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Examining the effects of fear of missing out on sustainable food consumption: a social identity perspective 从社会认同的角度研究 "害怕错过 "对可持续食品消费的影响
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-17 DOI: 10.1108/apjml-10-2023-0969
Suruchi Singh, Shubhomoy Banerjee

Purpose

This study employs the Social Identity Theory to examine the differential effects of personal and social dimensions of fear of missing out (FOMO) on sustainable food consumption (SFC) practices.

Design/methodology/approach

An online survey-based empirical study was conducted with 395 respondents. The data were analysed using structural equation modelling and Hayes process Macro in SPSS.

Findings

SFC was found to be positively influenced by personal FOMO. Contrary to expectations, social FOMO had a negative correlation with SFC. Social influence and social identity were shown to be positively correlated, whilst the social influence-SFC relationship was favourable. This approach was aided by social identity.

Research limitations/implications

The study supports personal FOMO as an SFC-influencing factor. It evaluates the differential effects of FOMO’s personal and social dimensions on SFC. It also demonstrates that social FOMO negatively affects SFC, contrary to expectations.

Practical implications

The study advises sustainable food firms to reduce personal FOMO via advertising and messaging.

Originality/value

This research is amongst the first to segregate the differential effects of social and personal FOMO regarding SFC behaviour. Research has examined FOMO as a higher-order construct involving social and personal aspects. Second, FOMO is often associated with negative behaviours including social media addiction and substance abuse. This FOMO-related research analyses a desired behaviour.

目的 本研究采用社会认同理论,探讨个人和社会层面的 "害怕错过"(FOMO)对可持续食品消费(SFC)实践的不同影响。使用 SPSS 中的结构方程模型和 Hayes Process Macro 对数据进行了分析。与预期相反,社会 FOMO 与 SFC 呈负相关。社会影响和社会认同被证明是正相关的,而社会影响与 SFC 的关系是有利的。研究局限/意义本研究支持个人 FOMO 作为 SFC 的影响因素。它评估了 FOMO 的个人和社会维度对 SFC 的不同影响。该研究建议可持续食品公司通过广告和信息传播减少个人 FOMO。原创性/价值该研究是首批将社会和个人 FOMO 对 SFC 行为的不同影响分开的研究之一。已有研究将 FOMO 视为一种涉及社会和个人方面的高阶结构。其次,FOMO 通常与社交媒体成瘾和药物滥用等负面行为相关联。这项与 FOMO 相关的研究分析的是一种期望行为。
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引用次数: 0
When do customers become your trusted allies: Unveiling pathways for enhanced citizenship in family-owned hotels 顾客何时成为您值得信赖的盟友?揭开家族酒店提高公民意识的途径
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-16 DOI: 10.1108/apjml-01-2024-0012
Syed Muhammad Ali Shahbaz Habib, Mahwish Sindhu, Irfan Saleem

Purpose

Drawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and customer citizenship behavior in the family-owned hotels of an emerging market.

Design/methodology/approach

A field survey questionnaire was used to gather the data from 394 hotel customers by randomly selecting three premium family-owned hotels in Lahore: Faletti’s, Avari, and Holiday Inn. The data was analyzed using the structural regression modeling (SRM) technique with the assistance of AMOS version 24.

Findings

The results show that corporate philanthropy and environmental marketing strategy positively influence relationship quality, and relationship quality positively influences customer citizenship behavior. Relationship quality partially mediates the association between corporate philanthropy and customer citizenship behavior, but we found that greenwashing does not have a moderating role.

Research limitations/implications

This research has theoretical implications for marketing scholars and practical implications of family-owned hotels in emerging markets.

Originality/value

The study has contributed contextually by collecting a unique dataset from family-owned hotels in an emerging market. Theoretically, we have conceptualized a model through the Social Exchange Theory by recommending relationship quality as a mediator and greenwashing as a moderator.

目的本研究以社会交换理论为基础,探讨了新兴市场家族酒店中企业慈善事业、环境营销战略、关系质量、"洗绿 "和顾客公民行为的相互作用:Faletti's、Avari 和 Holiday Inn。结果表明,企业慈善事业和环境营销战略对关系质量有积极影响,关系质量对顾客公民行为有积极影响。研究局限/意义本研究对营销学者具有理论意义,对新兴市场中的家庭式酒店也具有实际意义。原创性/价值本研究通过收集新兴市场中家庭式酒店的独特数据集,在背景方面做出了贡献。从理论上讲,我们通过社会交换理论建立了一个概念模型,建议将关系质量作为中介,将绿色洗涤作为调节。
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引用次数: 0
Give me a human! How anthropomorphism and robot gender affect trust in financial robo-advisory services 给我一个人类!拟人化和机器人性别如何影响人们对金融机器人咨询服务的信任
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-16 DOI: 10.1108/apjml-09-2023-0939
Daria Plotkina, Hava Orkut, Meral Ahu Karageyim

Purpose

Financial services industry is increasingly showing interest in automated financial advisors, or robo-advisors, with the aim of democratizing access to financial advice and stimulating investment behavior among populations that were previously less active and less served. However, the extent to which consumers trust this technology influences the adoption of rob-advisors. The resemblance to a human, or anthropomorphism, can provide a sense of social presence and increase trust.

Design/methodology/approach

In this paper, we conduct an experiment (N = 223) to test the effect of anthropomorphism (low vs medium vs high) and gender (male vs female) of the robo-advisor on social presence. This perception, in turn, enables consumers to evaluate personality characteristics of the robo-advisor, such as competence, warmth, and persuasiveness, all of which are related to trust in the robo-advisor. We separately conduct an experimental study (N = 206) testing the effect of gender neutrality on consumer responses to robo-advisory anthropomorphism.

Findings

Our results show that consumers prefer human-alike robo-advisors over machinelike or humanoid robo-advisors. This preference is only observed for male robo-advisors and is explained by perceived competence and perceived persuasiveness. Furthermore, highlighting gender neutrality undermines the positive effect of robo-advisor anthropomorphism on trust.

Originality/value

We contribute to the body of knowledge on robo-advisor design by showing the effect of robot’s anthropomorphism and gender on consumer perceptions and trust. Consequently, we offer insightful recommendations to promote the adoption of robo-advisory services in the financial sector.

目的金融服务业对自动财务顾问(或称机器人顾问)的兴趣与日俱增,其目的是使获取财务建议的渠道民主化,并刺激那些以前不太活跃、服务较少的人群的投资行为。然而,消费者对这种技术的信任程度影响着机器人顾问的采用。设计/方法/方法在本文中,我们进行了一项实验(N = 223),测试机器人顾问的拟人化程度(低 vs 中 vs 高)和性别(男 vs 女)对社会存在感的影响。这种感知反过来又使消费者能够评估机器人顾问的个性特征,如能力、热情和说服力,所有这些都与对机器人顾问的信任有关。我们单独进行了一项实验研究(N = 206),测试性别中立对消费者对机器人顾问拟人化反应的影响。研究结果表明,与机器或仿人机器人顾问相比,消费者更喜欢仿人机器人顾问。这种偏好只出现在男性机器人顾问身上,并且可以用感知能力和感知说服力来解释。此外,强调性别中立会削弱机器人顾问拟人化对信任的积极影响。原创性/价值我们通过展示机器人拟人化和性别对消费者认知和信任的影响,为机器人顾问设计方面的知识体系做出了贡献。因此,我们为促进金融行业采用机器人顾问服务提出了有见地的建议。
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引用次数: 0
Extended service strategy choice for competing manufacturers in agency retail platform considering consumer preferences 考虑消费者偏好的代理零售平台中竞争制造商的扩展服务战略选择
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-15 DOI: 10.1108/apjml-10-2023-1063
Bin Liu, Jing Sun, Zongsheng Huang

Purpose

We investigate the extended service strategy choices of competing manufacturers and examine their impact on the retail platform.

Design/methodology/approach

We construct a supply chain model with a retail platform as the leader and manufacturers as the followers. Manufacturers face differential consumer preferences on the same agency retail platform, and they can sell a bundled extended service product and sell a separate product without any extended service.

Findings

The sale of extended warranty services on the retail platform leads to lower pricing of the manufacturers' products and changes in the product market structure in response to differences in consumer preferences. The retailing platform tends to provide an extended warranty conditionally. The sale of extended warranty services on a retail platform would be detrimental to the interests of the manufacturer who sells products with extended warranty services and in favor of the manufacturer who sells products without them.

Originality/value

The equilibrium results of the retail platform’s non-sales and sales of extended warranty services for the no-extended warranty product under the same commission rate and differential commission rate models are discussed, and the product structure of the market is investigated, respectively.

目的我们调查了相互竞争的制造商的延保服务战略选择,并研究了它们对零售平台的影响。设计/方法/途径我们构建了一个以零售平台为领导者、制造商为追随者的供应链模型。在同一代理零售平台上,制造商面临着不同的消费者偏好,他们可以销售捆绑延保服务的产品,也可以销售不含任何延保服务的单独产品。研究结果在零售平台上销售延保服务会导致制造商的产品定价降低,产品市场结构也会因消费者偏好的不同而发生变化。零售平台倾向于有条件地提供延保服务。在零售平台上销售延保服务会损害销售有延保服务产品的制造商的利益,而有利于销售无延保服务产品的制造商。原创性/价值讨论了在相同佣金率和不同佣金率模型下,零售平台不销售和销售无延保产品的延保服务的均衡结果,并分别研究了市场的产品结构。
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引用次数: 0
What drives new luxury consumption? Application of schema congruity theory and heuristic systematic framework 新奢侈品消费的驱动力是什么?模式一致性理论和启发式系统框架的应用
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-08 DOI: 10.1108/apjml-04-2023-0319
Nitin Soni, Sushant Kumar

Purpose

Luxury consumption has evolved, and two important reasons behind the change include globalization and the COVID-19 crisis. These factors have led to the rise of new luxury consumption, which is different from traditional luxury consumption. This study examines how consumers’ identities shape their intentions to consume traditional luxury and new luxury brands.

Design/methodology/approach

The theoretical underpinnings of the schema congruity theory and heuristic systematic framework were applied to understand the role of identities in determining consumers’ regulatory focus, price luxuriousness inference and preference for traditional and new luxury brands.

Findings

Findings suggest that the global identity of consumers shapes their promotion focus and price luxuriousness inferences. However, their local identities induce a prevention goal. Consumers with such a goal are unlikely to make price luxuriousness inferences. Further, these inferences lead to the choice of traditional luxury over new luxury brands. The results also establish the moderating effects of consumer flexibility.

Originality/value

The extant literature is inconclusive on the role of globalization in luxury consumption and ignores new luxury brands. The current study shows the impact of identities and regulatory focus on traditional and new luxury consumption. The findings also indicate consumers’ regulatory focus and price luxuriousness inference as the reasons behind the influence. The paper also implies that consumers open to renting, sharing or buying second-hand goods will prefer new luxury over traditional luxury brands.

目的 奢侈品消费已经发生了变化,变化背后的两个重要原因包括全球化和 COVID-19 危机。这些因素导致了有别于传统奢侈品消费的新奢侈品消费的兴起。本研究探讨了消费者的身份如何影响他们对传统奢侈品牌和新奢侈品牌的消费意向。研究结果研究结果表明,消费者的全球身份影响了他们对促销的关注和对价格奢侈程度的推断。然而,他们的本地身份会诱发预防目标。具有这种目标的消费者不太可能做出价格奢侈性推断。此外,这些推断会导致消费者选择传统奢侈品牌,而不是新奢侈品牌。研究结果还确定了消费者灵活性的调节作用。原创性/价值现有文献对全球化在奢侈品消费中的作用尚无定论,而且忽略了新奢侈品牌。目前的研究显示了身份和监管重点对传统和新型奢侈品消费的影响。研究结果还表明,消费者的监管重点和价格奢侈性推断是影响背后的原因。本文还暗示,乐于租用、分享或购买二手商品的消费者将更青睐新奢侈品牌,而非传统奢侈品牌。
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引用次数: 0
How social media marketing activities affect brand loyalty? Mediating role of brand experience 社交媒体营销活动如何影响品牌忠诚度?品牌体验的中介作用
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-05 DOI: 10.1108/apjml-09-2023-0900
Sushant Kumar, Jung-Kuei Hsieh

Purpose

Increasingly brands are performing several activities on social media in order to alter consumer consumption towards their offering. However, limited studies have attempted to understand as how activities on social media influence usage intentions and brand loyalty. Thus, this study aims to examine the influence of social media marketing activities (SMMA) on brand experience and its association with continued usage intentions (CUI) and brand loyalty.

Design/methodology/approach

The study conceptualized a research model by using the theoretical premise of stimulus-organism-response theory. SMMA acts as stimulus, four (sensory, affective, behavioral and intellectual) elements of brand experience act as organism, and CUI and brand loyalty act as response. A survey-based questionnaire is used to collect data from 309 respondents. The hypothesized associations of research model were examined using the structural equation modeling approach.

Findings

Results of the study are in line with hypothesized associations among constructs. Results suggest that SMMA is associated with all four elements of brand experience. Also, affective, behavioral and intellectual aspects of brand experience are associated with CUI which influence brand loyalty. The moderating role of education on hypothesized association and the mediating role of organism are also confirmed.

Originality/value

Using stimulus-organism-response theory, this study confirms that SMMA are associated with sensory, affective, behavioral and intellectual aspect of brand experience which has not been examined so far. Also, the novel findings of study add to existing literature of SMMA, brand experience and brand loyalty. The study further contributes to literature by showing the moderation effect of education.

目的越来越多的品牌在社交媒体上开展一些活动,以改变消费者对其产品的消费。然而,试图了解社交媒体上的活动如何影响使用意向和品牌忠诚度的研究却很有限。因此,本研究旨在探讨社交媒体营销活动(SMMA)对品牌体验的影响及其与持续使用意向(CUI)和品牌忠诚度的关联。SMMA 作为刺激,品牌体验的四个要素(感官、情感、行为和智力)作为有机体,CUI 和品牌忠诚度作为反应。研究采用调查问卷的形式收集了 309 位受访者的数据。采用结构方程建模法对研究模型的假设关联进行了检验。结果表明,SMMA 与品牌体验的所有四个要素都有关联。此外,品牌体验的情感、行为和智力方面也与影响品牌忠诚度的 CUI 相关。原创性/价值利用刺激-机体-反应理论,本研究证实了 SMMA 与品牌体验的感官、情感、行为和智力方面相关,而这些方面迄今为止尚未得到研究。此外,本研究的新发现为有关 SMMA、品牌体验和品牌忠诚度的现有文献增添了新的内容。本研究还显示了教育的调节作用,从而为相关文献做出了进一步贡献。
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引用次数: 0
The impact of live background visual complexity on consumer purchase intention: an eye-tracking study 现场背景视觉复杂性对消费者购买意向的影响:眼动追踪研究
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-05 DOI: 10.1108/apjml-10-2023-1031
Xiaoli Tang, Xiaolin Li, Zefeng Hao

Purpose

Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.

Design/methodology/approach

The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).

Findings

Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.

Research limitations/implications

The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.

Practical implications

It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.

Originality/value

This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.

目的本研究基于感官营销理论和认知评价理论,探讨直播的背景视觉复杂度是否以及如何影响消费者的购买意向,并揭示背景视觉复杂度影响消费者购买决策的内在机制。研究结果首先,直播的背景视觉复杂度通过激发消费者的积极情绪(愉悦感和唤醒感)对消费者的购买意向产生积极影响,且消费者情绪与购买意向之间呈非线性关系。其次,需要认知封闭性来显著缓和背景视觉复杂性对购买意向的影响。研究局限/意义由于样本量有限,很难推广到其他消费群体。实践意义建议直播电商企业优化直播背景的视觉设计,识别消费者特质,使视觉复杂度与消费者的认知封闭需求水平相匹配,从而激发消费者的积极情绪,促进其做出更满意的购物决策。
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引用次数: 0
Compensatory consumption of specialty agricultural products from an ELM theory perspective: joint effect of product attributes and social affordances 从 ELM 理论角度看特色农产品的补偿性消费:产品属性和社会负担的共同作用
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-02 DOI: 10.1108/apjml-09-2023-0867
Lin Wang, Meng Zhao, Jiangli Zhang, Yufang Wang

Purpose

Compensatory consumption focuses on the psychological value of products. Special agricultural products have symbolic and social functions that effectively meet psychological needs and stimulate compensatory consumption behavior. The social commerce context not only enriches consumer experience but also influences consumer purchase decisions. This study constructs a model based on the elaboration likelihood model (ELM) and the stimulus-organism-response (SOR) theory to explore the mechanism of compensatory consumption behavior of special agricultural products in a social commerce context.

Design/methodology/approach

This study uses a two-stage method of partial least squares structural equation model (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze 523 valid samples collected through random sampling. PLS-SEM was used to examine the relationships and effects between the variables; fsQCA was used to conduct a cohort analysis between the variables to further reveal the complexity and diversity of compensatory consumption behaviors.

Findings

PLS-SEM indicates that product attributes and social affordances influence consumers’ triggering of compensatory consumption behavior for control and belongingness needs. fsQCA shows that there are three different modes, and the satisfaction of belongingness or control needs is a necessary condition for triggering compensatory consumption behavior.

Originality/value

There is limited research on compensatory consumption behavior specifically focused on special agricultural products. This study explores the influencing factors and mechanisms of compensatory consumption behavior related to special agricultural products. The occurrence of compensatory consumption behavior is not only influenced by product attributes but also by the social commerce environment. In marketing strategies, it is important to not only consider product characteristics but also pay attention to consumers’ social and psychological needs.

目的补偿性消费注重产品的心理价值。特色农产品具有象征和社交功能,能有效满足心理需求,刺激补偿性消费行为。社交商务情境不仅丰富了消费者的消费体验,也影响着消费者的购买决策。本研究基于阐述可能性模型(ELM)和刺激-机体-反应(SOR)理论构建模型,探讨社交商务情境下特色农产品补偿性消费行为的发生机制。研究结果PLS-SEM表明,产品属性和社会承受力影响消费者为控制和归属需求而引发的补偿性消费行为。研究的原创性/价值目前,专门针对特色农产品的补偿性消费行为的研究还很有限。本研究探讨了与特色农产品相关的补偿性消费行为的影响因素和机制。补偿性消费行为的发生不仅受到产品属性的影响,还受到社会商业环境的影响。在营销策略中,不仅要考虑产品特性,还要关注消费者的社会和心理需求。
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引用次数: 0
The effect of organizational culture on territorial exclusivity in international marketing channels: a study of Japanese manufacturing exporters 组织文化对国际营销渠道中地域排他性的影响:对日本制造业出口商的研究
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-04-02 DOI: 10.1108/apjml-09-2023-0878
Ryuta Ishii

Purpose

It is important for an exporting manufacturer to motivate its foreign channel partners to sell and promote its products. An excellent way to motivate such foreign channel partners is to give them exclusive territories. Unfortunately, there is a lack of knowledge regarding the determinants of territorial exclusivity. This study aims to investigate the relationship between organizational culture and territorial exclusivity and the moderating role of firm size in this relationship.

Design/methodology/approach

Survey data were collected from manufacturing small and medium-sized enterprises (SMEs) in Japan. To test the hypotheses, a regression analysis was conducted using the ordinary least squares technique.

Findings

Empirical evidence shows that the cultural values of collectivism and uncertainty avoidance influence territorial exclusivity; collectivist exporters are likely to use territorial exclusivity, whereas exporters with high uncertainty avoidance are not likely to use it. Furthermore, the larger the firm size, the smaller the impact of cultural values on territorial exclusivity; this suggests that large SMEs do not rely on their organizational culture to make decisions about exclusive territories.

Originality/value

The export marketing literature emphasizes the advantages of exclusive territories. By contrast, the channel management literature suggests that exclusive territories also have disadvantages. As exclusive territories have both advantages and disadvantages, it is crucial to answer the following question: What kinds of exporting manufacturers grant exclusive territories to their foreign channel partners? By addressing this question, this study contributes to a better understanding of export channel strategy.

目的 对于出口制造商来说,激励其国外渠道合作伙伴销售和推广其产品非常重要。激励这些国外渠道合作伙伴的一个绝佳方法就是给予他们独家区域。遗憾的是,人们对地区独占性的决定因素缺乏了解。本研究旨在探讨组织文化与地区独占性之间的关系,以及企业规模在这一关系中的调节作用。实证研究结果表明,集体主义和不确定性规避的文化价值观会影响地域排他性;集体主义出口商有可能使用地域排他性,而高度不确定性规避的出口商则不可能使用地域排他性。此外,企业规模越大,文化价值观对地域排他性的影响就越小;这表明大型中小型企业并不依赖其组织文化来做出排他性地域的决策。与此相反,渠道管理方面的文献则认为,独占区域也有缺点。由于独占区域有利有弊,因此回答以下问题至关重要:什么样的出口制造商会向其国外渠道合作伙伴授予独占区域?通过解决这一问题,本研究有助于更好地理解出口渠道战略。
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引用次数: 0
Paradoxical choice of Korean consumers: categorization effect, health halo and averaging bias 韩国消费者的矛盾选择:分类效应、健康光环和平均偏差
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-26 DOI: 10.1108/apjml-11-2023-1151
Eunsong Yim, Kwangmin Park

Purpose

This research aims to elucidate why consumers decide to eat meals that seem to be higher in calories and salt, despite their goal being to consume fewer calories and sodium. Korean participants are to be used for this study. The present research further investigated the impacts of categorization and averaging bias in relation to the health halo phenomenon, specifically focusing on traditional food and textured vegetable protein (soy meat) burgers. Thus, the present research investigated how consumers' intentions contrasted with their consumption goals in food choice circumstances.

Design/methodology/approach

We partitioned the survey due to the COVID-19 epidemic. A single, well trained surveyor first surveyed customers at cafés in Seoul and six other Korean cities. We received 102 in-person survey replies. A total of 254 advanced degree or undergraduate students from two universities completed an online questionnaire. There are 356 responses. Two studies were conducted where participants were instructed to evaluate the perceived healthiness, calorie content, and sodium level of different food items. The specifics of each study are elucidated in the main body of the paper.

Findings

This study shows that Koreans categorize meals as virtue or vice depending on their perceived healthiness, validating the categorization effect. Furthermore, this research demonstrated that consumers' perceptions of the health benefits of traditional meals and soy meat burgers impact their categorization. Koreans also assessed the average of the vice and virtue and found vice-virtue combination meals healthier than the vice alone. This affects how calories and sodium are perceived. This study also shown that high virtue affects averaging bias more than weak virtue in meals with vice and virtue combo.

Originality/value

This study extended food categorization and averaging bias to non-US consumers and confirmed this contradictory meal choice is universal. Health halo also affects food health perception. The results of this study revealed that Koreans consider traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption.

研究目的 本研究旨在阐明消费者为什么会决定食用热量和盐分似乎较高的膳食,尽管他们的目标是摄入较少的热量和钠。本研究的参与者为韩国人。本研究进一步调查了分类偏差和平均偏差对健康光环现象的影响,特别关注传统食品和质地植物蛋白(大豆肉)汉堡。因此,本研究调查了消费者在食品选择情况下的消费意向与其消费目标之间的对比。一名训练有素的调查员首先在首尔和韩国其他六个城市的咖啡馆对顾客进行了调查。我们共收到 102 份现场调查回复。来自两所大学的 254 名高级学位或本科生完成了在线问卷调查。共收到 356 份回复。我们进行了两项研究,指导参与者对不同食品的健康感知、卡路里含量和钠含量进行评估。研究结果这项研究表明,韩国人根据感知到的健康程度将膳食分为 "美德 "和 "恶习 "两类,验证了分类效应。此外,本研究还表明,消费者对传统膳食和大豆肉汉堡健康益处的认知会影响他们的分类。韩国人还评估了 "恶 "与 "善 "的平均值,认为 "恶 "与 "善 "的组合餐比单独的 "恶 "餐更健康。这影响了人们对卡路里和钠的看法。这项研究还表明,在副食和美德组合餐中,高美德比弱美德对平均偏差的影响更大。原创性/价值这项研究将食品分类和平均偏差扩展到了非美国消费者,并证实了这种矛盾的膳食选择具有普遍性。健康光环也会影响食物的健康感知。研究结果显示,韩国人认为传统食品比西方垃圾食品更健康。韩国消费者错误地认为大豆肉汉堡的热量和钠含量低于普通汉堡。因此,本研究解释了韩国消费者与矛盾消费有关的食品健康误解。
{"title":"Paradoxical choice of Korean consumers: categorization effect, health halo and averaging bias","authors":"Eunsong Yim, Kwangmin Park","doi":"10.1108/apjml-11-2023-1151","DOIUrl":"https://doi.org/10.1108/apjml-11-2023-1151","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This research aims to elucidate why consumers decide to eat meals that seem to be higher in calories and salt, despite their goal being to consume fewer calories and sodium. Korean participants are to be used for this study. The present research further investigated the impacts of categorization and averaging bias in relation to the health halo phenomenon, specifically focusing on traditional food and textured vegetable protein (soy meat) burgers. Thus, the present research investigated how consumers' intentions contrasted with their consumption goals in food choice circumstances.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We partitioned the survey due to the COVID-19 epidemic. A single, well trained surveyor first surveyed customers at cafés in Seoul and six other Korean cities. We received 102 in-person survey replies. A total of 254 advanced degree or undergraduate students from two universities completed an online questionnaire. There are 356 responses. Two studies were conducted where participants were instructed to evaluate the perceived healthiness, calorie content, and sodium level of different food items. The specifics of each study are elucidated in the main body of the paper.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study shows that Koreans categorize meals as virtue or vice depending on their perceived healthiness, validating the categorization effect. Furthermore, this research demonstrated that consumers' perceptions of the health benefits of traditional meals and soy meat burgers impact their categorization. Koreans also assessed the average of the vice and virtue and found vice-virtue combination meals healthier than the vice alone. This affects how calories and sodium are perceived. This study also shown that high virtue affects averaging bias more than weak virtue in meals with vice and virtue combo.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study extended food categorization and averaging bias to non-US consumers and confirmed this contradictory meal choice is universal. Health halo also affects food health perception. The results of this study revealed that Koreans consider traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"265 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140200468","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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Asia Pacific Journal of Marketing and Logistics
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