Wen-Yung Tseng, Weisheng Chiu and Ho Keat Leng
This study aims to compare the purchase intention of counterfeit outdoor products between Taiwan and Hong Kong consumers.
Abstract
Purpose
This study aims to compare the purchase intention of counterfeit outdoor products between Taiwan and Hong Kong consumers.
Design/methodology/approach
A total of 584 respondents from Hong Kong (n = 247, 42%) and Taiwan (n = 337, 58%) were recruited for the study. Data analysis was performed by using structural equation modelling techniques.
Findings
The results showed that consumers' perceived risk had a negative influence on attitude and intention to purchase counterfeit outdoor products. Moreover, attitude towards buying counterfeit outdoor products, perceived behavioural control and subjective norm had positive impacts on purchase intention. Brand consciousness, however, had a negative influence on purchase intention. The multi-group analysis identified significant differences between Hong Kong and Taiwanese respondents.
Originality/value
This study provides a better understanding of how these factors affect purchase intention of counterfeit outdoor products across different cultures.
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Keywords
Counterfeiting is an increasing global problem, which affects a wide spectrum of industries – fashion, pharmaceutical, cosmetic, electronic, food processing etc. Globalisation…
Abstract
Counterfeiting is an increasing global problem, which affects a wide spectrum of industries – fashion, pharmaceutical, cosmetic, electronic, food processing etc. Globalisation, growth of the world commerce, new markets and technology development have contributed to the growth of the phenomenon of counterfeiting. Besides, counterfeiting has an unfavourable effect on legitimate manufacturers, consumers, as well as on national and international economy.
This chapter is aimed at presenting attitudes of consumers in Bosnia and Herzegovina toward counterfeit products. The intention was to examine whether and why consumers buy counterfeit products, which counterfeit products are purchased most frequently, consumers' attitudes toward counterfeit products and the degree of awareness of the risk of using counterfeit products.
Results of a research conducted on the sample of 427 respondents in Bosnia and Herzegovina reveal that 78.2% of them have bought a counterfeit product, while the most frequently purchased kinds of products include clothes and footwear. The results show that consumers typically buy counterfeit products over the internet or in the local marketplaces, and that the most frequent reasons for buying counterfeit products include lower prices, impossibility to buy the original product and the impossibility to recognise a counterfeit product. The research has also showed that most respondents agree that product counterfeiting affects both manufacturers and the national economy. It was also revealed that the respondents are aware of the risks that counterfeit products may cause.
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Ana Campos-Holland, Brooke Dinsmore and Jasmine Kelekay
This paper introduces two methodological innovations for qualitative research. We apply these innovations to holistically understand youth peer cultures and improve…
Abstract
Purpose
This paper introduces two methodological innovations for qualitative research. We apply these innovations to holistically understand youth peer cultures and improve participant-driven qualitative methodology.
Methodology/approach
It moves the methodological frontier forward by blending technology with the “go-along” approach used by ethnographers to prioritize participants’ perspectives and experiences within their socio-cultural contexts.
Findings
We introduce the youth-centered and participant-driven virtual tours, including a neighborhood tour using Google Maps designed to explore how youth navigate their socio-spatial environments (n = 64; 10–17 year-olds; 2013) and a social media tour designed to explore how youth navigate their networked publics (n = 50; 10–17 year-olds; 2013), both in relation to their local peer cultures.
Originality/value
Applicable to a wide range of research populations, the Google Maps tour and the social media tour give the qualitative researcher additional tools to conduct participant-driven research into youths’ socio-cultural worlds. These two innovations help to address challenges in youth research as well as qualitative research more broadly. We find, for example, that the “go-along” aspect of the virtual tour minimizes the perceived threat of the researcher’s adult status and brings youth participants’ perspectives and experiences to the center of inquiry in the study of local peer cultures.
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Weisheng Chiu, Doyeon Won and Ho Keat Leng
The purpose of this paper is to examine the relationship between sport involvement, perceived event prestige and attendance intention of annual sporting events. In addition, it…
Abstract
Purpose
The purpose of this paper is to examine the relationship between sport involvement, perceived event prestige and attendance intention of annual sporting events. In addition, it examines the moderating effects of gender and past experience on the proposed model.
Design/methodology/approach
Data were collected, using an on-site survey, from spectators (n=349) who attended the men’s or women’s basketball tournaments of the 2016 William Jones Cup held in Taiwan.
Findings
The results showed that perceived event prestige partially mediated the relationship between sport involvement and attendance intention of sporting events. Moreover, the moderating effects of gender and experience were found in the proposed model. Specifically, male spectators’ involvement had a significantly stronger influence on perceived event prestige, and, in turn, their perception of event prestige played a more significant role in influencing attendance intention. Also, sport involvement was more important in predicting attendance intention for experienced spectators whereas the prestige of the event was more important for first-time spectators.
Originality/value
This study suggests that sport event organizers need to employ different strategies in developing the subsequent editions of the event and retaining fans’ interest in the sport. Specifically, event organizers need to enhance the prestige of the sporting event through effective marketing communication to attract first-time spectators to the event.
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Li Xin Teo, Ho Keat Leng and Yi Xian Philip Phua
Social network sites are becoming more visual-centric. The purpose of this paper is to examine the effectiveness of visual social network sites as a marketing platform.
Abstract
Purpose
Social network sites are becoming more visual-centric. The purpose of this paper is to examine the effectiveness of visual social network sites as a marketing platform.
Design/methodology/approach
This paper comprises two experiments. The first experiment sought to examine the effect of social influence; while the second experiment examined the effect of image quality on the perception of quality and purchase intention.
Findings
The first experiment showed that social influence did not affect perceived quality or purchase intention. In the second experiment, a one-way between-groups multivariate analysis of covariance (MANCOVA) adjusting for sport involvement showed a statistically significant difference between the two groups. Respondents in the experimental group reported higher levels of perceived quality (adjusted M=3.68) and purchase intention (adjusted M=3.23) when compared to the control group’s perceived quality (adjusted M=3.12) and purchase intention (adjusted M=2.17).
Research limitations/implications
One of the limitations of this study is that it only examined the effects through a single social network site, i.e. Instagram. As there are other visual-centric social network sites, such as Tumblr and Pinterest, which operate slightly different from Instagram, it remains to be established how such effects vary across these social network sites.
Practical implications
The results suggest that social influence on Instagram is limited and marketers should invest in images of high quality when marketing on visual social network sites.
Originality/value
While there are many studies examining the effectiveness of marketing on social network sites, these studies have primarily focussed on earlier social network sites, such as Facebook. Newer social network sites that are more visual-centric, such as Instagram, are different from earlier social network sites and studied to a lesser extent. This study adds insights on the marketing effectiveness of visual-centric social network sites and deepens the understanding on marketing in general on social media.
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Brendon Toh, Ho Keat Leng and Yi Xian Philip Phua
As sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of…
Abstract
Purpose
As sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of this study is to examine whether colour affects sponsorship effectiveness on printed advertisements of sports events. This is an area that has received less research interest.
Design/methodology/approach
In total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement of a sports event on a computer linked to an eye tracker. In the control group, the logos of sponsors were in their original colours. In each of the three experimental groups, the logos were manipulated and featured greyscale, blue or red backgrounds.
Findings
The study found that sponsor recall and recognition rates were highest for the control group. Visual attention was also the highest in the control group.
Research limitations/implications
The findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness.
Originality/value
While there exist studies that focus on the effects of colour in sponsorship, they are typically conducted with regard to physically attending the event itself. However, sponsorship involves other marketing collaterals such as printed advertisements on the event. In such mediums, colour contrast is also important in print advertisements as it affects readability and legibility. As such, the examination of effect of colour on such marketing collaterals provides additional empirical support to the phenomenon.
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H. K. Leng, T. Y. Kuo, Grain Baysa-Pee and Josephine Tay
Singapore hosted the inaugural Youth Olympic Games (YOG) in 2010. Prior studies have shown that a country hosting a major sports event can raise the level of national pride among…
Abstract
Purpose
Singapore hosted the inaugural Youth Olympic Games (YOG) in 2010. Prior studies have shown that a country hosting a major sports event can raise the level of national pride among its citizens. The purpose of this paper is to examine the change in national pride among spectators and non-spectators following the hosting of the YOG.
Design/methodology/approach
A longitudinal research design was employed in this study. Surveys using the General National Pride Scale to measure the level of national pride were conducted two months before and after the YOG.
Findings
Using paired t-tests, the results showed that there was a significant increase in the level of national pride among non-spectators.
Research limitations/implications
The research concurs with earlier research that hosting a major sports event can increase the level of national pride in the population.
Practical implications
From an application standpoint, this research suggests that in planning major sports events, the government should recognise that such events can increase the level of national pride even among those who have expressed no interest in the sports events.
Social implications
National pride can be fostered through the hosting of major sports events.
Originality/value
This study demonstrates that in hosting a major sports event, there is an increase in national pride even among non-spectators and those who have no interest in the event.
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Weisheng Chiu and Ho Keat Leng
The purpose of this paper is to explore cycling tourists’ experience in Singapore using an exploratory case study.
Abstract
Purpose
The purpose of this paper is to explore cycling tourists’ experience in Singapore using an exploratory case study.
Design/methodology/approach
Tourist’s spontaneous reviews (n=409) posted on TripAdvisor were collected and analyzed through Leximancer.
Findings
The software identified 31 concepts grouped into five dominant themes of tourists’ experiences. In order of relative importance, the themes were tour, bike, guide, experience, and cycling. It revealed that most tourists have a favorable impression of their cycling experience in Singapore.
Originality/value
The findings suggest cycling tours can provide tourists with pleasurable experiences. Tourists embark on cycling tours in Singapore to learn more about the city and enjoy new experiences. However, to meet tourists’ expectations, bicycles must be well-maintained and accessible. In addition, tour guides should be attentive and knowledgeable. These have a direct effect on tourists’ satisfaction level with cycling tours.
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Catherine Qian Ying Soh, Sajad Rezaei and Man-Li Gu
The purpose of this study is to investigate the structural relationships between brand consciousness, perceived quality, social influences, traits of vanity, the need for…
Abstract
Purpose
The purpose of this study is to investigate the structural relationships between brand consciousness, perceived quality, social influences, traits of vanity, the need for uniqueness (i.e. antecedents), Generation Y purchase intentions and behaviour (consequences) towards luxury fashion goods.
Design/methodology/approach
An integrative theoretical model is proposed based on social comparison theory, social impact theory, the perceived quality model and theory of uniqueness to predict the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Using cross-sectional data, a total of 384 sets of valid questionnaires were collected to perform the statistical analysis for the measurement and structural model using the partial least squares path modelling, a variance-based structural equation modelling technique.
Findings
Overall, the structural results imply that the proposed model explains 73.1 and 64 per cent of variances to predict the Generation Y luxury fashion goods purchase decisions. As the several indices for evaluation of goodness of model fit, standardised Root Mean Square Residual, geodesic discrepancy, and unweighted least squares discrepancy show a satisfactory result. The results of two-tailed hypotheses reveal that brand consciousness, perceived quality, social influences, traits of vanity and the need for uniqueness influence Generation Y purchase intention. Moreover, perceived quality and social influences impact purchase behaviour but brand consciousness, traits of vanity and the need for uniqueness do not seem to be significant in explaining the variance in Generation Y purchase behaviour. Furthermore, Generation Y purchase intention is statistically related to purchase behaviour.
Originality/value
There is a lack of empirical evidence and understanding on the influences of consumer purchase intention and behaviour towards luxury fashion goods among the Generation Y. Generation Y is likely to purchase and consume luxury fashion products, and it is important to have a deeper understanding of this market segment.
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The purpose of the present chapter was to answer the research question which states; what are the factors that influence consumers to buy counterfeited smartphones in developing…
Abstract
The purpose of the present chapter was to answer the research question which states; what are the factors that influence consumers to buy counterfeited smartphones in developing economies with the case of Tanzania. The study employed a convenience sampling technique and collected 200 questionnaires in Dar es Salaam region, Tanzania. The study employed Sharma and Chan (2011) previously developed Scale on consumers' preference to counterfeited products and 20 itemised Likert scale was used. Data were analysed by using confirmatory factors analysis (CFA). In general, the models were rejected, which suggest that factors such as ethics, social status and attitude are not significant in influencing consumers to purchase counterfeited mobile phones in developing economies. Areas for further research were provided.