“Take it or leave it?”: Evidence on cultural differences affecting return behaviour for Gen Z

Serravalle, Francesca; Vannucci, Virginia; Pantano, Eleonora

doi:10.1016/j.jretconser.2022.102942

Cited by 34 publications

(21 citation statements)

References 104 publications

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“…Differences exist between Generation Z customers in China and their counterparts (Serravalle et al , 2022). Unlike their peers in the West, they spend more and save less (Zheng, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Hotel robots: an exploratory study of Generation Z customers in China

Chen

Xue

Tuomi

et al. 2022

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Purpose Given little light has been shed on the preference of Generation Z tourists or tourists from different cultural backgrounds toward service robot preference in hospitality contexts, this study aims to explore robot service preferences in the accommodation sector in the Chinese market, with a specific focus of Generation Z customers. Design/methodology/approach This study followed an exploratory sequential research design including two qualitative methods (i.e. projective techniques and semistructured interviews) to reach its objectives. Findings This study suggests that service robots are more preferred for routine tasks and gender differences exist in the preference of service robot’s anthropomorphism level. The preferences are driven by four factors based on different levels of hedonic and utilitarian values: experienced-hedonic value, utilitarian-hedonic value, task-relevant value and utilitarian value. Research limitations/implications First, because of the exploratory nature of this study, the data interpretation is unavoidably subjective; therefore, the results can be confirmed by using a more rigorous research method. Second, this study only focuses on the preference of Generation Z customers in China in the hotel sector; as the cultural differences exist in different countries, this study’s findings cannot be readily generalized across populations and service contexts. Finally, this study fails to dig into the effect of gender differences on varying levels of anthropomorphic attributes. Practical implications As hotels adopt service robots more widely, managers need to identify customers’ service preferences and prioritize tasks between robots and human resources for more efficient service. Particularly important is understanding the benefits and challenges of specific robot implementations rather than looking for a one-size-fits-all mode of operation. Originality/value To the best of the authors’ knowledge, this is the first study to understand robot service preference with regard to specific tourist groups in illustrating their preference for service delivery. Drawing on self-determination theory, this study potentially provides a theoretical basis for hotel service process optimization.

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“…Differences exist between Generation Z customers in China and their counterparts (Serravalle et al , 2022). Unlike their peers in the West, they spend more and save less (Zheng, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Hotel robots: an exploratory study of Generation Z customers in China

Chen

Xue

Tuomi

et al. 2022

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“…The existence of a positive and significant influence of experience on attitude toward wardrobing and wardrobing intention provided empirical support for the claims of King and Dennis (2003); Harris (2008), Johnson and Rhee (2008), in which they all stated that a consumer would most likely develop a positive attitude toward wardrobing and also have intentions of engaging in it if such consumer has experience of wardrobing, or has people in their circle of influence with experience of wardrobing. This finding can be referenced to suggest that because of the collective nature of Chinese consumers, their behaviors and purchase decisions are strongly influenced by members of their reference groups (Serravalle et al, 2022). Literature has, however, advocated that most Chinese consumers are not familiar with the concept and act of wardrobing.…”

Section: Discussion Of Findingsmentioning

confidence: 99%

“…The existence of a significant influence of knowledge of return policy on wardrobing intentions is most likely attributed to the lenient return policies by some Chinese e-commerce retailers which allow consumers to return luxury fashion apparel without providing any reason if the product remains the same (Serravalle et al, 2022). Even though literature suggests that only a minority of Chinese consumers fraudulently return products (Zhu, 2018), the possibility of excessively taking advantage of a friendly return policy to engage in the fraudulent act of wardrobing is evident.…”

Section: Discussion Of Findingsmentioning

confidence: 99%

“Buy, wear, return, repeat”: Investigating Chinese consumers' attitude and intentions to engage in wardrobing

et al. 2022

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Social factors are the major antecedents to attitude and intention to engage in wardrobing among Chinese luxury-fashion consumers within an e-commerce context.Fraudulent product returns (wardrobing) are most common within the e-commerce retail luxury-fashion sector. Western retail luxury-fashion consumers attribute their attitude and wardrobing intentions to various personality and social factors, while the motivations of Chinese consumers to engage in wardrobing is mainly linked to key social factors like experience and knowledge of return policy. From a practical and managerial perspective, the fundamental role of cultural differences emerging from our findings compared to previous studies offers retail executives a greater understanding of product return strategy.

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“…We opted for a qualitative approach due to the exploratory nature of this study in understanding whether and in which terms consumers are stimulated to remember the haptic perception of a product using AR and if they are willing to buy it after the experience. The qualitative methodology (and semi-structured interview) is the most used method to let space to deeper investigate consumers' feelings and emotions, allowing them the possibility to express personal viewpoints (Järvenpää & Lang, 2005;Serravalle et al, 2022).…”

Section: Methodsmentioning

confidence: 99%

Sensory disclosure in an augmented environment: memory of touch and willingness to buy

2022

Self Cite

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The recent movement restrictions due to the COVID-19 outbreak, and subsequent booming in online buying, show consumers the crucial role of touch as a pre-purchase indicator of good quality products, especially in grocery and fashion sectors. During the pandemic time, consumers were somehow forced to find different alternatives to understand the quality of items before buying. Among these, the adoption of multi-sensory technologies (e.g., augmented reality, AR) or the visual activation of the memory of a material (e.g., wool) was certainly attracting attention from consumers. In this scenario, the purpose of this paper is to explore how AR can activate the memory of products and consumers' willingness to purchase. Building on qualitative data from semi-structured interviews with 18 Italian consumers, our analysis reveals that AR might enhance consumers' memory of products, with this sometimes occurring unconsciously. Our findings further deepen the scientific and managerial debate around the role AR might have in influencing/altering consumers' shopping routines. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.

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“Take it or leave it?”: Evidence on cultural differences affecting return behaviour for Gen Z

Cited by 34 publications

References 104 publications

Hotel robots: an exploratory study of Generation Z customers in China

Hotel robots: an exploratory study of Generation Z customers in China

“Buy, wear, return, repeat”: Investigating Chinese consumers' attitude and intentions to engage in wardrobing

Sensory disclosure in an augmented environment: memory of touch and willingness to buy

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