正念在促进购买意向中的作用

Q1 Business, Management and Accounting
Thuy Dam Luong Hoang, Ha Thu Nguyen, Dung Tri Vu, Anh Thi Tu Le
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引用次数: 0

摘要

目的 本研究旨在探讨 "正念 "在促进顾客购买意愿方面的作用,尤其是在感知易用性和感知有用性对在线叫车服务的中介效应方面。因此,本研究为叫车服务提供商和研究人员提出了若干建议,以便在实践和理论背景下更好地实施这些建议。 设计/方法/途径 数据收集过程于 2022 年 2 月至 2022 年 3 月期间在线进行,样本为 237 名受访者,采用基于协方差的结构方程模型方法进行分析。 研究结果 首先,正念对感知易用性和感知有用性有直接影响,并通过感知有用性的中介作用对购买意向产生间接影响。此外,还发现感知有用性对顾客的购买意向有积极影响,而感知易用性对感知有用性和购买意向都有积极影响。 研究局限/启示 本研究仅对顾客采用打车服务的意向进行了分析,但并未对实际行为进行研究。进一步的研究可能会将实际使用情况作为调查打车服务主题的一个因果因素。 原创性/价值 本研究与现有文献有明显不同,它填补了关于正念在促进顾客对叫车服务的购买意向方面所起作用的文献空白。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The role of mindfulness in promoting purchase intention
Purpose This study aims to examine the role of mindfulness in promoting customers’ purchase intentions, especially with the mediation effects of perceived ease of use and perceived usefulness toward online ride-hailing services. As such, several recommendations for ride-hailing service providers and researchers are suggested for better implementation in a practical and theoretical context. Design/methodology/approach The data collection process is carried out online during the period of February 2022 to March 2022, with a sample of 237 respondents being analyzed by the covariance-based structural equation modeling approach. Findings First of all, mindfulness had a direct influence on perceived ease of use and perceived usefulness, as well as an indirect influence on purchase intention through the mediation role of perceived usefulness. Besides, perceived usefulness is found to have a positive influence on the customer’s purchase intention, while perceived ease of use positively affects both perceived usefulness and intention. Research limitations/implications This study just ends with customers’ intentions to adopt ride-hailing services; nevertheless, the actual behavior has not been examined. Further research might consider actual usage as a dependent factor when investigating the topic of ride-hailing services. Originality/value This study is notably different from the existing literature by filling the literature gap on the role of mindfulness in promoting customers’ purchase intentions toward ride-hailing services.
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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