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The impact of source characteristics and parasocial relationship on electronic word-of-mouth influence: the moderating role of brand credibility 来源特征和寄生关系对电子口碑影响的影响:品牌可信度的调节作用
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-20 DOI: 10.1108/apjml-02-2024-0170
Phuong D. Tran, Tri D. Le, Nhu P. Nguyen, Uyen T. Nguyen

Purpose

Source factors have long been a key construct in studies of word-of-mouth influence, but particularly for the digital context of electronic word-of-mouth (eWOM), source trustworthiness and parasocial relationships are worth a considerable focus. This study pays close attention to not only the effects source trustworthiness and parasocial relationships exert on eWOM influence but also the antecedents driving them. This study additionally considers the moderating role of brand credibility in the relationships between the two key constructs and eWOM influence. Confirmatory factor analysis (CFA) was conducted to assess the reliability and validity of the constructs.

Design/methodology/approach

A quantitative survey was sent to university students in Ho Chi Minh City, Vietnam, to collect 766 responses, which were then analyzed using an SEM approach. The sampling strategy was based on convenience and snowball sampling techniques to ensure a diverse representation of the student population. Respondents were asked to rate their perceptions of source trustworthiness, parasocial relationships, brand credibility, and eWOM influence regarding social media influencers they follow. The collected data were then analyzed using an SEM approach, utilizing software such as AMOS to validate the measurement model and test the proposed structural relationships.

Findings

The results confirm the strong impact of source trustworthiness and parasocial relationships on eWOM influence and recognize source authenticity to be the most powerful driver behind the two. Additionally, the findings suggest that brand credibility can positively moderate how source trustworthiness affects eWOM influence, with interaction effects examined through multi-group analysis.

Originality/value

Relevant implications for researchers and marketing practitioners are discussed, emphasizing the strategic selection of eWOM sources and the cultivation of brand credibility to enhance consumer engagement.

长期以来,信源因素一直是口碑影响研究中的一个关键因素,但尤其是在电子口碑(eWOM)的数字化语境中,信源的可信度和寄生关系更值得关注。本研究不仅密切关注来源可信度和寄生关系对电子口碑影响力的影响,而且还关注其前因后果。此外,本研究还考虑了品牌可信度在这两个关键构念与网络口碑影响力之间关系中的调节作用。本研究对越南胡志明市的大学生进行了定量调查,共收集到 766 份回复,然后采用 SEM 方法对这些回复进行了分析。抽样策略以方便抽样和滚雪球抽样技术为基础,以确保学生群体的多样性代表性。受访者被要求对他们所关注的社交媒体影响者的来源可信度、寄生社会关系、品牌可信度和网络口碑影响力进行评分。结果结果证实了来源可信度和寄生关系对网络口碑影响力的强大影响,并确认来源真实性是两者背后最强大的驱动力。此外,研究结果表明,品牌可信度可以积极调节来源可信度对网络口碑影响力的影响,并通过多组分析检验了交互效应。原创性/价值讨论了研究人员和营销从业人员的相关意义,强调了网络口碑来源的战略选择和品牌可信度的培养,以提高消费者参与度。
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引用次数: 0
The threat of contagious diseases: when consumers avoid human presence in product packaging 传染病的威胁:当消费者避开产品包装中的人体存在时
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-20 DOI: 10.1108/apjml-02-2024-0211
Jane Park, Chaeyeong Kim, Sehoon Park

Purpose

Postulating that individuals exposed to the threat of contagious diseases respond oversensitively toward other people, the current research aims to investigate its impact on consumers’ preferences for human images—human presence—in product packaging.

Design/methodology/approach

Five independent online and offline experiments were conducted. Studies 1, 2a, and 2b employed a three-group (threat: contagious vs. control vs. noncontagious) between-subjects design to investigate the main effect and its underlying mechanism. To further examine the moderation effects, Study 3 used a 2 (threat: contagious vs. control) × 2 (product feature: basic vs. antibacterial) between-subjects design, and Study 4 employed a 2 (threat: contagious vs. control) × 3 (human type: non–human vs. human–adult vs. human–baby) between-subjects design.

Findings

Studies 1, 2a, and 2b demonstrate that consumers facing the threat of contagious diseases tend to avoid social interaction, leading to a lower preference for products featuring human presence (vs. non-human presence). Studies 3 and 4 contribute to our hypothesized process by providing boundary conditions. Specifically, when the product incorporates an antibacterial function (Study 3) and the packaging depicts a baby (Study 4), the existing effect can be attenuated.

Originality/value

Despite the prevalence of experiencing epidemics and pandemics, little work has examined how threatened consumers respond to product packaging. The present research addresses this gap by exploring consumers' preferences for products featuring human presence on their packaging. Furthermore, this research contributes to the practical understanding of consumer choices by identifying product features and human types as moderating factors.

设计/方法/途径我们进行了五项独立的在线和离线实验。研究 1、2a 和 2b 采用了三组(威胁:传染性 vs. 控制性 vs. 非传染性)被试间设计来研究主效应及其内在机制。为了进一步研究调节效应,研究 3 采用了 2(威胁:传染性 vs. 控制性)×2(产品特征:基本型 vs. 抗菌型)的主体间设计,研究 4 采用了 2(威胁:传染性 vs. 控制性)×3(人类类型:非人类 vs. 人类-成人 vs. 人类-婴儿)的主体间设计。研究结果 研究 1、研究 2a 和研究 2b 表明,面临传染病威胁的消费者倾向于避免社交互动,从而降低了对有人(相对于无人)产品的偏好。)研究 3 和研究 4 通过提供边界条件,为我们的假设过程做出了贡献。具体来说,当产品具有抗菌功能(研究 3)且包装上有婴儿形象(研究 4)时,现有效应就会减弱。本研究通过探讨消费者对包装上有人类存在的产品的偏好,填补了这一空白。此外,本研究还通过确定产品特征和人类类型作为调节因素,为切实了解消费者的选择做出了贡献。
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引用次数: 0
From trial to triumph! A longitudinal design eliciting social impact perspective for sustained usage of gamified fitness apps 从试验到成功!从社会影响的角度对持续使用游戏化健身应用程序进行纵向设计
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-20 DOI: 10.1108/apjml-03-2024-0315
Pratibha Singh, Garima Malik

Purpose

As fitness apps have integrated gamification elements into their design to transform exercise into a compelling and competitive experience, this study draws on the expectation confirmation model (ECM) and self-determination theory (SDT) to propose a comprehensive framework for sustained usage by satisfying the psychological needs of users.

Design/methodology/approach

A longitudinal study design is utilized where data from 598 fitness app users were gathered over two distinct phases separated by 24 weeks, where data were analyzed using structural equation modeling.

Findings

The findings until phase 1 depict that motivational affordances significantly affect mastery, autonomy and relatedness, which in turn exert a significant influence on flow. Identification and compliance have a more pronounced effect in phase 2 compared to stage 1 of the analysis.

Research limitations/implications

Individuals are more prone to being swayed by fellow members of their social group who share an affiliation with fitness apps, leading them to sustain their usage of fitness apps. These insights can potentially guide app developers and marketers in formulating strategies based on modifiable factors to foster sustained growth for gamified fitness apps.

Originality/value

This study takes a novel stance by employing social impact theory (SIT) in a longitudinal setting to reveal how users react to identification and compliance effects during initial and post-adoption usage of gamified fitness apps.

目的 由于健身应用程序在设计中融入了游戏化元素,将锻炼变成了一种引人注目的竞争体验,本研究借鉴期望确认模型(ECM)和自我决定理论(SDT),提出了一个通过满足用户心理需求来实现持续使用的综合框架。研究结果第一阶段的研究结果表明,动机承受能力对掌握感、自主性和相关性有显著影响,而这三者又对流动性有显著影响。与第 1 阶段的分析相比,第 2 阶段的认同感和依从性的影响更为明显。研究局限/意义个人更容易被其社交群体中与健身应用程序有共同归属感的同伴所左右,从而导致他们持续使用健身应用程序。这些见解有可能指导应用程序开发人员和营销人员根据可修改的因素制定策略,以促进游戏化健身应用程序的持续增长。原创性/价值本研究采用纵向环境中的社会影响理论(SIT),以一种新颖的姿态揭示了用户在最初使用游戏化健身应用程序时和使用后如何对认同和服从效应做出反应。
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引用次数: 0
Does social media marketing important for MSMEs performance in Indonesia? 社交媒体营销对印尼中小微企业的业绩是否重要?
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-13 DOI: 10.1108/apjml-01-2024-0090
Tatik Tatik, Doddy Setiawan

Purpose

This study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This research can provide input for teaching, public policy toward digital infrastructure and influence public attitudes toward digital involvement in business. This implication is in line with the findings of this research, which bridges theory and practice and has the potential to influence economic growth and quality of life.

Design/methodology/approach

The data collection method used is a survey method by distributing questionnaires to MSME actors. The number of samples in this study was 234 respondents. This study was analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software.

Findings

The results of this study indicate that marketing through social media has an effect on the performance of MSMEs. MSMEs need to adopt digital media considering the rapid development of digital technology today to be in line with the demands of business development. Using social media platforms, consumers can instantly connect with new products, services and brands with ease.

Originality/value

This article provides a significant and original contribution to the literature by examining the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This report provides new insights into the adoption and impact of SMM in the Indonesian context, where internet and social media use is very high.

目的 本研究旨在探讨影响印度尼西亚中小型企业(SMEs)采用社交媒体营销(SMM)的主要因素,以及社交媒体营销对印度尼西亚微型、小型和中型企业(MSMEs)绩效的影响。这项研究可为教学、数字基础设施公共政策提供参考,并影响公众对数字化参与商业活动的态度。这一影响与本研究的结果相一致,本研究在理论与实践之间架起了一座桥梁,并有可能影响经济增长和生活质量。本研究的样本数量为 234 个受访者。研究结果本研究结果表明,通过社交媒体进行营销对中小微企业的业绩有影响。考虑到当今数字技术的飞速发展,中小微企业需要采用数字媒体以适应业务发展的需求。利用社交媒体平台,消费者可以即时轻松地与新产品、新服务和新品牌建立联系。原创性/价值本文通过研究社交媒体营销对印尼中小微企业绩效的影响,为相关文献提供了重要的原创性贡献。在互联网和社交媒体使用率非常高的印度尼西亚,本报告为社交媒体营销的采用和影响提供了新的见解。
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引用次数: 0
Exploring the nexus between influencers and brand evangelism 探索影响者与品牌传播之间的关系
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-13 DOI: 10.1108/apjml-06-2023-0581
Purvendu Sharma, Kapil Khandeparkar

Purpose

This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.

Design/methodology/approach

A cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.

Findings

The findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.

Research limitations/implications

We converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.

Practical implications

The study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.

Originality/value

This is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.

目的 本研究探讨了促使社交媒体(SM)影响者的追随者进行品牌布道(BE)的前因。在此过程中,我们研究了影响者的同质性、信任度和受欢迎程度等相关属性如何影响其追随者的品牌传播。此外,我们还研究了与人气、内容、温暖度和声望有关的其他相互联系对品牌传播的影响。设计/方法/途径一项横截面调查从 206 名参与者那里获得了有关焦点构建的信息。采用基于偏最小二乘法的结构方程模型的定量程序,对收集到的数据和提出的关系进行分析。信任是通过温暖和内容形成的,而信任和威望则激发温暖。此外,影响者的受欢迎程度也会影响同亲程度和内容。最后,温暖、同好、信任、精彩内容和声望的中介作用加深了人们对影响者和BE的理解。研究局限/意义我们汇集了品牌、影响者营销和社会心理学方面的文献,以了解消费者在SM上推广BE的方方面面。本研究为管理者提供了有益的指导,帮助他们从战略角度评估影响者的特质,从而建立必发888官网登入形象。原创性/价值这是第一项确定影响者相关参数以促进BE的研究。其次,我们研究了独特的驱动因素,如同质性、信任和温暖,这些因素非常重要,但在影响者营销的BE方面仍未被探索。此外,本研究还强调了具有加强消费者品牌关系潜力的关键结构的中介作用。
{"title":"Exploring the nexus between influencers and brand evangelism","authors":"Purvendu Sharma, Kapil Khandeparkar","doi":"10.1108/apjml-06-2023-0581","DOIUrl":"https://doi.org/10.1108/apjml-06-2023-0581","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>We converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"1 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142225474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The relationship between electronic word-of-mouth, customer loyalty and resistance to innovation 电子口碑、客户忠诚度和创新阻力之间的关系
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-05 DOI: 10.1108/apjml-07-2023-0624
Yang Sun, Wenmei Ding, Xuhui Wang, Xiaoxue Ren, Mustika Sufiati Purwanegara

Purpose

The study aims to construct a model that illustrates the relationship between receiving and sharing negative electronic word-of-mouth (e-WOM), consumer resistance to innovation (CRI), and customer loyalty.

Design/methodology/approach

Utilizing questionnaire surveys and regression model analysis, this study examines the case of smartphones to explore the impact of customer loyalty and CRI on the spread of negative e-WOM.

Findings

The results show that when consumers receive negative e-WOM, it increases their resistance to innovation, consequently raising the probability of them sharing this negative feedback. However, strong customer loyalty mitigates this interaction. Interestingly, customer loyalty increases the likelihood of consumers sharing negative e-WOM upon receiving it. This suggests that loyal consumers tend to be more inclined to share information, regardless of its positivity or negativity.

Originality/value

The paper contributes by examining the mechanisms linking the receipt and dissemination of e-WOM, CRI, and customer loyalty, along with the moderating impact of customer loyalty.

研究目的本研究旨在构建一个模型,说明接收和分享负面电子口碑(e-WOM)、消费者对创新的抵制(CRI)和客户忠诚度之间的关系。研究结果研究结果表明,当消费者接收到负面电子口碑时,会增加他们对创新的抵制,从而提高他们分享这种负面反馈的概率。然而,强大的客户忠诚度会缓解这种互动。有趣的是,顾客忠诚度会增加消费者在收到负面电子口碑后分享它的可能性。原创性/价值 本文通过研究电子口碑的接收和传播、CRI 和客户忠诚度之间的关联机制,以及客户忠诚度的调节作用,为研究做出了贡献。
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引用次数: 0
Exploring the brand experience in the metaverse under the perspective of technology acceptance model 技术接受模式视角下的元宇宙品牌体验探索
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-02 DOI: 10.1108/apjml-10-2023-0952
Xiaolei Yu, Xuxiang Cheng, Kyung Hoon Kim, Huanzhang Wang

Purpose

This study aims to explore how perceived usefulness and perceived ease of use affect users' sensory experience and behavioral experience in the metaverse context, and explore the significance of building a metaverse platform for companies, and provide management enlightenment for corporate development.

Design/methodology/approach

Data were collected from 329 online participants and analyzed using structural equation modeling and hierarchical regression.

Findings

Perceived usefulness and ease of use have a significant influence on customer sensory experience and behavioral experience in the metaverse. Sensory experience mediates the influence of perceived usefulness and availability on behavioral experience. Social presence positively moderates the influence of both usefulness and ease of use on sensory and behavioral experience. In other words, perceived usefulness and perceived ease of use in the metaverse situation affect sensory experience through social presence, and then affect behavioral experience.

Originality/value

This research clarifies the effect of usefulness and ease of use on customer sensory and behavioral experience. It confirms the positive moderating role of social presence and the mediating role of sensory experience in the influence pathway between perceived usefulness, ease of use, and behavioral experience. From the perspective of management, this study provides theoretical support for the positive impact of corporate metaverse platform building on customer brand experience in the future, and provides impetus for companies to pay attention to improving the usefulness and ease of use of their metaverse platform.

目的本研究旨在探讨在元数据背景下,感知有用性和感知易用性如何影响用户的感官体验和行为体验,并探讨构建元数据平台对企业的意义,为企业发展提供管理启示。研究收集了 329 名在线参与者的数据,并采用结构方程建模和分层回归法进行了分析。感官体验调节了感知有用性和可用性对行为体验的影响。社会存在正向调节了有用性和易用性对感官体验和行为体验的影响。换句话说,在元虚拟情境中,感知有用性和感知易用性通过社会存在影响感官体验,进而影响行为体验。它证实了在感知有用性、易用性和行为体验之间的影响路径中,社会存在的积极调节作用和感官体验的中介作用。从管理学的角度来看,本研究为未来企业元数据平台建设对顾客品牌体验的积极影响提供了理论支持,为企业重视提高元数据平台的有用性和易用性提供了动力。
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引用次数: 0
Effects of virtual makeups' perceived augmentation on consumers' perceived value 虚拟化妆品的感知增强对消费者感知价值的影响
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-07-26 DOI: 10.1108/apjml-02-2024-0237
Ruijuan Wu, Sha Xiong, Chenghu Zhang

Purpose

The objective of this study is to examine how perceived augmentation of virtual makeup influences consumers’ perceived value (utilitarian and hedonic value).

Design/methodology/approach

This research conducts an empirical study, and investigates 474 respondents.

Findings

The results show that perceived augmentation positively influences utilitarian and hedonic value. The wow-effect mediates the impact of perceived augmentation on utilitarian value. Immersion mediates the impact of perceived augmentation on two types of perceived value. Perceived ease of use moderates the influence of perceived augmentation on utilitarian value. Recreational shopper does not moderate the effect of perceived augmentation on hedonic value.

Practical implications

The study provides practical implications for beauty e-retailers.

Originality/value

This study examines the effect of perceived augmentation, supplements the literature on virtual makeup and AR technology application and enriches the literature on consumer experience of using AR technology.

目的本研究旨在探讨虚拟化妆品的感知增强如何影响消费者的感知价值(功利价值和享乐价值)。哇噢!效应调节了感知增强对功利价值的影响。沉浸感调节了感知增强对两种感知价值的影响。感知易用性调节感知增强对功利价值的影响。本研究探讨了感知增强的影响,补充了有关虚拟化妆和 AR 技术应用的文献,丰富了有关消费者使用 AR 技术体验的文献。
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引用次数: 0
How employee-guest interactions and welcome hospitality create brand attitudes for first-time hotel customers 员工与客人之间的互动以及迎宾礼仪如何为首次入住酒店的顾客营造品牌态度
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-07-25 DOI: 10.1108/apjml-03-2024-0376
Ting Meng, Ivan Ka Wai Lai

Purpose

Inspired by the concept of the moment of truth, this study aims to examine how service interactions between hotel front-desk staff and a first-time check-in guest affect the guest’s brand satisfaction and brand attitudes, considering the moderating effect of welcome hospitality.

Design/methodology/approach

This study employs a between-subjects 2 (check-in service with high-service interaction vs low-service interaction) × 2 (with welcome hospitality vs without welcome hospitality) experimental method to investigate the mechanism of building brand attitudes towards a hotel during the check-in process.

Findings

The results of Study 1 showed that participants in the high-service interaction group reported higher brand satisfaction and brand attitudes than the low-service interaction group. It also confirmed that brand satisfaction fully mediates the relationship between service interactions and brand attributes. The results of Study 2 demonstrated the moderating effect of welcome hospitality. When service interaction is low, welcome hospitality can effectively improve brand satisfaction, but when service interaction is high, the improvement in brand satisfaction is smaller.

Originality/value

This research contributes to the literature on service interactions by potentially first experimentally examining the impact of first-time employee-customer interactions within a hotel setting. Recommendations were provided to hotel operators on how hotel staff can improve their service interactions.

目的受 "关键时刻 "概念的启发,本研究旨在探讨酒店前台员工与首次办理入住手续的客人之间的服务互动如何影响客人的品牌满意度和品牌态度,同时考虑欢迎款待的调节作用。研究结果研究 1 的结果表明,与低服务互动组相比,高服务互动组的参与者报告了更高的品牌满意度和品牌态度。研究还证实,品牌满意度完全调节了服务互动与品牌属性之间的关系。研究 2 的结果证明了欢迎款待的调节作用。当服务互动较低时,欢迎款待能有效提高品牌满意度,但当服务互动较高时,品牌满意度的提高幅度较小。 原创性/价值 本研究首次通过实验研究了酒店环境中员工与顾客首次互动的影响,为服务互动方面的文献做出了贡献。研究还就酒店员工如何改善服务互动向酒店经营者提出了建议。
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引用次数: 0
“Coolness” and “joy” in games: factors influencing mobile game players' willingness to make in-game purchases 游戏中的 "酷 "与 "快乐":影响手机游戏玩家游戏内购买意愿的因素
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-07-24 DOI: 10.1108/apjml-04-2024-0539
Yining Ma, Wang He

Purpose

This study aims to deeply explore the factors influencing mobile game players' willingness to make in-game purchases, providing references for game developers and marketers to formulate effective strategies.

Design/methodology/approach

This research integrates the coolness factors and hedonic motivation system acceptance model to construct a comprehensive theoretical model analyzing mobile game players' willingness to make in-game purchases. The framework includes multidimensional variables such as joy, coolness, immersion, and game experience. Using data from 392 surveys collected from mobile game forums and social networks, the study employs structural equation modeling to analyze the factors and mechanisms influencing players' willingness to make in-game purchases and to verify the related research hypotheses.

Findings

The findings reveal that coolness factors have a significant positive impact on game experience and immersion, which in turn affect players' willingness to make in-game purchases. Game experience has a significant positive impact on both immersion and purchase willingness. A good game experience not only increases players' immersion but also directly enhances their willingness to make in-game purchases. Immersion plays a mediating role in the influence of coolness factors and joy on purchase willingness.

Originality/value

By integrating coolness theory with the hedonic motivation system acceptance model, this study constructs a comprehensive model to explore mobile game players' willingness to make in-game purchases. The combination of variables, including personal psychological and social psychological factors, provides a thorough analysis of the factors influencing mobile game purchase willingness, enriching existing research.

目的 本研究旨在深入探讨影响手机游戏玩家游戏内购买意愿的因素,为游戏开发商和营销人员制定有效策略提供参考。该框架包括快乐、酷感、沉浸感和游戏体验等多维变量。研究结果研究结果表明,酷感因素对游戏体验和沉浸感有显著的正向影响,而游戏体验和沉浸感又反过来影响玩家的游戏内购买意愿。游戏体验对沉浸感和购买意愿都有显著的正向影响。良好的游戏体验不仅能提高玩家的沉浸感,还能直接增强他们的游戏内购买意愿。本研究通过整合酷感理论和享乐动机系统接受模型,构建了一个探索手机游戏玩家游戏内购买意愿的综合模型。本研究将个人心理因素和社会心理因素等变量结合起来,对影响手机游戏购买意愿的因素进行了深入分析,丰富了现有研究。
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Asia Pacific Journal of Marketing and Logistics
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