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Full-Text Articles in Business
How Does Global-Local Identity Impact Consumer Decision-Making, Xiaodong Nie
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 …
Connected Consumers: Cognizance Of Provision Networks In Mundane Consumption, Stephen T. Weaver
Connected Consumers: Cognizance Of Provision Networks In Mundane Consumption, Stephen T. Weaver
Marketing Dissertations
Many types of product meanings have been investigated in the consumer behavior literature, and these layers of meaning have been shown to influence consumer behavior. However, very little research has attempted to investigate product meanings having to do with provision networks, that is, the people, places, resources and processes involved in creating products and delivering them to the consumer. In addition, researchers in several fields have argued that consumers have lost an awareness of provision networks due to their increasing size and complexity in the modern economy. This research indicates that some consumers are indeed cognizant of the systems of …
Attitudes Toward Consumer-Customized High-Tech Products: The Role Of Perceived Usefulness, Perceived Ease Of Use, Technology Readiness, And Customer Customization Sensitivity, Margarita B. Guilabert
Attitudes Toward Consumer-Customized High-Tech Products: The Role Of Perceived Usefulness, Perceived Ease Of Use, Technology Readiness, And Customer Customization Sensitivity, Margarita B. Guilabert
Marketing Dissertations
Theoretical research on mass customization of consumer products/services has emphasized the importance of consumers embracing customized products as a prerequisite for this strategy to be successful. It seems obvious that if final consumers are not interested in customization there is no need to pursue customization strategies. Although an important body of literature on mass customization has recently emerged, there is a need to know more about customization from the consumer’s point of view. In that sense, this research examines consumers’ attitudes toward customized products/services in the context of high technology. Focusing on high-tech products that can be customized by consumers, …