Faster! More! Better! Drivers of upgrading among participants in extreme sports events

Raggiotto, Francesco; Scarpi, Daniele; Mason, Michela C.

doi:10.1016/j.jbusres.2019.04.047

Cited by 13 publications

(16 citation statements)

References 78 publications

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“…To test the moderating effect of contamination concern, a multi-group SEM analysis was conducted. By the ratings of contamination concern, respondents were median split into sub-groups ( Raggiotto, Scarpi, & Mason, 2019 ) as being either low (N = 129) or high (N = 141). The two groups significantly differed in their ratings of all values: functional value ( M high = 3.86 vs. M low = 4.59; p < .001); economic value ( M high = 3.90 vs. M low = 4.61; p < .001); emotional value ( M high = 3.31 vs. M low = 4.38; p < .001); social value ( M high = 2.99 vs. M low = 3.51; p < .012); and green value ( M high = 4.57 vs. M low = 3.97; p < .006).…”

Section: Resultsmentioning

confidence: 99%

Diverse values of fashion rental service and contamination concern of consumers

Baek

2021

Journal of Business Research

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Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental service form attitudes towards the service depending on one’s contamination concerns and predict adoption intentions. Structural equation modeling was used to analyze the data (N = 270). The findings suggest that functional, economic, and emotional values significantly increase attitudes leading to adoption intentions. Further, contamination concerns moderate the relationships between values and attitudes as well as attitudes and intentions. The findings enrich the literature of collaborative consumption by integrating theories of consumption value and consumer contamination. Furthermore, the results provide managerial implications for strategic communication of FRS to effectively reach consumers depending on their contamination concern.

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Section: Resultsmentioning

confidence: 99%

Diverse values of fashion rental service and contamination concern of consumers

Baek

2021

Journal of Business Research

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“…The round number has often been adopted by companies for signaling high-quality products (Stiving, 2000) which are more likely to provide opportunities for self-enhancement and learning new things. Previous empirical research demonstrated that self-enhancement and learning are closely related to the upgrade decision (Raggiotto et al , 2019). Specifically, Raggiotto et al (2019) have identified consumers’ desires for self-enhancement as an important driver of tourists to make the update decision.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The influence of the base option’s price format on tourists’ upgrade intention: the moderating role of tourists’ mindsets

2024

TRC

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Three scenario-based experiments were conducted to explore the influence of the base option’s price format (just-at vs just-below) on tourists’ upgrade intention. The findings of this research indicated that tourists are more inclined to upgrade the option when the base option’s price is presented in a just-at condition due to the mediating role of tourists’ price perceptions of the upgrade option. This study discovered that the just-at (vs just-below) pricing strategy can lower tourists’ price perceptions of the upgrade choice. This research further explored the moderating of tourists’ mindsets. It was found the threshold-crossing effect will disappear for tourists with fixed mindsets. This study also provides practical implications for travel service providers to set up appropriate pricing strategies to attract tourists to make upgrade decisions.

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“…Previous findings show that the quality of digital humans in consumer interactions increases purchase intentions (Sung, Bae, et al, 2021). While purchase intentions can be measured as a direct response to a stimulus, the frequency of purchases can provide an additional indicator of brand loyalty and the attractiveness of AR experiences (Raggiotto et al, 2019; Visentin & Scarpi, 2012). Evidence shows that positive technology experiences are associated with repeat use intentions in contexts involving games (Wu et al, 2020), AI (Ashfaq et al, 2020), and VR (Ibrahim & Hidayat‐ur‐Rehman, 2021).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies

Sung,

Han,

Choi

et al. 2023

Psychology and Marketing

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As the fourth industrial revolution unfolds and the use of digital humans becomes more commonplace, understanding digital humans' potential to replace real human interaction or enhance it, particularly in storytelling marketing contexts, is becoming evermore important. To promote interaction and increase the entertainment value of technology‐enhanced storytelling marketing, brands have begun to explore the use of augmented digital humans as storytelling agents. In this article, we examine the effectiveness of leveraging advanced technologies and delivering messages via digital humans in storytelling advertisements. In Study 1, we investigate the effectiveness of narrative transportation on behavioral responses after exposure to an interactive augmented reality mobile advertisement with a digital human storyteller. In Study 2, we compare how consumers respond to augmented digital human versus real human storytelling advertisements after conducting an exploratory neurophysiological electroencephalography study. The findings show that both types of agents promote narrative transportation when the story fits the product well. Moreover, a digital human perceived as more human‐like elicits stronger positive consumer responses, suggesting an effective new approach to storytelling marketing.

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Faster! More! Better! Drivers of upgrading among participants in extreme sports events

Cited by 13 publications

References 78 publications

Diverse values of fashion rental service and contamination concern of consumers

Diverse values of fashion rental service and contamination concern of consumers

The influence of the base option’s price format on tourists’ upgrade intention: the moderating role of tourists’ mindsets

Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies

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