scholarly journals The Impact of the Interactivity of Internet Celebrity Anchors on Consumers’ Purchase Intention

2021 ◽  
Vol 12 ◽  
Author(s):  
Weiguo Sun ◽  
Wei Gao ◽  
Ruoshi Geng
Keyword(s):  
Social Presence ◽  
Questionnaire Survey ◽  
Purchase Intention ◽  
Positive Impact ◽  
Moderating Effect ◽  
Flow Experience ◽  
Influence Model ◽  
Product Image ◽  
The Impact ◽  
The Relationship

The current study focuses on a novel and recently popular internet phenomenon – celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumers’ purchase intention. Based on stimulus-organism-response theory, this paper further identifies social presence and flow experience as mediators and the consistency of Internet celebrities’ image and product image as a moderator and constructs an influence model of Internet celebrities’ interactivity on consumers’ purchase intention. The responses of a sample of 277 participants were collected by a questionnaire survey. SPSS and Amos were used to analyse the data. The results show that consumers’ social presence and flow experience mediate the positive impact of the interactivity of Internet celebrity anchors on influencing consumers’ purchase intention. However, there is no significant moderating effect of the consistency of Internet celebrities’ image and product image on the relationship between social presence or flow experience and purchase intention. A discussion and implications are offered.

scholarly journals An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽  
2021 ◽  
Vol 12 (8) ◽  
pp. 324
Author(s):  
Haijian Wang ◽  
Jianyi Ding ◽  
Umair Akram ◽  
Xialei Yue ◽  
Yitao Chen
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Focus Of Attention ◽  
Equation Modeling ◽  
Flow Experience ◽  
Live Broadcast ◽  
Modeling Data ◽  
The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

scholarly journals Relationship between employability and turnover intention: The moderating effects of organizational support and career orientation

2019 ◽  
Vol 26 (2) ◽  
pp. 241-262 ◽  
Author(s):  
Yevhen Baranchenko ◽  
Yizhong Xie ◽  
Zhibin Lin ◽  
Marco Chi Keung Lau ◽  
Jie Ma
Keyword(s):  
Organizational Support ◽  
Turnover Intention ◽  
Questionnaire Survey ◽  
Perceived Organizational Support ◽  
Moderating Effect ◽  
Career Orientation ◽  
Strong Impact ◽  
Moderating Effects ◽  
The Impact ◽  
The Relationship

AbstractThis study examines the impact of employability on turnover intention by differentiating internal and external employability, and considering the possible moderating roles of perceived organizational support (POS) and career orientation. Using a sample of 411 responses to a two-wave questionnaire survey generated from six cities in China, we find that external employability positively influenced turnover intention, but internal employability negatively influenced turnover intention. The results also indicate that POS had a positive moderating effect only on the relationship between external employability and turnover intention. Furthermore, for employees with disengaged career orientation, external employability exerts a strong impact on turnover intention. This study adds to the limited research empirically linking employability and turnover intention, whereas the findings can be used by HRM practitioners to factor in organizational support and career orientation initiatives that improve the retention of employees with high external employability.

scholarly journals The Impact of Innovation Investment Volatility on Technological Innovation of Enterprises in Different Life Cycles

2021 ◽  
Vol 2021 ◽  
pp. 1-12
Author(s):  
Miaomiao Li ◽  
Zhaoxing Hao ◽  
Meng Luan ◽  
Haibo Li ◽  
Guikun Cao
Keyword(s):  
Technological Innovation ◽  
Positive Impact ◽  
Punctuated Equilibrium ◽  
Life Cycles ◽  
Moderating Effect ◽  
Mature Stage ◽  
Punctuated Equilibrium Theory ◽  
Emerging Industries ◽  
The Impact ◽  
The Relationship

Empirical findings from the impact of innovation investment volatility on enterprise technological innovation are mixed. Based on the punctuated equilibrium theory, this study explores the impact of innovation investment volatility on enterprise technological innovation in different life cycles and whether innovation subsidy has expected effects on enterprises’ technological innovation. By using the 205 Chinese listed enterprises in strategic emerging industries from 2010 to 2019 as the research sample, the results show that the innovation investment volatility has a positive impact on technological innovation of enterprise in the growing stage, while it has no significant effect on enterprise technological innovation in the mature and declining stages. In addition, the negative moderating effect of innovation subsidy on the relationship between innovation investment volatility and technological innovation is the most significant for enterprises in the growing stage, weakly significant for enterprises in the mature stage, and insignificant for enterprises in the declining stage.

scholarly journals The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Amina Merabet
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Mediating Role ◽  
Perceived Price ◽  
Country Of Origin Image ◽  
The Impact ◽  
The Relationship

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

scholarly journals Sense of Presence and Subjective Well-Being in Online Pet Watching: The Moderation Role of Loneliness and Perceived Stress

2020 ◽  
Vol 17 (23) ◽  
pp. 9093
Author(s):  
Zekun Zhou ◽  
Duo Yin ◽  
Quan Gao
Keyword(s):  
Perceived Stress ◽  
Social Presence ◽  
Well Being ◽  
Moderating Effect ◽  
Flow Experience ◽  
Subjective Well Being ◽  
Positive Effects ◽  
The Social ◽  
The Relationship

Watching videos/livestreams concerning pets is becoming an increasingly popular phenomenon among youth in China, thus the social dynamics and psychological impacts of this pet-centred online activities worth in-depth exploration. This study investigates the sensual experiences of the audiences who have watched pet videos/livestreams and examines how these online experiences influence their subjective well-being. We develop a conceptual model that bases on the relationships between telepresence, social presence, flow experience, and subjective well-being to comprehend this mechanism. The result of 439 samples indicates that both telepresence and social presence have significant positive effects on flow experience, and social presence also has a positive impact on subjective well-being. We also examine the role of loneliness and perceived stress in moderating the effects of online pet watching on subjective well-being, showing that loneliness has a significant positive moderating effect on the relationship between social presence and flow experience, while perceived pressure has a negative moderating effect on the relationship between telepresence and flow experience. This study not only demonstrates the positive effect of an online pet on subjective well-being and but also uses interview data to comprehend the social processes underlying this effect. We also discuss the theoretical and practical values of this study in improving public health in the digital age.

scholarly journals Peran Customer Involvement Dan Corporate Image Dalam Hubungan E-Wom Dengan Purchase Intention

2017 ◽  
Vol 10 (1) ◽  
pp. 51
Author(s):  
Fatik Rahayu
Keyword(s):  
Higher Education ◽  
Purchase Intention ◽  
Corporate Image ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Customer Involvement ◽  
Relationship Model ◽  
The University ◽  
The Impact ◽  
The Relationship

There are many studies about the impact of e-WOM on purchase intention. Rarely studies that focus on the role of customer involvement and corporate image in the relationship between e-WOM with purchase intension especially in education context. The purposes of this study are to investigate the moderating effect of customer involvement and mediating effect of corporate image in the relationsip between e-WOM with purchase intention in higher education. The sample are students of senior high school who have ever search for opinions or reviews through the internet before choosing the university. A SEM is used to asses the relationship of the researh model. The results show that customer involvement has moderating effect and corporate image has mediating effectc in relationship between e-WOM with purchase intention. These results provide new insight into the relationship model between e-WOM with purchase intention in higher education

The impact of retailers' indoor environmental quality on consumer purchase decision

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Environmental Quality ◽  
Purchase Intention ◽  
Positive Impact ◽  
Equation Modeling ◽  
Indoor Environmental Quality ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Hedonic Experience ◽  
The Impact ◽  
The Relationship

PurposeA review of 67 articles in the indoor environmental quality (IEQ) literature published from 2010 to 2020 reveals that none of prior studies have determined the IEQ of physical retailers and its impact on consumers. To fill such a gap, this study investigates the influence of physical retailers' IEQ on consumer purchase intention. The mediating roles of hedonic experience and perceived brand value (PBV) in this relationship are also determined. Furthermore, the moderating effect of perceived service quality (PSQ) on the link between physical retailers' IEQ and PBV is clarified in this study.Design/methodology/approachThis study uses structural equation modeling (SEM) to analyze a sample data of 996 consumers in China.FindingsResults show that physical retailers' IEQ has a positive impact on consumer purchase intention. Hedonic experience mediates the link between IEQ and purchase intention. PBV also mediates the relationship between IEQ and purchase intention and that between hedonic experience and purchase intention. In addition, PSQ moderates the relationship between IEQ and PBV.Originality/valueTo the best of the authors’ knowledge, this study is the first to determine the impact of IEQ on consumers in the physical retailer context. Specifically, this study enriches our knowledge about the relationship between physical retailers' IEQ and consumer purchase intention with the mediating and moderating mechanisms of hedonic experience, PBV and PSQ. The findings fill the research gaps in the IEQ literature that has ignored the impact of IEQ on consumers' perception and behavioral intention in the physical retailer context. Furthermore, this research provides evidence for retailer managers to understand and improve physical stores' IEQ.

scholarly journals The Impact of R&D Intensity on the Innovation Performance of Artificial Intelligence Enterprises-Based on the Moderating Effect of Patent Portfolio

2020 ◽  
Vol 13 (1) ◽  
pp. 328
Author(s):  
Yuanyuan Dong ◽  
Zepeng Wei ◽  
Tiansen Liu ◽  
Xinpeng Xing
Keyword(s):  
Artificial Intelligence ◽  
Positive Impact ◽  
Moderating Effect ◽  
Innovation Performance ◽  
Three Dimensions ◽  
Practical Significance ◽  
High Level ◽  
The Impact ◽  
The Relationship ◽  
Patent Portfolio

The patent portfolio affects the research and development (R&D) decisions of artificial intelligence enterprises, and provides rights protection for the enterprise’s product market, which is of great practical significance for the realization of innovation performance. The aim of this paper is to discover how the patent portfolio of artificial intelligence enterprises affects the relationship between R&D intensity and innovation performance. Based on the panel data of 164 listed enterprises in the A-share artificial intelligence concept sector of China, using the panel fixed effect regression method, the impact of R&D intensity on innovation performance was analyzed, and the moderating effect of the three dimensions of the patent portfolio on the two was examined. Studies have shown that the impact of R&D intensity on innovation performance is in an inverted U-shaped relationship. In addition, the diversity characteristics of the patent portfolio have a moderating effect on the relationship between R&D intensity and innovation performance, and when the enterprise is at a high level of diversity, the two have a U-shaped flip relationship. The size of the patent portfolio has a positive impact on innovation performance. The research results have theoretical and practical significance for the implementation of effective R&D management in artificial intelligence enterprise organizations.

The Impact of Financial Literacy on Financial Preparedness for Retirement in the Small and Medium Enterprises Sector in Uganda

2020 ◽  
Vol 9 (3) ◽  
pp. 26-41
Author(s):  
Colin Agabalinda ◽  
Alain Vilard Ndi Isoh
Keyword(s):  
Financial Literacy ◽  
Small And Medium Enterprises ◽  
Group Analysis ◽  
Moderating Effect ◽  
Primary Data ◽  
Retirement Preparedness ◽  
Medium Enterprises ◽  
The Impact ◽  
The Relationship ◽  
Effect Of Age

The study investigated the direct effects of financial literacy (knowledge, skills, and attitudes) on financial preparedness for retirement and the moderating effect of age among the small and medium enterprises in Uganda. Primary data was collected from a sample of n = 380 selected from the SME workforce. Descriptive analysis was run on SPSS, while validity and reliability of the measurement items yielded satisfactory composite reliability scores and average variance explained (AVE) scores for all items. Structural equation modelling (SEM) was used to test the hypotheses and multi-group analysis conducted to test for the moderating effect of age on the relationship between financial literacy and retirement preparedness. The results revealed that knowledge and skills were significant predictors of retirement preparedness. However, ‘attitude' was not a significant predictor, and age had no moderating effect on the relationship between the study variables. These findings present practical implications for policymakers and financial educators in a developing country context.

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