技术辅助下的职前小费体验中的操纵效应

IF 3.4 4区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Cornell Hospitality Quarterly Pub Date : 2024-03-01 DOI:10.1177/19389655241235106
Alei Fan, Laurie Wu, Chang Ma, Peihao Wang
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引用次数: 0

摘要

本研究借鉴说服理论和说服知识理论,评估了优步(Uber Eats)等订餐和外卖服务平台目前采用的技术辅助服务前小费做法和小费提升策略。两项实证实验研究的结果表明,在技术协助下的服务前给小费活动中,给小费理由的存在会增加顾客的小费金额,并降低其推断的小费操纵意图。小费的推断操纵意图降低后,顾客对支付体验的不满意度也会降低,并增强了在未来服务中使用此类支付应用程序的意愿。然而,采用额外的服务器个性化服务会削弱提供小费理由对推断操纵意图、对支付体验的不满以及对未来使用此类支付应用程序的意愿的积极影响。研究结果为当代酒店业从业人员在面对新兴技术促成的服务前支付小费的情况时提供了实际意义,提醒营销人员注意顾客对企业劝说顾客多花钱的行为的认知和反应。
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The Manipulative Effects in the Technology-Facilitated Preservice Tipping Experience
Drawing on persuasion theory and persuasion knowledge theory, this research evaluates the technology-facilitated preservice tipping practices and tipping enhancement strategies currently employed by food ordering and delivery service platforms such as Uber Eats. The findings from two empirical experimental studies show that, in the technology-facilitated preservice tipping encounter, the presence of a reason to tip increases customers’ tipping amount and lowers their inferred manipulative intent of tipping. The lowered inferred manipulative intent of tipping reduces dissatisfaction with the payment experience and enhanced intention to use such a payment app for future service. However, the adoption of additional server personalization attenuates the positive impact of providing tipping reason on the inferred manipulative intent, dissatisfaction with the payment experience and intention to use such a payment app for future service. The research findings offer practical implications to contemporary hospitality practitioners when facing the emerging technology-facilitated preservice tipping encounters, reminding the marketers about customers’ awareness of and reactance toward firms’ persuasion efforts to make customer spend more.
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来源期刊
CiteScore
8.50
自引率
2.90%
发文量
17
期刊介绍: Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.
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