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Article
Publication date: 7 June 2011

Muhammad Aljukhadar and Sylvain Senecal

Since their inception, which took place more than two decades ago, product recommendation agents (RAs) still attract very few consumers. Notably, most of academic work in the…

Abstract

Purpose

Since their inception, which took place more than two decades ago, product recommendation agents (RAs) still attract very few consumers. Notably, most of academic work in the field had an empirical quantitative structure. In addition, no research has developed a comprehensive model to explain the adoption and usage of commercial RAs. The purpose of this paper is to follow a qualitative approach to investigate the factors behind the adoption and usage of commercial RAs, explore the effect of user age, and deduce the success factors of these RAs.

Design/methodology/approach

This research followed a qualitative approach. Qualitative research aims to form an in‐depth understanding of human behavior. It is essential for building grounded theory and for proposing comprehensive models for future examination. As such, in four discussion groups, participants provided their input following the shopping trial for a product using a factual RA (MyProductAdvisor.com). Discussion groups were used because they outline an important aspect of qualitative research and because they are ideal for both the inception and development of products and services.

Findings

Underlying the major themes, the analysis first provides insight in consumers' RA use and the products consumers regard as adequate to be offered using a commercial RA. The analysis then delineates some important factors that can be considered by developers to enhance the usability and trustworthiness of commercial RAs. Further, the analysis suggested four higher‐order factors that can be considered the success factors of a commercial RA: users appear to require a commercial RA that is friendly, smart, trusted, and informational. The themes that emerged from participants in the youth and the older discussion groups were rather invariant.

Originality/value

This is one of the few qualitative studies that focused on commercial RAs. The commercial RA success factors and their determinants are summarized in the form of a general framework to guide future work. This qualitative work provides a cornerstone that is of importance to theory development in the field of intelligent RAs and assistive technology. The results have important implications for RAs' developers and researchers.

Article
Publication date: 22 October 2018

Robert Kwame Dzogbenuku and Desmond Kwadjo Kumi

The purpose of this study is to investigate the impact of internet on the e-lifestyle of the youth of emerging markets (EMs) in contemporary digital world using Ghanaian youth as…

Abstract

Purpose

The purpose of this study is to investigate the impact of internet on the e-lifestyle of the youth of emerging markets (EMs) in contemporary digital world using Ghanaian youth as a case study.

Design/methodology/approach

Survey data were obtained from students of five leading universities in Accra, the nation’s capital, between February and June 2017. Of the 300 questionnaires administered, 276 were usable representing 92 per cent collection rate. Respondents were randomly approached and oriented on the object of the study and asked to complete the instrument voluntarily using the face-to-face approach at student events. Both the exploratory factor analysis (EFA) and the structural equation modelling procedure of partial least square (PLS-SEM) were used to analyse the data.

Findings

From the study, drivers of the e-lifestyle of youth in EMs were listed in order of importance: socio-importance, interest, entertainment, necessity, novelty, academic, transaction and concern needs. Surprisingly, the quest for academic information does not motivate the youth to surf the internet compared to aspiration to satisfy social, interest and entertainment-driven needs.

Research limitations/implications

E-lifestyle addiction compels the youth to surf the internet via mobile phones, computers and other devices for e-lifestyle satisfaction, requiring internet service providers, marketers and academics to develop innovative e-lifestyle products to stimulate continuous internet usage of internet by the youth.

Practical implications

This study provides practical insight for internet service providers, web and application developers and members of the academic community to consciously develop internet-based products that direct the youth towards fulfilling e-lifestyle motivation.

Social implications

The convergence of the youth on the internet will in no doubt impact social behaviour, thereby influencing lifestyles.

Originality/value

As very little work has been done on youth e-lifestyle in EMs, this study serves as a pioneering work in EMs using Ghanaian youth as a case study. Ironically, students of EMs spend less time on the internet doing academic concerns compared to social activities. Additionally, the importance of transaction (payments) needs as a driver of internet use among the youth has been emphasised in this study.

Details

Global Knowledge, Memory and Communication, vol. 67 no. 8/9
Type: Research Article
ISSN: 0024-2535

Keywords

Article
Publication date: 1 June 2004

John C. Geraci

Presents the conclusions of Harris Interactive’s landmark poll of youth marketers, which reveals the industry’s views on complex issues like the ethics of selling to children…

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Abstract

Presents the conclusions of Harris Interactive’s landmark poll of youth marketers, which reveals the industry’s views on complex issues like the ethics of selling to children, advertising in schools, violent content in the media, child nutrition and obesity. Outlines the method used, which consisted of 878 online interviews, classifying respondents into youth marketing, advertising and PR, media, non‐profit organisations, market research, and educational institutions. Identifies characteristics of each group over their views about children as consumers, ethics, role models, rating systems for movies and shows, and health. Concludes that those working in youth fields tend to defend their own organisation although they often criticise the industry as a whole.

Details

Young Consumers, vol. 5 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 20 July 2010

Richard Lee, Jane Klobas, Tito Tezinde and Jamie Murphy

The purpose of this paper is to draw on self‐categorisation theory and nation branding to investigate the social identities and influences which underpin consumer preferences for…

4536

Abstract

Purpose

The purpose of this paper is to draw on self‐categorisation theory and nation branding to investigate the social identities and influences which underpin consumer preferences for national brands.

Design/methodology/approach

A survey in Mozambique, an underdeveloped African country, compared a domestic mobile phone company whose brand contains the country name against a European brand. Consumer ethnocentrism might arise identifying with the national brand or with Mozambican personalities endorsing the brand. Value‐expressiveness might arise from consumers associating with celebrity endorsers. A dichotomy of youth versus older consumers moderated the relationships between social identities and brand preference. Bayesian structural equation modelling using Monte Carlo simulations estimated the path coefficients from a sample of 611.

Findings

Across age groups, ethnocentrism is stronger than value‐expressiveness in determining preference for national brands. Moreover, ethnocentrism is stronger with the older rather than younger consumers. Consumer ethnocentrism stemmed mainly from injunctive influence (IN) with both age groups. With older consumers, value‐expressiveness related significantly to descriptive influence, but not to IN. With youth, neither social influence significantly related to value‐expressiveness.

Research limitations/implications

Single‐item measures might be less effective than multi‐item measures for psychological concepts of social identities and influences.

Practical implications

Understanding the role of social identity in consumer preferences for national brands may help managers heighten consumers' social identities and increase their loyalty for national brands. Shedding light on under‐researched African consumers may help firms doing business in these emerging markets as well as African governments that are attempting to strengthen the perceptions of their nation brand.

Originality/value

This paper bridges research in social psychology and international marketing by investigating the social identities and influences that underpin consumer preferences for national brands.

Details

International Marketing Review, vol. 27 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 5 February 2018

Niraj Kumar and Subhajyoti Ray

The purpose of this paper is to examine the consumption patterns and attitudes towards soft drinks among Indian youth.

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Abstract

Purpose

The purpose of this paper is to examine the consumption patterns and attitudes towards soft drinks among Indian youth.

Design/methodology/approach

A questionnaire was used to investigate consumption patterns, attitudes, and socio-demographic profiles of college-attending respondents between the ages of 18 and 30. Cluster analysis and factor analysis were undertaken to obtain a better understanding of the attitudes among young consumers towards soft drinks. A logistic regression model was used as a predictor to distinguish between frequent and non-frequent soft drink consumers.

Findings

Indian youths preferred diet drinks and fruit juices more than regular soft drinks. Soft drinks were mostly consumed as distinct drinks (not as substitutes) and on specific occasions. Easy availability of soft drinks at the locations closure to consumers was a critical factor in determining consumers’ purchase and consumption level. Attitude towards the utility and nutritional dimensions of soft drinks had a positive and significant influence on the frequency of consumption.

Practical implications

To remain competitive, soft drinks’ companies need to focus more on healthy products and those that are refreshing and relaxing.

Social implications

Regulating the availability of soft drinks in and around educational institutions will affect consumption of soft drinks and reduce diseases.

Originality/value

Only a few studies investigating consumption patterns and attitudes among Indian youth towards soft drinks. This study attempts to fill the gap.

Details

British Food Journal, vol. 120 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 June 2009

Richard Lee, Jamie Murphy and Larry Neale

Using an extended theory of planned behaviour (TPB) model to test how customer loyalty intentions may relate to subjective and descriptive norms, this study further seeks to…

4634

Abstract

Purpose

Using an extended theory of planned behaviour (TPB) model to test how customer loyalty intentions may relate to subjective and descriptive norms, this study further seeks to determine whether consumption characteristics – product enjoyment and importance – moderate norms‐loyalty relationships.

Design/methodology/approach

Using a two‐study approach focusing on youth, an Australian study (n=244) first augmented TPB with descriptive norm. A Singapore study (n=415) followed up with how consumption characteristics might moderate norms‐loyalty relationships. With both studies, linear regressions tested the relationships among the variables.

Findings

Extending TPB with descriptive norm improved TPB's predictive ability across studies. Further, product enjoyment and importance moderated the norms‐loyalty relationships differently. Subjective norm related to loyalty intentions significantly with high enjoyment, whereas descriptive norm was significant with low enjoyment. Only subjective norm was significant with low importance.

Research limitations/implications

Single‐item variables, self‐reported questionnaires on intended rather than actual behaviour, and not controlling for cultural differences between the two samples limit generalisablity.

Practical implications

The significance of both norms suggests that mobile firms should reach youth through their peers. With youth social pressure may be influential, particularly with hedonic products. However, the different moderations of product enjoyment and importance imply that a blanket marketing strategy targeting youth may not work.

Originality/value

The study extends academic knowledge on the relationships between norms and customer loyalty, particularly with consumption characteristics as moderators. The findings highlight the importance of considering different norms with consumer behaviour. The study should help mobile firms understand how social influences impact customer loyalty.

Details

Journal of Consumer Marketing, vol. 26 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 7 June 2013

Lisa S. McNeill and Lucy Turner

This paper aims not only to provide an insight into the nature of the relationship between parental financial role modelling and consumption behaviour of young people, but also to…

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Abstract

Purpose

This paper aims not only to provide an insight into the nature of the relationship between parental financial role modelling and consumption behaviour of young people, but also to explore the consumer socialization process that children undergo in the parent‐child dyad.

Design/methodology/approach

Qualitative research in the form of personal in‐depth interviews was conducted in order to extract new knowledge and reach a greater understanding regarding the impact that this relationship may have on future consumption behaviours within the youth market.

Findings

It is clear that parents are able to exert a huge amount of influence over the financial behaviour of their children (although this obviously differs between families) and are able to do so through the informal teaching of financial lessons, by allowing children to observe their own financial patterns and by guiding their children through significant financial decisions by offering advice and approval (or disapproval) when asked. Key financial attitudes and behaviours of young home‐leavers are almost directly related to the parental financial education they received whilst growing up and still living at home and in many cases parental influence is still present even once the child has moved away from home and is responsible for making their own financial decisions.

Research limitations/implications

Although there are limitations, the present study does have implications for the impact parents can have on the spending behaviour of their children; it may be that the most important thing parents can do is teach their children about financial responsibility and successful consumer decisions at a young age so that they grow up with these life skills.

Practical implications

In terms of practical implications, by identifying the specific areas where financial knowledge and awareness may be lacking, the research may help educational and financial institutions to design financial management courses in order to help young people achieve greater financial freedom.

Social implications

The paper reveals the characteristics of the consumption relationship children enjoy with their parents, describing the role of financial education within families and conceptualising the various forms of consumption relationships that exist between young consumers and their parents.

Originality/value

The relationship between parental influence and youth consumption behaviour has already been identified using quantitative research methods but very little is known about the actual extent of this relationship, which is addressed by this paper.

Details

Young Consumers, vol. 14 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 20 November 2009

Margit Keller and Veronika Kalmus

The purpose of this paper is to reveal how “cool” as a concept is constructed by urban tweens in the post‐socialist country Estonia.

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Abstract

Purpose

The purpose of this paper is to reveal how “cool” as a concept is constructed by urban tweens in the post‐socialist country Estonia.

Design/methodology/approach

The data consist of 42 essays written by 12‐year‐old schoolchildren of a secondary school in Tallinn in 2007. Discourse analysis was used to discover interpretative repertoires, subject positions and ideological dilemmas in the essays.

Findings

“Cool” is primarily constructed within three interpretative repertoires: cool as appearance, cool as leisure and cool as sports and hobbies. The main subject positions are young expert consumer, fun‐lover/pleasure‐seeker, achiever and creator. The main ideological dilemma is between individual distinction and fitting and merging into the group.

Research limitations/implications

The essays are rather brief and normative statements of what qualifies as “cool”. However, a certain degree of social desirability constitutes the value of these texts, revealing what Estonian tweens consider to be norms and shared beliefs.

Practical implications

The paper addresses the prominent place consumerism occupies in tweens' everyday life. It opens up the world of meaning‐making of “cool” by tweens, offering an insight into which repertoires responsible marketers could use to empower young consumers.

Originality/value

The paper sheds light on tweens' complicated symbolic and material worlds in a post‐socialist context, providing a continuum of meanings of “cool” and its relationships with the consumer and peer culture.

Details

Young Consumers, vol. 10 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 23 March 2010

Srinivas Durvasula and Steven Lysonski

China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly…

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Abstract

Purpose

China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these attitudes affect elements of consumer behavior such as materialism and vanity.

Design/methodology/approach

The paper uses a well‐accepted scale (with several dimensions) to explore attitudes towards money. Research questions examine how the dimensions of attitudes towards money affect materialism and achievement vanity. The sample comprises 127 young Chinese consumers. Statistical results based on confirmatory factor analysis as well as path analysis are reported.

Findings

The findings clearly show that attitudes towards money in China are not monolithic; instead there are variations among young Chinese. Materialism is affected by the power‐prestige and anxiety dimensions, but unaffected by the distrust dimension of money attitudes. Achievement vanity is affected by the power‐prestige dimension of money attitudes.

Research limitations/implications

Future research could examine other developing countries and other generational consumer segments. Another future research topic is to develop a comprehensive model of money attitudes, materialism, vanity, compulsive buying, and their possible antecedents or moderators.

Practical implications

These findings offer insight into the mindset of young Chinese. Beliefs that money permits one to attain not only status and possessions, but also power and control over others are contributing to increased materialism and expressions of vanity among young Chinese. For marketers, the results imply that positioning products based on the possession of money and the use of this money to indulge hedonism may resonate well with young Chinese consumers. However, some of the relationships we found may cause concern to ethicists and consumer watchdogs because of the associated problems of compulsive buying and other problems which are prevalent in consumer societies.

Originality/value

So far, no study has examined whether money attitudes drive materialism and achievement vanity, especially among younger consumers in developing countries such as China.

Details

Journal of Consumer Marketing, vol. 27 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 14 June 2011

Varsha Jain, Subhadip Roy, Aarzoo Daswani and Mari Sudha

This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further…

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Abstract

Purpose

This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the product being endorsed.

Design/methodology/approach

Given the purpose of the study, experimental design was used as the research methodology. In an experimental set‐up three product categories (low‐involvement food/low‐involvement non‐food/high‐involvement) and two endorsers (human celebrity/fictional celebrity) and a control group were deployed in a 3×3 full factorial design on 378 teenagers. Fictitious advertisements were used as stimuli.

Findings

The study suggests that, for food and non‐food low‐involvement product categories, the impact of a human celebrity is more than that of a fictional celebrity. Regarding the purchase intentions of teenagers, it was found that a human celebrity is more effective than a fictional celebrity in food and non‐food low‐involvement products. In the case of the high‐involvement product, the human celebrity was not found to create favorable consumer attitudes.

Research limitations/implications

The study results suggest that celebrity endorsements are useful, but the nature of the product also has an influence on success. One limitation of the study was the restriction to print advertisements.

Practical implications

A major implication from the findings for the managers is that a human celebrity may not always be the right choice for any product promotion for teenagers. More specifically, for high‐involvement products, celebrity endorsement needs to be handled with caution since it may not prove to be successful.

Originality/value

The contribution of the study is in addressing an area that has not been very well researched as yet, and in addressing a research question that has not been investigated properly.

Details

Young Consumers, vol. 12 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

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