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Article
Publication date: 9 January 2018

Sara Quach and Park Thaichon

The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.

1207

Abstract

Purpose

The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.

Design/methodology/approach

The study uses a sample of 22 in-depth interviews with counterfeit sellers.

Findings

Based on the findings, the authors have developed a framework called “Dark motives-counterfeit selling.” The framework includes ten motives for selling online counterfeit products organized into four main themes. Personal characteristics include self-interest priority and sense of adventure. Moral justifications consist of denial of responsibility, and inequality hypothesis of self-deception process, and social acceptance. Operational aspects include: low-cost investment, free riding on luxury brands’ marketing effort, and invisibility from regulators. Finally, relationship management involves projecting image using volitional cues and interpersonal relationship with buyers. The themes regarding personal characteristics and morality are associated with their choice of counterfeit business. The other two themes are associated with the use of social networking sites for counterfeit business. Finally, some outcomes of online counterfeit retailing were revealed as value creation for the counterfeit buyers and value destruction for genuine brands’ customers.

Originality/value

This study investigates different rationalization strategies and motives behind selling counterfeit products with a special focus on online platforms. This is among the first to investigate the perspectives of counterfeit retailers in social network sites.

Details

Marketing Intelligence & Planning, vol. 36 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 28 April 2022

Abhinav Srivastava and Park Thaichon

This study conducts a systematic literature review to synthesize the extant literature primarily on “online shopping consumer behavior” and to gain insight into “What…

Abstract

Purpose

This study conducts a systematic literature review to synthesize the extant literature primarily on “online shopping consumer behavior” and to gain insight into “What drives consumers toward online shopping”.

Design/methodology/approach

The authors followed guidelines for systematic literature reviews with stringent inclusion and exclusion criteria. The review is based on 79 research papers published from 2000 to 2020 in 21 reputed peer-reviewed international journals. The papers were analyzed and synthesized based on their defining characteristics, methodologies, major constructs and themes addressed.

Findings

The literature synthesis indicated that consumers have to make a trade-off between 11 perceived benefits and six perceived sacrifices to improve their net perceived value before making the final decision to adopt online shopping. It is important to decode these factors as they could improve both the functional and recreational value of the shopping experience for online consumers, resulting in an improvement in conversion rates from a prospect to the final purchase at e-stores. This could improve turnover as well as profits for the e-tailers.

Originality/value

This study pioneers to consolidate these factors through the lens of the value adoption model. This study also suggests insightful directions for further research perspectives in the online context from both consumers' and retailers' perspectives.

Details

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

Keywords

Article
Publication date: 9 January 2017

Wasanee Tharanga Ranasinghe, Park Thaichon and Malanee Ranasinghe

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri…

1956

Abstract

Purpose

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry.

Design/methodology/approach

Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation.

Findings

Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context.

Practical implications

The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding.

Originality/value

Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Abstract

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 6
Type: Research Article
ISSN: 1355-5855

Article
Publication date: 28 August 2019

Park Thaichon, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven and Yi Bu

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

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Abstract

Purpose

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

Design/methodology/approach

Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.

Findings

This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators.

Research limitations/implications

The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.

Originality/value

The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 December 2019

Maria Dharmesti, Theresia Rasika Seta Dharmesti, Sarah Kuhne and Park Thaichon

The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical…

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Abstract

Purpose

The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour.

Design/methodology/approach

Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses.

Findings

The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions.

Practical implications

The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics.

Originality/value

Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.

Details

Young Consumers, vol. 22 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Article
Publication date: 18 August 2020

Park Thaichon, James R. Brown and Scott Weaven

1271

Abstract

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 25 January 2021

Mengnan Qu, Sara Quach, Park Thaichon, Lorelle Frazer, Meredith Lawley, Denni Arli, Scott Weaven and Robin E. Roberts

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

Abstract

Purpose

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

Design/methodology/approach

The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China.

Findings

The findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware.

Originality/value

The study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 2 September 2020

Sara Quach, Park Thaichon, Robin E. Roberts and Scott Weaven

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal…

Abstract

Purpose

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty, relationship with consumption communities and local network effects) and (2) loyalty expectations (i.e. service quality, reciprocity and firm innovativeness) and how these relationships are moderated by customer knowledge.

Design/methodology/approach

The data were collected from 4,208 customers in the mobile services industry using mall intercept technique.

Findings

The findings reveal that loyalty layers, including personal loyalty and relationship with consumption communities, can influence customers' expectations of service providers. The degree to which the firm is able to handle and meet customers' expectations over time would result in the strength of customer loyalty. Customer expectations also mediate the relationships between different loyalty layers and customer loyalty. In addition, customer knowledge significantly moderates the effects of loyalty layers and expectations on both attitudinal loyalty and behavioural loyalty.

Originality/value

The study extends the current body of knowledge by incorporating a sociological perspective to examine the relationships between loyalty layers and customer expectations and customer loyalty. This research enables service operators to establish strategies to sustain customer loyalty across different customer segments with various levels of knowledge.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 February 2021

Yunen Zhang, Wei Shao and Park Thaichon

This paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.

Abstract

Purpose

This paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.

Design/methodology/approach

An online survey was conducted to collect data from 614 adult Chinese tourists, who have overseas travel experiences. Then, the Statistics Package for the Social Sciences (SPSS) and the structural equation modelling (SEM) were employed for data analysis.

Findings

The findings confirm that cultural intelligence has significant positive impacts on tourist satisfaction, revisit intention and electronic word-of-mouth (eWOM) communication. Additionally, tourist satisfaction significantly affects tourist eWOM communication.

Originality/value

This study provides theoretical and practical contributions regarding the effects of tourist cultural intelligence, especially on tourist post-travel evaluation and behavioural intention, which has been merely investigated in extant tourism research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of 146