Ying-Wen Liang, Chih-Hung Wang, Sheng-Hshiung Tsaur, Chang-Hua Yen and Jin-Hua Tu
The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the effects…
Abstract
Purpose
The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the effects of these impacts on the urban sustainability through the perceptions of Taipei residents after the exposition.
Design/methodology/approach
The authors conducted a literature review and consulted experts to identify the impact indicators of the exposition. This process resulted in 17 indicators of economic impact, 12 indicators of environmental impact, and 13 indicators of social impact, and the authors developed a 12-dimension/42-indicator mega-event impact measurement scale. Using a survey of 1,628 host residents after the exposition, the authors performed regression analysis to investigate the effects of these impacts on the urban sustainability.
Findings
The results indicated that economic, environmental, and social impacts exerted significant positive effects on urban sustainability. All positive dimensions of economic, environmental, and social impact exerted significant positive effects on urban sustainability, and all negative dimensions exerted nonsignificant effects on urban sustainability.
Originality/value
This study identified the impact indicators of the 2010 Taipei International Flora Exposition and investigated the effects of these impacts on the urban sustainability. The findings of this study indicated that economic, environmental, and social impacts of the exposition exerted significant positive effects on urban sustainability.
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Pielah Kim and Hua Chang
The purpose of this paper is to empirically test the artist contagion effect. This effect suggests that the physical contact of the artist in creating the art leads to a transfer…
Abstract
Purpose
The purpose of this paper is to empirically test the artist contagion effect. This effect suggests that the physical contact of the artist in creating the art leads to a transfer of the artist’s essence onto the artwork featured on a product, thereby enhancing consumers’ willingness to pay for such products featuring this art.
Design/methodology/approach
This research conducted four online experimental studies to examine the artist contagion effect.
Findings
This research first uncovered the transfer of the artist’s essence onto the art featured on a product, providing the foundation for the proposed artist contagion (prestudy). Following this, this research validated the artist contagion effect (Study 1) and then ruled out potential alternative explanations for the effect (Study 2). Lastly, this research demonstrated that the immorality of the artist can limit the artist contagion effect (Study 3).
Research limitations/implications
The perception of luxury has been regarded as a mediator explaining why a product featuring art can command a high product valuation. By conceptualizing and verifying the artist contagion effect, this research introduces another mediator, the artist’s essence, accountable for even a greater product valuation.
Practical implications
Visual artists should be included in the marketing of products featuring art. Marketers should communicate the physical contact that occurred during the creation of the art featured on a product.
Originality/value
This research highlights the crucial role of visual artists in the marketing of products featuring art, a role often overlooked in the extensively researched art infusion effect.
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Pielah Kim, Hua Chang, Rajiv Vaidyanathan and Leslie Stoel
Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of…
Abstract
Purpose
Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude.
Design/methodology/approach
Study 1 (n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner quality (mediator), and its indirect effect on brand attitude (DV), which is moderated by consumers’ self-construal orientation (Moderator 1). Study 2 (n = 416) extends the model tested in Study 1 by including an additional moderator, shopping task context (Moderator 2).
Findings
Results empirically demonstrate the impact of self-construal and shopping task context on the effectiveness of customization in improved customer–brand partner quality and eventual brand attitude.
Practical implications
Customization may not appeal to every customer for the same reason. Marketers must target customers’ individual traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving).
Originality/value
The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating that customization is not just a fine-grained segmentation strategy but a brand building tool. It highlights contextual factors affecting the outcome of customization by demonstrating the conditions under which it is most effective.
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Since a significant source of food waste on the consumer end is the reluctance to purchase or consume imperfect products, it is vital for businesses to learn how to affiliate…
Abstract
Purpose
Since a significant source of food waste on the consumer end is the reluctance to purchase or consume imperfect products, it is vital for businesses to learn how to affiliate their products with social and ecological causes. This study explores whether firms' communication of suboptimal food information to reduce food waste affects consumer perceptions and behaviors based on social exchange theory.
Design/methodology/approach
A factorial between-subjects experiment designed with 4 (environmental claims) × 3 (suboptimal food) is used to design 12 scenarios. The measurement scales of variables are adapted from the literature. ANCOVA and structural equation modelling (SEM) analyses were performed to test study hypotheses using a total of 745 valid samples collected via a web-based questionnaire after testing manipulation checks, reliability and validity.
Findings
Among the four types of environmental claims, product orientation and environmental fact claims improve consumers' attitudes, ethical judgments and purchase intentions toward suboptimal food. The effect of ethical judgments on purchase intention is higher than that of attitudes. Additionally, purchase intention is a vital predictor of sustainable consumption and plays a significant mediating role between the variables.
Originality/value
The findings of this study address gaps in the literature, which lacks investigations into the effects of communication information about suboptimal food on consumer attitudes and behaviors. Unlike traditional questionnaires using scale items to measure independent variables, the quasi-experimental design with stimulus materials used in this study can reveal the varied effects of different environmental claims.
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Hsing-Hua Stella Chang, Cher-Min Fong and Min-Hua Chang
Empirical evidence of the value creation process through which internationalizing small and medium-sized enterprises (SMEs) develop international branding capability (IBC) to…
Abstract
Purpose
Empirical evidence of the value creation process through which internationalizing small and medium-sized enterprises (SMEs) develop international branding capability (IBC) to build a value-creating brand in international markets is incomplete. This research aims to investigate a theoretical framework for the determinants and outcomes of IBC in internationalizing SMEs.
Design/methodology/approach
Using surveys of 519 internationalizing SMEs, this research empirically verified the antecedents to and effects of IBC on SMEs’ value creation, which thus translates into superior performance. Furthermore, this research explores contextual factors influencing the value creation process in SME internationalization.
Findings
Findings show that SMEs with strong international marketing resource orchestration (IMRO) and relational capability are more competent in developing IBC, which assists resource-constrained SMEs to create value, as manifested through international brand equity (IBE) and improved international performance. Moreover, environmental uncertainty enhances the interplay between IMRO, relational capability, and IBC, while new entrant pressure strengthens the relationship between IBC and IBE, and price competition pressure magnifies the impact of IBE on international performance.
Originality/value
Our study pioneers conceptualization of the value creation process through which SMEs develop IBC to build value-creating brands in international markets, overcoming the liabilities of smallness and outsidership.
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Tamer Zaki Fouad Mohamed, Chia-Hua Chang and Yu-Chuan Huang
This paper aims to explore the role of international quality assurance and accreditation on higher education quality improvement and competitiveness, as well as assessing the…
Abstract
Purpose
This paper aims to explore the role of international quality assurance and accreditation on higher education quality improvement and competitiveness, as well as assessing the associated benefits and challenges in the Asian context with reference to Taiwan.
Design/methodology/approach
The paper used a qualitative approach to examine the case study of Southern Taiwan University of Science and Technology (STUST) accredited by the Association to Advance Collegiate Schools of Business (AACSB). The paper collected survey responses from service providers (i.e. STUST faculty and AACSB) and focus group discussions with students to bridge the perception-expectation gap.
Findings
The qualitative results highlighted 10 key success factors and performance indicators which were later used to build a balanced scorecard (BSC) strategy for STUST quality improvement and competitiveness. Findings show that education quality assurance (via AACSB process) can directly influence the competitive advantage (i.e. for AACSB, STUST and Students) or indirectly via education quality enhancement. The results from faculty and students are consistent with the value co-creation trend to achieve continuous quality improvement more effectively and efficiently.
Originality/value
This research paper is unique as the first qualitative in-depth study to discuss assurance related factors that positively or negatively affect competitiveness and quality improvement for Higher Education Institutions (HEIs) in Asia and Taiwan. The paper also contributed by designing a BSC framework and strategy-map applicable to HEIs.
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Yan Meng, Stephen J. Gould, Lei Song, Hua Chang and Shiva Vaziri
This study aims to provide a practical strategy for customer service and salesforce from the basis of behavioral economics. When customers thought they missed a discount but…
Abstract
Purpose
This study aims to provide a practical strategy for customer service and salesforce from the basis of behavioral economics. When customers thought they missed a discount but eventually could get the deal, they perceived that they had obtained more value. This research defines such a conversion effect between gain and loss accounts, demonstrates its impact in marketing settings and provides the salesforce a tactic to increase sales and quality of customer service to improve the consumer experience in the social customer journey.
Design/methodology/approach
Three experiments were conducted in a behavioral lab and online setting. Participants were randomly assigned to 2 (gain vs loss) × 2 (converted vs simple) between-subjects designs in the first two experiments and 2 (gain vs loss) × 2 (converted vs simple) × 2 (high price vs low price) in the third experiment. Analysis of variance was conducted to analyze the data. Mediation and moderation analyses were also conducted to identify the mediator and moderator in the model.
Findings
The conversion between gain and loss mental accounts exists, and the converted gains are more likely to lead consumers to make purchases with a once-lost discount than simple gains. This conversion effect is mediated by consumers’ implemental mindset activated by the conversion and moderated by price.
Originality/value
This research shows that mental accounts of gains and losses can be dynamically converted to one another. It provides a managerial tactic for salesforces and customer service to lead consumers to make a purchase decision right away. This is especially important when they aim to enhance the consumer experience in the social customer journey.
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Xinyi Liu, Xiao Fu, Chang Hua and Zhiyong Li
The outbreak of the COVID-19 pandemic plunged global tourism into a huge crisis in 2020. China was confronted with a wave of cancellations by tourism consumers due to COVID-19 and…
Abstract
Purpose
The outbreak of the COVID-19 pandemic plunged global tourism into a huge crisis in 2020. China was confronted with a wave of cancellations by tourism consumers due to COVID-19 and tourist complaints rose dramatically during this period. Although tourism enterprises have quickly introduced measures in response, the effectiveness of targeted policies is expected to be evaluated. Concerned about this phenomenon, this study aims to provide insights into the dim prospects of the tourism industry and to bridge the gap between tourists and enterprises.
Design/methodology/approach
The current study adopts a two-step method that combines automatic and manual content analysis to contrastively analyse 647 complaints from the Sina platform and the measures of five online travel agencies (OTAs) taken to deal with COVID-19.
Findings
The results reveal that the COVID-19-related information and policies issued by official departments had a promoting effect on tourist complaints. OTAs were the main target of complainers, and three themes of complaints were identified, namely, cancellation barriers, refund barriers and customer relationship management. Although tourism enterprises’ policies covered most dimensions of the three themes, more detailed and mutually beneficial policies need to be formulated in the face of a new round of cancellations.
Originality/value
This research attempts to investigate tourism customer complaint behaviours in the case of COVID-19 and to provide tourism enterprises receiving different complaints with practical insights into crisis management. It contributes to simultaneously minimizing business losses and maintaining customer relationships in the service industry, improving the industry’s performance under potential crises in the future.
危机信息、沟通策略和客户投诉行为:以COVID-19为例
研究目的
2020年, 新冠肺炎大流行的爆发使全球旅游业陷入巨大危机。由于新冠肺炎疫情, 中国面临了旅游消费者的退订浪潮, 期间游客投诉大幅上升。虽然旅游企业迅速采取了应对措施, 但预期将评估有针对性的政策的有效性。考虑到这一现象, 本研究旨在为旅游业的暗淡前景提供见解, 并弥合游客和企业之间的差距。
设计/方法/方法
本研究采用自动内容分析和人工手动编码相结合的两步方法, 对来自新浪平台的647起游客投诉和5家在线旅行社应对COVID-19的措施进行对比分析。
结果
结果显示, 官方部门发布的新冠肺炎相关信息和政策对旅游投诉的数量起到了刺激作用。在线旅行社是投诉者的主要目标, 并确定了游客投诉的三个主题:取消障碍、退款障碍和客户关系管理。虽然旅游企业政策涵盖了这三个主题的大部分层面, 但面对新一轮的取消, 还需要制定更详细和互利的政策。
原创性/价值
本研究试图调查COVID-19情况下的旅游客户投诉行为, 为收到不同投诉的旅游企业提供危机管理的实用见解。它有助于在服务行业同时减少业务损失和维护客户关系, 提高行业在未来潜在危机下的绩效。
Información de crisis, estrategias de comunicación y medidas adoptadas ante las reclamaciones de los clientes: el caso de COVID-19
Diseño/metodología/enfoque
El presente estudio adopta un método en dos fases que combina el análisis de contenido automático y manual para analizar de forma contrastiva 647 reclamaciones de la plataforma Sina y las medidas de cinco agencias de viajes online (OTA) adoptadas para hacer frente a la COVID-19.
Objetivo
El estallido de la pandemia COVID-19 sumió al turismo mundial en una enorme crisis en 2020. China tuvo que hacer frente a una oleada de cancelaciones por parte de los consumidores turísticos debido a la COVID-19, y las quejas de los turistas aumentaron drásticamente durante este periodo. Aunque las empresas turísticas introdujeron rápidamente medidas de respuesta, se espera que se evalúe la eficacia de dichas políticas. Preocupado por este fenómeno, el presente estudio pretende aportar información sobre las sombrías perspectivas de la industria turística y tender un puente entre los turistas y las empresas.
Conclusiones
Los resultados revelan que la información y las políticas relacionadas con el COVID-19 emitidas por los departamentos oficiales tuvieron un efecto promotor de las quejas de los turistas. Las OTAs fueron el principal objetivo de los reclamantes, y se identificaron tres temas de reclamaciones: barreras de cancelación, barreras de reembolso y gestión de la relación con el cliente. Aunque las políticas de las empresas turísticas cubrían la mayoría de las dimensiones de los tres temas, es necesario formular políticas más detalladas y mutuamente beneficiosas ante una nueva oleada de cancelaciones.
Originalidad/valor
Esta investigación trata de investigar el comportamiento de las reclamaciones de los clientes turísticos en el caso de COVID-19 y de proporcionar a las empresas turísticas que reciben diferentes reclamaciones una visión práctica de la gestión de crisis. Contribuye a minimizar simultáneamente las pérdidas comerciales y a mantener las relaciones con los clientes en el sector de los servicios, mejorando el rendimiento de la industria ante posibles crisis en el futuro.
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Chang-Hua Yen, Frank C. Tsai, Jiun-Chi Tzeng and Chung-Yuan Tai
The solitary consumption market has grown in the hospitality industry. However, research on the behavior of solitary consumers and differences between solitary consumers of…
Abstract
Purpose
The solitary consumption market has grown in the hospitality industry. However, research on the behavior of solitary consumers and differences between solitary consumers of different nationalities is rare. The relationships between solo dining motivations and customer satisfaction were investigated for consumers in Taiwan and the United States.
Design/methodology/approach
A survey was conducted among Taiwanese and American consumers; 628 valid questionnaires were retrieved. Structural equation modeling was performed to test the hypotheses.
Findings
Significant differences were observed between Taiwanese and American consumer motivations. Higher solo dining motivation was positively associated with customer satisfaction; in particular, “escape and relaxation” and “enjoyment” were both positively associated with customer satisfaction. American consumers had a stronger relationship between motivation for social interaction and customer satisfaction.
Research limitations/implications
Only solo diners in Taiwan and the United States were investigated. The results might not be generalizable to solo diners in other regions.
Originality/value
The study's findings on the associations between solo dining motivations and consumption experience contribute to food consumption research. Furthermore, the results enable an understanding of differences in the motivations and behaviors of solitary consumers in different countries.
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Sharing food through online communities is an effective channel for quickly exchanging edible food, avoiding food waste and promoting environmental sustainability. This study…
Abstract
Purpose
Sharing food through online communities is an effective channel for quickly exchanging edible food, avoiding food waste and promoting environmental sustainability. This study explores how the different characteristics of food sharing platforms influence consumers' perceptions of food safety, attitudes and intentions to engage in sharing activities.
Design/methodology/approach
In-depth interviews are first used to identify the key platform mechanisms that consumers pay attention to. A 2 (protection rules) × 2 (food supply sources) × 2 (transaction volume) factorial between-subjects experiment is used to design 8 scenarios in the literal description. This study finally collects a total of 604 valid samples through a web-based questionnaire to test the hypotheses after conducting manipulation checks, reliability and validity.
Findings
The results of this study show that the three variables of protection rules, food supply sources and transaction volume are the most important among all factors and have different levels of effects in reducing consumers' perceived lack of safety of food shared on online platforms and in improving positive attitudes and behavioral intentions. A moderating role in improving consumers' perceptions, food knowledge and cooking techniques, is also demonstrated.
Originality/value
The findings of this study make a significant contribution to the literature, which lacks research on the influence of food (un) safety on consumer perceptions through platform mechanisms in non-Western countries, as digital technology platforms can effectively connect food providers and recipients. Some practical implications for consumers regarding wasting and sharing food are also provided.