Upload
seashell09
View
174
Download
0
Embed Size (px)
Citation preview
L/O/G/OFrom Consumption Atmosphere, Word-Of-Mouth and Perceived Value to Explore
Behavioral Intention
Presenter: Li-Chun ChenAdvisors: Dr. Meng-Jang Lin Dr. Wan-Ching Chen Date: December 16, 2013 1
Contents
2
Introduction IntroductionⅠ
Literature ReviewLiterature ReviewⅡ
MethodologyMethodologyⅢ
Introduction
3
Background and Motivation Purpose of the Study Research Questions Significance of the Study Research Procedures
In the 19th century, the society is more and more progressive and prosperous when it development.
Consumers’ needs are also different, including food, clothing, housing, transportation, education, and entertainment.
4
Background and Motivation
5
Background and Motivation
The customer’s thinking determine if the product is worth consuming or not and has an effect on customer’s perception.
In marketing the competitive hospitality industry, how to stimulate customers for behavioral intention is regard as an important strategy.
Purpose of the Study
To explore the relationships among
consumption atmosphere, word-of-mouth,
perceived value and behavioral intention, and
how they influence customer’s decision
6
Research Questions
1. Will consumption atmosphere affect customer perceived value?
2. Will word-of-mouth affect customer perceived value?
3. Will customer perceived value affect behavioral intention?
7
4. Will consumption atmosphere affect behavioral intention?
5. Will word-of-mouth affect behavioral intention?
Research Questions
8
Significance of the Study
To provide the information to people who works in the marketing area, such as the industry managerial can understand consumers’ expectations
To provide academic researchers to acquire related knowledge to other research in the field through this study
9
10
Research Procedures
Background &
Motivation Literature Review
Research framework
&Hypothesis
Questionnaire Design
Pilot Study &
Questionnaire Modification
Formal Study
Data Analysis
Conclusion &
Suggestion
Literature Review
11
Consumption Atmosphere Word-Of-Mouth Perceived Value Behavioral Intention Research Gap
12
Definition of Consumption Atmosphere
The store environment and the design of the store environment that affect consumer’s emotions and consumer purchasing behaviors.
(Kotler, 1973)
Consumption Atmosphere
(Turley & Milliman, 2000)
13
The consumption atmosphere can be classified five elements:
1. External variables 2. general interior variables 3. layout and design variables 4. point-of-purchase and decoration variables 5. human variables.
14
Consumption Atmosphere
Atmospheric factors also affect consumers’ feelings or impressions.
(Countryman & Jang, 2006)
Definition of Word-Of-Mouth
Word-of-mouth has been defined as face-to-face conversations when people talk about products or companies but not virtual commercial.
(Arndt, 1967)
15
16
Word-Of-Mouth
A positive restaurant has two motivations. One is concerning for other people or customers and the other one is desiring to express own positive feelings.
(Jeong & Jang, 2011)
Definition of Perceived Value
The evaluation of applicability of the product base on customer’s perceptions of what are they acquired and what are they offered.
(Zeithaml, 1988)
17
18
Perceived Value
Perceived value have general been used in marketing research, especially in hedonic and utilitarian value.
(Babin et al., 1994; Park, 2004)
The researcher used hedonic value and utilitarian value to test perceived value of dining out and significance of fast-food restaurant attributes.
(Park, 2004)
Definition of Behavioral Intention
“The degree to which a person has formulated conscious plans to perform or not to perform some specified future behaviors.”
(Ajzen & Fishbein, 1980, p.214)
19
20
Behavioral Intention
When people say something positive about the restaurant or store, recommend the restaurant to other people, and repeat purchases can provide practical guidelines for restaurant managers.
(Liu & Jang, 2009)
When customers perceive value is high from consumption experiences, they convey positive behavioral intention.
(Zeithaml, 1988)
21
Research Gap
Many pervious studies have discussed the similar topics and evidences in their fields.
Nevertheless, little attention research has been paid to provide other variables that may affect behavioral intentions in restaurant business.
Methodology
22
The Research Framework Research Hypotheses Participants Instrument Procedures Statistical Analysis
23
The Research Framework
Consumption Atmosphere
Word-Of-Mouth
Perceived ValueBehavioral Intention
H4
H1
H2
H3
H5
24
Research Hypotheses
The relationship between consumption atmosphere and perceived value
Overall atmosphere could directly affect perceived value (hedonic or utilitarian) and shopping value.
(Voss & Rayburn, 2013)
H1: Consumption atmosphere has a significantly positive effect on perceived value.
25
Research Hypotheses
The relationship between word-of-mouth and perceived value
It is a potential positive relationship between utilitarian value of perceived value and word-of mouth.
H2: Word-of-mouth has a significantly positive effect on perceived value.
(Hartline & Jones,1996)
26
Research Hypotheses
The relationship between perceived value and behavioral intention
It is a positive relationship between perceived value and behavioral intention.
(Boulding, Kalra, Staelin, & Zeithaml, 1993)
H3: Perceived value has a significantly positive effect on behavioral intention.
27
Research Hypotheses
The relationship between consumption atmosphere and behavioral intention
Emotions and perceived value could mediate variables between restaurant atmospherics and behavioral intention.
H4: Consumption atmosphere has a significantly positive effect on behavioral intention.
(Liu & Jang, 2009)
28
Research Hypotheses
The relationship between word-of-mouth and behavioral intention
The customers have a dining experience. They will have the intentions to spread positive word-of-mouth with other people.
(Jang & Ha, 2010)
H5: Word-of-mouth has a significantly positive effect on behavioral intention.
29
Participants
ResidenceLocations
Princess Annie's Garden
Moncoeur Lavender Cottage
Customers
500 respondents by convenience sampling
Over 16 years old
An Urban Area Tun District
Coast Line Mountain Line Large Tun District
30
Instrument
A total of 33 items
Five-point Likert- type scale (1=strongly disagree 5=strongly agree)
Consumption atmosphere with 19 items modified from Cheng (2012)
A
B Word-of-mouth with 4 items modified from Jeong and Jang (2011)
C Perceived value with 6 items modified from Ryu, Han and Jang (2010)
D Behavioral intention with 4 items modifiedFrom Ryu, Lee and Kim (2012)
31
Instrument- Questionnaire
Section I: Personal Information
1. Gender: □Male □Female
2. Age: □16-25 □26-35 □36-45 □46-55 □56-65 □above 66
3. Marital status: □Married □Unmarried
32
Section I: Personal Information
4. Residence: □ An Urban Area (North District, Central District, West District, East
District and South District)
□ Tun District (Beitun District, Xitun District and Nantun District)
□ Coast Line (Dajia District, Waipu District, Da’an District, Shalu District, Wuqi District, Qingshui District, Dadu District and Longjing District)
□ Mountain Line (Houli District, Fengyuan District, Tanzi District, Daya District, Shengang District, Dongshi District, Shigang District, Xinshe District and Heping District)
□ Large Tun District (Wuri District, Dali District, Wufeng District and Taiping District)
Instrument- Questionnaire
33
Section I: Personal Information
5. Occupation: □ Student □ Service Industry □ Manufacturing Industry □ Government employees □ Business Industry □ Freelancer □ Agriculture □ Other ________
6. Education: □ Senior high school □ Junior college □ Bachelor degree
□ Master degree □ Doctoral degree
7. Average monthly income: □ Below $20,000 □ $20,001- $30,000 □ $30,001- $ 40,000 □ $40,001- $50,000 □ $50,001-60,000 □ Above $60,000
Instrument- Questionnaire
ItemStrongly Disagree
Disagree No Comment
Agree Strongly Agree
The restaurant’s lighting is bright. □ □ □ □ □
Section II: Consumption atmosphere
Section III: Word-of-mouth
ItemStrongly Disagree
Disagree No Comment
Agree Strongly Agree
I will share my own restaurant
experience to other people.
□ □ □ □ □
34
Instrument- Questionnaire
Section Ⅳ: Perceived value
Item Strongly Disagree
Disagree No Comment
Agree Strongly Agree
When I was dining, I felt relax. □ □ □ □ □
Section Ⅴ: Behavioral intention
Item Strongly Disagree
Disagree No Comment
Agree Strongly Agree
I will recommend the restaurant to my
friends or other people.
□ □ □ □ □
35
Instrument- Questionnaire
36
Procedures
A pilot study
A formal study
STEP 1 STEP 2 Waiting for the
meal
Standing nearby places
Online survey
STEP 3 Collecting the
questionnaires
Analysis
Statistical Analysis
37
Descriptive statistics analysis
To examine Demographic information of the participants
Regression analysis
To relationship between independent variables (consumption atmosphere, word-of-mouth, perceived value) and dependent variables (perceived value and behavioral intention)
38
Statistical Analysis
One-way ANOVA
To examine the differences among demographic information of the participants
L/O/G/O
Thank you for listening.
39