Toward a theory of consumerism

Consumerism is not unique to modern times or to the United States. Eight hypotheses explaining the movement arc based on history, sociology, law, economics, and psychology.     

Consumer e-shopping acceptance: Antecedents in a technology acceptance model

This study integrates e-shopping quality, enjoyment, and trust into a technology acceptance model (TAM) to understand consumer acceptance of e-shopping. Online surveys with college students (n = 298) were conducted. E-shopping quality for apparel products consists of four dimensions: web site design, customer service, privacy/security, and atmospheric/experiential. A structural equation model reveals that e-shopping quality determines perceptions of usefulness, trust, and enjoyment, which in turn influence consumers' attitudes toward e-shopping. Consumer perceptions of usefulness and attitude toward e-shopping influence intention to shop online, while perceived ease of use does not influence attitude toward e-shopping. Shopping enjoyment and trust play significant roles in consumers' adoption of e-shopping. This study provides important implications for e-tailers whose web site developers must keep in mind that customers are not only web users with trust/safety and information needs, but also shoppers with service and experiential needs.     

Omnichannel approach: Factors affecting consumer acceptance

Abstract

The omnichannel approach is a new commercial opportunity that aims to offer consumers a unique and satisfying experience through any touch point. This research aims to understand the factors that might lead consumers to accept and use this new approach. The conceptual model was tested empirically using primary data collected from 210 Portuguese participants. The results reported suggest that perceptions of usefulness, ease of use, and compatibility have a positive effect on brand experience, which strongly affects the behavioral intention to use. Additionally, a moderation analysis, using user status as a moderator, shows that while usefulness is important to uniquely explain use intention for low frequency, ease of use is only a good predictor of use intention for high-frequency users. This research provides useful insights for academic research by shedding light on this new phenomenon, and simultaneously for businesses by deriving some implications for defining their omnichannel strategies.     

Toward a contingency theory of CRM adoption

Acknowledging the paucity of research on customers who are the targets of customer relationship management (CRM) efforts, this paper presents a contingency theory framework and set of research propositions suggesting that successful CRM adoption is contingent on a variety of contextual factors that influence value exchange in B2B channel relationships. Grounded in theoretical perspectives on the customer selection process, channel governance, transaction costs, power distribution in marketing channels, and dynamic capabilities, the authors identify five broad categories of variables potentially important in studying CRM adoption and directly affecting CRM success/failure.     

消费者后悔理论研究综述

感觉是为了行为(feeling is for doing),大量的实证研究证实了后悔这一情绪对消费者的众多决策行为有重要的影响作用。本文通过文献回顾总结后悔的内涵、实验与测量方式、影响因素和在消费者决策领域中的应用等内容,最后指出后悔这一情绪在消费者决策研究领域中的重要意义。     

A unified approach to systemic risk measures via acceptance sets

We specify a general methodological framework for systemic risk measures via multidimensional acceptance sets and aggregation functions. Existing systemic risk measures can usually be interpreted as the minimal amount of cash needed to secure the system after aggregating individual risks. In contrast, our approach also includes systemic risk measures that can be interpreted as the minimal amount of cash that secures the aggregated system by allocating capital to the single institutions before aggregating the individual risks. An important feature of our approach is the possibility of allocating cash according to the future state of the system (scenario‐dependent allocation). We also provide conditions that ensure monotonicity, convexity, or quasi‐convexity of our systemic risk measures.     

Toward a theory of international new venture survivability

In this longitudinal study, we explore in-depth how entrepreneurs acquire legitimacy for their new ventures in an attempt to internationalise and survive before and after the dot.com bubble. We adopted a longitudinal multiple-case study methodology for the purpose of theory building. Five firms were selected on the basis of purposeful sampling logic from a homogeneous empirical context: they were small, software firms from Scotland that internationalised and struggled for survival between 1999 and 2001. To explore these companies’ critical events and episodes, the method of critical incident technique was employed. The method of constructing typologies by reduction was employed to advance the typology of hype defined as the overall sentiment of the environmental context, within which the firm is embedded, about the future. Grounded in data, there emerged a middle-range theory of international new venture survivability that postulates that the closer the new venture is to the hype, the higher the likelihood of failure. Several implications to the theory of new venture legitimacy could be singled out. The paper makes an attempt to understand the nature of a legitimacy threshold. The data in the study points to the continuous nature of the legitimacy threshold and suggest that it may be defined by the time when the emergent industry moves away from hype towards risk decision making settings. A set of propositions is put forward to stimulate future research in the area of new venture legitimacy.     

Product attributes and consumer acceptance of nutritionally enhanced genetically modified foods

Using data from a national survey, this study analyses US consumers’ acceptance of genetically modified foods that provide additional nutritional benefits. Using an ordered probit model, this study examines the relation between the willingness to consume genetically modified foods and consumers’ economic, demographic and value attributes. Empirical results suggest that despite having some reservations, especially about the use of biotechnology in animals, American consumers are not decidedly opposed to food biotechnology. Consumers’ economic and demographic variables are only weakly related to their acceptance of food biotechnology, especially when technology involves plant‐to‐plant DNA transfer. However, public trust and confidence in various private and public institutions are significantly related to their acceptance of food biotechnology. Overall, consumer acceptance of bioengineered foods is driven primarily by public perceptions of risks, benefits and safety of these food products.     

Sensory evaluation and consumer acceptance of carbohydrate-based fat replacers in biscuits

The effect of three different carbohydrate-based fat substitutes in a baking powder biscuit was studied. The various fat replacers were substituted for fat in the biscuit formula at a rate of 33%, 66% and 100%. The biscuit variations were assessed by objective and sensory measurements. Comparable objective and sensory results indicated that crust colour was lightened significantly with increased use of the individual fat substitute. Tenderness decreased as substitute use increased when biscuits were rated by the sensory panel, but opposite results were obtained by the texture analyser. Objective analysis indicated that an increase in use of the fat substitute produced a moister biscuit, which was in agreement with the sensory panel. Consumer location testing rated the biscuits as moderately acceptable, but data did indicate a willingness for a product of this type to become available in the marketplace. The overall results do indicate that a fat substitute can be a viable additive in the basic biscuit, but there is a maximum at which the substitute can be used for fat and still produce an acceptable product.     

Toward a theory of conflict in the franchise system

A focused review of the literature is presented in support of a definition of franchising as an interorganizational form examined from the entrepreneurship perspective. Then, microeconomic and relational exchange theories provide guidance within a transaction-cost economics theoretical framework to begin the formulation of a theory of conflict in franchising. The analysis provided in this article involves business format franchising.We submit that the essential core and uniqueness of business format franchising is the relationship between the franchisee and franchisor. Our definition of franchising requires a review of individual franchisee and franchisor organizational structures. Therefore, our theoretical analysis begins with a fundamental look at the economic structural differences of the average franchisor and franchisee firms, using microeconomic theory. This review points to the potential for conflict in profit-maximizing behavior between franchisee and franchisor. The likelihood is that the differences in behavior will manifest in pricing, promotion, and new store development.Next, because most business format franchising is contractually based and long-term, we investigate the theoretical support for establishing and continuing a relationship with fundamental areas of conflict. Relational exchange theory is used for this analysis.Transaction-cost economics provides a perspective on the governance of the interorganizational form and guides us in the investigation of the ongoing state of the relationship. A key to transaction-cost analysis is shared assets in the relationship and the degree of transferability of those assets. Therefore, building and maintaining the franchise trademark becomes the theoretical focus for governance of the relationship. We propose that franchisor-provided services is the principal method of franchisor contract fulfillment and is the framework for informal governance of the relationship. The importance and adequacy of the transactions between the franchisee and franchisor affect the perceived value of the trademark and are key to continuing the franchise relationship.Finally, the conflict literature is briefly reviewed to provide a context for the discussion of conflict in franchising and to illustrate that conflict can have a positive or negative effect on the relationship.     

Toward a predictive model of the consumer inference process: The role of expertise

An information processing model is proposed for understanding and predicting cognitive behaviors underlying the generation of an inference. J. R. Anderson's theory of cognitive skill learning serves as the basis for the conceptual model. Specific predictions are generated concerning the impact of different levels of prior knowledge on the occurrence of inference and on the types of inference processes. An effort is made to demonstrate how the theory can be developed into a formal, predictive model in the form of a computer simulation model. Finally, some suggestions for future research directions are discussed. © 1994 John Wiley & Sons, Inc.     

消费经济理论的回顾与展望

随着改革开放20多年实践的发展,我国的消费经济理论研究不断向纵深拓展,取得了突破性进展,为创造具有中国特色的消费经济理论奠定了初步的基础。     

A model of sustainable household technology acceptance

There is an expanding range of technologies used in a residential setting to enable sustainable living, including ‘smart’ technology that uses learning and connectivity to modify household behaviours. Understanding what drives the adoption of sustainable household technology will allow product developers, marketers and policy makers to use technology to reduce the environmental impact of homes. Based on the United Theory of Acceptance and Use of Technology, a model that explains predictors of intention to adopt sustainable household technology was developed and tested via an online survey of 592 US consumers. The results from structural equation modelling demonstrate that product attributes of sustainable household technology including performance, compatibleness and hedonic expectancy as well as consumer characteristics, in specific, sustainable innovativeness significantly predicts adoption intent. Conversely, the model testing shows that effort expectancy as well as social pressure and environmentalism are not significant predictors of adoption intention Theoretical and practical implications are discussed.     

Factors affecting consumer acceptance of chilled ready meals on the island of Ireland

The chilled ready meal market on the island of Ireland is relatively young but is growing rapidly. This paper focused on a consumer questionnaire (n = 702), designed to examine consumer attitudes to and consumption of chilled ready meals, in both the north and south of Ireland. This formed part of a larger study, with the questionnaire findings contributing to an in‐depth sensory study on a selected range of chilled ready meals. For a significant number of Irish consumers, consumption of these products is higher than on the UK mainland. For others, the products are purchased as a convenient alternative or a weekly treat. Respondents in urban locations were significantly more likely to consume chilled ready meals, as were men and younger, single respondents. Irish consumers are becoming more accustomed to ethnic cuisine although traditional meals remain popular. There is a clear need for developers to continue to enhance the sensory quality of these products, particularly as the primary barrier to consumption was a preference for home cooked food. However, they must also strive to maintain consumer interest in the sector, fulfil the desire for convenience and satisfy a more discerning palate.     

Integrating technology readiness into technology acceptance: The TRAM model

Based on previous theoretical streams, the present study integrates technology readiness (TR) into the technology acceptance model (TAM) in the context of consumer adoption of e‐service systems, and theorizes that the impact of TR on use intention is completely mediated by both perceptions of usefulness and ease of use. TAM was originally developed to predict people's technology‐adopting behavior at work environments, but this research stemmed from a questioning of its applicability in marketing (i.e., non‐work) settings. The differences between the two settings are exhibited by consumers' self‐determining selection behavior and their high involvement in the e‐service creation and delivery process. This paper first reviews the TAM and the construct of technology readiness, and then proposes and empirically tests an integrated Technology Readiness and Acceptance Model (TRAM) to augment TAM by taking technology readiness construct into the realm of consumers' adoption of innovations. The results indicate that TRAM substantially broadens the applicability and the explanatory power of either of the prior models and may be a better way to gauge technology adoption in situations where adoption is not mandated by organizational objectives. Further, theoretical and practical implications and future research directions are discussed. © 2007 Wiley Periodicals, Inc.     

Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing

Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United States, China, and Europe. We examine the extent to which the usefulness of mobile information/programs and individual characteristics—namely innovativeness, personal attachment, and risk avoidance—jointly influence attitudes toward mobile marketing, and how the latter influences consumers’ mobile marketing activity across three large and influential markets. We found perceived usefulness, consumer innovativeness, and personal attachment to directly influence attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance also negatively influences attitudes toward mobile marketing. Marketers seeking to build and maintain customer relationships via mobile platforms should view these individual characteristics as levers brands can push to amplify consumers’ acceptance of mobile marketing.     

Toward a theory of honesty and trust among communicating autonomous agents

This article outlines, through a number of examples, a method that can be used by autonomous agents to decide among potential messages to send to other agents, without having to assume that a message must be truthful and that it must be believed by the hearer. The main idea is that communicative behavior of autonomous agents is guided by the principle of economic rationality, whereby agents transmit messages to increase the effectiveness of interaction measured by their expected utilities. We are using a recursive, decision-theoretic formalism that allows agents to model each other and to infer the impact of a message on its recipient. The recursion can be continued into deeper levels, and agents can model the recipient modeling the sender in an effort to assess the truthfulness of the received message. We show how our method often allows the agents to decide to communicate in spite of the possibility that the messages will not be believed. In certain situations, on the other hand, our method shows that the possibility of the hearer not believing what it hears makes communication useless. Our method thus provides the rudiments of a theory of how honesty and trust could emerge through rational, selfish behavior.This research was supported, in part, by the Department of Energy under contract DG-FG-86NE37969, and by the National Science Foundation under grant IRI-9015423.     

Reorienting consumer education using social learning theory: sustainable development via authentic consumer pedagogy

The paper illustrates the growing interest in understanding consumer behaviour through a social learning theory (SLT) lens, and explains the recently launched United Nations Decade for Education for Sustainable Development (ESD). Then, the discussion turns to an overview of a recently developed ESD/SLT integrated theoretical framework, which is then applied to consumer education via an authentic pedagogy. The paper highlights the rich potential of authentic intellectual work in the form of observational learning by augmenting ESD within authentic consumer education curricula.     

Consumer inferences and consumer preferences. The status of cognition and consciousness in consumer behavior theory

This conceptual paper discusses the so-called ‘non-cognitive’ revolution in modern Consumer Behavior Theory. We argue that this new emphasis is not a radical departure when viewed from the vantage point of cognitive psychology. Cognitive psychology has become a way of studying many, if not most, forms of behavior; as it grows and expands, it becomes less correct to equate it with the study of only some forms of behavior (cognition). It is often the case that consumer researchers associate the term ‘cognitive’ with the conscious, the rational, the verbal and, by implication, call non-cognitive the unconscious, subconscious or non-verbal phenomena. However, many findings on ‘non-cognitive’ processes are the result of research in cognitive psychology. Our paper therefore starts out by discussing the nature of the cognitive Consumer Research Tradition. It points out that the distinction between conscious and automatic processes is more fruitful than that between cognitive and non-cognitive ones. The recent emphasis on emotional processes and direct behavior manipulation is discussed in this light. Implications of the distinction for consumer and marketing research are mentioned in a concluding section.