The aim of this study was to explore the factors affecting the intention to purchase PCTG plastic water bottles. It further elaborates on the relationships among perceived value, perceived risk, trust in the quality of the product, and purchase with the concern of protecting the environment. Another focus of this research was to measure the mediating effect of trust on the relation between perceived value and purchase intention and to test whether perceived risk has any moderating effect on the relation between perceived value and purchase intention. Three hundred valid responses from Hong Kong consumers were used to test the mediation-moderation model. The research findings indicated that trust partially mediates the significant relationship of perceived value with purchase intention. The moderating role of perceived risk was also found to have significant effect on the direct effect between perceived value and purchase intentions, indicating that the relationship between the perceived value and purchase intention is stronger under high perceived risk rather than under low perceived risk. Managerial implications and limitations are also discussed. Contemporary Management Research 144
Many businesses around the world spend millions of dollars every year on celebrity endorsement deals in order to associate their products or brands with some of the biggest names in sport. Indeed, in a crowded media environment, marketers face the challenge of attracting consumers' attention, and one way of doing this is to use celebrities because they have the ability to break through this media clutter, contribute to brand name recognition, and create meaning for their products. The aim of this study is to examine how sport celebrities acting as role models influence young customers' behavioral intentions; namely, word-of-mouth behavior and brand loyalty. A convenience sampling was drawn from young adults, with 468 valid responses. Results indicate that endorsements of athlete role models have a positive influence on young adults' positive word-of-mouth behavior and brand loyalty. Moreover, the study found that brand loyalty partially mediated the relationship between role model influence and positive word of mouth. This study provides useful insights on how young consumers in Hong Kong respond to the use of sport celebrities in marketing programs.
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