2,046 research outputs found

    Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands

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    Premium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of Missing Out (FOMO), and Hedonism are driving factors. The survey technique was used to collect data on the answers of premium laptop consumer respondents using purposive sampling of 633 buyers of premium laptop products. Data analysis of data processing and presentation using Structural Equation Modeling using SmartPLS 4.0 software. The results showed that social status and Hedonism are driving factors for brand love and willingness to pay for premium laptop products. Next, FOMO feelings also cause hedonism, but cannot make customers willingness to pay (WTP). The role of brand love and hedonism can mediate social status and FOMO on willingness to pay

    EMOTIONAL SHOPPING IN E-COMMERCE: HOW ARE URBAN ADOLESCENTS SPENDING DURING THE COVID-19 PANDEMIC?

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    The presence of Covid-19 has influenced various aspects of life, including buying and selling activities. This study aims to investigate the reasons for the emergence of emotional shopping behavior in e-commerce among adolescents in Tegal City during the Covid-19 pandemic. This study used a qualitative method with a case study among adolescents who use e-commerce. Data collection techniques in this study were conducted through semi-structured interviews with 7 main participants and 7 supporting participants, non-participant observation, and documentation studies. The triangulation technique method was used to obtain valid data by comparing data from observations, interviews, and documentation. The results of this study indicate that emotional shopping behavior by adolescents in Tegal City arises because of four main factors: insecurity, brand-minded lifestyle, joining the trends, and store atmosphere, which can further be seen as the embodiment of emotional shopping. Male adolescents tend the purchase goods to support their hobbies, while female adolescents to support their physical appearance. These findings can form the basis for further research in the field of consumer psychology and adolescent shopping behavior amidst the current online shopping trend, which has become increasingly dominant even after the pandemic has passed

    Factors affecting consumers’ behavioral intentions to use and adopt digital wallets

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    The current research paper aims to pinpoint the determinants that impact consumers' perceived ease and perceived usefulness of digital wallet usage in Jordan. To accomplish this, the Technology Acceptance Model (TAM) has been used, which encompasses additional dimensions like the perceived risk of COVID-19, social influence, government support, promotional benefits, perceived value, and personal innovativeness. A quantitative research approach was employed in this paper; an online survey was applied to gather data from a total of 401 participants. The gathered data underwent analysis using a two-step PLS-SEM method. The study outcomes show that digital wallet users' perception of promotional benefits and perceived value significantly and positively affect the digital wallet's perceived usefulness. However, governmental support and social influence do not have a significant impact on digital wallets' perceived usefulness

    Digital Marketing and Sustainability in the Era of Climate Change: PLS-Structural Equation Modeling Approach

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    This paper aimed to examine the Buying behavior and awareness among the active community of 4.54 billion web-based users (59% of the Global populace) and their concerns over the issue of Climate Change, environment-friendly practices, recyclable packaging, safe and human-grade products, and services appeal to the sensitivity and culture of the digitized platform users. The online survey method was used to collect data from 482 participants via an online questionnaire. This study derived data from an ethically/commercially motivated online survey (n = 482) (used PLS-SEM Modeling for the analysis of complex latent variables) from the UK, USA, Canada, Pakistan, and Saudi Arabia, to determine general domestic buying/consumption patterns and preferences; most narrowly related with the concern/responsibility/awareness of disruptive climate change. The studys findings established positive relationships between Clients and conceptions patterns of everyday buying for contributing to climate change and environment-related consumer buying practices. The study suggests both challenges assumed wisdom about environment-related user behavior patterns and suggest future projected gaps for 2030-2050 for future research. The experts perspectives offer an inclusive chronicle on vital facets of this imperative topic as well as views on related issues plus artificial intelligence, driven social and digital Green Marketing complexities, gaps, and limitations in the contemporary research, bonding Green Marketing with buying complexities, climate change and especially clients transformed online buying behavior

    Destination Image and Tourist Intention to Recommend Visiting NEOM City in Saudi Arabia

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    The travel and tourism industry is a key sector for economic development and job creation around the world. The purpose of this paper is to understand the antecedents of Tourist Intention to Visit NEOM city. The data was collected among 200 Saudi citizens. Smart-PLS was used to test the model. The results show that there is a strong link between Attitude and Tourist Intention to Visit NEOM city. Similarly, the results have shown that there is a strong link between Subjective norms and Tourist Intention to Visit NEOM city. Surprisingly, results also show that the link between Perceived behavior control and Tourist Intention to Visit NEOM city is not supported in this study. With regards to the moderating effect of Destination image, the finding shows that Destination image moderates the relationship between Attitude and Tourist Intention to Visit NEOM city, such that the effect is stronger when the level of Destination image is high. Surprisingly, the moderating effect of Destination image on the relationships between Perceived behavior control and Tourist Intention to Visit NEOM city and Subjective and Tourist Intention to Visit NEOM city are not supported. The various theoretical and practical significance of these findings are discussed Keywords: Destination image, Attitude, Subjective norms, Perceived behavior control, Tourist Intention DOI: 10.7176/JTHS/63-03 Publication date: January 31st 202

    Factors Influencing Consumer Satisfaction and Use Intention of B2C E-Commerce Platforms on Chengdu, China

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    Purpose: This paper aimed to explore the factors influencing the satisfaction and use intention of B2C e-commerce platforms among residents in Chengdu. Research design, data, and methodology: The researcher used a quantitative survey method to conduct the study. The conceptual framework was based on the Technology Acceptance Model (TAM). The key variables included service quality, information quality, system quality, perceived ease of use, perceived usefulness, use intention, and satisfaction. The validity of the research instrument was assessed by The index of item-objective congruence (IOC), and a pilot test by Cronbach alpha coefficient reliability test. A questionnaire survey was conducted among 500 permanent residents in Chengdu. Additionally, confirmatory factor analysis and structural equation modeling were used as statistical analysis tools to evaluate the data. Results: The analysis revealed that service quality, system quality, and perceived ease of use significantly impacted use intention and satisfaction. System quality and information quality significantly affected perceived usefulness. Satisfaction had a significant effect on the use intention. On the contrary, information quality and perceived usefulness had no significant impact on use intention. Conclusions: The government and companies should facilitate users to use the platform and thus create a good experience so that they would want to use the B2C e-commerce platform for shopping

    Desired sensory branding strategies in-store versus online: the skincare industry

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    Modern shoppers are inundated with purchasing options in every product category, with thousands of brands competing for their patronage. It has therefore become increasingly important for organisations to differentiate product offerings in the market if they want to be competitive. It has further been highlighted that an individual’s experience of a brand is of paramount importance, as it is directly linked to brand loyalty. A vehicle for creating memorable brand experiences is the utilisation of multi-sensory experiences or sensory branding. Within the context of traditional or in-store shopping, sensory branding encompasses the use of visual, auditory, olfactory, tactile and gustatory stimuli to adjust consumer purchasing behaviour. However, more and more consumers are opting for online shopping, spurred on by the effects of the global COVID-19 pandemic, and are no less demanding of brands online than they would be in-store. The cosmetics and personal care industry is one of the more predominant gainers from e-commerce. The skincare industry exhibited one of the largest growth rates from 2019 – 2025 and had an estimated market value of 155.8billionin2022.WhenconsideringtheSouthAfricanskincareindustryinisolation,thereisnoexception,categorisedbyhighaveragegrowthratesandmanycompetitiveplayersinthemarket.ThisisapparentwhenconsideringthattheskincareindustrywithinSouthAfricaisexpctedtogrowannuallyby5.48155.8 billion in 2022. When considering the South African skincare industry in isolation, there is no exception, categorised by high average growth rates and many competitive players in the market. This is apparent when considering that the skincare industry within South Africa is expcted to grow annually by 5.48% from 2023 to 2027, translating to an industry value of 788.4 million by 2027 (Statista 2023). With reference to in-store shopping for skincare products, sensory marketing strategies have been known to be heavily relied on. Therefore, with consumers moving towards online shopping, it is essential for skincare businesses to consider how to deliver sensory experiences online as well as in-store. Whilst the importance of the use of sensory branding and marketing in the skincare industry is notable, both in-store and online, it was established that while there is research available on sensory branding, there is very limited academic research on digital sensory branding and the sensory branding of v skincare products. Moreover, to the researcher’s knowledge, no academic literature specifically investigates the digital sensory branding of skincare brands. Therefore, this study will contribute not only by adding academic research to the topic being investigated but also through rreccomendations made based on the outcomes of this study to skincare brands in South Africa. From the comprehensive literature review, a conceptual model was constructed to investigate the relationship between traditional and digital sensory branding strategies (independent variables) and brand loyalty (dependent variable). Two sets of hypotheses were formulated relating to the identified variables of this study and the empirical research conducted was utilised to deduce whether these hypotheses should be rejected or supported. To conduct the empirical research needed for this study, certain research methodology was employed. This study made use of a positivistic paradigm and a quantitative approach. The target population of this study constituted consumers who had purchased skincare products in-store as well as online and, as no true sample frame existed, respondents were selected through the use of non-probability sampling, more specifically, convenience sampling. To collect the data, an online survey was used, with the specific data collection instrument being a web-based self-administered questionnaire, which was distributed via social media platforms, such as Facebook and LinkedIn, as well as via email. Section A of the questionnaire focused on the demographic details of the respondents, while Section B – Section F related to the variables of the study. A total of 372 potential respondents started the questionnaire, however only 321 questionnaires were deemed usable after the data had been coded and cleaned, indicating a response rate of 86.3%. This study made use of both descriptive (measures of central tendency as well as standard deviation and skewness) and inferential (SEM Models, Primary Models, Pearson’s correlation coefficients, Chi-Square test of Association, ANOVAs and Welch Robust test, Tukey test and Games Howell Test as well as Cohen’s d) statistics to interpret the data, which was graphically illustrated. vi The empirical investigation conducted in this study between the variables and sub-variables revealed that significant relationships exist between traditional sensory branding strategies (traditional olfactory and tactile stimuli) and digital sensory branding strategies (digital visual, olfactory and tactile stimuli) and brand loyalty, with refence to the skincare industry. It was further notable that, with specific reference to the skincare industry, the sense of sight, smell and touch are key factors for sensory branding, whereas auditory stimuli were found to only be useful when used in unison with the other senses. Moreover, with reference to in-store shopping, it was deduced that consumers shop for skincare mostly via retail outlets, which could lead to sensory overload. Furthermore, the results of this study suggest that younger consumers are price sensitive. Based on the pertinent empirical results, and corresponding literature findings, of this study, recommendations were provided to businesses operating in the skincare industry. With reference to in-store trading, it was recommended that because skincare is mostly sold via retail outlets, the brand itself does not have control over all sensory stimuli to which the consumer is exposed. As a result, consumers may be subject to sensory overload and skincare brands should keep their sensory branding in-store simple. Moreover, skincare brands could make use of an in-store aesthetician or beautician, which would facilitate consumer-product interaction. With regards to online trading, a recommendation for skincare brands would be to use moving images or GIFs, which will allow the consumer to more easily imagine the feel of the product. Moreover, skincare brands can make use of brand ambassadors to create “unboxing” videos, which will convey more clearly the sensory information of the product and instil confidence in consumers. Reccomendations were also made with reference to the financial state of consumers, as the financial position of the respondents could influence their decision making. The limitations of this study comprised the availability of reliable existing sources to support the study as the concept of digital sensory branding is still relatively new and, due to the study being focused on the skincare industry, taste stimuli were excluded as they were found to have no relevance. Finally, vii based on all the literature findings and empirical results, recommendations for future areas of study were made. This study provides evidence that both traditional and digital sensory branding strategies have an influence on, or relationship with, brand loyalty. Through this study, the importance of sensory branding, with specific reference to the skincare industry, is brought to light. Furthermore, skincare brands can utilise the information provided to improve the experience of their consumers when shopping in-store, as well as online, thereby increasing their base of brand loyal consumers.Thesis (PhD) -- Faculty of Business and Economic Sciences, 202

    Blending the Material and Digital World for Hybrid Interfaces

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    The development of digital technologies in the 21st century is progressing continuously and new device classes such as tablets, smartphones or smartwatches are finding their way into our everyday lives. However, this development also poses problems, as these prevailing touch and gestural interfaces often lack tangibility, take little account of haptic qualities and therefore require full attention from their users. Compared to traditional tools and analog interfaces, the human skills to experience and manipulate material in its natural environment and context remain unexploited. To combine the best of both, a key question is how it is possible to blend the material world and digital world to design and realize novel hybrid interfaces in a meaningful way. Research on Tangible User Interfaces (TUIs) investigates the coupling between physical objects and virtual data. In contrast, hybrid interfaces, which specifically aim to digitally enrich analog artifacts of everyday work, have not yet been sufficiently researched and systematically discussed. Therefore, this doctoral thesis rethinks how user interfaces can provide useful digital functionality while maintaining their physical properties and familiar patterns of use in the real world. However, the development of such hybrid interfaces raises overarching research questions about the design: Which kind of physical interfaces are worth exploring? What type of digital enhancement will improve existing interfaces? How can hybrid interfaces retain their physical properties while enabling new digital functions? What are suitable methods to explore different design? And how to support technology-enthusiast users in prototyping? For a systematic investigation, the thesis builds on a design-oriented, exploratory and iterative development process using digital fabrication methods and novel materials. As a main contribution, four specific research projects are presented that apply and discuss different visual and interactive augmentation principles along real-world applications. The applications range from digitally-enhanced paper, interactive cords over visual watch strap extensions to novel prototyping tools for smart garments. While almost all of them integrate visual feedback and haptic input, none of them are built on rigid, rectangular pixel screens or use standard input modalities, as they all aim to reveal new design approaches. The dissertation shows how valuable it can be to rethink familiar, analog applications while thoughtfully extending them digitally. Finally, this thesis’ extensive work of engineering versatile research platforms is accompanied by overarching conceptual work, user evaluations and technical experiments, as well as literature reviews.Die Durchdringung digitaler Technologien im 21. Jahrhundert schreitet stetig voran und neue Geräteklassen wie Tablets, Smartphones oder Smartwatches erobern unseren Alltag. Diese Entwicklung birgt aber auch Probleme, denn die vorherrschenden berührungsempfindlichen Oberflächen berücksichtigen kaum haptische Qualitäten und erfordern daher die volle Aufmerksamkeit ihrer Nutzer:innen. Im Vergleich zu traditionellen Werkzeugen und analogen Schnittstellen bleiben die menschlichen Fähigkeiten ungenutzt, die Umwelt mit allen Sinnen zu begreifen und wahrzunehmen. Um das Beste aus beiden Welten zu vereinen, stellt sich daher die Frage, wie neuartige hybride Schnittstellen sinnvoll gestaltet und realisiert werden können, um die materielle und die digitale Welt zu verschmelzen. In der Forschung zu Tangible User Interfaces (TUIs) wird die Verbindung zwischen physischen Objekten und virtuellen Daten untersucht. Noch nicht ausreichend erforscht wurden hingegen hybride Schnittstellen, die speziell darauf abzielen, physische Gegenstände des Alltags digital zu erweitern und anhand geeigneter Designparameter und Entwurfsräume systematisch zu untersuchen. In dieser Dissertation wird daher untersucht, wie Materialität und Digitalität nahtlos ineinander übergehen können. Es soll erforscht werden, wie künftige Benutzungsschnittstellen nützliche digitale Funktionen bereitstellen können, ohne ihre physischen Eigenschaften und vertrauten Nutzungsmuster in der realen Welt zu verlieren. Die Entwicklung solcher hybriden Ansätze wirft jedoch übergreifende Forschungsfragen zum Design auf: Welche Arten von physischen Schnittstellen sind es wert, betrachtet zu werden? Welche Art von digitaler Erweiterung verbessert das Bestehende? Wie können hybride Konzepte ihre physischen Eigenschaften beibehalten und gleichzeitig neue digitale Funktionen ermöglichen? Was sind geeignete Methoden, um verschiedene Designs zu erforschen? Wie kann man Technologiebegeisterte bei der Erstellung von Prototypen unterstützen? Für eine systematische Untersuchung stützt sich die Arbeit auf einen designorientierten, explorativen und iterativen Entwicklungsprozess unter Verwendung digitaler Fabrikationsmethoden und neuartiger Materialien. Im Hauptteil werden vier Forschungsprojekte vorgestellt, die verschiedene visuelle und interaktive Prinzipien entlang realer Anwendungen diskutieren. Die Szenarien reichen von digital angereichertem Papier, interaktiven Kordeln über visuelle Erweiterungen von Uhrarmbändern bis hin zu neuartigen Prototyping-Tools für intelligente Kleidungsstücke. Um neue Designansätze aufzuzeigen, integrieren nahezu alle visuelles Feedback und haptische Eingaben, um Alternativen zu Standard-Eingabemodalitäten auf starren Pixelbildschirmen zu schaffen. Die Dissertation hat gezeigt, wie wertvoll es sein kann, bekannte, analoge Anwendungen zu überdenken und sie dabei gleichzeitig mit Bedacht digital zu erweitern. Dabei umfasst die vorliegende Arbeit sowohl realisierte technische Forschungsplattformen als auch übergreifende konzeptionelle Arbeiten, Nutzerstudien und technische Experimente sowie die Analyse existierender Forschungsarbeiten

    The Use of Strategic Public Relations Communication Techniques in Campaigns to Raise Awareness of Breast Cancer: A Case Study of Breast Cancer Campaigns in Saudi Arabian Charities

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    This study investigates the efforts of cancer charities in the Kingdom of Saudi Arabia to raise awareness of breast cancer through communication campaign techniques in order to reduce its incidence, which has been rising in the Saudi population for several years. Applying the Diffusion of Innovations Theory of Rogers (2003) as a theoretical framework, qualitative primary data was collected through semi-structured interviews with 12 individuals working in public relations (PR) and communications practice at six cancer charities to understand their experience of designing and planning health communication strategies to bring about health-related behavioural change among Saudi women. The study also involved qualitative content analysis of the Twitter pages of the six charities during Breast Cancer Awareness Month (October) in 2018 to determine communicative functions in accordance with the classification scheme of Lovejoy and Saxton (2012). The interview data revealed that not all of the charities employed dedicated PR practitioners in their communication departments, but all carried out some PR functions, with a significant emphasis on the technical rather than managerial roles of PR. The participants were found to use various communication strategies and methods to reach different target audiences. However, considerable difficulty was experienced in the design of specific campaign planning strategies, with the participants demonstrating little use of breast cancer campaign strategy to overcome the lack of knowledge and awareness among Saudi women. The study confirmed that the charities did not use Twitter strategically, employing the platform largely as a one-way channel of information communication. Additionally, the charities rarely used promotional and mobilising messages as an action function and did not follow the commonly accepted relationship-building strategies such as dialogic and two-way communication
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