Pengaruh Website Quality, Electronic Word-of-mouth, Dan Sales Promotion Terhadap Impulse Buying Pada Zalora

This study was conducted to determine the effect of website quality, electronic word-of-mouth, and sales promotion against impulse buying at Zalora. This study uses a quantitative method by distributing questionnaires to 80 respondents who meet the requirements of the study. 80 respondents consisted of respondents who are browsing on the website Zalora encountered by researchers. Processing of research data using SPSS 24.0. the result of three independent variables: website quality, electronic word-of-mouth, and sales promotion have a positive impact toward impulse buying

An Empirical Examination of the Influence of Information and Source Characteristics on Consumers’ Adoption of Online Reviews

The growth of online commerce has given consumers a number of convenient options to shop from. This has led to the proliferation of e-commerce players that offer variety of products and services with customer-centric terms and conditions. However, absence of avenues to test the product(s) before buying, shoppers perceive inherent risk associated with online buying, especially related to products’ quality and features, terms and conditions of sales, etc. To overcome this pre-purchase dissonance and compensate for the lack of previous experience, they look for reliable information and guidance. Hence, to make decisions, e-buyers rely on the reviews provided by other shoppers. Therefore, it becomes imperative for e-retailers to determine antecedent factors that influence the adoption of online reviews. Using heuristic-systematic model, this study has identified the relative significance of information credibility, argument quality, quantity sufficiency and source credibility in influencing the adoption of reviews available online. It was observed that the two categories of influencers impact the reviews’ adoption albeit through the two mediators - perceived usefulness and perceived value of reviews. Theoretical and practical implications have also been highlighted. Available at: https://aisel.aisnet.org/pajais/vol9/iss1/5

Suust-suhu-turunduse võimalused suhteturunduse arendamisel majutusettevõttes Carolina Hotell näitel

http://www.ester.ee/record=b4610127*es

Two Essays on the Role of Empathy in Consumer Response to User-Generated Content

Empathy is known to be the basis of all human interactions and an essential component of human psychology. Empathy includes a cognitive component (perspective-taking) and an affective component (e.g., emotional contagion). The two essays of my dissertation investigate how each of these components of empathy affect consumer responses to user-generated content. Essay 1: Although both price and online review ratings are important cues in consumers’ product quality judgment, most previous studies have treated price and review ratings as separate inputs into consumer decision-making. The current research shows that the two cues are intertwined, such that consumers’ perception of the same review rating is different depending on the price of the rated product. Through four experimental studies with a variety of operationalizations, I show that consumers have the tendency to adjust the review rating of higher-priced products upwards compared with that of lower-priced products. For example, the same 4.0- star rating signals a higher-quality product when the price is $37 than when the price is$17, above and beyond the quality signaling effect of the price itself. This price-based bias in review rating perception is attributed to consumers taking the perspective of review writers and to the shared knowledge of review writers taking the price paid into consideration when rating a product. This research extends the existing literature on online reviews by introducing perspective-taking as a metacognitive mechanism that can influence consumers’ responses to online reviews. Essay 2: Companies make significant efforts to encourage positive word-of-mouth (WOM) about their brands on social media. One common tactic is to encourage consumers to post a picture of themselves (i.e., a selfie) with the product on social media. The current research investigates the role of eye gaze in such social media messages in facilitating emotional contagion and its subsequent effects on consumers’ engagement with the content and attitude toward the associated product. Through five online experiments and one lab experiment using facial expression analysis, I show that the mere presence of direct (vs. averted) eye gaze facilitates the transfer of emotions expressed in a positive message, which in turn, leads to positive downstream consequences. I also explore two boundary conditions of this emotional contagion effect, the valence of emotion shown in the selfie and the concurrent cognitive load of the consumer. This research contributes to marketing research by extending our knowledge of eye gaze effects beyond the cognitive mechanisms and attentional effects typically considered in previous studies. It suggests a more primitive, automatic process through emotional contagion

The Effects of Source and Content on Types of Social Influence in Online Traveler Reviews

Today’s highly connected purchasing environment is unique in that consumers are confronted with a vast quantity of information from a variety of sources. Using the theoretical underpinnings of social influence and judgmental heuristics, this dissertation examines source and content characteristics to understand their influence on consumers’ perceptions and decisions. This dissertation utilized two experiments to examine how source and content attributes lead to different types information processing and types of social influence in online reviews. The first study utilized a 2 (expertise) x 2 (group membership) experimental design that manipulated source characteristics. The second study utilized a 2 (recommendation percentage) x 2 (content) x 2 (cognitive processing) experimental design that manipulated content characteristics. The results of study 1 demonstrate that source characteristics of group membership and expertise can have an effect on consumers’ perceptions, decisions, and informational influence. The results of study 2 demonstrate how content characteristics can lead to different types of processing, affecting perceptions, decisions, and information recall. The results of this dissertation demonstrate that informational influence is present in online reviews. Normative influence is not present in online reviews suggesting the classic theories do not operate the same way in today’s online environment

Vertrauen in Online-Bewertungen

In dieser Studie gehe ich aus kommunikationswissenschaftlicher Perspektive der Frage nach, wie sich Vertrauen in Online-Bewertungen gestaltet. Um diese Frage zu beantworten, führe ich zunächst eine umfangreiche Literaturstudie zu den bisherigen empirischen Befunden zu Vertrauen in Online-Bewertungen durch. Mithilfe einer disziplinäre und methodologische Grenzen überschreitenden integrativen Literaturübersicht identifiziere ich zunächst unzählige Faktoren, die mit dem Vertrauen in Online-Bewertungen zusammenhängen. Dabei wird deutlich, dass diese Faktoren theoretisch wenig integriert sind und sich Befunde häufig widersprechen. Auf Basis einer Theorie zu Vertrauen in Journalismus (Kohring, 2004) entwickle ich daher anschließend ein theoretisches Modell zu Vertrauen in Online-Bewertungen. Mit diesem Modell können die theoretischen Lücken gefüllt und manche Befunde der bisherigen Forschung erklärt werden. Um die weiter bestehenden empirischen Unklarheiten aufzulösen und die umfassende Belastbarkeit des theoretischen Modells zu demonstrieren, führe ich abschließend eine empirische Studie durch: Mithilfe von Think Aloud und Problemzentrierten Interviews untersuche ich Vertrauen am Beispiel von Arztbewertungen

The influence of customer value On behavioural intention in the LGBT tourism sector

The potential economic implications of the LGBT tourism sector have received the attention of scholars, marketing practitioners and tourism destinations, highlighting the LGBT community as a lucrative sector, while also signifying their distinctive needs of the LGBT community. LGBT tourists spent approximately $218 billion on travel in 2018 and they account for approximately 6% of the global tourism market. The LGBT tourism sector is fast growing in South Africa, and it was predicted that by 2030, South Africa will attract approximately 21 million tourists. Within South Africa, Cape Town, Durban and Johannesburg have earned a reputation as LGBT friendly destinations, with LGBT tourists expected to contribute approximately R1.8 billion to the Cape Town economy annually. Furthermore, between 10% and 12% of tourists in Cape Town identified themselves as members of the LGBT community. As a result, South Africa – and notably Cape Town – has been named one of the world’s top destinations for LGBT travellers. A well-known characteristic of the LGBT community is that it is comprised of highincome individuals who travel more frequently compared with their heterosexual counterparts. As a result, it is critical for the tourism sector to gain a thorough understanding of this market to effectively target it. Although travel and tourism are critical aspects of the modern LGBT culture, and LGBT tourism represents a developing and lucrative industry (especially in South Africa), there is limited scholarly research that can assist marketers in better understanding the LGBT tourists and their needs. In addition, no research has been conducted on the relationship between customer value and behavioural intentions in the LGBT tourism sector in South Africa. A major challenge for the tourism sector is the ability to offer value to LGBT tourists; therefore, destinations targeting the LGBT market should ensure that they understand how to create value for their customers. v LGBT tourism is considered unique in that the LGBT tourist views value differently than other markets. It is important to understand the dimensions of value to the LGBT market, as LGBT tourists are likely to be discouraged from visiting destinations that do not provide value, which has a significant impact on behavioural intentions. This study, therefore, investigated the dimensions of customer value and their influence on the behavioural intentions of tourists in the South African LGBT tourism sector. A self-administered electronic questionnaire was used to collect data, and 406 usable questionnaires was received. SPSS version 27.0 and Analysis of Movement Structures (AMOS) version 27.0 statistical packages were used to analyse the collected data and test the relationships between the variables examined in this study. The empirical results of this study showed a positive correlation between most dimensions of customer value and behavioural intention while a negative correlation coefficient was observed between cognitive dissonance and dimensions of customer value. The results confirm a positive significant relationship between the independent variables - functional value, emotional value, reputational value, epistemic value, social value - and the dependent variable - customer value. These relationships imply that if functional value, emotional value, reputational value, epistemic value and/or social value, customer value would improve. Interestingly, the findings show a significant positive relationship between monetary and non-monetary sacrifice, and customer value dimensions. These relationships imply that if monetary sacrifice and non-monetary sacrifice increase, customer value would increase. The findings also reveal that customer value has an influence on behavioural intention. Lastly, customer value was not found to be a mediating factor between customer value dimensions and behavioural vi intentions outcomes, namely revisit intention, tourist loyalty, willingness to pay a premium price and word of mouth. Findings from this study could aid destination marketers to ensure that they provide functional, emotional, reputational, epistemic and social value to tourists to gain competitive advantage. LGBT tourists need a safe haven where they can relax and enjoy themselves without fear of societal discrimination, and destinations should do their best to make this happen. This might be accomplished by creating a space where travellers who identify as LGBT can gather and mingle freely. In addition, to improve revisit intention, positive word of mouth and loyalty, tourist destinations should provide unique experiences. Destination marketers should engage in a number of marketing initiatives, including promoting South African LGBT tourism destinations at tourism expos, LGBT music festivals and prides. Lastly, limitations of the study and future research directions are presented.Thesis (PhD) -- Faculty of Business and Economic science, 202

The influence of customer value On behavioural intention in the LGBT tourism sector

The potential economic implications of the LGBT tourism sector have received the attention of scholars, marketing practitioners and tourism destinations, highlighting the LGBT community as a lucrative sector, while also signifying their distinctive needs of the LGBT community. LGBT tourists spent approximately $218 billion on travel in 2018 and they account for approximately 6% of the global tourism market. The LGBT tourism sector is fast growing in South Africa, and it was predicted that by 2030, South Africa will attract approximately 21 million tourists. Within South Africa, Cape Town, Durban and Johannesburg have earned a reputation as LGBT friendly destinations, with LGBT tourists expected to contribute approximately R1.8 billion to the Cape Town economy annually. Furthermore, between 10% and 12% of tourists in Cape Town identified themselves as members of the LGBT community. As a result, South Africa – and notably Cape Town – has been named one of the world’s top destinations for LGBT travellers. A well-known characteristic of the LGBT community is that it is comprised of highincome individuals who travel more frequently compared with their heterosexual counterparts. As a result, it is critical for the tourism sector to gain a thorough understanding of this market to effectively target it. Although travel and tourism are critical aspects of the modern LGBT culture, and LGBT tourism represents a developing and lucrative industry (especially in South Africa), there is limited scholarly research that can assist marketers in better understanding the LGBT tourists and their needs. In addition, no research has been conducted on the relationship between customer value and behavioural intentions in the LGBT tourism sector in South Africa. A major challenge for the tourism sector is the ability to offer value to LGBT tourists; therefore, destinations targeting the LGBT market should ensure that they understand how to create value for their customers. v LGBT tourism is considered unique in that the LGBT tourist views value differently than other markets. It is important to understand the dimensions of value to the LGBT market, as LGBT tourists are likely to be discouraged from visiting destinations that do not provide value, which has a significant impact on behavioural intentions. This study, therefore, investigated the dimensions of customer value and their influence on the behavioural intentions of tourists in the South African LGBT tourism sector. A self-administered electronic questionnaire was used to collect data, and 406 usable questionnaires was received. SPSS version 27.0 and Analysis of Movement Structures (AMOS) version 27.0 statistical packages were used to analyse the collected data and test the relationships between the variables examined in this study. The empirical results of this study showed a positive correlation between most dimensions of customer value and behavioural intention while a negative correlation coefficient was observed between cognitive dissonance and dimensions of customer value. The results confirm a positive significant relationship between the independent variables - functional value, emotional value, reputational value, epistemic value, social value - and the dependent variable - customer value. These relationships imply that if functional value, emotional value, reputational value, epistemic value and/or social value, customer value would improve. Interestingly, the findings show a significant positive relationship between monetary and non-monetary sacrifice, and customer value dimensions. These relationships imply that if monetary sacrifice and non-monetary sacrifice increase, customer value would increase. The findings also reveal that customer value has an influence on behavioural intention. Lastly, customer value was not found to be a mediating factor between customer value dimensions and behavioural vi intentions outcomes, namely revisit intention, tourist loyalty, willingness to pay a premium price and word of mouth. Findings from this study could aid destination marketers to ensure that they provide functional, emotional, reputational, epistemic and social value to tourists to gain competitive advantage. LGBT tourists need a safe haven where they can relax and enjoy themselves without fear of societal discrimination, and destinations should do their best to make this happen. This might be accomplished by creating a space where travellers who identify as LGBT can gather and mingle freely. In addition, to improve revisit intention, positive word of mouth and loyalty, tourist destinations should provide unique experiences. Destination marketers should engage in a number of marketing initiatives, including promoting South African LGBT tourism destinations at tourism expos, LGBT music festivals and prides. Lastly, limitations of the study and future research directions are presented.Thesis (PhD) -- Faculty of Business and Economic science, 202