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Article
Publication date: 4 June 2020

Yu-Hui Fang, Chia-Ying Li and Zeeshan Ahmed Bhatti

Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and…

Abstract

Purpose

Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce.

Design/methodology/approach

The study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer.

Findings

Data collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement.

Originality/value

The study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement.

Details

Information Technology & People, vol. 34 no. 2
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 24 June 2021

Xuejie Yang, Dongxiao Gu, Jiao Wu, Changyong Liang, Yiming Ma and Jingjing Li

With the popularity of the internet, access to health-related information has become more convenient. However, the easy acquisition of e-health information could lead to…

Abstract

Purpose

With the popularity of the internet, access to health-related information has become more convenient. However, the easy acquisition of e-health information could lead to unfavorable consequences, such as health anxiety. The purpose of this paper is to explore a set of important influencing factors that lead to health anxiety.

Design/methodology/approach

Based on the stimulus–organism–response (S-O-R) framework, we propose a theoretical model of health anxiety, with metacognitive beliefs and catastrophic misinterpretation as the mediators between stimulus factors and health anxiety. Using 218 self-reported data points, the authors empirically examine the research model and hypotheses.

Findings

The study results show that anxiety sensitivity positively affects metacognitive beliefs. The severity of physical symptoms has a significant positive impact on catastrophic misinterpretation. Metacognitive beliefs and catastrophic misinterpretation have significant positive impacts on health anxiety.

Originality/value

Based on the S-O-R model, this paper develops a comprehensive model to explain health anxiety and verifies the model using firsthand data.

Details

Internet Research, vol. 31 no. 6
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 9 February 2021

Xiangdong Shen, Li Wang, Xiangmeng Huang and Shuai Yang

The purpose of this paper is to investigate the influence of internet commonweal characteristics on consumers’ participation willingness, mainly predicated on the…

Abstract

Purpose

The purpose of this paper is to investigate the influence of internet commonweal characteristics on consumers’ participation willingness, mainly predicated on the stimulus-organism-response model. Furthermore, co-creation value is tested as a mediator of the relationship between internet commonweal characteristics and consumers’ participation willingness, by using the project of Ant Forest issued by Ali-pay as an example.

Design/methodology/approach

An online questionnaire survey was conducted among Ant Forest’s consumers with a final sample of 584 valid data. Moreover, to test the hypotheses in the relationship among latent variables, structural equation model analysis was used in this study.

Findings

The findings show that openness and interactivity as two kinds of characteristics of internet commonweal have positive effect on customers’ co-creation value; while co-creation would mediate the relationship between internet commonweal characteristics and customers’ participation willingness. As a result, more co-creation value would be created between the companies and their customers for higher level of internet commonweal to gain a sustainable image.

Practical implications

Two managerial implications derived in this paper to explain how to manage the internet public welfare platform and how to promote the social public welfare undertakings. In short, consumers’ co-creation value, green value, personal achievement value and social relationship value would be aroused by the internet commonweal characteristics and will finally affect consumers’ participation willingness.

Originality/value

The originality and value in this paper is enriching the importance of customers’ co-creation value in the field of internet commonweal. And demonstrating that openness and interactivity of internet commonweal characteristics would increase customers’ co-creation value.

Details

Chinese Management Studies, vol. 15 no. 1
Type: Research Article
ISSN: 1750-614X

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Article
Publication date: 26 July 2018

Moin Ahmad Moon, Batish Javaid, Maira Kiran, Hayat Muhammad Awan and Amna Farooq

The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R) model with the bi-dimensional attitude toward counterfeit apparel products…

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1942

Abstract

Purpose

The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R) model with the bi-dimensional attitude toward counterfeit apparel products. The study examines the relationship of object and social psychological stimuli with utilitarian and hedonic attitude and intentions to purchase counterfeit apparel products.

Design/methodology/approach

The authors collected data from 331 systematically selected university students of the age bracket (18–30) years from Punjab, Pakistan (MLE) via self-administrated questionnaire. Structural equation modeling (SEM) with maximum likelihood estimation via AMOS 23 was used for data analysis.

Findings

The modified S-O-R model explained significant variance in counterfeit purchase intentions. Hedonic attitude proved to be a strong predictor of counterfeit apparel purchase intentions as compared to utilitarian attitude. All attributes of counterfeit apparel products proved to be the significant positive predictors of hedonic and utilitarian attitude except information susceptibility, which did not predict utilitarian attitude.

Research limitations/implications

Data were collected from university students of the age bracket (18–30) years and apparel products were taken as a product category.

Practical implications

The retailers and manufacturers of original brands should emphasize humiliation and embarrassment that a consumer may have to face because of counterfeit purchasing. They can also educate consumers on the negative impacts of the counterfeit products not only on consumers but also on the economy as a whole.

Originality/value

S-O-R model was adapted to provide strong theoretical underpinnings to understand counterfeit consumption behavior. This study also incorporated two dimensions of attitude in counterfeit product consumption behavior and analyzed their relative influence on purchase intentions.

Details

Marketing Intelligence & Planning, vol. 36 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 30 April 2021

Özlem Ürgüplü and Işık Özge Yumurtacı Hüseyinoğlu

The purpose of this study is to explore the impact of omni-channel capability (OCC) and consumer empowerment (CE) on customer satisfaction (CS).

Abstract

Purpose

The purpose of this study is to explore the impact of omni-channel capability (OCC) and consumer empowerment (CE) on customer satisfaction (CS).

Design/methodology/approach

A paper-based questionnaire was employed to analyse the role of CE in omni-channel retailing (OCR) by using structural equation modelling. Based on the Stimuli-Organism-Response (S-O-R) framework, this research aims to explore how OCC (S) impacts CE (O) and then leads to CS (R) in consumers who had previously used both the online and physical channels of a retailer.

Findings

The findings supported the impact of OCC on CE, and in turn, the impact of CE on CS. The results reveal a partial mediation by CE in the effect of OCC on CS. Additionally, channel service transparency (CST) moderates the relationship between CE and CS.

Practical implications

The findings reveal partial mediator role of CE and the moderator role of CST in OCR. The study draws attention to the increasing role of CE and CST in OCR. To enhance CS, retailers should focus on OCC, CE and CST.

Originality/value

A new model was validated, hypothesized from S-O-R framework. This extended the knowledge on CE in OCR.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 27 May 2021

Pushpender Kumar, Anupreet Kaur Mokha and Subash Chandra Pattnaik

The purpose of this paper was to examine the relationship between electronic customer relationship management (E-CRM) and customer satisfaction through the mediating role…

Abstract

Purpose

The purpose of this paper was to examine the relationship between electronic customer relationship management (E-CRM) and customer satisfaction through the mediating role of customer experience in the banking industry.

Design/methodology/approach

The data were collected from customers of 10 banks (5 public and 5 private sector banks) of Delhi, India. In total, 836 useable structured questionnaires were filled, and the data were analyzed using structural equation modeling (SEM) through AMOS.

Findings

The results revealed that customer experience mediated the relationship between E-CRM and customer satisfaction confirming well with the hypothesized model.

Research limitations/implications

The model was tested in the domain of banking industry; future results may be conducted in different domains for improving generalizability. A comparative study between public and private sector banks in terms of E-CRM, customer experience and customer satisfaction could also be conducted.

Originality/value

The study was the first to unequivocally analyze the influence of the E-CRM on customer satisfaction through customer experience in the banking industry. The study also introduced stimulus-organism-response (S-O-R) model as a theoretical support to associate E-CRM to customer satisfaction through customer experience. Thus, this study will enhance the current knowledge base and will also aid E-CRM managers amid decision-making process.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 28 December 2020

Zhen Shao and Kuanchin Chen

This study aims to examine how three perceived interactivity attributes of massive open online courses (MOOCs), namely, perceived active control, perceived synchronicity…

Abstract

Purpose

This study aims to examine how three perceived interactivity attributes of massive open online courses (MOOCs), namely, perceived active control, perceived synchronicity and perceived two-way communication, impact individuals' engagement and continuance intention of MOOCs through the stimulus-organism-response (S-O-R) lens and how that effect differs between male and female users.

Design/methodology/approach

Drawing upon S-O-R as an overarching theoretical framework, this study conducted an empirical study in China and collected 294 valid questionnaires from online learners. Structural equation modeling approach was used to examine the proposed research model.

Findings

Empirical results suggest that perceived active control, perceived synchronicity and perceived two-way communication are significant stimuli of individuals' continuance intention of MOOCs, and the influences of perceived active control and perceived synchronicity are partially or fully mediated by engagement on the platform. Multi-group analysis results further indicate that perceived synchronicity has a stronger influence on engagement on the platform for males, while perceived active control and perceived two-way communication are more salient in stimulating engagement on the platform for females.

Practical implications

Research findings from the present study can serve as the foundation to guide MOOCs’ administrators to respond to the needs of participants through interactivity designed into the platform and shed light on possible key solutions of high dropout rates in MOOCs.

Originality/value

This study uncovers the mediating mechanism of affective engagement between interactivity and continuance intention in the emerging context of the latest online learning platform MOOCs and reveals the behavioral differences between females and males regarding their affective reactions to the three interactivity attributes.

Details

Internet Research, vol. 31 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 5 July 2018

Hyowon Hyun, Jungkun Park, Tianbao Ren and Hyunjin Kim

The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for…

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1524

Abstract

Purpose

The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for visiting art museums. This study uses the Stimulus–Organism–Response (S–O–R) model (Mehrabian and Russell, 1974) in order to confirm the relationship among variables.

Design/methodology/approach

The data were collected using online surveys from millennial art museum visitors who had visited a museum within three months. In all, 287 responses were collected. Structural equation modelling was used to analyse the model.

Findings

Korean millennial visitors pursue hedonic value rather than utilitarian value when they visit art museums. It turns out that hedonic value accelerates visitor satisfaction and promotes visitor loyalty more than utilitarian value in the art museum setting. Both ambiance and aesthetics play stimulating roles in the art museum context and moderate the relationships among visitor-perceived value, satisfaction and loyalty. Utilitarian values are identified as unimportant elements for young Korean museumgoers.

Practical implications

Ambiance and aesthetic factors play important roles in promoting art museum visits. An art museum may elevate its atmospheric factors by emphasising the visit’s fun value (i.e. hedonic value) for millennials.

Originality/value

This study expands on previous studies concerning conceptualization of multidimensional constructs of millennials’ value for experience of arts museums in terms of aesthetics and ambiance. The results also confirm the value of the S–O–R framework in an art museum context.

Details

Arts and the Market, vol. 8 no. 2
Type: Research Article
ISSN: 2056-4945

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Article
Publication date: 25 February 2021

Qianhui Rao and Eunju Ko

This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty.

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1002

Abstract

Purpose

This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty.

Design/methodology/approach

The stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus: patron status, informativeness and entertainment; organism: perceived enjoyment and perceived usefulness; responses: impulse buying behavior and luxury brand loyalty). An online survey was conducted by 200 Chinese participants who experienced WeChat Mini Program and luxury brand purchase.

Findings

The results indicate that luxury consumption related factors, task-related factors and mood-related factors in WeChat Mini Program have positive effects on consumers' impulsive purchasing behavior through perceived enjoyment and perceived usefulness.

Research limitations/implications

This study provides a new understanding about factors influencing consumers' behaviors and brand loyalty in WeChat Mini Program.

Originality/value

The mobile social platform has been considered as an advanced tool for advertising. As the most popular mobile social media used by over 1 bn monthly active Chinese users—WeChat, little research attention has been attracted by researchers. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies.

Details

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

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Article
Publication date: 27 April 2020

Austin Rong-Da Liang and Wai-Mun Lim

Organic food consumption is a complex process that makes it difficult for organic food businesses to develop appropriate marketing strategies. This study thus adopted the…

Abstract

Purpose

Organic food consumption is a complex process that makes it difficult for organic food businesses to develop appropriate marketing strategies. This study thus adopted the stimuli–organism–response (S–O–R) model to create a comprehensive framework to understand consumers' organic food purchase decisions.

Design/methodology/approach

This study collected 592 valid samples in organic food chain stores and markets by random sampling method. Meanwhile, structural equation modelling was adopted to test hypotheses.

Findings

The research findings indicate that consumer preference for natural food was the most important factor for enhancing purchase intention, followed by health consciousness, health risk, attitude towards organic food and trust in labelling. Perceptions of nutritional value positively influenced attitudes towards organic food and trust in labelling, followed by perceptions of environmental effects; conversely, attitudes towards organic food labelling had the least effect on increasing trust in labelling. Attitudes towards organic food labelling was the most important factor influencing positive attitudes towards organic food, followed by consumer perception of environmental protection effects.

Originality/value

This study demonstrates the relative influence of different variables on organic food purchase intention. Compared with consumer attitude towards organic food and trust in labelling, consumers' individual health was the most important factor influencing their purchase intention. As health and naturalness are attractive factors for consumers, the organic food industry can emphasize health protection in their marketing strategies.

Details

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

Keywords

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