Search results

This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.

Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.

The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.

This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.

This study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction styles (acquisitive and protective) when confronted with normative pressures and their subsequent impact on consumers’ purchase behavior in the context of situational animosity.

Three studies were conducted in China to empirically examine the proposed research model. The US–China Chip War of 2022 was used as the research context for situational animosity, while the Japan–China relationship representing a stable animosity condition was used for contrast.

This study establishes the mediating role of perceived normative pressure in linking animosity attitudes to purchase avoidance in situational animosity. It also validates that consumers’ social reaction styles (acquisitive and protective) help predict distinct behavioral outcomes, holding significant implications for advancing research in the field of product and brand consumption.

This research provides a novel perspective by exploring consumers’ social reaction styles when dealing with normative pressure in situational animosity. The distinction between acquisitive and protective reaction styles adds depth and originality to the study. Moreover, this study examines consumer behavior in two distinct consumption contexts: switching intentions to local products and purchase intentions for products from offending countries in hidden consumption situations. This dual perspective offers a comprehensive exploration of consumers’ purchase behavior under normative pressure, contributing to the novelty of this research.

This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers.

This study conducted the survey with 453 samples of young consumers in Vietnam, using the partial least squares structural equation modeling approach to evaluate the measurement quality to deal with research objectives.

The findings of this study demonstrate that cognitive factors positively impact green purchase intentions in Vietnam. Moreover, the analysis revealed that the attitude variable played a mediating role in this model, whereas the social norms factor did not.

This study presents several valuable findings on the green purchase intentions of young Vietnamese consumers. Therefore, the results can potentially advance and strengthen green purchasing theories in the Vietnamese market. Moreover, the recommendations indicate that cognitive factors and e-social interactions are crucial in shaping green purchasing intentions among Vietnamese consumers. Thus, it is suggested that the firms in the Vietnamese market focus on green marketing based on leveraging these factors.

This work provides a valuable contribution to the knowledge related to cognitive and e-social interactions among young Vietnamese consumers. It demonstrates the significant impact of these elements on green purchase intentions through e-commerce.

The adoption of mobile payment remains low in certain regions, highlighting the need to identify the factors that enable and inhibit its adoption. This study aims to address this gap by investigating the role of information security, loss aversion and the moderating influence of the herd effect on Inertia and behavioral intentions in the adoption of mobile payment systems.

A structural equation model was developed and tested with 332 valid questionnaires to examine the proposed hypotheses.

The empirical results reveal that information security plays a significant role as an enabler, while loss aversion acts as an inhibitor of mobile payment adoption. Furthermore, the study uncovers the moderating influence of the herd effect on the relationship between Inertia and behavioral intentions.

This study was conducted in a specific region and may not be generalizable to other regions. Future studies could expand the sample size and scope to enhance the external validity of the findings.

This study offers practical implications for mobile payment service providers. Understanding the key enabling and inhibiting factors identified in this study can guide providers in designing and improving their services. Strengthening information security measures can help build trust among potential adopters, while offering incentives can mitigate the impact of loss aversion and encourage early adoption.

The findings of this study have social implications as they contribute to promoting the adoption of mobile payment systems. Increased adoption can enhance financial inclusion and stimulate economic development.

This study provides novel insights into the enabling and inhibiting factors of mobile payment adoption and highlights the moderating role of the herd effect. By shedding light on the influence of social norms on individual behavior in the context of mobile payment adoption, this study contributes to the existing literature and advances our understanding of this phenomenon.

This study aims to contribute to the International Business literature by investigating the marketing stimuli that drive impulsiveness and perceived value in mobile shopping (MS) platforms and their impact on consumer response.

This study uses a sample of 891 MS platform users and applies structural equation modeling based on the stimulus–organism–response and the consumption value theory.

The empirical finding revealed that rewards, recognition, reviews and ratings are the most influential factors driving perceived value. In addition, the results indicated that customized offerings and visually appealing experiences were the most critical factors affecting the state of impulsiveness. This study also highlights the negative impact of the ubiquitous nature of MS on impulse buying behavior, emphasizing the importance of providing consumers with tools to make informed decisions. This study demonstrates a significant positive relationship between perceived value and impulsiveness, influencing MS.

This study reveals generational differences in the impact of reviews and ratings on perceived value, which can inform businesses’ MS strategies. The results have implications for managers of international firms seeking to optimize their business strategies.

To the best of the authors’ knowledge, using structural equation modeling, this study is the first to conduct a comprehensive examination of marketing stimuli, impulsiveness and perceived value in MS platforms. It offers businesses strategic insights by identifying rewards, recognition and customized offerings as the key determinants of consumer behavior.

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.

Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.

With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.

By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.

This study aims to establish a comprehensive model integrating variables from the updated unified theory of acceptance and use of technology (UTAUT), expectation-confirmation model (ECM) and trust to determine what factors influence consumers’ decision to continue using food delivery apps (FDA) after the COVID-19 outbreak in Taiwan.

Data was collected from 350 respondents living in Taiwan via Line using a Google Forms link. A total of 333 valid responses were analyzed after 17 invalid questionnaires were eliminated. To test the suggested study paradigm, partial least squares-structural equation modeling was used as the data analysis approach.

The results indicate FDA users’ continuance intention (CI) is directly significantly affected by performance expectancy, satisfaction and habit. All the constructs of the updated UTAUT theory, confirmation and trust significantly influence the satisfaction of FDA, and users’ satisfaction significantly positively impacts users’ CI.

Although consumers’ intentions toward FDA have previously been the topic of research, there is a paucity of literature that discusses the connections between the variables that influence FDA users’ CI after the COVID-19 pandemic in Taiwan. By focusing on the relationships between the multiple antecedents of FDA users’ CI, this study contributes to reducing the existing literature gap. Explanation surrounding the elements influencing FDA users’ CI is provided by examining several aspects of FDA usage, including technological and psychological postadoption issues.

本研究试图建立一个综合模型, 整合了来自统一接受和使用科技理论（UTAUT）、期望-确认模型（ECM）和信任等变量, 以确定影响消费者在COVID-19疫情爆发后继续使用食品外卖应用(FDA)的因素。

本研究针对台湾的居民通过Line平台使用Google Forms链接收集了350份问卷数据, 经过筛选后得到333份有效回复。为了验证所提出的研究范式, 本研究采用了PLS-SEM作为数据分析方法。

结果表明, FDA用户的继续使用意图受到性能预期、满意度和习惯的直接显著影响。UTAUT理论、期望确认和信任显著影响FDA用户的满意度, 而用户的满意度对用户的继续使用意图产生积极影响。

尽管消费者对FDA的意向不是新的研究的主题, 但在讨论COVID-19疫情后影响FDA用户继续使用意图的变量之间的关系方面, 文献中存在不足。通过探索FDA用户继续使用意图的多个前因关系, 本研究有助于弥补现有文献的空白。通过考察FDA使用的技术和心理因素等多个方面, 本研究提供了解释影响FDA用户继续使用意图的论述。

The present study surveyed consumers in Taiwan and Japan to analyse the influence of marketing mix on purchase intention and the willingness to pay for Taiwanese pork and to establish a marketing-oriented model of consumer behaviour.

A total of 1,134 valid Internet surveys were collected, which included 526 Taiwanese respondents and 608 Japanese respondents.

An analysis of the results indicated that product quality constitutes the foundation of marketing strategies and significantly affects purchase intention and willingness to pay through physical evidence, promotional activities, place and price. Both physical evidence and product strongly affect the purchase intention of Taiwanese consumers, followed by price, whereas price and physical evidence significantly affect willingness to pay. For Japanese consumers, price, product and promotion strongly affect purchase intention, but place and physical evidence exert negative effects; by contrast, price and promotion significantly affect willingness to pay.

The results determined that a modified marketing mix should be applied for agricultural products. In the domestic market, marketing should promote the modernisation and scale of pork farms and possibly the brand value or market rarity. In international markets, particularly those of neighbouring countries, marketing should focus on the promotion of Taiwanese pork as a high-quality, reasonably-priced product with transparent product information and convenient purchase channels. This study contributes to the application of marketing theory to the market for staple foods by incorporating considerations for domestic and international markets.

The adverse effects on environmental sustainability, human health and animal welfare are often cited as the main reasons for reducing animal-based meat production and consumption. This study explored the food choice motives that determine consumer attitude toward plant-based meat (PBM) as a sustainable meat alternative. The theory of planned behavior (TPB) was applied to further determine whether an individual’s attitude toward PBM, subjective norms and perceived behavioral control influence their willingness to try novel meat substitutes (i.e. PBM). Finally, the moderating effect of meat attachment was also considered.

Online self-reported questionnaires were administered in Taiwan, and 294 valid questionnaires were collected. Structural equation modeling (SEM) and moderated regression were employed for analysis.

The results clarified the food choice motives that influenced consumer attitude toward PBM and revealed that attitude and subjective norms pertaining to trying PBM explained up to 35.03% of the variance in consumer willingness to try PBM. Notably, consumer meat attachment moderated the positive relationship between consumer attitude toward PBM and willingness to try PBM such that it became negative.

On the basis of the empirical findings regarding the food choice motives that influence consumer attitude and willingness to try PBM, this study provided practical implications for marketers seeking to increase consumer willingness to try PBM.

The main theoretical contribution of this research is that food choice motives should be considered in a TPB model to explain consumer willingness to try PBM. The moderating effect of consumer meat attachment should also be considered.

This research proposes and examines a theoretical model grounded in anthropomorphism theory considering the curvilinear and linear relationships between service robot anthropomorphism and consumer usage intention and explores the mediating effect of perceived risk.

To examine the developed model, two complementary studies are designed. In Study 1, multi-time data of 511 participants show that service robot anthropomorphism inverts U-shaped (curvilinear) relationship on consumer usage intention and perceived risk mediates this curvilinear relationship. In Study 2, multi-source data of 460 volunteers are used to confirm the findings of Study 1 and examine that consumer empathy moderates the complex nonlinear effect of service robot anthropomorphism on perceived risk, and the indirect curvilinear effect of service robot anthropomorphism on consumer usage intention through perceived risk.

This research provides preliminary and yet important findings on how service robot anthropomorphism most likely is positively associated with consumer usage intention, i.e. the positively influence mechanism of service robot anthropomorphism on consumer usage intention.

This research provides preliminary and yet important findings on how service robot anthropomorphism most likely is positively associated with consumer usage intention, i.e. the positively influence mechanism of service robot anthropomorphism on consumer usage intention.