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1 – 10 of over 144000Jungsun (Sunny) Kim, Natasa Christodoulidou and Yunjeong (Clara) Choo
This study aims to explore: the impact of customers' previous experience on their likelihood of using kiosks at quick service restaurants (QSRs); a mediating role of customer…
Abstract
Purpose
This study aims to explore: the impact of customers' previous experience on their likelihood of using kiosks at quick service restaurants (QSRs); a mediating role of customer readiness (i.e. role clarity, ability, extrinsic motivation, intrinsic motivation) between customers' previous experience and their likelihood of using kiosks; and a moderating effect of gender in the relationships among customers' previous experience, readiness, and likelihood of using kiosks.
Design/methodology/approach
A total of 614 complete responses were obtained through an online survey. Structural equation modeling was developed and tested.
Findings
The results demonstrated that extrinsic motivation in using SSTs directly influenced the likelihood of using kiosks, and previous experience with SSTs indirectly influenced the likelihood of using kiosks through customer readiness in both male and female groups. This study also revealed that both male and female respondents who perceived their roles in using SST more clearly were more likely to use kiosks at QSRs. However, their perceived ability and levels of intrinsic motivations did not significantly influence the likelihood of using kiosks in both groups. Overall, gender did not play a significant moderating role in the relationships among experience, readiness, and likelihood of using kiosks at QSR.
Originality/value
Since very few studies have investigated the kiosks adoption at QSR settings, the findings and suggestions from this study will provide practical insight for QSR operators. Future research could attempt to draw a comprehensive kiosk acceptance model by incorporating the current study's framework with other demographic variables or other antecedent variables.
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Mbaye Fall Diallo and Jose Ribamar Siqueira Jr
Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store…
Abstract
Purpose
Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging markets and whether the cultural context moderates the relationships between store brand positive or negative cues and store brand purchase intention.
Design/methodology/approach
A store-intercept survey undertaken in the Latin American context generated 769 usable responses from consumers of two metropolitan cities (Brasilia and Bogota), respectively, in Brazil and Colombia. The questionnaires were collected in four well-established retail chains by professional investigators. Structural equation modelling was used to test a series of proposed hypotheses.
Findings
Overall, this paper reveals that consumers in Latin America do care about brand experience when shopping. More specifically, the results indicate that previous positive experience with store brands has a positive effect on consumer purchase intention in both countries investigated. In Brazil, store brand price perceptions mediate rather strongly the relationship between previous experience with store brands and purchase intention. In contrast, this effect is weak in Colombia. Store brand perceived risk has significant mediation effects in Brazil, but no mediation effects in Colombia. The authors also underline heterogeneous moderation effects of the cultural context, suggesting that common perceptions of Latin America as a culturally homogeneous region are stereotypical.
Research limitations/implications
Respondents were consumers of only two Latin American emerging countries (Brazil and Colombia) and shoppers of two retail chains in each country. Caution should therefore be exercised when generalising the results to other emerging markets.
Practical implications
The paper offers recommendations on how to standardise/adapt brand experience management in different Latin American markets. Overall, retailers should go beyond the transaction itself and establish true differentiation using different store brand ranges. However, due to differences in cultural contexts, marketing communication should adopt different approaches to each country: emphasise the price advantages of store brands in Brazil, but focus on other factors such as quality in Colombia. Because they are culturally bound, risk perceptions towards store brands should also be managed carefully. It would be possible to target premium consumer segments with standard store brands in Colombia while a more sophisticated approach is necessary in Brazil (e.g. co-branding or launching more premium store brands).
Originality/value
By employing three theoretical frameworks (learning theory, cue utilisation theory and culture theory), this research investigates the effect of previous experience with store brands on purchase intention in two emerging countries that are geographically close but culturally different. It highlights direct and indirect processes of brand experience and underlines significant structural path differences between the two Latin American countries investigated in terms of consumption behaviour towards store brands.
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Pia Ulvenblad, Eva Berggren and Joakim Winborg
The aim of this study is to test the assumption that ability to handle communication and liability of newness (LoN) is enhanced by academic entrepreneurship education and/or…
Abstract
Purpose
The aim of this study is to test the assumption that ability to handle communication and liability of newness (LoN) is enhanced by academic entrepreneurship education and/or previous start‐up experience.
Design/methodology/approach
The data collection includes a questionnaire with a total sample of 392 responding entrepreneurs in Sweden. Statistical analyses are made between entrepreneurs with academic entrepreneurship education respectively previous start‐up experience.
Findings
The findings show that entrepreneurs with experience from entrepreneurship education report more developed communicative skills in the dimensions of openness as well as adaptation, whereas the dimension of other‐orientation is found to be learned by previous start‐up experience. When it comes to perceived problems related to LoN the differences between the groups were not as strong as assumed. However, the differences observed imply that also for handling LoN the authors identify a combined effect of possessing start‐up experience as well as experience from entrepreneurship education. Consequently, entrepreneurs with experience from both, show in total the most elaborated skills.
Practical implications
One way to improve future entrepreneurship educations is to make students more aware of the mutual profit in a business agreement and how to communicate this in a marketing situation. Another suggestion is to include starting business as a course work.
Originality/value
This study not only meets the call for actual outcome from entrepreneurship educations in terms of changed behaviour but also for interdisciplinary research in the entrepreneurship field in integrating leadership research with focus on communication.
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This paper aims to explore whether crowdfunding creators can learn from previous experiences to have a better financing performance of future crowdfunding projects.
Abstract
Purpose
This paper aims to explore whether crowdfunding creators can learn from previous experiences to have a better financing performance of future crowdfunding projects.
Design/methodology/approach
This paper uses Python to capture the data of 6,267 crowdfunding projects from one of the largest crowdfunding platforms in China (JingDong Crowdfunding) and the author use the negative binomial regression model and the OLS model in this empirical study.
Findings
The empirical results show that both the early-stage experience of creating a crowdfunding project and the early-stage experience of supporting projects of other crowdfunding creators can improve the financing performance of their newly launched projects. The social network of the previous projects and the “Blockbuster” projects initiated before can also make the newly initiated projects obtain better financing performance.
Originality/value
Current research on entrepreneurial experience shows that serial entrepreneurs have significantly different success rates than novice or inexperienced entrepreneurs but there is limited literature on the learning effect of crowdfunding creators. This study adds to the literature on entrepreneurial learning and provides suggestions to crowdfunding creators.
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Yongqiu Wu, Gideon Maas, Yi Zhang, Fengwen Chen, Senmao Xia, Kiran Fernandes and Kun Tian
Previous experience is a critical factor affecting entrepreneurial activities; however, it has not been fully studied in the existing literature. This study attempts to…
Abstract
Purpose
Previous experience is a critical factor affecting entrepreneurial activities; however, it has not been fully studied in the existing literature. This study attempts to comprehensively reveal the routes and mechanisms of occupational experience that affect entrepreneurial activities and assess the entrepreneurial potential of different occupational practitioners.
Design/methodology/approach
By matching occupational characteristics with entrepreneurs' competence, this study proposes ten hypotheses about how occupational experience affects entrepreneurial entry and performance. This empirical study is based on the Occupational Information Network database and Chinese survey data. Factor and regression analyses were used in the empirical research.
Findings
This study verifies that different occupational practitioners have varied entrepreneurial potential. Occupational experience, including occupational uncertainty, market contact and social capital, gained from previous experience significantly affects entrepreneurial entry. Meanwhile, occupational characteristics, including management experience, marketing experience, social capital, financial capital, risk-taking ability and creativity, accumulated from previous experience, have a significant impact on entrepreneurial performance.
Originality/value
This study is a pioneering attempt to reveal the relationship between occupational experience and entrepreneurial activities. The transmission mechanism of previous experiences affecting entrepreneurial activities is comprehensively revealed by relaxing the assumption of a representative occupation. These findings provide a theoretical foundation for empirical evidence and have important practical value.
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The purpose of this study is to examine the effect of brand familiarity, the number of pieces of product information presented on a web site, and previous online apparel shopping…
Abstract
Purpose
The purpose of this study is to examine the effect of brand familiarity, the number of pieces of product information presented on a web site, and previous online apparel shopping experience on perceived risk and purchase intention.
Design/methodology/approach
The experiment was 2 (brand familiarity)×2 (information availability) factorial design and 166 students participated in this study.
Findings
Multivariate and univariate analyses found a significant effect of brand familiarity and previous experience on perceived risk and purchase intention, and no effect of amount of information on perceived risk and purchase intention.
Research limitations/implications
Participants may not have carefully considered the product information because the experiment was not an actual purchase situation, although a scenario was given. In future studies, creating an actual purchase situation may be necessary to investigate the effect of the amount of information available on the web sites on perceived risk and decision making.
Practical implications
The present study suggests that internet retailers should capitalize on the power of their brand names. Multi‐channel retailers may be able to derive significant advantages from brand familiarity among their customers.
Orginality/value
This study has added to the in‐home shopping literature by extending findings of previous research to internet shopping. Findings suggest that internal information, specifically familiarity with brands offered online and previous experience of shopping online, influence perceptions of risk associated with shopping online, as well as intentions to purchase online.
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Jari Huovinen and Sanna Tihula
Previous research has predominantly focused on the meaning of prior entrepreneurial experience in the context of habitual entrepreneurship. To date, however, little is known about…
Abstract
Purpose
Previous research has predominantly focused on the meaning of prior entrepreneurial experience in the context of habitual entrepreneurship. To date, however, little is known about how previous experience affects the way in which several firms can be managed simultaneously. The purpose of this study is to examine entrepreneurial learning in the context of portfolio entrepreneurship and clarify how it is possible to manage several firms at the same time.
Design/methodology/approach
An exploratory study using a case method was conducted (Eisenhardt; Yin) by focusing on one portfolio entrepreneur. In this study, the case can be considered as unusual thus being suitable for a single‐case study. Data were collected through interviews and the entrepreneur also provided the researchers with a written description of the development and present situation of his entrepreneurial career.
Findings
This study proposes that failures may develop entrepreneurial knowledge as well as founding experiences. Development of entrepreneurial knowledge is viewed as leading to new ways of organizing and managing start‐up firms. Learning through previous experiences has strengthened entrepreneurial knowledge and contributed to the formation of the management team (MT). Without cooperation, delegation and sharing responsibilities, successful portfolio entrepreneurship would not have been realized. However, the results suggest that learning from failure is dependent on the entrepreneur's personal background.
Originality/value
This study seeks to bring new insight to portfolio entrepreneurship by concentrating on the entrepreneurial career of a well‐known Finnish entrepreneur by following the framework of Politis. In this case, a MT in each firm enabled effective control and management of the current firm portfolio. The study shows that in addition to the entrepreneurial team, the management teams can also have a significant role in the context of portfolio entrepreneurship although they have largely been ignored.
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Florian Kirschenhofer and Christian Lechner
This paper aims to focus on the role of team and entrepreneurial experience for firm performance of serial entrepreneurs in the multi‐media industry.
Abstract
Purpose
This paper aims to focus on the role of team and entrepreneurial experience for firm performance of serial entrepreneurs in the multi‐media industry.
Design/methodology/approach
The research assumes that serial entrepreneurs have certain advantages over novice entrepreneurs, such as the development of effective start‐up teams and entrepreneurial experience effects. Disadvantages, however, are also mentioned in the literature, and these are assumed to out‐balance the advantages, leading to mixed research findings. The hypotheses are tested on a sample of 52 European multimedia companies.
Findings
The results show a positive impact of relevant entrepreneurial experience and evidence both team advantages as well as disadvantages. Team diversity had a positive impact on performance while the extent of repeated partnerships (or relative team stability) had a negative impact on performance. Moreover, entrepreneurial experience helps to build better diverse teams but has no impact on repeated partnerships.
Research limitations/implications
The degree of experience of serial entrepreneurs in the same industry matters, and suggests that more experience is better. The findings challenge a general assumption about serial entrepreneurs: that the building of superior teams creates performance differences. Team diversity drives performance and the study could also show that habitual entrepreneurs are better in building diverse teams (through a positive moderation of team diversity by entrepreneurial experience). However, relying heavily on previous partners is counter‐productive. Limitations of this study are due to self‐reported data, small sample size and survivor bias.
Practical implications
Entrepreneurs need to focus on opportunities and resource needs linked to these opportunities, and use their experience to build stronger teams but to resist the temptation of replicating perceived past success formula by over‐relying on previous partners. The latter is also important for stakeholders in the entrepreneurial venture.
Originality/value
This paper tests various assumptions and propositions about serial entrepreneurship that are rarely based on sound evidence. The role of entrepreneurial experience to build better diverse teams and the role of repeated partnerships constitute an original contribution to habitual entrepreneurship research.
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Ernest Emeka Izogo, Chanaka Jayawardhena and Heikki Karjaluoto
Based on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a…
Abstract
Purpose
Based on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).
Design/methodology/approach
The authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.
Findings
The authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The authors also show that positive and negative perceptual experiences are asymmetric.
Research limitations/implications
First, the online shopping experiences described in the experimental scenarios were generic and did not refer to any particular product/service. Thus, calibrating products and services into categories, and studying how product type differences impact online shopping experiences warrant further research.
Practical implications
From a practical perspective, the authors demonstrate that not only does enhancing consumer–firm relationship quality demand meticulous integration of consumers' website and social media experiences but also in positive vs negative perception scenarios, RQ wane as review frequency increases.
Originality/value
The authors contribute significant insight into the existing literature by specifically adopting the premise that consumers' previous online shopping experience(s) will influence how credibly they will perceive negative online WOM posted on social media.
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Beatriz Moliner Velázquez, María Fuentes Blasco, Irene Gil Saura and Gloria Berenguer Contrí
The purpose of this paper is to examine the main causes for complaining behaviour intentions expressed in three dimensions: private response, complaining response and complaining…
Abstract
Purpose
The purpose of this paper is to examine the main causes for complaining behaviour intentions expressed in three dimensions: private response, complaining response and complaining to third parties. The objectives are, first to study the direct influence of a set of antecedents and complaining behaviour intentions and second, to analyse the moderator effect of previous restaurant experience on subsequent relations.
Design/methodology/approach
A quantitative research method was used based on a self‐administered ad‐hoc questionnaire on a sample of 388 individuals who remembered an unsatisfactory experience in a restaurant.
Findings
The results show that the following variables have significant effects on intentions: attitudes towards complaining, level of information and complaining experience, level of dissatisfaction and likelihood of success with the complaint. An increased effect of attitudes towards complaining has been found in customers with no previous experience of the restaurant.
Originality/value
This work shows that the customer's previous experience is important in the formation of complaining behaviour intentions and therefore research is needed on new variables which may play a moderator role.
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