Moderating Effect of Culture on Consumers’ Usage of Social Networks and Its’ Impact on Online Purchase Intentions

Abstract Innovative startups can bring many benefits to society. Drawing on the social network theory (SNT) and resource-based view (RBV), with mix methods approach, this paper argues that as the primary path for startups acquiring external resources, social networks are beneficial to improving innovative startups’ innovation performance. Using a large amount of data from GEM (Global Entrepreneurship Monitor), this paper first runs correlation analysis and regression analysis to empirically analyze entrepreneurs’ social networks’ impact on China’s innovative startups’ innovation performance. The results show that both formal and informal social networks are positively correlated with innovative startups’ innovation performance. Then we consider the moderating effect of entrepreneurial competence and motivation. And the results show both entrepreneurial competence and motivation positively moderate the correlation above. Second, to explore the above correlation’s internal mechanism, we conduct semi-structured interviews with 14 entrepreneurs. Drawing on the resource management theory (RMT) and the process of cross-border knowledge search and assimilation, the mechanism model of entrepreneurs’ social networks on startups’ innovation performance is proposed through content analysis.

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Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

Global Business Review ◽

10.1177/09721509211010358 ◽

2021 ◽

pp. 097215092110103

Author(s):

Yadvinder Parmar ◽

Bikram Jit Singh Mann

Keyword(s):

Sampling Method ◽

Process Analysis ◽

Purchase Intentions ◽

Moderating Effect ◽

Parasocial Interaction ◽

Conditional Process Analysis ◽

The Relationship ◽

Self Administered Questionnaire ◽

Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

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How does renqing influence purchase intentions in the Chinese business-to-business context?

Journal of Business and Industrial Marketing ◽

10.1108/jbim-07-2020-0346 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Xun Zhang ◽

Biao Xu ◽

Jun Wu

Keyword(s):

Positive Relationship ◽

Purchase Intentions ◽

Moderating Effect ◽

Content Type ◽

Mediating Role ◽

Chinese Business ◽

The Relationship ◽

Business To Business ◽

Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

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