Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior

Uluturk, Ayse Sedef; Asan, Umut

doi:10.3390/bs14010067

Cited by 4 publications

(1 citation statement)

References 109 publications

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“…First, this study examines the relative influence of both satisfaction types on paid membership renewal intentions. Satisfaction positively relates to an increase in desired behavioral intentions [12][13][14]. However, the significance and relative influence of economic and social satisfaction vary based on the evolution of satisfaction assessments.…”

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confidence: 99%

Do Economic and Social Satisfaction Matter Equally in Sustainable Business? Hotel Membership Types and Sales Promotions

Wen,

2024

Sustainability

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Customer responses to economic and social satisfaction are important in business-to-business transactions; however, these responses can vary when customer segments and sales promotions are combined. This study investigates the roles of two satisfaction types by demonstrating three-way interactions with two moderators: memberships and promotion levels. Using survey data on paid hotel memberships in Korea, this study focuses on the moderated moderation effects of hotel membership type and sales promotions. The authors find that sales promotions positively affect members’ behavioral intentions when they are economically or socially satisfied, regardless of the membership type. In particular, when social satisfaction is positive, the impact of sales promotions on paid membership renewal intentions increases dramatically regardless of the membership type. Meanwhile, lower-tiered members respond more positively to price discounts, increasing their paid membership renewal intentions. In contrast, premium members prefer coupons over price discounts. However, the slope of customer responses is steeper for social satisfaction than economic satisfaction, highlighting that the impact of sales promotions differs by membership type.

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Section: Introductionmentioning

confidence: 99%

Do Economic and Social Satisfaction Matter Equally in Sustainable Business? Hotel Membership Types and Sales Promotions

Wen,

2024

Sustainability

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Exploring Factors Affecting Millennial Tourists’ eWOM Behavior: A Lens of BRT Theory

Song,

Ren,

2024

Behavioral Sciences

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This study employs behavioral reasoning theory (BRT) to investigate factors (i.e., personal values, reasons, and attitudes) affecting existing and future behaviors of Millennial tourists’ electronic word-of-mouth (eWOM). It uses a mixed-methods approach that includes qualitative interviews with 25 tourists to elicit specific reasons for and against eWOM and a survey of 572 Millennial-Chinese tourists to quantitatively validate our BRT structural model. The statistical results from SmartPLS 3.0 show that all hypotheses on direct effects have gained empirical support except for the relationships between the existing behavior and its respective reasons for and against eWOM. These two insignificant direct effects are, however, shown to be fully mediated by global attitudes, respectively. Moreover, gender moderates the relationships between reasons against eWOM and the existing behavior and reasons for eWOM and future behavior, respectively. Most findings regarding the foregoing direct, mediation, and moderation effects are exploratory. In addition, this study contributes significantly to the literature by successfully developing and validating the scale of reasons for and against Millennial tourists’ eWOM within the BRT framework. Destination managers can use this scale of reasons as both a diagnostic tool and a blueprint for eWOM management.

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How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty

Liao,

Zhou,

Chen

et al. 2024

Behavioral Sciences

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Gamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impacts purchase intention requires further investigation. Drawing on the self-determination theory (SDT), this study explores the relationship between gamification marketing and purchase intention, with customers’ perceived brand coolness as a mediating variable and time poverty as a moderating variable. Using data collected from 184 participants in the experiment, our research demonstrates that, in comparison to non-gamification marketing, gamification marketing significantly influences purchase intention. Furthermore, perceived brand coolness emerges as a mediating factor in this relationship, providing new insights into the gamification mechanism. Customers who are in low time poverty exert more perceived brand coolness and purchase intentions compared with high time poverty in the context of gamification marketing. This study expands the research of gamification by introducing perceived brand coolness to the relationship between gamification marketing and purchase intention. It also contributes to the study of time poverty under the context of gamification marketing.

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Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior

Cited by 4 publications

References 109 publications

Do Economic and Social Satisfaction Matter Equally in Sustainable Business? Hotel Membership Types and Sales Promotions

Do Economic and Social Satisfaction Matter Equally in Sustainable Business? Hotel Membership Types and Sales Promotions

Exploring Factors Affecting Millennial Tourists’ eWOM Behavior: A Lens of BRT Theory

How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty

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