Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark and Valdimar Sigurdsson
This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role…
Abstract
Purpose
This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.
Design/methodology/approach
To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).
Findings
The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.
Originality/value
While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).
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Choukri Menidjel, Linda D. Hollebeek, Sigitas Urbonavicius and Valdimar Sigurdsson
This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role…
Abstract
Purpose
This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role of customer relationship proneness in this association.
Design/methodology/approach
To test the hypotheses, the authors deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling.
Findings
The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching intention.
Originality/value
Though scholarly acumen of customer engagement is rapidly developing, little remains known regarding its theoretical interface with customer variety-seeking and switching intention. Addressing this gap, the authors test a model exploring the mediating role of customer engagement in the association of customer variety-seeking and switching intention, and the potentially moderating role of customer relationship proneness in the association of customer engagement and service switching intention.
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Linda D. Hollebeek, Viktorija Kulikovskaja, Marco Hubert and Klaus G. Grunert
Though prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the…
Abstract
Purpose
Though prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the potential spillover from a customer's engagement with one object to that with another remains tenuous, exposing an important literature-based gap. The authors, therefore, develop a model proposing the existence of a spillover effect from customers' brand engagement to their engagement with brand-related content and suggest customers' personality trait of conscientiousness to moderate this effect.
Design/methodology/approach
An online survey-based experiment using 380 Danish Facebook users was conducted to test the model.
Findings
The results suggest customers' brand engagement as a significant predictor of their engagement with brand-related content, corroborating the proposed spillover effect. A weaker spillover effect is observed for highly (vs less) conscientious customers, substantiating the moderating role of customer conscientiousness. Moreover, customer conscientiousness is found to interact with brand content-related (i.e. commenting/content creation) task type and brand type (i.e. utilitarian/hedonic) (e.g. more conscientious customers are less likely to engage in brand-related content creation vs. commenting tasks), weakening the spillover effect.
Originality/value
This study extends prior research by quantitatively corroborating an intra-individual CE-based spillover effect from customers' brand engagement to their engagement with brand-related content. The authors also unearth a moderating role of customer conscientiousness, which interacts with brand- and brand content-related task type, on the spillover effect, informing the development of digital marketing strategies.