Currently, improved quality of life has facilitated consumers' indulgence in a diverse range of cultural cuisines. Consequently, the evolvement of the food service industry has been developing itself according to the diversified needs of the consumers. In particular, a great amount of interest has been expressed in a new form of food service known as family restaurants. Family restaurant service providers have begun to provide information regarding family restaurant usage, including various foods and services, through their websites in order to yield better service to consumers. For family restaurant service providers, comprehending the consumers' purpose of using the company's websites is a crucial managerial issue and it plays an important role in the development of good marketing strategies. There exists a distinction in websites usage purposes according to the different values of consumers; the hedonic value and the utilitarian value. When consumers gain satisfaction through family restaurant websites usage, this satisfaction extends to word of mouth communication effect. In order to develop good Internet marketing strategies, this study is prepared to assist family restaurant service providers understand the relationships among customer value, usage purpose, customer satisfaction, and word of mouth communication with regards to the family restaurant websites. The results of this study provide useful implications to understand consumer behavior and to develop marketing strategies in a family restaurant websites.
This study aims to prove the connection between satisfaction and re-visit intention of customers by examining shopping value and store image depending on product types purchased at Internet shopping malls. The finding of this study revealed that shopping value could be classified into hedonic and utilitarian value, while store image could be extracted into six dimensions such as reputation, product and information service, customer service after purchase, atmosphere, convenience, and safety. Both search goods and experience goods among store image factors were found to have stronger effect on utilitarian shopping value than hedonic shopping one. In addition, it was found that store image and shopping value had an effect on customer satisfaction and re-visit intention depending on product types, with a significant difference. These findings are expected to provide marketing complications for the understanding of differentiated market segments in the Internet shopping mall market, which is facing ever-growing market.
This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.
The Journal of Asian Finance, Economics and Business
/
v.7
no.9
/
pp.489-497
/
2020
The introduction of self-service technologies (SSTs) in retail stores aims to provide customers with a more satisfying shopping experience. Many retailers are increasingly turning toward the adoption of self-service technologies in providing services directly to customers. Given that previous SST research has focused mainly on the impact of the introduction of SST on customer responses, the present study explored the impact of the presence of employees in the relationship between SST and customer responses. Based on the two ground theories, motivation-based theories of behavior and social impact theory, this study tested the relationships between shopping motivations, SST use intention, and retailer attitude. Moderating effects of the presence of employees on the three relationships were also tested. Data were collected using an online survey and analyzed through structural equations modeling. Test results showed that both hedonic and utilitarian shopping motivations effect on SST use intentions, and SST use intentions effect on retailer attitude, subsequently. Although the presence of employee did not moderate the relationship between shopping motivations and SST use intentions, the employee presence moderated the relationship between SST use intentions and retailer attitude. The impact of SST use intentions on retailer attitude was higher in the high presence of employee group than in the low group.
This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.
Conceptualization of store image have been suggested in the past by many marketing scholars. The dominant perspective about store image is treated as the results of a multi-attribute model. Store image is expressed as a function of the salient attributes of a particular store that are evaluated. Though, there is a little confusions about what elements compose the store image, most scholars agree that merchandise, service, atmosphere, physical facilities, comfort, and location are generally accepted elements as store image. A considerable researches support that shopping can provide both hedonic and utilitarian value. Hedonic shopping value reflects the value received from fantasy and emotive aspects of shopping experience, while utilitarian shopping value reflects the acquisition of products. These two types of shopping value can affect shopping satisfaction. This study examines the relationships among stores images(store atmosphere, salespeople services, facilities, product assortment, and store location), shopping values(utilitarian shopping value and hedonic shopping value), and shopping satisfaction based on discount stores (E-Mart, Home plus, and Lotte Mart). The author hypothesized that five store image components affect shopping values, and these shopping values affect shopping satisfaction. The author focused on the roles of perceived retail crowding between these relationships. Specifically, the author hypothesized that perceived retailing crowding moderated the relationship between shopping values and shopping satisfaction. The author also hypothesized the direct effect of perceived retail crowding on shopping satisfaction. Finally, the author hypothesized that five store image components affect directly shopping satisfaction. Research model is presented in
. To test model and hypotheses, data were collected from 114 consumers located mid-size city in local area. The author employs PLS methodology (SmartPLS 2.0) to test hypotheses. Data analysis results indicate that among five store images salespeople services, and store location affect utilitarian shopping value. Store atmosphere, salespeople services, and store location affect hedonic shopping value. Two shopping values affect shopping satisfaction. Hedonic shopping value affect more shopping satisfaction than utilitarian shopping value. Data analysis results is presented in
. The author examines the moderating effects of perceived retail crowding between shopping values and shopping satisfaction. Results indicate that there are no moderating effects between shopping values and shopping satisfaction. Moderating effects of perceived retail crowding between utilitarian shopping value and shopping satisfaction are presented in
. Moderating effects of perceived retail crowding between hedonic shopping value and shopping satisfaction is presented in . The author examines the direct effect of perceived retail crowding on shopping satisfaction. Results are presented in
. The author analyzed the relationship between perceived retail crowding and shopping satisfaction using WarpPLS 3.0 which can analyze the non-linear relationship. Result indicates that perceived retail crowding affects directly shopping satisfaction and there is a non-linear relationship between them. Among five store image components, store atmosphere and salespeople services affect directly shopping satisfaction. The author describes about the managerial implications, limitations, and future research issues.
The focus of this research is to investigate which factors are important for the adoption of mobile service and the moderating effects of service types such as hedonic and utilitarian service between those factors and the adoption of mobile service. The empirical results based on the data gathered from 169 users of mobile games and finance service showed that perceived usefulness, perceived ease of use and trust had significant impacts on the adoption of mobile service whereas social influence did not. Also the moderating effect of service type was found that perceived usefulness and trust have more impacts on adoption of mobile service in mobile finance rather than mobile game. Base on these empirical results, this study suggests the managerial implications for mobile service marketing.
The purpose of this study was to investigate the equity formation of private apparel brand according the service quality of TV home-shopping. A questionnaire was designed for the survey and the subjects were 383 female adults in Seoul and the Kyongnam province, Korea. The statistical analyses were carried out in the forms of frequency, factor analysis and path analysis of SPSS WIN 14.0. The findings throughout the research are as follows; First, the underwear sets and single item apparel sets with private brand had been well sold at better price. Second, the service quality of TV home shopping was perceived as the four factors of safety, contents, informative faculty and reliability. The reliability and contents factors had higher effects on the equity formation of private apparel brand. Third, the brand image, perceived quality, brand recognition as the cognitive dimension had influenced on the hedonic and utilitarian attitudes. The hedonic attitude and perceived quality had a great deal influence on the purchasing intend as the last behavior dimension.
With the rapid growth of the mobile application market, mobile donation applications have emerged as a new type of application that enables users to donate without actual payments. To date, limited research has been conducted to provide guidelines on how to design new types of mobile donation applications. Using cause-related marketing theory as theoretical framework, this study aims to identify the features of mobile donation applications that increase the intention of users to use such applications. To achieve this goal, we conducted two experiments. The results of an ANOVA test in the first experiment showed that indirect mobile donation applications (i.e., applications without actual payment) have a stronger positive effect on perceived effectiveness and cause involvement than direct mobile donation applications (i.e., applications with actual payment). In addition, perceived effectiveness and cause involvement yield positive effects on the intention to use mobile donation applications. The results of the second experiment showed that indirect mobile donation applications with utilitarian functions have a greater positive effect on perceived effectiveness and cause involvement than mobile donation applications with hedonic functions. These results contribute to mobile application and donation research as well as provide guidelines for practitioners on the design of mobile donation applications.
The purpose of this research was to conduct an empirical research on the relations between perceived satisfaction level and value, brand attitude and repurchase intention after receiving price discount in such brand coffee shops as Starbucks, Coffee Bean, Angel-In-Us, and Caffebene. To do this, surveys were conducted in those 4 brands of coffee shops, distributing 100 copies of questionnaire each, from December 1st to December 31st, 2012. A total of 400 copies were collected for the final analysis, and the results are as follows. The level of satisfaction with price discount policy was displayed as causing a significant positive influence on hedonic and utilitarian values, and the hedonic and utilitarian values were identified as causing a significant positive influence on brand attitude and repurchase intention. Additionally, it was shown that brand attitude caused a significant positive influence on repurchase intention. A further analysis revealed that the number of customers who do not utilize the discount policy was highest in Starbucks, while the number of customers who utilize stamp coupons was displayed as the highest in Coffee Bean. In case of Angel-In-Us, the number of customers who use other price discount policies instead of stamp coupons was displayed as the highest, while the number of customers who utilize other price discount policies along with stamp coupons was displayed as the highest in Caffebene. Moreover, the level of satisfaction with price discount policies was higher for customers who use discount policies compared to those who do not.
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