Purpose This study aims to investigate how individuals’ regulatory focus affects perceived value and consumption emotions and how differently perceived value and emotions influence the future behavioral intentions of ethnic restaurant customers. Design/methodology/approach The proposed model was empirically tested with the online survey sent to frequent American travelers who have had dining experiences at Asian restaurants. A total of 435 valid responses were obtained and analyzed by means of structural equation modeling analysis. Findings The results indicated that promotion-focused individuals are more likely to perceive both hedonic and utilitarian values, and as a result experience positive emotions while dining at Asian restaurants. On the other hand, prevention focus was not significantly related to either hedonic or utilitarian values in itself, and it has a significant effect on negative emotions. The results also demonstrated that perceived hedonic and utilitarian values directly and/or indirectly influence behavioral intentions through consumption emotions. Originality/value This study contributes to existing knowledge on regulatory focus theory by identifying significant theoretical relationships among cognitive and affective consumption responses and regulatory focus. Specifically, the main contributions include suggesting novel perspectives that promotion focus is associated with consumers’ value perception, whereas prevention focus is not, and making a first attempt to discover a relationship between regulatory foci and two general types of consumption emotions (positive and negative emotions) and identifying theoretically important associations that promotion focus (vs prevention focus) is more strongly related to positive emotions (vs negative emotions).
Purpose Drawing upon the social presence theory, this paper aims to propose three social presence variables in the brand page context (the brand page as a medium, the presence of other customers and interaction with the brand page manager) and to test their effects on customer engagement behavior (CEB) and customer-brand identification (CBI). Design/methodology/approach A total of 340 responses were collected via an online research platform and analyzed using structural equation modeling analysis. Findings The results revealed that both the social presence of the brand page and the interaction with the brand page manager are positively associated with CEB, whereas that of other customers negatively influences CEB, which in turn, positively affects CBI. Research limitations/implications This paper presents the underlying process of driving customers’ engagement activities and building psychological closeness between customers and brands by applying social presence theory and social identity theory to Facebook brand pages. Practical implications To enhance customers’ experiences on Facebook brand pages, practitioners should visualize brand page managers through diverse types of postings. Brand page managers need to balance the presence of others, as well as bring a sense of human-likeness on the pages using storytelling strategies. Originality/value This research sheds light on the human side of a non-human world. The results suggest that the sense of a human presence in virtual brand communities is essential to engage customers with online activities toward brands while also building a closer customer–brand relationship.
Customers’ value co-creation behavior plays an essential role on brand pages, which many hospitality firms adopt to create value with customers. However, current understanding of the elements, drivers, and dynamics of such behavior is limited. Based on the value co-creation literature, motivation–opportunity–ability theory, and the dual identification framework, this study sought to bridge this knowledge gap. Specifically, this research clarified customer engagement behavior (CEB) and customer citizenship behavior (CCB) as respective in-role and extra-role behaviors of value co-creation and revealed their positive relationship. Structural equation modeling indicated that motivations (seeking assistance and diversion), social presence, and brand knowledge positively influenced CEB, which then affected CCB directly and indirectly through customer–brand identification. Moreover, functional benefits did not trigger meaningful CEB, and customer–community identification had a minimal impact on CCB. Overall, these insights can help practitioners manage their brand pages more effectively to co-create value with customers.
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