Pub Date : 2020-11-25DOI: 10.1504/ijtmkt.2020.10027495
Evangelos Christou, Chryssoula Chatzigeorgiou
This paper investigates the differences and conviction effectiveness of three online advertising approaches for agrotourism resorts - namely, direct comparative, indirect comparative and non-comparative adverts. The research entails a parallel survey in two culturally diverse countries, employing equivalent and comparative measures. Even though there are some surveys on cross-cultural differences in advertising in general, the persuasion effectiveness of comparative online advertising, taking into account a cross-country environment, has not been investigated; furthermore, online promotion approaches for agrotourism has not been explored in the past. The findings suggest that there are both main and interactive effects of country and online advert type between the two countries under examination, particularly in relation to attitudes toward agrotourism resort brand and future visitation intentions. Based on the findings, it appears that comparative online adverts for agrotourism resorts were generally more convincing than non-comparative adverts, both in the USA and Greece.
{"title":"PROMOTING AGROTOURISM RESORTS ONLINE: AN ASSESSMENT OF ALTERNATIVE ADVERTISING APPROACHES","authors":"Evangelos Christou, Chryssoula Chatzigeorgiou","doi":"10.1504/ijtmkt.2020.10027495","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10027495","url":null,"abstract":"This paper investigates the differences and conviction effectiveness of three online advertising approaches for agrotourism resorts - namely, direct comparative, indirect comparative and non-comparative adverts. The research entails a parallel survey in two culturally diverse countries, employing equivalent and comparative measures. Even though there are some surveys on cross-cultural differences in advertising in general, the persuasion effectiveness of comparative online advertising, taking into account a cross-country environment, has not been investigated; furthermore, online promotion approaches for agrotourism has not been explored in the past. The findings suggest that there are both main and interactive effects of country and online advert type between the two countries under examination, particularly in relation to attitudes toward agrotourism resort brand and future visitation intentions. Based on the findings, it appears that comparative online adverts for agrotourism resorts were generally more convincing than non-comparative adverts, both in the USA and Greece.","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42073992","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-13DOI: 10.1504/ijtmkt.2020.10023920
D. Han, J. Weber, M. Bastiaansen, O. Mitas, X. Lub
Cultural tourism is regarded as a key contributor for economic growth in various destinations. While increasing awareness and interest of different cultures play a key role, technology has made information and interaction at these sites more accessible and engaging. An increasing amount of research is being conducted around the potential and implementation of AR and VR technology to enhance the visitor experience. However, limited theoretical knowledge has been developed on how these need to be designed to facilitate forming memorable experiences at cultural tourism sites. This study discusses elements affecting the visitor experience and discusses how AR and VR should be designed to contribute to enhancing the experience and making it memorable from a theoretical perspective. Further research recommendations are outlined that suggest the use of complementing research methodologies to better understand the nature of experiences in order to design AR and VR application more purpose-specifically.
{"title":"Blowing your mind: a conceptual framework of augmented reality and virtual reality enhanced cultural visitor experiences using EEG experience measures","authors":"D. Han, J. Weber, M. Bastiaansen, O. Mitas, X. Lub","doi":"10.1504/ijtmkt.2020.10023920","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10023920","url":null,"abstract":"Cultural tourism is regarded as a key contributor for economic growth in various destinations. While increasing awareness and interest of different cultures play a key role, technology has made information and interaction at these sites more accessible and engaging. An increasing amount of research is being conducted around the potential and implementation of AR and VR technology to enhance the visitor experience. However, limited theoretical knowledge has been developed on how these need to be designed to facilitate forming memorable experiences at cultural tourism sites. This study discusses elements affecting the visitor experience and discusses how AR and VR should be designed to contribute to enhancing the experience and making it memorable from a theoretical perspective. Further research recommendations are outlined that suggest the use of complementing research methodologies to better understand the nature of experiences in order to design AR and VR application more purpose-specifically.","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44064150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-10DOI: 10.1504/ijtmkt.2020.10024469
A. Kavoura, Sezen Bozyiğit, Eda Yaşa Özeltürkay
The purpose of the research was to determine the way respondents from two different countries employ offline and online social media, namely: 1) to investigate Greek consumer preferences on the use of advertising tools when purchasing gifts; 2) to investigate Turkish consumer preferences on the use of advertising tools when purchasing gifts; 3) to identify differences in the advertising preferences with reference to offline and online media tools of different consumer cultures in terms of gender and nationality characteristics. Turkish and Greek men are more familiar than women with new technologies and paid more attention to online advertising media, a finding that sheds light to the contradictory results of literature so far. SMS advertising has significant differentiation between Greek and Turkish; Turkish have more preference for radio however Greek prefer magazine advertisements, justifying the significant role of traditional media even if literature argues for their obsolete role.
{"title":"Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences","authors":"A. Kavoura, Sezen Bozyiğit, Eda Yaşa Özeltürkay","doi":"10.1504/ijtmkt.2020.10024469","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10024469","url":null,"abstract":"The purpose of the research was to determine the way respondents from two different countries employ offline and online social media, namely: 1) to investigate Greek consumer preferences on the use of advertising tools when purchasing gifts; 2) to investigate Turkish consumer preferences on the use of advertising tools when purchasing gifts; 3) to identify differences in the advertising preferences with reference to offline and online media tools of different consumer cultures in terms of gender and nationality characteristics. Turkish and Greek men are more familiar than women with new technologies and paid more attention to online advertising media, a finding that sheds light to the contradictory results of literature so far. SMS advertising has significant differentiation between Greek and Turkish; Turkish have more preference for radio however Greek prefer magazine advertisements, justifying the significant role of traditional media even if literature argues for their obsolete role.","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47594303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-10DOI: 10.1504/ijtmkt.2020.10024516
Nishad Deshpande, Asha Nagendra
With a number of marketplaces now available for selling/ purchasing/licensing of patents, it is important to understand various enablers/barriers that enable transactions in the online marketplace. Using interpretive structural modelling, the present study identifies contextual relationships amongst variables to arrive at a framework that influences transactions in online patents marketplace. From the study, it was observed that the security of data is an important factor while transacting as it influences the trust in the online patent marketplace. Efficiency of online marketplace is influenced by the trust and transactions costs incurred by the users. Further, it was seen that the presence of various value-added features or tools (e.g., patent valuation aids, contract templates) is an important driver for usage of online market place. Information (such as transaction costs, previous sales price, etc.) which helps in easy price discovery adds to transparency of the online patent marketplace thereby leading to more participation by users of the marketplace, which in turn increases efficiency and usage of the online patent marketplace. Thus, this framework will help navigate the online marketplace and thereby help in enabling commercialisation of patents.
{"title":"An ISM based framework of variables affecting transactions in the online patent marketplace.","authors":"Nishad Deshpande, Asha Nagendra","doi":"10.1504/ijtmkt.2020.10024516","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10024516","url":null,"abstract":"With a number of marketplaces now available for selling/ purchasing/licensing of patents, it is important to understand various enablers/barriers that enable transactions in the online marketplace. Using interpretive structural modelling, the present study identifies contextual relationships amongst variables to arrive at a framework that influences transactions in online patents marketplace. From the study, it was observed that the security of data is an important factor while transacting as it influences the trust in the online patent marketplace. Efficiency of online marketplace is influenced by the trust and transactions costs incurred by the users. Further, it was seen that the presence of various value-added features or tools (e.g., patent valuation aids, contract templates) is an important driver for usage of online market place. Information (such as transaction costs, previous sales price, etc.) which helps in easy price discovery adds to transparency of the online patent marketplace thereby leading to more participation by users of the marketplace, which in turn increases efficiency and usage of the online patent marketplace. Thus, this framework will help navigate the online marketplace and thereby help in enabling commercialisation of patents.","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41351744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-10DOI: 10.1504/ijtmkt.2020.10024834
Goitom Tesfom, N. Birch, Jeffrey N. Culver
In the past four years, the US mobile phone service industry has implemented changes related to product offerings and competition strategies. Mobile phone service providers have shifted from contract to no-contract plans, separated devices from service costs and begun challenging switching barriers by offering to refund the financial costs of potential switchers. This study examines customers' perceptions of contract and no-contract mobile phone service plans regarding the impact of switching barriers on their decisions to change providers. Consistent with previous research, the study finds that contract and no-contract mobile phone service customers differ significantly in their perceptions of relational benefits, switching costs and availability and attractiveness of alternatives. However, in contrast with previous research, the study observes no significant differences in the length of time they intend to wait before switching and their perceptions of providers' effort to recover a service. Implications of the findings for theory and practice conclude.
{"title":"Do Reductions in Switching Barriers in The US Mobile Service Industry Affect Contract and No-Contract Customers Differently","authors":"Goitom Tesfom, N. Birch, Jeffrey N. Culver","doi":"10.1504/ijtmkt.2020.10024834","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10024834","url":null,"abstract":"In the past four years, the US mobile phone service industry has implemented changes related to product offerings and competition strategies. Mobile phone service providers have shifted from contract to no-contract plans, separated devices from service costs and begun challenging switching barriers by offering to refund the financial costs of potential switchers. This study examines customers' perceptions of contract and no-contract mobile phone service plans regarding the impact of switching barriers on their decisions to change providers. Consistent with previous research, the study finds that contract and no-contract mobile phone service customers differ significantly in their perceptions of relational benefits, switching costs and availability and attractiveness of alternatives. However, in contrast with previous research, the study observes no significant differences in the length of time they intend to wait before switching and their perceptions of providers' effort to recover a service. Implications of the findings for theory and practice conclude.","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48286810","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-01-01DOI: 10.1504/ijtmkt.2020.10031707
B. Ramkumar, Yuli Liang
{"title":"How do smartwatch price and brand awareness drive consumer perceptions and purchase intention A perceived value approach","authors":"B. Ramkumar, Yuli Liang","doi":"10.1504/ijtmkt.2020.10031707","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10031707","url":null,"abstract":"","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66803928","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-01-01DOI: 10.1504/ijtmkt.2020.10031990
David Harborth, H. Kreuz
{"title":"Exploring the attitude formation process of individuals towards new technologies: the case of augmented reality","authors":"David Harborth, H. Kreuz","doi":"10.1504/ijtmkt.2020.10031990","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10031990","url":null,"abstract":"","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66804003","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-01-01DOI: 10.1504/ijtmkt.2020.10033278
D. Theocharis, Eugenia Papaioannou
{"title":"Consumers responses on the emergence of influencer marketing in Greek market place","authors":"D. Theocharis, Eugenia Papaioannou","doi":"10.1504/ijtmkt.2020.10033278","DOIUrl":"https://doi.org/10.1504/ijtmkt.2020.10033278","url":null,"abstract":"","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66804022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-01-01DOI: 10.1504/IJTMKT.2020.10035253
Samer Hajjar
{"title":"Exploring the effects of social media addiction on consumer behaviour","authors":"Samer Hajjar","doi":"10.1504/IJTMKT.2020.10035253","DOIUrl":"https://doi.org/10.1504/IJTMKT.2020.10035253","url":null,"abstract":"","PeriodicalId":37549,"journal":{"name":"International Journal of Technology Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66804182","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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