Moderating Effect Of Involvement Research Articles

The Influence of VR Tourism’s Perceived Benefits on Value Experience and Intention to Visit: The Moderation Effect of Involvement

Purpose - The current study focuses on the effects of different degrees of attention to information provided by VR tourism. The purpose of this study was to explore the impact of VR tourism on potential tourists’ intention to visit, and provided an analysis of how information about a tourist destination moderates VR users’ perceived value and intention to visit.
 Design/Methodology/Approach - The study uses the SPSS 26.0 and AMOS 26.0 statistical packages to analyze a sample of 328 respondents are analyzed using structural equation modeling.
 Findings - The results suggest that usefulness, ease of use, enjoyment, interactions among the perceived benefits of VR tourism has a positive effect on perceived value except for Presence. Perceived value is positively correlated with intention to visit intention. Perception of value experience has a significant positive impact on the intention to visit a tourist destination. However, while the overall intention to visit is higher with high involvement, increasing experience with tourism has little influence on the intention to visit.
 Research Implications - The study found that the perceived value of the VR experience has a direct and significant positive impact on the intention to visit, such that a good perception of value in the experience is a driving factor in users’ visit a tourism destination. The implications of this study for future research are discussed.

Modelling the Impacts of Brand Image on WOM for Virtual Idols

Virtual idols can replace real people in advertising endorsement without any moral problems, which is one of the feasible spokespersons. The purpose of this study is to explore the current status of brand image, brand awareness and word-of-mouth perceived by consumers to virtual idols, their correlation, the mediating effect of brand awareness and the moderating effect of involvement. In this study, a questionnaire survey was used to collect data, and 425 valid samples were obtained through online survey. The results show that the relationship between brand image, brand awareness and word-of-mouth presents a significant and positive correlation; brand image has a significant and positive impacts on word-of-mouth and brand awareness; brand awareness has a significant and positive impacts on word-of-mouth. In addition, the mediating effect of brand awareness on brand image-word-of-mouth relationship and the moderating effects of involvement among those variables used in this study have been confirmed. Finally, this study suggests that enterprises should be committed to improving the brand image of virtual idols, so that consumers can perceive the characteristics and highlights of virtual idols. Moreover, future studies can try to compare the effects of different virtual idols’ endorsement, and compare the differences in their brand image, brand awareness and word-of-mouth.

OTT 스포츠 콘텐츠 몰입이 PPL 광고효과에 미치는 영향 : 인지욕구 및 관여도의 조절효과

The purposes of this study was to examine the impact of engagement in an OTT sport program on advertising effectiveness and determine if there is a moderating effect of need for cognition and involvement in the relation between engagement in an OTT sport program and advertising effectiveness. In order to achieve study objective, a total of 256 undergraduate and graduate students enrolled in metropolitan area was selected using convenient sampling method and responded to the survey questionnaire. Data analyses included frequency analysis, exploratory factor analysis, reliability analysis, descriptive analysis, correlation analysis, two-way MANOVA, two-way ANOVA and independent sample t-test with SPSS 23.0 and AMOS 22.0. The results of this study were as follows. Firstly, engagement in OTT sport program had a significant effect on advertising effectiveness, however, engagement did not affect advertising recognition. Secondly, there was no moderating effect of need for cognition in the relation between engagement in OTT sports program and advertising attitude and advertising recognition. Thirdly, there was no moderating effect of involvement in sports in the relation between engagement in OTT sports program and advertising attitude and advertising recognition. Additionally, managerial implications and future research opportunities were also suggested.

Persuasion effect of corporate social responsibility initiatives in professional sport franchise: Moderating effect analysis.

This study used the elaboration likelihood model as a theoretical basis to explore the effects of various persuasion strategies on consumer perception and attitude regarding the corporate image of sports organizations that engage in corporate social responsibility (CSR) activities. The moderating effects of involvement, sports team identification, and sports fan curiosity were also examined. The multiple-study approach was employed to increase the external validity of the research. Two studies with cross-sectional between-subject pre–post experimental design were conducted with a total of 390 participants. The research setting was the Fubon Guardians baseball team of the Chinese Professional Baseball League in Study I and the Taiwan Beer Basketball Team of the Super Basketball League in Study II. Communication through the central and peripheral routes improved consumers’ CSR perception. Furthermore, under low involvement, weak sports team identification, and low sports fan curiosity conditions, communication through the central route and peripheral route improved the participants’ CSR perception. However, under high involvement, strong sports team identification, and high sports fan curiosity conditions, the different communication methods had nonsignificantly different effects. The findings of this study provide both academic contributions and practical implications.

Tourists’ intention to use location-based services (LBS)

Purpose This study aims to investigate the tourists’ intentions to use LBS within a tourism sector by integrating the elaboration likelihood model (ELM) into the framework of the theory of planned behavior (TPB). Design/methodology/approach This study is conducted by an online survey and a snowball sampling method with 353 respondents. The present study used a two-step method suggested by Anderson and Gerbing’s (1988). Findings Study results from structural equation modeling (SEM) revealed that the new model has a better predictive ability. Additionally, study results from SEM demonstrated the causal relationships in the proposed model and identified a mediating role of attitude. Further, the moderating effects of involvement across the different relationships in ELM were also verified. Originality/value This study is the first to explain individuals’ decision-making process by using the TPB framework with the integration of meaningful constructs rooted in ELM. Therefore, the study results help the tourist application developers to use better marketing and service strategies through effective management of tourists’ central routes, peripheral routes, normatives and non-volitional processes of tourism LBS decision-making.

A Study on the Impact of Perceived Cosmetic Brand App on Continuous Usage Intention- Meditating Effect of Customer Satisfaction and Moderating Effect of Involvement -

A Study on the Impact of Perceived Cosmetic Brand App on Continuous Usage Intention- Meditating Effect of Customer Satisfaction and Moderating Effect of Involvement -

The Effects of Experiential Consumption Value of Organic Foods on Consumer Attitude and Result Behavior - Focused on the Moderation Effect of Involvement -

본 연구는 유기농 식품을 구매하거나 먹어본 경험이 있는 소비자를 대상으로 실시하였다. 유기농 식품에 대한 경험적 소비가치가 소비자 태도 및 결과행동에 어떠한 영향을 미치는지 알아보고, 이러한 요인들 간의 관계에서 관여도가 조절역할을 하는지를 알아보고자 하였다. 경험적 소비가치를 측정하기 위한 속성으로서 상징적 가치, 경제적 가치, 효용적 가치, 기능적 가치, 서비스우수성 등 5개의 요인으로 구성하여 연구모형을 설계하였다. 실증분석을 위해 유기농 식품의 구매경험이 있는 소비자를 대상으로 설문조사를 실시하였으며, 수집된 유효표본 345부에 대해 SPSS 24.0 통계프로그램을 이용하여 분석하였다. 본 연구의 실증분석 결과는 다음과 같다. 첫째, 유기농 식품의 경험적 소비가치 중에서 기능적 가치, 효용적 가치, 서비스 우수성 요인이 소비자 태도에 대해 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 유기농 식품의 경험적 소비가치 중에서 기능적 가치, 서비스 우수성, 효용적 가치, 상징적 가치 요인이 결과행동에 대해 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 유기농 식품의 경험적소비가치와 결과행동과의 관계에서 관여도가 유의적인 조절역할을 하는 것으로 나타났다. 따라서 본 연구에서 제시한 가설은 충분히 입증되었다고 할 수 있다.This study asked consumers with experience in organic food to find out how the experiential consumption of organic food affects consumer attitude and result behavior, and to identify the involvement of these factors as variables to reinforce these relationships. Here, the research model was designed by five factors: symbolic value, economic value, utility value, functional value, and service excellence. A survey was conducted on consumers with experience in purchasing organic food for empirical analysis and analyzed the effective sample 345 using the SPSS 24.0 statistical program. The results of this study are as followed: First, experiential consumption value had significantly positive effect on consumers’ attitude. Second, experiential consumption value had significantly positive effect on result behavior. Third, involvement had significantly positive moderating role between service excellence and functional value on result behavior. The research results showed that there is causal relation between the influence factors. And We found that the moderating effect of involvement.

Organic shoppers’ involvement in organic foods: self and identity

PurposeThe purpose of this paper is to understand how identities drive customer values, attitudes toward organic foods and satisfaction, all of which influence world or mouth (WOM).Design/methodology/approachQuestionnaire surveys were administered to the purchasers of organic foods. In total, 512 completed responses were obtained for data analysis.FindingsStrongly defined social identity and role identity are significant antecedents of consumers’ health consciousness and socially responsible consumer behavior (SRCB). This finding explains why organic shoppers value their health and the environment (i.e. self- and others-oriented values). Additionally, health consciousness and SRCB significantly influence attitudes toward organic foods. The study reveals that attitudes toward organic foods positively influence organic shoppers’ satisfaction, and their satisfaction increases positive WOM. Finally, the moderating effects of involvement and mass media are examined. When organic shoppers are strongly involved with organic foods, their health consciousness has a more positive effect on their attitudes toward organic foods. However, organic shoppers’ involvement did not moderate the effect of SRCB on attitudes toward organic foods. Likewise, the mass media did not moderate the effect of health consciousness and SRCB on attitudes toward organic foods.Originality/valueThis study incorporates critical factors such as the antecedents of the customer values to develop a comprehensive model for understanding of organic shoppers’ consumption of organic foods.

테마파크 방문객이 지각한 안전 만족도, 신뢰, 그리고 행동의도 간 구조적 관계 분석 : 관여도의 조절효과를 중심으로

테마파크 방문객이 지각한 안전 만족도, 신뢰, 그리고 행동의도 간 구조적 관계 분석 : 관여도의 조절효과를 중심으로

Brand loyalty and the moderating role of involvement: a strategic alliance perspective in indonesia airline industry

This research topic is about the membership of Garuda Indonesia (the biggest airline in Indonesia) into SkyTeam airlines alliance. This study aims to examine the influence of strategic airline alliance on the brand loyalty of Garuda Indonesia’s passengers in Indonesia. This research will examinethe relationship between strategic airline alliance, brand equity, brand preference and brand loyalty with a moderation effect of involvement on the relationship between strategic airline alliance and brand equity, and the relationship between brand preferences and brand loyalty. In particular, for both low and high involvement passengers, the effect of global airline alliances on brand equity, and brand preference on brand loyalty will be also examined by using structural equation model and multi-group method analysis. Data for this research were collected from Garuda Indonesia consumers, specifically those who have flown with Garuda Indonesia. They were then analyzed using Structural Equation Modelingand multi-group analysis method. The result on total sample of this research showed that all independent variables have significant effect to all dependent variables. However, in multi-group analysis, for both low and high-involved passengers, brand equity did not affect brand loyalty. Meanwhile, in other multi group analyses, all groups showed an effect on the relationship.

정교화 가능성 모델을 이용한 참관객의 전시회 정보 탐색행동에 관한 연구 - 관여도의 조절효과 분석 -

정교화 가능성 모델을 이용한 참관객의 전시회 정보 탐색행동에 관한 연구 - 관여도의 조절효과 분석 -

Effects of African Chinese society and involvement on subjective well-being

In the middle of the 19th century, Chinese people concluded Family Association, Townsmen Association, Guandi Temple, and Chamber of Commerce in Africa for helping each other to survive. According to the properties, such groups were divided into Social Association or Occupational Association, while many of the functions were overlapped. In the late 20th century, new Chinese immigrants still established Townsmen Association and Chamber of Commerce which played critical roles in their life. The functions of such groups were expanded to International Non-Governmental Organization to engage in so- cial public welfare activities in the resident countries as well as Governmental Organization with the function of “consuls” in diplomatic missions. However, Family Association was largely reduced till there was no such religious group as Guandi Temple. Instead, Political Group Association for Peaceful Unification emerged. The organization of traditional Chinese groups could hardly be formed energetic large organizations, but they could cohere with Chinese people and help them properly survive overseas. The community leaders invited by China Government to join in the Chinese People Society workshop are studied and total 38 valid copies of questionnaires are collected. The results show 1.significant effects of Chinese society on cognition in subjective well-being, 2.remarkable effects of Chinese society on emo- tion in subjective well-being, 3.the best moderating effect of involvement on Chinese society promoting cognition in subjective well-being, and 4.the best moderating effect of involve- ment on Chinese society promoting emotion in subjective well-being.

Perceived deception in online auctions: Antecedents and consequences

Despite the explosive growth of electronic commerce, individuals hesitate to shop online due to acts of deception, a behavior which is especially exaggerated on auction websites. The study explores antecedents of perceived deception from a deceptive impression management (IM) perspective to understand the consumer purchase decision process in online auctions. This study proposes online deceptive IM as the antecedent of perceived deception, and trust and transaction intention as consequences of perceived deception in online auctions. The study discusses the moderating effects of involvement with the online channel in consumer decision making. Possible approaches to addressing online deception are provided.

SNS 광고 태도에 영향을 주는 요인들과 관여도의 역할에 대한 고찰: 페이스북 뉴스피드 광고를 중심으로

본 연구의 주 목적은 페이스북 뉴스 피드 광고 태도에 영향을 주는 요인들을 실증적으로 검증하는 것이다. 이러한 연구 목적을 달성하기 위해 선행 연구들을 근거로 뉴스 피드 광고 태도 영향 요소로서 정보성, 오락성, 성가심, 신뢰성, 개인화, 인센티브, 프라이버시 염려 등의 요인들을 도출하여, 이들 요인들이 뉴스 피드 광고에 어떤 영향을 주는 지를 살펴보았다. 또한, 이들 요인과 뉴스 피드 광고 태도 속에서 관여도의 조절 효과를 검증하였다. 온라인 설문을 통해 자료를 수집하였으며, 수집된 자료를 중심으로 위계적 회귀 분석을 통해 결과를 분석하였다. 분석결과, 정보성과 오락성이 한 요인으로 구성된 인포테인먼트성, 신뢰성 및 개인화가 페이스북 뉴스 피드 광고에 유의미하게 긍정적 영향을 미치는 것으로 나타났다. 관여도는 성가심과 광고 태도 사이의 관계에서 조절 효과를 지니는 것으로 나타났다. 본 논문의 연구 결과는 소비자들에게 페이스북 뉴스 피드 광고 효과를 높이기 위해서는 광고의 인포테이먼트성, 신뢰성 및 개인화의 측면을 강화할 필요가 있음을 시사하고 있다. This major purpose of this study is to examine factors influencing the attitude toward News Feed advertising in Facebook. For this purpose, this study posited seven determinants including informativeness, entertainment, irritation, trust, individualization, incentive and privacy concern, which can have influences on the attitude toward News Feed Advertising. and this research tests the relationships between these seven determinants and the attitude toward News Feed Advertising. An online survey was administrated to collect data and hierarchical regression analyses were employed for data analysis. The results showed that infortainment as a new combined factor of informativeness and entertainment, trust, individualization have significantly positive influences on the attitude toward News Feed advertising in Facebook. It was also shown that the moderating effect of involvement on the relationship between irritation and the attitude. The results in this study implied that it is needed to reinforce the attributes of advertising including infortainment, trust and individualization to boost the effects of News Feed advertising in Facebook on consumers.

Mobile Audience Interaction – Explaining the Adoption of New Mobile Service Applications in Socially Enriched Environments

Mobile communication with its rapidly evolving new functionalities and services has become one of the most important technological innovations over the last decade. The diffusion of such new services is, however, difficult to predict and the adoption of new mobile services might in fact be triggered by factors that have not been foreseen by traditional models of acceptance and diffusion. The technology acceptance model and the theory of planned behavior are the two main models discussed in the literature, both of which have been tested mainly in work or organizational contexts. Mobile services, however, are often used in socially enriched environments where the adoption and use of a mobile service is not solely a question of persuasion but also reflects individuals’ need for relationships with others and with social groups. We have therefore extended the traditional models to reflect this fact and report here on the results of an online study which investigates intentions regarding adoption of a new mobile service application, namely mobile voting. The study was carried out in an online cinema community. Possible moderating effects of involvement, cell phone skills, and consumers’ innovativeness are also investigated in this study.

녹차 소비자의 선택속성과 만족이 충성도에 미치는 영향 연구: 관여도의 조절효과

The purpose of this study was to analyze the structural relationships among selection attributes, satisfaction, and loyalty of green tea consumers, including their moderating effect of involvement. Questionnaires were administered to residents of Seoul and Gyeonggi-do province, who were 20 years old and older and who had purchased green tea. A total of 700 questionnaires were distributed, and 658 were finally used in the analysis. SPSS 15.0 and LISREL 8.80 were used for the analysis. Selection attributes had a significant effect on satisfaction, and statistical significance was observed with regard to factors such as marketing, production, sensory evaluation, and brand. No significant direct effect was observed between selection attributes and loyalty. Additionally, satisfaction had a significant effect on loyalty. The marketing factor had a negative effect on satisfaction in both the low- and high-involvement groups. The brand factor had a positive effect on satisfaction in the low involvement group, suggesting that developing and promoting a popular brand is essential. Sensory and utility factors had a positive effect on satisfaction in the high involvement group.

The Role of Informal and Formal Leisure Activities in the Disablement Process

The disablement process model has been used as a framework to investigate factors that accelerate or decelerate disablement among older adults. Although very little is known about the direct and moderating effects of involvement in leisure activities on the disablement process, research has suggested that participation in leisure activities may serve as a factor affecting the disablement pathways. Using longitudinal data from individuals aged 65 and older (N = 535) in the Americans' Changing Lives study, we examined the influence of leisure involvement on the disablement process model. Through regression analyses, we found that involvement in informal and formal leisure activities was significantly associated with the disablement process in this sample of older adults, and that the effect of informal and formal leisure on disablement changed across time points and at different phases of the pathway. Results suggest that leisure activities may be protective of cognitive health and mitigate the effect of functional limitations, perceptions of disability, and depressive symptoms among older adults.

Assessing the Effects of Animation in Online Banner Advertising

The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertising environment through an online experiment. The results provide support for the notion that animated banner ads prompt better advertising effects than do static ads. Animated banner advertising has better attention-grabbing capabilities, and generates higher recall, more favorable Aad, and higher click-through intention than static ads. Furthermore, an individual’s product involvement moderates the effects of animated banner advertising on recall, Aad, and click-through intention. However, the study does not provide solid evidence of the feasibility of the traditional hierarchical model (Cognition -> Affect -> Behavior) in the online banner advertising environment. Several implications and limitations of these results are discussed, and future research is suggested.

Better not ask me why: Effects of providing reasons for political attitudes

The present study extended earlier findings with respect to the effects of providing reasons for one's attitudes. On the basis of earlier work on reasoning it was expected that participants, asked to explain why they held a specific attitude towards a politician or a political party, would become more inconsistent in their attitudes compared to participants in a control condition. This is because people often do not have access to the reasons underlying their attitudes. To meet some of the objections that can be raised to earlier research, participants in the present study were first asked for their attitudes, immediately followed by the request to explain why they held that attitude. After that, attitudes were measured again. Overall, it was shown that for two out of four targets, attitudes became relatively inconsistent after providing reasons. Further, the moderating effect of involvement in politics was shown. Less involved participants showed reasoning effects for all four targets, whereas more involved participants did not show these effects, and for one target even became more consistent in their attitudes.

Cognitive processing of persuasive message cues: A meta‐analytic review of the effects of supporting information on attitudes

This investigation reviews recent theoretical developments on the effects of source and message cues in persuasion. The Elaboration Likelihood Model of Petty and Cacioppo (1981) is analyzed and limitations of the model are identified. Kahneman's (1973) Elastic Capacity Model is offered as a more comprehensive model. Consistent with the Kahneman model, predictions concerning the moderating effect of involvement on the effectiveness of central message and peripheral source cues are offered. A meta‐analytic review of studies of the effects of supporting information on attitudes provided support for these predictions. Specifically, there was a positive linear relationship between the level of message recipient involvement and the effect of central message cues on attitudes. In addition, there was a curvilinear relationship between involvement and the effect of source credibility on attitudes: As involvement increased, the effect of source credibility on attitudes increased up to a point, beyond which further ...