The spread of COVID-19 pandemic has inflicted severe blows on the global hospitality industry. In Taiwan, revenue from the food and beverage (F&B) department has decreased by more than 90%. This study aims to understand whether celebrity chefs can effectively help and enhance their corporates’ business performance under COVID-19′s severe impacts via leveraging their personal brand value, explores the influence of a celebrity chef on customer repurchase behavior during the epidemic and examines whether such a chef has a mediation effect on the relationship between corporate brand and customer satisfaction. The primary data were collected from the respondents through online questionnaire in Taiwan to get 245 respondents as a sample size of the research from Nov. 10 to Nov. 25 in 2021, and through validity and reliability analysis that processed by statistical software using factor analysis and structural equation modeling to see if celebrity chefs’ personality branding could influence customer repurchase behavior, and also examine the relationship between corporate brand and celebrity chef. The findings show that corporate brand enhances both a celebrity chef’s personal brand and customer satisfaction, and that a celebrity chef has a positive effect on both customer satisfaction and loyalty, which can partially mediate the effect of corporate brand; furthermore, a celebrity chef has a positive effect on customer repurchase behavior. In Taiwan relative studies into aspects of a celebrity chef’s effect on consumer behavior are limited, and so this research offers new insights into the celebrity chef phenomenon there as well as elsewhere.
Aim/purpose – This study explores how the content feature and source of eWOM affect people’s intentions and further analyses the effectiveness of eWOM on people’s inten- tion to watch movies. Design/methodology/approach – The study considers two dimensions of movie reviews, including the source (anonymous or acquaintance) and the content feature (con- crete or abstract), adopts a 2x2 between-subject design, and then analyzes online ques- tionnaires (N = 313) via statistics analysis methods. Findings – The findings showed that if the source is from an acquaintance and the con- tent feature is concrete, then people will have the highest intention to watch the movie. In addition, the acting skills of the cast and the love of the movie genre also enhance the positive influence on the viewer’s experience. Research implications/limitations – The respondents were selected only in Taiwan so this paper do not explain any differences among different countries. For example, cultur- al differences exist between the West and the East in the content feature of eWOM. Originality/value/contribution – If a type of genre is greatly accepted by the audience and generates huge box-office revenue, then producers and movie companies might keep making movies in these kinds of genre to secure profits. Therefore, box-office movies will usually fall into these certain types of genres, and there will be an abundance of them released in the near future. Keywords: source of eWOM, content feature of eWOM, online movie review, between- -subject design. JEL Classification: C12, C90
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