Enhancing online brand experiences: An application of congruity theory

Providing a distinctive brand experience is critical to differentiate each hotel brand from others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory, this study investigated how three congruities (i.e., self-image congruity, online–offline brand image congruity, and value congruity) influenced customers’ online brand experiences and their brand trust. Results from this study indicated both self-image congruity and online–offline brand image congruity significantly influenced both customers’ online brand experiences and their trust toward the hotel's brand. Extending brand experience literature and congruity theory, this study suggested hotels should develop a strategy that could capture these three congruity effects in online and offline channels because these effects should be key determinants for customers’ online brand experiences and their responses.     

Regret in auctions: theory and evidence

The sealed-bid first-price auction of a single object in the case of independent privately-known values is the simplest auction setting and understanding it is important for understanding more complex mechanisms. But bidders bid above the risk-neutral Nash equilibrium theory prediction. The reasons for this “over bidding” remain an unsolved puzzle. Several explanations have been offered, including risk aversion, social comparisons, and learning. We present a new explanation based on regret and a model that explains not only the observed over bidding in sealed-bid first-price auctions, but also behavior in several other settings that is inconsistent with risk aversion. The authors gratefully acknowledge support from the National Science Foundation.     

Understanding relationship quality and online purchase intention in e-tourism: A qualitative application

This study explores the formation of relationship quality and online purchase intention in the service context of tourism, and a model is also introduced. This study tries to conceptualize a model based on a mediating mechanism of relationship quality that may be applied to understand online purchase intention in tourism. Learning the critical role of relationship quality in e-tourism can guide tour service providers to design different strategies for different online customers, and consequently achieve high customer online purchase to tourist service and product. In the proposed model of this study, the perceived incentive, perceived service quality, perceived ease of purchasing and perceived usefulness influence customer online purchase intention indirectly via the mediation of relationship quality. Additionally, five propositions are derived accordingly based on the proposed model and literature review. Finally, discussion, limitation and future research are also provided.     

我国网上银行发展之法律问题

全球银行业正经历着一个激动人心的时代,网上银行顺理成章地成为这一时代的见证和表征。WTO体制下金融业的全面开放将使网上银行业务成为中外金融业竞争的焦点。现行监管模式和法律规制对于网上银行显得力不从心,已不能适应其蓬勃发展的客观需要。就有关网上银行及其业务的的监管模式、归责原则、民事责任等相关法律问题加以探讨,并提出一些浅见。     

Users’ perceptions of two types of hotel reservation Web sites

Building on the technology acceptance model (TAM), this study examined users’ perceptions of reservation Web sites: hotel-owned and third-party. As an experimental study, this study tested whether a modified variant of the TAM could be used to evaluate users’ perceptions of two different channels for hotel online reservations. Perceived usefulness was a key predictor of users’ attitudes toward using hotel-owned Web sites, while perceived ease of use was a key predictor of users’ attitudes toward using third-party Web sites. Both perceived playfulness and attitudes were two key predictors of users’ intentions to use hotel reservation Web sites. However, no significant differences in users’ perceptions were found between the two types of Web sites. Overall, users had more favorable attitudes and higher intentions to revisit third-party Web sites than hotel-owned Web sites.     

Procurement auctions with entry of bidders

In procurement auctions with a fixed number of bidders there is a tradeoff between cost efficiency and rent extraction. An optimal mechanism, therefore, entails distortions of effort (Laffont and Tirole, 1987). If potential suppliers must sink an entry investment before they can participate in the auction, then decreasing the firms' rent may imply reduced entry. We show that if potential bidders are uninformed before entry, commitment to a plain, nondistortive auction is optimal. In contrast, if potential bidders learn all their private information before entry, the optimal mechanism entails the same distortions as in Laffont and Tirole's static model.     

Do Airbnb’s “Superhosts” deserve the badge? An empirical study from China

The “Superhost” badge is that Airbnb entitles the host provides good services. This study verifies Airbnb’s “Superhost” mechanism by applying text mining technologies, combined with Long Short-Term Memory (LSTM) and K-Means, to the entire dataset of tourists’ online reviews of Hangzhou city, China. Six kinds of hosts’ good services are identified, including “Three Meals or Night Snacks,” “Fruits, Drinks or Snacks,” “Travel Guides,” “Free Shuttle or Helping with Luggage,” “Chats,” and “Replies or Communications.” The study reveals the minority of “Superhosts” are mentioned of providing the majority of six kinds of good services, which means “Superhosts” do deserve the badge.     

Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences

Intangibility has long been studied as a unidimensional construct with the focus being placed upon the physical element. This paper explores the effects of three unique intangibility dimensions on a consumer's ability to evaluate goods and services, and the perceived risk (PR) associated with the transaction. The authors examine these relationships in purchase environments that include both traditional bricks-and-mortar retailers and the Internet. Their investigation further incorporates prior knowledge as a moderating factor into the proposed framework. This allows for a thorough comparison of the effects and relationships that exist between intangibility and its consequences in general, evaluation difficulty (ED) and perceived risk (PR) in particular. The authors develop hypotheses pertaining to the proposed model and test them with two experiments. The empirical results are broadly supportive of the hypotheses. Theoretical and managerial implications to the services marketing literature are discussed.     

Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?

Abstract

The recent trend suggests that people are more inclined to online hotel reviews to take online hotel booking decisions. The present study argues that when consumers are exposed to online hotel reviews, it draws an impression of the hotel brand in the mind of consumers, resulting in influence their hotel booking intentions. The current study determines the mediation effects of brand image between credible online hotel reviews and consumers’ hotel booking intentions. To ascertain the uni-dimensionality of the scales, the present study executes exploratory factor analysis. The ensure the internal consistency of the variable scales, the study determines Cronbach’s alpha. To measure the mediation effects, the present study performs structural equation modeling bootstrapping method. Data analysis reveals that marketers should look at hedonic brand image, which ultimately influences consumers’ hotel booking intentions. This is a unique study that ascertains the type of brand image that actually mediates between the impact of online hotel reviews and consumers’ hotel booking intentions. In addition, the paper furnishes theoretical background on how people interpret online hotel reviews and its effects.