Business Commons^™

Mental Accounting And Unplanned Purchases In Online Booking: The Role Of Discount, Impulse Buying, And Thinking Style, Esther L. Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

To minimize the high cost of commissions of online travel agencies (OTA), the majority of hospitality operators provide member only exclusive rates to encourage consumers to book on their websites directly. However, the revenue cannot be maximized due to the amount of discount. This dissertation suggests that hospitality operators may maximize their profit with the adoption of surprise discount to increase consumers’ unplanned purchases. Applying the mental accounting principle, this dissertation examines how consumers respond to a surprise discount when they make unplanned purchases, such as purchasing add-on items online. This dissertation utilized three experiments in an online hotel booking …

The Impact Of Virtual Presence On Willingness To Book: The Moderating Role Of Self-Construal And Gender, Sung Jun Joe

UNLV Theses, Dissertations, Professional Papers, and Capstones

Social influence is not limited only to interactive situations but also includes those that occur without a direct interaction such as the mere presence of others (Argo, Dahl, & Manchanda, 2005). Although there is wide agreement that the mere presence of others influences one’s decision-making process, little research is conducted to understand whether the effect of the presence of others influences consumer behaviors in an online context (Naylor, Lamberton, & West, 2012). To address this gap, this study suggests that mere virtual presence (MVP) provides social cues to the customer and influences the customer’s willingness to book (WTB). Specifically, the …

The Relationship Between Motivation To Use Airbnb And Guests’ Repurchase Intention: Moderating Effect Of Consideration Set, Wen Jiang

UNLV Theses, Dissertations, Professional Papers, and Capstones

With the rise of the peer-to-peer sharing economy, Airbnb has become the leading platform as an online marketplace that allows homeowners to contract short-term leases or rents to tourists. It has expanded rapidly around the globe. This study comprehensively reviews previous literature with respect to the marketing of Airbnb. The study then summarized and categorized 12 motivators linked as causative agents for guests choosing Airbnb. Using the push-pull theory, along with research on the consideration set, this study examines the relationships between Airbnb motivators and guests’ repurchase intention. This study further examines how the consideration set moderates these relationships.

Seventy-eight …

Building A Music Festival: Understanding Media Industry Lore, Madeline Edgmon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Music festivals have become culturally salient within the new age of consumer participatory culture. Festivals fundamentally warrant a rite of passage by providing consumers a unique, all-encompassing experience. This critical media industry study examines the music festival industry and its’ usage of lore as industry held logics based off of perceptions of consumer wants and desires that calcify within the industry (Havens and Lotz, 2012). I contend three substantial and emergent lore in the music festival industry identified include millennials, experience economy, and prosumer culture. In addition, this thesis explores industry lore as various textual representations across social and physical …