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Purpose: This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan. Design/methodology/approach: Samoggia and Riedel's (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner. Findings: The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts. Originality/value: This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers' behavioural patterns, which has been largely implicit within consumer behaviour scholarship. [ABSTRACT FROM AUTHOR]

Due to the kinship ties existing between hosts and guests, any visiting friends and relatives (VFR) host is likely to experience elevated levels of stress in preparing for such encounters because of the desire to deliver a good experience to their guests. As such, existing literature has sought to unpack VFR hosting behavior and practices, albeit mostly from an Anglo-Saxon perspective. However, little is known about the influence of East Asian cultures and gendered perspectives of VFR hosting behavior and practices, which is underrepresented within extant literature. From a sample of 91 Taiwanese hosts based in Brisbane, Australia, this research suggests that accommodation considerations are a main factor to Taiwanese VFR hosts in Australia, and that first-time VFR tourists also warrant heightened hosting efforts. These findings contribute to a more nuanced understanding of how East Asian and gendered lenses of VFR hosting behavior manifests, positions these individuals as potential destination ambassadors, and strategically launch post-COVID-19 tourism recovery. [ABSTRACT FROM AUTHOR]

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