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Article
Publication date: 9 January 2019

Wen-Chin Tsao and Tz-Chi Mau

Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this…

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Abstract

Purpose

Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound.

Design/methodology/approach

This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses were tested using analysis of covariance.

Findings

Meaning under the premise that sponsorship information is disclosed and not withheld from the readers, Study 1 revealed that experiential sponsorship is the best sponsorship. Study 2 revealed that featuring reviewers with greater influence in the online community increases the positive influence of disclosing experiential sponsorship on OPR persuasiveness.

Originality/value

The findings in this study provide rational incentives for firms to disclose sponsorship information, i.e. demonstrate high ethical standards in marketing. This was shown to create a win-win-win situation for consumers, firms and reviewers. Managerial implications for online marketing managers are also discussed.

Details

Aslib Journal of Information Management, vol. 71 no. 2
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 12 February 2018

Wen-Chin Tsao

This study investigated distributive justice (DJ), procedural justice (PJ) and interactional justice (IJ) in the recovery of service in the hotel industry as well as their effects…

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Abstract

Purpose

This study investigated distributive justice (DJ), procedural justice (PJ) and interactional justice (IJ) in the recovery of service in the hotel industry as well as their effects on post-recovery satisfaction and the subsequent behavior of customers. This study also sought to elucidate the moderating effects of star ratings on these influences.

Design/methodology/approach

A field experiment design with 424 consumers using structural equation modeling was adopted to test the study hypotheses.

Findings

DJ, PJ and IJ were all shown to have a significantly positive effect on post-recovery satisfaction, which in turn has a significantly positive effect on customer loyalty and significantly negative effect on customer defection. Analysis on the moderating effects of star ratings also revealed that the relationship between DJ and post-recovery satisfaction during recovery efforts is stronger for hotels with higher star ratings than for hotels with lower star ratings. During recovery, post-recovery satisfaction was shown to be more effective in reducing customer defection from hotels with lower star ratings than from hotels with higher star ratings.

Practical implications

This study provides a reference by which hotels can match their service recovery mechanism to their star rating to retain customers and increase customer loyalty in the event of service failure.

Originality/value

This study confirms the importance of IJ in the service recovery processes in the hotel industry and provides verification that the star rating of a hotel plays a crucial role as a moderator between recovery effort and recovery effectiveness.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 17 October 2016

Wen-Chin Tsao, Ming-Tsang Hsieh and Tom M.Y. Lin

Stimulated by trends in group purchasing and online social communities, consumers are changing their shopping behavior and increasingly turning to websites for their shopping…

5183

Abstract

Purpose

Stimulated by trends in group purchasing and online social communities, consumers are changing their shopping behavior and increasingly turning to websites for their shopping needs. The purpose of this paper is to investigate how website quality influences shopping websites to create value for the customer and promote loyalty among customers, as well as moderating effects of online shopping experience.

Design/methodology/approach

This study collected data from 275 respondents for testing against the proposed research model by means of the partial least squares (PLS) path modeling. ADANCO software was used to assess the reliability and validity of the measurement model, conduct an analysis of the goodness of model fit for the overall model, and test the hypotheses through structural modeling.

Findings

Empirical results demonstrate that system quality and electronic service quality (e-service quality) have a significant positive effect on the perceived value of consumer/seller relationship; the perceived value of the consumer/seller relationship has a significant positive effect on online loyalty; online shopping experience does not exert a moderating effect on the relationship between website quality and the perceived value of consumer/seller relationship.

Originality/value

This study applied the PLS path modeling approach using ADANCO variance-based structural equation modeling software to verify that website quality plays an important role in distinguishing a brand from other brands in e-tailing, making it an essential factor of a shopping website’s business success. This study further verified that the amount of previous online shopping experience a consumer has does not interfere with the positive influence that website quality exerts on the perceived value of the consumer/seller relationship. The above indicates that it is imperative for website managers to adopt online shopping experience of consumers as a market segmentation variable so as to enhance website quality, increase the perceived value of consumer-seller relationships, and win consumer loyalty.

Details

Industrial Management & Data Systems, vol. 116 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 11 June 2024

Hao-Fan Chumg, Sheng-Pao Shih, I-Hua Hung, Wen-Chin Tsao and Jui-Lung Chen

This research explores the complex interplay of multiple social factors with regard to what might encourage or inhibit users to interact with social commerce (SC).

Abstract

Purpose

This research explores the complex interplay of multiple social factors with regard to what might encourage or inhibit users to interact with social commerce (SC).

Design/methodology/approach

To investigate the phenomenon, we developed a model based on goal-directed behaviour and pluralistic ignorance theory (typically generated by universal behavioural adherence to social norms). Based on the 394 valid responses collected from a survey, partial least squares structural equation modelling (PLS-SEM), PROCESS and ANOVA were employed to examine the research hypotheses.

Findings

The results show that pluralistic ignorance and commercial desire positively influence SC intention. More importantly, our results show that the moderating effect of pluralistic ignorance dampens the positive relationship between social subjective norms and commercial desire. The findings also suggest that pluralistic ignorance mediates the relationships between: (1) social identity and SC intentions and (2) fear of isolation and SC intentions.

Originality/value

Consequently, this study reveals that SC intentions result from complex interactions between an individual’s psychology and social phenomena. Theoretical and managerial implications are also discussed to provide for the successful development of strategies regarding SC for researchers and SNSs operators.

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