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Description
This dissertation examines travelers’ innovation adoption and repurchase behaviors in the sharing economy. The central question is to what extent the tourism industry embraces service innovations in the sharing economy. Predicated upon behavioral reasoning theory, this research makes a contribution to the tourism study and diffusion of innovation literature, by exploring the influence of travelers’ reasonings in the innovation decision process. The dissertation follows a two-study format. The analysis contextualizes reasons for and against adoption, by incorporating appropriate constructs relevant to service innovations in social dining services (Study 1) and ride-sharing services (Study 2). An exploratory mixed methods approach is taken in both studies. The survey data and the semi-structured interviews are used to identify the context-specific reasons for and against adoption. And, a series of statistical analyses are employed to examine how reasonings influence intentions to adopt social dining services (Study 1) and intentions to repurchase ride-sharing services for the next trip (Study 2).
The main results suggest that both reasons for and reasons against adoption have countervailing influences in the psychological processing, supporting the validity of the research models. The findings also reveal that different psychological paths in travelers’ adoption and repurchase intentions. In Study 1, the trustworthiness of service providers attenuates the reasons against adoption and enhances the likelihood of adopting social dining services in the pre-adoption stage. In Study 2, attitude strength functions as an additional construct, which mediates travelers’ attitudes and ultimately intentions to repurchase ride-sharing services for the next trip in the post-adoption stage. By developing and testing a framework comprising a set of consumers’ beliefs, reasonings for adoption and resistance, attitudes towards adoption, and behavioral responses to the sharing economy, the insights gleaned from this research allow practical recommendations to be made for service providers, platform providers, and policy makers in the tourism industry.
The main results suggest that both reasons for and reasons against adoption have countervailing influences in the psychological processing, supporting the validity of the research models. The findings also reveal that different psychological paths in travelers’ adoption and repurchase intentions. In Study 1, the trustworthiness of service providers attenuates the reasons against adoption and enhances the likelihood of adopting social dining services in the pre-adoption stage. In Study 2, attitude strength functions as an additional construct, which mediates travelers’ attitudes and ultimately intentions to repurchase ride-sharing services for the next trip in the post-adoption stage. By developing and testing a framework comprising a set of consumers’ beliefs, reasonings for adoption and resistance, attitudes towards adoption, and behavioral responses to the sharing economy, the insights gleaned from this research allow practical recommendations to be made for service providers, platform providers, and policy makers in the tourism industry.
ContributorsLee, Seojin, Ph.D (Author) / Lee, Woojin (Thesis advisor) / Buzinde, Christine N. (Committee member) / Vogt, Christine A. (Committee member) / Bitner, Mary J. (Committee member) / Arizona State University (Publisher)
Created2019
Description
Objective: It’s not well understood how youth perceive existing fruit and vegetable (FV) marketing materials available in schools. This ancillary study sought to assess the acceptability of FV marketing materials freely available to schools among adolescents in grades 6-12.
Methods: Middle and high school adolescents (n=40; 50% female; 52.5% Hispanic) in the Phoenix, AZ area were asked to rank marketing materials (n=35) from favorite to least favorite in four categories: table tents, medium posters, large posters and announcements. Favorites were determined by showing participants two items at a time and having them choose which they preferred; items were displayed to each adolescent in a random order. Adolescents participated in a 20-30 minute interview on their favorite items in each category based on acceptance/attractiveness, comprehension, relevance, motivation and uniqueness of the materials. A content analysis was performed on top rated marketing materials. Top rated marketing materials were determined by the number of times the advertisement was ranked first in its category.
Results: An analysis of the design features of the items indicated that most participants (84%) preferred marketing materials with more than 4 color groups. Participant preference of advertisement length and word count was varied. A total of 5 themes and 20 subthemes emerged when participants discussed their favorite FV advertisements. Themes included: likes (e.g., colors, length, FV shown), dislikes (e.g., length, FV shown), health information (e.g., vitamin shown), comprehension (e.g., doesn’t recognize FV), and social aspects (e.g., peer opinion). Peer opinion often influenced participant opinion on marketing materials. Participants often said peers wouldn’t like the advertisements shown: “…kids my age think that vegetables are not good, and they like food more than vegetables.” Fruits and vegetable pictured as well as the information in the marketing materials also influenced adolescent preference.
Conclusion: Students preferred advertisements with more color and strong visual aspects. Word count had minimal influence on their opinions of the marketing materials, while information mentioned and peer opinion did have a positive effect. Further research needs to be done to determine if there is a link between adolescent preferences on FV marketing materials and FV consumption habits.
Methods: Middle and high school adolescents (n=40; 50% female; 52.5% Hispanic) in the Phoenix, AZ area were asked to rank marketing materials (n=35) from favorite to least favorite in four categories: table tents, medium posters, large posters and announcements. Favorites were determined by showing participants two items at a time and having them choose which they preferred; items were displayed to each adolescent in a random order. Adolescents participated in a 20-30 minute interview on their favorite items in each category based on acceptance/attractiveness, comprehension, relevance, motivation and uniqueness of the materials. A content analysis was performed on top rated marketing materials. Top rated marketing materials were determined by the number of times the advertisement was ranked first in its category.
Results: An analysis of the design features of the items indicated that most participants (84%) preferred marketing materials with more than 4 color groups. Participant preference of advertisement length and word count was varied. A total of 5 themes and 20 subthemes emerged when participants discussed their favorite FV advertisements. Themes included: likes (e.g., colors, length, FV shown), dislikes (e.g., length, FV shown), health information (e.g., vitamin shown), comprehension (e.g., doesn’t recognize FV), and social aspects (e.g., peer opinion). Peer opinion often influenced participant opinion on marketing materials. Participants often said peers wouldn’t like the advertisements shown: “…kids my age think that vegetables are not good, and they like food more than vegetables.” Fruits and vegetable pictured as well as the information in the marketing materials also influenced adolescent preference.
Conclusion: Students preferred advertisements with more color and strong visual aspects. Word count had minimal influence on their opinions of the marketing materials, while information mentioned and peer opinion did have a positive effect. Further research needs to be done to determine if there is a link between adolescent preferences on FV marketing materials and FV consumption habits.
ContributorsPisano, Sydney Alexis (Author) / Bruening, Meg (Thesis advisor) / Adams, Marc (Committee member) / Grgich, Traci (Committee member) / Arizona State University (Publisher)
Created2019
Description基于中国人口老龄化加速、目前人均医疗支出偏低和国内医疗器械企业以中低端产品
为主的局面，中国的医疗器械行业正面临着巨大的发展机遇，投融资活动将迎来爆发式增
长。 在此背景下， 医疗器械企业的估值研究对投融资双方都有较大的意义。
我们假设医疗器械公司的产品差异度对其公司的估值有正面影响。
产品差异度定义为：该产品区别于其他竞争性产品的独特性，由以下六个方面构成：
产品唯一性水平、先进性（器械类别、优秀国产医疗设备个数、产品的专利化程度）、利润
边际和其市场容量，并对此用 12 个指标做出了定量的估计。本研究主要的数据来源是上市
的医疗器械公司，因为这些公司的相关数据取得比较容易且数据客观性较强。我们使用一
般回归分析测量产品差异度与公司估值之间的关系。在得出正面的回归结果之后， 我们采
用双重差分分析（DID）方法，验证实际情形下新产品相关信息发布对公司股价波动的影响。
根据回归分析结果：
1、 “产生营收的产品唯一性水平”和“边际利润”与市值有显著相关性: 说明医疗器械
类企业确实是核心产品驱动发展的， 产品唯一性程度高（已剔除那些已逐渐被市场淘汰的
产品） 说明市场定价能力强， 边际利润率高，盈利能力强， 进而对公司估值形成正面影
响。
2、 “”净利润“和”“互联网概念”与市值也呈现显著相关性。净利润的相关性是显而易见
的。互联网概念的相关性体现了互联网+医疗成为近几年市场的风口。
iv
3、 其他一些指标未呈现明显的相关性，有可能是因为我们的数据量太少引起的， 也
有可能还有其他未在我们考虑范围内的因素导致的，也可能是因为中国目前的股票市场还
未到达半强式有效市场。这可能对其他行业的影响也是如此。
在后面进行的实证分析中， 除个别情况外，我们发现公司重磅新产品相关信息的发布
基本上对公司之后 1-30 个交易日的股价起到了较明显的推动作用。
关键词: 产品差异度 医疗器械行业 公司估值
为主的局面，中国的医疗器械行业正面临着巨大的发展机遇，投融资活动将迎来爆发式增
长。 在此背景下， 医疗器械企业的估值研究对投融资双方都有较大的意义。
我们假设医疗器械公司的产品差异度对其公司的估值有正面影响。
产品差异度定义为：该产品区别于其他竞争性产品的独特性，由以下六个方面构成：
产品唯一性水平、先进性（器械类别、优秀国产医疗设备个数、产品的专利化程度）、利润
边际和其市场容量，并对此用 12 个指标做出了定量的估计。本研究主要的数据来源是上市
的医疗器械公司，因为这些公司的相关数据取得比较容易且数据客观性较强。我们使用一
般回归分析测量产品差异度与公司估值之间的关系。在得出正面的回归结果之后， 我们采
用双重差分分析（DID）方法，验证实际情形下新产品相关信息发布对公司股价波动的影响。
根据回归分析结果：
1、 “产生营收的产品唯一性水平”和“边际利润”与市值有显著相关性: 说明医疗器械
类企业确实是核心产品驱动发展的， 产品唯一性程度高（已剔除那些已逐渐被市场淘汰的
产品） 说明市场定价能力强， 边际利润率高，盈利能力强， 进而对公司估值形成正面影
响。
2、 “”净利润“和”“互联网概念”与市值也呈现显著相关性。净利润的相关性是显而易见
的。互联网概念的相关性体现了互联网+医疗成为近几年市场的风口。
iv
3、 其他一些指标未呈现明显的相关性，有可能是因为我们的数据量太少引起的， 也
有可能还有其他未在我们考虑范围内的因素导致的，也可能是因为中国目前的股票市场还
未到达半强式有效市场。这可能对其他行业的影响也是如此。
在后面进行的实证分析中， 除个别情况外，我们发现公司重磅新产品相关信息的发布
基本上对公司之后 1-30 个交易日的股价起到了较明显的推动作用。
关键词: 产品差异度 医疗器械行业 公司估值
ContributorsShen, Huifeng (Author) / Chen, Pei-Yu (Thesis advisor) / Wang, Tan (Thesis advisor) / Jiang, Zhan (Committee member) / Arizona State University (Publisher)
Created2018
Description
This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.
ContributorsXu, Everest Christine (Author) / Eaton, Kathryn (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
It is important for organizations and businesses to have some kind of online presence, as there are enormous benefits, including utilizing the power marketing tools to provide services for people. However, creating a website with a strong presence is difficult, in addition to ranking your website to be on top of google. Thus, the goal of this project was to rank a website using several marketing tools to increase an organization’s search engine optimization (SEO) for the company, Artificial Grass Master.
ContributorsSanchez-Apodaca, Esperanza Angelica (Author) / Steve, Cho (Thesis director) / Cynthia, Reid (Committee member) / Tech Entrepreneurship & Mgmt (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In this study, the packaging and labeling of milk and coffee was compared between Walmart and Sprouts. The pricing, the sourcing, the certifications and the overall shelf presence of the items was taken under consideration. After studying the packaging of both, a new design incorporating the applicable labels, customer appeal and appropriate green marketing was created for both the commodities.
ContributorsBhatt, Rashi Hitesh (Author) / Collins, Shari (Thesis director) / Keahey, Jennifer (Committee member) / School of International Letters and Cultures (Contributor) / School of Earth and Space Exploration (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05