Customer-perceived Value Research Articles

Effect of Consumer Value Perception on Consumer Purchase Intention: A Case of Private Label Apparels

Consumer values are the foundation of every successful purchase and motivate customers to buy more. The purpose of this research study is to explore the effect of customer value perception on consumer purchase intention for private label apparels. Further, the mediation effect of perceived quality between customer value perception and consumer purchase intention is also determined. A total of 800 valid questionnaires are collected from consumers who are regularly buying private label apparels. In order to analyse the data, techniques such as exploratory factor analysis, confirmatory factor analysis and structural equation modelling are employed to evaluate the proposed framework. The findings reveal that financial, functional, individual and social value perceptions positively influence the perceived quality of private labels. Value perceptions of respondents also influence the consumer purchase intention except for the functional and social value perception. Consumer purchase intention is directly influenced by perceived quality. Furthermore, with the exception of social value perception, the findings imply that perceived quality mediate between the distinct consumer value perception (CVP) and purchase intention of private label apparels. Relevant implications are provided by this study which helps the retailers in better understanding customer value perception and concentrating on improving CVP.

The Effects of Product Features of Korean Professional Baseball NFTs on Customer Perceived Value, Satisfaction, and Purchase Intentions

PURPOSE This study aims to provide empirical foundational data for the development of a new profit model in Korean professional baseball. It does so by examining the influence of professional baseball NFT product attributes on customer perceptions of value, satisfaction, and purchase intention.METHODS Data were collected from consumers who have experience purchasing KBOLLECT. A total of 363 samples were collected for analysis. Surveys were utilized for data collection, encompassing 39 items that measured product characteristics, perceived value, satisfaction, purchase intention, and demographic information.</br>Using the collected data, various statistical analyses were conducted including descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression using SPSS version 21. The ensuing results from the correlation analysis and multiple regression analysis are as follows.RESULTS Product features, including aesthetics, symbolism, and scarcity, had a positive impact on consumer’s perceived emotional value. Moreover, product features, encompassing aesthetics, symbolism, scarcity, and creativity played a significant role in enhancing consumer’s perceived economic value. Furthermore, product attributes such as aesthetics, symbolism, and creativity positively contributed to consumer’s perceived social value. Similarly, product features comprising aesthetics, scarcity, creativity, and symbolism positively affected consumer’s perceived intellectual value. Additionally, the research revealed that product features related to aesthetics, symbolism, creativity, and scarcity were instrumental in bolstering consumer. Importantly, these very attributes, including aesthetics, symbolism, scarcity, and creativity, exhibited a positive influence on consumers’ purchase intentions.CONCLUSIONS In conclusion, this study underscores the substantial impact of professional baseball NFT product characteristics on consumers’ perceptions, satisfaction, and purchase intentions. To maintain enduring relationships with consumers who engage with professional baseball NFT products, it is essential to fortify these product attributes and offer diverse services utilizing them.

Operationalizing Customer-perceived Value as an Emergent Variable: Empirical Evidence from Mobile Food Ordering and Delivery Applications

Customer-perceived value (CPV) has been a focal point in marketing literature, typically modelled as a reflective construct centred on the balance of benefits over costs, which in turn influences consumer satisfaction and subsequent behaviour. However, recognizing the multifaceted nature of CPV and its dependency on specific contexts, this study introduces a novel methodological approach by treating CPV as an emergent artifact. In doing so, we provide an alternative means to conceptualize and operationalize CPV, accommodating its diverse determinants across different sectors. Using data from an online survey of users of mobile food and delivery applications (MFODAs), we demonstrate the application and utility of this methodological shift, employing partial least squares path modelling (PLS-PM) to validate our approach. This study underscores the potential for marketing scholars to adapt and tailor the CPV construct based on the nuances of individual industries, offering both academic and practical insights into its formulation and implications.

Pengaruh Fashion Influencer Terhadap Warna Busana Generasi Z

Color selection is an important aspect when it comes to purchasing clothes, but there are not many studies linking color in fashion and marketing science. This study analyzes the influencer's attributes on the perceived character of followers so the creation of perceived customer value is established to find purchase intentions, and clothing color preferences in Indonesian’s Generation Z. With a sample size of 388 respondents, the researchers utilized a quantitative descriptive strategy to gather primary data by having survey participants fill out questionnaires. The Structural Equation Model (SEM) approach would then be used to examine the data that was gathered. The results prove that not all variables positively influence purchase intention in clothing color preference and the most desirable clothing colors is pink, blue, and yellow. In order to avoid product waste and improve marketing effectiveness, marketing professionals can use this research as a useful resource when choosing the color of apparel to be produced.
 
 Keywords: fashion color, generation Z, influencer marketing, purchase intention, social media

Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business

Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.

Impact of customer-perceived value on consumer behavior in a shared economy using fuzzy logic

Impact of customer-perceived value on consumer behavior in a shared economy using fuzzy logic

Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app

PurposeThe objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.Design/methodology/approachPartial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.FindingsThe findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.Originality/valueThis study contributes novel insight to S-O-R, customer engagement, and customer value research.

Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty toward GSM Operators in Turkey

This study investigates the effect of customer value, public relations perception and brand image on customer loyalty towards GSM operators in Turkey. Primary data were collected through an online survey from 360 participants. Pearson correlation test and regression analysis were conducted to test the study hypotheses. The findings of the study showed the existence of a strong relationship between public relations and brand image, a moderate relationship between public relations and customer value, and brand image and customers value. Moreover, the findings showed that brand image is the most significant factor affecting customer loyalty, followed by customer value and public relations perception respectively.

Effectiveness of Discount Incentives in Carbon Reduction: Impact of Customer-Perceived Value Sacrificed for Green Hotels

To improve carbon reduction efficiency, green hotels adopt cash discount incentives to encourage green customer behavior. However, the effectiveness of these incentives in promoting green customer behavior has been controversial. Prior studies argue that customer participation in green hotel practices typically involves specific sacrifices (e.g., inconvenience, lesser quality, or less luxury), going against the hedonism of tourism. Therefore, in the context of hotel carbon reduction, this study adopts mathematical modeling to investigate the impacts of customer-perceived experience sacrifice on the effectiveness of cash discount incentives. By performing backward reasoning, the study obtained the optimal pricing decisions of a green hotel, and based on which the study also observed the impact of effective discount incentives on hotel performance. It was found that cash discount incentives are effective if discounts are higher than the experience sacrifice value perceived by customers, and vice versa. Furthermore, (a proportion of) total cost savings can moderate the relationship between customer-perceived sacrifice and the effectiveness of discount incentives. The study also found that effective discount incentives always help a green hotel increase profit and occupancy, whereas whether these incentives help to reduce total carbon emissions depends on various factors that interact with each other. Findings provide a reference for green hotels to make optimal decisions on discount incentives.

The Impact of Artificial Intelligence Technology Stimuli on Sustainable Consumption Behavior: Evidence from Ant Forest Users in China.

With the global economy and population growing rapidly, the problems of excessive resource consumption and environmental pollution have become increasingly serious. Thus, the need to promote sustainable development has become more urgent. Sustainable consumption behavior plays a crucial role in achieving sustainable development goals as it can significantly reduce both greenhouse gas emissions and resource consumption. Artificial intelligence technology has broken the limitations of time and space in environmental protection. For example, the Ant Forest leverages the design of "green energy" to inspire the public to engage in energy-saving and emission-reducing activities. To examine the impact mechanisms of customers' sustainable consumption behavior, this study applies the stimulus-organism-response theory and the theory of planned behavior. The study conducts regression analysis and bootstrapping methods on a sample consisting of 280 Ant Forest users to explore the influence of artificial intelligence technology stimuli on sustainable consumption behavior and the mediating effects of customer-perceived value and customer stickiness. The results demonstrate a "linkage effect" between online green consumption habits and offline sustainable consumption behavior. Moreover, the study finds that passion and usability indirectly promote offline sustainable consumption behavior through customer-perceived value and customer stickiness. Specifically, the influence of customer-perceived emotional value (β = 0.121; β = 0.100) is stronger than that of customer-perceived social value (β = 0.043; β = 0.038). Due to the limitation of the sample size, future research should broaden its scope by incorporating additional variables, specifically customer-specific factors. Furthermore, more advanced research methods, such as big data analysis, should be employed to comprehensively explore the influencing factors of sustainable consumer behavior.

Is technology truly improving the customer experience? Analysing the intention to use open banking in Indonesia

PurposeOpen banking, with its promise to revolutionise electronic transactions through open application programming interfaces (APIs), aims to bridge the gap between banks and non-banks, enhancing lending, payments, investments and funds distribution. However, does this bold innovation truly resonate with consumers? This study delves into consumer intentions to adopt open banking in Indonesia by leveraging the technology readiness model, scrutinising its antecedents and moderating factors, and identifying the key attributes that users anticipate.Design/methodology/approachThrough quantitative and qualitative approaches, this study answers the following questions: (1) Are financial service users ready to use open banking/open API applications? (2) What are the key attributes that consumer expects of open banking/open API? First, the authors developed a structural model based on the technology readiness model, distributed the questionnaire in eight major cities in Indonesia, analysed it using PLS-SEM and utilised a machine learning approach to unpack the main attributes expected from open banking.FindingsThis study’s findings indicate that customers are generally prepared to embrace open banking innovations. Nonetheless, to enhance public acceptance, certain factors should be emphasised, including organisational support, user-friendly technology, a comprehensive range of features, consumer financial literacy and banks' readiness to adopt open banking. In contrast to prior research, this study reveals that loyalty to traditional banking positively moderates the connection between customer value and the intention to utilise open banking. Additionally, the authors did not observe a significant moderating effect of financial literacy on the relationship between perceived customer value and the intention to use open banking.Originality/valueTo the best of the authors’ knowledge, this study is one of the few that comprehensively analyses the consumers' readiness for open banking in developing contexts. This study is expected to produce a theoretical contribution as well as effective and optimal policies for the financial services sector.

The Impact of Corporate Social Responsibility Practices on Customer Value Co-Creation and Perception in the Digital Context: A Case Study of Taiwan Bank Industry

The rapid development of digitalization has introduced greater variability and trust-related risks to the banking industry. Enhancing customers’ perception of value co-creation with banks is a critical issue that requires attention. This study aims to explore the impact and mechanism of a bank’s social responsibility practices on its customers’ value co-creation in the digital context. A cross-level analysis model was developed and analyzed based on in-depth surveys of 30 bank managers and 262 valid customers. The results reveal that (1) CSR practices have no impact on customer value co-creation in the digital context; (2) CSR practices have a positive impact on customers’ perception of a company’s social responsibility; (3) customers’ perception of a company’s social responsibility has a positive impact on customer value co-creation; and (4) customers’ perception plays a mediating role between CSR practices and customer value co-creation. Although corporate social responsibility is becoming increasingly important in the current digital economy, our study found that it does not necessarily lead to more customer value co-creation. Banks must enable customers to perceive their CSR practices in order to foster value co-creation. This study has important implications for banking practitioners seeking to strengthen their social responsibility practices and create value with their customers in the digital era.

Effect of COVID-19 health threat on consumer’s perceived value towards mobile payments in India: a means-end model

Shifting to mobile payments from offline payments can be considered as a social distancing measure in times of a pandemic. The COVID-19 outbreak is currently entering its ‘endemic’ stage; continued usage of mobile-based payment services is thereby warranted as a social distancing mechanism. This could be true in case of any other pandemic/endemic outbreaks like SARS/Nipah virus outbreaks. The current study examines how the ‘perceived’ health threat posed by COVID-19 and mobile payment service quality (MPSQ) influence consumers' perceived value toward continuous usage of mobile payment services (MPS) in India. In addition, the investigation considers other factors that prompt consumers to continue using the service. Customers, who used mobile payment applications for making cashless transactions during the pandemic, formed the subjects of the study. Data were collected from 720 mobile payment users. The research model integrates the concept of health threat in health belief model to means-end chain model to explain why a customer opts to choose m-payment at times of a pandemic, and what prompts him/her to continue with its usage. The model was empirically tested with structural equation modeling, along with mediation and moderation analysis. It was found that MPSQ, perceived susceptibility, and perceived severity of COVID-19 significantly enhanced consumers’ value perceptions regarding MPS, which leads to satisfaction and continuance intention of using the same. In addition, the study also found a significant positive moderating role of consumer involvement on the relationship between perceived health threat, perceived value, and MPSQ. The threat of COVID-19, being an endemic, or occurrence of similar pandemics persists, and adopting contactless transactions via MPS to comply with social distancing norms may improve customer value perceptions that could aid in the persistence of MPS usage. Also, derivation of value perceptions out of the service quality acts as a driver to continuous usage.

Escapism Experience an Avenue for Tourism Development: Mapping the Test of Tanzania: Evidence from Arusha Region

The study’s aim is to examine the mediation effect of consumer perceived value on the relationship between escapism experience components and tourism development. A purposive sampling technique was used to collect data from various hotels in Arusha. One hundred twenty-three questionnaires were distributed, and only 78 were retained for analysis throughout the study. Statistical Package for the Social Sciences (SPSS 27) through descriptive statistics was used to analyse respondent profiles and the normality test of the data. Structural Equation Modelling through AMOS software was used to analyse the relationship of the variable and to test the mediation effect of customer perceived value on the relationship between arousal experience, memory experience, perceived quality, and tourism development. The main findings reveal that customer-perceived value fully mediates the relationship between memory experience and tourism development while partially mediates the relationship between arousal experience and perceived quality in tourism development. With the guide of the experience economy theory, the study’s novelty lies in the mediation effect of customer perceived value on the relationship between the escapism components and tourism development. With these findings, tourism stakeholders, including the hotel industry, are advised to focus on satisfying customers in the whole customer travel experience value chain, which includes before experience, during the experience, and post-experience

Understanding how customers shape purchase decisions in the e-commerce marketplace

Consumer preferences for online purchases are increasing during the pandemic. This paper aims to understand how customers perceive their values regarding online shopping. Our study hypothesized that website design attractiveness, e-commerce marketplace reputation, and perceived ease of transaction are the predictors for customer-perceived value, influencing the online purchase decision. This study employs a survey with a total sample of 225 respondents of Indonesian marketplace consumers. Data is gathered through the distribution of Google-forms questionnaires and analyzed using the Structural Equation Modelling (SEM) method. The findings revealed a significant direct relationship between the website's design attractiveness, e-commerce marketplace reputation, and perceived ease of transaction with the customer's perceived value and between perceived value and the purchase decision. This study also found mediation effects of perceived value on the relationships between website design attractiveness and e-commerce marketplace reputation on online purchase decisions. Considering the importance of website design attractiveness, e-commerce marketplace reputation, perceived ease of transaction on customer-perceived value, and the role of customer-perceived value on online purchase decisions, this study recommends companies to strengthen their marketing strategies related to those three predictors of customer-perceived value. A good perceived value is expected to increase customers' online purchasing probability.

Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise

Studying brand love is vital for hospitality establishments because it helps them understand their customers’ feelings and perceptions toward their brands, especially with the growing number of hospitality brands. However, previous hospitality research has neglected the relationship between customer value and brand love. Therefore, this study investigates the influence of customer value on brand love of fast-food restaurants with a moderating role of electronic word of mouth. The research model was empirically evaluated on 385 fast-food restaurant brand customers in Greater Cairo, Egypt, who had previously participated in restaurants’ online communities. We used structural equation modeling to examine the research data. Results indicated that customer value is crucial in increasing brand love sub-dimensions (i.e., intimacy, passion, and commitment). The results also confirmed that the utilitarian value affects more than the hedonic value of brand love sub-dimensions, and the latter significantly impacted customer loyalty. In addition, electronic word of mouth moderated the relationship between the two types of customer value and brand love sub-dimensions. Hence, the current study adds a new factor (i.e., customer value) that affects the brand love of restaurants to the hospitality literature. Accordingly, the study will present several practical implications to increase customer value and, thus, brand love and customer loyalty.

Reconceptualizing Customer Perceived Value in Hotel Management in Turbulent Times: A Case Study of Isfahan Metropolis Five-Star Hotels during the COVID-19 Pandemic

The COVID-19 pandemic has significantly impacted the tourism and hospitality industry. This study aims to reconceptualize the concept of customer perceived value (CPV) in Isfahan’s five-star hotels during the pandemic using the grounded theory (GT) approach in the context of qualitative research. The objective of this study is to explore the key dimensions of CPV and identify the main strategies that enhance the value perceived by hotel customers. Data were collected with interviews with 30 experts in the hotel and hospitality industry, and MAXQDA software was used to analyze the data. The dominant themes that emerged from the content analysis included health-oriented self-gratification value, financial value, quality value, emotional value, social value, epistemic value, information value, and health security value. Additionally, the subthemes identified were trust, satisfaction, and information access. All these themes could potentially be employed by hotel sectors as solutions to enhance customer satisfaction during the pandemic. From a practical standpoint, this study provides insights to hotel managers or practitioners to implement updated strategies that contribute to knowledge development about customer perceived value in the hotel sector, which can lead to enhanced customer satisfaction and loyalty. The article makes theoretical contributions to the literature on CPV by identifying new dimensions that are relevant to the pandemic. This extension of the literature provides a more comprehensive understanding of CPV in crisis situations and can inform future research on the topic. The article also discusses future research directions.

Assessing the determinants of customer-perceived value and customer satisfaction in e-hailing services: An Importance-Performance Matrix Analysis (IPMA) Approach

The rapid growth and success of sharing economy, particularly e-hailing services, have attracted many organisations to participate in this business. As a result, e-hailing organisations need strategies that enable them to compete in the market. One of the strategies that could help e-hailing organisations to stay competitive is to understand users’ perception of value. The aim of this study is to identify the values that users gain when they use e-hailing services. From there, this study also sought to determine the specific values, which contribute to satisfaction with e-hailing services. The Theory of Consumption Value was applied to examine as users’ perceived value with the inclusion of sustainability value. Based on the Partial Least Squares analysis via the software SmartPLS 3.2.8, users’ perceived value, which consists of economic value, convenience value, sustainability value, and hedonic value positively influences users’ satisfaction, while symbolic value negatively influences users’ satisfaction. The Importance-Performance Matrix Analysis (IPMA) results revealed that hedonic value is the most important value that contributes to users’ satisfaction. Theoretical and managerial implications as well as research limitations are duly discussed.

The Customer Perceived Orientation Effect on Perceived Value and Customer Satisfaction and Its Influence on Customer Trust

Research aims: The purpose of this research is to examine the impact of customer-perceived orientation (CPO) on customer-perceived value (CPV) and customer satisfaction (CS) and its influence on customer trust (CT) in Islamic banks.Design/Methodology/Approach: The study employed a quantitative research design with a descriptive survey. Data from 270 Islamic bank customers were analyzed using Structural Equation Modeling Analysis of Moment Structure (SEM-AMOS).Research findings: Based on the findings, CPO significantly affected CPV and CS. Furthermore, CS and CPV also had a significant impact on CT.Theoretical contribution/originality: The study strengthens the body of knowledge on customer perceived orientation, perceived value, satisfaction, and trust.Practitioner/Policy implication: The research highlights the significance of the investigated variables and guides policymakers and scholars.Research limitation/Implication: Several limitations could be identified. Firstly, primary data were collected cross-sectionally so that future studies can apply longitudinal research to understand investigated variables better. Secondly, the small sample size of 270 consumers may not be recommended to generalize a vast population. For future research, it is suggested that the proposed model be validated with a larger sample size.

Analysis of the Effect of Product and Service Quality, Electronic Word Of Mouth (E-Wom), Brand Image and Perceived Customer Value on Repurchase Intention Through Coffee-to-Go Shop Customer Satisfaction in Generation Y and Generation Z in Jakarta During The Covid 19 Pandemic

Analysis of the Effect of Product and Service Quality, Electronic Word Of Mouth (E-Wom), Brand Image and Perceived Customer Value on Repurchase Intention Through Coffee-to-Go Shop Customer Satisfaction in Generation Y and Generation Z in Jakarta During The Covid 19 Pandemic