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PROMOTING AGROTOURISM RESORTS ONLINE: AN ASSESSMENT OF ALTERNATIVE ADVERTISING APPROACHES 在线推广农业旅游胜地:对替代广告方法的评估
Q3 Business, Management and Accounting Pub Date : 2020-11-25 DOI: 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.
本文研究了农业旅游度假区三种网络广告方式的差异和说服效果,即直接比较、间接比较和非比较广告。这项研究需要在两个文化不同的国家进行平行调查,采用相同和比较的措施。尽管有一些关于广告跨文化差异的调查,但考虑到跨国环境,比较网络广告的说服效果尚未得到调查;此外,农业旅游的在线推广方法在过去没有被探索过。研究结果表明,国家和网络广告类型在两国之间既有主要影响,也有互动影响,特别是在对农业旅游度假区品牌的态度和未来访问意愿方面。根据研究结果,无论是在美国还是希腊,农业旅游胜地的比较在线广告似乎都比非比较广告更有说服力。
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引用次数: 8
What features of green products packaging are more eye catching An eye-tracking exploratory study about organic agricultural products 绿色产品包装的哪些特点更引人注目——有机农产品的眼动追踪探索性研究
Q3 Business, Management and Accounting Pub Date : 2020-09-25 DOI: 10.1504/ijtmkt.2020.110124
Chrisanthi Georgakarakou, Kyriakos Riskos, George Tsourvakas, Ioanna Yfantidou
Undoubtedly, consumers of green products have formed a market tribe that has strengthened its power in recent years. Apart from the ethical side of buying organic products, they are willing to pay more for a green product compared to a conventional one. In marketing literature, packaging is considered to be as a valuable feature of a product that may motivate consumers to proceed to a purchase. The purpose of the present study is to investigate how various packaging features (eco-labels, image, shape, colour) of organic agricultural products affect consumers' eye reactions and as a result influence consumers' perception, attitude and buying behaviour. Copyright © 2020 Inderscience Enterprises Ltd.
毫无疑问,近年来,绿色产品的消费者已经形成了一个强大的市场部落。除了购买有机产品的道德方面外,与传统产品相比,他们愿意为绿色产品支付更多的费用。在营销文献中,包装被认为是产品的一个有价值的特征,可以激励消费者继续购买。本研究的目的是调查有机农产品的各种包装特征(生态标签、图像、形状、颜色)如何影响消费者的眼睛反应,从而影响消费者的感知、态度和购买行为。版权所有©2020独立企业有限公司。
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引用次数: 6
Blowing your mind: a conceptual framework of augmented reality and virtual reality enhanced cultural visitor experiences using EEG experience measures 震撼你的头脑:增强现实和虚拟现实的概念框架,利用脑电图体验测量增强文化游客体验
Q3 Business, Management and Accounting Pub Date : 2020-02-13 DOI: 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.
文化旅游被认为是各个目的地经济增长的关键贡献者。虽然提高对不同文化的认识和兴趣起着关键作用,但技术使这些网站上的信息和互动更容易获取和吸引人。越来越多的研究正在围绕AR和VR技术的潜力和实施进行,以增强游客的体验。然而,关于这些需要如何设计以促进在文化旅游景点形成难忘体验的理论知识有限。本研究讨论了影响游客体验的因素,并从理论角度讨论了AR和VR应该如何设计,以促进体验的增强和令人难忘。本文提出了进一步的研究建议,建议使用补充研究方法来更好地理解体验的本质,以便更有针对性地设计AR和VR应用程序。
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引用次数: 11
Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences 土耳其和希腊礼品购买行为和广告在传统和网络媒体传播工具上的性别差异
Q3 Business, Management and Accounting Pub Date : 2020-02-10 DOI: 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.
研究的目的是确定来自两个不同国家的受访者使用线下和在线社交媒体的方式,即:1)调查希腊消费者在购买礼物时使用广告工具的偏好;2) 调查土耳其消费者在购买礼物时对使用广告工具的偏好;3) 根据不同消费文化的线下和线上媒体工具,在性别和国籍特征方面识别广告偏好的差异。土耳其和希腊男性比女性更熟悉新技术,更关注在线广告媒体,这一发现揭示了迄今为止文学的矛盾结果。短信广告在希腊语和土耳其语之间存在显著差异;土耳其人更喜欢广播,而希腊人更喜欢杂志广告,这证明了传统媒体的重要作用,即使文学界认为传统媒体的作用已经过时。
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引用次数: 1
An ISM based framework of variables affecting transactions in the online patent marketplace. 基于ISM的影响在线专利市场交易的变量框架。
Q3 Business, Management and Accounting Pub Date : 2020-02-10 DOI: 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.
随着许多市场现在可用于销售/购买/许可专利,了解在线市场中实现交易的各种促成因素/障碍非常重要。本研究使用解释性结构模型,确定了变量之间的上下文关系,以得出影响在线专利市场交易的框架。从这项研究中可以看出,数据的安全性是交易中的一个重要因素,因为它会影响在线专利市场的信任。在线市场的效率受到用户产生的信任和交易成本的影响。此外,人们发现,各种增值功能或工具(如专利估价辅助工具、合同模板)的存在是使用在线市场的重要驱动因素。有助于轻松发现价格的信息(如交易成本、以前的销售价格等)增加了在线专利市场的透明度,从而导致市场用户的更多参与,这反过来又提高了在线专利交易市场的效率和使用率。因此,该框架将有助于引导在线市场,从而有助于实现专利的商业化。
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引用次数: 2
Do Reductions in Switching Barriers in The US Mobile Service Industry Affect Contract and No-Contract Customers Differently 美国移动服务行业转换壁垒的降低对签约用户和无签约用户的影响不同吗
Q3 Business, Management and Accounting Pub Date : 2020-02-10 DOI: 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.
在过去的四年里,美国移动电话服务行业实施了与产品供应和竞争战略相关的变革。移动电话服务提供商已经从合同计划转变为无合同计划,将设备与服务成本分离,并开始通过提供退款来挑战转换障碍。这项研究考察了客户对合同和无合同手机服务计划的看法,即转换障碍对他们更换供应商的决定的影响。与之前的研究一致,该研究发现,有合同和无合同的手机服务客户对关系利益、转换成本以及替代品的可用性和吸引力的看法存在显著差异。然而,与之前的研究相比,该研究观察到,他们在转换之前打算等待的时间长度以及他们对提供商恢复服务的努力的看法没有显著差异。结论对理论和实践的启示。
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引用次数: 0
How do smartwatch price and brand awareness drive consumer perceptions and purchase intention A perceived value approach 智能手表的价格和品牌知名度如何驱动消费者的认知和购买意愿
Q3 Business, Management and Accounting Pub Date : 2020-01-01 DOI: 10.1504/ijtmkt.2020.10031707
B. Ramkumar, Yuli Liang
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引用次数: 4
Exploring the attitude formation process of individuals towards new technologies: the case of augmented reality 探索个人对新技术的态度形成过程:以增强现实为例
Q3 Business, Management and Accounting Pub Date : 2020-01-01 DOI: 10.1504/ijtmkt.2020.10031990
David Harborth, H. Kreuz
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引用次数: 3
Consumers responses on the emergence of influencer marketing in Greek market place 消费者对影响者营销在希腊市场出现的反应
Q3 Business, Management and Accounting Pub Date : 2020-01-01 DOI: 10.1504/ijtmkt.2020.10033278
D. Theocharis, Eugenia Papaioannou
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引用次数: 4
Exploring the effects of social media addiction on consumer behaviour 探索社交媒体成瘾对消费者行为的影响
Q3 Business, Management and Accounting Pub Date : 2020-01-01 DOI: 10.1504/IJTMKT.2020.10035253
Samer Hajjar
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引用次数: 0
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International Journal of Technology Marketing
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