The influence of influencer marketing and country of origin on purchase intention of technology products on e-commerce platforms
Nội dung chính của bài viết
Tóm tắt
This study examines factors affecting the intention to purchase technology products on e-commerce platforms of university students in Ho Chi Minh City, Vietnam, including Brand equity, Country of Origin and Influencer Marketing. This study conducted a survey from August 2023 to September 2023 with 342 qualified questionnaires processed and analyzed using SMART-PLS software. The results indicate that country of origin, influence marketing, and brand equity are three important indicators related to consumers' intention to purchase technology products in the context of social commerce. Research has concluded that attitude and influence marketing are two powerful factors that influence purchasing intention today. This research will help businesses better understand customer behavior, thereby improving the effectiveness of future business plans and marketing communication strategies, helps attract more customers, increase sales and profits.
Chi tiết bài viết
Từ khóa
Attitude, Brand equity, Country of origin, Influencer marketing, Purchase intention
Tài liệu tham khảo
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of brand name. New York, NY: The Free Press.
Abou Ali, A. A., Ali, A. A., & Mostapha, N. (2021). The role of country of origin, perceived value, trust, and influencer marketing in determining purchase intention in social commerce. BAU Journal-Society, Culture and Human Behavior, 2(2), 1-27. https://doi.org/10.54729/2789-8296.1051
Ahmed, S. A., & d'Astous, A. (1996). Country-of-origin and brand effects: a multi-dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115. https://doi.org/10.1300/J046v09n02_05
Ajzen, I. (1980). Understanding attitudes and predictiing social behavior. Englewood cliffs.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Debei, M. M., Al-Lozi, E., & Papazafeiropoulou, A. (2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), 43-54. https://doi.org/10.1016/j.dss.2012.12.032
Ashill, N. J., & Sinha, A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5(3), 27-43. https://doi.org/10.1300/J098v05n03_03
Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248. https://doi.org/10.1108/02634500510597283
Bagozzi, R. P. (1997). Goal-directed behaviors in marketing: the role of emotion, volition, and motivation. Psychology & Marketing, 14(6), 539–543. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<309::AID-MAR1>3.0.CO;2-D
Bartikowski, B., & Cleveland, M. (2017). “Seeing is being”: Consumer culture and the positioning of premium cars in China. Journal of Business Research, 77, 195-202. https://doi.org/10.1016/j.jbusres.2016.12.008
Bhakar, S. S., Bhakar, S., & Bhakar, S. (2013). Relationship between country of origin, brand image and customer purchase intentions. Far East Journal of Psychology and Business, 10(2), 25-47.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13, 89-100. https://doi.org/10.1057/palgrave.jibs.8490539
Catulli, M., Cook, M., & Potter, S. (2017). Consuming use orientated product service systems: A consumer culture theory perspective. Journal of Cleaner Production, 141, 1186-1193. https://doi.org/10.1016/j.jclepro.2016.09.187
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2020). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. In Global branding: Breakthroughs in research and practice (pp. 882-905). IGI Global.
Dewa, C. B. (2015). Pengaruh Country Of Origin Produk Televisi LG Terhadap Niat Beli Konsumen Dengan Ekuitas Merek Sebagai Variabel Pemediasi. Bianglala Informatika, 3(1). https://doi.org/10.31294/bi.v3i1.571
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
e-Conomy SEA 2023 report (2023). Reaching new heights: Navigating the path to profitable growth. https://services.google.com/fh/files/misc/vietnam_e_conomy_sea_2023_report.pdf
Garrett, P. (2010). Attitudes to language. Cambridge University Press.
Gupta, N. (2016). Cross-national applicability of a parsimonious measure of acculturation to global consumer culture. Psychological Reports, 118(2), 527-531. https://doi.org/10.1177/0033294116637731
Hair Jr, J. F. (2020). Next-generation prediction metrics for composite-based PLS-SEM. Industrial Management & Data Systems, 121(1), 5-11. https://doi.org/10.1108/IMDS-08-2020-0505
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1-2), 1-12. https://doi.org/10.1016/j.lrp.2013.01.001
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hong, S. T., & Wyer Jr, R. S. (1989). Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-187. https://doi.org/10.1086/209206
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Iqbal, S. (2015). Moderating Effect of Brand Awareness on Country of Origion and Brand Equity: A Study of DG-Khan & Jampur Consumer’s. International Letters of Social and Humanistic Sciences, 54, 137-139.
Kamins, M. A., & Marks, L. J. (1987). Advertising puffery: The impact of using two-sided claims on product attitude and purchase intention. Journal of Advertising, 16(4), 6-15. https://doi.org/10.1080/00913367.1987.10673090
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Khanta, F., & Srinuan, C. (2019). The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. African Journal of Hospitality, Tourism and Leisure, 8(5), 1-14.
Ko, E., Kim, K. H., Kim, S. H., Li, G., Zou, P., & Zhang, H. (2009). The relationship among country of origin, brand equity and brand loyalty: comparison among USA, China and Korea. Journal of Global Academy of Marketing Science, 19(1), 47-58. https://doi.org/10.1080/12297119.2009.9707286
Kolkailah, S. K., Aish, E. A., & El-Bassiouny, N. (2012). The impact of corporate social responsibility initiatives on consumers‘ behavioural intentions in the Egyptian market. International Journal of Consumer Studies, 36(4), 369–384. https://doi.org/10.1111/j.1470-6431.2011.01070.x
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/10.1108/02651330510581190
Li, J., Liu, F. L., Liu, X., & Murphy, J. (2007). English and Chinese. The Role of Consumer Ethnocentrism and Country of Origin in Chinese Attitudes towards Store Signs. Australian Marketing Journal, 14(2), 5-16. https://doi.org/10.1016/S1441-3582(06)70057-X
Lin, C. T. L., & Chuang, S. S. (2018). The importance of brand image on consumer purchase attitude: A case study of E-Commerce in Taiwan. Studies in Business and Economics, 13(3), 91-104. https://doi.org/10.2478/sbe-2018-0037
Lin, L. Y., & Chen, C. S. (2006). The influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265. https://doi.org/10.1108/07363760610681655
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Mainardes, E. W., Soares Júnior, A. P., & Andrade, D. M. (2020). Brand equity of commoditized products of famous brands. Marketing Intelligence & Planning, 38(3), 296-309. https://doi.org/10.1108/MIP-02-2019-0115
Masukujjaman, M., Alam, S. S., Siwar, C., & Halim, S. A. (2021). Purchase intention of renewable energy technology in rural areas in Bangladesh: Empirical evidence. Renewable Energy, 170, 639-651. https://doi.org/10.1016/j.renene.2021.01.125
More, J. S., & Lingam, C. (2017). A SI model for social media influencer maximization. Applied Computing and Informatics, 15(2), 102-108. https://doi.org/10.1016/j.aci.2017.11.001
Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. Journal of Marketing, 34(1), 68-74. https://doi.org/10.1177/002224297003400115
Nguyen, P. V., Le, H. M., & Tran, K. T. (2019). Effects of country of origin, foreign product knowledge and product features on customer purchase intention of imported powder milk. International Journal of Business Innovation and Research, 19(2), 139-161. https://doi.org/10.1504/IJBIR.2019.100071
Paul, R., & Dasgupta, S. (2010). Country-of-origin image as an antecedent to brand equity. Journal of International Business, 2(2), 37-57.
Phan Anh (2022). Thương mại điện tử Việt Nam năm 2022 ước đạt 16,4 tỷ USD [Vietnam's e-commerce in 2022 is estimated at 16.4 billion USD]. https://vneconomy.vn/thuong-mai-dien-tu-viet-nam-nam-2022-uoc-dat-16-4-ty-usd.htm
Sharma, R. R., & Kaur, B. (2018). Modeling the elements and effects of global viral advertising content: A cross-cultural framework. Vision, 22(1), 1-10. https://doi.org/10.1177/0972262917750225
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822. https://doi.org/10.1108/00070700510629760
Thilina, D. K. (2021). Conceptual Review of Social Influencer Marketing on Purchase Intention; Dynamics in Fashion Retail Industry. https://doi.org/10.4038/sljmuok.v7i0.48
Wang, W. T., & Li, H. M. (2012). Factors influencing mobile services adoption: a brand‐equity perspective. Internet Research, 22(2), 142-179. https://doi.org/10.1108/10662241211214548
Yeung, S., & Leung, C. (2007). Perception and attitude of Hong Kong hotel guest-contact employees towards tourists from mainland China. International Journal of Tourism Research, 9(6), 395–407. https://doi.org/ 10.1002/jtr.611
Abou Ali, A. A., Ali, A. A., & Mostapha, N. (2021). The role of country of origin, perceived value, trust, and influencer marketing in determining purchase intention in social commerce. BAU Journal-Society, Culture and Human Behavior, 2(2), 1-27. https://doi.org/10.54729/2789-8296.1051
Ahmed, S. A., & d'Astous, A. (1996). Country-of-origin and brand effects: a multi-dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115. https://doi.org/10.1300/J046v09n02_05
Ajzen, I. (1980). Understanding attitudes and predictiing social behavior. Englewood cliffs.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Debei, M. M., Al-Lozi, E., & Papazafeiropoulou, A. (2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), 43-54. https://doi.org/10.1016/j.dss.2012.12.032
Ashill, N. J., & Sinha, A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5(3), 27-43. https://doi.org/10.1300/J098v05n03_03
Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248. https://doi.org/10.1108/02634500510597283
Bagozzi, R. P. (1997). Goal-directed behaviors in marketing: the role of emotion, volition, and motivation. Psychology & Marketing, 14(6), 539–543. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<309::AID-MAR1>3.0.CO;2-D
Bartikowski, B., & Cleveland, M. (2017). “Seeing is being”: Consumer culture and the positioning of premium cars in China. Journal of Business Research, 77, 195-202. https://doi.org/10.1016/j.jbusres.2016.12.008
Bhakar, S. S., Bhakar, S., & Bhakar, S. (2013). Relationship between country of origin, brand image and customer purchase intentions. Far East Journal of Psychology and Business, 10(2), 25-47.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13, 89-100. https://doi.org/10.1057/palgrave.jibs.8490539
Catulli, M., Cook, M., & Potter, S. (2017). Consuming use orientated product service systems: A consumer culture theory perspective. Journal of Cleaner Production, 141, 1186-1193. https://doi.org/10.1016/j.jclepro.2016.09.187
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2020). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. In Global branding: Breakthroughs in research and practice (pp. 882-905). IGI Global.
Dewa, C. B. (2015). Pengaruh Country Of Origin Produk Televisi LG Terhadap Niat Beli Konsumen Dengan Ekuitas Merek Sebagai Variabel Pemediasi. Bianglala Informatika, 3(1). https://doi.org/10.31294/bi.v3i1.571
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
e-Conomy SEA 2023 report (2023). Reaching new heights: Navigating the path to profitable growth. https://services.google.com/fh/files/misc/vietnam_e_conomy_sea_2023_report.pdf
Garrett, P. (2010). Attitudes to language. Cambridge University Press.
Gupta, N. (2016). Cross-national applicability of a parsimonious measure of acculturation to global consumer culture. Psychological Reports, 118(2), 527-531. https://doi.org/10.1177/0033294116637731
Hair Jr, J. F. (2020). Next-generation prediction metrics for composite-based PLS-SEM. Industrial Management & Data Systems, 121(1), 5-11. https://doi.org/10.1108/IMDS-08-2020-0505
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1-2), 1-12. https://doi.org/10.1016/j.lrp.2013.01.001
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hong, S. T., & Wyer Jr, R. S. (1989). Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-187. https://doi.org/10.1086/209206
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Iqbal, S. (2015). Moderating Effect of Brand Awareness on Country of Origion and Brand Equity: A Study of DG-Khan & Jampur Consumer’s. International Letters of Social and Humanistic Sciences, 54, 137-139.
Kamins, M. A., & Marks, L. J. (1987). Advertising puffery: The impact of using two-sided claims on product attitude and purchase intention. Journal of Advertising, 16(4), 6-15. https://doi.org/10.1080/00913367.1987.10673090
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Khanta, F., & Srinuan, C. (2019). The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. African Journal of Hospitality, Tourism and Leisure, 8(5), 1-14.
Ko, E., Kim, K. H., Kim, S. H., Li, G., Zou, P., & Zhang, H. (2009). The relationship among country of origin, brand equity and brand loyalty: comparison among USA, China and Korea. Journal of Global Academy of Marketing Science, 19(1), 47-58. https://doi.org/10.1080/12297119.2009.9707286
Kolkailah, S. K., Aish, E. A., & El-Bassiouny, N. (2012). The impact of corporate social responsibility initiatives on consumers‘ behavioural intentions in the Egyptian market. International Journal of Consumer Studies, 36(4), 369–384. https://doi.org/10.1111/j.1470-6431.2011.01070.x
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/10.1108/02651330510581190
Li, J., Liu, F. L., Liu, X., & Murphy, J. (2007). English and Chinese. The Role of Consumer Ethnocentrism and Country of Origin in Chinese Attitudes towards Store Signs. Australian Marketing Journal, 14(2), 5-16. https://doi.org/10.1016/S1441-3582(06)70057-X
Lin, C. T. L., & Chuang, S. S. (2018). The importance of brand image on consumer purchase attitude: A case study of E-Commerce in Taiwan. Studies in Business and Economics, 13(3), 91-104. https://doi.org/10.2478/sbe-2018-0037
Lin, L. Y., & Chen, C. S. (2006). The influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265. https://doi.org/10.1108/07363760610681655
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Mainardes, E. W., Soares Júnior, A. P., & Andrade, D. M. (2020). Brand equity of commoditized products of famous brands. Marketing Intelligence & Planning, 38(3), 296-309. https://doi.org/10.1108/MIP-02-2019-0115
Masukujjaman, M., Alam, S. S., Siwar, C., & Halim, S. A. (2021). Purchase intention of renewable energy technology in rural areas in Bangladesh: Empirical evidence. Renewable Energy, 170, 639-651. https://doi.org/10.1016/j.renene.2021.01.125
More, J. S., & Lingam, C. (2017). A SI model for social media influencer maximization. Applied Computing and Informatics, 15(2), 102-108. https://doi.org/10.1016/j.aci.2017.11.001
Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. Journal of Marketing, 34(1), 68-74. https://doi.org/10.1177/002224297003400115
Nguyen, P. V., Le, H. M., & Tran, K. T. (2019). Effects of country of origin, foreign product knowledge and product features on customer purchase intention of imported powder milk. International Journal of Business Innovation and Research, 19(2), 139-161. https://doi.org/10.1504/IJBIR.2019.100071
Paul, R., & Dasgupta, S. (2010). Country-of-origin image as an antecedent to brand equity. Journal of International Business, 2(2), 37-57.
Phan Anh (2022). Thương mại điện tử Việt Nam năm 2022 ước đạt 16,4 tỷ USD [Vietnam's e-commerce in 2022 is estimated at 16.4 billion USD]. https://vneconomy.vn/thuong-mai-dien-tu-viet-nam-nam-2022-uoc-dat-16-4-ty-usd.htm
Sharma, R. R., & Kaur, B. (2018). Modeling the elements and effects of global viral advertising content: A cross-cultural framework. Vision, 22(1), 1-10. https://doi.org/10.1177/0972262917750225
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822. https://doi.org/10.1108/00070700510629760
Thilina, D. K. (2021). Conceptual Review of Social Influencer Marketing on Purchase Intention; Dynamics in Fashion Retail Industry. https://doi.org/10.4038/sljmuok.v7i0.48
Wang, W. T., & Li, H. M. (2012). Factors influencing mobile services adoption: a brand‐equity perspective. Internet Research, 22(2), 142-179. https://doi.org/10.1108/10662241211214548
Yeung, S., & Leung, C. (2007). Perception and attitude of Hong Kong hotel guest-contact employees towards tourists from mainland China. International Journal of Tourism Research, 9(6), 395–407. https://doi.org/ 10.1002/jtr.611