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Article
Publication date: 22 March 2022

Wilson K.S. Leung, Man Kit Chang, Man Lai Cheung and Si Shi

Social commerce (s-commerce) is an online business model combining commercial and social features. Vendors may engage in a business-oriented relationship with customers and/or…

1403

Abstract

Purpose

Social commerce (s-commerce) is an online business model combining commercial and social features. Vendors may engage in a business-oriented relationship with customers and/or establish a personal relationship with customers. The role performed by the vendors may not match customer expectations and needs, resulting in low repurchase intention. Drawing on role theory in the context of customer orientation, this study integrates functional customer orientation (FCO) and relational customer orientation (RCO) with the expectation–confirmation model (ECM) to propose a theoretical framework for explaining customers' post-consumption behaviors. This study also examines how product-specific attributes moderate the effect of FCO and RCO on customer satisfaction.

Design/methodology/approach

This study analyzed 273 survey responses from WeChat users by using PLS-SEM.

Findings

The results confirmed that the confirmation of customer expectations positively affected FCO and RCO. Additionally, FCO and RCO had different effects on customer satisfaction, depending on product type and brand awareness, and their effects on customers' post-consumption behaviors also varied.

Research limitations/implications

The findings suggest that both business and social roles are important to customers in C2C s-commerce. This study also demonstrates product characteristics moderating the effectiveness of customer orientation on customer satisfaction.

Practical implications

This study provides empirical support for vendors and platform developers to implement appropriate selling strategies and manage customer expectations in C2C s-commerce.

Originality/value

This study is the first to incorporate FCO and RCO into the ECM theoretical framework to obtain new insights into vendors' selling approaches in C2C s-commerce, thus contributing to the marketing literature.

Article
Publication date: 28 September 2020

Man Lai Cheung, Wilson K.S. Leung and Haksin Chan

Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance…

1871

Abstract

Purpose

Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance model (TAM), this study aims to illuminate the major factors that drive the adoption of health-care wearable technology products by Generation Z (Gen-Z) consumers in Hong Kong.

Design/methodology/approach

A self-administrated online survey was used to collect data from a sample of Gen-Z consumers in Hong Kong with experience in using health-care wearable technology. Data analysis was performed using partial least-squares-structural equation modeling to verify four hypotheses.

Findings

The results reveal that consumer innovativeness (CI) and electronic word-of-mouth referral (EWOM) are significant predictors of perceived credibility, perceived ease of use and perceived usefulness, which subsequently drive online engagement intention and adoption intention (AI).

Practical implications

This research provides practical guidance for marketers of health-care wearable technology products. In particular, CI and EWOM hold the key to young consumers’ product perceptions (and thereby their online engagement and AIs).

Originality/value

This research leverages the insights of GCT to enrich the TAM, specifically by including CI and EWOM as antecedents and online engagement as a consequence in the context of health-care wearable technology. The results of an empirical study enhance theoretical understanding of Gen-Z consumers’ perceptions and behavioral intentions toward health-care wearable technology. They also point to actionable recommendations for marketing this new technology to young consumers.

Article
Publication date: 17 May 2022

Wilson K.S. Leung, Man Kit Chang, Man Lai Cheung and Si Shi

Virtual reality (VR) technology is a potential tool for tourism marketers to maintain the attractiveness of their destinations and recover from the COVID-19 pandemic. However, the…

1897

Abstract

Purpose

Virtual reality (VR) technology is a potential tool for tourism marketers to maintain the attractiveness of their destinations and recover from the COVID-19 pandemic. However, the effectiveness of VR technology in motivating potential tourists' visit intention under lockdown conditions remains unknown. An integrated model based on the experience economy framework and mood management theory was, therefore, used to explain how tourists' VR experiences affect their mood management processes and subsequent behaviors. This research also examined how perceived travel risk influenced the relationship between mood management processes and future decisions.

Design/methodology/approach

This study used a cross-sectional design based on a sample collected from a Chinese survey company, Sojump. The author surveyed 285 respondents who had experienced VR tourism activities during the COVID-19 pandemic. The research model was tested using partial least squares–structural equation modeling.

Findings

The results demonstrated that the four dimensions of VR experiences differently affected mood management processes, while perceived travel risk differently moderated the influence of mood management processes on visit intention and VR stickiness. This provides insights for tourism marketers to adapt to the current tourism environment and develop recovery strategies.

Originality/value

In response to gaps in the literature, this research examined the effectiveness of VR technology in driving tourists' visit intention during the COVID-19 pandemic, providing insights for tourism marketers to successfully implement VR tourism and plan timely recovery strategies.

Details

Information Technology & People, vol. 36 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 8 February 2022

Wilson K.S. Leung, Man Lai Cheung, Man Kit Chang, Si Shi, Sin Yan Tse and Lenny Yusrini

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable…

1621

Abstract

Purpose

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.

Design/methodology/approach

The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.

Findings

VR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.

Research limitations/implications

Cross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.

Practical implications

The findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.

Originality/value

Scholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.

虚拟现实交互在COVID-19时代中构建难忘的游客体验和采纳意向的作用

研究目的

本研究旨在检验虚拟现实 (VR) 交互元素的影响, 包括同步性、双向通信和主动控制, 对游客的VR 难忘的经历, 以及对游客口碑 (WOM) 和 VR 的持续意向。

研究设计/方法/途径

该研究模型采用来自285名体验过旅行和VR旅游活动的中国游客的调查数据进行了测试。偏最小二乘 - 结构方程模型(PLS-SEM)用来执行潜在的变量分析。

研究发现

VR交互元素, 包括同步性、双向通信和主动控制, 在推动游客 VR 难忘体验方面发挥了相当大的作用, 进而推动游客的口碑和VR持续意向

研究限制/价值

使用了横断面的单一国家数据, 因此调查结果的普遍性可能有限。建议未来的研究采用纵向比较方法来比较具有多元文化不同国家为背景的构象之间关系。

实践价值

研究结果为旅游营销人员利用VR的交互特性, 包括同步性、双向交流、主动性控制, 来驱动游客难忘的体验, 从而加强游客的推荐和继续意向

研究原创性/价值

学术界对 VR 交互性在构建游客的难忘经历和行为意图的重要作用的研究仍然有限。本研究有助于旅游营销文献通过实证检验研究模型揭示VR交互元素的重要性, 包括同步性、双向通信、和主动控制, 构建游客的 VR 难忘体验和行为意图。

Article
Publication date: 14 July 2021

Man Lai Cheung, Wilson K.S. Leung, Jun-Hwa Cheah, Kian Yeik Koay and Bryan Cheng-Yu Hsu

Using consumption value theory, this study aims to examine the impact of tourists’ perceived consumption value dimensions of tea beverages offered by Hong Kong (HK)-style cafés…

Abstract

Purpose

Using consumption value theory, this study aims to examine the impact of tourists’ perceived consumption value dimensions of tea beverages offered by Hong Kong (HK)-style cafés, including taste value, price value, health value and emotional value, on tourists’ memorable experience (ME), satisfaction and revisit intention.

Design/methodology/approach

Using an online survey, this study collected 225 usable data from tourists who had experience in visiting HK-style cafés. Partial least squares–structural equation modelling was used to examine the importance of tourists’ value dimensions, including taste value, price value, health value and emotional value, on tourists’ ME, satisfaction and revisit intention.

Findings

The results revealed that taste value, price value, health value and emotional value are significant predictors of tourists’ ME in HK-style cafés, which in turn drive their satisfaction and revisit intention.

Research limitations/implications

This study focusses on a single context: HK-style cafés. Future research may enhance the generalisability of the findings by replicating the model in other countries with diverse cultures.

Practical implications

Tourism marketers may strengthen tourists’ ME, satisfaction and revisit intention by promoting tea beverages as well as HK-style cafés. Tourism marketers are recommended to communicate taste value, price value, health value and emotional value of HK-style tea beverages, which in turn encourages tourists to learn about the features of tea beverages. Subsequently, it drives tourists’ ME and satisfaction, thereby strengthening their intention to revisit.

Originality/value

This study contributes to the tourism marketing literature by providing an understanding of the role of tea beverage value in driving tourists’ ME, satisfaction and revisit intention. By empirically testing a research model, this study confirms that specific consumption value elements of tea beverages, namely, taste value, price value, health value and emotional value, are critical drivers in driving tourists’ ME, satisfaction and revisit intention.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 15 no. 3
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 14 August 2019

Wilson K.S. Leung, Si Shi and Wing S. Chow

The purpose of this paper is to understand the effect of two types of reciprocity (restricted reciprocity and generalized reciprocity) on customers’ trust in social commerce (s

2032

Abstract

Purpose

The purpose of this paper is to understand the effect of two types of reciprocity (restricted reciprocity and generalized reciprocity) on customers’ trust in social commerce (s-commerce) and trust performance (purchase intention and word-of-mouth intention). Furthermore, this study examines how individual and contextual moderators (personal shopping experience and community shared language) could impact the trust development process.

Design/methodology/approach

This study adopted a survey method and obtained data from 287 users in a customer-to-customer (C2C) s-commerce platform. Structural equation modeling was used to examine the research hypotheses.

Findings

The results demonstrate that two types of reciprocity positively affect trust in s-commerce. Customers’ trust performance is significantly affected by trust in s-commerce. Additionally, shopping experience in s-commerce is found to positively moderate the relationship between restricted reciprocity and trust in s-commerce.

Research limitations/implications

The findings help to understand the nature and role of reciprocity in influencing trust and trust-related behaviors in the context of C2C s-commerce. The research also helps to explore the individual and contextual moderators that impact the effect of reciprocity on trust development.

Practical implications

The results offer a comprehensive view of trust building strategies for s-commerce practitioners, including shoppers, vendors and managers of s-commerce platforms.

Originality/value

This study is among the first few research studies that offers a theory-based conceptualization of reciprocity in C2C s-commerce and provides empirical support for the impact of reciprocity on customers’ trust in C2C s-commerce. In addition, this study devises a broader view of reciprocity based on restricted and generalized exchange principle to represent the interaction of vendor–shopper and shopper–shopper, respectively.

Details

Internet Research, vol. 30 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 March 2023

Sin Yan Tse, Danny T. Wang, Man Lai Cheung and Wilson K.S. Leung

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However…

Abstract

Purpose

In the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However, little is known about whether and how companies can leverage digital platforms to enhance their brand prestige. Integrating insights from the resource-based view of the firm into the branding literature, this study aims to compare and distinguish the effects of the two digital platform functions, technical and social functions, on a company’s brand prestige. This study also assesses the moderating roles of two institutional factors, market uncertainty and brand imitation.

Design/methodology/approach

This study estimates a moderated regression model using a survey of 240 companies in China that deploy digital platforms. This study uses SPSS 24.0 to perform regression analysis.

Findings

The study finds that technical functions positively, whereas social functions negatively affect brand prestige. Moreover, the technical functions of digital platforms are more beneficial for companies to build their brand prestige when the market is turbulent and the extent of brand imitation is high, whereas, under the same conditions, social functions lead to lower brand prestige.

Research limitations/implications

There are several limitations of this study that offer future research opportunities. First, due to the difficulties of data collection, measures were taken from the same source for which common method bias could be a potential concern. Second, this study considered two institutional boundary conditions in these models. Future research should consider mediators as well as other potential moderators to understand the underlying mechanisms of how digital platforms affect brand prestige. Third, future studies may develop better constructs to manifest these two types of digital platform functions. Finally, this sample was limited to companies in China.

Practical implications

This study provides important implications for companies leveraging digital platforms to build brands. First, companies must distinguish between the different functions of digital platforms. The findings reveal that companies that leverage digital platforms to build brand prestige are suggested to make greater use of technical functions yet should be cautious in developing social functions. Second, this research suggests although market uncertainty and brand imitation are not conducive to enhancing brand prestige, it is possible for companies to take advantage of these unfavorable environments to better serve niche customers.

Originality/value

Prior marketing studies emphasize the benefits of digital platforms and largely overlook the double-edged sword effect of digital platforms on companies’ brand building. This study contributes to the marketing literature by revealing the benefits of technical function and the challenges of social function in driving brand prestige in complex institutional settings.

Details

European Journal of Marketing, vol. 57 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 4 March 2021

Man Lai Cheung, Guilherme Pires, Philip J. Rosenberger III, Wilson K.S. Leung and Man Kit Chang

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization…

4057

Abstract

Purpose

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.

Design/methodology/approach

The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).

Findings

Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.

Research limitations/implications

The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.

Practical implications

The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.

Originality/value

Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.

Details

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

Keywords

Article
Publication date: 12 January 2022

Man Lai Cheung, Wilson K.S. Leung, Morgan X. Yang, Kian Yeik Koay and Man Kit Chang

Grounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer…

2976

Abstract

Purpose

Grounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs). Motivating factors, including entertainment, information seeking, reward and social interaction, are regarded as antecedents of consumers' OLT, as manifested by CIEB dimensions, including consumption, contribution and creation, and subsequently drive consumer engagement with the endorsed brands.

Design/methodology/approach

A self-administered questionnaire was distributed to Malaysian social media users. A total of 263 responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the impact of motivational factors on CIEBs.

Findings

The results show that the three dimensions of CIEBs can be predicted by different gratifications (information seeking, entertainment, reward and interaction). In addition, two of the CIEB dimensions, consumption and contribution, were found to have a significant positive influence on consumers' engagement with endorsed brands.

Practical implications

This study provides insights into how social media influencers (SMIs) could lead to CIEBs by creating entertaining and rewarding content that facilitates social interaction between consumers. SMIs and marketers that encourage consumers to browse, comment and share SMI-created posts will enhance consumer engagement with the endorsed brands, as engagement is driven by the consumption and contribution to SMI-created content.

Originality/value

SMI marketing is increasing, and many brands are beginning to rely more on SMIs to promote brands. Yet, there is a dearth of studies that have examined how SMIs play a role in affecting consumers' engagement with endorsed brands. This study contributes to the marketing literature by developing and empirically testing the research model. Results suggest that social interaction, reward and entertainment are key motivational factors that drive CIEBs, which, in turn, foster consumer engagement with endorsed brands.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 January 2004

Frances P. Brew, David and R. Cairns

Ting‐Toomey's (1988) face‐negotiation theory of conflict predicts that choice of conflict style is closely associated with face‐negotiation needs, which vary across cultures. This…

4788

Abstract

Ting‐Toomey's (1988) face‐negotiation theory of conflict predicts that choice of conflict style is closely associated with face‐negotiation needs, which vary across cultures. This study investigated this prediction in a workplace setting involving status and face‐concern with a sample of 163 Anglo‐Australian and 133 Chinese university students who were working full or part‐time. The association of type of communication (direct or cautious) according to type of face‐threat (self or other) and work status (subordinate, co‐worker or superior) with preferences for three conflict management styles (control, solution‐oriented, non‐confrontational) was examined for the two cultural groups. The results showed that: (1) as predicted by the individualist‐collectivist dimension, Anglo respondents rated assertive conflict styles higher and the non‐confrontational style lower than their Chinese counterparts; (2) overall, both Anglo and Chinese respondents preferred more direct communication strategies when self‐face was threatened compared with other‐face threat; (3) status moderated responses to self and other‐face threat for both Anglos and Chinese; (4) face‐threat was related to assertive and diplomatic conflict styles for Anglos and passive and solution‐oriented styles for Chinese. Support was shown for Ting‐Toomey's theory; however the results indicated that, in applied settings, simple predictions based on only cultural dichotomies might have reduced power due to workplace role perceptions having some influence. The findings were discussed in relation to areas of convergence and the two cultural groups; widening the definition of “face”; and providing a more flexible model of conflict management incorporating both Eastern and Western perspectives.

Details

International Journal of Conflict Management, vol. 15 no. 1
Type: Research Article
ISSN: 1044-4068

Keywords

1 – 10 of over 1000