Business Commons^™

A Comparison Of Implicit And Explicit Error Detection And Their Effects On Purchase Intention And Judgments Of Quality, Rachel Fernandes

Legacy Theses & Dissertations (2009 - 2024)

In an online study of purchase intent based on Chinese menu inspection, explicitly noticing grammatical errors by hotspot click was more detrimental to judgments of quality than implicit detection by error estimation. When they estimated errors in a survey question (ordinal measure), participants who reported many (more than nine) errors had lower purchase intent and ratings of quality compared to those with few (about six) or no errors. However, with the more novel, continuous measure based on hotspot detection, participant purchase intent did not decrease as the number of errors noticed increased. Importantly, there were no differences between the hotspot …

How Does Global-Local Identity Impact Consumer Decision-Making, Xiaodong Nie

Marketing Dissertations

Globalization has exacerbated the birth of the sharing economy on a global scale, and it has made global–local identity essential in understanding consumer decisions. For example, an emerging literature has uncovered the effects of global–local identity on various consumer responses, including price sensitivity, preference for local/global products and brands, preference for eco-friendly products, and a tendency to use price as a signal of product quality. Extending the literature, this dissertation aims to advance the understandings of the effect of global-local identity on various consumer behavior. Specifically, in the first essay, consumers face the decision as to whether to choose a …

Perceived Value Of Technology Product Features By Crowdfunding Backers: The Case Of 3d Printing Technology On Kickstarter Platform, Nina Chaichi

Dissertations and Theses

Crowdfunding is an activity that gathers funds by drawing on a relatively small contribution from a relatively large number of individuals using the internet. One of the crowdfunding purposes is to fund entrepreneurial ventures. Modern crowdfunding activities--that utilize the internet--go back to 1997 and gained popularity in the music and video community. However, the most common platforms for entrepreneurial activities, including Kickstarter and IndieGoGo, have been established as recently as 2008. Thus the understanding of crowdfunding's dynamic is in its infancy.

Crowdfunding has been studied from various perspectives, primarily focusing on the factors that increase the platform's participation and determinants …

The Effects Of Corporate Social Responsibility On Consumer Behavior And Buyer Attitudes, Bailey Dial

Marketing Undergraduate Honors Theses

With the size and scope of Corporate Social Responsibility’s (CSR’s) presence in corporate America and beyond, this thesis dives into the history, composition, and application of a CSR framework within an organization. This thesis also reports the results of a survey of students to apprehend the framework’s external impacts on consumers, including brand perceptions and purchase decisions. Most individuals have experienced some degree of exposure to CSR in their professional lives. Levels of awareness and liking towards both the CSR framework and its application demonstrate a direct impact on consumers’ buying processes and company judgements.

Politics Of Privacy: The Role Of Individual Political Views In Consumer Data Privacy Concerns, Connor Neill

Honors Theses

Today, every choice that is made, from where to shop to what music to listen to, has turned into a reflection of one’s political views and identity. The main purpose of this research is to explore the relationship between an individual’s political views and his or hers attitudes toward the security of personal information in the consumer realm. Two studies were conducted in the form of surveys. The first study aims to measure the consumer’s trust and risk beliefs for a company of a certain size as well as their feelings toward the dimensions of control, collection, and awareness of …

Multiple Identities In Sport Fandom: Balance, Conflict, & Negotiation, Aaron Mansfield

Doctoral Dissertations

Simultaneous to the sport industry’s ascent, obesity has become an issue of growing societal concern. Scholars have explored the role of social-psychological identification in both fandom and physical health, but have not yet explored the intersection of the two. Throughout life, individuals must negotiate all of their identities, including their attachment to sport teams, yet understanding of role identity within sport management is limited. Likewise, scholars have noted the need for greater illumination of the relationship between fandom and physical well-being. I address these gaps through three studies. In Study One, I completed semi-structured interviews with individuals who consider both …

An Examination Of Sport Ticket Price Acceptability And Surcharge Transparency In Partitioned Pricing, Misun Won

Theses and Dissertations

There has been a recent price policy change in the sport industry that ticket resale companies attempted to reveal any additional fees upfront to increase price transparency and protect consumers in the marketplace. This policy change was announced in early 2020 (Thompson, 2020). However, as the coronavirus outbreak affected live events to be canceled, become virtual, or have a limited facility capacity (Apstein, 2020; Perry, 2020), it disabled the resale companies to see consumer responses to their policy change that may increase or decrease ticket revenues. In addition, charging additional fees to the ticket face value is a form of …

Effects Of Demography On Opportunistic Product Return Behaviors In E-Commerce, Nikhila Anand

Honors Undergraduate Theses

College student consumers are an increasingly important segment for marketers and scholars, particularly with the advent of online shopping. This research aims at exploring the effect of college students' decision-making styles on online purchase and return behavior. An online questionnaire survey was conducted on 1100 college students at the University of Central Florida to understand how respondents' return behavior changed with various scenarios and demographic factors. Analysis shows that scenarios involving late arrivals are the highest drivers of returns, while guilt and post- purchase regrets drove far fewer returns. Statistically significant differences in return behavior were found between demographic groups. …

Understanding The New Wealthy: Ideologies, Consumption Patterns, And Organizational Strategies For A New Generation Of High-Net Worth Individuals, Ana Brant

Theses and Dissertations

Despite the fact that the Ultra High-Net Worth (UHNWI) belong to the wealthiest, most powerful, and influential group of consumers in the society, and nearly 70% created wealth on their own, current marketing approaches fail to consider what drives consumption behavior of this group of consumers and how can brands maximize their socio-economic impact. Across two studies, I develop a model that guides theory and practice regarding this consumer group. The first part of the first study deployed netnography and grounded theory to understand the ideologies of 30 self-made UHNWI derived from self-presentation on 3,393 Instagram posts. To ensure self-made …