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1 – 10 of 295Pradeep Kumar Mohanty and Archana Patro
This work reports on a study to measure tractor owners' (mostly farmers') repurchase behavior (RPB). While earlier studies have focused on the technical aspects of the tractors…
Abstract
Purpose
This work reports on a study to measure tractor owners' (mostly farmers') repurchase behavior (RPB). While earlier studies have focused on the technical aspects of the tractors, none as yet have considered farmer intention and behavior for predicting purchase decision. A conceptual model was built considering all possible antecedents of farmers' RPB based on in-depth interviews and discussions with marketing managers. Interviews with customers were used to understand these antecedents or interactions with salespersons, either directly or indirectly during conversations or visits to stores. The authors have attempted to develop a scale on farmers' consumption experience from the perspective of farmers.
Design/methodology/approach
The model was validated using Smart-PLS, and the best tractor brand was identified using data envelopment analysis (DEA). At the village level, snowball sampling was adopted to identify potential tractor owners who had repurchased the same brand or a higher model as respondents.
Findings
Findings reveal that all the paths were found to be significant. Farmers' consumption experience (FE) seems to be the biggest predictor of RPB, followed by image, satisfaction and trust. The newly introduced construct FE has a significant effect on farmers' RPB. DEA results further indicate that most tractor companies function with 100% efficiency.
Research limitations/implications
The study was carried out in India; it can be extended to other countries. Also, the sample was collected from one state in India and is cross-sectional in nature, so it cannot be generalized.
Originality/value
First, the authors developed a conceptual model considering all possible antecedents of RPB. No studies had yet developed a scale on FE. Second, the authors created a benchmark for the various preferred tractor brands from the farmers' perspective using DEA.
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Washington Macias, Katia Rodriguez, Flavio Arosemena-Burbano and Donald Zhangallimbay
The purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the…
Abstract
Purpose
The purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the proposed marketing variables: awareness, associations and evaluation of purchase determinants, and their relationship within the proposed methodology.
Design/methodology/approach
The authors used data from surveys of 482 consumers of two agricultural brands in Ecuador (supplies, equipment and services). The authors applied linear multiple regressions estimated by generalized least squares with heteroskedasticity-robust standard errors. “Intention to repurchase” and “recommend” the brands were selected as dependent variables due to their relationship with brand value.
Findings
Brand awareness and associations positively influence the two dependent variables. However, the interaction between brand awareness and associations is negative, suggesting that, for the upper level of awareness, associations have no effect over intentions. This result holds for both brands. Brand evaluation of purchase determinants was a significant predictor of intentions only for the brand which belongs to a product category in which the purchase decision process is more extensive and with more effort.
Research limitations/implications
This study is focused only on agricultural brands, which limits the generalization of the findings.
Originality/value
The agricultural sector is very important in Ecuador due to its contribution to GDP and employment, and the country's position as the fifth exporter of bananas worldwide. Understanding consumer behavior is important for brands and firms' managers in order to preserve or increase brand value, for which a reliable valuation model is useful.
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Sumana Laparojkit and Muttanachai Suttipun
This study aims to examine the causal factors of customer motivation, trust and loyalty, influencing the level of repurchase intentions of local tourists travelling during…
Abstract
Purpose
This study aims to examine the causal factors of customer motivation, trust and loyalty, influencing the level of repurchase intentions of local tourists travelling during pandemic COVID-19 crisis in Thailand.
Design/methodology/approach
The population of this study comprised all Thai local tourists travelling in Thailand. Using simple random sampling of local tourists on travel in Thailand, quantitative data were collected from 500 tourists as the sampling, representing Northern Thailand, North-Eastern Thailand, Central Thailand, Southern Thailand and Bangkok. Path analysis, including correlation matrix and factor confirmation, was used to test the causal factors influencing the level of repurchase intentions.
Findings
Motivation trust, customer trust, customer loyalty and repurchase intentions of Thai domestic tourism were on a high level. In addition, there were positive influences of customer motivation, trust and loyalty on the level of repurchase intentions by local tourists travelling in Thailand.
Originality/value
The study results demonstrate that the social exchange theory can be used to explain the influences of customer motivation, customer trust and loyalty on repurchase intentions of domestic Thai tourism.
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Feiyan Han and Bo Li
E-commerce poverty alleviation (EPA) is an innovative poverty alleviation model in China. The institutional mechanisms of the e-commerce platform improve the effect of EPA and…
Abstract
Purpose
E-commerce poverty alleviation (EPA) is an innovative poverty alleviation model in China. The institutional mechanisms of the e-commerce platform improve the effect of EPA and exert online shopping purchase power in rural China. From a socio-technical perspective, this paper used adoption readiness of farmers and perceived risk to construct an integrated model to discern the effect of enhanced e-commerce institutional mechanisms on farmers' online shopping intention in the context of EPA.
Design/methodology/approach
The survey included 832 valid samples from rural farmers in Shanxi province. This study analyses using structural equation modelling (SEM) and bootstrap methods used to empirically test the model.
Findings
Findings suggest that enhanced e-commerce institutional mechanisms have significant direct and indirect positive impacts on farmers' online shopping intention; adoption readiness and perceived risk play partial mediation roles in determining the relationship between farmers' online shopping intention and enhanced e-commerce institutional mechanisms; and the indirect mediation effect of adoption readiness is greater than that of perceived risk.
Research limitations/implications
Although the proposed model was supported in the questionnaire survey, the investigation method was not completely excluded. Future research can combine the method of panel data and apply the framework to other e-commerce platforms, as well as to other cultural settings.
Practical implications
The study suggests that enhanced e-commerce institutional mechanisms that are based on the needs of farmers from poverty-stricken areas change the shopping habits of farmers. Moreover, enhanced e-commerce institutional mechanisms should allow farmers' perceived adoption readiness to play its promoting role and reduce the impeding role of perceived risk. The results of this study are conducive to the intensive implementation of the ‘Three Rural Issues’ strategy in China.
Originality/value
A new model to generate a two-factor mediation effect model by integrating the perceived effectiveness of enhanced e-commerce institutional mechanisms with farmers, farmers' adoption readiness, perceived risk and online shopping intention. The study explored the relationship between enhanced e-commerce institutional mechanisms and farmers' online shopping intention, bridging the gap in related empirical studies. Besides, this study first proposed farmers' adoption readiness and clarifies the mediating role of farmers' adoption readiness and perceived risk, which highlights the previously unnoticed role of farmers' adoption readiness.
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Le Bo and Xiaoli Yang
Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n…
Abstract
Purpose
Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n-price auction experiment during the online purchase of fresh agricultural products. The purpose of this paper is to evaluate the two WTPP, compare their differences, and explore their sustainability.
Design/methodology/approach
Data were collected in July–August 2020 from a sample of 310 consumers in Liaoning Province, China. A nonhypothetical random n-price auction experiment was implemented in a simulated online shopping environment.
Findings
The results show that WTPP exists, and WTPP level of regional brand labels is higher than that of enterprise brand labels. Consumers' WTPP is sustainable. Consumers with low WTPP for enterprise brand labels and consumers with high WTPP for regional brand labels have stronger willingness to repurchase.
Practical implications
The results have direct practical implications for developing brand agriculture and encouraging “brand consumption”. The results can provide theoretical reference for policymakers, enlightenment for the development and effective dissemination of agricultural brand labels and important information to e-retailers on how to sale agricultural products with agricultural brand labels.
Originality/value
To the best of the authors' knowledge, no previous study has related WTPP and its sustainability for agricultural brand labels in China. We try to fill a gap in literature on consumers' WTPP for agricultural brand labels. And the authors explore the sustainability of WTPP by analyzing the impact of WTPP on repurchase intention and recommendation intention respectively.
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Muhammad Athar Nadeem, Zhiying Liu, Abdul Hameed Pitafi, Amna Younis and Yi Xu
Cryptocurrencies, such as Bitcoin, generate innovative and fast exchanges without any physical form and facilitate online payments; thus, they may bring about revolutions of the…
Abstract
Purpose
Cryptocurrencies, such as Bitcoin, generate innovative and fast exchanges without any physical form and facilitate online payments; thus, they may bring about revolutions of the future economic system. Recent investigations reveal that China, the second largest Bitcoin market, accounts for a huge volume of Bitcoin trading and mining, which can cast distinct influences on future values of Bitcoin. Therefore, it would be of great significance to probe into the repurchase intention of Bitcoin of the Chinese individuals.
Design/methodology/approach
One hundred and forty-three questionnaires were collected from Chinese respondents. SPPS was employed for data analysis of the proposed hypotheses.
Findings
The results show that expectation has a positive impact on perceived enjoyment and perceived ease of use. A positive relationship between perceived ease of use and perceived enjoyment was confirmed. The findings also reveal that expectation, perceived enjoyment and perceived ease of use have significant impact on satisfaction. Moreover, it is found that perceived enjoyment, perceived ease of use and satisfaction significantly influence the repurchase intention of Bitcoin.
Research limitations/implications
This study encourages future comparative studies to be conducted. Besides, it is recommended to find out other possible antecedents of repurchase intention. Moreover, this study suggested negative effects of Bitcoin to be explored.
Practical implications
In a practical standpoint, this study provides valuable suggestions about cryptocurrencies use and regularization. For instance, education and learnability issues of novice users need to be considered. Further, the regularization/implementation of cryptocurrencies/blockchain technologies is also suggested.
Originality/value
This is the pioneer endeavor which investigates the repurchase intention of Bitcoin. The findings explore some of the possible antecedents which influence repurchase intention of Bitcoin. These findings provide valuable insights and enrich the existing body of literature in the domain of Bitcoin.
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Dwi Suhartanto, David Dean and Iklima Farhani
This study aims to evaluate the loyalty formation model on e-grocery service incorporating food quality, e-grocery quality and relationship quality as determinants of loyalty.
Abstract
Purpose
This study aims to evaluate the loyalty formation model on e-grocery service incorporating food quality, e-grocery quality and relationship quality as determinants of loyalty.
Design/methodology/approach
The quantitative approach was used by using 353 data from young Indonesian customers with purchasing experience of local food through e-grocery service. The hypothesized relationships between variables were tested using partial least squares structural equation modeling.
Findings
The results confirm that local food quality, e-grocery service quality and the relationship quality elements of a sense of community and attitudinal attachment, are all loyalty drivers. Next, mediation tests reveal that local food quality and e-grocery service quality influence customer loyalty through customers’ attitudinal attachment and a sense of community.
Practical implications
This study recommends that managers of e-grocery services of local food businesses could benefit from the development of attachment and a sense of community among their young clients. Furthermore, to develop loyalty among young customers, offering high-quality local food as well as e-grocery services is suggested.
Originality/value
To the best of the author’s knowledge, this is the first examination of the e-grocery service loyalty in the context of local food.
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Margaret Anne Craig‐Lees, Jennifer Harris and Amalia E. Maulana
This paper aims to examine factors that influence repeat visits to non‐transactional web sites. Drawing on repurchase and continuance research, this study identifies four focal…
Abstract
Purpose
This paper aims to examine factors that influence repeat visits to non‐transactional web sites. Drawing on repurchase and continuance research, this study identifies four focal constructs: site commitment, satisfaction, social influences, and medium involvement, and clarifies the mediator versus moderator role of site commitment.
Design/methodology/approach
Actual visitors to five B2B and B2C non‐transactional web sites provide data participated in an online survey. The tests use the combined sample and then verify results for the individual sites. The test for mediation relies on structural path analysis; the test for moderation uses moderated regression analysis.
Findings
The four focal constructs influence web site revisitation, though in most settings, only site commitment has a direct effect. Findings support the mediator role of site commitment, though some sites exhibit only partial mediation. Results are consistent across B2C and B2B contexts. The relative impact of social influences and medium involvement is less certain, and their impact varies across individual sites.
Research limitations/implications
Because this study uses non‐probability sampling to gather respondents, they may not represent all types of visitors to the sites. The non‐transactional sites are primarily information sites, which restricts the findings. Research that considers other types of non‐transactional sites, such as entertainment or global sites, could offer further insights, especially with regard to the impact of cultural differences.
Originality/value
This research clarifies the role of site commitment by testing for mediation and moderation within the one study.
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Shu-Chiung Lin, Hsiao-Ting Tseng and Farid Shirazi
This study investigates the relationship between buyers’ psychological antecedent and repurchase intentions in online group buying. Considering and evaluating pre-purchase, the…
Abstract
Purpose
This study investigates the relationship between buyers’ psychological antecedent and repurchase intentions in online group buying. Considering and evaluating pre-purchase, the authors measure the buyers’ overall experience of online group buying through their perceived value (PV) and risk. This study examines the influence of PV and perceived risk (PR) on positive electronic word-of-mouth (eWoM) communication and repurchase intention in online group buying.
Design/methodology/approach
The authors verify the research model using SPSS and the structural equation modeling-partial least square (SEM-PLS) to analyze 839 convincing respondents. This quantitative research provides insights into online group buying, including the food industry.
Findings
The results demonstrate that the buyers’ PV of online group buying enhanced positive eWoM communication and repurchase intention. The willingness of buyers to spread positive eWoM indicates their recognition and satisfaction with a product or brand. Thus, they have the behavioral intention to repurchase in online group buying. The study found that while positive eWoM communication significantly impacts repurchase intention, PR negatively affects PV. The research provides theoretical and practical implications at the end of the study.
Research limitations/implications
This study has some limitations. First, the study only used PV and PR to measure consumers’ considerations and evaluations of the initial stage in the consumer decision journey. Future studies can include more dimensions that may further affect these considerations and assessments to verify the research model. Second, the study only used positive eWoM communication to measure the “enjoy-advocate-bond” of consumption and usage in the post-purchase stage.
Originality/value
The study proposes the sequential relationship in the psychological decision procedure of participating in online group buying and provides valuable managerial implications for managers operating online group buying on third-party platforms. The findings provide good knowledge for the food industry to stay connected with customers and develop their satisfaction.
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Sven Kuenzel and Sue Vaux Halliday
This study aims to analyse the influences of prestige, satisfaction, and communication on brand identification and to show how brand identification influences word‐of‐mouth and…
Abstract
Purpose
This study aims to analyse the influences of prestige, satisfaction, and communication on brand identification and to show how brand identification influences word‐of‐mouth and brand repurchase.
Design/methodology/approach
A theoretical model is developed and tested with a sample of car owners in the UK of two global car brands. Structural equation modelling was used with LISREL 8.54 and the maximum likelihood (ML) method.
Findings
This paper draws mainly on the theory of social identity to provide a comprehensive understanding of conditions under which brand owners are likely to identify with their brand and the bases and consequences of such identification. It was shown that prestige, satisfaction, and communication effect brand identification. The study confirms that consumers' development of relationships via brand identification results in word of mouth about the brand and intentions to repurchase the brand. Furthermore, it was found that brand identification fully mediates the influences of prestige, satisfaction, and communication on word of mouth and brand repurchase.
Research limitations/implications
The focus was on one country and one industry.
Practical implications
Managers are provided with strategies that enhance the identification of their customers with their brand so that they can strengthen the customers' brand identification. Areas for future research are suggested. For instance, it could be interesting to test the model in a different industry and/or cultural context.
Originality/value
Very few previous studies have looked at brand identification which is surprising considering it is such an important variable to influence word‐of‐mouth and brand repurchase. The study tests three antecedents to brand identification and two outcomes that have not been investigated previously. Overall, the study adds knowledge in this somewhat neglected area.
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