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A Glittering Market: The Enhancement of Purchase Intentions of Consumers to Buy Diamond Jewelry in Phnom Penh, Cambodia
No full textPurpose: This paper aims to examine key factors influencing consumers’ purchase intentions toward diamond jewelry in Phnom Penh, Cambodia. The conceptual framework determines the relationship between perceived uniqueness, perceived hedonism, subjective norm, conspicuous value, reference group influence, attitude, individual luxury value perception, and purchase intention. Research design, data, and methodology: The population is based on 500 customers purchasing diamond jewelry from four big local jewelry stores in Phnom Penh. The sampling methods are judgmental, quota, and convenience sampling. Before the data collection, the Item Objective Congruence (IOC) Index and Cronbach’s Alpha of the pilot test (n=50) were conducted the ensure validity and reliability. The data analysis is made through confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The results revealed that perceived uniqueness, hedonism, subjective norm, and conspicuous value significantly influence attitude. Reference group influence has a significant influence on individual luxury value perception. Furthermore, attitude and individual luxury value perception significantly influence purchase intention. Conclusions: This research can contribute to diamond jewelry business owners and marketers understanding the motivation behind customers’ purchasing intention and improving the attributes of products and services to enhance market expansion and sales revenue
Factors Influencing In-flight Service Quality towards Airline Passenger Loyalty in Myanmar, at Yangon Airport
Get PDFThis study aims to analyze the influence of in-flight service quality on factors towards airline passenger loyalty in Myanmar, at Yangon Airport. The key variables as the factors include perceived value, electronic-word of mouth (EWOM), passenger satisfaction and airline brand image. This research employs a non-probability sampling method in collecting data from online questionnaires using quantitative research methodology with simple and multiple linear regressions and descriptive data analysis to provide a comprehensive understanding of passengers’ perceptions and experiences. The results show that passenger satisfaction is the strongest influence on passenger loyalty, followed by airline brand image and EWOM. Purpose: The purpose of this study aims to identify the influence of in-flight service quality on the variables towards passenger loyalty in Myanmar, at Yangon Airport. As the aviation industry continues to grow, understanding the influence of in-flight service quality on the factors towards passenger loyalty has become crucial for airlines. By identifying the influence of in-flight service quality through the passenger loyalty, this study examines the positively impact on passenger loyalty which helps to Myanmar airlines enhancing positive passenger experiences through in-flight service and building long-term relationships with passengers leading to ultimate growth. Design/Methodology/Approach: This study employs quantitative research method to comprehensively investigate the influence of in-flight service quality on the variables towards passenger loyalty. Through a non-probability method using snowball sampling approaches, data is collected online surveys from passengers who have flown with Myanmar airlines and flown from Yangon Airport. The survey in the questionnaires includes three sections with total 29 items to collect data. Moreover, JAMOVI Program is used to test the reliability of questionnaires with pilot test and the hypotheses of the research. Findings: This study reveals that the influencing of in-flight service quality towards passenger loyalty based on the factors: passenger satisfaction which is the most significantly influence, followed by airline brand image and lastly, EWOM. Research Limitations/Implications: This study is specific to Myanmar Airlines and their services, limiting the application to the broader airline industry, which varies in quality across different airlines, regions, and customer segments. However, this study has implications for airlines seeking to enhance passenger experiences and loyalty through tailored in-flight service offerings. Originality/value: This study contributes to the growing body of knowledge in the field of aviation and passenger perceptions, particularly in the unique context of Yangon Airport and Myanmar’s aviation landscape
Evaluating the Robustness and Implementing Double One-Sided Hodrick-Prescott for Cycle Extraction
Get PDFCycle extraction is a crucial part of a business cycle analysis. This research aims to identify the robustness of cycle extraction methods, which indicates a business cycle’s reliability. Interestingly, this research proposes the Double One-sided Hodrick-Prescott (DoneHP) for cycle extraction. This method was compared to four well-known methods, including the Hodrick-Prescott (HP), Double Hodrick-Prescott (DHP), Christiano-Fitzgerald (CF), and One-sided Hodrick-Prescott (OneHP) analyses. In addition to evaluating the revision of size and signal, the study also assessed the revision of the turning point.
Using four choices of Thailand’s reference series, the results of the expanding window experiment showed the consensus that DoneHP was outstanding and had less revied cycle values, especially at the end of the cycle. Based on the overall ranking, the order of performance for the methods was DoneHP, OneHP, DHP, HP, and CF. The findings suggest DoneHP for cycle extraction in cases where the analysis is made in real-time and minimizing the revision of past estimation is preferred. In detail, DoneHP is recommended, followed by OneHP, HP, DHP, and CF when the priority is minimizing size revisions. However, the emphasis focuses on a steady signal and turning point, preferring as follows DoneHP, OneHP, DHP, HP, and CF.
Impact of Electronic Word-Of-Mouth on Consumer-Based Brand Equity and Purchase Intention: Hotel Industry in Thailand
Get PDFElectronic word-of-mouth is a new form of informal communication where messages are disseminated to others using social media and other electronic platforms. This research investigates eWOM to determine its impact on the perception of brand equity and the intentions of consumers to purchase hotel services in Thailand. Using a quantitative approach and a non-probability sampling method, 410 Thai respondents aged 18 and above with relevant hotel experiences participated in this study. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the model fit and the validity and reliability of the variables. In addition, in order to investigate the relationship between the constructs, first-order and second-order approaches were used, in which eWOM was the second-order construct in the study, while its credibility, valence, and volume, were first-order constructs. The findings indicated that eWOM positively affects all brand equity dimensions and purchase intentions, showing the strongest significant positive effect on brand awareness. Additionally, brand equity dimensions were shown to mediate the effect of eWOM on purchase intentions. Details of the analyses and discussions are included in the latter part of this paper
Behavioral Intention and Use Behavior of University Students in Chengdu in Using Virtual Reality Technology for Learning
Get PDFThe purpose of this study is to investigate the factors that influence the usage of virtual reality (VR) technology in learning among university students in Chengdu, China. Scholars created a virtual reality teaching game based on Unreal Engine 4 software that was utilized to instruct a videography course at the Design College of Sichuan University of Media and Communications in Chengdu, China, with 1160 university students participating in a two-year pedagogical reform project. The researchers employed a quantitative research approach with a sample size of 50 participants, as well as a face-to-face questionnaire survey of the target respondents. The data was gathered via stratified random sampling. The Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were applied to analyze the data (SEM). The findings indicate that all factors have a substantial influence on students' utilization of virtual reality (VR) technology in learning, with behavioral intention having the biggest impact on actual usage, and that satisfaction has a considerable impact on actual usage. As a result, academic institutions that promote virtual reality (VR) technology as a teaching tool may be able to examine the factors that influence students' usage of VR technology in their learning, thereby boosting students' enthusiasm for learning and performance
Examination of Tax Compliance Behavior Among Citizens In Phnom Penh, Cambodia
Get PDFPurpose: Tax revenues are essential to the government for the country development and the improvement of citizens’ quality of life under the good governance of tax compliance. Thus, this study reveals the examination of drivers of tax compliance among citizens in Phnom Penh, Cambodia, which are economic compliance drivers, individual compliance drivers, subjective norms, perceived behavioral control and perceived opportunity. Research design, data, and methodology: This quantitative study targets 500 Cambodian citizens who are living in Phnom Penh and eligible to pay annual personal income tax. The sample techniques are judgmental, convenience and snowball samplings. Before the data collection, the pilot test of 50 participants was approved by Cronbach’s Alpha coefficient values. For the data analysis, confirmatory factor analysis (CFA) was employed to measure construct validity, convergent validity, discriminant validity and goodness of fits. Later, structural equation modeling (SEM) was applied to examine the level of significance and hypotheses testing. Results: The findings show that economic factors, individual factors, subjective norms, perceived behavioral control and perceived opportunity significantly influence tax compliance of citizens in Phnom Penh. Conclusions: Understanding the economic and individual factors impacting tax compliance among taxpayers can help the government to design the tax structure and incentives for better achieving tax revenues for the country development and sustaining financial growth of the nation
Students’ behavioral intention on interactive video in primary Cinematography of Art Universities in Chengdu, China
Get PDFThe emergence of the COVID-19 has made some traditional classroom teaching impossible. Therefore, online teaching has become a compelling choice for higher education in China. However, the shortcomings of the weak sense of communication in online teaching leads to poor teaching quality. Especially in the cinematography major, as a highly practical major, online teaching methods cannot achieve the purpose of teaching. The emergence of interactive video technology has brought a turning point for this kind of practical professional network teaching. The study was to explore the effect of using interactive video in major cinematography classrooms and the acceptance of students. The theoretical basis of this research is the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT). The variables are perceived usefulness, perceived ease of use, attitude, social influence, self-efficacy, and behavioral intention. The 480 questionnaires were distributed to students from three universities. The data analysis was based on 451 valid questionnaires returned. The Structural Equation Model (SEM) SEM was used to validate the research hypothesis to determine the relationship between variables. The findings indicate that all six hypotheses proposed in this study are supported. The results showed that students' perceived ease of use when using interactive videos for learning directly affect their perceptions on the usefulness of interactive videos. Perceived ease of use and perceived usefulness directly impact attitude; that is, when students perceived that the interactive video is easy to operate or helpful, it positively affect their attitude towards interactive video. In addition, attitude, self-efficacy, and social influence are the three influencing factors in predicting students' behavioral intentions. The research results would promote the widespread use of interactive video in higher education by investigating cinematography students' behavioral intentions to use interactive video in professional
Affecting Factors Affecting Non-Residents’ Attitude towards Online Purchase Intention in Taiyuan China
Get PDFPurpose: This study examines affecting factors of non-residents’ attitudes toward online purchase intention in Taiyuan, Shanxi Province, China. Six variables were used to construct a conceptual framework: trust, subjective norms, perceived risk, perceived behavioral control, attitudes, and purchase intention. Research design, data, and methodology: The researcher applied a quantitative method (n=500) to distribute questionnaires to consumers about online purchase intention. A non-probabilistic sampling includes judgmental sampling, quota sampling, and convenience sampling. The index approved the construct validity of item-objective congruence (IOC). Cronbach's Alpha coefficient values verified each construct in the pilot test of 42 respondents. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were employed, including model fitting, reliability, and validity tests. Results: The results show that trust has a significant impact on online shopping attitude; subjective norm, perceived risk, perceived behavior control, and attitude all have significant effects on purchase intention. Attitude has the most significant effect on online purchase intention. Conclusion: The five hypotheses have been proven to meet the research objectives. Therefore, it is suggested that the managers of online shopping platforms should investigate consumers' attitudes toward online shopping, improve the trust mechanism, and manage risks to enhance higher purchase intention
Mobile Game Players’ Behavioral Intention to Use Facial Recognition Login System in Shanghai, China
Get PDFPurpose: This research was designed to study the influences of perceived effectiveness of privacy policy, perceived privacy risk, perceived privacy self-efficacy, privacy concern, perceived usefulness, perceived ease of use, and the behavioral intention of mobile game players toward facial recognition login systems. Research design, data, and methodology: This research has applied a quantitative method to distribute questionnaires to mobile game players (n=701) in Shanghai, China. The sample techniques involve judgmental and convenience sampling. The index of item-objective congruence (IOC) and pilot test were employed before the data collection. Confirmatory factor analysis (CFA), and structural equation model (SEM) were implemented to analyze the data and test the overall model along with the proposed research hypotheses. Result: The analysis showed that perceived effectiveness of privacy policy, perceived privacy risk, perceived privacy self-efficacy, privacy concern, perceived usefulness, and perceived ease of use significantly impact behavioral intention. Privacy concern has the strongest impact on behavioral intention. Conclusion: Mobile game services need to provide a comprehensive and reliable privacy policy statement to reduce users’ privacy concerns. For the system, promoters need to emphasize how facial recognition login systems is safer and more convenient than the other sign-in system
The Examination of Local And Foreign Customer’s Brand Loyalty Toward Five-Star Hotels in Bangkok
No full textPurpose: In Bangkok’s highly competitive hotel industry, hotel operators seek to retain a good relationship with customers by understanding the factors influencing their brand loyalty. This study examines the causal relationship between advanced information and communication technology (ICT), perceived quality (tangibility, responsiveness, reliability, assurance, and empathy), brand awareness, brand image, and brand loyalty. Research design, data, and methodology: The questionnaire was used as a tool to collect the data from 500 respondents who are local and foreign guests of the top 5 five-star hotel brands located in Bangkok, Thailand. Content validity was applied using the Index of Item-Objective Congruence (IOC). Then, the pilot test was assessed by Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the data. Results: The results show that ICT significantly influences perceived quality, brand image, and brand loyalty. Perceived quality significantly influences brand image but not brand awareness and brand loyalty. Furthermore, there is a causal relationship between brand image, brand awareness, and brand loyalty. Conclusions: This paper incorporates the factors that regulate brand loyalty in marketing literature and provides competitive strategies for hotel managers to increase brand loyal customers.