Chung-Yu Wang, Hsiao-Ching Lee, Li-Wei Wu and Chih-Chung Liu
The purpose of this paper is to examine how quality dimensions in independently owned online brand communities influence purchase intentions via uncertainty reduction and the role…
Abstract
Purpose
The purpose of this paper is to examine how quality dimensions in independently owned online brand communities influence purchase intentions via uncertainty reduction and the role of involvement.
Design/methodology/approach
This work validates the model and hypotheses through non-probabilistic sampling. The online questionnaire was made on the website of MySurvey and an invitation letter was posted to the forums. The respondents received the questionnaire items translated into Chinese. The final survey sample consisted of 235 respondents.
Findings
Empirical results confirm that as for independently owned online brand communities, their information quality and relationship quality are effective tools for influencing purchase intentions via uncertainty reduction. In addition, the authors demonstrate that involvement has a positively moderating influence on the relationship between uncertainty reduction and purchase intentions.
Originality/value
The current study moves beyond uncertainty reduction to demonstrate that information quality and relationship quality of forums influenced purchase intention via uncertainty reduction and the moderating variable such as involvement.
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Dungchun Tsai and Hsiao‐Ching Lee
The purpose of the paper is to examine perceptions of unfairness and accompanying cognitive and emotional outcomes exhibited by present versus prospective customers when faced…
Abstract
Purpose
The purpose of the paper is to examine perceptions of unfairness and accompanying cognitive and emotional outcomes exhibited by present versus prospective customers when faced with targeted promotions. The targeted promotions were designed to be alternatively advantageous or disadvantageous to the targeted group.
Design/methodology/approach
An experiment was conducted with a two (customers categories: present /prospective customer) × two (inequality conditions: advantaged/disadvantaged condition) between‐subject design. A total of 104 valid questionnaires were completed with a minimum of 24 participants per cell.
Findings
Present customers perceive higher unfairness than prospective customers when faced with disadvantaged conditions. However, perceived unfairness was not significantly different when faced with advantaged conditions. Further, perceived unfairness cognitively and affectively influences purchase intentions through perceived value and negative emotions.
Practical implications
Although prospective customers are price‐sensitive, targeted promotions should favor present customers instead of prospective customers to lower the perceived price unfairness of present customers. In addition, when relatively low prices are necessary to attract prospective customers, firms should create a type of “segmentation fence”, where present customers are exposed as little as possible to special offers designed to attract prospective customers.
Originality/value
This research contributes to three streams of literature. The first is related to perceived reference price unfairness, focusing on self/other comparisons (present versus prospective customers) rather than self/self comparisons. The second contribution is related to the outcomes of perceived price unfairness. The mediating effect of perceived value (i.e. cognitive outcomes) and negative emotions (i.e. affective outcomes) between perceived price unfairness and purchase intentions is examined concurrently. The third contribution is that this research raises echoes with the perspective of customer relationship management.
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Cheng Hsiao, Yan Shen and Qiankun Zhou
Panel data provide the possibilities of estimating individual treatment effects for multiple individuals. Two issues are considered: (1) differences in the estimated individual…
Abstract
Panel data provide the possibilities of estimating individual treatment effects for multiple individuals. Two issues are considered: (1) differences in the estimated individual treatment effects are due to heterogeneity or a chance mechanism? (2) what is the best way to estimate the average treatment effects? Testing and aggregation methods are suggested. Monte Carlo simulations are also conducted to shed light on these two issues. An empirical analysis on the involvement of underground organization in China’s Peer-to-Peer (P2P) activities through the “anti-gang” campaign is also provided.
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The purpose of this paper is to examine how the generally accepted notion of Chinese “lawlessness” distorts the Chinese behavior by trying to understand it through the Western…
Abstract
Purpose
The purpose of this paper is to examine how the generally accepted notion of Chinese “lawlessness” distorts the Chinese behavior by trying to understand it through the Western concept of the “rule of law” and to examine how the concept of “storied space” offers a more contextual understanding of the Chinese style of maintaining social order.
Design/methodology/approach
The paper adopts a theoretical approach.
Findings
Recent developments in fields ranging from neurobiology to complexity thinking and storytelling are coming together in a way of thinking about human social systems that has been called “storied space.” Applying this way of thinking suggests that current efforts, among both Chinese and Westerners, to apply the Western “rule of law” may actually distort the understanding of a series of behaviors often called “Chinese lawlessness”. A storied space approach suggests a different understanding and the need for a different way of addressing these concerns.
Practical implications
At a time when economic and political cooperation between Chinese and Westerners is becoming more important, this approach offers what may be a more efficacious way of understanding each other and, therefore, addressing the very real differences.
Originality/value
This paper would be the first published attempt to apply the idea of storied space to the legal issues that arise from the different ways in which Chinese and Western culture maintain social order.