Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.
Increasing life expectancy at birth is a huge achievement for a society; however it also brings many challenges and requires a society to constantly adapt to demographic consequences. In our research, we investigate life expectancy determinants and the role of a country's education level among them. Using multiple regression analysis on cross-section data of 187 countries around the world we confirm our main research thesis that a country's education level is an important determinant of life expectancy at birth and three separate hypotheses regarding life expectancy determinants. The main contribution of this research is the empirically tested regression model of life expectancy determinants. The results of the research confirm a strong importance of a country's education level and imply that societies should encourage education among young people as well as education of adults through lifelong learning programmes.
Rectors' Forum 12 Editors' Panel with Exhibition of Journals 13 Research-Education-Practice Forum 15 Academic Networking 17 Excursion 18 Sessions 19 MBA Students from Kasetsart University 55 Pearson -Personalized Learning Solutions 56 Doctoral Students' Workshop 57 Publishing Opportunities 58 Index 60
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