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1 – 10 of over 94000Yun Kuei Huang and Wen I. Yang
This paper aims to present an exploratory investigation that was used to understand consumer motives for reading internet book reviews as well as the effects of these reviews on…
Abstract
Purpose
This paper aims to present an exploratory investigation that was used to understand consumer motives for reading internet book reviews as well as the effects of these reviews on purchasing behavior.
Design/methodology/approach
First, focus group interviews of 45 subjects who regularly read internet book reviews and have purchased online books were conducted. Then, content analysis was used to document the rich and diverse experiences and viewpoints of the interview participants.
Findings
This exploratory study uncovered five main motives behind the reading of internet book reviews by consumers and illustrated the effects of these reviews and opinions on consumers' purchasing and communication behavior.
Practical implications
The results of this study can help online booksellers to understand the role played by consumers' motives for reading internet book reviews in the book‐purchasing process, and the resulting influences on purchases. At the same time, the results can serve as a reference in establishing book review management and marketing strategies.
Originality/value
Searching online word‐of‐mouth reviews has become an important link in consumers' purchasing decision making. The present study investigates consumer thoughts on motives for reading internet book reviews and their effects, and puts forward several management suggestions.
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The following is the text of Mr. JOHN BURNS' Bill for securing the purity of articles of food and preventing the misdescription thereof, which was introduced in the House of…
Tammy R. Kinley, Bharath M. Josiam and Fallon Lockett
The purpose of this paper is to determine whether the degree of involvement with shopping for clothing affects the frequency with which GenY consumers seek the opinions of others…
Abstract
Purpose
The purpose of this paper is to determine whether the degree of involvement with shopping for clothing affects the frequency with which GenY consumers seek the opinions of others when making clothing purchases for themselves; the non‐personal sources that influence the frequency of clothing purchase; and certain shopping behaviors.
Design/methodology/approach
Written questionnaires were completed by students at a university in the southwestern region of the USA.
Findings
Most of the participants were determined to be high involvement shoppers who sought opinions of female friends and co‐workers, used most of the non‐personal idea sources, shopped more often, spent more money, and were more comfortable shopping for clothing.
Research limitations/implications
While the participants are representative of the GenY characteristics and a valid sample for this project, the use of a convenience sample may limit the generalizability of the results.
Practical implications
Generation Y consumers who are more involved with shopping for clothing tend to consult a variety of resources prior to purchase, particularly other females and marketing delivered via various media. Retailers and clothing manufacturers should take advantage of visual merchandising opportunities and social networking avenues as well as traditional advertising and promotion outlets.
Originality/value
The research further refines the involvement construct with a group of consumers who are very involved with shopping for clothing. The opinions of other females, magazines, catalogs, television advertisements and programs, music videos, internet advertisements, and celebrities are important in the product selection process.
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Ángel Herrero, Héctor San Martín and José M. Hernández
The purpose of this paper is to advance in research on consumer psychology of hospitality, since it investigates how online search behavior of users (particularly, information…
Abstract
Purpose
The purpose of this paper is to advance in research on consumer psychology of hospitality, since it investigates how online search behavior of users (particularly, information search and choice) is influenced by the opinions of other people in a new context characterized by the generalized use of Web 2.0 applications.
Design/methodology/approach
Empirical research was carried out in the hotel sector in Iberian Peninsula, where two Web 2.0 applications are especially relevant for users: the review Web sites and the hotel interactive Web sites. A qualitative method (in-depth interviews with hotel managers) and a quantitative technique (personal surveys to a sample of 830 users) were used to conduct this research.
Findings
The results indicates that the perceived influence on behavior of the user-generated content on these Web 2.0 applications is determined, in both cases, by the value of the information, the credibility of the sources and the degree of similarity between the user and the creators of content.
Practical implications
Firms should have an active presence in the review Web sites and the hotel interactive Web sites, and use these platforms for market research and communication. Firms should engage users to post content, support their credibility and facilitate the evaluation of the content generators’ similarity.
Originality/value
This paper is the first study in the hospitality literature that develops and empirically tests an integrative model explaining the perceived influence on behavior of user-generated content on Web 2.0 applications.
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Oleg E. Afanasiev and Alexandra V. Afanasieva
This article discusses how the COVID-19 pandemic affects the demand and preferences of tourists in Russia. Tourists are the important part of the tourism industry, the most…
Abstract
Purpose
This article discusses how the COVID-19 pandemic affects the demand and preferences of tourists in Russia. Tourists are the important part of the tourism industry, the most affected by COVID-19, because they are not only limited in moving and free choice of vacation destinations but also experience the economic consequences of the pandemic. However, the industry has already adapted to the current realities of the pandemic period, and tourists largely accept closed borders, mandatory vaccination requirements and PCR tests as an integral part of a modern tourist trip.
Design/Methodology/Approach
In Russia, the tourism industry has received a significant development boost despite the expected crisis consequences. The efforts of the authorities to stimulate domestic tourism and the lack of alternatives for vacations contributed to the fact that in 2020–2021 the domestic tourist flow increased by several times.
Findings
Article is aimed at studying the changes in tourist motivation and preferences of Russian tourists made by ongoing COVID-19 pandemic. However, will Russians still want to travel across their country after the pandemic is over? And what is currently influencing their choice of vacation forms and destinations? The survey revealed changes in the tourists' choice of vacation destinations, preferences in forms of activity and duration of travel, decrease of interest in package tours and rise of individual trips as well as the stable degree of satisfaction with vacations in Russia.
Originality-Value
To answer this question, we examined the results of public opinion survey, carried out by All-Russian Centre for the Public Opinion Study and Association of Russian Tour operators. To confirm these results, we conducted own tourist opinion survey and analysed reviews on popular travel platforms in Russia. Today the tourism industry is in uncertainty and it is impossible to predict its development and tourist motivation in long-term perspective. This makes the study promising for continuation in the long term.
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Asifa Ilyas and Muhammad Kashif Zaman
The high dropout rate among online learning students is a serious issue. Using the theory of planned behavior as a framework, this study investigates what effect attitude, opinion…
Abstract
Purpose
The high dropout rate among online learning students is a serious issue. Using the theory of planned behavior as a framework, this study investigates what effect attitude, opinion of others and perceived ease of online learning technologies leave on Pakistani online students' persistence intentions.
Design/methodology/approach
The sample of this study comprises 320 students enrolled at a distance learning university in Pakistan. Online questionnaires are used to gather data for the study. Correlations and regression analysis are run to figure out the effect of independent variables on the dependent variable of the study.
Findings
The findings of the study show that 51% variance in online students’ persistence intentions can be explained by personal attitude, subjective norms and perceived behavioral control.
Research limitations/implications
The use of a non-random sampling technique along with a cross-sectional design form the major limitations of the study.
Practical implications
The outcome of the study may help online education providers as well as policymakers to design programs and initiatives to improve students’ retention in online study programs.
Originality/value
The study contributed to the extant literature by finding out Pakistani online students’ persistence behavior is affected by their attitude, subjective norms and perceived ease of online learning. The study also found that the opinion of people closely related to students influences their study persistence decisions.
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Charles Margerison and Ralph Lewis
We wish to produce a new way in which managers can look at how they manage themselves and their team. We have called the approach Mapping Managerial Styles because it is possible…
Abstract
We wish to produce a new way in which managers can look at how they manage themselves and their team. We have called the approach Mapping Managerial Styles because it is possible for each person to assess their own approach to work and look at how it compares with other people's. This is particularly important for every manager.
This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus…
Abstract
Purpose
This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of innovativeness, the research tests whether the relative size of the immigrant population in a country might affect the relationship of consumers' cultural orientation and opinion leadership.
Design/methodology/approach
Tests of the theoretical arguments rely on data from three samples of more than 1,000 consumers collected from Russian immigrants to three countries–Israel, Germany and the United States.
Findings
This study offers broad support for the foundational theorizing, in that the findings confirm a mediating role of consumer innovativeness. Cultural orientation relates directly to opinion leadership, though only in two countries with a relatively small (Russian) immigrant population, that is, Germany and the United States. Accordingly, these findings have pertinent theoretical and practical implications.
Originality/value
Little research centers on opinion leaders among immigrant consumer segments or details the antecedents of opinion leadership relative to ethnic and immigrant consumer segments. This study contributes to marketing theory and practice by investigating immigrants from Russia who have migrated to Israel, Germany or the United States and by elucidating whether and to what extent their heritage versus host culture orientations exert indirect (via innovativeness) or direct impacts on their opinion leadership, expressed toward heritage and host culture peers.
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Social media users can now create, exchange, modify and consume socially generated experiences which can enhance social influence toward mobile banking (MB). This study aims to…
Abstract
Purpose
Social media users can now create, exchange, modify and consume socially generated experiences which can enhance social influence toward mobile banking (MB). This study aims to provide understanding of how social actor interactions through social networking platforms (SNPs) can create social influence for MB adoption and present a research framework that can help to understand which social actors have higher social influence toward MB adoption in conventional and Islamic banks.
Design/methodology/approach
SNP users have different levels of perceptions and experiences about the usability and credibility of MB. Therefore, their experiences are subjective realties which can generate socially constructed knowledge. To understand these subjective realties, a social constructivist approach is adopted. Data were collected from interviews with 60 individuals from diverse occupational backgrounds.
Findings
Identification element of social influence explained that the shared reviews and recommendations of opinion leaders, industry experts, celebrities and friends were highly positive for conventional banks; therefore, there is high word-of-mouth for MB of conventional banks. Internalization of social influence highlighted that people are more likely to accept the wisdom of the crowd and close friends, which can generate their engagement and connection with MB. Finally, the compliance factor of social influence explained that people can only adopt MB when they perceive high usability and credibility.
Research limitations/implications
This study has provided understanding to the marketers of how social actors on SNPs can play a role in the creation, exchange, modification and consumption of socially generated influence that can impact the MB adoption intention for conventional and Islamic banks.
Originality/value
Although many theories and models have been presented about the marketing strategies and antecedents of MB adoption, the extensive use of SNPs has changed marketing strategies. For example, this study has found that social media users are highly influenced by the social reviews and recommendations they receive from their close friends. Therefore, socially generated influence on SNPs can create an adoption intention toward MB.
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