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- All Subjects: Marketing
- Genre: Doctoral Dissertation
- Creators: Lee, Woojin
- Status: Published
Description
Commitment to an activity is widely studied in leisure research. Serious Leisure Perspective (SLP) describes characteristics a committed activity participant possesses. The Psychological Continuum Model (PCM) describes the psychological process a person goes through to become committed to a leisure activity. Awareness, attraction, attachment and loyalty make of the four stages of PCM. Both perspectives have been used to describe committed leisure activity participants and commitment to organized recreational events. Research on leisure activity has yet to determine how the individual becomes loyal. Therefore, the purpose of this study is to determine the process in which recreation activity participates becomes loyal and to identify who can be labels as serious within the PCM Framework. Data was obtained from an online electronic survey distributed to participants of four U.S. marathon and half marathon events. A total of 579 responses were used in the final analysis. Path analysis determined the process in which a runner becomes committed. MANOVA is used to determine difference between leisure groups in the four stages of PCM. Results indicate that activity participants need to go through all four stages of PCM before becoming loyal. As knowledge increases, individuals are more motivated to participate. When the activity satisfies motives and becomes a reflection of their identity, feelings become stronger which results in loyalty. Socialization is instrumental to the progression through the PCM Framework. Additionally, attachment is the "bottleneck" in which all loyal activity participants my pass through. Differences exist between serious leisure groups in the attachment and loyalty stages. Those that are `less serious' are not as committed to the activity as their counterparts.
ContributorsMurphey, Elizabeth M (Author) / Lee, Woojin (Thesis advisor) / Hultsman, Wendy (Thesis advisor) / Larsen, Dale (Committee member) / Chisum, Jack (Committee member) / Arizona State University (Publisher)
Created2014
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
Since the pandemic accelerated the penetration of AI-based autonomous service robots (ASRs) in hospitality and tourism, people are more likely to experience these service innovations, which raises critical ethical concerns from consumers’ perspectives. This dissertation focuses on the ethics of ASRs in hospitality and aims to 1) explore consumers’ ethical perceptions of ASRs, 2) investigate factors that can affect consumers’ intention to adopt ASRs in a post-pandemic context, and 3) examine how initial trust can mediate the relationship between consumers’ ethical perceptions and facilitate the intention to adopt ASRs. This dissertation conducted two studies using the exploratory mixed methods approach to achieve these goals. Study one explored the consumers’ ethical perceptions of ASRs, driven by various ethical theories, such as teleology and deontology. Using triangulation methodology, data collection proceeded through semi-structured interviews, focus groups, and on-site interviews. The findings revealed eight themes of consumers’ perceived ethical issues of ASRs. These themes were categorized into two dimensions: ethical issues that arise during interactions and ethical issues that are inherent to the characteristics of ASRs. Therefore, a total of 16 ethical issues were identified. Study two further developed measurements of consumers’ perceived ethical issues of ASRs by conducting two rounds of online surveys. A second-order model based on Technology Acceptance Model and Initial Trust Model was built to understand better the relationship between consumers’ ethical perceptions and their intention to adopt ASRs. By utilizing second-order confirmatory factor analysis and partial least square structural equation modeling, the main results demonstrated the relationships between the two dimensions of consumers’ perceived ethical issues, perceived usefulness, perceived ease of use, initial trust, and behavioral intention. Furthermore, initial trust significantly mediated the relationship between consumers’ ethical perceptions and behavioral intention, while personal innovativeness moderated the relationship between initial trust and behavioral intention. This study is the first to empirically explore, measure, and validate a framework regarding consumers’ ethical perceptions of ASRs in hospitality. The findings contribute to the literature on ethics studies in business and information technology and provide valuable implications for managers in tourism and hospitality, policymakers, and those implementing ASRs in broader service contexts.
ContributorsLin, Boyu (Author) / Lee, Woojin (Thesis advisor) / Andereck, Kathleen (Committee member) / Wise, Nicholas (Committee member) / Choi, Hwan-Suk (Committee member) / Arizona State University (Publisher)
Created2023