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HARNESSING THE PREDICTIVE VALUE OF ONLINE WORD-OF-MOUTH FOR IDENTIFYING MARKET SUCCESS OF NEW AUTOMOBILES: INPUT VERSUS OUTPUT WORD-OF-MOUTH PERSPECTIVES

Jaewon Choi, Hong Joo Lee, Joon Yeon Choeh

Social interactions such as user discussions, reviews, and replies on websites have become a major communication channel for customers to discuss their opinions on various topics (Appel et al., 2020). Social networking sites provide real-time communication and opportunity to connect to an unlimited number of friends at no extra cost. As a result, this enables consumers to share and discuss various opportunities in the market. Getting information about products across to potential customers is critical as their purchase decisions rely heavily on other customers’ opinions from social media (Park et al., 2007). As Simon (2019) pointed out, information systems have increased information flow between opinion leaders and the general public to the point of information overload. Thus, companies are tracking the perceptions of their products from customer reviews and social media to monitor their brand image (Cruz & Lee, 2014).
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FINANCIAL ADVICE, LITERACY, INCLUSION AND RISK TOLERANCE: THE MODERATING EFFECT OF UNCERTAINTY AVOIDANCE

Gentjan Çera, Khurram Ajaz Khan, Zuzana Rowland, Humberto Nuno Rito Ribeiro

Not everyone has enough skills and abilities to tackle complex financial markets and make prudent financial decisions in uncommon situations. People worldwide have been using paid and unpaid sources for advice from someone they trust to overcome them. Numerous studies have witnessed fruitful results from financial advisors in financial planning, such as retirement planning and wealth creation (Irving, 2012; Stolper & Walter, 2017). The current issues, such as complexities of the financial market and difficulties arising out of the economic crisis, are becoming worrisome (Crotty, 2009; Taylor, 2011; Xiao & O’Neill, 2016). The volatile economic environment and the problems of retirement financial security (Wang & Shi, 2014) add to its severity. The most important of all is to know how to make a prudent economic decision in financial aspects (Lusardi & Mitchell, 2014). The suffering resulting from the likelihood of losing money due to erroneous financial conclusions leads to financial anxiety (Cwynar et al., 2020).
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MODELLING THE DETERMINANTS OF FESTIVAL VISITORS’ BEHAVIOURAL INTENTIONS

Jaroslav Ďaďo, Vanda Maráková, Janka Táborecká-Petrovičová, Tamara Rajić

Over the previous two decades, festivals have gained a prominent position within the world’s tourism and leisure industry. Festivals are regarded as an effective strategy for the promotion of the tourism industry and the local economy. Hosting a festival may attract tourists who otherwise would not choose to visit the destination and whose expenditures contribute to income and tax revenues in host communities (Getz & Page, 2016). Festivals and events facilitate the positioning of a locality as a tourism destination (Hudson et al., 2015) and can be effective tools in combating the seasonality of tourism demand (Tkaczynski & Rundle-Thiele, 2011; Yolal et al., 2016). Festivals play an important role in preserving cultural heritage and reinforce residents’ pride of being members of host community (Yolal et al., 2016; Yoon, Lee, & Lee, 2010). Due to a number of benefi ts brought by hosting festivals, signifi cant attention has been paid to festival studies over previous years. The vast majority of previous studies focused on the importance of visitors’ motives, dimensions of motivation and differences in the importance of motivational domains based on visitors’ socio-demographic characteristics, previous visitations, types of event being studied, etc. (Crompton & McKay, 1997; Kang et al., 2014; Lee, 2000).
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FINANCIAL CAPABILITY AND TECHNOLOGY IMPLICATIONS FOR ONLINE SHOPPING

Gentjan Çera, Quyen Phu Thi Phan, Armenia Androniceanu, Edmond Çera

The Internet plays a vital role in our daily life in that people can easily access our world and open international borders. Meanwhile, online shopping has been widely accepted as a way of purchasing products and services. It provides a dominant alternative to traditional retail shopping. Consumers can search for more information and select to compare product and price, more options, convenience. Online shopping offers more satisfaction to consumers save time (Katawetawaraks & Wang, 2011). However, the investigation of online consumer behaviour is relatively underdeveloped (Smith et al., 2013). Although online shopping behaviour is not a new topic, the unanswered question that what determines consumers’ willingness to purchase a product online have attracted many researchers. In this line of study, researchers identified factors influencing on purchase behaviour of the consumer based on Theory Planned Behavior (Ajzen, 1991), Technology Acceptance Model (Davis, 1989), Stimulus–Organism–Response (Mehrabian & Russell, 1974). The first approach focused on the direct impact on consumer behaviour. For example, Wu and Ke (2015) integrated a model of personality traits, perceived risk and technology acceptance in online shopping behaviour.
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ECONOMETRIC ASSESSMENT OF CUSTOMERS’ PERSONALITY BIASES AND COMMUNICATION PREFERENCES CORRELATION

Katarina Kostelić, Danijela Križman Pavlović

In everyday life, people tend to make various choices, which directly or indirectly bare consequences to a person’s economic welfare. One of those choices is the communication preference. Given that the communication is one of the essential pillars of the marketing science, the importance of the analysis of the communication and related topics is imperative. Given the digitalization of the modern world we encounter a situation of data overload while real, “face-to-face”, communication diminishes. At this point, it is necessary to gain as much as possible information from the data, especially if the communication is digital. That is one of the reasons for the necessity of quantification of the influencing factors on communication. Therefore, it is relevant to pursue the quantification of the traits and biases which influence people’s rationality and consequentially their choices.
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