Search results
1 – 10 of 166Cydni Meredith Robertson and Caroline Kopot
While today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can…
Abstract
Purpose
While today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention.
Design/methodology/approach
The overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment.
Findings
The results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluency
Originality/value
This study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.
Details
Keywords
Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention…
Abstract
Purpose
Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.
Design/methodology/approach
This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.
Findings
(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.
Research limitations/implications
This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.
Practical implications
According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.
Social implications
This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.
Originality/value
This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.
Details
Keywords
Mengjia Gao and Lin Huang
This study considers perceived enjoyment and attitude consistency as internal states of consumers in an omni-channel environment. This study aims to investigate the mediating role…
Abstract
Purpose
This study considers perceived enjoyment and attitude consistency as internal states of consumers in an omni-channel environment. This study aims to investigate the mediating role of perceived enjoyment and attitude consistency to reveal how omni-channel environment factors of interaction fluency, convenience, price advantage and personalization contribute to omni-channel shopping intention.
Design/methodology/approach
Consumers who had shopped at Uniqlo's online and offline stores were surveyed through an online questionnaire, and 566 data were collected for analysis through partial least squares structural equation modeling (PLS-SEM).
Findings
The results find that interaction fluency, price advantage and personalization positively affect perceived enjoyment, interaction fluency and convenience positively affect attitude consistency and perceived enjoyment and attitude consistency in turn facilitate omni-channel shopping intention. The mediating role of perceived enjoyment and attitude consistency was confirmed.
Originality/value
The original finding of this study is that factors such as interaction fluency, convenience, price advantage and personalization in omni-channel retailing require momentary and continuous affective states of consumers to facilitate omni-channel shopping intention, respectively. Therefore, this study considers the necessity of capturing different affective states of consumers in omni-channel shopping.
Details
Keywords
Jiayuan Zhao, Hong Huo, Sheng Wei, Chunjia Han, Mu Yang, Brij B. Gupta and Varsha Arya
The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood…
Abstract
Purpose
The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.
Design/methodology/approach
This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.
Findings
The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.
Originality/value
This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.
Details
Keywords
Voice assistant technology represents one of the most radical artificial intelligence innovations. Drawing on the processing fluency theory and consumer learning literature, this…
Abstract
Purpose
Voice assistant technology represents one of the most radical artificial intelligence innovations. Drawing on the processing fluency theory and consumer learning literature, this study aims to explore how consumer acceptance of new products is influenced by voice assistant function (VAF), along with the impacts of role clarity and learning modality.
Design/methodology/approach
Four between-subjects experimental studies were conducted. Study 1 tested the main effect of VAF on consumer acceptance. Study 2 included role clarity as a mediator between VAF and consumer acceptance. Study 3 examined the moderation effect of learning modality and contrasted the effectiveness of experiential and verbal learning in helping increase consumer acceptance. Study 4, as a post hoc study, tested serial mediations to validate whether processing fluency was indeed the mechanism explaining the indirect relationship between VAF and consumer acceptance via role clarity.
Findings
The negative impact of VAF on consumer acceptance was demonstrated in all four studies. Studies 2 and 3 showed VAF decreased role clarity which further influenced consumer acceptance. Moreover, Study 3 evidenced that experiential learning was more effective than verbal learning in increasing consumer acceptance of voice-assisted products via role clarity. Study 4 demonstrated that VAF decreased role clarity, which in turn decreased processing fluency, leading to lower consumer acceptance.
Originality/value
This research views the usage of voice-assisted products as a coproduction process between consumers and the VAF. Accordingly, findings provide novel insights into processing fluency of tasks assisted by VAF through the lens of role clarity and learning modality, which enriches the understanding of potential barriers and opportunities for consumers to accept voice-assisted products.
Details
Keywords
Xiaoping Liu, Shiyu Wang and Yingqian Liang
Based on the construal level theory, this research study examines the interactive effect between social crowding and corporate social responsibility (CSR) statement type on…
Abstract
Purpose
Based on the construal level theory, this research study examines the interactive effect between social crowding and corporate social responsibility (CSR) statement type on consumers' purchase intention.
Design/methodology/approach
The authors conducted two empirical experiments on a total of 508 subjects.
Findings
There is an interactive effect between social crowding and CSR statement type on consumers' purchase intention. Specifically, in high social crowding situations, concrete CSR statements lead to consumers' higher purchase intention, while in low social crowding situations, abstract CSR statements lead to consumers' higher purchase intention. Self-construal and processing fluency play a moderating and mediating role in the mechanism.
Originality/value
This research study contributes to the theoretical understanding of the interaction between social crowding and CSR statements, enriching the field of consumer behavior research on social crowding. Additionally, it offers practical insights for enterprises on how to present CSR information in crowded situations.
Details
Keywords
This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the…
Abstract
Purpose
This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).
Design/methodology/approach
Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.
Findings
The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.
Practical implications
Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.
Originality/value
This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.
Details
Keywords
Muhammad Rashid Saeed, Richard Lee, Larry Lockshin, Steven Bellman, Song Yang and Justin Cohen
Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different…
Abstract
Purpose
Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective).
Design/methodology/approach
Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data.
Findings
Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency.
Research limitations/implications
Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings.
Practical implications
Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies.
Originality/value
This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation.
Details
Keywords
The aim of this paper is to systematically review the literature published in recognized journals focused on recognition-based heuristics and their effect on investment management…
Abstract
Purpose
The aim of this paper is to systematically review the literature published in recognized journals focused on recognition-based heuristics and their effect on investment management activities and to ascertain some substantial gaps related to them.
Design/methodology/approach
For doing research synthesis, systematic literature review approach was applied considering research studies published within the time period, i.e. 1980–2020. This study attempted to accomplish a critical review of 59 studies out of 118 studies identified, which were published in reputable journals to synthesize the existing literature in the behavioural finance domain-related explicitly to recognition-based heuristics and their effect on investment management activities.
Findings
The survey and analysis suggest investors consistently rely on the recognition-based heuristic-driven biases when trading stocks, resulting in irrational decisions, and an investment strategy constructed by implementing the recognition-based heuristics, would not result in better returns to investors on a consistent basis. Institutional investors are less likely to be affected by these name-based behavioural biases in comparison to individual investors. However, under the context of ecological rationality, recognition-based heuristics work better and sometimes dominate the classical methods. The research scholars from the behavioural finance community have highlighted that recognition-based heuristics and their impact on investment management activities are high profile areas, needed to be explored further in the field of behavioural finance. The study of recognition-based heuristic-driven biases has been found to be insufficient in the context of emerging economies like Pakistan.
Practical implications
The skilful understanding and knowledge of the recognition-based heuristic-driven biases will help the investors, financial institutions and policy-makers to overcome the adverse effect of these behavioural biases in the stock market. This article provides a detailed explanation of recognition-based heuristic-driven biases and their influence on investment management activities which could be very useful for finance practitioners’ such as investor who plays at the stock exchange, a portfolio manager, a financial strategist/advisor in an investment firm, a financial planner, an investment banker, a trader/ broker at the stock exchange or a financial analyst. But most importantly, the term also includes all those persons who manage corporate entities and are responsible for making its financial management strategies.
Originality/value
Currently, no recent study exists, which reviews and evaluates the empirical research on recognition-based heuristic-driven biases displayed by investors. The current study is original in discussing the role of recognition-based heuristic-driven biases in investment management activities by means of research synthesis. This paper is useful to researchers, academicians, and those working in the area of behavioural finance in understanding the role that recognition-based heuristics plays in investment management activities.
Details
Keywords
When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has…
Abstract
Purpose
When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced.
Design/methodology/approach
This study combines a content analysis of 335 posts on the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response.
Findings
Increased amounts of visual context correlate to an improved response from viewers. Different types of context that can be presented – from logo variations and environmental examples to videos and animation – have varied effects.
Practical implications
When releasing a new logo, companies and organizations may receive a better response from viewers if they provide more visual context. Animations may also provide an improved response.
Originality/value
This study takes a novel approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses.
Details