Consumer Perceptions Of Value Research Articles

The role of CSR practices in generating consumer perceived value: empirical evidence from Moroccan banking sector

PurposeCorporate social responsibility (CSR) has a positive impact on consumer behavior; however, how CSR affects consumer perceived value (CPV) has been neglected. The purpose of this paper is to examine the effect of CSR on CPV. More specifically, this paper investigates how the dimensions of CSR can generate the three types of CPV.Design/methodology/approachThis research is confirmatory and therefore quantitative. Thus, the choice fell on the questionnaire survey of 108 customers of conventional banks in Morocco. The partial least square method was chosen for the data analysis.FindingsThe results show that the link between CSR and customer perceived value can vary according to the CSR dimension. This study finds that the economic dimension is the only one to contribute the three types of CPV (functional value, emotional value and social value). The environmental dimension affects only the functional value. The social dimension does not generate any value.Research limitations/implicationsCSR is not the only variable that generates CPV. The consideration of other constructs seems to be considered. Restricting this study to a single category of banking customers and to a single sector is another limitation. Future research might replicate this study on a sample of clients from participatory banks as well as from other sectors.Practical implicationsThe results can help Moroccan banks identify the dimensions of CSR that can meaningfully generate CPV. This will help them to increase customer loyalty, develop a competitive advantage and improve their performance by prioritizing CSR initiatives capable of creating value for consumers.Originality/valueNo previous research in Morocco, to the best of the author’s knowledge, has explored the effect of CSR on CPV. This paper therefore provides the first empirical evidence in North Africa on the link between CSR and CPV in Morocco. This study also extends previous studies by considering CSR as a multidimensional construct covering three dimensions (social, environmental and economic).

The impact of value co-creation on consumer citizenship behavior: Based on consumer perspective.

This research investigated the value co-creation behaviors in livestreaming platforms and the internal mechanism of perceived value on consumer value co-creation behavior on the short-video platform TikTok. This research selected the Tiktok platform as the research object, and uses structural equation model to analyze consumer data. The results indicated that consumer-perceived value mediates the relationship between consumer engagement and citizenship behaviors. In addition, short-video platforms exhibit significant community attributes, and interactive behavior forms the primary part of consumer engagement that enhances the perceived value. Consumers join short-video platforms to look for communities that interest them. Consumers' responses generate the perceived value. Thus, it enhances consumers' intentions to continue using a particular service, which then increases the likelihood of citizenship behavior. This study also found that consumers' creative behavior in short-video platforms embodies social and functional values. This suggested that consumers of livestreaming and short-video platforms such as TikTok tend to seek social recognition by sharing their opinions or daily lives. The examination of the mediating role of perceived value on the relationship between consumer engagement behavior and citizenship behavior revealed that perceived value significantly mediated the relationship between consumer engagement behavior and citizenship behavior. This provided evidence of the fact that consumers usually actively participate on the platform by uploading content and sharing their creations, with the motivation to generate significant social impact and gain the recognition of others. Firstly, TikTok's consumers deeply engage on platforms in which their cognitive messages are integrated into the platform through interacting with others, browsing, and creating short videos. Secondly, TikTok provides a channel with high level of interactivity that facilitates social interaction among strangers. Video uploaders and fans develop positive interactive relationships. Thirdly, TikTok viewers may become video providers at some point; the act of co-creation creates economic value for the platform and generates emotional, functional, and social values for its consumers.

Analyzing the impact of Covid-19 on sustainable fashion consumption with a model based on consumer value perceptions

PurposeThe purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis on consumer value perceptions.Design/methodology/approachTheory of consumption value was integrated into the knowledge, attitude behavior model in the conceptual framework having consumer-specific and product-specific aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified by a survey conducted among a random sample of 520 participants. The factors were extracted by using exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the conceptual model were tested for different consumer groups, and the strength of the relationships was calculated by using multigroup analysis in structural equation modeling.FindingsIt was observed the environmental concern raised the need for getting knowledge about the environment. The impact of environmental knowledge on the value perception of sustainable fashion products varied for the consumers affected by Covid-19 at different levels. Quality perception and price perception were influenced most by environmental knowledge in that order for the consumers with “high fear and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were influential on purchase intention for consumers with high fear and uncertainty, whereas price and social value perceptions were influential for the consumers with low fear and uncertainty.Originality/valueThis study is the initial study that investigated the impact of the Covid-19 pandemic on the consumption of sustainable fashion products. The integration of theory of consumption value into the knowledge, attitude behavior model allowed identifying the relationship between environmental issues and sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided valuable insights for understanding the most important value dimensions for sustainable fashion products for consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived values on purchase intention enabled the integrated model to explain the attitude–behavior gap.

Antecedents and consequences of consumer hope for digital payment apps services

PurposeThis study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.Design/methodology/approachThe study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.FindingsThree levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.Originality/valueThe study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.

Consumer Value Perception Model as Consideration for Fusion Beverage Business Sustainability

This research is about consumers’ perception of value in deciding to consume fusion drinks. Fusion drink is a drink that combines various basic ingredients, such as coffee, sugar, milk, tea, cheese, chocolate, yakult and various other basic ingredients. Perceived value arises when consumers decide to consume fusion drinks. This is because, the value contained when consuming fusion drinks is to get pleasure and happiness from various flavors and aromas, where the benefits obtained from various services and offers, as well as the image of the outlet also provide added value. This study seeks to determine the effect of perceived utility, perceived variation, perceived outlet image, perceived hedonic, and perceived value used to build the research model, by conducting an online survey of how these factors are related. The findings of this study are the perceived utility, perceived variation, perceived outlet image, perceived hedonic, and perceived value have a real relationship in shaping positive attitudes and behavior of consumers in deciding to consume fusion drinks.

The Influence of Consumer Value Perception and E-Ticket Service Quality on Traveloka Customer Satisfaction in Bandar Lampung

The trend of online shopping in Indonesia continues to increase, this is evidenced by data showing that the growth of online consumers in Indonesia is increasing by 30 percent every year.In the research conducted, identifying the quality of electronic services (e-service quality) and perceived consumer value are factors that have a direct influence on consumer satisfaction and have an indirect effect on loyalty after being moderated by the variable customer satisfaction. This research focuses on airplane e-ticket services for online travel agent companies, or (online Travel Agents/OTA), namely Treveloka. The problem of this research is whether service quality and perceived value of electronic consumers have a significant positive effect on consumer satisfaction. The purpose of this researchto knowthe magnitude of the influence of electronic service quality and consumer value perceptions on consumer satisfaction. The population and sample in this study are Traveloka consumers who make repeat purchases on the Traveloka website and sites in Bandar Lampung. Data analysis using multiple linear regression. The results of this study indicate thatelectronic service quality variable has a significant positive effect of 0.379 on satisfaction. Meanwhile, the consumer value perception variable has a significant positive effect of 0.324 on satisfaction. The implications of the calculation results of consumer satisfaction and perceived consumer value are considered very good with a high level of satisfaction. However, Traveloka should provide free consultation through its website regarding complaints or procedures for arranging vacation schedules and visits to a country. Interactive interactions can increase consumer knowledge and ability to get maximum results for the services provided by the Traveloka website.

A Study on the effect of Service Quality Factors and Consumer Value Perception on the Satisfaction of Problematic Foot Care in Nail Shop

In order to discuss sustainable growth plans for the foot management service of nail shops, this study attempted to explore the factors affecting the satisfaction of consumers with experience in problematic foot care. The main results of this study are summarized as follows. First, as a result of examining the compositional dimensions of the service quality factor and problematic foot care satisfaction of nail shop, the four service quality factors of nail shop, diversity, reliability, communication, and expertise, are economic value and emotional value, respectively. Second, as a result of examining the demographic characteristic factors that cause a difference in procedure satisfaction in problematic foot care, there was a difference in procedure satisfaction according to their average monthly nail shop visit frequency and problematic foot type. Specifically, consumers who visited every week were more satisfied with the procedure than consumers who visited once a month, and consumers who suffered from Hyperkeratosis type and Toenail athlete's foot were more satisfied after the procedure than consumers who suffered from any others. Third, as a result of examining the effect of consumer's perception of service quality factors and problematic foot care on consumer satisfaction, operator expertise had a positive effect among service quality factors of nail shops, and economic value had a positive effect on value recognition factors. Based on these facts, this researcher presented the following two suggestions. First, in order to increase consumers' satisfaction with the problematic foot care of nail shops today, it is necessary to conduct retraining that can cultivate the expertise of procedures. Second, it is necessary to prepare a plan to increase the economic value of foot care to them by introducing a method different from existing treatments and procedures.

The Effect of Consumption Value for Bio Cosmetics on Purchasing Behavior -Focusing on the mediating effect of brand loyalty-

Purpose: The purpose of this study is to examine the effect of consumption value perceived by cosmetic consumers on brand loyalty and purchasing behavior of bio cosmetics through empirical analysis. Methods: To this end, multi-regression analysis was conducted to analyze the relationship between perceived consumption value, brand loyalty, and purchasing behavior. In addition, bootstrapping was performed to verify the mediating effect of brand loyalty. Results: The research results are as follows. First, among perceived consumption values of bio cosmetics, pleasure value, brand value, and functional value were found to have a significant positive (+) effect on brand loyalty. Second, brand loyalty of bio cosmetics was found to have a significant positive (+) effect on purchasing behavior. Third, among the consumption values perceived by bio cosmetics, functional value, pleasure value, and brand value were found to have a significant positive (+) effect on purchasing behavior. Fourth, the mediating effect of brand loyalty was confirmed in the relationship between perceived consumption value and purchasing behavior of bio cosmetics. Conclusion: The results of this study will be meaningful in that it empirically examines the influence relationship between consumption value and purchase behavior for bio cosmetics and examines the mediating effect of brand loyalty in the relationship between them. In the post-corona era, as new changes are expected throughout the cosmetic industry, a new trend appears in the cosmetic industry, and the need for value establishment is emerging. The results of this study will have great implications for the bio-cosmetic industry preparing for the post-corona era.

The influence of price location on reference-price ads

PurposeResearch has shown that when the original and the sale prices were displayed in a horizontal direction, with the sale price to the right (“Original price of $349.99/Sale price $239.99”), consumers are more likely to initiate a subtraction task to calculate the amount of the discount; and this subtraction effect would lead to better consumer value perception than if the sale price was to the left. However, fewer scholars have questioned whether the subtraction effect would still operate if the reference-price ads line up in a vertical direction? The aim of this research is to understand how different formations of reference-price ads may affect consumers' price perception and buying intention. Interestingly, positive effects on buying intention and value perceptions disappeared when buyers were shown a dollars-saved cue, rather than the lineup of original and sale prices.Design/methodology/approachThree experiments were conducted to test the hypotheses.FindingsThe results of the experiments demonstrate that when the sale price is displayed above the original price, consumers' price perception and buying intention are higher than what is placed below it.Research limitations/implicationsWhen written horizontally, Mandarin and Japanese language text are almost always written left-to-right, with multiple rows progressing downward, as in standard English text. Notably, the right-to-left written form for Mandarin and Japanese language only happens by writing in a vertically and multiple-columned context. In particular, the format of reference-price ads in our research is considered to be a generally single column text only. Therefore, its writing system has almost no difference from the English one. However, our hypothesis does not apply to the Arabic world due to the right-to-left nature of the Arabic writing system.Practical implicationsOur results may inform consumers whether their cognition, which influences them not to make irrational decisions, is in turn influenced by sale price display location. Consumers should be reminded that next time they see the smaller number (sale price) they should not be too excited and forget to properly consider the original price. They should think more and consider the distance to the shop or the quality of the product before buying anything. If a product is sold in two different shops and the farther one displays the sale price above the original price but the nearer one displays the sale price below the original price, prolonging the decision time enables consumers to decrease their buying costs, such as the cost of fuel.Originality/valueThis is one of the first studies to discuss the influence of the price location in a vertical direction on price perception and buying intention.

Impact of Interactivity on Bookkeeping Application Adoption Intention in the New Normal

The study aims to examine the effects of interactivity on users’ adoption intention via perceived consumption values in the bookkeeping application context after post-pandemic. The study also investigates the moderating effect of users’ involvement on the association between interactivity and perceived values. Data were collected using online survey from 276 SMEs in India. The results indicated that application interactivity enhances users’ perceived consumption values (functional, emotional, social, conditional, and epistemic), in turn adoption intention. Moreover, users’ involvement positively moderates that association between application interactivity and consumption values. The findings of the study suggest bookkeeping application service providers that which specific interactivity features they should emphasize for enhancing users’ adoption intention. The study enriches interactivity, consumption values, and users’ behavioural intention literature.

Predictors of Brand Equity in the Contemporary Markets

Brand equity development has become a challenge for modern brands. Marketing innovation and changing consumer value perceptions are causing consumers to leapfrog, posing a challenge for brand equity development. The data for this study was collected with random sampling techniques. 450 respondents were considered to collect data on the Likert scale questionnaire. The Partial Least Square (PLS) method of data analysis was used in this study for data analysis. According to the findings of the study, brand personality, customer satisfaction, consumer lifestyle, marketing innovation, and consumer changing value perception all have a significant impact on brand equity. The significant framework of this study is a contribution to the body of knowledge as it describes the significant relationship between different variables critical for brand equity development. Furthermore, this study provides business implications for brands working in Pakistan to improve brand equity with realistic results to influence the consumers for brand equity.

Consumer Liking and Value Perception of Mountain Cheese from Different Pasture Periods: Evidence for Mountain Systems Supporting Policies

Every year, mountain pastures show a progressive impoverishment of forage. The loss in grassland feed value restricts the production period of local Pecorino cheeses, which strongly depend on the vegetative cycle of the pasture linked to climatic conditions. The Monte Fietone mountain area (Macerata, Italy) has emblematic pasture flora during spring and early summer. This unique environment is normally used for rearing sheep, allowing regular production of local Pecorino cheeses from their milk, which is rich in vitamins and intrinsic floral aromas. Biologists and agronomists are giving increasing importance to these mountain food products. We conducted sensorial tests and experimental auctions to investigate recognition of the quality of this rare artisanal product. The results indicate considerable potential for economic differentiation. Accordingly, we recommend useful and applicable marketing and policy actions to support the sustainability of mountain grazing systems.

Effect of Consumer Skepticism on Consumer Intention in Purchasing Green Product

The image of environmentally friendly products is often seen as bad, consumer doubt that environmentally friendly products are really made with environmentally friendly raw materials. This attitude is known as consumer skepticism (doubt) towards products with an environmentally friendly label. Consumer skepticism occurs because product advertisements contain confusing information as well as consumer insecurity about the raw material for products that the company claims are environmentally friendly. The aims of this study aims to determine the effect of consumer skepticism on green purchase intention. This study uses a theoretical approach to consumer behavior control and attitude, perceived value and environmental consciousness associated with consumer intentions to buy green products in Bandar Lampung. The study was conducted on April until June 2020. The sample in this research were consumers who had been buying green product. The research sample was calculated using the Lemeshow method, with a margin of error of 5%, the minimum number of samples was 236 samples. The analysis tool used is regression model. The results of this study are the reduction of consumer skepticism about the intention to buy due to the use of social media to promote green products. Meanwhile, the influence of consumer value perceptions and environmental awareness will increase on the purchase intention of green products. The implication of this research is that companies must pay attention to communication about green products that are produced so as to reduce consumer doubt. Another impact if consumers consume green products will lead to environmentally friendly perceptions and attitudes.

Influence of Promotional Formats on Online Consumer Purchase Intention

The rising popularity of online shopping, scholars to investigate how different promotional formats motivates online purchasing intention, and decisions. This study adopts the extant literature to investigate the effects of consumer value perceptions, product type, and brand familiarity on online purchasing intention through two experimental designs. Experiment Ⅰ manipulates 2(promotional formats: bonus pack/price discount)×2(consumer value perceptions: utilitarian value/hedonic value). Experiment Ⅱ manipulates 2(promotional formats: bonus pack/price discount)×2(product type: search product/experience product). Experiment Ⅲ manipulates the influence of 2(promotional formats: bonus pack/price discount) × 2(brand familiarity: high/low) on the purchasing intention. This study found that utilitarian consumer prefers price discounts, while hedonic consumer prefers a bonus pack. Further, the search for products with price discounts increases the purchase intention. This study offers promotion strategies for firms to stimulate online consumer purchase intention.

Consumer retention in two-wheeler industry: a moderated mediation model

PurposeThis paper aims to understand two-wheeler consumer retention behavior by examining their perception of service evaluation variables (such as service quality, perceived product quality and perceived consumer value), brand image and consumer empowerment that may trigger consumer satisfaction.Design/methodology/approachThe study comprised a simple random sampling technique and conducted a survey (n = 284) using a structured questionnaire. The study analyzed the data using SPSS AMOS version 25 and PROCESS macros for analysis.FindingsThe study results show that service evaluation variables work best in leading to consumer retention in the two-wheeler industry. This relationship is further strengthened in the presence of consumer empowerment, brand image and consumer satisfaction.Originality/valueThe current study is one of the first studies in the two-wheeler industry that examine the relationship between service evaluation variables and consumer retention using direct, mediation and moderation effects.

The Influence of Social Media on Consumer Purchase Intentions: Like Behavior as a Moderator

his study aims to analyze the effect of e-WOM, brand image, brand awareness on perceived value and purchase intention with liking behavior as moderation. The object of this research is the Lactona brand on social media. Valid respondents in this study amounted to 145 respondents. Data were collected through an online questionnaire. Consumers often use social networking sites that are studied through electronic word of mouth references, consumers can easily obtain various types of brand information that drive purchase intention. Based on the perspective of consumer behavior, a research model was developed to determine what factors influence consumer value perceptions and purchase intentions on social media. Of all the variables, only liking behavior is insignificant. The results of this study can be used as a reference for further research on research development.

The Influence of Social Media on Consumer Purchase Intentions: Like Behavior as a Moderator

his study aims to analyze the effect of e-WOM, brand image, brand awareness on perceived value and purchase intention with liking behavior as moderation. The object of this research is the Lactona brand on social media. Valid respondents in this study amounted to 145 respondents. Data were collected through an online questionnaire. Consumers often use social networking sites that are studied through electronic word of mouth references, consumers can easily obtain various types of brand information that drive purchase intention. Based on the perspective of consumer behavior, a research model was developed to determine what factors influence consumer value perceptions and purchase intentions on social media. Of all the variables, only liking behavior is insignificant. The results of this study can be used as a reference for further research on research development.

A Study of the Relevance between Service Design and Consumer-Perceived Value Based On Social Marketing in Cultural and Creative Industry

Due to the democratization and liberalization of national policies, which have promoted global economic development, and coupled with advances in information technology, dramatic changes have occurred in economic development. Among them, global cultural flows have far-reaching and wide-ranging impacts on countries worldwide. The interactive relationship between culture and the economy has enabled the cultural industry to grow rapidly. As the structure of industry and people's lifestyles and ideologies have changed, the development of design expertise has also transformed from tangible objects to the intangible world. Additionally, with the advent of the information society, emphasis has gradually been placed on interactive design, experience design, and service design. Intangible service design may become an important source of innovation and core competitiveness with future corporate value. The research object of this study is the average consumer in Fujian Province, China. Questionnaires were issued and collected by email. A total of 400 questionnaires were sent out, and 314 valid questionnaires were returned; thus, the recovery rate was 79%. The findings of this research include the following. (1) Social marketing significantly and positively affects service design. (2) Service design significantly and positively affects consumer-perceived value. (3) Social marketing significantly and positively affects consumer-perceived value. Based on these results, recommendations are made with the expectation of helping the development of cultural and creative industries to turn toward sustainable development.

Consumers' perceived value of luxury goods through the lens of Hofstede cultural dimensions: A cross‐cultural study

Consumer Perceived Value (CPV) is the complete evaluation of the product's usefulness by a consumer according to his perceptions of total obtained benefits compared with the cost that he had to pay for that. Customers purchase similar luxury goods globally, but for different motives and the value held by each customer for these products also changes across different nationalities. The variation in CPV arises mainly because of dissimilarities in culture of different countries. This study uses a framework of Hofstede's cultural dimensions to examine variations in CPV of luxury goods between two rising luxury markets of Saudi Arabia and India. The basic components of CPV of luxury goods were used as the basis for developing the questionnaire. The questionnaires were given through e‐mail to respondents in Saudi Arabia (Arabic version) and India (English version). The data results indicate significant variances in CPV of luxury goods between the two countries. Saudi Arabian consumers turn out to be the greatest patrons of luxury goods whereas Indians display a culture of restraint and controlled gratification of desires. Unlike Saudi consumers, the Indian consumers do not display any significant “bandwagon” or “snob effect”.

개별자유여행객의 소비가치가 체험관광의 만족과 방문의도에 미치는 영향

[연구목적] 본 연구는 인바운드 관광시장의 활성화를 위한 국내 체험관광상품개발과 마케팅 시사점을 도출하고자 하였다. 구체적으로 국내 체험관광에 대한 개별자유여행객이 지각하는 소비가치가 체험관광상품의 만족과 이용의도에 미치는 영향력을 파악하고자 하였다.<BR>[연구방법] 연구가설의 검증을 위해 국내체험관광 경험이 있는 관광객 294명을 대상으로 소비가치, 만족, 방문의도를 묻는 설문조사를 실시하였다. 조사는 2020년 8월 1일부터 2020년 10월 30일 까지 진행하였고, 수집된 자료는 다중회귀분석을 이용해 분석하였다.<BR>[연구결과] 연구모형에서 제시한 개별자유여행객의 소비가치 중 상황적 가치를 제외한 나머지 4개의 가치가 관광객의 체험관광 만족에 유의한 영향을 미치며, 체험관광에 대한 만족은 방문의도에 긍정적인 영향을 주는 것으로 확인되었다.<BR>[연구의 시사점] 본 연구는 체험관광활동에 있어서 개별자유여행객의 관광상품 평가에 영향을 미치는 지각된 소비가치의 중요성을 이해하는데 이론적 시사점을 제시하였다. 그리고 지역관광을 바탕으로 하는 관광상품 개발을 위한 마케팅 시사점을 제시하였다.