Hong-Lei Mu ¹, Young-Chan Lee ²

Affiliations
1 Graduate School of Dongguk University, 38066, KR
2 Department of Business Administration, Dongguk University, 38066, KR

Abstract

Objectives: This study examines the formation of a consumer’s purchase intention towards e-vendors on WeChat, identifies the key indicators of perceived value and perceived trust, and their links with e-vendors’ characteristics. Methods/Statistical Analysis: The authors verify the research model with users from those who had experienceusing WeChat in China. The selection procedure was random. We employed Amos 18.0 and Partial Least Squares (PLS) using Smart PLS for analyzing 180 valid data in total. The demographic statistics of the sample and analysis result of the measurement models are discussed. Findings: The analysis result shows that the consumer has perceived value is the main basis for consumer’s purchase intention. The paper is different from previous studies because this paper verifies the importance of e-vendor’s characteristics (information quality, word-of-mouth referrals, and order fulfillment) on WeChat. The results have somewhat common discoveries with the findings of previous studies that characteristics of e-vendors have significant effect on customer’s perceived trust, whereas do not have significant influence on consumer’s perceived value. Improvements/Applications: This study provided a better understanding to gain consumer’s trust. E-vendors should provide sufficient, accurate, reliable product information and pay special attention on product’s order delivery relating to customer’s enjoyment.

Keywords

Information Quality, Perceived Trust, Perceived Value, Purchase Intention, Word-Of-Mouth (WOM).

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Chunliang Yao ¹, Young-Chan Lee ²

Affiliations
1 Graduate School of Dongguk University, 38066, KR
2 Department of Business Administration, Dongguk University, 38066, KR

Abstract

Objectives: This study identifies and analyzes the important factors influencing consumers’ resistance to mobile shopping on WeChat Friends’ Circle, and to understand the relationships between consumers’ resistance and intention to innovation. Methods/Statistical Analysis: According to the measurement items of the constructs that are adopted and modified from the previous studies, a questionnaire has been shared and a theoretical model has been proposed from the hypothesis. The collected data is analyzed by structural equation modeling method using SPSS and AMOS and using a sample of 346 respondents from WeChat users in China. Findings: These tests highlighted that the proposed factors of both innovation characteristics and consumer characteristics do significantly impact on consumers’ postponement, rejection, and opposition resistance at some extent respectively. Surprisingly, as been known that high value of relative advantage is found that it did not negatively affect consumers’ resistance, and the fake good risk is highly influencing consumers’ resistance. However, in this present study, the empirical data supported that relative advantage positively influenced consumers’ postponement resistance as a significant level (H1a: 0.200**); and the fake goods risk has no significant influences on three forms of consumers’ resistance at all. Interestingly, it’s found that only postponement positively influences consumers’ intention to purchase on Friends’ Circle. The new findings highlight the difference from our research to the existing research, and lead the new thinking in researching consumers’ resistance to the innovation. Improvements/Applications: This study considered six factors influencing consumers’ resistance, and highlighted that both relative advantage and motivation positively influence consumers’ postponement resistance at significant levels.

Keywords

Circle, Intention to Purchase, Resistance to Innovation, WeChat Friends.

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Hanh N. Tang ¹, Young-Chan Lee ²

Affiliations
1 Graduate School of Dongguk University, 38066, KR
2 Department of Business Administration, Dongguk University, 38066, KR

Abstract

Objectives: This paper aims to examine the market of Over-The-Top (OTT) Instant Messaging (IM) service in Vietnam, particularly the user loyalty to an OTT IM service. Methods/Statistical Analysis: To that end, the study theoretically bases on the information systems (IS) success model and Expectation-Confirmation Model (ECM) with a slight adjustment to be appropriate with Vietnamese market context. Empirical research is adapted as a method to study the above objectives. Sample size is 224 respondents collected from Vietnamese OTT IM users. Smart PLS 3 software tool is employed for the statistical analysis of data. Findings: The study well explains “user loyalty” concept for OTT IM service, Vietnam market in particular. It statistically interprets more than 70% of user satisfaction, user continuance intention and user recommendation intention. However, the study could not explain that concept completely. For instance, user intercross use and user price endurance have a low explanation power which is under 40%. There are still other factors influencing on user loyalty that need to be deeply studied further. Moreover, the study has showed that system quality of OTT IM service plays an important role in contributing to user positive perception about Perceived Usefulness (PU) and confirmation. Then, PU and confirmation positively affect to user satisfaction and user loyalty. These findings related to PU, confirmation and satisfaction are quite similar to the previous studies; while the findings related to user loyalty are the new values of this research. Improvements/Applications: The results provide some helpful insights and valuable practices to both domestic and foreign OTT IM service providers for their business in Vietnamese market which is still new and open-ended.

Keywords

Instant Messaging (IM), Loyalty, Over-The-Top (OTT), Vietnam Market, Vietnamese Users.

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