An Integrated Framework of Customer-based Brand Equity and Theory of Planned Behavior: A Meta-analysis Approach

WU, Wann-Yih,DO, Thi-Yen,NGUYEN, Phuoc-Thien,ANRIDHO, Nadia,VU, Minh-Quan Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.8

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

The Effect of Brand Equity, Perceived Value on Customer Revisit Intention -A Study in Quick-Service Restaurants in Vietnam-

( Ly Thi Minh Pham ),( Wann Yih Wu ),( Hong Nga Do ),( Tuan Minh Phung ) 세계문화관광학회 2015 International Journal of Culture and tourism Resea Vol.8 No.1

The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who have visited 4 quick-service restaurants in Ho Chi Minh City were used for the structural equation modeling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging customers’ mind. Finally, managerial implications are presented based on the study results.

The Effect of Brand Equity, Perceived Value on Customer Revisit Intention -A Study in Quick-Service Restaurants in Vietnam-

Ly Thi Minh Pham,Wann Yih Wu,Hong Nga Do,Tuan Minh Phung 세계문화관광학회 2015 International Journal of Culture and tourism Resea Vol.8 No.1

The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who have visited 4 quick-service restaurants in Ho Chi Minh City were used for the structural equation modeling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging customers' mind. Finally, managerial implications are presented based on the study results.

The Extended S-O-R Model Investigating Consumer Impulse Buying Behavior in Online Shopping: A Meta-Analysis

LE, Trang Quang,WU, Wann-Yih,LIAO, Ying-Kai,PHUNG, Thuy Thi Thu Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.2

Purpose: The online distribution channel has attracted the attention of retailers by potential impact on consumers' purchase intention. The objectives of this study are to provide an insight into how to encourage consumers' impulse buying behavior on commercial website as well as attempts to reveal factors that influence consumers' impulsive buying behavior in the online shopping environment. Research design, data and methodology: The research framework is based on the stimulus-organism-response (S-O-R) framework. The Meta-analysis method carried out the research, gathering data from 37 published studies. Results: The research findings suggest that intrinsic motivations such as perceived ease of use, perceived enjoyment, and online flow experience play a significant role in boosting consumers' hedonic value when buying and online. In addition, these findings help online retailers use appropriate marketing stimuli such as offering pricing incentives, promotion tactics, and improved communication effectiveness. Also, obtaining a better grasp of how to build a website to improve the consumer experience generally helps consumers feel the urge to buy impulsively and act without hesitation. Conclusions: This research confirms a direct positive relationship between marketing stimuli and hedonic shopping value, which may support an applied theoretical framework for future research and provide managerial implications for retailers in online distribution channels.

The Extended S-O-R Model Investigating Consumer Impulse Buying Behavior in Online Shopping: A Meta-Analysis

Trang Quang LE,Wann-Yih WU,Ying-Kai LIAO,Thuy Thi Thu PHUNG 한국유통과학회 2022 유통과학연구 Vol.20 No.2

Purpose: The online distribution channel has attracted the attention of retailers by potential impact on consumers’ purchase intention. The objectives of this study are to provide an insight into how to encourage consumers impulse buying behavior on commercial website as well as attempts to reveal factors that influence consumers impulsive buying behavior in the online shopping environment. Research design, data and methodology: The research framework is based on the stimulus-organism-response (S-O-R) framework. The Metaanalysis method carried out the research, gathering data from 37 published studies. Results: The research findings suggest that intrinsic motivations such as perceived ease of use, perceived enjoyment, and online flow experience play a significant role in boosting consumers hedonic value when buying and online. In addition, these findings help online retailers use appropriate marketing stimuli such as offering pricing incentives, promotion tactics, and improved communication effectiveness. Also, obtaining a better grasp of how to build a website to improve the consumer experience generally helps consumers feel the urge to buy impulsively and act without hesitation. Conclusions: This research confirms a direct positive relationship between marketing stimuli and hedonic shopping value, which may support an applied theoretical framework for future research and provide managerial implications for retailers in online distribution channels.

Technology Acceptance Model and Factors Affecting Acceptance of Social Media

Phuong Minh Binh NGUYEN,Yen Thi DO,Wann Yih WU 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.6

The main objective of this study is to investigate the consumers’ attitude and intention toward using social media by adopting the Technology Acceptance Model (TAM). This study further develops a comprehensive framework by identifying Knowledge Sharing Factors and Social Influence Factors as moderating variables that influence the relationship of attitude and behavior intention toward using social media. Based on the literature review, a research framework questionnaire is developed and conducted to test the research hypothesis in this study. The questionnaire survey method is employed to collect data from relevant social media, whereby 309 valid responses are used in the analysis. The results reveal that three TAM factors, namely, the impact of perceived usefulness, perceived ease of use, and perceived enjoyment are indeed the antecedents of attitude and behavior intention toward social media adoption. Also, the results indicate that social influence factors (social networking, social norms, and social trusts) and knowledge sharing factors (altruism, expected reciprocal benefit, and expected relationships) have moderating effect on the relationship between attitude and behavior intention toward social media. This research provides a comprehensive framework as important reference for professionals to develop social media marketing plan as well for academicians to conduct further validation.