The effect of power and gender on technology acceptance

2014 ◽  
Vol 5 (3) ◽  
pp. 299-314 ◽  
Author(s):  
Lu Zhang ◽  
Peter Nyheim ◽  
Anna S. Mattila
Keyword(s):  
Experimental Design ◽  
Gender Difference ◽  
Technology Acceptance ◽  
High Power ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Joint Effect ◽  
Gender Effect ◽  
Content Type ◽  
And Gender

Purpose – This paper aims to examine the joint effect of power and gender on individuals’ perceptions and evaluations of information systems (IS), and their behavioral intentions of technology acceptance. Design/methodology/approach – This study uses a 2 (powerful vs powerless) × 2 (female vs male) between-subject experimental design. A total of 128 subjects participated in the experiment. Findings – The results suggest that there is a significant gender difference in terms of technology acceptance in the high-power condition. Further, such a gender difference is attenuated in the low-power condition. Specifically, when primed with the feeling of powerful, male users (vs female users) have higher computer self-efficacy and rate the IS as easier to use and more enjoyable. However, when the feeling of powerless was elicited, the effect of gender on technology acceptance disappeared. Originality/value – The gender effect on technology acceptance has been widely studied. The current research extends the literature by considering the moderating effect of power on such a gender effect.

Hotel virtual reality advertising: a presence-mediated model and gender effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaying Lyu ◽  
Xi Leung ◽  
Billy Bai ◽  
Marla Stafford
Keyword(s):  
Virtual Reality ◽  
Experimental Design ◽  
University Students ◽  
Virtual Environment ◽  
Design Methodology ◽  
Brand Attitude ◽  
Gender Effects ◽  
Advertising Research ◽  
Content Type ◽  
And Gender

Purpose This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects. Design/methodology/approach An experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group. Findings The study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR. Originality/value This research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.

The interplay between social crowding and power on solo diners’ attitudes toward menus with popularity and scarcity cues

2020 ◽  
Vol 32 (3) ◽  
pp. 1227-1246 ◽  
Author(s):  
YooHee Hwang ◽  
Na Su ◽  
Anna Mattila
Keyword(s):  
Experimental Design ◽  
High Power ◽  
Design Methodology ◽  
Interactive Effect ◽  
Content Type ◽  
Consumer Responses ◽  
Restaurant Managers ◽  
Quasi Experimental ◽  
Sense Of Power ◽  
Practical Implications

Purpose The purpose of this study is to investigate the interactive effect of social crowding and solo consumers’ sense of power on attitudes toward the restaurant menu with popularity and scarcity cues. Design/methodology/approach In total, 181 US consumers were recruited. Using a quasi-experimental design, social crowding and promotional cues on a restaurant menu were manipulated and solo consumers’ sense of power was measured. Findings Low-power individuals exhibited more favorable attitudes toward the menu with a popularity cue at a crowded restaurant. High-power individuals’ attitudes toward the menu were equally favorable across the two promotional cues and crowding levels. Practical implications Restaurant managers might want to leverage popularity cues on the menu during peak hours to appeal to solo diners. After diners indicate their dining type (alone vs with others) in kiosks and tablets, restaurants can tailor promotional cues accordingly. Restaurants can also embed more popularity cues in dinner (vs lunch) menus because dinner is more hedonic and social in nature. Originality/value This study contributes to the crowding literature by examining promotional cues on the menu and sense of power as moderators of consumer responses to crowding. This study further adds to the solo consumption literature by extending the notion of power and social crowding to ethnic dining contexts.

Sharing co-creation experiences contributes to consumer satisfaction

2017 ◽  
Vol 41 (7) ◽  
pp. 969-984 ◽  
Author(s):  
Rocío Alarcón López ◽  
Salvador Ruiz de Maya ◽  
Inés López López
Keyword(s):  
Behavioral Intentions ◽  
Consumer Satisfaction ◽  
Design Methodology ◽  
Joint Effect ◽  
Repurchase Intention ◽  
Content Type ◽  
Preliminary Study ◽  
Social Sharing ◽  
Social Sharing Of Emotions ◽  
Special Relevance

Purpose The purpose of this paper is to analyze the effects of sharing co-creation experiences on consumers’ behavioral intentions. Increasingly often, companies interact with consumers and involve them in value co-creation, especially in the virtual environment, while more and more consumers tend to share their experiences and their related emotions socially. However, no research has addressed how the interplay of these two variables influences consumer behavior. Design/methodology/approach The authors conducted a preliminary study and a 2×2 between-subjects experiment where co-creation and sharing of emotions were orthogonally manipulated. A total of 120 participants were randomly assigned to one of the four scenarios. Findings The results show that not only do individuals participate in co-creation activities, but they also tend to share such experiences socially. But more important from a literature contribution perspective, the results confirm a joint effect of co-creation and sharing on satisfaction and repurchase intention. Thus, the effect of co-creation can be bolstered by encouraging participants to share the experience with other people. Originality/value While we can better understand the effects of co-creation in particular contexts effects such as that of sharing, the findings also contribute to the theoretical literature on social sharing of emotions as it has not been related to co-creation activities before. The results are of special relevance for those companies implementing co-creation activities, as they provide clues to increase the outcome of such initiatives in terms of consumers’ responses toward the firm.

Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal

2014 ◽  
Vol 48 (5/6) ◽  
pp. 1070-1091 ◽  
Author(s):  
François Anthony Carrillat ◽  
Alain d’Astous
Keyword(s):  
Experimental Design ◽  
Design Methodology ◽  
Negative Impact ◽  
Balance Of Power ◽  
Brand Attitude ◽  
Power Imbalance ◽  
Content Type ◽  
Probabilistic Sample ◽  
A Company

Purpose – The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete. Design/methodology/approach – A first study was conducted with a probabilistic sample of 252 adult consumers where the type of brand–athlete relationship (endorsement or sponsorship) and the level of congruence between the two entities (low or high) were manipulated in a mixed experimental design. A second study with a probabilistic sample of 118 adult consumers was conducted to demonstrate that consumers perceive that the balance of power between the brand and the athlete is not the same in endorsement and sponsorship situations. Findings – The results of the first study showed that when an athlete is in the midst of a scandal, the negative impact on the associated brand is stronger in the case of an endorsement than in the case of a sponsorship. However, this occurs only when the brand–athlete relationship is congruent. The results of the second study showed that the athlete’s power relative to the brand is greater in an endorsement than in a sponsorship context. Research limitations/implications – The findings suggest that a company that worries about the possibility that the athlete with whom it wants to build a relationship be eventually associated with some negative event (e.g. a scandal) should consider sponsorship rather than endorsement as a strategy. Originality/value – This study is the first to compare the athlete endorsement and sponsorship strategies in general and the first to put forward the notion of power imbalance in brand–athlete partnerships, its impact on how the two entities are represented in consumers’ memory networks and the consequences on brand attitude when the athlete is associated with a negative event.

scholarly journals The importance of specificity in occupation‐based social classifications

2008 ◽  
Vol 28 (5/6) ◽  
pp. 179-192 ◽  
Author(s):  
Paul S. Lambert ◽  
Koon Leai Larry Tan ◽  
Kenneth Prandy ◽  
Vernon Gayle ◽  
Manfred Max Bergman
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Service Grid ◽  
Theoretical Perspectives ◽  
Time Period ◽  
Technological Developments ◽  
Specific Occupation ◽  
Data Environment ◽  
And Gender ◽  
Practical Implications

PurposeThis paper aims to present reasons why social classifications which use occupations should seek to adopt “specific” approaches which are tailored to the country, time period and gender of the subjects under study.Design/methodology/approachThe relative motivations for adopting a specific approach to social classifications are discussed and theoretical perspectives on specificity and empirical evidence on the contribution of specific approaches are reviewed. Also the practical costs of implementing specific social classifications are evaluated, and the authors' development of the “GEODE” data service (grid‐enabled occupational data environment), which seeks to assist this process, is discussed.FindingsSpecific approaches make a non‐trivial difference to the conclusions drawn from analyses of occupation‐based social classifications. It is argued that the GEODE service has reduced the practical challenges of implementing specific measures.Research limitations/implicationsThere remain conceptual and pragmatic challenges in working with specific occupation‐based social classifications. Non‐specific (“universal”) measures are adequate for many purposes.Practical implicationsThe paper argues that there are few excuses for ignoring specific occupation‐based social classifications.Originality/valueThe paper demonstrates that recent technological developments have shifted the balance in the long‐standing debate between universal and specific approaches to occupation‐based social classifications.

“Toxic Masculinity” in the age of #MeToo: ritual, morality and gender archetypes across cultures

2018 ◽  
Vol 13 (3) ◽  
pp. 274-286 ◽  
Author(s):  
Samuel Paul Louis Veissière
Keyword(s):  
Design Methodology ◽  
Cross Cultural ◽  
Moral Panics ◽  
Content Type ◽  
Ideal Types ◽  
Biological Sex ◽  
Starting Point ◽  
And Gender ◽  
Gender Archetypes ◽  
Cultural Shifts

Purpose This paper aims to take the “toxic masculinity” (TM) trope as a starting point to examine recent cultural shifts in common assumptions about gender, morality and relations between the sexes. TM is a transculturally widespread archetype or moral trope about the kind of man one should not be. Design/methodology/approach The author revisits his earlier fieldwork on transnational sexualities against a broader analysis of the historical, ethnographic and evolutionary record. The author describes the broad cross-cultural recurrence of similar ideal types of men and women (good and bad) and the rituals through which they are culturally encouraged and avoided. Findings The author argues that the TM trope is normatively useful if and only if it is presented alongside a nuanced spectrum of other gender archetypes (positive and negative) and discussed in the context of human universality and evolved complementariness between the sexes. Social implications The author concludes by discussing stoic virtue models for the initiation of boys and argues that they are compatible with the normative commitments of inclusive societies that recognize gender fluidity along the biological sex spectrum. Originality/value The author makes a case for the importance of strong gender roles and the rites and rituals through which they are cultivated as an antidote to current moral panics about oppression and victimhood.

Excellence and gender

2015 ◽  
Vol 34 (1) ◽  
pp. 37-54 ◽  
Author(s):  
Farinaz Fassa
Keyword(s):  
Gender Equality ◽  
Common Good ◽  
Design Methodology ◽  
Local Level ◽  
National Level ◽  
Academic Careers ◽  
Content Type ◽  
And Gender ◽  
Set Up ◽  
Feminist Movements

Purpose – Discussing the Swiss case, the purpose of this paper is to examine how gender equality policies deal with the present requirements for scholars to be considered “excellent”. It aims to pinpoint the lines of tension or coherence between excellence, meritocracy and gender politics. Design/methodology/approach – In order to specify the norms of academic careers and their different renditions, the author draws on two studies (at local and national levels) to illustrate where the changes and resistances are taking place. Findings – The translations of a number of demands of feminist movements into the policies set up to favour equality between the sexes may combine to challenge the norms of academia as a gendered realm. Nevertheless, without strong pressure from feminists at local level and the conduct of research pursuing the enterprise of deconstructing norms, top-down policies may prove less “corrective” than affirmative action. This pressure is not only useful to build gender equality in science but also to broaden the spectrum of knowledge that can become a common good. Research limitations/implications – As neither the names nor the positions of the experts who select the candidates at national level are made public, we had to opt for other, less satisfactory means. Originality/value – The originality of the paper lies in the link made between the enhancements brought by Equalities policies and the changes they bring. It attempts to bring to light the extent to which gender equality policies conform to the neo-managerial order or challenge its norms to build a world that is more just.

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Manuela López ◽  
Maria Sicilia ◽  
Peeter W.J. Verlegh
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Monetary Incentive ◽  
Opinion Leaders ◽  
Monetary Incentives ◽  
Content Type ◽  
Source Of Information

PurposeOpinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).Design/methodology/approachA 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.FindingsVarious techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.Originality/valueIt remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.

Emojis and assertive environmental messages in social media campaigns

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tae Hyun Baek ◽  
Seeun Kim ◽  
Sukki Yoon ◽  
Yung Kyun Choi ◽  
Dongwon Choi ◽  
...  
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Plastic Pollution ◽  
Media Campaigns ◽  
Content Type ◽  
Social Media Engagement ◽  
Psychological Mechanism ◽  
Study Participants ◽  
Smiley Face

PurposeThe authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.Design/methodology/approachTwo experiments were used to test three hypotheses.FindingsStudy 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.Originality/valueThe current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.

Do females in audit firm governance affect firm performance? Findings from Turkey

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Murat Ocak
Keyword(s):  
Firm Performance ◽  
Least Squares ◽  
Design Methodology ◽  
Gender Diversity ◽  
Ordinary Least Squares ◽  
Content Type ◽  
Audit Firm ◽  
Hierarchical Levels ◽  
And Gender ◽  
Practical Implications

Purpose This study aims to contribute to the literature by offering a different sector and emphasising the importance of females in audit firm (AF) governance on audit firm performance (AFP). Design/methodology/approach Ordinary least squares (OLS) and instrument variables regression (IVREG) with two-stage least squares are used to test the paper’s hypotheses. Findings Both OLS and IVREG estimation results show that both the proportion of females and gender diversity at board and owner levels and the total number of shares of female owners seem to enhance the performance of AFs. Practical implications These results may be important for policymakers and regulators to set a quota for women’s representation on AF governance or decide arrangements for women in AFs as in the regulations for the high hierarchical levels of other corporate firms. Originality/value This paper extends the current literature in the context of AFs in Turkey, positing that females in AF governance might enhance performance to a great extent.

Sign in / Sign up

Export Citation Format

Share Document