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Influences of the Promotion Mix on Brand Love, Brand Loyalty, and Word-Of-Mouth: Evidence from Online Fashion Retail in Thailand
Full text linkThe online fashion industry faces competent competition, while brand love has become the key to winning a competitive advantage. Thus, brand love has become an interesting concept among academia in brand management-related disciplines. Previous research has not investigated the origins of brand love, specifically, its critical connection to the components of the promotion mix. This study employs the Tri-component attitude model as a theoretical foundation to investigate the influences of components of the promotion mix on brand love, brand loyalty, and word-of-mouth. The survey questionnaire was developed from the relevant literature and deployed in Khon Kaen Province, Thailand. Through convenience sampling, 276 individuals from Generation-Z participated in the survey. The Integrated Generalized Structured Component Analysis (IGSCA) was employed using GSCA Pro 1.2.1 software to assess the structural model. Findings show that advertising, personal selling, and sales promotion can predict variance in brand love, which can further predict the variance in brand loyalty and word-of-mouth. Several promotional mix strategies specific to each gender are proposed for practical use with online fashion brands to induce a love for online fashion brands
THE ISLAMIC MYSTICAL IMAGINATION (KHAYĀL): NAVIGATING THE SPECTRUM OF DIVINE SIGNS (ĀYĀT) IN IBN ‘ARABĪ: ***Retracted*** This article has been retracted at the request of the author. The original publication date was 17/07/2024. The author requested retraction 18/07/2024. The article was removed 19/07/2024.
Full text link***Retracted**
Factors Influencing the Decision-making of Chinese People in choosing an overseas educational consultation firm in Beijing
Full text linkThe objective of this study was to study (1) To study the market mix factors influencing the decision to use the services from Abroad choose Firm in Beijing. (2) To study the brand trust influencing the decision to use the services from Abroad choose Firm in Beijing. (3) To study the brand image influencing the decision to use the services from Abroad choose Firm in Beijing. The sample use in this study was 300 people in Beijing, used the criteria of Hair, Black, Babin and Anderson (2010), convenience sampling. Tool use to correct data was a set of questionnaires. Statistics used in data analysis were frequency, percentage, mean, standard deviation and use partial least squares structural equation modeling (PLS-SEM) with Adanco program. The result found that marketing mix factors, brand trust, and brand image affect decision to use the services from studying abroad choose firm in Beijing at the statistically significant level of .001 with predictive power of 78.9 percent
Exploring the Significant Drivers of Chinese Art Students’ Satisfaction, Loyalty and Learning Performance in Chongqing, China
Full text linkPurpose: This study investigates the influence of students’ satisfaction, loyalty and learning performance using Tencent Conferences online learning in Chongqing, China. The key variables are developed to construct a conceptual framework, including service quality, perceived usefulness, perceived ease of use, image, satisfaction, loyalty, and learning performance. Research design, data, and methodology: This study applied a quantitative method to distribute online questionnaires to 500 students at a university in Chongqing. The Item-Objective Congruence (IOC) and pilot test (n=30) of Cronbach’s Alpha confirmed the validity and reliability. The researcher employs judgmental, stratified random, and convenience sampling techniques to collect the data. The data were analyzed by Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to apply the model’s goodness of fit and test the hypotheses. Results: All hypotheses were proven to be supported in this study. Service quality, perceived usefulness, perceived ease of use, and image can determine student satisfaction. Student satisfaction and image significantly influence student loyalty. Furthermore, student satisfaction has the strongest influence on student loyalty. Conclusions: This study contributes to educators and academic institutions in order to initiate effective online learning and promote the significant elements that can enhance student’s learning performance
The Adoption of the “Rain Classroom” Online Learning System among Sophomores in Chengdu, China
Full text linkPurpose: This study aims to examine the second-year students’ behavior intention and use behavior towards Rain Classroom online learning system in Chengdu, China. The major variables are used to develop a conceptual framework which are contains perceived usefulness, self-efficacy, attitude, subjective norms, effort expectancy, behavioral intention, and use behavior. Research design, data, and methodology: The quantitative study applied the questionnaire as a tool to collect the data from 500 students in selected three collages in Chengdu. The data were prior approved for content validity and constructs’ reliability in The Item-Objective Congruence (IOC) and pilot test (n=50) of Cronbach’s Alpha. The sampling techniques used are judgmental, stratified random, and convenience sampling. The data was analyzed through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: The results show most of hypotheses were supported, excepted the relationship between effort expectancy and use behavior. The support relationships are that perceived usefulness, self-efficacy and subjective norms significantly influence attitude. Additionally, self-efficacy, attitude, subjective norms, and effort expectancy significantly influence behavioral intention. Behavioral intention and use behavior are also significantly related. Conclusions: Rain Classroom can provide online learning to achieve a seamless connection between online and offline learning, which can be endorsed by the successful adoption of students in China
Factors Impacting Art Major Undergraduates’ Continuance Intention to Use E-Leaning: A Case in a Public University of Chongqing
Full text linkPurpose: This article explores the significant factors impacting undergraduate art majors’ continuance intention toward e-learning at Southwest University in Chongqing, China. The major variables for the development of conceptual framework are information quality, system quality, service quality, perceived usefulness, perceived ease of use, satisfaction, and continuance intention. Research design, data, and methodology: The investigator conducted a quantitative evaluation approach with 493 samples and administered a statistical questionnaire to undergraduate students at Southwest University in Chongqing, China. Non-probability sampling processes were employed in this research to acquire data from the research. Item-objective congruence (IOC) index for content validity Cronbach's Alpha for pilot test (n=40) were assessed before the data collection. The Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used for statistical assessment, which included goodness of model fits, validity, and reliability test. Results: Satisfaction has the strongest effect on continuance intention. Information quality, system quality, service quality, perceived usefulness and perceived usefulness significantly affect satisfaction. Conclusions: To meet the research objectives, all hypotheses have been supported. As a response, education department administrators at public universities are recommended to evaluate the primary contributors for the contemporary online learning deployment methodology to enhance art major undergraduates’ learning satisfaction and continuance intention
Reviewing Figurative Chunks
Full text linkIn the field of second language learning, L2 learners always encounter situations where they can’t understand the meanings of sentences, although every word in the sentences is familiar to them. There are two known problems L2 learners of English have which exacerbates this, language fluency and native-like word selection (Pawley & Syder, 1983). This article summarizes the connotation of figurative chunks that can be considered as prefabricated strings of coherent or incoherent non-literal language structures that are stored in memory as a whole and extracted directly. By reviewing the concepts and classification of chunks and figurative language, combined with the research on the application of corpus linguistics, we can see that studying figurative chunks is necessary because figurative chunks are very common and occupy a very important place in English language use. The review of the literature indicates that there has been research into metaphors, idioms, and figurative language, but there has not been a lot of research that examines such language from the perspective of lexical chunks, and also very few studies combined pragmatics. L2 learners have great difficulties with comprehension and the use of figurative chunks. Translanguaging practices in teaching can help students develop effective learning strategies, which can improve their figurative chunks comprehension competence and communication skills
The Study on Practical Teaching of College and Significant Factors of Student’s Performance in Chengdu, China
Full text linkPurpose: This study investigates the factors that influence students’ performance of the practical teaching of Chengdu higher vocational college students, which are determined by perceived usefulness, perceived ease of use, attitude, behavioral intention, social influence, and use behavior. Research design, data, and methodology: The target population was 500 students from Sichuan Vocational College of Finance and Economics, Chengdu Polytechnic, and Chengdu Textile College. The validity and reliability are measured by Item-Objective Congruence (IOC) and Cronbach's Alpha. Hypotheses were tested using CFA and SEM, and the model's goodness of fit was validated via SEM. Results: The results show that perceived usefulness significantly influences the attitude of higher vocational students to participate in practical teaching. Behavior intention is influenced by perceived ease of use, perceived usefulness, attitude and social influence. In addition, behavior intention significantly influences use behavior towards student’s performance. Conclusions: The results of this study show that a more active participation attitude, a higher sense of identity in practical teaching, a better understanding of the usefulness and ease of use of practical instruction, a higher social impact, and better student performance are all related to user behavior and willingness of higher vocational students to participate in practical teaching
Through the Lens of Parents: How Preschool Students Adopt U-Learning during COVID-19 in Thailand?
Full text linkPurpose: This study ains to examine the factors influencing the acceptance and usage of the ubiquitous learning (u-learning) system among parents of preschool students in a private school in Samutprakarn, Thailand during to the COVID-19 pandemic. The Technology Acceptance Model (TAM) and the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) were used to study the parents’ behavior in the context of technology acceptance and actual use. Research design, data, and methodology: Quantitative research and non-probability sampling techniques were utilized. Item-Objective Congruence and pilot testing were applied to check the content validity and reliability of the questionnaire prior to administering it to 500 respondents via an online survey questionnaire. The data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Result: The findings reveal that perceived usefulness influences attitude and behavioral intention to use u-learning. Performance expectancy directly influences the intention to use the U-learning system. On the other hand, perceived ease of use, effort expectancy, and social influence have no significant impact on behavioral intention. Conclusions: The key findings provide technology developers, curriculum designers, and educators with inputs on creating useful and practical strategies to improve the current u-learning system suitable for preschool learners
Key Influencers of Attitude and Intention to Shop Online Through Live Broadcasting Platform Among Middle-Aged Consumer’s in Chengdu, China
Full text linkPurpose: This paper mainly discusses the significant influencing factors of middle-aged consumers’ attitudes and intentions toward online shopping live broadcasting platforms in Chengdu, China. The conceptual framework gives the causal relationship between variables, which include online shopping intention, attitude, perceived ease of use, perceived usefulness, trust, perceived risk, subjective norm. Research design, data, and methodology: This study used a non-probability analytical method to explore the factors that influence the attitudes and intentions of middle-aged consumers in Chengdu towards online shopping live streaming platforms. The authors distributed 30 questionnaires to some of the respondents who met the sample unit characteristics. After data collection, confirmatory factor analysis (CFA) was used to evaluate the convergent and discriminant validity. Then, the suitability of all hypotheses and models was tested using structural equation modeling (SEM). Results: The result indicates that attitude significantly impacts the intention to shop online, followed by the subjective norm. Perceived ease of use, perceived usefulness, and trust significantly impact attitude, with perceived ease of use being the most affected, followed by trust. Conclusions: It is recommended that online shopping live broadcasting platform operators pay attention to the shopping experience of middle-aged consumers, improve the platform's ease of use, increase consumer trust, and take further measures to attract consumers to the platform