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Article
Publication date: 19 August 2020

Rocío Carranza, Estrella Díaz, David Martín-Consuegra and Pilar Fernández-Ferrín

The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion…

Abstract

Purpose

The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion strategies focused on customer attraction and retention. In this sense, mobile coupon usage has increased as a promotion tool, especially in the fast-food sector. However, the use by consumers of these coupons is not homogeneous and it is conditioned by prior experience. Thus, this study aimed to examine variations between Fast Food Restaurant (FFR) customers based on their prior experiences with the use of mobile coupon (expert vs novice users).

Design/methodology/approach

A sample of 400 fast-food customers was collected using a structured questionnaire. In order to compare the proposed relationships between expert and novice users, a multigroup approach was applied through new, recently proposed evaluation procedures designed for PLS–SEM.

Findings

The results show that the two groups of consumers (expert vs novice users) have notable differences regarding the relationship between perceived ease of use and perceived usefulness. This relationship was the strongest in both groups. However, there are no differences found in other aspects considered as antecedents to mobile coupons usage, for instance, usage intention and attitude.

Practical implications

This work emphasises the importance of considering differences based on experience between mobile coupon users. Ease of use, perceived consumer utility and increased mobile coupons in apps can be the key to driving effective business strategies based on promotional tactics by FFRs. Likewise, this study can help other researchers in their empirical applications of PLS–SEM analysis.

Originality/value

This study is the first to provide an in-depth analysis of differences based on users' experience with mobile coupons at FFRs. It is innovative in its introduction of the consumer's coupon proneness variable.

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Article
Publication date: 13 May 2019

Seongsoo Jang and Yi Liu

As mobile augmented reality (AR) games enter the maturity stage, understanding how to improve players’ continuance use intention with mobile AR games is critical. Drawing…

Abstract

Purpose

As mobile augmented reality (AR) games enter the maturity stage, understanding how to improve players’ continuance use intention with mobile AR games is critical. Drawing upon the uses and gratifications (U&G) theory, the purpose of this paper is to investigate the effects of four major gratifications – content, process, social and technology – and other factors on continuance intention to play mobile AR games.

Design/methodology/approach

Data collected from 280 Pokémon Go players were used to address research questions. Partial least squares method was employed to assess the relationships in the model and multigroup analysis was conducted based on survey participants’ demographics and their gaming experience.

Findings

Content gratification (i.e. catching Pokémon), process gratification (i.e. entertainment), game knowledge and achievement drive players’ continuance use intention. However, social and technology gratifications do not influence players’ continuance use intention. Multigroup analysis suggests that mobile AR game developers should capitalize on the fact that different types of gratifications prompt continuance use intention of different user segments in terms of demographics and experience in general mobile games and Pokémon Go.

Originality/value

The user behavior of mobile AR games has been studied at the early stage of the games, with less attention to variable continuance use intentions across different user segments. This paper attempts to fill the gap by extending the U&G theory to continuance use intention of mobile AR games at the maturity stage and further investigating the importance of player heterogeneity in continuance use intention with mobile AR games. The findings of this study contribute to the literature on U&G, continuance use intention and mobile AR games.

Details

Information Technology & People, vol. 33 no. 1
Type: Research Article
ISSN: 0959-3845

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Book part
Publication date: 14 December 2018

Abstract

Details

Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

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Abstract

Details

Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

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Article
Publication date: 7 April 2020

Fabio Cassia

Recently, many firms have reshored manufacturing activities back to their home countries to increase customer perceptions of product quality. However, there is no evidence…

Abstract

Purpose

Recently, many firms have reshored manufacturing activities back to their home countries to increase customer perceptions of product quality. However, there is no evidence that relocating production to the home country improves customer-perceived quality. This study intends to address this gap by assessing the variations between pre- and post-reshoring product quality, as perceived by domestic customers.

Design/methodology/approach

Data were collected through a questionnaire, which used the case of an Italian fashion brand that had reshored its manufacturing from Romania to Italy as the stimulus. Two analyses of the collected data (n = 399) were conducted, applying both 2 × 2 × 2 factorial design and partial least squares–structural equation modelling (PLS–SEM) multigroup analysis.

Findings

Reshoring increased the level of perceived product quality only for customers that both were aware of the firm's past offshoring decision and had high levels of affective ethnocentrism. For all other customers, no significant variations between pre- and post-reshoring product quality were observed.

Research limitations/implications

This study challenges previous findings, revealing that only a minor share of customers perceived products to be of higher quality after reshoring.

Practical implications

Increasing customer-perceived quality may not be a sufficient motivation to select the reshoring strategy. In addition, when announcing reshoring strategies, producers should appeal to customers' emotions and not use rational arguments about objective product quality.

Originality/value

This is the first study to assess variations between pre- and post-reshoring customer-perceived quality and to identify factors that explain such variations.

Details

The TQM Journal, vol. 32 no. 6
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 4 March 2014

Joe F. Hair Jr, Marko Sarstedt, Lucas Hopkins and Volker G. Kuppelwieser

The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and provide…

Abstract

Purpose

The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and provide an overview of recent research on the method across various fields.

Design/methodology/approach

In this review article, the authors merge literatures from the marketing, management, and management information systems fields to present the state-of-the art of PLS-SEM research. Furthermore, the authors meta-analyze recent review studies to shed light on popular reasons for PLS-SEM usage.

Findings

PLS-SEM has experienced increasing dissemination in a variety of fields in recent years with nonnormal data, small sample sizes and the use of formative indicators being the most prominent reasons for its application. Recent methodological research has extended PLS-SEM's methodological toolbox to accommodate more complex model structures or handle data inadequacies such as heterogeneity.

Research limitations/implications

While research on the PLS-SEM method has gained momentum during the last decade, there are ample research opportunities on subjects such as mediation or multigroup analysis, which warrant further attention.

Originality/value

This article provides an introduction to PLS-SEM for researchers that have not yet been exposed to the method. The article is the first to meta-analyze reasons for PLS-SEM usage across the marketing, management, and management information systems fields. The cross-disciplinary review of recent research on the PLS-SEM method also makes this article useful for researchers interested in advanced concepts.

Details

European Business Review, vol. 26 no. 2
Type: Research Article
ISSN: 0955-534X

Keywords

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Article
Publication date: 8 June 2020

Rebecca J. Collie, Helena Granziera and Andrew J. Martin

The aim of this study was to examine the extent to which several workplace factors are implicated in school principals' well-being. Two job resources (i.e. participatory…

Abstract

Purpose

The aim of this study was to examine the extent to which several workplace factors are implicated in school principals' well-being. Two job resources (i.e. participatory climate and collegial climate) and two job demands (i.e. barriers to professional learning and staff shortages) were investigated, along with two well-being outcomes (i.e. job satisfaction and occupational commitment). Interaction effects between the job resource and job demand variables were also tested.

Design/methodology/approach

Data were from 5,951 principals in 22 Organization for Economic Co-operation and Development (OECD) countries that participated in the Teaching and Learning International Survey (TALIS) 2013. Path analysis of direct and interaction effects was tested, along with multigroup path analysis to determine any differences in results across nations.

Findings

The results showed that staff shortages and collegial climate predicted job satisfaction. All of the job resources and demands predicted occupational commitment. In addition, one interaction effect was significant showing that a participatory climate was especially important for occupational commitment under conditions of high staff shortages. The findings were similar across the 22 countries.

Originality/value

The study yields important knowledge about the cross-national salience of four job resources and demands that are associated with principals' well-being at work.

Details

Journal of Educational Administration, vol. 58 no. 4
Type: Research Article
ISSN: 0957-8234

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Article
Publication date: 4 November 2020

Ran Huang and Sejin Ha

Drawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive…

Abstract

Purpose

Drawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive processing of visually appealing digital content in social media (i.e. Instagram) of retail brands.

Design/methodology/approach

Data were gathered using a web-based survey method with consumers residing in the USA (N = 328). Structural equation modelling (SEM) was employed to investigate the proposed hypotheses. In addition, measurement invariance and multigroup analyses were conducted to test the moderation effect of need for cognition (NFC).

Findings

The results supported the pivotal role of mental imagery when consumers process visual messages in the context of a retail brand's Instagram. Both comprehension fluency and imagery fluency positively influence mental imagery, which in turn cultivates positive attitude towards the brand. The mediating role of mental imagery is confirmed. Furthermore, individuals' NFC interacts with imagery fluency but not with comprehension fluency such that high NFC strengthens the effect of imagery fluency on mental imagery. That is, when high-NFC consumers process information on Instagram, their perceptions of ease of generating imagery likely evoke visual representation of the brand's messages on Instagram in their minds.

Practical implications

This research provides feasible ways for brands to increase the effectiveness of digital marketing communications in social media (e.g. optimising of the contextual features of visual information and employing interactive features such as filters of social media to enhance processing fluency).

Originality/value

Within the context of digital retailing, this study provides a new perspective of consumers' imagery processing to investigate the effectiveness of visual-focussed messages.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 18 September 2009

Enrique Bigné‐Alcañiz, Rafael Currás‐Pérez and Isabel Sánchez‐García

The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM)…

Abstract

Purpose

The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.

Design/methodology/approach

This is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.

Findings

Findings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.

Research limitations/implications

Real brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.

Practical implications

The findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.

Originality/value

This study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.

Details

Journal of Product & Brand Management, vol. 18 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 28 January 2011

Sonia San Martín, Carmen Camarero and Rebeca San José

This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention…

Abstract

Purpose

This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model.

Design/methodology/approach

Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed.

Findings

Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan.

Practical implications

Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individuals to repeat purchase.

Originality/value

It is one of the few studies that analyse the relations between dimensions of online risk and their differential impact on repeat purchase intention. A dual impact of risk is proposed: negative and positive effects of the risk in the channel on repeat purchase intention. Moreover, this is a cross‐national study, following the postulates of ELM.

Details

Internet Research, vol. 21 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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