The value drivers of high-tech consumer products

Abstract

This study investigates the influence of the customer-value hierarchy model and social network on the perceived economic value of high-tech consumer products. This quantitative empirical study was conducted among Finnish households in early 2008 using the form interview method. The non-probability quota sampling method was applied. The data consisted of 453 completed questionnaires. Hypothesis testing was conducted by linear multiple regression analysis. Goal-, consequence-, and attribute-level value perceptions were found to have a positive effect on the perceived economic value of high-tech consumer products. Attribute-level value had the strongest effect on the formation of perceived economic value. Although the network effect was found to contribute positively to perceived economic value, the opinions of others in the consumer's social network had a negative effect. Consumers seem to rationalise the buying decision with personal factors, while social factors have a background effect on value perceptions.     

Understanding the Factors That Affect the Adoption of Innovative High-Technology Brands: The Case of Apple iPhone in Malaysia

ABSTRACT

The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis, and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed the importance of relative advantage, trialability, and social influence as key constructs in adoption intention. The study also showed that gender of the consumer has no moderating effect on the adoption intention. Practical guidelines are provided to marketing managers on how to use those factors to increase the adoption of new brands among customers.     

The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

ABSTRACT

Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.     

Print and Online Catalogs

Abstract

A study is presented that examines the influence of print and online catalogs on consumer information processing. Petty and Cacioppo's (1979) elaboration likelihood model and research from the field of humancomputer interaction are used to hypothesize differences in consumer information processing when exposed to retail catalog information via print and online communication modes. Theory suggests, and results support, that a print catalog is more effective at stimulating cognitive elaboration and positive affect than a direct extension of the print catalog online. Implications for academics and practitioners are discussed.     

Deterring deviant consumer behaviour: when ‘it’s wrong,don’t do it’ doesn’t work

ABSTRACT

Tactics to deter deviant consumer behaviour have received limited attention in the literature despite deviance being an ongoing problem in the marketplace. Across two studies, the findings suggest there is a heterogeneous response to the rules placed on consumers’ behaviour, which manifests from an absence of consensus among consumers on what is right and wrong behaviour undermining the it’s wrong, don’t do it approach to deterrence. Further, risk perceptions of being caught and punished are low, if not absent, undermining the you will be caught and punished approach to deterrence. Alternate underlying mechanisms were tested and found to influence deviant consumer behaviour (perceived prevalence, perceived outcomes and moral identity), which could underpin alternate deterrence tactics, including social proofing, moral triggers and humanising the victim.     

基于信任的移动社交电子商务购买意愿影响因素

近年来,越来越多的个体、商家加入移动社交网络平台开展电子商务活动,对网络零售产生了重要影响。但由于缺乏监管和行业规范的引导,消费者感知风险存在,影响消费者交易行为,且理论研究较少,也不能为此类电子商务模式的发展提供理论指导。信任是电子商务活动的基础,信任对消费者购买意愿产生直接影响,平台可用性、消费者内在特征和行为以及商家会直接或间接影响非移动社交电子商务模式消费者的购买意愿。而在移动社交电子商务中,由于其模式的独特性,以往影响消费者信任的因素已难以有效反映移动社交电子商务消费者的购买意愿。此外,商家通过社群与若干消费者建立不同程度的连接,需要研究连接中强弱关系对消费者购买意愿的影响程度。因此,基于移动社交电子商务的特点假设影响消费者信任和购买意愿的因素,即除系统质量、信息质量、产品质量、服务质量四个影响非移动社交电子商务消费者信任的因素外,还包括社群关系和网购认知这两个影响移动社交电子商务消费者信任的新因素,接下来假设上述因素对消费者感知信任和感知风险两个中介变量存在影响,并进一步影响消费者购买意愿,继而再通过构建结构方程模型进行实证分析。实证结果显示,系统质量、信息质量、产品质量、服务质量均不同程度正向影响消费者感知信任,负向影响感知风险,而社群强弱关系对购买意愿的影响与弱关系理论结论相反,网购认知对增强消费者感知信任作用明显,消除消费者感知风险是增强消费者信任的重要途径。     

International Catalog Mix Adaptation

Abstract

Striking the right balance of adaptation of the international catalog mix may be the key to profitability. U.S. catalog firms, new to international markets, have less experience in adapting than firms in more globalized industries. The literature on international marketing strategy adaptation reveals that this decision depends on the environment, industry, market, product, and characteristics of the firm. This paper examines the influence of market similarity, type of business and the firm's international experience on international catalog adaptation, and explores the effects of catalog adaptation on a firm's performance. We hypothesize that the greater the market similarity, the less likely it is that firms will adjust their catalog. We also argue than adaptation is greater for consumer catalogs than for business-to-business catalogs. A third hypothesis is that more internationally experienced firms will adapt more and a final hypothesis is that a greater degree of adaptation will increase the international catalog performance. The results did not support the association of international catalog adjustment and market similarity, experience, and type of catalog. Findings are mixed both on catalog adaptations and firm performance. We found that some but not all adaptations in the catalog lead to improved performance. We speculate that U.S. catalog firms are making adaptations to reduce the costs of international marketing operations. This cost reduction strategy may not necessarily lead to profitability, thereby discouraging other firms from entering international markets.     

Consumer response to marketing channels: A demand-based approach

Abstract

Marketing channels have faced rapid structural and functional transformations during the last few decades. While a large body of research has been devoted to understanding the supply-side aspects of marketing channels, much less research has taken the demand-side perspective to study consumer perception of channel position and functions. This article extends the channel literature to a broader domain and develops a consumer-based theoretical framework reflecting factors that influence consumer perception of and reaction to channel strategies and decisions. The authors conceptualize that consumers’ perceived channel value is a critical factor in determining their loyalty behavior. Seven important channel features are identified that would positively influence the perceived channel value. The relationship between perceived channel value and channel preference is strongly dependent on the level of customer value co-creation. The article concludes with research implications and suggestions of avenues for future research.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Consumer anticipation: antecedents,processes and outcomes

ABSTRACT

Marketing managers use anticipation as a marketing tool, particularly for new or improved products, services or experiences. Academic interest in consumer anticipation has focused on its outcomes, especially effects on the forthcoming substantive consumption. However, inadequate attention has been given to consumer anticipation as a complex process per se. A systematic review of the literature arrives at a conceptual definition which sees consumer anticipation as a mental process by which consumers consider the physical, experiential, social, emotional or behavioural consumption outcomes that are expected to accrue to the self from a yet to be realised consumption decision or experience. Antecedents of consumer anticipation, its underlying mental processes and consequences are identified and discussed. Frameworks for operationalising consumer anticipation in practical contexts are discussed.     

Factors Influencing Monetary Donations to Charitable Organizations

ABSTRACT

Charitable organizations are under increasing financial pressure to attract and retain private donors. However, research examining consumer attitudes toward and motivations for giving to charity have yielded ambiguous results. A cross-disciplinary literature review suggests individual donation behavior is based on several factors including attitudes toward helping others, attitudes toward the charitable organization and various intrapersonal, social and economic motives. Using exploratory factor analysis seven factors are identified which influence monetary donations to charitable organizations. Of these seven factors, two factors measure attitudes relevant to charitable giving and five factors capture motivations for charitable giving. These measures are important to academicians, policy makers and practitioners in the development of theory and marketing strategy.     

Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility

Perceptions of a firm’s stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building, and communications. The current research examines CSR from the consumer’s perspective, focusing on antecedents and consequences of perceived CSR. The findings strongly support the fact that particular cues, namely perceived financial performance and perceived quality of ethics statements, influence perceived CSR which in turn impacts perceptions of corporate reputation, consumer trust, and loyalty. Both consumer trust and loyalty were also found to reduce the perceived risk that consumers experience in buying and using products. From these significant findings, we draw several conclusions and implications, including the importance of enhancing firm focus toward its ethical commitment and long-term reputation.     

Schadenfreude and product failures: the role of product deservingness and product status

ABSTRACT

This article examines the influence of product considerations on the experience of schadenfreude – taking pleasure in the suffering of another consumer. We examine how schadenfreude is affected by the extent to which the person suffering a product failure deserves to own the product and the status of the failed product. This work also explicitly considers how these factors interact with those of the person observing the misfortune. These ideas are tested across three experiments. The results show that high product status increases schadenfreude via its exacerbating effects on envy and that a lack of perceived product deservingness increases schadenfreude via both envy and deservingness. These effects differ based on the corresponding factors of the observer where the observer’s own deservingness and lack of product status are found to exacerbate schadenfreude via envy.     

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

ABSTRACT

This report provides an overview of the concept of prepurchase brand avoidance, by identifying the motivating factors in a developing nation. Additionally, the authors aim to explain the negative effect of country-of-origin familiarity leading to brand avoidance. Relationships between constructs (undesired self, negative social influence, perceived animosity, and perceived risk) were hypothesized and data were collected via an online survey, where 286 respondents provided an evaluation for the brands they avoided. Hypotheses were tested using structural equation modeling via AMOS. To date, anti-consumption studies have taken place in developed countries where high agency and abundant choice enable brand avoidance to occur; the authors find that brand avoidance also exists in developing countries, and for all categories of brands, undesired self-congruence is the key determinant for prepurchase brand avoidance. The study did not use any particular product categories. Results need to be expanded and confirmed with other product categories in other emergent markets. Developing nations constitute the fastest growing markets in the world, and knowledge of the factors motivating brand avoidance in these contexts are a competitive advantage (e.g., undesired self is one important variable to focus on to make brands acceptable in such markets). This report provides new insights into consumer judgments of prepurchase brand avoidance in an emerging market.     

Uncovering consumers’ returning behaviour: a study of fashion e-commerce

Abstract

The increasing prominence of e-commerce is shaping the nature and dynamics of retailing. E-commerce offers consumers lower prices, wider product categories and a more convenient shopping experience. In addition, consumers seek ways to manage the risk that is often perceived when making purchases online, which is why retailers’ online return policies have become an increasingly important attribute through which companies compete. Lenient return policies fuel unnecessary ordering and increase return rates, which in turn has major implications both for consumer behaviour and for managing the increasingly complex ecological and economical issue of online returning. Despite its relevance, prior research has paid limited attention to this evolving phenomenon. Consequently, the purpose of this study is to explore and analyse online returning behaviour in the context of fashion merchandise. As a result, 10 categories of online returning behaviour are identified that capture the reasons why consumers actually return items they have ordered online. These categories are further linked with when the decision to return ordered items emerges. Based on the results, managerial implications are provided to give guidance in managing online returning behaviour.     

The HASSLE Scale

Abstract

Retailers can respond to consumer complaints of perceived problems in many different ways. The response chosen by the retailer, as well as the time and effort exerted by the consumer, can influence consumer satisfaction/dissatisfaction (S/D) with the complaint resolution process. Results suggest that consumer S/D with the complaint resolution process has four critical dimensions. The two consumer input dimensions are consumer time and consumer effort expended in an attempt to resolve the problem. The two outcome dimensions are compensation received and attributes of the retailer's representative.     

Enhancing the role of flow experience in social media usage and its impact on shopping

Online retailers are eager to find the answers to the following questions: How relevant is SNS usage to consumer shopping decisions? Is the information shared on SNS likely to influence users’ shopping decisions? This study is designed to answer these questions via essential factors based on flow theory and TAM. The moderating effects of some social factors were also explored. The data was collected from U.S SNS users, and SEM was performed and a research model estimated. The findings reveal that flow experience of SNS usage for shopping, perceived ease of use of SNS, and perceived usefulness of information shared on SNS exert positive and significant effects on consumer intention to shop on SNS. Particularly, flow experience directly and positively determines shopping intention and shares positive and significant impacts with TAM. Furthermore, the perceived usefulness is highly important relative to the perceived ease of use. Social identity, group norm, and social influence also positively moderate the links between flow experience, TAM, and SNS usage intention for shopping. Very few theoretical studies have discussed SNS usage behavior for shopping based on flow theory or validated its relationship with TAM in the SNS shopping context. A validated model of consumers’ actual usage of SNS for shopping proves that experience drives the success of social commerce. The findings provide current information and important aspects to firms that operate SNS commerce, allowing them to adjust their marketing strategies to serve consumers better.     

Consumer Innovativeness Among Street Vendors in Mexico City

Abstract

This study relates innovative consumer behavior to informal economic activity within the urban lower middle class of one of the world's major emerging markets, with focus on product innovations in the areas of retail and consumer goods and services. of prime interest are the innovation adoption habits of street vendors, a group hypothesized to possess greater innovative tendency than those of similar social background employed as formal sector wage earners. Results indicate that street vendors report higher income and lower levels of education than their formal sector neighbors and these two groups show distinct product acquisition/patronage patterns, as well. However, the street vendors do not always demonstrate more innovative behavior, as adoption appears product specific.     

International Consumer Attitudes Toward Cloud Computing: A Social Cognitive Theory and Technology Acceptance Model Perspective

The purpose of this article is to examine the factors affecting consumer attitudes toward cloud computing in the United States and Australia. The technology acceptance model and social cognitive theory are utilized to test relationships between technology acceptance model constructs (perceived ease of use and perceived usefulness) with individual characteristics that are shaped by environmental factors as part of social cognitive theory (consumer innovativeness, security concerns, performance expectations, and social networks) on consumer attitudes toward adopting cloud computing services. Consumers in the youth segment are used to test the hypotheses in two different countries (the United States and Australia). The results of the analysis indicate similarities and differences related to behavioral intentions and adoption behavior toward cloud computing services. © 2015 Wiley Periodicals, Inc.     

An omnichannel approach to retailing: demystifying and identifying the factors influencing an omnichannel experience

ABSTRACT

The purpose of this research is to identify the factors that influence an omnichannel experience. Omnichannel is an emerging approach to retailing that responds to the changing nature of how customers shop in alternation between online and offline shops, and the increasing use of digital devices (e.g. smartphones and tablets), as a consequence retailers are focusing and establishing a seamless integrated approach to their services. Omnichannel is now a hot topic in retailing but there is a lack of empirical studies into the factors that influence an omnichannel experience. Using a mixed methods approach, we propose and empirically test a conceptual model that identifies four factors influencing an omnichannel experience: brand familiarity; customisation; perceived value, and technology readiness. We conceptualise omnichannel to include three key channels; in-store, online and mobile. Two hundred and forty-six questionnaires were collected and analysed using PLS-SEM and 11 interviews were carried out with marketing/ omnichannel professionals. Our results indicate that brand familiarity has a strong influence on omnichannel (in-store, online and mobile) while perceived value has a negative impact on the mobile experience. Our results show that retailers need to consider multiple factors, such as brand familiarity, customisation, perceived value and technology readiness as influencing factors of an omnichannel experience, and plan the use of multiple touchpoints simultaneously to enhance their overall customer’s experience. Although this study demonstrates the significant factors influencing an omnichannel experience, questions remain regarding the exact use of each touchpoint by customers and the extent of overlap between the touchpoints. which .