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Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics
Han-Chiang Ho,Candy Lim Chiu,Somkiat Mansumitrchai,Brian J. Quarles 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.1
Global trends towards men grooming behavior about their appearance are considered as one of the drivers behind the growing popularity of cosmetic products. Previous research on male cosmetics has focused much effort on the effect of factors on the attitude of male consumers towards the consumption of cosmetics with very little emphasis on hedonic and utilitarian value. This study investigates the mediating impact of two values: hedonic and utilitarian values between independent variables (brand reliability, facial attractiveness value, male identity reflection value, and health care value) and dependent variable (purchase intention). Both hedonic and utilitarian values are found to influence all proposed variables. The results also support predicted differences in the relative influence of hedonic and utilitarian values on male consumption of cosmetics.
Han-Chiang Ho,Ling Ling Lee,Ben K. Agyei-Mensah 한국교육개발원 2016 KEDI Journal of Educational Policy Vol.13 No.1
This paper presents an exploratory study using survey data collected at two universities in South Korea and China to analyze students’ opinions when a university in a non-English speaking country adopts English as the default language of its Web site homepage. The results show that Chinese students and non-Chinese Asian students have similar opinions toward this university promotion strategy, which makes the institution more attractive to prospective students, enhances the university’s image, and increases their willingness to apply. These findings suggest that in a highly competitive higher education market, a higher education institution in a non-English speaking country may employ English as its homepage default language to enhance student’s evaluation of it.
Candy Lim Chiu,Qiyue Wang,Han-Chiang Ho,Jiang Zhang,Fusu Zhao 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.4
Chinese men are now confronted by the very same pressures that women have faced in attempting to attain the ideal physical appearance which leads to more men are spending money on skincare products. This paper applies the ABC (affect-behaviorcognition) model of attitudes and aims to identify factors that influence the affective and cognitive attitude of young Chinese male consumers towards purchasing intention of men’s facial care products. The conceptual model was tested using sets of questionnaires that are distributed to male university students. The total sample consists of 402 respondents. Structural Equation Modeling (SEM) was used as a statistical method to assess the statistical significance of the proposed relationships among sets of observed variables. The results indicated that social recognition, social expectation, and word-of-mouth significantly influence Chinese young men affective component to buy facial care products, while cognition component successfully mediated between word-of-mouth, aesthetic appearance, health concern, and purchase intention. Although facial care products are traditionally associated with women, the current research contributes to knowledge of the importance and trend of the men’s facial care segment in Asia.
American Film Industry Challenges in China: Before and During COVID-19 Outbreak
Candy Lim Chiu,Jason Lim Chiu,Han-Chiang Ho,Zhicheng Zu KINFORMS 2020 Management Review Vol.15 No.2
The stagnation of the U.S. film market opened doors for Hollywood to depend on Chinese significant huge revenues;investments;and growth opportunities. Hollywood becomes a destination for Chinese outbound capital. However;before and during the pandemic outbreak;it shows how incredibly vulnerable Hollywood is in accessing the world s biggest market. This study analyzes the challenges of the Hollywood film industry in China;such as rampant piracy;strict content censorship;US-China trade war;and the recent COVID-19 pandemic outbreak. This study sheds light on the gaps in the existing US-China relationships in the film industry. The original contribution of this research is to set guiding questions that can facilitate a strategic analysis of the film industry and how they will emerge from this crisis.