Purpose This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender. Design/methodology/approach Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. Measurement validity was checked via principal component and confirmatory factor analysis. Structural model testing, mediation and multigroup analysis were conducted to test relationships among latent constructs. Findings The study revealed enjoyment, perceived attractiveness and economic value were positively associated with gamer satisfaction, though connectedness was not. In addition, gamer satisfaction positively affected loyalty and loyalty predicted in-game purchase intention. On the other hand, the magnitude of enjoyment-gamer satisfaction path was greater in female players than in males. However, the effect sizes of perceived attractiveness and economic value on gamer satisfaction were larger in males than in females. Research limitations/implications The research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations. Practical implications Mobile game producers should consider that enjoyment is more substantial for female players to increase in-game revenue. Hence, perceived attractiveness and economic value may be improved for male players. They could also balance the gaming experience by providing social connectivity and isolation. Originality/value It is the initial attempt to unveil Turkish young mobile players’ behavioral tendency toward paid in-game extensions. On the other hand, gender difference is a salient matter unnoticed by other investigations that the strength of stimulus varies from players’ gender discovered by the research.
{"title":"Turkish gen Z players’ in-game purchase intention: does gender difference matter?","authors":"Mahmut Selami Akin","doi":"10.1108/yc-12-2022-1655","DOIUrl":"https://doi.org/10.1108/yc-12-2022-1655","url":null,"abstract":"\u0000Purpose\u0000This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender.\u0000\u0000\u0000Design/methodology/approach\u0000Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. Measurement validity was checked via principal component and confirmatory factor analysis. Structural model testing, mediation and multigroup analysis were conducted to test relationships among latent constructs.\u0000\u0000\u0000Findings\u0000The study revealed enjoyment, perceived attractiveness and economic value were positively associated with gamer satisfaction, though connectedness was not. In addition, gamer satisfaction positively affected loyalty and loyalty predicted in-game purchase intention. On the other hand, the magnitude of enjoyment-gamer satisfaction path was greater in female players than in males. However, the effect sizes of perceived attractiveness and economic value on gamer satisfaction were larger in males than in females.\u0000\u0000\u0000Research limitations/implications\u0000The research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations.\u0000\u0000\u0000Practical implications\u0000Mobile game producers should consider that enjoyment is more substantial for female players to increase in-game revenue. Hence, perceived attractiveness and economic value may be improved for male players. They could also balance the gaming experience by providing social connectivity and isolation.\u0000\u0000\u0000Originality/value\u0000It is the initial attempt to unveil Turkish young mobile players’ behavioral tendency toward paid in-game extensions. On the other hand, gender difference is a salient matter unnoticed by other investigations that the strength of stimulus varies from players’ gender discovered by the research.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"30 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89169937","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}
N. A. Khan, Sajid Hassan, N. Pravdina, Maria Akhtar
Purpose This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB. Design/methodology/approach The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months. Findings The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB. Originality/value The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.
{"title":"Drivers of sustainability: technological and relational factors influencing young consumers’ green buying intentions and green actual consumption behavior","authors":"N. A. Khan, Sajid Hassan, N. Pravdina, Maria Akhtar","doi":"10.1108/yc-09-2022-1610","DOIUrl":"https://doi.org/10.1108/yc-09-2022-1610","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB.\u0000\u0000\u0000Design/methodology/approach\u0000The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months.\u0000\u0000\u0000Findings\u0000The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB.\u0000\u0000\u0000Originality/value\u0000The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"26 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90465719","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}
Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. Findings This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Practical implications Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. Originality/value The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.
{"title":"Segmenting the Malaysian female young adolescent market based on gender roles and identities","authors":"S. Tan, Kara Chan, Poh Ling Tan","doi":"10.1108/yc-01-2023-1675","DOIUrl":"https://doi.org/10.1108/yc-01-2023-1675","url":null,"abstract":"\u0000Purpose\u0000This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities.\u0000\u0000\u0000Design/methodology/approach\u0000Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation.\u0000\u0000\u0000Findings\u0000This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers).\u0000\u0000\u0000Practical implications\u0000Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market.\u0000\u0000\u0000Originality/value\u0000The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"26 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78236333","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}
E. Maziriri, B. Nyagadza, Brian Mabuyana, T. Rukuni, M. Mapuranga
Purpose This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. Design/methodology/approach The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. Findings The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. Originality/value This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.
{"title":"Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?","authors":"E. Maziriri, B. Nyagadza, Brian Mabuyana, T. Rukuni, M. Mapuranga","doi":"10.1108/yc-10-2022-1625","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1625","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption.\u0000\u0000\u0000Design/methodology/approach\u0000The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model.\u0000\u0000\u0000Findings\u0000The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals.\u0000\u0000\u0000Originality/value\u0000This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"36 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87470533","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}
B. Crnjak‐karanovic, Ivana Kursan Milaković, Jelena Elez
Purpose By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships. Design/methodology/approach This study focuses on 111 young Croatian consumers of cosmetic products. The authors analysed data with confirmatory factor and regression analyses. Findings This study reveals positive relationships between micro-influencers’ perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility. Furthermore, results indicate that the trust level is an essential moderator for the relationships between perceived credibility and sponsorship and information search and buying stages. Research limitations/implications Limitations include the convenience sampling method and data collection at one point while also focusing on consumers from one country. Practical implications This study provides practical implications for companies outlining the marketing activities that should be considered in all stages of the decision-making process while recognising the attractiveness of micro-influencers for the buying experience. Originality/value This study fills gaps in the literature on micro-influencers credibility in general and particularly in the cosmetics industry. In addition, the study fills the gaps in the literature considering the impact of perceived micro-influencer credibility on all five decision-making process stages.
{"title":"Which decision-making stages matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust","authors":"B. Crnjak‐karanovic, Ivana Kursan Milaković, Jelena Elez","doi":"10.1108/yc-08-2022-1590","DOIUrl":"https://doi.org/10.1108/yc-08-2022-1590","url":null,"abstract":"\u0000Purpose\u0000By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships.\u0000\u0000\u0000Design/methodology/approach\u0000This study focuses on 111 young Croatian consumers of cosmetic products. The authors analysed data with confirmatory factor and regression analyses.\u0000\u0000\u0000Findings\u0000This study reveals positive relationships between micro-influencers’ perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility. Furthermore, results indicate that the trust level is an essential moderator for the relationships between perceived credibility and sponsorship and information search and buying stages.\u0000\u0000\u0000Research limitations/implications\u0000Limitations include the convenience sampling method and data collection at one point while also focusing on consumers from one country.\u0000\u0000\u0000Practical implications\u0000This study provides practical implications for companies outlining the marketing activities that should be considered in all stages of the decision-making process while recognising the attractiveness of micro-influencers for the buying experience.\u0000\u0000\u0000Originality/value\u0000This study fills gaps in the literature on micro-influencers credibility in general and particularly in the cosmetics industry. In addition, the study fills the gaps in the literature considering the impact of perceived micro-influencer credibility on all five decision-making process stages.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"84 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77613415","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}
Tze-Yin Lim, Choi-Meng Leong, Lucas Tee-Kiat Lim, Bibiana Lim, Rodney Lim, K. Heng
Purpose This study aims to investigate the factors affecting the intention to visit community-based homestays among young adults in a developing country during the pandemic by incorporating the mediation effect of perceived values and moderation effects of safety and health concerns. Design/methodology/approach Data from young adults were gathered via a self-administered questionnaire, and 268 sets of surveys were analysed using partial least squares structural equation modelling. Findings The perceived value of community-based homestays among young adults is positively affected by relaxation, learning and entertainment. Perceived value also mediates the relationship between each of the three said motivational push factors and the intention to visit a community-based homestay. The relationship between perceived value and intention to visit community-based homestays among young adults is unaffected by safety and health concerns. Research limitations/implications The analysis reveals that relaxation, learning and entertainment are key drivers of intentions to visit rural community-based homestays and that perceived value mediates links between them. Practical implications This study benefits the tourism authorities and marketers by enabling them to promote community-based homestays in the country among the young adult market. Originality/value This study contributes to the literature by using the motivation theory and model of goal-oriented behaviour to investigate the moderating effects of health and safety concerns on young adults visiting intention. Young adults’ perceived value was also examined to study its mediating effects on visiting intention.
{"title":"Young adult tourists’ intentions to visit rural community-based homestays","authors":"Tze-Yin Lim, Choi-Meng Leong, Lucas Tee-Kiat Lim, Bibiana Lim, Rodney Lim, K. Heng","doi":"10.1108/yc-11-2022-1637","DOIUrl":"https://doi.org/10.1108/yc-11-2022-1637","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the factors affecting the intention to visit community-based homestays among young adults in a developing country during the pandemic by incorporating the mediation effect of perceived values and moderation effects of safety and health concerns.\u0000\u0000\u0000Design/methodology/approach\u0000Data from young adults were gathered via a self-administered questionnaire, and 268 sets of surveys were analysed using partial least squares structural equation modelling.\u0000\u0000\u0000Findings\u0000The perceived value of community-based homestays among young adults is positively affected by relaxation, learning and entertainment. Perceived value also mediates the relationship between each of the three said motivational push factors and the intention to visit a community-based homestay. The relationship between perceived value and intention to visit community-based homestays among young adults is unaffected by safety and health concerns.\u0000\u0000\u0000Research limitations/implications\u0000The analysis reveals that relaxation, learning and entertainment are key drivers of intentions to visit rural community-based homestays and that perceived value mediates links between them.\u0000\u0000\u0000Practical implications\u0000This study benefits the tourism authorities and marketers by enabling them to promote community-based homestays in the country among the young adult market.\u0000\u0000\u0000Originality/value\u0000This study contributes to the literature by using the motivation theory and model of goal-oriented behaviour to investigate the moderating effects of health and safety concerns on young adults visiting intention. Young adults’ perceived value was also examined to study its mediating effects on visiting intention.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"1 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88710586","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}
Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip
Purpose The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity. Design/methodology/approach A causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups. Findings All of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development. Originality/value The integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.
目的本研究的目的是通过考察媒体影响和好奇心的影响，来确定巴巴娘惹民族食品在年轻一代中的消费意愿。设计/方法/方法通过定量方法进行因果研究。本研究以青年一代为研究对象，采用Statistical Package for Social Sciences和SmartPLS软件对219份有效问卷进行假设检验。采用非概率抽样下的目的抽样。这些数据是通过在线调查收集的。调查链接主要在社交媒体群上传播。研究结果所有的假设都具有统计学意义。我们发现媒体影响通过态度和好奇心直接和间接地影响巴巴娘崖民族食品的消费意愿。相关利益相关者也可以根据研究结果提高警惕，改进战略规划，从而激发消费者的兴趣，有利于民族美食遗产旅游的发展。创意/价值双文化主义的融合植根于对食物的了解、媒体对食物的报道以及影响国家食物认同形成的社会活动中的食物。妈祖娘惹食物带来了独特的身份，混合了传统和文化，结合了马来和华人这两个主要种族的食材和食谱。然而，对民族食品的接触不足，导致年轻一代对民族食品不了解，也不感兴趣。本研究首先考察媒体影响力和好奇心作为通过社交媒体进行的食品推广的潜在影响和导致民族食品消费增加的作用。
{"title":"Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation","authors":"Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip","doi":"10.1108/yc-02-2023-1681","DOIUrl":"https://doi.org/10.1108/yc-02-2023-1681","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity.\u0000\u0000\u0000Design/methodology/approach\u0000A causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups.\u0000\u0000\u0000Findings\u0000All of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development.\u0000\u0000\u0000Originality/value\u0000The integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"41 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73846525","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}
Honglei Yu, Deli Yang, Carol Y. Yoder, Maho (Mahmut) Sonmez
Purpose This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC. Design/methodology/approach This study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands. Findings The results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC. Research limitations/implications Please see detail in the Conclusion and Discussions. Practical implications Please see detail in the Conclusion and Discussions. Social implications Please see detail in the Conclusion and Discussions. Originality/value This study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.
{"title":"It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands","authors":"Honglei Yu, Deli Yang, Carol Y. Yoder, Maho (Mahmut) Sonmez","doi":"10.1108/yc-01-2023-1666","DOIUrl":"https://doi.org/10.1108/yc-01-2023-1666","url":null,"abstract":"\u0000Purpose\u0000This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC.\u0000\u0000\u0000Design/methodology/approach\u0000This study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands.\u0000\u0000\u0000Findings\u0000The results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC.\u0000\u0000\u0000Research limitations/implications\u0000Please see detail in the Conclusion and Discussions.\u0000\u0000\u0000Practical implications\u0000Please see detail in the Conclusion and Discussions.\u0000\u0000\u0000Social implications\u0000Please see detail in the Conclusion and Discussions.\u0000\u0000\u0000Originality/value\u0000This study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"10 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81947140","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}
E. Mainardes, Silvestre de Jesus Cunha Paixão Júnior, Ricardo Gouveia Rodrigues
Purpose This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature. Design/methodology/approach Data were collected through an online questionnaire with 335 consumers. The model was tested using partial least squares. Findings It was verified that the price–quality relationship directly influences mobile gamers' intentions to purchase mobile phones. Also, it was observed that price sensitivity of mobile gamers directly influences the price–quality relationship and indirectly influences the intention to purchase mobile phones to play games. It was further verified that this price sensitivity is directly influenced by the perceived quality of mobile gaming devices. Finally, it was observed that referrals from other gamers directly influences the perceived quality and onès identification with the group of gamers. Research limitations/implications This study concluded that developing strategies focused on prices of mobile phones gamers use to play games tends to influence mobile gamers' purchase intentions. This paper extends the study of mobile device purchase behavior, uniting constructs studied separately and proposing connections not yet tested, assisting in the theoretical understanding of the factors that contribute to the intention to purchase mobile devices. Originality/value This study is theoretically justified for four reasons: it focused on a specific group of consumers, mobile gamers, which is a constantly growing audience; it brought an innovative model, testing the influence of the perceived quality of mobile gaming devices on the price sensitivity of mobile gamers; there are spaces for new research on mobile device purchase intention; and it may assist in the theoretical understanding of the factors contributing to mobile device purchase intention.
{"title":"Antecedents of mobile device purchase intention by mobile gamers","authors":"E. Mainardes, Silvestre de Jesus Cunha Paixão Júnior, Ricardo Gouveia Rodrigues","doi":"10.1108/yc-10-2022-1613","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1613","url":null,"abstract":"\u0000Purpose\u0000This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature.\u0000\u0000\u0000Design/methodology/approach\u0000Data were collected through an online questionnaire with 335 consumers. The model was tested using partial least squares.\u0000\u0000\u0000Findings\u0000It was verified that the price–quality relationship directly influences mobile gamers' intentions to purchase mobile phones. Also, it was observed that price sensitivity of mobile gamers directly influences the price–quality relationship and indirectly influences the intention to purchase mobile phones to play games. It was further verified that this price sensitivity is directly influenced by the perceived quality of mobile gaming devices. Finally, it was observed that referrals from other gamers directly influences the perceived quality and onès identification with the group of gamers.\u0000\u0000\u0000Research limitations/implications\u0000This study concluded that developing strategies focused on prices of mobile phones gamers use to play games tends to influence mobile gamers' purchase intentions. This paper extends the study of mobile device purchase behavior, uniting constructs studied separately and proposing connections not yet tested, assisting in the theoretical understanding of the factors that contribute to the intention to purchase mobile devices.\u0000\u0000\u0000Originality/value\u0000This study is theoretically justified for four reasons: it focused on a specific group of consumers, mobile gamers, which is a constantly growing audience; it brought an innovative model, testing the influence of the perceived quality of mobile gaming devices on the price sensitivity of mobile gamers; there are spaces for new research on mobile device purchase intention; and it may assist in the theoretical understanding of the factors contributing to mobile device purchase intention.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"399 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90406412","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}
Purpose This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC). Design/methodology/approach This is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model. Findings Research results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB. Research limitations/implications Most of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings. Practical implications This research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts. Social implications The Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increas
本研究考察了年轻(Y世代和Z世代)孟加拉国消费者的有机食品延续行为(OFCB)，作为可持续发展绿色消费的一部分。本研究以扩展的“计划行为理论”(Theory of Planned Behavior, TPB)为基础，探讨有机食品持续消费的原因。本研究旨在创建一个模型，突出影响孟加拉国消费者继续食用OFs的特征，同时考虑健康意识在COVID-19健康危机(CHC)期间的调节作用。这是一项纵向研究，第一阶段于2020年进行，第二阶段的数据收集于2021年12月31日完成。因此，采用纵向研究设计(N = 196)，在两个数据收集阶段考察TPB元素在一段时间内是否具有相同的影响。它还试图揭示有机食品健康益处知识(HAK)和健康意识对OFCB的影响水平是否有任何变化。采用结构化问卷收集Y代和z代参与者的数据。偏最小二乘结构方程建模验证了所提出的研究模型。第二阶段的研究结果表明，在与社会规范(SNRM)、态度(ATD)、感知行为控制(PBRC)、HAK和CHC相关的五个直接假设中，有四个(ATD、PBRC、HAK和CHC)显著影响孟加拉国消费者的OFCB。SNRM对OFCB没有显著的统计影响。另一方面，在研究的第一阶段，包括SNRM在内的所有直接假设都被接受。因此，当人们开始吃OFCB并认识到它对健康的好处时，他们坚定的行为控制确保了别人的想法对OFCB没有显著的影响。本研究的大部分数据来自1980年后出生的人，通常被称为Y代和z代。因此，包括更多来自不同年龄组的数据可能会导致不同的研究结论。该调查包含很大比例(62%)的受访者每月收入低于40,000泰铢，这是孟加拉国对价格敏感的人群。虽然价格敏感性可能影响了研究结果，但of的价格并未包括在本研究中。本研究使用一个调节变量和四个外生变量来确定孟加拉国消费者的OFCB。HAK和PBRC被证明是最强的决定因素。虽然健康意识，知识和自我控制是必不可少的，但孟加拉国公民的健康意识和可持续消费意识与其他国家相比仍然远远低于。因此，本研究敦促决策者通过各种社会努力提高健康意识。社会影响孟加拉国政府采取了各种措施来鼓励可持续发展，包括促进消费。消费的增加将增加需求，导致对有机生产的巨大需求。这种现象对社会有益，因为生物肥料对生态无害，在提高营养含量的同时解决土壤肥力问题，降低疾病风险。这项研究可以作为制定计划的基础，以促进OFs的消费，从而产生有益的社会影响。由于在孟加拉国没有观察到解释OFs持续性的纵向研究，因此本研究对预测可持续消费行为有独特的贡献。
{"title":"A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: can health consciousness moderate the decision?","authors":"M. R. Kabir","doi":"10.1108/yc-09-2022-1606","DOIUrl":"https://doi.org/10.1108/yc-09-2022-1606","url":null,"abstract":"\u0000Purpose\u0000This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC).\u0000\u0000\u0000Design/methodology/approach\u0000This is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model.\u0000\u0000\u0000Findings\u0000Research results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB.\u0000\u0000\u0000Research limitations/implications\u0000Most of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings.\u0000\u0000\u0000Practical implications\u0000This research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts.\u0000\u0000\u0000Social implications\u0000The Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increas","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"67 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82872621","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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