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Full-Text Articles in Business
Trans-Parasocial Relation Between Influencers And Viewers On Live Streaming Platforms: How Does It Affect Viewer Stickiness And Purchase Intention?, Jeeyeon Kim, Jui-Ting Liu, Sue Ryung Chang
Trans-Parasocial Relation Between Influencers And Viewers On Live Streaming Platforms: How Does It Affect Viewer Stickiness And Purchase Intention?, Jeeyeon Kim, Jui-Ting Liu, Sue Ryung Chang
Asia Marketing Journal
Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers’ stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers’ behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers’ stickiness and purchase intention. Higher …
Social Influence, Xenocentrism And Status Consumption On Purchase Intention: In The Case Of Women’S Imported Handbags, Munkhbayasgalan Ganbold, Urandelger Gantulga
Social Influence, Xenocentrism And Status Consumption On Purchase Intention: In The Case Of Women’S Imported Handbags, Munkhbayasgalan Ganbold, Urandelger Gantulga
Asia Marketing Journal
The Mongolian market has got filled with imported products that pose a great challenge to domestic businesses. However, on the other hand, exported products give opportunities to understand product quality standards for domestic business owners. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and imported products. The study examines the relationship between social influence, xenocentrism, status consumption, and imported product’s purchase intention. To achieve the purpose of the research, a survey was conducted on consumers who experienced the purchase of imported products. The data were examined using SPSS and SmartPLS 3.3 after a total of 426 …
The Role Of Imagery Vs. Analytical Advertisement On New Products Evaluation, Juyon Lee, Wujin Chu
The Role Of Imagery Vs. Analytical Advertisement On New Products Evaluation, Juyon Lee, Wujin Chu
Asia Marketing Journal
Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radicallyinnovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars.
In particular, in advertisement for …
Exploratory Study Of The Impact Of Social Media Marketing On Consumer Purchase Intention, Tayyaba Noreen, Sang-Lin Han
Exploratory Study Of The Impact Of Social Media Marketing On Consumer Purchase Intention, Tayyaba Noreen, Sang-Lin Han
Asia Marketing Journal
Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as …
Comparison Of Experienced And Inexperienced Consumers’ Utilisation Of Extrinsic Cues In Product Evaluation, Yoonjeun Kim, Kiwan Park, Yaeri Kim, Chung
Comparison Of Experienced And Inexperienced Consumers’ Utilisation Of Extrinsic Cues In Product Evaluation, Yoonjeun Kim, Kiwan Park, Yaeri Kim, Chung
Asia Marketing Journal
This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers’ information processing styles, we …
Is Corporate Rebranding A Double-Edged Sword? Consumers` Ambivalence Towards Corporate Rebranding Of Familiar Brands, Grace Ing Phang
Is Corporate Rebranding A Double-Edged Sword? Consumers` Ambivalence Towards Corporate Rebranding Of Familiar Brands, Grace Ing Phang
Asia Marketing Journal
Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of …
The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim
The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim
Asia Marketing Journal
Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating …
온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구, Chang Jo Yoo, Kwang Ho Ahn, Sung Whi Park
온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구, Chang Jo Yoo, Kwang Ho Ahn, Sung Whi Park
Asia Marketing Journal
Internet is having strong impact on the consumer`s decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in …
The Role Of Ethnocentrism And Firms Reputation Of A Country Of Origin On Consumer Purchase Intention, Nadia Jimenez, Sonia San Martin
The Role Of Ethnocentrism And Firms Reputation Of A Country Of Origin On Consumer Purchase Intention, Nadia Jimenez, Sonia San Martin
Asia Marketing Journal
The growth of international trade and the formation of supranational economic and political trading blocks have noticeably widened the presence on the market of products of different national origins. This has stimulated interest in explaining the Country-of-Origin (COO) role in domestic and international markets and its consequences on consumer behaviour. Since the consumer purchasing decisions can be decisive to the success of a company`s strategy in domestic and foreign markets, the objective of this study is to present empirical evidence on the extent to which reputation of firms associated to a certain COO are related to consumer purchase intention. Additionally …
서비스 실패와 복구 후의 소비자 반응에 관한 연구, So Jin Park
인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon
인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon
Asia Marketing Journal
No abstract provided.
인터넷 쇼핑몰에서 고객신뢰, 태도, 관계몰입과 구매의도의 구조적 관계에 관한 연구, Hyeong Yu Jang, Ki Han Jung
인터넷 쇼핑몰에서 고객신뢰, 태도, 관계몰입과 구매의도의 구조적 관계에 관한 연구, Hyeong Yu Jang, Ki Han Jung
Asia Marketing Journal
No abstract provided.