Search results for "Consumer behaviour"

The influence of patriotism and fans’ fulfilment of sponsorship activation in the sponsor’s image transfer process

2019

In the context of international sports tournaments, fans’ feelings of patriotism and fans’ acquisition of knowledge from social media seem to be decisive factors in determining sponsorship success....

Be congruent and I will be loyal: the case of sport services

2019

This research analyzes the relationship between brand perception of users of a sports service and their levels of loyalty. Data were treated with both SPSS 23 and EQS 6.3, using CFA to confirm reliability and validity and creating a model to be tested. Congruence explain 43% of credibility and that these two variables explain up to 73% of trust. Credibility and trust can explain up to 73% of the attitudes, while attitudes would explain up to 50% of loyalty. In the case of sports services, brand perception and its relationship with loyalty remain largely unaddressed. For this reason, it is interesting to carry out research on this subject, bringing new evidence to business reality to help ma…

Perceived value, customer attitude and loyalty in retailing

2008

Customer perceived value has a subjective nature, since it means an evaluative judgment. In the literature, it has been noted that the value received by the consumer has a number of components that together determine its significance. The literature has also highlighted the existence of a relationship between perceived value and customer attitude, considering this variable an important determinant of customer loyalty. This paper tries to analyse the influence of the major components of perceived value on customer attitude and loyalty in several retail activities.

Retail IT and customer loyalty: The moderating role of customer age

2010

Information technology (IT) may represent a source of competitive advantage for retailers. Notwithstanding, there is debate in the literature about the way in which IT influences supplier–customer relationships. In addition, the conclusions regarding the influence of consumer age on attitudes towards the retailer's IT solutions have been mixed. This article proposes and tests a model for the influence of the retailer IT on customer loyalty towards the retailer, evaluating the role of consumer age as a moderator of this relationship. Our results provide evidence of the existence of a two-way positive influence of IT solutions on customer loyalty towards the retail store, that is, through att…

Drivers and outcomes of consumer engagement : Insights from mobile money usage in Ghana

2019

Purpose The purpose of this paper is to examine the drivers of consumer engagement and its consequences via the experiences of mobile money services’ users in Ghana and to discuss its implications for the society, financial service innovation, delivery and operations. Design/methodology/approach A pre-tested survey instrument was used with a sample of 595 mobile money services users in Ghana. SmartPLS application was used to analyze the data and report findings. Findings The study shows that perceived risk, consumer empowerment, subjective norm, performance expectancy and effort expectancy influence the affect component of consumer engagement and explain around half of its variance. The ef…

Pricing method as a tool for improved price perception

2006

In the present paper, we have explored pricing methods applied to charging mobile service customers, and the influences of the charging methods on the customers’ price perceptions. The analyses are based on the empirical data collected from Finnish mobile service markets through a quantitative postal survey in 2003. Four hypotheses were tested separately in two customer segments for examining relationship of pricing methods and price perceptions, and the factors affecting to the customers’ pricing method choices. The statistical analyses provided results suggesting that charging methods have a significant effect on customers’ price perceptions. The customers’ price perceptions were found to…

Tourist Perceptions of Resources and Activities in Rural Areas

2004

ABSTRACT This paper tries to delve into the tastes and preferences of tourists visiting rural areas in Spain as an alternative to the traditional sun and beach holiday that dominates Spanish tourism. This paper focuses on the demand side of rural tourism; more specifically whether the tourists visiting a Spanish rural area, El Alto Palancia region, show different behaviours towards two sets of variables, depending on the age, gender, income and educational background. The first variable, “interest in certain resources associated with rural tourism”, was focused on natural and architectural resources that attract the tourist's attention. The second, a broad set of “activities that a tourist …

Key Drivers of Mobile Commerce Adoption. An Exploratory Study of Spanish Mobile Users

2007

Despite dramatic differences between non-store shoppers were discovered, very limited research has been conducted to examine them. This paper analyses the background of M-commerce and key drivers of future Mcommerce decision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerce and its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention. We examined data from 606 personal interviews given to Spa…

2021

Abstract The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues i…

Analysing Different Consumption Practices among Different Settings

2013

The chapter’s main aim is to provide evidence for the need to differentiate consumer behaviour exemplified by drinking patterns and the various factors influencing these patterns as to different European clusters. These clusters emerged from the empirical research stage of the COBEREN project. They are compared to currently well-known European cluster differentiations (i.e. geographic clusters, cultural clusters, or Established European Economic Settings vs. Transitional European Settings in Central and Eastern Europe). This research aims to investigate European consumer behaviour on drinking, hypothesizing that other than the traditional cultural and/or geographical clusters, differentiate…