scholarly journals The Impact of Reviewers' Creditworthiness on Consumers' Purchase Intention in Edge Path: Implications for the Coronavirus Disease 2019 Pandemic

2020 ◽  
Vol 8 ◽  
Author(s):  
Chen Limei ◽  
Liu Wei
Keyword(s):  
Purchase Intention ◽  
Consumer Involvement ◽  
Mediating Role ◽  
Positive Effects ◽  
Conformity Behavior ◽  
Edge Path ◽  
Likelihood Model ◽  
Moderation Model ◽  
Online Travel ◽  
The Impact

Reviewers' creditworthiness is an important edge clue in the elaboration likelihood model (ELM). This paper takes the online travel booked by consumers as an example and uses the questionnaire data of 417 outbound passengers from Guangzhou Baiyun International Airport. The paper examines the influence of reviewers' creditworthiness on consumer purchase intentions in the edge path through a mediated moderation model. Investigate the mediating role of conformity behavior can influence the reviewers' creditworthiness on purchase. Thus, it examines the moderating effect of consumer involvement. The results show that the degree of consumer involvement moderates the relationship between reviewers' creditworthiness, and the purchase intention is achieved through the mediation of conformity behavior. The higher the degree of consumer involvement, the less impact the reviewers' creditworthiness has on conformity behavior, and the weaker the positive effects of its purchase intention are found. Implications for the coronavirus disease 2019 (COVID-19) era are also discussed.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

The effect of consumers' religiosity on consumer ethics: the mediating role of ethical ideology

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Denni Arli ◽  
Fandy Tjiptono
Keyword(s):  
Consumer Ethics ◽  
Ethical Ideology ◽  
Negative Effects ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
Central Java ◽  
Consumer Ethics Scale ◽  
The Impact

PurposeReligious doctrines generally encourage people to behave ethically. However, in daily life, individuals notice inconsistencies between religious beliefs and behavior, leading them to ask, in the context of commerce, why religious consumers would behave unethically. The purpose of this study was to investigate the impact of consumers' intrinsic and extrinsic religiosity on their ethical behavior. Specifically, the moderating effect of ethical ideology on the relationship between Indonesian consumers' religiosity and their ethics was examined by means of a survey.Design/methodology/approachThe data derived from the questionnaire were complemented by convenience samples of Indonesians living in Daerah Istimewa Yogyakarta (DIY) in central Java. The researchers distributed 600 questionnaires in two major shopping malls and several housing areas in the region, of which 467 were completed and returned, for an overall response rate of 77.8%.FindingsThe results indicated that the participants' intrinsic religiosity negatively impacted their ethical beliefs and was mediated by their idealistic ethical ideology. The present study also found that idealism had negative effects on three of the four dimensions of the consumer ethics scale (CES) (actively benefiting, passively benefiting and questionable behavior), while relativism had positive effects on two of the dimensions (passively benefiting and questionable behavior.Research limitations/implicationsOne limitation of the present study was that the analysis did not distinguish among the religions practiced by the respondents to the questionnaire.Originality/valueThis is one of the first few studies investigating the mediating role of ethical ideology in a religious society. This study contributes to the literature on these issues in theoretical and managerial terms by extending the Hunt-Vitell theory (1986) to the context of consumer ethics.

scholarly journals The Relationship among Emotional Leadership, Job Satisfaction and Organizational Commitment: Taking China’s Hotel Industry as an Example

2020 ◽  
Vol 218 ◽  
pp. 04014
Author(s):  
Yixing Jin ◽  
Peiying Wu ◽  
Cheng Lin ◽  
Yingda Wang
Keyword(s):  
Job Satisfaction ◽  
Organizational Commitment ◽  
Hotel Industry ◽  
Mediating Role ◽  
Positive Effects ◽  
Emotional Leadership ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

This study investigated the impact of emotional leadership of leaders on organizational commitment of hotel employees, as well as the mediating role of job satisfaction. The results indicate that: (1) Emotional leadership and job satisfaction have positive effects on organizational commitment. (2) Emotional leadership has a positive effect on job satisfaction. (3) Job satisfaction plays a mediating role between emotional leadership and organizational commitment.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

2017 ◽  
Vol 21 (4) ◽  
pp. 367-374 ◽  
Author(s):  
Tijo Thomas ◽  
Johney Johnson
Keyword(s):  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Sampling Method ◽  
Advertising Effectiveness ◽  
Effectiveness Research ◽  
Mediating Role ◽  
Area Sampling ◽  
The Impact

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

How does perceived severity of COVID-19 influence purchase intention of organic food?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hong Wang ◽  
Baolong Ma ◽  
Dan Cudjoe ◽  
Rubing Bai ◽  
Muhammad Farrukh
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Positive Impact ◽  
Organic Food ◽  
Content Type ◽  
Perceived Severity ◽  
Mediating Role ◽  
Positive Effects ◽  
Health Consciousness ◽  
Purchasing Intention

PurposeThe COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food.Design/methodology/approachTo evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China.FindingsThe findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention.Originality/valueThe findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

scholarly journals ALLOCENTRISM AND CONSUMER ETHNOCENTRISM: THE EFFECTS OF SOCIAL IDENTITY ON PURCHASE INTENTION

2008 ◽  
Vol 36 (8) ◽  
pp. 1097-1110 ◽  
Author(s):  
Yu-An Huang ◽  
Ian Phau ◽  
Chad Lin ◽  
Hsien-Jui Chung ◽  
Koong Hao-Chiang Lin
Keyword(s):  
Social Identity ◽  
Purchase Intention ◽  
Positive Relationship ◽  
Negative Relationship ◽  
Mediating Effect ◽  
Consumer Ethnocentrism ◽  
Mediating Role ◽  
Korean Wave ◽  
Strong Positive Relationship ◽  
The Impact

In this article the authors examine the effects of allocentrism and consumer ethnocentrism (CET) on intentions to purchase domestic versus imported products, focusing on the current phenomenon of the “Korean Wave” in Taiwan. Results based on data collected from 433 mall intercept interviews in Taiwan indicate that there is a strong positive relationship between allocentrism toward parents and CET. However, a significantly negative relationship between allocentrism toward friends and CET was also found. It was also found that friends' in-group attitude toward Korean television dramas has a mediating effect of allocentrism toward friends on CET and CET on intention to buy Korean products. In this study, it was found that CET played a mediating role between allocentrism toward parents and friends and purchase intention. This ethnocentric effect was attributed to parental and friends' in-groups which significantly enhanced and reduced, respectively, the impact of intergroup discrimination, making national identification a less obvious and important social category. These findings have significant implications for domestic and foreign marketers.

Advergaming and healthy eating involvement

2016 ◽  
Vol 26 (3) ◽  
pp. 587-603 ◽  
Author(s):  
Vincent Cicchirillo ◽  
Amanda Mabry
Keyword(s):  
Undergraduate Students ◽  
Healthy Eating ◽  
Future Research ◽  
Manipulation Check ◽  
Content Type ◽  
Individual Level ◽  
Positive Effects ◽  
Likelihood Model ◽  
Brand Integration ◽  
The Impact

Purpose – The purpose of this paper is to understand how healthy eating involvement (HEI) impacts the evaluations of branded food advergames. Design/methodology/approach – This paper invokes the elaboration likelihood model and reactance theory to explain the effects of different levels of brand integration within a food advergame on individuals with different reported levels of HEI. Undergraduate students were assigned (non-random) to play one of three different advergames with varying levels of brand integration. Furthermore, participant’s health involvement was measured and incorporated as a moderating variable on brand and advergame attitudes. Regression analyses were used to analyze the data. Findings – The results showed significant interaction effects between HEI levels and level of brand advergame integration. Individuals with higher levels of HEI showed more negative attitudes toward the brand and game when integration was high. However, lower levels of brand advergame integration resulted in positive effects among lower HEI individuals. Research limitations/implications – Limitations of this research are that gamer experience was not measured prior to game play. Also, that no control of advergame playing time was conducted. However, a manipulation check was conducted. Future research should examine the impact of healthy advergames on individual’s reactions and information processing. Practical implications – Editors and creators of advergames must be more aware of the impact that branded items have within a gaming situation. Individuals may not always positively evaluate the brand integrated within a fun online environment. Furthermore, better consumer targeting will likely lead to higher message acceptance based upon individuals levels of self-congruency with that message. Originality/value – This study provides needed examination of contextual and individual level variables in responses to advergaming content.

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.

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