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A new integrated method based on the means‐end chain (MEC) analysis and factor analysis is proposed for developing intangible product‐mix strategies for convenience store (CVS) chains. With variables obtained from a survey on CVS service items, both analyses were used to derive the hierarchical value factor map (HVFM). The new map can handle and develop strategies for product differentiation, advertising and market segmentation. The purpose of this article is two‐fold: to propose improvements for the traditional MEC method of constructing the service hierarchical value map
(HVM) and to formulate effective intangible‐product strategies.

Purpose
By integrating the diffusion of innovation (DOI) theory, technology acceptance model (TAM), and social capital theory, the purpose of this paper is to: develop a model of consumer behavior and trial willingness toward nano-foods from product, consumer, and social perspectives; examine the effects of innovative features, consumer characteristics, and trust in authority on subjective perceptions (perceived trustworthiness and perceived benefit) as well as the social influence on attitudes toward nano-foods and trial willingness; examine the moderating role of product uncertainty on the relationship between these characteristics and subjective perceptions; and examine the effect of perceived benefit on perceived trustworthiness.


Design/methodology/approach
The results of the structural equation model (SEM), with nano-food knowledge data collected from 431 respondents, supported the research model and revealed the main effects hypothesized in this study and the moderating effect of product uncertainty. Simple slope analysis was further adopted to test the significant moderating effects.


Findings
The SEM results indicated that innovative characteristics (relative advantage, lack of observability, and novelty), consumer characteristics (perceived technology application), and social characteristics (trust in authority) affect perceived trustworthiness or perceived benefit. Social influence also has a direct effect on attitude toward nano-foods and trial willingness. Product uncertainty significantly moderates the relationship between characteristics (relative advantage and perceived technology application) and subjective perceptions (perceived trustworthiness and perceived benefit).


Research limitations/implications
With increasing numbers and kinds of nanotechnology products now being developed and sold, it is important to go further to determine consumer perceptions and attitudes toward these. This study, thus, applied the DOI, TAM, and social capital theory to examine this issue. However, other theories might also be used to carry out research from other perspectives. This study should, thus, be seen as preliminary, and it is hoped that more works will discuss consumer attitudes toward nanotechnology products in the future.


Practical implications
When a new nano-food is introduced, the current study suggests that food manufacturers use the description on the package as a communicative tool. Detailing the advantages of nano-foods on food packages might be a useful way to enhance trial willingness and to reduce the fears and insecurities related to the use of nano-related products. In addition, if food manufacturers could cooperate with organizations or individuals seen as having some authority in this area (e.g. nanotechnology researchers) in order to disseminate accurate information about nanotechnology and related food products, this might be an effective way to increase sales and profits.


Originality/value
This is the first paper integrating the DOI, the social capital theory and the TAM to empirically investigate consumer willingness to try nano-food products.

Purpose
– The purpose of this paper is to extend the utilitarian value of the dedication-based relationship maintenance mechanism of social exchange theory and customer perceived relationship investment to investigate the relationship performance of a retailer launching a self-service technology (SST). Computer anxiety and time consciousness are hypothesized to moderate the effects among these relationships.


Design/methodology/approach
– The results of the structural equation model, with in-store kiosk use experience data collected for 211 respondents, supported the research model. Multiple regression analysis was used for testing the moderating effects.


Findings
– The utilitarian value of dedication-based relationship maintenance is related to perceived relationship investment. Higher levels of customer-perceived relationship investment impact relationship performance. Computer anxiety and time consciousness act separately as both partial and full moderators.


Research limitations/implications
– First, this study did not consider different kinds of products/services to have different effects with regard to customer cognition. Second, most of the respondents were students, and this is a limitation in business research, because of such factors as lower incomes and higher information technology ability as compared to individuals with other occupations. Third, it is difficult to distinguish whether the level of perceived convenience is due to the convenience stores per se or the in-store kiosks that they have. Future research may thus consider analyzing in more detail how perceived convenience is evoked. Finally, future research can consider constraint-based relationship maintenance mechanisms with regard to operating in-store kiosk businesses.


Practical implications
– Retailers who are willing to continually launch SSTs should tie such efforts to their relationship marketing strategies. Moreover, retailers who are willing to launch e-businesses should establish strategies designed to enhance customer experience with regard to the use of technology. Finally, launching SSTs should involve the continual development of an effective purchasing process and functional relationship marketing strategies.


Originality/value
– This paper can help managers organize relationship maintenance mechanisms, especially with regard to the development of user utilitarian value, in order to obtain improved relationship performance.