Three Essays In Consumer Behavior

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Three Essays In Consumer Behavior

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Author : Yisong Li
language : en
Publisher:
Release Date : 2001

Three Essays In Consumer Behavior written by Yisong Li and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with categories.

Three Essays On Consumer Behavior In Virtual Community

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Author : Yiyan Stella Li
language : en
Publisher: Open Dissertation Press
Release Date : 2017-01-27

Three Essays On Consumer Behavior In Virtual Community written by Yiyan Stella Li and has been published by Open Dissertation Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-27 with categories.

This dissertation, "Three Essays on Consumer Behavior in Virtual Community: EWOM, Online Trust, and Dynamic Impacts on Brand Selection" by Yiyan, Stella, Li, 李藝燕, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: Abstract of thesis entitled Three Essays on Consumer Behavior in Virtual Community: eWOM, Online Trust, and Dynamic Impacts on Brand Selection submitted by Stella Yiyan Li for the degree of Doctor of Philosophy at the University of Hong Kong in June 2007 As increasing numbers of people log into Virtual Communities (VCs) to meet new friends and solve problems, VCs have become an important social phenomenon that attracts research attention from different disciplines. Existing consumer research focuses on the individual motives behind participation in VCs and how brand-based VCs affect consumers' brand loyalty, but neglects the roles of the other important form of VCs, the product-based VCs. Moreover, the dynamic influences remain open to questions. By incorporating social capital theory and emerging theories relevant to VC research, this thesis aims to advance knowledge about the dynamic influences of product-based VCs on consumer behaviour in terms of eWord-of Mouth (eWOM), trust formation, and brand selection. The first study examines eWOM in VCs. WOM is a highly respected form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. By conducting a netnography of beauty product enthusiasts in China in order to understand eWOM, the findings of this iistudy reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. The thesis also proposes a model and offers a set of postulates to guide future research directions. The second study tests the antecedents and consequences of trust formation in VCs. IS research investigates the domains of interpersonal and system trust using streams of research based on different paradigms. Considering the continuous proliferation of VCs, this thesis proposes an integrative model that combines both trust components. Drawing insights from social capital theory, this study extends the research context to a VC sponsored by a commercial portal. Furthermore, it postulates that (1) structured VC contents and members' cognitive and relational motivations are antecedents to both trust components; (2) interpersonal trust is distinct from, and an important driver of, system trust; and (3) both trust components stimulate member online loyalty which enhances value for the sponsoring portal. Tests of the model's hypotheses using an online survey of 899 VC members support propositions in this study and offer both research and managerial implications. The third study examines the dynamic influences of VCs on brand selection. Various studies prove that brand-based VCs strengthen participants' brand loyalty. What remains unclear is how product-based VCs affect consumers' brand selection and how those impacts evolve over time. Using a longitudinal study of 277 members from the same VC, I demonstrate that individual motives (informational and social) and susceptibility to VC normative influence not only enhance consumers' loyalty toward a favourite brand but also increase variety-seeking intentions and consideration set size in iiibrand selection. Informational motives play dominant roles in enhancing variety-seeking intenti

Three Essays On Consumer Behavior And Food Risks

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Author : Yulian Ding
language : en
Publisher:
Release Date : 2010

Three Essays On Consumer Behavior And Food Risks written by Yulian Ding and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Beef categories.

Three Essays On Consumer Behavior In Virtual Community

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Author :
language : en
Publisher:
Release Date : 2007

Three Essays On Consumer Behavior In Virtual Community written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with categories.

Three Essays On Analyzing And Managing Online Consumer Behavior

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Author : Eva Maria Anderl
language : en
Publisher:
Release Date : 2014

Three Essays On Analyzing And Managing Online Consumer Behavior written by Eva Maria Anderl and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.

Three Essays On The Role Of Affect In Consumer Behavior

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Author : Christian J. Wagner
language : en
Publisher:
Release Date : 2016

Three Essays On The Role Of Affect In Consumer Behavior written by Christian J. Wagner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.

Three Essays On Consumer Behavior In The Soviet Union

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Author : Nader Asgary
language : en
Publisher:
Release Date : 1991

Three Essays On Consumer Behavior In The Soviet Union written by Nader Asgary and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Consumer behavior categories.

Three Essays On Emerging Issues In Consumer Behavior

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Author : Sourjo Mukherjee
language : en
Publisher:
Release Date : 2020

Three Essays On Emerging Issues In Consumer Behavior written by Sourjo Mukherjee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.

In line with that call for exploring new developments in marketing, in my dissertation, I study consumer behavior associated with two such recent phenomena brand activism and targeted mobile promotions. The first two essays of my dissertation focuses on brand activism, which concerns the act of companies taking stands on controversial social or political issues. The third essay focuses on the second emerging issue targeted mobile promotions.

Three Essays On Consumer Behavior Under Uncertainty

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Author : Koichi Yonezawa
language : en
Publisher:
Release Date : 2014

Three Essays On Consumer Behavior Under Uncertainty written by Koichi Yonezawa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Consumer behavior categories.

It is well understood that decisions made under uncertainty differ from those made without risk in important and significant ways. Yet, there is very little research into how uncertainty manifests itself in the most ubiquitous of decision-making environments: Consumers' day-to-day decisions over where to shop, and what to buy for their daily grocery needs. Facing a choice between stores that either offer relatively stable "everyday low prices" (EDLP) or variable prices that reflect aggressive promotion strategies (HILO), consumers have to choose stores under price-uncertainty. I find that consumers' attitudes toward risk are critically important in determining store-choice, and that heterogeneity in risk attitudes explains the co-existence of EDLP and HILO stores - an equilibrium that was previously explained in somewhat unsatisfying ways. After choosing a store, consumers face another source of risk. While knowing the quality or taste of established brands, consumers have very little information about new products. Consequently, consumers tend to choose smaller package sizes for new products, which limits their exposure to the risk that the product does not meet their prior expectations. While the observation that consumers purchase small amounts of new products is not new, I show how this practice is fully consistent with optimal purchase decision-making by utility-maximizing consumers. I then use this insight to explain how manufacturers of consumer packaged goods (CPGs) respond to higher production costs. Because consumers base their purchase decisions in part on package size, manufacturers can use package size as a competitive tool in order to raise margins in the face of higher production costs. While others have argued that manufacturers reduce package sizes as a means of raising unit-prices (prices per unit of volume) in a hidden way, I show that the more important effect is a competitive one: Changes in package size can soften price competition, so manufacturers need not rely on fooling consumers in order to pass-through cost increases through changes in package size. The broader implications of consumer behavior under risk are dramatic. First, risk perceptions affect consumers' store choice and product choice patterns in ways that can be exploited by both retailers and manufacturers. Second, strategic considerations prevent manufacturers from manipulating package size in ways that seem designed to trick consumers. Third, many services are also offered as packages, and also involve uncertainty, so the effects identified here are likely to be pervasive throughout the consumer economy.

Three Essays On Revealed Preference And Its Application To Consumer Behavior

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Author : Vicki Inger Knoblauch
language : en
Publisher:
Release Date : 1991

Three Essays On Revealed Preference And Its Application To Consumer Behavior written by Vicki Inger Knoblauch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Consumer behavior categories.