scholarly journals Virtual Worlds, Virtual Reality, and Augmented Reality: Differences in Purchase Intentions Based on Types, Users, and Sex

2017 ◽  
Vol 10 (1) ◽  
Author(s):  
Angie marie Cox ◽  
Indira Guzman ◽  
Sikha Bagui ◽  
Kenneth Cromer
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Virtual Worlds ◽  
Structural Equation ◽  
Reasoned Action ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Practical Applications ◽  
The Difference

This paper discusses the disparity between two Virtual World (VW) users groups: Social and Game-oriented users. It highlights the difference between the distinct players' behaviors and their purchase intentions in VWs. It then examines the differences in the sexes. The findings are applied to possible conditions in Augmented Reality (AR) and Virtual Reality (VR). This paper sheds light on consumers’ behaviors and markets in VWs, AR and VR to increase understanding of a popular pastime and an activity that has an abundance of practical applications. The backbone of the study comes from the Theory of Reasoned Action (TRA) and Flow Theory to explain how the different VW user attributes, such as skill and challenge, play a role in VW purchase intentions. This paper uses a data sample and modified model from Cox (2016) to find significant sex differences between the Social-oriented users and Game-oriented users, by using bootstrapping and Partial Least Squares (PLS), Structural Equation Modeling (SEM), and multi-group analysis. Female Game-oriented users were found to have a stronger relationship between their challenge levels to their VW shopping subjective norms (SN) than male Game-oriented users, while Social-oriented users displayed no significant variances. This means VW, AR and VR game designers, businesses, and researchers should recognize differences in the groups, to design and strategize ways to maximize female Game-oriented players' challenge level in order to flourish VW SN and overall lead to increased sales.

scholarly journals What kind of video gamer are you?

2019 ◽  
Vol 36 (1) ◽  
pp. 218-227 ◽  
Author(s):  
Nadia Jimenez ◽  
Sonia San-Martin ◽  
Carmen Camarero ◽  
Rebeca San Jose Cabezudo
Keyword(s):  
Video Game ◽  
Purchase Intention ◽  
Structural Equation ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Simulation Games ◽  
Content Type ◽  
Social Motivations ◽  
Video Gamers

PurposeThis paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).Design/methodology/approachInformation was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.FindingsResults show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.Originality/valueThere are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.

scholarly journals Developing a structural brand equity model for cultural destinations

2014 ◽  
Vol 7 (2) ◽  
pp. 112-125 ◽  
Author(s):  
Stella Kladou ◽  
John Kehagias
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Theory Of Reasoned Action ◽  
Structural Model ◽  
Reasoned Action ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Fifth Dimension ◽  
Structural Relationships

Purpose – This paper aims to investigate the structural relationships between the brand equity (BE) dimensions, when the fifth dimension of cultural brand assets is incorporated. The paper seeks to establish and validate a five-dimensional BE measure for cultural urban destination, by comparing findings in two destinations. Design/methodology/approach – The structural model was tested from the perspective of 399 international tourists visiting Athens. Confirmatory factor analysis and structural equation modeling analysis are used to test and validate an integrated BE model for cultural destinations. Findings are compared with respective ones in the case of Rome. Findings – Findings reveal the significance of cultural brand assets for the BE of cultural urban destinations. Further, the study provides useful insight into the theory of reasoned action by investigating the structural relationships developed between BE dimensions and their impact on loyalty. Research limitations/implications – The study argues that the summative valence of associations, as described in the theory of reasoned action, can be applied in the case of a cultural destination as well. Research directions, including additional place brand dimensions, additional destinations, stakeholders groups or multi-group analysis, are advised to verify and generalise the application of the five-dimensional BE model. Practical implications – Findings reveal those cultural brand assets which can help practitioners build up coherent and successful proprietary brand assets. Quality is a necessary pre-requisite to enhance loyalty. In the case of Athens, associations influence only indirect loyalty through their impact on quality. Originality/value – This study offers to the limited literature concerning structural relationships developed among all five BE dimensions and consumer decision-making models in a tourism context. Moreover, the study contributes to the under-researched dimension of cultural brand assets.

scholarly journals Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

2021 ◽  
Vol 10 (6) ◽  
pp. 229
Author(s):  
Myriam Ertz ◽  
Myung-Soo Jo ◽  
Fahri Karakas ◽  
Emine Sarigöllü
Keyword(s):  
Structural Equation ◽  
Past Research ◽  
Purchase Intentions ◽  
Cross Cultural ◽  
Equation Modeling ◽  
Mediation Effects ◽  
Yin Yang ◽  
Managerial Implications ◽  
The Difference ◽  
Lower Tolerance

Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain the differences in results. This study draws on the Yin-Yang Balancing (YYB) theory and the construct of tolerance for contradiction (i.e., the tolerance for inconsistency and resolution among contrasts) to explain differences in the effectiveness of two-sided ads. The study consisted of a cross-cultural survey involving Easterners, who hold typically higher tolerance for contradiction, with Westerners characterized by a lower tolerance for contradiction. A series of analyses of variance (ANOVAs) were conducted to explore the difference between both groups on key variables. Structural equation modeling (SEM) tested the proposed conceptual model as a whole and for both groups, highlighting key cross-cultural differences. Additionally, the PROCESS macro was used to test the mediation effects posited in the model. The findings showed that although the tolerance for contradiction does not directly impact purchase intentions, it exerts both direct and indirect effects on purchase intentions through credibility and attitudes for Easterners but not for Westerners. The findings offer important theoretical and managerial implications: Two-sided ads are more effective to consumers with a higher tolerance for contradiction (e.g., Easterners) versus consumers with a lower tolerance for contradiction (e.g., Westerners).

Workplace spirituality, employee wellbeing and intention to stay

2019 ◽  
Vol 33 (1) ◽  
pp. 28-44
Author(s):  
Nimitha Aboobaker ◽  
Manoj Edward ◽  
Zakkariya K.A.
Keyword(s):  
Career Choice ◽  
Structural Equation ◽  
Group Analysis ◽  
Workplace Spirituality ◽  
Well Being ◽  
Equation Modeling ◽  
Job Outcomes ◽  
Intention To Stay ◽  
Content Type ◽  
The Difference

PurposeThe purpose of this paper is to examine the influence of workplace spirituality on employee well-being and intention to stay with the organization among teachers in technical higher education institutions. Furthermore, the study endeavors to test the difference in model estimates across two groups of teachers who differ in their intentional career choice.Design/methodology/approachThis descriptive study was conducted amongst a sample of 523 teachers working in technical educational institutions in India. Self-reporting questionnaires were administered among the respondents, who were selected through purposive sampling method. Structural equation modeling and multi-group analysis were done to test the hypotheses.FindingsAnalysis revealed that workplace spirituality enhanced employee well-being and intention to stay. Differences were observed on the effects of different dimensions of workplace spirituality on job outcomes. Also, teachers’ intentional career choice was found to moderate these relationships.Originality/valueThis study is pioneering in conceptualizing and testing a theoretical model linking workplace spirituality, employee well-being and intention to stay, particularly in the context of teachers who differ in their intentional career choice. Implications with regard to the experience of workplace spirituality and job outcomes in the specific context of teaching are elaborated, thus striving to fill a gap in existing literature.

Exploring relationship between value perception and luxury purchase intention

2019 ◽  
Vol 23 (4) ◽  
pp. 414-439 ◽  
Author(s):  
Sheetal Jain
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Statistical Tests ◽  
Group Analysis ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Value Perceptions ◽  
The Relationship

Purpose Although India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption among this generational cohort. Therefore, the purpose of this paper is twofold: first, to develop and empirically test the conceptual framework designed to measure the relationship between luxury value perceptions and purchase intentions among the young Indian luxury consumers, and, second, to examine the moderating effect of gender in the relationship between luxury value perceptions and purchase intentions. Design/methodology/approach A purposive sampling technique was employed to collect the data from young luxury fashion consumers. Statistical tests including confirmatory factor analysis, multi-group analysis and structural equation modeling were applied for data analysis. Findings The findings show that the conspicuous value is the most significant determinant of luxury purchase intention followed by the experiential value, susceptibility to normative influence and utilitarian value. The uniqueness value was found to have weak relationship with purchase intention. Furthermore, results revealed that the relationship between the luxury values and the luxury buying intentions does not vary significantly between male and female. Originality/value This is one of the first studies that provides meaningful insights to the academicians and marketing practitioners about why millennials buy luxury fashion brands in emerging markets like India.

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

2020 ◽  
Vol 122 (9) ◽  
pp. 2895-2910
Author(s):  
Sunhee (Sunny) Seo ◽  
Kawon Kim ◽  
Vieta Annisa Nurhidayati
Keyword(s):  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeThis study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.Design/methodology/approachA total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.FindingsImage and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.Originality/valueThis study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

DETERMINANTS OF CAPITAL STRUCTURE IN NEW VENTURES: EVIDENCE FROM SWEDISH LONGITUDINAL DATA

2006 ◽  
Vol 11 (04) ◽  
pp. 277-296 ◽  
Author(s):  
DANIEL ÖRTQVIST ◽  
ERYADI K. MASLI ◽  
SHEIKH F. RAHMAN ◽  
CHRISTOPHER SELVARAJAH
Keyword(s):  
Longitudinal Data ◽  
Capital Structure ◽  
Structural Equation ◽  
New Ventures ◽  
Group Analysis ◽  
Early Years ◽  
Equation Modeling ◽  
Short Term ◽  
The Difference

The early years are seen as a crucial period for the survival of ventures and yet only a limited number of studies have focused on successful new ventures when studying capital structure. Furthermore, only a few studies have included longitudinal data, tracking ventures over time, or have elaborated on the difference between short-term and long-term debt ratios when studying capital structure. In this paper, hypotheses are developed, based on capital structure theories and literature on new venture financing, and are tested on longitudinal empirical data. Results of multivariate analysis, through structural equation modeling, reveals that: (1) asset structure assists in explaining the variance in capital structure; (2) explained variance in dependent variables is decreasing for each of the four years studied; and (3) multi-group analysis reveals that the determinants influence short-term and long-term debt differently in the first four years of venture existence. Implications of this study suggest that determinants of capital structure in new ventures require theorizing of its own and demand special attention in entrepreneurial policy-making.

Country of origin effects on brand image, brand evaluation, and purchase intention

2017 ◽  
Vol 34 (2) ◽  
pp. 254-271 ◽  
Author(s):  
Namhoon Kim ◽  
Eunha Chun ◽  
Eunju Ko
Keyword(s):  
New York ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Group Analysis ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Evaluation ◽  
Brand Evaluations

Purpose The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. Findings Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention. Originality/value The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.

Understanding Customers' Continuance Intention

2021 ◽  
Vol 52 (2) ◽  
pp. 68-93
Author(s):  
Bangaly Kaba
Keyword(s):  
Information And Communication Technologies ◽  
Structural Equation ◽  
Service Providers ◽  
Equation Modeling ◽  
Continuance Intention ◽  
Internet Service ◽  
Digital Inequality ◽  
Internet Users ◽  
The Difference ◽  
Use Behavior

The purpose of this study is to understand the difference between Internet users' continuing use behavior in the context of digital inequality. Data were collected through a survey of Internet users in the Ivory Coast. The structural equation modeling technique was used to test the research hypothesis. This study showed empirically that concern over information and communication technologies (ICT) access as an explanation for digital inequality should be toned down. This research suggests emphasizing alternative factors to explain Internet sustained use intention by underprivileged individuals, including normative beliefs. The results will help internet service providers, governments, and international aid agencies to better understand users' behaviors or reactions to ICT available to them. This understanding provides a foundational platform upon which viable and effective information technology-enabled solutions and policies can be conceptualized and implemented. This study is one of the few that integrate three salient beliefs to differentiate ICT use continuance intention in the context of digital inequality.

Relation between Chinese consumers’ ethical perceptions and purchase intentions

2019 ◽  
Vol 31 (3) ◽  
pp. 670-690 ◽  
Author(s):  
Muhammad Kashif Javed ◽  
Ma Degong ◽  
Talat Qadeer
Keyword(s):  
Structural Equation ◽  
Developing Economies ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Brand Trust ◽  
Ethical Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Highly Educated ◽  
Mediating Role

Purpose Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and address the concerns of prior studies, the purpose of this paper is to examine the ethical perceptions of Chinese consumers as an example of effective and efficient management of company/brand strategies in an economy experiencing rapid socioeconomic growth. Design/methodology/approach This study examines 328 Chinese consumers’ purchase intentions based on their ethical perceptions toward Apple and P&G through mediating (i.e. consumer–corporate identification (CCI) and brand trust) and moderating (i.e. consumer gender, age, education and residence) effects. Structural equation modeling is used to analyze the constructs and overall model. Findings The ethical perceptions of consumers translate into purchase intentions, both at the corporate and product brand levels. Similarly, a significant direct relationship between CCI and brand trust reveals that corporate-level ethical identification is a trivial matter to customers, although these perceptions do apply to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful. Originality/value The results confirm that the mediating role of CCI is more influential in the context of Chinese consumers’ ethical perceptions, followed by brand trust. In relation to demographics, ethical perceptions affect CCI and brand trust more positively in females and highly educated consumers in China. Similarly, the relationship between consumers’ ethical perception and their trust in brand is revealed more influential in urban residents than they do in rural. This broadens the applications and contexts of this research model. The results provide managerial guidance on enhancing potential ethical perceptions.

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