Showing papers in "Asia Pacific Journal of Marketing and Logistics in 2021"

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Abstract: Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).,This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.,The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.,First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.,This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.,By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.,This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Antecedents of smartphone brand switching: a push–pull–mooring framework

Abstract: Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.,Based on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.,Results show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.,This study enriches the brand switching literature and offers significant implications for customer retention.

E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites

Abstract: The purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the different roles of gender and age were explored in the proposed model.,An online survey was administered to Chinese consumers (n=476) who have purchased products on e-commerce websites. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.,The results showed that all factors of perceived brand leadership (i.e. quality, value, innovativeness and popularity) have positive influences on satisfaction, and in turn satisfaction significantly affects repurchase intention. Also, value and popularity have positive influences on repurchase intention. In addition, gender differences were found in the proposed model. More specifically, the influence of quality on satisfaction was stronger for male consumers, while the impact of popularity on satisfaction was stronger for female. In terms of age differences, the influence of quality on satisfaction was stronger for the consumers over 40 years old as compared to the younger consumers (i.e. the 20s). Moreover, the influence of innovativeness on satisfaction and repurchase intention was stronger for the 20s consumers as compared to the consumers who are over 40 years old.,This study attempts to apply the concept of brand leadership to the e-commerce setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.

The effects of integrated information & service, institutional mechanism and need for cognition (NFC) on consumer omnichannel adoption behavior

Abstract: The purpose of this paper is to examine the antecedents of consumers’ omnichannel (OC) adoption intention and explore how consumers’ personality trait affects their OC adoption behavior.,A total of 227 Korean consumers were invited to participate in a survey study, and partial least squares–structural equation modeling was performed to analyze the measurement and structural models.,The results show that three consumer groups by “Need for Cognition (NFC)” show different response to four identified OC attribute/benefits. Finally, the authors hypothesize and find that shed light on the possible ways to differentiate OC marketing for different target consumers and provide implications for practice and further research.,This study provides empirical evidence that OC is an expanded retail format of e-commerce, which is predominantly affected by how information on the cross-channel marketing mix/retail strategies is delivered to consumers. From communication perspective, findings suggest that retail communication strategy need more careful attention in dealing with individual difference of consumers. In addition, the significant role of NFC on consumers’ OC adoption process validates the importance of customization and differentiation in retailers’ message to different consumer groups. In order to do so, comprehensive analysis on consumer database may be necessary to develop personalized OC service. In-depth analysis of consumer profile may enable more specific methods for marketing and managing consumers in the OC context. Although the study provides additional empirical findings for consumers’ perception on selected characteristics of OC (i.e. delivery approach of information and service in OC and institutional mechanism of OC), there may be additional extrinsic motivation factors which affect consumers’ OC adoption behavior. Extrinsic factors such as web design, convenience, assortment, moving saving which trigger positive perception of OC, may be important determinants to consider. Furthermore, situational factor such as social media (Huseyinoglu et al., 2018) and behavioral factors such as platform use habit (Chen, 2018) may also be significant in assessing consumers’ OC adoption behavior. Finally, this study has been conducted on a particular culture setting, and the generalizability of study findings, particularly about the role of NFC may need to be improved by cross-culture evaluation.,NFC-high and medium consumers are likely to use the four OC service options in future, while a larger proportion of the NFC-low consumers shows negative response to the OC service usage. This evidently shows that innovative features of OC service are not homogenously adopted by consumers, and subject to their experience and intrinsic difference, adoption rate was found to vary. This suggests that companies need to pay careful attention in implementing innovative OC service, and may approach communication of information strategically for different consumer groups. For high-NFC consumers with previous BOPIS experience, retailers may effectively engage them by enhancing and expanding the BOPIS service features, yet for low-NFC consumers, raising awareness and initiating interest among unexperienced consumers may be more imminent issue. Indirect communication using peripheral cues may be necessary to draw less motivated consumer group.,The OC retailers may need to set the scope and range of information into in-depth information and simplified/unified information, and address the different type of information to different consumer groups in order to facilitate consumers’ OC adoption. For consumers with medium and high NFC, it may be necessary to provide in-depth, detailed information relevant to product quality and promotional items consistently both in on/offline channels to gain their trust. Consumers with low NFC are found to prefer unified and simplified messages on information for price, delivery, inventory in on/offline channels.,This study addresses the perceived value of unique and fundamental features and specificity of OC service by consumers with different personality trait. The authors develop consumers’ OC adoption model based on the theory of reasoned action, which depicts relationship between four extrinsic motivation factors and consumers’ intention for the OC usage, which is further differentiated by an intrinsic factor. We segment consumers based on individual difference of “NFC” and investigate how different consumer groups value different aspect of the selected OC attributes and benefits. Findings validate the importance of customization and differentiation in retailers’ message to different consumer groups and in facilitating consumers’ OC adoption.

The role of social media elements in driving co-creation and engagement

Abstract: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.,The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).,Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.,The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.,The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.,Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.

Generating customer engagement in electronic-brand communities: a stimulus–organism–response perspective

Abstract: This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation.,A survey questionnaire was administered to 320 Facebook users in Pakistan. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty and recommendation. The data were analyzed using PLS-SEM to test a model developed under the stimulus–organism–response perspective.,Each community attribute significantly affected customer engagement, which was further found to mediate the relationship from these attributes through to customer satisfaction and then to brand loyalty and recommendation.,An original model hypothesized from the stimulus–organism–response framework was validated among an emerging market sample, highlighting the role of customer engagement with e-brand communities in mediating the effects of information and service quality on customer satisfaction.

Online brand advocacy and brand loyalty: a reciprocal relationship?

Abstract: The purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens.,An online survey was used to obtain the needed data and the relationships of interest were examined using a partial least squares structural equation modelling approach.,Brand loyalty and consumer-brand identification were found to be predictors of OBA, while OBA impacted on purchase intent. In addition, a strong reciprocal relationship was found between OBA and brand loyalty, which has not been reported in prior studies.,This study highlighted OBA's complexity. It suggested OBA is not only an outcome of a consumer-brand relationship but also that OBA plays a key role in the development of such relationships. A consumer's identification with a brand fosters brand loyalty and purchase intent through the giving of OBA.,The more consumers vocalise their brand relationships through OBA, the more they strengthen their relationship with brands. The inclusion of OBA management in brand and marketing strategies should enable organisations to foster opportunities for online consumer-brand interactions that strengthen consumer-brand relationships.,First, unlike previous studies that have used makeshift scales to measure OBA, the authors used a recently developed OBA scale. Second, the important reciprocal relationship between OBA and brand loyalty, which has significant implications, has not been reported in prior research.

Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

Abstract: The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.,A research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.,In addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.,Potential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findings,While patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.,This study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

Impulsive purchasing and luxury brand loyalty in WeChat Mini Program

Abstract: PurposeThis study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty.Design/methodology/approachThe stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus: patron status, informativeness and entertainment; organism: perceived enjoyment and perceived usefulness; responses: impulse buying behavior and luxury brand loyalty). An online survey was conducted by 200 Chinese participants who experienced WeChat Mini Program and luxury brand purchase.FindingsThe results indicate that luxury consumption related factors, task-related factors and mood-related factors in WeChat Mini Program have positive effects on consumers' impulsive purchasing behavior through perceived enjoyment and perceived usefulness.Research limitations/implicationsThis study provides a new understanding about factors influencing consumers' behaviors and brand loyalty in WeChat Mini Program.Originality/valueThe mobile social platform has been considered as an advanced tool for advertising. As the most popular mobile social media used by over 1 bn monthly active Chinese users—WeChat, little research attention has been attracted by researchers. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies.

The mechanism leads to successful clickbait promotion in WeChat social media platforms

Abstract: This study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers on social commerce through social media platforms in different interpersonal relationship strength scenarios.,A total of three studies were employed online to test the hypotheses. Study 1 used a single-factor, two-condition (clickbait: yes vs no) between-subject design. Both study 2 and study 3 employed a 2 (clickbait: yes vs no) × 2 (relationships: close friend vs stranger) between-subject design. All data were sourced randomly from 729 respondents in China. Data and models were analyzed by using SPSS and Mplus.,Study 1 illustrated that clickbait has a negative effect on perceived credibility and purchase intention, and the perceived credibility mediated the relationship between clickbait and purchase intention. Study 2 replicated such finding and demonstrated that the interpersonal relationship strength interacts with the influence from clickbait to purchase intention. Study 3 enhanced the mechanism of source credibility found in the above studies and further revealed that perceived benefit and perceived norm had a mediating role in the purchase-making process online.,Research efforts to date concentrate on how to detect and reduce clickbait headlines. This paper adopts a different perspective, considering the consequences of clickbait in the marketing domain. This study reveals the effects of clickbait on purchase intention and the mechanism behind this process under different scenarios.

The influence of trust and relationship commitment to vloggers on viewers' purchase intention

Abstract: PurposeThis study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.Design/methodology/approachThe study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.FindingsThe findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.Originality/valueThe study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.

Co-creating blockchain adoption: theory, practice and impact on usage behavior

Abstract: Given the growing importance of blockchain technology (BT), the authors use the unified theory of acceptance and use of technology (UTAUT), which posits that BT adoption intention depends on the complementarity between UTAUT and blockchain transparency (BTRAN) and examine it in a new setting: the boundary condition of perceived helpfulness.,The authors review the major conceptual literature on both UTAUT and BT to identify their principal common factors. They examine the complementarity between UTAUT and BTRAN and further test the moderating effect of perceived helpfulness. The authors used the PLS technique for data analysis because this technique can test the direct and interaction effects.,The complementarity between UTAUT and BTRAN strongly affects BT adoption intention. The authors further show that perceived helpfulness moderates the relationship between adoption intention and usage behavior. At high levels of perceived helpfulness, usage behavior increases rapidly with adoption intention.,The results indicate that UTAUT is a valuable theory to identify the determinants of adoption intention, confirming its robustness in blockchain-enabled supply chain management. The combination of UTAUT and BTRAN can contribute a plausible approach to the strategy literature: the complementarity effect might create more benefits than adopting a single practice.

Leveraging the technology acceptance model for mobile commerce adoption under distinct stages of adoption: A case of micro businesses

Abstract: The purpose of this paper is to investigate the role of trust and perceived enjoyment in the technology acceptance model by distinguishing distinct stages of adoption among street vendors (initial and advanced adoption stage).,Face-to-face interviews using a structured questionnaire were conducted with 430 street vendors in Bangkok; 415 usable surveys were analyzed. By applying K-means cluster analysis, two segments were found with 200 initial and 215 advanced adopters. A multi-group analysis was employed to investigate differences of relationships between the two groups.,The findings reveal significant similarities and dissimilarities between the two groups of vendors. Both initial and advanced adopters emphasize trust of service providers. The first group relies more on perceived ease of use and perceived enjoyment in motivating m-commerce adoption but depends less on perceived usefulness. On the contrary, for the latter group, the influence of perceived ease of use and perceived enjoyment significantly decreases, but the effect of perceived usefulness significantly increases.,This study sheds light on the managerial implications related to how service providers can tailor their marketing strategies to target vendors in disparate diffusion stages, and it encourages building trust between partners over time.,Due to the lack of theoretical and managerial understanding of factors that drive m-commerce adoption for micro businesses, this study identifies distinct adoption stages and offers valuable insights into the similarities and differences among initial and advanced adopters.

What drives customers towards mobile shopping? An integrative technology continuance theory perspective

Abstract: Existing studies examine the effect of mobile service quality (M-S-QUAL) on shoppers' intent to continue mobile shopping using various theoretical lenses to understand its underlying factors. However, there is limited research focusing on combining theories to integrate the understanding of the factors that contribute to continuance intention of customers towards mobile shopping. This study integrated M-S-QUAL, the technology adoption model (TAM) and technology continuance theory (TCT) to test our proposed conceptual model of mobile shopping use,Empirical data from a survey of 193 respondents who frequently make purchases using mobile and its applications were analysed using partial least squares based on structural equation modelling (PLS-SEM).,This study found that M-S-QUAL and perceived usefulness (PU) positively influence shopping satisfaction and CI. PU and innovativeness, positively affect shopping satisfaction and CI. The study also found support for the mediating effect of satisfaction between M-S-QUAL and PU with CI.,This study contributes to TCT by incorporating pre-purchase and post-purchase dimensions for mobile shopping through applications. Pre-purchase variables include technology-related and innovativeness-related features. In contrast, post-purchase variables include the service quality of forward and reverse logistics.,The service providers should focus on technology and innovativeness to increase the continuing intent of shoppers through mobile applications.,This study validates fulfilment, responsiveness and contact as key determinants of service quality in mobile shopping. It also identifies the practical implications to the managers for improving service quality, innovativeness and the PU of mobile shopping to retain customers.

The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

Abstract: Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon.,In total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically.,The results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention.,In view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.

Green behaviour and switching intention towards remanufactured products in sustainable consumers as potential earlier adopters

Abstract: This study assesses how “green behaviour” influences the switching intention towards remanufactured products in sustainable consumers by introducing the possibility of an innovation diffusion approach for promotion efforts.,This study utilises a mixed-method approach. First, a study with a non-experimental causal design was performed with 248 cell phone users characterised by exhibiting sustainable consumption behaviours. Subsequently, 13 in-depth interviews were conducted to obtain a better understanding of the switching intention.,For sustainable consumers, green purchase behaviour and attitude towards remanufactured products have a significant effect on their switching intention. These results contrast with previous literature, where it was found that price differences, government incentives and environmental benefits were significant for consumers in general.,Switching intention towards remanufactured products in sustainable consumers may be encouraged by influencing factors related to green behaviour, rather than factors related to the market (e.g. reducing price, specific labelling or governmental regulations). Moreover, sustainable consumers could be regarded as the first adopters of remanufactured products.,To the best of the authors' knowledge, this is the first study to introduce green purchase behaviour to predict sustainable consumers' switching intention towards remanufactured products.

Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap

Abstract: This study examines the roles of Big Five personality traits, including conscientiousness, agreeableness, extraversion, neuroticism and openness to experience, in shaping green consumption behavior, as well as bridging the attitude-intention-behavior gap in environmentally friendly consumption and testing the gender differences between these associations.,A dataset of 611 consumers was collected by means of mall-intercept surveys in major Vietnamese cities. Structural equation modeling (SEM) via AMOS 24.0 was employed to test the proposed conceptual framework and hypotheses, while the PROCESS approach was utilized to estimate mediation standardized regression coefficients.,The study revealed that in addition to extraversion, other personality traits (agreeableness, conscientiousness, openness to experience and neuroticism) were strongly associated with green consumption. Moreover, attitude towards green products and intention to buy environmentally friendly products were determined to have key roles in explaining consumers' pro-environmental behavior. There was also a notable difference in the impact of personality traits on men's and women's green consumption.,This study provides useful recommendations for administrational practices seeking to understand consumer behavior, build appropriate marketing and communication campaigns and attract customers to buy environmentally friendly products.,This study makes efforts to resolve the attitude-intention-behavior gap, a recurring theme in the green consumption literature, as well as illustrates the significance of Big Five personality traits in explaining attitude, intention and behavior when purchasing green products. This research also demonstrates that Big Five personality traits have significantly different effects on green consumption attitudes and intention to carry out pro-behavioral consumption.

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Abstract: PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

To verify or not to verify: using partial least squares to predict effect of online news on panic buying during pandemic

Abstract: Purpose Coronavirus disease (COVID-19) pandemic has given rise to different dimensions of uncommon human behavior, and panic buying is one of them. Interestingly, panic buying research has not been given much attention. The purpose of this paper is threefold. Firstly, it examines the influences of the theory of planned behavior (TPB) elements (subjective norm, attitude and perceived behavior control (PBC)) on panic buying. Secondly, it investigates online news and the perceived likelihood of being affected (PLA) as antecedents to the TPB constructs. Finally, to examine online news verification as a moderator on the relationship between the TPB constructs and panic buying. Design/methodology/approach Data were collected from 371 respondents and analyzed using the partial least squares method structural equation modeling (PLS-SEM). PLS predict was applied to determine the predictive power of the model further. Findings This study found that subjective norms and attitude influence panic buying. The results further revealed that online news has a direct influence on the PLA and attitude. However, PBC has no such effect on panic buying. Surprisingly, online news verification also has no moderating effects on the relationships between the TPB elements and panic buying. Originality/value This research helps to understand consumer panic buying behavior, especially during shock events such as the COVID-19 pandemic. This study is the first that extends the TPB incorporating both online news and PLA as antecedents to panic buying in the same model. Furthermore, the study serves as an initial attempt to investigate online news verification as a moderator between the link of three constructs of TPB and panic buying, contributing to existing literature. Lastly, it advances the body of knowledge on consumer behavior and contributes methodologically by introducing the PLS approach.

The impact of firm innovativeness on consumer trust in the sharing economy: a moderated mediation model

Abstract: PurposeThis paper examined the relationship between firm innovativeness and consumer trust in the sharing economy. In addition, the authors examine the mediating effect of organizational legitimacy and the moderating effect of social worth.Design/methodology/approachTo examine the hypotheses, the authors collected data from 276 users of a sharing platform (Didi) in China to conduct empirical research. The “lavaan” packages in R and SPSS were used to analyze the data and test the proposed hypotheses.FindingsThe results reveal that sharing platforms' innovativeness is positively related to consumer trust, and this relationship is mediated by organizational legitimacy. Furthermore, sharing platforms' social worth moderates the relationship between firm innovativeness and organizational legitimacy as well as the indirect effect of firm innovativeness on consumer trust via organizational legitimacy.Practical implicationsThis article proposes strategies that enable sharing platforms to increase consumer trust, which can also better promote the development of the sharing economy.Originality/valueThis paper contributes to the literature by focusing on the social attributes of the sharing economy. By building a more detailed model of consumer trust, this paper adds to the knowledge on the influencing mechanism of consumer trust in the sharing economy.

What attracts me or prevents me from mobile shopping? An adapted UTAUT2 model empirical research on behavioral intentions of aspirant young consumers in Pakistan

Abstract: Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady growth patterns in different countries. Despite challenges of price, quality and privacy matters, young consumers still lead the race to engage in mobile shopping activity in developing countries. This research investigates the determinants that either support or hinder the mobile shopping intentions of aspirant young consumers in Pakistan.,The present research applies a consumer-centric approach to the technology adoption framework to unearth the behavioral patterns of these young consumers in Pakistan. Employing the structural equation modeling technique, this research examines the significant effect of structural assurance, perceived risk, trust and various unified theory of acceptance and use of technology (UTAUT) model constructs on behavioral intention to engage in mobile shopping.,This research examines the significant effect of structural assurance, perceived risk, trust and various UTAUT model constructs on behavioral intention to engage in mobile shopping. Results also demonstrate a significant moderating effect of structural assurance and prior shopping experience on the relationship between perceived risk, trust and mobile shopping intentions. Further, the mobile shopping patterns for the male and female segment indicate a significant difference for perceived risk, trust structural assurance and social influence. The research contributes to the growing body of knowledge which advocates the application of consumer-centric customized model approach to explore various factors that either facilitate or impede the adoption of mobile shopping in a developing economy.,The study validates the need to enforce structural assurance mechanism for facilitating mobile shopping in a developing country. It also offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.,The study offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.,This study offers fresh insights about driving elements and impediments of mobile shopping behavioral intentions. Structural assurance and prior shopping experience appear to influence the mobile shopping behavior through direct and indirect effect.

Application of UAVs for tourism security and safety

Abstract: In the tourism industry, unmanned aerial vehicles (UAVs) can perform monitoring and patrol missions to protect assets and tourists at attractions such as coastal areas, canyons, national parks, etc. Such use of UAVs can improve safety and security of tourism attraction and facilitate tourism industry. However, there is a key issue regarding economic investment and efficient operation for actual system implementation. The purpose of this paper is to provide a guideline for supporting economic investment and the efficient operation of UAV system in the tourism industry.,Ideas and methodologies have been proposed to overcome the fundamental limitations of commercial UAVs. A mathematical optimization model is developed to determine the optimal number of UAVs to be purchased, and its operation schedules simultaneously.,Using proposed concept and methodology, UAVs can support long duration of missions. Economic system design as well as the operation schedule is derived with the hypothesis data in Kkot-Ji beach in Korea. The proposed methodology and approach is expected to have huge potential at many tourism attractions to achieve the safety and security of tourists.,The result of this study can facilitate practical use of UAVs in the tourism industry. Furthermore, it is applicable in many industries that need UAV systems such as national defence, agriculture, disaster management, etc.,The proposed study suggests a solution to handle fundamental weakness of UAVs and support long duration of missions. In addition, this study incorporates economic system design issue and operation issue simultaneously.

Empirical study of consumer participation motivation in value cocreation within cultural and creative virtual brand communities

Abstract: This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities.,Through an in-depth analysis of the psychological needs of the users of short videos, the motivations for user participation in value cocreation are categorized based on the self-determination theory, and six theoretical models are proposed for the impacts of participation motivation on the different levels of value cocreation behavior. Our research hypotheses are validated by conducting a regression analysis based on the 277 valid responses collected.,Ranked from highest to lowest by the degree of impact, the motivational factors that have significant positive impacts on browsing behavior are altruistic motivation, information motivation, social motivation, and hedonic motivation. The motivational factors that have significant positive impacts on member interaction behavior are achievement motivation, hedonic motivation, social motivation, and brand identity, while the motivational factors that have significant positive impacts on content creation behavior are achievement motivation, altruistic motivation, information motivation, and social motivation.,This current paper enriches the research on the consumer’s value cocreation behavior in virtual brand communities and provides constructive relevant platform manager’s suggestions for increasing user participation.

Developing an extended model of self-congruity to predict Chinese tourists' revisit intentions to New Zealand: the moderating role of gender

Abstract: This study developed an extended model of self-congruity by integrating destination image, destination personality, self-congruity, revisit intention and gender.,Surveys were conducted with 645 Chinese tourists visiting New Zealand. Partial least squares structural equation modelling (PLS-SEM) was performed to estimate linkages between destination image, destination personality, self-congruity and revisit intention. To compare effects on revisit intention across male and female Chinese tourists, PLS-Henseler's multigroup analysis and PLS-permutation test were conducted to analyse gender as a moderator in the proposed framework.,Our results revealed positive direct effects among destination image, destination personality, self-congruity and revisit intention. Our findings indicated a highly significant difference in the effects of destination personality on ideal self-congruity across male and female Chinese tourists. The association between destination image and self-congruity identified through this model represents a crucial contribution to the tourism literature. This study also enriches tourism research by comparing male and female Chinese tourists' intentions to revisit New Zealand, having identified crucial heterogeneity within female tourists.,The practical implications from our research can improve destination marketing organization (DMO) officials' awareness of one-time and repeat Chinese tourists' experiences, which strongly trigger subsequent visits.,This paper is the first to examine the direct correlations among destination image, destination personality, self-congruity and revisit intention by considering whether gender might moderate these factors. Our study innovatively adopted PLS-SEM along with several advanced analytical approaches, such as multigroup analysis (MGA) of women and men, to examine our research model.

The application of digital technology in gambling industry

Abstract: PurposeThe study aims to integrate the insights gained from the gambling industry into a value creation conceptual framework for analyzing the influence of digital technology application. Both primary and secondary data from industry practitioners are examined and discussed.Design/methodology/approachIn-depth interviews covering top management from six major casinos in Macau were conducted with industry experts, who provided the pioneering feedback on digitalization technology implemented with examples from major casino cities, including Macau, Las Vegas, Monte Carlo, Singapore, Seoul and some others.FindingsThe study provides an overview of the current status of the application of digital technology in the gambling industry and the level of the feasibility, practicability and profitability of this development on the casino floor. Digital technologies are found to augment the gambling industry in aspects of the product, service and operational structure. Research also discovers that benefits and values gained by the casino can be categorized in three dimensions: (1) value perceived by the customer, (2) value obtained from the customer and (3) value gained by the firm.Originality/valueThe research serves as a reference for Macau policymakers regarding regulations on emerging digital technologies in the gambling industry, as well as for casino management seeking to understand new potential business opportunities and future developments in digitalization.

Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

Abstract: This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.,This study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.,Brand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.,The results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.,The corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.,This study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.

Charting sustained usage toward mobile social media application: the criticality of expected benefits and emotional motivations

Abstract: PurposeZalo is a Vietnam social media platform attracting over 100 m users worldwide. The work aims to ascertain how to boost users' satisfaction, habit and continuance intention toward Zalo based on the expectation confirmation theory (ECT) and its extension through the impacts of expected benefits and emotional motivations.Design/methodology/approachData are collected via an online survey on a convenience sample of 356 Zalo users. Statistical analysis is performed using Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) to test proposed hypotheses.FindingsResults indicate that confirmation positively influences expected benefits (i.e. pervasiveness, socialization, and self-discovery) and satisfaction. Moreover, satisfaction and habit are jointly stimulated by expected benefits and emotional motivations. Outcomes also reveal that satisfaction is a motivator of habit, which in turn surmises evidently to continuance intention.Practical implicationsFindings assist practitioners to develop their business trajectories by improving beneficial services of Zalo and positive emotions. This fulfills user satisfaction and habit, and promotes continuance behavior accordingly.Originality/valueConfirmation and expected benefits are acknowledged as the drivers of satisfaction, but existing literature remains inconclusive about dimensions of expected benefits influencing satisfaction and habit in social media. Furthermore, this study, by an extended ECT, explores emotional motivations for satisfaction and habit. Ultimately, habit is uncovered to foster prolonged usage.

Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand

Abstract: The objective of this study is to determine how service marketing strategies affect enterprises in the tourism and hospitality industry, especially, operators in small towns that are not tourism destinations and visited only by small numbers of tourists.,This study investigates the impact of 4P strategy implementation on the potential and profitability of service operators in Nong Khai Province, Thailand, by using an econometric model and defining dependent variables in order to classify firm performance into 3 areas, namely, (1) revenue, (2) cost/expense and (3) profit—in log form.,Study results show that tourism and hospitality service operators have to place emphasis on “development,” starting from upstream processes such as research and development and utilizing local wisdom and reflecting cultural identities as well as focusing on downstream activities, including adoption of modern media. At the same time, operators should also emphasize marketing and sales promotions as well as seek publicity through websites and online social media in parallel with developing downstream activities.,This paper only focuses on Nong Khai Province as the research area because, first, Nong Khai has a relatively low income per capita and is located in Thailand's Northeast, the country's poorest region. Second, Nong Khai is a border province, adjacent to the Lao PDR, and thus there are numerous tourists from the Lao PDR and overseas countries who travel in and out of the province through the Thailand–Lao border checkpoints.,Relevant government agencies should provide support throughout the development process from upstream to downstream in order to upgrade the potential of tourism and service operators in this small province by incorporating local identities used for creation of service products and by supporting marketing and sales promotions whether in the form of organizing various exhibitions events, publicity via the Internet, etc.,Raising service standards of an organization and developing an acceptable quality brand and setting fair prices without taking advantage of consumers were strategies that played important roles. This set of strategies was implemented together with a development strategy for people also through the process of team building and knowledge management, including skill development through a training system, which also played an important role toward the sustainability of tourism and hospitality enterprises in Nong Khai Province.,It is believed that this paper is the first study to apply Stan Shih's innovation smiling curve in a small border province of Thailand. This study could shed the light for tourism and hospitality enterprises in a small and poor town in attempt to be the sustainability.