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The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt mobile commerce (MC) in the context of a developing country, Vietnam.

Based on self-administered survey data of 382 Vietnamese consumers, a structural equation modelling approach with latent constructs is used to test the hypotheses.

Perceived values explain consumer attitudes, subjective norms and behavioural intentions in the MC context. In particular, they help to increase the explained variance of the intention to adopt MC by about 9.58 per cent compared with the TPB. Finally, a cross-effect on consumer attitudes from subjective norms is also found.

Future studies would benefit from investigating other variables (e.g. innovativeness or trust) and using actual behaviour (e.g. online purchases).

Business managers should pay attention to different forms of consumer values to understand how and why consumers adopt MC in a developing country.

This study fills the gap in the literature by simultaneously investigating the role of utilitarian, hedonic and social value in a TPB model in the MC context.

The purpose of this paper is to discuss and test the combined effects of openness to experience (OE) and power, and the moderator effects of social norms (SN) and perceived resources on the choice of luxury attributes for branded products in Vietnam.

Based on a self-administered survey data of 207 Vietnamese consumers, a structural equation modeling approach for moderator analysis with latent constructs is used to test the hypotheses.

OE and power have both direct and interactive positive influences on the choice of luxury product attributes. In particular, the effect of OE is weakened by the negative moderator effect of SN, but the effect of power is strengthened by the positive moderator effect of perceived resources. The inclusion of interactions increases the explained variance of the choice of luxury product attributes from 24.8 to 35.8 percent.

Future studies would benefit to investigate other personality traits (e.g. extroversion or agreeableness), personal values (e.g. achievement), SN (e.g. descriptive norms) and resources (e.g. time).

The study findings suggest that brand managers should attend the how individual and social factors interacts in explaining the choice of luxury product attributes.

This study is the first discussing, testing and finding empirical evidence supporting the combined effects of OE and power on the choice of luxury product attributes as well as moderator effects in these relationships.

This study applies and extends goal concepts by exploring the roles of goal intention and implementation planning in explaining how consumers minimize food waste (FW). It consists of impulsiveness in a food domain and food waste-related habit strength as obstacles in this motivational process.

Survey data from 399 Vietnamese consumers and structural equation modeling are used to test the proposed model.

The results establish a causal mechanism from goal intention to food waste reduction behavior via implementation planning. It also highlights mechanisms in which impulsiveness leads to a weak goal intention and careless implementation planning, consolidates FW-related habit strength and makes consumers fail to achieve food waste reduction (FWR) goals.

Future studies would benefit by investigating FWR behavior in different contexts based on the theory of trying or model of goal-directed behavior with the other traits, such as self-esteem or environmental values.

Businesses should design smaller eating portions to limit consumer impulsiveness in buying food. Food policymakers should educate consumers to form and maintain implementation planning, provide them with useful tools to deal with food habits or stimulate ethical motives to reduce FW.

This study extends goal concepts by exploring different routes, highlighting the competing roles of impulsiveness and habit strength compared with goal intention on FWR behavior.

This study aims to explore the role of habit strength in explaining intention and open access (OA) and non-OA scholarly publishing.

A decomposed theory of planned behaviour (TPB) is used as the conceptual framework to investigate a sample of 1,588 researchers from the major universities in Norway. Different latent construct models are analysed with a structural equation modelling approach.

The results show that the effect of habit was non-significant in an extended TPB framework where attitude was most important, followed by norms and perceived behavioural control in explaining intention to submit OA. Habit was only found to have a significant impact on intention to submit OA when it played a role as a full mediator for the effects of the intentional antecedents. In this modified model, norms were found to have a stronger effect than attitudes in explaining the habit to submit OA. OA habit strength forms intentions to publish in OA journals and reduces the intention to publish and publishing behaviour in NOA journals.

Other individual forces (e.g. personality and personal values) and the role of habit strength should be included for future research.

The results provide empirical insights to management, policy makers and research on scholarly publishing.

This paper contributes not only to the understanding of OA scholarly publishing, but is also relevant for research on what drives (academic) data sharing, knowledge sharing, the sharing economy or the open source movement.

The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and uses theories and findings mostly from the brand literature to test some hypotheses at a product category level.

The authors use survey data of 487 Vietnamese consumers in a food context. A structural equation modelling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses.

CSS has a positive effect on CRL, while VS has a negative effect on CRL. CSS is found to have a positive moderator effect on the category satisfaction-category repurchase loyalty relationship. More interestingly, CSS still interacts with VS to positively influence this relationship.

The object and setting of this study is limited to one product category in one market. The nature of causality is problematic due to the use of survey design.

Those findings imply that a product category extension with alternatives providing complementary benefits will have a higher chance of success with satisfied consumers, especially those with high VS, than with less satisfied consumers.

The study recommends that people should vary their diet to achieve different kinds of vitamins, minerals and tastes for their health. Similarly, the tourism industry should satisfy tourists ' variety-seeking needs by exploring new categories.

This study contributes to the literature by discussing and highlighting positive moderator effects of CSS and VS on the satisfaction-loyalty relationship at a product category level. The findings are contrast with brand literature which confirms negative moderator effects of CSS and VS on this relationship.

This study aims to discuss and test the combined role of perceived risk, objective knowledge and certainty as moderators in the satisfaction‐loyalty relationship.

The authors use survey data of 387 Vietnamese consumers in a food context. A structural equation modeling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses.

Perceived risk is a barrier in the forming of loyalty with a negative moderating effect on the satisfaction‐loyalty relationship. However, the satisfaction‐loyalty relationship is stronger when objective knowledge and certainty increase.

The object and setting are limited to one product category in one market. In addition, other moderators (e.g. situation and ambivalence) can be added. The nature of causality is problematic due to the use of survey design.

Customer management based on satisfaction is not sufficient to keep customers' loyalty, especially in the situations of highly perceived risk and uncertainty. Marketing strategies, which reduce consumers' risks, consolidate their confidence and educate them with relevant knowledge, may be effective strategies to increase their loyalty.

The study fills several gaps in the present literature. First, it overcomes some shortcomings of previous studies of moderators in the satisfaction‐loyalty relationship by testing the combined role of three important moderators. Second, it tests the moderator effect of objective knowledge and adds an extra explanation to previous studies. While some previous studies suggest a negative moderator effect of subjective knowledge, this paper argues for and confirms a positive moderator effect of objective knowledge on this relationship. Finally, it uses SEM for moderator analysis with latent constructs.

The purpose of this paper is to examine the roles of perceived certainty, manipulated risk and knowledge in the satisfaction‐purchase intention relationship in the context of a new product evaluation.

This study uses a 2×2 factorial design with 120 participants and a combination of methods to test hypotheses.

The respondents of low‐risk as well as high‐knowledge groups report a higher purchase intention. Interestingly, the movement from satisfaction to purchase intention is higher among respondents with higher certainty, and among respondents in low‐risk as well as high‐knowledge groups. In particular, this study finds a positive interaction effect between manipulated knowledge and manipulated risk on the satisfaction‐purchase intention relationship.

As with most experiments, this study has low external validity. Thus, future studies should use different products/brands tested among a wider range of consumers and in more realistic user situations. Both product risk and consumer knowledge are multidimensional constructs, thus, it will be interesting for future studies to manipulate different facets of those constructs (e.g. financial risk, procedural knowledge).

The authors' findings suggest that managers should be aware of satisfaction strength (e.g. confidence and knowledge) and risk in their estimations of purchase intention based on satisfaction measurement. Marketing strategies that reduce consumers' risks, consolidate their confidence and educate them with relevant knowledge may be effective strategies to increase their purchase intentions, especially towards new products.

This study contributes to the literature by simultaneously examining the roles of perceived certainty, manipulated risk and knowledge within a satisfaction‐purchase intention relationship. It also contributes by providing empirical evidence supporting an interaction between knowledge and risk affecting the satisfaction‐purchase intention relationship. Finally, it uses a controlled experiment in the context of a new product evaluation to confirm the causal effects.

The purpose of this paper is to test the relationships among perceived risk, consumer satisfaction and repurchase loyalty, and to explore the moderating role of knowledge on the relationship between these constructs.

The results are based on a cross‐section sample of 846 households in Vietnam using self‐administrating questionnaires, with fish as a main research object, and analyzed using structural equation modelling.

The relationship between perceived risk and satisfaction is negative and satisfaction has a significantly positive effect on repurchase loyalty. This study suggests that perceived risk has an indirect effect on repurchase loyalty through satisfaction. Besides direct effects on perceived risk and satisfaction, knowledge proves to moderate negatively both the relationship between perceived risk and satisfaction, and the relationship between satisfaction and repurchase loyalty.

This study mainly focuses on fish as a common food and considers the role of food risk with an emphasis on perceived health risk and subjective knowledge. Thus, future study should include other dimensions of risk, objective knowledge and other products. Other antecedents toward repurchase loyalty (e.g. price/value) or other moderators (e.g. ambivalence, personal characteristics) should be used in future studies.

Management attention should focus on reducing risks with which consumers may be faced through producing fresh or safe fish products, and communicating broadly safe signals of their products. Communication strategy should focus much more on improving knowledge and signing food safety for consumers with lower knowledge than the others.

This is believed to be the first study to empirically examine the combined role of perceived risk and knowledge within a satisfaction‐loyalty framework in the Vietnamese market.

This research aims to test the simultaneous effects of the perceived threat of COVID-19, e-health literacy, e-health access barrier, loyalty toward healthy foods in general, loyalty toward functional foods, the affordability of healthy foods in general and the affordability of functional foods on health-related quality of life (HrQoL) during the COVID-19 pandemic.

A survey with 400 respondents in Banten, Indonesia, was performed. The data were analyzed using multiple regression analysis.

The results of the research showed that HrQoL during the COVID-19 pandemic was positively affected by e-health literacy and the affordability of healthy foods in general while negatively affected by the e-health access barrier, the perceived threat of COVID-19 and loyalty toward healthy foods in general. Furthermore, HrQoL was not influenced by loyalty toward and affordability of functional foods.

This research was conducted in Banten. Due to the operational limitations during the COVID-19 pandemic, this research used a purposive sampling technique. Therefore, the next research should retest the model in different contexts and locations.

To improve HrQoL during the COVID-19 pandemic, citizens need to be educated on finding and utilizing credible online health information during the COVID-19 pandemic. Governments and health service providers should also strive to offer ease of access to credible online health information. Furthermore, the affordability of healthy foods, in general, should be managed well.

A few studies on HrQoL during COVID-19 pandemic were performed. However, there is a lack of paper that examines the role of food customer loyalty and affordability in a model of HrQoL during the COVID-19 pandemic. To the best of the authors’ knowledge, this paper is the first that involved and tested the role of food customer loyalty and affordability in a model of HrQoL during the COVID-19 pandemic.