Relationship of the Theory of Consumption Values and Flow with Online Brand Experience: A Study of Young Consumers

M.S, Arshiya Fathima; Khan, Adil; Alam, Ansari Sarwar

doi:10.1080/15332861.2022.2109876

Cited by 4 publications

(4 citation statements)

References 108 publications

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“…Virtual flow experience yields the same result. Virtual flow is a state in which a person is completely immersed in a task and can delve into the technology to which they have access (Fathima et al, 2022;Zhu and Yang, 2023). Researchers found that virtual flow aided the quality of chatbot interaction, paving the way for the success of AI-based chatbots (Beard, 2015).…”

Section: Flow Theory As a Mediatormentioning

confidence: 99%

Investigating chatbot users’ e-satisfaction and patronage intention through social presence and flow: Indian online travel agencies (OTAs)

S.P.,

D.,

et al. 2024

JSIT

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Purpose The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth. Design/methodology/approach The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling. Findings Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow. Originality/value The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.

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Section: Flow Theory As a Mediatormentioning

confidence: 99%

Investigating chatbot users’ e-satisfaction and patronage intention through social presence and flow: Indian online travel agencies (OTAs)

S.P.,

D.,

et al. 2024

JSIT

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“…The TCV explains how these five consumption values predict consumer preferences to buy a product or service. Sheth et al (1991) postulate that this framework might apply to more than 200 buying situations, from home appliances (Dilotsotlhe and Duh, 2021), food consumption Jebarajakirthy et al, 2021), touristic products (Rousta and Jamshidi, 2020), food delivery apps (Chakraborty et al, 2022a;Kaur et al, 2021), online brands (Fathima et al, 2022), to ayurveda products (Chakraborty et al, 2022b). These studies establish the relevance of the TCV across diverse contexts and provide a multidimensional view of consumption value and behavioral outcomes.…”

Section: Introductionmentioning

confidence: 97%

“…, 2022a; Kaur et al. , 2021), online brands (Fathima et al. , 2022), to ayurveda products (Chakraborty et al ., 2022b).…”

Section: Introductionmentioning

confidence: 99%

Effect of consumption values on consumer behavior: a Meta-analysis

Mason,

Oduro,

Umar

et al. 2023

MIP

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PurposeThe purpose of this study is to clarify the findings and criticisms in the extant literature concerning the theory of consumption values (TCV) by conducting a meta-analysis to (1) examine the extent to which consumption values influence consumer behavior and (2) to explore contextual and methodological factors that may account for between-study variance in the focal relationship.Design/methodology/approachThe study employs a random-effects model and psychometric meta-analysis approach to examine 82 studies with 297 effect sizes in 34 countries between 1991 and 2022, inclusive.FindingsResults reveal that consumption values have a positive significant and moderate effect on consumer behavior. Moreover, emotional value is the most influential predictor of consumer behavior, while social value is the weakest. Furthermore, the study's findings show that some contextual and methodological factors moderate the relationship between consumption values and consumer behavior.Practical implicationsThe findings highlight that managers can work on consumption values to prompt positive consumer responses like attitude, intention, satisfaction and overall value perception. However, managers must consider that the relevance of the consumption values depends significantly on the outcome variable and the context, which calls for a tailored-made marketing strategy to appeal to consumers' diverse needs and wants.Originality/valueBesides providing empirical evidence of the broad validity of the TCV, this study is the first meta-analytic review of the TCV, which integrates several insights to provide valuable research directions for future researchers and insightful implications for practitioners.

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“…Different studies have observed the impact of SMA on key brand success elements (Donvito et al, 2020). However, even though SMA has proven to be the ultimate marketing strategy for firms to approach their target audiences with personalized messages, there has been a lack of studies that focus on understanding the importance of cognitive factors that could play a significant role in this relationship (Fathima et al, 2022). We have posed three questions to answer through this research i.e.…”

Section: Introductionmentioning

confidence: 99%

Social Media Advertising and Brand Image: Unraveling the Mystery Box

Khan,

Siddiqi,

Quddoos

et al. 2023

BBE

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The emergence of social media applications has opened up new avenues for firms to establish digital connections with their consumers, with a particular emphasis on creating personalized advertising on social media platforms. It is crucial to ensure proper synchronization of content used for advertising on these platforms. The current study focuses on the theoretical model that elucidates how social media advertising contributes to the development of robust brand-related images on social media platforms. Prior research shows that advertising has a significant impact on brand image. Hence, it is essential to discover how this relationship works in terms of social media advertising and how the attitude toward advertising mediates the relationship. This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 325 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Smart PLS 4.0 were used for the data analysis. The study concluded that social media advertising has a direct effect on brand image and attitude towards advertising acts as a mediating role between advertising and brand image. Also, brand image has a direct effect on brand equity. The results provided several practical implications in understanding the underlying process of creating an effective social media advertising campaign that will impact the formation of consumers’ attitudes toward advertising and brand image, eventually leading to brand equity.

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Relationship of the Theory of Consumption Values and Flow with Online Brand Experience: A Study of Young Consumers

Cited by 4 publications

References 108 publications

Investigating chatbot users’ e-satisfaction and patronage intention through social presence and flow: Indian online travel agencies (OTAs)

Investigating chatbot users’ e-satisfaction and patronage intention through social presence and flow: Indian online travel agencies (OTAs)

Effect of consumption values on consumer behavior: a Meta-analysis

Social Media Advertising and Brand Image: Unraveling the Mystery Box

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