Ching-Jui Keng, Van-Dat Tran, Tze-Hsien Liao, Chao-Ju Yao and Maxwell K. Hsu
The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role…
Abstract
Purpose
The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed.
Design/methodology/approach
Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), exposure to education virtual experience preceding direct experience (VEeducation→DE), exposure to escapist virtual experience preceding indirect experience (VEescapist→IDE), and exposure to education virtual experience preceding indirect experience (VEeducation→IDE). A total of 302 undergraduate college students in Taiwan participated in this study.
Findings
The results revealed that DUCP moderated the sequential combination of consumer experiences on product knowledge. For the high level of DUCP, there are significant differences among the effects of the sequential combination of consumer experiences on product knowledge. Specifically, it was found that VEescapist→IDE produces the highest product knowledge while VEeducation→DE produces the lowest product knowledge. Regarding the low level of DUCP, there are not significant differences among the effects of sequential combination of consumer experiences on product knowledge.
Originality/value
This study extended the studies of Daugherty et al. (2008), Pine and Gilmore (1999), and Keng et al. (2012) to further explore the effects of the sequential combination of experiences.
Details
Keywords
This study aims to highlight that security and flexibilities remain the main points of contention in the cordiality business. This research points to planning a framework that…
Abstract
Purpose
This study aims to highlight that security and flexibilities remain the main points of contention in the cordiality business. This research points to planning a framework that empowers hotel users to get to the room using a mobile access key. Advancing secured facilities, mobile phone “Near Field Communication” (NFC) innovation as the entrance device by carrying out an application containing an imitated mobile key for explicit verification access is used.
Design/methodology/approach
The proposed system is evaluated by triangulation of experimental, numerical and rational evaluation using partial least square structural equation modeling (PLS-SEM) with Malaysian hotel guests and employees.
Findings
The discoveries with the hypothesis supported validated that the suggested solution can eliminate physical cards, boost protection and encourage a contactless ecosystem. Theoretical, management and societal contributions are discussed here.
Research limitations/implications
This experiment comes with the constraints that it was conducted in only two hotels and does not fully reflect the choices of a wider range of travellers. Secondly, the cost of existing NFC smart locks is still relatively high, and along with the development of technology, the price will decrease when supply exceeds demand.
Practical implications
To promote high-security attributes, NFC technology as the access system by implementing an application containing an emulated smart key for specific authentication access is used. The host-card emulation enables cost-effectiveness profit and initiating a defence system in the pandemic era.
Social implications
To promote high-security attributes, NFC technology is used as the access system by implementing an application containing an emulated smart key for specific authentication access. The host-card emulation enables cost-effectiveness profit and initiating a defence system in the pandemic era.
Originality/value
The novelty of this study comes from the use of commonly available smartphone NFC features that are yet to be applied in the tourism ecosystem. The research provokes the applied concept of mobile smartkeys.
Details
Keywords
Moema Pereira Nunes, Claudia Natali Alba Malagri, Fernanda Kalil Steinbruch, Dusan Schreiber and Claudio Damacena
To identify and analyze the relevant themes in the literature on digital transformation and internationalization, revealing opportunities for future studies.
Abstract
Purpose
To identify and analyze the relevant themes in the literature on digital transformation and internationalization, revealing opportunities for future studies.
Design/methodology/approach
A systematic literature review was developed using the Scopus and Web of Science databases. Initially, 156 publications were identified. Based on inclusion/exclusion criteria, a final sample of 74 articles was reached. A bibliometric and qualitative analysis were developed.
Findings
Eight main themes related to internationalization, such as internationalization strategy, internationalized companies, marketing-related issues, export, global supply chain, entrepreneurship and new ventures, SMEs internationalization and internationalization of educational institutions, were identified. Eight main themes related to digital transformation were also identified, including internationalization drivers, digital technologies, business model innovation, digitalization, Industry 4.0, digital platforms and e-commerce, people and digital transformation and digital institutional environment.
Originality/value
In recent years, the term digital transformation has become part of the daily lives of many organizations and of life in society itself. For internationalized companies, this discussion has also become present. Although a relationship between digital transformation and internationalization is often presented, the dimensions of analysis of this relationship are still very fragmented, and this study presents a systemic view of the themes. These themes represent opportunities for future studies.