Does snobbish service generate better sales? The case of luxury goods

The objective of this study is to explore whether a “bad” service encounter triggers a consumer's impulse purchase in a luxury goods store in an Asian emerging market. A 2 (service encounter: favorable vs. snobbish) × 2 (shopping companion: alone vs. with a close friend) between‐group factorial design was employed with 160 female consumers in an Asian emerging market to examine the antecedents of both the urge to save social identity and the impulse purchase of luxury goods. The results show that consumers in an Asian emerging market can be triggered to make an impulse purchase of a luxury good, not because they received excellent service in the store but because they encountered snobbish service, especially when shopping with a close friend. Research implications and limitations are also discussed.     

Marital Conflict and Health in Taiwan: A Dyadic Longitudinal Analysis

Marital conflict is predictive of physical health; however, there are few studies that demonstrate this relationship in Chinese cultures. The purpose of this study was to test the effect of marital conflict on physical health among couples in Taiwan. This study utilized dyadic data of 239 married couples from three waves of a longitudinal study on work and family issues conducted in Taiwan. This study used participant’s reports of marital conflict at time 2, depressive symptoms at time 3, and physical health at time 4. Using a time-sequential method of analysis, results indicated that marital conflict was indirectly predictive of physical health 2 years later, with depressive symptoms fully mediating this relationship for husbands and wives. There were no significant partner effects or gender differences. The findings of this study provide evidence that the quality of marital relationships is important for the physical wellbeing of couples in Chinese cultures.     

Processing relative clauses in Chinese

This paper reports results from a self-paced reading study in Chinese that demonstrates that object-extracted relative clause structures are less complex than corresponding subject-extracted structures. These results contrast with results from processing other Subject-Verb-Object languages like English, in which object-extracted structures are more complex than subject-extracted structures. A key word-order difference between Chinese and other Subject-Verb-Object languages is that Chinese relative clauses precede their head nouns. Because of this word order difference, the results follow from a resource-based theory of sentence complexity, according to which there is a storage cost associated with predicting syntactic heads in order to form a grammatical sentence. The results are also consistent with a theory according to which people have less difficulty processing embedded clauses whose word order matches the word order in main clauses. Some corpus analyses of Chinese texts provide results that constrain the classes of possible frequency-based theories. Critically, these results demonstrate that there is nothing intrinsically easy about extracting from subject position: depending on the word order in the main clause and in a relative clause, extraction from object position can be easier to process in some circumstances.     

Exercising for mood regulation: The importance of experience

Based on the theory that mood regulation can be an important motivation for regular exercise, but only after the subtle mood effects derived from this activity are discovered, exercisers (N = 168) with varying levels of exercise experience completed the Reasons for Exercise Inventory (REI; Silberstein, Striegel-Moore, Timko & Rodin, 1988), as well as Neuroticism and Extra version measures (Costa & McCrae, 1989). A reexamination of the REI yielded a 5-factor instead of the original 7-factor structure. As expected, advanced exercisers rated the importance of Mood Improvement higher than beginners. Advanced exercisers also rated Socialization higher. Those above the median on Neuroticism rated Mood Improvement higher than lower scorers. Gender and age differences were also found. Results have implications for more effective exercise promotion.     

Understanding consumers' purchase intention in virtual reality commerce environment

Virtual reality (VR) has developed rapidly and drawn the attention of businesses. E-commerce practitioners have used VR to improve business performance and satisfy consumers' needs by enhancing the shopping experience and increasing purchase intention. To explore the effects of VR shopping platforms on purchase intention, this study developed a theoretical framework on the basis of task–technology fit. The framework comprises technological characteristics and user needs (intrinsic and extrinsic motivation) and can be used to investigate perceived needs–technology fit and identify factors affecting intention to purchase on VR platforms. This study distributed an online questionnaire and received 336 responses. Analysis was performed using partial least squares structural equation modeling. The results suggested that purchase intention is stronger when perceived needs–technology fit is closer. Hedonic needs play a vital role in perceived needs–technology fit. In terms of technological characteristics, relative advantage, and service compatibility strongly affect perceived needs–technology fit. In addition, feelings of spatial presence, a key component of VR, positively affect relative advantage, service compatibility, and trialability and negatively affect complexity. The implications of the findings are also discussed.     

An examination of semantic radical combinability effects with lateralized cues in Chinese character recognition

Auclair and Siéroff examined lateralized cuing effects in the identification of centrally presented letter strings and reported no cuing effects for short word stimuli. They argued for a redistribution of attention over the entire word for short familiar words. We explored cuing effects with Chinese phonetic compounds, which can be considered extreme examples of short words, in a character-level semantic judgment task. When the semantic radical position was placed on the left of the characters, strong radical combinability and semantic transparency effects were observed. There was also a significant interaction between cue position (left vs. right) and radical combinability: A left cue facilitated semantic judgment of characters with small radical combinability more than did a right cue. This behavior reflects the information profile of Chinese phonetic compounds. Semantic radicals with small combinability are more informative than those with large combinability in determining the meaning of the whole character; they therefore benefit more from a left than a right cue. A mechanism redistributing attention over the whole of the character was not in evidence at the level of semantic processing.