10122607 陳俐君 proposal defense rehearsal(102.12.16)

L/O/G/OFrom Consumption Atmosphere, Word-Of-Mouth and Perceived Value to Explore

Behavioral Intention

Presenter: Li-Chun ChenAdvisors: Dr. Meng-Jang Lin Dr. Wan-Ching Chen Date: December 16, 2013 1

Contents

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Introduction IntroductionⅠ

Literature ReviewLiterature ReviewⅡ

MethodologyMethodologyⅢ

Introduction

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Background and Motivation Purpose of the Study Research Questions Significance of the Study Research Procedures

In the 19th century, the society is more and more progressive and prosperous when it development.

Consumers’ needs are also different, including food, clothing, housing, transportation, education, and entertainment.

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Background and Motivation

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Background and Motivation

The customer’s thinking determine if the product is worth consuming or not and has an effect on customer’s perception.

In marketing the competitive hospitality industry, how to stimulate customers for behavioral intention is regard as an important strategy.

Purpose of the Study

To explore the relationships among

consumption atmosphere, word-of-mouth,

perceived value and behavioral intention, and

how they influence customer’s decision

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Research Questions

1. Will consumption atmosphere affect customer perceived value?

2. Will word-of-mouth affect customer perceived value?

3. Will customer perceived value affect behavioral intention?

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4. Will consumption atmosphere affect behavioral intention?

5. Will word-of-mouth affect behavioral intention?

Research Questions

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Significance of the Study

To provide the information to people who works in the marketing area, such as the industry managerial can understand consumers’ expectations

To provide academic researchers to acquire related knowledge to other research in the field through this study

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Research Procedures

Background &

Motivation Literature Review

Research framework

&Hypothesis

Questionnaire Design

Pilot Study &

Questionnaire Modification

Formal Study

Data Analysis

Conclusion &

Suggestion

Literature Review

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Consumption Atmosphere Word-Of-Mouth Perceived Value Behavioral Intention Research Gap

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Definition of Consumption Atmosphere

The store environment and the design of the store environment that affect consumer’s emotions and consumer purchasing behaviors.

(Kotler, 1973)

Consumption Atmosphere

(Turley & Milliman, 2000)

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The consumption atmosphere can be classified five elements:

1. External variables 2. general interior variables 3. layout and design variables 4. point-of-purchase and decoration variables 5. human variables.

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Atmospheric factors also affect consumers’ feelings or impressions.

(Countryman & Jang, 2006)

Definition of Word-Of-Mouth

Word-of-mouth has been defined as face-to-face conversations when people talk about products or companies but not virtual commercial.

(Arndt, 1967)

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Word-Of-Mouth

A positive restaurant has two motivations. One is concerning for other people or customers and the other one is desiring to express own positive feelings.

(Jeong & Jang, 2011)

Definition of Perceived Value

The evaluation of applicability of the product base on customer’s perceptions of what are they acquired and what are they offered.

(Zeithaml, 1988)

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Perceived Value

Perceived value have general been used in marketing research, especially in hedonic and utilitarian value.

(Babin et al., 1994; Park, 2004)

The researcher used hedonic value and utilitarian value to test perceived value of dining out and significance of fast-food restaurant attributes.

(Park, 2004)

Definition of Behavioral Intention

“The degree to which a person has formulated conscious plans to perform or not to perform some specified future behaviors.”

(Ajzen & Fishbein, 1980, p.214)

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Behavioral Intention

When people say something positive about the restaurant or store, recommend the restaurant to other people, and repeat purchases can provide practical guidelines for restaurant managers.

(Liu & Jang, 2009)

When customers perceive value is high from consumption experiences, they convey positive behavioral intention.

(Zeithaml, 1988)

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Research Gap

Many pervious studies have discussed the similar topics and evidences in their fields.

Nevertheless, little attention research has been paid to provide other variables that may affect behavioral intentions in restaurant business.

Methodology

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The Research Framework Research Hypotheses Participants Instrument Procedures Statistical Analysis

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The Research Framework


Word-Of-Mouth

Perceived ValueBehavioral Intention

H4

H1

H2

H3

H5

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Research Hypotheses

The relationship between consumption atmosphere and perceived value

Overall atmosphere could directly affect perceived value (hedonic or utilitarian) and shopping value.

(Voss & Rayburn, 2013)

H1: Consumption atmosphere has a significantly positive effect on perceived value.

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Research Hypotheses

The relationship between word-of-mouth and perceived value

It is a potential positive relationship between utilitarian value of perceived value and word-of mouth.

H2: Word-of-mouth has a significantly positive effect on perceived value.

(Hartline & Jones,1996)

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Research Hypotheses

The relationship between perceived value and behavioral intention

It is a positive relationship between perceived value and behavioral intention.

(Boulding, Kalra, Staelin, & Zeithaml, 1993)

H3: Perceived value has a significantly positive effect on behavioral intention.

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Research Hypotheses

The relationship between consumption atmosphere and behavioral intention

Emotions and perceived value could mediate variables between restaurant atmospherics and behavioral intention.

H4: Consumption atmosphere has a significantly positive effect on behavioral intention.

(Liu & Jang, 2009)

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Research Hypotheses

The relationship between word-of-mouth and behavioral intention

The customers have a dining experience. They will have the intentions to spread positive word-of-mouth with other people.

(Jang & Ha, 2010)

H5: Word-of-mouth has a significantly positive effect on behavioral intention.

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Participants

ResidenceLocations

Princess Annie's Garden

Moncoeur Lavender Cottage

Customers

500 respondents by convenience sampling

Over 16 years old

An Urban Area Tun District

Coast Line Mountain Line Large Tun District

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Instrument

A total of 33 items

Five-point Likert- type scale (1=strongly disagree 5=strongly agree)

Consumption atmosphere with 19 items modified from Cheng (2012)

A

B Word-of-mouth with 4 items modified from Jeong and Jang (2011)

C Perceived value with 6 items modified from Ryu, Han and Jang (2010)

D Behavioral intention with 4 items modifiedFrom Ryu, Lee and Kim (2012)

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Instrument- Questionnaire

Section I: Personal Information

1. Gender: □Male □Female

2. Age: □16-25 □26-35 □36-45 □46-55 □56-65 □above 66

3. Marital status: □Married □Unmarried

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4. Residence: □ An Urban Area (North District, Central District, West District, East

District and South District)

□ Tun District (Beitun District, Xitun District and Nantun District)

□ Coast Line (Dajia District, Waipu District, Da’an District, Shalu District, Wuqi District, Qingshui District, Dadu District and Longjing District)

□ Mountain Line (Houli District, Fengyuan District, Tanzi District, Daya District, Shengang District, Dongshi District, Shigang District, Xinshe District and Heping District)

□ Large Tun District (Wuri District, Dali District, Wufeng District and Taiping District)


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5. Occupation: □ Student □ Service Industry □ Manufacturing Industry □ Government employees □ Business Industry □ Freelancer □ Agriculture □ Other ________

6. Education: □ Senior high school □ Junior college □ Bachelor degree

□ Master degree □ Doctoral degree

7. Average monthly income: □ Below $20,000 □ $20,001- $30,000 □ $30,001- $ 40,000 □ $40,001- $50,000 □ $50,001-60,000 □ Above $60,000


ItemStrongly Disagree

Disagree No Comment

Agree Strongly Agree

The restaurant’s lighting is bright. □ □ □ □ □

Section II: Consumption atmosphere

Section III: Word-of-mouth

ItemStrongly Disagree

Disagree No Comment


I will share my own restaurant

experience to other people.

□ □ □ □ □

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Section Ⅳ: Perceived value

Item Strongly Disagree

Disagree No Comment


When I was dining, I felt relax. □ □ □ □ □

Section Ⅴ: Behavioral intention

Item Strongly Disagree

Disagree No Comment


I will recommend the restaurant to my

friends or other people.

□ □ □ □ □

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Procedures

A pilot study

A formal study

STEP 1 STEP 2 Waiting for the

meal

Standing nearby places

Online survey

STEP 3 Collecting the

questionnaires

Analysis

Statistical Analysis

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Descriptive statistics analysis

To examine Demographic information of the participants

Regression analysis

To relationship between independent variables (consumption atmosphere, word-of-mouth, perceived value) and dependent variables (perceived value and behavioral intention)

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Statistical Analysis

One-way ANOVA

To examine the differences among demographic information of the participants

L/O/G/O

Thank you for listening.

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Technology

10122607 陳俐君 proposal defense rehearsal(102.12.16)