Money attitudes and materialism among generation Y South Africans: a life-course study
- Authors: Duh, Helen Inseng
- Date: 2011
- Subjects: Consumers -- Research , Materialism , Consumer -- Behaviour , Consumer credit
- Language: English
- Type: Thesis , Doctoral , DCom
- Identifier: vital:9286 , http://hdl.handle.net/10948/d1008612 , Consumers -- Research , Materialism , Consumer -- Behaviour , Consumer credit
- Description: Materialism has long been a subject of interest to researchers. More negative than positive consequences have been reported from studies on the lifestyles of materialists. For example, increased consumer and credit card debt, shrinking saving rates, increased number of consumers filing for bankruptcy, lower levels of life satisfaction and the depletion of natural resources are reported to be emanating from the increasing levels of materialism in societies. It is thus important to investigate the factors that can be implicated for the growth of materialism. Most of the studies attempt to explain materialism at a given point in time in isolation of the events people have experienced in their early life or childhood. Realizing that this practice is a shortcoming in consumer research, there is a call that consumer behaviour, such as materialism, be studied as a function of past life experiences using the life-course approach. While few studies have applied this approach to understanding materialism, little is known about the psychological processes that link childhood family structure to materialism. It is against this background that this study used the life-course approach to study how childhood family structure affects materialism through psychological processes of perceived family resources (tangible and intangible), perceived stress from the disruptive family events, and money attitudes of Generation Y South Africans. The study also assessed the moderating role of money attitudes on the relationship between childhood family experiences and materialism. Money attitude dimensions of status, achievement, worry, security and budget were introduced to broaden the life-course study of materialism because they are reported to begin in childhood, to remain in adulthood and they function in the background of every behavioural intention and action. Generation Y (commonly reported to be born between 1977 and 1994) were the subject of this study, because the literature reviewed revealed that these emerging consumers are not only numerous (about 30 percent of South Africans are Generation Y), have considerable influence and spending power, but most have been raised in disrupted single-parent/income families. With reports from family sociologists on the outcomes of divorce and single-parenthood (for example, stress, inadequate family resources, and low self-esteem) questions were raised as to how these outcomes would affect Generation Y money attitudes and materialistic values. Ten hypotheses were formulated to empirically answer the research questions. Using quantitative methodologies based on the nature of the research questions and problems, data were collected through online questionnaire from 826 business undergraduate students from the Nelson Mandela Metropolitan and Western Cape Universities. University-aged respondents were appropriate for this study since they are ideally suited to remember their past family circumstances and must have already formed consumption habits, attitudes and values at their age. The first research problem was to evaluate how two of the life-course theoretical perspectives (i.e., family resources and stress) selected for this study would explain the materialistic values of Generation Y South Africans raised in non-intact (did not live with both biological parents before 18th birthday) and intact (lived with both biological parents before 18th birthday) family structures through the money attitudes adopted. The results showed that even though a significant difference in perceived family resources (both tangible and intangible) and stress was found between subjects raised in non-intact (or disrupted) and intact families, the difference in materialism as a whole was not significant. In terms of the three materialistic values of success, happiness and centrality, subjects raised in disrupted families significantly scored higher in the happiness dimension. For the money attitude dimensions of status, achievement, worry, budget and security they significantly scored higher in the worry money attitude. Results of the correlation analyses showed that perceived decrease in tangible (food, clothing and pocket money) family resources was a childhood factor that affected later worry money attitude to significantly and positively influence all of the three materialistic values. Perceived decreases in intangible family resources (for example, love and emotional support) negatively affected the symbolic money attitudes of status and worry, which in turn, positively affected only the happiness dimension of materialism. Perceived increase in stress positively affected all of the symbolic money attitudes of status, worry and achievement. These, in turn, positively influenced only the success and happiness materialistic values. The second research problem was based on an assessment of the moderating role of money attitudes on the childhood family experiences to materialism relationship. Using hierarchical regression analyses, it was found that only the achievement and worry money attitude dimensions moderated the family resources to materialism relationship. This means that when subjects hold higher worry and achievement money attitudes, an increase in family resources (tangible and intangible) will have less effect in reducing materialistic tendencies. For the stress to materialism relationship, only the worry money attitude dimension had a moderating effect, meaning that when higher worry money attitude is held, an increase in stress from family disruptions would have a greater effect in increasing materialistic tendencies. None of the five money attitude dimensions did, however, moderate the childhood family structure to materialism relationship. The results of this study do not only have theoretical implications, but also provide valuable information to consumer-interest groups, banks and retailers, especially in terms of the money attitudes of Generation Y consumers in South Africa.
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- Date Issued: 2011
Social media reviews to investigate restaurant dinning experiences
- Authors: Van Achterbergh, Leon
- Subjects: Hospitality industry -- Social aspects , Restaurants -- Social aspects , Social media -- Economic aspects , Consumers -- Research
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9349 , http://hdl.handle.net/10948/d1021126
- Description: Restaurateurs often assume that customers' online reviews of their dining experiences are a reflection of their dining preferences. This study finds this assumption not to be true. Online written reviews do not explain diners’ preferred dining experiences. In this study post-experience reactions captured in reviews are shown to be contextually different to established dining preferences. Results show online reviews to be most important in facilitating customer dining expectations, but not influencing customers’ preferences in dining experiences. Evidence gathered during the secondary research shows that in general, social media has become the great marketing equaliser in commerce. In the dining industry, restaurants cannot solely rely on traditional media in the initial attraction and retention of dining customers. Continuous interaction between the business and customers is increasingly necessary for restaurateurs to remain competitive and in-touch with customers’ needs. This study concentrates its research area on the post-experience evaluation phase as found on review websites, like TripAdvisor. TripAdvisor has especially become a popular means to perpetuate word-of-mouth opinions of dining experiences among prospective customers. Research shows clear evidence of the importance of other's online opinions in the consumer decision-making process. The main variables of the study, namely customer experiences, restaurant dining and social media, are theoretically explored within the disciplines of service management and customer behaviour. These theories have laid a sound foundation for the subsequent research methods followed. The main purpose of the study was using social media reviews from TripAdvisor to investigate dining experiences in the restaurant industry. The outcomes desired were: firstly to advise the restaurant industry about superior customer practices, secondly emphasising the importance for industry of social media use in the dining experience, and thirdly rendering clarification on the experience perceptions of customers about factors that might lead to ‘delight’ and ‘frustration’. This research centralises the constructs of delight and frustration factors, which are typically extremely emotional dining experiences for the customer, that have the common element of surprise. Methodologically, the research required two phases: firstly, the qualitative analysis of online user-generated content by content analysis. The global sample consisted of seven international cities, which included the best, worst and average-rated TripAdvisor restaurant reviews. The content analysis produced the theoretical base for the dining perception variables used in the empirical survey. In the second phase of the study, the global surveys administered resulted in measuring the general public’s perceptions of the delight and frustration factors of dining experiences. Subsequently, the research process required various quantitative data analyses to reach substantial results with inferences. The results and interpreted findings achieved were twofold: Firstly, from the content analysis: customers regard service quality as relatively unimportant in relation to the holistic dining experience. Customers regarded food and beverage quality as crucial in the dining experience. Value for money increasingly becomes an issue as customers become more frustrated, more so than when the dining was generally experienced as pleasant. Secondly, from the empirical data: mood and aesthetics are essential, especially when diners chose between their favourite restaurants. Further results show managing the service basics for restaurants is essential; this included welcoming, professional, attentive and friendly service. Service consistency has also proven to be imperative in customers’ perceptions. Results further show that different nationalities could perceive food quality and service reliability differently. In addition, men and women could perceive food quality, mood and aesthetics, and value for money differently. This study recommends various findings to the restaurant industry: most importantly that the post-experience reviews are contextually different to customers’ dining preferences. The factor determining the reputation of a restaurant is food quality and not so much service quality. Value for money should be associated with a specific service or product feature for it to be of meaningful consequence to the restaurateur.
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