Influence Consumer Attitudes Research Articles

Responses to consumer-generated media in the hospitality marketplace

The consumer-generated media has become a significant force in the hospitality marketplace. This article reports the results of an experiment that was conducted to determine the moderating effect of consumer rebuttals and management responses to negative postings on travel review boards. The results suggest that potential hotel guests react more favorably to a rebuttal of a negative review posted by a fellow traveler than they do to a response posted by the hotel management but that both have the power to positively influence consumer attitudes toward the property. Managerial suggestions are provided.

Is the Greening of Firms Helping Consumers to Go Green?

Although research supports the notion that consumers look favorably upon firms that implement popular social behaviors like “going green,” little is known about how such practices impact the consumer’s own social attitudes and behaviors. In two experiments, the authors explore this underresearched area in social marketing by examining how a firm’s stated motive for its environmentally friendly behaviors as well as brand loyalty influence consumer attitudes toward, and intentions for, similar behaviors. Implications for social marketers are provided regarding the development of effective social marketing programs. These results suggest that society may best be served when marketers integrate more honesty and transparency into socially responsible claims since consumers are more likely to model their behavior under these circumstances.

The determinants of consumer attitude toward service innovation – the evidence of ETC system in Taiwan

PurposeInnovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. Service innovation offers the potential for substantially improving the performance, but performance gains are often obstructed by users' unwillingness to accept and use available systems. This research aims to use the concept of Reasoned Action Theory to further examine consumer attitudes toward service innovation and its antecedents.Design/methodology/approachBy focus group discussion and literature review, a conceptual model with six postulated hypotheses is proposed. The Electronic Toll Collecting (ETC) system launched by the Taiwanese government is selected as the service innovation to test the model. A structured questionnaire is designed to collect field data. The structural equation model with LISREL VIII program is used to estimate the structural coefficients and to test the hypotheses.FindingsThe results show that perceived ease of use, perceived price fairness, risk averseness and satisfaction with existing service significantly influence consumer attitude, and then influence consumer's intention to adopt service innovation.Practical implicationsBefore introducing a service innovation, the service provider must seriously consider the possible difficulties of usage and risk from the consumer's perspective.Originality/valueCompared with product innovation, research focusing on service innovation is relatively scarce. Services have specific characteristics of intangibility, inseparability, heterogeneity and perishability. Hence, the factors influencing the consumer adoption of service innovation may be different from those of product innovation.

How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation

This paper explores consumer reactions to negative celebrity publicity. We draw from the sociological analysis of morality and propose that an individual's concerns with moral norms of the target celebrity's personal conduct (deontology) and perceived wrongness of his/her act to the general public (teleology) have detrimental effects on celebrity endorsements. The results based upon a convenience sample of young Asian consumers reveal the crucial role of the evaluation of moral reputation in shaping respondents' reaction to the poorly behaving celebrity and the endorsed brands. The major implication is that moral reputation is an important bridging connection between the attribution process and consumers' reaction to negative celebrity publicity and therefore the celebrity endorser's moral reputation should be incorporated into celebrity endorsement research. Our approach captures a broad sociological process underlying consumer resistance to erratic behavior of celebrity endorsers.

Consumer influences on pirated software purchases: perspectives from an emerging Gulf nation

This paper examines the factors that influence consumer attitude towards software purchase of pirated software in Saudi Arabia. Based on a review of literature, a model is developed that examines the personal, social, attitudinal and other factors that influence an intention to purchase pirated software. Results reveal that four social and personal factors are important in influencing consumer attitudes. Study also finds significant differences in attitude towards software purchase by buyers and non-buyers. Other findings are also reported. This research is one of the first to examine the software piracy issue in Saudi Arabia. Several practice implications are discussed.

Watch What You Write: How Errors in Feedback Influence Consumer Attitudes and Behavior

Using feedback comments to assess the reputation of others has been touted as the main mechanism in the success of e-commerce Web sites. This research examines how errors in feedback comments might influence perceptions of a comment target and source. Findings suggest that errors reduced the favorability of a target's reputation and the desire to spend money with that target. Errors also decreased the favorability of impressions and levels of trust toward the sources of those comments. However, these effects were only present in positive comments; negative feedback was unaffected by errors. These results are discussed regarding their implications for reputations and written communication in general.

Consumers' Attitudes Toward Labelling of Ethical Products: The Case of Organic and Fair Trade Products

This article aims to investigate the factors that influence consumer attitudes to use labelling information in purchasing organic and Fair Trade products and to verify if labelling is a valid tool of direct shopping aid to consumers, with a view to derive inferences that may contribute to better strategic and tactical marketing decisions. A quantitative survey with a sample of 300 consumers living in south Italy was conducted to explore consumers' knowledge and attitudes toward labelling of organic and fair trade products. Data generated in this way were submitted to exploratory and segmentation analysis. The results indicate significant differences in consumer attitudes and behavior for ethical products and show the importance of new variables, other than demographics characteristics, that can influence the purchasing behavior and label information use.

Consumer Influences on Pirated Software Purchases: Perspectives from an Emerging Gulf Nation

This paper examines the factors that influence the attitude and purchase decisions of pirated software in Saudi Arabia. Based on a review of literature, a model is developed that examines the personal, social, attitudinal and other factors that influence an intention to purchase pirated software. Results based on a survey of consumers in Saudi Arabia reveal that four social and personal factors namely information susceptibility, normality susceptibility, collectivism, and consumer awareness are important in influencing consumer attitudes toward software piracy. The study also finds significant differences in attitude towards software purchase by buyers and non-buyers in Saudi Arabia. Other findings on the influence of attitudes on purchase intention are also reported in the study. This research is one of the first to examine the software piracy issues in Saudi Arabia. This study has several practice implications in providing an understanding of Saudi consumers to help design anti-piracy strategies.

Do Transparent Business Practices Pay? Exploration of Transparency and Consumer Purchase Intention

Information transparency has mostly been associated with financial institutions, and little is known about its application in the apparel supply chain. The aim of this study was to gain an in-depth understanding of the factors that may influence consumer attitude and purchase intention with respect to apparel products from businesses that are transparent about their supply chain. An interpretive analysis, through interviews with consumers, revealed that attitude and intention seemed to be affected by prior knowledge about the apparel industry, distrust on the business’ efforts, values (hedonic and social responsibility value) gained by consumers by consuming transparent products, as well as price and quality of the product. The study uses the theory of reasoned action to explain the relation between attitude and intention and combines with the concepts of consumer value and price and quality. Implications, limitations and scope of further research are also discussed.

The influence of an online auction’s product price and e‐retailer reputation on consumers’ perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.

상품정보제공수준과 서비스제공수준에 따른 소비자 태도 차이에 관한 연구

전자상거래의 급속한 발전 속에서 기업들은 세계적 시장에서 경쟁력을 지니기 위해 전자상거래를 이용하여 상품판매, 서비스 제공, 고객과 소통하고자 한다. 그러나, 기존의 연구들은 TAM 모형을 통한 상호관계나 선행관계에만 초점을 맞추고 있기 때문에 좀 더 확장한 모형이 필요하다. 본 연구에서는 상품정보와 서비스 제공수준은 소비자 행동에 영향을 미치는 중요한 요인이지만 연구가 충분치 못한 실정이다. 따라서 본 연구의 목적은 첫째, 상품정보제공수준과 서비스제공수준에 따른 소비자 태도 차이를 조망하고자 한다. 둘째, 기존에 연구가 미약하였던 상품정보제공수준 및 서비스제공수준과 기존에 인지된 가치, 인지된 위험, 구매의도와 구전의도간의 상호인과관계를 조망하고자 한다. 본 연구의 결과는 다음과 같다. 첫째, 상품정보제공수준과 서비스제공수준에 따라 소비자 태도 차이에는 차이가 있었다. 둘째, 상품정보제공수준과 서비스제공수준에 따라 소비자들이 인지된 가치, 인지된 위험, 구매의도, 구전효과에는 차이가 있었다. 셋째, 변수들간에 상호인과관계와 선행관계가 존재하였다. 상품정보제공수준과 서비스 제공수준은 인지된 가치와 인지된 위험에 각각 직접적인 영향을 미쳤다. 뿐만 아니라, 인지된 가치는 인지된 위험, 구매의도, 구전효과에, 인지된 위험은 구매의도와 구전효과에 직접적인 영향을 나타내었다.

Consumer responses to East‐West writing system differences

PurposeThe purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect on consumer responses. Second, it aims to describe the implications for international marketing and cross‐cultural studies. Third, it seeks to propose specific questions for future research.Design/methodology/approachFirst, the paper presents a critical literature review of studies investigating cross‐script differences influencing consumer attitudes, memory, and information processing. Based on the provided integrative analysis, future directions are indicated for areas relying heavily on written communication, such as international marketing communications, internet marketing, international branding, and cross‐cultural consumer research.FindingsDespite the pervasive nature and importance of written language, scant research has addressed differences between East/West consumer responses attributable to native script processing.Originality/valueThe paper is among the first to point out the insufficiency of scholarly studies on written language effects on consumer responses. The findings raise international marketers' awareness of differences in East‐West written language processing in order to effectively target consumers.

Acceptance of detergent‐retail brands: the role of consumer confidence and trust

PurposeThe aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products.Design/methodology/approachFollowing a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands.FindingsThe results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions.Research limitations/implicationsCaution should be exercised in extrapolating the results from the present research context to other product categories and research settings.Practical implicationsThe variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands.Originality/valueThe paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.

Communal and exchange relationship perceptions as separate constructs and their role in motivations to donate

Researchers have operationalized communal and exchange relationship perceptions as either mutually exclusive categories or opposite ends of a continuum. This research conceptualizes these relationships as distinct constructs that should be measured separately. We develop multi-item measures of communal and exchange relationship perceptions and find that they are actually positively correlated. We also examine the way communal and exchange relationship perceptions combine to influence intrinsic, extrinsic, and social motivations to donate, a category stipulated in economics, but not in psychology. We find that both relationship perceptions influence consumer attitudes toward donating through a mix of intrinsic, extrinsic, and social motivations.

Understanding the intention to follow the advice obtained in an online travel community

Online travel communities are an increasing phenomenon that is motivating great changes in consumer behavior in the travel sector. Travelers prefer to rely on peers’ recommendations and thus visit these communities to look for unbiased information. This work analyzes some of the precursors of the consumer intention to follow the advice obtained in an online travel community. Data show the relevant role of attitude toward the advice, trust in the online community that provides the advice and perceived usefulness of this information in order to determine the consumer intention to follow the advice obtained in the community. As well, trust and usefulness have been found to influence consumer attitude, and usefulness is also directly affected by trust in the community that provides the advice. Finally, a specific personal attribute – namely, consumer susceptibility to interpersonal influence –, moderates the effects of the antecedents of the intention to follow the advice obtained in a travel community. Based on these results, some implications for practice are widely discussed.

Exploring the relationships between e‐service quality, satisfaction, attitudes and behaviours in content‐driven e‐service web sites

PurposeThe objective of this paper is to develop a conceptual model to examine the relationships among e‐service quality, consumer satisfaction, attitudes towards the web site and behavioural intentions in the context of content‐driven web sites.Design/methodology/approachData from an online survey of 518 consumers were collected with the partial least squares (PLS) structural equation modelling technique used to empirically test the model.FindingsFindings suggest that positive evaluations of e‐service quality influences positive levels of consumer satisfaction, consumer attitudes towards the web site and behavioural intentions within the specific service context of content‐driven professional sports web sites.Research limitations/implicationsThe study specifically focuses on content‐centric web sites within a single service domain being professional sport. Future research can apply the framework to other service sectors on the internet, as well as to other cultural settings.Practical implicationsThe study suggests that practitioners can use the model developed in this study to assist in allocating resources to the essential, or under‐performing, e‐service quality attributes needed to drive positive consumer satisfaction, attitudes and behavioural intentions.Originality/valueThe paper proposes and empirically supports the idea that e‐service quality influences consumer attitudes as well as consumer satisfaction and behavioural intentions in the context of content‐driven (professional sports) web sites. Moreover, the results of this study provide managers with a useful framework to manage content driven e‐services, as well as for researchers interested in the issue of managing e‐service quality.

PENGARUH EKSPEKTASI DAN KOMPLEKSITAS INFORMASI TERHADAP IKLAN PADA KETERLIBATAN, SIKAP TERHADAP IKLAN DAN MEREK DENGAN NEED FOR COGNITION SEBAGAI PEMODERASI

This study focused on consumer attitudes towards advertising. Many factors influenced consumer attitudes toward advertisement. This study explored the influence of two factors: consumer visual expectation and complexity of message delivery. 120 respondents have been involved and ANOVA has been employed in the study. Findings showed that advertising using unexpected visual information has more influence on advertising message involvement and consumer attitude toward advertisement than advertising using expected visual information. The findings also indicated that the need of cognition is a moderating variable for expected visual consumers and complexity of advertising message on consumer attitudes toward adverting. Keyword: need for cognition, consumer attitude, advertising, unexpected visual information, expected visual information

Pengaruh Variabel Kesesuaian Merk dan Sikap Konsumen pada Sebuah Merk Individu terhadap Sikap Konsumen pada Merk Hasil Aliansi

Brand alliances is a popular phenomenom in today's marketing activities. Although that concept has grown in popularity, there has been a little research model that explains the conffict of these alliances on consumer attitudes toward the alliances itself. This research tested relationship between three alliances variables with consumer attitudes toward brand alliances. With between subject experimental design, and the product alliances is between notebook and processor, the result of the research confirmed that attitude toward individual brand before alliances and brand it influenced consumer attitudes toward brand alliances significantly.Keywords : Brand, marketing, customer, attitude.

The effects of visual and verbal information on attitudes and purchase intentions in internet shopping

AbstractThe present study investigated how different product presentation formats (visual vs. verbal) influence consumer attitudes toward product and purchase intentions in Internet shopping. The overall results from two Web experiments simulating Internet apparel shopping showed that both visual and verbal information had significant effects on affective and cognitive attitudes toward apparel products, but only verbal information had a significant effect on purchase intention. Though the superiority of visual information was predicted based on prior literature, the results of the study supported verbal superiority. This finding provides an important implication for Internet retailers who tend to pay more attention to visual product presentation. Although visual product presentation is also found to be important, detailed product descriptions are critical to positively influence consumer shopping experience in Internet shopping. © 2008 Wiley Periodicals, Inc.

Building corporate image through societal marketing programs

PurposeThe purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image.Design/methodology/approachA preliminary model was developed from the existing literature, followed by exploratory research consisting of three in‐depth interviews and four focus groups to refine the model. The model was then tested with data collected from a mail survey completed by 1,153 respondents, using structural equation modeling.FindingsThe findings indicate that a societal marketing program and corporate communications can create positive consumer attitudes toward corporate image. In addition both educational level and marital status of respondents significantly influence consumer attitudes towards corporate image. Moreover, societal marketing program identity, when compared with other variables, illustrates the most powerful impact on customers' attitudes toward corporate image.Research limitations/implicationsThe data were gathered from one program only, hence future research could extend these findings to other programs to test their generalisability.Practical implicationsThe key implications of these findings for marketing managers include support for the use of societal marketing programs at a strategic level as well as suggestions for successful implementation of these programs.Originality/valueThis study contributes to societal marketing research because a scarcity of empirical research still exists in this field, particularly in Asian countries such as Thailand.