scholarly journals The Relationships among Perceived Value, Intention to Use Hashtags, eWOM, and Brand Loyalty of Air Travelers

2019 ◽  
Vol 11 (22) ◽  
pp. 6523 ◽  
Author(s):  
Kim ◽  
Hyun
Keyword(s):  
Behavioral Intention ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Intention To Use ◽  
Social Networking Service ◽  
Practical Applications ◽  
Hedonic Value ◽  
Research Survey ◽  
Utilitarian Value

This study analyzed the relationships between utilitarian value, hedonic value, intention to use an airline’s social networking service (SNS) hashtag, electronic word of mouth (eWOM), and brand loyalty. A research survey consisting of 220 samples was conducted with respondents who had experience using airline SNS hashtags. Finally, 204 answers were analyzed after excluding 16 unreliable answers. The results show that utilitarian value significantly influenced the intention to use hashtags, while hedonic value, intention to use, and eWOM had no significant effect on brand loyalty. Moreover, the correlation between utilitarian value and intention to use indicated that hashtags had a meaningful impact. However, hedonic value, intention to use, and eWOM were relatively inconsequential. This research ascertained behavioral intention based on previous studies of the theory of perceived value (utilitarian value and hedonic value) and the relationships between each variable. In addition, by analyzing the behavioral intention of customers from an airline perspective, it contributes to a more effective marketing strategy based on social curation. Thus, this research facilitates practical applications by finding a method to improve airline customers’ SNS activity and involving the brand loyalty of its customers.

scholarly journals An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach

2021 ◽  
Vol 13 (17) ◽  
pp. 9968
Author(s):  
Huifeng Pan ◽  
Hong-Youl Ha
Keyword(s):  
Brand Loyalty ◽  
Empirical Test ◽  
Perceived Value ◽  
Brand Love ◽  
Relationship Duration ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Using Data ◽  
The Impact ◽  
The Relationship

Although brand love–loyalty relationships can deepen, the literature does not include systematic and empirical investigations demonstrating when perceived value and relationship duration are valuable in enhancing the brand love–loyalty relationship. This study investigates the effects of relationship duration, perceived value, and restaurant type on the relationships between brand love and brand loyalty during the coronavirus disease of 2019 (COVID-19) pandemic. In particular, hedonic value rather than utilitarian value is hypothesized to negatively enhance the relationship between brand love and brand loyalty when consumers continue to have long-lasting relationships with a restaurant brand. Using data collected from an online research firm in Korea, the findings revealed that brand love negatively influences brand loyalty. However, the impact of brand love on brand loyalty increases when customers seek hedonic value. Our findings also demonstrate that consumers who sought hedonic value strengthened the brand love–loyalty link compared to consumers who sought utilitarian value, particularly one with a short-lasting relationship. Consumers who sought utilitarian value through a long-lasting relationship strengthened the same relationship, although the increased correlation was not statistically significant. Furthermore, brand loyalty gradually decreases at fine-dining restaurants, whereas it sharply increases at takeaway restaurants.

Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention

2016 ◽  
Vol 118 (12) ◽  
pp. 2963-2980 ◽  
Author(s):  
Edward S.-T. Wang ◽  
Jia-Rong Yu
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Repurchase Intention ◽  
Product Attribute ◽  
Content Type ◽  
Repurchase Intentions ◽  
Hedonic Value ◽  
Value Perceptions ◽  
Utilitarian Value ◽  
Functional Attribute

Purpose The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention. Design/methodology/approach In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data. Findings The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value. Originality/value The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

scholarly journals An Empirical Study of Brand Fan Page Engagement Behaviors

2020 ◽  
Vol 12 (1) ◽  
pp. 434 ◽  
Author(s):  
Mei-Hui Chen ◽  
Kune-Muh Tsai
Keyword(s):  
Word Of Mouth ◽  
Repurchase Intention ◽  
Brand Community ◽  
Brand Communities ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Online Brand Communities ◽  
Community Identification ◽  
Online Brand Community ◽  
Positive Effect

Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and services, and cultivate brand loyalty. However, the research into online brand communities is mainly centered on that utilizing the platforms of websites instead of using social media platforms. Thus, it calls for more studies to investigate consumer brand fan page engagement behavior to increase their fan base and further induce a fan’s purchase behavior. By adopting the perspectives of co-production and social identity theory, this study endeavors to investigate the impact of customer perceived value derived from engaging in brand fan pages on their identification with and stickiness to an online brand community in the SNS-based context. The target population of this study is consumers who have ever participated in an online brand community. Data was collected through a web-based survey. After deleting 36 incomplete responses, 524 usable responses remained for further analysis, with an effective sample rate of 93.57%. The results revealed that utilitarian value, hedonic value, and monetary value separately exerted a significantly positive effect on community identification. Utilitarian value and hedonic value also had significantly positive effects on community stickiness. Moreover, community identification was positively related to community stickiness. Community identification was found to have significantly positive influences on both word-of-mouth and repurchase intention. Furthermore, community stickiness exerted a significantly positive effect on word-of-mouth and repurchase intention. This study confirms the importance of perceived value on enhancing consumers’ identification with and their stickiness to online brand communities. Therefore, businesses should provide consumers with the value they desired to cultivate customer loyalty to their brand fan pages.

scholarly journals Customer Experience and Behavioral Intentions: The Mediation Role of Customer Perceived Value

2019 ◽  
Vol 7 (10) ◽  
Author(s):  
Fortune Edem Amenuvor ◽  
Kwasi Owusu-Antwi ◽  
Richard Basilisco ◽  
Bae Seong-Chan
Keyword(s):  
Behavioral Intentions ◽  
Perceived Value ◽  
Customer Experience ◽  
Structural Equations ◽  
Mediating Effect ◽  
Mediating Role ◽  
Hedonic Value ◽  
Customer Perceived Value ◽  
Utilitarian Value

The overarching aim of this research is to empirically test the effect of customer experience on customer perceived value and behavioral intentions while assessing the mediating role of customer perceived value. To achieve this aim, we collect data from 338 customers of restaurants in South Korea. The hypotheses intended to achieve this aim are tested using the structural equations modeling technique. The outcome of the research reveals that customer experience positively and significantly affects behavioral intentions. Additionally, customer experience has a significant positive effect on both hedonic and utilitarian value respectively. Hedonic value positively and significantly predicts behavioral intents while utilitarian value is negative but significantly related to behavioral intentions. The study further finds support for a mediating effect of hedonic value on the relationship between customer experience and behavioral intentions. The current study provides managerial and theoretical insights into understanding customer experience management, customer perceived value, and customer behavioral intentions.

Examining the factors influencing user satisfaction and loyalty on paid knowledge platforms

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaopu Jin ◽  
Fang Xu
Keyword(s):  
Service Quality ◽  
User Satisfaction ◽  
Structural Equation ◽  
Perceived Value ◽  
New Product ◽  
Survey Method ◽  
Content Type ◽  
Hedonic Value ◽  
Factors Influencing ◽  
Utilitarian Value

PurposeThe purpose of this study is to draw on the updated information system success model, perceived value and new product novelty to identify the factors that may influence user satisfaction and loyalty with paid knowledge platforms.Design/methodology/approachThe authors used the survey method to collect 540 valid sample data. The structural equation modelling (SEM) technique was employed to test the proposed research model and hypotheses.FindingsThe findings suggested that system, information and service quality significantly affected the perceived utilitarian value, while service quality and new product novelty had significant impact on perceived hedonic value. Besides, both the perceived utilitarian value and the perceived hedonic value had a significant effect on user satisfaction and further significantly impacted user loyalty. The authors also found user differences, including gender, education level and use frequency, which had a significant influence on perceived utilitarian value, perceived hedonic value and user loyalty.Research limitations/implicationsThe results can help researchers and practitioners better understanding the factors that influence user satisfaction and loyalty with paid knowledge platforms.Originality/valueThe authors applied the theories of perceived value, new product novelty and user loyalty to the domain of paid knowledge platforms and explored the factors influencing the user satisfaction and loyalty to paid knowledge platforms.

The moderating role of Hofstede’s cultural dimensions in the customer-brand relationship in China and India

2015 ◽  
Vol 22 (3) ◽  
pp. 487-508 ◽  
Author(s):  
Won-Moo Hur ◽  
Seongho Kang ◽  
Minsung Kim
Keyword(s):  
Brand Loyalty ◽  
Cultural Dimensions ◽  
Relationship Development ◽  
Brand Trust ◽  
Content Type ◽  
Hedonic Value ◽  
Brand Relationship ◽  
Utilitarian Value ◽  
Chinese Markets ◽  
Brand Affect

Purpose – The purpose of this paper is to enhance the understanding of customer-brand relationships in the international marketplace, and empirically investigates and compares the customer-brand relationship development process between Indian and Chinese markets. In detail, four out of Hofstede’s original five national culture dimensions were adopted as moderators in the process of customer-brand relationship development between two markets. Design/methodology/approach – To test hypotheses, responses from 539 Indian and 400 Chinese mobile phone consumer samples were achieved, and the proposed model was estimated by using structural equations based on the partial least squares algorithm. Findings – The results demonstrate that utilitarian value and brand affect play a significant role in building brand loyalty for Chinese consumers, while hedonic value and perceived risk contribute more in building brand loyalty for Indian consumers. Research limitations/implications – This study indicated that the cultural difference affects both on brand trust formation and on the relationship between brand trust/affect and brand loyalty, implying that more customized brand management strategies should be adopted. Practical implications – Global brand values must be communicated for each culture appropriately. It is desirable that the identified match, utilitarian value-Chinese customers and hedonic value-Indian customers, be consistently presented to each cultural market in a more integrative manner. Originality/value – This study identified that the route from the development of value proposition to building up brand trust and brand affect is a critical step toward achieving brand loyalty in Indian and Chinese markets.

scholarly journals The Effect of Self Expressive Value and Perceived Value on Malaysian Cosmetic Brand Loyalty: The Mediating Role of Brand Identification & Word of Mouth

2019 ◽  
Vol 14 (1) ◽  
pp. 151-178
Author(s):  
Norzalita Abd Aziz ◽  
◽  
Hafaz Ngah ◽  
Keyword(s):  
Customer Loyalty ◽  
Significant Relationship ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Brand Identification ◽  
Mediating Role ◽  
The Relationship ◽  
Self Administered Questionnaire

Competition in the cosmetic industries is stiff as more industrial players are striving to capture the market in Malaysia. Cosmetics play a crucial role in addressing image or presentation to others. There is a dearth of information concerning consumers’ perception of the Malaysian Cosmetic Brand (MCB). This article aims to understand how Self-Expressive Value (SEV) and Perceived Value (PV) relate to Brand Identification (BI) and Word of Mouth (WOM) among consumers. Using a self-administered questionnaire contributed to a total of 261 usable respondents and the PLS results indicate that there is a significant relationship between PV and SEV on BI and WOM while BI and WOM meditate the relationship between PV and SEV with Customer Loyalty. This article provides some insights on current local consumers perception and behaviour towards Malaysian cosmetic brands. Thus, MCB marketers need to emphasise the value of their products and reflect consumers’ self-expressive value that will enhance their brand identification and WOM among consumers which may lead to loyalty among users. Keywords: self-expressive value, perceived value, brand identification, word of mouth, customer loyalty, Malaysia cosmetics brand

scholarly journals Exploring the Utilitarian and Hedonic Value Derived from Tourism Pre-experiences with Virtual Reality: Differences Between Destinations and Accommodations

2022 ◽  
pp. 498-503
Author(s):  
Carlos Flavián ◽  
Sergio Ibáñez-Sánchez ◽  
Carlos Orús
Keyword(s):  
Virtual Reality ◽  
Perceived Value ◽  
Customer Experience ◽  
Tourism Industry ◽  
Added Value ◽  
Hedonic Value ◽  
Great Uncertainty ◽  
Utilitarian Value ◽  
Hedonic Utilitarian ◽  
The Impact

AbstractThe tourism industry is in a convulsive situation of great uncertainty. The recovery of the sector depends on boosting digitalization processes. In this sense, virtual reality represents an essential tool that can generate added value in the customer experience. This study analyzes the impact of virtual reality tourism pre-experiences on the utilitarian and hedonic value perceived by the customer. In addition, given the heterogeneity of tourism products and offers, it is proposed that the influence of virtual reality on the dimensions of perceived value will depend on whether the product is evaluated on an attribute basis (hotels) or holistically (destinations). The results will provide interesting implications for understanding and generating tourism experiences with high added value. Particularly, these results will be helpful for tourism managers to design effective virtual reality pre-experiences according to the features of the tourism products they are promoting, fostering the corresponding hedonic/utilitarian value in the tourist’s pre-experience.

scholarly journals Brand Loyalty at Smartphones Market: Linking Between Brand Passion, Hedonic and Utilitarian Values

2020 ◽  
pp. 274-284
Author(s):  
Tolga Yalçıntekin ◽  
Metin Saygılı
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Study Data ◽  
General Situation ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Study Results ◽  
The Relationship

This paper summarizes the arguments and counterarguments within the scientific discussion on the factors that influence consumers' brand loyalty to smartphone brands. The main aim of the study is to analyze the relationship between hedonic value, utilitarian value, brand passion, and brand loyalty based on consumers' loyalty at the smartphones market. Accordingly, the study focuses on brand loyalty as a consequence of brand passion and reveals it in a holistic framework as it emphasizes the direct relationship between the two variables. In this context, this study is different from others in literature in a way that it focuses on smartphones, which are at the upper ranks of the technological product category. The fact that this study only deals with mobile phones makes it different and essential as studies on electronic and technological products often focus on the general situation. Researchers used positivist research as a quantitative research design in this study, which deals with factors that influence brand loyalty to smartphone brands. The study universe involves 18-year-old and older consumers with a purchase capacity. In this context, the study sample comprises smartphone users at or over the age of 18. The conceptual model and associated hypotheses are tested with a sample of 330 consumers. Researchers collected the study data with a convenience sampling method with the help of an online survey. In the study, data were analyzed through structural equation modelling. The results demonstrate strong relationships between the two antecedents (hedonic value and utilitarian value) and brand passion and between brand passion and its consequence (brand loyalty). Study results indicate that hedonic value (β=0,506; p<0,001) and utilitarian value (β=0,202; p<0,001) have a positive influence on brand passion. Study results also show that brand passion (β=0,683; p<0,001) has a positive influence on brand loyalty. On the other hand, the study also reveals that brand passion mediates the relationship between hedonic and utilitarian value and brand loyalty. Study results point out that hedonic value, utilitarian value, and brand passion have a positive influence on the development of consumers' loyalty to smartphone brands. Keywords brand loyalty, brand passion, hedonic value, smartphone, utilitarian value

Determinants of the intention of smartphone usage by mobile internet users for m-services

2018 ◽  
Vol 56 (11) ◽  
pp. 2291-2307 ◽  
Author(s):  
Moez Ltifi
Keyword(s):  
Perceived Value ◽  
Mobile Internet ◽  
Mediating Effect ◽  
Mobile Users ◽  
Intention To Use ◽  
Content Type ◽  
Mediating Role ◽  
Hedonic Value ◽  
Internet Users

Purpose This study is exploratory in nature. The purpose of this paper is to examine the intention to use smartphones by mobile users for m-services in a growing market. In fact, it empirically studies the influence of ubiquity and immersion in the virtual context on the perceived value (utilitarian and hedonic) of the mobile user’s experience. Moreover, it is an academic embarkation upon the examination of the effect of perceived value on the intension of using smartphones by mobile users for the m-services. Finally, it tests the mediating role of the perceived (utilitarian and hedonic) value between ubiquity/immersion and the intention to use smartphones for m-services. Design/methodology/approach The data are collected from a sample of 300 Tunisian students and analyzed using the structural equation modeling technique. Findings The results show that ubiquity and immersion positively influence the value perceived by mobile internet users. They also confirm that the perceived (utilitarian and hedonic) value positively affects the intensity of smartphone usage by mobile internet users for m-services and show the mediating role of the perceived (utilitarian and hedonic) value between ubiquity/immersion and the intention to use smartphones for m-services. Practical implications Companies in place focus on the importance of smartphone shopping by communicating about the comparative advantages of this type of purchase to make this option a possible choice in the future. The immersive dimension in the virtual context of commerce can be exploited as a factor of differentiation, at a time when commercial trafficking is intensifying; for example, immersive merchant sites, to enrich their particular utilitarian value with an equally hedonic value. The hedonic and utilitarian dimensions of the perceived value constitute a mediator and an important lever for the distributors within the framework of the m-commerce. Due to a genuine consideration of the availability and the possibility to carry out the service at any time and any place in view of the fact that it is perceived as being useful and compatible with the needs and way of life of the individuals’ intention, the use of smartphones for the m-served is explained by the lived values which are in turn explained by the ubiquity. Originality/value Despite the massive adoption of information and communication technology, especially the internet, in distribution and service delivery, very little research has focused on the intensity of use of smartphones by mobile internet users for m-services. This exploratory study is the first to test the effect of ubiquity and immersion in the virtual context on the perceived (utilitarian and hedonic) value of the mobile internet users’ experience as well as the effect of the perceived value on the intensity of use of smartphones by mobile internet users for m-services in the Tunisian context. Moreover, it puts under scrutiny the mediating effect of the perceived value in the determination of the intention to use smartphones by mobile users for the m-services in the Tunisian context.

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