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

Cantonese media promotes Chinese cultural identification: structural equation modeling based on Malaysian Chinese

Introduction

Language media from one's hometown is an important means of maintaining cultural identification, especially for minorities. Cantonese media plays an active role in shaping the Chinese cultural identification of ethnic Chinese all over the world. To date, few researchers have undertaken quantitative empirical analyses of the mechanism through which Cantonese media influences cultural identification.

Methods

Using data from 642 Malaysian Chinese, this study established a structural equation model with the partial least squares method.

Results

We found that the emotional affinity of ethnic Chinese to Cantonese media can influence identification with Chinese culture through the perceived value of Cantonese media and cognition of Chinese culture. The perceived value of Cantonese media (IE = 0.208) and cognition of Chinese culture (IE = 0.068) play partial mediation roles. Meanwhile, emotional affinity to Cantonese media influences cognition of Chinese culture (IE = 0.069) through the chain mediation of perceived value of Cantonese media and cognition of Chinese culture. Age has a partial moderating effect in the structural equation model. Compared with minors, adults' emotional affinity to Cantonese media can eventually influence identification with Chinese culture (TEdiff = 0.126) more strongly through several mediation paths.

Discussion

The study suggests a need to cultivate the emotional affinity of ethnic Chinese to Cantonese media, improve the multidimensional values of Cantonese media, and endow Cantonese media with functions of cultural dialog and knowledge transmission. The international transmission of Cantonese media could play a vital role in building a cultural community for ethnic Chinese globally.

Pro-Environmental Behavior: Examining the Role of Ecological Value Cognition, Environmental Attitude, and Place Attachment among Rural Farmers in China

Studies on the factors that influence farmers' pro-environmental behavior could promote environmental management in rural areas. Jinan of China was selected as the case study area in this study. A structural equation model and multiple hierarchical regression analysis were applied to analyze the influence mechanism of ecological value cognition on pro-environmental behavior. Environmental attitudes were set as the mediating variable and place attachment was selected as the moderating variable. The results showed that (1) ecological value cognition exhibited a positive influence on pro-environmental behavior in both direct and indirect ways. The indirect influence was mediated by environmental attitude. (2) Place identity and place dependence showed a positive direct influence on pro-environmental behavior. (3) It is suggested that in order to improve pro-environmental behavior, enhancing ecological value cognition, cultivating farmers' positive environmental attitude, increasing farmers' place attachment, and releasing reward and punishment measures are good strategies. The findings in this study are important to the improvement of the rural ecological environment and the quality of life of farmers. Meanwhile, the findings shed light on the construction process of ecological civilization and the improvement of public welfare.

Evaluating the impact of experience value promotes user voice toward social media: Value co-creation perspective

Experience value is positively associated with user voice toward social media, but existing research lacks an examination of its mechanisms of action. Based on value co-creation theory, this paper explores the relationship between experience value (i.e., social value, entertainment value, information value) and customer voice, and explains the specific influence mechanism through the mediating role of user loyalty. The results of the empirical tests show that social value, entertainment value and information value have significant effects on user loyalty; user loyalty has a significant effect on promotive voice but not on prohibitive voice; user loyalty mediates the relationship between body social value, entertainment value, information value and promotive voice. The findings of this research reveal the important role of experience value on customer voice, which is an important guide for social media to achieve sustainable development.

Privacy concerns toward short-form video platforms: Scale development and validation

Privacy concerns can effectively predict behavioral intention between users and short-form video platforms, but existing studies lack of multidimensional scales to measure privacy concerns towards short-form video platforms. To this end, this study took privacy concerns theory as the theoretical foundation to develop and validate a multidimensional privacy concerns scale in short-form video platforms by referring to the development of Smith, Milberg and Burke' multidimensional scale of concerns for information privacy (CFIP), Sheehan and Hoy's multidimensional scale of privacy concerns, Malhotra, Kim and Agarwal's Internet users' information privacy concerns (IUIPC) scale, and Hong and Thong's Internet privacy concerns (IPC) multidimensional scale. In this research, three representative short-form video platforms, TikTok, Kuaishou and Xigua, were selected as research samples. The multidimensional privacy concerns scale was refined by qualitative interviews and open-ended questionnaires et al. and tested by item analysis, exploratory factor analysis, confirmatory factor analysis, and discriminant validity et al. The results show that the privacy concerns scale towards short-form video platforms consists of three dimensions: collection concerns, awareness concerns, and usage concerns. And the multidimensional scale developed in this study has good reliability, convergent validity, and content validity, which can help guide short-form video platforms to take targeted measures to manage privacy concerns in business practices and provide a basis for future empirical studies on privacy concerns.

Accessing the Influence of Consumer Participation on Purchase Intention Toward Community Group Buying Platform

The rapid development of community group buying platforms has attracted a huge attention from both the practical and academic communities. Although previous research has explored the influence patterns of community group buying platform on the customers' purchase intention, there are limited studies on how customers' purchase intention is influenced by their participation behavior. Therefore, based on social identity theory, this study constructs a theoretical model of consumer participation influencing users' purchase intention through community identity in the community group purchase context, and examines the moderating role of users' privacy concerns in this process in conjunction with privacy concern theory to systematically explore the role of consumer participation on purchase intention and its boundary conditions. In this study, the data collected from 532 valid samples are analyzed by structural equation modeling. The results of the study found that customer engagement behavior had a significant effect on purchase intention through the mediation of community identity, where privacy concerns negatively moderated the effect of community identity on purchase intention. The study reveals the intrinsic mechanism of customer engagement influencing purchase intention and its boundary conditions, which provides the suggestions for the marketing management and business practice of community group platforms.

Understanding the Mechanism of User Experience Role in Educational Livestreaming Platform

The booming development of educational livestreaming platforms has caused the prevalence of user experience to a certain extent, which profoundly affects users' purchase intention and behavior, and has become a hot topic of current research in the online education field. However, there is a lack of in-depth analysis on the mechanism of the role of user experience in influencing purchase intention. Based on the analysis of user experience and psychological ownership, this study constructs a moderated mediation model to investigate the mediating psychological mechanism and boundary conditions of user experience affecting purchase intention. In this study, a valid sample of 372 users was used for structural equation modeling analysis. The results of the study found that user experience not only had a significant positive effect on purchase intention but was also mediated by psychological ownership. We also found that the effect of psychological ownership on purchase intention was moderated by privacy concerns. This study examines the role of user experience in purchase intention and reveals the mechanism of the role of user experience in an educational livestreaming platform.

The Nexuses Between Social Media Marketing Activities and Consumers' Engagement Behaviour: A Two-Wave Time-Lagged Study

This study examined how social media marketing activities (SMMA) influence consumers' engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers' engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers' engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

Attribution Model of Travel Intention to Internet Celebrity Spots: A Systematic Exploration Based on Psychological Perspective

Previous studies have shown that the empathy process is the main driving factor that triggers tourists’ intention to visit Internet celebrity spots. However, the academic community has not yet formed a unified understanding of the concrete mechanism. Based on this, this study combines the connotations of meme theory and empathy theory and applies Structural Equation Modeling (SEM) to empirically analyze 340 valid samples of Internet celebrity spots visitors to explore the influence mechanism of attributional factors on travel intention. The result shows that mechanism of travel intention can be presented as a psychological model in which travel attribution of tourists to visit Internet celebrity spots is the independent variable, the travel intention is the dependent variable, and the empathy process is the intermediary variable. The influence intensity of internal attribution on affective empathy is higher than that of external attribution, while the influence intensity of external attribution on cognitive empathy has a comparative advantage, and there is a significant difference between them. Empathy process has a significant mediating effect on the relationship between travel attribution and travel intention of tourists to visit Internet celebrity spots, and the mediating effect of affective empathy is significantly greater than that of cognitive empathy. Overall, this study reveals the segmentation elements with strong explanatory power in the behavior of “internet celebrity spots punch in,” examines the practical effect of empathy process in the behavioral intention of traveling, and provides a theoretical reference for the transformation and upgrading of tourist destinations and marketing planning of online communication in the future.