Erdoğan Koç, Çağatan Taşkın and Hakan Boz
Consumers are faced with many new products. In almost every product category it is seen that there are more alternatives than provided in previous years. This situation may cause…
Abstract
Consumers are faced with many new products. In almost every product category it is seen that there are more alternatives than provided in previous years. This situation may cause consumers to feel uncomfortable/uncertain, especially about new products. Therefore, since they perceive this uncertainty, customers want to be in control. Control is one of the ways to help customers to decide on perceived risky situations.
The main purpose of the study is to explain the effects of the risk and control drive on consumer behavior and determine how businesses reduce the risk that consumers feel.
It is critical for enterprises to increase their brand awareness in order to reduce consumers’ risk perceptions and increase their controls (cognitive, behavioral, and decision) during purchasing decisions. Also, it will be useful for them to focus on activities increasing brand loyalty. They can especially carry out marketing activities allowing consumers to try new products or providing money back guarantees. Moreover, in order to reduce the risk perception and increase control by the customers, making the promotional contents of the product understandable and simple without hidden factors will contribute in a positive way.
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Khai Sheang Lee, Guan Hua Lim and Jiuan Tan
Although the benefits of strategic alliances are well documented, whether strategic alliances can be a viable entry strategy option for small and medium‐size enterprises (SMEs) to…
Abstract
Although the benefits of strategic alliances are well documented, whether strategic alliances can be a viable entry strategy option for small and medium‐size enterprises (SMEs) to successfully penetrate markets held by major incumbent suppliers is less clear. In this paper, strategic alliances are shown to be an effective entry‐cum‐deterrence strategy for SMEs to successfully penetrate markets that are well established and dominated by major corporations. In addition, the conditions under which SMEs can use strategic alliances as an entry strategy without restricting themselves to target only those markets ignored by bigger firms are identified. In terms of methodology, this paper follows a deductive approach – one based on game theory, to examine explicitly the reactions of bigger firms to the entry of SMEs into their markets, specifically taking into account the resource limitations faced by SMEs. To verify that the theoretical arguments presented are consistent with practice, two cases of the use of strategic alliances by SMEs as an entry strategy to penetrate markets dominated by major corporations are examined. The practices and experiences of these SMEs were found to be consistent with the theoretical arguments presented here.
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This article focuses on the relevant demographics, attitudes,behaviours, and concerns of small‐medium sized exporting andnon‐exporting firms in Singapore in an attempt to…
Abstract
This article focuses on the relevant demographics, attitudes, behaviours, and concerns of small‐medium sized exporting and non‐exporting firms in Singapore in an attempt to determine whether measures can be developed to nurture non‐exporters into exporters. The findings suggest that while basic differences in demographics exist between the two groups, the attitudinal and behavioural differences are acquired. Therefore, programmes may be developed to nurture non‐exporting firms to be export‐oriented.
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Swee Hoon Ang, Kwon Jung, Ah Keng Kau, Siew Meng Leong, Chanthika Pornpitakpan and Soo Jiuan Tan
Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian…
Abstract
Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian economic crisis. The results indicated that the more severely hit a country was, the more ethnocentric respondents were. In general, animosity towards the USA was higher than towards Japan with regard to the Asian crisis. Koreans held the greatest stable animosity towards the Japanese because of the atrocities experienced during the Second World War. Respondents attributed the blame of the Asian crisis more to themselves. They also felt that they and the Japanese could have controlled the turn of events during the crisis. Implications arising from the findings are discussed.
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Soo‐Jiuan Tan and Seow Hwang Chua
This paper investigates the impact of framing through the use of a vague scarcity restriction (“while stocks last”) on consumers' perception of promotional offers involving…
Abstract
This paper investigates the impact of framing through the use of a vague scarcity restriction (“while stocks last”) on consumers' perception of promotional offers involving different claim formats (tensile price claim such as “save up to 60 percent” versus non‐tensile price claim such as “save 60 percent”) and different amount of price discounts. The findings show that framing the sales offer with such a vague scarcity restriction and using a tensile claims format improve the consumers' perceived informational value of the offer, only if exaggerated price discounts are involved. This study also confirms earlier studies' findings on the effects of exaggerated price discounts and tensile claims on consumers' perceived savings and information value of sales promotional offers. Managerial implications are discussed.
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Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several…
Abstract
Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk‐reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer’s reputation, the brand’s image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers.
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Soo‐Jiuan Tan and Wai‐Ying Leong
Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are…
Abstract
Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are designed in one country and manufactured in another. The results confirm that consumers tend to perceive lower quality and higher purchase risk when evaluating products manufactured in a country perceived to be of lesser capability than its country of design (i.e., negative hybrid effects). However, global firms with products that carry such negative hybrid effects can develop appropriate warranty strategy to overcome such biases. For instance, the results show that consumers improve their assessment of the quality and purchase risk of the negative hybrid products when these products carry warranty with wider coverage and longer duration than the standard package, and when the firm providing the warranty has good warrantor reputation. Implications of these findings for international marketing and research are also discussed.
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Naveen Donthu, Satish Kumar and Debidutta Pattnaik
The Journal of Consumer Marketing (JCM) has ceaselessly strived toward presenting updated insights on consumer behavior in the marketplace. Blending both theory and practice, it…
Abstract
Purpose
The Journal of Consumer Marketing (JCM) has ceaselessly strived toward presenting updated insights on consumer behavior in the marketplace. Blending both theory and practice, it features rigorous consumer-centric research, which addresses pressing managerial concerns. Recently, the JCM completed 35 years of publishing. This study aims to track its evolution from 1984 to 2019.
Design/methodology/approach
The application of sophisticated bibliometric techniques offers a deeper insight into the evolving trends of the journal, its core authors and their affiliations. This paper explores the thematic trends for JCM’s articles using principal component analysis (PCA) and through bibliographic couple, the authors expose JCM’s knowledge structure.
Findings
The JCM published 1,422 articles by 2019 contributed by 2,247 unique authors. At 34.56 average citations to its articles cited, the academic popularity of the journal reached 41,989 citations in Scopus. Research featured in the JCM has explored approximately 2,225 unique themes. PCA under Varimax rotation constructed three thematic factors for the most popular JCM themes. Simultaneously, bibliographic coupling analysis identified nine clusters of the JCM’s articles.
Research limitations/implications
The study is based on the bibliometric records obtained from Scopus and would be subject to the limitations of the database, apart from being limited by the word length of this paper.
Originality/value
The study conducts the first retrospective analysis of the JCM, which may be useful for global readers, including its editorial board.
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Hwijin Jeon Baldick and SooCheong (Shawn) Jang
This study aims to examine the motivating factors that influence intentions to book shared rooms through Airbnb as well as the moderating effects of past experience and gender.
Abstract
Purpose
This study aims to examine the motivating factors that influence intentions to book shared rooms through Airbnb as well as the moderating effects of past experience and gender.
Design/methodology/approach
This study analyzed data from 214 leisure travelers who had previously stayed in shared rooms through Airbnb and 207 participants who had not yet experienced Airbnb. A covariance-based structural equation modeling (CB-SEM) technique was performed to test the significance of attitude, subjective norms, extroverted personality, perceived risk and perceived price. Furthermore, the study explored past experience and gender as moderators.
Findings
The results suggest that attitude, subjective norms and perceived risk significantly impacted intentions to book shared rooms through Airbnb. However, perceived price was not a significant determinant. In addition, this study verified that past experience and gender moderated the relationship between important referents and attitude/booking intentions.
Practical implications
This study gives Airbnb hosts a better understanding of travelers who choose Airbnb’s shared rooms. In addition, hosts who offer shared rooms can implement marketing strategies and complementary activities to not only reduce the risk of booking shared rooms but also attract more travelers.
Originality/value
While previous studies examined Airbnb as one homogeneous type of accommodation, this study focused on Airbnb’s shared rooms. A clearer understanding of consumers who intend to book Airbnb’s shared rooms will enable hosts to develop effective marketing strategies.