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1 – 10 of over 1000Hedonic value is commonly conceded as a determinant of behavioral intentions toward location-based advertising (LBA). However, the careful consideration of a mechanism behind…
Abstract
Purpose
Hedonic value is commonly conceded as a determinant of behavioral intentions toward location-based advertising (LBA). However, the careful consideration of a mechanism behind hedonic motivation and its subsequent impact on continuance intention is inadequate. This study aims to explore the formation of hedonic value and its motivation for prolonged usage toward LBA.
Design/methodology/approach
A sample of 486 mobile users was recruited to evaluate the research model using structural equation modeling (SEM).
Findings
Results reveal that perceived utility and promotional offers are the strongest indicators of hedonic value. Moreover, social support and contextual convenience play an essential role in heightening hedonic value. Furthermore, the research lenses attempt to clarify the direct, indirect influences of hedonic value, irritation and perceived credibility on continuance intention.
Practical implications
The findings offer practitioners an understanding of how to improve hedonic value and continuance intention and develop effective LBA strategies in emerging markets.
Originality/value
This study narrows the gap of current literature by formulating a hedonic value-based continuance intention model based on uses and gratifications theory (UGT). Additionally, this work illuminates the insights into hedonic value toward LBA by identifying its motivations, including perceived utility, promotional offers, social support and contextual convenience.
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Samira Mili and Carlos Ferro-Soto
This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption…
Abstract
Purpose
This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context.
Design/methodology/approach
This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software.
Findings
This paper supports that both customer social value and quality affect perceived value (PV). PV in turn has effects on customer satisfaction and the latter influences loyalty. Conversely, both customer emotional value and customer expectations were not confirmed as antecedents of PV.
Research limitations/implications
The consumer satisfaction analysis conducted differs substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors.
Practical implications
Practitioners, retailers and relevant institutions should design strategies to manage efficiently channel efforts to improve the consumer satisfaction and its loyalty.
Originality/value
This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.
研究目的
研究旨在確認在公平貿易咖啡消費的課題上,顧客滿意的誘因及其後因,這包括實用的因素,社會的因素和情感的因素。
研究設計/方法/理念
研究之數據廣泛來自在西班牙177名公平貿易咖啡消費者; 分析則以結構方程模型,並以SPSS Amos 26軟件來進行。
研究結果
研究結果證實,顧客社會價值和質量是會影響認知價值的;認知價值繼而影響顧客滿意度,而顧客滿意度又進而影響他們的忠誠。相反的,顧客情緒價值或他們的期望、均未能證實是認知價值的先決條件。
研究的局限/啟示
本研究所進行的消費者滿意度分析,與其它以傳統方法銷售的咖啡之相關研究有很大的分別,這是因為本研究除了考慮實用的因素外,還納入了社會因素和情感因素。
實務方面的啟示
從業人員、零售商和有關的機構應制訂適切的策略,以能有效地管理各個管道,來提升消費者的滿意度和忠誠。
研究的原創性
本研究的貢獻在於它幫助我們在公平貿易咖啡消費的課題上,對消費者滿意及其效果有更深入的認識。研究亦提供了一個探討顧客滿意度的嶄新、綜合的理論模型,而這個理論模型,除了涵蓋知覺認知 (質量和期望) 的因素外,還納入了社會的和情感的知覺因素。
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Warinrampai Rungruangjit and Kitti Charoenpornpanichkul
Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of…
Abstract
Purpose
Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of consumers have distinct views toward using FDAs because they were influenced by various social environments, cultures and experiences. Therefore, marketers ought to present customers with various values. The purpose of this study is to investigate how the theory of consumption values (TCV) affects the intention of various generational cohorts to continued usage intentions.
Design/methodology/approach
Online surveys were distributed to 745 Thai customers who had previously ordered meals from FDAs to collect information. The data were analyzed using partial least squares structural equation modeling and multigroup analysis.
Findings
Results reveal that there are significant differences among Generations X, Y and Z, while emotional value is insignificant. Generation X is concerned about functional and conditional value, whereas Generation Y expresses the highest concern on epistemic and social value. Meanwhile, Generation Z pays attention to epistemic, functional and social value.
Originality/value
The novelty of this study contributes to TCV affecting the different FDAs consumption value among Generations X, Y and Z, while the previous research only focused on gender and age difference, and this study firstly combines FDAs with TCV to predict the consumers’ intention to continuously use FDAs in the post-COVID-19 outbreak.
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Antti Talonen, Jukka Mähönen, Lasse Koskinen and Päivikki Kuoppakangas
This paper explores and identifies customer-value-related sacrifices that consumers attach to interactive health/life insurance. This paper aims to increase understanding of why…
Abstract
Purpose
This paper explores and identifies customer-value-related sacrifices that consumers attach to interactive health/life insurance. This paper aims to increase understanding of why individual consumers are not willing to embrace behaviour-tracking-based insurance applications.
Design/methodology/approach
The authors analysed data from a qualitative survey of Finnish insurance consumers who were not keen on adopting interactive insurance products.
Findings
Developed through thematic analysis, the framework presented in this paper illustrates consumers’ value sacrifices on four dimensions: economic, functional, emotional and symbolic value.
Research limitations/implications
The framework and insights emerging in the study hold several implications related to increased understanding of consumers’ perceptions of insurance and to developing interactive insurance services. In addition, this work provides a promising foundation and avenues for further considerations related to digital ethics in insurance.
Originality/value
To the best of the authors’ knowledge, this paper is the first piece applying a value sacrifice perspective in studying consumers’ unwillingness to adopt interactive insurance products.
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Aruna Jha, Madhavi Kapoor, Khushi Kaul and Khushi Srivastava
Importance of corporate social responsibility (CSR) in marketing domain is increasing immensely. The effect of CSR perception on the purchase intention differs on the basis of…
Abstract
Purpose
Importance of corporate social responsibility (CSR) in marketing domain is increasing immensely. The effect of CSR perception on the purchase intention differs on the basis of mediators and contexts. The objective of this study is to examine the consumer behaviour of young consumers. For this, impact of CSR perception on purchase intention, satisfaction and price fairness of Generation Z is studied.
Design/methodology/approach
Preliminary data analysis is run to check normality, skewness and common method bias. PLS-SEM is deployed to examine the relationships amongst the research variables. Sequential mediation through PLS bootstrapping helped in exploring new and exciting research results which are supported with literature.
Findings
The CSR perception of Generation Z does not have a direct effect on their purchase intention. Interestingly, satisfaction and price fairness fully mediate the relationship between CSR perception and purchase intentions separately, i.e. CSR perception of Generation Z influences purchase intention only through satisfaction and price fairness. Furthermore, satisfaction and price fairness are also found to sequentially mediate the relationship between CSR perception and purchase intentions.
Research limitations/implications
The research will aid not only the fast-food industry but the industries that are looking to focus on what Generation Z consumers expect in emerging markets including India. Understanding consumer expectations out of CSR initiatives will help them to incorporate social considerations into their marketing strategies and increase their profitability. Generation Z is regarded as the most challenging consumer demographic to market due to their proclivity for conducting extensive research and comparison shopping before making a purchase decision. As a result, the companies that want to use CSR as a strategy may find it advantageous to investigate how marketing of their CSR initiatives will lead to competitive edge and influence purchase decisions of this generational cohort.
Originality/value
This study adds to the academic literature by developing and evaluating a research model for consumer responses of a very important generation cohort to CSR in an emerging economy setting. CSR activities alone may not be enough to improve purchase intention of Generation Z adults. Sequential mediation for Generation Z adults' relationship between CSR and price fairness flows through satisfaction and finally to purchase intention is interesting because it clearly establishes a link amongst belief, attitude and actions of the target audience under study in a meaningful way within the framework given by cognitive consistency theory.
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Alejandro Morales-Vargas, Rafael Pedraza-Jimenez and Lluís Codina
The field of website quality evaluation attracts the interest of a range of disciplines, each bringing its own particular perspective to bear. This study aims to identify the main…
Abstract
Purpose
The field of website quality evaluation attracts the interest of a range of disciplines, each bringing its own particular perspective to bear. This study aims to identify the main characteristics – methods, techniques and tools – of the instruments of evaluation described in this literature, with a specific concern for the factors analysed, and based on these, a multipurpose model is proposed for the development of new comprehensive instruments.
Design/methodology/approach
Following a systematic bibliographic review, 305 publications on website quality are examined, the field's leading authors, their disciplines of origin and the sectors to which the websites being assessed belong are identified, and the methods they employ characterised.
Findings
Evaluations of website quality tend to be conducted with one of three primary focuses: strategic, functional or experiential. The technique of expert analysis predominates over user studies and most of the instruments examined classify the characteristics to be evaluated – for example, usability and content – into factors that operate at different levels, albeit that there is little agreement on the names used in referring to them.
Originality/value
Based on the factors detected in the 50 most cited works, a model is developed that classifies these factors into 13 dimensions and more than 120 general parameters. The resulting model provides a comprehensive evaluation framework and constitutes an initial step towards a shared conceptualization of the discipline of website quality.
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Alaa Eddine El Moussaoui and Brahim Benbba
This paper aims to determine the factors that influence the consumer’s online shopping intention in the current pandemic context (COVID-19). For this purpose, a conceptual model…
Abstract
Purpose
This paper aims to determine the factors that influence the consumer’s online shopping intention in the current pandemic context (COVID-19). For this purpose, a conceptual model has been developed by introducing the constructs “attitude,” “perceived utility,” “intention” as well as the variable “perceived risk of contagion.”
Design/methodology/approach
After collecting data from the questionnaire diffused in Moroccan e-commerce websites, this study used various statistical analyses with the multiple regression model on the SPSS statistical software to confirm or refute the research hypotheses.
Findings
The results indicate that attitude and perceived utility positively affect online shopping intention. However, the variable “perceived risk of contagion” has a weak effect on such intention, which can be explained by the period in which the survey was started (a few months after the confinement).
Originality/value
The scientific contribution of this study lies in the insertion of a new factor that will be called “perceived risk of contagion” in the research model. This factor has been inspired by the perceived risk theory of Bauer (1960). Furthermore, all studies dealing with this topic have been carried out in developed countries, such as France, Great Britain, Germany and the USA. For this reason, the researcher believe that it is more appropriate to study the intention to buy online during the COVID-19 pandemic in one of the developing countries, such as Morocco. This is based on the fact that to develop theories, it is necessary to examine a given problem in several countries. The context plays a determining role in such situations.
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Ambrose Ogbonna Oloveze, Raphael Valentine Obodoechi Okonkwo, Chinedu Patrick Nwachukwu, Chinweike Ogbonna and Kelvin Chukwuoyims
There has been a huge fluctuation in online marketplace that suggests inconsistencies of m-commerce usage. The study investigates user behaviour to continued patronage of…
Abstract
Purpose
There has been a huge fluctuation in online marketplace that suggests inconsistencies of m-commerce usage. The study investigates user behaviour to continued patronage of m-commerce and the mediating role of perceived value.
Design/methodology/approach
The study aimed to use adapted questionnaire and online version to pool data from respondents that has internet profile and conducts m-commerce. The hypotheses were proven through the use of structural equation model.
Findings
In this paper performance expectancy and user satisfaction are major determinants of continuance intention to use m-commerce in African context while perceived value partially mediate the relationship between the variables.
Research limitations/implications
Cross-sectional survey and the small sample size that was used calls for caution in generalisation.
Practical implications
With the mediating influence of perceived value, attention is directed to the role of value perception of m-commerce users. Keeping and increasing continuance usage requires pleasurable offerings and value indices that influence their subjective perceptions.
Social implications
The significance of the mediating variable highlights the social value dimension of users' value perception given that it can help to deepen the continuous usage of m-commerce.
Originality/value
The predictive power of 78.5% continuance intention demonstrates inclusion of factors with better predictive accuracy. Importantly, the significance of perceived value as a mediator demonstrates the importance of valuing not only the direct impacts of the variables but also the indirect roles that impacts continuance intention of m-commerce in African context.
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Vincent M. Thielemann, Michael C. Ottenbacher and Robert James Harrington
The purpose of this paper is to identify the antecedents of perceived customer value, such as the perceived quality and perceived sacrifices, and the effects on customer…
Abstract
Purpose
The purpose of this paper is to identify the antecedents of perceived customer value, such as the perceived quality and perceived sacrifices, and the effects on customer satisfaction and customer loyalty (CL) in the restaurant industry.
Design/methodology/approach
Based on an extensive literature review, a research model and questionnaire were designed. To assess the hypothesised relationships, data were collected in a field survey. Partial least squares regression (a variance-based regression analysis of SEM) was selected to analyse the relationships within the research model.
Findings
The findings of this study indicate that the perceived monetary sacrifice (PMS) and perceived service quality were found to be antecedents of perceived value (PV), whereas PMS was the major precursor of PV. Further, PV was found to have a substantial influence on customer satisfaction and CL.
Originality/value
The study provides a better understanding of the price–value–satisfaction–loyalty relationships in the restaurant context in a more holistic sense and recommendations to move this research stream forward.
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