ABSTRACT
PurposeThe moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support. This study thus aims to examine whether situational context affects the direction and strength of the relationships between aspects of eWOM and brand image that lead to online purchase intention.Design/methodology/approachTo extend the existing research, the authors tested the model using a sample of 546 online shoppers during the fourth wave of COVID-19 in Ho Chi Minh City. Specifically, the testing of the direct relationships and the mediating role of brand image occurred using measurement and structural models. The authors then created a moderated mediation model to examine the moderating role of situational context. Furthermore, the authors probed the interactions by identifying changes in the relationships from eWOM to online purchase intention through a brand image at different levels of situational context.FindingsWithout situational context's moderating effect, brand image positively partially mediated the influence of either eWOM credibility or quantity on intention. Situational context's moderating effect then explains why high- versus low-level disease-avoidance customers seek less eWOM credibility and more eWOM quantity to develop brand images and shape their intentions.Originality/valueThe findings have theoretical implications for understanding the pressure of disease avoidance on customers' online purchase intentions. Among the practical implications of the research are tactics for profit and non-profit purposes.
ABSTRACT
PurposeThe moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support. This study thus aims to examine whether situational context affects the direction and strength of the relationships between aspects of eWOM and brand image that lead to online purchase intention. Design/methodology/approachTo extend the existing research, the authors tested the model using a sample of 546 online shoppers during the fourth wave of COVID-19 in Ho Chi Minh City. Specifically, the testing of the direct relationships and the mediating role of brand image occurred using measurement and structural models. The authors then created a moderated mediation model to examine the moderating role of situational context. Furthermore, the authors probed the interactions by identifying changes in the relationships from eWOM to online purchase intention through a brand image at different levels of situational context. FindingsWithout situational context's moderating effect, brand image positively partially mediated the influence of either eWOM credibility or quantity on intention. Situational context's moderating effect then explains why high- versus low-level disease-avoidance customers seek less eWOM credibility and more eWOM quantity to develop brand images and shape their intentions. Originality/valueThe findings have theoretical implications for understanding the pressure of disease avoidance on customers' online purchase intentions. Among the practical implications of the research are tactics for profit and non-profit purposes.
ABSTRACT
The demand for using library apps to search for information has been increasing after the COVID-19 outbreak. To look into how the pandemic affects the users’ perception of the loyalty of using library apps, we designed this research by amalgamating the updated IS success model and S–O-R model to evaluate the service quality of a public library app under the Hong Kong Government mobile applications initiative. A third-order model is established to demonstrate the multi-faceted aspects of service quality and mediating effects of perceived brand image, satisfaction, and e-word of mouth. Using structural equation modeling, data collected from Hong Kong, a metropolis where mobile services empower its citizens, showed the interrelationships among service quality and possible outcomes (i.e., perceived brand image, user satisfaction, e-word of mouth, and user loyalty). Findings also indicate that the influence of perceived service quality on user loyalty could only be achieved through perceived brand image and user satisfaction. This is a timely study during the COVID-19 pandemic, as the lockdown and social distancing arrangements created challenges for citizens to search for information in public libraries in person. Our findings and suggestions reiterate the importance of considering the usability concepts when analyzing the service quality of each unique app. They also provide insights for practitioners in developing the next generation of apps for smart public information services and call for further investigation into the proposed hierarchical model and other potential factors related to service quality.