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1.
Daniëlle N. M. Bleize Marjolijn L. Antheunis 《Journal of Marketing Communications》2019,25(4):403-420
Previous empirical studies have identified several factors that seem to play a role in determining purchase intent in virtual worlds; three-dimensional online environments in which users interact while represented by their avatars. So far however, a clear overview of these factors is lacking, and the question that remains is what factors affect purchase intent most. Therefore, this study aims to create an overview of factors that influence users’ purchase intent in virtual worlds, and to subsequently identify the most influential factors. To conduct this review, relevant literature was gathered using a variety of search engines and keywords. An article had to explicitly study factors influencing purchase intent in virtual worlds in order to be included in this review. This search method resulted in a selection of twelve relevant articles that were used for further analysis. Results show that perceived enjoyment, social influence, customization and ease of use are important factors that influence purchase intent in virtual worlds. Enjoyment of the virtual world, beliefs and attitudes of others, avatar customization, and easy-to-use virtual world applications can thus increase users’ willingness to purchase products in the virtual world. Practical implications as well as limitations and suggestions for future research are discussed. 相似文献
2.
Qiang Yang Yanqing Lin Hongxiu Li Jiale Huo 《International Journal of Consumer Studies》2023,47(1):136-154
Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers' attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers' attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the “assimilative effect” of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the “complementary effect” of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers' attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies. 相似文献
3.
Tsung-Chi Liu 《The Service Industries Journal》2013,33(7):1075-1092
This paper examines the use of closed-circuit television (CCTV) system notices in banks. This study was designed to measure the effect of the wording of CCTV notices on customer service quality expectations and purchase intent, while also considering the customer involvement as the moderating effects. Results show that customers, in expectation of better service quality, may be more likely to purchase the service when moderately worded CCTV notices (i.e. ‘please smile, the CCTV is running!’) had been employed in the bank rather than when the negatively worded CCTV notices (i.e. ‘Taping now! All your behaviour here is monitored by the CCTV system!’) are deployed. These effects were stronger in low-involvement situations. Implications of the findings and the future research directions are also discussed. 相似文献
4.
This study aims to explore consumer perceptions of sugar-free specialty coffee in the quick-service restaurant (QSR) segment. Sugar-free specialty coffee products are made using nonnutritive sweeteners (NNS). Participants from a nationwide panel were surveyed about purchase intent of two categories of specialty coffee: syrup-sweetened with sugar or NNS in four popular flavors. Consumer demographics were used in a multistep multiple regression. The study found that, overall, females and younger consumers are most likely to purchase specialty coffee beverages. Additionally, an interaction revealed that younger consumers are most likely to purchase sugar-sweetened coffee beverages, whereas little variation in purchase intent was found between NNS and sugar-sweetened coffee beverages in older consumers. 相似文献
5.
Edward Shih-Tse Wang Bi-Kun Tsai Tzy-Ling Chen Shu-Chun Chang 《The Service Industries Journal》2013,33(3):353-366
The impact of employee performance on customer behavioural intentions and consumption behaviour is important to service marketers. In many service settings, service organizations require emotional display and personal selling to stay competitive in todays market. Based on a review of service literature, this study investigates the effect of emotions displayed and personal selling on customer purchase amount and re-patronage intention in convenience-goods retail service settings. This work applies mystery shopper methods to data collected from a Taiwan bakery chain. Analysis of the results from 519 responded questionnaires in this study reveal that positive emotions displayed by contact personnel are unrelated to consumption expenditure, but do affect re-patronage intention. Further, the results show that personal selling negatively influences consumption amount. This study suggests that service managers consider enhancing their emotional display perspective in human resource practices, and focus on performing personal selling as a consumer need, in different service industries. 相似文献
6.
Sunmee Choi Anna S. Mattila Heungsoo Park Seongho Kang 《Journal of Marketing Channels》2013,20(2):131-147
Using a scenario-based survey with a factorial between-subject experimental design, this study examines the effect of price dis/parity across multiple channels of distribution on customers' ethicality evaluations and purchase intent, with the focus on the moderating role of price frame. Results show that when the varying prices of the disparity policy were all lower than or equal to the uniform price of the parity policy, consumers did not evaluate the disparity policy as significantly less ethical than the parity policy, and were more likely to purchase from the firm with the disparity policy. However, when at least one of the varying prices of the disparity policy was higher than the uniform price of the parity policy, they evaluated the disparity policy as less ethical, and, therefore, were more likely to purchase from the firm with the parity policy, despite price incentives offered by the disparity policy. This finding suggests that the success of a cross-channel price disparity policy depends on the price frame. 相似文献
7.
网络商店形象对情感反应和在线冲动性购买意愿的影响 总被引：1，自引：0，他引：1
文章对M-R模型进行调整,建立了反映网络商店形象对情感反应和在线冲动性购买意愿影响的概念模型,并利用结构方程模型对概念模型进行了验证。研究结果表明:商品形象对在线冲动性购买意愿的总体正面影响最强,其次是促销形象,沟通形象的总体正面影响最弱,订单履行形象的总体影响则是负面的;商品形象和促销形象对冲动性购买意愿有直接积极的影响,订单履行形象对冲动性购买意愿有直接负面的影响;商品、沟通和订单履行形象对顾客快乐情感有积极显著的影响,而且商品形象能积极显著地影响顾客的唤起情感;快乐和唤起两种情感反应能积极显著地影响在线冲动性购买意愿。文章根据这些发现提出了相应的营销建议,并给出了研究的局限和未来研究方向。 相似文献
8.
The purpose of this study is to investigate purchase intent in online marketplaces as an international phenomenon. A profile of the international online consumer is established, taking into account factors such as indicators of socio-economic development of their home countries. A structural model is analyzed using LISREL, testing the importance of CSR, the propensity to buy from international online vendors and commitment with purchase intent as the dependent variable. A cross-national dataset of 804 respondents from 57 countries is analyzed, showing that CSR activities alone do not increase purchasing intent, but they do when mediated by commitment. 相似文献
9.
In this study, we investigated the positive and negative emotion concepts in the prototype perspective and then tested them on customer satisfaction. By studying 612 customers in luxury restaurants, we found that two levels of customer emotions (i.e. positive and negative emotions) as a super-ordinate level, 4 positive emotions (i.e. contentment, happiness, love, and pride) and 5 negative emotions (i.e. anger, fear, sadness, shame, and disgust) as a basic level, and 49 specific emotions as a subordinate level are significantly related to customer satisfaction. We also examined the moderating role of emotional memory (EM) usage in the relationship between consumers’ emotions and their satisfaction. We found that product (food and beverage)-related EM strengthens and service-related EM usage weakens the relationship between customers’ negative emotions and their satisfaction. Interestingly, we found that positive and negative emotions are significantly related to customer satisfaction regardless of experience and store-related EM usage. 相似文献
10.
Prior research has not verified the theoretical or practical value of slice-of-life and slice-of-death advertising appeals in relation to advertising and branding constructs like advertising polysemy and consumer-based brand equity. The authors make conceptual, measurement, and managerial contributions to this research issue dealing with slice of life versus death advertising appeals. Across three studies, the authors measure, evaluate, compare, and contrast slice-of-life and slice-of-death (SOL/D) advertising appeals across British and American cultures. The authors demonstrate the interrelationships of SOL/D appeals with advertising polysemy, consumer-based brand equity, cultural differences in advertising attitudes, and purchase intentions. From a measurement perspective, the authors develop and validate parsimonious measures of slice-of-life and slice-of-death (SOL/D) advertising appeals. Furthermore, they test the assumptions that underlie these appeals for United States and British customers, and investigate how the cultural characteristic of uncertainty avoidance moderates the impact of SOL/D advertising attitudes on purchase intentions. Managerially, the research demonstrates that SOL/D appeals offer value in predicting (a) consumer-based brand equity through advertising polysemy, (b) consumers’ advertising attitudes across different cultures, (c) consumers’ intentions to purchase, and (d) advertising differences and varying consumer responses in the United States and Britain. 相似文献
11.
This study examined children's advertising literacy level for traditional versus embedded advertising formats by comparing their cognitive and affective advertising literacy level for television commercials vs. advergames. The study also explored how cognitive and affective advertising literacy further attenuate advertising effects by investigating the mediation impact of cognitive and affective advertising literacy on the relation between the ad's format and the purchase request. Third, the study investigated how an advertising literacy training session moderates these effects.
The results of this experimental study showed that advergames lead to a higher purchase request rate among children than television commercials. However, only affective but not cognitive advertising literacy mediated the effect of the advertising format on purchase request. In addition, a training session was shown to accelerate children's cognitive (but not their affective) advertising literacy for advergames, but not for television commercials. 相似文献
12.
Hong‐Youl Ha 《International Journal of Consumer Studies》2012,36(3):327-334
Attributes of online satisfaction are dynamic. Specifically, it remains to be examined how online shopping attributes empirically affect changes in satisfaction that leads to repurchase behaviours over time and why. The present study develops a theoretical framework for conceptualizing satisfaction with temporal effects and empirically tests it using longitudinal data from 219 online customers. The results indicate that the relationship between attribute‐level evaluations and satisfaction, which has only been examined in terms of predictors of satisfaction in prior literature, is dynamic and changes over time. Changed attributes (particularly convenience and site design) might signal an opportunity to capture the dynamics of attribute‐level evaluations over time. Furthermore, the findings reveal significant temporal effects of satisfaction and purchase intention at time point T on satisfaction and purchase intention at time point T + 1. The results suggest that temporal effects occur as a diagnostic function of a previous attribute rating of a subsequent satisfaction evaluation and the consumer's level of subjective knowledge. 相似文献
13.
Xingyu Wang Yaping Chang Xinlan Li Jun Yan 《International Journal of Consumer Studies》2023,47(4):1449-1466
Negative product reviews are bad for businesses. They can adversely affect product sales, brand evaluations, and brand loyalty. To attend to negative reviews, one approach is through advertising products or company virtues. The current study examines the efficacy of different advertising approaches (core product attribute advertising vs. non-core product attribute advertising vs. corporate social responsibility [CSR] advertising) in helping dilute the negative effect of dissimilar negative product attribute reviews (negative core product attribute reviews vs. negative non-core product attribute reviews). Through four experiments, we found that when the non-core attribute of a product had negative reviews, a core attribute advertising approach weakened the effect of negative reviews. However, CSR advertising was less effective. Furthermore, when the core attributes of a product had negative reviews, a non-core attribute advertising effort did not weaken, but actually augmented the impact of negative reviews. In addition, when the core attributes of a product received negative reviews, CSR advertising decreased the influence of negative reviews. Our findings provide theoretical and managerial implications for managing negative online reviews of product attributes. 相似文献
14.
Fabiënne Rauwers Paola Remmelswaal Marieke L. Fransen Micael Dahlén Guda van Noort 《国际广告杂志》2013,32(5):749-768
AbstractCreative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers’ interest; however, little is known about its persuasive effects on consumers’ cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers’ affective and behavioural responses but also consumers’ cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained. 相似文献
15.
Although it is well known that sex and humour can help sell products, hardly any research has examined whether there is something particular about sexual advertisements that makes them more persuasive than other appeals. The present research proposed an empirically robust way to test the persuasiveness of different emotional appeals (sex, humour, control) by matching them on pleasure and arousal levels. Two experiments (N = 162; N = 301) examined the combined persuasive effects of different levels of pleasure (moderate, high) and arousal (moderate, high) for sexual and nonsexual appeals. Study 1 used a 3 (appeal: sexual, humorous, control) × 2 (pleasure level: moderate, high) between-subjects design. Study 2 employed a 2 (appeal: sexual, control) × 2 (arousal level: moderate, high) × 2 (pleasure level: moderate, high) design. The main dependent measures were attitudes towards the ad, attitudes towards the brand, and purchase intentions. The results showed that highly pleasant ads increased persuasion regardless of arousal and content, and that sexual appeals outperformed nonsexual appeals only under conditions of moderate pleasure and high arousal. 相似文献
16.
We examine whether image congruence (IC) of celebrities have significant effect on purchase intention (PI) and whether attitude towards brand and attitude towards advertisement mediate the relationships in a developing country, based on sample data from India. The data was collected using a Likert Scale of 1 to 7. Structural Equation Modeling (SEM) was employed to test the recursive model incorporating endorser-brand IC, advertising effectiveness (AE), attitude toward advertisement (ATA), attitude towards brand (ATB), and purchase intention (PI). It was found that the celebrity image congruence (IC) has a negative significant effect on ATB and positive significant effect on ATA whereas advertising effectiveness (AE) had significant effect on both attitude towards brand and attitude towards advertisement. Finally AE and ATA both had significant positive effect on PI. Drawing on research on moral reasoning associated with celebrity endorsement, we provide strong theoretical as well as empirical evidence that celebrity (endorser-brand) IC is not a strong predictor of PI in a developing country. Spending huge resources on endorsers for IC does not always provide the desired benefits in countries like India. Findings would be useful for both multinational firms engaged in international marketing as well as local firms. 相似文献
17.
Komal Nagar 《Journal of Global Marketing》2013,26(3-5):152-171
ABSTRACT?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image. 相似文献
18.
Hyo Sun Jung 《The Service Industries Journal》2019,39(11-12):877-900
Recently, workplace harassment in the form of superiors abusing their power over subordinates has emerged as a social problem. In the deluxe hotel work environment, dealing with this issue starts by asking whether harassment by a superior has taken place – and if so, how it has influenced subordinates’ responses. The purpose of this study was to measure the perception of workplace harassment among employees and to explain the relationships between workplace harassment and employee engagement, satisfaction, burnout, and turnover intent in deluxe hotels in South Korea. The results showed that verbal aggression had a significant negative effect on employee engagement, while isolation, disrespectful behavior, and physical aggression exacerbated employee burnout. In addition, employee engagement significantly enhanced job satisfaction, while burnout increased employees’ turnover intent. Limitations and future research directions are also discussed. 相似文献
19.
Online fashion retailers promote use of fashion apps among their consumers. However, dissatisfaction in using these apps is one of the reasons consumers uninstall them. This research studies the influence of information quality, service quality, and system quality on app satisfaction. Further, the influence of app satisfaction on purchase intentions is also studied. In addition, the moderating role of personalization among the three quality dimensions and app satisfaction is observed. Primary data were collected from 268 respondents. The results established system quality as the most significant factor influencing app satisfaction. Further, personalizing the app increased the influence of the three quality dimensions on app satisfaction. 相似文献
20.
Steffi Frison Marnik G. Dekimpe Christophe Croux Peter De Maeyer 《International Journal of Research in Marketing》2014
Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are also spent on “smaller” media such as billboards and cinema, little is known on their effectiveness. 相似文献