The aim of this empirical study is to develop a new research framework that explains consumer attitude toward IoT service. The empirical test results indicate that satisfiers give positive influences to satisfaction. However, the negative relationships between dissatisfiers and satisfaction are not supported in general.

This paper tests the ability of two consumer theories the theory of reasoned action and the theory of planned behavior in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two webbased surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-administered questionnaires. Lisrel results suggest tha...

Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research...

The purpose of this study was to understand the effects of podcast ad placement and podcast ad type on consumers' perceived intrusiveness, perceived irritation, attitude toward the ad, and ad avoidance. Our 2 x 2 (traditional ad vs. sponsorship by beginning vs. middle) experimental study found that sponsorships generated better consumer responses than did traditional ads and that podcast ads pl...

Online consumer reviews involving experiences, evaluations and opinions on products from previous consumers play two roles – an informant and a recommender. These two roles affect a consumer’s intention. However, there is a conflict between two roles when a large number of reviews are offered. From the perspective of the recommender role, consumers have more favorable attitude toward a product ...

Consumers with online shopping experience often stick to some special websites. Does it mean that long-term relationships between consumers and the websites form? To solve the problem, this paper analyzed the belief and attitude factors influencing online consumer stickiness intention. Based on the relationships between belief-attitude-intention implied in TPB (Theory of Planned Behavior), acco...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

As profit margins gradually decline, and market competition becomes increasingly intensive, 3G telecom operatorsmust provide variousmobile value-added services, aswell as traditional voice services, to attract new subscribers and retain old ones. However, for many 3G mobile value-added services, whether ARPU (average revenue per user) can be effectively enhanced depends on the consumer behavior...

Personalization that uses information technology to tailor content and products/services to the preferences and tastes of individual customers has become a useful function for online marketing. Many techniques have been developed, and research on personalized services has increased substantially in recent years. Several theories have been proposed to explain the effect of positive consumer atti...

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing aff...