{"title":"Sustainability of Traditional Retail in an Emerging Market: A Conceptual Framework Applied to a Vietnamese Wet Market","authors":"Thi Kim Nhung Tran","doi":"10.53728/2765-6500.1598","DOIUrl":"https://doi.org/10.53728/2765-6500.1598","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"69 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84929222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers' intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old age. Theoretical and practical implications are discussed based on the findings.
{"title":"Empirical Study on the Acceptance of Mobility as a Service (MaaS) Based on the UTAUT2 Model","authors":"Masaki Toyama","doi":"10.53728/2765-6500.1593","DOIUrl":"https://doi.org/10.53728/2765-6500.1593","url":null,"abstract":"To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers' intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old age. Theoretical and practical implications are discussed based on the findings.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77841640","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The COVID-19 lockdown has had an unprecedented impact on people in various ways. This study evaluates the effect of lockdown repeal from both marketing and public-policy perspectives. Combining the Bayesian multilevel model with the difference-in-differences design, we find that a lockdown repeal has had a negative impact on socialization. Furthermore, the results show that those who have a low level of risk perception are less affected by lockdown repeal. Also, the negative effect of lockdown repeal varies depending on past socialization behaviors; that is, the lockdownrepeal effect is attenuated for those who socialized more than others in the past. Our findings contribute to the intersection of public policy and marketing literature and provide both academic and practical implications.
{"title":"The Effect of Lockdown Repeal on Socialization: Bayesian Multilevel Difference-in-Differences Approach","authors":"Hyunwoo Jung, Yiling Li, Jeonghye Choi","doi":"10.53728/2765-6500.1592","DOIUrl":"https://doi.org/10.53728/2765-6500.1592","url":null,"abstract":"The COVID-19 lockdown has had an unprecedented impact on people in various ways. This study evaluates the effect of lockdown repeal from both marketing and public-policy perspectives. Combining the Bayesian multilevel model with the difference-in-differences design, we find that a lockdown repeal has had a negative impact on socialization. Furthermore, the results show that those who have a low level of risk perception are less affected by lockdown repeal. Also, the negative effect of lockdown repeal varies depending on past socialization behaviors; that is, the lockdownrepeal effect is attenuated for those who socialized more than others in the past. Our findings contribute to the intersection of public policy and marketing literature and provide both academic and practical implications.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74180759","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture consumers' spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a single regression model, we found that peak-negative along with mood maintenance integration of serial affects for a print ad works best in the formation of ad liking. The results also support our initial premise that people can have mixed valence even toward a still-cut ad.
{"title":"Is the Peak-Affect Important in Fast Processing of Visual Images in Printed Ads? : A Comparative Study on the Affect Integration Theories","authors":"Kyunghee Bu, Luri Lee","doi":"10.53728/2765-6500.1591","DOIUrl":"https://doi.org/10.53728/2765-6500.1591","url":null,"abstract":"This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture consumers' spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a single regression model, we found that peak-negative along with mood maintenance integration of serial affects for a print ad works best in the formation of ad liking. The results also support our initial premise that people can have mixed valence even toward a still-cut ad.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"54 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91298518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has a positive influence on social image; these, together with perceived price value, lead to the behavioral intention to adopt a smartwatch in both countries. Perceived cost was only significant for Indonesia. Theoretical contributions and practical implications are further discussed.
{"title":"What Explains Smartwatch Adoption? A comparative study of South Korea and Indonesia","authors":"Mufida Sekardhani, Sujin Song","doi":"10.53728/2765-6500.1590","DOIUrl":"https://doi.org/10.53728/2765-6500.1590","url":null,"abstract":"Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has a positive influence on social image; these, together with perceived price value, lead to the behavioral intention to adopt a smartwatch in both countries. Perceived cost was only significant for Indonesia. Theoretical contributions and practical implications are further discussed.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"40 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78898872","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to fi nd out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded in fl uencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded in fl uencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded in fl uencer draws an inverted U-shape, indicating in fl uencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the in fl uencer is an expert of the seeded product.
{"title":"Are More Followers Always Better? The Non-Linear Relationship between the Number of Followers and User Engagement on Seeded Marketing Campaigns in Instagram","authors":"Suyoung Moon, Shijin Yoo","doi":"10.53728/2765-6500.1589","DOIUrl":"https://doi.org/10.53728/2765-6500.1589","url":null,"abstract":"Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to fi nd out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded in fl uencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded in fl uencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded in fl uencer draws an inverted U-shape, indicating in fl uencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the in fl uencer is an expert of the seeded product.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85551139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Mobile Banking Service in Mongolia: The Role of Online Convenience on the Acceptance and Use Behavior","authors":"Aisena Ivanova, Grimm Noh","doi":"10.53728/2765-6500.1588","DOIUrl":"https://doi.org/10.53728/2765-6500.1588","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"114 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77162721","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does It Affect Viewer Stickiness and Purchanse Intention?","authors":"Jeeyeon Kim, Jui-Ting Liu, S. Chang","doi":"10.53728/2765-6500.1587","DOIUrl":"https://doi.org/10.53728/2765-6500.1587","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84871832","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Editorial: Asia Marketing Journal makes outstanding achievements in 2021","authors":"Ji Hee Song","doi":"10.53728/2765-6500.1583","DOIUrl":"https://doi.org/10.53728/2765-6500.1583","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82380548","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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