Effects of luck beliefs on consumers' variety-seeking behavior

From a risk perspective and using the courage–ability–willingness theory in relation to consumer choice, we built a model with luck beliefs as the independent variable, psychological security and self-efficacy as mediating variables, optimum stimulation level as the moderating variable, and variety seeking as the outcome variable. We conducted an online survey and analyzed data from 593 participants using structural equation modeling. The results show that personal luckiness and belief in luck positively affected variety seeking, psychological security and self-efficacy mediated the influence of luck beliefs on variety seeking, and optimum stimulation level positively affected variety seeking and positively moderated the effect of personal luck on variety seeking. However, the moderating effect of belief in luck on variety seeking was nonsignificant. Practical and theoretical implications of the findings are discussed.

Moderating effect of optimum stimulation level on the relationship between satisfaction and revisit intention: the case of Turkish cultural tourists

Purpose The purpose of this study is to determine the optimum stimulation levels (OSLs) of cultural tourists within the context of their novelty seeking tendencies and to determine whether their OSLs have a moderating effect on the relationship between their satisfaction and revisit intentions. Design/methodology/approach To collect data, an online survey was conducted for Turkish cultural tourists (n = 563) in May 2018, and the data were analysed with PROCESS by Hayes. Findings The study’s findings demonstrated that Turkish cultural tourists were high-level novelty seekers and that novelty seeking has a moderating effect on the relationship between their satisfaction and short-term revisit intentions. Originality/value This study contributes to the literature by revealing the moderator effect of novelty seeking tendency on the relationship between satisfaction and revisit intention within the scope of cultural tourism, which has not been examined before.

Imagine, feel “there”, and flow! Immersive experiences on m-Facebook, and their affective and behavioural effects

Purpose Mobile Facebook (m-Facebook) creates many business opportunities for brands and firms while increasingly drawing interest in scientific literature. However, research is scarce on the immersive experiences prompted by m-Facebook, and how these experiences facilitate users’ engagement, their positive attitude towards Facebook and their continued use of it. The paper aims to discuss these issues. Design/methodology/approach This paper theoretically and empirically analyses m-Facebook users’ immersive experiences, along with their affective and behavioural effects. Findings The results reveal the important role of imagery, presence and flow in the context of m-Facebook; the interplay between these three immersive phenomena; and the influence the user’s optimum stimulation level has on them. Originality/value The investigation offers a foundation for understanding users’ immersive experiences on m-Facebook, and informs practitioners who aim to enhance users’ engagement with, attitude towards, and continued use of m-Facebook content.