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Article
Publication date: 15 March 2021

Matthew Tingchi Liu, Jin Xue and Yongdan Liu

This study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers…

Abstract

Purpose

This study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers on social commerce through social media platforms in different interpersonal relationship strength scenarios.

Design/methodology/approach

A total of three studies were employed online to test the hypotheses. Study 1 used a single-factor, two-condition (clickbait: yes vs no) between-subject design. Both study 2 and study 3 employed a 2 (clickbait: yes vs no) × 2 (relationships: close friend vs stranger) between-subject design. All data were sourced randomly from 729 respondents in China. Data and models were analyzed by using SPSS and Mplus.

Findings

Study 1 illustrated that clickbait has a negative effect on perceived credibility and purchase intention, and the perceived credibility mediated the relationship between clickbait and purchase intention. Study 2 replicated such finding and demonstrated that the interpersonal relationship strength interacts with the influence from clickbait to purchase intention. Study 3 enhanced the mechanism of source credibility found in the above studies and further revealed that perceived benefit and perceived norm had a mediating role in the purchase-making process online.

Originality/value

Research efforts to date concentrate on how to detect and reduce clickbait headlines. This paper adopts a different perspective, considering the consequences of clickbait in the marketing domain. This study reveals the effects of clickbait on purchase intention and the mechanism behind this process under different scenarios.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 9
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 30 April 2021

Yangyang Chen, Matthew Tingchi Liu, Yongdan Liu, Angela Wen-yu Chang and Jerome Yen

This study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust…

Abstract

Purpose

This study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.

Design/methodology/approach

The study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.

Findings

The findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.

Originality/value

The study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.

Details

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

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Article
Publication date: 25 February 2019

Matthew Tingchi Liu, Yongdan Liu and Lida L. Zhang

The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video…

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4758

Abstract

Purpose

The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.

Design/methodology/approach

A questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.

Findings

The authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.

Practical implications

The findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.

Originality/value

This study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.

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Article
Publication date: 12 May 2020

Matthew Tingchi Liu, Shiying Dong, Sara Kit Peng Chang and Francis Tan

The purpose of this study is to summarize the factors that result in V-shape rebound of Macau gambling industry's from 2014 to 2019. Both internal and external factors are…

Abstract

Purpose

The purpose of this study is to summarize the factors that result in V-shape rebound of Macau gambling industry's from 2014 to 2019. Both internal and external factors are examined and discussed by representatives from academia, industry and government.

Design/methodology/approach

Practitioners from the gambling industry offered their cutting-edged analysis and viewpoints with observation and comments from scholars and government representatives in gambling domain.

Findings

Internally, actions are taken by both the Macau government and Macau casino operators to rebrand Macau with nongambling elements and to adjust the strategies to attract more tourists from a wider range. Externally, global economic upturn and support from the China government also enhance Macau's quick rebound. A total of nine key factors are finally recognized.

Originality/value

This study provides answers and sense-making explanations to why Macau gambling industry can recover in such a short time after a big drop in Gross Gambling Revenue in 2014. This work reveals that Macau, by learning the lessons from the dramatic decline, conducts various self-rescue action plans which contribute to the quick V-shape rebound. This study is also a self-examination of Macau gambling industry from the firsthand perspectives of scholars, government representatives and casino management.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 18 March 2019

Yongdan Liu and Matthew Tingchi Liu

The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency…

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1922

Abstract

Purpose

The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses.

Design/methodology/approach

Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China.

Findings

Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded).

Originality/value

Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity’s faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities’ poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 31 May 2019

Matthew Tingchi Liu, Yongdan Liu, Ziying Mo, Zhidong Zhao and Zhenghao Zhu

The purpose of this paper is to focus on how corporate social responsibility (CSR) (i.e. responsibility to customers, employees and society) influences customer…

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2081

Abstract

Purpose

The purpose of this paper is to focus on how corporate social responsibility (CSR) (i.e. responsibility to customers, employees and society) influences customer behavioural loyalty in the hotel industry. The mediating effects of brand image and customer trust on the relationship between CSR and customer behavioural loyalty are also considered.

Design/methodology/approach

In total, 298 valid responses to questionnaire surveys were collected from a convenience sample in China in 2017. A structural equation model was used to test the hypotheses.

Findings

Hotel customer behavioural loyalty can be enhanced by CSR performance. Performance in each of the three CSR domains positively impacted customer behavioural loyalty to different degrees. The impact of CSR on the customer had the strongest influence on Chinese customers’ behavioural loyalty among the three CSR domains of customer, employee and society. Brand image and customer trust were found to be mediators of the relationship between CSR performance and customer behavioural loyalty.

Originality/value

The current research contributes to the literature by demonstrating that CSR activities are not all equally effective. Results reveal that the society dimension of CSR had the strongest impact on Chinese customers’ brand image of hotels among the three CSR dimensions investigated. In terms of Chinese hotel customers’ trust, the CSR–customer dimension plays the most effective role. The findings also support the notion that Chinese consumers are beginning to use CSR information to evaluate hotels.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 29 April 2020

Matthew Tingchi Liu, Yongdan Liu, Ziying Mo and Kai Lam Ng

Travel websites allow tourists to share their thoughts, beliefs and experiences regarding various travel destinations. In this paper, the researchers demonstrated an…

Abstract

Purpose

Travel websites allow tourists to share their thoughts, beliefs and experiences regarding various travel destinations. In this paper, the researchers demonstrated an approach for destination marketing organisations to explore online tourist-generated content and understand tourists' perceptions of the destination image (DI). Specifically, the researchers initiated an investigation examining how the destination image of Macau changed during the period of 2014–2018 based on user-generated content on travel websites.

Design/methodology/approach

Web crawlers developed by Python were employed to collect tourists' reviews from both Ctrip and TripAdvisor regarding the theme of “Macau attraction”. A total of 51,191 reviews (41,352 from Ctrip and 9,839 from TripAdvisor) were collected and analysed using the text-mining technique.

Findings

The results reveal that the frequency of casino-related words decreased in reviews by both international and mainland Chinese tourists. Additionally, international and mainland Chinese tourists perceive the DI of Macau differently. Mainland Chinese tourists are more sensitive to new attractions, while international tourists are not. The study also shows that there are differences between the government-projected DI and the tourist-perceived DI. Only the “City of Culture” and “A World Centre of Tourism and Leisure” have built recognition with tourists.

Originality/value

Given the easy accessibility of online information from various sources, it is important for destination marketing organisations to analyse and monitor different DI perspectives and adjust their branding strategies for greater effectiveness. This study uncovered the online DI of Macau by using text mining and content analysis of two of the largest travel websites. By analysing and comparing the differences and relationships among the frequently used words of tourist-generated content on these websites, the researchers revealed some interesting findings with important marketing implications.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 28 October 2020

Yongdan Liu, Matthew Tingchi Liu, Andrea Pérez, Wilco Chan, Jesús Collado and Ziying Mo

The clothing industry is one of the most polluting industries in the world, although manufacturers and retailers are trying to revert this tendency by applying ethical…

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1379

Abstract

Purpose

The clothing industry is one of the most polluting industries in the world, although manufacturers and retailers are trying to revert this tendency by applying ethical fashion principles. Drawing on the knowledge–attitude–behavior (KAB) model or practice, this study aims to predict Chinese consumers' purchase intention of ethical fashion by employing and extending the theory of planned behavior (TPB).

Design/methodology/approach

The extended TPB model incorporates knowledge of ethical fashion and trust in the fashion industry and two critical variables in ethical fashion literature to explain the purchase intention of ethical fashion. Primary data from 245 Chinese respondents were collected in 2019. The model was tested and analyzed through structural equation modeling (SEM).

Findings

Results show that the extended TPB model has higher predictability than the original TPB model. Attitude toward ethical fashion and subjective norm significantly predicts purchase intention while perceived behavioral control (PBC) does not. In addition, trust of ethical fashion is positively related to attitude toward ethical fashion and purchase intention, whereas knowledge of ethical fashion plays a significant role in predicting trust and the three TPB factors. The subjective norm was found to have the most significant impact on consumers' intention to purchase ethical fashion, which shows that social pressure from one individual's reference group is the most dominant factor in forming consumer's purchase intention on ethical fashion.

Originality/value

The findings enrich the past literature on ethical fashion that trusting belief is a salient determinant of consumers' attitude toward ethical fashion and purchase intention of ethical fashion products. The findings also supported the applicability of KAB and TPB in the domain of ethical consumption in the context of a developing country.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 24 January 2020

Matthew Tingchi Liu, Yongdan Liu and Ziying Mo

This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green…

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1982

Abstract

Purpose

This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).

Design/methodology/approach

The current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.

Findings

The findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.

Originality/value

This study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 7 December 2021

Xi Song, Ziying Mo, Matthew Tingchi Liu, Ben Niu and Li Huang

This study initiated an investigation of how the Macau–Zhuhai tourism cooperated and discussed how Macau and Zhuhai could join hands to develop tourism in the region. The…

Abstract

Purpose

This study initiated an investigation of how the Macau–Zhuhai tourism cooperated and discussed how Macau and Zhuhai could join hands to develop tourism in the region. The study demonstrated an approach for destination marketing organizations to explore online tourist-generated content and to understand tourists' perceptions of the destination image (DI).

Design/methodology/approach

A total of 1,291,057 reviews (535,317 for Macau and 755,740 for Zhuhai) were collected, analyzed and examined to determine how the DI s of Macau and Zhuhai changed during the period of 2015–2019 based on tourist-generated content on travel websites (TripAdvisor, Ctrip.com and Qyer.com) through a text-mining approach.

Findings

The result revealed that Macau and Zhuhai were in a hybrid of competition and collaboration on tourism DI s. First, Macau and Zhuhai competed in hotel and catering industry. Macau was appealing to international tourists and provided high-end and prestigious offerings; while Zhuhai was impressed by cost-effective accommodation and food. Second, Macau diversified industrial structure with diverse “Tourism, Leisure and Recreation” and “Culture, History and Art” more than Zhuhai did. Meanwhile, Macau should balance the different demands of international and Chinese tourists. Third, complementary potentials were found in natural resources, urbanization technology and tourism innovation and related projects.

Practical implications

The research provides valuable insights for policymakers and industrial managers on their endeavors to develop DIs. Policymakers should be able to develop supportive mechanisms and tourism facilitators to promote industrial collaboration and mutual DIs. Managers could refer to the components in the changing DIs and identify the developmental gaps and cooperation potentials in their targeted areas.

Originality/value

The research fulfills the gap in regional tourism studies on Macau, in which the evaluation on synergetic influence and neighbor effect from Zhuhai has been underexplored. Facilitated by up-to-date data mining techniques, the study contributes to both DI and coopetition literature in tourism marketing; and this should inspire further studies on the antecedences of DI changes, resolutions to the competing interests and DIs of different stakeholders in different forms of strategic cooperation in regional tourism. The employment of DIs is an explicit demonstration of tourists' immersion and values attached to the destination, providing effective cues on the status of coopetition.

Details

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

Keywords

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