Sustainability

Research

17 pages, 2532 KiB

Open AccessArticle

Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior

by Hatice Doğan-Südaş, Ali Kara and Emre Karaca

Sustainability 2023, 15(13), 10506; https://doi.org/10.3390/su151310506 - 4 Jul 2023

Cited by 3 | Viewed by 2988

Abstract

In today’s competitive environment, stimulating and maintaining customer engagement through gamified apps seems essential for gaining a sustainable competitive advantage. Consequently, gamification in marketing apps has garnered increased attention from companies interested in exploring how gaming processes and experiences can be utilized to [...] Read more.

In today’s competitive environment, stimulating and maintaining customer engagement through gamified apps seems essential for gaining a sustainable competitive advantage. Consequently, gamification in marketing apps has garnered increased attention from companies interested in exploring how gaming processes and experiences can be utilized to create more engaging digital platforms. The objective of this study is to examine how consumer experiences and satisfaction with mobile gaming apps influence their purchase intentions and propensity to participate in word-of-mouth (WOM) communication. A total of 351 study participants who have used gamified mobile apps completed an online survey. The study results indicate that user experience with the gamified mobile apps has a positive influence on consumers’ perceived value and satisfaction. Furthermore, perceived value and satisfaction mediate the relationships between gamified mobile app experience and marketing outcomes, specifically purchase intentions and WOM communication. The implications for sustainable behavior are also discussed. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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14 pages, 1017 KiB

Open AccessArticle

Research on the Sustainable Development Strategy of Online Learning: A Case Study of YouTube Users

by Liqian Gao and Ziyang Liu

Sustainability 2023, 15(11), 8437; https://doi.org/10.3390/su15118437 - 23 May 2023

Viewed by 1576

Abstract

Amid the COVID-19 pandemic and the widespread adoption of mobile devices, video-based online learning has emerged as a critical mode of education. However, empirical research on the determinants of online learning behavior and intention among video users remains scarce. To explore the factors [...] Read more.

Amid the COVID-19 pandemic and the widespread adoption of mobile devices, video-based online learning has emerged as a critical mode of education. However, empirical research on the determinants of online learning behavior and intention among video users remains scarce. To explore the factors influencing the continuous intention of users to engage in YouTube video-based online learning, the present study drew on the perceived value theory and the ECM perspective to construct a model. This study is a quantitative study in which 669 valid data were collected from online users of online learning and communication communities through online questionnaires distributed by non-probability sampling, and the constructed model was tested using SPSS 27.0 and AMOS 27.0. The results revealed that perceived value had a positive direct effect on continuous intention and an indirect effect through satisfaction on continuous intention. Therefore, to effectively and sustainably promote video-based online learning, measures should be taken to enhance users’ continuous intention and retention. Thereafter, suggestions for further research were proposed. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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13 pages, 1008 KiB

Open AccessArticle

The Effect of Perceived Corporate Social Responsibility (PCSR) on Subjective Well-Being

by Teng Yue Liang and Sung Joon Yoon

Sustainability 2023, 15(9), 7497; https://doi.org/10.3390/su15097497 - 3 May 2023

Cited by 1 | Viewed by 2718

Abstract

With the improvement of the material level, the employees of companies do not only pay attention to the level of wages, but rather focus on the happiness that the work induces, the quality of life, and the psychological well-being. Current research on corporate [...] Read more.

With the improvement of the material level, the employees of companies do not only pay attention to the level of wages, but rather focus on the happiness that the work induces, the quality of life, and the psychological well-being. Current research on corporate social responsibility has mostly concerned both macroscopic and institutional aspects, and empirical studies that address microscopic aspects of the organization employees are relatively scant. Therefore, it is the aim of this study to investigate whether corporate social responsibility perceived by employees affects subjective well-being, as well as to examine the intermediary mechanism through which employees perceive subjective well-being. Based on the social identity theory, this study establishes a research model that sets corporate social responsibility, organizational identification, and moral identity perceived by employees as antecedent variables of subjective well-being, and uses organizational support as a moderating variable. The survey data used in this study were collected from social media in the form of a questionnaire. The survey used a total of 508 questionnaires for employees of “Haier”, a Chinese home appliance manufacturing company, for one month in September 2022. The conclusions drawn through this study are that, first, corporate social responsibility has a significant positive (+) effect on subjective well-being, and, second, organizational identification mediates the relationship between perceived corporate social responsibility and subjective well-being. Third, moral identity plays a partial mediating role between perceived corporate social responsibility and subjective well-being. Finally, organizational support moderates the relationship between employees’ perceived corporate social responsibility and organizational identification. It is expected that the research result will contribute to better understanding of the mechanism in which perceived corporate social responsibility boosts employees’ subjective well-being, which has huge implications for companies in ways that affect organizational performance as well as corporate loyalty. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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16 pages, 568 KiB

Open AccessArticle

The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

by Jing-Yun Zeng, Yisitie Xing and Chang-Hyun Jin

Sustainability 2023, 15(9), 7278; https://doi.org/10.3390/su15097278 - 27 Apr 2023

Cited by 6 | Viewed by 9297

Abstract

This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) to understand their impacts on consumer–brand relationships. For this study, brand experiences were divided into four types: entertainment, aesthetic, educational, and real-escape experiences. Today, consumers can experience virtual/augmented reality–based brand [...] Read more.

This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) to understand their impacts on consumer–brand relationships. For this study, brand experiences were divided into four types: entertainment, aesthetic, educational, and real-escape experiences. Today, consumers can experience virtual/augmented reality–based brand experiences. In this study, a survey of consumers who participated in brand experiences was conducted. A total of 518 consumers participated in the survey. To verify the study hypotheses, structural equation modeling was conducting using the EQS 6 program. The results confirmed that entertainment, aesthetic, educational, and real-escape experiences were the main types of brand experiences that consumers accessed through AR/VR technologies. Additionally, brand experiences utilizing VR/AR technologies were found to affect consumer–brand relationship-building. Moreover, consumer–brand relationships were found to have a positive effect on consumer satisfaction, which, in turn, had a positive effect on purchase intentions. Furthermore, perceived brand authenticity played an important role in moderating the relationship between the brand experience types and consumer–brand relationship-building. It was found that there were interactions between study participants who perceived brand authenticity as high or low with all regulatory variables. These empirical studies of actual consumers’ AR and VR have the advantage of being able to present the most reliable analysis method for researchers to access their goals through various statistical data and analysis techniques. One of the most important factors in empirical research is sample size. This is because samples have a significant impact on generalizing the results. This means that the validity of the research results is high. The impact of VR and AR on sustainability examined in this study, the impact of VR and AR, and consumer-brand relationship building tried to deviate from the existing perspective in explaining sustainable behavior. It is judged that it contributed to grasping the causal relationship by establishing the relationship with the variables of brand experience with VR and AR and purchase intention. The fact that this study established the impact of VR and AR experience in predicting sustainable behavior of consumers contributed to the field of sustainable marketing. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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17 pages, 894 KiB

Open AccessArticle

The Effects of Luxury Brand Influencer Characteristics on Self-Brand Connection: Focused on Consumer Perception

by Jianwei Yu, Meili Liang and Chang-Hyun Jin

Sustainability 2023, 15(8), 6937; https://doi.org/10.3390/su15086937 - 20 Apr 2023

Cited by 1 | Viewed by 4821

Abstract

This study aims to understand how the characteristics of the luxury brand influencer and consumer need satisfaction positively affect the self-brand connection. It also attempts to understand the relationship between self-brand connection and word-of-mouth intention. This study also investigates the moderating effect of [...] Read more.

This study aims to understand how the characteristics of the luxury brand influencer and consumer need satisfaction positively affect the self-brand connection. It also attempts to understand the relationship between self-brand connection and word-of-mouth intention. This study also investigates the moderating effect of self-identification and product fit as control variables. The hypothesis and research model in this study are established through a literature review. Furthermore, 500 consumers who use the Internet and social networking services participated in this study. The statistical package and structural equation analysis program were used to test the hypothesis. The results from analyzing the hypothesis established in this study are as follows: The influencer’s characteristics, such as attractiveness, expertise, and reliability were found to have a positive effect on the self-brand connection. The study also investigated that autonomy, as a component of consumer need satisfaction, did not positively affect the self-brand connection. However, relatedness and competence positively affected the self-brand connection. The self-identification and product fit have moderating effects when influencers’ characteristics and consumer need satisfaction affect the self-brand connection. It was confirmed that there was an interaction effect between the high and low groups for all modulating variables. The implications of the study were mentioned from a sustainability perspective in the implications at the end of the paper. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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10 pages, 535 KiB

Open AccessArticle

CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust

by Imran Khan and Mobin Fatma

Sustainability 2023, 15(4), 3409; https://doi.org/10.3390/su15043409 - 13 Feb 2023

Cited by 14 | Viewed by 8969

Abstract

The current study aims to empirically explore consumer perceptions of corporate social responsibility (CSR) programs and their effects on brand image, brand trust, and positive consumer word of mouth in the context of Indian banking. A non-random sample technique was used, and 328 [...] Read more.

The current study aims to empirically explore consumer perceptions of corporate social responsibility (CSR) programs and their effects on brand image, brand trust, and positive consumer word of mouth in the context of Indian banking. A non-random sample technique was used, and 328 valid responses were obtained for the study. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the proposed model. According to the study’s findings, consumer perception of CSR positively, significantly, and directly affects brand trust. In the association between CSR and brand image and consumer word of mouth, brand trust has a partial mediating effect. By identifying links between CSR, brand image, and word of mouth by using consumer trust as a crucial mediator, this study aims to advance existing knowledge. As a result, this research adds to the body of CSR literature and investigates CSR’s various implications for marketing outcomes. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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18 pages, 493 KiB

Open AccessArticle

What Makes People Pay Premium Price for Eco-Friendly Products? The Effects of Ethical Consumption Consciousness, CSR, and Product Quality

by Zhao Qi Sun and Sung Joon Yoon

Sustainability 2022, 14(23), 15513; https://doi.org/10.3390/su142315513 - 22 Nov 2022

Cited by 8 | Viewed by 5913

Abstract

With environmental issues rapidly emerging on a global scale, a growing number of the companies are paying greater attention to the behavioral outcome of general consumers who are more or less prone to purchasing eco-friendly products. Based on this background motivation, this study [...] Read more.

With environmental issues rapidly emerging on a global scale, a growing number of the companies are paying greater attention to the behavioral outcome of general consumers who are more or less prone to purchasing eco-friendly products. Based on this background motivation, this study takes a new theory-driven approach to understanding what makes consumers purchase eco-friendly products at a premium price. For this purpose, this study drew on the Theory of Planned Behavior (TPB) to validate the factors affecting the purchase of eco-friendly products by employing variables such as attitude toward eco-friendly companies, subjective norm, perceived behavioral control, and ethical consumption consciousness. In addition, this study adopted the social responsibility of eco-friendly companies and the quality perception of eco-friendly products as moderating variables. The results indicate that attitudes toward eco-friendly products and ethical consumption consciousness have a positive impact on intention to buy eco-friendly products at a premium price. In addition, the social responsibility of environmentally friendly companies was found to moderate the effects of attitudes of eco-friendly products and the subjective norm on the intention to pay prem ium price. The results of this study may provide strategic directions as to how companies should create their corporate images not only as an environmentally friendly brand, but also an ethically responsible company. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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14 pages, 690 KiB

Open AccessArticle

Validating Antecedent Factors Affecting Ethical Purchase Behavior: Comparing the Effect of Customer Citizenship versus Corporate Citizenship

by Huiya Chen, Wonsik Jung and Sungjoon Yoon

Sustainability 2022, 14(21), 14486; https://doi.org/10.3390/su142114486 - 4 Nov 2022

Cited by 1 | Viewed by 1263

Abstract

The objective of this study was to verify the influence of corporate image and subjective norms on consumers’ purchase intention of a firm’s products. Another important objective was to determine what kind of citizenship—corporate citizenship or customer citizenship—has a greater impact on the [...] Read more.

The objective of this study was to verify the influence of corporate image and subjective norms on consumers’ purchase intention of a firm’s products. Another important objective was to determine what kind of citizenship—corporate citizenship or customer citizenship—has a greater impact on the relationships between corporate image and purchase intention, and between subjective norms and purchase intention. The findings suggest that both ethical corporate image and subjective norms have positive effects on ethical purchase intention, and that both corporate and customer citizenship significantly moderate this causal relationship. Specifically, we found that corporate citizenship exerted greater impact as a moderator than customer citizenship on ethical purchase behavior. This finding has important theoretical/practical implications as it highlights the weighted attention to be paid to individual versus corporate focus in the study of ethical consumption behavior. In particular, the finding sheds light on the importance of subjective norms as a social peer pressure mechanism since ethical consumption is embedded with socially responsible consumption behavior. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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18 pages, 1341 KiB

Open AccessArticle

A Study on Factors Affecting the Value Co-Creation Behavior of Customers in Sharing Economy: Take Airbnb Malaysia as an Example

by Jikai Zou and Ying Shao

Sustainability 2022, 14(19), 12678; https://doi.org/10.3390/su141912678 - 5 Oct 2022

Cited by 4 | Viewed by 2473

Abstract

Starting with corporate and customer factors, this paper establishes a research model of the influencing factors that affect the customers’ value co-creation behavior in a sharing economy. Guided by this model, this study conducted a questionnaire survey on 587 Malaysian Airbnb customers, and [...] Read more.

Starting with corporate and customer factors, this paper establishes a research model of the influencing factors that affect the customers’ value co-creation behavior in a sharing economy. Guided by this model, this study conducted a questionnaire survey on 587 Malaysian Airbnb customers, and analyzed the valid data with software such as SPSS26 and AMOS24. The results show that although the operators of sharing economy platforms do not directly provide products and services, their ethical management, corporate authenticity and corporate image still positively influence customer value co-creation behavior, and that sharing economy customers, whether they are suppliers or demanders, have their own characteristics that influence value co-creation behavior. Based on these results, this study suggests that sharing economy corporations should pay attention to their business operations and customer behavior as well as their APS (Application product services), so as to achieve sustainable and virtuous development. Full article

(This article belongs to the Special Issue Marketing Innovation and Consumer Values in Sustainable Business Strategy)

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