This study proposes a new model by partially combining personality traits (PT) and Technology Acceptance Model (TAM) attributes to examine the influences of personality characteristics (conscientiousness, openness) and perception of technology (perceived usefulness, perceives ease of use) on e-purchase intention. We use truncate sampling technique and survey questionnaire to target the sample of Taiwanese online consumers and collect data. We find that consciousness (CON) (personality attribute) significantly influences perceived usefulness (PU) (technology perception attributes), perceived ease of use (PEOU) (technology perception attributes) and openness to experience (OPE) (personality attribute). PU, PEOU and OPE have significant impacts on e-purchase intention (INT). PEOU has the strongest positive impact on (INT). In addition, PU, PEOU and OPE combined together mediate the relationship between CON and INT. Further post hoc analysis of the mediation shows that both PU and PEOU are sustainable mediators. However, OPE is not a significant mediator.

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Perceived brand quality (PBQ) and perceived brand prestige (PBP) have been considered very important mechanisms to predict the direct as well as indirect relationship between perceived brand globalness (PBG) and consumer purchase likelihood (CPL) in many studies. However, almost all studies focused on direct influence of PBQ and PBP on CPL, neglecting the mediating role of them. This study, therefore, aims at filling this research gap by investigating the mediating effects of PBQ and PBP on the relationship between the PBG and CPL in the mobile industry applied to the HTC Company. In doing so, this study used the structural equation modeling (SEM) approach to analyze a total sample of 439 college student consumers in central Taiwan. Results indicated that PBG and BPQ have positive effects on CPL while PBP did not. These findings are different from the literature that both PBQ and BBP showed significant influences on CPL. In other words, when it comes to HTC mobile phone, only PBQ could be considered as a mediating variable through which PBG indirectly affects CPL. Generally, this study opens the doors to new empirical studies in the mobile phone industry whereby readers and practitioners would understand the importance of mediator role in consumer purchase intention.

Purpose – The purpose of this study is to investigate the similarities and differences in consumer purchasing behavior of Taiwanese and Indonesian organic rice consumers. Design/methodology/approach – This study uses quantitative methods with the primary data collected from consumers in Indonesia and Taiwan through structured questionnaire to understand customer purchasing behavior toward organic rice in the two countries. A total of 415 useable questionnaires were computed and analyzed through factor analysis, reliability analysis, regression analysis, correlation and t-test. Findings – The results of this research indicate significant differences between Indonesia and Taiwan in their consumer knowledge and consumer purchase behavior, but not for environmental concerns and consumer attitude. Practical implications – The results of this study will assist producers of organic rice in developing countries to adapt to new organic food standards and marketing to ensure high food quality standards for both domestic and export markets. Originality/value – This study provides insights into the preferences of consumers of organic rice both in Taiwan and Indonesia. Empirical results in this study provides comparisons between two countries attitudes toward organic rice and this study emphasizes the correlation between consumer purchasing behavior, consumer knowledge, environmental concerns and attitude for Indonesian respondents, Taiwanese respondent, and both combined.