Pub Date : 2023-03-30DOI: 10.21511/im.19(1).2023.20
Vidushi Vatsa, Bhawna Agarwal, Ruchika Gupta
The emergence of digital technology has fundamentally transformed how businesses generate value for their customers. One of the critical components of this paradigm shift in digital transformation is improving customer experience, which benefits both consumers and organizations. This study aims to evaluate customer experience and its influence on customer satisfaction and loyalty in the digital wallet domain. It also analyzes the moderating role of loyalty programs. This study was conducted in the Indian context since, alongside advancements in technology and a focus on digitalization, there has been a substantial increase in the acceptance of cashless payment options. The data from 349 respondents using the snowball sampling technique were collected through Google Forms, and SmartPLS 4.0 was used for analysis.The results showed that loyalty and satisfaction are significantly influenced in the digital wallet domain if organizations work on factors affecting customer experience. The results also proved that loyalty programs moderate the relationship between customer experience and customer satisfaction.This analysis successfully unlocked the potential of loyalty programs and established that loyalty programs do not moderate customer loyalty. However, organizations must note that poorly designed loyalty programs are just like any other sale promotion scheme, which adds up to the promotional expense without achieving the overall long-term objective of sustaining loyal consumers.
{"title":"Unlocking the potential of loyalty programs in reference to customer experience with digital wallets","authors":"Vidushi Vatsa, Bhawna Agarwal, Ruchika Gupta","doi":"10.21511/im.19(1).2023.20","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.20","url":null,"abstract":"The emergence of digital technology has fundamentally transformed how businesses generate value for their customers. One of the critical components of this paradigm shift in digital transformation is improving customer experience, which benefits both consumers and organizations. This study aims to evaluate customer experience and its influence on customer satisfaction and loyalty in the digital wallet domain. It also analyzes the moderating role of loyalty programs. This study was conducted in the Indian context since, alongside advancements in technology and a focus on digitalization, there has been a substantial increase in the acceptance of cashless payment options. The data from 349 respondents using the snowball sampling technique were collected through Google Forms, and SmartPLS 4.0 was used for analysis.The results showed that loyalty and satisfaction are significantly influenced in the digital wallet domain if organizations work on factors affecting customer experience. The results also proved that loyalty programs moderate the relationship between customer experience and customer satisfaction.This analysis successfully unlocked the potential of loyalty programs and established that loyalty programs do not moderate customer loyalty. However, organizations must note that poorly designed loyalty programs are just like any other sale promotion scheme, which adds up to the promotional expense without achieving the overall long-term objective of sustaining loyal consumers.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48372632","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}
Pub Date : 2023-03-28DOI: 10.21511/im.19(1).2023.19
Jing Yuan, Songyu Jiang, Bethzaida Mary Joy Dela Cruz
Mobile payment has a pronounced impact on the consumption mode of various industries and provides new clues for sustainable consumption. This study aims to explore the role of perceived risk and perceived technology on sustainable consumption intention and behavior. Moreover, it proposes the structural equation model of mobile payment for sustainable consumption behavior. 574 participants from Chinese higher education institutions filled in the questionnaire. The bootstrapping method was used to solve the problem of mediating factors. Amos 26.0 helped to construct structural equation models. The study determined the negative effect of the perceived mobile payment risk on the perceived mobile payment usefulness, perceived mobile payment ease of use, and sustainable consumption intention. Moreover, the three variables have a particular buffer in the relationship between perceived mobile payment risk and sustainable consumption behavior. Furthermore, perceived mobile payment usefulness positively impacts sustainable consumption intention, and they have a chain-mediated effect on the relationship between perceived mobile payment risk and sustainable consumption behavior. The same effect also occurs in the relationship between perceived mobile payment ease of use and sustainable consumption intention.
{"title":"Toward the digital economy: Mobile payment affecting sustainable consumption behavior","authors":"Jing Yuan, Songyu Jiang, Bethzaida Mary Joy Dela Cruz","doi":"10.21511/im.19(1).2023.19","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.19","url":null,"abstract":"Mobile payment has a pronounced impact on the consumption mode of various industries and provides new clues for sustainable consumption. This study aims to explore the role of perceived risk and perceived technology on sustainable consumption intention and behavior. Moreover, it proposes the structural equation model of mobile payment for sustainable consumption behavior. 574 participants from Chinese higher education institutions filled in the questionnaire. The bootstrapping method was used to solve the problem of mediating factors. Amos 26.0 helped to construct structural equation models. The study determined the negative effect of the perceived mobile payment risk on the perceived mobile payment usefulness, perceived mobile payment ease of use, and sustainable consumption intention. Moreover, the three variables have a particular buffer in the relationship between perceived mobile payment risk and sustainable consumption behavior. Furthermore, perceived mobile payment usefulness positively impacts sustainable consumption intention, and they have a chain-mediated effect on the relationship between perceived mobile payment risk and sustainable consumption behavior. The same effect also occurs in the relationship between perceived mobile payment ease of use and sustainable consumption intention.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48508193","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}
Pub Date : 2023-03-24DOI: 10.21511/im.19(1).2023.18
Riané C. Dalziel, K. Sharp
The cosmetic industry is a highly lucrative market in South Africa. Individuals of the Generation Y cohort represent an essential current and future market segment for various industries, including the beauty product industry. The purpose of this study is to determine the direct and indirect effects of variety seeking and status consumption on attitudes through beauty product innovativeness among female Generation Y students. This study used a self-administered questionnaire. The sample includes female Generation Y students at a traditional university, a comprehensive university, and a university of technology in the Gauteng province. The study yielded 610 adequate responses. The data were analyzed using principal component factor analysis, descriptive statistics, Pearson’s product-moment correlation, and path analysis with mediation tests. The study presents a four-factor model: status consumption, variety seeking, beauty product innovativeness, and consumer attitude. Status consumption statistically, significantly, and positively affect beauty product innovativeness (β = 0.350, p = 0.000 < 0.01) and consumer attitude (β = 0.107, p = 0.053 < 0.01). Variety seeking has a statistically significant and positive influence on beauty product innovativeness (β = 0.276, p = 0.000 < 0.01) but an insignificant on consumer attitude (β = 0.043, p = 0.459 > 0.01). Lastly, beauty product innovativeness was a statistically significant predictor of attitude (β = 0.286, p = 0.000 < 0.01). These results suggest that beauty product innovativeness mediates the relationship between variety-seeking and consumer attitudes of the Generation Y cohort toward beauty products.
在南非，化妆品行业是一个利润丰厚的市场。Y世代的个人代表了包括美容产品行业在内的各个行业当前和未来的重要细分市场。本研究的目的是确定Y一代女性学生通过美容产品创新追求多样性和地位消费对态度的直接和间接影响。本研究采用自我管理问卷。样本包括豪登省一所传统大学、一所综合大学和一所技术大学的Y一代女学生。这项研究得到了610个适当的回答。采用主成分因子分析、描述性统计、Pearson积矩相关、通径分析及中介检验对数据进行分析。本研究提出身分消费、求变、美容产品创新、消费者态度四因素模型。地位消费对美容产品创新有统计学意义、显著性和正向影响(β = 0.350, p = 0.000 <0.01)与消费者态度(β = 0.107, p = 0.053 <0.01)。求变对美容产品创新有显著的正向影响(β = 0.276, p = 0.000 <0.01)，但对消费者态度影响不显著(β = 0.043, p = 0.459 >0.01)。最后，美容产品创新是态度的显著预测因子(β = 0.286, p = 0.000 <0.01)。这些结果表明，美妆产品的创新性在Y世代消费者对美妆产品的态度和求变之间起中介作用。
{"title":"The effect of variety seeking and status consumption on generation Y consumers’ attitude toward beauty products: The mediating role of innovativeness","authors":"Riané C. Dalziel, K. Sharp","doi":"10.21511/im.19(1).2023.18","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.18","url":null,"abstract":"The cosmetic industry is a highly lucrative market in South Africa. Individuals of the Generation Y cohort represent an essential current and future market segment for various industries, including the beauty product industry. The purpose of this study is to determine the direct and indirect effects of variety seeking and status consumption on attitudes through beauty product innovativeness among female Generation Y students. This study used a self-administered questionnaire. The sample includes female Generation Y students at a traditional university, a comprehensive university, and a university of technology in the Gauteng province. The study yielded 610 adequate responses. The data were analyzed using principal component factor analysis, descriptive statistics, Pearson’s product-moment correlation, and path analysis with mediation tests. The study presents a four-factor model: status consumption, variety seeking, beauty product innovativeness, and consumer attitude. Status consumption statistically, significantly, and positively affect beauty product innovativeness (β = 0.350, p = 0.000 < 0.01) and consumer attitude (β = 0.107, p = 0.053 < 0.01). Variety seeking has a statistically significant and positive influence on beauty product innovativeness (β = 0.276, p = 0.000 < 0.01) but an insignificant on consumer attitude (β = 0.043, p = 0.459 > 0.01). Lastly, beauty product innovativeness was a statistically significant predictor of attitude (β = 0.286, p = 0.000 < 0.01). These results suggest that beauty product innovativeness mediates the relationship between variety-seeking and consumer attitudes of the Generation Y cohort toward beauty products.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48212863","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}
Pub Date : 2023-03-21DOI: 10.21511/im.19(1).2023.17
Pavol Král, K. Janoskova
Given the changing market conditions due to the globalization of the economy, legal environment, competitiveness, and consumer base, brand management must apply innovative approaches that reflect these changes. This paper aims to analyze the relations between selected socio-demographic characteristics of consumers and their preferences toward brands (i.e. the reasons they would replace their preferred brand with another one). The survey targeted 2025 consumers from the eight regions of Slovakia in March 2019. The respondents’ age had to be at least 15. Thirty-four questions formed the survey questionnaire, which was separated into three sections. Three socio-demographic factors were selected for analysis: age (three categories), education (three categories), and social status (six categories). The correspondence analysis was carried out via IBM SPSS Statistics, Version 25. The results were plotted on a multidimensional map. The average age is 40.24; the largest frequency is associated with primary/vocational graduates, 51.11%; 50.67 % of employees are recognized as having the greatest frequencies for social status. The findings indicate that the higher the age of consumers, the lower the effect of the image; the higher the level of education, the lower the effect of price on consumers’ motivation to replace their preferred brand with the alternative one. Furthermore, social status is mostly contingent upon the age. Hence, this paper observed similar correspondence analysis results between these socio-demographic characteristics; the most specific groups are students and the unemployed. AcknowledgmentThis study was financially supported by the Slovak Research and Development Agency – Grant No. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.
鉴于由于经济全球化、法律环境、竞争力和消费者基础而不断变化的市场条件，品牌管理必须采用反映这些变化的创新方法。本文旨在分析消费者所选择的社会人口特征与他们对品牌的偏好之间的关系(即他们会用另一个品牌取代他们喜欢的品牌的原因)。该调查于2019年3月对斯洛伐克八个地区的2025名消费者进行了调查。受访者的年龄必须在15岁以上。调查问卷共有34个问题，分为三个部分。选取年龄(3个类别)、教育(3个类别)、社会地位(6个类别)3个社会人口因素进行分析。通过IBM SPSS Statistics, Version 25进行对应分析。结果被绘制在一张多维地图上。平均年龄40.24岁;频率最高的是小学/职业毕业生，占51.11%;50.67%的员工被认为具有最高的社会地位频率。研究结果表明，消费者年龄越高，形象的效果越低;受教育程度越高，价格对消费者替代首选品牌动机的影响越低。此外，社会地位主要取决于年龄。因此，本文观察到这些社会人口特征之间相似的对应分析结果;最具体的群体是学生和失业者。本研究由斯洛伐克研究与发展署资助，资助号:APVV-15-0505:斯洛伐克共和国特定条件下品牌价值建设和管理的管理支持一体化模式。
{"title":"Interdependence of selected socio-demographic characteristics of consumers and consumer preferences toward brands","authors":"Pavol Král, K. Janoskova","doi":"10.21511/im.19(1).2023.17","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.17","url":null,"abstract":"Given the changing market conditions due to the globalization of the economy, legal environment, competitiveness, and consumer base, brand management must apply innovative approaches that reflect these changes. This paper aims to analyze the relations between selected socio-demographic characteristics of consumers and their preferences toward brands (i.e. the reasons they would replace their preferred brand with another one). The survey targeted 2025 consumers from the eight regions of Slovakia in March 2019. The respondents’ age had to be at least 15. Thirty-four questions formed the survey questionnaire, which was separated into three sections. Three socio-demographic factors were selected for analysis: age (three categories), education (three categories), and social status (six categories). The correspondence analysis was carried out via IBM SPSS Statistics, Version 25. The results were plotted on a multidimensional map. The average age is 40.24; the largest frequency is associated with primary/vocational graduates, 51.11%; 50.67 % of employees are recognized as having the greatest frequencies for social status. The findings indicate that the higher the age of consumers, the lower the effect of the image; the higher the level of education, the lower the effect of price on consumers’ motivation to replace their preferred brand with the alternative one. Furthermore, social status is mostly contingent upon the age. Hence, this paper observed similar correspondence analysis results between these socio-demographic characteristics; the most specific groups are students and the unemployed.\u0000AcknowledgmentThis study was financially supported by the Slovak Research and Development Agency – Grant No. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41921699","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}
Pub Date : 2023-03-20DOI: 10.21511/im.19(1).2023.16
Long Kim, Thanapa Chouykaew, Siwarit Pongsakornrungsilp, Teerasak Jindabot, Sangwon Lee
Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.
{"title":"How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers","authors":"Long Kim, Thanapa Chouykaew, Siwarit Pongsakornrungsilp, Teerasak Jindabot, Sangwon Lee","doi":"10.21511/im.19(1).2023.16","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.16","url":null,"abstract":"Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43750365","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}
Pub Date : 2023-03-20DOI: 10.21511/im.19(1).2023.15
Jose Joel Cruz-Tarrillo, Karla Liliana Haro-Zea, Edison Effer Apaza Tarqui
Undeniably, the new normality caused by COVID-19 presents an enormous challenge for tourist destinations to become more attractive to visitors. Thus, the purpose of this study is to analyze the impact of destination personality and image on tourist behavior in Peru. This quantitative and cross-sectional analysis targeted 998 national tourists via a non-probabilistic convenience sampling. The study employed AMOS 24 statistical software for exploratory and confirmatory factor analysis. The results showed positive effects of social innovativeness (β = 0.374), performance (β = 0.404), and honesty (β = 0.191) on an affective image. Likewise, the study confirms the favorable effects of social innovativeness (β = 0.524), performance (β = 0.156), and honesty (β = 0.280) on a cognitive image. Furthermore, the effects of a cognitive image on the intention to revisit (β = –0.756) and intention to recommend (β = –0.756) are also measured. In addition, the findings support the positive effects of an affective image in intention to revisit (β = 1.549) and intention to recommend (β = 1.547); all results obtained a significance less than 0.05 (p < 0.001). This study concludes that brand personality is a valuable concept that can suggest strategies to improve the brand image, so the personality of tourist destinations should be congruent with the personality of tourists.
{"title":"Personality and image as predictors of the intention to revisit and recommend tourist destinations","authors":"Jose Joel Cruz-Tarrillo, Karla Liliana Haro-Zea, Edison Effer Apaza Tarqui","doi":"10.21511/im.19(1).2023.15","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.15","url":null,"abstract":"Undeniably, the new normality caused by COVID-19 presents an enormous challenge for tourist destinations to become more attractive to visitors. Thus, the purpose of this study is to analyze the impact of destination personality and image on tourist behavior in Peru. This quantitative and cross-sectional analysis targeted 998 national tourists via a non-probabilistic convenience sampling. The study employed AMOS 24 statistical software for exploratory and confirmatory factor analysis. The results showed positive effects of social innovativeness (β = 0.374), performance (β = 0.404), and honesty (β = 0.191) on an affective image. Likewise, the study confirms the favorable effects of social innovativeness (β = 0.524), performance (β = 0.156), and honesty (β = 0.280) on a cognitive image. Furthermore, the effects of a cognitive image on the intention to revisit (β = –0.756) and intention to recommend (β = –0.756) are also measured. In addition, the findings support the positive effects of an affective image in intention to revisit (β = 1.549) and intention to recommend (β = 1.547); all results obtained a significance less than 0.05 (p < 0.001). This study concludes that brand personality is a valuable concept that can suggest strategies to improve the brand image, so the personality of tourist destinations should be congruent with the personality of tourists.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42709685","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}
Pub Date : 2023-03-09DOI: 10.21511/im.19(1).2023.14
Haiying Fu, Chonlavit Sutunyarak
Chinese tourists contribute significantly to the development of the tourism industry in Thailand. However, only some studies have systematically discussed the role of demographic factors in developing Thai international tourism. The study aims to research the behavior of Chinese citizens traveling to Thailand in the post-Covid-19 era based on combining the behavioral dynamics, the push-pull theories and demographics. 432 Chinese travelers who have visited Thailand participated in the survey. The scale included four parts: international tourism development in Thailand (A1-A8); pushers (B1-B9); pullers (C1-C8); demographic variables: gender, age, occupation, income, education level, marital status, and location. The study used exploratory factor analysis, confirmatory factor analysis, correlation, and variance analyses with SPSS 26.0. Therefore, exploratory factor analysis identified for this study three factors: F1 (5 items), F2 (3 items), and F3 (4 items). The correlation between F1 and F2 is 0.8, between F1 and F2 is 0.87, between F2 and F3 is 0.79. The findings of the analysis of demographic variables indicate that: gender does not affect tourists’ perceptions and changes; age has a significant impact on the three constructs; monthly income should be considered in the development of inbound tourism strategies; undergraduate and postgraduate visitors showed higher scores for research constructs; there is no need to consider the marital status of tourists. The study suggests that the Thai tourism department pay attention to the push and pull factors that motivate Chinese citizens to choose Thailand to expand international tourism. AcknowledgmentThe authors would like to acknowledge supervisors, family members, and colleagues for their support and guidance.
{"title":"Demographic factors affecting Chinese tourists traveling to Thailand in the post-Covid-19 era","authors":"Haiying Fu, Chonlavit Sutunyarak","doi":"10.21511/im.19(1).2023.14","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.14","url":null,"abstract":"Chinese tourists contribute significantly to the development of the tourism industry in Thailand. However, only some studies have systematically discussed the role of demographic factors in developing Thai international tourism. The study aims to research the behavior of Chinese citizens traveling to Thailand in the post-Covid-19 era based on combining the behavioral dynamics, the push-pull theories and demographics. 432 Chinese travelers who have visited Thailand participated in the survey. The scale included four parts: international tourism development in Thailand (A1-A8); pushers (B1-B9); pullers (C1-C8); demographic variables: gender, age, occupation, income, education level, marital status, and location. The study used exploratory factor analysis, confirmatory factor analysis, correlation, and variance analyses with SPSS 26.0. Therefore, exploratory factor analysis identified for this study three factors: F1 (5 items), F2 (3 items), and F3 (4 items). The correlation between F1 and F2 is 0.8, between F1 and F2 is 0.87, between F2 and F3 is 0.79. The findings of the analysis of demographic variables indicate that: gender does not affect tourists’ perceptions and changes; age has a significant impact on the three constructs; monthly income should be considered in the development of inbound tourism strategies; undergraduate and postgraduate visitors showed higher scores for research constructs; there is no need to consider the marital status of tourists. The study suggests that the Thai tourism department pay attention to the push and pull factors that motivate Chinese citizens to choose Thailand to expand international tourism.\u0000AcknowledgmentThe authors would like to acknowledge supervisors, family members, and colleagues for their support and guidance.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48718855","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}
Pub Date : 2023-03-06DOI: 10.21511/im.19(1).2023.13
P. Zirena-Bejarano, Elbia Chavez Zirena, Bernardo De La Gala Velasquez
This study aims to analyze the mediation effect of subjective norms and perceived behavioral control on the linkage between online consumer attitude and online purchase decisions of generation X, generation Y (millennials), and generation Z (centennials) in developing countries, particularly Peru. This empirical investigation surveyed 121 respondents of generation X, 200 millennials, and 200 centennials in Peru. The data were processed through structural equation modeling approach. This study demonstrates that online consumer attitude positively and significantly influences online purchase decisions; this relationship is enhanced through the mediation effect of subjective norms and perceived behavioral control. Furthermore, the results indicate that the effect of the proposed variables is improved progressively in each generation, showing a greater willingness of centennials to purchase online, followed by millennials and generation X. This study assessed online consumer attitudes of different generations in Peru toward the online purchase decisions and the mediation effect of subjective norms and perceived behavior control on the mentioned relationship, which showed improved results when incorporated into a single model. AcknowledgmentsThe authors thank the Universidad Nacional de San Agustín de Arequipa for supporting this project.
{"title":"Indirect determinants of online purchase decisions: A case study of different generations in Peru","authors":"P. Zirena-Bejarano, Elbia Chavez Zirena, Bernardo De La Gala Velasquez","doi":"10.21511/im.19(1).2023.13","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.13","url":null,"abstract":"This study aims to analyze the mediation effect of subjective norms and perceived behavioral control on the linkage between online consumer attitude and online purchase decisions of generation X, generation Y (millennials), and generation Z (centennials) in developing countries, particularly Peru. This empirical investigation surveyed 121 respondents of generation X, 200 millennials, and 200 centennials in Peru. The data were processed through structural equation modeling approach. This study demonstrates that online consumer attitude positively and significantly influences online purchase decisions; this relationship is enhanced through the mediation effect of subjective norms and perceived behavioral control. Furthermore, the results indicate that the effect of the proposed variables is improved progressively in each generation, showing a greater willingness of centennials to purchase online, followed by millennials and generation X. This study assessed online consumer attitudes of different generations in Peru toward the online purchase decisions and the mediation effect of subjective norms and perceived behavior control on the mentioned relationship, which showed improved results when incorporated into a single model.\u0000AcknowledgmentsThe authors thank the Universidad Nacional de San Agustín de Arequipa for supporting this project.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44609309","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}
Pub Date : 2023-03-03DOI: 10.21511/im.19(1).2023.12
F. Zhuravka, N. Nebaba, O. Yudina, S. Haponenko, H. Filatova
The Crimea annexation and the military aggression of the Russian Federation, which first began in some territories of the Donetsk and Luhansk regions in 2014 and escalated into a full-scale war on February 24, 2022, resulted in heavy losses of life and a humanitarian crisis, exacerbating economic, political and social instability. To restore Ukraine’s economy, all businesses, including hospitality (hotel and restaurant business) sector, should continue functioning, though it is a challenging but crucial task. The paper aims to analyze the state of the hospitality market in the current war conditions in Ukraine and assess the possibilities of its restoration and development. An online survey was conducted among 282 representatives of the hospitality business in Kyiv, Sumy, Chernihiv, Dnipropetrovsk, Kharkiv, Poltava, Ivano-Frankivsk, Lviv, Ternopil, and Zakarpattia regions. Based on the results, in 2022, almost 23% of hospitality industry representatives suspended their activities, and 54% functioned only partially. Many surveyed hotels and restaurants (36%) have gradually changed and adapted their business strategies. For more than half of the hospitality representatives, expenses increased by 20-50%, and profits dropped by more than 20%. The critical consequences of the full-scale war for the Ukrainian hospitality market are as follows: disruption of supply chains, reduction in consumers’ purchasing power, changes in consumer demand, shortage of certain types of products, shortage of personnel, and business unprofitability.
{"title":"The hospitality market in Ukraine: War challenges and restoration possibilities","authors":"F. Zhuravka, N. Nebaba, O. Yudina, S. Haponenko, H. Filatova","doi":"10.21511/im.19(1).2023.12","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.12","url":null,"abstract":"The Crimea annexation and the military aggression of the Russian Federation, which first began in some territories of the Donetsk and Luhansk regions in 2014 and escalated into a full-scale war on February 24, 2022, resulted in heavy losses of life and a humanitarian crisis, exacerbating economic, political and social instability. To restore Ukraine’s economy, all businesses, including hospitality (hotel and restaurant business) sector, should continue functioning, though it is a challenging but crucial task. The paper aims to analyze the state of the hospitality market in the current war conditions in Ukraine and assess the possibilities of its restoration and development. An online survey was conducted among 282 representatives of the hospitality business in Kyiv, Sumy, Chernihiv, Dnipropetrovsk, Kharkiv, Poltava, Ivano-Frankivsk, Lviv, Ternopil, and Zakarpattia regions. Based on the results, in 2022, almost 23% of hospitality industry representatives suspended their activities, and 54% functioned only partially. Many surveyed hotels and restaurants (36%) have gradually changed and adapted their business strategies. For more than half of the hospitality representatives, expenses increased by 20-50%, and profits dropped by more than 20%. The critical consequences of the full-scale war for the Ukrainian hospitality market are as follows: disruption of supply chains, reduction in consumers’ purchasing power, changes in consumer demand, shortage of certain types of products, shortage of personnel, and business unprofitability.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43740195","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}
Pub Date : 2023-03-02DOI: 10.21511/im.19(1).2023.11
Dam Tri Cuong
E-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research. AcknowledgmentThe author acknowledges Industrial University of Ho Chi Minh City that supported this study.
{"title":"Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam","authors":"Dam Tri Cuong","doi":"10.21511/im.19(1).2023.11","DOIUrl":"https://doi.org/10.21511/im.19(1).2023.11","url":null,"abstract":"E-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.\u0000AcknowledgmentThe author acknowledges Industrial University of Ho Chi Minh City that supported this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47860171","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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