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1 – 10 of over 3000To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected…
Abstract
Purpose
To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.
Design/methodology/approach
This paper is conceptual and presents a discussion based on extant literature from various international publishers.
Findings
The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.
Originality/value
The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.
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Abhay M. Vyas and Gyaneshwar Singh Kushwaha
This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements…
Abstract
Purpose
This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.
Design/methodology/approach
A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.
Findings
The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.
Research limitations/implications
A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.
Originality/value
The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.
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Jacqueline Deuling, Jenell Lynn-Senter Wittmer, Kimberly Wilson and Adrian Thomas
This study aims to provide a psychometrically sound measure intended to capture perceived/experienced sexism in the workplace, the perceived/experienced sexism scale (PESS). PESS…
Abstract
Purpose
This study aims to provide a psychometrically sound measure intended to capture perceived/experienced sexism in the workplace, the perceived/experienced sexism scale (PESS). PESS is used to consider the effects of perceived experiences of benevolent and hostile sexism at work, as well their relationships with perceived organizational support and the job attitudes of job satisfaction and turnover intentions.
Design/methodology/approach
This study revised the Ambivalent Sexism Inventory (Glick and Fiske, 1996) to create and validate the PESS. Amazon Mechanical Turk was used to collect two samples (220 and 183) of perceptions of female employees.
Findings
Results suggest perceived organizational support and trust perceptions mediate the relationships between perceptions of sexism and organizational outcomes of job satisfaction and turnover intentions.
Originality/value
Existing measures of sexism are intended to identify and measure sexism by examining perpetrators’ actions or thoughts. However, researchers must make assumptions as to the effect such sexist acts or behaviors has on the target. Thus, this study provides a measure of sexism from the perspective of the target.
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Quan Xie and Sidharth Muralidharan
Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding…
Abstract
Purpose
Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty.
Design/methodology/approach
We conducted two experiments to test our model. Study 1 used a quasi-experiment with 1,053 participants and tested the model using partial least squares–based structural equation modeling. In Study 2, we aimed to investigate the causal influence of SCO on NFT marketing effectiveness. We employed a one-factor experiment (social comparison prime: high SCO vs. control) with 123 participants.
Findings
NFT users frequently engage in social comparisons and prefer branded NFTs that offer exclusivity (social value) and financial benefits (economic value). Social and financial superiority derived from NFTs enhances branded NFT experiences, leading to a stronger willingness to purchase NFTs and building brand loyalty. Perceived exclusivity, financial benefits and experiential evaluation mediate the effects of SCO on willingness to purchase NFTs and brand loyalty.
Originality/value
This study explores the effectiveness of NFT marketing through the lens of social comparison theory. In doing so, we examined the relationship between SCO and NFT marketing outcomes, revealed the causal influence of SCO on perceived exclusivity and perceived benefits in NFT marketing and shed light on the serial mediation of value- and experience-related constructs.
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Long Nguyen Phi, Dung Hoang Phuong and Thong Vu Huy
This paper seeks to revisit the interrelationship among tourists’ perceived value of the destination, tourist satisfaction and destination loyalty in the heritage tourism site of…
Abstract
Purpose
This paper seeks to revisit the interrelationship among tourists’ perceived value of the destination, tourist satisfaction and destination loyalty in the heritage tourism site of Hoi An. In addition, the moderating role of tourists’ perceived crowding, which has become remarkably common at the site, in such a triangle relationship will also be explored. In other words, this study aims to validate an extended model of perceived value – tourist satisfaction – destination loyalty – perceived crowding.
Design/methodology/approach
The study collects data from 403 tourists who visited Hoi An during peak season through an online questionnaire. The data were later analysed using AMOS and Warp partial least squares.
Findings
The results validate the significant and positive correlation among perceived value, customer satisfaction and destination loyalty. Also, perceived crowding was confirmed to affect the relationship among these three variables negatively. In terms of academic contributions, this paper empirically proved that low levels of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at World Heritage Sites (WHS) can be caused by perceived crowding.
Originality/value
So far, current literature has investigated the direct (either positive or negative) relationship between perceived crowding and post-visit behaviours of tourists (Nie et al., 2022; Papadopoulou, Ribeiro, & Prayag, 2023; Stemmer, Gjerald, & Øgaard, 2022). Broadening this area of research, the authors of this paper used the social interference theory and the stimulus-overload theory to explain the low level of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at WHS.
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Jomjai Sampet, Naruanard Sarapaivanich, Erboon Ekasingh and Paul Patterson
This study examines how three psychological factors (i.e. perceived experience quality, perceived similarity and client participation) that impact client evaluations of their…
Abstract
Purpose
This study examines how three psychological factors (i.e. perceived experience quality, perceived similarity and client participation) that impact client evaluations of their recent audit experiences influence client satisfaction and trustworthiness, which, in turn, affect advocacy in an small- and medium-sized enterprise (SME) context. Furthermore, the study investigates whether the influence of the three psychological factors on client satisfaction and trustworthiness is contingent on client expertise.
Design/methodology/approach
The sample consisted of 744 SME executives from the following four regions: central, northern, eastern and southern Thailand. Data were collected using a survey questionnaire. Confirmatory factor analysis was conducted to ensure the reliability and validity of the scale before structural equation modeling was applied to analyze the data.
Findings
The results showed significant positive effects of the three psychological factors (perceived experience quality, perceived similarity and client participation) on client satisfaction and perceived trustworthiness. The moderating role of client expertise on the relationships is also found. More specifically, client expertise positively moderated the connections between experience quality and satisfaction, experience quality and trustworthiness and client participation and trustworthiness. Conversely, client expertise negatively moderated the similarity–satisfaction and similarity–trustworthiness relationships.
Originality/value
This study contributes to the audit literature by examining the role of psychological factor that impacts client satisfaction and perceived trustworthiness in the SME context. Moreover, the moderating role of client expertise is examined for the first time, providing new insights into the boundary condition of the relationship.
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Maosheng Yang, Lei Feng, Honghong Zhou, Shih-Chih Chen, Ming K. Lim and Ming-Lang Tseng
This study aims to empirically analyse the influence mechanism of perceived interactivity in real estate APP which affects consumers' psychological well-being. With the growing…
Abstract
Purpose
This study aims to empirically analyse the influence mechanism of perceived interactivity in real estate APP which affects consumers' psychological well-being. With the growing application of human–machine interaction in real estate APP, it is crucial to utilize human–machine interaction to stimulate perceived interactivity between humans and machines to positively impact consumers' psychological well-being and sustainable development of real estate APP. However, it is unclear whether perceived interactivity improves consumers' psychological well-being.
Design/methodology/approach
This study proposes and examines a theoretical model grounded in the perceived interactivity theory, considers the relationship between perceived interactivity and consumers' psychological well-being and explores the mediating effect of perceived value and the moderating role of privacy concerns. It takes real estate APP as the research object, analyses the data of 568 consumer samples collected through questionnaires and then employs structural equation modelling to explore and examine the proposed theoretical model of this study.
Findings
The findings are that perceived interactivity (i.e. human–human interaction and human–information interaction) positively influences perceived value, which in turn affects psychological well-being, and that perceived value partially mediates the effect of perceived interaction on psychological well-being. More important findings are that privacy concerns not only negatively moderate human–information interaction on perceived value, but also negatively moderate the indirect effects of human–information interaction on users' psychological well-being through perceived value.
Originality/value
This study expands the context on perceived interaction and psychological well-being in the field of real estate APP, validating the mediating role and boundary conditions of perceived interactivity created by human–machine interaction on consumers' psychological well-being, and suggesting positive implications for practitioners exploring human–machine interaction technologies to improve the perceived interaction between humans and machines and thus enhance consumer psychological well-being and span sustainable development of real estate APP.
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Jessenia Moreno-Manzo, Lluís Coromina and Ariadna Gassiot-Melian
This study aims to explore the dimensions of perceived value of tourists with disabilities at heritage sites. Second, it examines the differences in the precedents of satisfaction…
Abstract
Purpose
This study aims to explore the dimensions of perceived value of tourists with disabilities at heritage sites. Second, it examines the differences in the precedents of satisfaction and loyalty among tourists with disabilities in two different World Heritage Sites (WHS).
Design/methodology/approach
The sample consists of 150 and 184 questionnaires given to tourists with disabilities in Ecuador’s WHS of Quito and Cuenca, respectively. To test the hypotheses, data were analysed using confirmatory factor analyses and structural equation modelling.
Findings
This study suggests a five-dimensional structure for perceived value of tourists with disabilities in WHS. However, differences in the behaviour of people with disabilities are found depending on the specific WHS. While the perceived value factors that determine satisfaction are different according to the WHS, the loyalty precedents remain the same.
Practical implications
This study contributes to the formulation of actions and strategies towards a more sustainable and inclusive future, where all tourism stakeholders in WHS have role. By understanding the behaviour of tourists with disabilities, these stakeholders will be more informed about the destinations’ elements that need to be improved and enhanced to satisfy this loyal market segment.
Originality/value
Although the importance of accessible tourism is widely recognised, there is a dearth of literature investigating the behaviour of tourists with disabilities in heritage destinations. This study proposes a model to understand the role of perceived value in cultural heritage destinations.
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The study seeks to analyze the influence of sensory experience on perceived environmental sustainability and word-of-mouth (WOM) of tourists and residents. The study also tests…
Abstract
Purpose
The study seeks to analyze the influence of sensory experience on perceived environmental sustainability and word-of-mouth (WOM) of tourists and residents. The study also tests the moderation effect of satisfaction on the relationship between perceived environmental sustainability and WOM.
Design/methodology/approach
The study was conducted in Sikkim, a state in the northeastern part of India, which is regarded as the world's first organic state. The study was done in two phases. In the first phase, the data were collected from the tourists. And in the second phase, data were collected from the residents. A structured questionnaire was distributed to 700 tourists and residents in Sikkim. Out of these only 484 responses were considered for the study. Multivariate analyses were done using SPSS software and packages like Process Macro, and Amos to test the hypotheses.
Findings
The findings of the study indicated that sensory experience significantly influences perceived environmental sustainability and WOM. The study model fit with GFI = 0.955, CFI = 0.946 NFI = 0.929 and RMSEA = 0.07. The findings also indicate that satisfaction moderates the relation between sensory experience and word-of-mouth with a p value = 0.018.
Research limitations/implications
The study was conducted in Sikkim and it used a convenience sampling method. Therefore, the study cannot be generalized.
Practical implications
An emphasis on building an organic brand image can positively impact the local community. A study of this kind will encourage the community to work toward sustainable development.
Originality/value
The study is unique as it explores the evaluation of destination environmental sustainability. And it is one of the first to test the impact of satisfaction in the relationship between the independent and dependent variables in the context of the tourism experience.
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Guilherme Juliani de Carvalho, Marcio Cardoso Machado and Victor Silva Correa
This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer…
Abstract
Purpose
This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.
Design/methodology/approach
A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.
Findings
The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.
Research limitations/implications
The review is limited to one database and does not consider specific products/services or consumer profiles.
Originality/value
This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.
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