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- 저자 : Kayhan Tajeddini (검색결과 2 건)
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Cosmetic buying behavior: examining the effective factors
Kayhan Tajeddini,Jeanette Nahaleh Nikdavoodi 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.4
This paper reports on the results of a cross-sectional study that focused on the impact ofattitudes, subjective norms and consumer innovativeness on intention to purchasecosmetic products. Beginning with the Theory of Reasoned Action (Ajzen & Fishbein,1980; Fishbein, 1980; Fishbein & Ajzen, 1975), several models have been proposed toconceptualize the complex behavioral and social process by which individuals adoptnew products. We argue here that the inclusion of an important individual differencevariable – consumer innovativeness in conjunction with attitude and perceptions ofsubjective norms – would help us further understand both how perceptions are formedand the subsequent role they play in purchase intentions regarding cosmetic products. Data were collected through a mall-intercept questionnaire conducted in different wellknownshopping malls in Sweden. Analyses included tests of the significance impact ofthese variables on intention to purchase cosmetic products. The findings offer lessonsfor practitioners and more avenues of study for researchers. The paper advances theunderstanding of three key antecedents by investigating structural relationships amongattitudes towards new cosmetic products, novelty-seeking tendencies, behaviors andattitudes of people with the intention to purchase skin care and make up products.
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Thilini Chathurika Gamage,Kayhan Tajeddini,Omid Tajeddini 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.2
WeChat, a Chinese multi-purpose messaging, social media, and mobile payment app, is an emerging social media platform that has been integrated into the daily lives of Chinese people, including travel. However, despite the growing proliferation of WeChat, sur- prisingly, little attention has been paid to the gratifications obtained by Chinese travelers when using WeChat in travel- related decision-making. Adopting the well-grounded Uses and Gratifications Theory (UGT), this exploratory research paper aims to address this void in prior literature and identify why and how Chinese millennial travelers use WeChat to make hotel choice decisions. Findings stemmed from the semi-structured interviews using a combination of purposive and snowball sampling approaches with eighteen WeChat users reveals that hotel choice decisions through WeChat are influenced by various social, process, and content gratifications. As indicated in our findings, hotels in China should be aware of gratifications obtained by travelers in stimulating them to utilize WeChat in the hotel selection process. Further, our study contributes to extant UGT literature by empha- sizing that it has specific relevance and should be given more prominence within tourism, hospitality, and social media literature.
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