A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom

Wahyuningsih, .; Nasution, Hanny Nofrida; Yeni, Yulia Hendri; Roostika, Ratna

doi:10.1080/23311975.2022.2105585

Cited by 16 publications

(29 citation statements)

References 84 publications

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“…The target group included Thai millennials from the ages of 28 to 42 years old (millennial consumers born between 1980 and 1994) [ 109 ] who have followed at least one of the top ten most famous Thai cosmetic brands on Facebook (Cute Press, Beauty Cottage, 4U2, Srichand, or Mistine), as rated by Top Best Brand [ 110 ]. Millennials are very active on social media and are recognized as a prospective consumer market with strong purchasing power [ 8 ].…”

Section: Methodsmentioning

confidence: 99%

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Rungruangjit

Chankoson

Charoenpornpanichkul

2023

Behavioral Sciences

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Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers’ engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers’ passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism.

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Section: Methodsmentioning

confidence: 99%

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Rungruangjit

Chankoson

Charoenpornpanichkul

2023

Behavioral Sciences

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“…From the above literature, it is probable that social value is quite important for this generation. Moreover, in comparison to Generations X, Y and Z, Generation Y particularly exhibits concern for epistemic value more than generation X and Z (Wahyuningsih et al, 2022). For the functional value, the Generations Y and Z perceive service quality and value differently (Yarimoglu, 2017).…”

Section: 53mentioning

confidence: 96%

“…From the discussion as mentioned above, we anticipate that the association between consumption value and intention toward FDAs will be moderated by the generation cohort of the consumers. As a result, the following hypotheses were put out to test this assumption (Wahyuningsih et al, 2022):…”

Section: 53mentioning

confidence: 99%

“…Because members of a cohort are thought to have comparable values, segmentation based on generation cohorts has become a very helpful tool for marketers (Thompson et al , 2018). To compare the differences between consumer generations in terms of shopping (Schade et al , 2016), consumer decision-making (Solka et al , 2011), online purchase (Brand et al , 2022) and online food ordering behavior (Wahyuningsih et al , 2022), researchers use generation cohorts. Generations X, Y and Z, which make up the segmentation used in this study, have been divided into three categories.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The market segmentation theory asserts that specific strategies are needed for each type of consumer (Zhou et al , 2020). In addition, researchers have previously used cohorts to examine generational differences in consumer behaviors, such as purchasing (Schade et al , 2016), online shopping (Brand et al , 2022), branding (Gentina et al , 2016) and online food purchasing behavior during the COVID-19 pandemic for Generations X, Y and Z (Wahyuningsih et al , 2022); however, those studies did not explore the intentions of Generations X, Y and Z to continue using FDA services after the COVID-19 pandemic. This research was therefore conducted with the aim of filling this gap.…”

Section: Introductionmentioning

confidence: 99%

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What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z

Rungruangjit,

Charoenpornpanichkul

2023

JABS

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Purpose Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of consumers have distinct views toward using FDAs because they were influenced by various social environments, cultures and experiences. Therefore, marketers ought to present customers with various values. The purpose of this study is to investigate how the theory of consumption values (TCV) affects the intention of various generational cohorts to continued usage intentions. Design/methodology/approach Online surveys were distributed to 745 Thai customers who had previously ordered meals from FDAs to collect information. The data were analyzed using partial least squares structural equation modeling and multigroup analysis. Findings Results reveal that there are significant differences among Generations X, Y and Z, while emotional value is insignificant. Generation X is concerned about functional and conditional value, whereas Generation Y expresses the highest concern on epistemic and social value. Meanwhile, Generation Z pays attention to epistemic, functional and social value. Originality/value The novelty of this study contributes to TCV affecting the different FDAs consumption value among Generations X, Y and Z, while the previous research only focused on gender and age difference, and this study firstly combines FDAs with TCV to predict the consumers’ intention to continuously use FDAs in the post-COVID-19 outbreak.

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Generation Z and Millennials’ food-sharing behaviour: a cross-generational analysis of motivations, satisfaction and behavioural intention

Poyoi,

Gassiot-Melian,

Coromina

2024

BFJ

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PurposePosting and sharing about food on social media has surged in popularity amongst younger generations such as Millennials and Generation Z. This study aims to analyse and compare food-tourism sharing behaviour on social media across generations. First, this study specifically investigates the factors influencing the intention to share food experiences on social media; second, it examines the impact of sharing intention on actual behaviour and loyalty; and third, it determines whether Millennials and Generation Z differ in these relationships.Design/methodology/approachA survey was carried out of Millennial and Generation Z travellers who shared food experiences on social media. Structural equation modelling (SEM) and multi-group analysis were performed to examine the cause-and-effect relationship in both generations.FindingsThe findings reveal differences in motivation, satisfaction, sharing intention, sharing behaviour and loyalty between generations (Millennials and Generation Z).Research limitations/implicationsThis study contributes to the literature on the antecedents of food-sharing behaviour in online communities by indicating factors that influence the sharing of culinary experiences and brand or destination loyalty across generations. Suggestions for future research include exploring online food-sharing behaviour through cross-cultural comparisons in various regions.Practical implicationsAs Millennials and Generation Z will expand their market share in the coming years, the findings of this study can help improve marketing strategies for culinary tourism and generate more intense food experiences for both generations.Originality/valueThe outcome of the research provides new insights to develop a conceptual model of food-sharing behaviour and tourism on social media by drawing comparisons across generations.

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A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom

Cited by 16 publications

References 84 publications

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z

Generation Z and Millennials’ food-sharing behaviour: a cross-generational analysis of motivations, satisfaction and behavioural intention

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