In this study, we conducted an empirical survey of the avoidance behaviors and risk perceptions of active and passive smoking pregnant smokers and recent quitters. We employed an online questionnaire survey by recruiting 166 voluntary participants from an online parenting community in Taiwan. The results of the empirical survey revealed that three-fourths of smokers quit smoking during pregnancy and one-fourth continued smoking. All pregnant women who continued smoking had partners or lived with relatives who smoked. Current smokers and quitters differed significantly in their risk perceptions and attitudes toward smoking during pregnancy. Most pregnant smokers and quitters adopted passive smoking avoidance behaviors at home and in public. Nevertheless, one-fifth of pregnant women chose not to avoid passive smoking. We concluded that most women stop smoking during pregnancy; however, most women continue to be exposed to passive-smoking environments. Perceived fetal health risks and attitudes toward smoking during pregnancy are critical predictors of the anti-smoking behaviors of pregnant women.
Abstract-Because service failure can't be fully avoided in the process transmission, understanding the service failure severity and their impact on customer responses and designing effective recovery strategies have been recognized as important problems by both service researchers and practitioners. There is still a lack of research on the link between service disconfirmation and the value of a customer to the firm. Also the previous research on service recovery has not incorporated important contextual factors, such as the involvement level of individual differences and the perceived severity of service failure across customers, into analytical models or empirical testing. To address the aforementioned knowledge gaps. The research we would like to focus on building a disconfirmation theory, we would like to find out the affect from the gap between of disconfirmation and expectations of service recovery and perceived performance of service recovery to customer lifetime value in children English learning material/service. The empirical result demonstrates that service failure severity can enhance service recovery expectation in customers' mind. Analysis also indicates that both service recovery expectation and service recovery performance significantly affect service recovery disconfirmation. Last, service recovery disconfirmation also influences customer lifetime value significantly.Index Terms-Involvement, service failure, children english learning material, service recovery disconfirmation, customer lifetime value.
PurposeThe study discusses organic agricultural product persuasion using an empirical survey. This study argued that strong argument persuasive advertising message would trigger individuals' self-reference to the harm of pesticide residue in non-organic agricultural product, which would raise their purchase intention of organic agricultural product.Design/methodology/approachThe present study conducted an empirical investigation in Taiwan by recruiting 527 Taiwanese participants using the convenience sampling procedure. The current research performed structural equation modeling analysis and used LISREL software to report the analytical results.FindingsIndividuals with health consciousness may perceive a high-level risk of non-organic agricultural product, which would raise individuals' fear perception to the harm of pesticide residue. Fear perception will increase individual's purchase intention of organic agricultural product. Results can help industry practitioners benefit from the results by enabling them to develop their advertising strategy for organic food.Originality/valueResults can help industry practitioners benefit from the results by enabling them to develop their advertising strategy for organic food.
Abstract. Word-of-mouth (WOM) is a powerful information resource for consumers to judge a product or service. WOM has persuasive power when audiences regard it as helpful. There is a psychological phenomenon, called the negativity bias, in which negative WOMs are usually regarded as more helpful than positive ones. However, not all previous studies supported the existence of negativity bias. This paper examines the negativity bias effect of WOM and explores the moderating effect of length and emotional content on the helpfulness perception of WOM. This study adopted experimental designs of 2 (positive/negative WOMs) X 2 (long/short WOMs) X 2 (WOMs with strong emotion/weak emotion) of 139 subjects. The empirical survey results reveal that length and emotional content of WOMs are influential factors for helpfulness perception of WOMs. Moreover, both length content and emotional content of WOMs also moderate the negativity bias effect of helpfulness perception. The negativity bias effect appears when WOMs are concrete and emotional. Keywords: Word-of-Mouths · Negativity bias effect · Product review IntroductionDuring the purchase decision-making process, the customers search for information about products/services. The information can be provided by the firms (advertising) as well as by other consumers (Word-of-mouths, WOMs). Literatures advocate that WOM is more persuasive than traditional advertising [1][2][3]. People tend to accept the recommendations when the message is from WOMs of unbiased authority, and reject the advertising claim when they believe the message is a sales tool rather than information and guidance [4]. WOM is an informal way of person-to-person communication regarding a brand, a product, service, or their providers [5]. WOM has significant influence on a consumer's purchase decision [6,7] and is a powerful information resource that helps shape consumers' attitude toward a product or service (Katz & Paul, 1996).
Due to the popularity and low cost of rapid mobile internet connection, livestreaming service is now booming. Some of these users who provide live video shows to the public are famous and known as vloggers or YouTube celebrities. The content of the live show is diverse. Some YouTubers broadcast video of their computer screen when playing an online game; others cook, work out, or put on makeup on camera. Nearly anything from one's daily life is fair game. The abundant live video streaming content attracts youngsters as well as adults. To understand the viewers' motivation for watching live video streaming, this study used a self-reporting online questionnaire survey. A total of 374 responses were received and analyzed to ascertain the motives of viewing live video streaming. Based on the empirical survey results, we propose a motivation of YouTuber model composed of four motive categories: leisure, celebrity worship, social connection, and voyeurism. These four categories can be divided into eight motives, including passing time, entertainment, relaxation, celebrity identification, vicarious participation, companionship, social interaction, and voyeurism.
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