购物网站交互性对消费者体验价值和满意度的影响

在有关消费者体验价值影响因素的研究中,很少有学者关注购物网站交互性对消费者体验价值的影响.文章在文献回顾的基础上提炼出了网站交互性的两个重要维度:双向性和控制性,并以手段——目的链理论为基础构建网站交互性与体验价值之间关系的概念模型,最后运用结构方程模型检验了网站交互性、消费者体验价值和满意度之间的关系.研究结果表明,网站交互性的双向沟通性维度是提升消费体验价值和满意度的关键.     

孤独感对体验消费意愿的影响机理

随着经济的发展和社会的进步,体验消费的形式日益多样化,并逐渐在消费市场中占据重要地位。鉴于现有研究大多关注体验消费的结果变量,而缺乏对其前因变量如心理因素的探索,通过在线问卷调查收集有效样本1014份,并利用层次回归分析法、拔靴法等实证分析孤独感与体验消费意愿之间关系,探讨社交需求和自我建构在其中的作用。研究结果表明,孤独感对个体体验消费意愿具有显著正向影响,即个体感受到的孤独感越强,其为摆脱孤独感及相关负面情绪影响而进行体验消费的意愿越强;社交需求在孤独感对个体体验消费意愿的影响中起中介作用,即孤独感会激发个体产生社交需求,进而提高个体进行体验消费的意愿;自我建构调节了社交需求的中介作用,且相比于独立型自我建构个体,孤独感对依存型自我建构个体社交需求的影响更大,依存型自我建构个体进行体验消费的意愿更强。因此,为进一步推动体验消费产业发展,对企业而言,应积极关注孤独感等消费者内在心理因素,根据消费者心理与个人特质制定相关营销策略,满足消费者社交需求,缓解消费者孤独感;对商家而言,应积极向目标消费者传递体验产品社交价值,激发消费者依存型自我建构,满足消费者情感诉求;对政府而言,应关注居民心理状态,积极引导居民进行体验消费,加强社会成员心理健康建设。     

Not worth the risk? Applying life history theory to understand rejection of the experiential recommendation

ABSTRACT

Despite mounting support documenting the long-term benefits of consuming experiences versus material possessions, some consumers appear to reject the ‘experiential recommendation.’ Applying a life history theory perspective, we conducted seven studies to examine how unpredictability and harshness during childhood may translate into a decreased propensity to consume novel experiences in adulthood. Adults who experienced unpredictable and harsh childhood environments tended to devalue experiential options (studies 1A and 1B). A perceived lack of control over one’s life outcomes that translates into greater difficulty in evaluating experiential opportunities mediated the relationship between childhood background and devaluing experiential options (studies 3, 4A–C). Furthermore, prior or incidental experience with novel experiential options moderated the link between perceived lack of control over life outcomes and difficulty evaluating experiential purchase options (study 4B).     

Factors Influencing Consumers’ Willingness to Pay for Organic Fruits and Vegetables: Empirical Evidence from a Consumer Survey in India

Numerous consumers confronted with increasing environmental problems, food safety issues, and augmentative health problems increasingly desire to have healthier and more natural foods grown in an eco-friendly manner. Hitherto organic foods only partly benefit from this increasing market environment, and their market share stays rather low despite high growth rates. This article aims to investigate consumers’ willingness to pay (WTP) for organic fruits and vegetables and relevant factors affecting consumers WTP. The contingent valuation method was selected to estimate WTP. Empirical data was drawn from a 250-consumer survey conducted in Bangalore during February 2013. A binomial logistic regression model was applied to obtain the value of WTP and determine the factors influencing it. The results indicated that about 90% of the consumers were willing to pay a premium price ranging between 5% to more than 100% in order to acquire better-quality fruits and vegetables; factors such as family income, size of the family, gender, and other opinion variables such as chemical residue in conventional foods, trust on retailers, taste, and environmental concerns significantly influence consumers’ WTP. More than 87% of the consumers indicated that high price, lack of availability, narrow range, and irregular supply are the major barriers for them to buy these products. The results provide useful evidence to pertinent governmental agencies in terms of assisting in the design of policies for the promotion of organic food production and marketing and reaching the target public. Furthermore, firms involved in the organic foods business may also see benefits when drawing information in order to calibrate marketing strategies.     

Do tech products have a beauty premium? The effect of visual aesthetics of wearables on willingness-to-pay premium and the role of product category involvement

Does design, not technology, affect consumers' valuation of wearable devices? This study empirically examines the impact of the visual product aesthetics of wearables on consumers’ willingness-to-pay (WTP) premium, along with the relevant intervening consumer psychology of perceived benefits. The results of an online survey revealed a significant and positive association between the visual product aesthetics of wearables and WTP, perceived product quality (PQ), and perceived enjoyment (PE) of wearables. In addition, PE mediated the relation between visual aesthetics and WTP, while PQ did not. Meanwhile, consumer involvement moderated the relation between visual aesthetics and WTP. Implications and limitations were discussed.     

Fashion involvement and experiential value: Gen Y retail apparel patronage

Despite Generation Y (Gen Y) consumers' significant role as a decision maker in the market, it is increasingly challenging for retailers to understand these consumers’ behavior and psychology. To enhance an in-depth understanding of Gen Y consumers, this study examined the effect of fashion involvement (FI) and perceived experiential value (EV) on Gen Y consumers’ retail apparel patronage behavior. Based on a survey method, data were collected from USA and Taiwan Gen Y samples. The structural equation modelling technique was used to analyze 413 useable surveys. Results indicate EV directly influences retail patronage, while FI indirectly affects retail patronage through EV. Analysis further reveals two dimensions of FI; cognitive involvement and affective involvement. Cognitive involvement has a moderate direct, negative effect on escapism value, and weak, negative effect on utilitarian value, while affective involvement has a moderate direct, positive effect on aesthetic value and weak, positive effect on escapism value. This study theoretically contributes to understanding how consumer involvement affects perceived experiential shopping value. Findings also provide strategic ideas for apparel retailers in creating shopping environments that resonate with Gen Y customers, which ultimately leads these customers to be loyal to their brands and stores.     

A censored random coefficients model for the detection of zero willingness to pay

In this paper we address the problem of negative estimates of willingness to pay. We find that there exist a number of goods and services, especially in the fields of marketing and environmental valuation, for which only zero or positive WTP is meaningful. For the valuation of these goods an econometric model for the analysis of repeated dichotomous choice data is proposed. Our model restricts the domain of the estimates of WTP to strictly positive values, while also allowing for the detection of zero WTP. The model is tested on a simulated and a real data set.     

Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for environmentally‐friendly products

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed.     

体验营销对顾客满意度的影响研究——以宜家为例

体验营销侧重于消费者精神和心理需求的满足,顾客满意度是体验营销效果的一个重要考量指标。本研究选取宜家作为研究对象,围绕体验营销的五个构成维度与顾客满意度的相关性展开研究。分析表明,体验营销对顾客满意度有正向影响,其中感官体验的影响最大。本文基于实证分析结果,为我国企业更好的实施体验营销提出了相关建议。     

Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit

Retail has responded to the continuing shift in consumer preferences toward ephemerality and immediacy with pop-up stores: temporary, experiential store formats. Considering pop-ups’ widespread application, it is important to identify which store characteristics attract visitors. Research has pinpointed the pop-up experience as affecting consumer behavior. However, experience does not exclusively define pop-ups but applies to all experiential stores. Our work suggests that pop-ups’ distinguishing feature – ephemerality – leads consumers to anticipate limited product assortments, thus driving intention to visit. Considering pop-ups’ target group – consumers with a high need for uniqueness (NFU) – an exclusive, limited product assortment has a stronger effect on intention to visit for consumers with a high NFU.     

Willingness-to-Pay for Multiple Units of Eco-Friendly Wheat-Derived Products: Results From Open-Ended Choice Experiments

A non-hypothetical open-ended choice experiment with a multi-unit elicitation format was conducted to elicit Italian consumer willingness-to-pay (WTP) and demand schedule for new wheat-derived products that were produced by adopting an ecologically friendly post-harvest technique (high heat-treated, HHT). A sample of 270 Italian consumers were surveyed in Bologna, Catania, and Palermo in June 2014. Data were analyzed using a double hurdle model. Results suggest Italian consumers are willing to pay premium prices for HHT flour, while they prefer to pay for HHT packed bread at the same price as a conventional one. Consumers’ WTP for the second, third, and more units are lower than their WTP for the first unit of product. While factors that influence consumers’ decision to buy these two new products are the same, factors that affect their desired product units differ among each products. In conclusion, Italian consumers’ preference for an eco-friendly label depends on the types of products.     

The Impact of Stress on Consumers' Willingness to Pay

Stress is a companion in most consumers’ lives and as such should impact purchase behavior in many ways. Drawing on construal‐level theory, which relates to information processing on different levels of abstraction, the authors propose that consumers’ stress deteriorates their evaluation of products. The latter effect results from a stress‐induced focus shift, from product characteristics with high levels of construal to those with low levels of construal (Study 1). This shift also decreases the price that consumers are willing to pay (Study 2), though the product category moderates the impact of stress on willingness to pay (WTP), such that the decline in consumers’ WTP is smaller for products characterized by lower levels of construal (Study 3). This research extends existing knowledge on the impact of relaxation on consumers’ WTP by including stress in the analysis. Effect sizes are similar to those in related studies. In terms of managerial implications, this study recommends decreasing consumers’ stress levels at the point of purchase and tailoring marketing mix activities to match prevalent stress levels, if firms hope to mitigate the negative effect of stress.     

Shaping e-retailer’s website personality: The importance of experiential marketing

This research investigates how offering experiential values by an online retailer affects the personality of the e-retailer’s website in consumers’ minds. It empirically studies the impacts of four experiential value types – aesthetics, playfulness, customer return on investment (CROI), and service excellence – on each of the five website personality dimensions of enthusiasm, genuineness, solidity, sophistication, and pleasantness. The findings confirm the overall model and the majority of the hypothesized relationships are significant. The findings show that e-retailers should use appropriate combinations of experiential values to portray their desired website personalities.     

The Environmental Benefits of Organic Wine: Exploring Consumer Willingness-to-Pay Premiums?

Consumers and the producers have shown interest in organics, but there exist gaps in their common interest. Producers require premiums for their products based on the peculiarity of their production circumstances and the perceived benefits inherent in their products. Predicting consumer willingness to pay a premium for the environmental benefits of organics (WTPe) is a challenge and is of interest in this study. The contingent valuation method was used to gather information on WTPe from a sample that yielded 2,099 surveys. The econometric test ordered probit regression and other analyses were carried out. On average, respondents indicated WTP 23% premium. The proposed hypotheses were tested, and all were accepted except social demographic variables that presented a mixed outcome. The results have implications for consumer sensitization and enlightenment programs of the wine industry, wine market segmentation, and government’s climate change policy. This study is exploratory and has presented a snapshot scenario. Confirmatory and longitudinal studies are recommended to validate this study’s outcomes.     

Creating the right customer experience online: The influence of culture

The effective role of experiential marketing in the differentiation of brands has been documented in both traditional and online services. The digital context of e-retailing makes it both a suitable platform for experiential consumption and an easily accessible shopping method across cultures. In spite of this, investigation of the impacts of cultural differences on the desire for experiential benefits has been very limited in the e-retailing literature. Using Hofstede's (2001) cultural dimensions, this article studies how two student samples of North American and Chinese customers react differently to the experiential values offered on the websites of e-retailing services. The findings support our hypotheses and suggest that offering experiential values on a company's website is more influential for North American than for Chinese customers. More specifically, the influences of experiential values on site involvement and customers' patronage intentions are stronger for North Americans than for Chinese visitors. On the other hand, the impacts of site involvement on site attitudes and the influence of site attitudes on patronage intentions are stronger for Chinese compared with North American customers.     

Want to make me happy? Tell me about your experiences but not your objects

Evidence indicates that experiences bring greater benefits to consumers than objects. Extending this research beyond the actual purchaser, this work examines individuals who experience the purchase only indirectly via a conversation—listeners. It explores how conversations about experiential versus material purchases affect listeners socially and emotionally. Results show that hearing about others' experiences (vs. objects) advances listeners' happiness more. This finding shows that the scope of experiential purchases' advantage is wider than previously known. Further, this work identifies a sequential mechanism: Conversations about experiences (vs. objects) are more substantive, allowing listeners to build stronger social connections with tellers and, in turn, gain more happiness from the interaction. Critically, this mechanism explains the effect above and beyond a previously-advanced mechanism via perceived motivation. Additionally, this work identifies a boundary of the model: purchase valence. Theoretical and practical implications for managers, consumers, and policymakers are discussed.     

When counterfeits raise the appeal of luxury brands

Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it affects branded goods negatively. In this paper, however, we suggest that counterfeiting may actually benefit certain luxury brands. By means of two studies, we show how the market presence of luxury counterfeit items can increase consumers’ willingness to pay for original brands. In Study 1, we show that the presence of luxury counterfeits can increase consumers’ willingness to pay for well-known original brands, but not for lesser-known ones. Brand awareness plays a moderating role in the positive relationship between counterfeiting and willingness to pay (WTP). In Study 2, we address the psychological mechanisms that explain this increased willingness to pay. The results show that consumers’ (a) pleasure at being envied, (b) pleasure in distinguishing themselves, and (c) perception of the quality of the original goods fully mediate the relation between the presence of counterfeit in the market and consumers’ WTP for originals. We subsequently discuss the theoretical and managerial implications of the two study results.     

Understanding Attitude and Behavior of Canadian Consumers Toward Organic Wine

The main objective of this study is to identify the determinants of organic wine purchase and understand their effect in order to illustrate what influences whether Canadian consumers are willing to buy this special type of wine. The data for this study were collected across Canada by means of an online self-administered consumer questionnaire survey. Our major findings indicate that the attitude toward organic wine is defined mainly by consumers’ health consciousness and is negatively influenced by the wine involvement pleasure experienced with regular wine. Interestingly, Canadians are not forming positive attitudes toward organic wine based on their knowledge of organic production and its offering. The main predictors of organic wine purchase are attitude toward organic wine and wine involvement interest. Unexpectedly, price consciousness was not found to be a good predictor of organic wine purchase.     

Representations of the emotions associated with a wine purchasing or consumption experience

Wine products possess pronounced cultural and symbolic characteristics. Given how hard it is to differentiate the product's more objective dimensions, it is important to understand the emotions and feelings that accompany wine purchasing, consuming or sharing experiences. The present study uses a writing workshop and literature review to uncover the relationships between the dimensions of the emotions that people feel during an experience of this kind, along with the mode of expression of different consumer groups. It also offers specific analysis of the role played by brands among the different characteristics of emotions. Towards this end, a series of wine‐related experiential narratives has been compiled and treated via a structural text analysis approach followed by lexical contents analysis. One of the findings breaks consumers' involvement down into four categories of emotions. Another comes from a content analysis of the narratives that will differentiate among three separate consumer groups. Lastly, suggestions will be made in terms of wider consequences for the field of wine marketing.     

An exploratory study of environmental attitudes and the willingness to pay for environmental certification in Mexico

This paper explores how environmental attitudes of consumers in Mexico influence their willingness to pay a premium (or, marginal WTP) for environmentally-certified products. In addition, we also challenge the theoretical assumption that the relationship between environmental attitudes and purchasing is linear. We test our hypotheses with an analysis of marginal WTP based on a survey of 301 Mexican consumers. Using conjoint analysis to determine marginal WTP, we find support for the idea that as attitudes become more pro-environmental, they more than proportionally boost marginal WTP. We conclude our paper by discussing implications for research and practice that focus on environmental segments of consumers.