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Article
Publication date: 3 April 2017

Xiaofei Zhao, Shengliang Deng and Yi Zhou

The purpose of this paper is to analyze the impact of reference effects on online purchase intention (OPI) of agricultural products in B2C context and to examine how…

Abstract

Purpose

The purpose of this paper is to analyze the impact of reference effects on online purchase intention (OPI) of agricultural products in B2C context and to examine how consumers’ food safety consciousness (FSC) moderates that impact.

Design/methodology/approach

An empirical survey was used to test the hypotheses. Data were collected from a total of 297 online consumers in China. A structural equation modeling is utilized to assess the relationships proposed in the research model.

Findings

The findings of this study show that reference effects have a significant impact on OPI of agricultural products. Both perceived value (PV) and perceived risk (PR) play a mediating role in the relations between reference effects and OPI, but the mediating effect of the PV is found to be significantly greater than that of the PR. Consumers’ FSC significantly and positively moderates the impact of reference effects on OPI, meaning that the more attention consumers pay to food safety, the greater the impact of reference effects on OPI will become.

Research limitations/implications

First, this study mainly analyzes the positive impact of reference effects on OPI. Future research could discuss the negative impact of reference effects and compare the differences between them. Second, this study only takes the PV and PR as mediators into the research model. Future research could consider adding trust, attitude, and other variables and further explore and clarify the influencing mechanism between reference effects and OPI. Third, this study examines the moderating role of consumers’ FSC but does not fully discuss the moderating role of product categories. Further research could compare the influence of reference effects among multiple product categories.

Practical implications

This study provides valuable insights for agricultural enterprises and online vendors that reference effects are one of the most important factors to influence OPI. It suggests to agricultural enterprises and online vendors that reference effects can be used as a new instrument to influence consumers’ online purchase decisions.

Originality/value

This study for the first time defines reference effects in an online setting and introduces the perspective of reference effects to establish a theoretical model to explain consumers’ OPI of agricultural products. The study reveals the influencing mechanism of reference effects on OPI and thus enriches the theory of online purchase behavior.

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Article
Publication date: 1 December 2000

Shengliang Deng, Rob Lawson and Luiz Moutinho

Presents an exploratory study on travel agents’ attitudes towards automation. Surveys 167 travel agents from both Canada and New Zealand. Shows that there are four…

Abstract

Presents an exploratory study on travel agents’ attitudes towards automation. Surveys 167 travel agents from both Canada and New Zealand. Shows that there are four distinct groups of agents whose attitudes towards automation differ quite substantially and that these attitudes are related not so much to current use of technology but more to perceived future usage.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 12 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 1 January 1995

Shengliang Deng, Michael F. Duffy and Grant R. Harrison

Many studies have dealt with internationalization of business firms in the past years, few, however, have explored the pattern and process of internationalization in…

Abstract

Many studies have dealt with internationalization of business firms in the past years, few, however, have explored the pattern and process of internationalization in small, commodity based economies. In this study, the situation in New Zealand is considered, in part because it is a small, export and commodity based economy, unlike most countries previously studied. Five different clusters of New Zealand companies were found as related to the stages of internationalization. These include “Worried Beginners”, “Half‐hearted Domestics”, “Maturing Adapters”, “Conservative Exporters”, and “Experienced Succeeders”. Variables which appear to reflect stages of internationalization are also explored and presented in this study.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 7 no. 1/2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 5 July 2011

Xiaotong Jin, Shengliang Deng and Ilan Alon

The paper aims to examine the consumption behavior of Chinese residents during economic transition. It explores whether Western theories of consumption are applicable to…

Abstract

Purpose

The paper aims to examine the consumption behavior of Chinese residents during economic transition. It explores whether Western theories of consumption are applicable to the Chinese situation, and then tests the hypothesis based on Chinese traditional culture and dynamic nature of system change.

Design/methodology/approach

The paper opted for an empirical‐based approach. A regression model was used to analyze annual consumption data from 1986 to 2008 in China.

Findings

The paper provides empirical insights and suggests that under the influence of Chinese traditional culture and dynamic change of the Chinese economic system, Chinese urban residents exhibit a special consumption pattern of an intermittent and cyclical nature.

Research limitations/implications

The paper concludes that in order to make the consumption stimulation policy in China more effective, it is necessary to establish a series of measures such as establishing a sound social welfare system as well as narrowing the gap between the rich and the poor, which will substantially increase the buying power of the less‐privileged groups and thus will increase the overall spending in the society. Although the econometric model used in this paper is adequate, a different approach like time series econometrics may give us additional insights. Researchers are encouraged to test the hypothesis further by employing other methodologies. Second, due to the lack of its own theories in the emerging market, this study remains exploratory.

Originality/value

This paper fulfils an identified need to study the special consumption behavior of Chinese urban residents during the economic transition.

Details

International Journal of Emerging Markets, vol. 6 no. 3
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 1 March 1991

Shengliang Deng, Luiz Moutinho and Arthur Meidan

In today′s world businesses function in a marketing environment.The banking industry is no exception. However, the changing worldsituation always requires bankers to…

Abstract

In today′s world businesses function in a marketing environment. The banking industry is no exception. However, the changing world situation always requires bankers to reassess their strategies in order to stay competitive. As part of the banking establishment, bank branch managers play a very important role. This article examines the new roles and functions of bank branch managers through their own experiences in this ever‐changing marketing environment. The research results shed some new light on how to successfully manage these full‐service branch offices in today′s marketing era.

Details

International Journal of Bank Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 1 June 1999

Shengliang Deng and Jack Dart

As China moves from a command economy to one more directed by customer demands, its enterprises must acquire an entirely new understanding of the purpose of business. The…

Abstract

As China moves from a command economy to one more directed by customer demands, its enterprises must acquire an entirely new understanding of the purpose of business. The marketing concept appears to offer an approach to management that is dramatically new to China but much needed in its current state of development. Reports the results of an empirical study concerning the market orientation of various types of Chinese enterprises based on their size, location, ownership and sector. The data suggest substantial differences between the various types of operations. Since the existing literature relating to market orientation is devoted almost exclusively to Western business settings, this study provides benchmark data that may be used to track the evolution of an economy that is in the midst of a dramatic economic transition.

Details

European Journal of Marketing, vol. 33 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 June 1997

Luiz Moutinho, Fiona Davies, Shengliang Deng, Salvador Miguel Peris and J. Enrique Bigne Alcaniz

Although it was predicted that bank branches would quickly become obsolete in a computerized society, the reality is that many full‐service branches are not closing but…

Abstract

Although it was predicted that bank branches would quickly become obsolete in a computerized society, the reality is that many full‐service branches are not closing but rather evolving to meet changing needs. The role of the branch manager is crucial, and is also changing. In particular, managers are expected to take a lead in marketing activities. A questionnaire study was carried out to examine managers’ changing roles, using two samples of branch managers, one from Canada and one from Spain. Managers were asked to rate 21 function variables on their importance in bank management and in facing new market trends. Differences were found between the two samples, as were similarities: both identified managerial ability, strategic autonomy of the branch and business development through increased marketing ability, as important building blocks for the future role of branches and their managers.

Details

International Journal of Bank Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 26 September 2008

Shengliang Deng and Xiaotong Jin

Until now, traditional western consumption theories have not been able to adequately explain the consumption behavior of Chinese residents in the economic transitional…

Abstract

Purpose

Until now, traditional western consumption theories have not been able to adequately explain the consumption behavior of Chinese residents in the economic transitional period. Based on annual data from 1986 to 2004, the purpose of this paper is to examine the excess sensitivity of consumption through a variable parameter model.

Design/methodology/approach

A regression model was used to analyse annual consumption data from 1986 to 2004 in China.

Findings

The analysis demonstrates excess sensitivity characteristic in Chinese residents' consumption in the economic transitional period.

Research limitations/implications

The paper concludes that in order to make the demand stimulation policy in China more effective, it is necessary to take a series of measures to correct the excess sensitivity of consumption, so as to establish a healthy cycle of national economy. The paper has only explained excess sensitivity of Chinese residents' consumption from the point of view of economics. While consumption is an economic problem as well as a social problem, those factors beyond economics should not be excluded from the analysis.

Originality/value

This paper differs from former studies in that previous scholars failed to take into consideration the special economic characteristics in China's transitional economy. The variable parameter model this paper employed takes full consideration of such unique factors as economic expectations and systems changes during the transitional period so as to better explain Chinese people's consumption behavior and provide a new perspective to make government policies stimulate domestic demand more effectively.

Details

International Journal of Emerging Markets, vol. 3 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 1 December 1995

Shengliang Deng and Jing Zhao

As China′s economic reform continues, foreign trade with China hasexpanded rapidly in the past several years. During this period, exportadvertising has played an…

Abstract

As China′s economic reform continues, foreign trade with China has expanded rapidly in the past several years. During this period, export advertising has played an increasingly important role in promoting the export of Chinese products and services. Since export advertising as a marketing tool in China′s foreign trade is still in its formative stage, evaluates its past development and examines its prospects in the future. Argues that, although Chinese export advertising has developed rapidly in the past decade, foreign participation in China′s advertising is very limited. However, the tremendous market potential in China means that Western businesses need to be part of China′s economic long march. To this end, pinpoints for Western businesses some managerial implications arising from the discussion of China′s export advertising.

Details

Journal of Business & Industrial Marketing, vol. 10 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 1 February 1995

Shengliang Deng and Jack Dart

China′s ambitious economic reforms, which began in the late 1970s,were designed to revitalize existing enterprises. As part of thisreform, various Western marketing…

Abstract

China′s ambitious economic reforms, which began in the late 1970s, were designed to revitalize existing enterprises. As part of this reform, various Western marketing practices were introduced into the economy. Since the current Chinese economic system is a hybrid, combining elements from both planned and market economies, the role of marketing in this setting may be quite different from that in Western countries. Through an analysis of empirical data collected from 282 Chinese enterprises, explores the adoption and nature of marketing practices among Chinese enterprises and the extent to which they differ between the state‐owned and collective/privately owned enterprises; between enterprises in the coastal cities and inland cities; and between small and large enterprises.

Details

European Journal of Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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