In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Branded content marketing serves as an ongoing conversation between brands and consumers Creating value-rich information that breaks through the noise and that can accelerate brand building has be

Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty

The purpose of this paper is to apply the concept of consumer innovativeness to the robotic restaurants field.,A research model including 13 hypotheses is examined using a sample of 409 subjects gathered.,The results indicate that four underlying dimensions of consumer innovativeness have a positive effect on overall image, which, in turn, increases desire. In addition, desire aids to enhance the two dimensions of behavior intentions.,Robotic restaurant managers are required to focus more on quality experience-seeking, hedonic experience-seeking, venturesomeness and social distinctiveness using automated systems, which aid to enhance the image of robotic restaurants.,Consumer innovativeness is regarded as a significant concept in the domain of a novel technology-based product and service, but it has not been explored in the restaurant context. Thus, this study tried to apply consumer innovativeness to the robotic restaurant industry for the first time and explained how to form consumer behavioral intentions based on the concept.

Application of consumer innovativeness to the context of robotic restaurants

Long-term customer retention in the upscale restaurant industry requires successful management of postconsumption service evaluations. The purpose of this research is to identify drivers of price fairness and postconsumption behavioral intentions within the context of upscale/fine dining restaurant patronage. Specifically, this study identifies the dual roles of consumer innovation and restaurant image as drivers of price fairness and behavioral intentions. Based on a review of the literature, a construct nomology was proposed. The model was then tested using data collected from a sample of upscale restaurant patrons residing in the United States. Results of a structural equation analysis suggest, for innovative consumers, the perception that a restaurant is likewise innovative results in increased perceptions of price fairness and positive postconsumption behavioral intention. Innovative customers, grateful to the restaurant for having their needs for novelty satisfied, were more likely to perceive price...

Examining the Impact of Consumer Innovativeness and Innovative Restaurant Image in Upscale Restaurants

Diverse values of fashion rental service and contamination concern of consumers

This study proposed wardrobe utilization as a means of explaining consumer clothing use behaviour, and aimed to explore its relationship with other antecedent variables We posit that use innovativeness functions as an antecedent of wardrobe utilization within a model comprised of fashion-related variables, such as fashion innovativeness and fashion involvement An empirical study was conducted to test this relationship with 211 adult women between the ages of 20 and 40 years In order to calculate wardrobe utilization, the number of clothing items worn by each respondent was divided by the total number of clothes that the respective respondent owns The findings of this study revealed a measureable effect of use innovativeness on wardrobe utilization and apparel purchase behaviour In addition, fashion innovativeness and fashion involvement was shown to affect use innovativeness; however, the two variables did not have a significant impact on influencing wardrobe utilization These results showed that use innovativeness plays a role of the full mediator variable in the path from fashion involvement and fashion innovativeness to wardrobe utilization These also indicated that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes Finally, the impact of purchase behaviour on wardrobe utilization was dismissed, as purchase behaviour and use behaviour were found to be clearly distinguished from one another Clothing utilization is related to the life cycle of clothes including their purchase, usage and disposal And in better understanding clothing utilization, the needless waste of clothing would be reduced and would encourage better management of clothes after their purchase In the context of the product life cycle, this study of clothing use behaviour can assist in building a more sustainable environment for the textile and fashion industry

So Yun Sim

Papers

The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe