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Giada Mainolfi,Letizia Lo Presti,Vittoria Marino 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
Blogging has become a global phenomenon thanks to the persuasive role gained by a number of bloggers who have reached a high level of recognition and trust to the point of becoming key opinion leaders. Travel is included among the most relevant topics together with fashion and food (Websitehub, 2019). Millions of individuals have joined travel blogs to search for information and also to share their travel experiences online. A tourism product can be included among “experience goods” meaning that it is the result of a bundle of services and experiences, which are hard to evaluate before the purchase. Thus, the suggestions from other travellers who have already experienced a specific tourist destination and are able to tell the experience in a sincere and trustworthy way will become – with a high probability – the preferred source of pre-purchase information and also the most influential in travel decision making (Crotts, 1999). Therefore, travel blogging is definitely become a part of the tourist production and consumption process (Bosangit et al., 2012). However, the proliferation and diversity of blogs together with the absence of a real expertise raise the question about the role exerted by the blogger credibility on behavioural intentions of the readers. However, despite the fact that travel blogs and bloggers are gaining popularity in the blogosphere, also attracting the attention of marketing scholars (Metz, 2016; Cosenza et al., 2014), the literature review has highlighted some scientific gaps regarding the role of credibility and engagement within the blog in terms of traveller behaviour consequences. Such gaps call for further research. Starting from the above considerations, the study aims at contributing to the current knowledge on blogger credibility in terms of the potential impacts exerted by thetravel blog on behavioural consequences from interactions between credibility, motivations and engagement on post-reading travel intentions and e-WOM.
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Giada Mainolfi 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Many countries have been reducing trade barriers to enhance movements of products across borders. This moderation of trade policies combined with the enormous growth in cross-border e-commerce has provided consumers with more foreign product choices than ever before. Accordingly, the attitudes toward foreign products have been of great interest to international business and consumer behaviour scholars in the last few years. Previous studies on the effect of country of origin (COO) on product evaluations show that consumers in developed countries prefer domestic over foreign goods for several reasons, ranging from a risk-reducing prejudice to a nationalistic bias against foreign products (Bilkey & Nes, 1982; Wang & Chen, 2004). However, the rising role of emerging markets as valuable demand markets calls for more insights into the psychological, socio-economic and cultural factors that may determine differences in attitudes toward foreign products (Batra, 1997). The study examines the impact of bandwagon luxury consumption behaviour on cultural dimensions - related to consumer ethnocentrism and materialism - and, at the same, verifies the influences exerted by their interactions on attitudes toward luxury goods (brand consciousness, product beliefs, intentions to buy online). It develops and empirically tests a conceptual model of bandwagon luxury consumption on a sample of Chinese consumers.
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