Consumer Perceived Brand Innovativeness and Authenticity of Chinese Time-Honored Brand Restaurants: The Moderated Mediation Effect of Personal Traits.

Purpose: Numerous time-honored brand restaurants are gradually losing their authenticity in the development process. Brand authenticity serves as a symbol of China's unique culinary culture, and consistency lies at the core of preserving its authenticity. Failure to integrate innovative elements into the original components can potentially erode the brand's consistent image, leading to a negative impact on perceived authenticity and purchase intention (PI). However, existing research has largely neglected to investigate the influence of consumer perceived brand innovativeness (CPBI) and consumer perceived brand authenticity (CPBA) specifically within the context of time-honored brand restaurants. Additionally, there is a lack of research examining the individual differences of consumers and how these intersect with time-honored brands. Therefore, our research aims to address these research gaps. Methods: The list of Chinese time-honored brands issued by the Ministry of Commerce of China served as the basis for the study's choice of time-honored restaurant brands. 689 relevant consumers were obtained through convenience sampling within China and the self-report method was adopted for data collection. Using the partial least squares structural equation modeling method and the SmartPLS software, the data was analyzed and the hypotheses were tested. Results: CPBI positively influences PI. CPBA mediates the relationship between CPBI and PI. In contrast to personal innovativeness, which positively moderates the mediating relationship between CPBI and CPBA, nostalgia proneness moderates this relationship negatively. Conclusion: Our results revealed that both CPBI and CPBA have a positive impact on PI within the domain of consumption in Chinese time-honored brand restaurants. This study addresses the research gap in brand innovativeness and authenticity in these restaurants. Furthermore, we identified the influence of consumer traits in this context. Our results can assist time-honored brand restaurants to effectively innovate and preserve their traditions, which will ultimately contribute to a more authentic service experience.

Destination Attributes of Memorable Chinese Rural Tourism Experiences: Impact on Positive Arousal, Memory and Behavioral Intention.

Purpose: There is a lack of research on the composition of destination attributes of memorable tourism experiences (MTEs) and their impact on tourist loyalty in Chinese rural tourism. Based on the extended SOR (stimulus-organism-response) theory, this study constructs a model of destination attributes (gastronomy, accommodation, physiography, and rural lifestyle) of MTEs on tourists' recommend intention and revisit intention under the chain mediating effect of positive arousal and memory in Chinese rural tourism. Methods: Through the judgment sampling method, this study distributed questionnaires to the subjects who met the sampling standard in all provincial administrative regions in China. Finally, 270 valid questionnaires from 29 provincial administrative regions were obtained and the proposed hypotheses were verified using a structural equation model. Results: The results show that gastronomy, accommodation, physiography and rural lifestyle are all destination attributes of MTEs in Chinese rural tourism, and all have a positive impact on positive arousal. In addition, they are positively correlated with recommend intention and revisit intention through the chain mediating effect of positive arousal and memory. Conclusion: This study explored the impact mechanism of destination attributes of MTEs on tourist destination loyalty in the field of Chinese rural tourism to enrich findings pertaining to the study of MTEs in different contexts. Four destination attributes of MTEs were proposed and verified, and this study also confirmed that destination attributes of MTEs vary with respect to the research context. The new destination attribute of MTEs was discovered. The research results showed that managers can deliver MTEs to tourists through optimizing gastronomy, accommodation, physiography and rural lifestyle, thus generating positive arousal, deepening their memory and then gaining their loyalty. In addition, the extended SOR theory proved that it could effectively and comprehensively explain the influencing mechanism of MTEs on tourist loyalty.

Scale development for consumer repulsion: A consumers' individual identity-expressiveness perspective.

In a number of emerging markets such as China, native consumers may avoid certain domestic products when foreign products are available. However, the studies on the unfavorable attitudes toward the products of one's own country are not sufficient. This article aims to develop a construct to explain this phenomenon. The measurement scale was developed and validated using responses from 318 Chinese consumers with respect to electronics and clothing. The judgment sampling method produced representative distributions in terms of age and gender. The items were first generated and refined based on the content validity. Exploratory factor analysis, confirmatory factor analysis, and convergent and discriminant validity were then established. Finally, this study investigates relationships among consumer repulsion, domestic product ownership, and negative word of mouth, to confirm the nomological validity. This study develops a construct-consumer repulsion-that can be used to articulate native consumers' unfavorable attitudes toward domestic products from consumers' individual identity-expressiveness perspective. First, this study develops a scale for consumer repulsion. The scale shows good reliability, unidimensionality, convergent validity, discriminant validity, and nomological validity. The scale helps explain the nature and impact of country biases, and integrates and expands current studies in this field, which should prove helpful in further research on this topic. Furthermore, this study proposes a three-dimensional model of consumer repulsion consisting of affective repulsion, cognitive repulsion, and conative repulsion. Finally, these findings have shown that linking domestic products to social identity and self-identity will likely influence domestic product ownership and word of mouth of native consumers.