The effects of online tactile information source for low-touch products on consumer responses

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carmela Donato ◽  
Maria Antonietta Raimondo
Keyword(s):  
Information Source ◽  
Experimental Studies ◽  
Tactile Information ◽  
Content Type ◽  
Consumer Responses ◽  
Different Types ◽  
Web Communities ◽  
Moderating Role ◽  
Written Description

Purpose This paper aims to analyze the effects of web communities vs company websites in providing tactile information considering different types of product in terms of touch diagnosticity (low- vs. high-touch products). Design/methodology/approach Three experimental studies were conducted to examine the effect of online information sources (i.e. web communities vs. company websites) in providing tactile information on consumer responses, considering the moderation role of product type in terms of touch diagnosticity (low- vs. high-touch products, Study 1), the moderating role of type of information (tactile vs. generic, Study 2a); and the moderating role of need for touch (NFT) (Study 2a and 2b). Findings While previous research converges on the idea that the provision of a written description of tactile properties deriving from the product usage is particularly effective for products for which tactile information is diagnostic and for individuals high in NFT, the results demonstrated that the presence (vs. the absence) of the description of the tactile properties provided by web communities (vs. company websites) matters for those products for which touch is not diagnostic and for individuals low in NFT. Practical implications The findings have particular relevance for emerging brands intending to commercialize their products in the digital environment. These companies should be present in web communities to describe a product’s tactile characteristics, especially if not diagnostic. Originality/value This paper significantly contributes to a better understanding of a little studied area, namely, consumer responses toward haptic compensational strategies providing haptic cues (e.g. written description of tactile information along with pictures of products) aiming at compensating for the absence of touch, underlining the differential influence of online sources of tactile information on consumer responses across different types of products.

Effects of pride-tagged money and surprise-tagged money on online tipping

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pianpian Yang ◽  
Qingyu Zhang ◽  
Yuanyue Feng
Keyword(s):  
Experimental Studies ◽  
Web Based ◽  
Content Type ◽  
Mediating Role ◽  
Significant Difference ◽  
Perceived Importance ◽  
Different Sources ◽  
Moderating Role ◽  
Willingness To Engage

PurposeWith the rise of social media, online tipping has developed markedly in recent years. Drawing on emotional accounting, this research examined the effects of pride-tagged money (PTM) and surprise-tagged money (STM) on online tipping. It examined the mediating role of self-inflation and the moderating role of the perceived importance of money in the proposed relationship.Design/methodology/approachFive experimental studies were conducted to test the hypotheses using ANOVA, SmartPLS3 and bootstrap analyses.FindingsThe results reveal that pride-tagged (vs surprise-tagged) money leads to higher self-inflation, which leads to an increased willingness to engage in online tipping. It illustrates that when the perceived importance of money is low, PTM results in a higher willingness to engage in online tipping than STM. However, when the perceived importance of money is high, the effect of PTM (vs STM) on the willingness to conduct online tipping is attenuated, and no significant difference exists in the willingness to engage in online tipping between people with PTM and those with STM. In addition, it shows that PTM (vs STM) leads to a higher amount of online tipping, and self-inflation mediates the proposed relationship.Practical implicationsPractically, web-based marketing managers should design programs (e.g. content that encourages users to feel pride in their achievements) that cause users to emotionally tag their money with pride as a means of increasing their willingness to engage in online tipping and to increase the amount of such tipping.Originality/valueTo the best of the authors’ knowledge, this study provides the first evidence of how different sources of money influence online tipping.

How can NGOs prevent volunteers from quitting? The moderating role of the NGO type

2019 ◽  
Vol 58 (2) ◽  
pp. 201-220 ◽  
Author(s):  
Jose Miguel Lorente-Ayala ◽  
Natalia Vila-Lopez ◽  
Ines Kuster-Boluda
Keyword(s):  
Self Determination Theory ◽  
Content Type ◽  
Different Types ◽  
Modelling Methodology ◽  
The One ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications

Purpose The rise of non-governmental organisations (NGOs) during the last decades has made the volunteer a key element. Motivation and satisfaction have been indicated as predictive indices of their retention. The purpose of this paper is twofold. On the one hand, it seeks to better understand the motivations of the volunteers, addressing the effects of such motivations. On the other hand, it analyses whether the intensity of such antecedents and effects differs depending on the type of NGO with which they work: generalist vs specialist. Design/methodology/approach A study with 847 volunteers from different types of NGOs was done using structural modelling methodology and multi-sample analysis. Findings The type of NGO moderates the relationship between the satisfaction of the volunteer and the intention to recommend. Practical implications Given that in specialist NGOs the impact of satisfaction on the intention to recommend is significantly stronger than in generalist NGOs, making sure that volunteers are satisfied becomes a priority in this type of NGO. In this regard, satisfaction studies among volunteers could be conducted periodically to detect crisis situations and implement improvement actions to recover satisfaction in the occupied position. Originality/value First, to date, the motivations of the volunteer have been investigated from different disciplines, the self-determination theory (SDT) being an important motivational theory widely used in areas such as social, education and sports psychology. However, there is little research from a marketing approach to understand the background of the motivations of volunteers under this conceptual framework provided by the SDT. Second, there is also a scarcity of literature linking the motivations of a volunteer with the emotions they may feel, ultimately achieving consolidated lasting links with the NGO in which they are integrated. Third, most research on volunteering to date has focused on differentiating volunteers from non-volunteers and understanding the reasons for volunteering. However, the presence of studies on the differences in the motivation of the same according to the type of NGO with which they collaborate has been scarce.

CSR types and the moderating role of corporate competence

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1358-1386 ◽  
Author(s):  
Xiaoye Chen ◽  
Rong Huang ◽  
Zhiyong Yang ◽  
Laurette Dube
Keyword(s):  
Experimental Study ◽  
Repeated Measures ◽  
Empirical Studies ◽  
Interactive Effects ◽  
Survey Study ◽  
Content Type ◽  
Different Types ◽  
The Impact ◽  
Moderating Role

PurposeThis paper aims to investigate the impact of different types of corporate social responsibility (CSR; i.e. value-creating CSR, promotional CSR and philanthropic CSR) on consumer responses and the moderating role of corporate competence.Design/methodology/approachThe authors tested the hypotheses by using two empirical studies – a survey and an experimental study. The evidence is generated based on generalized linear model repeated-measures ANOVAs for the survey study and two-way factorial ANOVAs for the experimental study.FindingsThe findings show that in general, consumers respond to value-creating CSR more favorably than to philanthropic CSR or promotional CSR. In addition, corporate competence moderates consumers’ responses to different types of CSR in such a way that promotional CSR is more likely to have the desired effects when carried out by low-competency rather than by high-competency firms, whereas value-creating CSR is more effective for high-competency firms than for low-competency ones. Philanthropic CSR works equally in both types of firms.Research limitations/implicationsThis research answers a long-term call to study the differential consumer effects of various CSR types. It also identifies perceived corporate competence, an important consumer-based corporate factor, as a potential moderator of consumers’ response to CSR types.Practical implicationsArmed with the findings, companies can choose CSR practices that fit with their company characteristics. This research offers important and specific managerial implications to firms with different company profiles on their CSR choices.Originality/valueGiven that today’s managers are faced with the challenge of selecting desirable CSR activities from a group of options, the authors answered the call by studying the differential effects of a wide array of CSR choices and provide important practical guidance to managers. For the first time in the literature, the study also investigates the potential interactive effects between specific CSR types and corporate competence on consumer reactions. This inquiry bears significant relevance to the ongoing discussions concerning whether and how company characteristics generate influences on the outcomes of CSR strategies.

Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship

2015 ◽  
Vol 30 (7) ◽  
pp. 830-841 ◽  
Author(s):  
Yong-ki Lee ◽  
Sally Kim ◽  
Min-Seong Kim ◽  
Jae-Han Lee ◽  
Ki-Taek Lim
Keyword(s):  
Design Methodology ◽  
Research Model ◽  
Content Type ◽  
Different Types ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications

Purpose – This paper aims to examine the effect of different relational bonding strategies on franchisees’ perceptions of benefits. The duration of the relationship is framed as a moderator between three types of relational bonds and the perceived benefits. Design/methodology/approach – The data are collected via a survey from foodservice franchisees in South Korea. To test the study’s hypotheses, the research model was estimated with two-stage least squares. Findings – The result shows that social and structural bonds have a significant impact on franchisees’ perceptions of benefits. There are some significant interactions between different types of relational bonds and the duration of the relationship. Perceptions of benefits are found to influence satisfaction, intentions to recommend, intentions to renew the contract and long-term orientation. Practical implications – The study suggests that franchisors may want to focus on developing and strengthening social bonds, and also customize their relational approaches based on the duration of the relationship with the franchisees. Originality/value – This research illustrates the impact of three types of relational bonding strategies on franchisees’ perceptions of the benefits and also examines the significant moderating role of the duration of the relationship.

scholarly journals Effects of power on negotiations: a comparison of collaborative versus competitive approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kyriaki Fousiani ◽  
Wolfgang Steinel ◽  
Pieter A. Minnigh
Keyword(s):  
Experimental Studies ◽  
Moderated Mediation ◽  
Perceived Threat ◽  
Collaborative Approach ◽  
Competitive Strategies ◽  
Content Type ◽  
Negotiation Strategies ◽  
Mediation Hypothesis ◽  
Moderating Role

Purpose The purpose of this study is to examine two opposing approaches to the effects of power on negotiation: a “collaborative approach” of power and a “competitive approach” of power. Accordingly, the authors state oppositional hypotheses based on each approach. This study further investigates the mediating role of the perceived threat of the negotiation and the moderating role of negotiation topic (i.e. topics that touch on one’s power position versus topics that are related to the tasks one needs to perform) in this relationship. Finally, the authors state a moderated mediation hypothesis where they expected that the negotiation topic would moderate the indirect effect of power on negotiation strategies. Design/methodology/approach A vignette study (N = 279) and a negotiation game (N = 138) were conducted where the power within dyads was manipulated. Findings Study 1 showed that powerholders prefer collaborative strategies, whereas powerless negotiators prefer competitive strategies. Perceived threat of the negotiation mediated this effect. Furthermore, both Studies 1 and 2 showed that the negotiation topic moderates the effect of power on negotiation strategies providing further support for the collaborative approach of power. Finally, Study 1 provided partial support for the moderated mediation hypothesis. Research limitations/implications Both Studies 1 and 2 are experimental studies. A field study should try to replicate these results in the future. Practical implications This study illuminates the effects of power on negotiation and addresses inconsistent findings in the negotiation literature. The results might be of great importance to large organizations where power asymmetries constitute an integral part of the employee/manager interactions. Originality/value To the best of the authors’ knowledge, this is the first study to show the moderating role of negotiation topic in the relationship between power and negotiation.

Motivation and sustained participation in the online crowdsourcing community: the moderating role of community commitment

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wei Wu ◽  
Xiang Gong
Keyword(s):  
Intrinsic Motivation ◽  
Extrinsic Motivation ◽  
Online Survey ◽  
Content Type ◽  
Systems Research ◽  
Information Systems Research ◽  
Different Types ◽  
Moderating Role ◽  
Community Commitment

PurposeCrowdworkers' sustained participation is critical to the success and sustainability of the online crowdsourcing community. However, this issue has not received adequate attention in the information systems research community. This study seeks to understand the formation of crowdworker sustained participation in the online crowdsourcing community.Design/methodology/approachThe research model was empirically tested using online survey data from 212 crowdworkers in a leading online crowdsourcing community in China.FindingsThe empirical results provide several key findings. First, there are two different types of sustained participation: continuous participation intention (CPI) and increased participation intention (IPI). Second, extrinsic motivation and intrinsic motivation positively influence crowdworker CPI and IPI. Third, community commitment negatively moderates the effects of extrinsic motivation on CPI and IPI, while it positively moderates the effects of intrinsic motivation on CPI and IPI.Originality/valueThis study has significant implications for research on online crowdsourcing community and provides practical guidance for formulating persuasive measures to promote crowdworker sustained participation in the community.

Be rational or be emotional: advertising appeals, service types and consumer responses

2014 ◽  
Vol 48 (11/12) ◽  
pp. 2105-2126 ◽  
Author(s):  
Hongxia Zhang ◽  
Jin Sun ◽  
Fang Liu ◽  
John G. Knight
Keyword(s):  
Purchase Intention ◽  
Service Condition ◽  
Affect Intensity ◽  
Content Type ◽  
Consumer Responses ◽  
Emotional Appeal ◽  
Service Type ◽  
Advertising Appeal ◽  
Moderating Role

Purpose – This research aims to examine the use of emotional and rational advertising appeal regarding service options that differ in terms of their experience and credence properties and exploring the moderating role of individual difference in affect intensity on the consumers’ varying reliance on rational vs emotional appeals. Design/methodology/approach – Study 1 is a 2 (service type: restaurant vs dentist) × 2 (advertising appeal: emotional vs rational) between-subjects design. In total, 137 undergraduate students took part in this study. Study 2 is a 2 (service type: airline vs hospital) × 2 (advertising appeal: emotional vs rational) between-subjects design. In total, 84 MBA students were randomly assigned to each of the experimental conditions. Study 3 is a 2 (service type: airline vs hospital) × 2 (advertising appeal: rational vs emotional appeal) × 2 (affect intensity: high vs low) between-subjects design. The sample size was 170 undergraduates. Findings – The results of the first two studies provided support that an emotional advertising appeal led to a higher purchase intention in the experience service condition, while a rational message generated higher purchase intention in the credence service condition. Study 3 showed the moderating role of individual difference in affect intensity. High affect intensity individuals reported higher levels of brand favorability than did their low affect intensity counterparts when exposed to ads using emotional appeal. Conversely, subjects showed no significant differences in the intensity of their emotional responses when exposed to rational appeals. Practical implications – Our results suggest a strong need to tailor ads to fit different service categories. An emotional appeal would be more effective for experience services, and a rational appeal would be more effective for credence services. Besides, individual traits may also need to be considered when matching the appeal to the service type. Originality/value – This study makes an important contribution to the limited existing research by providing a more comprehensive understanding of the relationship between advertising appeal and the type of service across different sub-categories, themes, individual trait and effectiveness measures. Specifically, the present research seeks to illuminate the relative effectiveness of emotional vs rational appeals in services advertising. In addition, the current research reveals new knowledge about the role that affect intensity plays in determining consumer responses to advertising.

Interactive effects of advising strength and brand familiarity on users' trust and distrust in online recommendation agents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Liu ◽  
Weiquan Wang ◽  
Jingjun (David) Xu ◽  
Donghong Ding ◽  
Honglin Deng
Keyword(s):  
Attribution Theory ◽  
Design Feature ◽  
Interactive Effects ◽  
Research Model ◽  
Content Type ◽  
Brand Familiarity ◽  
Different Types ◽  
Harmful Behavior ◽  
Moderating Role

PurposeThis paper investigates the effects of advising strength of a recommendation agent on users' trust and distrust beliefs and how the effects are moderated by perceived brand familiarity.Design/methodology/approachA research model is evaluated using a laboratory experiment with 149 participants.FindingsResults reveal that a strong advising tone leads to higher trust in terms of users' credibility and benevolence beliefs and lower distrust in terms of their discredibility beliefs (the trustor's concerns regarding the trustee's dishonesty and competence in engaging in harmful behavior) when perceived brand familiarity is high. By contrast, when brand familiarity is low, strong advising tone results in low trust in terms of users' credibility belief and high distrust in terms of their beliefs in discredibility and malevolence (concerns regarding the trustee's conduct in terms of a malicious intention that can hurt the trustor's welfare).Originality/valueThis paper contributes to the trust and distrust literature by studying how each of the dimensions of trust and distrust can be affected by an RA's design feature. It extends the attribution theory to the RA context by studying the moderating role of brand familiarity in determining the effects of the advising strength of an RA. It provides actionable guidelines for practitioners regarding the adoption of an RA's appropriate advising strength to promote different types of products.

Cultural essentialism and tailored hotel service for Chinese: the moderating role of satisfaction

2019 ◽  
Vol 31 (9) ◽  
pp. 3610-3626 ◽  
Author(s):  
Lawrence Hoc Nang Fong ◽  
Hongwei He ◽  
Melody Manchi Chao ◽  
Galli Leandro ◽  
David King
Keyword(s):  
Chinese Culture ◽  
Online Survey ◽  
Consumer Preferences ◽  
Service Satisfaction ◽  
Chinese Consumers ◽  
Content Type ◽  
Consumer Responses ◽  
Adaptive Services ◽  
Moderating Role

Purpose The purpose of this study is to understand Chinese consumers’ responses to ethnically tailored hotel services from the theoretical perspective of cultural essentialism. Design/methodology/approach Data collection was conducted through an online survey with Chinese respondents. Hierarchical moderated regression was performed to analyze the data. Findings The results show a positive relationship between cultural essentialism and consumer responses to hotel services that are tailored to their culture. Furthermore, the findings show that prior service satisfaction does not only positively influence the consumer responses, but also amplifies the link between cultural essentialism and the consumer responses. Practical implications Hoteliers are recommended to consider the cultural essentialism of Chinese consumers when adaptive services are introduced. Hotel services that are tailored to Chinese culture is a viable strategy if most Chinese customers are cultural essentialists. Originality/value This study adds knowledge to the hospitality scholarship by introducing cultural essentialism and demonstrating its role in influencing consumer preferences for familiarity as opposed to exotic hotel services. Furthermore, the moderating role of service satisfaction extends the consumer behavior literature.

scholarly journals Green branding effects on consumer response: examining a brand stereotype-based mechanism

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Siyu Gong ◽  
Guanghua Sheng ◽  
Peter Peverelli ◽  
Jialin Dai
Keyword(s):  
Brand Management ◽  
Experimental Studies ◽  
Consumer Response ◽  
Mediating Effect ◽  
Construal Level ◽  
Causal Mechanism ◽  
Brand Positioning ◽  
Content Type ◽  
Moderating Role

Purpose This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process. Design/methodology/approach Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study 2 tests the dual mediating effect of warmth and competence in the relationship between green brand positioning and consumer response. Study 3 further examines the moderating role of construal level in the effects of green brand positioning on brand stereotypes. Findings The findings reveal that green emotional positioning strategies are predominantly stereotyped as warm while green functional positioning strategies are predominantly stereotyped as competent. Both warm and competent mediate the effects of green brand positioning on consumer response. Furthermore, a congruency between green emotional positioning and high-level construal, as well as the match between green functional positioning and low-level construal, leads to more warmth and competence perception. Originality/value This study contributes to green brand management literature by proposing a brand stereotype-based mechanism to explain how green brand positioning strategies trigger consumers’ stereotyping process, leading to positive consumer response. This study also identifies the construal level as a moderating variable that impacts consumers’ warmth and competence perceptions towards two kinds of green brand positioning strategies. Managerially, the findings of this study provide managerial ideas for developing green branding strategies.

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