Qualitative Method Versus Quantitative Method in Marketing Research: An Application Example at Oba Restaurant

Bilgin, Yusuf

doi:10.5772/67848

Cited by 13 publications

(7 citation statements)

References 17 publications

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“…For the reliability tests, Cronbach’s alphas served as an indicator for measuring the internal consistency of the survey with a threshold of 0.7 [ 83 ]. The adequate reliability could reveal that items reflect similar observations under similar scenarios with similar participants [ 84 ]. For validity tests, unidimensionality validity, convergent validity, and discriminant validity served as indicators for confirmative factor analysis [ 85 ], which measures the degree of association between a claimed factor and its operationalization, as depicted in Table 4 .…”

Section: Results and Findingsmentioning

confidence: 99%

What Influences the Perceived Trust of a Voice-Enabled Smart Home System: An Empirical Study

Liu

Gan

Song

et al. 2021

Sensors

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Contemporarily, almost all the global IT giants have aimed at the smart home industry and made an active strategic business layout. As the early-stage and entry-level product of the voice-enabled smart home industry, the smart speakers have been going through rapid development and rising fierce market competition globally in recent years. China, one of the most populous and largest markets in the world, has tremendous business potential in the smart home industry. The market sales of smart speakers in China have gone through rapid growth in the past three years. However, the market penetration rate of related smart home devices and equipment still stays extremely low and far from mass adoption. Moreover, the market sales of smart speakers have also entered a significant slowdown and adjustment period since 2020. Chinese consumers have moved from early impulsive consumption to a rational consumption phase about this early-stage smart home product. Trust in the marketing field is considered an indispensable component of all business transactions, which plays a crucial role in adopting new technologies. This study explores the influencing factors of Chinese users’ perceived trust in the voice-enabled smart home systems, uses structural equation modeling (SEM) to analyze the interaction mechanism between different variables, and establishes a perceived trust model through 475 valid samples. The model includes six variables: system quality, familiarity, subjective norm, technology optimism, perceived enjoyment, and perceived trust. The result shows that system quality is the essential influence factor that impacts all other variables and could significantly affect the perceived trust. Perceived enjoyment is the most direct influence variable affected by system quality, subjective norm, and technology optimism, and it positively affects the perceived trust in the end. The subjective norm is one of the most distinguishing variables for Chinese users, since China has a collectivist consumption culture. People always expect their behavior to meet social expectations and standards to avoid criticism and acquire social integration. Therefore, policy guidance, authoritative opinions, and people with important reference roles will significantly affect consumers’ perceived trust and purchase intention. Familiarity and technology optimism are important influential factors that will have an indirect impact on the perceived trust. The related results of this study can help designers, practitioners, and researchers of the smart home industry produce products and services with higher perceived trust to improve consumers’ adoption and acceptance so that the market penetration rate of related products and enterprises could be increased, and the maturity and development of the voice-enabled smart home industry could be promoted.

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Section: Results and Findingsmentioning

confidence: 99%

What Influences the Perceived Trust of a Voice-Enabled Smart Home System: An Empirical Study

Liu

Gan

Song

et al. 2021

Sensors

View full text Add to dashboard Cite

show abstract

“…Cronbach's alphas evaluate the internal consistency of the survey with a threshold of 0.7, as shown in Table 3. Results showed all the factors achieved a satisfactory level of reliability [88]. Similarly, construct validity shows the degree of association between a claimed factor and its operationalization, which included three parts: unidimensionality validity, convergent validity, and discriminant validity.…”

Section: Descriptive Analysis Reliability and Validitymentioning

confidence: 93%

Hedonic and Utilitarian Motivations of Home Motion-Sensing Game Play Behavior in China: An Empirical Study

Liu

Song

Tamura

2020

IJERPH

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As an important branch of video games and the integration of emerging motion-sensing technology, home motion-sensing games cannot only bring hedonic entertainment but also promote utilitarian benefits including exercise and social interaction for people to improve their physical and psychological health. As one of the most populous countries in the world, China has the largest number of households in the world but quite a low home game penetration rate due to the 13 year game industry winter for international enterprises. Whether Chinese customers have the intention of using motion-sensing games to improve their health status in the home environment will directly determine the commercial potential of the relevant industry in the Chinese market. In order to understand the motives of users and explore the market possibility and prospects of the game industry, this study adopts empirical research and structural equation modeling to construct a motivation model of Chinese consumers toward motion-sensing gameplay behavior in the household environment. We distributed 515 questionnaires to conduct a survey; 427 valid responses have been received, and 203 data, which meet the inclusion criteria of the required game experience, have been analyzed by SPSS25.0 and AMOS25.0. A structural equation model for the gameplay motivation has been constructed. The result shows that the three functional motivators, exercise (Path efficient = 0.40, p < 0.01), entertainment (Path efficient = 0.27, p < 0.01), and social interaction (Path efficient = 0.36, p < 0.01) of home motion-sensing games have a significantly positive impact on the user’s intention to play. Furthermore, the diversity and the time-and-place flexibility variables exert an important positive influence on the users’ gameplay behavior through their effects on the three main functional motive variables. To sum up, (1) exercise, (2) entertainment, and (3) social interaction are the main functional motivations of the Chinese consumers’ gameplay behaviors; (4) diversity and (5) time-and-place flexibility are the two main attribute motivators. The acceptance of Chinese users for home motion-sensing games remains positive and high. The motion-sensing game industry has broad market prospects in China through its potential in promoting consumer’s wellness and health in the home environment.

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“…Open-ended questions were asked to the participants during semi-structured interviews. The questions were prepared according to the literature (Andaleeb & Conway, 2006;Bilgin, 2017). While developing the question types, suggestions of King, Horrocks, and Brooks (2011, p. 65) were taken into account.…”

Section: Methodsmentioning

confidence: 99%

The Role of Mobile Applications in Building Customer Loyalty: A Qualitative Study

Çalyan

Elbir

Eşiyok

2021

Türkiye İletişim Araştırmaları Dergisi

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Artan rekabet ortamında markalar için potansiyel müşterileri etkilemenin yanı sıra, mevcut müşterileri tutmak da oldukça önemlidir. Günümüzde müşteri sadakatini yaratmak için firmalar çeşitli stratejiler kullanmaktadır. Özellikle teknoloji alanında yaşanan gelişmeler ve sosyal medya kullanımının artması ile birlikte mobil uygulamalar da bu tanıtım ve promosyon faaliyetlerinin bir aracı haline gelmiştir. Bu noktadan hareketle, bu çalışmanın amacı müşteri sadakati yaratmada mobil uygulamaların kullanımının önemini incelemektir. Bu amaçla dünyanın önde gelen kahve zincirlerinden biri olan Starbucks markası seçilmiştir. Bu araştırmada nitel araştırma yöntemi kullanılmıştır ve derinlemesine görüşme tekniğiyle 20 katılımcı ile yarı yapılandırılmış mülakatlar gerçekleştirilmiştir. Katılımcılar belirlenirken literatürdeki "sadık müşteri" tanımına uyan kişiler seçilmiştir. Hazırlanan soru formu iki bölümden oluşmaktadır. Birinci kısımda katılımcıların demografik özelliklerine ilişkin bilgiler toplanmış, ikinci kısımda ise araştırma amacı doğrultusunda hazırlanan sorular sorulmuştur. Araştırma bulguları, sadakat ölçütleri, mobil uygulama kullanımı ve mobil uygulamanın müşteri sadakatine olan etkisi başlıkları altında incelenmiştir. Sadakat ölçütleri hizmetle ilgili tercihler, mağazaların lokasyonu, kalite ve lezzet olarak üç ana tema altında ele alınmıştır. Hizmet temasının altında iç mekan ve mağaza atmosferi ve self-servis alt temaları ele alınmıştır. Sonuç olarak; hizmet, kalite -lezzet ve lokasyonun müşteri sadakatini etkileyen ölçütler olduğu, mobil uygulamanın tüketiciler tarafından sık tercih edilmediği ve bir sadakat programı olarak etkili bir şekilde kullanılmadığı saptanmıştır.

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Qualitative Method Versus Quantitative Method in Marketing Research: An Application Example at Oba Restaurant

Cited by 13 publications

References 17 publications

What Influences the Perceived Trust of a Voice-Enabled Smart Home System: An Empirical Study

What Influences the Perceived Trust of a Voice-Enabled Smart Home System: An Empirical Study

Hedonic and Utilitarian Motivations of Home Motion-Sensing Game Play Behavior in China: An Empirical Study

The Role of Mobile Applications in Building Customer Loyalty: A Qualitative Study

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