Abstract:This paper extended the theory of planning behavior (ETPB) to examine the antecedents of consumer behavioral intention in order to explore the sustainable factors of a landscape restaurant. Following theory of planned behavior (TPB) and the related literature for landscape perception and preference, we initially developed a preliminary list of items, and after the expert review and pre-test, we employed a 33-item measure under a five-factor structure and collected a total of 395 valid questionnaires. The empirical results show that landscape perception and preference (LP&P), attitude (AT), subjective norm (SN), and perceived behavior control (PBC) have positive impacts, among which LP&P has the most significantly positive impact on consumer behavioral intention. Thus, ETPB helps contribute to the decision-making model of landscape restaurants. Lastly, we discuss managerial implications and future research directions.Keywords: an extended theory of planned behavior; landscape restaurant; behavioral intention
In the 1940s and '50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the 1950s, two important reports criticized marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioral science research methods.[2] The stage was set for marketing to become more inter-disciplinary by adopting a consumer-behaviorist perspective.
Consumer Behavior Schiffman Pdf Free 33
In its early years, consumer behavior was heavily influenced by motivation research, which had increased the understanding of customers, and had been used extensively by consultants in the advertising industry and also within the discipline of psychology in the 1920s, '30s, and '40s. By the 1950s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests, and a range of qualitative and quantitative research methods.[4] More recently, scholars have added a new set of tools including ethnography, photo-elicitation techniques, and phenomenological interviewing.[5] Today, consumer behavior (or CB as it is affectionately known) is regarded as an important sub-discipline within marketing and is included as a unit of study in almost all undergraduate marketing programs.
Specific brand names enter the consumer's consideration set based on the extent to which they satisfy the consumer's purchasing objectives and/or the salience or accessibility of the brand at the time of making the purchase decision.[28] By implication, brand names that are more memorable are more likely to be accessible. Traditionally, one of the main roles of advertising and promotion was to increase the likelihood that a brand name was included in the consumer's evoked set.[29] Repeated exposure to brand names through intensive advertising was the primary method for increasing top-of-mind brand awareness. However, the advent of the Internet means that consumers can obtain brand/product information from a multiplicity of different platforms. In practice, the consideration set has assumed greater importance in the purchase decision process because consumers are no longer totally reliant on memory. This is marketing, which could be defined as "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return."[30] This definition strongly implies that the relationship is built upon an exchange and the "creation" of value. This means that a need is built for a consumer, with the product presented or advertised to them through an analytical study of the user's patterns of consumption and their behaviors and habits. The implication for marketers is that relevant brand information should be disseminated as widely as possible and included on any forum where consumers are likely to search for product or brand information, whether traditional media or digital media channels. Thus, marketers require a rich understanding of the typical consumer's touchpoints.
Organizations use a variety of techniques to improve conversion rates. The provision of easy credit or payment terms may encourage purchase. Sales promotions such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now rather than defer purchases for a later date. Advertising messages with a strong call-to-action are yet another device used to convert customers.[42] A call-to-action is any device designed to encourage immediate sale.[43] Typically, a call-to-action includes specific wording in an advertisement or selling pitch that employs imperative verbs such as "Buy now!" or "Don't wait!". Other types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time (e.g. 'Offer must expire soon'; 'Limited stocks available') or a special deal usually accompanied by a time constraint (e.g. 'Order before midnight to receive a free gift with your order'; 'Two for the price of one for the first 50 callers only'). Additionally, service convenience is a saving of effort, in the way that it minimizes the activities that customers may bear to buy goods and services.[44] The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions.
Loyalty marketing programs are built on the insight that it costs 5-20 times more to acquire a new customer than to retain an existing customer.[152] Marketers use a variety of loyalty programs to strengthen customer attitudes towards the brand (or service provider/retailer) in order to retain customers, minimise customer defections, and strengthen loyalty bonds with existing customers. Broadly there are two types of program: reward and recognition programs. In a Reward Program, the customer accumulates points for each purchase, and the points can subsequently be exchanged for goods or services.[153] Recognition Programs operate on a quasi-membership basis where the consumer is issued with a card that upon presentation leads to various entitlements such as free upgrades, special privileges, or access to products/services that are not normally available to non- members, and that acknowledge the loyal customer's "VIP" status.[154] For example, a hotel might recognise loyal patrons by providing a complimentary fruit bowl and bottle of champagne in the room on arrival. Whereas reward programs are motivated by the consumer's desire for material possessions, recognition programs are motivated by the consumer's need for esteem, recognition, and status. Many commercial loyalty programs are hybrid schemes, combining elements of both reward and recognition. In addition, not all reward programs are designed to encourage loyalty. Certain reward programs are designed to encourage other types of positive customer behaviour such as the provision of referrals or providing positive word-of-mouth (WOM) recommendations.[155]
Traditional models of consumer behaviour were developed by scholars such as Fishbein and Ajzen [158] and Howard and Sheth [159] in the 1960s and 70s. More recently, Shun and Yunjie have argued that online consumer behaviour is different to offline behaviour and as a consequence requires new theories or models.[160] After COVID-19, online consumer behavior seems more essential, because since COVID-19 began, there were about 31% more people started shopping online with 43% of all respondents compared to only 12% of respondents before COVID-19.[161]
Consumer behavior in certain ways affects how much material is used to produce goods, how much material is recycled or composted, how much ends up as pollution, how much ends up in landfills, where goods are produced, how far they travel, and the carbon footprint of manufacturing, transportation, and disposal. Green marketing targets consumers who take the environmental impact of their purchases into account. One 2017 study found no impact of green marketing on consumer behavior in Bangladesh.[citation needed] The study suggests policies be made that decrease the cost of eco-friendly products. It also encourages the implementation of programs which raise consumer awareness regarding the issue of green consumption.
There are psychological factors which contribute to a consumer's perception surrounding their personal contributions to climate change inducing actions. One of the more well studied biases is referred to as the "better-than-average", or self-enhancing bias.[177] This bias depicts an individual's tendency to perceive that their actions are superior, especially when compared to peers or demographically similar consumers. It has been found that this cognitive bias is indeed present when considering how consumers perceive their pro-environmental efforts.[177] This may be a result of information about climate change leading to feelings of guilt and concern, which activates an unconscious thought process (denial, the better-than-average effect, and other cognitive reactions) that leads to a reduced perception of the threat of climate change. It is a mental defense mechanism that ultimately leads to a reduction in perceived individual responsibility to take part in green behaviors and one-planet-living.[177] 2ff7e9595c
Kommentare