Purpose: The purpose of this study is to examine the effects of consumer ethnocentrism and animosity on the importance of country-of-origin in food product evaluation. It also tested the moderating effect of purchase frequency.Design/methodology/approach: Data were collected from dairy consumers residing in China. The research model was tested using structural equation modelling with AMOS.Findings: The results indicated that the importance of country-of-origin in product evaluation is not necessarily driven by consumer ethnocentrism or animosity. Only among frequent purchasers, a higher level of consumer ethnocentrism or animosity can be associated with more importance of country-of-origin in product evaluation.Originality/value: Despite the significant role of purchase frequency, this factor has been less considered in the existing literature on consumer ethnocentrism and animosity. This study represented an initial attempt to the role of purchase frequency in the effects of consumer ethnocentrism and animosity on food product evaluation. It revealed that purchase frequency should be adopted as a moderating factor in future studies in this field.
The COVID-19 pandemic has had an unprecedented impact on leisure tourists’ risk and uncertainty perceptions. Despite the importance of tourists’ perceived risks and uncertainties in their decision-making, there is a lack of research that simultaneously tests the effects of these two factors as different and multiple-dimensional constructs. Thus, this paper investigates the different roles of various risk and uncertainty perceptions in leisure tourists’ decision-making and develops a more comprehensive model that incorporates the relevant factors. To test the model, this empirical study adopts partial least squares structural equation modeling with SmartPLS 3.0 for data analysis based on 386 valid samples obtained via a questionnaire survey in China. The findings of this paper suggest the necessity for concurrently considering the different effects of perceived risks and uncertainties in future research and practice in travel and tourism management.
1 May 2023 in Journal of Marketing for Higher Education
Studies have been conducted on university students’ acceptance of e-learning systems during COVID-19. However, less attention has been paid to students’ use of e-learning post-pandemic. This research provides a more comprehensive framework to investigate the effects of e-learning students’ various quality perceptions on attitude, learning engagement, and stickiness toward e-learning platforms. A survey-based quantitative method is adopted by this study in which sample data are collected from students in Australian universities. A total of 403 valid samples were analysed using covariance-based structural equation modelling. This study found that students’ perceived educational quality, service quality, information quality, and technical system quality play different roles in their attitudes and behaviours towards e-learning. It expands the information system success model by comparing the effects of students’ various perceived qualities on their ongoing commitment to e-learning. It provides insights to e-learning providers in pursuing better designs and more sustainable development of educational information systems.