Pengaruh Online Review dan Citra Destinasi terhadap Niat Berkunjung Wisatawan dengan Kepercayaan Destinasi sebagai Variabel Mediasi

Penelitian ini merupakan survey pada destinasi wisata pedesaan di Kabupaten Banyumas, Jawa Tengah. Penelitian ini mengambil judul: “Pengaruh Online Review dan Citra Destinasi terhadap Niat Berkunjung Wisatawan dengan Kepercayaan Destinasi sebagai Variabel Mediasi”. Populasi dalam penelitian ini adalah masyarakat yang mengetahui informasi mengenai destinasi wisata pedesaan yang ada di Banyumas. Sampel dalam penelitian ini sebanyak 233 responden yang diambil menggunakan metode purposive random sampling. Hasil penelitian yang dilakukan dengan analisis Structural Equiation Modelling (SEM) diolah dengan software AMOS menunjukan bahwa : (1) Online review berpengaruh positif terhadap niat kepercayaan destinasi. (2) Citra destinasi berpengaruh positif terhadap kepercayaan destinasi. (3) Online review tidak berpengaruh terhadap niat berkunjung. (4) Citra destinasi berpengaruh positif terhadap niat berkunjung. (5) Kepercayaan destinasi berpengaruh positif terahadap niat berkunjung. (6) Kepercayaan destinasi tidak memediasi pengaruh online review terhadap niat berkunjung. (7) Kepercayaan destinasi memediasi pengaruh citra destinasi terhadap niat berkunjung

Applying the Unified Theory of Acceptance and Use of Technology (UTAUT) in Investigating Online Impulsive Buying Behavior of Vietnamese Consumers

Based on The Theory of Adoption and Use of Technology (UTAUT) (Venkatesh et al., 2003), this study builds a research model regarding the Factors affecting Vietnamese consumers' online impulsive buying behavior. The multiple regression results reveal that Performance Expectancy, Effort Expectancy, Social Influence, and Online Buying Intention play a crucial role in amplifying the development of online impulsive buying behavior in Vietnam. Keywords: buying behavior, online buying, impulsive buying behavior, compulsive buying behavior, UTAUT, Vietnam DOI: 10.7176/EJBM/13-6-19 Publication date:March 31st 2021

The effect of visual attention process and thinking styles on environmental aesthetic preference: An eye-tracking study

People often form different aesthetic preferences for natural and built environments, which affects their behavioral intention; however, it remains unknown whether this difference in aesthetic preference is due to differences in thinking styles. However, whether tourists’ aesthetic preferences differ when using different visual attention processes has not been studied further. This study used eye-tracking and self-reporting to investigate these questions. The results show that natural environment images are more favored visually because they can evoke in tourists larger pupil diameters and longer scan paths, but we found no significant difference in fixation duration and fixation counts. We also found that the scanning path of tourists who predominantly rely on intuitive thinking is modulated by the bottom-up attention process, while the scanning path of tourists who prefer rational thinking is modulated by the top-down attention process. In the bottom-up process, tourists who prefer rational thinking exhibit more positive aesthetic preferences and emotional arousal. In summary, the present study verified that aesthetic preference is more likely to be influenced by both thinking style and visual attention processing. The results of the present work provide preliminary evidence that the aesthetic preference of the environment is not only related to visual attention but also affected by the individual visual attention process and thinking style

Determinants of Impulsive Buying Behaviour in Social Commerce: A Stimulus–Organism–Response Framework Perspective

Impulsive buying has been an area of interest in the marketing discipline for years. Impulsive buying behaviour has both positive and negative outcomes, in the sense that retailers usually exploit consumers’ impulsiveness to increase their profits. However, these unplanned purchase decisions are problematic for consumers. Impulsive buying behaviour can disrupt consumers’ financial stability and can have negative emotional effects on them. This type of buying behaviour also hinders consumers’ ability to save, which may affect individuals’ financial position. While impulsive buying behaviour has been extensively studied, not much research has been conducted on how it manifests in the context of social commerce in South Africa. As a result, the aim of this study is to identify and model elements that are important in understanding impulsive buying in social commerce. A quantitative method and a survey design were employed, and 297 responses were collected from South African consumers. The structural relationships in the proposed research model were tested using partial least squares structural equation modeling. The study found out that consumers’ urge to buy impulsively is influenced by hedonic value, and impulsive buying behaviour is influenced by urge to buy impulsively. The findings of this study add to the body of knowledge by broadening our knowledge of how impulsive buying behaviour manifests in social commerce, especially in the setting of South Africa

Online reviews towards reducing risk

Purpose – This paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions. Design/methodology/approach – The conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers. Findings – Findings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions. Practical implications – Destination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions. Originality/value – This paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention

The Impact of TikTok UGC Videos on Online Purchase Intention: Mediating Role of Cognitive States

Background: User-Generated Content (UGC) videos have received considerable attention in recent years thanks to their great potential for buyers and sellers. However, the effect of this content on consumer behavior remains unclear, especially in the context of developing countries (e.g., Vietnam). By applying the Stimulus-Organism-Response model (S-O-R model), this paper examines the effect of UGC videos on online purchase intention. Moreover, the mediating role of cognitive responses, consisting of perceived credibility, perceived diagnosticity, and mental imagery, is also examined to offer valuable insights to businesses, enabling them to leverage and effectively promote the trends of UGC videos. Method: A convenience sampling method was employed to collect the data. A total of 318 valid respondents participated in this survey. The data was analyzed with the Partial Least Squares Structural Equation Modeling method (PLS-SEM). Results: The findings show that UGC videos have a direct impact on online purchase intention. This paper also verified that cognitive states mediate the relationship between stimuli and subsequent behavioral intentions. Conclusion: Our research findings enrich the literature on consumer’s online purchase intentions by applying the S-O-R framework by highlighting the role of cognitive responses, and improving generalizability by contributing additional consumer behavior findings in developing Asian nations. Moreover, this paper offers businesses insights into the formation of customers\u27 purchase intentions while watching UGC videos. Based on that, this paper raises practical recommendations regarding promoting the UGC video trend and creating UGC videos effectively to improve the cognitive states perceived by customers, including credibility, diagnostic value, and mental imagery

Relationship quality, service quality on Internet advertising effectiveness : knowledge management as a moderator

The importance of effective internet advertising is substantial. According to the various scholars, relationship quality, service quality and knowledge management are among important constructs to ensure internet advertising effectiveness. However, ineffective internet advertising creates superfluous spending and meaningless effort. Thus, the effort to investigate the circumstance is deemed appropriate. Consequently, this study examined the influence of two constructs namely relationship quality and service quality on internet advertising effectiveness in Malaysia. Besides, the study also examined the moderating role of knowledge management construct on the relationship between relationship quality, service quality, and internet advertising effectiveness. The cross-sectional survey approach was used. Data were collected from 322 CEOs/Managers from the advertising agency firms. The data was analysed via SPSS software. Various statistical analyses were used to analyze the data such as descriptive analysis, correlation analysis, and hierarchical regression analysis. Based on the results, it was revealed that four of the hypothesized relationships were supported. The findings showed significant relation of two service quality dimensions, namely, tangibility and responsiveness with internet advertising effectiveness. Meanwhile knowledge management significantly moderated the relationship between the relationship quality dimensions namely tangibility and responsiveness on internet advertising effectiveness. In general, findings of this study showed the importance of the advertising firms in Malaysia to ensure impeccable service quality which will in turn lead to the effectiveness of their internet advertising. This will guarantee their client-agency relationship quality and the subsequent survival-cum competitive advantage. Improving service quality through an effective and efficient knowledge management system will enhance the effectiveness of internet advertising in Malaysi

Online impulse buying behavior model for social commerce in Malaysian context

The rapid development in Web 2.0 technologies and social media has given rise to a new business model—social commerce (S-commerce)—that emphasizes social aspects. Consequently, the consumer‘s online impulse buying behavior (IBB) increases and contributes significantly to S-commerce revenues. In line with this, an understanding of such behavior is critical for E-retailers to strengthen competitiveness, enhance revenue, and ensure business sustainability in today‘s challenging business environment. Most of the previous studies have utilized urge to buy impulsively (UBI) as a proxy to examine the consumer‘s online IBB instead of the actual IBB. As a result, the number of research that distinguishes between UBI and IBB is minimal. These limited studies have only focused on the impact of consumer characteristics, websites-related factors, and marketing factors. However, they neglected the important role of social-related factors on IBB. Furthermore, because the majority of the previous studies adopted the stimulus-organism-response (S-O-R) framework, building a model based on a theoretical foundation to investigate online IBB in the context of S-commerce is another challenge. The main aim of this study is to examine the impact of social-related factors on triggering online IBB in S-commerce websites. To investigate the social elements influencing online IBB, this study integrated the Social Influence Theory (SIT) and the Uses and Gratifications Theory (UGT). A quantitative approach was applied to test fifteen hypotheses of the proposed model by surveying 365 consumers from four Malaysian S-commerce websites. The Partial Least Squares-Structural Equation modeling (PLS-SEM) technique was employed to analyze the survey data. The findings indicate that compliance, identification, internalization, entertainment, purposive value, and maintaining interpersonal connectivity significantly influence IBB. It was also discovered that UBI has significant moderating effects on the relationships between compliance, identification, internalization, and IBB. Moreover, it was also identified that impulsiveness has served as a moderator in the relationships between compliance, internalization, and UBI. Theoretically, this study has enriched the understanding of online IBB in S-commerce. It also has practical implications on S-commerce designers, marketers, and managers in terms of regulating online IBB

The Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy

This thesis investigates different characteristics and dimensions related to social media influencers that might affect some brand outcomes after being endorsed by /collaborating with the influencer in brand communications. This study specifically examines the impact of three dimensions—social media influencer credibility, attractiveness, and endorsement content quality—on the collaborating brand’s credibility. It also examines the influence of brand credibility on brand advocacy. The study also explores the mediating role of brand credibility and the moderating role of digital experience. To achieve these aims, the researcher employed the premises of two theories: the stimulus–organism–response theory and the social learning theory. The data were collected using an online questionnaire from 281 respondents. The findings reveal that social media influencer credibility significantly influences the credibility of the collaborating brand which in turn exert significant impact on brand advocacy. A mediating effect of collaborating brand credibility is identified between social media influencer credibility and brand advocacy. The findings have essential managerial implications that assist managers in choosing the most effective social media influencer for their brand

O impacto dos estímulos do Instagram na tendência para comprar por impulso online pela geração Z: Setor da moda

Atualmente, vivemos numa era digital, em que as redes sociais são parte integrante da rotina e dia-a-dia das relações, do trabalho, do consumo e dos jovens que pertencem à geração Z. Para fazer face à aceleração das novas tecnologias e às exigências dos consumidores e das suas preferências, as marcas revelam estar em desafios constantes, mudanças e adaptações para continuar a crescer. Sendo a geração Z a mais digitalizada, e que, segundo estudos, a que mais compra por impulso, surge uma questão pertinente: Será que quando a geração Z é exposta a certos estímulos no Instagram desencadear-se-á numa tendência para fazer compras por impulso de produtos de moda? E essa tendência para comprar por impulso poderá levar a um comportamento de compra por impulso? Para responder a estas questões é necessário conhecer melhor a Geração Z, perceber a diferença entre processo de decisão de compra e o processo de decisão de compra por impulso, conhecer os estímulos das compras por impulso, e ainda, saber mais sobre a tendência e o comportamento de compra por impulso. Nesta investigação os estímulos que serão analisados estão direcionados à rede social do Instagram, e são: os anúncios publicitários, influenciadores digitais e promoções. Para esta investigação procedeu-se ao lançamento de um questionário realizado através do Google Forms, onde se obteve um total de 203 respostas válidas. Os resultados manifestaram que as variáveis dos anúncios publicitários, os influenciadores digitais e promoções impactavam positivamente a tendência para comprar por impulso online pela Geração Z, mais especificamente no setor da moda. Além disso, que a tendência para comprar por impulso leva igualmente ao comportamento de compra por impulso