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International Journal of Research in Business and Social Science (2147- 4478)最新文献

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The influence of financial knowledge on financial management behavior with locus of control and financial attitude as mediation variables 财务知识对财务管理行为的影响--以控制位置和财务态度为中介变量
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3391
Ahmad Fathoni, Nur Khusniyah
The rapid development of Financial Technology (Fintech) has had an impact on Indonesia's digital economy. Paylater has become the service people choose to meet their daily needs in addition to the increasing number of business transactions carried out electronically (ecommerce). The increase in the use of paylaters in e-commerce increases every year, accompanied by negative impacts such as impulsive buying and consumptive behavior that can befall users and heve derimental impact, especially Generation Z on the island of Java, if they do not have good Financial Management Behavior. The unique phenomenon that currently occuring is that there is an increase in the knowledge possessed but the Non Performing Loan (NPL) rate is also high. This research aims to determine the factors that influence of Financial Knowledge on Financial Management Behavior with Locus of Control and Financial Attitudes as mediation. This research is categorized as explanatory research. The respondents in this study were Generation Z e-commerce paylater users on the island of Java. The sample size in this study was determined using a purposive sampling technique with a total sample of 317 respondents. The data collection method uses a questionnaire, data is analyzed using PLS-SEM. The research results show that Financial Knowledge influences Financial Management Behavior and Locus of Control and Financial Attitudes as a psychological variable added based on Behavioral Finance partially mediate this relationship. It is hoped that beside from increasing their knowledge, ecommerce paylater users on the island of Java must have faith for what in what they can get in the future is controlled by themselves and attitudes in carrying out financial management.
金融科技(Fintech)的快速发展对印度尼西亚的数字经济产生了影响。除了越来越多的电子商业交易(电子商务)外,Paylater 已成为人们满足日常需求的首选服务。支付宝在电子商务中的使用量逐年增加,同时也带来了一些负面影响,如冲动性购买和消费行为,如果用户没有良好的财务管理行为,就会受到影响,尤其是爪哇岛上的 Z 世代。目前出现的一个独特现象是,人们掌握的知识越来越多,但不良贷款率(NPL)也很高。本研究旨在确定财务知识对财务管理行为的影响因素,并以控制权和财务态度作为中介。本研究属于解释性研究。本研究的受访者为爪哇岛上的 Z 世代电子商务支付用户。本研究的样本量采用目的性抽样技术确定,共有 317 名受访者。数据收集方法采用问卷调查,数据分析采用 PLS-SEM。研究结果表明,财务知识影响财务管理行为,而控制点和财务态度作为基于行为金融学添加的心理变量,部分调节了这种关系。希望爪哇岛上的电子商务付款人除了增加知识外,还必须对未来所能获得的东西有信心,并在进行财务管理时由自己和自己的态度来控制。
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引用次数: 0
Land tenure security, household income and distribution, lesson from southern highlands in Iringa District Council 土地使用权保障、家庭收入与分配,伊林加区议会南部高地的经验教训
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3363
Gerald Usika, J. Urassa, S. Kabote
Land distribution is a key factor in income inequality in rural areas of developing countries. This study examines the impact of land tenure security on household income and its distribution in Iringa district, Tanzania, focusing on the Certificate of Customary Right of Occupation (CCRO). Using a quasi-experimental design and Propensity Score Matching, 404 respondents were randomly selected and divided into groups with and without CCROs. Both quantitative and qualitative data were collected through surveys and in-depth interviews. Analysis using SPSS/STATA revealed that households with CCROs had higher agricultural yields, sales, and lower production costs. They also invested more in modern farming techniques and soil conservation, leading to higher incomes and reduced income inequality. Despite over 50,000 CCROs issued, credit access remains limited due to a lack of awareness and additional collateral requirements. The study concludes that secure land rights are vital for economic growth and poverty alleviation. Recommendations include increasing awareness about CCROs, facilitating their use as collateral, and exploring barriers to credit access for CCRO holders. Further research is needed to address these challenges.
土地分配是发展中国家农村地区收入不平等的一个关键因素。本研究探讨了坦桑尼亚伊林加地区土地保有权保障对家庭收入及其分配的影响,重点关注习惯占有权证书(CCRO)。采用准实验设计和倾向得分匹配法,随机抽取了 404 名受访者,并将其分为有 CCRO 和无 CCRO 两组。通过问卷调查和深入访谈收集了定量和定性数据。使用 SPSS/STATA 进行的分析表明,有 CCRO 的家庭农业产量和销售额更高,生产成本更低。他们还在现代农业技术和土壤保持方面进行了更多投资,从而提高了收入,减少了收入不平等现象。尽管发放了 50,000 多份《农地抵押和土地使用证》,但由于缺乏认识和额外的抵押要求,获得信贷的机会仍然有限。研究得出结论,有保障的土地权对经济增长和减贫至关重要。建议包括提高对《集体土地所有权证》的认识,促进其作为抵押品的使用,并探索《集体土地所有权证》持有人获得信贷的障碍。为应对这些挑战,需要开展进一步的研究。
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引用次数: 0
Exploring challenges of student support in foundation phase 探讨基础阶段学生支持工作面临的挑战
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3312
Samukelisiwe Mbatha, Methi Lina M, Lloyd Tlale
This paper explored the causes of challenges of learner support in the foundation phase in Ekurhuleni South district. The goal of the study is to comprehend the fundamental causes of the challenges in delivering effective instruction to students. A purposive sampling technique was employed to choose fourteen teachers to participate in the study. Focus groups and semi-structured interviews were the two techniques employed to gather data. Moreover, data analysis was done using qualitative content analysis. Two factors that contribute to difficulties with student support are teacher shortages and crammed classrooms. Together, these difficulties show how important it is for teachers, department heads, and members of the community at large to work diligently and together to remove these obstacles and create an inclusive learning environment where every student has an equal opportunity to succeed. Teachers must complete inclusive education training to confidently carry out the SIAS policy processes, which include screening, identification, assessment, and the provision and monitoring of support during teaching and learning in the classroom. It is essential to provide adequate classroom space through infrastructure development and wise resource allocation to create an environment that promotes the hiring of student support instructors and the provision of the greatest possible help to students.
本文探讨了埃库尔胡莱尼南区基础教育阶段学生辅导工作面临挑战的原因。研究的目的是了解在向学生提供有效教学方面遇到挑战的根本原因。研究采用了目的性抽样技术,选择了 14 名教师参与研究。焦点小组和半结构式访谈是收集数据的两种方法。此外,数据分析还采用了定性内容分析法。造成学生支持困难的两个因素是教师短缺和教室拥挤。这些困难共同表明,教师、系主任和广大社区成员必须齐心协力,努力消除这些障碍,创造一个全纳的学习环境,让每个学生都有平等的机会取得成功。教师必须完成全纳教育培训,才能自信地执行 SIAS 政策流程,其中包括筛查、识别、评估以及在课堂教学过程中提供和监督支持。必须通过基础设施建设和明智的资源分配来提供充足的教室空间,以创造一种环境,促进聘用学生支持教师并为学生提供尽可能多的帮助。
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引用次数: 0
Reporting Sustainable Development Goals (SDGs) in Romanian listed companies 罗马尼亚上市公司报告可持续发展目标(SDGs)
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3380
Ana Maria Bratu
A significant challenge facing companies is to identify and implement sustainable best practices within their corporate strategies in order to align with the UN Sustainable Development Goals (SDGs). This study aims to assess companies' perspectives on sustainable development and their approaches to its integration, focusing in particular on the social dimension. The research aims to examine the reporting of the SDGs adopted and implemented by four listed companies. Using a case study methodology, this article analyses the sustainability reports of OMV Petrom, One United Properties, Sphera Franchise Group and Alro for the year 2022. In addition to sustainability disclosure requirements, these reports provide information on the impact of companies on environmental, social and governance factors. Specifically, the inclusion of information related to the SDGs in the sustainability reports of these four companies differentiates them, as they represent a minority among Romanian companies in reporting such data. The novelty of the study consists in its contribution to the existing literature by providing an insight into the sustainability practices adopted and implemented by major Romanian companies.
企业面临的一个重大挑战是如何在其企业战略中确定并实施可持续发展的最佳实践,以便与联合国可持续发展目标(SDGs)保持一致。本研究旨在评估公司对可持续发展的看法及其整合方法,尤其侧重于社会层面。研究旨在考察四家上市公司采用和实施可持续发展目标的报告情况。本文采用案例研究方法,分析了 OMV Petrom、One United Properties、Sphera Franchise Group 和 Alro 的 2022 年可持续发展报告。除可持续发展披露要求外,这些报告还提供了公司对环境、社会和治理因素影响的信息。具体而言,这四家公司在可持续发展报告中纳入了与可持续发展目标相关的信息,这使它们与众不同,因为在罗马尼亚报告此类数据的公司中,它们是少数。这项研究的新颖之处在于它对现有文献做出了贡献,让人们深入了解了罗马尼亚主要公司采用和实施的可持续发展做法。
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引用次数: 0
Impact of transformational leadership and psychological contract on employee performance with job satisfaction as a mediating variable 以工作满意度为中介变量,变革型领导和心理契约对员工绩效的影响
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3320
Nailatul Muhajiroh, Noermijati
The impact of globalization quickly and dynamically requires development and change in the environment. This is inseparable from public organizations that face various challenges and obstacles to be more responsive to the needs of citizens. However, the performance of human resources from public organizations is now also always in the public spotlight where in practice in Indonesia it is still not good enough. Empirical studies or research have been conducted to analyze the effect of transformational leadership and psychological contract on employee performance. This study attempts to remedy the existing knowledge gap and limited literature by including job satisfaction as a mediating variable on employee performance levels in Indonesia. This study aims to determine the effect of transformational leadership and psychological contract on employee performance with job satisfaction as a mediating variable. A structured questionnaire with closed-ended questions was used to collect raw data from 241 employees. Descriptive tests and SEM PLS tests were conducted to determine the statistically significant relationship between transformational leadership and psychological contract on employee performance with job satisfaction as a mediating variable. The results reflect a statistically significant relationship between transformational leadership and psychological contract to employee performance with job satisfaction as a mediating variable. This study has practical implications for practitioners in the field of human resources, organizational leaders, academics, and government policy makers because they can strategically plan transformational leadership and psychological contract practices and link these practices to employee performance in an organization. Further research can be conducted in other government organizations to conduct comparative studies obtained across organizations on the effect of transformational leadership and psychological contracts on employee performance with job satisfaction as a mediating variable.
全球化的影响迅速而又充满活力,要求发展和改变环境。这与公共组织面临的各种挑战和障碍是分不开的,公共组织要更好地满足公民的需求。然而,公共组织人力资源的绩效现在也一直是公众关注的焦点,而在印尼,实际情况仍然不够理想。关于变革型领导力和心理契约对员工绩效的影响,已有实证研究或调查进行了分析。本研究试图将工作满意度作为印尼员工绩效水平的中介变量,以弥补现有的知识空白和有限的文献资料。本研究旨在以工作满意度为中介变量,确定变革型领导力和心理契约对员工绩效的影响。本研究采用封闭式结构问卷收集 241 名员工的原始数据。通过描述性检验和 SEM PLS 检验,确定了以工作满意度为中介变量的变革型领导力和心理契约对员工绩效的统计显著关系。结果表明,在以工作满意度为中介变量的情况下,变革型领导与心理契约对员工绩效的影响在统计学上存在显著关系。这项研究对人力资源领域的从业人员、组织领导者、学者和政府政策制定者具有实际意义,因为他们可以对变革型领导力和心理契约实践进行战略规划,并将这些实践与组织中的员工绩效联系起来。还可以在其他政府组织中开展进一步研究,以工作满意度为中介变量,就变革型领导力和心理契约对员工绩效的影响进行跨组织比较研究。
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引用次数: 0
The influence of green human resource management on service innovation performance 绿色人力资源管理对服务创新绩效的影响
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3337
Indah Mutiarasari Utami Salim, D. Irawanto
This paper aims to examine the influence of the variables Green Human Resource Management (GHRM), Change-Oriented Organizational Citizenship Behavior (OCB), Service Innovation Performance, and Narcissism. The approach used in this research is a quantitative approach. The sample used in this research was hotel workers, totaling 218 respondents. Research data was obtained from the results of filling out a questionnaire and analyzed using Structural Equation Modeling analysis techniques with the help of Smart PLS program. The results of this research show that (i) GHRM has a positive and significant effect on Service Innovation Performance, the higher the GHRM, the higher the Service Innovation Performance, and vice versa; (ii) GHRM has a positive and significant effect on Change-Oriented OCB, the higher the GHRM, the higher the Change-Oriented OCB, and vice versa; (iii) Change-Oriented OCB has a positive and significant effect on Service Innovation Performance, the higher the Change-Oriented OCB, the higher the Service Innovation Performance, and vice versa; (iv) Change-Oriented OCB can mediate the indirect influence of GHRM on Service Innovation Performance; (v) Narcissism does not moderate the influence of GHRM on Service Innovation Performance. In general, the conclusion drawn from this research is that the implementation of GHRM practices and the development of Change-Oriented OCB are important in improving the Service Innovation Performance of hotel workers in Yogyakarta. Hotel management in Yogyakarta can pay attention to these aspects to strengthen competitive advantages and provide excellent services to hotel guests.
本文旨在研究变量绿色人力资源管理(Green Human Resource Management,GHRM)、变革导向型组织公民行为(Change-Oriented Organizational Citizenship Behavior,OCB)、服务创新绩效(Service Innovation Performance)和自恋(Narcissism)的影响。本研究采用的是定量研究方法。研究样本为酒店员工,共计 218 名受访者。研究数据来自填写问卷的结果,并在 Smart PLS 程序的帮助下使用结构方程模型分析技术进行了分析。研究结果表明:(i) GHRM 对服务创新绩效有显著的正向影响,GHRM 越高,服务创新绩效越高,反之亦然;(ii) GHRM 对变革导向型 OCB 有显著的正向影响,GHRM 越高,变革导向型 OCB 越高,反之亦然;(iii)以变革为导向的自主经营对服务创新绩效有正向显著影响,以变革为导向的自主经营越高,服务创新绩效越高,反之亦然;(iv)以变革为导向的自主经营可以调节全球人力资源管理对服务创新绩效的间接影响;(v)自恋不能调节全球人力资源管理对服务创新绩效的影响。总之,本研究得出的结论是,实施 GHRM 实践和发展以变革为导向的 OCB 对提高日惹酒店员工的服务创新绩效非常重要。日惹的酒店管理层可以关注这些方面,以加强竞争优势,为酒店客人提供优质服务。
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引用次数: 0
The Influence of image and product attributes on customer satisfaction and its implications for customer loyalty of Kimia Farma Apotek (KFA) in the Bandung City area 万隆市 Kimia Farma Apotek (KFA) 的形象和产品属性对客户满意度的影响及其对客户忠诚度的影响
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3379
Rikaz Televani, Maya Ariyanti
The retail segment has the largest contribution to the total net sales value of Kimia Farma Group, which is run by the company's subsidiary, PT Kimia Farma Apotek (KFA). Kimia Farma's retail segment is experiencing a relatively non-ideal revenue trend from 2017 to 2022. The main challenges faced are the purchasing power of the community, the increasingly fierce level of competition, and risks related to customer loyalty. Based on this background, this study aims to examine the effect of Kimia Farma's image and product attributes on customer loyalty, both directly and indirectly through customer satisfaction. The research was conducted with a quantitative approach at the Kimia Farma Pharmacy in Bandung, with the unit of observation being Kimia Farma pharmacy customers in Bandung City. The sample was 235 respondents, who were taken using the Multistage Random Sampling technique. Structural Equation Modeling was used to conduct causality analysis. The results revealed that: Kimia Farma's image and product attributes play a role in shaping customer satisfaction, but have no direct impact in creating customer loyalty; customer satisfaction plays a role in creating customer loyalty; customer satisfaction mediates the effect of Kimia Farma's image and product attributes on customer loyalty; product attributes have a greater role than Kimia Farma’s image in encouraging customer satisfaction which will create customer loyalty. This research provides managerial benefits for increasing customer loyalty at Kimia Farma Pharmacy in Bandung City, by increasing customer satisfaction, which is supported by the development of product attributes and the image of Kimia Farma.
基米亚-法玛集团由其子公司 PT Kimia Farma Apotek(KFA)经营,零售业务对集团总净销售额的贡献最大。从 2017 年到 2022 年,Kimia Farma 的零售板块正经历着相对不理想的收入趋势。面临的主要挑战是社区购买力、日益激烈的竞争水平以及与客户忠诚度相关的风险。基于这一背景,本研究旨在探讨 Kimia Farma 的形象和产品属性对顾客忠诚度的影响,包括直接影响和通过顾客满意度间接影响。研究在万隆的基米亚法玛药房进行,以万隆市的基米亚法玛药房顾客为观察单位,采用定量方法。采用多阶段随机抽样技术抽取了 235 名受访者。采用结构方程模型进行因果关系分析。结果显示Kimia Farma 的形象和产品属性在塑造客户满意度方面发挥了作用,但在创造客户忠诚度方面没有直接影响;客户满意度在创造客户忠诚度方面发挥了作用;客户满意度在 Kimia Farma 的形象和产品属性对客户忠诚度的影响中起着中介作用;产品属性比 Kimia Farma 的形象在提高客户满意度方面发挥更大的作用,而客户满意度将创造客户忠诚度。这项研究通过提高顾客满意度为万隆市基米亚法玛药房提高顾客忠诚度提供了管理上的益处,而顾客满意度的提高离不开产品属性和基米亚法玛形象的发展。
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引用次数: 0
Cybersecurity strategy: future proof cybersecurity for small to medium enterprises in South Africa 网络安全战略:面向未来的南非中小企业网络安全
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3308
Audecious Mugwagwa, E. Bhero, Colin Chibaya
Technological development has witnessed tremendous and an increase in business interactions as they execute their daily business. Information technology and broadband are significant drivers of productivity and efficiency growth for small firms as they expand their market. This development has raised growing concerns as it relates to data and information security, infrastructure, and related resources  due to an increase in cybersecurity hazards faced  by Small to Medium Enterprises globally. In South Africa, although, during the first four months of 2022, cyber-attacks decreased by 13% to account for 419506 internet attacks, this statistic remains high enough for concern. To counter escalating cybersecurity risks, organizations must have a cybersecurity strategy to safeguard their operations, clients, data, and infrastructure. The threat landscape is changing over time, and despite ongoing attempts to strengthen security, they don't appear to be enough to prevent evolving cyberattacks. The study aims to identify cybersecurity threats facing Small to Medium Enterprises in South Africa by reviewing the literature and identifying key Cybersecurity challenges. It also examines the strategies, resources, and techniques used in South Africa to reduce cybersecurity threats. Lastly, the paper recommends adopting a comprehensive Cybersecurity strategy to build future-proof cybersecurity for Small to Medium Enterprises in South Africa.
技术的发展见证了企业在开展日常业务时互动的巨大增长。信息技术和宽带是小型企业扩大市场、提高生产力和效率的重要推动力。由于全球中小企业面临的网络安全危险增加,这种发展引起了人们对数据和信息安全、基础设施和相关资源的日益关注。在南非,尽管在 2022 年的前四个月里,网络攻击减少了 13%,网络攻击次数为 419506 次,但这一统计数字仍然很高,足以引起人们的关注。为了应对不断升级的网络安全风险,企业必须制定网络安全战略,以保护其运营、客户、数据和基础设施。随着时间的推移,威胁环境也在不断变化,尽管不断尝试加强安全性,但似乎仍不足以防止不断演变的网络攻击。本研究旨在通过审查文献和确定关键的网络安全挑战,找出南非中小型企业面临的网络安全威胁。本研究还探讨了南非用于减少网络安全威胁的战略、资源和技术。最后,本文建议采用全面的网络安全战略,为南非中小型企业建立面向未来的网络安全。
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引用次数: 0
The role of information quality, ease of use and usefulness on consumers’ trust in Facebook and WhatsApp groups as online sales platforms 信息质量、易用性和实用性对消费者信任作为在线销售平台的 Facebook 和 WhatsApp 群组的作用
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3365
Rita Klonaridis, H. Lues
Facebook and WhatsApp, recognised as popular social media and messaging platforms, are increasingly being used as online sales platforms through the emergence of marketplaces, online stores and groups. Businesses and individual sellers create groups on these platforms to attract buyers who share similar interests, but the buyers and sellers often do not know one another, which may cause trust issues. Therefore, sellers should be aware of the factors that influence a buyer’s trust so that strategies can be developed to mitigate trust issues that may hinder sales transactions. The aim of this study was to investigate the influence of information quality, perceived ease of use and usefulness on consumers’ trust in Facebook and WhatsApp groups as online sales platforms. Following a descriptive research design, the data was gathered from 412 participants by means of an electronic self-administered questionnaire that was distributed to the South African database of an international research company. The statistical methods that were used to analyse the data included reliability measures, HTMT analysis and structural equation modelling. The findings of the study revealed that the information quality and perceived ease of use of WhatsApp and Facebook groups significantly influence the perceived usefulness of these groups, which, in turn, influences consumers’ trust in WhatsApp and Facebook groups as online sales platforms. In conclusion, by understanding the relationship between these factors, social media platforms could alter their group features, while businesses and individual sellers can improve their marketing strategies to instil trust among group members and ultimately increase sales.
Facebook 和 WhatsApp 是公认的流行社交媒体和信息平台,通过市场、网店和群组的出现,它们正越来越多地被用作在线销售平台。企业和个人卖家在这些平台上创建群组,以吸引兴趣相投的买家,但买家和卖家往往互不相识,这可能导致信任问题。因此,卖家应了解影响买家信任的因素,以便制定策略,减少可能阻碍销售交易的信任问题。本研究旨在调查信息质量、感知易用性和实用性对消费者对作为在线销售平台的 Facebook 和 WhatsApp 群组的信任的影响。本研究采用描述性研究设计,通过向一家国际研究公司的南非数据库分发电子自填问卷的方式,从 412 名参与者中收集数据。用于分析数据的统计方法包括可靠性测量、HTMT 分析和结构方程模型。研究结果表明,WhatsApp 和 Facebook 群组的信息质量和感知易用性极大地影响了这些群组的感知有用性,进而影响了消费者对作为在线销售平台的 WhatsApp 和 Facebook 群组的信任度。总之,通过了解这些因素之间的关系,社交媒体平台可以改变其群组功能,而企业和个人卖家则可以改进其营销策略,以增强群组成员的信任,最终提高销售额。
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引用次数: 0
Analyzing the effects of social media, customer-to-customer interactions, and traditional marketing on customer decision-making through brand preference 通过品牌偏好分析社交媒体、客户间互动和传统营销对客户决策的影响
Pub Date : 2024-06-11 DOI: 10.20525/ijrbs.v13i4.3401
Kartina Sury, Muhtosim Arief, Fadjrih Asyik
The customer journey towards purchase has received substantial attention from businesses and academics, especially in relationship marketing and customer engagement. This interest has intensified due to the rise of social media, enabling customer-to-customer interactions alongside conventional marketing strategies. Customers increasingly seek information independently in the life insurance sector, and comprehending the decision-making process is critical. In Indonesia, low insurance literacy and inclusion add to the challenges of the traditional, face-to-face sales process. This research empirically investigates the impact of social media and traditional marketing communications on customer-to-customer interactions and subsequent customer decision-making. Brand preference is examined as a mediating variable. Quantitative methods, including online questionnaires and expert interviews, were employed in Greater Jakarta, Indonesia, targeting non-life insurance customers. Structural equation modeling (SEM) via LISREL was utilized to analyze data from 310 respondents. Results indicate that while social media communications have an insignificant impact on customer-to-customer interactions (t-value 1.15), traditional marketing communications positively influence customer-to-customer interactions (t-value 11.87). Customer-to-customer interactions also found to positively influence brand preference (t-value 10.14) while brand preference positively influences customer decision-making (t-value 3.86) Additionally, customer-to-customer interactions positively affect customer decision-making (t-value 3.54), with brand preference mediating this relationship (t-value 3.85).
客户的购买过程受到了企业和学术界的广泛关注,尤其是在关系营销和客户参与方面。由于社交媒体的兴起,客户与客户之间的互动与传统的营销策略并行不悖,这种兴趣也随之加强。在人寿保险领域,客户越来越多地独立寻求信息,了解决策过程至关重要。在印尼,保险知识普及率和包容性较低,这给传统的面对面销售过程带来了更多挑战。本研究通过实证研究探讨了社交媒体和传统营销传播对客户与客户之间的互动以及客户后续决策的影响。品牌偏好被视为一个中介变量。研究采用了定量方法,包括在线问卷调查和专家访谈,对象是印度尼西亚大雅加达地区的非寿险客户。通过 LISREL 使用结构方程建模 (SEM) 分析了来自 310 名受访者的数据。结果表明,虽然社交媒体传播对客户与客户之间的互动影响不大(t 值为 1.15),但传统营销传播对客户与客户之间的互动有积极影响(t 值为 11.87)。客户与客户之间的互动还对品牌偏好产生了积极影响(t 值 10.14),而品牌偏好对客户决策产生了积极影响(t 值 3.86)。此外,客户与客户之间的互动对客户决策产生了积极影响(t 值 3.54),而品牌偏好对这种关系起到了中介作用(t 值 3.85)。
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引用次数: 0
期刊
International Journal of Research in Business and Social Science (2147- 4478)
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