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Article
Publication date: 27 January 2021

En-Chung Chang, Beixi Wen and Xiaofei Tang

This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent…

Abstract

Purpose

This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior.

Design/methodology/approach

Four experimental designs, one with a modified version of the Tetris game, were used to show how and when winning or losing perceptions will influence individuals’ variety-seeking behavior.

Findings

Consumers who have failed in a competition or not achieved a goal tend to seek less variety in their later consumption than do consumers who have succeeded because losing feedback weakens consumers’ perception of their control of personal mastery. This effect only exists when the closeness of winning or losing is narrow (e.g. the success is just missed) and diminishes when the result is clear and obvious.

Research limitations/implications

The current study has systematically explored the interaction between winning-losing outcomes and the closeness of these outcomes.

Practical implications

This study offers marketing managers practical guidance on how to use competition results to conduct marketing activities, such as transmitting advertisements for classic flavors to those who have lost in a video game or properly increasing the proportion of new flavors or products in stores or vending machines near sports venues.

Originality/value

This research adds to the literature on competition, which has largely overlooked the possible moderating role of the closeness of the competition result and its influence on individuals’ follow-up irrelevant behaviors and it also adds to the work on variety-seeking behavior, which has not explored the impact of winning-losing perception.

Details

European Journal of Marketing, vol. 55 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 23 March 2021

Yingying Hu, Ling Zhao, Xin (Robert) Luo, Sumeet Gupta and Xiuhong He

The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and…

Abstract

Purpose

The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to explore the common and differential motivations of these behaviors.

Design/methodology/approach

This paper specified two behaviors in consumers' partial switching in mobile app usage, trialing and combining behaviors, and conceptualized them as different types of variety seeking behaviors. A theoretical model contrasting intrinsic motivations and extrinsic motivations on the two behaviors was developed and tested with a sample of 561 mobile app users in China.

Findings

The findings showed that both trialing and combining behaviors could be motivated by intrinsic individual-related and extrinsic technology-related factors. Besides, intrinsic individual-related factors were more effective in motivating trialing behavior, whereas extrinsic technology-related factors were more effective in motivating combining behavior. All these findings are applicable and consistent in both hedonic and utilitarian apps.

Originality/value

This study extends and advances the literature on information technology switching by investigating consumer use behaviors from a new perspective of partial switching and multiple competing apps usage. This study also contributes to variety seeking literature by extending the understanding of variety seeking to the context of mobile app usage. Finally, by investigating the associations and distinctions of trialing and combining behavior, this study not only helps to fully understand the partial switching but also enriches the understanding of different types of variety seeking behaviors.

Details

Internet Research, vol. 31 no. 5
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 15 July 2020

Selcan Kara and Anna J. Vredeveld

The purpose of this study is to uncover the dimensions of shared brand use as a part of romantic relationships and examine the dynamics among shared brand use, brand…

Abstract

Purpose

The purpose of this study is to uncover the dimensions of shared brand use as a part of romantic relationships and examine the dynamics among shared brand use, brand preference similarity, brand variety seeking and relationship satisfaction.

Design/methodology/approach

A total of 1,820 MTurk respondents participated in four online surveys and data were analyzed using structural equation modeling.

Findings

The findings of the study show that shared brand use has five use dimensions: special occasion, mundane, activity, nostalgia and relational identity expression; shared brand use leads to brand preference similarity that elicits increased brand variety seeking as a part of the relationship and relationship satisfaction moderates the effect of brand preference similarity on brand variety seeking.

Originality/value

Building on extant literature on branding, variety seeking and shared consumption, the authors develop a measure that captures different facets of shared brand use as a part of romantic relationships, move beyond the existing research on variety seeking in the context of experiential purchases to show how romantic relationship partners engage in purposeful brand variety seeking as a part of their romantic relationships and document that relationship satisfaction is an important factor that influences how partners purposefully engage in brand variety seeking.

Details

Journal of Consumer Marketing, vol. 37 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 4 June 2009

J. Enrique Bigné, Isabel Sánchez and Luisa Andreu

The main purpose of the present paper is to identify the differences in the antecedents of holiday destinations revisit intentions in the short and long run. Specifically…

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3372

Abstract

Purpose

The main purpose of the present paper is to identify the differences in the antecedents of holiday destinations revisit intentions in the short and long run. Specifically, this work analyzes the influence of specific variety seeking, perceived value, destination image, satisfaction, switching costs and past switching behavior.

Design/methodology/approach

This is a quantitative study and the authors collected data personal interviews at households using the random route sampling technique. The sample comprises 400 tourists who have been on holiday at least once in the last two years, excluding lodging in relatives' and friends' houses or their own secondary residence. The data is analyzed through structural equation modeling.

Findings

The results show that there are relevant differences in the antecedents of holiday destination revisit intentions in the short and long term. The main determinants of the intention to return to the destination for the next holiday are past switching behavior, switching costs and specific variety seeking, whereas the assessment of the destination (image and satisfaction) does not have a significant effect. However, in the long term, satisfaction becomes the most relevant antecedent of intentions to return, specific variety seeking maintains its influence, and past switching behavior and switching costs become irrelevant.

Practical implications

The findings have relevant implications for destination managers in helping them to understand the temporal pattern of tourist revisit intentions and the main antecedents.

Originality/value

The main contribution of this paper is twofold. Firstly, researchers have rarely considered the temporal dimension when analyzing the antecedents of revisit intention, despite the usefulness of this approach to improve the understanding of tourists' return intentions. Secondly, the research is focused on specific variety seeking – that is, the propensity to seek variety in a concrete product category; rather than general variety seeking that is the usual approach.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 3 no. 2
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 24 May 2013

Jooyeon Ha and SooCheong (Shawn) Jang

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

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2235

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Services Marketing, vol. 27 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 17 September 2019

Diletta Acuti, Valentina Mazzoli, Laura Grazzini and Rinaldo Rinaldi

The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk…

Abstract

Purpose

The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk perception, wine involvement and variety seeking are investigated in determining WBG purchase intentions.

Design/methodology/approach

Two studies based on a scenario-based survey have been conducted. In Study 1 (n=248), the relationship between WBG risk perception and WBG purchase intention mediated by variety seeking is tested. In Study 2 (n=200), the relationship between wine involvement and WBG purchase intention with the mediating role of variety seeking is analysed.

Findings

Results show that variety seeking plays a key role in determining WBG purchase intentions considering both WBG perceived risk and wine involvement as independent variables.

Research limitations/implications

The study advances the literature on WBG consumption by enclosing the psychological mechanism (i.e. variety seeking) behind consumers’ WBG purchase intentions. The main limitation of this study lies in it being conducted in a single country (i.e. Italy).

Practical implications

This paper provides useful guidelines for wine managers. Specifically, variety seeking can attract consumers in new wine-consuming places based on a rich assortment. Moreover, it can present a challenge to wine producers in creating brand loyalty.

Originality/value

Although WBG is a growing trend in wine consumption, empirical studies are still scant and a deeper comprehension of its antecedents and consequences is needed. By showing variety seeking as the mechanism behind WBG consumption, this study offers a new theoretical explanation of this phenomenon.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 November 2015

Janeen E. Olsen, Tom Atkin, Liz Thach and Steve S. Cuellar

The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics…

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2057

Abstract

Purpose

The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine.

Design/methodology/approach

The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis.

Findings

The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments.

Practical implications

The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation.

Originality/value

This paper presents research addressing an important construct for wine marketers attempting to introduce new products and build brand loyalty.

Details

International Journal of Wine Business Research, vol. 27 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 8 September 2020

Yafeng Fan, Jing Jiang and Zuohao Hu

In daily life, consumers usually experience economic limitations on their consumption, which in turn results in experiencing financial constraints. The purpose of this…

Abstract

Purpose

In daily life, consumers usually experience economic limitations on their consumption, which in turn results in experiencing financial constraints. The purpose of this article is to examine how feeling financially constrained influences variety seeking in consumption.

Design/methodology/approach

The authors conducted three experiments to test the proposed hypotheses by applying multiple methods of manipulation of financial constraints and different measures of variety seeking.

Findings

The authors found that feeling financially constrained increases consumers’ insecurity, which in turn decreases their variety-seeking behavior. Additionally, the authors noted that individuals’ positive illusion could moderate the aforementioned effect. The negative effect of financial constraints on variety seeking only existed among consumers with a low positive illusion.

Practical implications

The findings in this article could help marketers attain a better understanding of consumers’ choices under financial constraints and could help retailers optimize their product lines and distribution.

Originality/value

This research marks the first attempt to examine the relationship between financial constraint and variety seeking. The findings make for a valuable addition to both the financial constraint and variety-seeking literature reviews. The research study also extends the literature on how insecurity and positive illusion influence individuals’ decisions in the consumption context.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Content available
Article
Publication date: 3 August 2020

Tamara Belver-Delgado, Sonia San-Martín and Rosa M. Hernández-Maestro

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…

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2642

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Propósito

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.

Diseño/metodología/enfoque

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.

Resultados

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.

Originalidad/valor

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.

目的

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。

文章设计/研究方法

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。

研究结果

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。

本文独创性/价值

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。

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Article
Publication date: 9 September 2014

Chinintorn Nakhata and Hsiao-Ching Kuo

This paper aims to examine how two non-price cues – consumer rating and number of purchased social coupons (SCs) – serve as risk-relievers for high and low variety-seekers…

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1069

Abstract

Purpose

This paper aims to examine how two non-price cues – consumer rating and number of purchased social coupons (SCs) – serve as risk-relievers for high and low variety-seekers and subsequently impact their purchase decision for SCs offered by unfamiliar brands.

Design/methodology/approach

Participants recruited from Amazon Mechanical Turk online panels participated in three scenario-based experiments.

Findings

Low (vs high) variety-seekers perceive greater risk and indicate lower likelihood of purchasing SCs offered by unfamiliar brands. Both high and low variety-seekers utilize the two non-priced cues – consumer rating and number of purchased SCs – as risk-relievers sequentially. That is, consumer rating constantly has a substantial impact on purchase likelihood for such SCs, whereas number of purchased SCs is influential only when consumer rating becomes ambiguous. Specifically, low (vs high) variety-seekers have a greater tendency to rely on number of purchased SCs in addition to consumer rating as a risk-reliever.

Originality/value

This paper examines cue utilization process in the SC context and suggests that high and low variety-seekers respond to the two non-price cues differently and sequentially. This provides theoretical insights on consumers’ cue utilization process and managerial insights regarding how managers could strategically handle the cues on SC provider websites. Further, this paper identifies situations where high variety-seekers may not prefer unfamiliar experiences and low variety-seekers may become more likely to embrace unfamiliar experiences.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

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