This study explores internal and external factors that influence consumers’ novel food technology acceptance (NFTA). Findings suggest that the primary driver of the purchase intention of NFTA is hedonic motivation. Also, the level of trust in the food regulatory organizations can play a vital role in driving consumers’ NFTA.

This research examines the impact of closing versus opening eyes on consumers’ decision making as to whether the decision context is driven by utilitarian versus hedonic motivation. The findings from three studies show that consumers processing advertising messages with their eyes closed are likely to use high-level, abstract processing, and thus more positively evaluate the utilitarian products (vs. the hedonic products). On the contrary, consumers with their eyes open are likely to use low-level, concrete processing, and thus more positively evaluate the hedonic products (vs. the utilitarian products). Implications for consumers and marketers are discussed.

In this study, we present results of two experiments on hedonic and functional products designed to (1) explore consumers’ third-person perceptions of sex appeals in advertising (2) determine which constructs are effective on third-person perception across the product types (3) and, examine whether conceptual models are moderated by public exposure to sexual stimuli or not. The findings suggest that public exposure to the sexual stimuli is a factor that causes some differences on the antecedents of the third-person perception, and behavioural outcomes of the third-person perception across the respondents’ cultural background and product types.

The luxury market keeps growing in the global world. Marketing scholars focus on Chinese luxury consumers, because Chinese consumers show different characteristics comparing to foreign consumers. Personal hedonic value cannot be ignored among factors which influence consumers’ purchase intention. After the survey on 128 consumers who have luxury purchasing experience, the study finds out that as the two of three sub-dimensions of hedonic value, self-gifting and self-pleasure can significantly influence luxury perceived value, but self-enrichment has nothing to do with it. Luxury perceived value can directly affect consumers’ purchase intention on luxury products. But this relationship can be negatively moderated by interpersonal effects. At the end, managerial implications and theoretical contributions are discussed.

One of the main priorities for many service companies is the development and maintenance of long term relationship with valuable customers. A common research route is the hourglass approach where general hypotheses are developed, then they are tested on a single type of service and finally the findings are taken as generalised across the whole spectrum of services. It is well recognised that customer relationships are multi-sided and contingent to the nature of the services, but still the empirical research on the moderating role of service types is limited. Additionally, the actual bonds that tie the service provider to the customer, have received limited attention by the scholars. Thus, this paper attempts to address the issue of relevance and relative importance of the different types of relational bonds between hedonic and utilitarian services. The Theory of Planned Behaviour (TPB) together with longitudinal qualitative research was used to develop a set of hypotheses that was empirically tested in a large sample of consumers. The basic premise of TPB is that attitudes together with subjective norms and perceived control can predict intentions, and actual behaviours. However, TPB has been criticised that it does not incorporate a full set of attitudinal drivers towards intentions. Responding to this criticism, this study developed (through qualitative research and literature review) an extensive set of relational bonds found to be important in different service contexts. These bonds are: switching costs, economic, social, confidence, convenience, emotional and habit bonds. Together with subjective norms and perceived difficulty, relational bonds were examined in relation to repurchase intentions across hedonic and utilitarian services, based on a survey (sample size: 548), through multi-group analysis and structural equation modelling. Based on the results, the drivers of repurchase intentions can be classified into three categories: 1) universal drivers of repurchase intentions that transcend service categories (emotional, subjective norms and perceived difficulty) 2) service specific bonds (confidence, convenience, and habitual bonds) and 3) inconsequential relational bonds (switching cost, economic bonds and social bonds). Explanations of these differences lie in the nature and the value customers derive for the two different types of services. Initial findings suggest that many of the generally accepted theoretical relations in this field are service context specific. This is the first attempt to get a relational bonding footprint of different types of services in an effort to develop granular theories that take into account the nature and context of service typologies. From a managerial perspective findings qualify general theories of customer relationship management and make them more usable for the specific contexts of services.

The present research analyzes the influence of positive and negative emotions towards consumer satisfaction and buying intentions of PDO Rioja wine. Results suggest that only positive emotions have a significant effect, in consumer satisfaction but also in future buying intentions because consumers search (positive) pleasure when taste foods and drinks.

This study investigated the perception of the coupon benefit and behavioral response to the coupon. Consumer activism was tested as a moderator. All of the hypothesized relationships were supported. The multi-group differential test revealed that the perceptions of coupon benefit were significantly different between highly and less active consumers.

소음의 외부효과는 현대사회에서 흔히 발견되는 문제라고 할 수 있다. 소음은 재산적 피해와 같은 외부효과를 발생시키며, 따라서 소음으로 인한 재산피해를 평가하고 효과적 해결책을 찾아내는 연구는 매우 중요하다고 할 수 있다. 분석결과는 통계적 유의성이 있으며, 소음이 재산적 가치에 부정적 효과가 있음을 보여 주고 있다. 모형의 주요 결과로는 소음 단위(데시빌)당 피해액이 추정(5,000 달러*로그(dB))되었고, 추정된 소음피해함수(잠재가격함수)는 소음의 한계효과가 감소함을 나타내고 있다.

The study examines factors affecting apartment prices in the real estate market of Ho Chi Minh City, Vietnam. The study uses primary data based on surveys of customers who have traded successfully, and collects transaction data from real estate trading companies that are the top investors in Ho Chi Minh City real estate market. The collected data include 384 observations in a total of 24 districts, detailing that each district surveyed on a minimum of four projects, each project carried out a survey on a minimum of four apartments. The survey collected 339 valid questionnaires for analysis and model testing. This study employs multivariate regression with the data of 339 observations. The research results reveal that five significant factors affect positively the price of apartments in Ho Chi Minh City – apartment area, toilet and bedroom, apartment floor, reference price, and apartment interior. Besides, there are three significant factors affecting negatively the price of apartments – next price trend, distance to city center, and potential building. From the results, the research proposes solutions in the pricing of apartments in the real estate market in Ho Chi Minh City – better information system, a real estate transaction index, and stricter management of small brokerage activities.

Land price can be affected by convenience or psychological repulsion like PIMFY (Please In My Front Yard) or NIMBY (Not In My Back Yard) for various facilities. Services related to public establishment, welfare, medical attention, and amenities in rural areas are comparatively poorer than those in urban areas. The purpose of this study is to estimate the implications of the accessibility to community facilities in rural areas for land prices using a hedonic price model. The accessibility to facilities is estimated by real road distances and the land prices are applied for four types of land usages: field, rice paddy, building lots, and village halls. Community facilities are classified from public and community services view: education, safety, culture, transport, environment, health care, and finance. The results show that the accessibility to health care and transport can positively affect land prices and the accessibility to environment (waste facilities and junkyard) and unpleasant services (funeral hall and charnel house) can negatively affect land prices. Especially, the accessibility to hospital is the most positive influential factor for all types of land usages.

본 연구의 목적은 유희성 즉 사용하는 즐거움이나 재미와 관련된 여러 이론에서 언급하고 있는 그 근원에 대한 요인들을 탐색하고, 이를 바탕으로 유희적 경험 그 중에서도 즐거운 감정을 유발하는 인터랙티브 시스템을 만들기 위해 필수적인 평가 요소와 구체적인 사용을 위한 설문 항목을 개발하는 것이다. 이를 위해 이론적 배경에서 유희성과 디자인의 관계에 대해 언급하고 있는 세 가지 주요 이론을 고찰하고 비교하였다. 여기서 고찰한 세 가지 이론은 몰입 이론과 내면적 동기부여 이론 그리고 정서적 사용성 이론이다. 비교 분석 결과 세 가지 이론을 구성하는 개념 중에서 어떤 평가 요소가 유희성과 디자인 사이의 관계를 이해하는 데 통찰력을 제공하는지 규명하고 이를 15개 평가 요소로 정리하였다. 마지막으로 평가 요소의 실제적인 사용을 위해 구체적인 설문 항목을 개발하였으며, 전문가에 의한 예비평가를 실시해 설문 항목에 문제가 없는지 확인하였다. 예비평가 결과 경쟁유발과 인정받음에 대한 평가 요소를 각각 두 가지 상황으로 세분화하고 일체감과 학습성을 새로운 평가 요소로 추가하여 19개 평가 항목으로 정리하였다. 따라서 최종적으로 개발된 19개 평가 요소는 효율성, 유용성, 집중감, 명확한 목표, 피드백, 시간개념의 변화, 기분전환, 자아발견, 도전감, 지배감, 호기심, 환상제공, 경쟁유발-자신, 경쟁유발-외부, 협력작업, 인정받음-외부, 인정받음-컴퓨터, 일체감, 학습성이다.

Land prices reflect not only the uses of land, but the potential uses as well(Plantinga, 2002) so land values can be applied to very effective indices for deciding regional status and growing potential. The purpose of this study is to deduce determinant factors of regional land prices. Principal determinants of regional land prices are analyzed with a hedonic technique and spatial econometric models based on 2001 statistic data of Korea except large cities. The results provide the followings. 1. The spatial effect of rural regions are very little with adjacent regions. 2. The common index of land price is population density and other determinant factors are different depending on land uses.