Theory Of Consumption Values Research Articles

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.

Self-Service Technologies (SST) in the U.S. Restaurant industry: An evaluation of consumer perceived value, satisfaction, and continuance intentions

ABSTRACT Innovation in restaurant and hospitality technology has proliferated recently . Restaurants have been utilizing different self-service technologies (SST) to expand their business and enhance customer satisfaction . This paper examines the SST values that influence restaurant customers’ satisfaction and their decision to continue using SST. More specifically, this study utilized the Theory of Consumption Values (TCV) to examine consumers’ perception of the SST values across different types of restaurant SST (kiosk, tabletop, restaurant mobile app, and web-based SST). An online self-administered survey was distributed to 650 restaurant customers who previously used one of four SST. PLS-SEM and PLS-MGA were utilized to evaluate the conceptual model. The results revealed that emotional values were the most significant SST values influencing customer satisfaction with the restaurant SST experience and continuance intention. Additionally, SST customization features were positively related to customer satisfaction across all the SST included in this study. Functional values impact customer satisfaction with SST, particularly in QSR operations.

Gaining user confidence in banking industry's quest for digital transformation: a product-service system management perspective

PurposeThe emergence of digital transformation in the banking industry gives rise to the challenges of adopting technology and boosting users' confidence in the process. This study mainly explores the roles of operant resources and consumption values in the user's consumption process concerning the fintech-embedded product-service system (FPSS) that provides technologically advanced financial services in South Korea.Design/methodology/approachThis study examines the research model based on users' perceived quality, assessment and recommendation of FPSS. In addition, grounded in the resource-based view (RBV) and consumption value theory (CVT), an extended model is developed to understand the impact of user consumption value on FPSS design. The research model includes both product-service system (PSS) characteristics, i.e. quality and assessment, and user-specific characteristics, i.e. conditional, utilitarian and social values (collectively referred to as user consumption value).FindingsThis study finds that information, service and security quality positively affect users' confidence through positive assessment and recommendation intention. All the elements of user consumption value play a positive role in the FPSS user confidence model. In addition, the impact of operant resources on the overall service assessment is further investigated based on the interest of user's service engagement. Notable findings include users that highly engage in FPSS services return higher service assessment when social value, information quality and service quality increase.Originality/valueOverall, this study provides academic and managerial guidelines for the strategic design of fintech-embedded banking services by considering the roles of PSS and user-specific characteristics in fostering sustainable competitive advantage.

‘Fashioning’ the metaverse: A qualitative study on consumers’ value and perceptions of digital fashion in virtual worlds

ABSTRACT The field of fashion is rapidly evolving, as it has surprisingly arisen as one of the most inclined to adopt digitalization and virtual realities to transform its business model, motivated by the apparent plethora of options and advantages that these technologies have to offer. The metaverse is one of these digital emerging trends. The aim of the present study is to investigate the context-specific consumption values associated with the use of the metaverse in fashion practices. Based on a theoretical framework rooted in the “theory of consumption values”, a qualitative study was employed. Semi-structured interviews with 13 metaverse users and professionals were conducted to derive context-specific consumption values. Our findings enrich and extend the theory of consumption values literature by redefining the five consumption values according to the metaverse usage. The five values have been identified as: utilitarianism, social identity, personification, hedonism, and personal beliefs. Technology provides and fashion brand managers can capitalize on these findings to develop new digital experiences and enhance the metaverse users’ engagement.

Exploring the barriers and triggers towards the adoption of low- and no-alcohol (NOLO) wines

Alcohol consumption has been declining in Australia over the last 15 years, mostly driven by younger generations, who are reducing or eliminating their alcohol intake to improve their health and for fear of addiction . With more risks associated with drinking alcohol, people are turning to alternative ways of drinking , including low- and no-alcohol (NOLO) wines. Despite this, little is known about the barriers and triggers towards the adoption of NOLO wines from a consumer’s point of view. In addition, the studies published on the topic have collected data from samples of wine drinkers, thus failing to bring in the perspective of non-drinkers, who represent another potential target market for no-alcohol wines. In response to this knowledge gap, the present study proposes a theoretical model using the Theory of Consumption Values to understand consumers’ attitudes toward NOLO wines and advise the wine industry and policymakers to guide more effective decisions on marketing NOLO wines to consumers. We collected data from a representative sample of 712 Australian consumers, split between drinkers and non-drinkers. Results show that functional consumption value had a statistically significant effect on drinkers and non-drinkers, whilst situational and social consumption values do not. The emotional and epistemic consumption values have a statistically significant effect only on drinkers. Both drinkers’ and non-drinkers’ attitudes toward NOLO wines had a positive, statistically significant effect on purchase intention and word-of-mouth (WOM). Wine knowledge did not moderate the relationship between attitudes, purchase intention and WOM.

The impact of the reward scheme design on crowdfunding performance

In reward-based crowdfunding, drawing on the consumption value theory, the reward information provided by founders can help backers evaluate the value of products, which may affect their willingness to invest in the crowdfunding project. This paper investigates the impact of the reward scheme design on crowdfunding performance from three aspects of price, quantity, and time. Results show that the number of reward tiers and price discounts are positively related to crowdfunding performance; while the reward execution period has a negative effect. Moreover, the price of reward tiers and number available in limited rewards may have an inverted U-shaped relationship with crowdfunding performance; the percentage of limited rewards has a positive impact on crowdfunding performance. The funding goal moderates the influence of the number of reward tiers, the percentage of limited rewards and the number available in limited rewards on crowdfunding performance. Additionally, we further analyze the impact of the reward scheme on number of backers and funding money. The impact of backers' altruism on crowdfunding performance is examined. Our findings have important implications for founders to prepare and implement crowdfunding projects.

Green Consumption Values and Consumer Purchase Intentions on P2P Platforms

Manuscript type: Research paper Research aims: The purpose of the study is to investigate the relationship between green consumption values (GCV) and consumer purchase intentions on peer-to-peer (P2P) platforms using age as moderating variable, as well as to fill the gaps in research using the theory of consumption values to support sustainable resale behaviour (SRB). Design/Methodology/Approach: To solve the research questions, the researchers used a convenience sampling technique to gather 491 responses from a cross-sectional survey. The researchers adopted structural equation modelling (SEM) to test the suggested framework. Research findings: The result show that entertainment, procreative, communal benefit, and activist values significantly and positively impact consumers’ GCV. However, economic and applied values have a negative effect on GCV. GCV intercedes the link between specific consumption values and SRB, and age moderates the link between context-specific consumption values and consumers’ GCV. Theoretical contribution/Originality: The researchers introduce sustainable consumer behaviour that has not seen a lot of attention in prior research, and GCV, which encourages pro-environmental consumption. The researchers also introduce the age factor to P2P platforms. Practitioner/Policy implications: The study identifies other values apart from purchase value and resale value, and offers the opportunity to segment both buyers and resellers. Research limitation/Implication: The research only focuses on a single dimension of consumer ethical values, which are GCV related to SRB.

Exploring Motivations for Fast-Food Consumption at Global Chains in Sri Lanka: The Mediating Role of Social Influence

This exploratory sequential mixed-methods study examines the motives for dining at international fast-food restaurants in Sri Lanka, leveraging online data collection for both qualitative and quantitative phases. The initial qualitative phase, administered through an open-ended question online involving 356 participants, identified a range of motives informing the structured questionnaire that was used in the quantitative phase, which yielded 153 responses. The exploratory factor analysis highlighted four principal motives: Perceived Value and Quality, Personal Enjoyment and Variety, Social Influence, and Convenience, which align with the Consumption Value Theory to the greatest extent. The multiple regression analysis revealed the significant mediating role of social factors in determining the behavioral intention toward fast-food consumption. These findings show that in Sri Lanka's fast-food sector, consumer choices and preferences are multifacetedly shaped by a combination of personal preferences and social influences. The study's insights are crucial for international fast-food chains, underscoring the need to develop marketing strategies that align with the unique socio-cultural dynamics of the Sri Lankan market.

The adoption of environmental practices in craft breweries: The role of owner-managers’ consumption values, motivation, and perceived business challenges

This quantitative survey-based study is based on the theory of consumption values and the value-motivation-behavior association. It explores how craft brewery owner - manager’ consumption values of green products in their personal lives influence the adoption of environmental practices in their businesses. The study also investigates the relationship between the motivation to adopt environmental practices (MAEP) and the actual adoption of such practices (AEP) in craft breweries. In addition, the study examines the impact of perceived business challenges (PBC) on the motivation-adoption relationship. Results from 236 craft brewery owner-manager from the Brewers Association, employing multiple regressions, showed that four consumption values: social, emotional, conditional, and epistemic, significantly influenced MAEP in their craft breweries. However, only emotional, and conditional values influenced MAEP positively, as hypothesized. Results also confirmed a significant positive relationship between MAEP and AEP. Furthermore, PBC significantly weakened the relationship between motivation and adoption. Based on the findings, numerous takeaways are offered for related stakeholders.

Channeling Chirmi

Learning outcomes The case is intended to assist students to:1. understand the customer’s purchase decision with reference to channel values;2. evaluate and assess the channel strategy using conventional and digital channels; and3. design the channel strategy for start-ups in emerging markets. Case overview/synopsis The subject area for this teaching case was marketing management. The teaching case could be used for the undergraduation and graduation levels of students. The case was about the marketing channel strategy of a small start-up boutique called Chirmi in India, with the theory of consumption values explained. In this case, primary data was taken directly from Chirmi, whereas secondary data for market analysis was taken from various reports, articles and other sources. Because the owner provided the records and documentation, the account was therefore substantiated by the collected first-hand information. The case uses quantitative methods to make students understand the channel arithmetic and consumption values of all the channels used by Chirmi. Complexity academic level In the course of core marketing classes at the undergraduate and graduate levels, this case may be used. The case addresses the channel structure, including wholesaling, retailing and e-commerce. Distribution channel management, the theory of consumption values and e-commerce marketing management are explained. Evaluation of channel strategy, design, implementation and management is emphasized. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8: Marketing.

SUSTAINABLE CONSUMPTION IN WEST JAVA: GREEN BUYING INTENTIONS FROM MILLENNIALS

This study will examine how sustainable consumption values, which consist of functional values, social values, and emotional values influence the purchase intention of green products. Based on the theory of consumption value, this study will examine the antecedents of green purchasing intentions among young adults (Millennials) in West Java Province, as the Province with the largest population in Indonesia. Structural equation modelling technique, Structural Equation Modelling (SEM) is applied to data collected from respondents through online surveys. Overall consumption value which consists of functional value, social value, and emotional value has an influence on the intention to buy green in generation Z and millennial generation in West Java with social value is the highest factor of consumption value which has an influence on consumption value, so that it can influence buying interest in green products in West Java. Therefore, there are several rooms for improvement in this research for further researchers. As the sample of the currents study was collected from a specific region, West Java and will have a broader results by taking larger region other than West Java.

Cannabis-infused food: Uncovering effective conditions for achieving well-being perception and choice behavior among young adult consumers

This research uncovers the underlying components affecting young adult consumers’ well-being perception, enjoyment, and choice behavior toward cannabis-infused food based on theory of consumption values. By using innovative statistical approaches, namely, integrated generalized structured component analysis and necessary condition analysis, the structural model was first examined, followed by the single necessary conditions resulting from associations among consumption value components influencing young adults’ perceptions and behavior. By considering the sufficiency and necessary logic, this research offers comprehensive understanding by identifying four types of solutions: (1) necessary and sufficient, (2) necessary but insufficient, (3) unnecessary but sufficient, and (4) unnecessary and insufficient. Results indicate that taste value, relative advantage, and interaction value are critical components for young adults to enjoy and perceive well-being when consuming cannabis-infused food. In addition, some dimensions of social and functional values are sufficient conditions for perceived well-being, subsequently affecting consumer choice behavior. Research findings provide practical and methodological insights that can be used to develop novel food products and inform industry decision-making.

Towards an understanding of meme marketing: conceptualisation and empirical evidence

ABSTRACT Meme marketing taps into the potential of digital culture. Despite considerable practitioner interest, meme marketing is under-researched. The present study aims to fulfil two purposes. First, to conceptualise meme marketing, we draw on speech act theory and the theory of consumption values to define meme marketing. On this basis, we differentiate meme marketing from relevant digital marketing constructs, including e-WOM, digital content marketing, and viral marketing. Second, to validate the proposed definition, we empirically perform a qualitative content analysis to taxonomize meme marketing speech acts. Based on the content analysis of 699 meme marketing posts, we found that meme marketing serves as a rich communication source, sending intentions of the brand through single (i.e. assertive, directive, expressive) as well as combined (i.e. assertive entailing expressive, assertive entailing directive) speech acts that provide customers with epistemic, emotional, and social values. Important theoretical and managerial implications for academic researchers and marketers are also discussed.

Examining the Purchase Intentions of Indonesian Investors for Green Sukuk

The purpose of this paper is to investigate the impact of functional, social, emotional, religious, and knowledge values on customers’ intentions to purchase green sukuk (Islamic bonds) products. This study employs the Theory of Consumption Value (TCV) and analyzes data from a sample of 300 respondents using the Partial Least Squares Structural Equation Model (PLS-SEM). The results suggest that these values significantly influence the choice to purchase the products. The study is limited to the western area of Indonesia, one of the most populated and dominated economic powers in the country, and focuses specifically on green sukuk using TCV. Nevertheless, it provides valuable insights for understanding the determinants that stimulate potential investors in purchasing green financial products in Islamic finance industry, which has emerged as an important element in the country’s economic engines.

Bedouins choice behavior toward the desalinated water in Halaib, Egypt

Insufficiency of water is a growing global problem challenging sustainable development due to its limited water resources. This research aimed to 1) know about Bedouins' sources and uses of water in the Halaib study's area, 2) explore Bedouins’ choice behavior towards desalinated water using consumption value theory, 3) determine factors related to Bedouins’ choice behavior, and 4) determine the reasons for water contamination and propose solutions. Data were collected from a sample of 153 Bedouins through personal interviews using a questionnaire form in November 2021. Data were analyzed and presented using frequency, mean, and step-wise regression analysis. The reliability of the questionnaire (0.864) was estimated by Cronbach’s alpha. The results showed that desalinated water was the most popular clean water source in the examined area and that it was crucial for providing people with safe water. All Bedouins (100%) prefer using desalinated water for cleaning, animal watering, and irrigation. The mean score of respondents’ perception of function value price is 5.78 (96.3% of the total score); the social value is 4.78 (79.67%); the function value quality is 4.57 (76.17%); and the emotional value is 4.49 (74.83%). The quality of the function value explains about 59.1% of the variance in Bedouins' choice behavior towards desalinated water, while the social value accounts for about 12.1% and the emotional value accounts for about 3.6%. There was sufficient evidence to disprove H4, H6, and H7. The results were used to provide suggestions for further research.

A Multi-Analytical Approach to Predict Value-Based Determinants of Sustainable Luxury Consumption: Roles of Conspicuous Ethical Self-Identity and Green Advertising Receptivity

Keywords: artificial neural network ethical self-identity generational differences green advertising receptivity purchase intention structural equation modelling sustainable luxury theory of consumption values

Determinants of organic tunisian purchasing behaviour: an application of the consumption values theory

Based on the theory of consumption values, which include epistemic, social, emotional, conditional, and functional values, this study aims to investigate consumer choice behavior for organic products in Tunisia. Furthermore, it examines the moderating influence of environmental knowledge. Data from 645 Tunisian consumers were analyzed using structural equation modeling. The results revealed that emotional, epistemic, functional value (price), and social values were among the main factors influencing consumer choice behavior. As a moderator, environmental knowledge has a significant effect on the role of epistemic, social, conditional, and emotional values. This contributes to the literature on organic consumer behavior and helps marketers develop new organic strategies to foster organic consumption and increase sales volumes in the Tunisian market.

The rise of the food truck phenomenon: an integrated model of consumers' intentions to visit food trucks

PurposeIn recent times, the market for food trucks has been growing due to customers seeking convenient food options. However, not many studies have been carried out to understand why consumers choose to visit food trucks. Hence, the purpose of this study is to understand consumers' intentions to visit food trucks through the theoretical lenses of the theory of planned behaviour (TPB) and the theory of consumption values (TCV).Design/methodology/approachA purposive sampling method was utilised to gather data from 203 food truck customers through a cross-sectional online survey. Data were evaluated using partial least squares structural equation modelling (PLS-SEM).FindingsThe findings indicate that attitudes, subjective norms and perceived behavioural control have a significant positive impact on consumers' intentions to visit food trucks. Furthermore, taste value, health value, emotional value and epistemic value have a significant positive effect on attitudes. However, neither price value nor interaction value has a significant impact on attitudes.Originality/valueThis study represents a pioneering effort in combining the theoretical perspectives of the TPB and the TCV to investigate consumers' intentions to visit food trucks. The resulting integrated model provides a more comprehensive understanding of the factors that influence consumers' decisions to visit food trucks. The findings are expected to furnish food truck vendors with valuable insights on crafting efficient marketing and operational tactics to retain their existing customer base and entice new consumers.

Why people do not purchase green cars in Malaysia: The influence of consumption values on consumers’ attitude towards green cars

This paper examined the roles of consumption values in the green automotive industry. Unlike previous studies, this paper added resale price, variety-seeking, and fuel prices as the new dimensions of Sheth’s theory of consumption values. Also, this paper is one of the few studies that introduced the impact of green self-identity and self-expressive benefits in Malaysian society. All variables were measured using a 7-point Likert-scale. Three hundred and sixty-eight questionnaires were collected from the respondents in Malaysia. Partial least squares structural equation modelling (SmartPLS) was applied. Five hypotheses were tested by assessing the measurement and structural models. From the results, conditional value is the most significant predictor of Malaysian consumers’ attitudes toward green cars, followed by functional and epistemic values. However, the symbolic value did not show a significant effect on consumers’ attitudes toward green cars. The implications, limitations, and future research directions were also included.

Assessing the Impact of Urban Lifestyle and Consumption Values on Conversion Intention: A Study towards Energy Sustainability

Energy converter innovation has shifted the world’s cooking energy from wood, coal, kerosene, and liquid petroleum gas (LPG) to electricity. This paper identifies the factors influencing customers’ intention to switch their cooking energy from LPG to electricity. The study proposes a conversion intention (COIN) framework with urban convenience and perceived alternative value (PAV) as predictor variables and examines the mooring effect of conversion cost to COIN. The data were gathered by a cross-sectional survey, and the PLS-SEM approach was applied to 194 LPG users in Jakarta, Indonesia. The results reveal that PAV mainly determines cooking energy conversion and partially mediates the relationship between urban convenience and COIN. Conversion cost indicates no significant moderating effect of PAV on COIN. By conducting this study, we contribute to the literature by integrating the theory of consumption value (TCV) with the value-based adoption model (VAM), generating the indicators of urban convenience based on time-oriented advertisement categories and applying the consumption values of the TCV as the dimensions of PAV on the VAM framework. The findings of the paper provide a more in-depth understanding of customers’ motivations when switching from LPG to electric power, particularly for household cooking energy, as well as opportunities for the government and electronic manufacturers to promote more sustainable energy consumption patterns.