Consumer emotions and behaviors: double moderation of sign value and source market

IF 1.9 4区管理学 Q3 MANAGEMENT Cross Cultural & Strategic Management Pub Date : 2024-08-16 DOI:10.1108/ccsm-06-2023-0100

Amr Al-Ansi, Hossein Olya, Sara Dalir, Hee Yul Lee, Alina Abdul Rahim

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Abstract

Purpose

The contribution of this study is two-fold. First, we draw on attribution theory to develop a model for predicting how the knowledge, emotions, and satisfaction that consumers have regarding halal cosmetics can influence their willingness to pay more and recommend the products to others.

Design/methodology/approach

Survey data from 278 Indonesian and 163 Malaysian female consumers were analyzed by means of structural equation modeling. Second, we test the moderation role of sign value using metric invariance across the two different source markets.

Findings

The results obtained confirm that consumers exhibit positive emotions when they possess knowledge about halal cosmetics and their quality. Testing the double moderation further reveals that consumers with a high sign value behave differently from those with a low sign value.

Originality/value

These findings present practical insights that can be used by retailers and marketers in their strategies to boost the sale of halal cosmetics.

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消费者情感与行为：符号价值与来源市场的双重调节

目的本研究有两方面的贡献。首先，我们借鉴归因理论，建立了一个模型来预测消费者对清真化妆品的知识、情感和满意度如何影响他们支付更多费用和向他人推荐产品的意愿。其次，我们利用两个不同来源市场的度量不变性检验了符号价值的调节作用。结果所得结果证实，当消费者拥有关于清真化妆品及其质量的知识时，她们会表现出积极的情绪。原创性/价值这些发现提出了实用的见解，可供零售商和营销人员在促进清真化妆品销售的战略中使用。

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来源期刊

Cross Cultural & Strategic Management MANAGEMENT-

CiteScore

4.70

自引率

12.00%

发文量

期刊介绍： Cross Cultural & Strategic Management (CCSM), is dedicated to providing a forum for the publication of high quality cross-cultural and strategic management research in the global context. CCSM is interdisciplinary in nature and welcomes submissions from scholars from international business, management and other disciplines, such as anthropology, economics, political science, psychology and sociology. The goal of CCSM is to publish discerning, theoretically grounded, evidence-based and cutting edge research on issues relevant to all aspects of global management. CCSM is especially interested in theoretical and empirical papers that investigate new and unique ideas and/or are multilevel (micro-meso-macro) and/or are multidisciplinary in nature. Research papers submitted to CCSM are expected to include an answer to the question: What is the contribution of this paper to the literature and the field of international business and managing in the global context? CCSM accepts theoretical/conceptual and empirical papers based on quantitative and qualitative research endeavors that advance our overall knowledge of international business. This includes research that yields positive, neutral or negative findings as long as these studies are based on sound research methodology, and have a good command of the theory/literature that pertains to the phenomena under investigation. These studies should also provide a more in-depth interpretation of the reason(s) for the findings and include more detailed recommendations for future research directions.