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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.

What causes consumer satisfaction or dissatisfaction with a product? Two psychological theories are provided as an explanation of the amount of perceived satisfaction. By categorizing consumers on the basis of their “activation level,” the marketer can affect the amount of resulting satisfaction. Doing this may require adjusting pricing, promotional, and distribution policies to suit the categories of “high sensation seekers” and “low sensation seekers.” Marketers of services, among others, may find this consumer categorization process useful in developing made‐to‐measure offerings. Operators of shopping malls, hotels, travel agencies, car rental agencies, financial services, restaurants, and bars are naturals for the successful application of this concept.

The purpose of this paper is to examine the dual effect of sensory experiences on customer behaviour in the context of retailing. Based on the theoretical framework of the optimal stimulation level theory, the authors propose that sensory experiences reinforce satisfaction, engagement and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty.

A self-administrated online questionnaire was distributed via e-mail to 1,000 households in a Spanish town, and 325 usable responses of supermarket customers were collected. The hypothesised relationships were tested using the partial least squares approach. The analysis is extended with an experiment in online fashion stores that explores whether a varied sensory experience reinforces consumers’ diversive exploration. In total, 68 students participated in the study. Hierarchical regression analysis is performed to analyse the results of the experiment.

Findings support the notion that a pleasant sensory experience increases customer satisfaction and therefore their engagement and behavioural loyalty (exclusivity) towards the retailer whilst also generating more ambitious consumer expectations vis-à-vis the shopping experience and thus encouraging them to search for new retailers and, so, to be less loyal.

This research warns of the risk of increasing customer’s expectations and reducing their loyalty; hence satisfaction is not enough. Retailers should consider offering new experiences and surprise customers every so often, attempting to curtail the effect of satiation or the effect of over-arousal.

The novelty of this study is the proposal of a twofold effect of sensory experience on loyalty, a positive effect, through satisfaction, and a negative effect, through the search for new experiences.

Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally new products (INPs) or really new products (RNPs).

Content analysis was conducted to identify the forms and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF, customer response and product newness.

This study has three main findings: (1) regardless of whether the new product is INP or RNP, there is an inverted U-shaped relationship between NPAF and consumer responses; (2) the inflection point of NPAF (INP) is greater than the inflection point of NPAF (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP.

This study sheds light on the effectiveness of attribute framing in new product advertising. Compared to previous research on attribute framing of advertising, this study is based on a realistic scenario in which multiple attributes are framed within a given advertisement copy. Furthermore, secondary data were used to test the impact of NPAF on consumer responses and further explore the effects of product newness.

The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.

A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.

Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.

A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.

The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.

The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.

Customers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness (FI) (domain-specific innovativeness) and duration of stay on fitness customers’ revisit frequency.

This is a quantitative study. The purposive sampling survey method was used to obtain samples from the Taipei Nangang Fitness Center. Data were analyzed by moderated regression analysis.

The empirical results from 192 valid questionnaires that were obtained for data analysis revealed that FI has a positive impact on revisit frequency, and this impact is further increased if an individual is inclined to exercise and to stay longer at the fitness center.

A matrix of fitness innovator segments was developed to illustrate the research and managerial implications.

The purpose of this study is to analyze the influence of booking website (hotel or third-party) characteristics and hotel star-rating classification, as signals of quality, on travelers’ relationships with hotels or hotel chains, taking into account the moderating effect of travelers’ tendencies to seek variety.

To test the hypothesized relationships, structural equation modeling was performed. A multi-group analysis was also conducted to test the moderating effect of travelers’ variety seeking.

Both booking website quality and star rating improve customer satisfaction with specific experiences at hotels and behavioral intentions toward hotels. The results also show that travelers’ variety-seeking levels (low/high) exert a moderating effect on their overall relationships with hotels, and quality signals are more relevant for those who are less inclined to seek variety in their travel experiences.

This paper analyzes the importance of quality signals on travelers’ relationships with hotels in an electronic shopping environment. Furthermore, the influence of travelers’ variety-seeking in the hotel sector in particular is studied. For hotel managers, a better knowledge of this personality trait can help to apply successful segmentation strategies.

Este estudio analiza la influencia de las características del sitio web de reserva -web propia del hotel o de un tercero- y del número de estrellas del hotel, como señales de calidad, en la relación del cliente con el hotel o cadena, teniendo en cuenta el efecto moderador de la tendencia del viajero a buscar variedad.

Para probar las hipótesis, se llevó a cabo un modelo de ecuaciones estructurales (SEM). También se realizó un análisis multi-grupo para probar el efecto moderador de la búsqueda de variedad del viajero.

Tanto la calidad del sitio web de reserva como las estrellas favorecen la satisfacción del cliente con la experiencia concreta en el hotel y, finalmente, las intenciones de comportamiento hacia el hotel. Además, el análisis muestra que el nivel de búsqueda de variedad del viajero (bajo/alto) ejerce un efecto moderador en su relación global con el hotel y que las señales parecen ser más relevantes para los individuos con menor tendencia a buscar variedad en sus experiencias de viaje.

Este trabajo analiza la importancia de las señales de calidad en la relación de los viajeros con los hoteles en un entorno de compra electrónica. Además, se estudia la influencia de la búsqueda de variedad de los viajeros en el sector hotelero en particular. Un mejor conocimiento de este rasgo de la personalidad puede ayudar a los gerentes de hotel a aplicar estrategias de segmentación exitosas.

摘要

本研究的目的是分析作为品质判断因素的预订网站(酒店或第三方)特征和酒店星级评分分类对游客与酒店或连锁酒店关系的影响，并考虑游客寻求多样性倾向的调节作用。

为了检验假设的关系，我们进行了结构方程建模。本研究还采用多组分析的方法来检验旅客的多样性寻求的调节作用。

预订网站的质量和星级评分都可以提高客户对酒店具体体验的满意度和对酒店的行为意向。结果还表明，游客的多样性寻求水平(低/高)对他们与酒店的整体关系具有调节作用，而质量因素对那些不太倾向于在旅行体验中寻求多样性的人更相关。

本文分析了在电子购物环境下，品质因素对游客与酒店关系的重要性。此外，本文还特别研究了游客的多样性寻求对酒店行业的影响。对于酒店管理者来说，更好地了解这一个性特征有助于成功地应用细分策略。

Evidence suggests habitual entrepreneurs (i.e. those with prior business ownership experience) are a widespread phenomenon. Appreciation of the existence of multiple entrepreneurial acts gives rise to the need to examine differences between habitual and novice entrepreneurs (i.e. those with no prior business experience as a founder, inheritor or purchaser of a business). This paper synthesizes human capital and cognitive perspectives to highlight behavioral differences between habitual and novice entrepreneurs. Issues relating to opportunity identification and information search, opportunity exploitation and learning are discussed. Avenues for future research are highlighted.

This study examines how task identity, organizational commitment and career stage are related. Data are provided by 269 lower level employees in Taiwan. Employee age and organizational tenure are used as operational definitions of career stage. Results indicate that although an employee’s age moderately influences the relationship between task identity and organizational commitment, no moderating effect of tenure is found. In addition, the findings suggest an inverted U‐shaped curvilinear relationship between task identity and organizational commitment. The authors discuss the implications for theory and practice.

It is widely accepted that consumers enter into a service consumption experience with a set of expectations, including affective expectations. This research aims to investigate the matching effects between arousal‐level expectations and perceived stimulation (i.e. arousal congruency) on satisfaction and in‐store behaviors.

A 3 (under‐stimulation, arousal congruency and under‐stimulation) perceived arousal congruency)×2 valence (pleasant or unpleasant environment) factorial design was employed and tested across two service settings, a music store and a book store. A short narrative was used to induce arousal level expectations (high and low). Subjects were then exposed to a video clip in which the actual arousal of the store environment was manipulated at three levels (high, moderate, low). Consequently, subjects could perceive the store environment to match their expectations (arousal congruency), exceed their expectations (over‐stimulation) or to fall short of their expectations (under‐stimulation). Half of the video clips showed a pleasant store environment, whereas the other half of the videos involved an unpleasant store environment. Satisfaction and in‐store behaviors served as the two dependent variables in this study.

The results of this study indicate that the valence of the service environment (pleasant or unpleasant) moderates the arousal‐congruency effect on satisfaction and in‐store behaviors. Satisfaction in pleasant service environments was maximized at arousal congruency, while such matching effects failed to influence satisfaction in unpleasant settings. For in‐store approach behaviors, perceived under‐stimulation, compared with over‐stimulation, had a positive effect on in‐store behaviors.

The findings of this study indicate that retailers need to pay attention not only to the pleasantness of the store environment, but also to arousal level expectations regarding the servicescape.

This paper posits a hitherto neglected theory that affective expectations, which reflect people's expectations about how they expect to feel in a given situation, might be equally important in influencing customer responses in a service setting.