No abstract

As the use of Amazon’s Mechanical Turk (MTurk) has increased among social science researchers, so, too, has research into the merits and drawbacks of the platform. However, while many endeavors have sought to address issues such as generalizability, the attentiveness of workers, and the quality of the associated data, there has been relatively less effort concentrated on integrating the various strategies that can be used to generate high-quality data using MTurk samples. Accordingly, the purpose of this research is twofold. First, existing studies are integrated into a set of strategies/best practices that can be used to maximize MTurk data quality. Second, focusing on task setup, selected platform-level strategies that have received relatively less attention in previous research are empirically tested to further enhance the contribution of the proposed best practices for MTurk usage.

The global fever for wine demands concerted endeavors for understanding determinants of wine consumers’ purchase decisions. Applying the cognitive appraisal theory, this study aims to identify factors that motivate Chinese consumers to purchase organic wines by incorporating consumers’ values (i.e., health consciousness), cognitive evaluations (i.e., social trust), and affective references (i.e., positive emotion) into the conceptual model. Moreover, the moderating effect of product familiarity on the conceptual model is examined. A multistage data collection via multiple sample techniques was employed. A total of 1,745 responses were collected in a 2-year duration from all 33 Provincial Level Administrative Units in China. The findings confirm the significant role of the three antecedents on consumers’ purchase intention of organic wines, regardless of their product familiarity level. It is also found that the relative importance of the three antecedents to consumers’ purchase intention show different patterns for consumers with varying levels of product familiarity. Implications of the study are drawn based on the study findings.

This study aims to investigate how goal-framed advertising messages paired with destination gender can influence travel decisions. A 2 (goal-framed messages: gain vs. loss) × 2 (destination gender: masculine vs. feminine) between-subjects experiment is conducted with an online consumer panel. Analysis of variance results indicate that gain-framed messages (vs. loss-framed messages) offer a greater advantage in triggering travel intentions toward masculine destinations. This relationship is mediated by processing fluency and gender identity congruity. When a masculine (vs. feminine) tourism destination is portrayed by gain-framed (vs. loss-framed) messages, consumers experience higher processing fluency and perceive greater congruence of gender identity, causing them to be more willing to travel. Findings suggest a matching effect of goal-framed marketing strategy and destination gender. Discussions and implications for destination managers are also presented.