Virtual Reality in der Tourismusbranche Verkaufsförderung durch Risikosenkung und Flucht in die mediale Wirklichkeit
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The use of social networking sites is becoming increasingly popular. Although there are many studies investigating the problematic use of social networking sites such as Facebook, little is known about problematic Instagram use (PIU) and factors related to it. The present study developed a complex model in order to examine the mediating role of perceived feeling of presence (i.e., social, spatial, and co-presence) and escapism between using different Instagram features and PIU. A total of 333 Instagram users from a high school and a state university, aged between 14 and 23 years (Mage = 17.74 years, SD = 2.37, 61% female), completed a “paper-and-pencil” questionnaire comprising measures of social presence, spatial presence, co-presence, Instagram escapism, and PIU. In addition, frequency of use of five different Instagram features (i.e., watching live streams; watching videos; looking at posted photographs; liking, commenting on others’ posts; and getting likes and comments from others) were assessed using a 7-point Likert scale. Analysis indicated that watching live streams was indirectly associated with PIU via escapism, spatial presence, and co-presence. Leaving likes and comments on others’ posts was both directly and indirectly associated with PIU via co-presence and escapism. Escapism mediated the relationships between social and spatial presence and co-presence and PIU. The findings of the present study appear to indicate that a minority of individuals use Instagram problematically and that problematic Instagram use is associated with the frequency of watching live streams, liking, and commenting on others’ posts on Instagram, being able to feel a higher sense of presence using Instagram, and using Instagram as an escape from reality.
Voice assistants are software agents that can interpret human speech and respond via synthesized voices. Apple’s Siri, Amazon’s Alexa, Microsoft’s Cortana, and Google’s Assistant are the most popular voice assistants and are embedded in smartphones or dedicated home speakers. Users can ask their assistants questions, control home automation devices and media playback via voice, and manage other basic tasks such as email, to-do lists, and calendars with verbal commands. This column will explore the basic workings and common features of today’s voice assistants. It will also discuss some of the privacy and security issues inherent to voice assistants and some potential future uses for these devices. As voice assistants become more widely used, librarians will want to be familiar with their operation and perhaps consider them as a means to deliver library services and materials.
The changes of social environments have tourism businesses encounter distinct pressure that the business performance becomes more important. Enhancing visitorsPurchase Intention therefore becomes a key item for tourism businesses Mobile Advertisement strategy with limited costs to stimulate a consumers Purchase Intention in the market. With online questionnaire survey, the users of TraNews/TTNews are sampled. Total 800 copies of questionnaires are distributed and collected, and 488 valid copies are retrieved, with the retrieval rate 61%. Each retrieved copy is regarded as a valid sample in this study. The research results reveal 1. partially effects of Advertisement Involvement on Mobile Advertisement, 2. effects of Advertisement Involvement on Purchase Intention, 3. significantly positive effects of Mobile Advertisement on Thinking of purchase in Purchase Intention, 4. partially remarkably positive effects of Mobile Advertisement on Willing to purchase in Purchase Intention, and 5. notably positive effects of Mobile Advertisement on Recommending for others in Purchase Intention.
Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of the literature on vividness effects in marketing communications, revealing the major gap that most available studies only focus on informational messages. We conducted an experiment to address this gap and demonstrate in the context of a transformational ad that Virtual Reality generates higher perceptions of vividness and presence than a regular two-dimensional video, with vividness positively affecting attitude toward the ad, both directly and indirectly via presence. Our study also reveals that vividness in turn elicits a positive effect on brand attitudes which stimulates consumers’ purchase intentions. As such, the strategic potential of Virtual Reality for marketing communications is highlighted.
Retailers have embraced a variety of technologies to engage their customers. This article focuses on " The Future of Retailing " by highlighting five key areas that are moving the field forward: (1) technology and tools to facilitate decision making, (2) visual display and merchandise offer decisions, (3) consumption and engagement, (4) big data collection and usage, and (5) analytics and profitability. We also suggest numerous issues that are deserving of additional inquiry, as well as introduce important areas of emerging applicability: the internet of things, virtual reality, augmented reality, artificial intelligence, robots, drones, and driverless vehicles.
It is proposed that product involvement provides a situational motivation for consumers to discount the importance of product fit in brand extension evaluations. An experimental study with multiple brand extensions was conducted to test this hypothesis. It is found that the hypothesis holds in the case of complementarity between parent brand and extension product. A personality variable, need for cognition (NFC) is further applied to test the underlying principle and results support the argument.
This study aims to investigate the impact of Virtual Reality (VR) and Augmented Reality (AR) on the overall visitor experience in the context of museum. In tourism research, few attempts have been made to examine factors which enhance visitor experience using new and emerging technologies such as VR & AR respectively, however research on visitor experience in the mixed environment by combining both VR & AR is scarce. In particular, this study examined the impact of social presence on visitor experience in the mixed (VR & AR) environment by applying social presence theory and experience economy theory. Questionnaires administered to 163 museum visitors revealed that social presence in mixed (VR & AR) environments is a strong predictor of four realms of experience economy. Furthermore, all aspects of experience economy, except for esthetic experience, have a significant influence on visitor experience, which consequently induce the tourists’ intention to revisit Geevor museum. The results of this study provide theoretical and managerial implications for adoption of VR & AR technologies in museum.
This article constitutes a synthesis of the results of the research on the role of risk in the purchasing decisions of Polish consumers, achieved within the research project „Risk in consumer purchasing decisions – conditions, regularities”. In particular, the issue of perception of the failed purchase and the influence which the risk has on the decisions taken by consumers has been dealt with. Risk shall be considered as one of the main determinants of the consumer decision making process on condition that the risk is perceived by them. Not accepted or tolerated level of a failed purchase risk usually leads to postponing the purchase in time or even to a total restraining from the purchase. The result of the presented considerations is a model of the perceived risk as a determinant of the consumer purchasing decisions.
Many characteristics of a product are evaluated during the development phase, such as function, aesthetics and manufacturing. The conception phase is supported by drawings and computer graphics, followed by physical prototypes that help evaluating the product features. The augmented reality technology has a great potential to assist the designers in this phase, reducing the development process time and costs and improving the quality of the evaluation. This paper presents a study that intends to investigate the suitability of using augmented reality to evaluate the usability of electronic products.
Personalized services are diffusing rapidly in online shopping communities. However, the current understanding of the influence of personalization is limited. This study extends personalization literature into the area of emotions related to intention to purchase and into the context of online shopping. Responses from 182 online shoppers were used to examine the impact of personalization on customer emotions and intention to purchase. The results show that there is a direct positive association between personalization and pur-chase intentions. In addition, provision of personalization features in e-shops may evoke positive emotions to online shoppers but does not evoke nor mitigate negative ones. Finally, our study reports that emotions influence online shop-ping behavior either positively, through the formulation of positive emotions, or negatively, through negative emotions. These findings indicate that positive emotions mediate the relationship between personalization and purchase intentions. Our study concludes with a critical appraisal of our findings and a discussion of prospective theoretical and managerial implications for e-shop practitioners.
This study examines the influence of podcast tours on tourist experiences. Based on theoretical accounts that human voices convey rich social information, this study proposes that podcast tours increase perceived social presence and mindfulness that lead to enhanced tourist experiences and environmental stewardship. A field experiment was conducted at a national park using MP3 players containing podcast tours based on four experimental conditions: 2 information source compositions (single vs. multiple narrator voices) × 2 narrating styles (formal vs. conversational). The results support that even if communicated through audio-only media, the human voice creates a positive social context for meaningful interaction which influences tourist experiences and stewardship. Mindfulness was also found to be an important construct affecting the quality of experiences. The findings support the usefulness of podcast tours as interpretative media.
Vacationers generally experience higher health and well-being levels than nonvacationers.
It is unclear if and how health and well-being levels of vacationers change prior to acation and what potential determinants are. Our research questions were: (1) How do health and well-being change before vacation? (2) Which factors (i.e., vacation anticipation, pre-vacation workload, and homeload) are associated with health and well-being changes before vacation? (3) Are associations between pre-vacation work and home-load and health and well-being changes before vacation different for men and
women? In a longitudinal study, 96 Dutch workers reported their health and well-being
in the two weeks prior to their winter sports vacation. Health and well-being decreased
significantly from two weeks to one week prior to vacation. Anticipation did not affect
health and well-being, whereas pre-vacation workload lowered health and well-being.
Pre-vacation homeload was also associated with a decline in pre-vacation health and
well-being but only for women.
A two-dimensional model on escape motives in activity engagement was developed in three studies. We suggested that motivation to escape the self through engagement in an activity partly derives from intentions to either prevent negative affect or to promote positive affect. A scale for measuring these intentional mindsets was developed consisting of the subcategories self-suppression and self-expansion. Results showed that the dimensions were differently related to psychological predictors, outcomes, and experiences in the activity engagement. We argue that the present research introduces escapism as a relevant theoretical and empirical concept applicable to several types of activity engagements.
Adolescents often perceive aspects of their lives to be stressful, and their ability to manage stress has important health and risk behavior consequences. This study integrated recent developments in coping theory and adolescent leisure research to examine the relationship between adolescents' coping goals (active/accommodation vs. avoidance) and the types of leisure activities (structured vs. unstructured) adolescents engage in when they are stressed. A sample of adolescents (ages 12-14; N = 152) was drawn from a rural middle school in the northeastern United States. Results indicated that an active/accommodative coping goal orientation predicted involvement in structured leisure activities, including shared family time and activities. Counter to expectations, an active/accommodative goal orientation also predicted engagement in unstructured activities. An avoidant coping goal significantly predicted engagement in TV/music. The only structured activities to be positively predicted by an active/accommodative coping goal and negatively predicted by an avoidance coping goal were family-based activities.
Die Vermarktung von Produkten und Dienstleistungen in der Tourismus- und Freizeitwirtschaft muss sich besonderen Herausforderungen stellen: Das Verhalten und die Einstellungen der Gäste unterliegen einem schnellen Wandel – online werden sie zu „Kooperationspartnern“ der eigentlichen Anbieter. Informationstechnologien machen die globalisierte Welt zu einem „digitalen Dorf“. Der Kunde stellt zunehmend Sinnfragen und möchte Produkte, die zu seinem Lebensstil passen – das erfordert viel Kreativität! Als Hilfestellung vermittelt die überarbeitete Neuauflage dieses Lehrbuchs die Grundlagen des Tourismus- und Freizeitmarketings. Es bietet entsprechende Best-Practice-Beispiele an. Die Struktur des Buchs entspricht dem Ablauf eines Marketing-Managementprozesses (Analyse, Ziele/Strategien, Gestaltung, Realisierung, Kontrolle). Jedes Kapitel wird durch Lernziele eingeleitet und am Kapitelende festigen Kernaussagen sowie Wiederholungsfragen das Verständnis. Das Buch richtet sich an Studierende der Tourismus- und Betriebswirtschaft sowie Geographie. Es ist zudem für Marketingpraktiker eine aufschlussreiche Lektüre.
The authors report a study of the effects of price, brand, and store information on buyers’ perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived from a conceptual model positing the effects of extrinsic cues (price, brand name, and store name) on buyers’ perceptions and purchase intentions. Moreover, the design of the experiment allows additional analyses on the relative differential effects of price, brand name, and store name on the three dependent variables. Results indicate that price had a positive effect on perceived quality, but a negative effect on perceived value and willingness to buy. Favorable brand and store information positively influenced perceptions of quality and value, and subjects’ willingness to buy. The major findings are discussed and directions for future research are suggested.
Telephone shopping is in many ways the easiest and most convenient mode of shopping ever devised. Yet the majority of women surveyed did not shop by telephone during the course of a year. Why? The authors examine various determinants of telephone shopping and present data which suggest that the nature and degree of risk perceived by the consumer, and the manner in which she deals with perceived risk, are important determinants of decisions: a) whether to shop by telephone, and b) what items to buy by telephone.
The author explores the information needs of service consumers. In the purchase decision process, search behavior is motivated in part by perceived risk and the consumer's ability to acquire relevant information with which purchase uncertainty can be addressed. Marketing theory suggests that consumers use information sources in a distinctive way to reduce the uncertainty associated with services. Hence, six hypotheses are developed to test the information acquisition of service buyers. An experimental approach is employed to compare, in a prepurchase context, the information sources used by consumers of services and those used by consumers of goods. The resulting data support the predictions offered and extend marketing theory.
Im April 2016 gingen Bilder von der Hannover Messe um die Welt, auf denen Barack Obama und Angela Merkel zu sehen waren, wie sie während eines Messerundgangs durch eine 3D-Brille schauen. Die Inhalte, die dort durch eine Virtual Reality (VR)- Anwendung transportiert wurden, sind nicht überliefert. Spätestens jedoch nach der Nutzung durch solch prominente Akteure scheinen digitale Technologien am Messestand endgültig angekommen zu sein.
Dieses Lehrbuch behandelt, nach einer kurzen Einführung in die Grundlagen der Datenanalyse und das Analyseprogramm IBM SPSS für Windows, neun grundlegende Verfahren der multivariaten Datenanalyse in ausführlicher Weise. Dies sind die:
- Regressionsanalyse
- Zeitreihenanalyse
- Varianzanalyse
- Diskriminanzanalyse
- Logistische Regression
- Kontingenzanalyse
- Faktorenanalyse
- Clusteranalyse und
- Conjoint-Analyse.
Das Buch stellt geringstmögliche Anforderungen an mathematische Vorkenntnisse und bietet eine allgemein verständliche Darstellung. Ergänzt wird die Einführung in die Grundlagen der jeweiligen Methode durch ein Fallbeispiel, das unter Verwendung von IBM SPSS für Windows berechnet wird. Die Autoren legen Wert auf konsequente Anwendungsorientierung und vollständige Nachvollziehbarkeit der zentralen Rechenoperationen durch den Leser. Jedes Verfahren kann unabhängig für sich durchgeführt werden. Ein besonderes Augenmerk liegt auf dem Aufzeigen von methodenspezifischen Gestaltungsoptionen im Rahmen von IBM SPSS. Darüber hinaus werden jeweils in Form einer kurzen Einführung die Problemstellungen und Vorgehensweisen von sieben weiteren Verfahren (Nichtlineare Regression, Strukturgleichungsmodelle, Konfirmatorische Faktorenanalyse, Neuronale Netze, Multidimensionale Skalierung, Korrespondenzanalyse und Auswahlbasierte Conjoint-Analyse) dargestellt. Diese werden in dem vertiefenden Band „Fortgeschrittene Multivariate Analyseverfahren“ ausführlich behandelt.
Dieses Lehrbuch richtet sich primär an die Zielgruppe der Bachelor-Studierenden aller Fachrichtungen. Die Beispiele sind zwar aus dem Marketing-Bereich entnommen, die Darstellungen aber so einfach gehalten, dass die Verfahren sich leicht auf spezifische Fragen und Probleme in den unterschiedlichsten Anwendungsfeldern übertragen lassen. Weitere Serviceleistungen stehen den Leserinnen und Lesern auf einer Internetseite zur Verfügung.
In der 15. Auflage wurden alle Kapitel überarbeitet. Alle Fallbeispiele wurden mit der neuesten SPSS-Version (SPSS 25) berechnet und neue für den anwendungsorientierten Nutzer sinnvolle Auswertungsoptionen wurden ergänzt.
Anlässlich des 50. Kongresses der Deutschen Marktforschung des Berufsverbandes Deutscher Markt- und Sozialforscher e. V. (BVM) wurde die Vorauflage als das Lehrbuch ausgezeichnet, das die deutsche Marktforschungspraxis in den letzten Jahrzehnten nachhaltig geprägt hat.
Die Autoren
((hier die Autorenportraits))
Vorwort und Einleitung Liebe Studierende der Sozialwissenschaften! Herzlich willkommen im Studium der Psychologie, Pädagogik oder Soziologie. Sie haben sich für eine sozialwissenschaftliche Disziplin entschieden, und wahrscheinlich hatten Sie für diese Entscheidung ebenso viele unterschiedliche Beweggründe wie es inhaltliche Facetten Ihres Faches gibt. Einige von Ihnen werden sich für die eher anwendungsorientierten Gebiete interessieren, einige eher für die Grundlagenforschung und das wissenschaftliche Arbeiten. Die Fähigkeit, wissenschaftlich zu denken und zu arbeiten, wird Ihnen hauptsächlich im Grundstudium vermittelt. Zu diesen Fähigkeiten gehört natürlich das Wissen um den aktuellen inhaltlichen Erkenntnisstand Ihrer Disziplin, aber auch das Wissen um die Art und Weise, wie man zu diesen Erkenntnissen gelangt: die Forschungsmethoden. Warum Forschungsmethoden in den Sozialwissenschaften? Die Bedeutung von Forschungsmethoden ist in allen wissenschaftlichen Disziplinen mehr als zentral. Inhaltliche Theorien und Hypothesen wären gehaltlos, wenn man nicht zeigen könnte, dass es tatsächlich stichhaltige, beobachtbare Fakten gibt, die für oder gegen diese Theorien und Hypothesen sprechen. In den Sozialwissenschaften ist ein fundiertes Methodenwissen häufig von noch größerer Relevanz als in den klassischen Naturwissenschaften: Während Physiker, Biologen, Chemiker usw. relativ leicht mit Hilfe empirischer (d.h. beobachtbarer) Experimente ihre inhaltlichen Hypothesen testen können, stehen die Sozialwissenschaftler oft genug vor dem Problem, dass sich das, was untersucht werden soll, nicht so einfach untersuchen lässt.
In dieser Einführung werden erstmals klassische Regressionsansätze und moderne nicht- und semiparametrische Methoden in einer integrierten, einheitlichen und anwendungsorientierten Form beschrieben. Die Darstellung wendet sich an Studierende der Statistik in Wahl- und Hauptfach sowie an empirisch-statistisch und interdisziplinär arbeitende Wissenschaftler und Praktiker, zum Beispiel in Wirtschafts- und Sozialwissenschaften, Bioinformatik, Biostatistik, Ökonometrie, Epidemiologie. Die praktische Anwendung der vorgestellten Konzepte und Methoden wird anhand ausführlich vorgestellter Fallstudien demonstriert, um dem Leser die Analyse eigener Fragestellungen zu ermöglichen.
Grundlage für die 5. Auflage ist die Programmversion 13.
Aus Besprechungen zu den Vorauflagen:
"Im Gegensatz zur Masse der SPSS-Bücher ist dieses Werk erfreulich verständlich und anwendungsorientiert geschrieben, ohne die Grundidee der Verfahren zu vernachlässigen. Viele Screenshots und gute Beispiele erleichtern sowohl die Anwendung von SPSS als auch das Verständnis der einzelnen Verfahren, ohne formal-mathematischen Ballast mitzuschleppen. Sowohl für Praktiker als auch anwendungsorientierte Wissenschaftler und Studenten vorbehaltlos zu empfehlen. Im Doppelpack mit den Multivariaten von Backhaus et. al. in Breite und Tiefe nicht zu toppen." amazon.de
"... Wer etwa im Rahmen einer empirisch ausgerichteten Diplomarbeit eine größere Datenmenge statistisch auswerten will, sei es mit aussagefähigen Grafiken oder Schätz- bzw. Testverfahren, kann bei SPSS auf ein mächtiges und vielseitiges Programmpaket vertrauen. (...) Die richtige Einstiegshilfe bieten Janssen und Laatz an. (...) Anhand der im Internet bereitgestellten Datensätze kann der Leser die Beispiele an seinem eigenen Rechner nachvollziehen. Auf diese Weise kann man kontrolliert Erfahrungen mit SPSS sammeln. (...) Dies ist ein kompetenter Ratgeber, der einem den Weg für ein effizientes Arbeiten mit SPSS ebnet!" Studium - Buchmagazin für Studenten
Reputation ist als abstraktes Phänomen empirisch schwer zu erfassen; daher wird sie über den Umweg von sichtbaren Indikatoren gemessen. Eric Horster entwickelt ein Messinstrument, um die Komplexität des Reputationskonstruktes abbilden und dieses auf die Reiseentscheidung im Internet beziehen zu können. Der Autor entwickelt dazu ein Strukturgleichungsmodell, das er mithilfe einer PLS-Pfadanalyse auswertet. Er diskutiert verschiedene Beispiele des Reputationsmanagements in der Hotellerie, bei Destinationen und für Bewertungsportale, beurteilt ihre Umsetzbarkeit und gibt einen Ausblick auf weiteren Forschungsbedarf.
Der Inhalt
· Online Reputation Management (ORM)
· Reiseentscheidung im Internet
· Destinations- und Hospitality Management
· Neue Institutionenökonomik und Konsumentenverhalten
· PLS-Pfadmodellierung
Die Zielgruppen
· Lehrende und Studierende der Wirtschafts- und Sozialwissenschaften mit dem Schwerpunkt Tourismusmanagement und -marketing
· Geschäftsführer und Marketingleiter in der Hotellerie, im Destinations- und Tourismusmanagement sowie Berater im digitalen Marketing
Der Autor
Eric Horster promovierte als Stipendiat des Innovations-Inkubators an der Leuphana Universität Lüneburg bei Prof. Dr. Edgar Kreilkamp. Er ist Professor für Hospitality Management und eTourismus an der Fachhochschule Westküste.
Die Herausgeber
Die Reihe Entrepreneurial Management und Standortentwicklung wird herausgegeben von Prof. Dr. Edgar Kreilkamp, Prof. Dr. Christian Laesser, Prof. Dr. Harald Pechlaner und Prof. Dr. Karl Wöber.
In der heutigen Arbeitswelt sind Arbeitnehmer einer steigenden kognitiven und emotionalen Belastung ausgesetzt, was mehr denn je zu einem Bedürfnis nach Erholung führt, um verlorene Ressourcen wiederzuerlangen und Wohlbefinden und Gesundheit zu erhalten. Freizeit – und Urlaube im Speziellen – stellen eine solche prototypische Erholungsmöglichkeit dar. Ziel dieses Beitrags ist es, Modelle zur Erholung vorzustellen, die erklären inwiefern Urlaub eine positive Wirkung auf das Wohlbefinden haben kann. Speziell geht es um das DRAMMA-Modell, das sechs Mechanismen beschreibt, die zu einem gesteigerten Wohlbefinden im Urlaub führen können. Es werden Forschungsergebnisse einer Studie dargestellt, die der Frage nachging, inwiefern sich die theoretisch angenommenen DRAMMA-Mechanismen in tatsächlichen Urlaubserinnerungen wiederfinden. Durch die Studie wird deutlich, dass Urlaub und positive Erinnerungen an diese „schönste Zeit des Jahres“ helfen können Arbeitsstress zu kompensieren und das Wohlbefinden zu erhöhen.
Viele kennen Excel nur als Programm, das für statistische Auswertungen oder betriebswirtschaftliche Berechnungen genutzt wird. Es lässt sich jedoch auch für die Datenerhebung nutzen. Dieses Buch zeigt als Anleitung, wie einfach (und elegant) Datenerhebung und Auswertung nahezu automatisiert „programmiert“ werden können.
Der Inhalt
Empirische Sozialforschung.- Allgemeiner Aufbau und Funktionsweise von Excel.- Makros aufzeichnen, editieren und selbst erstellen.- Allgemeine Vorbereitungen zur Datenerhebung mit Excel.-Inhaltsanalyse mit Excel: Konstruktion eines Codesheets.- Befragungen mit Excel: Konstruktion eines Fragebogens.- Ausblick: Datenauswertung automatisieren
Die Zielgruppe
Studierende und Dozierende der Kommunikationswissenschaft, Soziologie, Politikwissenschaft MarktforscherInnen
Der Autor
Markus Feiks ist wissenschaftlicher Mitarbeiter an der Universität Tübingen und im DFG-Projekt "Ethik der Werbung in Zeiten des medialen Wandels" und u.a. zuständig für die methodische Konzeption, Umsetzung und Auswertung.
The ultimate success of new product R&D depends as much on customer acceptance as on technological breakthroughs. In this article, Susan Holak and Donald Lehmann focus on customer acceptance by exploring the manner in which the general attributes of Rogers (relative advantage, compatibility, complexity, divisibility and communicability) plus perceived risk combine to form the intention to buy an innovation. Results demonstrate a causal structure among these attributes and lead to various implications for R&D guidelines and product design.
E-commerce has important advantages compared to traditional shopping (e.g. time, choice, price) but offers only a partial view of the shopping environment. For example, the lack of physical apprehension is a major disadvantage of online purchasing. To create a shopping environment close to reality, some companies now propose Virtual Fitting Rooms (VFR. ¹ . 1VFR: Virtual Fitting Room.PSC: Perceptual Specific Curiosity.) on their websites. This research aims to highlight the effects of an online VFR on consumer's exploratory behavior and intention to purchase, both online and offline contexts. Results of two experiments showed that the presence of such a tool significantly increases specific curiosity about the product, intention to patronize (online and offline) and intention to purchase (online and offline). The latter effect is mediated through firstly perceptual specific curiosity about the product and then the intention to patronize.
When a buyer perceives risk in a purchase he can pursue different strategies of risk resolution. This article presents research findings which indicate that consumers have preferences for different methods of risk reduction associated with various types of loss.
Prüfungsrelevanz und ein durchdachtes didaktisches Konzept zeichnen auch die fünfte Auflage des mittlerweile zum Standardwerk gewordenen Lehrbuchs der Statistik aus. Die Neuauflage wurde durch eine Formelsammlung erweitert und ermöglicht somit ein schnelles Auffinden der zentralen Formeln der Statistik. Das ebenfalls neue Glossar enthält die wichtigsten Begriffs-Definitionen in Kürze. Um die Lösungen der Übungsaufgaben garantiert verständlich und nachvollziebar darzustellen, wurden sie unter Mitarbeit von Studenten nochmals vollständig überarbeitet. Interpretationshilfen, Anleitungen für die Auswertung mit dem PC und Hinweise zur Bestimmung optimaler Stichprobenumfänge für die wichtigsten Verfahren und ein gut strukturiertes Layout gewährleisten nach wie vor ein effektives Arbeiten und Lernen.
The influence of perceived risk on customers' purchasing behavior still plays an important role in the overall process of business to customer(B2C) E-commerce, though the extent to which it does so varies according to the characteristics of consumers. In this study, perceived risk dimensions affecting customers' purchasing behavior and their structural relationships were investigated through a customer survey and statistical analysis using the methods of confirmatory factor analysis and structural equation model. The result shows that the five independent dimensions, perceived health risk, perceived quality risk, perceived time risk, perceived delivery risk and perceived after-sale risk affect significantly customers' purchasing behavior, while perceived privacy risk, perceived social risk and perceived economic risk are the less relevant factors.
Aware of the significance of impulse buying and wishing to anticipate possible changes in the market for its products, the Wm. Wrigley Jr. Company commissioned Stanford Research Institute to study the market for impulse items as it has developed in the past decade and as it is likely to develop during the 1960s. This article is drawn from the study findings, on the nature and significance of consumer impulse buying.
This study investigates differences in risk perception between buying by mail and buying from a store and/or salesman. For 20 products studied, consumers perceived more risk in the mail-order situation than in the store/salesman situation. The relationship between perceived risk and selected socioeconomic variables is examined. Implications for further research are explored.
It was once said that there is nothing so useful as a theory that works. Understanding the role of risk in consumer behavior may provide the basis for combining consumer behavior theory with marketing management action.
The authors discuss several issues in the timing, construction, and analysis of manipulation and confounding checks in marketing experiments. A review of 34 experiments involving latent independent variables reported in the "Journal of Marketing Research" over the past decade suggests that most researchers are familiar with the concept of manipulation checks but few systematically evaluate potential sources of confounding in experimental manipulations. Three alternative approaches for assessing the construct validity of experimental manipulations also are discussed.
While many reports predict huge growth potential for the mobile application (app) market, little is known about user intention to purchase paid apps. This study amends the expectation confirmation model and incorporates app rating, free alternatives to paid apps and habit as belief-related constructs to predict user behavior. The proposed model was empirically evaluated using a survey of 507 respondents about their perceptions of app usage. The results indicated that confirmation was positively related to perceived value and satisfaction. Value-for-money, app rating and free alternatives to paid apps were found to have a direct impact on intention to purchase paid apps. Specifically, there was a significant difference between potential users and actual users. The results may provide further insights into app marketing strategies.
The popularization of the Internet has made shopping through online stores and online auction websites increasingly common. Trends in online group purchasing and encouragement from social networks have changed consumption habits and shifted attention to the development of e-commerce. Previous studies have indicated that relative to physical stores, consumers still perceive higher risk in online shopping. The purpose of this study mainly aims to explore the importance of perceived risk in online shopping from a website quality perspective. A structural equation model is developed to test casual effects within a conceptual model. The empirical results show that (1) system quality and information quality do not have significant negative effects on perceived risk; (2) only e-service quality has a significant negative effect on perceived risk; (3) perceived risk has a significant negative effect on online loyalty; and (4) the negative relationship between perceived risk and online loyalty on consumer-to-consumer platforms will be stronger than that on business-to-consumer platforms. The managerial implications for online marketing managers and limitations are discussed.
Purpose
– The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia intensity, word-of-mouth (WOM) communication and behavioural intentions).
Design/methodology/approach
– A quantitative study using a self-administered questionnaire was conducted. The sample comprised of 645 respondents and the snowball sampling technique was used. Consumption experience was measured using a seven-dimensional scale (dimensions: hedonic, flow, escapism, socialisation, personal challenge, learning and communitas).
Findings
– Not all experience dimensions affect consumers equally in the post-consumption stage. Hedonism was an important experiential dimension affecting positively most of the post-consumption variables. Other boosters of consumers’ nostalgia, WOM communication and behavioural intentions were the feelings of escapism, knowledge and communitas. On the contrary, flow and personal challenge were negative predictors of consumers’ evaluations.
Practical implications
– Marketers should co-create the experience with consumers by carefully managing their experiential offering. Companies should focus on designing pleasurable, social, educational and fantasy experiences while minimizing the feelings of immersion and risk that arise from intense activities.
Originality/value
– A holistic conceptual model on the consequences of the different consumption experience dimensions is tested. Until now, most of the relevant studies on experiences have treated experience as a higher order construct without taking into consideration the different effects of the various experience dimensions. Hence, the present study contributes to research by identifying the most pertinent experience dimensions on post-consumption evaluations, behaviour and intentions of consumers.
Das umfassende Lehrbuch bietet Studierenden eine anschauliche Begleit- und Nachschlaglektüre zu Lehrveranstaltungen, die Virtual Reality / Augmented Reality (VR/AR) thematisieren, z.B. im Bereich Informatik, Medien oder Natur- und Ingenieurwissenschaften. Der modulare Aufbau des Buches gestattet es, sowohl die Reihenfolge der Themen den Anforderungen der jeweiligen Unterrichtseinheit anzupassen als auch eine spezifische Auswahl für ein individuelles Selbststudium zu treffen. Die Leser erhalten die Grundlagen, um selbst VR/AR-Systeme zu realisieren oder zu erweitern, User Interfaces und Anwendungen mit Methoden der VR/AR zu verbessern sowie ein vertieftes Verständnis für die Nutzung von VR/AR zu entwickeln. Neben einem theoretischen Fundament vermittelt das Lehrbuch praxisnahe Inhalte. So erhalten auch potenzielle Anwender in Forschung und Industrie einen wertvollen und hinreichend tiefen Einblick in die faszinierenden Welten von VR/AR sowie ihre Möglichkeiten und Grenzen.
The objectives of this study were to understand that factors affecting consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explored consumer innovativeness (consumer novelty seeking, consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, enjoyment). The findings indicated that consumers’ perceived enjoyment and control positively influenced their shopping intentions. While consumer novelty seeking had no significant effect on shopping intention consumer independent judgment making significantly affected consumers’ intention to shop in a virtual world indirectly through its positive effects on perceived control, enjoyment, and ease of use.