用户生成内容和公司生成内容对千禧一代购买Shariah合规股票意愿的影响

Q3 Business, Management and Accounting Jurnal Pengurusan Pub Date : 2021-09-01 DOI:10.17576/pengurusan-2021-62-03

Feroz De Costa

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引用次数: 0

摘要

本研究的目的是了解数字内容营销如何影响在线股票购买意愿。本研究的具体目的是确定用户生成内容和公司生成内容对千禧一代在线股票购买意愿的影响。本研究的数据是使用方便抽样方法从马来西亚308份有效的在线问卷中收集的，并使用偏最小二乘结构方程建模技术（PLS-SEM）进行分析。根据本研究的结果，用户生成的内容和公司生成的内容都对品牌态度有积极影响。将理性行为理论应用于早期研究的结果揭示了一个违反直觉的结果，即用户生成的内容对在线股票的购买意愿没有直接影响。讨论了金融营销的理论和管理意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effects of User Generated Content and Firm Generated Content on Millennials’ Purchase Intention of Shariah-Compliant Stocks

The goal of this study is to understand how digital content marketing influences online share purchase intentions. The specific objective of this study is to determine the effect of user generated content and firm generated content on millennials’ purchase intention of online shares. The data for this study were collected using a convenience sampling approach from 308 valid online questionnaires in Malaysia and analysed using the partial least squares structural equation modelling technique (PLS-SEM). According to the findings of this study, both user-generated and firm-generated contents have a positive impact on brand attitude. The results of applying the theory of reasoned action revealed a counterintuitive result to earlier research whereby user generated content has no direct effect on the purchase intention of online stocks. Theoretical and managerial implications of financial marketing are discussed.

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来源期刊

Jurnal Pengurusan Business, Management and Accounting-Business and International Management

CiteScore

1.20

自引率

0.00%

发文量

期刊介绍： Jurnal Pengurusan (UKM Journal of Management) is published three times a year in June, September and December by UKM Press, Universiti Kebangsaan Malaysia. It publishes original works that advance knowledge of theory, practice and research across the business management discipline. It aims to provide Asian regional perspectives on management of benefit to scholars, educators, students, practitioners, policy-makers and consultants worldwide. The research covers organizational and individual level of analysis in the field of management, managerial accounting, finance and banking, marketing, entrepreneurship and other related areas. This journal accepts both empirical and conceptual research papers with relevant methodological approaches.