 Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
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- Using participative techniques to mediate power relationships between the
researcher and child participant-
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Authors: Cheryl Greyson, Sara Spear
Abstract: This study aims to explore how power dynamics affect research with children, focusing on how the projected and perceived role of the researcher and the use of participative techniques, can mediate power relationships between the researcher and child, and impact children’s agency. The research formed part of a wider study on children’s digital device use, with children aged 4 to 11 in a UK school. Eight pairs of children participated in buddy interviews, completing several creative and arts-based activities using a choice of equipment and materials, including PlayDoh, LEGO and most innovatively, Minecraft. The study found the researcher’s projected role, and children’s interpretation of this, impacted the power relations in the interviews. A consistent projection was challenging however, and it was necessary for the researcher to adapt their role according to children’s needs and behaviour. Offering children a choice of activities was an effective power sharing strategy, and children’s absorption in these tasks provided a wealth of data from observations and children’s on-task “chatter”. Using Minecraft as a participative method enabled the children to use their superior technical abilities to take power in the interview, and show their own personal geographies virtually in 3D, and offers potential for other qualitative researchers in conducting research with the agentic child.
Citation: Young Consumers
PubDate: 2023-06-02
DOI: 10.1108/YC-10-2022-1618
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Mothers’ self-representations and representations of childhood on
social media-
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Authors: Minna Kallioharju, Terhi-Anna Wilska, Annamari Vänskä
Abstract: The purpose of this paper is to examine mothers’ social media accounts that focus on children’s fashion. The authors probed children’s fashion photo practices as representations of the mothers’ extended self and the kind of childhood representations produced by the social media accounts. They also investigated mothers’ perceptions of children’s privacy when engaging in sharenting – the sharing of information about children or parenting online. The study is based on 16 semi-structured interviews with Finnish mothers who had Instagram accounts focusing on children’s fashion. Children’s fashion photos play a diverse role in mothers’ identity work. The photos can be used to express a mother’s taste and aesthetic skills, to express values, to fit into peer groups and to store memories of oneself and the children. Through the photos, representations of the prevailing Finnish childhood ideals, such as authenticity, naturalness and playfulness, are reproduced. The mothers perceived the children as part of their extended self and justified sharenting with mother- and child-centered arguments. Through shedding light on the practices of social media fashion photography, this paper provides insights into how commercialism and social media shape cultural expectations for both motherhood and childhood. The paper contributes to previous research on sharenting, extending it to the context of fashion photography.
Citation: Young Consumers
PubDate: 2023-05-19
DOI: 10.1108/YC-06-2022-1541
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The emergence of virtual influencers: a shift in the influencer marketing
paradigm-
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Authors: Anand Jhawar, Prashant Kumar, Sanjeev Varshney
Abstract: This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs). Using a structured literature review and a case study approach, a conceptual model is developed and propositions are offered. Parasocial interaction (PSI) between the SMU and VIs builds up source credibility, thereby leading to the acceptance of VIs. Thus, the authors establish that PSI and source credibility theory combine to explain the acceptance of VIs by SMUs. Furthermore, similarity with the VI is another added dimension of source credibility, as suggested by this study. A comparative analysis of the growth of five major VIs elucidates that the fashion, electronic, tourism and health-care industries can use them for promotions and as influencers, especially for luxury products. VIs are a potent tool to achieve improved brand awareness and to target young consumers (especially Gen Y and Gen Z – millennials). The emergence of VIs being recent; little is comprehended about their interaction with SMUs. Hence, it becomes important to delineate the foundations of VI–SMU interaction. Thus, this study addresses the gap in identifying the theoretical background and proposes a conceptual model elucidating VI acceptance by SMUs.
Citation: Young Consumers
PubDate: 2023-05-10
DOI: 10.1108/YC-05-2022-1529
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Generation Z response toward sponsorship disclosure on Instagram: Where do
they look' What do they perceive' How do they act'-
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Authors: Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, Elton Gean Araújo, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira de Oliveira
Abstract: This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer. A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data. The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements. This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them. The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience. To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.
Citation: Young Consumers
PubDate: 2023-04-28
DOI: 10.1108/YC-03-2022-1497
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- An investigation of the nexus between online impulsive buying and
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Authors: Youssef Chetioui, Laila El Bouzidi
Abstract: Though online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis. Based on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation. First, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism. First, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits. While prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights with regard to the disparities between males and females while engaging in online impulsive buying. To the best of the authors’ knowledge, this study is the first of its kind to investigate the antecedents of online impulsive buying among Gen Z consumers in Arab countries and Africa.
Citation: Young Consumers
PubDate: 2023-04-19
DOI: 10.1108/YC-06-2022-1548
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Cannabis infused soft drinks - buying behavior amongst Canadian students:
An empirical study-
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Authors: Mohamed Bilal Basha, Fazli Wahid, Gail Hafidh
Abstract: This paper aims to investigate the attraction of cannabis-infused soft drinks beverages among young Canadian consumers in the wake of a rise in multimodal cannabis consumption. It is an area of accelerated growth potential, with little research data currently available, and findings would inform stakeholders in the soft drinks market. The research participants were all university students in Ontario province, Canada. Random convenience sampling data collection techniques were used to gather data from the Ontario-based participants. Reliability, factors loading and multiple regression analysis were administered to understand the impact of factors towards positive attitude. The results reveal that price, impulsive personality, social insecurity and social norms all have a positive influence towards positive attitude. However, energy, taste and past experience failed to show any relationship with positive attitude. The results suggest that the individual consumer’s personality and social context have greater influence than price, a useful insight into the market trends for stakeholders within the industry. The use of convenience sampling, due to the potentially sensitivity nature of the area of study, hinders the use of a sampling frame. To the best of the authors’ knowledge, this study is the first of its kind to examine positive attitude with respect to cannabis-infused soft drinks among young consumers in Canada. It is of particular interest to stakeholders in the production and marketing sectors of the global beverage industry, and its findings will help inform this fledgling wing of that industry on how to move forward through the unknown territory with regard to consumer motivations.
Citation: Young Consumers
PubDate: 2023-04-19
DOI: 10.1108/YC-09-2021-1384
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- How influencers’ social media posts have an influence on audience
engagement among young consumers-
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Authors: Fei Fan, Kara Chan, Yan Wang, Yupeng Li, Michael Prieler
Abstract: Online influencers are increasingly used by brands around the globe to establish brand communication. This study aims to investigate the characteristics of social media content in terms of presentation style and brand communication among online influencers in China. The authors identified how characteristics of social media posts influence young consumers’ engagement with the posts. The authors analyzed 1,779 posts from the Sina Weibo accounts of ten top-ranked online influencers by combining traditional content analysis with Web data crawling of audience engagement with social media posts. Online influencers in China more frequently used photos than videos to communicate with their social media audience. Altogether 8% and 6% of posts carried information about promotion and event, respectively. Posts with promotional incentives as well as event information were more likely to engage audiences. Altogether 22% of the sampled social media posts mentioned brands. Posts with brand information, however, were less likely to engage audiences. Furthermore, having long text is more effective than photos/images in generating likes from social media audiences. Combining content analysis of social media posts and engagement analytics obtained via Web data crawling, this study is, to the best of the authors’ knowledge, one of the first empirical studies to analyze influencer marketing and young consumers’ reactions to social media in China.
Citation: Young Consumers
PubDate: 2023-04-18
DOI: 10.1108/YC-08-2022-1588
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Young German consumers’ perspectives of rental fashion platforms
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Authors: Catrin Westerberg, Luis F. Martinez
Abstract: This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation. This qualitative study was conducted through 24 in-depth semi-structured interviews with young female and male German consumers out of Gen Y and Z. The analysis of the data was supported by the software NVivo. Results indicate that young German consumers value renting clothes for occasions, to frequently change up their wardrobe, out of sustainability aspects and because of efficiency and convenience reasons. However, an entry barrier to the use of rental platforms still persists through a lack of awareness and information, as well as price and high demand issues. As the interview’s focus group was set to young German consumers, a generalization of the findings to consumers from other countries or out of other generations might be limited. Managers first need to lower the currently existing entry barrier that prevents many consumers from renting fashion online by raising their awareness and providing them with sufficient information about the platform’s processes as well as their terms and conditions. This research intends to better understand young German consumers’ attitude toward rental fashion platforms and why renting fashion has not yet achieved more success among them.The results first give managers helpful insights for implementing successful marketing strategies by focusing on spreading awareness among young German adults to stem current entry barriers. Second, these results serve as a basis for future quantitative research that deepens the understanding of the correlation of current findings with other variables (e.g. age, the importance of material possessions in consumers’ lives).
Citation: Young Consumers
PubDate: 2023-03-28
DOI: 10.1108/YC-06-2022-1543
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Impact of fake news on social networks during COVID-19 pandemic in Spain
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Authors: María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando Díez
Abstract: The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021. A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society. Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms. The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z. This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.
Citation: Young Consumers
PubDate: 2023-03-20
DOI: 10.1108/YC-04-2022-1514
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Green consumption behaviour among Generation Z college students in China:
the moderating role of government support-
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Authors: Pick-Soon Ling, Chee-Hua Chin, Jia Yi, Winnie Poh Ming Wong
Abstract: Green consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college students’ GCB and the moderating effect of government support to provide new evidence from college students in China. In addition to environmental knowledge and social media influence as the variables, government support was used as a moderator to develop the extended theory of planned behaviour (TPB) model. Purposive sampling was used to obtain 328 valid responses from Chinese college students. The collected data were analysed using partial least squares structural equation modelling. The findings indicated that subjective norms, perceived behavioural control, environmental knowledge and social media influence substantially affect students’ GCB. Notably, the moderation analysis suggested that government support greatly strengthens the relationship between subjective norms and social media influence on the GCB of Chinese college students. The study provides several significant practical implications as the findings could be referred by stakeholders, such as government and businesses entities, in formulating policies and strategies to encourage the consumers’ GCB in mitigating ecological consequences. The extended TPB model that integrated environmental knowledge and social media influence with the government support as the moderator contributes to the extant literature with the evidence derived from Generation Z in China.
Citation: Young Consumers
PubDate: 2023-03-17
DOI: 10.1108/YC-01-2022-1443
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Resilience, vulnerability and personality effects on social commerce
intentions: the COVID-19 era-
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Authors: Evangelos Mourelatos, Emmanouela Manganari
Abstract: This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic. Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z. A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior. This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic. Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).
Citation: Young Consumers
PubDate: 2023-03-14
DOI: 10.1108/YC-04-2022-1515
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Parents’ mental state communication and children’s consumer
behavior in the USA-
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Authors: Eunjoo Choi, Matthew A. Lapierre
Abstract: Previous research has shown that children’s ability to understand mental states is related to their consumer development, yet it is unknown how parents can aid in this process. One possible way that parents may help is using mental state communication (i.e. communication that focuses on beliefs/intention to explain behavior by others). This study aims to examine whether this kind of communication is linked to children’s purchase requests through two potential mediators – active mediation and child socio-cognitive skills (i.e. Theory of Mind). This study used a survey of 420 American mothers with children between the ages of 3 and 7. Respondents were given 12 scenarios describing typical parent–child interactions focused on discussing mental states and were asked how they would respond. Then, respondents were asked about demographic information, parenting style, mediation style, child socio-cognitive skills and child purchase requests. Results showed both a direct and indirect negative association between parents’ mental state communication and children’s purchase requests via active advertising mediation. Contrary to expectations, active mediation was negatively associated with mental state communication and positively linked to child purchase requests. Children’s socio-cognitive skills were not associated with either parents’ mental state communication or children’s purchase requests. To the best of the authors’ knowledge, this is the first known study that has examined mental state communication of parents as a potential predictor in shaping children’s purchase requests and found that it was negatively associated with it.
Citation: Young Consumers
PubDate: 2023-03-02
DOI: 10.1108/YC-05-2022-1521
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Young consumers influence by older generations: developing the construct
and scale to measure intergenerational brand influence-
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Authors: Manuel Sotelo-Duarte, Beatriz Gónzalez-Cavazos
Abstract: This study aims to propose increasing the number of dimensions around current intergenerational influence (IGI) construct and renaming it to intergenerational brand influence (IGBI). This research describes the development and validation of the items comprising the dimensions of this new construct. This study performed a literature review to identify potential dimensions for IGBI based on previous research about IGI. Analysis of items used to measure IGI was conducted to establish a set for each dimension. A structured, self-administered survey was used. Item reduction, measure validation and regression analysis were conducted to measure the predictive validity of the instrument. Moreover, three separate studies were conducted to develop and validate IGBI construct. IGBI quantifies the various interactions that contribute to intergenerational brand transfer. The interactions could be classified according to one of the five IGBI dimensions: communication, recommendation, observed behavior, good impression and co-shopping with parents. IGBI recognizes the relevance of influence behaviors such as children observing their parents buy a brand, children participating in shopping and children attempting to develop a good impression through brand loyalty. The first two behaviors indicate the importance of brands advocating purchase behavior as a family activity. The measure of good impression suggests that consumers use brands to maintain family connections, which should be considered a pertinent brand strategy. This study develops the aforementioned five IGBI dimensions that describe the interactions between parent–child consumers that result in brand transfer.
Citation: Young Consumers
PubDate: 2023-02-20
DOI: 10.1108/YC-06-2022-1539
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- “Fake or not, I’m sharing it”: teen perception about disinformation
in social networks-
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Authors: Luisa Dolores Zozaya-Durazo, Charo Sádaba-Chalezquer, Beatriz Feijoo‐Fernández
Abstract: Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online. Twelve focus groups were held in Spain between April and June 2021 with a total of 62 participants aged 11–17. Besides age, sex and socioeconomic group were variables taken into consideration to select the participants. A script covering the intended questions was used to structure the discussion. Result analysis reveals that minors are excessively confident in their ability to identify false news and feel the need to share content with their online community as a means of participation in discussions or trending topics. Although WhatsApp family groups are seen as a source of misleading news, the study reveals that the family and traditional media (mainly television) act as sources of verification of fake news for minors. In general, minors opt for actions that require less initiative to contrast the content they consume on the internet. This study produces new findings by further deepening the results of the first quantitative study on the relationship between minors and disinformation in Spain using qualitative method from conducting virtual focus groups.
Citation: Young Consumers
PubDate: 2023-02-17
DOI: 10.1108/YC-06-2022-1552
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Picturing food: the visual style of teen-targeted food marketing
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Authors: Kirsten Ellison, Emily Truman, Charlene Elliott
Abstract: Despite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study aims to engage with the concept of “visual style” to explore the range of visual techniques used in Instagram food marketing to teenagers. A participatory study was conducted with 57 teenagers, who used a specially designed mobile app to capture images of the teen-targeted food marketing they encountered for seven days. A visual thematic analysis was used to assess and classify the advertisements that participants captured from Instagram and specifically tagged with “visual style”. A total of 142 food advertisements from Instagram were tagged with visual style, and classified into five main styles: Bold Focus, Bespoke, Absurd, Everyday and Sensory. This study contributes to an improved understanding about how the visual is used as a marketing technique to capture teenagers’ attention, contributing to the persuasive power of marketing messages. Food marketing is a significant part of the young consumer’s marketplace, and this study provides new insight into the sophisticated nature of such marketing – revealing the visual styles used to capture the attention of its brand-aware audience.
Citation: Young Consumers
PubDate: 2023-04-11
DOI: 10.1108/YC-08-2022-1577
Issue No: Vol. 24, No. 3 (2023)
- Generation Z’s response to the virtual reality advertising in China
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Authors: Bin Yu, Fei Fan
Abstract: Virtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment. A cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire. VR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment. The sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results. To counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention. To the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.
Citation: Young Consumers
PubDate: 2023-04-11
DOI: 10.1108/YC-07-2022-1558
Issue No: Vol. 24, No. 3 (2023)
- Understanding generation Z consumers’ revisit intentions to robotic
service restaurants-
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Authors: Kriti Priya Gupta, Smriti Pande
Abstract: The purpose of this paper is to investigate the influencing factors of generation Z (Gen Z) consumers’ revisit intentions to robotic restaurants in the post-pandemic times. Using a sample of Gen Z consumers with dining experiences in an Indian restaurant using service robots, the study empirically tests a research framework based on stimulus–organism–response theory. The study explains how Gen Z consumer’s perceptions of functional attributes (i.e. perceived usefulness and perceived ease of use), socio-emotional attribute (i.e. perceived safety) and relational attribute (i.e. trust) shape their attitude, which in turn leads to their evaluations of performance outcomes and intention to revisit the robotic restaurants. The findings also indicate that perceived risk reduction of viral infection moderates the impact of performance outcomes on revisit intention. Due to the outbreak of COVID-19 pandemic, the changing preferences of consumers have resulted in an increase in demand for restaurants offering robotic services. To support the long-term viability of service robots in restaurant services, the current study investigates what elements of service robots can determine consumers’ intentions to revisit the robotic restaurants during post-pandemic times.
Citation: Young Consumers
PubDate: 2023-04-05
DOI: 10.1108/YC-09-2022-1598
Issue No: Vol. 24, No. 3 (2023)
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Hybrid journal (It can contain Open Access articles)
