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"Consumers Attitudes."
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Antecedents and consequences of consumers' attitudes toward live streaming shopping: an application of the stimulus–organism–response paradigm
The purpose of this paper is to present an integrated model for live streaming shopping (LSS) to examine the antecedents and consequences of consumers' attitudes. Based on the stimulus-organism-response (S-O-R) paradigm, this study investigates marketing stimuli effects within a live streaming commerce context on viewers' cognitive and affective states by drawing from their unified knowledge of technology acceptance model (TAM), utilitarian gratification theory (UGT) and the theory of reasoned action (TRA) underpinnings and their subsequent responses. Data collected from 402 live streaming shoppers of several reputable retailers in Mainland China were used to empirically test the proposed framework via structural equation modelling. The theoretical framework found support for most hypothesized relationships. The research results confirm that the 7Ps marketing mix strategies as the stimuli factors positively influence the consumers' cognitive and emotional states represented by perceived usefulness, perceived value, information gratification, entertainment gratification, and social interaction. These factors have been found to be the direct predictors of consumers' attitudes toward LSS. Furthermore, consumers' response in terms of their attitudes influences their intention to watch the show and subsequently affect their purchase intention. This paper bridges a gap in LSS studies, contributing to develop a more comprehensive framework and provide a better understanding of the factors that influence the the formation of consumers' attitudes, and the influence of the formed attitudes on the intention to engage in LSS before actually making a purchase decision. The findings enable managers to determine how resources should be allocated to improve platform's competence.
Journal Article
Is Smarter Better? A Moral Judgment Perspective on Consumer Attitudes about Different Types of AI Services
AI is considered a key driver of industrial transformation and a strategic technology that will shape future development. With AI services continuing to permeate various sectors, concerns have emerged about the ethics of AI. This study investigates the effects of different types of AI services (mechanical, thinking, and affective AI services) on consumers’ attitudes through offline and online AI service experiments. We also construct a model to explore the mediating roles of identity threat and perceived control. The findings reveal that mechanical AI services negatively affect consumers’ attitudes while thinking and affective AI services have a positive effect. Additionally, we explore how consumers’ attitudes vary across different service scenarios and ethical judgments (utilitarianism and deontology). Our findings could offer practical guidance for enterprises providing AI services.
Journal Article
Experience design : concepts and case studies
\"Experience Design brings together leading international scholars to provide a cross-section view of current academic discourse and professional practice within this emerging interdisciplinary field. Contributors use real-life case studies drawn from a range of national and disciplinary contexts to explore the meaning of 'experience'; ways in which specific 'experiences' can be designed; which methodologies and practices are employed in this process, and how experience design interrelates with other academic and professional disciplines\"-- Provided by publisher.
Book
Towards Food Security of Alternative Dietary Proteins: a Comparison between Spain and the Dominican Republic
Current environmental and health concerns encourage a shift towards more sustainable diets. A variety of options are currently being investigated to achieve the food security of alternative-to-meat dietary proteins. The food security of alternative to meat proteins will require attention to the availability, the access, the supply stability and the food safety and quality. The aim of this research is to get insight on consumers’ food attitudes in order to achieve food security of four alternatives to meat proteins, namely, plant-based proteins, mycoproteins, cultured meat proteins and insect proteins in different development contexts in Spain and the Dominican Republic. In doing so, the research analyses meat consumption, reduces consumers’ attitudes using a principal component analysis, predicts first adopters of alternative dietary proteins using a Chi-square test and ranks preferred alternative dietary proteins using a multicriteria decision-making method. The results show that plant-based proteins are the best positioned alternative, while insects are the worst positioned in the Dominican Republic. Gender and education in the Dominican Republic and gender, education and age in Spain are significant factors for the adoption of alternative to meat proteins. Health and convenience attitudes may determine the adoption of alternative dietary proteins in Spain and the Dominican Republic. This research contributes to identifying the consumers’ attitudes to encourage the dietary shift to alternative to meat proteins. It can help industry to market alternative-to-meat proteins in different development contexts to achieve food security.
Journal Article
Do environmental knowledge and green trust matter for purchase intention of eco-friendly home appliances? An application of extended theory of planned behavior
This study aims to identify the determinants of consumers’ intentions to buy eco-friendly appliances for their households. This research scrutinizes the linkage between environmental knowledge (EK), consumer attitude (CAT), green trust (GT), and purchase intention (PI) in an emerging economy’s context. This study analyzes survey data from 331 Pakistani consumers using energy-efficient household products. SEM is employed to assess the formulated hypotheses. Empirical findings suggest that EK positively and significantly influences CAT and green trust. Similarly, CAT has a negative and insignificant influence on PI. In contrast, green trust is significantly and positively related to PIs. The research outcomes further disclose that perceived consumer effectiveness (PCE) and perceived behavioral control (PBC) positively influence PI. The study extends the B2B sales literature and suggests future directions for academics and practitioners.
Journal Article
The Electric Vehicle (EV) Revolution: How Consumption Values, Consumer Attitudes, and Infrastructure Readiness Influence the Intention to Purchase Electric Vehicles in Malaysia
In response to the rising demand for sustainable transportation, electric vehicles (EVs) are increasingly regarded as viable alternatives to conventional vehicles. This study investigates the intention of Malaysian consumers to choose EVs as their preferred mode of transportation. Consumption values were conceptualized as a multi-dimensional construct comprising functional value, symbolic value, emotional value, novelty value, and conditional value. This study examines the relationships between these consumption values, consumer attitudes, and intention to purchase EVs. In addition, this study also examines the mediating role of attitude and the moderating role of infrastructure readiness. Data were gathered using a proportionate stratified sampling method from 264 respondents in Klang Valley, Malaysia. Of the twelve (12) hypotheses tested, four (4) were supported. The analysis indicates positive relationship between attitude and emotional value with consumers’ intention to purchase EVs. Consumers’ attitudes mediate the relationship between functional value, emotional value, and intention to purchase EVs. Infrastructure readiness does not moderate the relationship between consumers’ attitudes towards EVs and their purchase intentions. This study enhances the existing knowledge of consumers’ multifaceted value views about EVs and offers practical guidance for marketers and serves as a reference for policymakers to improve the marketability of EVs.
Journal Article