The mediation of information technology on visitors’ experience at a cultural heritage site

This study identifies perceptual differences between the experiences of using an interactive ubiquitous access tourism service (U-tourism service) at a cultural heritage site and on-site participation-driven services. An interactive U-tourism service, “Hwaseong Haenggung Histour”, a smart phone application, was developed and implemented for this study. The study found (a) visitors who experienced the U-tourism service showed higher recognition on such dimensions as education, novelty, entertainment and fellowships, regarded as important components of on-site experiences, than those who joined on-site participation-driven services and (b) young visitors who used the interactive U-tourism service recorded higher in the dimensions of both education and novelty than those who joined on-site participation-driven services and showed higher satisfaction. These findings provide strong justification for the introduction of U-tourism services, particularly for young visitors. This study contributes to the understanding of a fast-growing and influential electronic tool for cultural heritage sites.     

An analysis on perceived crowding level reported by domestic visitors of South Korean National Parks: a multilevel ordered logit approach

Perceived Crowding Level (PCL) is an indicator of the social carrying capacity of recreational sites such as National Parks. Using a sample of national-level visitor survey data across 21 National Parks in South Korea, this paper aims to apply a multilevel ordered logit model as a method in testing for statistical relationships between the PCL and the covariates, accounting for site- and individual-specific heterogeneity. The results hint that levels of perceived crowding in South Korean National Parks are related to factors such as the behaviour of other users and the quality of park facilities such as comfort in accommodation. The measured level of heterogeneity can provide useful information about the level (nation-wide or park-specific) of intervention policies and management strategies.     

Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The findings uphold their hypothesis that cultural differences determine whether consumers will show reactance to assertive advertising campaigns. Study 1 demonstrates that Americans are less receptive to an assertive recycling message using imperatives such as should, must, and ought and more receptive to a nonassertive message using could, might, and worth. South Koreans do not show the reactance response. Study 2, an energy-saving campaign, conceptually replicates the findings and further shows that perceived threat to freedom mediates the effects. Study 3 uses a realistic setting (i.e., online magazine) to further support the hypothesis that cultural differences affect attitudes toward assertive messages, but adds perceived politeness as an underlying second mediator.     

Assessing Google Cardboard virtual reality as a content delivery system in business classrooms

In the past, researchers have explored virtual reality (VR) as an educational tool primarily for training or therapeutic purposes. In this research, the authors examine the potential for using Google Cardboard VR in business classrooms as a content delivery platform. They specifically investigate how VR (viewing a 3-dimensional, 360° video) differs from the traditional flat-screen (FS) format (viewing a 2-dimensional video [e.g., iPod (Apple, Cupertino, CA)]) as a teaching tool to deliver video-based content. The results demonstrate that participants in the VR condition (vs. the FS condition) rated their enjoyment and interest to be higher. However, the Google Cardboard VR platform was not superior to the iPod FS format in its content delivery with respect to novelty, reliability, and understandability.     

Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences

This study assessed consumers' initial reactions to in‐feed native ads appearing as news content. In particular, it focuses on consumers' recognition of advertising when they realize that content they had thought were news stories had in fact been advertising. Recognition of advertising made consumers infer that advertisers had deliberately manipulated them. Consequently, consumers engaged less with the message, had less positive attitudes toward the brand, and were less likely to purchase and share. The results demonstrated the mechanisms through which the two mediators, manipulative intent and message engagement, lowered brand attitude, purchase intention, and sharing intention. In addition, ad disclosure made more people recognize the ad when they were exposed to it than when it was not disclosed as an ad.     

What do we know about fashion adoption groups? A proposal and test of a model of fashion adoption

The purpose of this paper is threefold: (1) to identify gaps in the literature and inconsistencies between empirical data and Rogers' diffusion of innovations model originally outlined in 1962; (2) to propose a model of fashion adoption; and (3) to conduct an empirical test of the proposed model. The proposed model varies from Rogers' model as follows: four (vs. five) ideal‐type adopter groups with unique names and clear operational definitions; proportional distribution of consumers among groups; clear method of statistically identifying group members; categorization based on fashion innovativeness and opinion leadership; and standard procedure for identifying groups based on mean and standard deviation. The proposed model offers greater precision and provides results that are comparable across studies. The model was analyzed empirically using four methods of categorizing participants into fashion adoption groups (independent variable) and fashion involvement as the dependent variable. Participants in the study were 309 students from two universities. The analysis using the proposed model provided clear‐cut results that supported the hypothesis that higher levels of consumers' fashion involvement increased the probability of earlier adoption. Results from the other three analyses were not as clear‐cut. Based on the model for fashion adoption presented in this paper, the foundation is primed for development of a theory of fashion adoption. The proposed model offers a solution to the problem of identifying fashion adoption groups, plus, the solution achieves the desired effect with the simplest effort and is undertaken with appropriate methods.     

The regional and global competitiveness of multinational firms

International competitiveness ultimately depends upon the linkages between a firm’s unique, idiosyncratic capabilities (firm-specific advantages, FSAs) and its home country assets (country-specific advantages, CSAs). In this paper, we present a modified FSA/CSA matrix building upon the FSA/CSA matrix (Rugman 1981). We relate this to the diamond framework for national competitiveness (Porter 1990), and the double diamond model (Rugman and D’Cruz 1993). We provide empirical evidence to demonstrate the merits and usefulness of the modified FSA/CSA matrix using the Fortune Global 500 firms. We examine the FSAs based on the geographic scope of sales and CSAs that can lead to national, home region, and global competitiveness. Our empirical analysis suggests that the world’s largest 500 firms have increased their firm-level international competitiveness. However, much of this is still being achieved within their home region. In other words, international competitiveness is a regional not a global phenomenon. Our findings have significant implications for research and practice. Future research in international marketing should take into account the multi-faceted nature of FSAs and CSAs across different levels. For MNE managers, our study provides useful insights for strategic marketing planning and implementation.     

Profiling people’s perceptions of retail management careers

Abstract

Educators are challenged to generate awareness of retail education programs and related career options. A corresponding issue for retailers is the recruitment and retention of career-oriented managers. The issue is complicated by negative attitudes in the general population about retail careers and a lack of awareness about retail career options. This study examines these attitudes through a questionnaire administered to a nation-wide sample of 310. A cluster analysis reveals four groups based on differences in their demographic/psychosocial characteristics and career preferences. The findings provide foci and key messages targeted to the distinct groups upon which retail managers and educators can base discrete career awareness and recruiting strategies.     

Energy Consumption and Bitcoin Market

Asia-Pacific Financial Markets - This paper is the first empirical paper to study the relationship between Bitcoin energy consumption and its market. Using the variance decompositions in...