications for promoting LMX and follower innovation in hospitality industry.

Prior research has identified the importance of employees’ LGO in promoting innovation. However, the fit between employees’ and their leaders’ LGO has not been investigated.

While studying the association between leader–member exchange (LMX) quality and employee work outcomes, the existing scholarship has generally focused on employee perspectives of LMX quality. Being more inclusive, this study utilizes role theory to incorporate the dyadic (in)congruence in LMX quality and their effects on ratee feedback seeking behavior.

Data elicited from N = 156 matched rater–ratee dyads comprising engineers working with telecommunication organizations of Pakistan. Purposive sampling was done to ensure that rater–ratee dyads were in continuous contact by their customized employee portals.

Results of polynomial regression analysis revealed that leader–member congruence in their perceptions of LMX quality enhanced member's feedback seeking behavior. Asymmetrical incongruence, i.e. the member perceived higher LMX quality than the leader, is found to predict member's feedback seeking behavior, even higher than both levels of congruence (high- and low-quality LMX).

The scope of this study was members' reactions to performance appraisal. However, other performance appraisal outcomes are plausible such as, leader performance. This study explored the objective incongruence, yet subjective congruence can be more conclusive about the results of the present study.

LMX incongruence is more detrimental to members in high interaction situations. When the member perceives lower quality LMX than the leader, expectations regarding resource exchanges and behaviors are more likely to be unfulfilled for the member. Feedback seeking behavior being a member related outcome is likely to be affected more negatively in such conditions of incongruence. Second, it is likely that when there is a high degree of incongruence among the dyads, LMX congruence may become more critical to the members which in turn may give them a sense of belongingness within the dyad. Third, the relationship between leader–member dyads is affected by the social interactions facilitating the members' opinion sharing.

The study suggests that to fully grasp the implications of LMX theory, we need to consider the viewpoints of both the dyadic members at the same time.

Enterprises must select the best optimal endorser-product fit in order to maximize the limited budget available for endorsements. Previous studies have determined that the influence of athlete endorsers is greater than is that of celebrity endorsers on consumer attitudes toward sport products. However, different endorsers may possess different levels of influence on products. The paper aims to discuss these issues.

This study developed two field experiments to investigate the influence of endorser-product fits on consumer purchase intentions. Participants in Study 1 were 295 individuals (220 male consumers, 75 female consumers, M age=32 yr) in the two Baseball Stadiums in Taiwan. Participants in Study 2 were 317 EMBA students (204 men, 113 women, M age=34 yr) at a certain university in Taiwan.

The results determined no significant moderating effect of celebrity endorser-product fit and purchase intention, whereas athlete endorser-product fit enhanced consumers’ purchase intentions in low product involvement scenarios. In high product involvement scenarios, a moderating relationship between endorser-product fit and purchase intentions was observed. These findings can provide a reference regarding endorsers and product patterns for enterprises to maximize the value of endorsers.

Using the multiple endorser-product patterns, this study provides useful findings in terms of the perceived value of endorser-product and purchase intention. The results of this study can help enterprises to choose the most suitable endorser when they are subject to budget constraints. Detailed descriptions of the expected results and discussion are reported in the text.

Role congruity theory and gender stereotypes research suggests men are expected to engage in agentic behavior and women in communal behavior as leaders, and that role violation results in backlash. However, extant gender and leadership research does not directly measure expectations–behavior incongruence. Further, researchers have only considered one condition of role incongruence – display of counter-role behavior – and have not considered the outcomes of failing to exhibit role-congruent behavior. Additionally, few studies have examined outcomes for male leaders who violate gender role prescriptions. The present study aims to address these shortcomings by conducting a novel empirical test of role congruity theory.

This experimental study used polynomial regression to assess how followers evaluated leaders under conditions of incongruence between follower expectations for men and women leaders’ behavior and leaders’ actual behavior (i.e. exceeded and unmet expectations). Respondents read a fictional scenario describing a new male or female supervisor, rated their expectations for the leader’s agentic and communal behavior, read manipulated vignettes describing the leader’s subsequent behavior, rated their perceptions of these behaviors, and evaluated the leader.

Followers expected higher levels of communal behavior from the female than the male supervisor, but no differences were found in expectations for agentic behavior. Regardless of whether expectations were exceeded or unmet, supervisor gender did not moderate the effects of agentic or communal behavior expectations–perceptions incongruence on leader evaluations in polynomial regression analyses (i.e. male and female supervisors were not evaluated differently when displaying counter-role behavior or failing to display role-congruent behavior).

In addition to providing a novel, direct test of role congruity theory, the study highlighted a double standard in gender role-congruent behavior expectations of men and women leaders. Results failed to support role congruity theory, which has implications for the future of theory in this domain.