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Research on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.

In this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.

The SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.

There may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.

This research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Research on consumer innovativeness has been studied in the field of marketing during the past decade, in that it has become critical to firms and businesses introducing new products. Yet as the literature concerning innovativeness in the hospitality sector is extremely limited, the purpose of this study is to better conceptualize and understand innovativeness in the hospitality sector (e.g., hotel, restaurant & bar, food & beverage, and occupational training). Using a qualitative method, personal interviews have been collected in this study from local hospitality managers and data are analyzed by constant comparative analysis. Eight themes emerge from the interview data: (1) novelty seeking, (2) eagerness, (3) vigilance, (4) openness, (5) venturesome, (6) hedonism, (7) value seeking, and (8) social distinctiveness. These intrinsic characteristics capture the concept of innovativeness in a broader range within different perspectives. The resultant data could therefore be utilized in future research to evaluate the level of awareness and use of perceived innovativeness in consumer behavior research and business marketing.

The main purpose of the present paper is to identify the differences in the antecedents of holiday destinations revisit intentions in the short and long run. Specifically, this work analyzes the influence of specific variety seeking, perceived value, destination image, satisfaction, switching costs and past switching behavior.

This is a quantitative study and the authors collected data personal interviews at households using the random route sampling technique. The sample comprises 400 tourists who have been on holiday at least once in the last two years, excluding lodging in relatives' and friends' houses or their own secondary residence. The data is analyzed through structural equation modeling.

The results show that there are relevant differences in the antecedents of holiday destination revisit intentions in the short and long term. The main determinants of the intention to return to the destination for the next holiday are past switching behavior, switching costs and specific variety seeking, whereas the assessment of the destination (image and satisfaction) does not have a significant effect. However, in the long term, satisfaction becomes the most relevant antecedent of intentions to return, specific variety seeking maintains its influence, and past switching behavior and switching costs become irrelevant.

The findings have relevant implications for destination managers in helping them to understand the temporal pattern of tourist revisit intentions and the main antecedents.

The main contribution of this paper is twofold. Firstly, researchers have rarely considered the temporal dimension when analyzing the antecedents of revisit intention, despite the usefulness of this approach to improve the understanding of tourists' return intentions. Secondly, the research is focused on specific variety seeking – that is, the propensity to seek variety in a concrete product category; rather than general variety seeking that is the usual approach.

The purpose of this study is to identify diners ' fundamental reasons for seeking variety in their choice of a restaurant and to understand their variety-seeking intentions from the perspective of personality characteristics.

An online survey was conducted using a self-administered questionnaire and 309 usable responses were collected. To test the hypothesized relationships, structural equation modeling (SEM) was performed. A multiple group analysis was also conducted to test the moderating effects of personality characteristics.

The results suggested that diners ' desired values are more critical than prior dining experiences in determining variety seeking intentions. Further, satisfaction and desired hedonic/utilitarian values differently affect variety seeking intentions across high and low allocentric personality groups.

Regarding personality types, satisfaction and desired values were found to have a significant impact on variety seeking intentions in the high allocentric group, but not the low allocentric group. This suggests that the restaurant industry could develop effective marketing strategies by considering their target customers ' personality characteristics.

This study is unique in that it identified customers ' fundamental reasons for seeking variety in consumption situations, particularly in terms of restaurant choice. This study also considered individuals ' personality characteristics associated with optimal stimulation level in order to understand why consumers seek variety.

As catalog proliferation continues, understanding consumer characteristics and motivations that lead consumers to examine catalogs is becoming increasingly important. This research presents the results of a preliminary investigation that extends the traditional analysis of in‐home shoppers through an examination of vicarious exploration with a catalog. A previous vicarious exploration measure is adapted and initial results suggest that vicarious exploration with catalogs is multidimensional, including daydreaming, information seeking, and interpersonal communication dimensions. Individual consumer characteristics (i.e. curiosity, need for stimulation, and perceived novelty) associated with vicarious exploration are examined. The findings reveal the importance of creating novel catalogs to encourage vicarious exploration.

Smart devices like fully automated smart refrigerators can simplify customers' shopping processes. However, despite the advantages, such as saving time and effort, these devices are rarely used in private households. Therefore, this study aims to investigate the influence of various aspects on the usage intention of automated purchase processes and how these can be established in the long term.

For examining the given topic, an online experiment was conducted in which the experimental factors automation (not given vs given) and product type (utilitarian vs hedonic) were systematically manipulated.

The findings show a decreasing usage intention for automated shopping processes and no significant results for the utilitarian and hedonic product types. In addition, trust and behavioural control mediate the effect of automation on usage intention, and this effect is further moderated by inherent novelty seeking.

The study investigates the usage intention of automated buying processes in a business-to-consumer retail context and highlights the importance of trust and behavioural control. Retailers offering automated buying processes should further focus on customers that seek novelty. In general, this study offers new insights into establishing automated buying processes in the long term.

This study examines the development of materialistic values from a historical generation perspective. On a macro level, we examine critical societal events such as the Cultural Revolution and the globalization that may affect the materialistic values embraced by parents and adolescents in China. On a micro level, we delineate the impacts of financial resources and media exposure on individuals’ materialism. Based on the historical generation theory, we hypothesize differing levels of materialism, and differential mechanisms of materialistic development for the two generations. The hypotheses are tested on the survey data of 2,860 adolescents (age 15‐19) and 11,920 adults (age 40‐49, the parent generation). The results show that adolescents are more materialistic than the parent generation in terms of acquisition centrality, novelty‐seeking, and susceptibility to social influence. The results also show that media exposure exerts a strong influence on adolescents’ materialism while income does not register any significant effects. The effects are sharply reversed for the parent generation, with income as the key determinant and media exposure having no impact. The article closes with managerial and research implications.

To analyze Chinese consumers in purchasing pirated software; to establish and empirically validate a model for analyzing consumers in software piracy; and to help software companies understand the software piracy issue in China and design anti‐piracy strategies.

A research model was established by extending a model used by Ang et al. in studying Singaporeans' purchasing pirated CD. A survey was conducted. Hypotheses were tested through stepwise regressions. An exploratory factor analysis was carried out to analyze Chinese consumers' attitude toward software piracy.

Four personal and social factors were found important in influencing Chinese consumers' attitude toward software piracy, including value consciousness, normality susceptibility, novelty seeking, and collectivism. Five attitude measures, which were important in influencing consumer purchase intention, were identified as reliability of pirated software, recognized social benefits of piracy, functionality of pirated software, risks of purchasing, and perceived legality of purchasing. An exploratory study identified three attitude attributes.

As student samples were used, caution needs to be exercised when generalizing findings from this study. Regressions were used to test construct relationships in the model, and the model was not tested as a whole.

This research provides an in‐depth understanding on Chinese consumers, and the research findings are useful in designing anti‐piracy strategies in China.

This research is one of the first to examine the Chinese market, which is a focus of piracy problems for the software industries. This research contributes to theory development in developing and testing a model and important constructs, and to industrial practice in providing understanding on Chinese consumers to help design anti‐piracy strategies.

The purpose of this paper is to examine the individual and joint effects of collative design factors, complexity and novelty, on aesthetic response to apparel products; and whether the influence of these factors is moderated by consumers’ centrality of visual product aesthetics (CVPA).

A mixed factorial experimental design, using women’s tops with design complexity and novelty (high vs low) manipulated orthogonally, was conducted among 260 female participants to test the model and its corresponding hypotheses.

Consumers’ aesthetic response was more positive for high than low complexity and novelty apparel designs. Further, when viewed in combination, high complexity + low novelty and low complexity + high novelty apparel designs were favored over high complexity + high novelty and low complexity + low novelty apparel designs, respectively. High CVPA consumers were more distinguishing than low CVPA consumers with respect to novelty in apparel designs.

This study suggests that firms need to be aware that complexity and novelty are crucial for consumers when judging apparel designs.

This study fills an important knowledge gap in the aesthetics literature by drawing on the processing fluency theory and Wundt curve and considering the joint effect of novelty and complexity, both critical determinants of a product’s marketplace success.

The purpose of this paper is to propose the mechanism of festival attachment and examine how it serves as a significant predictor of place attachment and place loyalty.

Through on-site survey with convenience sampling, 465 visitors were surveyed at the Pingxi Sky Lantern Festival, which is one of the most famous Taiwanese festivals. Structural equation modeling is used to examine the proposed research model.

Empirical results of this study reveal that “hedonism” is the most important antecedent for improving festival attachment, followed by novelty seeking, attractions and cultural exploration. Festival attachment exerts positive effects on place attachment, which then increases place loyalty. Moreover, place attachment partially mediates the relationship between festival attachment and place loyalty.

By hosting festivals, festival managers can induce festival attachment in visitors and then transfer the attachment with festivals into the host place. The findings of this study demonstrate the major role of festivals in promoting local tourism.