• Journal of Distribution Science
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• v.22 no.3
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• pp.21-31
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• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• Industry Promotion Research
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• v.8 no.3
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• pp.181-199
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• 2023

E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.

• Journal of Information Technology Services
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• v.15 no.4
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• pp.125-151
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• 2016

In recent years, O2O (Online to Offline) services get a lot of attention to improve the trust in online shopping and minimize the inconvenience and the cost burden in offline shopping as the number of consumers, who do not show concern about the purchase platform like online or offline, increases. Even though the services have been getting the spotlight as a strong business platform for next generation commerce, there have been only a few studies on the O2O services. The purpose of this research is to investigate the factors which affect the consumer's intention to use location-based O2O services. The study is based on VAM (Value-based Adoption Model) which is able to analyze those factors from the aspects of benefit and sacrifice. We used the partial least squares (PLS) method for empirical analysis, and the result shows that contextual offers, instant connectivity, webrooming and economic efficiency, which fall under the benefit, affect perceived value positively while annoyance and face consciousness, which fall under the sacrifice, do not affect perceived value significantly. In addition, contextual offers and instant connectivity affect trust positively. Location accuracy, which falls under the benefit of location-based O2O service, do not significantly affect perceived value and trust while security risk affects trust and use intention negatively. It appears that trust affects perceived value and use intention positively.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.3
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• pp.283-293
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• 2019

The purposes of the study are threefold: (1) develop key successful factors of blockchain platform for micro-enterprises based on Balanced Scorecard (BSC), (2) find out the correlation between the key successful factors of blockchain platform for micro-enterprises, and (3) understand the perception of micro-enterprise blockchain and the difference between theoretical guidance and practical application. This study combines Interpretative Structural Modeling Method, (ISM) and Decision-Making Trial and Evaluation Laboratory (DEMATEL) to analyze the causal relationships and hierarchical structures of the 12 key successful factors of blockchain platform for micro-enterprises and understand the correlation between factors. The 12 key successful factors developed based on the four perspectives of the Balanced Scorecard, and the questionnaire designs based on the concept of DEMATEL, and then analyzed data by DEMATEL and ISM methods to understand the correlation between key factors. The research results show that the key successful factors of blockchain platform for micro-enterprises include "brand equity", "security and anti-counterfeiting", "sales growth", "transparency and clear", "trust", "consensus mechanism", "traceability", "consistency", "tracking", "innovation management", "international", "organizational adaptation", in which consumer "trust" plays an important role. Micro-enterprises can use blockchain to expand the market, provide customers with better service quality, and bring sales growth to micro-enterprises.

• Journal of Digital Convergence
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• v.18 no.1
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• pp.129-135
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• 2020

This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented.

• Journal of Distribution Science
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• v.22 no.7
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• pp.1-11
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• 2024

Purpose: Shopee, Indonesia's most frequently visited marketplace in November 2023, had 427.2 million visits. Supported by the live streaming feature, Shopee has become the most widely used online shopping platform, with an 83.4% market share in 2022. Several factors, such as brand trust and promotions, have significantly influenced Shopee's dominance and consumer purchasing decisions. This research aims to investigate the effect of cosmetic product distribution, brand trust, and promotions on purchasing decisions, considering gender and age as control variables. Research design, data and methodology: A quantitative approach using a survey research method was employed with a sample of 150 respondents, who were followers of the Shopee ESQA Cosmetics account, obtained through the Yamane formula. Data was collected via an online questionnaire. The data analysis technique used in this study was PLS-SEM with Smart PLS software. The results of this research indicate a significant effect of the distribution of cosmetics products, brand trust, promotions, gender, and age as control variables on the purchase decision variable. Conclusions: The distribution of cosmetic products, brand trust and promotions have a positive and significant impact on purchase decisions during live streaming on Shopee, and control variables (gender and age 36-45) have a positive and significant influence on purchase decisions.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.269-278
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• 2022

Recently, the travel and lodging industries have been suffering from the spread of COVID-19. But Airbnb recovered its profits with a differentiated strategy. This study identified the characteristics of Airbnb and examined their effects on customer's revisit intention in the Airbnb context. Perceived value, trust about Airbnb, and social norms were considered as the key factors of revisit intention. In addition, the effects of relative attractiveness, brand identification, and enjoyment on perceived value and trust about Airbnb were examined. The proposed research model was tested based on 285 consumers who had Airbnb experience more than twice. The analysis results showed that relative attractiveness, brand identification, and enjoyment had a significant influence on perceived value and trust. Perceived value had a significant influence on revisit intention. However, trust about Airbnb and social norms did not significantly affect revisit intention. Moreover, ths analysis results found no significant moderating effect of share of wallet. Based on the results of this study, Airbnb would establish effective marketing and operation strategies by understanding the formation mechanism of consumer's revisit intention toward Airbnb.

• The Korean Journal of Food & Health Convergence
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• v.10 no.4
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• pp.9-19
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• 2024

This qualitative study explores the impact of online food delivery platform attributes on customer satisfaction and repurchase intentions. Employing a phenomenological approach, we conducted in-depth interviews and focus group discussions with 15 participants to gain rich insights into user experiences. Thematic analysis revealed key factors influencing satisfaction and loyalty: service quality dimensions (efficiency, reliability, fulfillment, privacy), expectation disconfirmation, perceived usefulness and ease of use, multi-level customer value, relationship quality, electronic word-of-mouth, value co-creation, and phased loyalty formation. Our findings extend customer behavior theory in digital platforms, offering a comprehensive framework for understanding the complex mechanisms underlying user satisfaction and repurchase decisions. The study provides valuable implications for platform operators, highlighting the importance of exceeding customer expectations, enhancing user experience, building trust, leveraging user-generated content, and fostering co-creation processes. Methodologically, we demonstrate the efficacy of qualitative approaches in uncovering nuanced insights in digital service contexts. While acknowledging limitations in generalizability, this research establishes a solid foundation for future investigations into the rapidly evolving domain of online food delivery services. The integrated theoretical approach offers a robust model for analyzing customer behavior in emerging digital service environments, contributing significantly to both academic understanding and practical application in the field of digital service provision and platform management.

• Journal of Distribution Science
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• v.20 no.5
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• pp.13-22
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• 2022

Purpose: This study aimed to identify factors affecting attitudes and intentions toward online purchasing of millennials and gen z in Indonesia by considering distribution capabilities factors. Research design, data and methodology: This study used a non-probability sampling technique. The questionnaire was distributed through an online platform and obtained 225 respondents. The data acquired from the respondents used SPSS 23 and AMOSS 21 to process the Structural Equation Model (SEM). Results: The results of this study stated that attitudes and intentions toward online purchases were influenced by delivery speed and trust. The results also stated that the perception of web quality positively influenced trust. On the other hand, shipping tracking, people's importance to consumers, and online reviews had no significant effects on online purchasing attitudes. Conclusions: This research has made an essential contribution to increasing and expanding our understanding of factors that affect attitudes and intentions toward online shopping in a developing market, Indonesia. From a practical perspective, this research examined the integrated consumer model of millennials and Gen Z online shopping in Indonesia that considers distribution capability, trust, and perceived website quality factors. Therefore, e-commerce business actors can design e-marketing strategies and programs to achieve the company's long-term goals.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.805-826
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• 2022

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were "attention to information of social media influencer," "attention to information of affiliated groups," and "repeated advertising of SME products/brands." For information searching, "exploring purchase reviews," "environment for mobile shopping information exploration," and "continuous product tracking" were important factors. Purchasing and shopping stages were affected by "price-free, improvised purchase decision" and "convenient mobile payment system and point benefits." After the purchase, "active sharing and repeated purchase when satisfied" and "blocking relationships when dissatisfied" occurred. Second, six consumer groups based on the fashion life cycle are the "Platform lover," "Influencer follower," "Trust builder," "Novelty seeker," "Convenience seeker," and "New designer supporter." Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.