Consumer Experience Research Articles

Practical Guidance for Preparing for and Conducting Focus Groups and Interviews with Community Members for Cancer Research.

To support meaningful and productive engagement in cancer research, we provide practical guidance for preparing for and conducting focus groups and interviews with community members. We provide 11 recommendations in two printable resources: (a) a checklist for preparing for focus groups and interviews with community members, and (b) a list of practical strategies to use when conducting the focus groups and interviews. These recommendations are based on our experience facilitating 15 focus groups and 20 interviews with 52 community members to codesign the study materials for a population-wide qualitative survey for understanding the needs and experiences of adults affected by cancer in Queensland, Australia. The checklist includes six recommendations: (1) define and document recruitment procedures, (2) use diverse recruitment methods to recruit a diverse sample, (3) implement multiple strategies to prevent and detect fraudulent participant sign-ups, (4) offer flexible options for research participation, (5) develop and pilot visual session materials, and (6) nominate lead and support facilitators (focus groups only). Practical strategies include five recommendations with examples for how to implement these in practice: (1) allow time to get started, (2) invite focused participation, (3) keep track of time, (4) facilitate productive and insightful conversations, and (5) debrief after sessions for continuous quality improvement. These resources can be used by students, researchers, and health care professionals conducting focus groups and interviews with community members to optimize the consumer's experience of participation in cancer research. The recommendations presented may also be applicable in health research more broadly.

The impact of plant-based product denomination on consumer expectations and sensory perception: A study with vegan chocolate dessert

In recent years, there has been a growing demand for plant-based products from omnivorous consumers seeking a healthier and more sustainable diet, but sensory issues can still impact the consumption experience. Since food denomination and labeling can play a crucial role in consumer expectation and perception, investigating these interactions is essential. Thus, this study investigated the influence of plant-based product denominations on consumer expectations and sensory perceptions. Using descriptive and affective sensory analysis methods, the response of 300 untrained consumers to three variations of product denomination for the same sample of vegan chocolate dessert was evaluated: Vegan Chocolate Mousse (VCM), Chocolate Mousse (CM), and Creamy Coconut Dessert with Cacao (CCDC). The results indicated that the attributes expected by consumers for each denomination did not always correspond to the actual perceptions, particularly in terms of taste and aroma. The attributes highlighted in the consumption expectation varied among the sales denominations, although the perceived attributes did not significantly differ between the names. Furthermore, the addition of the term “vegan” in the name contributed to a greater correspondence between expectation and consumption reality, although the acceptance score did not significantly differ between the denominations. It was also noted that the term “mousse” did not adequately reflect the texture of the products, prompting consumers to suggest replacing the term with “cream.” The study reinforces the importance of transparent and informative labeling strategies to promote the acceptance of plant-based foods, thereby encouraging increased consumption frequency of plant-based analogs by non-restricted diet consumers, resulting in a better consumption experience.

IMPROVING PURCHASING DECISIONS THROUGH PERCEIVED FOOD QUALITY: AN SERVICE DOMINANT LOGIC (SDL) APPROACH

This study aimed to investigate the impact of visual and verbal packaging on purchasing choices by assessing the perceived quality of food. One hundred seventy-five respondents were surveyed, specifically consumers who purchase MSME food goods in Banyumas Regency, including food, beverages, crafts, and other packaged items. This study employs AMOS structural equation modelling to examine the proposed research model. The findings indicate that visual and verbal packaging benefits the perceived quality of food and influences consumers' purchasing choices. The variable of perceived food quality has a beneficial influence on purchase decisions and can operate as a mediator between visual and verbal packaging regarding buying decisions. The model is grounded in the Service's Dominant logic and the consumption value theory. According to this theory, consumer behaviour is influenced by cognitive and hedonic evaluations that stem from consumption experiences. These experiences highlight the active involvement of consumers in creating value during their interactions with products, including visual packaging, verbal packaging, and perceived food quality.

Community Shaping and User Segmentation: A New Approach to Shaping Consumer Stickiness--Take Lululemon as an Example

In recent years, social marketing has become an indispensable part of the marketing strategies of major sports brands. This article uses literature analysis, case tracking and other research methods to analyze the social marketing of Lululemon, a well-known Canadian sports brand. The study found that Lululemon makes full use of user segmentation to locate its target audience, and then carries out community building for the target group, combining online and offline, so as to better convey the brand concept, arouse consumer resonance, and achieve the purpose of strengthening consumers' brand stickiness. Based on this analysis, this article puts forward several inspirations for the community marketing of major sports brands: carrying out user segmentation and accurately positioning brand target groups is the foundation; focusing on consumer experience feedback, creating efficient communities, and conveying the core concepts of the brand are the key is to increase consumer stickiness and improve consumer loyalty to the brand.

Factors affecting individual sports consumption motivation towards sports consumption behavior: A bibliometric analysis

The purpose of this research is to present a bibliometric analysis of the literature on the ways in which the motivations of individual sports consumers impact the creation of sports infrastructure and the creation of sports-related policy. Design/methodology/approach: Based on the PRISMA approach and information gleaned from the Scopus database, 2605 publications were found to be pertinent to the subject. We conducted a literature analysis of trends and patterns using VOSviewer-based knowledge mapping. Findings: Recent years have seen a proliferation of scholarly publications on the topic of individual sports consumption motivation and its influence on policy formulation and infrastructure development. This suggests that interest in this field is expanding. The list of eminent journals, decision-makers, and organizations involved in this issue demonstrates its global influence. The interdisciplinary nature of the subject is reflected in the study’s emphasis on the most widely published authors and key research terminology. Originality/value: This study closes significant knowledge gaps regarding the complex interactions between societal, environmental, and individual factors that affect the motivation to consume sports and how these motivations influence decisions about sports infrastructure and policies. It does this by using bibliometric techniques and the most recent data. The project aims to create a more thorough picture of how public health policy, sports governance, and urban planning are impacted by the motivations behind sports consumption. Policy implications: Policymakers, planners, and sports organizations can use the results to generate more targeted and effective strategies for the development of sports infrastructure and policy formulation. The study highlights how important it is to make well-informed policy decisions and participate in customized involvement in order to improve public welfare and the overall sports consumer experience.

MV‐QUAL: A tool for understanding decisions to purchase virtual products in the metaverse

AbstractThis paper develops the metaverse quality (MV‐Qual) scale and explores the various factors that may impact consumers' perceptions of quality and value when purchasing virtual products in a metaverse world. Utilizing Flow Theory and SERVQUAL as theoretical lenses to conduct our research, a framework was developed and tested, demonstrating how various factors are interconnected and impact consumers' shopping experiences in the metaverse. Data were collected from a national sample of 322 metaverse users in the United States and analyzed using partial least squares structural equation modeling in SmartPLS, complemented by a neural network causal analysis in Neusrel. The results demonstrated that several factors impact metaverse store quality and perceived virtual product value, including control, vividness, avatar design, rarity, and resale value. Subsequently, metaverse store quality and perceived virtual product value positively impact the intention to purchase virtual products in metaverse. This research contributes to the advancement of understanding consumer behavior in the metaverse and adds to the emerging marketing literature on the metaverse. Furthermore, the MV‐QUAL scale developed serves as a practical tool that both marketing researchers and practitioners can use to enhance understanding and discover new ways to improve the metaverse consumer experience.

The Salience of Less Important Product Attributes

ABSTRACTThe significance of product attributes, as reflected in online reviews during the initial purchase, may undergo changes following positive or negative product usage experiences. The purpose of this research was to investigate whether positive or negative product consumption experiences influence shifts in the perceived importance of product attributes and subsequent product choices, based on online quality ratings by attributes. A series of experiments demonstrated that the importance associated with an attribute's expectation in the pre‐purchase process shifted after a negative consumption experience with that attribute. The results showed that a change in both attribute importance and product choice following a negative attribute experience. A less important attribute that malfunctioned during the consumption experience became more crucial in the subsequent purchase (Study 1). However, this shift in importance may not be universal for all attributes; it was observed only when the attribute was moderately important (Study 2). This study contributes valuable empirical findings to the existing literature on online reviews by highlighting dynamic shifts in the importance weight of product attributes. E‐commerce practitioners are encouraged to allow formal purchasers to leave product reviews without time constraints, providing a platform for reflecting users' lifelong consumption experiences.

INOVASI GAMIFIKASI WEBSITE PERSY PERFUME SEBAGAI PENGALAMAN KONSUMEN DALAM PEMILIHAN PARFUM KEPRIBADIAN SECARA DIGITAL

This research will discuss how the gamification innovation of the Persy Perfume website in providing a consumer experience for digital personality perfume selection. The trend of using perfume products in Indonesia is increasing, marked by the emergence of many local perfume brands with globally competitive quality. However, product innovation is needed to increase consumer interest in using the product, one of the strategies that can be used is to provide a consumer experience in purchasing products. Persy Perfume is a local brand that uses the aroma of Indonesian spices as a unique selling product and elevates the local culture of wayang as a variant of each scent. Persy through its website provides a consumer experience through "Petualangan Persy Aroma" as a form of innovation in the form of personality test gamification to provide perfume scent recommendations that match the consumer's personality in digital purchases. This research is research with a qualitative descriptive method, to find out how gamification innovations in providing consumer experience to increase consumer interest in shopping for perfume digitally. The result found is that Persy Perfume has found a new innovation in providing a consumer experience through the " Petualangan Persy Aroma", this is an interesting innovation and a new way in the perfume industry to provide a digital consumer experience. By providing a new experience for consumers, this can invite interest from potential consumers to buy the product.

Quality indicators to monitor the quality and safety of care for older people: a scoping review protocol.

The objective of this review is to identify quality indicators used to monitor the quality and safety of care provided to older people (≥ 65 years old) in 8 care settings: primary care; hospital/acute care; aged care (including residential aged care and home or community care); palliative care; rehabilitation care; care transitions; dementia care; and care in rural areas. There is a need for high-quality, holistic, person-centered care for older people. Older people receive care across multiple care settings, and population-level monitoring of quality and safety of care across settings represents a significant challenge. National and international quality indicators used to monitor and evaluate the quality and safety of care at the population level for older individuals in the 8 key care settings will be considered for inclusion. English-language quantitative and mixed method studies published from 2012 will be considered. Academic (MEDLINE, Embase) and gray (government websites, clinical guidelines, Google) literature searches will be conducted. A standardized data extraction tool will be used to describe the identified quality indicators and associated tools. Quality indicators will be categorized by key domains (ie, pain, function, consumer experience, service delivery); quality indicator type (structure, process, outcome); and the Institute of Medicine's 6 dimensions of care quality (eg, efficiency, effectiveness, appropriateness, accessibility, acceptability/person-centered, safety). The scoping review will be conducted in accordance with the JBI methodology for scoping reviews and will follow the Preferred Reporting Items for Systematic Reviews and Meta-Analyses extension for Scoping Reviews (PRISMA-ScR). Open Science Framework https://osf.io/8czun.

Consumer reconnection through the practice of mindful eating

Consumer society has gradually disconnected consumers from the origin of their consumption, the real needs it truly satisfies, and its social and ecological impact. This research aims to study the phenomenon of consumer reconnection, through which consumers try to experience meaning by becoming mindful of their consumption experiences. We focus specifically on the consumption practice of mindful eating. Using an interpretative approach, we show how the reconnection process unfolds around three dimensions: self, nature, and society. We highlight the tensions related to reconnection in everyday life and examine the coping strategies that emerge to reduce these tensions. Finally, we discuss the implications in terms of education, health, and marketing practices.

Shaping Success: The Synergy of Marketing, Regulation, and Technology in Boosting E-Commerce Performance in China

This study examines the influence of marketing, regulation, and technology on the performance of e-commerce companies in China, focusing on the dynamic and highly competitive nature of the digital marketplace. The Chinese e-commerce sector, renowned for its vast scale and complexity, integrates advanced technology, stringent regulatory frameworks, and sophisticated marketing strategies. Marketing efforts, particularly those leveraging social media, influencer partnerships, and personalized consumer experiences, play a pivotal role in driving sales and fostering brand loyalty. Regulatory policies, both facilitative and restrictive, significantly shape the operational environment and strategic decisions of e-commerce firms. Additionally, technological advancements in artificial intelligence, big data analytics, and blockchain have transformed business operations, customer engagement, and supply chain management. This study evaluates the impact of these independent variables on e-commerce performance metrics, including financial performance, market share, customer satisfaction, and operational efficiency. The research aims to elucidate the multifaceted factors contributing to success in China's e-commerce industry, offering valuable insights for practitioners and policymakers seeking to optimize performance in this rapidly evolving sector.

A Study on the Emotional Experience of Consumers through Nike Generated AI Design

A Study on the Emotional Experience of Consumers through Nike Generated AI Design

Exploring the user’s gaze during product evaluation through the semantic differential: a comparison between virtual reality and photorealistic images

Advanced product presentation methods can enhance the product evaluation experience both during the design process and online shopping, as static images often fail to convey essential product details. Virtual Reality (VR) technologies hold great potential in this regard, becoming increasingly accessible to all users. However, the influence of display mediums on emotional responses and product assessment needs further investigation, especially using physiological measures to obtain more objective insights. In this study, we investigate the influence of VR and photorealistic images on assessing and observing virtual prototypes of game controllers. The Semantic Differential technique was employed for product assessment, while built-in eye-tracking was used to measure participants’ viewing time on various areas of interest (AOIs). Our findings show that the medium significantly affects not only product evaluation and confidence in the response but also how the user observes it, with sensory-related features being particularly influenced. These findings hold practical implications for product design and vendors, as understanding the relationship between visualization mediums and product evaluation enhances the design process and improves consumer experiences.

Young consumers' online experiential consumption behavior of foreign contemporary music: generational and gender differences in the refined stimulus-organism-response theory

PurposeThis study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.Design/methodology/approachThe author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.FindingsThe refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.Practical implicationsThe study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.Originality/valueThe authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

Low-income consumers’ informal and formal financial service experiences: perceptions of access, inclusion, and social dependence

Purpose Low-income consumers’ perceptions of access and inclusion in financial services, remain underresearched. To fill this gap, the purpose of this study, is to investigate elements of low-income consumers’ informal and formal financial service experiences, from their personal experience. Design/methodology/approach Mixed methods using data collected from low-income consumers in Latin America, reveal a spectrum of consumer perceptions making up access, inclusion and social dependence within financial service experiences. Scales, grounded in the consumer experience, are developed, validated and used to test a model of consumers’ service inclusivity perceptions. Findings Service costs, information and documentation difficulty, convenience and social dynamics influence low-income consumers’ perceptions of financial service inclusivity. Research limitations/implications Analysis reveals differentiation in the impact of aspects of low-income consumers’ experiences between formal and informal financial services. Working directly with this unique population exposes the nuance of their financial service experiences. Practical implications This research provides a more holistic perspective on low-income consumers’ financial service experience and provides contextually relevant scales with robust psychometric properties. Services marketers can use this research to inform design and evaluation of financial service offerings for low-income consumers. Originality/value This research contributes to study of the wellbeing of low-income consumers by providing understanding of their financial service experiences from their point-of-view and providing contextually-relevant, empirically validated tools for future inquiry.

Why is KOL (Key Opinion Leader) Advertising on Social Media more Effective at Attracting Consumers than Official Brand Accounts?-Exploring Lancmes Promotion on Chinese Platform RED

In the context of the flourishing digital market, effectively utilizing social media for advertising has become one of the primary concerns for brands. This article aims to investigate the reasons why advertising campaigns by KOLs (Key Opinion Leaders) on Chinese social media platforms garner more attention from consumers compared to official brand accounts. This research employs a case study and interview methodology. The first set of data presents the advertising content and responses of both Lancme's official account and KOL accounts on the Chinese social media platform, Xiaohongshu (RED). The second set of data showcases the interview results from five recruited participants on RED. Each participant was asked to assess their attitudes towards different forms of product promotion. The results indicate that KOLs' posts on RED offer a more relatable and curiosity-inducing perspective by sharing product experiences in everyday life scenarios. This approach resonates with users and brings the promotion closer to consumers. In contrast, the content strategy of official brand accounts tends to focus more on product features, which increases the perceived distance from consumers. Furthermore, interaction data and user feedback from KOL accounts reveal that users are more inclined to trust and reference the authentic usage experiences of fellow consumers rather than official product descriptions. These findings elucidate the practical impact of official brand accounts versus KOL accounts in social media advertising, highlighting the unique value of KOL advertising. Our research is poised to inspire brands to reconsider their social media advertising strategies, potentially bringing forth greater appeal and competitive advantage for the brands.

Bleached Hair as Standard Template to Insight the Performance of Commercial Hair Repair Products

The increasing demand for effective hair care products has highlighted the necessity for rigorous claims substantiation methods, particularly for products that target specific hair types. This is essential because the effectiveness of a product can vary significantly based on the hair’s condition and characteristics. A well-defined bleaching protocol is crucial for creating a standardized method to assess product efficacy, especially for products designed to repair damaged hair. The objective of this study was to create a practical bleaching protocol that mimics real-world consumer experiences, ensuring that hair samples exhibit sufficient damage for testing. This approach allows for a reliable assessment of how well various products can repair hair. The protocol serves as a framework for evaluating hair properties and the specific effects of each product on hair structure. Color, brightness, lightness, morphology, and topography were primarily used to understand the big differences in the hair fiber when treated with two repair benchmark products, K18® and Olaplex®, in relation to the Bleached hair. The devised bleaching protocol proved to be a fitting framework for assessing the properties of hair and the unique characteristics of each tested product within the hair fiber. This protocol offers valuable insights and tools for substantiating consumer claims, with morphological and mechanical methods serving as indispensable tools for recognizing and validating claims related to hair. The addition of K18® and Olaplex® demonstrated an increase in hair brightness (Y) and lightness (L* and a*) in relation to the Bleached samples, which were considered relevant characteristics for consumers. Olaplex®’s water-based nature creates a visible inner sheet, effectively filling empty spaces and improving the disulfide linkage network. This enhancement was corroborated by the increased number of disulfide bonds and evident changes in the FTIR profile. In contrast, K18®, owing to the lipophilic nature of its constituents, resulted in the formation of an external layer above the fiber. The composition of each of the products had a discrete impact on the fiber distribution, which was an outcome relevant to the determination of spreadability by consumers.

The Key Factors for Improving Returns Management in E-Commerce in Indonesia from Customers’ Perspectives—An Analytic Hierarchy Process Approach

The rapid growth of e-commerce has led to an increase in the number of product returns in supply chains, which is both environmentally and economically challenging. E-commerce companies need to effectively manage product returns, as this has a direct impact on their reputation and consumer experience. Reducing returns is key to maintaining sustainable practices for online product sales. A significant increase in e-commerce transactions is also evident in Indonesia, which is the fourth largest country in the world. Despite the very large size of the market, research on e-commerce in the business-to-customer (B2C) market in Indonesia is underrepresented in the literature. The purpose of this paper is to identify key factors from the customer perspective that influence product returns in reverse logistics in Indonesian e-commerce. The novelty of this study stems from the focus on the customer perspective on product returns in the B2C market when shopping online and the spatial scope. Due to the uncertainty inherent in multi-criteria decision making, the analytic hierarchy process (AHP) method was used to rank factors and potential solutions derived from a critical literature review. As a result, the study provides a ranking of factors and alternatives for managing e-commerce returns in Indonesia. The results show that among Indonesian e-commerce customers, product quality (QP) was rated the highest, while (Pu) was rated the lowest. In terms of the alternatives that are the most suitable for improving the customer experience of e-commerce product returns in Indonesia, a clear returns policy (CRP) scored the highest, while the merchandise catalog (Cat) was rated as the lowest priority.

The Influence of Mcdonald's Application on Consumer Satisfaction and Purchasing Decisions among Students in Bandung City

This research aims to explore the impact of the McDonald's application on satisfaction and purchasing decisions among Bandung City students. The application is considered a symbol of the company's adaptation to technological advances and digitalization in the modern era. The research method applied was descriptive-quantitative, with data collection using questionnaires, involving 109 Bandung City students as respondents. The research results concluded that the McDonald's application had a significant role in influencing student satisfaction and purchasing decisions. The application of technology through applications creates a satisfying experience for consumers, having a positive impact on purchasing decisions. These findings highlight the need for companies to adapt to technological developments to meet consumer expectations, especially among digitally active students. In conclusion, the McDonald's application plays a positive role in creating satisfaction and influencing student purchasing decisions in Bandung City.

Text Mining Analysis of Changes in Consumer Perceptions of Food Index

This study conducted a topic modeling analysis with the BERT model to identify the themes of the review texts on seafood written by consumers and compare them with the empirical analysis results from surveys. More specifically, this study analyzed the relationship between consumers’ perceptions of seafood and the food index level, a subdomain of the PKNU Maritime Index. In particular, the correlation was explored to verify the relationship between the Korean consumers’ evaluation of seafood concerning taste, nutrition, variety, price, and safety and the food index. The findings were as follows. First, consumers’ perceptions of seafood were found to have a significant positive correlation with the food index. Second, the multiple regression analysis showed that, apart from the variety, the food index had a significant positive effect in the order of safety, nutrition, taste, and price. Such research findings showed that it is necessary to understand consumer perceptions of seafood, and the food index centered on the Northeast Asian Sea could be used as a foundation to improve consumer experience and satisfaction. This study further expanded the scope of existing marine humanities research by conducting text-mining analysis, providing theoretical and practical implications.