Effect of Website Design Characteristics on the Concreteness of Online Reviews: A Construal Level Perspective

Online reviews are a crucial aspect of businesses’ success. Thus, businesses encourage reviewers to write reviews offering concrete helpful information but such reviews are scarce. This study attempts to move beyond the traditional approaches to understanding reviewers’ behavior and uses a novel lens of ‘human construal’. By drawing on Construal Level Theory (CLT) we tend to understand reviewers\u27 and readers’ perceptions and utilize that for the maximization of review concreteness. Review concreteness is a semantic characteristic of a review and is considered an important aspect of reviews’ perceived quality. We examine if reviewers’ and readers’ construal can be utilized to manipulate some factors of website design in a way that it drives reviewers to write and readers to perceive more concrete reviews and consequently enhance the overall concreteness of reviews. The study amalgamates literature from psychology, marketing, and information systems and has significant potential to benefit both businesses and consumer

THE IMPACTS OF REGULATORY FOCUS AND TEMPORAL DISTANCE ON THE EVALUATION OF ONLINE CONSUMER REVIEWS

As a form of electronic word-of-mouth (eWOM), online consumer reviews have attracted increased attention from marketing researchers and practitioners. Given the importance of consumer online reviews in the tourism and apparel industries, the current study examined how contextual factor (temporal distance of consumption) and personal factor (chronic temporal orientation) moderate the effects of regulatory-focused online reviews on consumers’ attitudinal and behavioral responses. Three web-based experiments were conducted to investigate the conceptual model using athletic shoes (Study1) and hotel (Study 2 and 3). Study 1 showed that participants rated prevention-focused consumer reviews more favorably than promotion-focused consumer reviews when the purchase was temporally proximal. However, their attitudes toward consumer reviews were not significantly different when the purchase was temporally distant. Study 2 found that participants showed more favorable review attitude, brand attitude, and purchase intention when they read promotion-focused consumer reviews than prevention-focused consumer review under the temporally distant consumption. However, the differences between two types of reviews were not significant under the temporally consumption. Furthermore, review relevance fully mediated the effects of the interaction on dependent variables. The results of Study 3 indicated that future-oriented consumers showed more favorable review attitude, brand attitude, and a greater purchase intention when they read promotion-focused consumer reviews than when they read prevention-focused consumer reviews. On the other hand, the present-oriented consumers indicated more favorable brand attitude and a greater purchase intention after reading prevention-focused consumer reviews than after reading promotion-focused consumer reviews. Notably, the results of Study 3 demonstrated that regulatory fit fully mediated the interaction effects on dependent variables. This study will make several theoretical contributions to the literature on regulatory focus theory, construal level theory, and regulatory fit theory by providing empirical evidence of theoretical explanations within the context of online consumer reviews. The findings of the current study will also offer new guidelines for marketers in e-tourism and the apparel industry to segment their target audiences and revamp their product review platforms to suit consumer orientation

A temporal construal theory explanation of the price-quality relationship in online dynamic pricing

According to construal theory, the desirability of a product influences consumers’ choices from a temporally, socially, spatially and hypothetically distant perspective. The purpose of this study is to test the temporal dimension of such theory with reference to hotel room prices, also distinguishing by firm size. Temporal distance is measured through the days of advance booking, in a varying-coefficient model reflecting both the dynamic pricing behaviour of the supply and the seasonal oscillation pattern of the demand. Results support the appropriateness of the temporal construal theory as an interpretative framework for the effectiveness of dynamic pricing, from the perspective of behavioural psychology. On average, the influence of quality on price in small hotels is lower than in large hotels; however, its variability is higher in small hotels. Large hotels charge a premium price during peak season dates, while small firms apply discounts, likely aiming to reach full occupation

DO I DESERVE TO SPEND? SOCIAL SUPPORT AND SPENDING PLEASURE

Despite evidence of people posting their consumption experience on online social networks to fulfill the needs of social support, a systemic understanding of how social support obtained via online social networks affects post-consumption behaviors related to spending remains elusive. This dissertation aims to answer the question of how social support via online social networks affects consumer’s post-consumption behavior by investigating in what form and from whom consumers obtain online social support. To do so, the purpose of this dissertation is to examine how online social support from others influences perceptions of deservingness which then influences spending pleasure. This dissertation focuses on two types of social support sources, social support from friends and social support from the firm. In addition, this dissertation examines the role of relational factors (e.g., tie-strength with Facebook friends and relationship strength with firm) and a situational factor (e.g., social support aimed at others) that may influence the impact of social support on spending pleasure. This dissertation consists of two studies. In Study 1, a 2 (Social support; low vs. high) x 2 (Tie strength: strong vs. weak) x 2 (Self-construal: independent vs. interdependent) quasi-experimental between-subjects design is utilized, self-construal serving as a measured factor. A 2 (Social support; present vs. absent) x 2 (Relationship strength: strong vs. weak) x 2 (Social support aimed at others: present vs. absent) between-subjects factorial experiment is used for study 2. Across two studies, this research provides evidence that social support gained through online social networks influences consumers’ spending pleasure through perceptions of their own deservingness. More specifically, when people obtain social support from others on their consumption related post, they feel more deserving which then enhances their spending pleasure from that consumption. Notably, this study reveals that people obtain social support in online social networks through receiving ‘Likes’ and ‘Comments’ on their post. Furthermore, this result advances our knowledge of online social networks by demonstrating that not only the social networks friends but also firms can be social support sources by actively responding to customers’ post. In addition, this study also explores boundary conditions for when online social support is more effective on spending pleasure. The findings from two studies address the benefit to the service industry by understanding how social support can enhance spending pleasure. In addition, this dissertation may broaden the social support literature by highlighting the function of like and Comments, a new form of social support that are provided in the context of online social networks

An empirical investigation of smartphone technology acceptance among Universiti Utara Malaysia students

This study investigated smartphone technology acceptance among Universiti Utara Malaysian (UUM) students by using the Technology Acceptance Model (TAM). The rapid diffusion of computer technology into smartphone increases smartphone penetration among Universiti Utara Malaysia students. The aim of this study was to determine the relationship of Perceived Ease of Use (PEU) and Perceived Usefulness (PU) as independent variables, and Attitude (ATT) and Behavioural intention (BI) as dependent variables on Smartphone Technology Acceptance among Universiti Utara Malaysia students. In addition, in this research Gender was used as a moderator to test the relationship between Attitude (ATT) and Behavioural intention (BI). In order to collect data a total of 500 questionnaires were distributed to (UUM) final year and postgraduate students in three colleges COB, CAS and COLGIS. The hypothesis results showed that there was a significant relationship among the four variables except Gender. This was because Gender failed to moderate in explaining the relationship between Attitude (ATT) and Behavioural intention (BI). On the other hand the statistical result showed that there was partial mediation effect of Perceived Usefulness (PU) on the relationship between Perceived Ease (PEU) of Use and Attitude (ATT) on Smartphone Technology Acceptance among Universiti Utara Malaysian students. Furthermore the researcher found that there was a significant relationship between both the dependent variables - Attitude (ATT) and Behavioural intention (BI) on smartphone technology acceptance among UUM students. The overall finding showed that technology advancement and breakthrough design of smartphone technology are the key factors that attract Universiti Utara Malaysia students to accept smartphone technology. On the other hand, usefulness and ease of use of the smartphone technology play important roles in influencing (UUM) students to have the intention to use smartphone technology in accomplishing their personal tasks. This is because the usefulness of smartphone technology with promising results makes (UUM) students rely heavily on this device

Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multidisciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice

The influence of national culture on the attitude towards mobile recommender systems

This is the post-print version of the final paper published in Technological Forecasting and Social Change. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.This study aimed to identify factors that influence user attitudes towards mobile recommender systems and to examine how these factors interact with cultural values to affect attitudes towards this technology. Based on the theory of reasoned action, belief factors for mobile recommender systems are identified in three dimensions: functional, contextual, and social. Hypotheses explaining different impacts of cultural values on the factors affecting attitudes were also proposed. The research model was tested based on data collected in China, South Korea, and the United Kingdom. Findings indicate that functional and social factors have significant impacts on user attitudes towards mobile recommender systems. The relationships between belief factors and attitudes are moderated by two cultural values: collectivism and uncertainty avoidance. The theoretical and practical implications of applying theory of reasoned action and innovation diffusion theory to explain the adoption of new technologies in societies with different cultures are also discussed.National Research Foundation of Korea Grant funded by the Korean governmen

Tourism in contemporary cities. Proceedings of the International Tourism Studies Association Conference: University of Greenwich, London, UK 17–19 August 2016 Conference Proceedings

The 6th International Tourism Studies Association (ITSA) Biennial conference was held at the University of Greenwich, London, England from 17‐19 August 2016. This was the first time that the conference had been held in Europe and it provided a unique opportunity to meet, hear from and network with tourism scholars and professionals from across Europe, Asia, Australasia, and North and South America. ITSA has a mission to encourage interaction and cooperation between developing and developed countries and the conference was successful in attracting 130 delegates from 29 countries. The main theme of the conference was 'Tourism in Contemporary Cities' with four conference sub‐themes of ‘Tourism Cities and Urban Tourism’, ‘The Chinese Market for European Tourism’, ‘River, Cruise and Maritime Tourism’, and ‘Heritage Tourism in Cities’, The subthemes were chosen to reflect the unique location of the conference on the UNESCO Maritime Greenwich World Heritage Site, and London which is Europe’s most visited tourist destination. The conference also presented ‘Dark Tourism and Cities’ and ‘Tourism and Communist Heritage’ as special sessions