行銷硏究 : Marketing research

Evaluating Model Fit

Shared decision-making is increasingly advocated as an ideal model of treatment decision-making in the medical encounter. To date, the concept has been rather poorly and loosely defined. This paper attempts to provide greater conceptual clarity about shared treatment decision-making, identify some key characteristics of this model, and discuss measurement issues. The particular decision-making context that we focus on is potentially life threatening illnesses, where there are important decisions to be made at key points in the disease process, and several treatment options exist with different possible outcomes and substantial uncertainty. We suggest as key characteristics of shared decision-making (1) that at least two participants-physician and patient be involved; (2) that both parties share information; (3) that both parties take steps to build a consensus about the preferred treatment; and (4) that an agreement is reached on the treatment to implement. Some challenges to measuring shared decision-making are discussed as well as potential benefits of a shared decision-making model for both physicians and patients.

Shared Decision-making in the Medical Encounter: What Does It Mean? (Or, It Takes at Least Two to Tango)

Measuring pro-environmental behavior: Review and recommendations

This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998–2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing’s relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.

Sustainability marketing research: past, present and future

Ethically Minded Consumer Behavior:Scale Review, Development, and Validation

Background: The eHealth Literacy Scale (eHEALS) is one of only a few available measurement scales to assess eHealth literacy. Perhaps due to the relative paucity of such measures and the rising importance of eHealth literacy, the eHEALS is increasingly a choice for inclusion in a range of studies across different groups, cultures, and nations. However, despite its growing popularity, questions have been raised over its theoretical foundations, and the factorial validity and multigroup measurement properties of the scale are yet to be investigated fully. Objective: The objective of our study was to examine the factorial validity and measurement invariance of the eHEALS among baby boomers (born between 1946 and 1964) in the United States, United Kingdom, and New Zealand who had used the Internet to search for health information in the last 6 months. Methods: Online questionnaires collected data from a random sample of baby boomers from the 3 countries of interest. The theoretical underpinning to eHEALS comprises social cognitive theory and self-efficacy theory. Close scrutiny of eHEALS with analysis of these theories suggests a 3-factor structure to be worth investigating, which has never before been explored. Structural equation modeling tested a 3-factor structure based on the theoretical underpinning to eHEALS and investigated multinational measurement invariance of the eHEALS. Results: We collected responses (N=996) to the questionnaires using random samples from the 3 countries. Results suggest that the eHEALS comprises a 3-factor structure with a measurement model that falls within all relevant fit indices (root mean square error of approximation, RMSEA=.041, comparative fit index, CFI=.986). Additionally, the scale demonstrates metric invariance (RMSEA=.040, CFI=.984, ΔCFI=.002) and even scalar invariance (RMSEA=.042, CFI=.978, ΔCFI=.008). Conclusions: To our knowledge, this is the first study to demonstrate multigroup factorial equivalence of the eHEALS, and did so based on data from 3 diverse nations and random samples drawn from an increasingly important cohort. The results give increased confidence to researchers using the scale in a range of eHealth assessment applications from primary care to health promotions. [J Med Internet Res 2017;19(2):e53]

Exploring the Measurement Properties of the eHealth Literacy Scale (eHEALS) Among Baby Boomers: A Multinational Test of Measurement Invariance.

Purpose – The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age. Design/methodology/approach – Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale. Findings – Two distinct segments are identified, providing support for a young-at-heart consumer culture in all nations in the study. Results also find cognitive age to exhibit partial measurement invariance, which is expected given the disparate nations under study. Research limitations/implications – This research contributes to cross-cultural global age research which is still in an early pioneering stage. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct interna...

Baby Boomers of different nations: Identifying horizontal international segments based on self-perceived age

Purpose – The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilizing variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature.Design/methodology/approach – A self-complete questionnaire was administered to an age-based quota sample of 650 older consumers (aged 50-79) in the UK. Using the age and consumer behaviour variables, cluster analysis was performed. The clusters were then profiled using ANOVA, Kruskal-Wallis and x2 techniques, using those variables not included in the initial analysis.Findings – The results confirmed that the older consumer market is not homogeneous. Rather, five distinct segments emerged which differ considerably from one another on a range of variables, including consumer behaviours.Practical implications – The model has practical implications for targeting older consumers, and the paper provides guidelines on how to reach the different segments.Originality/value – The paper, the result of the largest known empirical study into older consumers in the UK, provides a comprehensive segmentation model that overcomes many of the limitations of previous segmentation studies pertaining to older adults. It also fills a research gap noted by several previous researchers in that a variety of different types of age are utilized.

A Multivariate Segmentation Model of Senior Consumers

This paper presents the results of a cross-national study into the ecologically conscious consumer behaviour of senior consumers (aged 50 , mean age 64 years) in the UK, Germany, Japan, and Hungary. Using a survey, the study (n=1275) utilizes a modified version of the Ecologically Conscious Consumer Behaviour Scale, in addition to a battery of variables to measure wider ethical purchasing behaviour and sociodemographic characteristics. Findings suggest that there are segments of older consumers in all countries under study who demonstrate ecologically conscious consumer behaviour, and at the same time there are segments that do not. These segments cannot be identified by sociodemographic variables, but do differ in their wider ethical purchasing behaviour. The study is the first of its kind to measure actual ecologically conscious consumer behaviour in the senior market across different nations.

Lynn Sudbury-Riley

Papers

Ethically Minded Consumer Behavior:Scale Review, Development, and Validation

Exploring the Measurement Properties of the eHealth Literacy Scale (eHEALS) Among Baby Boomers: A Multinational Test of Measurement Invariance.

Baby Boomers of different nations: Identifying horizontal international segments based on self-perceived age

A Multivariate Segmentation Model of Senior Consumers

A Cross-Cultural Analysis of Pro-Environmental Consumer Behaviour Among Seniors