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1 – 10 of over 3000Xiang Gong, Yi Yang and Wei Wu
Social group system and social tagging system, which leverage the psychological mechanisms underlying group influence and social tags to drive consumer behaviors, have been…
Abstract
Purpose
Social group system and social tagging system, which leverage the psychological mechanisms underlying group influence and social tags to drive consumer behaviors, have been prevalent in the social commerce platform. However, limited studies have examined how the affordances of social group system and social tagging system influence consumers’ social shopping behavior. The purpose of this study is to examine the formation of social shopping behavior in the social commerce platform.
Design/methodology/approach
Combining affordance theory with dual-congruity theory, we develop a model to examine how the affordances of social group system and social tagging system influence consumers’ social shopping behavior through the underlying self-congruity and functional-congruity processes. We empirically validate the research model using a multimethod approach, including an instrument development study and a field survey study.
Findings
Our empirical findings show that social support positively influences relational identity, while it has a nonsignificant effect on social identity. Social interactivity positively influences relational identity and social identity. Furthermore, social tagging quality and social endorser credibility positively affect perceived diagnosticity and perceived serendipity. Finally, relational identity, social identity, perceived diagnosticity and perceived serendipity collectively determine consumers’ social shopping intention.
Originality/value
This study contributes to the theoretical understanding of social shopping in social commerce and offers practical implications for designing an effective social group system and social tagging system to boost product sales.
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This study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to…
Abstract
Purpose
This study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to adopt Islamic banking services.
Design/methodology/approach
The authors use primary data collected through a structured questionnaire from 375 Malaysian bank customers. The scales were tested for psychometric soundness before the final data analysis. The authors examined the hypothesized linkages in the AMOS software package through structural equation modeling.
Findings
Customers’ actual self, ideal self and social self-congruity significantly predict their intention to adopt Islamic banking. However, the impact of actual self-congruity on Islamic banking adoption is stronger for publicly self-conscious customers. In contrast, public self-consciousness dampens the effect of ideal and social self-congruity on Islamic banking adoption.
Originality/value
Digressing from the conventional utilitarian position, this study offers a novel contribution to the Islamic banking literature by presenting an identity perspective of the determinants of Islamic banking adoption. The primary highlight of this study is the deployment of the congruity theory to emphasize the role of the customer’s self-concept in explaining her intention to adopt Islamic banking services.
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Soon-Ho Kim, Min-Seong Kim and Dong Hun Lee
Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the…
Abstract
Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.
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A.K. Fazeen Rasheed and Janarthanan Balakrishnan
The study examines the influence of various congruity factors (economic, safety and Health, hedonic, and functional) on tourists' satisfaction with sharing economy-based services.
Abstract
Purpose
The study examines the influence of various congruity factors (economic, safety and Health, hedonic, and functional) on tourists' satisfaction with sharing economy-based services.
Design/methodology/approach
A single cross-sectional design is used in the study, with 513 travellers surveyed directly at three different tourist destinations in India. The partial least squares-structural equation modelling approach is used to analyse the data.
Findings
The research shows that congruity factors significantly influence tourists' satisfaction with sharing economy-based services. Moreover, satisfaction is strongly associated with recommendation intention for these services and customer loyalty. Additionally, the intention to recommend directly leads to increased customer loyalty.
Practical implications
The results offer pertinent insights for stakeholders in the sharing economy, including tourism marketers, policymakers and corporations. Aligning services with the identified congruity factors can enhance user satisfaction, boost recommendation rates and foster long-standing customer loyalty.
Originality/value
This study stands out for its thorough investigation into how congruity factors influence tourist satisfaction within the context of the sharing economy. Additionally, by focusing on specific demographic differentiators, such as age (gen Z or old gen) and gender (male or female), the study provides a nuanced understanding that enriches the existing body of knowledge.
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Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan and Tapas Ranjan Moharana
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer…
Abstract
Purpose
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.
Design/methodology/approach
Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.
Findings
Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.
Originality/value
While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.
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Hsiu-Yu Teng, Chien-Yu Chen and Tien-Cheng Han
Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current…
Abstract
Purpose
Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current research complements the existing literature in the hospitality field by examining the association between restaurant innovativeness and customer advocacy while also investigating the mediating roles of self-image congruity and customer engagement.
Design/methodology/approach
The statistical software AMOS version 25 and bootstrapping were employed to test the hypotheses. Purposive sampling was employed for participant recruitment, and a self-administered questionnaire was used to collect data. Data were collected from Taiwanese customers who had dined at selected restaurants.
Findings
The results from 385 restaurant customers reported that self-image congruity had an indirect impact on customer advocacy through customer engagement. Customer advocacy was influenced by restaurant innovativeness through the mediation of customer engagement. The influence of restaurant innovativeness on customer advocacy was positively and sequentially mediated by self-image congruity and customer engagement.
Practical implications
Restaurant innovativeness is linked to customer advocacy through self-image congruity and customer engagement. Thus, restaurant managers should implement strategies focusing on innovativeness to improve self-image congruity and engagement among customers.
Originality/value
The current research may be the first to provide a research model that explores restaurant innovativeness, self-image congruity, customer engagement and customer advocacy in the hospitality context. This study also has practical implications for enhancing customer advocacy.
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Christina Saenger and Doori Song
This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically…
Abstract
Purpose
This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image congruity to affect brand attitudes through brand trustworthiness and identify the roles played by advertising value and perceived deceptiveness.
Design/methodology/approach
Experimental survey-based research with a between-subjects design was conducted, manipulating the content type (entertaining/informational) and brand image congruity (low/high) and measuring brand attitude, brand trustworthiness, advertising value and perceived deceptiveness. Participants were recruited via Amazon’s MTurk, and data were collected via online surveys in Qualtrics.
Findings
Results reveal that high brand image congruity generates more favorable brand attitudes for informational in-feed sponsored articles, and low brand image congruity generates more favorable brand attitudes for entertaining in-feed sponsored articles, through perceptions of brand trustworthiness. Enhanced brand trustworthiness results from increased advertising value for informational in-feed sponsored articles that are high in brand image congruity. Reduced brand trustworthiness results from increased perceptions of deceptiveness for entertaining in-feed sponsored articles that are high in brand image congruity.
Originality/value
While much academic research on native advertising focuses on its negative aspects, the present research identifies content-related factors that foster beneficial consumer responses to in-feed sponsored articles, including enhanced perceptions of brand trustworthiness and more favorable brand attitudes, due to differences in consumers’ perceptions of advertising value and deceptiveness. Managerially, this work can help branded content creators design effective in-feed sponsored articles.
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Supawat Meeprom and Warapon Dansiri
This study aims to examine the effects of motives for attending charity sport events on perceptions of self-congruity and charity sport event identification. It also examined the…
Abstract
Purpose
This study aims to examine the effects of motives for attending charity sport events on perceptions of self-congruity and charity sport event identification. It also examined the mediating role of self-congruity on the relationships between motives for attending charity sport events and charity sport event identification.
Design/methodology/approach
Data were collected through an online self-administered survey of 330 participants who had attended charity sport events in Thailand. A series of multiple regressions and the PROCESS macro method were used for analysing direct and indirect effects.
Findings
The results clearly indicated that physical and charitable motives had a significant impact on event identification. While physical, social and charitable motives had an impact on self-congruity, self-congruity had a greater impact on event identification. The role of self-congruity, meanwhile, mediated the relationship between physical, social, enjoyment and charitable motives and the event identification.
Research limitations/implications
The results of this study contribute to the extension of the body of knowledge, especially in regard to special events and charitable foundations where the proposed relationships have yet to be studied.
Originality/value
Using the social identity theory as a theoretical background, the study adds to the comprehensive understanding of social and psychological motives to build an identity and enhance a strong sense of identification and belonging to a charity sport event.
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Jing Luan, Zhong Yao, Yongchao Shen and Jie Xiao
The purpose of this paper is to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers’ attention…
Abstract
Purpose
The purpose of this paper is to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers’ attention to and memory of recommended products in an online shopping environment.
Design/methodology/approach
The study focuses on the context congruity effects of online PRs by examining consumers’ browsing patterns and attention characteristics (fixation counts and fixation duration) using an eye-tracking device and by measuring memory performance with an aided memory test. Three types of PRs (highly congruent, lowly congruent and incongruent PRs) and two degrees of involvement (high and low involvement) are considered.
Findings
The results of the gaze data show that context congruity effects can influence consumers’ PR attention, but this effect is not moderated by involvements. The results of the memory data show that PR recognition is influenced not only by context congruity effects but also by involvement. Another significant finding is that attention to a PR does not necessarily guarantee better memory performance.
Practical implications
The study significantly contributes to deepening the understanding of how context congruity can influence consumers’ attention to and memory of PRs. The findings also have important managerial and practical implications, such that selecting and presenting PRs should be based on context congruity effects.
Originality/value
First, introducing context congruity effects to investigate the effectiveness of online PRs by RAs not only provides an important theoretical contribution to research on recommendation effectiveness but also enriches its application. Second, the findings suggest that the relationship between visual attention and memory is not definitely positive. Third, to interpret the complex translation process from attention to memory, the authors propose a methodology that considers stimulus attributes, issue involvement, cognitive capacity and cognitive interference.
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Vania Vigolo and Marta Maria Ugolini
The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion…
Abstract
Purpose
The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion items.
Design/methodology/approach
The research focussed on a non-luxury intimate apparel brand, typical of daily use and private consumption. Regression analyses were conducted on a sample of 308 young female consumers to identify the effect of actual and ideal congruity in determining repurchase intentions. A cluster analysis based on actual self-concept was employed to develop a typology for consumers.
Findings
Unexpectedly, the findings revealed that ideal congruity is a stronger predictor of repurchase intentions than actual congruity. Further, based on actual self-concept, three profiles of young women emerged: active romantics, self-assureds and reliables. The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions.
Research limitations/implications
This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample size and selection. Additionally, this study only investigated the perceptions of young women.
Practical implications
This study suggests that non-luxury intimate apparel items, typical of daily use, are not merely functional purchases, but reflect young women’s self-expression motives. Accordingly, fashion marketers should focus on consumers’ ideal self-concepts to develop effective promotion strategies. Further, specific dimensions of brand personality should be considered in relation to the different clusters.
Originality/value
This study shows that repurchase intentions towards inconspicuous non-luxury fashion items are explained more by self-esteem motives (i.e. ideal congruity) than self-consistency motives (i.e. actual congruity).
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