Omnichannel and Experience Approach as a Post-COVID-19 Economic Reactivation Mechanism

The aim of this chapter is to show how omnichannel tools must be applied through the process of creating experiences for the consumers. During the literature review, some authors make approaches to the key concepts connecting omnichannels and consumer experiences; therefore, they explain through the analysis of data the reality of the Ecuadorian environment and global trends. With this context, this chapter will present how, by using macro environment and accessibility, a unique experience may be created in the customer journey in omnichannel.

IDENTIFYING FINANCIAL MANAGEMENT BEHAVIOR IN MILLENIAL GENERATION

ABSTRACTThis study aims to examine the effect of financial knowledge, financial attitudes, financial socialization, locus of control on financial management behavior. The research sample is the millennial generation in Batam City which was selected by purposive sampling method who were born in 1984–1999. Research data were collected by questionnaire. The data were analyzed using normality, validity, heteroscedasticity, and t and F tests. The results of this study concluded that financial knowledge, financial attitudes, primary agents of financial socialization, secondary agents of financial socialization, childhood consumer experiences had a significant positive effect on financial management behavior, while other variables are not significant. The managerial implications are doing financial planning, building a saving pattern, having a sense of responsibility, and setting financial goals. Parents are expected to provide financial concepts since childhood, build the habit of saving since childhood by giving pocket money and teach how to allocate money. ABSTRAKPenelitian ini bertujuan untuk meneliti pengaruh pengetahuan keuangan, sikap keuangan, sosialisasi keuangan, locus of control terhadap perilaku pengelolaan keuangan. Sampel penelitian adalah generasi milenial di Kota Batam yang dipilih dengan metode purposive sampling yang lahir pada tahun 1984–1999. Data penelitian dikumpulkan dengan kuesioner. Data dianalisis menggunakan uji normalitas, validitas, heteroskedesitas, dan uji t dan F. Hasil penelitian ini menyimpulkan bahwa pengetahuan keuangan, sikap keuangan, agen primer sosialisasi keuangan, agen sekunder sosialisasi keuangan, pengalaman konsumen masa kecil berpengaruh signifikan positif terhadap perilaku pengelolaan keuangan, sedangkan variabel lainnya tidak signfikan. Implikasi manajerial adalah melakukan perencanaan keuangan, membangun pola menabung, memiliki rasa tanggung jawab, dan menetapkan tujuan keuangan. Orang tua diharapkan memberikan konsep keuangan sejak kecil, membangun kebiasaan menabung sejak kecil dengan memberikan uang saku dan mengajarkan cara mengalokasikan uang.

A Network Approach to Revealing Dynamic Succession Processes of Urban Land Use and User Experience

One significant challenge to understanding the mechanisms of urban retail areas’ transition is limited data to trace a dynamic perspective of influential actors’ experience in an extended urban area. We overcome this gap by employing text mining to collect big text data from online blogs and propose a methodology to explore the dynamic spatial transformations and interactions across multiple adjacent retail areas. We study five retail areas that currently function as a major commercial hub in Seoul—the Hongdae area and its neighboring districts. We create co-occurrence networks of the text data to capture representative place images and user experiences. Our blog-word networks systematically capture the “invasion-succession” process in land-use transition during the commercialization of Hongdae’s neighboring districts. The process mirrors the history of spatial change in the areas, which once formed a small-scale, bohemian hip neighborhood that incubated indie culture and has now fully commercialized as a global tourist attraction. The commercial transition triggered by Hongdae’s cultural capital peaked with consumer experiences of “food and eating” dominating the whole area. Finally, the text networks signal gentrification in each commercial district near Hongdae, contributing to the current discourse on commercial gentrification by adding consumers’ perspectives.

Past experiences with surprise medical bills drive issue knowledge, concern and attitudes toward federal policy intervention

Scholars and journalists have devoted considerable attention to understanding the circumstances in which Americans receive surprise medical bills. Previous research on this issue has focused on the scope of the problem, including the conditions that are most likely to lead to surprise bills. However, the existing literature has almost exclusively relied on claims data, limiting our understanding of consumer experiences and attitudes toward policy changes to address surprise billing. Using a survey administered to a nationally representative sample of 4998 Americans, we analyze consumer experiences with surprise billing, knowledge of the issue, how concerned Americans are about receiving surprise bills and how past experiences influence policy preferences toward federal action on surprise billing. Our analysis demonstrates that knowledge and concern about surprise billing are the highest among the educated and those who have previously received a surprise bill. These factors also predict support for federal policy action, with high levels of support for federal policy action across the population, including among both liberals and conservatives. However, more detailed federal policy proposals receive significantly less support among Americans, suggesting that stand-alone policy action may not be viable. Our results show bipartisan support among American consumers for federal action on surprise billing in the abstract but no consistent views on specific policy proposals.

A “crescendo” model: designing food experiences for psychological well-being

Purpose This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer experiences evoked by food-related activities can facilitate, stimulate and enhance individuals’ happiness and perceptions of life satisfaction. Design/methodology/approach A diary field experiment was conducted. Participants from a major European city were asked to reflect on their food-related activities, provide descriptions and answer questions on experiential stimulation derived from these activities in relation to happiness and perceived life satisfaction. Findings Food-related activities generally result in positive consumer experiences and psychological well-being. Experiential stimulation resulting from food activities is positively related to perceived life satisfaction directly and indirectly via pleasure and meaning. Although the authors found an overall positive relationship between these constructs, they also found differences based on the experience type considered. A “crescendo model” of experiences that details how experiences lead to happiness and perceived life satisfaction is presented. Research limitations/implications This study is largely exploratory. Future research should adopt an experimental approach and further test the relationship between experiential stimulation, happiness and perceived life satisfaction in the context of food. Practical implications The paper offers innovation teams in food companies a practical “crescendo model” that can be used to design product–consumer interactions. Originality/value The research bridges literatures on design thinking, psychological well-being and consumer experiences. By studying the relationship between experiences, happiness and perceived life satisfaction in the context of food, the findings contribute to research on food well-being by expanding the notion of happiness seen only as pleasure. The research also contributes to work on design thinking by offering an experiential framework that contributes to the notion of consumer empathy.

Consumer experiences and values in Brazilian Northeast shopping centers

This study aims to expand the knowledge on consumer experiences and values from an innovative marketing perspective in the context of shopping centers of inland towns in the Brazilian Northeast region. A qualitative approach was adopted using 50 in-depth interviews of shopping center visitors to collect data. Interpretative Phenomenological Analysis was used to evaluate the data. The results revealed two main categories: unpleasant and pleasant experiences. In terms of main results, 23 participants have a mix of pleasant and unpleasant experiences, while 24 report only pleasant, and 3 – unpleasant experiences. The unpleasant experiences are mostly related to the excess of people (n = 19). In what refers to pleasant experiences, functionality (n = 43), and sensory (n = 33) are the two most mentioned values, being functionality the top value to consumers regardless the purpose they have in going to the Shopping Centre. The results can be relevant inputs to design and manage Shopping Centers regarding cultural adjustment by considering consumers’ experiences and values and the importance of joining competing values behind pleasant and unpleasant experiences. The study contributes to the experiential marketing literature by highlighting the importance of cultural contexts in consumer experiences and behavior research. AcknowledgmentMaria Raquel Lucas and Andreia Dionísio are pleased to acknowledge financial support from Fundação para a Ciência e a Tecnologia (grant UIDB/04007/2020).

Beyond visual clutter: the interplay among products, advertisements, and the overall webpage

PurposeLittle research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus, this study aimed to investigate how consumers allocate attention and evaluate products and advertisements on complex webpages when they are casually browsing.Design/methodology/approachThis study conducted two experiments to test the causal effects of different degrees of visual complexity on consumer responses to products and advertisements. An eye-tracking experiment (n = 90) and a follow-up online experiment (n = 121) were conducted using undergraduate students as participants.FindingsParticipants formed a global impression from the overall webpage complexity, which spilled over to evaluation of individual elements on the webpage (e.g. product, advertisement). The inverted U-shaped relationships (vs. linear negative relationships) between webpage visual complexity and attitude toward the webpage, products, and advertisements were observed. The focal product was given a consistent level of attention regardless of the complexity level.Practical implicationsThis study provides implications for website organization and design to maximize positive consumer experiences and marketing effectiveness. The findings provide implications for retailers and advertisement buyers.Originality/valueThis study expanded the knowledge by examining the interplay between individual elements of webpages and the whole webpage complexity when consumers browse visually complex webpages. It is a novel finding that the overall webpage complexity effect spills over to locally attended products or advertisements.