Ruth M W Yeung | Institute For Tourism Studies, Macao (original) (raw)

Papers by Ruth M W Yeung

International Journal of Contemporary Hospitality Management, Dec 31, 2015

Worldwide Hospitality and Tourism Themes, 2016

Turizam Znanstveno Strucni Casopis, Aug 2, 2011

Retail event: A comparative study between local residents and tourists in spontaneous purchase Re... more Retail event: A comparative study between local residents and tourists in spontaneous purchase Research on festivals and cultural events draw considerable attention among academics and practitioners. Th e relationships between marketing infl uence and spontaneous purchase have been studied in general retail setting; however, there is dearth knowledge of purchase patterns in a festive setting. Th is study aims to identify what factors motivate attendees to spontaneous purchase and to investigate how local residents and tourists respond in their spontaneous purchase when exposed to stimuli at a special event held infrequently for a short period of time. Th e fl ower market at the Chinese New Year Festival was chosen as the study context as it is one of the most popular events in Macau, in which spontaneous purchases are made. A quota sample of 150 local residents and 100 tourists was recruited in November, 2007. Th e results indicate that product quality, price, and variety are the top three priorities among both local residents and tourists when making purchasing decision at the fl ower market. Signifi cant diff erences of free sample tasting and cultural tradition were found between the two segments in purchase intention. Th e fi ndings allow marketing activities to be highly targeted according to the diff erence response of local residents and tourists. Future research is also recommended.

Tourism Management Perspectives, 2012

ABSTRACT This study explores the motivation for cross-border shopping from mainland China to Hong... more ABSTRACT This study explores the motivation for cross-border shopping from mainland China to Hong Kong, identifies cross-border shopper typologies, and proposes means of segmenting the market for cross-border shopping. It also develops a model to predict consumers' cluster membership based on their attitude and behavior towards cross-border shopping. A total of 194 respondents were recruited. Three groups of tourists, namely leisure buyers, planned buyers, and infrequent buyers were identified by hierarchical cluster and discriminant analysis based on their motivation and attitudes. The resulting segmentation produces information that can be used in terms of targeting and promoting cross-border shopping in a strategic approach. Nonetheless care should be taken when applying the results due to small and non-random samples, and the fact that no seasonal effect was included in the research.

Tourism (Zagreb), 2011

Retail event: A comparative study between local residents and tourists in spontaneous purchase Re... more Retail event: A comparative study between local residents and tourists in spontaneous purchase Research on festivals and cultural events draw considerable attention among academics and practitioners. Th e relationships between marketing infl uence and spontaneous purchase have been studied in general retail setting; however, there is dearth knowledge of purchase patterns in a festive setting. Th is study aims to identify what factors motivate attendees to spontaneous purchase and to investigate how local residents and tourists respond in their spontaneous purchase when exposed to stimuli at a special event held infrequently for a short period of time. Th e fl ower market at the Chinese New Year Festival was chosen as the study context as it is one of the most popular events in Macau, in which spontaneous purchases are made. A quota sample of 150 local residents and 100 tourists was recruited in November, 2007. Th e results indicate that product quality, price, and variety are the top three priorities among both local residents and tourists when making purchasing decision at the fl ower market. Signifi cant diff erences of free sample tasting and cultural tradition were found between the two segments in purchase intention. Th e fi ndings allow marketing activities to be highly targeted according to the diff erence response of local residents and tourists. Future research is also recommended.

The Marketing Review, 2011

ABSTRACT The capability of Logistic Regression (LR) has been understated in most multivariate sta... more ABSTRACT The capability of Logistic Regression (LR) has been understated in most multivariate statistics textbooks; for example, predicting the dichotomous dependent variable from a set of binary explanatory variables where their relationship is not linear but interact with each other. In principal LR is free from the restrictive assumptions required by ordinary least square regression. The aim of this study is to demonstrate how logistic regression can be used to predict consumer behaviour where the explanatory variables are dichotomous and interact with each other. Using the example of a tea take-away purchase with 117 respondents, a step by step procedure was provided. The study illustrates how to predict the tea take -away purchase propensity (yes/no) together with the odds. The results confirm that logistic regression is an effective analytical method in marketing research and it can be extended to other studies with a similar nature.

British Food Journal, 2001

Food safety has become a major issue of public concern, encouraging the UK Government and the foo... more Food safety has become a major issue of public concern, encouraging the UK Government and the food industry to take steps to rebuild consumer confidence. In this context, the paper draws on a review of research literature to develop a conceptual framework to identify and review the factors influencing consumer perception of food safety related risks and the likely impact on purchasing behaviour. The relevance of strategies adopted by consumers to reduce risk exposure and the influence on the likelihood of food purchase are also explored, together with the implication for the food industry.

Purpose – Food safety is an important issue facing consumers, the food industry and the governmen... more Purpose – Food safety is an important issue facing consumers, the food industry and the government. Since consumers cannot themselves easily assess food safety risks, their perception of food safety is, in part, a matter of trust in the food chain. This study seeks to focus on livestock farmers and to investigate the causal relationship between the factors that determine consumer trust, regarding food safety and in turn their purchase likelihood. Design/methodology/approach – By integrating theories developed in several disciplines, six factors, namely: providing information, competence, integrity, benevolence, credibility, and reliability were adopted for this study. The conceptual model was tested with a sample of 194 individuals in the form of a structural equation model using LISREL 8.30. Findings – The research confirms that livestock farmers could draw benefit from strategies to increase their trustworthiness through provision of information, show their benevolence and integrity to consumers, and in turn positively influence consumers' purchasing decision. Practical implications – Livestock farmers should understand more specifically what consumers want to know and provide accurate and reliable information. Originality/value – This exploratory study provides a useful insight into the potential benefit from trust building that could be derived by livestock farmers, food safety regulators and the food supply chain as a whole, as well as the ways in which this might be achieved.

Purpose - Adapting from extant literature, this paper presents an empirical framework of risk mea... more Purpose - Adapting from extant literature, this paper presents an empirical framework of risk measurement in the context of food safety risk in overseas destination.
Design/methodology/approach - Data were collected from 715 respondents visiting Macau in October, 2008 by using intercept
method. Principle Component Analysis followed by Confirmatory Factor Analysis were utilised for data analysis.
Findings – The research yielded twelve factors, of which five factors, namely Dread, Framing effect, Controllable, Regulation and Past Experience measure risk characteristics; two factors, namely Uncertainty and Consequence measure tourist risk perception, and five factors, namely Travel Information, Safety Assurance, Destination Reputation, Marketing Activities and Precaution measure risk reduction, specially related to food safety risk in international destination.
Practical implications – The tourist industry should understand more specifically what tourists want to know so as to devise
appropriate communication management strategies at the international destination.
Originality/value - The risk measurement framework provides an insight for the development of an instrument to assess the social and economic impact on tourist perception of international travel risk.

The purpose of this study is to examine what factors cause consumer risk perception during period... more The purpose of this study is to examine what factors cause consumer risk perception during periods of food safety concern. A survey of 195 respondents was carried out to explore the nature of consumer perception of food safety related risk using multi-dimensional analysis and how this perception was affected. Multiple regression analysis was adopted to assess the effect of risk characteristics on consumer risk perception in terms of perceived health, psychological, financial, time and taste risks. All five regression models were highly significant. Characteristics of risk, such as severity of consequences, concern about safety, involuntary exposure to risk, harmful to the environment, information, exaggerated report and adequate regulations were found to be important for predicting consumer perception of microbiological risk in chicken. Implications for future research are discussed.

Journal of International Food & Agribusiness Marketing, 2010

Journal of International Food & Agribusiness Marketing, 2005

The purpose of this study is to examine what factors cause consumer risk perception during period... more The purpose of this study is to examine what factors cause consumer risk perception during periods of food safety concern. A survey of 195 respondents was carried out to explore the nature of consumer perception of food safety related risk using multi-dimensional analysis and how this perception was affected. Multiple regression analysis was adopted to assess the effect of risk characteristics on consumer risk perception in terms of perceived health, psychological, financial, time and taste risks. All five regression models were highly significant. Characteristics of risk, such as severity of consequences, concern about safety, involuntary exposure to risk, harmful to the environment, information, exaggerated report and adequate regulations were found to be important for predicting consumer perception of microbiological risk in chicken. Implications for future research are discussed.

Nutrition & Food Science, 2002

Increased incidents of food poisoning in recent years have greatly shaken consumers confidence i... more Increased incidents of food poisoning in recent years have greatly shaken consumers confidence in food. Livestock farmers are among the least trusted parties in the food supply chain. Building trust between consumers and livestock farmers is critical in order to maintain benefit to both parties. In this context, this paper attempts to explore the process on how trust is developed. By adopting stepwise multiple regression, a conceptual model was tested with 182 respondents. Empirical results showed that trustful information, care for consumers, honesty and fairness to consumers are important to building trust during the period of food safety concerns. Suggestions for future research together with implications for livestock farmers are given.

International Journal of Hospitality Management, 2010

Nutrition & Food Science, 2002

... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University, Si... more ... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University, Silsoe, UK. ... Consumer perception of risk may vary with time, and different aspects of food safety may concern different groups of consumers (Cragg Ross Dawson, 2000). ...

International Journal of Consumer Studies, 2006

Drawing on an extensive literature review, a conceptual model incorporating marketing and psychom... more Drawing on an extensive literature review, a conceptual model incorporating marketing and psychometric paradigms for assessing consumer purchase behaviour is developed in the context of a hazardous and harmful risk associated with potentially contaminated food. An empirical study of 200 respondents was carried out to test this conceptual model. Structural equation modelling using LISREL 8.30 confirmed the link between perceived risk characteristics and risk perception, and that the latter appears to influence purchase behaviour. Concern about potential consequences, long-term adverse impacts and the involuntariness of exposure were key shapers of risk perception, and risk perception itself was measured by health, money, time, lifestyle and taste losses in this study. These findings can help both the food industry and its regulators as they seek to formulate effective risk management and communication strategies. The model developed in this exploratory study can be extended to all commodities, as well as all services industry.

Nutrition & Food Science, 2001

... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University at ... more ... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University at Silsoe, Silsoe, UK. Joe Morris, Joe Morris is Professor in Resource Economics and Management, Cranfield University at Silsoe, Silsoe, UK. Abstract. ...

Nutrition & Food Science, 2003

Consumer perception of a harmful and hazardous food risk and the strategies to reduce the exposur... more Consumer perception of a harmful and hazardous food risk and the strategies to reduce the exposure to such a risk are examined. A survey of 172 respondents confirmed the perceived risk theory and risk reducing strategies commonly used for the downside risk, and that expectations of negative utility are relevant to understand consumer perception of food safety risk. This study also shows that consumers are able to assess the uncertainty and the negative consequence of a perceived hazardous risk, and take action to reduce their exposure to the perceived risk. The findings seem to support the quality assurance scheme, useful information, brand, or product origin, which are the important risk reducing strategies of microbiological risk. Being a pilot study, this framework should be tested by using a product with which the risk is perceived to be beyond the control of consumers.

British Food Journal, 2005

Purpose – Food safety is an important issue facing consumers, the food industry and the governmen... more Purpose – Food safety is an important issue facing consumers, the food industry and the government. Since consumers cannot themselves easily assess food safety risks, their perception of food safety is, in part, a matter of trust in the food chain. This study seeks to focus on ...

International Journal of Contemporary Hospitality Management, Dec 31, 2015

Worldwide Hospitality and Tourism Themes, 2016

Turizam Znanstveno Strucni Casopis, Aug 2, 2011

Retail event: A comparative study between local residents and tourists in spontaneous purchase Re... more Retail event: A comparative study between local residents and tourists in spontaneous purchase Research on festivals and cultural events draw considerable attention among academics and practitioners. Th e relationships between marketing infl uence and spontaneous purchase have been studied in general retail setting; however, there is dearth knowledge of purchase patterns in a festive setting. Th is study aims to identify what factors motivate attendees to spontaneous purchase and to investigate how local residents and tourists respond in their spontaneous purchase when exposed to stimuli at a special event held infrequently for a short period of time. Th e fl ower market at the Chinese New Year Festival was chosen as the study context as it is one of the most popular events in Macau, in which spontaneous purchases are made. A quota sample of 150 local residents and 100 tourists was recruited in November, 2007. Th e results indicate that product quality, price, and variety are the top three priorities among both local residents and tourists when making purchasing decision at the fl ower market. Signifi cant diff erences of free sample tasting and cultural tradition were found between the two segments in purchase intention. Th e fi ndings allow marketing activities to be highly targeted according to the diff erence response of local residents and tourists. Future research is also recommended.

Tourism Management Perspectives, 2012

ABSTRACT This study explores the motivation for cross-border shopping from mainland China to Hong... more ABSTRACT This study explores the motivation for cross-border shopping from mainland China to Hong Kong, identifies cross-border shopper typologies, and proposes means of segmenting the market for cross-border shopping. It also develops a model to predict consumers' cluster membership based on their attitude and behavior towards cross-border shopping. A total of 194 respondents were recruited. Three groups of tourists, namely leisure buyers, planned buyers, and infrequent buyers were identified by hierarchical cluster and discriminant analysis based on their motivation and attitudes. The resulting segmentation produces information that can be used in terms of targeting and promoting cross-border shopping in a strategic approach. Nonetheless care should be taken when applying the results due to small and non-random samples, and the fact that no seasonal effect was included in the research.

Tourism (Zagreb), 2011

Retail event: A comparative study between local residents and tourists in spontaneous purchase Re... more Retail event: A comparative study between local residents and tourists in spontaneous purchase Research on festivals and cultural events draw considerable attention among academics and practitioners. Th e relationships between marketing infl uence and spontaneous purchase have been studied in general retail setting; however, there is dearth knowledge of purchase patterns in a festive setting. Th is study aims to identify what factors motivate attendees to spontaneous purchase and to investigate how local residents and tourists respond in their spontaneous purchase when exposed to stimuli at a special event held infrequently for a short period of time. Th e fl ower market at the Chinese New Year Festival was chosen as the study context as it is one of the most popular events in Macau, in which spontaneous purchases are made. A quota sample of 150 local residents and 100 tourists was recruited in November, 2007. Th e results indicate that product quality, price, and variety are the top three priorities among both local residents and tourists when making purchasing decision at the fl ower market. Signifi cant diff erences of free sample tasting and cultural tradition were found between the two segments in purchase intention. Th e fi ndings allow marketing activities to be highly targeted according to the diff erence response of local residents and tourists. Future research is also recommended.

The Marketing Review, 2011

ABSTRACT The capability of Logistic Regression (LR) has been understated in most multivariate sta... more ABSTRACT The capability of Logistic Regression (LR) has been understated in most multivariate statistics textbooks; for example, predicting the dichotomous dependent variable from a set of binary explanatory variables where their relationship is not linear but interact with each other. In principal LR is free from the restrictive assumptions required by ordinary least square regression. The aim of this study is to demonstrate how logistic regression can be used to predict consumer behaviour where the explanatory variables are dichotomous and interact with each other. Using the example of a tea take-away purchase with 117 respondents, a step by step procedure was provided. The study illustrates how to predict the tea take -away purchase propensity (yes/no) together with the odds. The results confirm that logistic regression is an effective analytical method in marketing research and it can be extended to other studies with a similar nature.

British Food Journal, 2001

Food safety has become a major issue of public concern, encouraging the UK Government and the foo... more Food safety has become a major issue of public concern, encouraging the UK Government and the food industry to take steps to rebuild consumer confidence. In this context, the paper draws on a review of research literature to develop a conceptual framework to identify and review the factors influencing consumer perception of food safety related risks and the likely impact on purchasing behaviour. The relevance of strategies adopted by consumers to reduce risk exposure and the influence on the likelihood of food purchase are also explored, together with the implication for the food industry.

Purpose – Food safety is an important issue facing consumers, the food industry and the governmen... more Purpose – Food safety is an important issue facing consumers, the food industry and the government. Since consumers cannot themselves easily assess food safety risks, their perception of food safety is, in part, a matter of trust in the food chain. This study seeks to focus on livestock farmers and to investigate the causal relationship between the factors that determine consumer trust, regarding food safety and in turn their purchase likelihood. Design/methodology/approach – By integrating theories developed in several disciplines, six factors, namely: providing information, competence, integrity, benevolence, credibility, and reliability were adopted for this study. The conceptual model was tested with a sample of 194 individuals in the form of a structural equation model using LISREL 8.30. Findings – The research confirms that livestock farmers could draw benefit from strategies to increase their trustworthiness through provision of information, show their benevolence and integrity to consumers, and in turn positively influence consumers' purchasing decision. Practical implications – Livestock farmers should understand more specifically what consumers want to know and provide accurate and reliable information. Originality/value – This exploratory study provides a useful insight into the potential benefit from trust building that could be derived by livestock farmers, food safety regulators and the food supply chain as a whole, as well as the ways in which this might be achieved.

Purpose - Adapting from extant literature, this paper presents an empirical framework of risk mea... more Purpose - Adapting from extant literature, this paper presents an empirical framework of risk measurement in the context of food safety risk in overseas destination.
Design/methodology/approach - Data were collected from 715 respondents visiting Macau in October, 2008 by using intercept
method. Principle Component Analysis followed by Confirmatory Factor Analysis were utilised for data analysis.
Findings – The research yielded twelve factors, of which five factors, namely Dread, Framing effect, Controllable, Regulation and Past Experience measure risk characteristics; two factors, namely Uncertainty and Consequence measure tourist risk perception, and five factors, namely Travel Information, Safety Assurance, Destination Reputation, Marketing Activities and Precaution measure risk reduction, specially related to food safety risk in international destination.
Practical implications – The tourist industry should understand more specifically what tourists want to know so as to devise
appropriate communication management strategies at the international destination.
Originality/value - The risk measurement framework provides an insight for the development of an instrument to assess the social and economic impact on tourist perception of international travel risk.

The purpose of this study is to examine what factors cause consumer risk perception during period... more The purpose of this study is to examine what factors cause consumer risk perception during periods of food safety concern. A survey of 195 respondents was carried out to explore the nature of consumer perception of food safety related risk using multi-dimensional analysis and how this perception was affected. Multiple regression analysis was adopted to assess the effect of risk characteristics on consumer risk perception in terms of perceived health, psychological, financial, time and taste risks. All five regression models were highly significant. Characteristics of risk, such as severity of consequences, concern about safety, involuntary exposure to risk, harmful to the environment, information, exaggerated report and adequate regulations were found to be important for predicting consumer perception of microbiological risk in chicken. Implications for future research are discussed.

Journal of International Food & Agribusiness Marketing, 2010

Journal of International Food & Agribusiness Marketing, 2005

The purpose of this study is to examine what factors cause consumer risk perception during period... more The purpose of this study is to examine what factors cause consumer risk perception during periods of food safety concern. A survey of 195 respondents was carried out to explore the nature of consumer perception of food safety related risk using multi-dimensional analysis and how this perception was affected. Multiple regression analysis was adopted to assess the effect of risk characteristics on consumer risk perception in terms of perceived health, psychological, financial, time and taste risks. All five regression models were highly significant. Characteristics of risk, such as severity of consequences, concern about safety, involuntary exposure to risk, harmful to the environment, information, exaggerated report and adequate regulations were found to be important for predicting consumer perception of microbiological risk in chicken. Implications for future research are discussed.

Nutrition & Food Science, 2002

Increased incidents of food poisoning in recent years have greatly shaken consumers confidence i... more Increased incidents of food poisoning in recent years have greatly shaken consumers confidence in food. Livestock farmers are among the least trusted parties in the food supply chain. Building trust between consumers and livestock farmers is critical in order to maintain benefit to both parties. In this context, this paper attempts to explore the process on how trust is developed. By adopting stepwise multiple regression, a conceptual model was tested with 182 respondents. Empirical results showed that trustful information, care for consumers, honesty and fairness to consumers are important to building trust during the period of food safety concerns. Suggestions for future research together with implications for livestock farmers are given.

International Journal of Hospitality Management, 2010

Nutrition & Food Science, 2002

... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University, Si... more ... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University, Silsoe, UK. ... Consumer perception of risk may vary with time, and different aspects of food safety may concern different groups of consumers (Cragg Ross Dawson, 2000). ...

International Journal of Consumer Studies, 2006

Drawing on an extensive literature review, a conceptual model incorporating marketing and psychom... more Drawing on an extensive literature review, a conceptual model incorporating marketing and psychometric paradigms for assessing consumer purchase behaviour is developed in the context of a hazardous and harmful risk associated with potentially contaminated food. An empirical study of 200 respondents was carried out to test this conceptual model. Structural equation modelling using LISREL 8.30 confirmed the link between perceived risk characteristics and risk perception, and that the latter appears to influence purchase behaviour. Concern about potential consequences, long-term adverse impacts and the involuntariness of exposure were key shapers of risk perception, and risk perception itself was measured by health, money, time, lifestyle and taste losses in this study. These findings can help both the food industry and its regulators as they seek to formulate effective risk management and communication strategies. The model developed in this exploratory study can be extended to all commodities, as well as all services industry.

Nutrition & Food Science, 2001

... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University at ... more ... The Authors. Ruth MW Yeung, Ruth MW Yeung is a Research Associate at Cranfield University at Silsoe, Silsoe, UK. Joe Morris, Joe Morris is Professor in Resource Economics and Management, Cranfield University at Silsoe, Silsoe, UK. Abstract. ...

Nutrition & Food Science, 2003

Consumer perception of a harmful and hazardous food risk and the strategies to reduce the exposur... more Consumer perception of a harmful and hazardous food risk and the strategies to reduce the exposure to such a risk are examined. A survey of 172 respondents confirmed the perceived risk theory and risk reducing strategies commonly used for the downside risk, and that expectations of negative utility are relevant to understand consumer perception of food safety risk. This study also shows that consumers are able to assess the uncertainty and the negative consequence of a perceived hazardous risk, and take action to reduce their exposure to the perceived risk. The findings seem to support the quality assurance scheme, useful information, brand, or product origin, which are the important risk reducing strategies of microbiological risk. Being a pilot study, this framework should be tested by using a product with which the risk is perceived to be beyond the control of consumers.

British Food Journal, 2005

Purpose – Food safety is an important issue facing consumers, the food industry and the governmen... more Purpose – Food safety is an important issue facing consumers, the food industry and the government. Since consumers cannot themselves easily assess food safety risks, their perception of food safety is, in part, a matter of trust in the food chain. This study seeks to focus on ...