Understanding consumption behaviours for fair trade non‐food products: focusing on self‐transcendence and openness to change values

Using the Schwartz value system, this study explored the personal values of consumers related to fair trade product consumption. This study further investigated how the values determine beliefs, attitudes and purchase intentions associated with fair trade non‐food products. Data were collected using an online survey from a random sample of 1824 nationwide consumers. The results of this study revealed that fair trade purchasers show a higher level of self‐transcendence (universalism, benevolence) and openness to change values (self‐direction, stimulation) than non‐purchasers. These values also have positive effects on the formation of beliefs, attitudes and purchase intentions pertaining to fair trade non‐food products. Fair trade purchasers were also found to possess distinctive socio‐demographic characteristics concerning age, education and income. Findings can offer marketers specific information regarding consumers' motivations to purchase fair trade goods, which can improve targeting of products and ultimately increase the business and benefits of fair trade.     

Anthropomorphizing makes material goods as happiness-inducing as experiences

Prior research suggests that material goods (e.g., electronic gadgets) often provide less happiness than do experiences (e.g., movies). As a boundary condition, the present research proposes a theory-based yet actionable solution to overcome the happiness disadvantage of material goods. Three studies show that when material goods are anthropomorphized (i.e., imbued with humanlike characteristics), consumers gain enhanced feelings of consumption sociality and, in turn, derive a boost in happiness such that they gain as much happiness from these material goods as from experiences. With mediation and moderation approaches, we provide process evidence for these enhanced feelings of consumption sociality that are typically lacking with material purchases, which are prone to being consumed alone rather than with other people. Thus, the present research suggests that even in the absence of other people, consumers can gain greater happiness from their material goods by perceiving them as human.

     

The Agency Problems Embedded in Firm’s Equity Investment

We find that agency problems are embedded in firm’s excess and abnormal equity investments that are mainly dictated by controlling shareholder’s motives and ethical choices manifested in ownership and board structure. The excess equity investment is gauged with respect to industry average. The abnormal equity investment is specifically referred to the number of nominal investment companies that are fully controlled by the controlling owners while subject to little governance. Our empirical evidences of 345 Taiwanese non-financial listed firms show that firm’s excess and abnormal equity investments are negatively correlated with controlling shareholder’s cash flow rights while are positively correlated with the control–cash flow deviation, and board affiliation. The results are supportive of the positive incentive hypothesis and the negative entrenchment hypothesis put forth by La Porta et al. (2002, Journal of Finance 57, 1147–1171) and Claessen et al. (2002, Journal of Finance 57, 2741–2742). The negative relation between equity investment and firm’s value further supports the agency postulation that corporate excess and abnormal equity investments represent a leeway for controlling shareholder to exploit wealth of minority shareholders. This study potentially contributes to the literature of business ethics by portraying an empirically testable linkage from controlling owner’s ethical choices to his actions and therefore firm’s value. Yin-Hua Yeh, Ph.D., is Professor and Director of the Graduate Institute of Finance at Fu-Jen Catholic University (FJU) in Taiwan. He is also the Director of the Center for Corporate Governance and Business Ethics at FJU. His main research and teaching areas are corporate governance, corporate finance, and merger and acquisition. Tsun-Siou Lee, Ph.D., is Professor of Finance at National Taiwan University. His main research and teaching areas are corporate governance, futures and options, and financial innovation. Pei-Gi Shu, Ph.D., is Professor of Business Administration at Fu-Jen Catholic University in Taiwan. He is also the Vice Dean of Management College at FJU. His main research and teaching areas are mutual funds and behavioral finance.     

Occupational Choice: The Influence of Product vs. Process Innovation

Prior studies have found that knowledge gained from work experience is a way to gather insights for business opportunity recognition. However, little is known about the specific types of knowledge that lead to business founding. Utilizing concepts from knowledge spillovers and from the opportunity recognition literatures, this paper argues that an organization’s technological innovation activities can help its employees develop specialized knowledge that provides them with the entrepreneurial opportunities to found new businesses. Besides highlighting the positive relationship between technological innovation activities in organizations and the propensity of individuals leaving the organizations to start new businesses, this paper also provides a more fine-grained explanation of the types of technological innovation activities that can lead to business founding. We argue that knowledge acquired through product innovations is more easily adopted by individuals for commercial uses, while knowledge acquired through process innovations must be integrated with other parts of the organization to be valuable. This study proposes that product innovation activities in an organization, more so than process innovation activities, are related to new business founding. Implications for opportunity exploitation and ways to exploit knowledge spillovers are discussed.      

The impact of product knowledge on consumer product memory and evaluation in the competitive ad context: The item‐specific‐relational perspective

Research evidence to date suggests that the combined presence of item‐specific and relational processing is necessary to induce higher memory performance of the target ad and proper evaluation of the target brand. This elaborative processing, however, requires cognitive capacity. In this paper, an item‐specific‐relational processing framework was employed to explain the roles of consumer product knowledge in the competitive and non‐competitive ad contexts. Findings from an experimental study suggest that high‐ and low‐knowledge consumers differed in product memory and evaluation in competitive and non‐competitive ad contexts. Such differences could be explained by consumers' engaging in item‐specific and/or relational processing depending on whether target brand information was presented with or without information on competing brands. It appears that competitive ad context would benefit low‐knowledge consumers by serving as a reference. In contrast, high‐knowledge consumers did not seem to be affected by ad context. Both theoretical and managerial implications are discussed. © 2011 Wiley Periodicals, Inc.     

Consumer satisfaction with a mass customized Internet apparel shopping site

The present empirically examined customer satisfaction with Internet sites that vary in the opportunity for mass customization. The expectation–disconfirmation model was used as a theatrical framework of the study. Two children's apparel sites were developed as the stimuli: one with a mid level of interactivity and the other with a high level of interactivity, for selection of clothing design options. The data from 208 respondents were analyzed using LISREL 8.72. The finding indicates that both consumers' expectations and perceived performances for the mass customized sites included positive and negative aspects. The results suggest that expectations were not a significant predictor of satisfaction for this innovative shopping experience yet satisfaction was primarily driven by the performance of the site and predicted by disconfirmation of expectations. The findings also suggest that expectations are not related to performance perceptions, possibly due to consumers' lack of familiarity with mass customization. The more interactive site yielded the more positive performance as well as overall positive satisfaction. Nevertheless, the less interactive site, which offers fewer choices than more interactive site, yielded more positive behavioural consequences. The generalization of the results of this study is limited because of lack of random sampling and use of the mock site of children's apparel product category. However, useful theoretical and managerial implications are discussed.     

How Effective Is Government Support for Korean Women Entrepreneurs in Small and Medium Enterprises?*

Women entrepreneurs are not as involved in economic activities as should be expected, despite the growing number of women entrepreneurs and increased government support in Korea. This study aims to investigate how effective the government is in terms of boosting the satisfaction of women entrepreneurs using the structural equation model. We investigated causal effect of government support policy and government support process on women entrepreneurs' satisfaction along with many other personal factors such as individual capacity, family life, social network, and business environment. The empirical results show that the government support process has the highest effect on the improvement of the satisfaction of women entrepreneurs. However, the current level of government support process is relatively low and therefore needs to be improved. It is interesting to note that the government support policy has the least effect on the satisfaction of women entrepreneurs. That is, women entrepreneurs are not sensitive to the support scale, support program, and gender‐sensitive policies currently employed in Korea. Also, we obtain the satisfaction index of women entrepreneurs according to their marital status, presence of children, age, education level, and business type. Finally, we propose improvement plans that can effectively be activated for each business type in which women entrepreneurs are involved.     

The History of Electricity Restructuring in California

This paper aims to provide an objective history of electricity restructuring in California from the mid-1990s to the immediate end of the “California Energy Crisis” in June 2001. We discuss the restructuring debate that led to the restructuring law (AB1890), and describe how the new structure worked after it took effect in April 1998. We discuss the course of events during the crisis, and factors contributing to it, including the supply-demand balance in California and in the West, rising gas prices, the complexity of the market design, market power, and the regulatory decision to cap retail but not wholesale prices.     

To seek variety or uniformity: The role of culture in consumers’ choice in a group setting

One stream of research suggests that individuals in a collectivistic culture tend to follow the others’ choices in a group choice setting (e.g., Markus and Kitayama 1991). Other research, however, suggests that the choices others make have little impact on the individuals’ choices in this cultural context (e.g., Kim and Drolet 2003). The current research attempts to test these competing hypotheses by examining individuals’ choices in group choice contexts (Ariely and Levav 2000). First, comparisons of 517 meal order slips from two local restaurants in Korea with simulated outcomes indicate a profound group-level uniformity seeking in dish selections. Second, our field experiment reveals that members of a collectivist culture tend to follow group members’ choices when group influence is evident. Unlike the previous findings of studies conducted on individuals from Western cultures, selections made in accordance with the cultural norm do not result in the reduction of emotional well-being for the collectivist cultural individuals. Finally, we provide more direct evidence for the hypothesized role of culture by showing that the choices of individuals with collectivistic cultural backgrounds are associated with higher uniformity-seeking tendency compared to those of individualistic cultural backgrounds.     

Linking customer resources to firm success: The role of marketing program implementation

Drawing from both resource-based view and dynamic capabilities theory, this research investigates how customer resources (i.e., knowledge and network size) influence firm performance through marketing program implementation. The current research shows that customer resources are critical to the development and execution of marketing programs, which can then lead to firm success. Through surveying 269 retailers, this study finds that while customer knowledge directly affects marketing program implementation, it does not directly influence firm performance. In contrast, customer network size not only directly contributes to marketing program implementation and firm performance, but also serves as a significant moderator.