Impact of consumer Attitude towards purchase intention of the counterfeit products: a multigroup analysis between the user and non-user

The purpose of this study was to investigate the factors which influence a consumer’s decision to buy counterfeit products. The factors are Attitude towards counterfeits by economic benefit, Attitude towards counterfeits by Hedonic benefits, Subjective norm and Perceived behaviour control and their impact on the purchase intention of the textile/clothing counterfeit product was analysed. A total of 120 questionnaires were distributed. Data was analysed using IBM Statistics 3.0. and SMART PLS. Attitude towards counterfeits by economic benefit and Perceived behaviour control had strong relationships with purchase intention of counterfeit products. Attitude towards counterfeits by Hedonic benefits didn’t show any significant relationship with purchase intention. Subjective norm had strong positive relationship with purchase intention of counterfeits. This study is useful for Developing Countries, especially in Impact of theory of planned behaviour on the purchase intention of the counterfeits and is examined on the user and non-user of the counterfeit product.

Instrumental and Hedonic Motives for Emotion Regulation in Musical Practice

Emotion regulation literature often emphasizes that individuals regulate their emotions for hedonic reasons. However, there is increasing support for an instrumental approach to emotion regulation. This approach suggests that emotions are regulated if they are believed to be beneficial to the pursuit of personally relevant goals. When pursuing a long-term goal, an individual may forego immediate, hedonic emotional reward in order to maximize the instrumental benefits of emotions. The current study investigates emotion regulation behaviour in the context of musical practice. We examine whether musicians adopt specific, regulated emotional stances which support their goal orientation, and which are in line with their beliefs regarding the functional impact of emotions. Via an online questionnaire, 421 musicians reported their goal-orientation, meta-emotion beliefs, and affect-regulation strategies. Participants then completed a scale assessing specific emotions they would regulate in order to support their musical practice. Data were analysed using PCA, MANOVA, subgroup analysis and categorical regression. Musicians reported using affect-improvement strategies more often than affect-worsening strategies in order to influence how they felt during musical practice. Greater reported use of affect-worsening strategies was associated with stronger meta-emotion beliefs supporting the possible instrumental benefits of unpleasant emotions (F = 30.33; p < 0.01; ηp2 = 0.06). Musicians who strongly endorsed this belief more strongly pursued mastery goals in contrast to enjoyment goals. In terms of specific targeted emotions, musicians generally sought to reduce unpleasant emotions, and increase pleasant, energizing emotions in order to support their musical practice. However, a subgroup of mastery- rather than enjoyment-oriented musicians may seek a mixed emotional state, increasing anger and nervousness in conjunction with a number of pleasant emotions (Wilks λ1,420 = 14.42; p < 0.01; ηp2 = 0.50). Musicians who pursue expert musical skills may be motivated to experience emotions that combine the instrumental and hedonic benefits of emotions. Musicians who practice for enjoyment may prioritize emotions that maximize only the hedonic benefits. Future research should aim to identify the regulated emotional states that best support specific musical practice outcomes in an individual. It will also be important to understand on all levels, including music performance quality as well as health and well-being, the outcomes that may be associated with the use of affect-worsening strategies and unpleasant emotions. Research in this field may equip musicians with novel skills for better pursuit of their goals, and may help to maximize health and well-being in musical practice.

Effect of benefits and risks on customer's psychological ownership in the service industry

PurposeThe authors investigate the antecedents of psychological ownership from the customers' perspective by applying employee psychological ownership (EPO) to human resource management.Design/methodology/approachThe authors conducted questionnaires on utilitarian benefits, hedonic benefits, perceived risk, customer satisfaction, customer trust and customers' psychological ownership (CPO) on 205 people. They verified their hypotheses using structural equation modeling analysis.FindingsThe authors found that customer trust positively influences CPO, but customer satisfaction does not. Instead, customer satisfaction indirectly affects CPO through the mediating effects of customer trust. They also found that utilitarian and hedonic benefits positively influence customer satisfaction and confidence, but perceived risk negatively influences it.Research limitations/implicationsThis study contributes to the service marketing literature by empirically confirming that customers have psychological ownership, such as employees, and by incorporating benefits, risk, trust and CPO into a comprehensive framework.Practical implicationsMarketers should formulate service strategies that strengthen customers' perceptions of utilitarian and hedonic benefits and avoid customers' perceived risk, which is expected to exert a significant CPO-enhancing effect.Originality/valueIn the service context, customers are perceived as partial employees. The authors empirically explored the role of perceived benefits and risks in enhancing CPO via customer satisfaction and trust by applying EPO concepts. Strengthening perceived benefits and avoiding perceived risk were verified as critical drivers of CPO in the service context. The results of this study confirm that customer trust is required for customers to feel CPO.

Enhancing Hotel Guest Corporate Social Responsibility–Advocacy Behaviors Through Hedonic Benefits

While the literature on corporate social responsibility (CSR) communication is growing, there is a lack of studies examining CSR–advocacy behaviors by hotel guests. The study is significant because of increased CSR investment and greater inclusion of hotel guests in CSR activities, as part of a guest engagement strategy. The study involved an experimental design using a scenario based on a guest’s return to an actual hotel recently visited by survey respondents. A hedonic value anticipated by guests was compared against a second independent variable of perceived community value for their effect on guest CSR advocacy. Data were collected from respondents across two distinct national cultures—Western and Asian. Structural equation modeling analysis demonstrated that hedonic value was the major influencing benefit on guest CSR advocacy. Furthermore, hedonic benefits directly affected guest CSR advocacy, while the effect from perceived community value was fully mediated by CSR reputation. In multigroup analyses, the effects varied between the two cultural groups. The study has implications for CSR marketing communication campaigns to guests conducted by hotel managers and nongovernmental organizations.

Purchase intention through mobile applications: a customer experience lens

PurposeThe study aims to clarify customer experience as perceived through interactions between the consumer and the mobile application of a retailer. It proposes to model and empirically study the relationship between customer experience, utilitarian and hedonic benefits and purchase intention when interacting with mobile applications of fashion retailers.Design/methodology/approachThe study opted for a quantitative approach using a web-based questionnaire. The data collected from a final sample of 118 users of fashion retailers' mobile applications was analysed using partial least square structural equation modelling.FindingsThe results point to a positive and a direct impact of utilitarian factors on the two dimensions of customer experience. Moreover, hedonic benefits seem to generate a positive experience with a retailer's mobile application and are likely to generate favourable rational and emotional responses. In addition, the findings confirm that both dimensions of experience (affective and cognitive) affect purchase intention with a stronger effect for the cognitive dimension over the affective one.Practical implicationsThe study concludes with implications for retailers to improve customer experience when using their mobile applications. Retailers are encouraged to integrate functional and aesthetic attributes not only to provide a favourable customer experience through rational evaluations and positive emotions but also to gain a competitive advantage in an m-shopping retailing context.Originality/valueThis study identified a need to further explore customer experience in the context of mobile applications by considering the two dimensions of experience: the cognitive and the affective. Indeed, these two facets of customer experience are rarely studied simultaneously in the previous literature.

Food Values, Benefits and Their Influence on Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants

This paper analyzes the effects of: (i) Food values on their related benefits (hedonic and utilitarian); (ii) both kinds of benefits on attitudes toward eating hamburgers; and (iii) attitudes on purchase intention. To this end, we adapted the food values scale to the context of fast-food hamburger restaurants. Data were collected from a survey of 512 Mexican consumers and analyzed using structural equation modeling (SEM). The results show that the strongest influences are those exerted by food values, first, on hedonic benefits and, second, on utilitarian benefits. In contrast, the weakest influence is that exerted by utilitarian benefits on attitudes, followed by that exerted by hedonic benefits on attitudes. Among other findings, this study highlights the importance consumers give to the taste and safety of food, as well as the greater importance given to hedonic benefits compared to utilitarian ones. These findings have several important implications for managers in the industry.

THE EFFECTS OF THE REGULATORY FOCUS OF A MENTAL SIMULATION ON PREFERENCE OF HEDONIC AND UTILITARIAN REALLY NEW PRODUCTS

<p>In this empirical study, we attempt to study the effects of regulatory focused (promotion vs. prevention) mental simulation on evaluation and purchase intention of really new products, when its hedonic benefits are highlighted, and when its utilitarian benefits highlighted. We expose the participants to a regulatory focused mental simulation 2 (promotion vs. prevention) x then present them with a product description of an RNP 2 (hedonic vs. utilitarian) and study the differences in their evaluation of the product as well as their purchase intention. Our findings suggest that brief regulatory focused mental simulations, that can be reproduced in real-life environment, are not effective enough to impact the evaluation of hedonic and utilitarian RNPs.</p>