Young Consumers最新文献

Purpose

This study aims to explore the influence of creative tourist experiences (CTE) on tourists’ recommendation intentions (RCI) toward creative tourist destinations. This study examines the roles of tourist engagement and satisfaction in this relationship, proposing a sequential mediation model based on the cognitive-affective-conative model.

Design/methodology/approach

The research surveyed travelers to Kinnaur, Himachal Pradesh, India, using a structured questionnaire. Through purposive sampling data were collected from 413 generation Z (Gen Z in short) tourists. The study used exploratory factor analysis, confirmatory factor analysis and sequential mediation analysis. The present research used Model 6 by Andrew Hayes in the SPSS process macro to test the serial mediation.

Findings

The findings emphasize the importance of active engagement in creative tourism and its potential to transform cultural heritage into enriching experiences, thereby influencing tourists’ recommendation behaviors. Results of sequential mediation analysis show that there is a significant and positive impact of CTE on tourist’s RCI. Further, results showed the sequential mediation effect of tourist engagement and satisfaction on the relationship between CTE and RCI.

Practical implications

The findings offer valuable insights for destination managers and policymakers in creative tourism. Enhancing tourist engagement and satisfaction through creative experiences can effectively increase RCI, contributing to the sustainable management of cultural resources and preventing the over-commercialization of cultural heritage.

Originality/value

This research contributes to the literature on creative tourism by empirically testing the sequential mediation model and highlighting the pivotal role of tourist engagement and satisfaction in transforming creative experiences into positive behavioral outcomes. This study provides a nuanced understanding of the factors influencing tourists’ RCI in creative tourism contexts.

Purpose

This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).

Design/methodology/approach

Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.

Findings

Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.

Originality/value

While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.

Purpose

This paper aims to investigate the factors that influence millennial purchase behaviour, brand choice and distribution channel selection in an evolving technology-driven environment.

Design/methodology/approach

The study was exploratory, using qualitative methods of personal interviews and some ethnographic observations to collect data from 585 millennials from ten cities in nine African countries.

Findings

Findings from the study confirm and support the critical role of e-commerce in facilitating millennials engagement with brands, highlighting how brand purchases are integral to their lifestyle choices. There is an overwhelming confirmation of the importance of influencer marketing and social media in shaping purchase decisions, with new insights into the role of local micro-influencers and social networks. The findings from the study highlight the pivotal role of a brand’s country of origin in influencing millennials’ brand preferences. The study supports and advances insights into the importance of online shopping and diverse factors influencing millennials’ selection of distribution channels.

Practical implications

There is an opportunity to leverage the growing mobile telephone penetration and social media usage to develop innovative integrated marketing communications strategies. There are opportunities for co-creating marketing communication campaigns with millennials in different settings. These are outlined in the practical implications section.

Originality/value

The paper is based on original empirical data collected from ten countries and explores the behaviour of a growing but under-researched segment of millennials in Africa.

Purpose

This paper aims to explore the pathways connecting perceived social isolation, perceived stress, hedonic browsing and e-impulse buying in social commerce.

Design/methodology/approach

A theoretical model was proposed. Data from 394 young adults was analyzed using structural equation modeling to test the hypothesized relationships in the model.

Findings

Perceived social isolation is associated with elevated levels of perceived stress and engagement in hedonic browsing. Young consumers often turn to hedonic browsing as a coping mechanism for stress, and both stress and hedonic browsing play significant roles in fostering impulsive purchases. Perceived stress fully mediates the influence of perceived social isolation on hedonic browsing. Conversely, hedonic browsing partially mediates the impact of perceived stress on e-impulse buying.

Practical implications

Businesses can use the findings to develop effective marketing strategies that entice customers to purchase on social commerce platforms. Moreover, the findings offer valuable insights for young consumers, providing them with an understanding of the complexities of impulsive buying in social commerce. This knowledge can empower them to make informed decisions and exercise enhanced control over their purchasing habits. Furthermore, the findings could be used as a basis for developing targeted interventions to reduce unnecessary purchases, particularly during challenging times that necessitate social isolation.

Originality/value

This study offers new empirical insights into the ways in which perceived social isolation, perceived stress and hedonic browsing contribute to the heightened prevalence of e-impulse buying in social commerce.

Purpose

Marine plastic pollution (MPP) is increasing in recent times because of the high usage of plastic products. Green consumption behaviour (GCB) gaining attention as effective approach to achieving sustainable source reduction of plastic pollution, which negatively affects both human pollution and marine biodiversity and ecosystem. Although, Higher Education (HE) students are key stakeholders in addressing environmental issues, including MPP, there is limited empirical research in Ghana on factors influencing HE students’ GCB. This study, in an endeavour to bridge the gap, used the revised theory of planned behaviour (TPB) framework to investigate the factors influencing higher-education students’ green consumption behaviour in the Ghanaian context. Specifically, the purpose of the study is to examine the interplay of consumer novelty seeking (CNS), environmental concern (EC), perceived behavioural control and social influence on green consumption behaviour among higher-education students in Ghana. The study also explored the moderating role of gender in the relationship between CNS and green consumption behaviour.

Design/methodology/approach

This study used quantitative approach to obtain data from a sample of 233 students at the University of Cape Coast and used the partial least squares structural equation modelling approach for the data analysis.

Findings

The findings provide valuable insights, highlighting the important role of CNS and ECs in driving higher education students’ green consumption behaviour in Ghana. This study also found a revealing role for gender as a moderator in the relationship between CNS and green consumption behaviour, with females exhibiting a more pronounced response to CNS in influencing green consumption behaviour. On the contrary, the authors found a non-significant impact of perceived behavioural control and social influence.

Research limitations/implications

Although this study presents results that provide valuable insights for policy and practical implications, it has some limitations worth mentioning for future research directions. Firstly, the participants sampled for this study comprised only higher education students from the University of Cape Coast in Ghana, which may limit the applicability of the findings to other student populations at various universities in Ghana and beyond. Moreover, the exclusion of non-students who are considered as “Generation Z” (i.e. born within 1995–2010) may narrow the scope of generalisability in the context of young consumers’ green consumption behaviour in Ghana. To enhance the generalisability of future studies, it is recommended that the scope of this study be extended. Furthermore, it should be noted that this study primarily measured higher education students’ green consumption behaviour based on self-reported data. Therefore, fut

Purpose

This exploratory study aims to integrate both quantitative and qualitative methods to examine the influence of contemporary university dining attributes and practices on student patronage.

Design/methodology/approach

First, a review of the extant literature on-campus dining in universities was conducted. Second, innovative practices of on-campus dining facilities of a large public university were identified. Finally, student perceptions of those practices were examined using a mixed method approach.

Findings

The review of literature uncovered 49 articles across 35 years on key topics such as food waste, healthy eating, and service evaluation. From site tours and interviews with related personnel, 40 innovative on-campus dining practices were identified.

Research limitations/implications

Importance ratings revealed cleanliness of the environment, fresh fruit and vegetables, and digitally enabled ordering, as the top three highest rated practices. Factor analysis unveiled six factors that students find important: food diversity, good standards, innovativeness, quick options, menu variety, and fish and seafood. The thematic analysis further revealed four overarching themes (convenience, familiarity, food offerings, and value) and 13 subthemes which complemented the quantitative results.

Originality/value

In addition to shedding post-pandemic light on students’ dining needs, it highlights the paucity of theory used to support extant studies and suggests a novel theoretical underpinning.