nep-mkt New Economics Papers
on Marketing
Issue of 2023‒09‒04
two papers chosen by
Marco Novarese, Università del Piemonte Orientale
  1. Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences By Florence Jeannot; Maud Dampérat; Marielle Salvador; Mariem El Euch Maalej; Eline Jongmans
  2. Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness By Florence Jeannot; Eline Jongmans; Maud Dampérat
  1. By: Florence Jeannot (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics); Maud Dampérat (UL2 - Université Lumière - Lyon 2, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne); Marielle Salvador (Institut Paul Bocuse); Mariem El Euch Maalej (PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université); Eline Jongmans (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes)
    Abstract: Like many other activities, luxury gastronomy has been affected by the COVID-19 pandemic. To maintain a certain level of turnover, luxury restaurants had to innovate by digitalizing their offer, that is, delivering a customer journey that encompasses digital and physical consumer experiences. Based on the two approaches to customer experience (dimension-and stageoriented), the aim of this research is to propose and test a model of the digitalized gastronomy experience that includes its antecedents and consequences. A qualitative study (Study 1), involving 15 restaurant chefs and experts, defines the digitalized gastronomy experience and identifies the dimensions and customer journey stages associated with that experience. A quantitative study (Study 2) of 217 French consumers of luxury gastronomy validates the proposed conceptualization, its antecedents (website elements and psychological variables), and its consequences (purchase intentions). We also confirm the role of involvement in gastronomy as a contingent variable.
    Keywords: Luxury restaurants, Gastronomy, Digitalized experience, Online customer experience, Luxury restaurants Gastronomy Digitalized experience Online customer experience
    Date: 2022–07
    URL: http://d.repec.org/n?u=RePEc:hal:journl:halshs-04159574&r=mkt
  2. By: Florence Jeannot (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics); Eline Jongmans (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes); Maud Dampérat (UL2 - Université Lumière - Lyon 2, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)
    Abstract: To improve consumers' online shopping experiences, companies invest in the visual design of their websites. Although some studies show that visual design exerts a positive influence on consumer reactions, other studies do not confirm that influence. This research is aimed at exploring those contrasting findings by investigating two boundary variables (website use and user expertise) that delimit the scope of the positive influence of visual design on consumer intentions towards using and recommending e-commerce websites. Two preliminary studies (Study A and Study B) investigate the level at which visual design is mentally construed. The two main studies (Study 1 and Study 2) test our research hypotheses. The Study 1 results reveal that visual design exerts different effects on individuals' intentions depending on when the site is evaluated (before vs after use). Study 2 provides greater insight into the role of visual design after actual use of the website by considering the moderating role of user expertise. Those findings lead to the formulation of concrete recommendations about how e-retailers can create more engaging experiences.
    Keywords: visual design, digital marketing, user expertise, construal level theory, experimental method
    Date: 2022–01
    URL: http://d.repec.org/n?u=RePEc:hal:journl:halshs-04159592&r=mkt
This nep-mkt issue is ©2023 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at http://nep.repec.org. For comments please write to the director of NEP, Marco Novarese at <director@nep.repec.org>. Put “NEP” in the subject, otherwise your mail may be rejected.
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This page is being maintained by Thomas Krichel. It was last updated on 2023‒09‒04 at 7:50.