scholarly journals How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model

2021 ◽  
Vol 12 ◽  
Author(s):  
Liangjie Zhu ◽  
Huiyao Li ◽  
Kun Nie ◽  
Chunmei Gu
Keyword(s):  
Physical Attractiveness ◽  
Structural Equation ◽  
Analytical Framework ◽  
Marketing Strategies ◽  
Theoretical Research ◽  
Online Interaction ◽  
Affective Trust ◽  
Behavioural Intentions ◽  
Psi Theory ◽  
Moderating Role

Livestream shopping has become the focus of current marketing practises, while theoretical research on it is still in initial stages. Thus, from the para-social interaction (PSI) theory perspective, this study draws on cognitive–affective system theory as an analytical framework to explore internal mechanisms of how anchors' characteristics influence consumer behavioural intentions in livestream shopping while considering the characteristics of consumer online interaction propensity. We conducted a survey questionnaire with a sample of 355 consumers who experienced livestream shopping and used structural equation modelling to assess their behavioural intentions. Our results reveal that anchors' physical attractiveness, social attractiveness, and professional ability influence consumers' intentions to follow the authors' suggestions and recommend anchors to others during live streams. PSI and affective trust in anchors are the chain-mediation mechanisms. Furthermore, consumers' online interaction propensity positively moderates the influence of anchors' characteristics on PSI and plays a moderating role on the whole chain mediation. However, this only affects anchors' physical attractiveness and social attractiveness while exert no effect on anchors' professional ability. This study advances the theoretical research on livestream shopping and provides practical inspiration for managers to develop more targeted livestream marketing strategies.

scholarly journals Museum experience and satisfaction: moderating role of visiting frequency in national museum of ghana

2021 ◽  
Vol 19 (2) ◽  
pp. 239-253
Author(s):  
Alexander Kofi Preko ◽  
◽  
Theophilus Francis Gyepi-Garbrah ◽  
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Marketing Strategies ◽  
National Museum ◽  
Equation Modelling ◽  
Tourist Experience ◽  
Museum Experience ◽  
The Relationship ◽  
Moderating Role

This research aims to investigate how tourist experience elicits satisfaction and contributes to loyalty and willingness to pay more for a museum destination. More specifically, this study also investigates the significant moderating role of visiting frequency on the relationship between satisfaction and willingness to pay more. Museums offer unique collections for tourists’ education and recreation while providing a better understanding of the cross‑cultural diversity of societies. The research was conducted with 285 tourists visiting the National Museum in Ghana, with questions relating to experience, satisfaction, loyalty and willingness to pay more. Structural equation modelling was used to test the effects of the museum experience, satisfaction and loyalty on willingness to pay more. Responses emanating from the questionnaire on the National Museum of Ghana was analysed and the study findings suggest the significant effects of tourist experience on satisfaction as well as the significant effects of satisfaction on loyalty and willingness to pay more. In addition, the significant moderating effect of visiting frequency was reported on the relationship between satisfaction and tourist willingness to pay more. In this regard managers should develop marketing strategies that promote museum tourism in the travelling experience and that guarantee greater satisgfaction on site

Integration quality, value co-creation and resilience in logistics service supply chains: moderating role of digital technology

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yingjie Ju ◽  
Hanping Hou ◽  
Jianliang Yang
Keyword(s):  
Supply Chain ◽  
Digital Technology ◽  
Structural Equation ◽  
Equation Model ◽  
Theoretical Research ◽  
Content Type ◽  
Logistics Service ◽  
The Relationship ◽  
Moderating Role

PurposeUsing the logistics service supply chain (LSSC) as a research object, this study focuses on the relationship between integration quality (IQ), value co-creation (VCC), and LSSC resilience. Moreover, it discusses the moderating role of digital technology (DT).Design/methodology/approachBased on data about China, this study used the structural equation model to test the research hypothesis. To verify the validity of each construct, this study used various established scales in the literature to conduct exploratory and confirmatory analysis.FindingsThe results show that IQ is an essential antecedent variable that promotes VCC and LSSC resilience. Moreover, this study confirms that DT has a positive moderating effect on the relationship between IQ, VCC, and resilience.Originality/valueThis study constructs a research framework to examine LSSC resilience and expands the theoretical research on the VCC theory in the supply chain literature. Moreover, this paper studies supply chain integration from a new perspective, that is, IQ, which is more in line with the reality of LSSC.

A model of destination consumption, attitude, religious involvement, satisfaction, and revisit intention

2021 ◽  
pp. 135676672199751
Author(s):  
Ying Kai Liao ◽  
Wann Yih Wu ◽  
Giang Nu To Truong ◽  
Phuong Nguyen Minh Binh ◽  
Vien Van Vu
Keyword(s):  
Structural Equation ◽  
Religious Involvement ◽  
Marketing Strategies ◽  
Revisit Intention ◽  
Functional Factors ◽  
Partial Linear ◽  
Customer Attitude ◽  
Moderating Role ◽  
Travel Satisfaction

This study aimed to develop the destination consumption-customer attitude model to explain tourist travel satisfaction and revisit intention with the moderating effect of religious involvement. Data were collected using a survey questionnaire. Respondents of 392 tourists who visited four major Buddhist monasteries in Taiwan have been analysed, and research hypotheses were assessed by employing partial linear square structural equation modelling (PLS-SEM). The findings revealed that destination consumption has positive and significant effects on rational attitude and emotional attitude toward revisiting a destination, which further facilitates travel satisfaction and revisit intention. Furthermore, this study supported the moderating role of religious involvement on the influence of national and emotional attitude and travel satisfaction on revisit intention. The results emphasized that symbolic experiential and functional consumption of a certain religious destination will significantly influence the rational and emotional attitudes toward revisiting the same destination. These results suggested that destination marketer should design a tourist’s destination consumption based on not only functional factors but also symbolic factors (such as self-concept, lifestyle, and destination) and experiential factors (such as entertainment, joy, pleasure, escape). Since the issues of destination consumption were still subject to further validation, this study provided an important reference for destination marketing to develop marketing strategies. The results were also valuable to provide as a theoretical base for further empirical validation.

Marketing strategies for highly volatile emerging markets: an empirical study from Pakistani cellular industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ammar Javed ◽  
Zia Khan
Keyword(s):  
Emerging Markets ◽  
Structural Equation ◽  
Emerging Market ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Moderating Role

PurposeThis study aims to highlight important marketing strategies within the context of a highly competitive emerging market with few points of difference because of service homogeneity. Drawing upon the social identity and self-expansion theories, this research explores the role of corporate social responsibility (CSR) and discounts and packages offers (DPO) as determinants of purchase intentions. The understudied mediating role of brand love is investigated in the CSR–purchase intentions and DPO–purchase intentions relationships, with relationship age as a moderating variable for the two relationships.Design/methodology/approachData from 359 valid responses from customers of cellular service firms in Pakistan were analyzed using partial least squares-based structural equation modeling.FindingsThe findings show that brand love partially (albeit a weaker relationship) mediates the CSR–purchase intentions relationship. Brand love also partially (albeit a stronger relationship) mediates the DPO–purchase intentions relationship. The moderating role of relationship age is not established.Practical implicationsCellular firms in emerging markets experience high volatility. Therefore, understanding of the volatile behavior alongside devising strategies is of the utmost importance. This research shows that customers continue their business with the firms they love. Interestingly, the non-significance of relationship age as a moderator for both CSR–purchase intentions and DPO–purchase intentions indicates that garnering customers' purchase intentions with respect to relationship age will be very difficult for cellular firms under fierce competition. CSR and DPO should be strategically used to increase brand love to boost purchase intentions.Originality/valueThis study makes two important contributions to the literature of emerging markets. The first contribution of this research is the proposal and validation of brand love as a mediating variable in CSR–purchase intentions and DPO–purchase intentions relationships. Evaluation of the moderating role of relationship age in CSR–purchase intentions and DPO–purchase intentions relationships is the second contribution.

scholarly journals The Influence of Physician Information on Patients’ Choice of Physician in mHealth Services Using China’s Chunyu Doctor App: Eye-Tracking and Questionnaire Study

10.2196/15544 ◽  
2019 ◽  
Vol 7 (10) ◽  
pp. e15544 ◽  
Author(s):  
Wei Shan ◽  
Ying Wang ◽  
Jing Luan ◽  
Pengfei Tang
Keyword(s):  
Eye Tracking ◽  
Structural Equation ◽  
Medical Information ◽  
Questionnaire Study ◽  
Equation Modeling ◽  
Research Model ◽  
Cognitive Trust ◽  
Affective Trust ◽  
Patient Expertise ◽  
Moderating Role

Background Mobile health (mHealth) is becoming more popular as a way of sharing medical information. For the patient, it saves time, reduces the need for travel, reduces the cost of searching for information, and brings medical services “to your fingertips.” However, it also brings information overload and makes the patient’s choice of physician more difficult. Objective This study aimed to identify the types of physician information that play a key role in patients’ choice of physician and to explore the mechanism by which this information contributes to this choice. Methods Based on the stimulus-organism-response (SOR) model and online trust theory, we proposed a research model to explain the influence of physician information on patients’ choice of physician. The model was based on cognitive trust and affective trust and considered the moderating role of patient expertise. Study 1 was an eye-tracking experiment (n=42) to identify key factors affecting patients’ choice of physician. Study 2 was a questionnaire study (n=272); Partial Least Squares Structural Equation Modeling was used to validate the research model. Results The results of Study 1 revealed that seven types of physician information played a key role in patients’ choice of physician. The results of Study 2 revealed that (1) physicians’ profile photo information affected patients’ choice of physician by positively influencing affective trust (P<.001); (2) physicians’ nonprofile photo information affected patients’ choice of physician by positively influencing cognitive trust (P<.001); (3) patient-generated information affected patients’ choice of physician by positively affecting cognitive trust (P<.001) and affective trust (P<.001), and patient expertise played a positive moderating role on both (P=.04 and P=.01, respectively); and (4) cognitive trust and affective trust both positively affected patients’ choice of physician, with affective trust playing a more significant role (P<.001 and P<.001, respectively). Conclusions Seven types of physician information were mainly used by patients when choosing physicians offering mHealth services; trust played an important role in this choice. In addition, the level of patient expertise was an important variable in moderating the influence of physician information and patients’ trust. This paper supports the theoretical basis of information selection and processing by patients. These findings can help guide app developers in the construction of medical apps and in the management of physician information in order to facilitate patients’ choice of physician.

Social media engagement and the determinants of behavioural intentions of university online programme selection: the moderating role of mindfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kleopatra Konstantoulaki ◽  
Ioannis Rizomyliotis ◽  
Yifei Cao ◽  
Ioannis Christodoulou
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Subjective Norms ◽  
Behavioural Intention ◽  
Content Type ◽  
Behavioural Intentions ◽  
Social Media Engagement ◽  
The Uk ◽  
Moderating Role

PurposeThis study aims to explore the effect of social media engagement on the determinants of behavioural intention. Specifically, the authors empirically research the three behavioural intention determinants, namely, attitude, subjective norms and perceived behavioural control (PBC), and confirm their effect on students' intention to enrol on a university online programme.Design/methodology/approachA conclusive research analysis is followed, and a moderation analysis is conducted to test the hypotheses of the model. Empirical evidence from 201 students in the UK higher education is used and a structural equation modelling approach is followed.FindingsThe findings suggest a significant effect of social media engagement on attitude, subjective norms and PBC. The latter three are confirmed as determinants of the intention to enrol on a university online programme. Mindfulness is found to positively moderate the effect of the three determinants on behavioural intention.Originality/valueThis study advances knowledge pertaining to the theory of planned behaviour (TPB) by highlighting the effect of social media engagement on the determinants of the intention to enrol on a university online programme. Additionally, the moderating role of mindfulness is also tested with regards to its effect on the relationship between behavioural intentions and its determinants.

scholarly journals The effect of individual factors on user behaviour and the moderating role of trust: an empirical investigation of consumers’ acceptance of electronic banking in the Kurdistan Region of Iraq

2020 ◽  
Vol 6 (1) ◽  
Author(s):  
Yadgar Taha M. Hamakhan
Keyword(s):  
Structural Equation ◽  
Academic Staff ◽  
Individual Factors ◽  
Kurdistan Region ◽  
Electronic Banking ◽  
Online Questionnaire ◽  
User Behaviour ◽  
The Relationship ◽  
Moderating Role

Abstract The popularity of self-service technologies, particularly in the banking industry, more precisely with electronic banking channel services, has undergone a major change as individuals' lifestyles develop. This change has affected individuals’ decisions about accepting any new Information Technology, and Information Communications Technology services that are electronically mediated, for example, E-Banking channel services. This study investigates the effect of Individual Factors on User Behaviour, and the moderating role of Trust in the relationship between Individual Factors, and User Behaviour based on the Unified Theory of Acceptance and Use of Technology. This research proposes a model, with a second-order components research framework. It improves current explanations of the acceptance of electronic banking channel services. Furthermore, this study highlights the role of trust on the acceptance of electronic banking channel services, which is the most crucial consideration in customers’ decisions to accept electronic banking channels services. Thus, trust is the spine of the system in the Kurdistan Region of Iraq. Data were collected using an online questionnaire that received 476 valid responses from academic staff who work at the University of Sulaimani. The model tested data using the Partial Least Squares-Structural Equation Modelling approach. The results show that Individual Factors have a positive effect on User Behaviour. Besides, results show that trust moderates the relationship between Individual Factors and User Behaviour.

scholarly journals Mechanism Underlying the Formation of Virtual Agglomeration of Creative Industries: Theoretical Analysis and Empirical Research

2021 ◽  
Vol 13 (4) ◽  
pp. 1637
Author(s):  
Xu Chen ◽  
Chunhong Liu ◽  
Changchun Gao ◽  
Yao Jiang
Keyword(s):  
Digital Technology ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Creative Industries ◽  
Theoretical Research ◽  
Creative Economy ◽  
Cultural Resources ◽  
Questionnaire Surveys ◽  
Network Collaboration ◽  
Geographical Space

Industrial agglomeration serves as an effective model for developing the creative economy and manifests itself as the interdependence of creative subjects in geographical space. The traditional methods of resource agglomeration have undergone tremendous changes due to the development of digital technology. These transformations have given birth to a new organizational form of the virtual agglomeration of creative industries. The present work uses field interviews and grounded theoretical research methods to construct a theoretical model of this new organizational phenomenon. Questionnaire surveys and empirical testing using structural equation models are here combined to systematically analyze the formation mechanism of the virtual agglomeration of creative industries. The results show that digital technology, virtual platforms, digital creative talents, digitization of cultural resources, and government policies have driven the formation of the virtual agglomeration of creative industries. This has been achieved through network collaboration, freedom of participation, and trust guarantee mechanisms. The effect of emerging consumer demand on the virtual agglomeration of creative industries is not significant. In addition, the implications of this research are also considered and discussed.

scholarly journals Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

2021 ◽  
Vol 13 (8) ◽  
pp. 4548
Author(s):  
Qingyu Zhang ◽  
Sohail Ahmad
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sustainable Growth ◽  
Equation Modeling ◽  
Future Research ◽  
Purchasing Intention ◽  
Corporate Social ◽  
Moderating Role

Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.

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