Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model
Abstract
:1. Introduction
2. Literature Review
2.1. VAB Model
2.2. Utilitarian and Hedonic Values
2.3. Utilitarian and Hedonic Attitudes
2.4. Utilitarian Value, Hedonic Value, and Attitudes
2.5. Attitude and Purchase Intention
3. Methodology
3.1. Research Framework
3.2. Questionnaire Design
3.3. Sample Size and Composition
3.4. Data Analysis
4. Results
4.1. Measurement Model: Reliability and Validity
4.2. Structural Model and Hypothesis Testing
5. Discussion
6. Conclusions and Limitations
6.1. Conclusions
6.2. Limitations of the Research and Future Research
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Items | Factor Loading | Cronbach’s α | AVE | CR |
---|---|---|---|---|
Utilitarian Value | 0.766 | 0.595 | 0.619 | |
1. The store that engages Internet meme on Facebook is a leading entity in its industry. | 0.603 | |||
2. I cannot get the information I need from the FB posts of this store (including images and videos) *. | 0.680 | |||
3. I found the product I need while checking the FB posts of this store. | 0.638 | |||
Hedonic Value | 0.829 | 0.770 | 0.837 | |
4. I feel happy about checking the FB posts of the store. | 0.840 | |||
5. I love the new FB posts of the store. | 0.883 | |||
6. I just want to check the posts of the store instead of buying anything. | 0.705 | |||
7. I feel very annoyed while checking *. | 0.546 | |||
Utilitarian Attitude | 0.840 | 0.696 | 0.816 | |
8. Useless/Useful | 0.759 | |||
9. Unnecessary/Necessary | 0.744 | |||
10. Impractical/Practical | 0.812 | |||
Hedonic Attitude | 0.932 | 0.758 | 0.926 | |
11. Dull/Exciting | 0.862 | |||
12. Unhappy/Happy | 0.891 | |||
13. Detest/Enjoy | 0.915 | |||
14. Boring/Fun | 0.812 | |||
Purchase Intention | 0.808 | 0.688 | 0.809 | |
15. I will buy products of this store. | 0.814 | |||
16. I might buy something from this store in the near future. | 0.804 | |||
17. I will recommend products of this store to someone else. | 0.674 |
Construct | Mean | S.D. | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|---|---|
1. Utilitarian value | 4.27 | 0.36 | 1.00 | ||||
2. Hedonic value | 4.13 | 0.62 | 0.36 ** | 1.00 | |||
3. Utilitarian attitude | 3.98 | 0.57 | 0.39 ** | 0.36 ** | 1.00 | ||
4. Hedonic attitude | 4.31 | 0.41 | 0.37 ** | 0.28 ** | 0.37 ** | 1.00 | |
5. Purchase intention | 4.29 | 0.38 | 0.42 ** | 0.40 ** | 0.29 ** | 0.28 ** | 1.00 |
Fit Index | Ideal Value | Result | Conclusion |
---|---|---|---|
χ2/df | <3 | 2.351 | Acceptable |
GFI | >0.9 (good fit) | 0.895 | Good fit |
0.8–0.89 (acceptable fit) | |||
AGFI | >0.9 (good fit) | 0.857 | Acceptable |
0.8–0.89 (acceptable fit) | |||
NFI | >0.9 | 0.912 | Acceptable |
CFI | >0.9 | 0.928 | Acceptable |
RMSEA | ≤0.05 (close fit) | 0.081 | Mediocre fit |
0.05–0.08 (fair fit) | |||
0.08–0.10 (mediocre fit) | |||
>0.10 (poor fit) |
Hypothesis | Content | Verification |
---|---|---|
H1a | The utilitarian value of consumers who are attracted by an Internet meme has significant and positive impacts on their utilitarian attitude. | Supported |
H1b | The utilitarian value of consumers who are attracted by an Internet meme has significant and positive impacts on their hedonic attitude. | Supported |
H2a | The hedonic value of consumers who are attracted by an Internet meme has significant and positive impacts on their utilitarian attitude. | Supported |
H2b | The hedonic value of consumers who are attracted by an Internet meme has significant and positive impacts on their hedonic attitude. | Supported |
H3 | The utilitarian attitude of consumers who are attracted by an Internet meme has significant and positive impacts on their Purchase Intention. | Supported |
H4 | The hedonic attitude of consumers who are attracted by an Internet meme has significant and positive impacts on their Purchase Intention. | Supported |
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Lee, H.-H.; Liang, C.-H.; Liao, S.-Y.; Chen, H.-S. Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model. Sustainability 2019, 11, 5549. https://doi.org/10.3390/su11205549
Lee H-H, Liang C-H, Liao S-Y, Chen H-S. Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model. Sustainability. 2019; 11(20):5549. https://doi.org/10.3390/su11205549
Chicago/Turabian StyleLee, Hsin-Hui, Chia-Hsing Liang, Shu-Yi Liao, and Han-Shen Chen. 2019. "Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model" Sustainability 11, no. 20: 5549. https://doi.org/10.3390/su11205549
APA StyleLee, H. -H., Liang, C. -H., Liao, S. -Y., & Chen, H. -S. (2019). Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model. Sustainability, 11(20), 5549. https://doi.org/10.3390/su11205549