Understanding on-the-go consumption: A retail mix perspective

Jebarajakirthy, Charles; Das, Manish; Maggioni, Isabella; Sands, Sean; Dharmesti, Maria; Ferraro, Carla

doi:10.1016/j.jretconser.2020.102327

Cited by 17 publications

(17 citation statements)

References 83 publications

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“…Two scenario-based between-subjects' experiments were conducted to test the hypotheses (Jebarajakirthy et al, 2021a(Jebarajakirthy et al, , 2021b. Study 1 examined the main effects of message framing (H1-H3), and Study 2 examined the interaction effects of message framing and source credibility (H4a-H4c).…”

Section: Method Analysis and Findingsmentioning

confidence: 99%

“…Secondly, it is mostly unplanned in nature owing to the urgency associated with the consumption (Benoit et al , 2019). Lastly, owing to the complementary nature of OTG food consumption, compared to other FAFH consumption types, consumers’ involvement is comparatively low (Jebarajakirthy et al , 2021a, 2021b). Sands et al (2019, p. 1) noted this distinction as “compared to traditional, planned and temporal food consumption, OTG consumption is more ad libitum, embodying convenience and immediacy”.…”

Section: Introductionmentioning

confidence: 99%

“…Today's busy work schedule results in highly stressed, variable eating routines, such as skipping breakfast and taking meals at unusual times (Sands et al, 2019). Such changes in consumption routines have resulted in the emergence of onthe-go (OTG) food consumption (Jebarajakirthy et al, 2021a(Jebarajakirthy et al, , 2021b. OTG consumption denotes the purchase and immediate consumption of food and beverages while in transit from one place to another (Sands et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Communication strategies: encouraging healthy diets for on-the-go consumption

Jebarajakirthy

Das

Rundle‐Thiele

et al. 2022

JCM

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Purpose Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption. Design/methodology/approach Two scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption. Findings Gain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source. Research limitations/implications The study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings. Practical implications Practically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption. Originality/value This is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption.

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Section: Method Analysis and Findingsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Communication strategies: encouraging healthy diets for on-the-go consumption

Jebarajakirthy

Das

Rundle‐Thiele

et al. 2022

JCM

Self Cite

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“…However, in order to solve these insufficiency and controversy of the SERVQUAL model, some studies have proposed new service quality measurement models or methods, e.g., [11,15,22,[32][33][34][35]. However, these studies ignore that the measurement of service quality is based on the consumer's judgment of consumption values [36,37], and the service quality measurement model or method should be developed based on the viewpoint of consumption values [38,39], so that theoretical and empirical tests can support both conceptualization and universal applicability. Jebarajakirthy, Das [37] pointed the application of the theory of consumption values provides a better assessment model of the customer service satisfaction.…”

Section: Introductionmentioning

confidence: 99%

“…However, these studies ignore that the measurement of service quality is based on the consumer's judgment of consumption values [36,37], and the service quality measurement model or method should be developed based on the viewpoint of consumption values [38,39], so that theoretical and empirical tests can support both conceptualization and universal applicability. Jebarajakirthy, Das [37] pointed the application of the theory of consumption values provides a better assessment model of the customer service satisfaction. Goncalves, Lourenco [40] pointed to evidence suggesting that a multidimensional conceptualization of the theory of consumption values shows more predictive ability on the consumers' values than a one-dimensional approach.…”

Section: Introductionmentioning

confidence: 99%

Developing Universally Applicable Service Quality Assessment Model Based on the Theory of Consumption Values, and Using Fuzzy Linguistic Preference Relations to Empirically Test Three Industries

Hsu

Her²,

Hou

2021

Mathematics

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Service quality is an important factor for a successful company. The SERVQUAL model is widely used. However, it has been controversial over the past 30 years. This research aims to develop a service quality measurement model that can be supported in conceptualization and universal applicability, and uses this model to identify the most important key factors of service quality for three industries. First, based on the theory of consumption values, this study used conceptualization and the modified Delphi method to develop a service quality assessment model—the consumption values-based service quality model (CV-SQ). The CV-SQ model was then used in conjunction with the fuzzy linguistic preference relations (Fuzzy LinPreRa) method to address MCDM problems. The findings suggested that the most important key factors of service quality comprised safety in the aviation companies, innovativeness in the travel agencies, and comfort in the hotels. The CV-SQ model can be supported by theoretical and empirical tests in conceptualization and universal applicability, and has made theoretical contributions to service quality management. The research results have provided practical contributions to the improvement of service quality in the three industries. What is more noteworthy is the weight of epistemic value ranked first and second among the three industries, but it had not been included in any service quality aspect classification schemes during the past three or four decades.

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