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Psychographic

About: Psychographic is a research topic. Over the lifetime, 1307 publications have been published within this topic receiving 39696 citations.


Papers
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Journal ArticleDOI
TL;DR: In this article, the authors provide the first quantitative demonstration of the promising effect and relative importance of psychographic segmentation in predicting users' online purchasing preferences across different product categories in e-commerce by using a data-driven approach.
Abstract: Big consumer data promises to be a game changer in applied and empirical marketing research. However, investigations of how big data helps inform consumers’ psychological aspects have, thus far, only received scant attention. Psychographics has been shown to be a valuable market segmentation path in understanding consumer preferences. Although in the context of e-commerce, as a component of psychographic segmentation, personality has been proven to be effective for prediction of e-commerce user preferences, it still remains unclear whether psychographic segmentation is practically influential in understanding user preferences across different product categories. To the best of our knowledge, we provide the first quantitative demonstration of the promising effect and relative importance of psychographic segmentation in predicting users’ online purchasing preferences across different product categories in e-commerce by using a data-driven approach. We first construct two online psychographic lexicons that include the Big Five Factor (BFF) personality traits and Schwartz Value Survey (SVS) using natural language processing (NLP) methods that are based on behavior measurements of users’ word use. We then incorporate the lexicons in a deep neural network (DNN)-based recommender system to predict users’ online purchasing preferences considering the new progress in segmentation-based user preference prediction methods. Overall, segmenting consumers into heterogeneous groups surprisingly does not demonstrate a significant improvement in understanding consumer preferences. Psychographic variables (both BFF and SVS) significantly improve the explanatory power of e-consumer preferences, whereas the improvement in prediction power is not significant. The SVS tends to outperform BFF segmentation, except for some product categories. Additionally, the DNN significantly outperforms previous methods. An e-commerce-oriented SVS measurement and segmentation approach that integrates both BFF and the SVS is recommended. The strong empirical evidence provides both practical guidance for e-commerce product development, marketing and recommendations, and a methodological reference for big data-driven marketing research.

20 citations

Journal ArticleDOI
TL;DR: This article examined to what extent emerging market multinational corporations (EMNCs) from China and India will be perceived as less attractive employers than their developed nation counterparts due to a perceived liability of origin bias.
Abstract: Purpose – Upon entering developed markets, emerging market multinational corporations (EMNCs) from China and India must compete with both host companies and other developed nation MNCs to attract and recruit necessary local talent. The purpose of this paper is to examine to what extent EMNC firms will be perceived as less attractive employers than their developed nation counterparts due to a perceived liability of origin bias. Major demographic and psychographic factors that may affect this bias will also be identified. Design/methodology/approach – Seven hypotheses were tested on a total of 626 German, French and American respondents. Participants were randomly presented identical job descriptions from four hypothetical MNCs (American, European, Indian and Chinese) and were asked to evaluate the perceived attractiveness of working for, as well as their intent to pursue employment with, the offering firm. Findings – Using hierarchical linear regression testing, combined with analysis of variance testing, ...

20 citations

Journal ArticleDOI
TL;DR: Wang et al. as mentioned in this paper investigated those variables that would provide a fuller description as well as a segmentation of the views of Chinese senior leisure travelers from the People's Republic of China and found that Chinese seniors comprise a collection of submarkets based on travel frequency, each with its own characteristics with respect to demographic variables, reasons or motivations for leisure travel, attitudes toward leisure travel attitudes, criteria used to select a travel destination, and the use of the Internet in their travel behavior.
Abstract: This study was designed to investigate those variables that would provide a fuller description as well as a segmentation of the views of Chinese senior leisure travelers from the People's Republic of China. The empirical data of this study suggest that Chinese seniors comprise a collection of submarkets based on travel frequency, each with its own characteristics with respect to demographic variables, reasons or motivations for leisure travel, attitudes toward leisure travel, perceived barriers preventing them from taking leisure trips, activities they do during a leisure trip, criteria used to select a travel destination, and the use of the Internet in their travel behavior. The findings of this study provide a foundation for a variety of marketing strategies aimed at the market for Chinese senior leisure travel as well as for cross-cultural comparisons. This study thus makes significant contributions to senior tourism by extending our understanding of senior travel behavior in an important, emerging mar...

20 citations

Journal Article
TL;DR: This paper found that positive word of mouth intention is influenced by psychographic characteristics, such as high collectivism, high uncertainty avoidance, and high power distance in Generation Y's positive WOW intention.
Abstract: The specific question that this paper seeks to answer is: do psychographic culturally-anchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y's positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni.

20 citations

Journal ArticleDOI
TL;DR: In this paper, the authors identify which factors determine (German) retail banking customers' intention to adopt a new remuneration system for financial advice, which is a pay-per-use advisory model that supersedes existing commission-based advisory approaches.
Abstract: Purpose – The paper aims to identify which factors determine (German) retail banking customers' intention to adopt a new remuneration system for financial advice. The new system is a pay‐per‐use advisory model that supersedes existing commission‐based advisory approaches.Design/methodology/approach – The paper develops and tests a comprehensive conceptual framework that includes perceived innovation characteristics, relationship quality, and socio‐demographic and psychographic variables to explain adoption intentions of the new remuneration system. The data come from a survey among clients of a large German retail bank.Findings – Perceived innovation characteristics (i.e. relative advantage) largely determine the intention to adopt the fee‐based advisory model. Consumer and relationship quality variables do not directly impact adoption intentions, but have an indirect effect through influencing perceived innovation characteristics and moderating their relative importance. Relationship quality indicators, ...

20 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202350
2022121
202156
202049
201960
201866