Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR integration for business development. The study employs a quantitative approach to collect data from customers who purchase cosmetics through an online survey. PLS-SEM software is used to analyze the data from the 380 responses. The results indicate that customers’ perceptions of the CSR of a firm affect their intention to purchase its brands in the future. Brand equity, brand credibility, and brand reputation mediate the impact of CSR perceptions on purchase intentions. Since previous studies have not employed a comprehensive approach to verifying the influence that CSR exerts through brand credibility, brand reputation, and brand equity, the results provide an essential reference for academics who conduct empirical research on the subject. This paper is also particularly beneficial for marketers and managers who wish to develop marketing strategies and brand management techniques that boost business efficiency.
The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies like mobile commerce or e-learning. However, several studies have found weaknesses in TAM’s ability to predict consumers’ purchase intention behavior. To compensate for TAM’s weaknesses, this study presents a model that integrates all of TAM’s components with the Value-Based Adoption Model (VAM). The perceived benefits and sacrifices were considered to provide a list of the implications for both researchers and e-learning service providers. Furthermore, the moderating role of e-word of mouth was utilized to examine the relationship between attitude, intention, perceived value, and intention toward e-learning, in order to match the current circumstances with the growing popularity of social networks. This study was conducted with a quantitative analysis by using data collected from survey 417 e-learning consumers. Except for perceived fee, which has a negative effect on perceived value, the results demonstrate that all hypotheses of latent correlations in TAM and VAM were strongly significant. Furthermore, attitude and perceived value have a significant role in determining consumer adoption of e-learning. Consumers’ perceived value will be driven by the high and low levels of the moderating influence of e-word of mouth, influencing their intention toward e-learning. Since e-learning is an effective sustainable education system, the result of this study can provide a good solution to facilitate e-learning in current and future conditions.
This study aimed to develop the destination consumption-customer attitude model to explain tourist travel satisfaction and revisit intention with the moderating effect of religious involvement. Data were collected using a survey questionnaire. Respondents of 392 tourists who visited four major Buddhist monasteries in Taiwan have been analysed, and research hypotheses were assessed by employing partial linear square structural equation modelling (PLS-SEM). The findings revealed that destination consumption has positive and significant effects on rational attitude and emotional attitude toward revisiting a destination, which further facilitates travel satisfaction and revisit intention. Furthermore, this study supported the moderating role of religious involvement on the influence of national and emotional attitude and travel satisfaction on revisit intention. The results emphasized that symbolic experiential and functional consumption of a certain religious destination will significantly influence the rational and emotional attitudes toward revisiting the same destination. These results suggested that destination marketer should design a tourist’s destination consumption based on not only functional factors but also symbolic factors (such as self-concept, lifestyle, and destination) and experiential factors (such as entertainment, joy, pleasure, escape). Since the issues of destination consumption were still subject to further validation, this study provided an important reference for destination marketing to develop marketing strategies. The results were also valuable to provide as a theoretical base for further empirical validation.
An increasing number of people and organizations have become aware of global warming and environmental deterioration and have become engaged in socially responsible activities to save the Earth. However, a comprehensive model that integrates the antecedents, mediators, and moderators of green adoption is yet to be developed. In this study, a comprehensive research model was developed that incorporates a stimulus-organism-response (S-O-R) model, consumption value theory, and value–belief–norm theory. A quantitative approach was adopted to collect data from customers who had experience with green purchasing in Taiwan. The empirical findings reveal that the influence of green marketing activities on three mediators—consumers’ environmental attitude, consumption values, and personal norms—is significant. These three mediators have a significant impact on consumers’ innovative green adoption. Thus, a full meditation effect is found, suggesting that marketers should increase their focus on promoting innovative green adoption through environmental attitude, consumption values, and personal norms. The findings of this study may help academicians in conducting further theoretical validation and professionals in developing applicable marketing strategies to promote green adoption.
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