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1 – 9 of 9Shih-Tse Edward Wang, Hung-Chou Lin and Yi-Ting Lee
Because of the slow market growth of and intense competition among coffee shops, increasing brand preference and patronage intention is crucial in the coffee shop industry…
Abstract
Purpose
Because of the slow market growth of and intense competition among coffee shops, increasing brand preference and patronage intention is crucial in the coffee shop industry. Although place attachment theory (PAT) and social identity theory (SIT) stipulate that place attachment and social identity are key constructs of revisit intention, no studies have yet integrated the dimensions of SIT into PAT to predict place preference (PP) and repatronage intention (RI). In this study, the authors aimed to develop a theoretical model grounded in PAT and SIT to predict PP and RI.
Design/methodology/approach
A total of 648 coffee shop customers participated in an online survey, and their data were analyzed through structural equation modeling.
Findings
The results indicated that cognitive and affective place identity (PI) directly affected place dependence (PD) but did not directly affect PP. Cognitive PI also indirectly affected PD through affective PI. PD exerted a positive and significant effect on PP and thus affected RI.
Originality/value
These findings provide insights into the importance of cognitive and affective PI in shaping PD, PP and RI. From a place attachment perspective, the theoretical model enables coffee shop managers to cultivate strong PP to increase customer RI.
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Hung-Chou Lin, Li-Chin Shih and Hung-Ming Lin
The purpose of this paper is to examine the underlying mechanisms of how consumers respond to health-claim framing via experimental design.
Abstract
Purpose
The purpose of this paper is to examine the underlying mechanisms of how consumers respond to health-claim framing via experimental design.
Design/methodology/approach
Across the two experiments conducted for this research, the authors examine the moderating effects of self-perceived health status and individuals’ need for cognition on health-claim framing.
Findings
The results indicate that personal differences moderate the effects of health-claim framing on consumers’ food-product evaluation. Consumers with poor health status evaluate food product more favorably when the reduced-disease-risk claims are offered. However, consumers with good health status evaluate food product similarly between the two health claims. Moreover, consumers with a high need for cognition evaluate food product more favorably when the reduced-disease-risk claims are used, whereas consumers with a low need for cognition evaluate food product more favorably when the enhance function claims are used.
Practical implications
This research provides that reduced-disease-risk claims may be the better communication message used to persuade consumers no matter they rate themselves as poor health status or good health status. Moreover, the results of the present research also indicate the importance of market segmentation. Marketers could design proper advertisements and select the appropriate media vehicles for low need for cognition readers and high need for cognition readers separately.
Originality/value
There has been few studies addressed consumers’ product choice with respect to different health-claim framing. Further, this research presents a new concept of the effects between individual differences and health-claim framing on consumers’ food-product evaluation.
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Edward Shih-Tse Wang and Hung-Chou Lin
In this study, we drew on the theories of social exchange and social learning and hypothesized that the online social capital (SC) and offline SC of social networking affect the…
Abstract
Purpose
In this study, we drew on the theories of social exchange and social learning and hypothesized that the online social capital (SC) and offline SC of social networking affect the online self-disclosure (OSD) of individuals through social self-efficacy (SSE).
Design/methodology/approach
After retrieving 514 valid questionnaires, we used structural equation modeling to analyze the data.
Findings
The results indicated that the users’ SSE affected their OSD, and that both online and offline bridging and bonding SC increased their SSE. However, online bonding SC directly affected their OSD, whereas online bridging SC did not considerably affect their OSD. Given these findings, we presented both theoretical and practical implications to elucidate SSE and OSD behavior from the perspective of online and offline bridging and bonding SC.
Originality/value
In this study, we drew on theories of social exchange and social learning to examine the effects of online and offline bridging and bonding SC on users’ SSE and OSD on SNSs. Given the importance of SC and SSE in social relationships and the effects of OSD on SNSs, our goal was to provide SNS marketers with a thorough understanding of how to facilitate SSE and OSD from the perspective of online and offline bridging and bonding SC.
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Edward Shih-Tse Wang, Hung-Chou Lin and Yu-Ting Liao
The paper focuses on social capital as the characteristic of social groups that promote coordination; moreover, social identity plays a key role in the construction of group…
Abstract
Purpose
The paper focuses on social capital as the characteristic of social groups that promote coordination; moreover, social identity plays a key role in the construction of group relationships. However, few research studies have looked at how the social capital of social networking sites (SNSs) is related to the social identity of its members. Drawing on social capital and social identity theory, this study investigated the effects of SNS social capital (shared language, social trust and network density) on social identity and continuous participation. The mediating role of social identity was also investigated.
Design/methodology/approach
In total, 444 SNS members volunteered to participate in this study. Structural equation modeling was applied to analyze a conceptual model.
Findings
The results revealed that SNS social trust and network density directly and significantly affected the social identity and continuous participation behavior of members. SNSs using a shared language positively affected social identity, but this was not directly associated with continuous participation behavior.
Originality/value
Because the network externalities of SNSs exert critical effects on user benefits, attracting continuous user participation remains one of the critical challenges for SNS administrators. Both the theoretical and practical implications of this study can aid SNS administrators in developing effective continuous participation strategies.
Peer review
The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-07-2021-0369
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Chien‐Huang Lin, Hung‐Chou Lin and Sheng‐Hsien Lee
This paper seeks to explore the effect of mood states and gender on the relationship between health‐related information and variety seeking (VS) behavior among food products.
Abstract
Purpose
This paper seeks to explore the effect of mood states and gender on the relationship between health‐related information and variety seeking (VS) behavior among food products.
Design/methodology/approach
Two experiments were conducted to examine the moderating effects of mood states and gender on the relationship between health‐related information and VS.
Findings
The results indicate that sad people incorporate more VS than happy people when health warnings and nutritional labeling are absent, but sad and happy people tend to converge to similar levels of VS when health warnings and nutritional labeling are present. Moreover, males incorporate less VS than females when health warnings are present, while females incorporate less VS than males when nutritional labeling is present.
Practical implications
In the absence of health warnings and nutritional labeling, it is a wiser way for leading brands to cultivate positive consumer moods by utilization of humorous ads, so that they do not search for varied products. For less well‐known brands, inducing negative consumer moods is a better way to encourage brand switching. Further, providing nutritional labeling will strengthen consumer brand loyalty by reducing their VS, especially for females. As the health warnings reduce the VS for males, marketers may take advantage of this effect by associating brand names with health warnings.
Originality/value
As VS is found to be related to over‐consumption, it is important to investigate the effects of health‐related information on VS. However, little empirical evidence has been found on the effect of health‐related information on VS behavior. Further, this study takes into consideration moderating factors as it is important for marketers to realize how health‐related information interacts with the consumer's VS behavior under different mood states and gender. The findings demonstrate that the relationship between health‐related information and VS is moderated by mood states and gender differences, an important contribution to the research on VS behavior.
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– The purpose of this paper is to explore the effects of food product types and affective states and on consumers’ variety seeking (VS) tendency.
Abstract
Purpose
The purpose of this paper is to explore the effects of food product types and affective states and on consumers’ variety seeking (VS) tendency.
Design/methodology/approach
Two experiments are conducted in this paper to examine the influence of different food product types and the VS-mood state relationship.
Findings
The results are consistent with the author's hypotheses and indicate that happy people incorporate more VS when healthful and unfamiliar food products are offered, while sad people incorporate more VS when hedonic and familiar food products are offered.
Practical implications
Marketers of leading brands selling hedonic food products could cultivate positive emotions in their target consumers in order to prevent them from switching brands. Conversely, marketers of follower brands may find it appropriate to induce negative moods in their consumers to encourage brand switching. For those marketers who sell less hedonic, healthier food products, marketing strategies should be contrary to those for hedonic food products. In addition, marketers may conduct strategies to prevent consumers from feeling sad in the case of products with a low market profile and which are unfamiliar to their consumers. They could cultivate happy moods in consumers to encourage them to make more varied food product choices.
Originality/value
Prior research has focussed mainly on hedonic and familiar products when explaining VS behavior, but the present research has demonstrated the need to discuss different product types, such as healthful and unfamiliar products, in order to obtain a broader understanding of affective states on VS.
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Yingying Hu, Ling Zhao, Xin (Robert) Luo, Sumeet Gupta and Xiuhong He
The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to…
Abstract
Purpose
The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to explore the common and differential motivations of these behaviors.
Design/methodology/approach
This paper specified two behaviors in consumers' partial switching in mobile app usage, trialing and combining behaviors, and conceptualized them as different types of variety seeking behaviors. A theoretical model contrasting intrinsic motivations and extrinsic motivations on the two behaviors was developed and tested with a sample of 561 mobile app users in China.
Findings
The findings showed that both trialing and combining behaviors could be motivated by intrinsic individual-related and extrinsic technology-related factors. Besides, intrinsic individual-related factors were more effective in motivating trialing behavior, whereas extrinsic technology-related factors were more effective in motivating combining behavior. All these findings are applicable and consistent in both hedonic and utilitarian apps.
Originality/value
This study extends and advances the literature on information technology switching by investigating consumer use behaviors from a new perspective of partial switching and multiple competing apps usage. This study also contributes to variety seeking literature by extending the understanding of variety seeking to the context of mobile app usage. Finally, by investigating the associations and distinctions of trialing and combining behavior, this study not only helps to fully understand the partial switching but also enriches the understanding of different types of variety seeking behaviors.
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Higher education has seen an unprecedented amount of change in recent decades, with technological advancements impacting on the very essence of teaching and learning. As there are…
Abstract
Higher education has seen an unprecedented amount of change in recent decades, with technological advancements impacting on the very essence of teaching and learning. As there are an abundance of digital tools available to educators, it can be a challenge to select the most appropriate online platforms to incorporate into the classroom. This chapter discusses the topic of digital storyboarding by providing a case study of how the author adopted the online platform Storyboard That to enhance student engagement and co-creativity within a UK higher education institution. The chapter debates the benefits and challenges of technology-enhanced learning as part of a blended approach, and concludes with advice for educators wishing to adopt digital storyboarding within their own educational context.
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Kumiko Oshio Kissimoto, Cláudia Aparecida Mattos and Fernando José Laurindo
The purpose of this paper is to investigate how the business model and the strategic intent to adopt an open collaboration initiative influence the perceived quality of…
Abstract
Purpose
The purpose of this paper is to investigate how the business model and the strategic intent to adopt an open collaboration initiative influence the perceived quality of collaboration outcomes.
Design/methodology/approach
This paper presents a framework to analyze the role of the strategic dimension and the operational dimension in open collaboration initiatives through multiple case studies in three companies to understand how the open collaboration initiative was deployed and how was the level of the alignment between these two dimensions.
Findings
The studied cases revealed that when an open collaboration initiative starts in the strategic dimension and there is an alignment between the organizational dimension and operational dimension, the collaboration outcomes are clearer and more traceable.
Research limitations/implications
The study highlights the need to consider the involvement and the internal alignment between strategic and operational dimensions when deploying an open collaboration activity if they want to achieve all the benefits.
Practical implications
The presented framework can help managers to evaluate and understand how open collaboration activities are deployed within the company.
Social implications
The study shows that when an open collaboration initiative is planned, its results and benefits can be extended to local communities by developing them.
Originality/value
This study aims to analyze the open collaboration initiative’s contribution to the overall organizational performance through the alignment between the organizational dimension and operational dimension perspective.
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