Perspective Of Perceived Value Research Articles

Disentangling e-commerce gamification affordances on recommendation acceptances from a perceived value perspective

PurposeGamification is a strategic approach employed by practitioners to foster meaningful engagement and enhance the acceptance of recommendations. Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.Design/methodology/approachEmploying affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.FindingsThe research reveals that the four principal affordances of gamification – achievement, self-expression, interaction, and cooperation – significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.Originality/valueThis study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.

Understanding small and medium enterprises’ behavioral intention to adopt social commerce: a perceived value perspective

PurposeThis study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.Design/methodology/approachSurvey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.FindingsThe results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.Research limitations/implicationsThis research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.Practical implicationsAmong the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.Originality/valueBy employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.

Men on a mission, women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective

Gender has a considerable effect on how consumers search for information, shaping their behavior through a variety of motives. Previous research shows that the benefit consumers wish to gain from the information influences their search behavior on social networking sites (SNS). This study examines the extent to which gender influences the connection between perceived information values and the choice of SNS information source: commercial (marketer-generated content) and non-commercial (user-generated content). A representative Facebook users' sample (N = 525) and SEM statistics show gender differences in search behavior on SNS. Findings also demonstrate the impact of gender on the relationships between information values and preferred source of information, and demonstrate different motivations for male and female search behavior. The implications for both theory and practice are presented and analyzed.

What drives mobile MOOC's continuous intention? A theory of perceived value perspective

PurposeThe purpose of the study is to identify drivers of mobile massive open online course (MOOC) continuous intention (CI) through the lenses of customer perceived value (CPV) theory. Consumer choice is successfully explained by CPV, but lesser attention is given to linking the theory to the mobile MOOC context whereby the majority of theories have adopted approaches like technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), etc.Design/methodology/approachA mix-method approach was employed. Study A (qualitative), explores context-specific perceived value (PV) dimensions using nethnographic analysis of 627 learner reviews on Corsera app. Study B (quantitative), collects primary data by administering a questionnaire based on dimensions, and 231 responses were then analysed using structural equation modelling.FindingsThe results revealed that three context-specific PVs (i.e. pedagogy, interface and content) have a positive and significant impact on CI. Pedagogy value is a chief driving force of mobile MOOC CI followed by content value. Ubiquity value demonstrated insignificant impact.Practical implicationsThe findings provide insights for MOOC apps and their developers for formulating better value propositions for ensuring sustainable business which may result in gaining a higher share in the growing mobile learning market.Originality/valueThis study bridges an important gap in mobile MOOC literature by providing a novel approach to investigating what drives mobile MOOC CI through the lenses of CPV theory. It is the first study investigating mobile MOOC CI through the specific CPV dimensions identified by employing a mixed-method approach. The study formulates a conceptual framework that may serve as a foundation for future research on mobile MOOCs for which literature is relatively scant.

Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention

PurposeThis study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.Design/methodology/approachA survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.FindingsThe results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.Practical implicationsThe findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.Originality/valueThis study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Evolutionary game analysis of opportunistic behavior of Sponge City PPP projects: a perceived value perspective

Sponge City Public Private Partnership (PPP) project is a significant step to promote the construction of resilient city and sustainable development. Private companies take advantage of information asymmetry and regulatory loopholes to take opportunistic behavior, which affects the project delivery quality and public interests. In order to reveal the decision-making mechanism of the main stakeholders, this paper constructs an evolutionary game model of private companies, citizens and the government from a fresh perspective of perceived value. First, the traditional payoff matrix is modified by combining Prospect Theory and Mental Accounting. Next, this paper analyzes the strategic evolution law and stability conditions of game players by replicated dynamic equation. Finally, Nanganqu project is used for empirical simulation to verify the effectiveness of this model. Results indicate that, (1) due to the complexity of the project and the bounded rationality of the participants, there is no evolutionary stable strategy in this game system. (2) The behavioral decision of participants is affected by perceived incomes and perceived costs. (3) Government punishment and reputation loss can effectively curb the opportunistic behavior. All above studies are expected to improve the management of Sponge City PPP projects, providing theoretical guidance for the government to make scientific decisions.

Exploring Tourists’ Intentions to Purchase Homogenous Souvenirs

In the context of people’s gradually rising consumption levels and the urgent need to upgrade the tourism market, the continuous homogenization of tourism souvenirs is beginning to seriously affect the shopping experience of tourism tourists. This study aims to explore how tourists perceive the phenomenon of the homogenization of tourism souvenirs and how this phenomenon affects tourists’ continuous purchase intention. This study constructs a hypothesis model of the relationship among perceived homogeneity, perceived value, and continuous purchase intention based on a perceived value perspective and validates the model using structural equations. These findings are as follows: (1) Tourists’ perceived product homogeneity and perceived service homogeneity have significant negative effects on perceived product value and continuous purchase intention. (2) Perceived service homogeneity has a significant negative effect on tourists’ perceived emotional value. (3) Perceived product value and perceived emotional value have significant positive effects on continuous purchase intention. The study also explores how to enhance tourists’ perceived value through innovative product design and service system construction. The findings can provide valuable insights for promoting the sustainable development of the tourism market and tourists’ continuous purchase intention.

Factors Influencing Chinese Online Health Service Use

Despite the popularity of online health services (OHSs) among patients in recent years, academic research on this phenomenon is limited. Drawing on the valence framework, the authors proposed a model to explore both the most important facilitators of OHS use intention from the perceived value perspective and inhibitors of OHS use intention from the perceived risk perspective. Data were collected from 407 OHS users through an online survey. Results showed that the inhibitors of OHS use intention include privacy risk and social risk, while facilitators include social support value, convenience value, and utilitarian value. These findings enrich the OHS literature by revealing both the inhibitors and facilitators of OHS use intention. This study also provides practical implications for platforms offering OHS in relation to effectively attracting users.

Increasing Satisfaction With and Stickiness of Branded Mobile Apps in Online and Hybrid Brick-and-Click Retail Channels: A Perceived Value Perspective

Branded mobile apps are software applications developed by companies that carry the names and logos of the organizations and have functions designed to interact with customers using smartphones or digital devices. We find that consumer satisfaction and continued use of these branded apps are positively related to the fulfillment of utilitarian and hedonic benefits in online channels. For hybrid channels, utilitarian rather than hedonic benefits are key. Regardless of channel type, satisfaction is a key determinant of stickiness. Implications for management are discussed.

Building Customer Citizenship Behavior from Relationship Quality and Perceived Value Perspective in Online Transportation Service

Recently, Customer Citizenship behavior (CCB) become research focus in marketing. But, not many research focus on the antecedent of this variable from marketing behavior perspective. The research objective is to examine the effect of Relationship Quality and Perceived Value on CCB in online transportation services and Customer Satisfaction as the mediation in this relationship. Research involved 400 online transportation customers in Indonesia who used minimum three times in this transportation. By using Partial Least Square (PLS), the result found that Relationship Quality has a significant positive effect on Customer Satisfaction and CCB, Perceived Value has positive significant effect on Customer Satisfaction and has not significant effect CCB. It means that for strengthen CCB, the online transportation should create customer satisfaction. Research also found that Customer Satisfaction has a positive effect on CCB. The implication of the research is online transportation should improving the relationship quality and value for creating customer satisfaction for strengthening CCB. Customer satisfaction is the important conditions for improving CCB.

Received vs. given: Willingness to pay for sponge city program from a perceived value perspective

Rapid urbanization and global climate change have led to urban flooding on the one hand and water shortages on the other hand, which presents a global issue. To deal with the urban flooding and water quality issues, China has introduced the sponge city initiative to optimize urban water ecosystem. As a large-scale public project addressing environmental issues, the sponge city initiative is subject to public financial support and perception. Willingness to pay (WTP) is an effective tool to explore public behavioral intention and evaluate integrated benefits of project. This study aims to investigate the pathway to improve WTP from a ‘perceived value’ perspective based on Theory of Planned Behavior. Guyuan city, one of the pilot sponge cities in China, is chosen as a case study, and a questionnaire survey was administered in the affected communities with 656 respondents. Under the framework of planned behavior, the results showed that: (1) Perceived behavioral control had the strongest effect on WTP, especially the obstacle from perceived economic capacity was highlighted; (2) The consistency of attitude-intention relationship was identified, while subjective norm was not critical to WTP; (3) Perceived value was highlighted as the antecedent to predict WTP indirectly via the dual frameworks from value to behavior; (4) A 8.3% surcharge of domestic water tariff was accepted as reasonable for the sponge city development. These findings provide practical implications for government and developers to optimize financing and operation of sponge city developments. As a result, the sustainable performance of sponge city could be improved.

Investigating factors that promote time banking for sustainable community based socio-economic growth and development

Time banking is recognized as a way to leverage untapped community capacity to fulfill the unmet service needs of its members. However, time banking has not yet reached its full potential primarily due to inadequate participation by community members. In this study we therefore investigate from a perceived value perspective the motivation of members to participate in web-based time banks. We hypothesize and investigate the impacts of all three values, utilitarian value, hedonic value and social value provided by web-based time banks on the behavioral intention of members to participate in time-based banking from the perspective of both receiving/providing services. The results of the study from across web-based time banks show that time banks provide all three types of value to its participants. However, while the social value of time banks had the highest impact on providers of service, utilitarian value had the highest impact on receivers of services using time banks. The implications of the findings of the study for enhancing community participation in time banks and thereby engendering sustainable community development are discussed.

Alternatives for Targeting Women in Anti‐Smoking Campaigns: Insights from a Smoking Perceived Value Perspective

Although public anti‐smoking campaigns have undoubtedly paid off, their scope has been rather limited. This paper aims to contribute to this debate and provide a theoretical foundation based on the perceptions of female smokers that could provide guidance for the planning and design of more effective anti‐smoking campaigns. To attain this end, this study resorts to the concept of Perceived Value (PV). A scale of measurement was drawn up from the conceptualization of the Smoking PV (SPV) founded on a review of the specialized literature on smoking habits and an empirical study drawn from a sampling of female smokers. Results offer empirical evidence on the utility of the SPV both to improve our understanding of the perceived smoker experience and to predict intentions to quit smoking.

User Acceptance of Virtual Personal Assistant Devices : An Extended Perspective of Perceived Value

User Acceptance of Virtual Personal Assistant Devices : An Extended Perspective of Perceived Value

Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?

Smartphones are changing the way consumers shop, even in brick-and-mortar settings. This study explores consumers’ adoption of proximity mobile payment technology (p-m-payment), which enables them to pay with their smartphones for purchases in a physical store. With a perceived value perspective, the authors identify utilitarian, hedonic, and social benefits and financial and privacy risks as key drivers. They also investigate differences compared with the drivers of more familiar mobile shopping usages and highlight the role of experience. The paper discusses implications for both mobile and channel research and recommendations to help retailers take advantage of p-m-payment technology.

High speed rail passenger segmentation and ticketing channel preference

A multi-channel strategy for the purposes of marketing and ticketing has been widely employed in various fields, including the transportation industry, yet few transportation studies have investigated ticket channel-related issues. This study thus adopts Taiwan High Speed Rail (THSR) as a case study to identify passengers’ perceptions regarding key factors that affect the channel preference through which they receive their services, particularly across a four-stage ticket purchasing process, including information enquiry, booking, payment, and ticket pick-up. To investigate these key factors, we base the framework of our research model upon customers’ perceived value perspective, adopting a multinomial logit model to examine the influence of channel attributes on HSR passengers’ preferences. The relationship among the decisions made by these passengers at each ticket purchasing stage is also examined. The findings of our study demonstrate that perceived risk, perceived benefit, and perceived ease of use are critical factors influencing passengers’ channel preference throughout the ticket-purchasing process. Perceptual differences are proven to exist due to various demographic factors and trip characteristics. The conclusions of this study have implications for THSR management to design appropriate ticketing channel services for certain types of passengers and can also be generally applied to multiple distribution channels in conventional railway system and intercity bus services.