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Article
Publication date: 28 December 2020

Nirma Sadamali Jayawardena

The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology…

Abstract

Purpose

The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM).

Design/methodology/approach

The author systematically reviewed several theoretical and empirical papers which applied the ELM in various settings. Based on the literature, the author identified six research prepositions which facilitate to investigate e-learning persuasion through gamification.

Findings

This study contributes to the existing literature by identifying an ELM-based conceptual model which can be used to empirically investigate the e-learning persuasion using gamification elements. Accordingly, the central route persuasion could be conducted through argument quality, demographic differences and technology context facilitated through gamification elements. The peripheral route persuasion could be conducted through variables such as source credibility, social presence and message content.

Practical implications

This study contributes important findings to the e-learning research by introducing a conceptual model–based on the social psychology theory of ELM. Thereby, this study introduces a method for the future researchers, to investigate the e-learning persuasion using gamification elements. Further, future researchers can use this model to investigate the e-learning persuasion through gamification in different contexts including primary, secondary and tertiary educational levels.

Originality/value

To the best of the author’s knowledge, this study can be considered as the first theoretical paper which developed an ELM-based conceptual model to investigate the e-learning persuasion through gamification in education context.

Details

Young Consumers, vol. 22 no. 3
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 26 November 2019

Le Wang, Hai-Hua Hu, Jie Yan and Maggie Qiuzhu Mei

The purpose of this paper is to explore the antecedents of self-disclosure intention on mobile social applications. This study integrates privacy calculus model and…

Abstract

Purpose

The purpose of this paper is to explore the antecedents of self-disclosure intention on mobile social applications. This study integrates privacy calculus model and elaboration likelihood theory to reconcile the rational and heuristic views of privacy decision making.

Design/methodology/approach

Using a “random dialing” sampling method, an empirical survey with 913 respondents was conducted. A series of regression models were employed to test the proposed relationships. Robust checks with sub-group analysis were conducted.

Findings

Self-disclosure intention develops along a dual route including the central route and the peripheral route. When the central route predominates, social media users form their attitudes toward self-disclosure based on a rational calculus of the privacy concern and perceived rewards. When the peripheral route predominates, users perform a more heuristic evaluation of relevant informational cues (information about privacy harms, the extent of information asymmetry between users and operators) and contextual cues (flow experience, privacy disclosure of friends). Peripheral cues moderate the relationships between central cues and self-disclosure intention.

Originality/value

This paper extends the Elaboration Likelihood Model by investigating the interaction between the central route and peripheral route. The results provide alternative explanations on the renowned “privacy paradox” phenomenon.

Details

Journal of Enterprise Information Management, vol. 33 no. 2
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 18 January 2013

Tor W. Andreassen and Sandra Streukens

The purpose of this paper is twofold. First, develop and test a conceptual model to understand customers’ intention to adopt online complaining. Second, to assess two…

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2494

Abstract

Purpose

The purpose of this paper is twofold. First, develop and test a conceptual model to understand customers’ intention to adopt online complaining. Second, to assess two competing perspectives regarding elaboration likelihood for the moderating impact of individual differences.

Design/methodology/approach

A scenario‐based survey was used to assess respondents’ beliefs, attitude, and usage intentions toward online complaining. Furthermore, individual and situational characteristics were assessed. The data were analyzed using partial least squares path modeling.

Findings

Attitude toward online complaining is a function of both process and outcome beliefs. It is also influenced by individual characteristics, but remains unaffected by situational characteristics. In contrast, usage intentions are influenced by situational characteristics, but by personal differences. For the moderating impact of affect‐based personality characteristics, the often used cognitive effort perspective to elaboration likelihood is not supported. Rather the consumption value perspective applies for these variables.

Research limitations/implications

The use of a single setting, as well as the use of scenarios, may negatively impact external validity. Future research is needed to further explain the contradictory perspectives regarding information processing.

Practical implications

The results provide insight into determinants of customer online complaining. This opens up new possibilities to increase the number of complainants in case of service failures and for firms to take corrective action.

Originality/value

To the authors’ best knowledge, this is a first empirical study aimed at understanding what drives online customer complaining.

Details

Managing Service Quality: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 9 November 2015

Ping Wang

The purpose of this study is to explore the influence of electronic word-of-mouth (eWOM) on outbound tourists’ intention to visit a destination through a dual-process…

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2467

Abstract

Purpose

The purpose of this study is to explore the influence of electronic word-of-mouth (eWOM) on outbound tourists’ intention to visit a destination through a dual-process perspective – the central route of argument quality (AQ) and the peripheral route of source credibility (SC). With the pervasion of Web 2.0 and information and communication technology, user-generated content (UGC) has become popular in the online environment, and it affects consumers’ decisions greatly.

Design/methodology/approach

A structural model based on Elaboration Likelihood Model (ELM) and theory of planned behavior (TPB) is proposed in this study to explore the influence of eWOM on outbound tourists’ intention to visit a destination. Empirical data were collected among Chinese outbound tourists via an online survey. The data were analyzed using structural equation model with SPSS Amos 22.0.

Findings

The research results indicate that tourist’s attitude toward a destination was positively influenced by AQ of eWOM, and intention to recommend the destination before travel was positively influenced by attitude toward destination and SC of destination-related eWOM. Outbound tourists’ intention to visit a destination was positively determined by AQ, attitude toward destination and WOM intention. Several practical and theoretical implications are also discussed in the study.

Originality/Value

This study contributed to the understanding of individual’s decision-making through a dual-process perspective. Findings indicate that the dual influence process delineated in theory of ELM is also applicable to explain individual’s decision in complicated information source.

Details

Journal of Systems and Information Technology, vol. 17 no. 4
Type: Research Article
ISSN: 1328-7265

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Article
Publication date: 1 May 2005

Karin Braunsberger, Laurie A. Lucas and Dave Roach

In the USA, the Federal Reserve Board (FRB) has adopted a final rule amending the Truth in Lending Act's Regulation Z, effective October 1, 2001. The present study aims to…

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3739

Abstract

Purpose

In the USA, the Federal Reserve Board (FRB) has adopted a final rule amending the Truth in Lending Act's Regulation Z, effective October 1, 2001. The present study aims to use the elaboration likelihood model to explore how consumers might respond to the revised credit card disclosure requirements, focusing specifically on college students.

Design/methodology/approach

Each subject was randomly assigned to one of two financial scenarios and asked to choose, among competing offers, the credit card that presented the “best” match to the scenario. Subsequently, all subjects completed measures designed to test hypothesized relationships within the framework of the elaboration likelihood model.

Findings

College students possess a fairly low level of knowledge of credit cards and thus are not very well equipped to make educated choices concerning such cards.

Research limitations/implications

The use of a rural student sample is a limitation and future research should investigate different populations, including those in urban and international markets.

Practical implications

Since the variable APR information appears to distract consumers from taking into account other important cost information, credit card issuers should develop solicitations that aid consumers in making knowledgeable choices.

Originality/value

The present research is the first to investigate the impact of the FRB's recently adopted final rule amending the Truth in Lending Act's Regulation Z. The findings should thus be of interest to regulators, credit card issuers, and consumer advocates.

Details

International Journal of Bank Marketing, vol. 23 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 October 1996

Paul Sparks, Monique M. Raats, Moira A. Geekie, Richard Shepherd and Claire Dale

Outlines research on the Ministry of Agriculture, Fisheries and Food‐funded project Communication strategies for the Promotion of Dietary Change. With a view to general…

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1597

Abstract

Outlines research on the Ministry of Agriculture, Fisheries and Food‐funded project Communication strategies for the Promotion of Dietary Change. With a view to general dietary recommendations and to Health of the Nation targets, the focus of this three‐year project is the promotion of dietary change through information provision. A multidisciplinary team of researchers at the Institute of Food Research, Reading, is conducting the research, drawing on a number of different theoretical perspectives and methodological procedures. Pays special emphasis to the issue of fat consumption, summarizes the practical role of the theory of planned behaviour, the elaboration‐likelihood model and unrealistic optimism research, and outlines the development of a novel food and drink diary. Advocates a multidisciplinary, integrative approach to information‐based health promotion efforts.

Details

Nutrition & Food Science, vol. 96 no. 5
Type: Research Article
ISSN: 0034-6659

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Article
Publication date: 18 April 2017

Tilo Halaszovich and Jacques Nel

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as…

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4414

Abstract

Purpose

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”.

Design/methodology/approach

In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling.

Findings

The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust.

Originality/value

Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

Details

Journal of Product & Brand Management, vol. 26 no. 2
Type: Research Article
ISSN: 1061-0421

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Article
Publication date: 10 January 2020

Azila Jaini, Farzana Quoquab, Jihad Mohammad and Nazimah Hussin

In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of…

Downloads
1727

Abstract

Purpose

In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase behavior to green purchase behavior (GPB) to reduce the negative impact on the environment and health. This study aims to investigate the factors that affect GPB in the context of cosmetics products purchase. Additionally, this study examines the moderating role of electronic word-of-mouth (eWOM) in influencing such green behavior.

Design/methodology/approach

This study used value-belief-norm (VBN) theory and elaboration likelihood model as a theoretical basis. By using judgmental sampling techniques, a total of 318 usable responses were gathered through online survey. The structural equation modeling approach using partial least square (SmartPLS, version 3.7) technique was used to test the study hypotheses.

Findings

Results reveal that altruistic value and hedonic value both positively affect pro-environmental beliefs, which eventually affect consumers’ personal norms. It is found that hedonic value has a greater influence on pro-environmental belief than altruistic value. Additionally, personal norm also exerts significant influence on GPB. Data also support the mediating role of pro-environmental belief and personal norm. Moreover, the multidimensional eWOM moderates the relationship between personal norm and GPB.

Practical implications

The findings from this study provide valuable insights for marketers, academicians and practitioners about the drivers of consumers’ green cosmetics purchase behavior. It will enable marketers to develop better strategies for the green market segment.

Social implications

The study findings also contribute to the social aspects by understanding consumers’ purchase behavior toward green cosmetics products. It ultimately promotes to consider a healthier lifestyle and to be concerned about environmental well-being.

Originality/value

This study is the first to introduce the eWOM as a moderator in the VBN theory. Moreover, this study contributes to the existing body of knowledge in the field by examining few new linkages; more specifically, considering pro-environmental belief as to the mediator between “hedonic value and personal norm,” as well as the mediating effect of personal norm in the relationship between “pro-environmental belief and GPB.” Moreover, this is a pioneer study to consider eWOM as a multidimensional construct rather than unidimensional, which is new in green marketing literature.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

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Book part
Publication date: 12 April 2019

Abstract

Details

Traffic Safety Culture
Type: Book
ISBN: 978-1-78714-617-4

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