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1 – 3 of 3Jia-Jhou Wu, Sue-Ting Chang, Yung-Ping Lin and Tom M.Y. Lin
When encountering novel technology, customers often use the term “cool” to express their thoughts; therefore, coolness has become crucial for launching service robots. However…
Abstract
Purpose
When encountering novel technology, customers often use the term “cool” to express their thoughts; therefore, coolness has become crucial for launching service robots. However, research on the impact mechanism of “coolness” is lacking. This study explored the relationship between delight and behavioral intention regarding the coolness of service robots in the food and beverage industry while discussing the mediating roles of utilitarian and hedonic values.
Design/methodology/approach
Questionnaires were distributed online with links to the survey posted on restaurant discussion boards on Facebook and online community platforms such as Dcard. In total, 540 responses were deemed valid. The hypotheses were tested using the partial least squares structural equation modeling method.
Findings
The results indicate that coolness positively impacted both utilitarian and hedonic values and that both perceived values positively impacted delight. Moreover, coolness does not directly impact delight but must be mediated by perceived value to be effective.
Practical implications
Increasing customer perceptions of the coolness of service robots is recommended. Moreover, regarding customer revisits, utilitarian value services can delight customers more effectively than hedonic value services.
Originality/value
The stimulus-organism-response model was used to identify the relationships among coolness, perceived value, delight and behavioral intention. Moreover, the authors investigated the impact of coolness on utilitarian and hedonic values. These findings are significant for the development of smart restaurants and provide a critical reference for exploring service robots.
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Sue-Ting Chang and Jia-Jhou Wu
The study aims to propose an instrument for measuring product-centeredness (i.e. the extent to which comment content is related to a product) using word embedding techniques as…
Abstract
Purpose
The study aims to propose an instrument for measuring product-centeredness (i.e. the extent to which comment content is related to a product) using word embedding techniques as well as explore its determinants.
Design/methodology/approach
The study collected branded posts from 205 Instagram influencers and empirically examined how four factors (i.e. authenticity, vividness, coolness and influencer–product congruence) influence the content of the comments on branded posts.
Findings
Post authenticity and congruence are shown to have positive effects on product-centeredness. The interaction between coolness and authenticity is also significant. The number of comments or likes on branded posts is not correlated with product-centeredness.
Originality/value
In social media influencer marketing, volume-based metrics such as the numbers of likes and comments have been researched and applied extensively. However, content-based metrics are urgently needed, as fans may ignore brands and focus on influencers. The proposed instrument for assessing comment content enables marketers to construct content-based metrics. Additionally, the authors' findings enhance the understanding of social media users' engagement behaviors.
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Slobodan Čavić, Nikola Ćurčić, Nikola Radivojevic, Jovana Gardašević Živanov and Marija Lakićević
The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the…
Abstract
Purpose
The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the Associative Network Memory Model.
Design/methodology/approach
The research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.
Findings
The results indicate that gastronomic manifestations image has a positive impact on the brand image and brand identity of the destination, as well as the destination's overall image. Furthermore, the study found that the food experience has a positive influence on the image of gastronomic events and the destination.
Originality/value
The study contributes to the advancement of research on tourist destination branding.
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