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This study aims to achieve three objectives: to explore the perception of consumers about supersized foods (in both pre- and post-consumption scenarios), to identify why consumers prefer supersized options over other available options and to determine the types of situations that push consumers to make such decisions.

This qualitative study uses the triangulation of projective methods, coupled with semi-structured interviews with 120 participants. The data was collected from major cities of Pakistan, using a convenient sample of 25 semi-structured interviews, 35 narratives and 60 sentence completions and constructions analyzed by performing thematic analysis.

The findings indicate that the antecedents of the purchase of supersized food include price/quantity trade-off, hunger, liking and the social setting of consumption. Such purchase decisions also lead to consequences such as saving after purchase, health concerns, food waste, guilt and satisfaction. The findings also reveal the factors that play a dual role of an antecedent and a consequence: sharing, social status, quantity and leisure time.

The knowledge of factors that make consumers select supersized foods can help marketers design deals that can control overconsumption and food waste. Instead of only focusing on the motivations behind the purchase of supersized foods, the authors also discuss the aspects of food purchase and consumption.

This study advances the literature on purchase decision, consumption and post-consumption of supersized foods, providing insights for food retailers, regulators and policymakers.

¿Cuándo y por qué los consumidores eligen alimentos de gran tamaño?

Este estudio busca alcanzar tres objetivos: 1) explorar la percepción de los consumidores sobre los alimentos de gran tamaño (tanto en escenarios previos como posteriores al consumo), 2) identificar por qué los consumidores prefieren las opciones de gran tamaño sobre otras opciones disponibles, y 3) determinar qué tipo de situaciones empujan a los consumidores a tomar tales decisiones.

Este estudio cualitativo emplea la triangulación de métodos proyectivos, junto con entrevistas semiestructuradas con 120 participantes. Los datos se recopilaron en las principales ciudades de Pakistán, utilizando una muestra conveniente de 25 entrevistas semiestructuradas, 35 narraciones y 60 terminaciones y construcciones de frases analizadas mediante la realización de un análisis temático.

Los resultados indican que los antecedentes de la compra de alimentos de gran tamaño incluyen la relación precio/cantidad, el hambre, el gusto y el entorno social del consumo. Estas decisiones de compra también conllevan consecuencias como el ahorro después de la compra, la preocupación por la salud, el desperdicio de alimentos, el sentimiento de culpa y la satisfacción. Los resultados también revelan los factores que desempeñan un doble papel de antecedente y consecuencia: compartir, estatus social, cantidad y tiempo de ocio.

El conocimiento de los factores que hacen que los consumidores seleccionen alimentos de gran tamaño puede ayudar a los responsables de marketing a diseñar ofertas que puedan controlar el consumo excesivo y el desperdicio de alimentos. En lugar de centrarse únicamente en las motivaciones que subyacen a la compra de alimentos de mayor tamaño, los autores también analizan los aspectos de la compra y el consumo de alimentos.

Este estudio supone un avance en la literatura sobre la decisión de compra, el consumo y el posconsumo de los alimentos de gran tamaño, proporcionando información a los minoristas de alimentos, a los reguladores y a los responsables políticos.

Gran tamaño, Alimentos de gran tamaño, Consumo de alimentos, Estudio cualitativo, Técnicas proyectivas

Investigación

消费者何时以及为何选择超大号食品？

本研究旨在实现三个目标。1）探索消费者对超大号食品的认知看法（在消费前和消费后的场景下）, 2）确定消费者为什么喜欢超大号食品而不是其他现有选择, 以及3）确定促使消费者做出这种决定的情况类型。

这项定性研究采用了投射方法中的的三角测量, 以及对120名参与者的半结构化访谈。这些数据是从巴基斯坦的主要城市收集的, 研究者使用了一个方便性样本, 其中包括25个半结构式访谈, 35个叙述, 以及60个句子的完成和结构。这些数据通过主题分析来进行解析。

研究结果表明, 购买超大号食品的前因包括价格/数量的权衡、饥饿感、喜好和消费的社会环境。这样的购买决定也导致了购买后的节省、健康问题、食物浪费、内疚和满足感等后果。研究结果还揭示了几个即是前因又是结果的双角色因素：分享、社会地位、数量和休闲时间。

了解促使消费者选择超大号食品的因素可以帮助营销人员设计能够控制过度消费和食品浪费的交易。作者不仅仅关注了购买超大号食品背后的动机, 还讨论了食品购买和消费的各个方面。

这项研究推进了关于超大食品的购买决策、消费和消费后的文献, 为食品零售商、监管者和政策制定者提供了见解。

关键词 超大, 超大食品, 食品消费, 定性研究, 投射技术

文章类型： 研究型论文

This paper aims at understanding the differences between user profiles in collaborative consumption (CC) platforms in order to improve their management approaches and set up customized strategies. Particularly, the authors investigate the emerging role of prosumers and their influence on the active participation and growth of CC platforms. Moreover, the authors study user experience to help promoting users' recommendation and offering intention.

The sample includes responses from 6,388 users of CC platforms across the EU. The data were collected through the European Commission's Flash Eurobarometer survey 467 and analyzed through a partial least squares structural equation modeling (PLS-SEM) and a fuzzy set qualitative comparative analysis (fsQCA).

The PLS-SEM findings suggest that prosumers are more likely than consumers to recommend and offer services through CC platforms. Furthermore, previous experience using platforms positively affects the switch from consumers to prosumers. The fsQCA suggests that only economic advantages affect the switchover decision.

This study deepens the hitherto unexplored prosumer role in CC platforms and its antecedents and drivers.

The main limitations concern the generalizability outside of the EU, the unbalanced coverage of sectors and the number of moderator variables.

Prosumers act as golden actors because they contribute to enlarge both the customer base (through recommendations) and the provider base (through offering intention). Hence, managers should focus on prosumers' experiences to increase the critical mass and positive externalities of CC platforms.

This study helps understand the importance of the role of prosumers in the growth of CC platforms. The study provides more robust results through a cross-country and mixed-method research.

The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to identify the dimensions of experiential quality and the relationship of this construct with customer trust and customer satisfaction in achieving behavioral intention.

Using a convenience sampling technique, a total of 322 gym users in Turkey participated. A two-step approach was used to test both the model and the research hypotheses [confirmatory factor analysis (CFA) and structural equation modeling (SEM)].

The interaction quality, physical environmental quality, outcome quality and enjoyment quality were positively related to experiential quality. Similarly, the experimental quality was positively related to customer satisfaction and customer trust. Finally, customer satisfaction was related to behavioral intentions.

This study provides empirical evidence about the importance of experiential quality to gain a competitive advantage in the context of fitness centers.

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies.

The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Studying tourist behavior provides the privilege of diverging in the competition between destinations to attract tourists. Previous studies have explored the effects of tourist behavior on brand satisfaction, attachment and loyalty. However, there is a lack of studies that investigated the intuition behind shaping tourist behavior. To address this issue, this study aims to contribute to providing a viewpoint to apply locus of control (LOC) theory in the tourism context. LOC studies how individuals believe in controlling their feelings and judgment toward events.

The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables have, together with customer satisfaction and brand reputation, on customer loyalty in the context of hospitality services.

An online survey has been conducted including customers of an important hotel chain in the holiday up-market segment. The study sample is composed of 878 customers from Germany and the UK. The model has been tested using partial least squares technique.

Results indicate that positive emotional experiences have a positive effect on satisfaction, eWOM generation and company reputation. This study identifies the provision of emotional experiences as a powerful generator of positive eWOM in the hospitality context and it states that customer satisfaction, in itself, does not guarantee positive eWOM generation.

Designing unique, tailor-made, memorable experiences can become a key element to increase loyalty and, particularly, to foster the generation of recommendations, that is positive eWOM, in the hotel industry.

The study makes a contribution on the antecedents of customer satisfaction, eWOM engagement and loyalty in the specific context of hotel services.

Este trabajo analiza el papel que juegan las experiencias emocionales positivas en la generación de eWOM y la influencia que ambas variables, junto con la satisfacción del cliente y la reputación de la marca, ejercen en la lealtad del cliente en el contexto de los servicios hoteleros.

Se ha realizado una encuesta online a los clientes de una importante cadena hotelera de categoría media-alta del segmento vacacional. La muestra estaba compuesta por 878 clientes de Alemania y Reino Unido. El modelo ha sido analizado mediante Mínimos Cuadrados Parciales (PLS).

Los resultados indican que las experiencias emocionales positivas tienen un impacto positivo sobre la satisfacción, la generación de eWOM y la reputación de la empresa. El estudio demuestra que la provisión de experiencias emocionales positivas constituye un poderoso factor generador de eWOM positivo en el contexto de los servicios hoteleros, mientras que la satisfacción del consumidor no garantiza, por sí misma, la generación de eWOM positivo.

El diseño de experiencias únicas y memorables puede convertirse en un elemento clave para aumentar la lealtad y, en particular, fomentar la generación de recomendaciones positivas (eWOM) por parte de los clientes en el contexto de los servicios hoteleros.

Este trabajo realiza una contribución al estudio de los precursores de la satisfacción del cliente, la generación de eWOM y la lealtad en el contexto específico de los servicios hoteleros.

Experiencias emocionales, eWOM, lealtad, satisfacción, reputación, hoteles

Trabajo de investigación

This study aims to compare online review characteristics, review length and review sentiment score between “organic” and “regular” food products. In addition, variations in the consumer sentiment scores across the review lengths are studied.

This study fits into the descriptive research design. From Amazon’s website, the consumer product reviews are scrapped. Using the text analytical package “sentiment” in R-Studio, we computed the sentiment scores and counted the number of words in each review. The mean sentiment scores and mean review length are compared for regular and organic products using one-way ANOVA. Sentiment score variation across review length and product class is studied through factorial ANOVA. Sample reviews of ghee and honey are used to test the hypotheses.

The review length shows a significant difference between the regular and organic products. The mean number of words in the regular products reviews is significantly lower than the mean number of words in the organic product reviews. The regular products’ mean sentiment score is significantly lower than the mean sentiment score of organic products. The mean sentiment scores are not consistent between ghee and honey. Sentiment scores are better for organic honey and regular ghee products. For regular ghee products, longer reviews result in lower sentiment scores. For regular and organic versions of honey, longer reviews are associated with better sentiment scores.

This study did not include the helpfulness of a review and the demographic data of the reviewers.

Sentiment scores’ variations across the regular and organic and product categories such as ghee and honey give a comprehensive feedback to the firms. It also indirectly communicates a brand’s evaluation by the consumers and the performance feedback for an upward extension like the organic category.

Studies on organic category give feedback for environment-friendly products and consumer attitude shift towards safer products.

Very limited studies have reported the upward line extensions. The authors study the upward line extension organic and associated sentiment scores variation. The role of review length and its systematic influence on the sentiment scores, variations in the review due to the product nature (organic/regular) are unique contributions of this study.

This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.

Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).

The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.

In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.

This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Este estudio prueba el efecto que tiene la experiencia de marca y el amor a la marca en la lealtad a la marca y la disposición a pagar un precio más elevado en las plataformas de servicios de streaming.

Un modelo de ecuaciones estructurales (SEM) ha sido utilizado para contrastar el modelo teórico propuesto basándose en datos de 220 suscriptores de una conocida marca de servicios de streaming (Netflix).

Los resultados revelan que la experiencia de marca y el amor a la marca tienen un impacto significativo y directo en la lealtad a la marca y la disposición a pagar un precio más elevado en el contexto de televisión por streaming. También, el impacto que tiene la experiencia de marca en la lealtad a la marca y en la disposición para pagar un precio más elevado es parcialmente mediado por el amor a la marca.

En el contexto de la industria de entretenimiento (televisión por streaming), los gerentes de marca pueden diseñar significativas experiencias que sean capaces de crear fuertes lazos emocionales con sus usuarios, incrementando sus niveles de lealtad y disposición a pagar más. Además, los gerentes de marca deben considerar enfocarse al segmento de consumidores jóvenes, pues ellos tienen más apego a la tecnología que las personas mayores.

Este estudio enriquece la literatura existente sobre experiencia de marca en el sector del entretenimiento televisivo aportando evidencia del rol de la experiencia y del amor hacia la marca en la lealtad y la disposición a pagar un precio elevado.

本研究检验了品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿的影响。

结构方程模型（SEM）被用来评估本文所提出的理论模型, 该模型的数据来自于一个知名电视流媒体品牌服务方（Netflix）的220名订阅用户。

本文的结果显示, 品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿有显著的直接影响。同时, 部分品牌体验对品牌忠诚度和高价支付意愿的影响会被品牌喜爱所调节。

在流媒体电视行业中, 品牌经理可以创造更多有意义的体验, 与用户建立强大的情感联系, 从而提高忠诚度和高价支付意愿。同时, 品牌经理应该考虑将他们的工作重点放在年轻消费者身上, 因为他们比老一辈群体对科技有更强的依恋。

本文丰富了关于娱乐电视行业品牌体验的现有文献, 并提供证据证明了体验和品牌喜爱对品牌忠诚度和高价支付意愿的作用。

The present study aims to synthesize and conceptualize, through a systematic literature review (SLR), the current state of gamification knowledge in the tourism and hospitality (T&H) sector, providing a roadmap for future research recommendations for service research and practice.

The research is based on a systematic literature review and adopts a systematic quantitative approach to summarize existing evidence on gamification usage in the T&H sector, focusing on relevant service literature on gamification. The authors analyze 36 papers published between 2011 and 2019.

The authors synthesize existing knowledge into five themes describing gamification's role in T&H (Edutainment, Sustainable behavior, Engagement factors, Service provider-generated content and User-generated reviews). Then, a cross-analysis of the five themes reveals the pivotal elements (affordances, behavioral and psychological outcomes, and benefits) generated by gamification mechanics in T&H, simultaneously highlighting potential implications and relevant insights for service literature. The review identifies critical issues affecting gamification research and provides a future research agenda, considering opportunities for T&H and service research.

The study provides the first SLR investigating gamification in T&H. The findings present potential implications and relevant insights for T&H contributing to the construction of a more holistic understanding of gamification adoption in service research.

The purpose of this paper is to investigate whether guests’ tipping motivations (i.e. server quality, social norm and food quality) and demographic characteristics (i.e. gender, age and income) influence loyalty to the server in a restaurant.

Based on a national online survey consumer panel comprised of 468 participants, the authors utilized decision tree using R statistical software. Predictor variables were tipping motivations and demographic characteristics (age, gender and income). Target variable was loyalty to the server.

The findings suggest that social norm, food quality and income influence customers’ loyalty toward the same server on future visits. Social norm turned out to be the strongest predictor. If consumers did not have high social norm on tipping, their loyalty toward a particular server was affected by the combination of determinants such as server quality, social norm, income and food quality.

Future research can identify or develop scales of tipping motivations with stronger reliabilities in the context of restaurants. Future research can also explore other demographic differences (e.g. ethnicity and sexual orientation) in tipping motivations and server loyalty.

Servers are indeed the primary contact point and they are in the most influential position with consumers. Overall, results of this study provide an interesting insight in that restaurant guests’ experience can be ruined by bad quality of food or can be mitigated by server quality. Thus, this research highlights a step-by-step process as to the actions that a server may perform and manage in order to enhance server loyalty.

Loyalty has been examined in the context of products, brands or service providers. This study focuses on loyalty toward a specific server, because the consideration of server–guest relationship provides both a compelling and timely area of study in that restaurants continue to look for unique ways to drive server–guest rapport and customer loyalty.