- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
19권 9호
초록
Abstract
Purpose: As mobile devices are commonly used and contact-free services are widespread due to the COVID-19 pandemic in the recent distribution environment, this study suggests retail strategies for consumers using high-speed railways. To this end, we analyzed how consumer perception on technologies necessary for use of mobile apps is related to the attitude that drives consumers to continue using the app services. Research design, data and methodology: Based on the extended unified theory of technology acceptance and use of technology model by Venkatesh, Morris, Davis and Davis (2003), we added variables proposed by existing theories that studied the technology acceptance model from multiple perspectives and empirically analyzed the relationship between user satisfaction and use intention with structural equation modeling. Results: As expected, factors necessary for the use of app services such as performance expectancy, social influence, price value, facilitating conditions, security, and aesthetics had positive effects on user satisfaction, whereas the effect of effort expectancy on user satisfaction was rejected. And user satisfaction was found to have a significant effect on intention to use. Conclusions: The results provide implications that strategic retail management of the above factors can motivate passengers to continuously use high-speed railways.
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Purpose: Purchasing food via online shopping channels is booming during Covid-19 Pandemic in Vietnam. However, the perceived risks of food bought via online shopping channels may discourage consumers. Hence, this study assesses the effects of perceived risks on food purchase intention via online shopping channels in Vietnam. Research design, data and methodology: This study applied the multiple regression analysis with 253 samples collected from consumers who frequently purchase food via online shopping channels in Vietnam. The questionnaire is provided to respondents via Google Form. The sample collection method is convenience sampling. Three hundred samples were collected, but 253 samples are used after filtering the responses with missing data. The Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The results show that product risk, security risk, time risk, and fraud risk of the seller negatively affect the intention to buy food via online shopping channels in Vietnam. Conclusions: The study provides several implications and recommendations for food companies and online food sellers. Reducing customers' perceived risks online food makes customers more willing to buy food online during Covid-19 Pandemic. Limitations and suggestions for further research are also discussed.
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Purpose: Nowadays, café shop chains are becoming a trend and growing rapidly in Vietnam. There are numerous people who spend their time in cafes and this has become part of the current lifestyle. Therefore, cafe chains owners compete in offering new cafe concepts to attract customers and deliver their values to customers effectively. To gain competitiveness and attractiveness, a cafe must possess an interesting servicescape and provide a good impression toward customers in a cafe. Therefore, this study is to evaluate the role of servicescape as an antecedent to service quality and behavioral intentions in the Vietnam market. Research design, data, and methodology: The study was conducted through survey questionnaires who had used the service at coffee shop chains in cities of Vietnam. We apply the PLS-SEM method to analyze data and test hypotheses. Results: Servicescape is a second-order construct including hygiene, space, ambiance, design, and equipment. Servicescape also impacts directly on overall service quality, employee service quality, and behavioral intention. Conclusions: Servicescape plays a role as an antecedent for service quality and behavioral intention. Therefore, it confirms the importance of managing servicescape in order to deliver more value to customers through improving service quality so that enhance intention to return to use services in coffee shop chains.
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Purpose: Virtual reality is a unique technology to distribute data and demonstrates user's understanding towards complex products. The objective of this research is to investigate the impact of virtual reality on real world purchase intention of automotive cutting tools in Thailand's exhibitions. Hence, the research framework was constructed by telepresence, perception narrative, authenticity, trustworthiness, functional value, aesthetics, and purchase intention. Research design, data and methodology: Samples were collected from 500 visitors who participated in the selected top two metalworking exhibitions. Mix sampling approach is applied by using non-probability sampling methods of purposive or judgmental sampling, quota sampling, and convenience sampling method, respectively to reach target samples. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to analyze and confirm goodness-of-fit of the model and hypothesis testing. Results: The results indicate that authenticity, functional value, and trustworthiness induced higher experiential value towards purchase intention. Those variables are stimulated by telepresence and perception narrative towards VR experience. Conclusions: Consumer's purchase intention towards VR experience on engineering cutting tools rely on consumer's sense of authenticity, trustworthiness, and functional value. Hence, marketing practitioners in automotive companies are encouraged to develop VR which focusing on significant factors to enhance consumers purchase intention.
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Purpose: The current study aims and reviews the current state of research in green awareness' distribution structure using the ecological theory of Ted Hughes who was regarded as one of the best English poets of the 20 century. Ted poetry has innovated ecological distribution. It has inspired so many young people to have a positive energy impact on the environment. Research design, data and methodology: Action research design is an approach used extensively in qualitative content analysis. This design starts by adopting an exploratory claim that develops the research objectives, hence instigating the action process, which involves several strategies. This type of design involves a cyclic process of stance then action. Results: According to the investigation, there are nine solutions that can deal with the green distribution based on previous literature review, applying an ecological approach of Ted Hughes to green awareness distribution. The solutions figured out that Ted's novels had an innovative impact on the environment as it is clear that information is given to society. Conclusions: It is observed that having a highly professional environment is good enough for a structure to go green. But, on the other hand, polluting our environment can endanger species by causing health diseases and environmental problems.
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Purpose: Distributed leadership (DL) is a comprehensive and analytical way to understand how leadership manifests itself among people and in the context of a complex organization. With technological advances and seemingly ever-changing pressures on the environment, it is important for education leaders to represent their practice. This study aims to discuss the significance of DL and its role in education. Research design, data and methodology: The present researcher used Qualitative Content Analysis (QCA) because it is credible, transferable, dependable, and confirmable proving its trustworthiness. To begin with, QCA entails a sufficient representation of the social realities being studied, credibility. Results: The investigation of this study indicates that the documents are in the proper functioning of schools to highlight the potential impact of collaborative practices, many of which require sharing school fees. DL can be meant as "influence relationships," discussions in groups, government, and non-leaders, about how teachers influence each other, and teamwork was easy. Conclusions: This study suggests that management can significantly impact organizational changes in management practices to distribute or skip something planned. DL is not a panacea, plan, or formula. Rather, it is a way to get under the skin of local leadership and restore the potential for change in the organization.
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Purpose: The covid-19 pandemic has led to the implementation of strict measure such as social distancing and lockdown around the globe and these measures has largely affected the retail industry. This study is to examine the negative impacts of the covid-19 pandemic on the acceleration of startups innovation in the retail industry. Research design, data and methodology: The current authors used the qualitative content approach and the data collection process in this procedure starts with a formulated and direct research question which means that rather than asking how a change in one variable leads to a change in the other, the research question seeks to understand the meanings and experiences derived from the piece of communication. Results: This section outlines how retail companies can overcome the adversely effect of the Covid-19 pandemic on the acceleration of startup innovation in the retail industry. The solutions are mostly from peer-reviewed articles. All retailers should respond to the negative impacts of the covid-19 pandemic to ensure their continuity while accelerating startups innovations in the sector. Conclusion: This study implies that the retailing industry, alongside other sectors, should respond to the negative effects of the covid-19 pandemic by encouraging innovations and adaptations. The study has shown that flexibility is very crucial to adapt during the crisis
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Purpose: This study investigates the use intention of artificial intelligence (AI) food service stores for senior customers, which are becoming a trend in the service industry. Research design, data and methodology: For the study, the extended technology acceptance model (TAM) and motivated consumer innovativeness (MCI) variables, proven by existing researchers, were used. In addition to the effect of motivated consumer innovativeness on customer value, we investigated the effect of customer value on trust and use intention. For the study, 520 questionnaires were distributed online by an expert survey agency. Data was verified through validity and reliability. Results: The analysis results of the research hypothesis verified that functionally motivated consumer innovativeness (fMCI), hedonically motivated consumer innovativeness (hMCI), and socially motivated consumer innovativeness (sMCI) all had positive effects on usefulness and enjoyment. Furthermore, usefulness had a statistically significant positive effect on trust, but perceived enjoyment did not; trust was found to positively affect the intention to use. Conclusions: We compared the moderating effects of seniors' gender and age (at 60) between groups. Although there was no moderating effect of age, it was verified that regarding the effect of usefulness on trust, the male group showed a greater influence than the female group.
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Purpose: This study discusses and discovers the important role of fashion product coolness in affecting consumers' perceived value and consumers' value creation behavior. Accordingly, fashion product coolness exerts a direct effect on perceived value while perceived value has a direct impact on value creation. Besides, fashion product coolness has an indirect effect on value creation through perceived value. Research design, data, and methodology: This study adopts the quantitative research approach by cross-sectional technical on a sample of 319 respondents in Vietnam. PLS-SEM has been used to analyze the survey data. Results: The result indicates that the proposed direct and indirect effects are significant. Specifically, utilitarian "coolness" and hedonic "coolness" have positive impacts on perceived value. The perceived value poses an impact on consumers' value creation behavior, including customer lifetime value and influencer value. Finally, the perceived value links utilitarian "coolness", hedonic "coolness" with customer lifetime value and influencer value. Conclusions: Fashion distribution is playing an increasingly important role in the retail sector of the economy. Fashion distribution activities are greatly influenced by the perceived value of consumers. The findings are supposed to strengthen the beliefs of fashion brands and retailers in the promotion of value creation and consumers' perceived value in the field of fashion distribution.
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Purpose: BTS Meal at McDonald's was launched in May 2021 in selected countries all over the world. BTS fans in Indonesia bought the BTS Meal and collectively donated to the online delivery drivers as a form of empathy. As a quantitative study, this paper aims to identify the influencing factors in sociopsychology for fans to buy products (BTS Meal) available online using celebrity endorsement strategy, as well as demonstrating social empathy as an extended effect. Research design, data and methodology: empirical research was conducted through an online survey sent to 150 participants using the purposive sampling method. Participants were BTS fans, or ARMYs, who bought BTS Meal and conducted donations. Data were then sorted and processed with path regression. Results: preference and role model influenced the buying behavior; however, these factors influenced social empathy only when mediated by consumption. Preference and role model alone did not have a direct influence on social empathy. Conclusions: Consumer behavior insight is relevant in distribution science. A meal distribution involving brand ambassadors is considerable, particularly with celebrities demonstrating quality in capturing fans' hearts through role modeling. When a distribution is conducted online using a brand ambassador, buying behavior could lead to a social impact.