Paper Title :Shy: Consumer Behavior in Embarrassing Service Scenarios

Author :Cheng-Che Lin, Kuo-Shu Tseng, Tso-Jen Chen, Yi-Chou Wang

Article Citation :Cheng-Che Lin ,Kuo-Shu Tseng ,Tso-Jen Chen ,Yi-Chou Wang , (2024 ) " Shy: Consumer Behavior in Embarrassing Service Scenarios " , International Journal of Management and Applied Science (IJMAS) , pp. 67-77, Volume-10,Issue-8

Abstract : This study aims to explore the emotions and coping strategies of university students when purchasing specific types of embarrassing products, such as condoms, contraceptives, and personal items, analyzing the impact of 'servicescapes embarrassment' on purchase intentions. Servicescapes embarrassment refers to the feelings of discomfort or selfconsciousness that arise from the physical environment or social interactions within a service setting. The research focuses on three main variables: service personnel attitude, product packaging, and waiting time, examining how these factors influence consumer behavior in servicescapes embarrassment. Despite the increasing openness of societal attitudes, purchasing these products remains an action that easily triggers embarrassment. The study employed a questionnaire survey method, using university students as the sample, and data were collected through online questionnaires. The results indicate that the empathetic attitude of service personnel significantly impacts both servicescape embarrassment and purchase intentions. When the service personnel's attitude is friendly and empathetic, consumers' feelings of embarrassment are significantly reduced, and their purchase intentions are enhanced. Furthermore, the design of product packaging also has a significant effect on purchase intentions. Discreet and inconspicuous packaging, which respects the privacy of the consumer, can reduce consumers' embarrassment, increasing their willingness to buy. In addition, waiting time significantly affects servicescapes embarrassment, and purchase intentions. Shorter waiting times can reduce consumers' embarrassment and increase their purchase intentions. In conclusion, through an in-depth study of university students' embarrassing purchasing behavior, we found that servicescapes embarrassment plays a crucial role in the purchasing process. By improving critical factors in the service scenario, such as training service personnel to be more understanding and discreet, using low-key and inconspicuous product packaging, and reducing waiting times, embarrassment can be effectively reduced, and consumers' purchase intentions can be enhanced. Keywords – Services Capes, Embarrassment, Attitudes, Packaging, Waiting

Type : Research paper

Published : Volume-10,Issue-8

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