Afred Suci, Hui-Chih Wang and Her-Sen Doong
Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young…
Abstract
Purpose
Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.
Design/methodology/approach
Eight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model.
Findings
The localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP).
Research limitations/implications
This study provides theoretical implications in localization, NP, and gender effect in ad strategy.
Originality/value
This study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.
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This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.
Abstract
Purpose
This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.
Design/methodology/approach
Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.
Findings
Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.
Practical implications
Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.
Originality/value
This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.
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Her‐Sen Doong and Hui‐Chih Wang
This paper aims to argue that individuals' use of personal knowledge management systems (PKMS) differs significantly as a result of their underlying innovativeness and involvement…
Abstract
Purpose
This paper aims to argue that individuals' use of personal knowledge management systems (PKMS) differs significantly as a result of their underlying innovativeness and involvement traits. Based on the literature, this paper seeks to propose that while more involved users utilise PKMS more frequently, more‐innovative users utilise more functions of PKMS.
Design/methodology/approach
A field survey was conducted to collect data. Correlation techniques and regression analysis were used to test the proposed relationship between constructs.
Findings
The findings indicated that while both traits were significantly associated with PKMS usage behaviours, users' involvement was the primary predictor of PKMS use frequency, while users' innovativeness predominated in the prediction of the number of PKMS functions they used. That is, although more involved users may use fewer functions compared with more innovative users, they are more likely to become long‐term supporters of PKMS because their use frequency is significantly higher than that of more innovative users.
Practical implications
The paper informs scholars and managers that using a single approach – that is, only using frequency or the number of functions used – to evaluate the performance of a PKMS may lead to a biased result.
Originality/value
After half a century of development of information technology, this paper addresses the importance of taking a step further and verifying the behaviours related to the use of PKMS with different approaches, such as use frequency and the number of functions used. In particular, the paper presents a pioneering piece of research in the information systems discipline, revealing that individuals' underlying innovativeness and involvement contribute to different PKMS use behaviours.
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Hui‐Chih Wang and Her‐Sen Doong
Taiwan is one of several leading countries in the mobile music context. Accordingly, Taiwan's experiences in promoting mobile music service diffusion are of importance and…
Abstract
Purpose
Taiwan is one of several leading countries in the mobile music context. Accordingly, Taiwan's experiences in promoting mobile music service diffusion are of importance and interest to international practitioners and researchers. Applying Rogers' innovation diffusion theory, this study aims to employ econometric models to investigate whether the diffusion of mobile music service adoption is affected by external influences (e.g. mass media advertising, salespeople, and service providers), internal influences (e.g. interactions and imitations among acquaintances), or a combination of such influences.
Design/methodology/approach
To determine which influence best explained the diffusion of mobile music adoptions, the external, internal, and Von Bertalanffy mixed influence diffusion models were tested in this study. GNUS, a strongly functional language and environment to statistically explore data sets, was used to estimate the parameters of each model. The performance of each diffusion model was then examined using the Akaike AIC and Schwarz BIC statistics.
Findings
Findings indicated that the Von Bertalanffy mixed influences model best describes the diffusion pattern of mobile music service adoption and that acquaintances' influence in terms of interactions is the dominant factor influencing mobile music service adoption decision in Taiwan.
Originality/value
How managers of a mobile music service provider can use the internal and external influences interchangeably to effectively accelerate the mobile music diffusion at the different stage of product lifecycle is presented in this study. Indeed, the mobile music service is one of the most important industries worldwide not only because its penetration rate in many countries is over 50 percent, but also because of its killer applications. In light of this, the study contributes highly to theoretical and empirical examinations because the diffusion of the mobile music services within a society is the essence of the development/usage of the m‐commerce or music industries.
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Chih-Hui Hsiao, Chia-Hsuan Chien, Shih-Shuo Yeh and Tzung-Cheng Huan
This study aims to examine the impacts of restaurant servers’ actions on the customers’ emotional contagion and the impacts of customers’ emotional contagion on their intention to…
Abstract
Purpose
This study aims to examine the impacts of restaurant servers’ actions on the customers’ emotional contagion and the impacts of customers’ emotional contagion on their intention to tip and the likelihood of tipping. This study also explores social compliance and examines its impacts on customers’ intentions to tip and the likelihood of tipping.
Design/methodology/approach
Taking a restaurant in Taiwan as an example, this study uses questionnaires to investigate five constructs of the research framework, which are restaurant servers’ actions, restaurant customers’ susceptibility to emotional contagion, customers’ intention to tip, customers’ likelihood of tipping and customers’ social compliance. The questionnaires were distributed online using Surveycake website. A total of 310 completed questionnaires were collected.
Findings
The results indicate the following: restaurant servers’ actions positively affect customers’ susceptibility to emotional contagion; customers’ emotional contagion positively affects their intention to tip and likelihood of tipping; customers’ social compliance positively affects their intentions to tip and the likelihood of tipping; and customers’ emotional contagion partially mediates the effects of restaurant servers’ actions on customers’ intention to tip and likelihood of tipping.
Originality/value
The hypothesis test results in this article not only successfully integrate or confirm the research findings of past scholars, but also expand the scope of research on related topics. Furthermore, the research findings of this study provide restaurant practitioners with rich marketing implications.
微笑可换来小费吗?餐厅服务员行为会影响顾客的情绪感染和小费行为吗?
摘要
目的
本研究旨在检验餐厅服务员行为对顾客情绪感染的影响, 以及顾客情绪感染对他们给小费意愿和可能性的影响。本研究还探讨了社会合规性, 并检查了其对顾客给小费意愿和给小费可能性的影响。
设计/方法/步骤
本研究以台湾一家餐厅为例, 使用问卷调查研究框架的五个结构, 即餐厅服务员行为、餐厅顾客情绪感染、顾客给小费意愿、顾客给小费可能性以及顾客的社会责任。本研究使用了Surveycake线上问卷调查网站, 在线上分发问卷, 并共收集到 310 份已完整问卷。
研究结果
本研究结果表示:(1)餐厅服务员的行为正向影响顾客情绪感染, (2)顾客的情绪感染正向影响他们给小费的意愿和可能性, (3)顾客的社会责任正向影响他们给小费的意愿和可能性, 以及(4)顾客的情绪感染部分中介了餐厅服务员行为对顾客给小费意愿和小费可能性的影响。
独创性/价值
本文的假设检验结果不仅成功地整合或证实了以往学者的研究成果, 而且扩大了相关课题的研究范围。此外, 本研究的研究结果为餐厅从业者提供了丰富的营销意义。
¿Sonriendo por propinas? ¿Afectarán las acciones de los camareros al contagio emocional y a las propinas de los clientes?
Objetivo
Este estudio tiene como objetivo examinar cómo impactan las acciones de los camareros de restaurantes en el contagio emocional de los clientes, y cómo ese contagio emocional influye en su intención de dejar propina y en la probabilidad de hacerlo. Este estudio también explora el cumplimiento social y examina su impacto en la intención de los clientes de dejar propina y la probabilidad de hacerlo.
Diseño/Metodología/Enfoque
Tomando un restaurante en Taiwán como ejemplo, este estudio utiliza cuestionarios para investigar cinco constructos del marco de investigación, que son las acciones de los camareros del restaurante, la susceptibilidad de los clientes del restaurante al contagio emocional, la intención de los clientes de dejar propina, la probabilidad de hacerloy el cumplimiento social de los clientes. Los cuestionarios se distribuyeron online a través de la web Surveycake. Se recogieron un total de 310 cuestionarios completados.
Resultados
Los resultados indican: (1) las acciones de los camareros del restaurante afectan positivamente a la susceptibilidad de los clientes al contagio emocional, (2) el contagio emocional de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, (3) el cumplimiento social de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, y (4) el contagio emocional de los clientes media parcialmente los efectos de las acciones de los camareros del restaurante sobre la intención de los clientes de dejar propina y la probabilidad de hacerlo.
Originalidad/Valor
Los resultados de la prueba de hipótesis en este artículo no solo integran o confirman con éxito los hallazgos de estudios previos, sino que también amplían el alcance de la investigación sobre temas relacionados. Además, los resultados de este estudio proporcionan a los profesionales de la restauración importantes implicaciones de marketing.
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Chih-Hui Shieh, Yingzi Xu and I-Ling Ling
This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase…
Abstract
Purpose
This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase decision, the research examines the role of consumers’ time consciousness in click intention in pull or opt-out LBA approaches. The study also explores how consumers react to LBA with an asymmetric dominance decoy versus a compromise decoy message.
Design/methodology/approach
Two field experiments were conducted, and a total of 363 volunteers within 3 km of a shopping mall participated. The participants were asked to turn on their global positioning system and then informed that a convenience store was planning to launch a mobile coupon subscription service. Data collected were analysed using analysis of variance, regression analysis, bootstrapping and spotlight tests.
Findings
The results demonstrate that consumers had a higher intention to click pull LBA than to click opt-out push LBA. Consumers with high time-consciousness had greater click intentions for pull LBA than for opt-out push LBA. Consumers with low time-consciousness, however, showed no difference in click intention for either LBA approach. Further, click intention mediates the effect of LBA on in-store purchase intention, and the asymmetric dominance decoy message is a more powerful strategy for LBA to increase the likelihood of in-store purchase.
Originality/value
This research provides insight into location-based services marketing by revealing how time-consciousness and decoy promotional messages affect consumers’ reaction to LBA and in-store purchase intentions. The findings offer practical suggestions for retailers on how to reach and engage with consumers more effectively through the use of LBA.