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1 – 10 of 709Sungkyung Kim and Argyro Elisavet Manoli
This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical…
Abstract
Purpose
This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.
Design/methodology/approach
Utilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.
Findings
Three dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.
Originality/value
This research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.
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Dr Dongmei Zha, Pantea Foroudi and Reza Marvi
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable…
Abstract
Purpose
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.
Design/methodology/approach
Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.
Findings
Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).
Research limitations/implications
This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.
Originality/value
This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.
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Wagner Junior Ladeira, Vinicius Nardi, Marlon Dalmoro, Fernando de Oliveira Santini, William Carvalho Jardim and Debdutta Choudhury
Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications…
Abstract
Purpose
Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.
Design/methodology/approach
Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.
Findings
The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.
Practical implications
Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.
Originality/value
Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.
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Paula Álvarez-González, Ana Dopico-Parada and María J. López-Miguens
The importance of packaging attributes for purchase decisions has generated interest in the research and food industry. As a matter of fact, innovation in packaging is constantly…
Abstract
Purpose
The importance of packaging attributes for purchase decisions has generated interest in the research and food industry. As a matter of fact, innovation in packaging is constantly searching for new solutions that generate customer experience. The aim of this study is to analyse the effect of packaging attributes (protection, convenience, portability and storage, information, sustainability, branding and engagement) on consumer purchase intention of experiential packaging especially designed to provide an extraordinary sensory or interactive communicational experience and the influence of potential moderators.
Design/methodology/approach
The authors used a quantitative methodology based on the partial least squares (PLS) technique to estimate the structural model proposed. A purposely developed questionnaire was administered to a non-probabilistic sample of 1,489 European consumers. The questionnaire included questions related to consumers' perception of packaging attributes and purchase intention of different experiential packages.
Findings
The results indicate that packaging attributes are related to consumer purchase intention of experiential packaging. Engagement attributes show the strongest positive influence followed by branding and economy. However, attributes such as sustainability showed a negative effect on the purchase intention of these packages. The authors’ results also show the influence of gender, family structure and residential background as moderators of the relationships.
Originality/value
Customers' decision-making processes are strongly influenced by product packaging. However, little is known about how new technologies and design in packaging influence consumers' responses. This research provides evidence of the influence of packaging attributes on consumer purchase intention for experiential packaging, a proliferating area of research.
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Diana Escandon-Barbosa, Jairo Salas-Paramo and Luis Fernando Caicedo
The main objective of our study is to shed light on how perceived enjoyment influences the intricate relationship between value cocreation and consumer satisfaction, with a…
Abstract
Purpose
The main objective of our study is to shed light on how perceived enjoyment influences the intricate relationship between value cocreation and consumer satisfaction, with a specific focus on the realms of tourist services.
Design/methodology/approach
To achieve the objective outlined in this research, an information survey was carried out on 400 consumers of tourist services who have participated in virtual cocreation processes through digital platforms. As a data analysis technique, the dynamic structural equation modeling (DSEM) analyzes the causal relationships between the elements under study.
Findings
Our extensive analysis draws upon the data collected through a survey spanning from 2018 to 2023, encompassing 400 participants who actively engaged in value cocreation processes in both physical and virtual settings. Our investigation considers two competing models to elucidate the role of perceived enjoyment. Our findings, established through DSEM illuminates that perceived enjoyment predominantly functions as a mediator, exerting a more pronounced influence on the connection between value cocreation and consumer satisfaction. Contrary to a moderating role, perceived enjoyment emerges as a significant mediator in our study.
Originality/value
The most significant addition is recognizing virtual value cocreation behaviors in tourist sector activities over time, primarily because it indicates the likelihood of negative repercussions of its usage. Furthermore, it must be capable of designing surroundings according to the characteristics of customers in terms of immersion and technology usage, preventing a rise in stress situations that might result in more negative consequences than planned. Another important insight is that virtual value cocreation initiatives have detrimental long-term implications, particularly in tourism.
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Shubham Senapati and Rajeev Kumar Panda
The importance of consumer experience in service industries, particularly healthcare, is widely acknowledged as it captures the intricacies of quality management. In tandem with…
Abstract
Purpose
The importance of consumer experience in service industries, particularly healthcare, is widely acknowledged as it captures the intricacies of quality management. In tandem with the emerging research trends that evaluate service excellence through user experience, this study renders a performance analysis of the dimensions of consumer experience that individually or collectively shape healthcare consumers’ perceptions of service quality.
Design/methodology/approach
A cross-sectional study was conducted across 13 mid-tier corporate hospitals to collect data from 438 patients. The data was processed through factor analysis in SPSS to confirm sample adequacy and factor extractability. Further, two independent multi-criteria decision-making (MCDM) tools, Fuzzy Technique for Order Performance by Similarity to Ideal Solution (F-TOPSIS) and Grey Relational Analysis (GRA), were executed to render performance analysis of identified factors.
Findings
Using F-TOPSIS, factors such as “information” and “hospital environment” received higher performance ratings, while items related to “communication with doctors” and “humanistic care” received lower rankings. Minor yet anticipated deviations were observed while verifying performance scores using GRA. Nonetheless, both outcomes exhibited a strong correlation coefficient of 97.14%, confirming analytical consistency.
Originality/value
Hitherto, such usages of hybrid MCDM techniques have rarely been executed to convey a clear understanding of consumers’ experiences in healthcare services. Moreover, the findings provide a clear insight into consumers’ key response areas, which can further be translated to maximize consumer gratification, thus assisting healthcare managers in improving service performance and clinical decision-making.
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Puneett Bhatnagr and Anupama Rajesh
This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the…
Abstract
Purpose
This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives.
Design/methodology/approach
This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses.
Findings
The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis.
Research limitations/implications
This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further.
Originality/value
There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.
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The primary objective of this study is to explore consumers' non-adoption intentions towards meta-commerce (or metaverse retailing). Utilizing the Innovation Resistance Theory…
Abstract
Purpose
The primary objective of this study is to explore consumers' non-adoption intentions towards meta-commerce (or metaverse retailing). Utilizing the Innovation Resistance Theory (IRT) as the theoretical foundation, this study investigates the impact of diverse barriers on non-adoption intentions within the meta-commerce context.
Design/methodology/approach
A total of 356 responses were gathered to test the proposed hypotheses. Structural Equation Modelling (SEM) with SmartPLS 4 software was used to examine these hypotheses.
Findings
The findings of this study show that perceived cyber risk, perceived regulatory uncertainty, perceived switching cost and perceived technical uncertainty are significantly linked to non-adoption intention towards meta-commerce. Furthermore, the study suggests that the moderating influence of technostress on these connections is more pronounced for consumers with high technostress compared to those with low technostress.
Originality/value
This study makes a significant contribution to the current body of literature by providing valuable insights into the fundamental barriers that consumers encounter when contemplating the adoption of meta-commerce. This contribution is particularly noteworthy as it fills a gap in the existing literature, as no prior study has comprehensively examined the primary obstacles that shape consumer intentions towards meta-commerce adoption. This novel perspective offers scholars, businesses and policymakers a foundation for developing strategies to address these barriers effectively.
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The sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known…
Abstract
Purpose
The sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known as value co-creation. The present research aims to explore the consumer responses to value co-creation in sharing economy such as satisfaction, brand preference and enduring buyer–platform relationships, amid consumer's CSR concerns.
Design/methodology/approach
Drawing on the sharing economy and value co-creation literature and rooted in the stimulus-organism-response framework, an online panel data provider was employed to recruit 393 actual sharing economy consumers from the United States. Empirical analyses are performed using structural equation modeling through Amos, version.27.
Findings
Findings confirm that value co-creation intentions contribute to consumers' satisfaction, brand preference and sustainable social relationships in the sharing economy. As expected, heightened concerns of corporate social responsibility (CSR) led to decreased consumer satisfaction with the sharing economy platform.
Originality/value
The study contributes to the digital sharing economy literature by emphasizing the role of CSR perceptions for building long-term relationships (buyer–platform relationships) where value co-creation is crucial.
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This study aims to examine Braille usage among consumers with visual impairments, investigating motivations and addressing inherent challenges.
Abstract
Purpose
This study aims to examine Braille usage among consumers with visual impairments, investigating motivations and addressing inherent challenges.
Design/methodology/approach
Drawing insights from 16 semistructured interviews with individuals experiencing blindness, this study reveals nuanced aspects of Braille utilization.
Findings
Three key motivations for Braille usage are identified: as a coping mechanism for functional needs and to combat stigma; as an embodied experience contributing to pleasure; and as a heritage embodying a culture of visual impairment. Obstacles include cultural and financial barriers to learning, incomplete retail transcriptions limiting practicality and spatial congestion issues.
Originality/value
This study underscores Braille’s dual function as both coping mechanism and cultural heritage. By highlighting obstacles, it sheds light on challenges faced by consumers with visual impairments, facilitating advocacy and promoting inclusive retail practices. Originality lies in recognizing diverse motivations and experiences among Braille users, offering insights for enhancing tactile engagement in the marketplace.
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