Purpose The purpose of this paper is to analyse factors influencing the propensity to share travel experiences in social media during a trip, across a sample of Millennial and Generation Z consumers in three different countries. Design/methodology/approach An online survey was sent to consumers between 16 and 30 years in Sweden, UK and India. Structural equation modelling and multigroup analysis was conducted to compare results between countries and generations. Findings Young travellers’ need for uniqueness (NFU) and opinion leadership (OL) with regard to travel tends to increase their propensity to share travel experiences in social media during a trip. Reflected appraisal of self is strongly related to NFU and OL and may therefore indirectly influence the propensity to share. Some differences were found between generations and countries. Research limitations/implications Future research could consider comparisons between travellers from younger and older generations. The hypotheses formulated in this study could be tested in other countries. Further adaptions or extensions of existing NFU scales to fit in the travel and tourism context are suggested. Practical implications Millennial and Gen Z consumers will constitute an increasing part of travellers and visitors in the future. Through a better understanding of their behaviour, tourism managers can design strategies to engage them and increase electronic word-of-mouth (eWOM). Originality/value This study contributes by addressing the lack of research on “self”-related drivers of eWOM in general social media during the trip, and by providing an international perspective through cross-cultural comparisons.
Purpose The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context. Design/methodology/approach Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.. Findings Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty. Practical implications The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future. Originality/value The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.
Purpose -The purpose of this study is to provide a better understanding on the use of web sites for creating value in industrial buyer-seller relationships. Design/methodology/approach -Through an extensive yet not exhaustive review of previous studies on business-to-business (B2B) web site development, the extranet level of a conceptual model (the I-E-I framework) is tested in an industrial setting in Sweden. Using four research questions as a guide, a qualitative, case study approach is followed in order to uncover both the industrial sellers' and buyers' perspectives on the true value of an industrial extranet. Findings -The findings show that, for true value to be created at this level, both the seller and the buyer must not only take value out, but also put it in. Value in this setting focuses on information as the heart of true value creation, and the view that the extranet can indeed be considered the "superglue" of such seller-buyer relationships.Research limitations/implications -Although the aim of qualitative research is rarely to generalize in any way, it does allow one to probe more deeply and uncover detailed clues and descriptions of what is happening in an area of research that is itself dynamic and constantly changing. What practitioners can take from this study is that extranets can be developed to serve and create true value at the (core) seller-buyer relationship. Originality/value -Empirical evidence regarding extranets in such settings has been limited. This study helps to fill this gap and provide a foundation for future research efforts within the area.
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