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Articles 31 - 60 of 285
Full-Text Articles in Other Business
The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho
The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho
Asia Marketing Journal
This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surveys that presented scenarios of varying degrees of brand failures and analyzed using AMOS and Hayes Process Macro. Results reveal that typical brand failures negatively affect perceptions of Korea’s micro-national image, particularly in terms of technology capability and design. Additionally, higher levels of ethnocentrism amplify the negative effect of brand failures on the design dimensions of Korea’s image. However, …
Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim
Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim
Asia Marketing Journal
We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.
Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan
Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan
Asia Marketing Journal
Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the …
Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories, Jin-A Choi, Sufyan M. Baksh, Hyuk Jun Cheong
Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories, Jin-A Choi, Sufyan M. Baksh, Hyuk Jun Cheong
Asia Marketing Journal
Consumer purchasing behavior varies according to the type of product being considered. Notably, these behavioral differences become more salient depending on whether a product fulfills a utilitarian function or offers hedonic gratification. The present study aims to develop a novel product classification model that categorizes contemporary goods and services based on the extent to which they possess hedonic or utilitarian value. Methodologically, the study employed a two-stage approach. In the first stage, to identify appropriate products for inclusion in the classification model, the researchers conducted focus group interviews, a comprehensive literature review, and an analysis of major retailers’ websites. In …
Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience, Minchung Kim, Yonghee Kim
Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience, Minchung Kim, Yonghee Kim
Asia Marketing Journal
Despite the long history of research examining the effects of firm-level customer satisfaction on shareholder value, the existing findings are mixed for the hospitality and tourism industry where customer satisfaction is particularly important for the success of firms. The inconsistent results require further examination of the shareholder value relevance of customer satisfaction. This study offers a comprehensive understanding of the topic by examining the effects of customer satisfaction not only on equity return but also equity risk, and identifying a key contingency. Using annual American Customer Satisfaction Index (ACSI) for publicly traded “restaurant”, “hotel”, and “airline” firms, this study finds …
Sme Marketing Performance: A Mixed-Method Study On Resilient Compositional Capability, Sugianto Sugianto, Ramadania Ramadania, Wenny Pebrianti
Sme Marketing Performance: A Mixed-Method Study On Resilient Compositional Capability, Sugianto Sugianto, Ramadania Ramadania, Wenny Pebrianti
Asia Marketing Journal
This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms …
K Means Clustering Analysis For Chinese Tourists' Segmentation On Duty-Free Personal Luxury Goods Purchasing Intentions In The Asia-Pacific Region, Feng Hui, Piang-Or Loahavilai, Nopasit Chakpitak, Tirapot Chandarasupsang
K Means Clustering Analysis For Chinese Tourists' Segmentation On Duty-Free Personal Luxury Goods Purchasing Intentions In The Asia-Pacific Region, Feng Hui, Piang-Or Loahavilai, Nopasit Chakpitak, Tirapot Chandarasupsang
Asia Marketing Journal
This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy …
How Implicit Theories Can Enhance Or Reduce Charitable Behavior, Yoni Yoon, Jongwon Park
How Implicit Theories Can Enhance Or Reduce Charitable Behavior, Yoni Yoon, Jongwon Park
Asia Marketing Journal
Whether real or merely conceived, the distance to beneficiaries impairs individuals' generosity. This makes it important, both theoretically and practically, to identify factors that can promote prosocial behavior toward distant others. The present research identifies implicit self-theories (i.e., individuals' lay beliefs about the malleability or fixedness of human attributes–-incremental vs. entity theory) as one such factor. Four experiments demonstrate that incremental (vs. entity) theory enhances charitable behavior to distant others by decreasing perceived social distance toward them. We also show that this effect attenuates when the beneficiary is socially close, as consistent with the mediation mechanism. Furthermore, by combining the …
A Study On Consumer-Avatar Interactions In The Metaverse: Implications For Marketing Strategies, Sunmin Kim, Ji Hyeon Heo, Ji Hee Song
A Study On Consumer-Avatar Interactions In The Metaverse: Implications For Marketing Strategies, Sunmin Kim, Ji Hyeon Heo, Ji Hee Song
Asia Marketing Journal
The metaverse, expected to grow into a trillion-dollar market by 2030, is driving global investments across technology, economy, and even education. This research examines the interactions between consumers and avatars, a core element of the metaverse, to understand their influence on consumer identity, behavior, and attitudes. Based on the self-extension and self-expansion theories, the study uses immersive netnography to investigate consumer-avatar dynamics on the ZEPETO platform. Findings indicate that avatars act as extensions of the self, where consumers express control, create, and seek knowledge. Additionally, interactions between avatars contribute to self-expansion, as consumers incorporate the resources, perspectives, and characteristics of …
Market Power Versus Regulation Forces: The Impact Of Antitrust Regulation On Software Firms, Gwona Ko, Boreum Choi, Wooje Cho, Young Bong Chang
Market Power Versus Regulation Forces: The Impact Of Antitrust Regulation On Software Firms, Gwona Ko, Boreum Choi, Wooje Cho, Young Bong Chang
Asia Marketing Journal
The omnipresence of software firms is triggering substantial antitrust concerns, calling into question the adequacy of existing regulatory frameworks. This study explores this pivotal concern in the context of the software industry, which is characterized by profound network externalities among customers and a rapid pace of innovation. Our study used the event study methodology on data from 252 antitrust cases involving the U.S. Federal Trade Commission and U.S. Department of Justice from 2000 to 2022, which revealed important insights into the differentiated effects of U.S. antitrust announcements on the market value of software firms. Although antitrust announcements generally have a …
Does Your Company Care About The Fears Of Pandemic For Salespeople? Insights From Pandemic Demands And Resources, Ihsan Ullah Jan, Seonggoo Ji, Changju Kim
Does Your Company Care About The Fears Of Pandemic For Salespeople? Insights From Pandemic Demands And Resources, Ihsan Ullah Jan, Seonggoo Ji, Changju Kim
Asia Marketing Journal
The pandemics (e.g., COVID-19) disrupt the roles of all professionals, particularly those of salespeople. This study seeks to empirically examine how fears amidst the pandemic, as pandemic demands, influence salespeople's attitudinal and behavioral outcomes and how organizational and personal resources as pandemic resources mitigate the negative outcomes for salespeople. Building on the job demands-resources (JD-R) model and employing the partial least squares-based structural equation modeling, this study tested the proposed hypotheses using responses from 237 salespeople in South Korea. The results mainly supported hypotheses. As a major theoretical contribution, this study delineates Pandemic fears in terms of salespeople's fear of …
Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma
Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma
Markets, Globalization & Development Review
Customer Lifetime Value (CLV) has a strong relationship to customer satisfaction and firm profitability . This review indicates that once such a relationship is developed and cemented, multiple benefits accrue to the brand and the firm. The review lays the groundwork for further studies of CLV, especially in the emerging economies.
Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee
Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee
Asia Marketing Journal
With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This …
Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song
Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song
Asia Marketing Journal
The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, …
Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee
Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee
Asia Marketing Journal
This research explored how priming of money influences consumers' reactions to others' opinions, particularly regarding compliance with different types of recommendations. Across two experiments, we found that subtle reminders of money made individuals value their independence in decision-making. As a result, they tended to respond negatively to recommendations that were overly prescriptive, such as specific product suggestions. On the other hand, when money reminders accompanied recommendations that offered some flexibility—like suggestions for product categories—individuals were more likely to agree with these flexible recommendations than specific suggestions. This effect even persisted when the category recommendations included only a single alternative.
Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe
Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe
Asia Marketing Journal
This study employs big data analytics to examine customers’ waiting experiences in restaurants, a critical component of the broader hospitality and tourism industry. Drawing upon a large corpus of online reviews, the analysis uses topic modeling to identify four salient themes that emerge—waiting, food, servicescape, and service quality—informing the way in which customers perceive and evaluate dining experiences. Two subsequent regression analyses reveal a significant negative relationship between waiting-related comments and overall review ratings, underscoring the disproportionate influence of waiting experiences in shaping customer satisfaction. These findings offer valuable insights for hospitality and tourism practitioners and researchers aiming to deepen …
Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio
Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio
Asia Marketing Journal
This study illuminates factors driving skincare brand choice by examining the role of product effectiveness in the social media marketing context. Using quantitative approach with Structural Equation Modeling on data from 217 Gen Z respondents, the research focuses on two key social media marketing stimuli: nano influencer marketing and short video content marketing. The findings reveal that product effectiveness significantly mediates the relationship between these marketing stimuli and consumer brand selection. While various marketing stimuli can attract consumer attention, the perceived effectiveness of the product is the primary driver of brand choice. Additionally, the study highlights the importance of selecting …
Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim
Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim
Asia Marketing Journal
This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, …
Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi
Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi
Asia Marketing Journal
No abstract provided.
The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter
The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter
Atlantic Marketing Journal
Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …
Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park
Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park
Atlantic Marketing Journal
Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …
Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani
Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani
Atlantic Marketing Journal
Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …
Understanding Consumer Perception And Behavior Toward Biodegradable Plastic Products Based On The Moa Model, Nayeon Baek, Hyemi Lee
Understanding Consumer Perception And Behavior Toward Biodegradable Plastic Products Based On The Moa Model, Nayeon Baek, Hyemi Lee
Asia Marketing Journal
This study investigated the factors influencing consumers' switching intentions to biodegradable plastic products. Applying a modified Motivation-Opportunity-Ability (MOA) framework, we analyzed the impact of factors such as environmental concern, novelty seeking, negative attitude, perceived consumer effectiveness, green consumer availability, and environmental knowledge on switching intention, while also examining the moderating effect of perceived greenwashing. Results showed that environmental concern, perceived consumer effectiveness, and negative attitude from the motivation dimension, and environmental knowledge from the ability dimension, had significant effects on switching intentions. Furthermore, it was found that the level of perceived greenwashing moderated the effects of environmental concern, perceived consumer …
The Effect Of Educational, Escapism, Memorable Tourism Experience On Sustainability-Oriented Loyalty In Kembang Island Park With The Moderating Effect Of Biodiversity Knowledge: Green Marketing Perspective, Muhammad Naparin
Asia Marketing Journal
The biggest challenge of green tourism marketing is to create tourist loyalty based on environment, economy, and socio-cultural sustainability. This study aimed to analyze the influence of educational experience (EDX) and escapism experience (ESX) on memorable tourism experience (MTX), the direct influence of MTX on sustainability-oriented loyalty (SOL), the moderating role of biodiversity knowledge (BIK) on the influence of MTX on SOL, and the direct influence of BIK on SOL. This study used quantitative methods and SmartPLS 4.1 for statistical analysis. The research model was tested on 221 tourists who had visited the Nature Tourism Park situated in the conservation …
The Impact Of Chat Gpt's Quality Factors On~Perceived Usefulness, Perceived Enjoyment, And~Continuous Usage Intention Using The Is Success Model, Mun Ki Kim, Seon Young Jhee, Sang-Lin Han
The Impact Of Chat Gpt's Quality Factors On~Perceived Usefulness, Perceived Enjoyment, And~Continuous Usage Intention Using The Is Success Model, Mun Ki Kim, Seon Young Jhee, Sang-Lin Han
Asia Marketing Journal
Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors …
Balance Or Highlight? The Impact Of Power On Consumer Choices For Joint Consumption, Chaeyeong Kim
Balance Or Highlight? The Impact Of Power On Consumer Choices For Joint Consumption, Chaeyeong Kim
Asia Marketing Journal
Consumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its effect on joint consumption choices. Across three studies, I find that low-power individuals balance self and others’ preferences, whereas high-power individuals are likely to highlight their preferences (H1). In addition, I provide evidence for decision-making strategy (i.e., reliance on reasons vs. feelings) as the key mechanism underpinning the relationship between power and joint consumption choices (H2). Finally, I …
Effects Of The Preannouncement Of Donation Expenditure On The Evaluation Of Charitable Organizations And Overhead Aversion, Kwanho Suk, Triza Mudita
Effects Of The Preannouncement Of Donation Expenditure On The Evaluation Of Charitable Organizations And Overhead Aversion, Kwanho Suk, Triza Mudita
Asia Marketing Journal
Charitable organizations use donated funds for program costs to support the cause and overhead costs to cover the charity's general operation and fundraising. This research investigates the influence of preannouncement of donation expenditure on attitudes toward charity and overhead aversion (i.e., negative response to overhead). Preannouncement of donation expenditure involves the disclosure of how donor contributions will be allocated to the program and overhead costs. The results of two empirical studies show that preannouncement positively influences attitudes toward charity and mitigates overhead aversion. Study 1 indicates that the preannouncement of donation expenditure enhances perceived donation impact, leading to a positive …
Confronting Indecision, Lane Allison Murray
Confronting Indecision, Lane Allison Murray
ENGS 15.11: Design and Education
This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.
From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman
From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman
Atlantic Marketing Journal
This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …
The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park
The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park
Asia Marketing Journal
Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …