Innovative Marketing最新文献

Delighting customers: Evaluating service quality and customer satisfaction of self-checkout users in sports retail 让顾客满意：评估体育零售业自助结账用户的服务质量和顾客满意度

IF 1.2

Innovative Marketing Pub Date : 2024-07-26 DOI: 10.21511/im.20(3).2024.08

K. Ingale, Manisha Paliwal, Suchita Jha, Ghazal Masarrat, Suchitra Kodlekere, Shreya Shedge

{"title":"Delighting customers: Evaluating service quality and customer satisfaction of self-checkout users in sports retail","authors":"K. Ingale, Manisha Paliwal, Suchita Jha, Ghazal Masarrat, Suchitra Kodlekere, Shreya Shedge","doi":"10.21511/im.20(3).2024.08","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.08","url":null,"abstract":"Digitalization has transformed dynamics across all fields, and technology has completely changed the customer experience. One prominently utilized technology in offline retail is self-checkout services. The present study intends to investigate the attributes that influence people to use self-checkout services and assess their impact on service quality and customer satisfaction. Drawn from Dabholkar’s attribute-based model, the study employs a positivist approach to test the conceptual framework. After the preliminary survey of 330 respondents, it identified ninety-nine consumers who had used the self-service check-out facility. The data collected were analyzed using a multi-variate technique – Partial Least Squares Structural Equation Modeling (PLS-SEM) – owing to the small sample size requirement. All independent variables taken for the study positively affect the service quality. Customer perception of control, ease of use, reliability, enjoyment, speed, adventure, and openness positively affect service quality. It was noted that ease of use, with a variance value of 2.451, and openness to experience, with a variance value of 2.437, show the importance of determining independent variables with service quality. The study findings reported that service quality is primarily influenced by ease of use, enjoyment, and openness to experience. It underlines that some retail customers will likely feel frustrated rather than enjoy the self-service technology, perceiving it as less reliable. The study suggests incorporating openness to experience and adventure shopping in retail outlets that can enhance consumer satisfaction and loyalty. Adopting an immersive and interactive shopping experience will ultimately improve the perception of service quality and customer happiness.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141801309","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior 运用计划行为理论分析影响马来西亚豪华酒店消费意向和选择的因素

IF 1.2

Innovative Marketing Pub Date : 2024-07-22 DOI: 10.21511/im.20(3).2024.07

Wong Chee Hoo, Ng Mei Poh, Muhammad Kamran Khan

{"title":"Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior","authors":"Wong Chee Hoo, Ng Mei Poh, Muhammad Kamran Khan","doi":"10.21511/im.20(3).2024.07","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.07","url":null,"abstract":"This study aimed to examine the impact of the Theory of Planned Behavior on Malaysian luxury hotel selection. To achieve this objective, the study examined the influence of attitude, subjective norms, perceived behavioral control, and fake reviews on the choice of luxury hotels in Malaysia. The study also investigates whether intention mediates the relationship between these variables and luxury hotel selection. The research method was quantitative in nature and to collect the necessary data, convenience sampling was used on an online questionnaire, resulting in 400 valid responses. The respondents were residents of Malaysia aged over 18 years old who had stayed at luxury hotels before, as they are qualified to answer the research objectives. For this study, four- and five-star hotels are considered as luxury hotels. The collected data were then analyzed using IBM SPSS version 26, using descriptive, regression, and mediation analysis through Hayes process. The results from the regression analysis revealed the predictive power of each variable, while the mediation analysis demonstrated that intention mediates the relationship between attitude, subjective norms, and perceived behavioral control in luxury hotel selection. According to this study, attitude, subjective norms, perceived behavioral control, and fake reviews influence luxury hotel choices. Intention significantly mediates the association between attitude, subjective norms, perceived behavioral control, fake reviews, and luxury hotel choices.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141816492","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Impact of brand name and pricing on Kazakhstan Gen Z consumer behavior 品牌名称和定价对哈萨克斯坦 Z 世代消费者行为的影响

IF 1.2

Innovative Marketing Pub Date : 2024-07-16 DOI: 10.21511/im.20(3).2024.06

Rajasekhara Mouly Potluri, Zhanaidar Zulpaidar, Sultanamir Kurmangazin

{"title":"Impact of brand name and pricing on Kazakhstan Gen Z consumer behavior","authors":"Rajasekhara Mouly Potluri, Zhanaidar Zulpaidar, Sultanamir Kurmangazin","doi":"10.21511/im.20(3).2024.06","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.06","url":null,"abstract":"The objective of the research is to examine the impact of brand name and pricing on Kazakhstan Gen Z consumers’ buying behavior, spending patterns, and other buying motives. Adopting a quantitative approach, the study administers a structured questionnaire following a comprehensive analysis of the relevant literature and gleaned responses from 300 Generation Z consumers after checking the reliability and validity of the instrument using Cronbach’s alpha. The selected hypotheses were tested using the Karl Pearson coefficient of correlation, which revealed that brand name significantly impacts Kazakh women, and price greatly influences both genders. The results observed that price has the most significant effect on the buying behavior of female and male Gen Z consumers in Kazakhstan, with 25 and 28 percent, respectively. Brand name and authenticity considerably influence female consumers, with 16 and 15 percent, whereas innovation, technology, and customization, with 20 and 14 percent, influence male consumers. The significant influence of branding and pricing on the buying behavior of Kazakhstan Gen Z customers is displayed, and the findings provide a focal context for developing marketing plans in this first-of-its-kind research article.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141642587","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory 社交媒体营销活动维度对价值共创行为的影响：承诺-信任理论的应用

IF 1.2

Innovative Marketing Pub Date : 2024-07-16 DOI: 10.21511/im.20(3).2024.05

Nguyen Thi Huyen, Nguyen Minh Ngoc, Cao Anh Thao

{"title":"The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory","authors":"Nguyen Thi Huyen, Nguyen Minh Ngoc, Cao Anh Thao","doi":"10.21511/im.20(3).2024.05","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.05","url":null,"abstract":"Previous studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust theory to develop and estimate this relationship through brand trust and brand commitment on social media in Vietnam. The snowball sampling technique was applied to gather 504 social media users through social media platforms in Vietnam. The proposed research model was tested through PLS-SEM using SmartPLS 4. The results highlighted that most social media marketing activities dimensions (including trendiness, electronic word of mouth, interaction, and customization) affect brand trust (pc are 0.42, 0.152, 0.112, 0.097, respectively, and p-values are all less than 0.05). Simultaneously, brand trust was found to have a positive effect on brand commitment (pc =0.405, p = 0.000). Furthermore, calculation results revealed that brand commitment contributed significantly and strongly to their co-value behavior towards brands (pc = 0.531, p = 0.000). On the contrary, the data do not support a direct impact of entertainment on brand trust (pc = 0.001, p = 0.990) and brand trust on co-value behavior (pc = 0.025, p = 0.466) at a significance level of less than 5%. Ultimately, the findings also suggest a guide to social media marketers to drive customer value co-creation behavior for brands.\u0000AcknowledgmentThis work was supported by the National Foundation for Science & Technology Development of Vietnam under Decision No. 131/QD-HDQL-NAFOSTED dated September 21, 2020.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141832281","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model 影响年轻消费者购买沙特咖啡产品行为的因素：计划行为理论扩展模型的应用

IF 1.2

Innovative Marketing Pub Date : 2024-07-08 DOI: 10.21511/im.20(3).2024.04

A. Mohammed

{"title":"Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model","authors":"A. Mohammed","doi":"10.21511/im.20(3).2024.04","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.04","url":null,"abstract":"Drawing on the Theory of Planned Behavior, this study aims to investigate the factors that influence consumers’ purchasing behavior towards Saudi coffee product. Additionally, it seeks to examine the moderating role of consumer ethnocentrism on the relationship between purchase intention and actual purchasing behavior of young consumers. The target population consisted of young consumers in Saudi Arabia who had previously consumed Saudi coffee product. Data were collected through an online survey using Google Forms in February 2024. The sample size comprised 386 respondents, 18-34 years old (with 52.8% of males and 47.2% of females). To assess the hypothesized model, the collected data underwent an analysis using Partial Least Squares Modeling approach. The results indicated that social media marketing activities depict high effect on intention of young consumers to purchase Saudi coffee product. Additionally, subjective norms, attitude, hedonic value, perceived behavioral control, and utilitarian value demonstrate a significant effect on customers’ intention to purchase Saudi coffee product. Furthermore, the results confirmed the moderating role of consumer ethnocentrism in the relationship between young consumers’ purchase intentions and their actual purchasing behavior toward Saudi coffee product.\u0000AcknowledgmentThis research was funded by the “Saudi coffee grants” program offered by the Saudi Ministry of Culture. All opinions expressed herein belong to the researchers and do not necessarily reflect those of the Ministry of Culture.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141668072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Digital marketing as a determinant variable for improving the business performance 数字营销是提高业务绩效的决定性变量

IF 1.2

Innovative Marketing Pub Date : 2024-07-08 DOI: 10.21511/im.20(3).2024.03

Ernani Hadiyati, Sugeng Mulyono Gunadi, Sugeng Mulyono, Gunadi

{"title":"Digital marketing as a determinant variable for improving the business performance","authors":"Ernani Hadiyati, Sugeng Mulyono Gunadi, Sugeng Mulyono, Gunadi","doi":"10.21511/im.20(3).2024.03","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.03","url":null,"abstract":"This study analyzes the complex relationships between digital marketing, Customer Relationship Management (CRM), сompetitiveness, and business performance in the creative industry Small and Medium Enterprises (SMEs), focusing on craft-leading products in urban areas of East Java province. According to the sample size, the number of survey respondents was 172. There were 86 male entrepreneurs (50%) and 86 female entrepreneurs (50%). Primary data were collected by distributing the questionnaires according to the number of respondents to SME entrepreneurs who are managers or company owners with competence in the business field and more than five years of business experience. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results emphasize that digital marketing affects business performance through CRM by 0.126 with p-value of 0.006, and competitiveness by 0.260 with p-value of 0.000. It can be explained that digital media can identify, recruit, and turn potential customers into loyal customers. Higher demands from customers for online services are becoming increasingly crucial for digital marketing and business activities. The essence of the results of this study is that the more effective digital marketing is, the more influential the company’s CRM is to improve the company’s business performance, including profit growth, sales growth, and employment growth. The critical role of digital strategy, CRM, and competitiveness on business performance can overcome the challenges posed by the pandemic and drive success in creative industry SMEs of superior products in East Java, highlighted in this study.\u0000AcknowledgmentThe author would like to thank the Ministry of Education, Culture, Research and Technology. Directorate General of Higher Education, Research and Technology of The Republic of Indonesia, which has supported the research implementation and permitted publication of this article.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141669771","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude 美容视频博客的来源可信度与消费者购买纯素化妆品：认知态度和情感态度的中介作用

IF 1.2

Innovative Marketing Pub Date : 2024-07-02 DOI: 10.21511/im.20(3).2024.02

Bao Ngoc Le, Viet Tien Vu, Mai Thi Le

{"title":"Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude","authors":"Bao Ngoc Le, Viet Tien Vu, Mai Thi Le","doi":"10.21511/im.20(3).2024.02","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.02","url":null,"abstract":"Vegan cosmetics have become more popular among consumers due to increased environmental awareness and health consciousness after the COVID-19 pandemic. This study aims to investigate the influence of beauty vloggers’ credibility on consumers’ purchase intention toward vegan cosmetics. An integrated research model was built based on the source credibility and stimulus-organism-response theory. Data were collected from a questionnaire survey with 382 Vietnamese consumers at the minimum age of 18 who had experience watching beauty vloggers reviewing vegan cosmetics on YouTube. Partial least squares structural equation modeling was applied to analyze the collected data. The results show that the beauty vloggers’ expertise, trustworthiness, and physical attractiveness all positively impact cognitive and affective attitudes, influencing consumers’ purchase intention. Furthermore, these factors positively impact consumers’ intention to purchase vegan cosmetics. Therefore, cognitive and affective attitudes partially mediate the relationship between the beauty vloggers’ credibility and consumers’ purchase intentions. Given that the direct and indirect effects point in the same direction, these mediators are classified as complementary. This study contributes to deeper understanding of consumers’ intention to purchase vegan cosmetics recommended by beauty vloggers.\u0000Acknowledgment The authors would like to thank the Posts and Telecommunications Institute of Technology (PTIT) and the International School, Vietnam National University (VNU), Hanoi, Vietnam, for providing research assistance.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141684709","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Exploring factors affecting tourists’ purchase intention of Wuhan cuisine 游客对武汉美食购买意向的影响因素探究

IF 1.2

Innovative Marketing Pub Date : 2024-07-01 DOI: 10.21511/im.20(3).2024.01

Cao Yan, Chonlavit Sutunyarak

{"title":"Exploring factors affecting tourists’ purchase intention of Wuhan cuisine","authors":"Cao Yan, Chonlavit Sutunyarak","doi":"10.21511/im.20(3).2024.01","DOIUrl":"https://doi.org/10.21511/im.20(3).2024.01","url":null,"abstract":"Food has long been considered very important in tourism activities and it has a positive effect on tourist satisfaction. Then local cuisine has become an important attraction for tourist destinations and one of the focuses of destination marketing. This study is based on the theory of perceived value, perceived risk theory, and the theory of planned behavior, aiming to understand tourists’ intentions to purchase local cuisine and its influencing factors, choosing Wuhan, China as the study case, and conducting an empirical survey on tourists visiting Wuhan in 2023. Data analysis was conducted using confirmatory factor analysis and structural equation modeling to test the research hypotheses. The results show that the value of quality, price, emotion, cognition, culture and health can improve tourists’ satisfaction and enhance tourists’ purchase intention of Wuhan cuisine. However, social value and perceived risk have no significant effect on satisfaction and purchase intention, tourists’ satisfaction with Wuhan cuisine positively affects tourists’ attitude, and tourists’ satisfaction. Attitude, subjective norms and perceived behavioral control are also key factors to predict tourists’ purchase intention of Wuhan cuisine. The purchase intention model meets the fitting criteria: X²/Df = 1.533, RMSEA = 0.025, CFI = 0.977, IFI = 0.977. The results of this study provide a reference for the competent government departments and related enterprises to promote the development of food tourism in Wuhan.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141704472","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Incorporating new variables into a model of brand extension in fast fashion 将新变量纳入快速时尚品牌延伸模型

IF 1.1

Innovative Marketing Pub Date : 2024-06-13 DOI: 10.21511/im.20(2).2024.20

Jitka Burešová, R. Vavrek

{"title":"Incorporating new variables into a model of brand extension in fast fashion","authors":"Jitka Burešová, R. Vavrek","doi":"10.21511/im.20(2).2024.20","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.20","url":null,"abstract":"This study tests a brand extension in fast fashion to explore the extension’s effect on the parent brand. It investigates whether extensions to varyingly distant product classes modify customers’ attitudes toward the parent brand. University students from the Technical University of Liberec, the Faculty of Economics (Czech Republic), aged 22-25 years, participated in an online survey for this study. The number of respondents was 310. The outcomes are relevant for this segment of customers. The model with classic brand extension factors (perceived fit (FIT), attitudes toward the brand extension (ATE), parent brand attitude change (PBCH)) was constructed. Factors of fashion leaders and emotional variables (e.g., trust and loyalty) were added to the model. The model was tested using structural equation modeling (SEM) in AMOS software and was statistically significant (Chi-squared value of 6.402, p = 0.171). A positive relationship was observed between FIT and ATE (β = 0.534, p-value = 0.000), the same as trust and ATE (β = 0.693, p-value = 0.000). Equally, ATE had a significant positive impact on PBCH (β = 0.722, p-value = 0.000) and trust and loyalty (β = 0.649, p-value = 0.000). Loyalty negatively affects ATE (β = -0.126, p-value = 0.010), indicating that these customers may have problems with brand extension, similar to a fashion leader (β = -0.126, p-value = 0.010). TRUST has a negative effect on the PBCH (β = -0.338, p-value = 0.000). Insights derived from this study hold substantial relevance for marketers in fast fashion aiming to prepare brand extensions effectively.\u0000AcknowledgmentThis work is supported by the Technical University of Liberec, Faculty of Economics – internal grant.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141347704","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Exploring individuals’ purchase willingness for cryptocurrency in an emerging context 探索新兴背景下个人购买加密货币的意愿

IF 1.1

Innovative Marketing Pub Date : 2024-06-12 DOI: 10.21511/im.20(2).2024.19

K. M. Anwarul Islam, Fandi Omeish, Serajul Islam, Adel Mohammed Yaslam Sarea, Tariq Abdrabbo

{"title":"Exploring individuals’ purchase willingness for cryptocurrency in an emerging context","authors":"K. M. Anwarul Islam, Fandi Omeish, Serajul Islam, Adel Mohammed Yaslam Sarea, Tariq Abdrabbo","doi":"10.21511/im.20(2).2024.19","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.19","url":null,"abstract":"This study aims to investigate the influencing factors of consumers’ willingness to buy cryptocurrency in Malaysia. The targeted population of this study was Malaysian citizens who had knowledge about digital currency such as cryptocurrency. In this study, the data collection process was completed using an online survey questionnaire from several social media groups in Malaysia. They were sent a survey invitation to take part in, and after their approval, their responses were gathered. Five-point Likert scale has been used, where ‘1’ stands for “strongly disagree” and ‘5’ stands for “strongly agree”, to find out the item-wise questionnaire. The final sample size was n = 620. Moreover, 5% significance level and SPSS software were used to analyze the data and evaluate the hypotheses. The outcome of this study exposes that the perception of the price value of the cryptocurrency, perceived trust, and perceived security measure positively and significantly affect consumers’ willingness to buy cryptocurrency. Overall, these variables can explain 49.50% (R2 = 0.495) of the variance in predicting consumers’ willingness to buy cryptocurrency. It is found that among the three determinants, perceived trust (β = 0.569) in cryptocurrency had the highest impact on the intention among Malaysian consumers compared to other variables. This study contributes to the limited existing literature concerning Bitcoin and digital currencies, offering insights that can aid scholars in comprehending the significance of cryptocurrency and delineating its predominant impacts within the Malaysian cryptocurrency space.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141354647","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0