Although consumer-perceived utilitarian value and hedonic value have been considered essential antecedents of consumer behavior, few studies have investigated the effects of both website quality and online retail performance on consumer-perceived utilitarian value and hedonic value, which in...

Purpose: Although the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect relationships that potentially exist between these factors influencing consumer purchase intention remain unclear. Because...

Purpose: For Internet celebrities, self-disclosure (SD) is a crucial step in building relationships with their followers who perceive this communication as para-social interaction (PSI), which facilitates socialization among followers. Normative commitment (NC) is critical for creating bonds...

Purpose – Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea beverage consumers as well as their underlying attitudes and desires. The purpose of this paper is to...

Purpose – Online group buying (OGB) websites have rapidly increased in number in recent years and have become an interesting model for online transactions. Previous studies have shown that consumers’ individual characteristics are critical in group buying participation and the perceived...

Purpose The paper focuses on social capital as the characteristic of social groups that promote coordination; moreover, social identity plays a key role in the construction of group relationships. However, few research studies have looked at how the social capital of social networking sites...

Purpose – This paper aims to extend the relationship marketing concept to examine which relationship bonds (social, structural and financial bonds) have different effects on employee affective (want to stay), normative (ought to stay) and continuance commitment (have to stay). Preventing...