Self-directed Learning Predicts Online Learning Engagement in Higher Education Mediated by Perceived Value of Knowing Learning Goals

Online education has made it possible to implement the “classes suspended but learning continues” policy during the COVID-19 outbreak. However, the intangible sense of the online educational setting requires self-directed learning (SDL) and may force students to know the goals of learning that may impact their engagement. To understand the effect, based on situated expectancy-value theory, this study considered SDL as attitude and approach and constructed a research model to explore the mediating power of perceived value of knowing learning goals (PVKLG) related to participants’ online learning engagement during the COVID-19 lockdown. Data were collected from 497 higher education students in China. After the confirmatory factor analysis with structural equation modeling, the results reported that SDL attitude and approach positively predicted learning engagement mediated by PVKLG. The results suggest that only when students have a high level of PVKLG will they be able to regulate their learning process through the two types of SDL and enhance their engagement in online learning contexts during the COVID-19 lockdown.

Perception study of perceived value and social influence of digital health services in Indonesia

BACKGROUND

Healthtech has become a nascent sector of the internet economy since the emergence of the COVID-19 pandemic in 2020. Telemedicine features are facilitated, such as teleconsultation, e-diagnosis, e-prescribing, and e-pharmacy. However, the intention to use digital health services in Indonesia is still underdeveloped though the sales of other risk-free e-commerce products are high enough.

OBJECTIVE

This study aims to assess the human perception of perceived value and social influences regarding the intention to use digital health services.

METHODS

Google Forms web link is employed to disseminate a set of 4-Point Likert scale questionnaires. In total, 364 complete responses are collected. A descriptive approach is employed to process the data using Microsoft Excel and SPSS software. Validity and reliability are quantified using the item total-correlation method and Cronbach's Alpha coefficient.

RESULTS

Only 87 respondents (24%) ever used digital health services, of which Halodoc (92%) is the most preferred application, and teleconsultation became the most popular service to access. Out of four, the average score is 3.16 for perceived value and 2.86 for the social influence dimension.

CONCLUSION

Most respondents, not dependent on user experience, perceive more values obtained using digital health services, such as time and money savings, convenience, flexible order time, undiscovered identity, adventurous experience, and enjoyment. Another finding of this research proves that some social influences from family, friends, and mass media also bring effect to amplify the intention to use. A low level of trust is assumed to be the cause of a small number of users.

The influence of interpersonal interaction on consumers' purchase intention under e-commerce live broadcasting mode: The moderating role of presence

The purpose of this study is to examine the links between interpersonal interaction perception, perceived value and purchase intention in e-commerce live broadcasting in China. The mediating effect of perceived value on the relationship between consumer-anchor interaction (CAI) and consumer-consumer interaction (CCI), and purchase intention is explored. Additionally, the moderating effect of presence on the relationship between perceived value and interpersonal interaction perception is also investigated into. The Hayes' Process macro is utilized as an analysis tool, and the data are gathered via an online survey. It is found that both CAI and CCI are both important in increasing perceived value and purchase intention. Besides, perceived value enhances purchase intention while presence acts as a moderator in the relationship between consumer perceived value and interpersonal interaction perception, making the relationship stronger when presence is high and weaker when presence is low. In this way, the results of the study contribute to the current literature of interpersonal interaction under the mode of e-commerce live broadcasting. Employing interpersonal interaction techniques to improve consumers' perceived value and purchase intention will also be advantageous to enterprises engaged in e-commerce live broadcasting.

Effect of restaurant consumers' anticipated emotions on perceived value and behavioral intention in the COVID-19 context

While hospitality scholars have been conducting research on post-pandemic consumption recovery, the impact of the psychological consequences of COVID-19 on consumers' post-pandemic behavior remains insufficiently addressed. Therefore, the purpose of this study is to explore the relationships among anticipated emotions, perceived value, perceived threat, and dining-out intention in the COVID-19 context. In this study, 621 restaurant consumers in China were surveyed and the data were analyzed with structural equation modeling. The results suggested that positive anticipated emotions affect perceived hedonic, utilitarian, and social values, whereas negative anticipated emotions affect hedonic value. Hedonic and utilitarian values then influence dining-out intention. Perceived threat in terms of perceived severity and susceptibility to COVID-19 was explored to moderate the impacts of hedonic and social values on the intention. This study contributes to the literature by identifying the positive, distinct roles of both anticipated emotions on consumer dining-out intention through perceived values and threats during the early recovery of COVID-19.

Experiencing authenticity to environmentally responsible behavior: Assessing the effects of perceived value, tourist emotion, and recollection on industrial heritage tourism

As an important part of cultural heritage, industrial heritage has important cultural, historical and economic values. There are many studies on authentic experience in industrial heritage sites, but the studies on responsible behavior of authentic experience to environment of industrial heritages are still lacking. Therefore, this study takes Nanjing Quarry Park as the research object and S-O-R theory as the theoretical basis, after combing the literature on five aspects of authentic experience, perceived value, emotion, tourists' recollection and environmentally responsible behavior, the authors made questionnaires and conducted field research, the authentic data of tourists' authentic experience in Nanjing Quarry Park were obtained by questionnaire and analyzed, and the research model of responsible environmental behavior of authentic experience in industrial heritage scenic spots was constructed. In conclusion, this study found that authentic experience and perceived value can induce positive and negative emotions in tourists, and then produce memories, and act on environmentally responsible behavior. Emotion plays a part of mediating role in authentic experience, perceived value, recollection and environmentally responsible behavior. Positive emotion and perceived value have significant positive effects on recollection and tourists' responsible behavior, while negative emotion and perceived value have significant negative effects on recollection, there was no significant negative effect on responsible behavior of environment. Authentic experience is an important antecedent of emotion.

Vlogger's persuasive strategy and consumers' purchase intention: The dual mediating role of para-social interactions and perceived value

It is a new advertising marketing method for commodity companies to use vloggers to endorse their products, and to influence consumers' attitudes and decisions. In view of this phenomenon, there are few studies on the relationship between vloggers and consumers, and this study aims to explore how the persuasive strategies used by vloggers to promote products influence consumers' purchase intentions. Based on the concepts of Aristotle's persuasion theory, this study extracts two specific persuasive approaches, "two-sided messages" and "emotional appeal," to explore consumers' perceptions of them and the effectiveness of these two strategies. At the same time, para-social interaction and perceived value as intermediary factors are also included in the study for further discussion. The study empirically analyzed a sample of 511 questionnaires from participants who had purchased products recommended by vloggers and came to the following conclusions: (1) vloggers can enhance consumers' purchase intention by adopting two-sided messages persuasion when promoting products; (2) vloggers' emotional persuasion can enhance consumers' purchase intention; (3) as an intermediary variable, para-social interaction plays a more obvious role in vloggers' persuasion by appealing to emotions. The audience can have common feelings with vloggers, and they are more connected with each other, thus increasing their willingness to buy; (4) Perceived value, as an intermediary variable, plays a more obvious role in vloggers' persuasion with the two-sided messages. The two-sided messages can show vloggers' credibility and more abundant information about products, so that consumers have a positive perception of product value, and the direct persuasion effect of the two-sided messages is greater. Based on the results of the study, this paper helps vloggers to adopt different persuasive approaches for different types of audiences, choose the proper marketing methods, attract the potential customers, and achieve such purposes as enriching product marketing forms and increasing market share.

Willingness of Tea Farmers to Adopt Ecological Agriculture Techniques Based on the UTAUT Extended Model

Ecological agricultural technology is the key method for making the transition from traditional agriculture to ecological agriculture, and is also the basic measure for promoting the transformation and upgrading of the tea industry and sustainable development. This study explores the influencing factors and mechanisms of tea farmers' adoption of ecological agricultural technology by using the extended model of the unified theory of technology adoption and use (UTAUT) based on perceived value. The analysis results, using the partial least squares structural equation model (PLS-SEM), show that: the positive impact of perceived value on willingness to use not only makes the explanatory power of the extended model greater than that of the original model but also expands the UTAUT model into a full mediating model, in which performance expectation has the greatest impact on behavioral intention through the implemented value. Effect expectation, social influence and factoring factors following, then the four intermediary paths have significant positive effects on behavioral intention. This study improves on the limitations of the UTAUT theoretical model through the theory of perceived value, and provides a reference for research on the same topic. At the same time, the government should provide tea farmers with enhanced subsidies, skills training and communication platforms.

The experiences of older adult members of a combined lunch club and assisted shopping group and the perceived value in their occupational lives: A qualitative study

Background and Aims

Health and social care policies are increasingly focusing on community interventions for older adults with service providers diversifying services to widen their reach. As a result, new concepts are under‐researched, and it can be challenging to draw parallels with existing interventions. Evidence of the value of community interventions is often limited and conflicting and few researchers have considered the service‐user perspective. This qualitative research explores the experiences of members of a combined lunch club and assisted shopping group based in North‐East England to understand the perceived value in their lives from an occupational perspective.

Methods

Six older adult members were recruited through convenience sampling to participate in individual semistructured interviews January–March 2020. Interview data was subject to thematic analysis using an inductive approach and three key themes were constructed to represent the data.

Results

Themes identified were: “Togetherness: promoting social belonging”; “Meaningful engagement for older adults” and “Independence and staying active in later life.” Findings indicated largely positive experiences with themes depicting influences that motivate engagement and perceived benefits.

Conclusion

Participants particularly valued the opportunity for social engagement, as well as independence through supporting continued engagement with shopping in later life. In conclusion, successful community interventions for older adults need to be meaningful and purposeful.

Impact of social influence on users' continuance intention toward sports and fitness applications

The purpose of this paper is to explore how social influence (SI), which is disaggregated into subjective norms (SN), social image (SIM), and social identity (SID), predicts perceived usefulness (PU), perceived pleasure (PP), and continuance intention (CI) toward sports and fitness applications. The underlying context is the socialization and gamification of exercise during the Covid-19 pandemic. Based on the theory of SI and the technology acceptance model, a theoretical framework was built where PU and PP mediate the influence of SI on CI, and proposed hypotheses were tested. The responses of 296 Keep users (a popular sports and fitness application in China) to a questionnaire survey were analyzed. SN and SIM were found to have significant positive effects on SID; SID has significant positive effects on PU and PP; both PU and PP have significant positive effects on the CI of users; SID and PU positively and significantly mediate the relationship between SN/SIM and CI; PU positively and significantly mediates the SID-CI relationship. However, the role of PP in mediating the influence of SI on CI is non-significant. This paper deepens the current understanding of the mechanisms that influence the relationship between SI and CI under the context of socialization and gamification services.

Evaluating the couriers' experiences of logistics platform: The extension of expectation confirmation model and technology acceptance model

The current study integrated the Extended Technology Acceptance Model (TAM) and included information system quality (ISQ), user interface (UI), knowledge sharing motivation (KSM), the expectation confirmation model (ECM), safety management practices (SMP), interface aesthetics (IA), and perceived value (PV) to evaluate the logistics couriers' experience while using an Online logistics platform. This research examines the relationships of KSM, SMP, and ISQ on the TAM's, perceived usefulness (PU), and perceived ease of use (PEOU). In addition, it explores the relationship between UI on PEOU. Furthermore, to explore the impact of ECM, it examines the impact of confirmation (CON) on PU and satisfaction (SAT). Finally, this research explores the impact of logistics couriers' SAT on continuous intention (CI). According to the findings of this study, UI did not have a significant association with PEOU. Furthermore, KSM was found to significantly impact PEOU, while having no significant effect on PU. Moreover, SMP was found to have no significance on PEOU, however, SMP was discovered to be in a significant association with PU. In addition, ISQ was found to significantly impact PEOU, PU, and, PV. Moreover, CON was in a significant relationship with PU, while not having a significant impact on SAT. Furthermore, IA did not significantly impact PV. Also, SAT was significantly impacted by PU, while not having any significant impact from PEOU, and PV. Besides, PEOU was discovered to significantly impact PU. Finally, SAT was found to be in a significant relationship with CI.

Consumer acceptance of autonomous delivery robots for last-mile delivery: Technological and health perspectives

The unprecedented outbreak of the novel coronavirus has led to a great shift toward online retailing and accelerated the need for contactless delivery. This study investigates how technological and health belief factors influence consumer acceptance of autonomous delivery robots (ADRs). Anchored in four behavioral theories [i.e., technology acceptance model, health belief model, perceived value (VAL) theory and trust theory], a synthesized model is developed. A total of 500 valid responses were collected through an online questionnaire in Singapore, and structural equation modeling was conducted to examine the responses. The results revealed that perceived ease of use (EOU), perceived usefulness (UFN), perceived susceptibility (SUS), perceived severity (SEV), self-efficacy (SEL) and cues to action (CUE) have a positive and significant influence on consumers' perceptions of the value of ADRs. The total effect analysis also showed that perceived VAL strongly affects consumer acceptance of ADRs. Academically, this study introduces both technological and health belief factors to explain consumer acceptance of ADRs. It also provides recommendations for policymakers and autonomous delivery robot developers on policy formulation, public communication, product design and infrastructure development.

The effect of healthcare policy signals on patients' perceived value, trust and intention to use services offered by a healthcare provider

OBJECTIVE

Capitation is a healthcare reimbursement scheme in which a healthcare provider equitable access to funding for services and greater flexibility and budgeting. The objectives of the study are to investigate the effect of capitation signaling on patients' perceived value and trust and on their use intention.

METHODS

This study was a scenario-based survey to examine interaction design, including capitation policy information and value-added health services information, which act as a combination of to test the hypotheses using signaling theory. Subject may receive the information about health services, information about a capitation policy, both of these two signals, or neither of them.

RESULTS

The results of this study show that signal capitation policy and value-added health service information positively affects patients' perceived value, but not patients' trust. When a patient receives a signal either capitation policy information or value-added health service information, their perceived value, trust, and use intention are significantly higher than those who receive neither signal.

CONCLUSION

We suggest that high-quality healthcare institutions should consider distinguishing themselves from other low-quality providers by signaling information and allocate resources on value-added health services to enhance patients' awareness of healthy behavior and benefit from implementing a capitation payment scheme. This research contributes to healthcare stakeholders, especially policymakers and service providers, in terms of how best to engage with patients.

Influence of personality traits on online self-disclosure: Considering perceived value and degree of authenticity separately as mediator and moderator

The Chinese have been spending significantly more time on the Internet during post-pandemic time. When people are confined indoors, there is a greater need to construct an identity and socialize online. Personality traits and perceived value of the media are important factors that affect users' online self-disclosure. This study involved the construction of a mediation model and a moderator model to evaluate the influence of personality traits on self-disclosure on social media. Perceived value was regarded as the mediator while the degree of authenticity was regarded as the moderator. Using a quota sampling method, 1,075 Chinese netizens were surveyed in July and August 2021. The results showed that: (1) The depth of self-disclosure of subjects with extroverted personality was significantly higher than that of those with introverted personality, that is, personality traits affect the depth of self-disclosure; (2) perceived value plays a mediating role in online self-disclosure; (3) The degree of authenticity is a significant moderator in the relationship between personality and self-disclosure. In all, the results from this study contribute to our understanding of how personality traits affect perceived value of media and self-disclosure. This study tested the credibility and validity of the proposed model in the context of the recent COVID-19 pandemic lockdown in China, and the study is a novel approach in that area of research.

Measuring patients' satisfaction toward health tourism in Malaysia through hospital environment, nutritional advice, and perceived value: A study on Chinese exchange students

Malaysia is a reputed destination for health tourism in the Asia Pacific region for its hospitable nature and good quality of service. Patients' satisfaction has been a key concern in health tourism to maintain the flow of tourists' arrival for medical purposes. By considering the importance of health tourism and patients' satisfaction in Malaysia, this study aimed to examine the influence of hospital environment, nutritional advice, perceived value on patients' satisfaction. This study is cross-sectional in nature and follows a quantitative approach. The researchers used questionnaires as a survey tool to obtain information from the respondents. The sample of this is chosen from Chinese exchange students in Malaysia. Using a systematic random sampling technique, 205 usable responses were selected from the respondents and proceeded with further analysis. The study conducted structural equation modeling using Smart PLS version 3. The results found that hospital environment, nutritional advice, and perceived value significantly influence patients' satisfaction in Malaysia.

The effect of blind box product uncertainty on consumers' purchase intention: The mediating role of perceived value and the moderating role of purchase intention

As the younger generation, who like to pursue novelty and excitement, becomes the main consumer and the traditional consumption culture changes in China, the blind box has become a popular product among young people with its uncertain characteristics. Previous studies have mainly explored the role of uncertainty in promotion, while this paper focuses on the role of uncertainty in daily sales of blind box products. Based on the stimulus-organism-response (SOR) theory, this paper conducted an online questionnaire survey and an empirical analysis in China, which examined the mechanism of the positive impact of uncertainty and the moderating effect of consumption purpose. The results show that uncertainty affects consumers' purchase intention mainly through affecting their emotional value, which is one dimension of perceived value; consumer purpose also moderates the effect of uncertainty on perceived value, and the effect of perceived value on purchase intention. The results of this study are not only of great significance for understanding the uncertain marketing and blind box products, but also have management implications for enterprises to make use of the uncertain marketing.

The Influence of Design Aesthetics on Consumers' Purchase Intention Toward Cultural and Creative Products: Evidence From the Palace Museum in China

As a symbol of Chinese culture, the Palace Museum undertakes the mission of spreading Chinese culture. In recent years, through the innovative integration of traditional culture, the Palace Museum has provided a series of cultural and creative products to meet consumers' personalized expectations, which has attracted wide attention from both academia and practice. Cultural and creative products, as one of the means of cultural dissemination by museums, affect the revenue and sustainable development of museums. Thus, it is of great significance to study how consumers arrive at the decision to purchase these products. This article explores the influence mechanism of design aesthetics on consumers' purchase intention (N = 201). The results show that design aesthetics has a positive influence on consumers' purchase intention through perceived value and that Chinese traditionality moderates the indirect influence of perceived value. The contributions and implications are discussed.

How Duty-Free Policy Influences Travel Intention: Mediating Role of Perceived Value and Moderating Roles of COVID-19 Severity and Counterfactual Thinking

Counterfactual thinking is presumed to play a preparatory function in promoting people's behavioural intentions. This study specifically addresses the impacts of COVID-19 severity, tourists' counterfactual thinking about the pandemic, and tourists' perceived duty-free consumption value on the effect of a duty-free policy on travel intentions. Four hundred and ten participants took part in this study, which involved a 2 (duty-free policy: absent vs. present) × 2 (COVID-19 severity: high vs. low) design. Results reveal the following patterns: (a) compared to the absence of a duty-free policy in tourist destinations, enactment of a duty-free policy leads to stronger visit intentions through greater perceived value and (b) the effect of a duty-free policy on travel intention is moderated by tourists' counterfactual thinking and COVID-19 severity.

Research on the Structural Relationship of Online Persistent Purchase of Museum Cultural and Creative Products in the Context of Digitalization

With the development and support of modern technologies such as digital media and online live stream, it has become an effective way to promote the online transaction of museum cultural and creative products. Based on the Technology Acceptance Model combined with the Post-Acceptance Model of Information System Continuance and the theories on customer satisfaction index, this research introduces perceived interest (PI) and media richness (MR) as variables and constructs a model of the influencing factors of online consumers' persistent purchase (PP) of museum products. The research model and related hypotheses were verified through structural equation modeling (SEM). The research found that perceived value (PV) and satisfaction (SAT) are the key variables that have impact on the PP of consumers. Perceived quality, brand trust, MR, PI, and perceived usefulness have significant effects on PV and SAT. Involvement in purchasing decisions positively moderates the impact on SAT of PV. The conclusion can be referred to for operators and product developers.

Decision Making With an Alternative Mindset in an Online Shopping Environment: Identifying User Intentions Toward Facebook-Commerce

Considering the current global trend in the digital economy, Facebook commerce (f-commerce) is an indispensable component of today’s digital commerce. The purpose of this research is to test the proposed model to validate current theories that evaluate the relationships between online trust and customer f-commerce usage intentions. It has also been proposed to improve usage intention by integrating the relationship between perceived value and trust in electronic commerce (e-commerce). The data was gathered using a structured questionnaire and analyzed with structural equation modeling (SEM; n = 435). In this study, gender has been discussed as a moderating factor. The findings describe the positive relationships that exist between antecedents of trust and user intentions toward f-commerce. Furthermore, according to the findings of the study, females are more concerned than males about developing their intentions to utilize f-commerce for online shopping. Theoretical and practical implications are also presented in this study.

The Effect of Perceived Value on Consumers' Repurchase Intention of Commercial Ice Stadium: The Mediating Role of Community Interactions

The 2022 Beijing Winter Olympics has created unprecedented opportunities for China’s commercial ice rinks, where improving consumers’ repurchase intention is essential for their high-quality development. This paper explores the mediation effect of community interactions between perceived value and commercial ice rink consumers’ repurchase intention based on the theory of perceived value. Through a questionnaire survey, we collected 347 valid questionnaire from consumers of commercial ice rinks. Based on a structural equation model, the results show that consumers’ perceived risk value significantly impacts community interactions and consumers’ repurchase intention. Perceived functional, social, and emotional values positively affect community interactions but have an insignificant impact on the consumers’ repurchase intention. Community interactions play a full mediation role between perceived emotional and social values and consumers’ repurchase intention; they play partially mediating role between consumers’ perceived risk value and repurchase intention and do not have mediating role between perceived functional value and consumers’ repurchase intention. Therefore, we provide some practical suggestions: extending commercial ice rink product lines, creating unique intellectual property systems, improving consumer sports career planning, and enhancing risk management.

Increasing Bike-Sharing Users' Willingness to Pay - A Study of China Based on Perceived Value Theory and Structural Equation Model

Bike sharing, as an innovative travel mode featured by mobile internet and sharing, offers a new transport mode for short trips and has a huge positive impact on urban transportation and environmental protection. However, bike-sharing operators face some operational challenges, especially in sustainable development and profitability. Studies show that the customers' willingness to pay is a key factor affecting bike-sharing companies' operating conditions. Based on the theories of perceived value, this study conducts an empirical analysis of factors that affect bike-sharing users' willingness to pay for bike-sharing through measurement scales, user surveys, and structural equation models. We designed a five-point Likert-type scale containing 11 latent variables affecting willingness to pay and a total of 34 measurement items. We investigate bike-sharing users in China's first and second-tier cities, with a total of 502 participants. The results show that perceived value, payment awareness, trust, and environmental awareness constitute key factors that directly affect bike-sharing users' willingness to pay. And perceived usefulness, perceived ease-of-use, perceived cost, and perceived risk indirectly affect bike-sharing users' willingness to pay. However, we found no significant effects of perceived entertainment on perceived value or word of mouth on willingness to pay. Our results are expected to provide theoretical and practical implications for bike-sharing programs.

The Effect of Baby Food E-Store Image (for Ages 0-3) on Consumers' Purchase Intention

This research aims to investigate the influence of baby food e-store image (for ages 0–3) on consumers’ purchase intention, mainly based on the stimulus-organism-response (S-O-R) model. Perceived value is additionally tested as a mediator of the relationship between baby food e-store image and consumers’ purchase intention. An online questionnaire survey was conducted among consumers of baby food e-stores that specialize in ages 0–3. The final sample comprised 584 valid responses. To test the hypotheses in the relationships among latent variables, structural equation model analysis was used in this study. The findings showed that design image, order fulfillment image, communication service image, and security image of baby food e-stores have positive effects on consumers’ perceived value, while perceived value mediates the relationship between baby food e-stores and consumers’ purchase intention. As a result, more perceived value would be created between online stores and their consumers with a higher level of value. Two managerial implications derived from this study explain how to manage baby food e-stores and how to promote online baby food undertakings. Particularly, consumers’ perceived emotional and functional value can be shaped by four dimensions of baby food e-store image, e-store design image, order fulfillment image, communication service image, and security image, which finally determines their purchase intentions. The originality and value of this study enriches the importance of consumers’ perceived value in the field of online store image. Moreover, this study demonstrates that baby food e-store image increases consumers’ perceived value and purchase intention.

Accessing the Influence of Perceived Value on Social Attachment: Developing Country Perspective

Perceived value has a positive impact on users' social attachment in social media usage contexts and is a topic at the forefront of current research in consumer behavior. Although studies have begun to investigate the factors influencing social attachment, there is a lack of research on how perceived value affects social attachment. Therefore, this study uses privacy concern theory, to build a theoretical model with moderated and mediation roles, using Chinese Tik Tok users as data and survey sample, and applying Mplus7.0 to analyze the mediation mechanism and boundary conditions of the relationship between perceived value and social attachment through the structural equation model. In Study 1, data were collected from 600 Tik Tok users to verify the mediating role of the sense of belonging in perceived value and social attachment relationship. The users participating in the questionnaire survey were mainly from mainland China. In Study 2, two waves of data were collected from 500 Tik Tok users to verify the mediating role of the sense of belonging, and support part of the moderating role of privacy concern. However, except that the relationship between information value and social attachment is inhibited by privacy concern, the relationship between entertainment and social value and social attachment is not regulated by privacy concern. This research examines the practical effects of perceived value in the context of social media use, reveals the internal mechanism of the impact of perceived value on social attachment, and provides a reference for the innovative management and commercial practice of social media.

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

This study explored the effects of purchase preference, perceived value, and marketing mix on consumers’ purchase intention and willingness to pay for pork in Taiwan. A questionnaire was distributed to pork consumers in an online platform, and a total of 1042 valid samples were collected. An analysis of the questionnaire responses revealed three purchase preference factors, namely flavour, certification marks, and added features; four perceived value factors, namely functional, social, conditional, and emotional value; and four marketing mix factors, namely promotion, convenience, product, and price marketing. Functional value, purchase frequency, conditional value, and product marketing positively affected purchase intention. Promotional marketing, monthly disposable income, and social value were the main positive factors in increased willingness to pay. Consumers who were men, had a lower educational level, purchased large quantities of pork at one time, or frequently purchased pork exhibited higher purchase intention than did other consumers. Those who were men, had higher educational attainment, had a higher monthly disposable income, or held a management position were more willing to purchase pork at a premium price.