Li-Shia Huang, Yu-Jen Chou, Cheng Zhang and Ying-Yu Lan
This study explores the impact of packaging images (ingredients vs finished products), degree of food readiness (ready-to-heat vs ready-to-cook) and purchasing motivations…
Abstract
Purpose
This study explores the impact of packaging images (ingredients vs finished products), degree of food readiness (ready-to-heat vs ready-to-cook) and purchasing motivations (utilitarian vs hedonic) on consumer preferences.
Design/methodology/approach
Two 2 × 2 between-subject experiments were conducted to investigate the interactive effects of package image type and food readiness (Study 1) as well as their individual impacts (Study 2). Data analysis and hypothesis testing were performed using SPSS software.
Findings
Consumers initially preferred packaging images of finished products over ingredients when selecting ready-to-eat foods. However, their attitudes declined upon learning about specific food content. When motivated by hedonic factors, consumers favored images of finished products for ready-to-cook foods, whereas utilitarian motivations led to a preference for ingredient images. After purchasing, ingredient images were favored across both motivational contexts.
Originality/value
Food packaging images serve as crucial cues in consumer purchase decisions, though no consensus currently exists on whether these images should feature ingredients or finished products. This study offers valuable insights into how these visual factors affect consumer behavior and decision-making, providing manufacturers with guidance on enhancing product evaluations by consumers.
Details
Keywords
Ying Yu, Xin Wang, Ray Y. Zhong and G.Q. Huang
The purpose of this paper is to present the state-of-the-art E-commerce logistics in supply chain management by investigating worldwide implementations and corresponding models…
Abstract
Purpose
The purpose of this paper is to present the state-of-the-art E-commerce logistics in supply chain management by investigating worldwide implementations and corresponding models together with supporting techniques via furniture industry.
Design/methodology/approach
Typical E-commerce logistics companies from North America, Europe, and Asia Pacific are comprehensively investigated so as to get the lessons and insights from these practices.
Findings
Future technologies like Internet of Things, Big Data Analytics, and Cloud Computing would be possibly adopted to enhance the E-commerce logistics in terms of system level, operational level, and decision-making level that may be real time and intelligent in the next decade.
Research limitations/implications
This paper takes the furniture industry for example to illustrate the E-commerce logistics and supply chain management (LSCM). Other industries like electronic appliance industry are not considered.
Practical implications
Opportunities and future perspectives are summarized from practical implementations so that interested parties like E-commerce and logistics companies are able to get some guidance when they are contemplating the business.
Social implications
E-commerce is booming with the development of new business models and will be continuously boosted in the near future. With large number of enterprises carrying out E-commerce, logistics has been largely influenced.
Originality/value
Insights and lessons from this paper are significant for academia and practitioners for considering E-commerce LSCM.
Details
Keywords
Yi‐Long Jaw, Ru‐Yu Wang and Carol Ying‐Yu Hsu
Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the…
Abstract
Purpose
Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which underlies various ideologies.
Design/methodology/approach
This study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and outlines the branding strategies for entering cross‐strait markets. Furthermore, this study validates the using of substantially interpreted brands that support the authors' four developed propositions.
Findings
This study compares substantially interpreted brands in cross‐strait markets with a reference to commonly used translation methods. The results illustrate interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition.
Research limitations/implications
Since China and Taiwan share the same Chinese culture, the qualitative method proposed by the present authors is more applicable to practitioners who are eager to pursue branding in cross‐strait markets. Thus, the relevant techniques may not be applicable to people less familiar with Chinese culture.
Practical implications
The qualitative case study provides an advisable method for branding in Chinese. The results of this study can provide greater understanding of the various ideologies in cross‐strait markets, as well as help managers achieve global brand recognition.
Originality/value
The various ideologies from branding is complex, especially for those involved with linguistic essentials. Previous research has mainly focused on managerial‐based branding and customer‐based branding. This paper extends the interest into enlivening inspirations.