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Article
Publication date: 25 June 2020

Yan-Kai Fu and Ya-Ju Wang

The main purpose of this study was to investigate how the experiential value of lodging tourists affected the relationship between authentic happiness and behavioural intention.

Abstract

Purpose

The main purpose of this study was to investigate how the experiential value of lodging tourists affected the relationship between authentic happiness and behavioural intention.

Design/methodology/approach

A purposive sampling technique was adopted for Taiwanese tourists with lodging experience during the 2017 Taipei International Travel Fair; and utilises confirmatory factor analysis (CFA), and structural equation modelling (SEM) to validate the suitability of questionnaire items, model fit, and the proposed hypotheses.

Findings

The results demonstrated that experiential value significantly and positively influenced authentic happiness. The mediating effect of authentic happiness through which experiential value enhances behavioural intention of lodging tourists was also found to exist.

Originality/value

This study provides a novel approach which presents experiential value as the antecedent variable, authentic happiness as the mediator, and behavioural intention as the dependent variable, in order to better understand tourists’ lodging decision-making processes and behaviours and this approach is considered an advancement within the literature.

目的

本研究最主要的目的是在调查台湾住宿游客的体验价值如何影响真实快乐与行为意图之间的关系。

设计/方法/方法

本研究采用目的抽样, 选取2017年台北国际旅展中有住宿经验的台湾游客为问卷受测对象, 并使用验证性因素分析(CFA)及结构方程模型(SEM)来验证模型的适合度及所提出的研究假设。

结果

研究结果显示体验价值显著正向影响真实快乐, 同时也发现真实快乐的中介效果显著存在, 透过真实快乐的中介, 体验价值可以增强住宿游客的行为意图。

创意/价值

本研究提供一种新颖的途径, 将体验价值做为前因变数、真实快乐视为中介变数、及行为意图做为依变数, 以利于清楚了解游客的住宿决策过程和行为, 同时该途径在文献上被视为是一种进步。

Propósito

El objetivo principal de este estudio fue investigar cómo el valor experiencial de los turistas de alojamiento afectó la relación entre la felicidad auténtica y la intención de comportamiento.

Diseño/metodología/enfoque

Se adoptó una técnica de muestreo intencional para los turistas taiwaneses con experiencia de alojamiento durante la Feria Internacional de Viajes de Taipei 2017; utilizando el análisis factorial confirmatorio (CFA) y el modelado de ecuaciones estructurales (SEM) para validar la idoneidad de los ítems del cuestionario, el ajuste del modelo y las hipótesis propuestas.

Resultados

Los resultados demostraron que el valor experiencial influyó de manera significativa y positiva en la felicidad auténtica. También se descubrió que el efecto mediador de la felicidad auténtica a través del cual el valor experiencial mejora la intención conductual de los turistas de alojarse.

Originalidad/valor

Este estudio proporciona un enfoque novedoso que presenta el valor experiencial como la variable antecedente, la felicidad auténtica como mediador y la intención de comportamiento como la variable dependiente, para comprender mejor los procesos y comportamientos de toma de decisiones de alojamiento de los turistas, y este enfoque se considera un avance dentro de la literatura.

Article
Publication date: 11 December 2019

Wilson Bastos

This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency…

Abstract

Purpose

This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency, this paper explores how each conversation instance influences happiness.

Design/methodology/approach

Four experiments use three different methodologies, namely, actual talking behavior (Study 1), recalled and mental framing interventions and measurement of the focal variables (Studies 2 and 3) and manipulation of purchase conversationality (Study 4).

Findings

Consumers derive equivalent levels of happiness from each material or experiential conversation they have. When the object is highly conversational (when it generates as much conversation as experiences do), it advances as much happiness as experiences.

Research limitations/implications

The findings inform precisely how the purchase conversationality model unfolds; clarify previous claims made in the literature; establish the direction of causal effect; and reveal a novel boundary condition of happiness superiority of experiences.

Practical implications

The findings inform marketing managers how to optimally allocate their world-of-mouth (WOM) resources to advance consumer happiness. Additionally, this work shows a mental framing strategy able to increase WOM for objects – i.e. a tool for the manager.

Originality/value

This is the first investigation to disentangle the frequency of conversation from each conversation’s ability to advance happiness. It is also the first to engage participants in an actual conversation and measure changes in their happiness, and therefore, conclusively establish the direction of the effect. Additionally, by manipulating purchase conversationality, this work demonstrates a new boundary condition associated with conversationality.

Details

European Journal of Marketing, vol. 54 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 26 April 2022

Bin Li, Sijun Wang, Li Lei and Fangjun Li

This study aims to test the experiential advantage argument from both the hedonic and eudaimonic well-being perspectives and seeks to explore the mediating roles of a…

Abstract

Purpose

This study aims to test the experiential advantage argument from both the hedonic and eudaimonic well-being perspectives and seeks to explore the mediating roles of a sense of meaning, as well as the moderating effects of consumers’ motivational autonomy, in a novel context – China.

Design/methodology/approach

Study 1 (n = 203) used a between-subject experiment where participants role-played an imaginary purchase with experiential versus material focus; Study 2 (n = 290) used a recall method where participants were asked to recall their past experiential purchase or material purchase that cost more than RMB500 (about US$70); Study 3 (n = 185) used a between-subject experiment where participants were assigned to one of the four scenarios (two types of purchases (experiential vs material) × 2 levels of motivational autonomy (high vs low).

Findings

The authors find that the experiential advantage argument holds true for eudaimonic well-being as well as hedonic well-being in three studies with Chinese consumers. In addition, the authors find that a sense of meaning serves as an additional mediator for the experiential advantage argument. Further, the authors find that the level of motivational autonomy positively moderates the effect size of experiential advantages and the mediating roles of a sense of meaning.

Research limitations/implications

The authors only address the two ends of the experiential–material purchase continuum. Whether the discovered mediation roles of a sense of meaning and the moderation roles of motivational autonomy hold for hybrid experiential products remain unknown.

Originality/value

The authors enriched the experiential advantage literature through exploring the mediation roles of a sense of meaning and the moderating effects of motivational autonomy in the experiential advantage model.

Details

Journal of Consumer Marketing, vol. 39 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 26 July 2021

Pedro Cuesta-Valiño, Pablo Gutiérrez-Rodríguez and Estela Núnez-Barriopedro

The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to…

1032

Abstract

Purpose

The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness as mediators, are explained as antecedents to loyalty.

Design/methodology/approach

A transversal descriptive study based on primary data were, therefore, carried out using a survey with a sample of 2,515 consumers representing the Spanish population. The Partial Least Square method was applied to test the hypotheses.

Findings

The results of this research tell us which variables have a positive influence on consumer loyalty to fashion brands, where brand image, satisfaction and consumer happiness are the determining variables of loyalty.

Research limitations/implications

This model has important implications and contributes both to the literature and to the choice of differentiation and brand positioning strategies for marketing to a global and highly competitive market.

Originality/value

One of the novelties of this study is the fact that it considers the consumer happiness variable as an antecedent to loyalty in the fashion consumer sector.

Details

Corporate Governance: The International Journal of Business in Society, vol. 22 no. 3
Type: Research Article
ISSN: 1472-0701

Keywords

Article
Publication date: 19 March 2018

Hung-Che Wu, Ching-Chan Cheng, Yi-Chang Chen and Wien Hong

This paper aims to test the relationships among the experiential quality dimensions, the green relationship quality dimensions, environmental friendliness, green support…

3040

Abstract

Purpose

This paper aims to test the relationships among the experiential quality dimensions, the green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green bed & breakfast (B&B) context.

Design/methodology/approach

The data used in this study are based on a sample of 517 customers staying at one green B&B in Yilan County of Taiwan. The predicted relationship is tested using structural equation modeling.

Findings

The empirical findings reveal the following: five dimensions (peer-to-peer quality, physical environment quality, outcome quality, venue quality and administration quality) constitute a multidimensional model to conceptualize and measure perceived experiential quality that can achieve green experiential satisfaction in addition to environmental friendliness; environmental friendliness has a direct influence on green trust and green experiential satisfaction, which has a positive significant influence on green support and green desire; and green trust, green experiential satisfaction and green support contribute to green experiential loyalty.

Practical implications

To increase the perceptions of experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty, the findings of this study will help green B&B management develop and implement market-orientated service strategies.

Originality/value

This paper provides data that result in a better understanding of the relationships among experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green B&B setting.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 19 June 2018

Hung-Che Wu, Chiou-Fong Wei, Li-Yu Tseng and Ching-Chan Cheng

The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and…

2861

Abstract

Purpose

The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding.

Design/methodology/approach

A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling.

Findings

The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior.

Practical implications

To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies.

Originality/value

The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

Details

Marketing Intelligence & Planning, vol. 36 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 16 October 2018

Hung-Che Wu and Ching-Chan Cheng

The purpose of this paper is to examine the relationships among the experiential quality (EQ) dimensions, experiential satisfaction (ES), experiential involvement (EI)…

Abstract

Purpose

The purpose of this paper is to examine the relationships among the experiential quality (EQ) dimensions, experiential satisfaction (ES), experiential involvement (EI), host city image (HCI), experiential equity (EE), spectator affection (SA) and experiential loyalty (EL) in the sport context.

Design/methodology/approach

The data used in this study were based on a sample of 674 spectators from the finals of the men’s and women’s football tournaments held at the Maracanã Stadium in Rio, indicating that the proposed model fitted the data.

Findings

Findings show that the six EQ dimensions physical environment quality, outcome quality, access quality (AQ), game quality, trip quality (TQ) and security quality (SQ), EI, EE, HCI and SA positively influence ES. Also, EI moderates the relationship between HCI and EL. Moreover, EL is influenced by EI, HCI, SA and ES.

Practical implications

Results will assist sport management in developing and implementing market-orientated service strategies to increase the EQ dimensions, ES, EI, EE, HCI and SA in order to increase EL.

Originality/value

This study provides data that result in a better understanding of the relationships among the EQ dimensions, ES, EI, HCI, EE, SA and EL in the sporting context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Book part
Publication date: 30 July 2018

Ezgi Merdin-Uygur

The consumer behaviour literature is evolving towards the assumption that products are inherently experiential bundles, and after all, all businesses are operating within…

Abstract

The consumer behaviour literature is evolving towards the assumption that products are inherently experiential bundles, and after all, all businesses are operating within the experienced economy. Experiences are much more advantageous for the consumers because they advance happiness or enjoyment of life (instead of survival or maintenance). Experiential purchases lead to greater happiness levels compared to material purchases. Reliance on materialism and material purchases is shown to be the reason of low happiness levels in even the most affluent countries.

In this chapter, based on theoretical as well as empirical papers, I analyse experiences and the consumption of experiences in the Turkish context. The arguments are supported by up-to-date market analysis of related industries conducted by independent market research agencies. The first section looks at the rise of experientialism in retail industries, such as in the case of shopping malls. The following sections touch upon main experiential categories such as tourism, dining and sports. Finally, the social aspects of experiences are discussed in the context of third-place experiences, and some empirical findings are presented. The chapter concludes with some recommendations for practitioners, experience designers, service providers as well as researchers.

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Keywords

Article
Publication date: 30 July 2021

Lia Zarantonello, Silvia Grappi, Marcello Formisano and Bernd H. Schmitt

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer…

Abstract

Purpose

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer experiences evoked by food-related activities can facilitate, stimulate and enhance individuals’ happiness and perceptions of life satisfaction.

Design/methodology/approach

A diary field experiment was conducted. Participants from a major European city were asked to reflect on their food-related activities, provide descriptions and answer questions on experiential stimulation derived from these activities in relation to happiness and perceived life satisfaction.

Findings

Food-related activities generally result in positive consumer experiences and psychological well-being. Experiential stimulation resulting from food activities is positively related to perceived life satisfaction directly and indirectly via pleasure and meaning. Although the authors found an overall positive relationship between these constructs, they also found differences based on the experience type considered. A “crescendo model” of experiences that details how experiences lead to happiness and perceived life satisfaction is presented.

Research limitations/implications

This study is largely exploratory. Future research should adopt an experimental approach and further test the relationship between experiential stimulation, happiness and perceived life satisfaction in the context of food.

Practical implications

The paper offers innovation teams in food companies a practical “crescendo model” that can be used to design product–consumer interactions.

Originality/value

The research bridges literatures on design thinking, psychological well-being and consumer experiences. By studying the relationship between experiences, happiness and perceived life satisfaction in the context of food, the findings contribute to research on food well-being by expanding the notion of happiness seen only as pleasure. The research also contributes to work on design thinking by offering an experiential framework that contributes to the notion of consumer empathy.

Details

European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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