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.
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Yu-Jen Chou, Ya-Hui Hsu and Yu-Han Chang
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality…
Abstract
Purpose
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.
Design/methodology/approach
One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.
Findings
This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.
Originality/value
Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.
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Yu-Jen Chou, Li-Shia Huang and Shu-Jyun Ye
This study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA…
Abstract
Purpose
This study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA affects consumption and whether food aesthetics moderate these behaviours and emotional responses.
Design/methodology/approach
Data were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis.
Findings
Consumers with higher CVPA are more likely to adopt multi-stage consumption for higher aesthetic food, generating greater positive emotions, both in personal experiences and when viewing food bloggers' posts.
Originality/value
This study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.
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Yu‐Jen Chou, Ching‐I Teng and Shao‐Kang Lo
This paper aims to investigate the relationship between company identity information disclosure, trust, and consumer self‐disclosure intentions during the first visit to a company…
Abstract
Purpose
This paper aims to investigate the relationship between company identity information disclosure, trust, and consumer self‐disclosure intentions during the first visit to a company website.
Design/methodology/approach
This study conducts one‐factor (company identity information disclosure) between‐subject experiment design. Participants were randomly assigned into two groups: company identity information disclosure – high vs low. Furthermore, this study also uses LISREL to analyse the model.
Findings
The analytical results indicate that when a company website discloses much of its identity information, consumers trust the company more, and exhibit greater intentions to provide their personal information. Specifically, this study's results show that consumer's trust mediates the relationship between company identity information disclosure and consumer self‐disclosure intentions.
Practical implications
Companies often invite consumers to disclose personal information on websites, and then use this information to build and maintain relationships with these customers. This study suggests that a company can disclose their information more on their website. Consequently, consumers trust more toward the company and then have higher disclosure intentions.
Originality/value
Traditionally, most interpersonal communication research indicates when someone discloses more, the other communication participant also discloses more. Although previous research investigates the impact of online information disclosure on trust and consumer self‐disclosure, there are no studies that address the potential impact of a company disclosing information about its identity. This study examines the influence of company identity information disclosure and emphasises the important role of trust during the first visit to a website.
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Kristijian Mirkovski, Yanli Jia, Libo Liu and Kun Chen
The purpose of this paper is to explain how individuals form microblogging habits and why they continue to use microblogs from the perspective of direction social networks.
Abstract
Purpose
The purpose of this paper is to explain how individuals form microblogging habits and why they continue to use microblogs from the perspective of direction social networks.
Design/methodology/approach
Drawing on the social network theory and the social presence theory, the authors develop a theoretical framework to explain how individuals form microblogging habits and why they continue to use microblogs. To test the proposed model and examine its external validity, the authors collected data from two microblogs: Twitter and Sina Weibo.
Findings
Satisfaction and habit have a significant influence on microblogging continuance intention. Whereas, users’ microblogging habits are developed by two key factors – satisfaction and frequency of past behavior – that are further determined by social presence and social network centrality.
Research limitations/implications
Larger sample size with diverse populations is highly recommended for future studies. In addition, exploring the distinct technical functionalities of microblogs when conceptualizing habit formation would be of benefit in future studies.
Practical implications
In this study, it was found that social presence increases both the satisfaction of users and the frequency of past use behavior. Hence, microblog designers should provide users with greater freedom to modify the form and content of their interface, and enable these modifications to be visible in real time to increase the interactivity of microblogs.
Originality/value
In contrast to past studies that have largely neglected the impacts of the directed social network structure, this study aims to focus on microblogging continuance intention from the directed social network perspective. The results from two independent data sets converge on the conclusion that users’ continuance intention to use is affected by both their conscious evaluations (i.e. satisfaction) and unconscious reactions (i.e. habit).
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Adesegun Oyedele and Emily Goenner
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Abstract
Purpose
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Design/methodology/approach
The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers.
Findings
The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions.
Research limitations/implications
The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones.
Practical implications
The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries.
Originality/value
Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.