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Article
Publication date: 25 May 2018

Jiyeon Kim, Joohyung Park and Paige L. Glovinsky

The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward…

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6464

Abstract

Purpose

The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward fast-fashion retailers across high vs low fashion-conscious consumers.

Design/methodology/approach

Both qualitative and quantitative methods were used to gain understandings of the impacts of customer involvement. To explore customers’ general perceptions of fast-fashion retailers, a focus group interview with 11 US students was conducted. Data for a hypothesis test were obtained from 306 US female consumers and analyzed through structural equational modeling.

Findings

The findings underscored the relational benefits of involving customers in product development and the substantial moderating impact of female customers’ fashion consciousness.

Practical implications

The study’s findings support that the customer-brand relationship can be solidified by proactively involving customers in product development. This is beyond benefits derived from leveraging customers’ operant resources in product innovation. Thus, apparel retailers should take such interactive opportunities to build relationships with customers. Also, involving customers in product development can be a critical way for fast-fashion retailers to establish an emotional bond with and loyalty from consumers with a low level of fashion consciousness. Thus, any digital opinion platform designed to foster customer involvement should be managed with the customer-brand relationship in mind.

Originality/value

This study contributes to the emerging body of literature on customer involvement in product development in fast-paced retailing by elucidating the psychological process through which their participation strengthens the customer-brand relationship manifested in emotional, evaluative, and behavioral responses to the brand, and by identifying a consumer attribute that fortifies this process.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 10 September 2017

Mark Scott Rosenbaum, Germán Contreras Ramírez, Karen Edwards, Jiyeon Kim, Jeffery M. Campbell and Marianne C. Bickle

This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next…

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1402

Abstract

Purpose

This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers.

Design/methodology/approach

The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers.

Findings

The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity.

Research limitations/implications

Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment.

Social implications

Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches.

Originality/value

The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 16 March 2010

Jiyeon Kim and Sandra Forsythe

The purpose of this paper is to investigate the factors affecting the adoption of product virtualization technology (PVT) for online shopping small consumer electronics by…

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5652

Abstract

Purpose

The purpose of this paper is to investigate the factors affecting the adoption of product virtualization technology (PVT) for online shopping small consumer electronics by applying a modified electronic technology acceptance model (e‐TAM) and tested model invariance male/female shoppers in the overall adoption process.

Design/methodology/approach

Online surveys are completed by a US national panel of online shoppers. The data are analyzed using single‐ and multiple‐group structural equation modelling.

Findings

The results provide empirical support for e‐TAM in the context of PVT acceptance for online small consumer electronics shopping. In addition, two external constructs – technology anxiety (TA) and innovativeness (INN) – show significant influences on the beliefs (perceived usefulness, ease‐of‐use and entertainment value). There is no significant gender difference in the overall adoption process of PVT.

Research limitations/implications

More specific consumer characteristics such as time‐consciousness, opinion leadership or age differences under different categories may be useful to investigate.

Practical implications

PVT may provide a valuable tool that online retailers can use to enhance their consumers' purchase behaviour, either by reducing the perceived risk through better online product evaluation or by enhancing consumers' enjoyment of the shopping process on their web site by increasing the number of unique and repeat traffic visitors to the site and ultimately establish an online competitive advantage.

Originality/value

Inclusion of TA and INN in e‐TAM for PVT acceptance and the equivalence test of the hypothesized model across gender make the research unique, adding to the explanatory and predictive power of the e‐TAM.

Details

International Journal of Retail & Distribution Management, vol. 38 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 22 May 2007

Jiyeon Kim and Sandra Forsythe

The purpose of this study is to investigate whether online apparel shoppers' adoption of product virtualization technologies is facilitated more by hedonic motivations…

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6436

Abstract

Purpose

The purpose of this study is to investigate whether online apparel shoppers' adoption of product virtualization technologies is facilitated more by hedonic motivations than functional motivations due to the hedonic nature of the product virtualization technologies.

Design/methodology/approach

In addition to the focus group interview, two separate online surveys with links to a stimulus web site containing one of the two product virtualization technologies was conducted to a national online shopper sample. The data were analyzed using structural equation modeling by comparing the structural coefficients of hedonic and functional motivations on the attitude toward using the product virtualization technologies. The linear combination of functional and hedonic roles of each technology was examined using discriminant function analysis to see if the results were consistent.

Findings

The results showed that the hedonic motivation had a stronger positive relationship than functional motivations with the attitude toward using product virtualization technologies. The empirical findings of this study confirm our proposition that perceived entertainment value is a stronger determinant of attitude toward using product virtualization technologies than perceived usefulness.

Originality/value

The findings of the paper support the idea that the direction of technology acceptance model related research should be drawn by the (functional or hedonic) purpose of the technology/system. Based on the current findings, it seems likely that the predictive importance of the hedonic or functional benefits on attitude toward using a particular technology/system will depend, to a large extent, on the primary purpose of the system/technology.

Details

International Journal of Retail & Distribution Management, vol. 35 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 18 September 2009

Jiyeon Kim and Sandra Forsythe

The purpose of this study is to investigate online shoppers' adoption of visual sensory enabling technologies, showing that these sensory experience enablers provide a…

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7345

Abstract

Purpose

The purpose of this study is to investigate online shoppers' adoption of visual sensory enabling technologies, showing that these sensory experience enablers provide a dual role in enhancing online apparel shopping by reducing perceived product risk, and increasing the entertainment value of the online shopping process.

Design/methodology/approach

The researchers conducted a focus group interview and pre‐test with a college student sample and a main test with a US national sample of online shoppers. The data were analyzed using single‐ and multiple‐group structural equation modeling.

Findings

The findings provide empirical support for perceived usefulness and perceived entertainment value as strong predictors of consumers' attitudes towards using all three of the sensory enabling technologies (SETs) – 2D larger view and alternative views, 3D rotation views, and virtual try‐on. The impact of perceived ease‐of‐use was significant only for 3D rotation views, suggesting that the impact of perceived ease‐of‐use differs by technology. Attitudes towards using sensory enabling technologies had a significant impact on the actual use of all three SETs; however, the impact of technology anxiety and innovativeness on the use of SETs also differed by technology.

Originality/value

The results provide empirical validation of the proposed SE‐TAM model. Based on the current findings, SETs may provide a valuable tool that online apparel retailers can use to increase online purchases, either by reducing the perceived risk through better online product evaluation, or by enhancing consumers' enjoyment of the shopping process on their web site.

Details

European Journal of Marketing, vol. 43 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 22 May 2007

Dr Charles Dennis and Dr Tamira King

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561

Abstract

Details

International Journal of Retail & Distribution Management, vol. 35 no. 6
Type: Research Article
ISSN: 0959-0552

Content available
Article
Publication date: 16 March 2010

Professor Neil Towers

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377

Abstract

Details

International Journal of Retail & Distribution Management, vol. 38 no. 3
Type: Research Article
ISSN: 0959-0552

Content available
Article
Publication date: 10 September 2017

Debra Zahay

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263

Abstract

Details

Journal of Research in Interactive Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 22 June 2021

Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo and Tran Ha Minh Quan

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering…

Abstract

Purpose

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the context-specific nature of emotions, the existing crisis emotions were further validated in a product consumption situation. Drawing on the theories of attribution and social sharing, a conceptual model, positing that crisis-specific emotions [attribution-independent, external-attribution-dependent (EAD) and internal-attribution-dependent (IAD) emotions] influenced negative WOM through behavioural intention, was constructed and empirically tested.

Design/methodology/approach

Data was collected from 240 Vietnamese consumers by using a scenario-based survey related to a fictional milk crisis.

Findings

The study findings showed that all but one crisis emotion had negative effects on both WOM and loyalty intention. Of these emotions, EAD and IAD were the strongest predictors of negative WOM and behavioural intention, respectively. It was also found that all crisis emotions significantly affected negative WOM through behavioural intention.

Originality/value

Although some efforts have been made to identify crisis emotions, the validity of the existing scales have not been affirmed in other crises related to product consumption situations. The results of the present study, thus, made contributions by enhancing an understanding of crisis emotions and their impacts on consumer loyalty intention and WOM communications.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 19 June 2019

Jiyeon Jeon, Myongjee Yoo and Natasa Christodoulidou

The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of…

Abstract

Purpose

The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of Wi-Fi service on three different types of restaurants (coffee shops, fast-food restaurants and casual dining restaurants). Furthermore, this study examines the similarities and differences that exist cross-culturally between Americans and Koreans.

Design/methodology/approach

A total number of 480 questionnaires were collected to empirically test the study model. A factor analysis that used a principal components analysis with varimax rotation was performed to condense the loyalty items into a few underlying constructs, and the Cronbach’s alpha was checked to test for reliability. A multiple regression analysis and t-test were performed to test the study hypotheses.

Findings

The results show that Wi-Fi service has a significant impact on millennials’ loyalty behavior on all three types of restaurants in this study. However, the differences between Americans and Koreans on how they perceive the Wi-Fi services turned out to be significant only for coffee shops.

Research limitations/implications

The authors used a non-probability convenience sampling method for data collection. The findings cannot be generalized to other types of restaurants, such as fine dining and luxury restaurants. Although the results indicate a positive relation between Wi-Fi usage and a customer’s loyalty, loyalty is a multifaceted concept where a variety of factors, such as frequency or convenience can have an impact.

Practical implications

The findings should encourage marketers in the restaurant industry to use Wi-Fi as a value-added service for their customers.

Originality/value

There are limited studies on how significant Wi-Fi service is for the hospitality industry, and in particular, for restaurants. This study builds on the scholarship of Cobanoglu et al. (2012) on the value of the customer loyalty by providing new insights into customers’ views on Wi-Fi service in the restaurant industry.

论Wi-Fi服务对millennials饭店顾客的影响

摘要

研究目的 –本论文旨在探索Wi-Fi服务如何影响Millennial顾客的饭店忠诚度。此外, 本论文还研究了三种不同类型饭店的Wi-Fi服务(咖啡店、快餐店、以及休闲美食饭店Casual Dining)。本论文还比较美国人和韩国人在饮食跨文化上面的相似与差异。

研究设计/方法/途径

研究样本为480份实际消费问卷。本论文采用因子分析法中的主成分分析和最大方差旋转方式来缩减忠诚度量表题项。本论文采用Cronbach’s alpha来检测量表可靠性, 采用多元回归分析和t-test来验证研究假设。

研究结果

研究结果表明Wi-Fi服务对Millennial顾客忠诚行为在三种类型饭店中都具有显著影响。然而, 美国顾客和韩国顾客对Wi-Fi服务的差异只有在咖啡店方面有显著不同。

研究原创性/价值

酒店行业中关于Wi-Fi服务影响的文章少之又少。本论文建立在Cobanoglu et al. (2012)研究基础上, 进一步对顾客忠诚度价值进行分析, 为饭店业Wi-Fi服务的顾客见解方面研究做出突出贡献。

关键词

跨文化 顾客忠诚度 饭店业 Millennials Wi-Fi

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

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