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Article
Publication date: 15 August 2022

Yaping Chang and Lixiao Geng

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

Abstract

Purpose

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

Design/methodology/approach

A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.

Findings

The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.

Practical implications

The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.

Originality/value

This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 11 September 2017

Xuebing Dong, Yaping Chang and Xiaojun Fan

Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily…

Abstract

Purpose

Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues.

Design/methodology/approach

A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model.

Findings

The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility.

Research limitations/implications

The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers.

Practical implications

This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices.

Originality/value

This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.

Details

Online Information Review, vol. 41 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 18 May 2022

Lixiao Geng and Yaping Chang

This study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of…

Abstract

Purpose

This study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of product involvement.

Design/methodology/approach

Structural equation modeling was used to analyze the research model with data on 382 omnichannel consumers.

Findings

Three perceived utilitarian value dimensions – quality, monetary savings and convenience – positively influence consumers’ omnichannel continuance intention through their attitudes. Convenience is the main driver of consumers’ omnichannel shopping. Moreover, the effect of perceived quality on attitude is greater for consumers with low rather than high product involvement.

Research limitations/implications

This study refines the research on omnichannel consumer behavior, adds to the factors known to influence consumers’ omnichannel selection and identifies the critical role of product involvement in retaining consumers. However, it only investigates the basic dimensions of perceived utilitarian value and does not distinguish between types of omnichannel services. Future research can expand upon consumer intention by considering more utilitarian values and omnichannel services.

Practical implications

Omnichannel retailers should consider the significance of these findings in guiding consumer retention and channel integration. Specifically, they may suggest more convenient methods for shopping and measures of consumer product involvement to provide utilitarian value.

Originality/value

This study adds to the literature on omnichannel selection by investigating consumers’ continuance intention. Analyzing the effects of utilitarian value extends prior research on information systems, channel integration, supply chain management and consumer experience.

Details

Baltic Journal of Management, vol. 17 no. 4
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 6 August 2018

Xuebing Dong, Yaping Chang, Shichang Liang and Xiaojun Fan

The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).

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Abstract

Purpose

The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).

Design/methodology/approach

The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).

Findings

The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.

Research limitations/implications

In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.

Practical implications

This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.

Originality/value

The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).

Article
Publication date: 6 March 2017

Xuebing Dong, Yaping Chang, Yawei Wang and Jun Yan

The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between…

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Abstract

Purpose

The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between psychological perception factors and perceived usefulness?”

Design/methodology/approach

In-depth interview with consumers and experts had been conducted and then the perceived psychological factors that influence perceived usefulness had been summarized. Based on a survey test of 337 smart home users, this study applies partial least squares technique analysis to test the research model.

Findings

The research results show that perceived psychological factors (perceived ease of use, perceived intelligence, perceived convenience and perceived privacy risk) have significant effect on the intention and behavior of IOT systems usage through perceived usefulness. Cognitive experience moderates the relationship between perceived ease of use and perceived usefulness, perceived privacy risk and perceived usefulness; affect experience moderates the relationship between perceived ease of use and perceived usefulness.

Research limitations/implications

The current study mainly tested the antecedents of consumers’ usage of IOT systems, and the outcome of using the system was not investigated. Future research can examine the outcome (e.g. satisfaction, perceived value) by using the expectation-confirmation theory.

Originality/value

This study provides a useful insight into the key driving factors in consumers’ intention and behavior of using IOT systems. The previous studies over IOT systems have not observed consumers’ perception of IOT systems, but in fact IOT systems are being applied to more and more personal users.

Details

Information Technology & People, vol. 30 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 12 June 2019

Xing Yan and Yaping Chang

Microblog has become an important tool of social marketing since 2010. Compared with traditional blog, microblog has several distinctive features, such as ease of use…

Abstract

Purpose

Microblog has become an important tool of social marketing since 2010. Compared with traditional blog, microblog has several distinctive features, such as ease of use, viral transmission, high interactivity and real-time communication. Microblog provides a communication platform for companies and consumers; however, it challenges companies’ consumer-brand relationship management. The purpose of this paper is to investigate the influencing mechanism of microblog interaction tactics on consumer-brand relationship.

Design/methodology/approach

Based on grounded theory, 66 representative companies’ posts on Weibo are collected, with 1,395 company posts and 5,959 following posts. An influence mechanism model of company microblog interaction tactics on consumer-brand relationship is proposed, then the saturation level of this mechanism is tested.

Findings

Results show that: first, companies adopt two types of tactics in microblog interaction: social interaction and task-oriented interaction; second, microblog interaction arises consumers’ emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumers’ emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and brand resonance; third, the influence mechanism differs among different consumer knowledge level, industry and brand awareness.

Practical implications

This study provides insight into the use of microblog interaction tactics. Companies may cross-use social interaction and task-oriented interaction tactics to enhance consumer-brand relationship. Companies need to produce microblog content based on the interests of consumers and further establish and improve fan feedback mechanism.

Originality/value

This paper constructs a model of the influence of company microblog interaction tactics on consumers. This study finds that co-creation activities initiated by companies are the new tactics to attract consumers on microblog. The finding adds new knowledge to the literature of company consumer interaction and provides a theoretical basis for the practice of microblog marketing.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 4 January 2023

Xuebing Dong, Yaping Chang, Junyun Liao, Xiancheng Hao and Xiaoyu Yu

Companies are increasingly designing pro-environmental games to motivate users to implement pro-environmental behaviors (PEBs). However, how different types of virtual…

Abstract

Purpose

Companies are increasingly designing pro-environmental games to motivate users to implement pro-environmental behaviors (PEBs). However, how different types of virtual interactions affect PEBs in pro-environmental games is not clear. Thus, the authors propose that two types of virtual interaction, interactions with game objects and interactions with other users, can induce platform intimacy and love for nature and that platform intimacy has a direct effect on love for nature. Simultaneously, the authors examine the moderating effect of network externality on the relationship between the two types of virtual interaction and platform intimacy.

Design/methodology/approach

The authors, respectively, employed data from 92 students and 574 Chinese mobile users to empirically investigate the research framework.

Findings

The findings indicate that participants in interactions with game objects and interactions with other users reported stronger feelings regarding platform intimacy and love for nature, which, in turn, positively influences PEBs. Consumers with stronger perceptions of network externalities were more likely to be affected by the initiation effect of the interaction with game objects.

Originality/value

The authors introduce the notion of love for nature to the pro-environmental behaviors field and discuss the priming effect of two types of interactions on platform intimacy and love for nature. In addition, the authors focus on the important effect of network externality on users' emotions.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 6 February 2018

Li Wang and Qingpu Zhang

Internet-based intangible network good (IING) has revolutionized multiple industries in recent years. This paper aims to reveal the laws of consumer’s decision-making on…

Abstract

Purpose

Internet-based intangible network good (IING) has revolutionized multiple industries in recent years. This paper aims to reveal the laws of consumer’s decision-making on IING from a perspective of kinetic energy and potential energy.

Design/methodology/approach

In this paper, 4 aspects and 17 factors influencing IING adoption were generalized. Based on the theory of social physics, an agent-based simulation model, introducing physical energy theory to depict consumer’s decision-making, was built. An agent’s kinetic energy reflects the agent’s perceived effect of mass media on the agent’s decision-making on IING adoption. An agent’s potential energy reflects the agent’s perceived effect of social interactions on the agent’s decision-making on the adoption of IING. An agent’s final energy is the sum of the kinetic energy and potential energy, which reflects the agent’s final decision.

Findings

Some factors mainly influence the diffusion velocity, while other factors have a dramatic impact on both diffusion velocity and diffusion scale. The agent’s personality can make a difference at the early and middle stages of IING adoption, but a faint impact at the later stage because of the effects of network externalities and word of mouth. There is a critical value of the number of initial adopters which can dramatically speed up IING adoption.

Practical implications

This study provides new insights for firms on the effects of factors influencing consumers’ decision-making on IING adoption.

Originality/value

This paper defines a new kind of innovation, IING, and generalizes IING’s special characteristics. As a new application of social physics, the physical energy theory has been creatively introduced to depict consumer’s decision-making on IING adoption. A kinetic and potential energy model of IING adoption has been built. Based on simulation experiments, new insights of IING adoption have been gained.

Open Access
Article
Publication date: 14 August 2018

Luis Hernan Contreras Pinochet, Evandro Luiz Lopes, Caio Henrique Fernandes Srulzon and Luciana Massaro Onusic

“Internet of things” is a broad term used to describe network connectivity to physical objects. Called connectable or smart objects, they are embedded in electronic…

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Abstract

Purpose

“Internet of things” is a broad term used to describe network connectivity to physical objects. Called connectable or smart objects, they are embedded in electronic circuits and software that make them capable of detecting, collecting and transmitting data and information. This paper aims to examine the influence of the attributes of “internet of things” products in the functional and emotional experience of purchase intention.

Design/methodology/approach

The study used a model adapted from Yaping et al. (2014), with adjustment for the constructs “emotional experience”, “functional experience” and “purchase intention”. The survey consisted of a sample of 747 valid questionnaires regarding users of “internet of things” products, through a structured questionnaire with 36 assertions, which were answered based on the Likert scale. The quantitative research approach followed an exploratory descriptive phase followed by the application of structural equation modeling.

Findings

Results validated most of the relationships of the model, with high levels of significance. In addition, there was a greater influence of emotional experience than functional on purchase intention for the selected sample, which mainly consisted of young people.

Originality/value

In short, the study confirmed the statistical significance of the structural paths, indicating that the proposed model is consistent, and with an appropriate adjustment can be applied in future research.

Details

Innovation & Management Review, vol. 15 no. 3
Type: Research Article
ISSN: 2515-8961

Keywords

Content available
Article
Publication date: 11 March 2021

Yaping Liu, Huike Shi, Yinchang Li and Asad Amin

This study aims to explore the factors influencing the post-pandemic intentions of Chinese residents to participate in outbound travel. The mechanism by which residents'…

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Abstract

Purpose

This study aims to explore the factors influencing the post-pandemic intentions of Chinese residents to participate in outbound travel. The mechanism by which residents' perception of the coronavirus disease (COVID-19) influenced their outbound travel intentions are studied.

Design/methodology/approach

This study developed an extended theory of planned behavior (TPB) model and used structural equations to analyze data received from 432 questionnaires. Responses were obtained through a combination of online surveys and a traditional paper-based distribution of questionnaires.

Findings

Results showed that attitude, subjective norms, perceived behavioral control and past outbound travel behavior have significant positive effects on post-pandemic outbound travel intentions. Although the perception of COVID-19 directly and negatively influences outbound travel intentions, it also has an indirect influence on outbound travel intentions through the mediating effect of non-pharmaceutical interventions. The authors also found that risk tolerance has a negative moderating effect on the direct impact of residents' perception of COVID-19 on their travel intentions.

Practical implications

The findings can serve as a reference for formulating appropriate tourism development policies by government agencies, tourism management departments and tourism enterprises in destination countries.

Originality/value

This study developed an extended TPB model by adding more constructs into the TPB model. Compared with the original TPB model, the extended TPB model has better explanatory power of post-pandemic travel intentions. The study also provides evidence for the applicability of the TPB model in studying travel intentions within the context of major public health emergencies and has expanded the application scope of the TPB model.

新冠肺炎疫情后中国居民出境旅游意愿的影响因素研究······································——基于疫情感知的扩展TPB模型

摘要

研究目的

本研究致力于探索新冠肺炎疫情后(以下简称“疫情”)中国居民出境旅游意愿的影响因素, 以及疫情感知对出境旅游意愿的作用机制。

设计/方法/手段

本文以TPB理论为基础, 通过构建扩展TPB模型, 并利用结构方程对432份问卷进行数据分析。问卷通过网络发放与传统纸质问卷调研相结合的方式获得。

研究发现

态度、主观规范、感知行为控制及过去出境旅游行为对中国居民疫情后出境旅游意愿具有显著正向影响; 疫情感知在直接负向影响出境旅游意愿的同时, 还通过非药物干预行为的中介作用间接影响出境旅游意愿; 在疫情感知对出境旅游意愿的直接影响中, 风险容忍度起着负向调节作用。

实际意义

研究结果对旅游目的地政府、旅游管理部门及旅游企业制定相应旅游发展政策具有一定前瞻性参考价值。

原创性/价值

本文通过在原始TPB模型的基础上加入更多变量, 进而构建了扩展TPB模型。与原始模型相比, 扩展TPB模型对疫情蔓延背景下中国居民疫情后出境旅游意愿有着更好的解释力和预测力。本文证实了在突发重大公共卫生事件背景下TPB模型对于研究旅游意愿的适用性, 扩展了TPB模型的应用范围。

Investigación sobre los factores que influyen en la voluntad de viajar al extranjero de los residentes chinos después de la nueva epidemia de neumonía coronaria: un modelo extendido de TPB basado en la percepción de la epidemia

Resumen

Propósito

Este estudio tiene como objetivo explorar los factores que influyen en las intenciones posteriores a la pandemia de los residentes chinos de participar en viajes al extranjero. Se estudia el mecanismo por el cual la percepción de los residentes sobre la enfermedad por coronavirus (COVID-19) influyó en sus intenciones de viajar al extranjero.

Diseño/metodología/enfoque

Este estudio tiene como objetivo explorar los factores que influyen en la intención de viaje de salida de los residentes chinos después de la pandemia, en particular el mecanismo por el cual la percepción de los residentes de COVID-19 influyó en sus intenciones de viaje de salida.

Hallazgos

Los resultados mostraron que la actitud, las normas subjetivas, el control conductual percibido y el comportamiento de viajes de ida y vuelta en el pasado tienen efectos positivos significativos sobre la intención de viajar de ida después de la pandemia. Si bien la percepción de COVID-19 influye directamente de forma negativa en la intención de viaje de ida, también influye indirectamente en la intención de viaje de ida a través del efecto mediador de las intervenciones no farmacéuticas. También encontramos que la tolerancia al riesgo tiene un efecto moderador negativo sobre el impacto directo de la percepción de los residentes sobre el COVID-19 en la intención de viaje.

Implicaciones prácticas

Nuestros hallazgos se pueden utilizar como referencia para las agencias gubernamentales, los departamentos de gestión del turismo y las empresas turísticas en los países de destino en la formulación de políticas de desarrollo turístico adecuadas.

Originalidad/valor

Este estudio desarrolló un modelo TPB extendido agregando más constructos en el modelo TPB. En comparación con el modelo TPB original, el modelo TPB extendido tiene un mejor poder explicativo de las intenciones de viaje posteriores a una pandemia en el contexto de una pandemia. Este estudio también proporcionó evidencia de la aplicabilidad del modelo TPB para estudiar las intenciones de viaje en el contexto de las principales emergencias de salud pública y amplió el ámbito de aplicación del modelo TPB.

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