Post-consumption Behavior Research Articles

An Exploratory Study on Purchase Decision Making Process and Clothing Shopping Orientation of Fashion Products Rental Service Users

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decisionmaking processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion. The results of the study are summarized as follows. The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles. The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources. The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items. The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products. The consumption stage examined the usage frequency and usage method. The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service. The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior. Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity. This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

Finding desirable post-consumption behaviors

PurposeThe purpose of this paper is to identify the antecedents and consequences of romantic brand love in the luxury hotel context.Design/methodology/approachData were collected from guests who had stayed at a luxury hotel within the past year and analyzed using structural equation modeling.FindingsThe findings indicate that uniqueness and hedonic values are a prerequisite of evoking closeness and passionate feelings toward hotel brands, resulting in guests’ advocacy and willingness to pay a premium price.Practical implicationsThis study provides practical implications for luxury hotel marketers by introducing a new angle to understand brand love and suggesting desirable post-consumption behaviors through creating romantic love relationships between guests and hotel brands.Originality/valueResearch on the multidimensional aspects of luxury value is limited. This study proposes a conceptual model to investigate which luxury values enable guests to fall in love with brands and influence future behavior decisions and identifies opportunities for managerial benefits relating to consumers who are not traditional or frequent visitors to hotels.

The Effect of Neonicotinoid Insecticide and Fungicide on Sugar Responsiveness and Orientation Behavior of Honey Bee (Apis mellifera) in Semi-Field Conditions

Neonicotinoid insecticides are in widespread use around the world, cause pollinator decline. We used semi-field conditions to determine the effect of sublethal insecticide, thiamethoxam, exposure on orientation behavior and sugar responsiveness. Bees could not reject the non-treated flower or the insecticide or insecticide/fungicide treated flower. After bees consumed the insecticide or insecticide/fungicide treated nectar, they could not discriminate between a flower odor or blank control in a Y-maze when making a first choice. We also found that treated bees wander back and forth in both arms to make a final decision about food location, and used longer duration in the Y maze than the control group. Sugar responsiveness was also reduced after bees were fed with insecticide or insecticide/fungicide treated food, one week was needed for them to display the same level of responsiveness as the control group. The thiamethoxam or thiamethoxam/carbendazol treated crop field does not act as an olfactory repellent to the bee, but it does affect its post-consumption behavior.

Experiential dimensions and their influence on behavioral intentions within the context of nature-based tourism

Purpose – This paper aims at investigating the customers’ experience in nature-based attractions and its influence on post consumption behavior. Design – The study uses two theoretical frameworks (experience economy and behavioural intentions) to investigate the determining dimensions of the wildlife experience to customer satisfaction, and the relationships between the wildlife experience and the behavioural intentions. Approach – The research develops an explanatory framework of consumer experience that measures the four dimensions and their relative influence on satisfaction, perceived service quality and behavioral intentions. Methodology – The proposed research framework was empirically tested by implying a quantitative research and the technique of convenience sampling to customers of Game Reserves in Republic of South Africa. Findings – The results indicate that the experience framework constitutes a valid tool for the study of wildlife experiences. In the context of nature-based tourism the experiential dimensions which influence the perceived service quality and customers’ satisfaction are escapism and esthetics. There is also a strong correlation between wildlife experience and post consumption behavioural intentions, especially for word-of-mouth and repurchase intention. Originality – The research extends existing theory by incorporating new elements and empirically investigating them within a new context. It is the first empirical study that investigates the experiential dimensions within the context of nature-based tourism and customers’ behavioural intentions. It develops an explanatory framework of customer experience that measures the four dimensions, their relationship with experience outcomes (satisfaction and perceived service quality) and their relative influence on behavioural intentions.

Accommodation preferences of the girlfriend getaway market in Malaysia

Purpose This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty. Design/methodology/approach Accommodation preferences were measured using multi-items adapted from the literature and multi-phases of qualitative research. Female guests recruited from a resort’s membership database in Malaysia resulted in 540 useable surveys. Data were analyzed using both exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was used to identify relationships between the various dimensions of accommodation preferences, self-image, satisfaction and loyalty. Findings A significant negative relationship was found between women actual self-image and the dimension of hotel activities. Several significant positive relationships were found between women ideal self-image and various room amenities factors. A significant relationship was also found between overall satisfaction and loyalty of guests. Practical implications The results provide hoteliers with significant insights into women’s accommodation preferences and identify opportunities for the packaging of accommodation attributes as well as promotion of hotel amenities that would appeal to the girlfriend getaway market. Originality/value This study is the first to evaluate significant relationships between self-image and accommodation preferences of women travelers from the girlfriend getaway market in Malaysia.

Social servicescape effects on post-consumption behavior

Purpose The purpose of this paper is to determine the role played by the social servicescape and positive emotions in the post-use in terms of response – satisfaction, perceived value and consumer loyalty – in hedonic services. Design/methodology/approach A quantitative study was conducted to gather data from 867 opera-goers through e-mail with a link to a questionnaire. Hypotheses were tested using structural equation modeling based on partial least squares. The effects of the social servicescape and emotions as moderators were examined using interaction techniques. Findings The paper provides empirical support on the multidimensional configuration of the social servicescape composed by both characteristics and interactions of employees and customers. The results demonstrate significant relationships between the social servicescape and positive emotions in perceived value, satisfaction and loyalty of consumers. Positive emotions are a moderating variable, intensifying the relationship between the social servicescape and perceived value. The opposite effect in the relationship between the social servicescape and loyalty is found. Research limitations/implications Further research is required to generalize the findings to other hedonic services. Practical implications Knowledge on both social servicescape and emotional effects on consumer behavior may enable cultural managers to improve the consumption experience of performing arts attendees. Originality/value This paper fulfills a research gap in the area of social servicescape as well as the effects of emotions in hedonic services. It makes two main contributions. First, it provides knowledge on social servicescape conceptualization and measurement. Second, the moderation, by interaction effect, of emotions and social servicescape in consumer behavior are confirmed.

The other customer: The impact of self-image in restaurant patronage

ABSTRACTThe purpose of this research is to extend the understanding of self-congruity theory to the domain of restaurant patronage. In combination with sociometer theory, we propose a set of relationships among self-image, place commitment, and post-consumption behavior including loyalty and word-of-mouth. The hypotheses are tested on a sample of restaurant consumers in the United States. Analysis of the data demonstrates that while the consumer’s ideal self-image is a significant driver of place commitment and post-consumption behavior, his/her actual self-image is not a significant predictor of these constructs. These findings are considered, and implications for theory and practice are discussed.

A Netnographic Study of eWOM Motivations to Articulate Dining Experiences

This study explains electronic word of mouth (eWOM) in terms that are opposed to the traditional definitions and examines the motivations that lead to eWOM in order to clarify ethnic restaurant users’ post-consumption behavior online. To fill in the gap left by studies that have primarily relied on predetermined questionnaires (e.g., DINESERV), this study uses a qualitative methodology (i.e., netnography). Four motivations for engaging in eWOM are identified. Customers tend to articulate their dining experiences by engaging in online social networks for the purpose of evaluating services, expressing positive or negative feelings, approving other members’ contributions, or gaining positive recognition from others.

Book Reviews

Catherine C. Eckel of Texas A&M University reviews, “Emotions and Consumption Behaviour” by Isabella Soscia. The Econlit abstract of this book begins: “Examines how emotions function in consumers from both a psychological and a managerial perspective. Discusses consumer emotions and behavior; happiness and unhappiness; pride and sense of guilt; anger and gratitude; and consumption emotions and the determination of postconsumption behavior. Soscia is at SKEMA Business School.”

Mediating Effect of Visitors’ Event Experiences in Relation to Event Features and Post-Consumption Behaviors

A special event is an important experiential product that depends heavily on its ability to produce ranges of sensations, imaginative responses, emotions, and involvement within its consumers. Hence, a special event requires special consideration when conceptualizing and measuring the event outcome based on experiential perspective. The aim of this study is to examine the mediating effect of visitors’ event experiences in relations to event features and post-consumption behaviors. Survey data were collected at a public community event in Malaysia. Findings revealed that visitors’ event experiences fully mediate the relationship between event features and post-consumption behaviors (overall satisfaction and future intention).

Examine the cognitive and affective antecedents to service recovery satisfaction

PurposeDrawing on consumer behavior and service marketing literature, the aim of this paper is to empirically examine how customers' justice judgment and consumption emotions affect customer relationships and their post consumption behaviors in a service recovery context.Design/methodology/approachStructural equation modeling (SEM) was adopted to test the conceptual model, using a sample of nearly 600 delayed airline passengers.FindingsPerceived justice and consumption emotions are important elements affecting customers' evaluation of service recovery. The three dimensions of service recovery justice and customers' positive and negative emotions have direct or indirect influence on customers' satisfaction with service recovery (SSR), customer trust, and their repurchase intentions and word‐of‐mouth recommendations. Theoretical and managerial implications were drawn based on the findings.Originality/valueThe current study sought to extend the existing literature by not only analyzing the effects of perceived justice and consumption emotions on satisfaction with service recovery (SSR), but also investigating how customer SSR would influence their sense of trust for the company and their behavioral intentions. In addition, many prior studies adopted experimental methods and post survey methods. Those methods have various validity problems. This study attempted to overcome those problems by using on‐the‐spot investigation methods to study customers' evaluation of service recovery in real service failure situations.

Using travel blogs to examine the postconsumption behavior of tourists

This study proposes that travel blogging has become part of tourist practices, particularly in the postconsumption stage. Travel blogs serve as platforms where tourists can remember, evaluate, store, and enrich their travel experiences. Extant literature has recognized travel blogs as a valuable source of information on tourists’ activities, perceptions of destinations, and word-of-mouth communication. This study suggests that an examination of travel blogs, looking at how tourists reconstruct their travel experiences and the actions behind the blogging, can provide a deeper understanding of the postconsumption behavior of tourists. Recent tourist experience models have emphasized that the postconsumption stage of a travel experience extends beyond the evaluation of the experience by the tourist. In this study, the discourse analysis of travel blogs by 19 British long-haul and multiple-destination travelers reveals three common actions behind travel blogging: representing places, acts of self-presentation, identity construction, and “othering.” The analysis shows bloggers employing linguistic techniques and self-presentation strategies in their travel narratives. Implications of the key findings for marketing strategies and destination image are discussed.

Niches at the edges: price‐value tradeoff, consumer behavior, and marketing strategy

PurposeThe purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior.Design/methodology/approachData on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses.FindingsThe ANOVA results show significant differences across the three levels of price‐value tradeoff in each of the response variables. Additional analyses of cross‐tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model.Research limitations/implicationsAlthough the hypotheses are supported, bivariate relations examined in this study can mask or overstate true relations due to the omitted variables bias. Future research can explore reasons for favorable behaviors of consumers whose perception is that the value they receive is overpriced, and also for unfavorable behaviors of consumers whose perception is that the value they received is under‐priced.Practical implicationsThe different niches at the edges provide opportunities for marketers to fine‐tune segmentation and marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages will yield suboptimal results.Originality/valueWhile previous research has mostly focused on price‐quality linkages, this study extends the body of research by examining the perception of price‐value tradeoff and its relation to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior. This adds to our understanding of post consumption behavior, showing how consumers respond to the perception of price‐value tradeoff.

Gratitude, delight, or guilt: The role of consumers' emotions in predicting postconsumption behaviors

AbstractThis study investigates the relationships among appraisals (goal congruence/incongruence and agency), consumption emotions (gratitude, happiness, guilt, anger, pride, and sadness), and post‐consumption behaviors (positive and negative word of mouth, repurchase intention, and complaint behavior). The findings demonstrate that these emotions predict different specific types of post‐consumption behaviors and that they are elicited by appraisals specified in the psychology literature. In particular, gratitude but not happiness, predicts repurchase intention and positive word of mouth. By contrast, guilt inhibits complaint behaviors and negative word of mouth. The implications of these findings for marketing practice are discussed. © 2007 Wiley Periodicals, Inc.

Perceived Control and Consumer Attribution for the Service Encounter

This study investigates the relationship between perceived (un)control and consumer attributions following a service encounter. In addition to looking at the effects of consumer attributions on postconsumption behavior, our study also explores the key antecedent of consumer causal inferences. Results obtained confirm that level of uncontrol is positively related to the triggering of attributions. Moreover, the reported cause of a positive or negative service encounter is also associated with level of uncontrol experienced by the consumer.

A Study of the Relationships between Cognitive Appraisals and Consumption Emotions

While emotions have been shown to be significant determinants of various consumer behaviors, the antecedents of these emotions have not received much attention in the marketing literature. The current research examines a cognitive model of emotion and uses an experiment to show that the appraisals of goal relevance, goal congruence, and coping potential are determinants of consumption emotions such as anger, sadness, and joy/satisfaction. These emotions are also shown to be determinants of postconsumption behaviors such as word-of-mouth intentions.

Advertising as Information

This paper tries to show how the major features of the behavior of advertising can be explained by advertising's information function. For search qualities advertising provides direct information about the characteristics of a brand. For experience qualities the most important information conveyed by advertising is simply that the brand advertises. This contrast in advertising by these qualities leads to significant differences in its behavior. How does advertising provide information to the consumer? The producer in his advertising is not interested directly in providing information for consumers. He is interested in selling more of his product. Subject to a few constraints, the advertising message says anything the seller of a brand wishes. A mechanism is required to make the selling job of advertising generate information to the consumer. [Авторский текст]