The Moderating Effect of Conspicuous Consumption on the Relationship among Tangible Korean Wave Experience, Intangible Korean Wave Experience, and Purchase Intentions of Korean Products: Focusing on Chinese Consumer Prior to THAAD Controversy

2017 ◽  
Vol 32 (4) ◽  
pp. 41-61
Author(s):  
Jae－Eun Lee ◽  
◽  
Ji－Won Kang ◽  
Seung－Hee Lee ◽  
◽  
...  
Keyword(s):  
Conspicuous Consumption ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Korean Wave ◽  
Chinese Consumer ◽  
The Relationship

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

2021 ◽  
pp. 097215092110103
Author(s):  
Yadvinder Parmar ◽  
Bikram Jit Singh Mann
Keyword(s):  
Sampling Method ◽  
Process Analysis ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Parasocial Interaction ◽  
Conditional Process Analysis ◽  
The Relationship ◽  
Self Administered Questionnaire ◽  
Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

scholarly journals Is it recession-proof? Masstige purchase intention: the moderating effect of perceived economic crisis

2022 ◽  
Vol 132 ◽  
pp. 01013
Author(s):  
Belay Addisu Kassie ◽  
Jounghae Bang
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Economic Crisis ◽  
Purchase Intention ◽  
Conspicuous Consumption ◽  
Perceived Quality ◽  
Moderating Effect ◽  
Hierarchical Multiple Regression ◽  
Hedonic Value ◽  
The Relationship

The aim of this study is to investigate the effect of economic crisis on consumers’ masstige behavioural intention. The study examines the effects of uniqueness, hedonic value, conspicuous consumption and perceived quality on masstige purchase intention, and as well the moderating effect of perceived economic crisis. The study conducts the hierarchical multiple regression analysis. The results show that uniqueness and hedonic values have significant influences on masstige purchase intention, while conspicuous consumption and perceived quality have no influence on masstige purchase intention. In addition, perceived economic crisis has no moderating effect on the relationship between uniqueness, hedonic value, conspicuous consumption, perceived quality and masstige purchase intention.

Developing brand advocacy through brand activities on Facebook

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youngtae Choi ◽  
Michael W. Kroff ◽  
Junga Kim
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Advocacy ◽  
Media Platform ◽  
The Relationship

Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.

scholarly journals Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

2021 ◽  
Vol 13 (11) ◽  
pp. 6336
Author(s):  
Ha-Lim Rhee ◽  
Kyu-Hye Lee
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Negative Influence ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Product Involvement ◽  
Brand Advocacy ◽  
The Relationship ◽  
Positive Effect

The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

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