No abstract

What makes consumers adopt energy-sustainable innovations? Drawing from psychological research on environmental behaviors, we propose a model integrating attitudinal factors, normative factors and self-control to explain the purchase of electric vehicles (EVs) by consumers. Specifically, we utilized structural equation modeling to develop a model to identify relationships between perceived values, green attitudes, normative factors, and self-expressive benefits and purchase intention of EVs. An empirical study was carried out to test the conceptual framework and 11 hypotheses were developed based on literature. The model was tested with survey data from 205 Hong Kong respondents from the automobile community. SEM analyses confirmed that perceived value, trust in EV, responsive efficacy, and willingness to pay had significant and positive influence on purchase intention of EVs. This study offers insights into the development of marketing program for EV in Hong Kong. The findings will help EV manufacturers to facilitate EV purchases. Future research opportunities are discussed.

This study examines how demographic factors and different antecedents of mature online users relate to their purchase intention. Results obtained from a survey of about 400 respondents in Hong Kong and analyzed with a structural equation model indicate that security has a direct relationship only with purchase intention, whereas attitude is linked with innovativeness, usefulness, ease of purchase and online purchase intention, and attitude performs full mediation between usefulness and online purchase intention. Users aged 41-50 have a higher perceived ease of purchasing than older users (aged 51-70), and males have stronger personal innovativeness and perceived usefulness than females. This research makes a contribution to the understanding of mature users' online purchase intention; it also provides significant implications of segmentation and marketing strategies and supports the view that online marketers should formulate different strategies to enhance mature users' online experience and treat various kinds of users differently.

Luxury consumption in China reached US$37 billion in 2012, making it the world's second largest luxury goods market. Many luxury fashion brands, such as Louis Vuitton, Gucci, Chanel and Coach, are making huge digital marketing efforts in China to increase brand equity and sales. This paper uses Coach as an example to explore how luxury brands use social media to connect with middle-class customers in China. After briefly summarizing the development of social media platforms in China, the key components of Coach's social media marketing strategy are highlighted and analyzed. Then a discussion of Weibo users' responses to Coach's posts is presented. The lessons learned from this study will help luxury brand marketers to engage in social media with Chinese users and improve their social media strategy in China.

No abstract