How do value co-creation and e-engagement enhance e-commerce consumers’ repurchase intention?

This study develops an integrated model to investigate how value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the tenets of UTAUT, this study also examines the moderating role of technology adoption in the association between e-engagement and value co-creation in the e-commerce context. Data were collected via 411 surveys completed by e-commerce consumers in India. Data analysis was done using PLS structural equation modelling. Results show that value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commerce consumers, while, technology adoption moderates the association between positively-valanced e-engagement and value co-creation. The findings also reveal that consumption values, such as utilitarian and hedonic values, mediate the effects of value co-creation on repurchase intention among e-commerce consumers.

Local food consumption values and attitude formation: the moderating effect of food neophilia and neophobia

PurposeThe local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly, the authors aim to investigate the role of food consumption values on predicting domestic tourists' attitude toward local food and its effect on the intention to try local food with the moderating effect of personality traits (neophobia and neophilia).Design/methodology/approachThe authors tested the study model on 250 completed responses from local food tourists. They collected the data from three tourism locations (Islamabad, Rawalpindi and Peshawar) in Pakistan. Their study utilizes the consumption value theory within the limits of Pakistan's local food tourism.FindingsThe empirical findings show that consumption values, such as price, emotion, interaction, epistemic value, location value and variety value, effectively explain the domestic tourists' attitude toward local food. The authors further report that food neophilia strengthens the local tourists' positive reception toward the local food. However, food neophobia weakens the direction between local tourists' attitude toward local food and the intention to try local food.Practical implicationsThis study provides insights pertaining to tourists' local food consumption values (LFCVs) to a local destination owner and marketing manager to strategically work on LFCVs that are crucial for domestic tourists to derive their intention to try local food. Practitioners should work on domestic tourists who possess food neophobia trait and enquire them for their rejection or avoidance of a particular local destination. This will enable practitioners to bring innovation and development in the local destination, which ultimately promote local food tourism.Originality/valueThis study is the first to incorporate the variety and local value in tourists' LFCVs to predict local tourists' attitude toward local food. Additionally, the authors contribute to local food tourism by empirically studying the moderating role of personality traits (food neophilia and food neophobia) to examine the direction between local tourists' attitude and intention to local food.

Effect of Food Consumption Values of Vietnamese Consumers on the Reliability and Purchase Intention of Korean Home Meal Replacements

The Vietnamese home meal replacement (HMR) market is expected to face intensified competition due to economic development and urbanization. This study analyzes how the food consumption values of Vietnamese consumers affect the perceived reliability and intention to purchase Korean food in the form of HMRs and provides basic data to establish strategies for Korean HMRs to secure an advantage in an intensely competitive market. A survey was conducted with Vietnamese consumers who had used Korean HMRs before and are constantly using HMRs on a regular basis. To analyze the relationships between food consumption values, the reliability of Korean HMR, and the intention to purchase Korean HMRs, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and covariance structural models were used. Among the factors of food consumption value, health, safety, time saving, and convenience have a positive effect on the reliability of Korean HMRs, while family and cost-effectiveness do not. Moreover, this reliability has a positive effect on the purchase intention of Korean HMRs. This study is significant in that while investigating Korean HMRs, it is pioneering research on Vietnamese consumers regarding HMRs. Therefore, the results of this study can be used to secure the competitiveness of Korean HMRs in the Vietnamese market.

Investigation of the Contribution of Deceleration Fuel Cut-off and Start/Stop Technologies to Fuel Economy by Considering New European Driving Cycle

Greenhouse gas (GHG) emissions released into the atmosphere cause climate change and air pollution. One of the main causes of GHG emissions is the transportation sector. The use of fossil fuels in internal combustion engine vehicles leads to the release of these harmful gases. For this reason, since 1992, several standards have been introduced to limit emissions from vehicles. Technologies such as reducing engine sizes, advanced compression-ignition or start/stop, and fuel cut-off have been developed to reduce fuel consumption and emissions. In this study, the contribution of deceleration fuel cut-off and start/stop technologies to fuel economy has been examined considering the New European Driving Cycle. Therefore, the fuel consumption values were calculated by creating a longitudinal vehicle model for a light commercial vehicle with a diesel engine. At the end of the study, by using the two strategies together, fuel economies of 17.5% in the urban driving cycle, 3.7% in the extra-urban cycle, and 10% in total were achieved. CO2 emissions decreased in parallel with fuel consumption, by 10.1% in total.

Propensity to Purchase Organic Food

Organic food is becoming popular among today's millennial consumers because of increased awareness of healthy lifestyles. Scholars and practitioners attempt to understand what drives consumers to purchase organic foods toward developing market domination strategies and tactics. Since organic food tends to be more expensive than non-organic, this study aims to analyze the impact of consumer values on their tendency to buy organic food. Consumption values are an important factor that could drive consumer behavior and their preferences for goods or services. Consumption values are defined in terms of the required benefits from the purchase and consumption of the preferred products. Sheth, Newman, and Gross defined consumption values in terms of practical, social, emotional, epistemic, and conditional values.

Consumption values, anxiety and organic food purchasing behaviour considering the moderating role of sustainable consumption attitude

PurposeThis study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of sustainable consumption attitude from the viewpoint of the theory of consumption values.Design/methodology/approachData were collected using a structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modelling and hierarchical regression analysis were employed for data analysis.FindingsThe results indicated the significant association of functional value-price, emotional value, social value and epistemic value with purchase behaviour. Anxiety had a positively significant influence on functional (quality), functional (price), emotional, social, conditional and epistemic values. In addition, the results indicated that functional (price), emotional, social and epistemic values played mediating effects in the relationships between anxiety and purchase behaviour. Moreover, sustainable consumption attitude had a positive moderating effect on functional value-price and purchase behaviour.Practical implicationsThe research not only provides novel and original insights for understanding organic consumption but also provides a reference for organic retailers to develop sales strategies and policymakers to formulate policies to guide organic consumption that are conducive to promoting sustainable consumption.Originality/valueFor the first time, this research attempts to explore the relationships among different consumption values, anxiety and purchase behaviour. It may improve the gap of inconsistency in attitude and behaviour in organic consumption, and provide a new perspective for the study of organic consumption.