Variety Seeking Research Articles

The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel

Previous studies have found that consumer satisfaction is negatively associated with brand switching intention in the common purchasing context; is this still true in the context of sharing apparel? This study aims to investigate the effect of consumer satisfaction on the brand switching intention of sharing apparel and to reveal the mechanism by exploring the mediating effects of brand trust and platform trust, integrating the moderating effect of variety seeking. Data were acquired from 346 consumers of sharing apparel through an online questionnaire survey. Hypotheses were tested in a moderated mediation model, with the bootstrapping method using the PROCESS program in SPSS. The empirical results demonstrated that the overall impact of consumer satisfaction on brand switching intention was not significant, while the mediating effect of brand trust was significantly negative, and the mediating effect of platform trust was significantly positive. The moderating effect of variety seeking on the relationship between brand trust and brand switching intention was not significant, while the positive effect of platform trust on brand switching intention was stronger at higher levels of variety seeking. In addition, the mediating effect of platform trust on the relationship between consumer satisfaction and brand switching intention was also stronger at higher levels of variety seeking. Therefore, there are dual effects of consumer satisfaction on brand switching intention of sharing apparel through the different mediating effects of brand trust and platform trust. Based on these findings, we recommend that sharing apparel platforms could enlarge their return by fostering emerging brands or private brands, while premium brands should be cautious about fostering potential competitors when cooperating with sharing platforms.

Eliciting attitudinal factors affecting the continuance use of E-scooters: An empirical study in Chicago

As e-scooters become more popular, service providers and policymakers are seeking ways to retain the existing customers and encourage them to continue to use e-scooters in the future. In this study, we extend the concepts of the technology acceptance model to identify the factors that affect the intention to continue using e-scooters. We build our findings based on survey data including 2126 shared e-scooter users in Chicago. Using Partial Least Squares Structural Equation Modeling, we analyzed the data and 10 proposed hypotheses. Our empirical results substantiate that the proposed model provides a theoretical framework to understand the continuance intention of shared e-scooter users. According to the findings, the most salient factor determining users’ decisions is perceived usefulness, followed by perceived reliability. The significance of reliability necessitates taking measures to guarantee the availability of e-scooters in times and places they are needed, particularly for mandatory trips. Additionally, social influence, perceived ease of use, variety seeking, and perceived enjoyment, are evinced to represent the other critical drivers of using e-scooter in the future, and in order of precedence. The insights from this study can assist shared e-scooter operators, transportation planners, and policymakers in making informed decisions and pave the way for a greater inclination to continue using shared e-scooters and move toward smart cities.

Examining the influence of customer-brand relationship constructs and bandwagon effect on brand loyalty

PurposeOrganizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty market. Given the significance of consumer-brand relationships, businesses must quickly identify the relationships that best elicit brand loyalty. Thus, this study seeks to develop a comprehensive model about the consumer-brand relationship that encompasses the following constructs: brand trust, brand satisfaction, brand preference, brand affect, brand equity, brand image, commitment, variety seeking, and relationship length, and their influence on brand loyalty. The study also investigates the impact of the bandwagon effect, in tandem with the aforesaid antecedents.Design/methodology/approachA data set comprising 248 consumers in India was used to validate the measures and test the hypotheses. Structural equation modeling was employed to test the hypothesis. The data analysis was carried out on R version 4.0.2.FindingsThe study found that all the selected constructs exert influence on brand loyalty, although commitment, brand equity and brand preference exhibited the strongest impact. The bandwagon effect also demonstrated a strong effect.Originality/valueThis study advances the field's understanding of information processing through a consolidated meta-view of various consumer-brand relationship constructs along with bandwagon effects. Perhaps the most important contribution is shedding light on the influence of bandwagon effects on brand loyalty.

Modelling the Effects of Variety-Seeking on WOM in a Livestream Context

This study verifies the effects of fans' perceived variety-seeking on perceived value, attachment, and words of mouth in a live-streaming context. In this study, the questionnaire survey method was used to collect data, and 372 valid samples were obtained through online questionnaire survey. The results of the study found that the respondents' perceived value not only directly affected their words of mouth, but also affected their words of mouth through attachment while the manager didn’t concern variety seeking issue within a live broadcast situation. Moreover, in a live-streaming context, variety seeking do strengthen fans' perceived value-attachment relationships. Based on this, the study suggests that companies should prioritize improving the emotional and social value provided by live broadcasts to gain platform dependence and recognition from fans.

Down a Rabbit Hole: How Prior Media Consumption Shapes Subsequent Media Consumption

Consumers often become “stuck in a rabbit hole” when consuming media. They may watch several YouTube videos in the same category or view several thematically similar artistic images on Instagram in a row, finding it difficult to stop. What causes individuals to choose to consume additional media on a topic that is similar to (vs. different from) what they just experienced? The authors examine a novel antecedent: the consecutive consumption of multiple similar media. After viewing multiple similar media consecutively, more consumers choose to (1) view additional similar media over dissimilar media or (2) complete a dissimilar activity entirely, even when the prior consumption pattern is externally induced. The rabbit hole effect occurs because of increased accessibility of the shared category: when a category is more accessible, people feel immersed in it and anticipate that future options within that category will be more enjoyable. The authors identify three characteristics of media consumption that contribute to the rabbit hole effect by increasing category accessibility: similarity, repetition, and consecutiveness of prior media consumption. This research contributes to literature on technology, choice, and variety seeking, and it offers implications for increasing (vs. slowing) similar consumption.

Do long-life customers pay more in pay-what-you-want pricing? Evidence from live streaming

Pay-what-you-want (PWYW) pricing is a participative pricing strategy that has emerged in many industries. A prominent example is the voluntary gift-sending in live streaming. Prior research has examined factors driving viewers’ gifting decisions in a live streaming session. In this paper, we focus on the dynamics of payment behavior over time under PWYW. Based on individual-level observations of more than 60,000 viewers over a period of 165 days since their registration on a live streaming platform, we find a declining pattern in PWYW amount with the increase in individual tenure. We then propose and test several potential explanations, including variety seeking, alternative ways to interact, and substitution effect. The empirical results are consistent with the substitution effect that the cumulative spending in the past could crowd out the current PWYW amount, because viewers may believe that they have already contributed a significant amount. We further investigate several moderating factors for the overall negative effect of past spending. Besides contributing to the PWYW literature, our research would help firms understand the dynamics of individual PWYW behavior and design mechanisms to incentivize long-life customers to pay.

Pengaruh Variety Seeking dan Packaging terhadap Brand Switching Studi Konsumen Natasha Skincare di Bandar Lampung

This study uses a quantitative approach. The research was conducted on Natasha skincare consumers in Bandar Lampung. The research sample amounted to 100 respondents using non-probability sampling technique, namely purposive sampling. Collecting data through the distribution of questionnaires. The data analysis method in this study uses partial least squares structural equation modeling (PLS-SEM) with SmartPLS3 software for data processing. The results show that the hypothesis is supported, namely that there is a positive and significant effect between variety seeking (X1) on brand switching (Y) on Natasha skincare consumers in Bandar Lampung. This is evidenced by the original sample (O) 0.438 T-statistic value 4.553 > 1.96 and P-Values ​​0.000 < 0.05, and there is a positive and significant effect between packaging (X2) on brand switching (Y) with an original sample value (O) of 0.343, a T-Statistic value of 3.197 > 1.96 and a P-Values ​​of 0.001 < 0.05. Based on R2, which is 0.464 or 46.4%, which means that variety seeking and packaging are able to explain the variability of the brand switching construct by 46.4%, and the remaining 54.6% is influenced by other factors not examined in this study. variety seeking and packaging for brand switching on Natasha skincare consumers in Bandar Lampung.

Self-esteem, normative influence, positive affect, and variety seeking - an integrated framework

Self-esteem, normative influence, positive affect, and variety seeking - an integrated framework

The effect of environmental disorderliness on variety seeking behavior and its mechanism

The effect of environmental disorderliness on variety seeking behavior and its mechanism

Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking

Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking

The Influence of Personal Characteristics on Customers’ Perception of E-Banking Service Quality and Cost Effectiveness in Vietnam

An extensive literature review found that customer’s perception of service quality and cost effectiveness are the most important factors for the success or failure of service providers. There is evidence of the relation between a number of demographic factors and perception of service quality. The data was collected through the survey of E-Banking customers (N = 754) in four major cities and towns and the countryside in Vietnam. Perception of service quality and cost effectiveness is measured by the following dimensions: reliability, security, convenience, ease of use, customer support and cost effectiveness. The results from the study revealed significant differences in perception of service quality and cost effectiveness by gender, occupation, living place and experience of using E-Banking, while no significant difference was found for education, income, age and variety seeking factors. The results of the study enhance the understanding of perception of service quality and cost effectiveness in Vietnam E-Banking area and provide useful knowledge in the management and delivery of service quality.

해외관광객의 개인성향에 따른 관광지 선택 동기유형의 유의성 분석

This study identifies the attribute-level motivations and the psychological-level motivations associated with one’s decision about a foreign travel destination. In particular, we investigate how people’s propensity characteristics (e.g., regulatory focus, uncertainty avoidance, extrovert, variety seeking, and need for uniqueness) would affect the extent to which they perceive these motivations to be prominent in their destination choices. The data analyses are conducted with 386 respondents collected with an online survey method. The results indicate that the importance of psychological-level motivations is significantly influenced by regulatory focus and variety seeking, and the importance of attribute-level motivations is affected by regulatory focus, variety seeking, and the need for uniqueness.

The Impact of Brand Image, Price, and Variety Seeking on Brand Switching Behavior

Brand switching behavior is brand switching behavior by consumers or it is interpreted as a consumer's vulnerability to switch to another brand . The purpose of this study to determine the effect of brand image, price and variety seeking to brand switching behavior of the product Slai O'lai with Oreo products. Slai Olai has decreased significantly, whereas it is inversely proportional to Oreo Products which have experienced an increase. This picture shows the changes in consumer behavior makes the transition brand from Slai O'lai of Oreo Product. The population and research sample are residents of Semarang as many as 100 consumers. The sampling technique was carried out using purposive sampling method, namely the sampling technique used by the researcher if the researcher had certain considerations in taking the sample or determining the sample for certain purposes and processing the data using the SPPS version 21 program . The results showed that the fact that the brand shift of biscuit customers was influenced by the brand image, price and the need to look for variations.

Chronic Consumer Liminality: Being Flexible in Precarious Times

Abstract This study introduces the notion of chronic consumer liminality (CCL) defined as a recurrently activated state of transition experienced when engaging in frequent, multiple, and nonlinear consumer life transitions. CCL is characterized by (1) reoccurring transitions, (2) ongoing self-transformation, and (3) the embracing of precarity. We find evidence of CCL in a multimethod qualitative study of the flexible consumer lifestyle. CCL emerges as a response to the liquidification of society and the rise of a marketplace ideology of flexibility. CCL is manifested and managed through three CCL navigation processes: destabilizing consumption routines, liquidifying consumption, and asserting control over time and money. Thus, consumers experiencing CCL tend to prefer variety seeking and serendipity over routine even for mundane choices, access-based consumption across domains, and a productivity orientation toward free time. Three skills also facilitate CCL: resilient optimism, adaptability, and self-preservation. This study contributes to research on liminality, consumption in liminality, liquid consumption, and precarity. We conclude with the managerial implications of our framework.

Role of mall attractiveness in shaping fashion shopping orientation of apparel shoppers: a segmentation approach

PurposeThe purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined.Design/methodology/approachThe data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments.FindingsThis study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently.Originality/valueThis paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

A Study on the Moderating Effect of Consumer’s Intention to Use for Cross-Border Trade in Korea and Vietnam

Purpose – This study aims to identify consumer tendencies in Korea and Vietnam, focusing on the online platform called cross-border, to derive revenue generation measures and use them for strategies to advance into ASEAN. Design/methodology – The questionnaire collected 420 copies from December 1 to December 31, 2020, of which 408 were used for statistical processing. The structural equation model (SEM) and moderating effect analysis with Amos was used to test hypothesis in this research. Findings – The hypotheses were set as factors that positively influence the intention to use ecommerce, such as effort expectancy, social influence, facilitating conditions and variety seeking showed statistically significant results. Among them, the social influence factor had the greatest influence, followed by facilitating condition. The sample was divided into countries, Korea and Vietnam, and these changes and differences in influence were confirmed through moderating effect analysis. Originality/value – The moderating effect on both countries (Korea and Vietnam) was found to have a moderating effect on the intention to use. For Korean consumers, significant results were found in the effort expectancy, social influence, facilitating conditions, and variety seeking, but for Vietnamese consumers, there were significant effects on the social influence and facilitating conditions, but the effort expectancy and variety seeking had no significant effect.

Variety seeking behavior in the wine domain: A consumers segmentation using big data

This study investigates variety seeking behavior in the wine domain. Since variety seeking depends on brand strategies and consumers’ preferences for different types of vines and denominations, a bi-dimensional perspective is adopted. Two new variety seeking measures are defined, namely the Wine Index of Diversity and Brand Index of Diversity. A finite mixture regression model is implemented to identify and characterize groups of households sharing similar variety seeking behavior in a statistically representative sample of 8,313 Italian households. Four groups are identified based on consumer characteristics and their purchasing behavior. The largest group is “switchers,” which includes consumers showing a relatively higher wine diversity than brand diversity. Estimates reveal the “habitual” group, that lives in the southern Italy and consumes wine less frequently than all other groups. The “loyal” group includes the youngest consumers with an above average income, who reside in the northern regions. Finally, the “variety seekers” are older, have the highest incomes, and live in the central regions. This grouping provides insights into the effects of brand and wine typology on consumers’ choices.

Pengaruh Reference Group, Variety Seeking dan Price Terhadap Perilaku Brand Switching

This study aims to examine the effect of group reference, variety seeking and price on brand switching on Samsung smartphone consumers to other brands in Kebumen. The sampling method used is a non-probability sampling technique with a purposive sampling method, namely the technique of selecting sample members by considering the conditions that have been set. Respondents in this study were Samsung smartphone users who had changed brands to other brands. This study used descriptive and statistical analysis methods, which were tested for validity, reliability tests, classical assumption tests, and multiple linear regression tests. The test in the t test shows that the reference group has a significant effect on brand switching of Samsung smartphone users to other brands, variety seeking has a significant effect on brand switching, price simultaneously (simultaneously) has a significant effect on brand switching, and group reference, variety seeking and price against brand switching.

BRAND SWITCHING MODEL AGAINST CONSUMER DISSATISFACTION ON THE SHOPEE MARKETPLACE TO OTHER MARKETPLACES

The study determines consumer dissatisfaction, variety seeking, and brand switching at Shopee's market offices. This study was conducted to determine the direct and indirect effects of consumer dissatisfaction and variety-seeking on brand switching on the Shopee marketplace to other marketplaces. The method used is quantitative with a population of Shopee users in Karawang who have switched to other marketplaces. A total of 150 samples were taken using a non-probability method of incidental sampling technique. In this paper, Consumer dissatisfaction has a positive and meaningful impact on variety seeking, variety seeking has a positive and significant effect on brand switching, consumer dissatisfaction has no significant and positive effect on brand switching, and consumer dissatisfaction has a significant and significant effect on brand switching through variety seeking.

How do consumers perceive mobile self-checkout in fashion retail stores?

PurposeMobile self-checkout refers to scanning products using a mobile device inside a brick-and-mortar store and completing the checkout process on mobile devices. Even though mobile self-checkout has been used in other industries for several years, it is a new application in the fashion industry and only limited numbers of retailers have implemented mobile self-checkout in their stores. The purpose of this study is to understand consumers' acceptance of mobile self-checkout in fashion retail stores by analyzing determinants of using a new system.Design/methodology/approachPart of the Unified Theory of Acceptance and Use of Technology (UTAUT) was used as a theoretical framework. Openness to experience, variety seeking and adventure shopping were added to the model. Empirical data (with 229 valid responses) were collected from the top 20 metropolitan areas in the US via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling and multi-group moderation were used to estimate construct validity and test the proposed hypotheses and theoretical framework.FindingsThe results indicated that consumers' intentions toward using mobile self-checkout in fashion retail stores were predicted by facilitating conditions, social influence and openness to experience. Moreover, consumers' previous experience of using mobile self-checkout in fashion retail stores moderated the path from facilitating conditions to behavioral intention and the path from social influence to behavioral intention. In addition, different genders and smartphone usage frequency did not vary significantly on the model paths.Practical implicationsThe findings show how fashion retailers can understand consumers' preference and their willingness to use mobile self-checkout in fashion retail stores. Moreover, the authors addressed ways for fashion retailers to promote mobile self-checkout in the future.Originality/valueAs a new technology in the fashion industry, literature is deficient concerning consumers' intention to adopt mobile self-checkout. This research provided suggestions for fashion retailers about adopting and improving acceptance of mobile self-checkout. Results will lead to theoretical and managerial implications for future technology development.