Maria Dharmesti, Theresia Rasika Seta Dharmesti, Sarah Kuhne and Park Thaichon
The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of…
Abstract
Purpose
The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour.
Design/methodology/approach
Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses.
Findings
The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions.
Practical implications
The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics.
Originality/value
Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.
Details
Keywords
Vikas Gupta, Manohar Sajnani, Saurabh Kumar Dixit, Abhinav Mishra and Mohammad Osman Gani
This study aims to find out the influence of green practices used by the five-star hotels on the guest’s online hotel assessment and their revisit intentions. It also evaluated…
Abstract
Purpose
This study aims to find out the influence of green practices used by the five-star hotels on the guest’s online hotel assessment and their revisit intentions. It also evaluated how the use of green practices by the hotels influenced the guest’s willingness to pay a premium price. Apart from the conventional hotel service attributes, this study also identified some new and innovative services offered by the hotels which have an overall effect on the guest’s revisit intentions.
Design/methodology/approach
This study applied focus group interviews from 12 hotel managers and accessed the hotel’s internal database to identify the latest and innovative service attributes offered by the hotels. The information regarding the green practices offered by the hotels was collected through TripAdvisor and LEED-IGBC website. It identified 10 independent and four dependent variables based on previous literature. Guest’s revisit intentions were measured on a five-point Likert scale. Data was analysed using a multi-step hierarchical regression model.
Findings
The use of green practices by the hotels revealed a positive and significant influence on the guest’s revisit-intentions and their intention to pay a premium price. It was also found that the use of new and innovative green practices has a positive influence on the guest’s overall online evaluation of the hotel.
Practical implications
This study suggests that the amalgamation of green practices along with the conventional service attributes may help in the incremental revisit and online hotel assessment intentions, which might be of use for the managers and hotel policymakers.
Originality/value
Although previous studies have explored the conventional hotel service attributes in the context of Indian Hotel industry, this is one of the first studies which discussed the influence of recent and emerging hotel service attributes on the guest’s revisit and pay a premium price intention. Moreover, the influence of green practices on the guest’s overall online evaluation of the five-star hotels in Delhi was discussed in this study which was not performed before.
Details
Keywords
Claudia Dias, Ricardo Gouveia Rodrigues and João J. Ferreira
Based on farm diversification's conventional and unconventional nature, the study intends to discriminate different profiles of farm diversification businesses. Furthermore, this…
Abstract
Purpose
Based on farm diversification's conventional and unconventional nature, the study intends to discriminate different profiles of farm diversification businesses. Furthermore, this study analyses the links between farm diversification efforts, (open) innovation networks as well as the environmental performance (EP) and financial performance (FP) of farms.
Design/methodology/approach
A questionnaire was administered through personal interviews with 160 fresh fruit farmers in an inland Portuguese region. Linear regression, latent class analysis (LCA) and multinomial logistic regression were used.
Findings
There are significant differences between the levels of diversification, performance and participation in (open) innovation networks of the three classes of farmers discriminated. Different types of diversification efforts and (open) innovation networks influence EP and FP, while FP and R&D projects are associated with the likelihood of being part of a farm diversification class. Moreover, this study shows that innovation networks, promoted by specialized agricultural advisors and R&D projects, are important forms of open innovation in the agricultural sector.
Research limitations/implications
The study contributes to understanding the agricultural sector's diversification efforts and (open) innovation networks and their association with EP and FP. The conventional or unconventional nature of farm diversification was self-reported.
Practical implications
European and local institutions are advised to develop more R&D programs directed to farmers, including environmental and financial issues, besides comprising agricultural and non-agricultural diversification.
Originality/value
This study provides new insights to understand the association between diversification efforts, (open) innovation networks and agricultural businesses' performance.