Navigating Shared Consumption Experiences: Clarity About a Partner’s Interests Increases Enjoyment

2021 ◽  
pp. 002224372110028
Author(s):  
Yuechen Wu ◽  
Rebecca W. Hamilton ◽  
Nicole You Jeung Kim ◽  
Rebecca K. Ratner
Keyword(s):  
Family Member ◽  
Word Of Mouth ◽  
Service Providers ◽  
Positive Word ◽  
Art Gallery ◽  
Shared Experience ◽  
Shared Experiences ◽  
Shared Activity ◽  
Positive Word Of Mouth

Consumers frequently engage in activities with others, such as visiting an art gallery with a friend or going to a sports match with a family member, and they tend to assume that sharing experiences with another person will make these activities more enjoyable. However, navigating a shared experience—making decisions about pacing, sequencing, and interacting with another person as the experience unfolds—can take consumers’ attention away from the activity, potentially reducing their enjoyment. In a series of studies in which consumers engage in real consumption experiences, the authors show that lack of clarity about a partner’s interests can distract consumers, making it difficult for them to focus on the shared activity and reducing their enjoyment of shared experiences relative to solo experiences. Notably, simple interventions can increase clarity of a partner’s interests and consumers’ enjoyment of shared activities, providing tools for service providers who want to retain customers and benefit from positive word of mouth.

scholarly journals Perceived Value and Its Predictive Relationship with Satisfaction and Loyalty in Ecotourism: A Study in the Posets-Maladeta Natural Park in Spain

2021 ◽  
Vol 13 (14) ◽  
pp. 7860
Author(s):  
Conrado Carrascosa-López ◽  
Mauricio Carvache-Franco ◽  
Wilmer Carvache-Franco
Keyword(s):  
Word Of Mouth ◽  
Service Providers ◽  
Perceived Value ◽  
Three Dimensions ◽  
Stepwise Multiple Regression ◽  
Positive Word ◽  
Social And Emotional ◽  
Natural Park ◽  
Intentions To Return ◽  
Positive Word Of Mouth

Ecotourism involves visiting natural areas to carry out environmentally friendly activities, contributing to environmental care. The present study aims to: (i) establish the dimensions of the perceived value in ecotourism applied to a natural park, (ii) analyze the dimensions of perceived value that predict ecotourism satisfaction, and (iii) identify the dimensions of perceived value that predict ecotourists’ intentions to return, recommend, and provide positive word of mouth about the ecotourism destination as loyalty variables. The research was conducted in the Posets-Maladeta Natural Park in Spain. The sample taken in situ consisted of 341 questionnaires. For data analysis, factor analysis and the stepwise multiple regression method were used. The results showed three dimensions of perceived value: economic, functional, and social and emotional. The “functional” value was the most significant predictor of ecotourists’ satisfaction, intentions to return, and to provide positive word of mouth. Likewise, the “functional” and the “social and emotional” dimensions were important predictors of tourists’ intentions to recommend these places. These findings will serve as management guides for different institutions and tourism service providers of protected areas to develop products according to tourists’ perceived value.

Building trust in sharing economy platforms: trust antecedents and their configurations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Akhmedova ◽  
Neus Vila-Brunet ◽  
Marta Mas-Machuca
Keyword(s):  
Word Of Mouth ◽  
Service Providers ◽  
Qualitative Comparative Analysis ◽  
Value Added ◽  
Sharing Economy ◽  
Positive Word ◽  
Repurchase Intention ◽  
Content Type ◽  
The One ◽  
Positive Word Of Mouth

PurposeThe sharing economy is the internet-enabled business model that has changed the way people travel, work and interact. Similar to other internet-enabled settings, trust is of paramount importance for the sharing economy as it leads to continued use and positive word-of-mouth. The main objectives of this research are twofold: (1) to identify the most relevant antecedents of trust in the sharing economy; and (2) to identify which combination of these antecedents allows repurchase intention and positive word-of-mouth to be achieved.Design/methodology/approachThrough revision of trust theories and complementary frameworks, and an analysis of the sharing economy, the authors develop a model of trust for the sharing economy. The authors propose a model assuming that different types of trust will form a limited number of pathways valid for the creation of positive behavioural intentions. The authors use qualitative comparative analysis to empirically assess the proposed model on a sample of 235 sharing economy users.FindingsThe authors find two configurations that jointly suggest the key role of website quality and usability in generating consumer trust. The authors propose that, on the one hand, platforms might focus on creating value-added services and increasing the reliability of the platform brand. On the other hand, platforms can focus on creating good signalling mechanisms and educate their service providers towards reliable behaviour.Originality/valueThe authors build a conceptual model of trust in the sharing economy setting, that considers the feedback loops among the combination of several dimensions. The authors define specific strategies for platforms in the sharing economy that lead to repurchase intention and positive word-of-mouth.

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

scholarly journals Green Talk or Green Walk: Chinese Consumer Positive Word-of-Mouth to Corporate Environmental Actions in Polluting Industries

2021 ◽  
Vol 13 (9) ◽  
pp. 5259
Author(s):  
Jiajia Zhang ◽  
Jin Sun
Keyword(s):  
Public Relations ◽  
Information Disclosure ◽  
Word Of Mouth ◽  
Theoretical Argument ◽  
Positive Word ◽  
Environmental Actions ◽  
Environmental Information Disclosure ◽  
Chinese Consumer ◽  
Social Intuitionist Model ◽  
Positive Word Of Mouth

Although environmental action is regarded as a public relations strategy aiming to manifest a corporate green stance, this not always the case. Many consumers tend to be skeptical of corporate real environmental efforts, especially firms in traditionally dirty industries. However, few studies have focused on this issue. To shed light on such a phenomenon, the present study aims to provide a comprehensive multiple-step multiple-mediator model based on the social intuitionist model and cognitive-affective system theory of personality(CAPS) to examine how corporate environmental actions (substantive vs. symbolic) affect consumer positive word-of-mouth (WOM) and to investigate the cognitive and affective processes of greenwashing perception and other-condemning emotions. Findings from an online Chinese consumer panel of 130 adults indicate that consumers are prone to have more positive WOM for substantive actions compared with symbolic actions; this effect is not only mediated by other-condemning emotions but serially mediated by, firstly, greenwashing perception and, secondly, other-condemning emotions. The current study is conducive to explaining the link between corporate environmental actions and consumer positive WOM from a theoretical argument and empirical evidence, and thus providing suggestions for advertisers and marketers in green marketing about environmental information disclosure.

Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

2018 ◽  
Vol 43 (3) ◽  
pp. 395-415 ◽  
Author(s):  
Yu-Shan (Sandy) Huang ◽  
Yao-Chin Wang ◽  
Pei-Jou Kuo
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Positive Word ◽  
Ideal Self ◽  
Negative Effects ◽  
Positive Effects ◽  
Social Settings ◽  
Positive Word Of Mouth ◽  
Brand Congruence

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

scholarly journals The influence of Trust, Switching Cost and Emotional Commitment on Bank Mandiri and Bank BNI 46

2016 ◽  
Vol 7 (1) ◽  
pp. 28
Author(s):  
Haryo Bagus Novrianto
Keyword(s):  
Relationship Marketing ◽  
Word Of Mouth ◽  
Service Industry ◽  
Positive Impact ◽  
Switching Cost ◽  
Positive Word ◽  
Multiple Regressions ◽  
Independent Variables ◽  
Emotional Commitment ◽  
Positive Word Of Mouth

The background of this research was across product and services, the stiff competition force companies in adopting relationship marketing as competitive and growth srategy. Service industry has become an industry of fierce and intense competitions. The objectives of this research were to identify the effect of trust, switching cost, and emotional commitment on word of mouth and cooperation. The design of this research applies hypothesis testing to examine all hypotheses in this study. The methods used in this study were multiple regressions between independent variables and dependent variable. Data analysis used in this research was collected by distributing questionnaires which were distributed to 110 respondents in Jakarta. There<br />were 105 responses of which 100 were completed and usable for analyzed by multiple regressions. The result of this research concluded that; first, trust has positive and significant impact on emmotional commitment. Second, trust and emotional commitment have positive word of mouth and cooperation. Third, switching cost has not significant and positive impact on positive word of mouth and cooperation.

scholarly journals A Factor Analytic Investigation of Electronic Word-of-Mouth towards Fast Food Industry in Sri Lanka

2020 ◽  
pp. 64-69
Author(s):  
Saraniya Devendra
Keyword(s):  
Factor Analysis ◽  
Sri Lanka ◽  
Fast Food ◽  
Food Industry ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Positive Word ◽  
Fast Food Industry ◽  
Fast Food Restaurants ◽  
Positive Word Of Mouth

In modern marketing, the Fast Food Industry has experienced lots of changes. These changes have influenced both industries and the nature of the rivalry. Consequently, it is not shocking that these bread winners have been enforced in a puzzling situation to concentrate on their customers instead of positive word of mouth communication. One of the best ways that restaurants can be differentiated from others and accomplish competitive advantage is using positive word of mouth. Consequently, this research is contributed to the vital element that is influencing on Electronic Word-of-Mouth (EWOM) in selective Fast Food Restaurants. The data were collected from a convenience sample of 200 customers in Colombo Divisional Secretariat Division, Sri Lanka. The respondents provided the data utilizing a close-ended questionnaire. Exploratory Factor Analysis has been used to analyze the data and to draw the findings. From the factor analysis, it has been identified that four factors, namely Encouragement, In-depth explanation, Differentiation and Contacts, are the primary influencers. These four factors have combined variance of 55.411% of the decision regarding the adoption of Electronic Word-of-Mouth by Fast Food Restaurants to ensure strategic development.

scholarly journals Ads in gaming apps: experiential value of gamers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naser Valaei ◽  
Gregory Bressolles ◽  
Hina Khan ◽  
Yee Min Low
Keyword(s):  
Word Of Mouth ◽  
Positive Word ◽  
Social Affiliation ◽  
Content Type ◽  
Mobile Game ◽  
Experiential Value ◽  
The Right ◽  
Positive Word Of Mouth ◽  
Intention To Continue ◽  
Affective Involvement

PurposeEven though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).Design/methodology/approachA total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.FindingsThis study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.Originality/valueThis study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

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