Yi-Fen Liu, Yingzi Xu and I-Ling Ling
This research aims to investigate how backstage visibility affects intangibility and perceived risk at the pre-purchase stage and how service credence moderates the effect of…
Abstract
Purpose
This research aims to investigate how backstage visibility affects intangibility and perceived risk at the pre-purchase stage and how service credence moderates the effect of backstage visibility on intangibility and perceived risk. It also focuses on the effect of backstage visibility on perceived service quality and value at the post-purchase stage and the moderating role of the service contact level.
Design/methodology/approach
This research tests the causal relationships between backstage visibility and customers’ service evaluations through two experimental studies.
Findings
Study 1 shows that customers who are exposed to backstage cues perceive less pre-purchase risk in the service than those who are not exposed. Pictures plus text information are more effective than text illustrations alone for risk reduction. This risk reduction effect is stronger for high-credence than for low-credence services and is partially mediated by the perceived intangibility of the service. Study 2 reveals that customers with access to backstage cues perceive higher service quality and higher overall value from service experiences. The value increase is more significant for high-contact than for low-contact services.
Research limitations/implications
Future research could apply different methods to different data sources to provide further insight about backstage visibility.
Originality/value
The findings of this research suggest that allowing customers to view some backstage activities before purchase helps tangibilize the service, achieve more effective communication with customers and create more positive service experiences.
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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.
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Weight loss services feature high consumer involvement that is sometimes marked by repetitive failures. These features can affect regret and its associated factors differently…
Abstract
Purpose
Weight loss services feature high consumer involvement that is sometimes marked by repetitive failures. These features can affect regret and its associated factors differently from the way that discrete failure can. The purpose of this study is to investigate consumer regret over repetitive failures in weight loss services as well as its antecedents (overeating and insufficient exercise), consequences (rumination and reflection) and moderators (failure experiences and required effort). This study also investigates how rumination and reflection affect persistence intention.
Design/methodology/approach
A total of 318 samples were collected through three surveys, one of which contained a scenario, provided to consumers who experienced repetitive failures in weight loss. The proposed relationships were tested using structural equation modeling, dominance analysis and PROCESS modeling.
Findings
The results of this study reveal that overeating contributes to regret more saliently than does insufficient exercise. The effect of regret on rumination (thoughts about continuing to blame oneself and giving up the pursuit of goals) is stronger than on reflection (thoughts about learning from prior failures and willingness to try again), and greater reflection results in higher persistence intention. Moreover, the effect of insufficient exercise on regret and the effect of regret on rumination are augmented with cumulative failure experiences, whereas required effort enhances the impact of regret on reflection.
Originality/value
This study is the first to focus on regret over repetitive failures in weight loss. It advances the literature by clarifying the antecedents and consequences of regret, showing how failure experiences influence the relationships between regret and its associated factors as well as identifying interventions that benefit from regret.
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I-Ling Ling, Yi-Fen Liu, Chien-Wei (Wilson) Lin and Chih-Hui Shieh
This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent…
Abstract
Purpose
This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how self-expression mediates this effect and what kind of consumers are more inclined to experience such effect.
Design/methodology/approach
Two experiments were conducted, using online MC toolkits. In total, 393 consumers participated in the experiments. Data collected were analyzed using t-tests, analyses of variance, path analyses, bootstrap analyses and spotlight tests.
Findings
The results show that offering a greater extent of choice in MC toolkits to consumers provides a greater opportunity for self-expression, resulting in higher product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect.
Originality/value
This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent (extent of choice), its underlying mechanism (self-expression), and two boundary conditions (aesthetic preference and self-esteem). The results of this study provide firms with a better understanding of how they can improve their self-expressive MC strategies.
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Chih-Hui Shieh, I-Ling Ling and Yi-Fen Liu
As a smart service, location-based advertising (LBA) integrates advanced technologies to deliver personalized messages based on a user’s real-time geographic location and needs…
Abstract
Purpose
As a smart service, location-based advertising (LBA) integrates advanced technologies to deliver personalized messages based on a user’s real-time geographic location and needs. However, research has shown that privacy concerns threaten the diffusion of LBA. This research investigates how privacy-related factors (i.e. LBA type, privacy self-efficacy (PSE) and consumer generation) impact consumers’ value-in-use and their intention to use LBA.
Design/methodology/approach
This study developed and examined an LBA value-in-use framework that integrates the role of LBA type, consumers’ PSE and consumer generation into the technology acceptance model (TAM). Data were collected through two experiments in the field with a total of 374 consumers. The proposed relationships were tested using PROCESS modeling.
Findings
The results reveal that pull (vs push) LBA causes higher value-in-use in terms of perceived usefulness and perceived ease of use, leading to greater usage intention. Further, the differences in the mediated relationship between pull- and push-LBA are larger among consumers of low PSE (vs high PSE) and Generation Z (vs other generations). The findings suggest that the consumer value-in-use brought about by LBA diminishes when using push-LBA for low PSE and Generation Z consumers.
Originality/value
This research is the first to integrate the privacy-related interactions of LBA type and consumer characteristics into TAM to develop a TAM-based LBA value-in-use framework. This study contributes to the literature on service value-in-use, smart services and LBA by clarifying the boundary conditions that determine the effectiveness of LBA in enhancing consumers’ value-in-use.
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Syed Fazal E. Hasan, Gary Mortimer, Ian N. Lings and Larry Neale
This study aims to propose the emotional response of gratitude as a mediating mechanism to explain the relationship between perceptions of a service organisations’ relationship…
Abstract
Purpose
This study aims to propose the emotional response of gratitude as a mediating mechanism to explain the relationship between perceptions of a service organisations’ relationship marketing investments, customer cynicism and reciprocity and overall satisfaction. Further, the study seeks to test the significance of the mediation effects of these constructs on customer overall satisfaction.
Design/methodology/approach
Using theories from service marketing and consumer psychology, this study develops and tests a customer gratitude model (CGM). Field surveys based on existing measures were used to elicit data from 1,104 respondents. The measures were validated and subsequently the CGM was tested to establish the veracity if the nomological network presented.
Findings
Results indicate that perceived relationship marketing investment exerted an indirect effect on gratitude through the mediating effect of reciprocity and cynicism. Further, perceived relationship marketing investments impacted overall satisfaction through its mediating effect of gratitude, and gratitude explained the indirect influences of reciprocity and customer cynicism on overall satisfaction.
Research limitations/implications
This study contributes to services marketing literature by examining the emergent role of gratitude between customer perceptions of service organisations and pro-organisational attitudes, like overall satisfaction.
Practical implications
This research encourages service organisations to implement relationship-building strategies, beyond that of purely economic benefits, that seek to enhance the emotion of gratitude, which will lead to greater overall customer satisfaction.
Originality/value
Despite emphasising relationship longevity between customers and service organisations, literature has not yet focused on the role of gratitude. The CGM provides valuable insights for further inquiries.
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Lynn I-Ling Chen and Noel Scott
Mindfulness, a kind of mental perception, has a long history in Buddhist spiritual traditions, but has also a well-developed use in clinical psychology as a mental health…
Abstract
Mindfulness, a kind of mental perception, has a long history in Buddhist spiritual traditions, but has also a well-developed use in clinical psychology as a mental health intervention. Meditative mindfulness provides therapeutic benefits in the treatment of mental trauma. Recently, an interest in the outcomes derived from meditative mindful experience has emerged in tourism studies. Tourists experiencing a mindful-like event may get a sense of peacefulness and a harmonic relationship between the self and the environment. This chapter discusses how meditative mindfulness can be integrated into tourism experiences and create subtle therapeutic-like effects. Theoretically, this study bridges the relationship between a meditative mindful tourist experience and its perceived consequences. Practically, it explains how to generate mental health outcomes from tourism experiences.
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Noel Scott, Brent Moyle, Jianyu Ma, Ana Cláudia Campos, Lynn I-Ling Chen, Dung Le, Liubov Skavronskaya, Shanshi Li, Rui Zhang, Shan Jiang, Lihua Gao and Arghavan Hadinejad
Effective experience design requires not only a knowledge of tourist goals, but an understanding of how these can be met in a particular tourism site. Research on experiences and…
Abstract
Effective experience design requires not only a knowledge of tourist goals, but an understanding of how these can be met in a particular tourism site. Research on experiences and experience design is supported by cognitive psychology concepts such as perception, attention, appraisal, emotion, consciousness, feelings and memory. However, these concepts are often used in a combination with others from sociology, social or environmental psychology in a manner that leads to confusion rather than clarity, without apparent understanding of the theoretical mechanisms by which these concepts are related. This chapter develops a series of propositions for potential application to tourism experience design. Future research should examine the efficacy of these propositions from cognitive psychology for tourism experience design.
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Sheetal Jain and Mohd Naved Khan
Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this…
Abstract
Purpose
Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption.
Design/methodology/approach
Researcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis.
Findings
The findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands.
Originality/value
This research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.
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Jinhoo Kim and SooCheong (Shawn) Jang
This study aims to compare the risk‐return characteristics and performance of real estate investment trust (REIT) hotel companies (hotel REITs hereafter) with those of…
Abstract
Purpose
This study aims to compare the risk‐return characteristics and performance of real estate investment trust (REIT) hotel companies (hotel REITs hereafter) with those of C‐corporation hotel companies (hotel C‐corps hereafter).
Design/methodology/approach
The risk‐return characteristics and performance of hotel REITs and C‐corps were examined by estimating single‐factor and Fama‐French three‐factor asset pricing models for each portfolio. Differences between the hotel REIT and C‐corp estimations were tested using Wald test statistics.
Findings
Little evidence was found that hotel REITs have significantly different risk‐return characteristics and performance than hotel C‐corps, which suggests that hotel REITs and C‐corps are not significantly different in terms of market risk‐return characteristics and performance. The market portfolio had a significantly positive effect on the returns of both hotel REITs and C‐corps. The size and book‐to‐market factors of common stock also had a significant explanatory power for the returns of hotel REITs and C‐corps. Both hotel REITs and C‐corps performed similarly to the market portfolio, on a risk‐adjusted basis, during the 2000s.
Research limitations/implications
Despite the fact that the three‐factor asset pricing model explains a significantly greater proportion of the variation in the hotel firms' returns than the single‐factor asset pricing model, approximately 30 percent of the total variation still remains unexplained.
Practical implications
The risk‐return characteristics and performance of hotel REITs and C‐corps revealed by this study will render hotel investors' decisions between the two organizational structures less complicated. In addition, the findings can be used by portfolio managers to construct a well‐diversified portfolio.
Originality/value
A multifactor asset pricing model was used for the first time in this article to examine the risk‐return characteristics and performance of hotel companies. In addition, the importance of understanding differences between REIT and C‐corp structures in the lodging industry is emphasized.