Why users purchase virtual products in MMORPG? An integrative perspective of social presence and user engagement

2017 ◽  
Vol 27 (2) ◽  
pp. 408-427 ◽  
Author(s):  
Wei Jin ◽  
Yongqiang Sun ◽  
Nan Wang ◽  
Xi Zhang
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Role Playing ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Technological Factors ◽  
Intention To Purchase ◽  
The Social ◽  
Virtual Product

Purpose Prior studies on virtual product purchase have focused on external technological factor but have paid less attention to internal user factors. Thus, drawing upon the social presence and user engagement theories, the purpose of this paper is to develop a research model considering both technological factors and user factors and empirically examine the validity of the proposed research model. Design/methodology/approach A survey from 214 World of Warcraft players was conducted to test the proposed research model, and structural equation modelling approach (specifically, PLS) was used to test the proposed hypotheses. Findings The data analysis results suggest that both social presence and user engagement positively influence the intention to purchase virtual products. Furthermore, two technological factors, interactivity and sociability, are found to affect social presence, and two social factors, social ties and social identity, are found to affect user engagement. Originality/value This study proposes a dual factor framework (i.e. technological and user factors) to investigate the factors influencing the intention to purchase by integrating the social presence perspective and user engagement perspective. The findings would be beneficial for service provider of massively multiplayer online role-playing games to recognize that triggering user demand is of equal importance with offering better technologies and suggest new ways to promote users’ virtual product purchase intentions.

Investigating the factors of hospitality company-branded Line stickers that influence users’ attitudes toward hospitality companies

2018 ◽  
Vol 30 (3) ◽  
pp. 1808-1826 ◽  
Author(s):  
Hsiu-Yuan Wang
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Perceived Usefulness ◽  
Business Strategies ◽  
Equation Modeling ◽  
Research Model ◽  
Content Type ◽  
New Research ◽  
The Right ◽  
Hospitality Managers

Purpose The purpose of this paper is to examine a new research model which includes both hedonic and utilitarian determinants that influence Line users’ attitudes toward hospitality companies that offer free Line stickers for potential users. Design/methodology/approach To target the right population, Line users who had used hospitality company-branded Line stickers are recruited as participants. Data from 372 usable questionnaires are tested against the research model by using the structural equation modeling approach. Findings The results show that all of the proposed variables, perceived usefulness, perceived social presence, perceived richness, perceived enjoyment, perceived novelty and perceived appeal, were found to be critical factors significantly influencing users’ attitudes. Research limitations/implications This study targets Line users who had experiences in using hospitality company-branded Line stickers. Therefore, a validation using another large sample gathered elsewhere is required to generalize the findings. Practical implications The findings can give hospitality managers an increased understanding of the attitudes of Line users toward the companies providing stickers to them; the results may be used as a guideline to develop more appropriate business strategies for hospitality organizations with which to promote their products/services. Originality/value The proposed model is new; little research has been done on examining Line users’ attitudes toward hospitality companies that offer free Line stickers for users. This study contributes to an understanding of the factors that actually influence users’ attitudes toward those hospitality companies offering brand Line stickers.

How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework

2020 ◽  
Vol 72 (4) ◽  
pp. 463-488
Author(s):  
Linlin Zhu ◽  
He Li ◽  
Feng-Kwei Wang ◽  
Wu He ◽  
Zejin Tian
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Online Survey ◽  
Information Quality ◽  
Positive Impact ◽  
Online Reviews ◽  
Theoretical Research ◽  
Research Model ◽  
Content Type ◽  
The Social

PurposeThe relationship between online reviews and purchase intention has been studied in previous research. However, there was little knowledge about the effect of information quality and the social presence of online reviews on purchase intention based on the stimulus-organism-response (S-O-R) framework. The purpose of this study is to explore the intrinsic relationship between the stimulus (perceived information quality and social presence) generated from online reviews and the response (purchase intention).Design/methodology/approachThis study developed a research model by applying the S-O-R framework to test the proposed hypotheses. A combination of a web-based experiment and an online survey was employed to collect data. Hypotheses were empirically tested using Smart PLS.FindingsThe PLS analysis shows that both perceived information quality and the social presence of online reviews positively affect trust. Moreover, satisfaction with online reviews affects purchase intention, whereas trust has a positive impact on satisfaction, playing a mediating role between two stimuli and satisfaction. Besides, perceived information quality of positive online reviews is found to have a more significant impact on trust, satisfaction and purchase intention.Originality/valueThe results of this study are of great value for expanding both theoretical research and practical applications of online reviews in relation to purchase intention. This study with a new research model reveals the understanding of how the purchase intention will be motivated by online reviews. Meanwhile, the moderating effects and the mediating effects are also discussed.

Just being there matters

2019 ◽  
Vol 29 (1) ◽  
pp. 60-81
Author(s):  
Nan Wang ◽  
Yongqiang Sun ◽  
Xiao-Liang Shen ◽  
Dina Liu ◽  
Xi Zhang
Keyword(s):  
Symbolic Interactionism ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Sense Of Presence ◽  
Value Perceptions

Purpose Although user behaviors in social network service (SNS) have been well studied in prior literature, most of these studies focus on those behaviors with relatively deep user engagement such as information disclosure, while the underlying mechanisms that explain users’ shallow engagement behaviors (e.g. Like behavior) have been rarely discussed. To fill this research gap, the purpose of this paper is to propose and empirically test a research model to identify the antecedents of Like behavior. Design/methodology/approach This study identifies the distinctions between post behavior and Like behavior and develops a research model of Like behavior by emphasizing the role of sense of presence from the perspective of symbolic interactionism. The model is tested through a survey with 479 users of WeChat (a popular SNS tool in China). Structural equation modeling, SmartPLS in particular, is used for data analysis. Findings Three value perceptions, namely cognitive value, hedonic value and social value, are found to be positively associated with Like intention, and sense of presence is found to affect Like intention both directly and indirectly via the three value perceptions. Research limitations/implications The research model is tested based on a specific SNS in China, so whether the conclusions can be applied to other research contexts should be further examined in future research. This study identifies the distinctions between post behavior and Like behavior and suggests to view the Like behavior from the perspective of symbolic interactionism. Practical implications The paper outlines ways to effectively promote SNS users’ Like behaviors by enhancing the functions related to three value perceptions, especially by enriching the ways that facilitate interpersonal interactions. Originality/value This paper is one of the first to distinguish Like behavior from post behavior in SNS, propose and empirically test a research model of Like behavior. In particular, this paper strengthens the important role of sense of presence from the perspective of symbolic interactionism which has rarely been investigated in prior studies.

When do customers engage in brand pages? Effects of social presence

2019 ◽  
Vol 31 (9) ◽  
pp. 3627-3645 ◽  
Author(s):  
Jahyun Song ◽  
Hyoungeun Moon ◽  
Miyoung Kim
Keyword(s):  
Social Presence ◽  
Social Identity Theory ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Modeling Analysis ◽  
The Social ◽  
Human Likeness ◽  
Human Side

Purpose Drawing upon the social presence theory, this paper aims to propose three social presence variables in the brand page context (the brand page as a medium, the presence of other customers and interaction with the brand page manager) and to test their effects on customer engagement behavior (CEB) and customer-brand identification (CBI). Design/methodology/approach A total of 340 responses were collected via an online research platform and analyzed using structural equation modeling analysis. Findings The results revealed that both the social presence of the brand page and the interaction with the brand page manager are positively associated with CEB, whereas that of other customers negatively influences CEB, which in turn, positively affects CBI. Research limitations/implications This paper presents the underlying process of driving customers’ engagement activities and building psychological closeness between customers and brands by applying social presence theory and social identity theory to Facebook brand pages. Practical implications To enhance customers’ experiences on Facebook brand pages, practitioners should visualize brand page managers through diverse types of postings. Brand page managers need to balance the presence of others, as well as bring a sense of human-likeness on the pages using storytelling strategies. Originality/value This research sheds light on the human side of a non-human world. The results suggest that the sense of a human presence in virtual brand communities is essential to engage customers with online activities toward brands while also building a closer customer–brand relationship.

“Please tidy up before leaving”: nudging Airbnb guests toward altruistic behavior

2019 ◽  
Vol 13 (4) ◽  
pp. 524-530 ◽  
Author(s):  
Paul Ranson ◽  
Daniel Guttentag
Keyword(s):  
Social Presence ◽  
Design Methodology ◽  
Field Experiments ◽  
Experimental Results ◽  
Altruistic Behavior ◽  
Content Type ◽  
The Social ◽  
Relationship Model ◽  
Social Market ◽  
Practical Implications

Purpose This study aimed to investigate whether increasing the social presence within an Airbnb lodging environment could nudge guests toward altruistic cleaning behaviors. Design/methodology/approach The study was based around a theoretical framework combining the social-market versus money-market relationship model, nudge theory and social presence theory. A series of three field experiments were conducted, in which social presence was manipulated to test its impact on guest cleaning behaviors prior to departure. Findings The experimental results confirmed the underlying hypothesis that an Airbnb listing’s enhanced social presence can subtly induce guests to help clean their rental units prior to departure. Originality/value This study is the first to examine behavioral nudging in an Airbnb context. It is also one of the first field experiments involving Airbnb. The study findings offer clear theoretical and practical implications.

Residents’ perceptions of the impact of tourism in Abu Dhabi, United Arab Emirates

2017 ◽  
Vol 11 (4) ◽  
pp. 551-572 ◽  
Author(s):  
Nada Hammad ◽  
Syed Zamberi Ahmad ◽  
Avraam Papastathopoulos
Keyword(s):  
United Arab Emirates ◽  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Cultural Influences ◽  
Abu Dhabi ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose This paper aims to investigate residents’ perceptions of tourism’s impact on their support for tourism development in Abu Dhabi, United Arab Emirates (UAE). Design/methodology/approach Data were collected using self-administered questionnaires from Abu Dhabi residents (n = 407), who represented 30 nationalities residing in the emirate. Based on social exchange theory, structural equation modeling was used to test hypotheses. Findings Results suggest that Abu Dhabi residents perceive the impacts of tourism positively and are more sensitive to the environmental and economic influences of tourism than the social and cultural influences. Research limitations/implications This study was limited to Abu Dhabi residents; findings cannot be generalized to other emirates in the UAE, or other countries. Originality/value This study adds value to extant tourism literature by investigating residents’ perceptions of the influence of tourism in one of the richest cities worldwide, which aspires to be one of the fastest growing tourism destinations in the Middle East.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junlan Ming ◽  
Zeng Jianqiu ◽  
Muhammad Bilal ◽  
Umair Akram ◽  
Mingyue Fan
Keyword(s):  
Social Presence ◽  
Consumer Trust ◽  
Equation Modeling ◽  
Live Streaming ◽  
Flow State ◽  
Buying Behavior ◽  
Content Type ◽  
The Social ◽  
Impulsive Buying ◽  
Sense Of Power

Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

Is socioemotional wealth being influenced by the intentions to pursue succession on incumbent owners? Empirical research on Mexican family business

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos Rafael Contreras-Lozano ◽  
Maria Virginia Flores-Ortiz ◽  
Ma. Del Carmen Alcalá-Álvarez
Keyword(s):  
Family Business ◽  
Structural Equation ◽  
Equation Modeling ◽  
Socioemotional Wealth ◽  
Content Type ◽  
The Social ◽  
The Family ◽  
Mexican Family ◽  
New Research ◽  
Structured Approach

PurposeThe authors identify the theoretical constructions measuring the intentions to pursue succession as well as the socioemotional wealth theoretical framework, and the authors propose an objective of testing the relationships existing between them so as their importance giving evidence of their relevance.Design/methodology/approachIt is a research with a positivist philosophical position measuring in a quantitative way with a deductive and structured approach applied to 98 CEO owners of Mexican companies, using nonparametric methodologies the authors simulated subsamples with structural equation modeling in SmartPLS 3.3.2, the metrics on the model are described as a functionalist paradigm.FindingsDirectors' attitudes paired up with the intentions of succession are significantly related to the socioemotional aspect of the family business; although the theory proposes three aspects to measure these intentions, the social norm in this research has not been strong enough to be a predictor as an influence on the company's socioemotional wealth.Originality/valueThe authors found this a valuable paper for the complement of theory focused on purely manifesting aspects in family companies, because they identified theoretical and empirical relationships opening up guidelines for new research in socioemotional aspects in accordance with the entrepreneurs attitudes to achieve succession, the differentiation lies in measuring psychological aspects of the director's behavior toward succession and not to the succession per se as done in most research; also, the methodology of data analysis facilitates the reader to easily recognize the relationships between the proposed theoretical constructions, showing the detailed metrics development by researchers in the family business field.

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