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Article
Publication date: 24 October 2019

Shu-Hsien Liao and Szu-Yu Hsu

Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one and one-to-many communication with text, pictures, animation and sound. The…

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Abstract

Purpose

Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one and one-to-many communication with text, pictures, animation and sound. The purpose of this paper is to examine various Taiwan user experiences in the Line sticker use behaviors. Further, this research looks at how the situations of Line sticker proprietors and their affiliates are disseminated for formulating social media marketing (SMM) in its business model concerns.

Design/methodology/approach

This study examines the experience of various Taiwanese Line stickers users utilizing a market survey, a total of 1,164 valid questionnaire data, and the questionnaire is divided into five sections with 30 items in terms of the database design. All questions use nominal and order scales. This study develops a big data analytics approach, including cluster analysis and association rules, based on a big data structure and a relational database.

Findings

The authors divide Taiwan Line sticker users into three clusters by their profiles and then find each group’s social media utilization and online purchase behaviors for investigating the Line sticker SMM and business models.

Originality/value

This is the first study to offer a big data analytics to investigate and analyze the varieties in the use of Line sticker by exploring users’ behaviors for further SMM and business model development.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 14 June 2023

Chun-Ming Chang, Chiahui Yen, Szu-Yu Chou and Wen-Wan Lo

This study aims to investigate the factors driving viewers' purchase intention in live-streaming by incorporating stimuli–organism–response (S–O–R) framework and…

1772

Abstract

Purpose

This study aims to investigate the factors driving viewers' purchase intention in live-streaming by incorporating stimuli–organism–response (S–O–R) framework and extroversion–introversion personality perspectives.

Design/methodology/approach

Data collected from 228 users on live-streaming platforms in Taiwan were used to test the proposed model. The partial least squares method was used to test the measurement and the structural models.

Findings

Product attractiveness and trust in streamer significantly impacts purchase intention. The results also reveal that interactivity, breadth of information and uniqueness of information significantly impact product attractiveness, whereas social presence, breadth of information and uniqueness of information positively affect trust in streamer. Furthermore, streamer attractiveness has a greater effect on the purchase intention of extroverts.

Originality/value

This study investigates how the features of media, message and streamer impact purchase intention through their reactions to live-streaming. This research is also one of the earliest studies to examine the moderating role of extroversion–introversion personality on purchase intention and its antecedents in live-streaming commerce.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 12
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Content available
Article
Publication date: 7 July 2020

Szu-Yu Kuo, Ching-Chiao Yang and Po-Lin Lai

Recently, inland Chinese regions have become the major manufacturing base for most manufacturing firms. Accordingly, with this change, many shipping companies attempted to provide…

1724

Abstract

Purpose

Recently, inland Chinese regions have become the major manufacturing base for most manufacturing firms. Accordingly, with this change, many shipping companies attempted to provide proper logistics service activities to maintain their business. Hence, this study aims to empirically examine the logistics service preference segments for Chinese landlocked regions from a manufacturer's perspective. By understanding these attributes, not only shipping companies but also logistics companies can provide proper service to their customers.

Design/methodology/approach

The preliminary logistics service attributes are determined using an interview and in-depth questionnaire with logistics experts from the local private and government sectors in southwest China and few international logistics coordinators. This study conducted importance-performance analysis (IPA) and used a customer dissatisfaction attitude index to evaluate the priorities for improving logistics service attributes. Cluster analysis is subsequently performed to group respondents on the basis of their factor scores.

Findings

Five crucial logistics service dimensions were identified by the factor analysis, namely, packing and storage, logistics supporting, logistics information, transportation planning and information inquiry. The results also revised the IPA model. The top five service attributes that needed to be improved were carrier selection, ship scheduling inquiry, route planning and inquiry, cargo receiving station and freight forwarding. By applying the factor analysis, this study reduced the 27 logistics attributes derived from the literature review to five underlying critical factors.

Originality/value

This study contributes to the inland logistics by investigating the preferences of manufacturers in Chinese landlocked regions. Moreover, in land logistics in China is lacking in the literature; hence, several important implications can be derived from this study's results.

Details

Maritime Business Review, vol. 5 no. 3
Type: Research Article
ISSN: 2397-3757

Keywords

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