Birgit Teufer, Martin K.J. Waiguny and Sonja Grabner-Kräuter
Sustainability labels play a crucial role in providing consumers with quick and easily accessible information to assess the environmental, social and economic impacts of products…
Abstract
Purpose
Sustainability labels play a crucial role in providing consumers with quick and easily accessible information to assess the environmental, social and economic impacts of products. This research examines how different sustainability labels influence consumer perceptions and assessments of alternative food networks (AFNs).
Design/methodology/approach
The authors conducted three cross-sectional studies to explore consumer perceptions of sustainability labels for AFNs. The authors tested labels representing the three sustainability dimensions, labels of different graphical quality and different awarding bodies.
Findings
Consumers did not differentiate between sustainability dimensions but assessed labels in a holistic manner. The overall rating of a label positively influenced perceived sustainability. Self-designed and professionally designed labels had a positive effect on the intention to buy from an AFN. Professionally designed labels also enhanced the perceived authenticity of the networks. Notably, the source of the label, whether self-awarded or awarded by an official body, did not significantly impact consumer perceptions. However, interaction effects revealed professionally designed labels had a stronger positive effect on purchase intention when they were self-awarded.
Practical implications
AFNs can derive benefits from using labels. Self-organized, non-profit AFNs are well advised to have labels professionally designed.
Originality/value
This research contributes to the understanding of the effects of sustainability labels for community-based AFNs, diverging from the traditional focus on individual products.
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Ann-Marie Kennedy, Martin K.J. Waiguny and Maree Alice Lockie
This paper seeks to explore the functions of Christmas mythemes for children’s consumption culture development. In addition, the purpose of this study is to provide an insight on…
Abstract
Purpose
This paper seeks to explore the functions of Christmas mythemes for children’s consumption culture development. In addition, the purpose of this study is to provide an insight on the development of Central European Children into customers and how mythemes are associated with the wishing behaviour.
Design/methodology/approach
Levi-Strauss’ (1955) structural analysis was used to uncover the mythemes of the Christmas story for Austrian children. These mythemes then informed a thematic analysis of 283 Austrian children’s Christmas letters. Campbell’s (1970) functions of myths were used to reflect on the findings.
Findings
The Christmas mythemes uncovered were found to encourage materialism by linking self-enhancement (good acquirement) with self-transcendent (good behaviour) values. The role of myths to relieve the tension between the incongruent values of collective/other-oriented and materialistic values is expanded upon. Such sanctification of selfish good acquisition is aided by the mythemes related especially to the Christkind and baby Jesus. Instead, marketers should use Christmas mythemes which emphasise family and collective/other-centred values.
Originality/value
By first uncovering the “mythemes” related to Christmas, the authors contribute to the academic understanding of Christmas, going beyond origin or single myth understandings and acknowledging the multifaceted components of Christmas. The second contribution is in exploring mytheme’s representation in children’s Christmas letters and reflecting on their functions. This differs from previous literature because it looks at one of the main cultural vehicles for Christmas socialisation and its intersection with the mythemes that feed children’s consumption culture formation. Through the authors’ presentation of a conceptual framework that links mytheme functions with proximal processes using a socioecological viewpoint, the authors demonstrate the guidance of mythemes in children’s development. The third contribution is a reflection on the potential ethical implications for children’s formation of their consumer culture based on the functions of the mythemes. Furthermore, the authors add to the existing body of research by investigating a Central European context.
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Owen Young, Kevin Kantono, Martin Waiguny, Li-Fan Hung and Nazimah Hamid
The purpose of this paper is to explore understanding of a graphic equivalent to mandatory nutrition information tables.
Abstract
Purpose
The purpose of this paper is to explore understanding of a graphic equivalent to mandatory nutrition information tables.
Design/methodology/approach
The horizontal bar graphic’s single number shows the per cent content of the dominant nutrient, marked “Most”, contrasting with “Least” at the origin. A separate bar for energy is expressed as percentage of 3,700 kJ, the energy in 100 g of fat. Six randomised table and equivalent graph images were shown to subjects who answered questions about the foods’ energy, dominant nutrient and per cent content, and relative abundance of seven mandated nutrients. One trial tested 40 food science students, another 100 online Australasian consumers. Scores were compared by the χ2 test. Liking of the two formats was compared by t-test.
Findings
Correct online consumer responses were: energy – 18 per cent (tables), 71 per cent (graphics); dominant nutrient – 81, 96 per cent; per cent dominant nutrient – 43, 82 per cent. All differences were highly significant. Relative abundance questions created a 7 nutrient × 6 food matrix (42 combinations) where tables were more accurately understood 14 times (3 significant) and graphics 28 times (12 significant). Responses in the student trial paralleled the consumer trial; differences were less marked but with similar statistical significances. Consumers liked the graphic more.
Practical implications
The graphic format was more understandable than the table format, and would be useful in internet-based applications.
Originality/value
The graphic format represents a huge advance in understanding of mandatory nutrient information.
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Bingjing Mao and Cong Li
Narrative comments about dentists on physician review sites have been documented to increasingly influence people's selection of their dentists. From a communication standpoint…
Abstract
Purpose
Narrative comments about dentists on physician review sites have been documented to increasingly influence people's selection of their dentists. From a communication standpoint, these comments are a type of narrative communication that people share their experiences with dentists by telling stories. Based on the frameworks of rhetoric structure theory and extended elaborated likelihood model, this study aimed to examine the effects of such storytelling from two perspectives including narrative structure and narrative focus.
Design/methodology/approach
A 4 (narrative structure) × 2 (narrative focus) between-subjects experiment was conducted to examine the proposed hypotheses and research questions
Findings
The results showed that a one-sided comprehensive comment focusing on technical competence generated the strongest persuasion effects measured by attitude and behavioral intention. These effects were mediated by perceived narrative credibility and enjoyment.
Originality/value
This study contributes to the extant literature in two ways. First, it extends previous studies of online narrative comments by showing which narrative structure and focus are deemed to be more persuasive when selecting a dentist. Second, it offers a test of two routes of information processing (i.e. cognitive and experiential) to understand the mechanism underlying the effects of narrative comments.
Peer review
The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-08-2020-0359
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Karine Charry and Tina Tessitore
This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its…
Abstract
Purpose
This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these contradictory perspectives to achieve a common ground and a positive outcome for all stakeholders.
Methodology/approach
A literature review of current research findings, from both a marketing and public policy perspective, is used to arrive at a more balanced viewpoint of PP.
Practical implications
Public policy makers are advised to improve the consistency of current regulations in terms of PP disclosure in the media, regardless of where a programme is produced or broadcast, to help create savvier consumers. Marketers are advised not to fight against PP regulations, but rather to develop their creativity in order to avoid consumers rejecting the disclosed placement.
Social implications
We address consumers’ ability to raise a protective shield when they encounter a PP situation. We explain how certain disclosures regarding the commercial intent of PP may be more effective than others, thereby empowering consumers to manage their behaviour and make informed decisions. We then describe how PP can be used to educate consumers about pro-social issues in an entertaining, non-patronising way.
Originality/value
This chapter proposes to go beyond the usual divide between advertisers and policy makers to arrive at a balanced view, considering the positive role that PP may play in education, while mitigating its potential negative impacts through effective consumer training.
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Allan Cheng Chieh Lu and Dogan Gursoy
– This study aims to develop a conceptual model demonstrating the antecedents and outcomes of consumers’ online tourism information confusion.
Abstract
Purpose
This study aims to develop a conceptual model demonstrating the antecedents and outcomes of consumers’ online tourism information confusion.
Design/methodology/approach
A deductive approach was utilized to propose eight variables as antecedents of online confusion and five confusion reduction strategies as outcomes of consumers’ online tourism confusion. The underlying mechanisms in which these variables might lead to consumers’ online tourism information confusion are elaborated using elaboration likelihood model (ELM) (Petty and Cacioppo, 1986) as the major theoretical underpinning.
Findings
The model indicates that consumers could experience overload, similarity and ambiguity confusion when the information acquired is too much, too similar and/or too vague. In addition, as suggested by the ELM (Petty and Cacioppo, 1986), online users who are low in learning orientation, price consciousness, cognition need and Internet experience and high in ambiguity tolerance are more likely to experience confusion because of their lower motivation/ability to process external stimuli.
Research limitations/implications
One limitation of this study is the lack of empirical test of the proposed model. Another limitation is that only five individual characteristics that might make online consumers prone to confusion were included. Other variables related to individual differences that could influence confusion should be explored as well.
Practical implications
This paper provides valuable implications for online tourism marketers to address consumers’ confusion during information search process. Five individual characteristics proposed as important antecedents of consumers’ confusion can be utilized by online tourism marketers to develop customized online communication strategies for different segments.
Originality/value
This paper is one of the few studies that connect the concept of consumers’ confusion to the online tourism field as well as discuss the concept of consumers’ confusion through the integration of information provider and recipients’ perspective.
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Sara Catalán, Eva Martínez and Elaine Wallace
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the…
Abstract
Purpose
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.
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Keywords
Shahab Pourfakhimi, Tara Duncan and Willem J.L. Coetzee
Despite its volume, the academic research on the impact of electronic word of mouth (eWOM) on tourism and hospitality consumer behaviour is fragmented and largely limited to…
Abstract
Purpose
Despite its volume, the academic research on the impact of electronic word of mouth (eWOM) on tourism and hospitality consumer behaviour is fragmented and largely limited to investigating a small scope of its impact. The purpose of this paper is to bridge this gap by synthesising the existing literature, providing a conceptual framework for the various dimensions of this impact.
Design/methodology/approach
This paper is based on the meta-synthesis and a critical conceptual analysis of relevant academic literature identified using a keyword search of papers via the Web of Science and Scopus databases, followed by a snowballing process comprising tracking the citations to the resources referred to in the identified papers.
Findings
This conceptual analysis illustrates how the full spectrum of the impact of eWOM on tourist behaviour spans well beyond the limited scope traditionally focussed on by tourism and hospitality researchers. This scope, encompassing multiple cognitive, normative and affective dimensions, is illustrated in an evidence-based conceptual framework proposed in this paper, providing a systematic tool to identify the less-studied aspects of this important phenomenon.
Originality/value
This paper synthesises the large and fragmented body of literature on eWOM and proposes a novel conceptual framework, illustrating the vast scope of the various cognitive, affective and normative mechanisms through which eWOM affects consumers’ choice of tourism and hospitality products. Furthermore, this paper provides a synthesis of the state-of-the-art of research in this field, highlights the existing gaps and provides researchers with a systematic tool to identify pathways towards breaking the status-quo in progressing beyond the current boundaries of academic research in this field.
游客感知对清真旅游目的地的影响:结构模型分析
目的
尽管有大量研究, 但有关网络口碑eWOM对旅游业和酒店业消费者行为的影响的学术研究仍是零散的, 并且在很大程度上只限于调查其影响的一小部分。本文的目的是通过综合现有文献来弥合这种差距, 为这种影响的各个方面提供概念框架。
设计/方法/方法
本文基于元合成法和对相关学术文献的关键性, 概念性分析。这些文献是通过Web of Science和Scopus数据库对文章进行关键字搜索而确定的。随后是滚雪球式搜索过程, 该过程包括跟踪对已识别文章中引用的资源的引用。
结果
这项概念分析阐述了eWOM对游客行为的影响范围如何远远超出了旅游和酒店业研究人员传统上关注的有限范围。这一范围是基于有理论依据的的概念框架提出的, 并涵盖多个认知, 规范和情感的维度。此范围为识别这一重要且缺乏研究的现象提供了系统的工具。
创意/价值
本文综合了有关eWOM的大量零散文献, 并提出了一个新颖的概念框架, 阐明了eWOM影响消费者选择旅游和酒店产品的各种认知, 情感和规范机制的范围。此外, 本文提供了该领域最新的研究综述, 突出了现有的差距, 并为研究人员提供了系统的识别打破现状的途径, 以超越当前学术界在这个领域的研究局限。
关键词
关键字 电子口碑, eWOM, WOM, 酒店, 旅游, 口碑
文章类型
研究论文
El Boca a Boca Electrónico en el Comportamiento del Consumidor Turístico y Hotelero: Estado del Arte
Objetivo
A pesar del gran volumen de investigación académica sobre el impacto de eWOM en el comportamiento del consumidor turístico y hotelero, esta se encuentra fragmentada y en gran medida se limita a investigar un pequeño alcance de su impacto. El propósito de este artículo, es cerrar esta brecha sintetizando la literatura existente y proporcionando un marco conceptual para las diversas dimensiones de este impacto.
Diseño/metodología/enfoque
Este documento se basa en un análisis metasíntesis crítico y conceptual de la literatura relevante académica identificada, mediante una búsqueda de artículos por palabras claves a través de las bases de datos de Web of Science y Scopus, seguido de un proceso de “bola de nieve” que comprende el seguimiento de las citas de los recursos mencionados en los artículos identificados.
Resultados
Este análisis conceptual, ilustra cómo el espectro total del impacto de eWOM en el comportamiento turístico se extiende mucho más allá del limitado alcance que tradicionalmente han realizado investigadores del turismo y hoteles. Este nuevo alcance, que abarca múltiples dimensiones cognitivas, normativas y afectivas, se ilustra en un marco conceptual basado en la evidencia propuesta en este documento, que proporciona una herramienta sistemática para identificar los aspectos menos estudiados de este importante fenómeno.
Originalidad/valor
Este documento sintetiza la gran cantidad de literatura fragmentada sobre eWOM y propone un marco conceptual novedoso, que ilustra el amplio alcance de los diversos mecanismos cognitivos, afectivos y normativos a través de los cuales eWOM afecta la elección de los consumidores de productos turísticos y hoteleros. Además, este documento proporciona una síntesis del estado de la investigación en este campo, destaca las brechas existentes y brinda a los investigadores una herramienta sistemática para identificar vías para romper el statu quo en el progreso más allá de los límites académicos actuales en este campo.
Palabras clave
Boca a boca electrónica, eWOM, WOM, Industria hoteleram, Turismo, Boca a boca
Tipo de papel
– Trabajo de investigación
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Keywords
Adnan Muhammad Shah, Wazir Muhammad and KangYoon Lee
This study examines how service feedback and physician popularity affect physician demand in the context of virtual healthcare environment. Based on the signaling theory, the…
Abstract
Purpose
This study examines how service feedback and physician popularity affect physician demand in the context of virtual healthcare environment. Based on the signaling theory, the critical factor of environment uncertainty (i.e. disease risk) and its impact on physician demand is also investigated. Further, the research on the endogeneity of online reviews in healthcare is also examined in the current study.
Design/methodology/approach
A secondary data econometric analysis using 3-wave data sets of 823 physicians obtained from two PRWs (Healthgrades and Vitals) was conducted. The analysis was run using the difference-in-difference method to consider physician and website-specific effects.
Findings
The study's findings indicate that physician popularity has a stronger positive effect on physician demand compared with service feedback. Improving popularity leads to a relative increase in the number of appointments, which in turn enhance physician demand. Further, the impact of physician popularity on physician demand is positively mitigated by the disease risk.
Originality/value
The authors' research contributes to a better understanding of the signaling transmission mechanism in the online healthcare environment. Further, the findings provide practical implications for key stakeholders into how an efficient feedback and popularity mechanism can be built to enhance physician service outcomes in order to maximize the financial efficiency of physicians.