Pub Date : 2021-03-18DOI: 10.1177/1839334921999506
Canie K.Y. Chu Lo, Suzan Burton, Regan Lam, Paul L. Nesbit
Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.
{"title":"Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment","authors":"Canie K.Y. Chu Lo, Suzan Burton, Regan Lam, Paul L. Nesbit","doi":"10.1177/1839334921999506","DOIUrl":"https://doi.org/10.1177/1839334921999506","url":null,"abstract":"Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"329 - 340"},"PeriodicalIF":6.0,"publicationDate":"2021-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999506","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44170155","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 : 2021-03-18DOI: 10.1177/1839334921999477
L. Ngo, G. Gregory, Ryan Miller, Lu Lu
Despite the importance of branding in customer acquisition, little is known about the extent to which brand salience influences brand choice intention of new customers. Drawing upon associative network memory theory, we propose that brand salience is composed of brand prominence and brand distinctiveness, which are linked to brand choice intention of new customers. Our theoretical contention was empirically examined in the context of monetary donation to international aid-related charities by new donors. A mixed-method approach was utilized with semi-structured interviews with practitioners and donors, and two cross-sectional surveys. The study offers a holistic view for understanding brand salience and, as such, advances recent work focusing on the breadth and depth of brand associations in the customer’s mind.
{"title":"Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity Sector","authors":"L. Ngo, G. Gregory, Ryan Miller, Lu Lu","doi":"10.1177/1839334921999477","DOIUrl":"https://doi.org/10.1177/1839334921999477","url":null,"abstract":"Despite the importance of branding in customer acquisition, little is known about the extent to which brand salience influences brand choice intention of new customers. Drawing upon associative network memory theory, we propose that brand salience is composed of brand prominence and brand distinctiveness, which are linked to brand choice intention of new customers. Our theoretical contention was empirically examined in the context of monetary donation to international aid-related charities by new donors. A mixed-method approach was utilized with semi-structured interviews with practitioners and donors, and two cross-sectional surveys. The study offers a holistic view for understanding brand salience and, as such, advances recent work focusing on the breadth and depth of brand associations in the customer’s mind.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"258 - 270"},"PeriodicalIF":6.0,"publicationDate":"2021-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999477","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41876770","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 : 2021-03-16DOI: 10.1177/1839334921999479
L. Whittaker, Kate Letheren, R. Mulcahy
Deepfakes, digital content created via machine learning, a form of artificial intelligence technology, are generating interest among marketers and the general population alike and are often portrayed as a “phantom menace” in the media. Despite relevance to marketing theory and practice, deepfakes—and the opportunities for benefit or deviance they provide—are little understood or discussed. This article introduces deepfakes to the marketing literature and proposes a typology, conceptual framework, and associated research agenda, underpinned by theorizing based on balanced centricity, to guide the future investigation of deepfakes in marketing scholarship. The article makes an argument for balance (i.e., situations where all stakeholders benefit), and it is hoped that this article may provide a foundation for future research and application of deepfakes as “a new hope” for marketing.
{"title":"The Rise of Deepfakes: A Conceptual Framework and Research Agenda for Marketing","authors":"L. Whittaker, Kate Letheren, R. Mulcahy","doi":"10.1177/1839334921999479","DOIUrl":"https://doi.org/10.1177/1839334921999479","url":null,"abstract":"Deepfakes, digital content created via machine learning, a form of artificial intelligence technology, are generating interest among marketers and the general population alike and are often portrayed as a “phantom menace” in the media. Despite relevance to marketing theory and practice, deepfakes—and the opportunities for benefit or deviance they provide—are little understood or discussed. This article introduces deepfakes to the marketing literature and proposes a typology, conceptual framework, and associated research agenda, underpinned by theorizing based on balanced centricity, to guide the future investigation of deepfakes in marketing scholarship. The article makes an argument for balance (i.e., situations where all stakeholders benefit), and it is hoped that this article may provide a foundation for future research and application of deepfakes as “a new hope” for marketing.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"204 - 214"},"PeriodicalIF":6.0,"publicationDate":"2021-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999479","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46589762","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 : 2021-03-16DOI: 10.1177/1839334921999476
F. Septianto, Nguyen T. Thai, Joya A. Kemper
Prior research has established that consumers with higher levels of biospheric values are more likely to engage in sustainable behaviors. Such findings assume that tourism practitioners should solely focus their marketing efforts on consumers with high levels of biospheric values. The present research reexamines such typical expectations by investigating how lay beliefs about the world elicited by advertising can encourage consumers with low levels of biospheric values to engage in sustainable behaviors. Results of two experimental studies show that, among consumers with low levels of biospheric values, those with a malleable (vs. fixed) lay belief about the world exhibit stronger preferences for sustainable hotels offerings because they are more hopeful that the sustainable efforts from the hotels can create a positive change. These findings contribute to the literature by demonstrating the role of lay beliefs on consumers’ sustainable behaviors and establishing the underlying mechanism. In addition, this research provides a novel insight about how tourism practitioners can appeal to unsustainable consumers, highlighting how the tourism industry can create positive behavior change toward consumers’ sustainable behaviors.
{"title":"Lay Beliefs About the World Affect Preferences for Sustainable Hotel Offerings","authors":"F. Septianto, Nguyen T. Thai, Joya A. Kemper","doi":"10.1177/1839334921999476","DOIUrl":"https://doi.org/10.1177/1839334921999476","url":null,"abstract":"Prior research has established that consumers with higher levels of biospheric values are more likely to engage in sustainable behaviors. Such findings assume that tourism practitioners should solely focus their marketing efforts on consumers with high levels of biospheric values. The present research reexamines such typical expectations by investigating how lay beliefs about the world elicited by advertising can encourage consumers with low levels of biospheric values to engage in sustainable behaviors. Results of two experimental studies show that, among consumers with low levels of biospheric values, those with a malleable (vs. fixed) lay belief about the world exhibit stronger preferences for sustainable hotels offerings because they are more hopeful that the sustainable efforts from the hotels can create a positive change. These findings contribute to the literature by demonstrating the role of lay beliefs on consumers’ sustainable behaviors and establishing the underlying mechanism. In addition, this research provides a novel insight about how tourism practitioners can appeal to unsustainable consumers, highlighting how the tourism industry can create positive behavior change toward consumers’ sustainable behaviors.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"246 - 257"},"PeriodicalIF":6.0,"publicationDate":"2021-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999476","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45427707","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 : 2021-03-15DOI: 10.1177/1839334921999478
V. Quintal, Ben D. H. Thomas, I. Phau, Zorana Soldat
The present research addresses the push–pull winescape traits of the hedonic wine tourism segment and discusses their attitudinal and behavioral intentions. The self-governing pen-and-paper survey conveniently sampled 301 wine tourists in situ at the Swan Valley winery in Western Australia. Push–pull winescape qualities generated a segmentation basis for cluster analysis, which defined four divisions—Inspireds, Self-Drivens, Market-Drivens, and Inerts. Inspireds exhibited the most favorable attitude toward the winery and were the most willing to recommend the winery, whereas Inerts demonstrated the converse effect. Theoretically, the segmentation bases, building on the Push–Pull winescape properties, provide a fresh and more nuanced description of the wine tourism categories in Australia’s rising wine tourism sector. Idealistically, this new image is important in delivering marketing insights to fewer Australian wine producers whose only connection to regional retail and export markets is via direct sales at the winery gates.
{"title":"Segmenting Hedonic Wine Tourists Using Push–Pull Winescape Attributes","authors":"V. Quintal, Ben D. H. Thomas, I. Phau, Zorana Soldat","doi":"10.1177/1839334921999478","DOIUrl":"https://doi.org/10.1177/1839334921999478","url":null,"abstract":"The present research addresses the push–pull winescape traits of the hedonic wine tourism segment and discusses their attitudinal and behavioral intentions. The self-governing pen-and-paper survey conveniently sampled 301 wine tourists in situ at the Swan Valley winery in Western Australia. Push–pull winescape qualities generated a segmentation basis for cluster analysis, which defined four divisions—Inspireds, Self-Drivens, Market-Drivens, and Inerts. Inspireds exhibited the most favorable attitude toward the winery and were the most willing to recommend the winery, whereas Inerts demonstrated the converse effect. Theoretically, the segmentation bases, building on the Push–Pull winescape properties, provide a fresh and more nuanced description of the wine tourism categories in Australia’s rising wine tourism sector. Idealistically, this new image is important in delivering marketing insights to fewer Australian wine producers whose only connection to regional retail and export markets is via direct sales at the winery gates.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"237 - 245"},"PeriodicalIF":6.0,"publicationDate":"2021-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999478","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47022011","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 : 2021-03-12DOI: 10.1177/1839334921998866
Kseniia Zahrai, E. Veer, P. Ballantine, Huibert Peter de Vries
With increasing concerns about problematic social media use, self-control is expected to become an effective approach for excessive users to decrease possible harm for their well-being. This article explores the current literature on the conceptualization of self-control on social media. For this, 25 papers from seven academic databases were analyzed in the chronological order in a systematic literature review. The sequence of applied frameworks demonstrates a gradual switch from theories of planned behavior to theories justifying non-planned behavior and self-control failures. This finding explains the emphasis of recent studies on the impulsive behavior of excessive social media users and the application of dual-system theories. However, research design of selected articles included mainly self-report tools to investigate impulsive self-control failures which may result in contradictory findings and deficient theoretical grounding for self-control interventions. All investigated papers claim a negative impact of social media self-control failures on personal well-being.
{"title":"Conceptualizing Self-control on Problematic Social Media Use","authors":"Kseniia Zahrai, E. Veer, P. Ballantine, Huibert Peter de Vries","doi":"10.1177/1839334921998866","DOIUrl":"https://doi.org/10.1177/1839334921998866","url":null,"abstract":"With increasing concerns about problematic social media use, self-control is expected to become an effective approach for excessive users to decrease possible harm for their well-being. This article explores the current literature on the conceptualization of self-control on social media. For this, 25 papers from seven academic databases were analyzed in the chronological order in a systematic literature review. The sequence of applied frameworks demonstrates a gradual switch from theories of planned behavior to theories justifying non-planned behavior and self-control failures. This finding explains the emphasis of recent studies on the impulsive behavior of excessive social media users and the application of dual-system theories. However, research design of selected articles included mainly self-report tools to investigate impulsive self-control failures which may result in contradictory findings and deficient theoretical grounding for self-control interventions. All investigated papers claim a negative impact of social media self-control failures on personal well-being.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"74 - 89"},"PeriodicalIF":6.0,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921998866","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48522442","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 : 2021-03-12DOI: 10.1177/18393349211000353
Songting Dong, P. Zhao, Deqiang Zou
Repurchase intention questions are routinely used in marketing research and practices to measure consumers’ repurchase decisions. They are easy to use but suffer from a few biases and weak predictive power. This article identifies three biases, namely, projection bias, lack-of-context bias, and hypothetical bias. A new method, repurchase acceleration (RA), is proposed targeting these biases. In RA, researchers buy back respondents’ currently owned products to ensure they are in the market, provide them with a representative choice set to mimic the repurchase market context, and attach real-life consequences to mimic the incentives in their real-life repurchases. An empirical study demonstrates that RA predicts significantly better than repurchase intention models and captures more than 3 times as much information as the best repurchase intention model does. We recommend that RA is used for high-value, long purchase-cycle products for a precise measure of consumers’ repurchase decisions for high-stake marketing decisions.
{"title":"Measuring Repurchase Decisions by Accelerating Repurchase Behavior","authors":"Songting Dong, P. Zhao, Deqiang Zou","doi":"10.1177/18393349211000353","DOIUrl":"https://doi.org/10.1177/18393349211000353","url":null,"abstract":"Repurchase intention questions are routinely used in marketing research and practices to measure consumers’ repurchase decisions. They are easy to use but suffer from a few biases and weak predictive power. This article identifies three biases, namely, projection bias, lack-of-context bias, and hypothetical bias. A new method, repurchase acceleration (RA), is proposed targeting these biases. In RA, researchers buy back respondents’ currently owned products to ensure they are in the market, provide them with a representative choice set to mimic the repurchase market context, and attach real-life consequences to mimic the incentives in their real-life repurchases. An empirical study demonstrates that RA predicts significantly better than repurchase intention models and captures more than 3 times as much information as the best repurchase intention model does. We recommend that RA is used for high-value, long purchase-cycle products for a precise measure of consumers’ repurchase decisions for high-stake marketing decisions.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"228 - 236"},"PeriodicalIF":6.0,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211000353","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46184214","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 : 2021-03-12DOI: 10.1177/1839334921998848
Argho Bandyopadhyay, F. Septianto, K. Nallaperuma
The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.
{"title":"Mixed Feelings Enhance the Effectiveness of Luxury Advertising","authors":"Argho Bandyopadhyay, F. Septianto, K. Nallaperuma","doi":"10.1177/1839334921998848","DOIUrl":"https://doi.org/10.1177/1839334921998848","url":null,"abstract":"The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"28 - 34"},"PeriodicalIF":6.0,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921998848","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43960718","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 : 2021-03-12DOI: 10.1177/1839334921998872
Shasha Wang, Arnold Japutra
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study (N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.
{"title":"Brand Display Magnitudes and Young Children’s Brand Recognition","authors":"Shasha Wang, Arnold Japutra","doi":"10.1177/1839334921998872","DOIUrl":"https://doi.org/10.1177/1839334921998872","url":null,"abstract":"Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study (N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"19 - 27"},"PeriodicalIF":6.0,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921998872","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48323980","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 : 2021-03-09DOI: 10.1177/1839334921998867
Vu Thi Mai Chi, Widya Paramita, Tran Ha Minh Quan
The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.
{"title":"Does Customer Experience Always Benefit Company? Examining Customers’ Epistemic Motivation and Interaction With Service Contexts","authors":"Vu Thi Mai Chi, Widya Paramita, Tran Ha Minh Quan","doi":"10.1177/1839334921998867","DOIUrl":"https://doi.org/10.1177/1839334921998867","url":null,"abstract":"The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"35 - 50"},"PeriodicalIF":6.0,"publicationDate":"2021-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921998867","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44796608","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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