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1 – 10 of over 98000The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual…
Abstract
Purpose
The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior.
Design/methodology/approach
Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses.
Findings
The ANOVA results show significant differences across the three levels of price‐value tradeoff in each of the response variables. Additional analyses of cross‐tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model.
Research limitations/implications
Although the hypotheses are supported, bivariate relations examined in this study can mask or overstate true relations due to the omitted variables bias. Future research can explore reasons for favorable behaviors of consumers whose perception is that the value they receive is overpriced, and also for unfavorable behaviors of consumers whose perception is that the value they received is under‐priced.
Practical implications
The different niches at the edges provide opportunities for marketers to fine‐tune segmentation and marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages will yield suboptimal results.
Originality/value
While previous research has mostly focused on price‐quality linkages, this study extends the body of research by examining the perception of price‐value tradeoff and its relation to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior. This adds to our understanding of post consumption behavior, showing how consumers respond to the perception of price‐value tradeoff.
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Soyeun Olivia Lee, Sunghyup Sean Hyun and Qi Wu
This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on…
Abstract
Purpose
This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.
Design/methodology/approach
The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.
Findings
Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.
Research limitations/implications
The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.
Originality/value
This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.
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Saman Attiq, Sumia Mumtaz, Amir Zaib Abbasi and Shahid Bashir
The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the…
Abstract
Purpose
The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.
Design/methodology/approach
The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.
Findings
The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.
Originality/value
Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.
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Halil Erdem Akoglu and Oğuz Özbek
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Abstract
Purpose
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Design/methodology/approach
To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.
Findings
As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.
Practical implications
Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.
Originality/value
This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.
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Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent…
Abstract
Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.
Introduction: Just as the tourism event begins with the human element, it again ends with the human element. Therefore, the existence, behaviours and attitudes of the human factor…
Abstract
Introduction: Just as the tourism event begins with the human element, it again ends with the human element. Therefore, the existence, behaviours and attitudes of the human factor is an issue that should be prioritised much more when compared to other sectors. Consumer behaviour involves certain decisions, activities, ideas or experiences that meet the needs and desires of the consumer. Prior to these actions, consumer behaviour is concerned with all the activities directly related to the attainment, consumption and disposition of the products and services. In this chapter, touristic consumer behaviour, consumer choice and behaviour of the relevant destination, and the management of the destination choice process are presented.
Aim: The chapter aims to reveal how important it is to know the consumer’s destination choice behaviour in both ensuring that the consumer has had a satisfied holiday during the holiday process, and that employers and employees, as service providers, experience the peace and pride of providing a good and quality service. Knowing the behaviour patterns of potential consumers and developing their marketing activities accordingly will provide great convenience to service marketers in the future.
Method: To do this a literature review has been carried out on the issues of destination choice behaviour and tourist travel behaviour.
Result: Tourist behaviour is the most significant indicator or predictor of future tourist behaviour. Considering the social role of the tourist, the behaviour of a tourist can also be an indicator of the behaviour of others. With their behaviours, tourists determine the norms of social behaviour within the context of tourism. These norms are also followed by other consumers such as engaging in tourist behaviour, as well as those who have not travelled yet. Tourist behaviour is the context of the consumer behaviour in the purchasing and abandoning the tourist services.
Implication: The characteristics of the consumer, their past experiences, the level of influence from other consumers, etc. In the future, knowing the behaviour patterns of potential consumers and developing their marketing activities in this direction will provide great convenience to service marketers.
Originality of Study: In the study, it is desired to draw attention to the importance of knowing consumer behaviours in their destination selection. Therefore, this study is thought to be useful in future studies, especially in terms of shedding light on the consumer behaviours and roles that play a role in determining the factors that play a role in destination selection.
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Wenjie Zhao and Md. Nor Othman
This report investigates attitude towards complaining, societal benefits and probability of complaint success, with emphasis on complaint intentions and actions, in applying the…
Abstract
This report investigates attitude towards complaining, societal benefits and probability of complaint success, with emphasis on complaint intentions and actions, in applying the theory of planned behaviour to complaint behaviour in Malaysia. On the basis of a sample of 834 respondents at the National Consumer Complaint Centre, the Tribunal for Consumer Claims Malaysia, and three shopping malls, the research findings suggest that complainers with a more positive attitude towards those three factors have a stronger tendency to make a complaint. However, consumers with positive perceptions of societal benefits and a higher probability of success are less likely to take action for seeking redress. Moreover, the influence of attitude, benefits, and probability of success on complaint actions is mediated by intention.
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Paula Rodríguez-Torrico, Sonia San-Martín and Rebeca San José Cabezudo
Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices…
Abstract
Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.
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Raife Meltem Yetkin Özbük, Duygu Aydin Ünal and Büşra Oktay
There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has…
Abstract
There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.
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