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Articles 1 - 5 of 5
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
Authentic Information On The Back Label Of Wine Bottle, Beomjoon Choi, Jaewoo Joo
Authentic Information On The Back Label Of Wine Bottle, Beomjoon Choi, Jaewoo Joo
Asia Marketing Journal
This paper investigates whether including authentic information on the back labels of wine bottles enhances consumers’ confidence and purchase intentions about wine; it also assesses the moderating role of involvement and knowledge about wine. We conducted two experimental studies. Study 1 generated three findings. First, when the back label had authentic information, subjects showed higher confidence levels. Second, this effect was hold for subjects with low levels of involvement. Finally, we did not observe this effect for subjects with high levels of involvement. Study 2 extended study 1’s findings and identified the moderated mediation effect of confidence. The findings highlight …
Virtual Games Meet Physical Playground: Exploring And Measuring Motivations For Live Esports Event Attendance, Haozhou Pu
Health and Sport Science Faculty Publications
The spectacular rise of esports and its live events have drawn increasing interests from sport and leisure studies. Little information, however, is known on motives behind spectators’ attendance of esports events. Based on a mixed-method design consisting of data collected in cross-cultural settings, we developed and validated an eight-factor measurement scale related to the motives of attending live esports events. In this study, we contend that esports event creates a space where virtual and physical experience are mutually constituted. While motives found in traditional sports and event research are present in the current study, motives unique to esports events are …
Using Fomo To Promote Sports Events: Exploring Technology Usage And Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, Y. Xie
Using Fomo To Promote Sports Events: Exploring Technology Usage And Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, Y. Xie
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.