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Full-Text Articles in Business
Intervariable Influence Analysis Of Hierarchy Of Effect (Hoe) Model In Cross-Border E-Commerce (Study Case: Shopee And Lazada), Diyang Risma Gabriella, Anna Amalyah Agus
Intervariable Influence Analysis Of Hierarchy Of Effect (Hoe) Model In Cross-Border E-Commerce (Study Case: Shopee And Lazada), Diyang Risma Gabriella, Anna Amalyah Agus
ASEAN Marketing Journal
Manuscript type: Empirical research Research aims: This study was conducted to analyze and develop the intervariable influence within the stages of HOE Model in CBEC context. Design/methodology/approach: Based on the Hierarchy of Effect (HOE) model which consists of the stages of customer progression of learning and decision-making as a response of their shopping experiences. A total research data of 1,651 respondents were collected through a structured questionnaire. SEM method was used to test the proposed research model. Research findings: HOE Model was found to vary based on the level of product cognition and platform involvement. Two case studies provide different …
The Timing Effects Of Reward, Business Longevity, And Involvement On Consumers’ Responses To A Reward Program, Badri Munir Sukoco, Meng-Kuan Lai, Wan-Jou Weng
The Timing Effects Of Reward, Business Longevity, And Involvement On Consumers’ Responses To A Reward Program, Badri Munir Sukoco, Meng-Kuan Lai, Wan-Jou Weng
ASEAN Marketing Journal
The Timing Effects of Reward, Business Longevity, and Involvement on Consumers’ Responses to a Reward Program