Hedonic Attitudes Research Articles

Pengaruh Celebrity characteristic terhadap impulse buying melalui Celebrity endorsement dan Hedonic attitude serta Utilitarian attitude: Pendekatan Teori S-O-R

Impulse buying, is a consumer behavior characterized by spontaneous and unplanned buying decisions. The main problem faced in this research is how celebrity characteristics influence impulse buying through celebrity endorsement as well as hedonic attitude and utilitarian. This study used Structural Equation Modeling (SEM) to analyze data from 171 respondents to identify the relationship between these variables. The results show that celebrity characteristic has a significant positive effect on celebrity endorsement (coefficient 0.984, p-value 0.000), which then affects hedonic attitude (coefficient 0.757, p-value 0.000) and utilitarian (coefficient 0.686, p-value 0.000). Hedonic attitude increases impulse buying (coefficient 0.528, p-value 0.000), while utilitarian attitude has a negative influence (coefficient -0.296, p-value 0.005). The contribution of this study lies in an in-depth understanding of the role of celebrity characteristics in increasing the effectiveness of endorsements and their impact on impulse buying behavior. The conclusions of the study emphasize the importance of choosing the appropriate celebrity and designing marketing strategies that consider the emotional and rational aspects of consumers. Suggestions for marketers are to focus on relevant celebrity characteristics and integrate emotional and rational approaches in marketing campaigns to maximize the influence on impulse buying.

Why do you want an organic coffee? Self-care vs. world-care: A new SOR model approach to explain organic product purchase intentions of Spanish consumers

The growing concern for environmental preservation, sustainability and the well-being of producers and consumers has created demand for alternative organic products. In the context of organic product consumption, individuals may be motivated by self-care or world-care factors. This study proposes a new, adapted version of the SOR model − stimulus (S), organism (O), response (R) − to explore the acceptance of an organic coffee produced in Peru. The model used data from 570 Spanish consumers, and the analysis was carried out using partial least squares (PLS), based on variance. The findings revealed that world-care (S) significantly influences both hedonic and utilitarian attitudes (O), while self-care (S) was not found to have a significant impact on these attitudes. In addition, both hedonic and utilitarian attitudes were found to influence consumers' purchase intentions for organic coffee (R), with hedonic attitudes playing a particularly crucial role. These results carry substantial theoretical and practical implications for the fostering of a more sustainable and environmentally conscious coffee market.

Factors influencing behavioral intentions in livestream shopping: A cross-cultural study

This study aimed to clarify two research questions: (1) How do perceptions of livestream shopping differ between users and non-users across the United States (US), China, and Japan? and (2) Among American, Chinese, and Japanese users, how do personal traits influence perceived social presence and attitudes toward livestream shopping, and how do social presence and attitudes influence behavioral intentions toward livestream shopping? A three-country online survey was conducted in 2023. For Research Question 1, regarding perceptions of stimulating purchases, facilitating communication, and improving personal quality of life, American non-users (N = 480) were significantly more positive than Japanese non-users (N = 572); regarding improving personal quality of life and societal benefits, Chinese users (N = 563) were significantly more positive than American users (N = 290). Results for Research Question 2 showed commonalities and differences between the US and China. Both countries showed positive effects of interpersonal orientation and trust in streamers on social presence, of change seeking and social presence on utilitarian attitudes, and of anticipated regret and social presence on hedonic attitudes. Main differences included the stronger influence of general online trust on utilitarian attitudes in the US versus the stronger influence of trust in streamers on both utilitarian and hedonic attitudes in China.

Factors Affecting Family Caregivers’ Behavioral Intention to Use Socially Assistive AI Robots for Elderly Care Within Their Own Home Environment

The necessity of socially assistive AI robots that can assist the elderly in their daily lives to mitigate the burden of family caregivers in aged-care settings continues to increase. However, there is a lack of empirical research on the drivers of family caregivers’ behavioral intention to use these types of robots within their own home environment. This study investigates how family caregivers’ intention to adopt socially assistive AI robots for their elderly family members can be predicted based on utilitarian and hedonic attitudes, product smartness dimensions, and conscientiousness with demographic characteristics as control variables. The partial least squares structural equation modeling (PLS-SEM) method was used to process data collected from 399 respondents. The results show that utilitarian and hedonic attitudes positively affect family caregivers’ intention to adopt socially assistive AI robots. Moreover, utilitarian attitudes are influenced by ability to cooperate, personality, and conscientiousness, while hedonic attitudes are influenced by autonomy, ability to cooperate, humanlike interaction, and personality. Important implications for developing family caregivers’ adopting intention toward socially assistive AI robots are presented based on the findings.

Exploring users' adoption intentions of intelligent virtual assistants in financial services: An anthropomorphic perspectives and socio-psychological perspectives

With artificial intelligence entering all spheres of technology, it has also prompted financial businesses to enter into Intelligent Financial Technologies (FinTech). Chatbots and virtual assistants all are examples of how AI is used in the financial services industry. Whereas many companies are humanizing their customer service chatbots and Intelligent Virtual Assistants by giving them names and avatars, no research has been conducted on how IVAs (Intelligent Virtual Assistants) influence customer responses in the financial service setting. The present study aims to examine the role of artificial intelligence-related factors (Perceived Anthropomorphism, Perceived Intelligence and Perceived Animacy) and Socio-Psychological factors (Technological self-efficacy and Social Presence) and how these factors affect the attitude (Hedonic & Utilitarian) towards the acceptance of Intelligent Virtual Assistants in the context of financial services. The moderating role of the need for human intelligence has also been examined between the AI factors and attitude. A total of 435 fintech users responded to an online questionnaire after interacting with a chatbot. Smart PLS SEM 4 was used to analyze the data and to test the hypothesis. The results showed that all the AI factors (Perceived Intelligence, perceived anthropomorphism, Perceived animacy) of the Intelligent Virtual Assistants (IVAs) have a significant impact on the attitude of the user except the influence of perceived anthropomorphism on the hedonic attitude which was insignificant. The results also showed that the need for human interaction positively moderates the relationships between AI constructs and attitudes. This study provides empirical insight into the opportunities, prospects and challenges pertaining to the use of AI in the area of financial services and provides practical implications in the design of IVAs in financial technologies. Additionally, the results demonstrated that Intelligent Virtual Assistants have enormous potential in the area of financial services. Finally, we look into the implications of these findings for IVA design principles and prospective research directions.

Factors Affecting Acceptance of Social Robots Among Prospective Users

Rapid technological and scientific developments in the robotics field have led to the expansion of the use of service robots in domestic environments. The purpose of the study reported in this paper is to identify the factors that determine people’s psychology, attitude, and intention to use a social robotic system. A new conceptual framework is developed and empirically tested, using data from 347 people, performing Structural Equation Modeling analysis. The proposed framework incorporates various factors related to hedonic attitudes, utilitarian attitudes, normative beliefs, control beliefs, and personality traits. The results reveal predominantly the positive impact of normative beliefs and utilitarian and hedonic attitudes but, also, the negative impact of control beliefs on people’s intention to use social robot systems. Consequently, it is concluded that future clients are not only influenced by society’s general attitudes, perceptions, and prejudices towards technology but, also, by the functional benefits of social robots.

Impact of socioeconomic status on customer e-loyalty under the moderating role of perceived self-efficacy

ABSTRACT With the rapid spread of e-commerce and fierce competition in the online shopping market, the development of durable relationships with customers has become a major focus for online retailers. This requires a better understanding of e-loyalty and its drivers. This study aims to develop a conceptual framework to provide a detailed explanation of the psychological processes which connect customers’ socioeconomic status, attitudes, and e-loyalty. The moderating role of perceived self-efficacy was also examined. An empirical quantitative study using the structural equation modeling method was applied using an online survey. A total of 314 Saudi participants’ data was analyzed through a convenience sampling method. The socioeconomic status of e-customers was found to be a significant predictor of both utilitarian and hedonic attitudes, which in turn influenced e-loyalty. Perceived self-efficacy was found to strengthen the relationship between attitudes and behaviour. The findings provide relevant recommendations to business owners to retain their e-customers.

The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping – celebrity endorsement as a moderating factor

PurposeAlthough prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.Design/methodology/approachTo test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.FindingsFirst, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.Originality/valueThis research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

Understanding the perception of edible insects

PurposeEdible insects are increasingly recognized as great food resources of the future. Entomophagy, the practice of eating insects, has a predicted market by 2030 of nearly $8 billion. But this market could grow even more with the acceptance of insects as food by Western consumers, as an alternative to conventional protein sources. In this context, the authors aim to collect and analyze information about consumers' perception of insects as food in Brazil, through the word association task.Design/methodology/approachIn total, 751 participants agreed to complete the word association task in relation to entomophagy through an online questionnaire. They had to write down the first five words or terms that came to their minds when they thought of eating insects.FindingsIndividual mentions were categorized according to their similarities and/or proximity. Based on this grouping the authors identified six dimensions, with emphasis on “hedonic attitudes and feelings”, “cultural aspects” and “exotic”. The study concludes that Brazilians see insect consumption as belonging to another culture, not Western.Originality/valueFew studies have explored the association of words in relation to entomophagy, especially in Brazil. This article aims to fill this gap, using this methodology applied to the Brazilian public.

Peran Santri dalam Menjaga Kebersihan Lingkungan Hidup di Pondok Pesantren Annuqayah Latee I Pada Masa Pandemi

This study aims to answer questions regarding the implementation of clean attitudes in the pesantren tradition related to the clean lifestyle of students in their daily behavior, which leads to a hedonic attitude. This hedonistic attitude refers to how much the students care about the pesantren environment they live in. The method used in this research is a descriptive qualitative approach. Data collection instruments were obtained by means of field observations, in-depth interviews with several informants as data complements, and documentation. The results of this study indicate that the phenomenological study that the researcher uses as a tool to understand the attitudes of students towards cleanliness is functioning well. The implication is that in this phenomenological study, the development of civilization shows the increasingly sad attitude of the students to care about their environment, both the general environment and the individual students (body hygiene). The transcript of the interview results was coded and then poured into synthesis and interpretation, this adjusted to the condition of the pesantren, the existing situation, the facilities and habits of the students in relation to life in maintaining the cleanliness of the dormitory environment. All of this is good because of the laziness that is brought from the environment of students before boarding (home), as well as from the environment they are facing at the Islamic boarding school, such as the influence of friends, the lack of education of students in managing time in the midst of dense boarding school activities and so on.

Aproveitamento dos resíduos do tamarindo no vale do São Francisco: potencial alimentar e nutricional

ABSTRACT: This performed a technical application of tamarind residues (peel and seeds) in a habitually-consumed food product (cookie) and to verify its sensory and market acceptance. We initially proceeded by preparing the peel flour and roasted seeds by conventional drying. Then, the flours were physico-chemically characterized. Next, the products were prepared; cookies were prepared replacing wheat flour with peel flour (PF0, 15 and 30%), and a second kind of cookie was made by replacing wheat flour with roasted seed flour (SF0, 15 and 30%). Affective tests (hedonic scale, attitude and ordering) and purchase intention were subsequently evaluated to verify sensory acceptability. All cookies generated high energy value. The fiber content was higher in the incorporated formulations compared to the standards. The highest sensorial acceptance mediansfor the peel flour cookies were for the standard cookie and the cookiewith 15% peel flour, which were statistically equivalent. Conversely, the cookie with 30% peel flour had lower medians compared to the others. Other tests also revealed better scores for standard formulations and 15%peel flour. There was no difference in the medians by the hedonic tests, attitude and purchase intentionfor cookies prepared with roasted seeds, presenting scores indicating high sensory and market appreciation. It is concluded that it is possible to incorporate tamarind peel flour and roasted seeds in cookies and add nutritional value, especially at a concentration of 15%.

Children’s Intention to Adopt Social Robots: A Model of its Distal and Proximal Predictors

Social robots have increasingly been entering children’s daily lives and their domestic environment. Whereas various studies have shown children’s enthusiasm towards social robots in, for example, an educational context, little is known about children’s acceptance—or rejection—of domestic social robots. This paper aimed at filling this research gap by developing a model of children’s intention to adopt a social robot at home, based on the Theory of Planned Behavior. Relying on data from a survey among 570 children aged eight to nine, we found that, before having ever interacted with the robot in real life, 82% of the children were willing to adopt the robot at home. Children’s adoption intention was mainly predicted by hedonic attitudes and social norms, as well as by their general attitude towards robots, which was linked to adoption both directly and indirectly through hedonic attitudes and social norms. Our findings suggest that entertainment-related and normative considerations drive children’s intention to adopt a domestic social robot.

Psychological determinants of users’ adoption and word-of-mouth recommendations of smart voice assistants

Individuals are increasingly using Smart Voice Assistants (SVA) to derive functional, hedonic, and symbolic benefits. SVA adoption is in the nascent stage and we have little knowledge about what drives SVA usage. Following the ‘attitude shapes behavior’ approach, this study examines the role of hedonic and utilitarian attitudes on SVA usage and word-of-mouth (WOM) recommendations. The study also investigates five antecedents (playfulness, escapism, anthropomorphism, visual appeal, and social presence) to both attitudes. Through an online survey of 360 respondents, the study suggests that playfulness and escapism positively influence hedonic attitude. On the other hand, anthropomorphism, visual appeal, and social presence determine utilitarian attitude. Further, utilitarian attitude has a stronger impact (vs. hedonic attitude) on SVA usage and WOM recommendations. The findings reveal that individuals who perceive SVA as a symbol of high prestige (vs. low prestige) are less likely to relate playfulness to hedonic gratifications. In contrast, people attributing prestige to SVA are more likely to use it as an escape route from everyday life. These findings contribute to the growing literature on SVA adoption and offer insightful recommendations to various stakeholders to increase the likelihood of SVA adoption and generating favorable WOM recommendations.

Generation Z Perception of Counterfeit Product Attribute and The Influence Toward Purchase Intention

This research was conducted on 133 z generations of Indonesia. This study uses the Stimulus-Organism-Respondent model to explain counterfeit products' purchase intention in Generation z in Indonesia. This study uses SEM to analyze research results. This study's results indicate that the stimulus of past experience, product knowledge, product appearance, novelty-seeking, status consumption, and information susceptibility can affect the utilitarian and hedonic attitude of generation z towards imitation products. The utilitarian and hedonic attitudes of generation Z affect the counterfeit product purchase intention. These results can understand what stimuli can affect generation Z's attitude towards counterfeit products and how this affects the counterfeit product purchase intention.

Hofstede's individual-level indulgence dimension: Scale development and validation

In spite of the important role of culture in consumer behavior, there has been no study of the effects of indulgence vs. restraint, the sixth dimension of Hofstede's cultural framework, at the individual level. This is mainly because there has been no scale to measure indulgence vs. restraint at the individual level. Given that ascribing national-level cultural scores to individuals may cause an ecological fallacy, the four studies of this research conceptualize and develop a valid and reliable measure for individual-level indulgence. In study 1 (n= 290), using PCA, the items were purified to the final six items. The result of an EFA in study 2 (n=230) suggested a unidimensional six-item structure for the scale. This structure was confirmed by a CFA in study 3 (n=257). Study 3 established the reliability, convergent, discriminant, and criterion validities of the scale. In study 4 (n=219), through developing and testing the nomological network, the nomological validity of the scale was supported by showing that the impacts of individual-level indulgence on hedonic attitudes and repurchase intentions are mediated by positive post-purchase emotions and hedonic attitudes, respectively.

How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model

This study aims to examine how marketing communication channels for organic food (MCOF) and perceived organic food values (OFV) stimulate organic food consumers’ behavioural intentions (BI) within the stimulus-organism-response (S–O-R) framework. The online survey resulted in 1011 responses, and data were statistically investigated, employing the partial least squares structural equation modelling (PLS-SEM) technique. Findings show that MCOF is a two-dimensional second-order construct, including controlled communication sources (CCS) and uncontrolled communication sources (UCS). Both MCOF and OFV have significant effects on utilitarian attitude (UA) and hedonic attitude (HA) that impact BI. Both UA and HA have partial mediational effects between OFV and BI and full mediational effects between MCOF and BI. Besides, gender differences are significant for MCOF→HA and OFV→HA paths in the model. Both researchers and practitioners alike could find the results and insights encouraging and valuable.

Shopping Behavior in ‘Health-Food Stores’: Does It Have a Hedonic Aspect?

Individuals are changing their approach to food and this phenomenon does not affect only consumption of good food, but also purchasing behaviour. The presence of products that support a healthy lifestyle is one of the main factors people take into account when choosing a retailer. As a consequence, the market is characterized by the proliferation of healthy store formats. However, very few studies have tried to analyze shopping experience inside these stores and its antecedents. Moreover, no studies have tried to investigate how the healthiness of the assortment impact on shopping experience. Thus, the present work aims to understand the impact of healthy assortment, healthy in-store communication and atmosphere on shopping value (both utilitarian and hedonic) and the effect of shopping value on customer’s satisfaction and loyalty to the store. For the purpose of the present study, a total sample of 101 shoppers was interviewed inside a new healthy store format developed in Milan by a leading French retailing company in 2017. Data were analysed using SmartPLS package. Our findings suggest that hedonic attitudes, formed favourably by perceptions of the healthiness of the assortment and products value, have a positive impact on satisfaction and loyalty to the store.

An integrated framework to explain consumers’ purchase intentions toward green food in the Chinese context

The present study aims to explore an appropriate framework for explaining consumers’ purchase intentions toward green food in the Chinese context. An integrated green food purchase intention (IGFPI) model was designed based on various cognitive and affective variables extracted from the amended theory of planned behavior (A-TPB) and modified stimulus-organism-response (M-SOR) models. An online survey was conducted among Chinese consumers with 1,412 usable responses. Research data were analyzed using structural equation modeling to evaluate the strength of the relationship between constructs and compare the model fit among three models (i.e., A-TPB, M-SOR, and IGFPI). The findings reveal that three models present reasonable fit and the IGFPI model provides a better explanatory power than the other two independent models. In summarizing the results of hypotheses tests among the three models, the variables of perceived behavioral control, face consciousness, group conformity, utilitarian and hedonic attitudes have significant effects on purchase intentions toward green food. Consumers’ perceptions of nutritional content and price attributes of green food have strong effects on utilitarian attitudes, while the sensory appeal and price attributes strongly influence hedonic attitudes. Interestingly, the strength of the association between confidence, personal characteristics and purchase intention, as well as between ecological welfare and utilitarian attitudes vary within the independent and integrated models respectively. This study provides insight for stakeholders and future research in better understanding the framework and factors that influence purchase intentions of consumers toward green food products in the Chinese context.

Adoption of artificial intelligence integrated CRM system: an empirical study of Indian organizations

PurposeThe purpose of this study is to explore the behavioral intention of the employees to adopt artificial intelligence (AI) integrated customer relationship management (CRM) system in Indian organizations.Design/methodology/approachTo identify the factors impacting the behavioral intention of the employees to adopt AI integrated CRM system in Indian organizations helps of literature review and theories have been taken. Thereafter, some hypotheses have been formulated followed by the development of a theoretical model conceptually. The model has been tested statistically for validation using a survey by considering 308 usable respondents.FindingsThe results of this study show that perceived usefulness and perceived ease of use directly impact the behavioral intention of the employees to adopt an AI integrated CRM system in organizations. Also, these two exogenous factors impact the behavioral intention of the employees to adopt an AI integrated CRM system mediating through two intermediate variables such as utilitarian attitude (UTA) and hedonic attitude (HEA). The proposed model has achieved predictive power of 67%.Research limitations/implicationsBy the help of the technology acceptance model and motivational theory, the predictors of behavioral intention to adopt AI integrated CRM systems in organizations were identified. The effectiveness of the model was strengthened by the consideration of two employee-centric attitudinal attributes such as UTA and HEA, which is claimed to have provided contributions to the extant literature. The proposed theoretical model claims a special theoretical contribution as no extant literature considered the effects of leadership support as a moderator for the adoption of an AI integrated CRM system in Indian organizations.Practical implicationsThe model implies that the employees using AI integrated CRM system in organizations must be made aware of the usefulness of the system and the employees must not face any complexity to use the system. For this, the managers of the concerned organizations must create a conducive atmosphere congenial for the employees to use the AI integrated CRM system in the organizations.Originality/valueStudies covering exploration of the adoption of AI integrated CRM systems in Indian organizations are found to be in a rudimentary stage and in that respect, this study claims to have possessed its uniqueness.

HUBUNGAN KONSEP DIRI DENGAN GAYA HIDUP HEDONIS PADA SISWA/I SMA SANTO YOSEF MEDAN TAHUN 2019

Introduction : Hedonist lifestyle can bring effects that can damage the next generation of the nation, especially adolescents who are still experiencing an identity crisis in looking for identity so that adolescents have not been able to judge themselves about the strengths and weaknesses of so many adolescents who are easily affected and are mired by unhealthy relationships.Method : This research is correlation analytic research with Cross Sectional approach. The statistical test used is the Spearman Rank. The population in this study were students of SMA Santo Yosef Medan class XI with a total sample of 57 respondents taken by the Quota Sampling technique.Result : The results showed that respondents who lacked self-concept were 27respondents (47%) and moderate hedonic lifestyle as many as 26 respondents (45.6%). Based on the results of the gamma analysis test, a p-value of 0,000 (p <0,005) was obtained so that Ha was accepted or there was a relationship between self-concept and hedonic lifestyles in the students of Santo Yosef Medan High School.Discussion : In this study available that there is a close relationship between self-concept and hedonic style in adolescents, especially students of the Santo Yosef Medan High School. For this reason, it is expected that adolescents will have positive self-concepts to support learning activities and reduce hedonic attitudes in life.