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Article
Publication date: 31 January 2022

Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Stephanie Hui-Wen Chuah, Keng-Boon Ooi and Nick Hajli

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media…

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Abstract

Purpose

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).

Design/methodology/approach

The present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.

Findings

PLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.

Originality/value

The present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 27 July 2018

Eugene Cheng-Xi Aw, Jun-Hwa Cheah, Siew Imm Ng and Murali Sambasivan

The purpose of this study is to examine compulsive buying and its interrelationships with careful spending, loan dependence and financial trouble. This study also aims to…

Abstract

Purpose

The purpose of this study is to examine compulsive buying and its interrelationships with careful spending, loan dependence and financial trouble. This study also aims to investigate the moderating role of gender.

Design/methodology/approach

A questionnaire-based survey was conducted. Two hundred and seven responses were collected using purposive sampling technique. Partial least square–structural equation modelling was performed to analyze the proposed hypotheses.

Findings

The salient findings are (1) careful spending negatively influences compulsive buying, (2) compulsive buying positively influences loan dependence and financial trouble, (3) loan dependence positively influences financial trouble, (4) the relationships between careful spending and compulsive buying, and between loan dependence and financial trouble differ between male and female consumers, (5) there is a sequential mediation effect between careful spending and financial trouble and (6) there are gender differences between careful spending and compulsive buying and between loan dependence and financial trouble.

Research limitations/implications

This study empirically validates the role of short-term money attitude, conceptualized as careful spending in compulsive buying context and how it attenuates the consequences of compulsive buying.

Originality/value

This study explains the serial mechanism in which careful spending can be used to counteract financial trouble of youngsters, and further looks into the differences of relationships in term of gender through multi-group analysis.

Details

Young Consumers, vol. 19 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 16 August 2022

Han Xi Chong, Ahmad Hariza Hashim, Syuhaily Osman, Jasmine Leby Lau and Eugene Cheng-Xi Aw

The purpose of this paper is to identify the continuance usage of livestreaming commerce. The proposed antecedents of livestreaming commerce continuance usage are social…

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Abstract

Purpose

The purpose of this paper is to identify the continuance usage of livestreaming commerce. The proposed antecedents of livestreaming commerce continuance usage are social presence, perceived crowdedness, need for arousal, susceptibility to informational influence, and perceived value, whilst trust in broadcasters is treated as the moderating factor.

Design/methodology/approach

A survey was conducted using a questionnaire designed specifically for this purpose, which was completed by 388 Malaysian consumers aged 26–40 years who have prior experience with livestreaming commerce. The authors tested the framework using the partial least squares structural equation modelling (PLS-SEM) technique and complementary by performing artificial neural network (ANN) analysis.

Findings

The results indicate several significant relationships, whereby social presence, perceived crowdedness, susceptibility to informational influence, and trust in broadcasters significantly influence perceived value, whereas perceived value significantly influences continuance intention. In addition, trust in broadcasters moderates the relationship between perceived value and continuance intention.

Originality/value

The current study adds significantly to the body of knowledge about livestreaming by examining the direct determinants of perceived value and thus delineating how perceived value influences continuance intention. The findings yielded also illustrate the role of trust in broadcaster as the moderator of the link between perceived value and continuance intention.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 12 September 2020

Eugene Cheng-Xi Aw and Lauren I. Labrecque

As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish…

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Abstract

Purpose

As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study, grounded in the theory of parasocial interactions and celebrity endorsement, aims to propose a framework of antecedents and outcomes of parasocial interactions with celebrities on social media.

Design/methodology/approach

Using an experimental survey-based approach, this study collected 270 usable responses, and data were analyzed using partial least square structural equation modeling.

Findings

The study found that parasocial interactions fully mediate the relationship between social media interaction and celebrity attachment, celebrity attachment influences purchase intention directly and indirectly through both cognitive (brand credibility) and affective (brand attractiveness) elements, the need to belong moderates the relationship between social media interaction and parasocial interactions and the need to belong moderates the relationship between celebrity attachment and brand attractiveness. An exploratory analysis uncovers whether different types of social platforms may be more conducive to establishing parasocial interactions.

Originality/value

This study explores the mechanisms by which celebrity interactions on social media can impact the brands they endorse and the role that parasocial interactions and the need to belong play in these interactions and outcomes.

Details

Journal of Consumer Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 17 May 2022

Stephanie Hui-Wen Chuah, Siriprapha Jitanugoon, Pittinun Puntha and Eugene Cheng-Xi Aw

This study aims to simultaneously examine the influence of demographic, psychographic and situational factors on consumers’ willingness to pay a price premium (WTPp) for…

Abstract

Purpose

This study aims to simultaneously examine the influence of demographic, psychographic and situational factors on consumers’ willingness to pay a price premium (WTPp) for robotic restaurants and to profile market segments based on consumers’ WTPp levels (positive, neutral and negative).

Design/methodology/approach

Using an online survey, the data were gathered from a sample of 897 Thai consumers who had dined at a robotic restaurant in the past 12 months. Structural equation modeling, chi-square tests and the one-way analysis of variance were used for data analysis.

Findings

Demographic (gender, age, income and marital status), psychographic (perceived advantages/disadvantages, personal innovativeness and personality traits) and situational factors (perceived health risk and self-protection behavior) significantly influence consumers’ WTPp for robotic restaurants. The positive price premium group differs significantly from the neutral and negative price premium groups in terms of demographic, psychographic and situational profiles.

Practical implications

The findings of this study help restaurateurs target the correct customers and set up appropriate price fences to safeguard profits and maximize return on investment.

Originality/value

This study contributes to the literature on technology-based services and hospitality by heeding the calls made by Ivanov and Webster (2021) and providing much-needed empirical evidence of possible changes in consumers’ WTPp for robot-delivered services in restaurants due to COVID-19.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 23 October 2020

Stephanie Hui-Wen Chuah, Eugene Cheng-Xi Aw and Ming-Lang Tseng

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user…

Abstract

Purpose

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user gratifications and customer engagement with brand fan pages, determine whether fan page agility moderates this effect and examine the influence of fan page engagement on customers' share of wallet and resistance to negative brand information.

Design/methodology/approach

By using an online questionnaire, 614 valid responses were obtained from the followers of multiple Facebook brand fan pages. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data.

Findings

The results indicate that fan page attractiveness mediates the relationship between user gratifications and fan page engagement. However, this relationship is moderated by fan page agility. Fan page engagement increases customers' share of wallet and resistance to negative brand information. This finding suggests that creating fan page content and interactions that are attractive to customers is not sufficient for promoting engagement; brand fan pages must also be agile to customers' changing needs and competitors' moves.

Originality/value

By proposing and testing a novel moderated mediation effect, this study enriches the uses and gratifications theory (UGT) and provides new insights into the underlying mechanisms and boundary factors driving fan page engagement. In addition, this study contributes to the customer engagement literature by introducing share of wallet and resistance to negative brand information as outcome variables.

Details

Internet Research, vol. 31 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 31 July 2019

Eugene Cheng-Xi Aw, Norazlyn Kamal Basha, Siew Imm Ng and Murali Sambasivan

The purpose of this paper is to empirically test the antecedents and outcome of perceived value and trust toward on-demand ridesharing services (ODRS). The antecedents are…

1979

Abstract

Purpose

The purpose of this paper is to empirically test the antecedents and outcome of perceived value and trust toward on-demand ridesharing services (ODRS). The antecedents are perceived innovativeness, perceived personalization, perceived usefulness of rating system and service personal values. The outcome is the continuance intention toward ODRS. This study also aims to uncover the mediating role of trust and the moderating role of technology readiness.

Design/methodology/approach

The ODRS considered in this research are Grab and Uber in the context of Malaysia. A questionnaire was constructed, and responses were obtained from 280 Malaysian consumers who have experienced ODRS. The authors tested the framework using partial least square structural equation modeling technique.

Findings

The result indicates several significant relationships: perceived personalization, perceived usefulness of rating system and service personal values significantly influence perceived value and trust; trust mediates the relationships between perceived personalization, perceived usefulness of rating system, service personal values and perceived value; perceived value significantly influences continuance intention; and technology readiness moderates the relationship between perceived personalization and perceived value.

Originality/value

The current study adds significantly to the body of knowledge about ODRS by examining the direct determinants of trust and perceived value, and exhibiting how trust mediates the mechanism. This study also illustrates the interplay of moderator (technology readiness) and perceived value.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 23 January 2019

Eugene Cheng-Xi Aw, Leisa Reinecke Flynn and Han Xi Chong

The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test…

Abstract

Purpose

The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions.

Design/methodology/approach

A questionnaire-based survey was conducted using a purposive sampling technique. In total, 310 useable responses were collected and data were analyzed using partial least square structural equation modeling.

Findings

A majority of hypotheses were supported. Avoidance of similarity and status consumption positively influenced self-congruity, replicating an earlier study. Self-congruity positively influenced overall perceived value and its dimensions, as well as revisit intention. Overall perceived value and its dimensions positively influenced revisit intention. Finally, overall perceived value and its dimensions were found to have a mediating effect on the relationship between self-congruity and revisit intention.

Originality/value

This study provides empirical evidence for the antecedents and consequences of self-congruity with a service and expands understanding of the mediating role of overall perceived value and its dimensions in predicting intention.

Details

Journal of Consumer Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 25 July 2019

Eugene Cheng-Xi Aw

The purpose of this paper is to propose and empirically test a model encompassing antecedents of webrooming, an emerging shopping behaviour in omnichannel retailing. This…

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Abstract

Purpose

The purpose of this paper is to propose and empirically test a model encompassing antecedents of webrooming, an emerging shopping behaviour in omnichannel retailing. This study delineates the impacts of shopping motivation, perceived channel-related benefits and costs on webrooming intention.

Design/methodology/approach

A questionnaire-based survey was conducted using a purposive sampling technique. A total of 300 responses were collected, and data were analysed using Partial Least Square Structural Equation Modelling.

Findings

Shopping motivation, such as efficiency shopping and bargain hunting, negatively influenced webrooming intention. Immediate possession positively influenced webrooming intention. With regard to perceived costs of webrooming, purchase effort and expected price loss negatively influenced webrooming intention. An additional exploratory analysis uncovered the moderating role of efficiency shopping.

Originality/value

This study provides empirical evidence for the antecedents of webrooming intention and expands the understanding of this emerging yet largely unexplored cross-channel behaviour.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 30 April 2019

Eugene Cheng-Xi Aw and Han Xi Chong

The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers…

Abstract

Purpose

The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching intention, particularly from an emerging market perspective. The study also aims to test the moderating role of general neophobia and gender.

Design/methodology/approach

Focusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model.

Findings

The results suggested that marketing mix activities, particularly advertising, in-store communication, and monetary promotion positively influenced private label brand attitude. Attitude positively influenced switching intention. The proposed moderating effects of general neophobia and gender in the relationship between private label brand attitude and switching intention were supported.

Originality/value

This study provides empirical evidence to the effects of marketing practices on private label brand attitude from an emerging market perspective, complementing previous research which largely focused on developed market. The findings offer managerial ideas in targeting non-private label consumers. The test of moderating variables expands the understanding on attitude-intention link.

Details

Marketing Intelligence & Planning, vol. 37 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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