A Study on the Impact of Customer Engagement on Continued Purchase Intention for Online Video Websites VIP Service

Chen, Jingdong; Xu, Wenxin

doi:10.1007/978-3-030-21255-1_51

Cited by 10 publications

(10 citation statements)

References 12 publications

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“…On the other hand, the proposed mediating role of perceived value in the relationship between reputation and guest booking intention was statistically positively significant, H3. This is consistent with past studies that found perceived value to mediate the relationship between exogenous construct and behavioural intention (Chang, 2015;Chen and Xu, 2019;Liang et al, 2017;Zhao et al, 2017). This phenomenon indicated that consumer's value perception derived from Airbnb's reputation in terms of its size recognition and well-known for accommodation does provide a better explanation for intention to book accommodation.…”

Section: Discussionsupporting

confidence: 91%

“…This is in agreement with past studies that found a significant positive relationship between perceived value and consumer intention to use a particular service provider (Bhatiasevi and Yoopetch, 2015;Chen and Chang, 2018). Moreover, scholars have found perceived value to be a critical predictor of consumer behavioural intention (Chen and Xu, 2019;Mao and Lyu, 2017). For instance, in the study of Liang et al (2017), their findings reveal perceived value to have a positive and significant effect on consumer repurchase intention in Airbnb service in the context of Canada and the USA.…”

Section: Discussionsupporting

confidence: 90%

“…This argument is in line with the S-O-R theory that explains how consumer cognitive can be influenced by the effect of external factors and subsequently lead to behavioural response (Mehrabian and Russell, 1974). Researchers have previously postulated perceived value to be a crucial mediating factor between exogenous constructs and behavioural intention (Chang, 2013;Chen and Xu, 2019;Zhao et al, 2017). More specifically, in the context of Airbnb.…”

Section: Mediating Role Of Perceived Valuementioning

confidence: 99%

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Muslim tourists’ intention to book on Airbnb: the moderating role of gender

Tiamiyu

Quoquab

Mohammad

2020

JIMA

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Purpose The purpose of this study is to investigate the impact of reputation on perceived value towards Muslim tourists’ booking intention on Airbnb, particularly from the Malaysian perspective. Additionally, this study investigates the moderating role of gender on the relationship between perceived value and guest booking intention. Design/methodology/approach This study considered the Stimulus–Organism–Response (S-O-R) theory to develop the research framework. Using a self-administered survey questionnaire, 156 completed and usable responses were obtained. The data were analysed by applying partial least squares–structural equation modelling technique, more specifically by using SmartPLS (version 3) software. Findings The study findings revealed that both reputation and perceived value positively affect Muslim tourists’ booking intention on Airbnb service. Moreover, it is also found that, gender plays a moderating role on guests’ intention to book accommodation on the Airbnb platform. Practical implications It is expected that the findings of this study can help the practitioners in the hospitality industry, particularly in strategising their marketing efforts to attract more tourists to engage in a meaningful relationship with the Airbnb in Malaysia. It is suggested that, the Airbnb hosts need to consider the reputation (stimulus) and perceived value (organism) in their marketing strategy to foster Muslim guests’ booking intention. Originality/value To the best of the authors’ knowledge, this work is among the first to examine the predictors of Muslim tourists’ booking intention on Airbnb. Moreover, very little is known on the moderating role of gender on perceived value and its association with booking intention, which this research attempts to address.

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Section: Discussionsupporting

confidence: 91%

Section: Discussionsupporting

confidence: 90%

Section: Mediating Role Of Perceived Valuementioning

confidence: 99%

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Muslim tourists’ intention to book on Airbnb: the moderating role of gender

Tiamiyu

Quoquab

Mohammad

2020

JIMA

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“…The consumer behavioral outcomes include continuous purchase intention and price premium. The concept of continuous purchase intention is similar to repurchase intention in consumer behavior (Chen and Xu, 2019; Kaur et al , 2020). Many researchers investigated brand authenticity on consumer purchase intentions (Lude and Prügl, 2018; Fritz et al , 2017) and behavioral intentions (Oh et al , 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective

Safeer

Yuan-yuan

et al. 2021

IJOEM

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PurposeIn the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's behavior from the Asian context.Design/methodology/approachThis is new empirical research that tested the proposed hypotheses through PLS-SEM, as PLS is the most robust technique for predicting consumer behavior. Importantly, consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands.FindingsThe results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian millennials' behavioral outcomes (i.e., continuous purchase intention and price premium).Research limitations/implicationsThis study investigated dimensions of perceived brand authenticity to predict Asian millennials' behavioral outcomes in a broader perspective. Future researchers may investigate a specific culture with a larger sample size to predict millennials behavior.Practical implicationsThis study has several implications that guide the global managers of several service and manufacturing industries to develop various positioning and relationship strategies for global brands to target Asian markets effectively.Originality/valueUsing attribution theory, this is the first novel research study that empirically discussed the dimensions of perceived brand authenticity, brand love, and Asian millennials' behavior toward global brands.

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“…The rapid diffusion of social media communication influenced the process of interaction between people, the way they communicate and interact with one another(Tiago et al, 2014).Many studies point out that customer engagement leads to purchase intention. Brand engagement moderates the impact of SMM on consumer purchase intention(Husnain et al, 2017;Meire et al, 2019;Chen et al, 2019: Pansari et al, 2017.…”

mentioning

confidence: 99%

The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

Emini

Zeqiri

2021

entrenova

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The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation modeling was used for assessing the proposed theoretical model. The bootstrapping technique was used to test the hypotheses and the mediating effects of brand awareness and brand engagement. The findings revealed a positive indirect impact of social media marketing on purchase intention and a full mediating effect of brand awareness and brand engagement in the relationship between social media marketing and purchase intention. The contribution of this study is that it provides insights into the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economies. Moreover, it highlights the impact of social media marketing on enhancing brand awareness, brand engagement, and purchase intention in emerging economies in general and in particular in Kosovo. On a practical level, research results provide customers’ insights relevant for designing effective social media marketing strategies for their potential prospects in transition economies. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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A Study on the Impact of Customer Engagement on Continued Purchase Intention for Online Video Websites VIP Service

Cited by 10 publications

References 12 publications

Muslim tourists’ intention to book on Airbnb: the moderating role of gender

Muslim tourists’ intention to book on Airbnb: the moderating role of gender

Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective

The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

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