This study investigates the relationship between B&B customers’ perceived service quality, satisfaction and repurchase intention. Based on literature review, the customers and managers of selected B&Bs in some Chinese provinces were interviewed for additional sub-dimension possibility for the SERVPERF model and a service recovery sub-dimension was thus added. A questionnaire consisting of 40 questions were designed, using a fivepoint Likert-type scale ranging from “1” reflecting "strongly disagree" to “5” "strongly agree". This study collected data via an online survey platform “WJX” from experienced Chinese B&B customers’ who had staying in a B&B at least once in a B&B in China one year prior to data collection. A pilot test was conducted and some of the question items were slightly amended for easier understanding. In March 2017, the main survey was conducted and 356 questionnaires were received. This study contributes to the body of knowledge in two folds. It not only unveils customers’ perceived service quality in a rapidly developing B&B industry in China but also offers B&B owners/managers insights on how to better engage their customers in enhancing their satisfaction and ultimately repurchase intention. Some conclusions can be drawn from this study. First, the B&Bs in China should pay attention to improving customers’ perceived service quality by optimizing their marketing network and channels to facilitate better internal exchange among B&B owners/managers. Second, it is advisable to strengthen the training of service providers in instilling the importance of service recovery and to actively communicate with the in-house guests to enhance customer satisfaction. Third, the B&Bs should offer quality service to not only improve customer satisfaction as a whole but also enhance customers’ willingness to return. Lastly, the B&Bs should bring local characteristics of "people" into play, relying on local products and service resources, deepening the cultural connotation of the B&B.

This study addresses the boycott spillover phenomenon in the context of linked regions/countries. The study evaluates the extent to which new labelling initiatives would lead to boycott expansion to linked regions. The study results provide evidence to the spillover effects and highlight the role played by various factors.

The main purpose of this research is to explore the effects of usage frequency on the intention to reuse membership service while having perceived value play a role as a mediator. Usage frequency of membership services can affect consumers' fairness judgment. The more opportunities consumers have to perceive the fairness of a service, the more likely it is that they will choose to receive the identical service from the same provider in the future, since they form a positive attitude toward the service. In addition, the perceived value of the consumer can lead to the reuse of the service because it gives satisfaction to the consumer. Another objective of this research is to examine the moderating effect of regret and guilt on the relationship between perceived value and the intention to reuse membership service. Consistent with regret literature, if consumers perceive a consumption value that is smaller than the initially expected consumption value when using a membership service, they will regret the use of the service. Further, negative emotion such as regret often lead to negative attitudes and behaviors of consumers. Thus, as consumers feel regret, their willingness to use the membership service will continue to decrease. On the other hand, consumers experience guilt when they benefit from an unfair process (Krehbiel and Cropanzano, 2000). Similarly, when consumers judge that they have exceeded the usage frequency of membership service based on social norms or ethical principles of individuals, they will perceive unfairness. Consumers may try to offset their negative emotion by continuing to use identical membership services even after the end of the contract period as compensation for their guilty feelings. Thus, as consumers feel guilt, their willingness to use the membership service will continue to increase. This study proposes practical implications that a firm operating a membership service program can encourage a positive response of consumers in their service process by theoretically identifying the intrinsic process related to consumers' intention to reuse the service.

Introduction With environmental concern becoming a growing area for both the marketing academy and society, there is an increasing trend for consumers, governments, and society to deem environmental behaviours as both necessary, and desirable (Olsen, Slotegraaf, & Chandukala, 2014). There is a growing awareness around the negative impacts of human consumption developing amongst consumers and gaining greater focus in the media (Prothero, McDonagh, & Dobscha, 2010). However, despite the positive intentions surrounding the consumption of “green goods”, hitherto referred to as sustainable goods, a well-established gap exists between intention and behaviour (e.g., Carrington, Neville, & Whitwell, 2010; Hassan, Shiu, & Shaw, 2016). For example the United Nations Environment Program (2005) established that despite 40% of survey respondents indicating a willingness to purchase sustainable goods, only 4% did so. One lens through which the intention-behaviour gap can be viewed is the idea of the self. Individual identity has long been suggested as a driver of purchasing decisions (Grubb & Grathwohl, 1967). A consumer‟s aim to act both in accordance with their own identity, as well as how they see themselves in the context of society has been suggested to enhance purchasing (e.g., Graeff, 1996; Markus & Kitayama, 1991; Onkvisit & Shaw, 1987). This research seeks to use this idea of self, in the form of Self-Construal (SC), and Image- Congruence (IC), to enhance Purchase Intention (PI) towards sustainable goods. A contribution is sought by using consumers‟ sense of self to better understand the intention-behaviour gap. The proposed contribution benefits the marketing academy (furthering the understanding of consumer purchase intentions and behaviour), marketing practitioners (seeking to encourage behaviour change), and government policy makers (by furthering an understanding of possible nudges to influence behaviour). This research defines „sustainable goods‟, as characterising products with lower environmental impacts, including biodegradable, recycled, low energy, or reduced packaging (Costa Pinto, Herter, Rossi, & Borges, 2014). Sustainable goods have been suggested to present a perceived trade off to consumers, both in literature and the popular press (e.g., Consumer, n.d.-a, n.d.-b; Kaufman, 2014). Kaufman (2014) suggests that sustainable alternatives often carry a price premium, as well as a stigma of lower quality. An example of the trade off as presented in the popular press is through product testing by Consumer New Zealand, suggesting that household items such as eco-friendly (sustainable) laundry detergent come with a price premium, a reduction in efficacy, or both (Consumer, n.d.-a, n.d.-b). Therefore, this research hypothesises that sustainable goods may be perceived as an inferior (either by price or efficacy) product and thus consumers will perceive a trade off in their purchasing decision. This trade off can be summarised as; higher priced or less effective goods, in order to make an environmental contribution (e.g., reduced landfill, cleaner water). As such, it is argued consumers will be more willing to make this trade off where they are able to portray aspects of the self through the decision making process. Conceptual Model The aim of this study is: To investigate the impact of self-construal, and imagecongruence on consumers‟ purchase intention towards sustainable goods. In order to achieve the aim of this research, the following hypotheses are presented: H1a: The more interdependent an individual‟s self-construal, the higher their purchase intention towards sustainable goods. H1b: The more independent an individual‟s self-construal, the lower their purchase intention towards sustainable goods. H2: The greater the image-congruence towards sustainable goods, the higher the purchase intention towards sustainable goods. To illustrate the hypotheses the following conceptual model has been proposed: Studies of self-construal (SC) have demonstrated that individuals fall into two categories, independent and interdependent SC (Markus & Kitayama, 1991). Individuals with independent SC emphasise being unique and expressing their self and promoting their individual goals (Arnocky, Stroink, & DeCicco, 2007); conversely those with interdependent SC define their sense of self largely on relationships and a sense of harmony with others (Markus & Kitayama, 1991). Therefore, interdependent selfconstrual may drive purchasing activity of socially desirable goods. The alignment of products to a consumer‟s self-concept has long been considered a predictor of purchasing behaviour (Grubb & Grathwohl, 1967). The alignment between a product and the self-concept of a consumer is known as image-congruence and leads to an increased likelihood of purchase (Graeff, 1996; Onkvisit & Shaw, 1987). Conversely, where a product is not congruent with an individual‟s image the likelihood of purchase is reduced (Graeff, 1996; Onkvisit & Shaw, 1987). Purchase intention (PI) as used in this research is defined as a consumers‟ plan to purchase sustainable goods, meeting the criteria outlined previously, in the near future. The Brand Loyalty Intentions scale has been adapted for use in measuring PI (Algesheimer, Dholakia, & Herrmann, 2005), with the addition of a time definite item, „I will purchase sustainable products within the next six months”. SC is expected to impact PI as interdependent and independent people behave differently. Those with an interdependent SC behave in line with the expectations of society (Ybarra & Trafimow, 1998). Protection of the environment is seen as desirable behaviour by society (Olsen et al., 2014), thus leading to those with an interdependent SC consuming in line with this expectation. Conversely, individuals with independent SC are more likely to prioritise their individual benefits and are thus more likely to prioritise the lower price, or increased efficacy of non-sustainable products. IC is expected to impact PI as those whose self-concept is connected to the environment and sustainable goods, are expected to have an intent to purchase in line with their selfimage (Graeff, 1996; Onkvisit & Shaw, 1987). As such, individuals with image congruence to sustainable goods will be more willing to accept a trade off in order to consume in line with their own self-concept. Method Two phases of data collection were conducted to test the proposed model. An initial pretest, followed by a larger sample. A pre-test consisting of 258 participants was recruited through a Qualtrics research panel. Of the 258 participants, 15 were denied entry to the survey for being under 18 and 39 participants were deleted for non-completion of the survey. A final sample size of 204 participants (103 Male, 101 Female, mean age range 30-34) was collected. Reliability analysis was used to determine the internal reliability of the scales used to measure the model. Reliability analysis was performed to ensure the adequacy and reliability of scales; a regression analysis was further performed to determine model fit as well as the strength and direction of variable relationships (Field, 2013). The second phase of data collection consisted of 554 participants, recruited through a Qualtrics research panel. Of the 554 participants, 24 were denied entry to the survey for being under 18 and 98 participants were deleted for non-completion of the survey. A final sample size of 432 participants (226 Male, 206 Female, mean age range 35-39) was collected. Reliability analysis was again performed to ensure the adequacy and reliability of scales; further regression analysis was performed to determine model fit as well as the strength and direction of variable relationships (Field, 2013), discussion and conclusions were drawn from this second phase of data collection. Results Phase 1: Pre-Test The three variables in the model were measured using three established scales, one of these scales consists of two sub-scales, for a total of four analysed scales. All reported acceptable reliability (Cronbach's α > .70). Self-construal – interdependent (α = .854), self-construal – independent (α = .837), image-congruence (α = .913), and purchase intention (α = .899) A regression analysis was used to determine the strength and direction of the variable relationships. The overall model fit was R2 = .434. H1a was supported (β = .284, p = .004), as was H2 (β = .449, p < .001). H1b demonstrated a significant relationship (β = .231, p = .025), however, contrary to H1b, the relationship was positive, albeit to a lesser extent than in H1a. Phase 2: Final Data Collection As in phase 1, all scales used reported acceptable reliability (Cronbach's α > .70); selfconstrual – interdependent (α = .871), self-construal – independent (α = .867), imagecongruence (α = .920), and purchase intention (α = .900). As in the pre-test a regression analysis was used to test the stated hypotheses. The overall model fit was R2 = .478. H1a was supported (β = .284, p < .001), as was H2 (β = .546, p < .001). H1b demonstrated a significant relationship (β = .206, p = .05), again however, contrary to H1b, the relationship was positive, albeit to a lesser extent than in H1a. Discussion and Conclusion Two phases of data collection both yielded similar results in support of H1a, H1b and H2. H1a and H2 were supported, H1b in both phases of data collection and analysis yielded significant results, but not in line with the predicted direction of the relationship. H2 was fully supported with image-congruence found to be the strongest predictor of purchase intention (p < .001, β = .546). H1a was similarly fully supported with self-construal – interdependent found to be the second strongest predictor of purchase intention (β = .284, p < .001). The strength and direction of the H1a relationship suggests that individuals who see themselves as part of a broader society may be more inclined to purchase in a manner beneficial to this society. H1b yielded a significant relationship (β = .206, p = .05), however, as a positive predictor of purchase intention, the relationship was the opposite of that hypothesised. As the third strongest predictor, the relationship between self-construal – independent and purchase intention, suggests that strong focus on the self, independently of others, does not necessarily lead to a less „pro-social‟ purchasing pattern. By positing the strength of image-congruence as a driving factor in consumer‟s purchasing decisions towards green products, this research enhances the academy‟s understanding of „pro-social‟ purchasing. The understanding of the impact of selfconstrual on „pro-social behaviour is also enhanced. Hypotheses derived in line with extant literature suggest that those with an independent self-construal would be less likely to purchase „pro-social‟ goods where there is a perceived detriment to the individual (e.g. in the case of a trade-off). However, this research suggests that those with an independent self-construal may still desire „pro-social‟ products, just to a lesser degree than those with an interdependent self-construal. Thus, findings from this research suggest that independence and interdependence may act as moderators or mediators to other variables. For practitioners it is important to understand the types of psychological appeals that can be made in marketing materials. Future Research Future research around image-congruence, self-construal and purchase intention should examine the relationship between these and the possibility of mediation or moderation in the model. Despite strong support in the literature an independent SC also acted as a strong predictor of sustainable goods purchase intention therefore, further analysis to explore the possibility of independent self-construal acting as a mediator or moderator should be conducted.

This research investigates the negative consequences of offering preferential treatment to consumers. We demonstrate that offering preferential treatment builds up consumers’ feelings of entitlement, which increases consumers’ intention to retaliate against the firm when such treatment is terminated. This effect, which generalizes across a variety of shopping contexts and types of preferential treatment, is shown to be moderated by some specific features of the offer: repetitiveness, regularity, and value. Finally, we explore the relationship between consumer entitlement and consumer gratitude. Specifically, we find that boosting feelings of gratitude by reminding consumers that other firms do not offer similar preferential treatment to their customers attenuates the effect of consumer entitlement on consumer retaliation intention. Taken together, our findings provide actionable insights on how to design preferential treatment that will not backfire.

This paper selects Xi'an and Suzhou as the research objects, uses the methods of questionnaire and situational simulated method to discuss the impact of tourists' perceived destination image and self-concept congruity on intention to visit, and the moderating effect of self-construal (independent / interdependent). The Study I found the following results: the tourists' perceived destination image and self-concept congruity as well as the self-concept congruity dimensions (actual self-concept congruity, ideal self-concept congruity, social self-concept congruity, ideal social self-concept congruity) have a significant positive effect on intention to visit; the impact of ideal self-concept congruity is greater than that of actual self-concept congruity; the impact of ideal social self-concept congruity is greater than that of social self-concept congruity; and the ideal self-concept congruity has strongest impact on intention to visit. The Study II found out that: self-construal has moderating effect on this impact; the higher the actual self-concept congruity perceived by the tourists of independent self-construal, the greater the intention to visit; the higher the social self-concept congruity perceived by the tourists of interdependent self-construal, the greater the intention to visit. The research conclusion has certain reference value for building of tourism destination image, understanding of the tourism decision-making of the tourists and formulation and implementation of marketing strategies of relevant departments and enterprises.

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

Fast fashion brands gain their competitive advantages through launching new products to the market quickly in order to adapt to consumer’s rapidly changing preferences. Despite of these advantages, the fast fashion business model, in which accelerated process of product design, production, and launch is implemented, inevitably generates ethically controversial issues in fashion industry, such as intensifying environmental pollution during the production process, exploiting designers and workers, or excessively wasting resources. One possible solution to these problems might lie in reducing demand towards fast fashion products. Thus, this present study intends to explore potential means to reduce demand. It will begin with a review of literature regarding ethical concerns raised by fast fashion business model, consumers’ views towards buying fast fashion products and these concerns, and existing methods employed to reduce harm derived from fast fashion brands. Content analysis of articles and online posts addressing fashion and ethics related topics will also be conducted to collect first-hand information regarding these aspects. As a result, potential strategies or practices aiming at solving problems generated by unethical fast fashion business practices could be discovered and derived. Findings of this study are expected to provide more organized thoughts regarding ethical issues associated with fast fashion business model and how these issues concern the industry and consumers. Specifically, results of the preliminary examination will help us understand how general public and consumers perceive fast fashion business models and brands, their business practices, ethical concerns associated with these practices, and their proposed solutions. It is expected that consumers might be more willing to reduce unnecessary purchases of fashion goods if they are more aware of unethical business practices generated by practicing fast fashion business model. These results are expected to offer insights into potential strategies that (1) can be employed by policy makers to reduce waste and promote green consumption, (2) help raise consumers’ awareness regarding the negative impact of fast fashion business model, and (3) assist to return to a healthier fashion industry.

By carrying out experimental research, the authors aim to explore the influence of animosity on tourists’ travel intention. Although animosity is proven to have a direct negative impact on consumer’s purchase intention in many other product categories in the consumer marketing domain (Moufakkir, 2014), little has been investigated into its impact on tourists’ behavioural intention within the tourism context. It is a first study in tourism using experiment method to examine the relationship between Chinese tourists’ animosity triggered by different scenarios and their outbound travel intention. By analysing and comparing types of animosity and price promotion, the research contributes to the existing literature in both consumer behaviour and tourism via better understanding the impact of attitude (animosity) on behaviour (travel intention) and the relative marketing application (price promotions). This study has discovered that although animosity triggered by unexpected incidents and political disputes will lead to significant decrease in travel intention, even deep price cut cannot reverse the unwillingness to travel to those destinations when animosity exists. This research is particularly important for countries/regions that are seeing an increasing number of Chinese tourists and investing heavily to provide tailored products and services to this target market, negative feelings, particularly animosity should be taken into consideration when developing tourism strategies (Richter, 1983).

Virtual reality refers to an immersive computer-generated, interactive, 3D environment that offers media richness and interactivity. VR provides high media richness verified by the sensory depth and breadth of an interface. The purpose of this study is to investigate the relationships among mindsets, VR experience, perceived interactivity, attitude and purchase. This study clarifies the concept of VR experience and enlightened the relationship between VR experience, perceived interactivity, attitude and purchase intention. The study clarifies technology-driven experience, especially VR experience that can be differentiated from direct and indirect experience. The study can be a starting point to identifying how new technology boosts experiences by reflecting types of VR experience including spatial experience, presence experience, sensory experience and behavioral experience .

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products’ upcycled nature.

Currently, dramatic change had led to the growth of the distribution environment and the retailer’s distribution channel. This change had shifted the ‘single channel’ to ‘multi channel’, and from ‘cross channel’ to ‘omni channel’. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers’ perceived risk as well as consumers’ perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel’s instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel’s instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

본 논문은 비디오 게임 캐릭터의 마음귀인에 관한 실증적 연구이다. 최근 커뮤니케이션과 심리학 연구에 따르면 사람들은 사람의 특성을 사람이 아닌 사물에 귀인하는 성향이 있고, 사람이 아닌 존재를 사람으로 생각하는 의인화의 경향이 있다고 한다. 이러한 성향은 가상 존재에 대한 지식이 깊지 않을 때 더욱 강하게 관찰되는데, 대상에 대한 지식이 충분하지 않을 때 손쉽게 적용 할 수 있는 사람에 관한 지식을 활용하여 대상의 속성을 판단하기 때문이다. 이 같은 이론화를 바탕으로 본 연구에서는 비디오 게임의 경험과 게임 캐릭터의 마음 귀인의 관계를 분석하였고, 마음 귀인이 게임 캐릭터의 선호에 어떤 영향을 미치는지 분석하였다. 온라 인 설문 결과 게임을 오래 한 응답자일수록 캐릭터에 대한 마음 귀인 성향이 낮아지는 것을 발견했고, 이 같은 관계는 남성 응답자에게서 더욱 강하게 관찰되었다. 또한 마음 귀인을 강하게 한 응답자일수록 캐릭터에 대한 강한 선호를 갖고 있음을 알 수 있었다.

The home meal replacement (HMR) food industry began in 1980, and it has grown rapidly as a major food business for both consumers and the food industry since the development of industrialization and societal changes. Many researchers investigated a variety of HMR food product characteristics. On the other hand, previous studies have focused only on topics in limited study areas. Therefore, this study examined the effect of color marketing and the value of experience on the consumer behaviors. This study used a survey to collect the respondents' opinions about HMR food products. The study results showed that the characteristics of color marketing and the experience value of the HMR products influenced the consumers' attitudes. Moreover, consumers' attitudes affected their repurchase behavior. The results suggest that marketers of HMR food products should use colors that show the characteristics of products to appeal to consumers. In addition, HMR products should be developed in line with what consumers value the most; for example, consumers value their previous experience with the products and the characteristics of the products.

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

본 연구의 목적은 초등교사의 VR(가상현실)과 AR(증강현실)에 대한 사용의도를 확장된 통합기술수용 모형을 활용하여 분석하는데 있다. 연구목적의 달성을 위해 전국의 초등교사 211명을 대상으로 VR과 AR의 교육적 사용의도에 대한 설문을 진행하였고, 그 결과를 위계적 회귀분석을 통해 분석하였다. 본 연구에 활용된 요인은 통합기술수용모형(UTAUT)의 4개(성과기대, 노력기대, 사회적 영향, 촉진조건), 확장된 통합기술수용모형(UTAUT2)의 2개(쾌락적 동기, 비용가치), 그리고 기타 1개(지각된 위험)의 총 7개이다. 분석결과, UTAUT 요인 기반의 ‘모형2’ 에서 초등교사의 VR과 AR의 사용의도에 긍정적 영향을 미친 요인은 ‘성과기대’, ‘사회적 영향’, ‘노력기대’ 순으로 이었으며, UTAUT2 요인 기반의 ‘모형3’에서 교사의 사용의도에 정적 영향을 미친 요인은 ‘비용가치’, ‘사회적 영향’, ‘쾌락적 동기’, ‘성과기대’ 순 이었다. 본 연구의 7개 변인이 모두 투입된 최종 모형에서는 초등교사의 VR과 AR의 사용의도에 영향을 미친 요인은 ‘비용가치’, ‘쾌락적 동기’, ‘사회적 영향’, ‘성과기대’, ‘지각된 위험’ 순 이었으며, 이 때 ‘지각된 위험’은 초등교사의 VR과 AR의 사용의도에 부적 영향을 미쳤다. 본 설문에 참여한 초등교사의 과반 수 이상은 VR과 AR을 교육적으로 활용하는 것에 대하여 긍정적인 응답반응을 보였다. 때문에 VR과 AR을 미래교육의 한 방법으로써 고려하되, 교육목표를 효과적으로 달성할 수 있는 방향으로 도입될 수 있도록 추가적인 교육적 연구가 적극 필요하다.

체육전공 대학생이 인식한 지도자의 매력성이 운동열정 및 운동지속의도에 미치는 영향을 알아보기 위해 총 320부의 설문지를 배포 후 회수하였고 회수된 설문지의 응답내용이 부실하거나 신뢰성이 없다고 판단되는 자료 13부를 제외하고 최종 307부를 SPSS 18.0 Ver. 통계프로그램을 이용하여 탐색적 요인 분석, 상관관계분석, 중다회귀분석을 실시하였다. 이와 같은 방법 및 절차를 통해 얻어진 결론은 다음과 같다. 첫째, 지도자 매력성은 운동열정에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 지도자 매력성 운동지속의도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 운동열정은 운동지속의 도에 통계적으로 유의한 영향을 미치는 것으로 나타났다.

The purpose of this study was to investigate the structural relationship between environmental factors, personal factors, ease of use, usefulness and behavioral intention of delivery application by applying the extended Technology Acceptance Model (TAM). An online survey was conducted based on a self-administered questionnaire to a selected sample who had an experience of using delivery application at least once. The survey was conducted in September, 2017. The data obtained was analyzed using SPSS 24.0 for windows and AMOS 24.0. The findings of the study showed that among environmental factors, social influence had a significant effect on perceived usefulness and perceived ease of use and facilitating conditions had a significant effect on perceived ease of use only. Among personal factors, anxiety had a significant effect on perceived usefulness, while innovation had a significant effect on perceived ease of use. Both of perceived usefulness and perceived ease of use had a significant effect on behavioral intention. This study suggests the importance of environmental and personal factors for increase of behavioral intention of delivery application.