Impact of Value Perception on Farmers’ Willingness to Participate in Farmland Fallow: A Case-Study in Major Grain-Producing Areas of Hubei and Hunan, China

The major grain-producing areas will be the key areas of future China fallow. It is important to explore the influence of farmers’ value perceptions on their fallow willingness in these areas. We analyzed this impact of value perception by using an ordered PROBIT model and survey data from the major grain-producing areas of Hubei and Hunan, China. The conclusions of this study are as follows: (1) A considerable proportion of farmers are willing to participate in farmland fallow, while a considerable proportion of farmers are neutral; (2) farmers’ value perceptions of farmland fallow have a significant positive impact on their fallow willingness; (3) farmers’ ages and education levels have a positive impact on farmers’ willingness to directly participate in farmland fallow, while per capita farmland area has a negative impact; (4) the key factors for successful fallow are solving the problem of non-agricultural employment of farmers and appropriately formulating fallow mode, scale, and subsidy standards. This study proposes that the government can develop farmers’ good value perceptions of fallow through appropriate subsidies and adequate publicity to strengthen their fallow consciousness.

How location-based messages influence customers' store visit attitudes: an integrative model of message value

PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.

The Infinite Wardrobe: Female Consumers’ Value Perceptions Regarding Collaborative Consumption of Apparel

Understanding the potential factors and underlying mechanisms to engage in collaborative consumption practices has become a significant concern for academics and practitioners. However, collaborative consumption research is still considered in its early stage; thus, further research is needed. Based on this need, this study extends existing research by providing empirical support for the importance of value perceptions and empathy on female consumers’ attitudes and behavioral intentions to engage in collaborative consumption in the apparel industry. This study also shows a significant moderating effect for materialism and the need for uniqueness in the collaborative consumption of apparel. These findings are believed to be particularly valuable in contributing to the broader literature on collaborative consumption and guiding, especially practitioners, to develop strategic tactics for motivating consumers to engage in collaborative consumption practices.

Creating customer value in the sharing economy: an investigation of Airbnb users and their tripographic characteristics

Purpose This paper aims to investigate the roles of different types of customer value in influencing in customer evaluations of Airbnb. In particular, this study empirically tests the roles of four value dimensions in shaping existing Airbnb users’ attitudes and future behavioral intentions along with the effects of tripographic characteristics on users’ post-purchase evaluative judgments. Design/methodology/approach This study adopted a multi-study approach to test the hypotheses. In Study 1, theoretical relationships between constructs were proposed and empirically analyzed; and in Study 2, a different sample was used to validate the hypothesized model and enhance the external validity of the findings. After completing both studies, the two samples were combined to test for the moderating effects of several key tripographic factors among Airbnb users. Findings This study found that price value, emotional value, quality value and social value were critical factors exerting differential effects on customers’ evaluations of Airbnb. Further analysis of group differences revealed that Airbnb customers’ value perceptions differed significantly depending on the length of stay, group size and number of previous trips. The number of previous trips also had a significant moderating effect on the relationship between social value and attitudes. Research limitations/implications The findings of this study contribute to the literature on Airbnb by presenting a comprehensive assessment of the differential effects of value components in evaluating Airbnb experiences with the consideration of tripographic characteristics. While supporting the importance of emotional, social, quality and price value to Airbnb guests, the results also show that Airbnb seems to appeal particularly to visitors who stay longer, travel with large groups and have used the platform several times in the past. Originality/value The findings of this study provide important insight into which customer values contribute to users’ attitudes and consequent favorable behaviors. More importantly, this study emphasized the importance of understanding the moderating effects of tripographic characteristics in the relationships between customer values and existing users’ evaluative judgment of Airbnb experiences.

Axiological problematics in scientific and pedagogical research

Introduction. In modern pedagogy, research and thought on upbringing and personal development in a significant number of cases come to the problem of values such as identifying values in educational process, definition of basic values, forming values in an individual, etc. The purpose of the article is to analyze the specifics of pedagogical researches related to axiological aspects in education, to identify existing problems in the same studies and ways to overcome these problems. Materials and methods. As basic research methods we used a literary review on the problem of values in philosophy and psychology, as well as a critical analysis of the problems of pedagogical researches related to values in education. Results. The authors quite often demonstrate a lack of understanding of the scope and concepts related to value problems, inability to focus on concretization of values and, as a result, adequately construct a formative experiment that gives result appropriated to the set goal. Referred to the studies of philosophers and psychologists on problem of values, we have found various methodological approaches to understanding essence and meaning of those values, the need for a clear division of the concept "value" and the definition of generic and specific concepts, as well as its content. Using the example of identifying the concept of "Christian values" based on certain methodological positions, the authors demonstrate possible variants of values concretization when formulating topics of pedagogical studies for students of pedagogical universities. Conclusions. The authors attract attention of researchers to the problem of the classification of values; identify and define such concepts as "values", "value orientations", "value ideas" of the individual; as well consider that it is possible for pedagogical studies, limited in time, to focus on the creation of the value perceptions of individuals.

Consumer effort in service encounters: the overlooked impact of surface acting

Purpose One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer. Design/methodology/approach Two scenario-based experiments were conducted. Partial least squares modeling was implemented on the experimental survey data to explore how different dimensions of effort (i.e. mental, physical and emotional) and surface acting contribute to perceptions of effort and value. Findings Surface acting increases consumer effort perceptions. Consumers’ value perceptions decline as perceived effort increases. Effort perceptions attenuate when consumers have a choice. The paper also brings attention to the shortcomings in the current conceptualization of surface acting and perceived effort, and reconceptualizes effort as a formative construct. Practical implications This paper cautions marketers about the potential negative implications of shadow work. Service marketers should provide a choice between face-to-face (F2F) and self-service technologies whenever possible. In addition, marketers should develop and implement strategies for reducing consumer surface acting. Originality/value This study includes an extended conceptualization and new operationalization of consumer surface acting, revised thinking about measuring consumer effort and a unique approach to accounting for effort perceptions of traditional F2F service vs SST.