Search results

Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

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.

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.

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).

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.

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.

Luxury as a construct warrants an assessment of entities promoting themselves as luxurious offerings. Therefore, this study attempts to evaluate the experiencescapes of luxury trains operating in developed and developing countries to assess the presence of luxury values in the elements affecting tourists' experiences and immersion.

Two different types of luxury trains were selected from across developed and developing countries for a holistic assessment of the experiencescapes. Through netnography and hermeneutic interpretation, this study analyzes 218 experiential descriptions on Tripadvisor from luxury trains of Australia, UK, Peru and India.

Although luxury trains in both the regions entailed financial, functional, social and individual value, they struggled to offer these values in conjunction. While the positioning of luxury trains in developing countries under the “inaccessible luxury” segment is exaggerated, developed countries were also found to struggle with customer service and management.

By emphasizing on areas within the control of the service providers, short-haul luxury trains can be a better fit in developing countries. Better usability testing and employee training should be undertaken to improve the functional values of luxury in long-haul luxury trains of developed countries.

This article not only assesses the validity of luxury trains' positioning but also provides new insights into the nature of the tourist immersion process. Having extensively discussed experiences in the backdrop of luxury, it contributes to the progression of literature on luxury trains, experiencescapes and immersion.

Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly known as Twitter), using Kolb’s experiential learning theory to analyze the viewers’ learning process. In addition, the study investigates how the length of time a viewer follows a brand and the type of brand can influence their attitudes toward it.

This study involved three qualitative studies on X to investigate how content learning affects consumer attitudes toward two brands, namely, Nike and Subway. The study also examined the impact of the duration of following the brands, with participants following the brands for 4, 8 and 12 weeks, respectively, to assess changes in their attitudes.

The results demonstrate that content learning significantly impacts consumer attitudes. By following brands and engaging with their FGC over time, viewers can transition from being occasional or intermittent followers to becoming devoted brand enthusiasts. Through the four-stage experiential learning process, followers undergo cognitive, emotional and behavioral transformations that collectively shape their brand attitudes. The impact of content learning varies according to the brand type, and the duration of following has a positive effect on brand attitudes.

The study’s findings have significant marketing implications for social media marketers, suggesting that they should restructure their social media platforms as learning platforms to effectively engage followers. Companies should adjust their content marketing strategies from a learner’s perspective, providing followers with content that resonates with them, enhances their learning outcomes and helps shift their beliefs and brand attitudes, ultimately converting them into loyal consumers.

To the best of the author’s knowledge, this qualitative research is the first of its kind to apply experiential learning theories to investigate how users learn from FGC by following brands on social media and how this learning ultimately changes their brand attitude. The study provides a unique perspective on social media marketing, enriching the understanding of content marketing and consumer experiences on social media platforms.

The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas.

A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work.

Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing.

With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.

Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products spontaneously. This paper aims to examine key cognitive aspects of impulsive buying behaviour and purchase regret in an online context.

An online survey was conducted to collect the data of 317 online consumers with the help of a convenience sampling technique. The structural equation modelling technique was carried out to establish the validity and reliability of measures and examine the proposed relational paths.

The study results suggest that cognitive aspects recede impulsive buying, resulting in purchase regret. The empirical findings on the impulsive buying behaviour and purchase regret to yield several important implications, including developing marketing strategies and policies to evoke the intentions for impulsive buying behaviour, consumer innovation and balancing the feelings of regret.

The study also provides some significant contributions to the literature on online impulse buying and its related paradigms.

This study mainly attempted to determine the precursors of online impulse buying and purchase regret from the perspective of hedonic and experiential consumption motivation and consumer innovation. Getting reflections from cognitive dissonance theory and the post purchase evaluation, a theoretical model was developed and empirically tested for impulsive online buyers.

The purpose of the present research is to address the issue by conceptualizing artificial intelligence (AI) experience quality and its dimensions, and furthermore, to empirically test the relationships among AI experience quality, positive affective reactions, AI experience satisfaction and AI-seeking intention.

The data were collected from an AI community canteen in Shanghai. They were also analyzed using exploratory and confirmatory factor analyses (EFA and CFA) and structural equation modeling (SEM).

Four primary dimensions and 15 sub-dimensions of AI experience quality for community canteens were identified. The hypothesized paths between the higher-order constructs – AI experience quality, positive affective reactions, AI experience satisfaction and AI-seeking intention – were confirmed as well.

This is the first study to synthesize AI experience quality, positive affective reactions, AI experience satisfaction and AI-seeking intention in an AI restaurant setting.

Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience–Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.

Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.

VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study’s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.

The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors’ understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.

This paper analyzes the value creation process in terms of the relationships between institutions, technology, integration of resources and contextual value. The study was conducted within an online learning setting in higher education, and utilized service-dominant logic as a basis for analysis.

A total of 349 responses were collected through an online survey. After removing data from respondents who did not meet the criteria and outliers, 280 responses were analyzed. Furthermore, six hypotheses were tested using structural equation modeling (SEM) techniques.

The results confirm that institutions are proven to influence technology and resource integration. The technology significantly affects resource integration and value-in-context. Likewise, resource integration determines value-in-context remarkably. On the other hand, this study found no evidence of the impact of institutions on value-in-context.

The study has been conducted in the Jabodetabek area, with a sample size of only 280. An extensive survey, including a larger sample size, may reveal a broader glimpse of the value co-creation process of students in higher education institutions. Only three antecedents of contextual value have been explored, namely institutions, technology and resource integration. More strengthening and detailed findings could be derived if the antecedents of the contextual value addressed could be added. In the sampling, the researchers have used non-probability sampling for collecting data due to various constraints. The use of the probabilistic sampling method might have given some new insights to the study and made the sample more representative. The convenient sampling method employed in this study may limit the generalization of this study's findings. Therefore, the findings of the hypothesis test only apply to the selected sample data. Another limitation of the study is that the survey respondents represented an urban Indonesian perspective. So, replication of this study in different areas (e.g. west, east and central Indonesia) would help to generalize the findings. In this study, there is no evidence that institutions have a direct impact on contextual value. The authors suggest reexamining the relationship between institutions and contextual value in future studies.

In particular, the authors have succeeded in designing a new empirical model in higher education based on the perspective of service-dominant logic (S-D logic). This finding further strengthens the existence of the perspective of S-D logic as a new general theory of the market.

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

After the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.

Results show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.

The study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.

There are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.