TOURIST DECISION-MAKING WHEN SELECTING A DESTINATION: AN ANALYTICAL HIERARCHY PROCESS ANALYSIS OF CONSUMPTION VALUES

Background. China’s demographic transition into an aging society has reshaped the country’s consumer landscape, positioning older adults as a strategically vital market segment. This demographic shift is particularly consequential in the liquor industry, where traditional Chinese liquors hold deep cultural, ceremonial, and social significance. Aims. (1) to explore the influence of functional value, social value, emotional value, Epistemic value, and conditional value on consumer satisfaction; (2) to analyze the influence of functional value, social value, emotional value, epistemic value, and conditional value on consumers' intention to buy Fenjiu. (3) to verify the mediating role of consumer satisfaction. Methods. This study used a quantitative research method, surveyed 412 Chinese elderly people who had experience in purchasing Fenjiu, and then analyzed the data using a structural equation model. Result. Functional, social, emotional, and epistemic values all exert significant positive effects on consumer satisfaction, while conditional value fails to reach statistical significance. Social, epistemic, functional, and conditional values significantly predict purchase intention, while emotional value is not significant. Satisfaction significantly and positively predicts purchase intention and serves as a stable mediator in the paths of functional, social, emotional, and epistemic values, while the path from conditional value does not reach significance.. Conclusion. The findings highlight the importance of emotional and epistemic engagement in aging consumers’ liquor consumption and offer strategic insights for culturally rooted brand marketing

Purpose This study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services. Design/methodology/approach The data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equation modeling. Findings The authors found support for effects from functional, epistemic and emotional value on intention. Functional and emotional value significantly influenced trust, while social and epistemic value did not. Social value was a significant moderator between functional value and intention. Consumers who were relatively unconcerned with social value were more motivated by functional value, while consumers who placed great emphasis on social value were motivated by epistemic value. Multigroup analysis showed that the effect from functional value on trust was stronger for urban than rural customers, while the effect from emotional value on trust was stronger for rural than urban customers. Practical implications Overall, functional value is the strongest predictor of trust and intention; therefore, bank managers are encouraged to promote m-banking services' functional value to increase trust and attract more users by promoting their companies' m-banking application. M-banking customers can also be classified based on the benefits in which they are most interested. Originality/value The study is one of the first attempts to demonstrate empirically how consumption values' dimensions drive m-banking use among different types of customers in a developing market context with a high m-banking penetration rate.

The present study aims to explore the differences among business students’ customer perceived value before and after admission in the higher education institution. Data was collected using self-questionnaire method on different dimensions of Customer Perceived Value including Functional Value, Epistemic Value, Social Value, Emotional Value, Conditional Value and Image Value. Data was analyzed using SPSS. Results reflect that there is a difference in the dimensions of perceived value in both stages. This research will help the higher education practitioners to serve the prospective and current customers properly as they will know the differences in their perceptions before and after admission. They will able to provide better learning experience to the students and ultimately getting more admission. Future research opportunities are also discussed. Aim: The purpose of the study is to determine the role of customer perceived value and identify the comparisons in pre and post purchase stage among university students.Methodology: A self-administered questionnaire was used to obtain the responses from university students. The responses were acquired about different dimensions of Customer perceived value including functional value, epistemic value, social value, emotional value, conditional value and image value. The data is analyzed using the software package of Statistical Package for the Social Sciences (SPSS).Findings: The results uncovered that the empirical significance of perceived value is multidimensional. Notably, social value, emotional value and conditional values differs at pre-admission stage in comparison to post-admission stage. In addition, epistemic value, functional value and perceived image value proven similar at pre-admission and post-admission stage.Implications: Universities should improve social, emotional and conditional support during pre-admission to lure learners. Likewise, creating and maintaining epistemic, functional, and image value to the extent of admission guarantees student satisfaction. Students should use these dimensions to match expectations with what institutions have to offer for great experiences.Value: This paper presents the multifaceted construct of perceived value in HE and provides implications of the findings for managing value at various stages. The study guides the stakeholders to improve their students’ experiences and to match institution initiatives with students’ expectations successfully.

BackgroundLong before the outbreak of COVID-19, chatbots had been playing an increasingly crucial role and gaining growing popularity in health care. In the current omicron waves of this pandemic when the most resilient health care systems at the time are increasingly being overburdened, these conversational agents (CA) are being resorted to as preferred alternatives for health care information. For many people, especially adolescents and the middle-aged, mobile phones are the most favored source of information. As a result of this, it is more important than ever to investigate the user experience of and satisfaction with chatbots on mobile phones.ObjectiveThe objective of this study was twofold: (1) Informed by Deneche and Warren’s evaluation framework, Zhu et al’s measures of variables, and the theory of consumption values (TCV), we designed a new assessment model for evaluating the user experience of and satisfaction with chatbots on mobile phones, and (2) we aimed to validate the newly developed model and use it to gain an understanding of the user experience of and satisfaction with popular health care chatbots that are available for use by young people aged 17-35 years in southeast China in self-diagnosis and for acquiring information about COVID-19 and virus variants that are currently spreading.MethodsFirst, to assess user experience and satisfaction, we established an assessment model based on relevant literature and TCV. Second, the chatbots were prescreened and selected for investigation. Subsequently, 413 informants were recruited from Nantong University, China. This was followed by a questionnaire survey soliciting the participants’ experience of and satisfaction with the selected health care chatbots via wenjuanxing, an online questionnaire survey platform. Finally, quantitative and qualitative analyses were conducted to find the informants’ perception.ResultsThe data collected were highly reliable (Cronbach α=.986) and valid: communalities=0.632-0.823, Kaiser-Meyer-Olkin (KMO)=0.980, and percentage of cumulative variance (rotated)=75.257% (P<.001). The findings of this study suggest a considerable positive impact of functional, epistemic, emotional, social, and conditional values on the participants’ overall user experience and satisfaction and a positive correlation between these values and user experience and satisfaction (Pearson correlation P<.001). The functional values (mean 1.762, SD 0.630) and epistemic values (mean 1.834, SD 0.654) of the selected chatbots were relatively more important contributors to the students’ positive experience and overall satisfaction than the emotional values (mean 1.993, SD 0.683), conditional values (mean 1.995, SD 0.718), and social values (mean 1.998, SD 0.696). All the participants (n=413, 100%) had a positive experience and were thus satisfied with the selected health care chatbots. The 5 grade categories of participants showed different degrees of user experience and satisfaction: Seniors (mean 1.853, SD 0.108) were the most receptive to health care chatbots for COVID-19 self-diagnosis and information, and second-year graduate candidates (mean 2.069, SD 0.133) were the least receptive; freshmen (mean 1.883, SD 0.114) and juniors (mean 1.925, SD 0.087) felt slightly more positive than sophomores (mean 1.989, SD 0.092) and first-year graduate candidates (mean 1.992, SD 0.116) when engaged in conversations with the chatbots. In addition, female informants (mean 1.931, SD 0.098) showed a relatively more receptive attitude toward the selected chatbots than male respondents (mean 1.999, SD 0.051).ConclusionsThis study investigated the use of health care chatbots among young people (aged 17-35 years) in China, focusing on their user experience and satisfaction examined through an assessment framework. The findings show that the 5 domains in the new assessment model all have a positive impact on the participants’ user experience and satisfaction. In this paper, we examined the usability of health care chatbots as well as actual chatbots used for other purposes, enriching the literature on the subject. This study also provides practical implication for designers and developers as well as for governments of all countries, especially in the critical period of the omicron waves of COVID-19 and other future public health crises.

The purpose of this study is to identify a customer perceived value associated with Smartphone and examine its impact on student’s deviant behaviour. Also this study examines the impact of perceived value on students’ academic performances. A sample size of 122 full-time students were randomly chosen from various educational institutions. A multi-factor leadership questionnaire with a Likert-Scale from 1-5 was used to collect the data to determine customer perceived value associated with Smartphone and its impact on student deviant behaviour and performance. To ensure reliability and validity of the data set, the sample size only includes students who have been using a Smartphone for minimum of four months. Descriptive statistics shows that the most significant perceived value associated with Smartphone is functional value followed by emotional value and epistemic value. Social value was the least reason that students consider when purchasing and consuming a Smartphone. In terms of correlations, this study found that overall customer perceived value associated with smartphone is highly correlated with student deviant behaviour and performance. Also this study found that there is no significant correlation between emotional, epistemic and functional value with student deviant behaviour. This study only found a significant and positive relationship between perceived social value and student deviant behaviour. Also this study found no significant relationship between emotional value and functional value with student performance. Bivariate multiple regression analysis shows that there is no significant influence of any perceived value (functional, emotional, social and epistemic) on student deviant behaviour. This study only found perceived social value has a significant impact on student academic performances. However, overall perceived value associated with smartphone has a significant and positive impact on both student deviant behaviour and their academic performances. The current study contributes to the body of research by investigating the combined impacts of customer perceived value on student deviant behaviour using one instrument, in one area setting. This research shows that customer perceived value associated with smartphone is crucial in managing student deviant behaviour and academic performance. Future research should be undertaken on different context or by increasing the sample size by widening the research context to ensure validity and reliability of the results.

Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates that functional, emotional, social, and epistemic values enhance brand relationships. However, the most effective element of consumption values on consumer satisfaction or brand commitment is different. Specifically regarding running shoes, this article empirically compares functional, emotional, social, and epistemic values with consumer satisfaction and brand commitment. Using a mediated–moderation regression model, this article collected 844 Japanese samples from a marathon in Kobe, Japan, and tested how multiple consumption values affected consumer satisfaction and brand commitment, moderated by age. The results show that consumption values except epistemic value have positive effects on consumer satisfaction and brand commitment. In particular, this article uncovers the moderating effect of age in social values and consumer satisfaction. Specifically, social values affect consumer satisfaction when consumers are under 39 years old. This paper also found that functional value and social value have the strongest effect on consumer satisfaction and brand commitment, respectively, compared with other values. Contravening consumption value theory, our data suggests that epistemic value impedes brand commitment. Keywords: Consumption Values Theory, Consumer Satisfaction, Brand Commitment, Running Shoes JEL Classifications: M10, M21, M31 DOI: https://doi.org/10.32479/irmm.8713

The purpose of this study is to determine: 1) whether functional values have a positive effect on green purchase intention, 2 ) whether social values have a positive effect on green purchase intention, 3 ) whether emotional values have a positive effect on green purchase intentions, 4) whether social values have a positive effect on positive effect on green purchase intention, 5) whether the epistemic value has a positive effect on green purchase intention, 6) whether green purchase intention has a positive effect on green purchase behavior. This research was conducted on women who know about the existence of cloth sanitary napkins. The survey method was carried out in this study. Data was collected by collecting questionnaires. The number of samples obtained in this study was 162 samples. The sampling technique was done by convenience sampling. Partial Least Square- Structural Equation Modeling approach with the SmartPls program is used in this research. The results showed that the functional, social, and epistemic values did not have a positive effect on green purchase intention. Emotional and conditional values have a positive effect on green purchase intention. Green purchase intention has a positive effect on green purchase behavior.

PurposeThis study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of sustainable consumption attitude from the viewpoint of the theory of consumption values.Design/methodology/approachData were collected using a structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modelling and hierarchical regression analysis were employed for data analysis.FindingsThe results indicated the significant association of functional value-price, emotional value, social value and epistemic value with purchase behaviour. Anxiety had a positively significant influence on functional (quality), functional (price), emotional, social, conditional and epistemic values. In addition, the results indicated that functional (price), emotional, social and epistemic values played mediating effects in the relationships between anxiety and purchase behaviour. Moreover, sustainable consumption attitude had a positive moderating effect on functional value-price and purchase behaviour.Practical implicationsThe research not only provides novel and original insights for understanding organic consumption but also provides a reference for organic retailers to develop sales strategies and policymakers to formulate policies to guide organic consumption that are conducive to promoting sustainable consumption.Originality/valueFor the first time, this research attempts to explore the relationships among different consumption values, anxiety and purchase behaviour. It may improve the gap of inconsistency in attitude and behaviour in organic consumption, and provide a new perspective for the study of organic consumption.

Similar to any other tourism products, destinations are experiential, making evaluating prior to experience quite challenging. Social medias such as Instagram nowadays performs as guide for prospective travelers when making decisions. This is because Instagram help tangibilize the intangibles through its shared photo and video contents. Moreover, Instagram also offers text-based information that could help tourists when choosing their destinations. Lastly, tourists find content posted on Instagram to be reliable and acceptable as a source of information. While there are several aspects of social media platforms, there has been no clear indications as to which of its aspects play the most significant role towards travelers' destination choice. The objective of this research is to investigate which aspects of social media significantly affect tourists' destination choice. Online questionnaires were distributed to 154 millennial respondents who live in Jakarta and have integrated Instagram into their destination selection process. Findings indicated photo attractiveness and trustworthiness of content have significant relationships while textual information did not have a significant relationship with the effect of Instagram on destination choice. Travel agencies, marketers and destinations' authorities can use the findings of this study for their marketing strategies.

This study examines the factors that influence the intention to continue using the Go-Food application in Padang City, focusing on the role of functional value, social value, emotional value, conditional value, epistemic value and gender as moderation. This study aims to determine the effect of consumption values on continued usage intentions, and test the moderating role of gender in the relationship. The sample used was 320 respondents. The data were processed using SmartPLS and collected through an online questionnaire. The results showed that (1) Functional Value has a positive and significant effect on Continued Usage Intention in Go-Food users. (2) Social Value has no significant effect on Continued Usage Intention in Go-Food users. (3) Emotional Value has a positive and significant effect on Continued Usage Intention in Go-Food users. (4) Conditional Value has a positive and significant effect on Continued Usage Intention in Go-Food users. (5) Epistemic Value has a positive and significant effect on Continued Usage Intention in Go-Food users, and gender moderates the influence of several value variables (Functional Value, Emotional Value, Conditional Value, and Epistemic Value) on Continued Usage Intention at Go-Food, but does not moderate the influence of Social Value. Gender tends to strengthen the influence of emotional and epistemic aspects on women, while functional and conditional values have more influence on men.

This study attempted to investigate the mediating effects of selection attributes in the influence of beauty salon consumption values on behavioral intention against baby boomer women. The collected data were analyzed, using SPSS 26.0. For the analysis of subjects’ demographic characteristics, frequency analysis was performed. To examine baby boomers’ consumption values, beauty salon selection attributes and behavioral intention, descriptive statistics was conducted. For the analysis of the mediating effects of beauty salon selection attributes in the effects of consumption values on behavioral intention, in addition, hierarchical regression analysis was performed, and the results found the followings: First, consumption values had a statistically significant influence on social, emotional, functional and conditional values (physical images). In the effects of consumption values on personal images, a statistically significant influence was observed in emotional, epistemic and conditional values. Second, in the mediating effects of selection attributes on physical images, partial mediation effects were found in social, emotional and epistemic values while functional and conditional values revealed full mediation effects. In personal images, partial mediation effects were observed in social, emotional and epistemic values.

Within the technological acceptance model framework, the study investigates the connection between the theory of consumption values and customers’ perceptions of mobile food delivery apps. In this context, the relationships among functional, social, emotional, epistemic, and conditional values that comprise consumption values, as well as perceived ease of use, usefulness, and intention to use, which comprise the technology acceptance model, were investigated. The interactions between the consumption value and technological acceptance model dimensions were also examined. The study used convenience sampling, an online survey, and structural equation modelling to analyse data from 613 Turkish consumers. According to the analysis, a positive and significant relationship exists between consumption values (functional, social, emotional, epistemic, and conditional values) and perceived ease of use and perceived usefulness. Additionally, it was shown that there were positive and significant relationships between perceived ease of use, perceived usefulness, and intention to use. Besides, functional value positively influences the perceived ease of use and perceived usefulness of food delivery apps. It is seen that epistemic value also positively affects the perceived ease of use; however, emotional value negatively impacts the perceived usefulness of food delivery apps. Finally, this study also examined the mediating effect of perceived usefulness and perceived ease of use. The mediation analysis shows that perceived usefulness and perceived ease of use have a mediating effect on theory of consumption values and intention to use. These findings support the link between the theory of consumption values and the technological acceptance model.

The power of emotional value: Exploring the effects of values on green product consumer choice behavior

The purpose of this study is to investigate the relationship between consumption value and consumption propensity and tourist satisfaction and to verify the mediating effect of consumption propensity on tourists visiting China. A total of 300 surveys were conducted from December 1, 2018, to January 30, 2019, Overall, 286 surveys were conducted for SPSS 23.0. The empirical results of this study are as follows. First, five sub-factors of the consumption value were selected: social value, functional value, epistemic value, emotional value, and conditional value. For consumption propensity, two sub-factors labeled practical propensity and others-conscious propensity were chosen. Tourist satisfaction was set to be a single factor. Second, as for the results of identifying the importance of sub-factors of the consumption value, the order was social value, functional value, epistemic value, emotional value, and conditional value. Third, the relationship between the consumption value and tourist satisfaction showed that all factors of consumption value had a significant positive effect on tourist satisfaction. Fourth, the result of examining the relationship between the consumption value and consumption propensity showed that the factor of consumption value such as social value, functional value, epistemic value, the emotional value had a significant positive effect on tourist satisfaction while the conditional value had not, and all five factors of consumption value and others-conscious propensity had significant positive regression weight. Fifth. the result of checking the relationship between the consumption propensity and tourist satisfaction showed that all factors of consumption propensity had a significant positive effect on tourist satisfaction. Sixth, the analyses of mediating effect revealed as follows; the relationship between consumption value and tourist satisfaction was partially mediated by four factors, functional, emotional, epistemic, social, of the practical propensity of consumption propensity; and the relationship between consumption value and tourist satisfaction was partially mediated by all factors, of the others-conscious propensity of consumption propensity.

The purpose of this study is to examine the effects of consumption values (i.e., functional value, social value, emotional value, conditional value, epistemic value, environmental value, and health value) on women’s choice behavior toward organic yogurt. Structural equation modeling is used to assess data collected by a questionnaire survey. The results indicate that functional value–quality, functional value–taste, and functional value–price; conditional value; epistemic value; and health value have positive effects on choosing organic yogurt by women, and social value, emotional value, and environmental value have no effects on the subject. Among variables, epistemic value and health value have the highest impact on consumer choice behavior toward organic yogurt. So this study concludes that the main influence factors on choice behavior regarding organic yogurt are epistemic value and health value. In fact, consumers have high knowledge about organic yogurt benefits related to their health.