The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry
Abstract
:1. Introduction
2. Literature review
2.1. Value–Attitude–Behavior Model (VAB Model)
2.2. Perceived Value of Using SNSs and Brand Attitude
2.3. Customer Value-Co-Creation Behavior: Participation and Citizenship
3. Methodology
3.1. Data Collection
3.2. Measurements
3.3. Data Analysis
4. Results
4.1. Demographic Analysis
4.2. Measurement Model
4.3. Structural Model
5. Conclusions
5.1. Discussion
5.2. Theoretical Implications
5.3. Managerial Implications
5.4. Limitations and Future Study
Author Contributions
Funding
Conflicts of Interest
References
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N | % | n | % | ||||
---|---|---|---|---|---|---|---|
Gender | Male | 199 | 49.01 | Education | High-school | 25 | 6.16 |
Female | 207 | 50.99 | College | 42 | 10.34 | ||
Age | Under 29 | 151 | 37.19 | Bachelor’s | 275 | 67.73 | |
30–39 | 139 | 34.24 | Post-graduate | 64 | 15.76 | ||
40–49 | 59 | 14.53 | Occupation | Student | 56 | 13.79 | |
50 or older | 57 | 14.04 | Office worker | 185 | 45.57 | ||
Income/month (in US $) | Under 2000 | 30 | 7.39 | Sales/service | 25 | 6.16 | |
2000–4000 | 134 | 33 | Professional | 61 | 15.02 | ||
4000–6000 | 114 | 28.08 | Public worker | 11 | 2.71 | ||
6000–8000 | 65 | 16.01 | Housewife | 35 | 8.62 | ||
8000 above | 63 | 15.52 | Others | 33 | 8.13 |
Construct (Cronbach’s α) | Mean (±S.D) | Outer Loading | Rho_A | CR | AVE | ||
---|---|---|---|---|---|---|---|
Values of SNS | Information seeking (0.910) | Using SNSs of the brand provided me with exact information. | 5.13 (±1.17) | 0.874 | 0.912 | 0.937 | 0.787 |
Using SNSs of the brand provided me with useful information. | 5.35 (±1.11) | 0.905 | |||||
Using SNSs of the brand provided me with updated information. | 5.51 (±1.19) | 0.883 | |||||
Using SNSs of the brand provided me with various information. | 5.31 (±1.21) | 0.888 | |||||
5.32 (±1.04) | |||||||
Entertainment (0.930) | Using SNSs of the brand was pleasant for me. | 4.55 (±1.25) | 0.902 | 0.931 | 0.950 | 0.826 | |
Using SNSs of the brand made me entertained. | 4.53 (±1.26) | 0.922 | |||||
Using SNSs of the brand did not make me bored. | 4.51 (±1.25) | 0.908 | |||||
Using SNSs of the brand was interesting. | 4.59 (±1.23) | 0.904 | |||||
4.55 (±1.13) | |||||||
Expressive (0.903) | Using SNSs of the brand held meaning for me. | 4.34 (±1.31) | 0.856 | 0.937 | 0.931 | 0.771 | |
Using SNSs of the brand helped me express myself. | 3.75 (±1.56) | 0.913 | |||||
Using SNSs of the brand helped me identify myself. | 3.70 (±1.53) | 0.890 | |||||
Using SNSs of the brand seemed to help others express themselves. | 4.13 (±1.45) | 0.852 | |||||
3.98 (±1.29) | |||||||
Economic (0.886) | Using SNSs of the brand helped me get better prices than others. | 4.30 (±1.55) | 0.806 | 0.897 | 0.921 | 0.746 | |
Using SNSs of the brand helped me receive faster services than others. | 4.56 (±1.47) | 0.868 | |||||
Using SNSs of the brand helped me receive higher-quality service. | 4.23 (±1.55) | 0.890 | |||||
Using SNSs of the brand helped me receive more customized services. | 4.15 (±1.52) | 0.888 | |||||
4.31 (±1.31) | |||||||
Brand attitude (0.932) | I felt that I liked the brand. | 5.51 (±1.11) | 0.899 | 0.932 | 0.951 | 0.830 | |
I felt that the brand was likable. | 5.49 (±1.09) | 0.918 | |||||
I felt that the brand was valuable. | 5.16 (±1.30) | 0.908 | |||||
I felt that the brand was attractive. | 5.31 (±1.18) | 0.917 | |||||
5.37 (±1.07) | |||||||
Customer Participation Behavior | Information seeking * (0.744) | I asked others for the products/services of the brand. | 4.12 (±1.68) | 0.750 | 0.845 | 0.846 | 0.647 |
I searched for information on the products/services of the brand. | 5.12 (±1.26) | 0.880 | |||||
I paid attention to how others used the brand well. | 4.54 (±1.49) | 0.778 | |||||
4.59 (±1.20) | |||||||
Information sharing * (0.889) | I clearly explained what I wanted to the brand employee(s). | 4.91 (±1.35) | 0.908 | 0.896 | 0.931 | 0.905 | |
I provided the necessary information so that the brand employee(s) could perform appropriate duties. | 4.74 (±1.43) | 0.920 | |||||
I answered all the employee(s)’ service-related questions. | 4.68 (±1.38) | 0.885 | |||||
4.78 (±1.26) | |||||||
Personal interaction (0.954) | I was kind to the brand employee(s). | 5.90 (±1.10) | 0.939 | 0.955 | 0.967 | 0.878 | |
I was polite to the brand employee(s). | 5.93 (±1.09) | 0.949 | |||||
I respected the brand employee(s). | 5.97 (±1.09) | 0.941 | |||||
I did not act rudely to the brand employee(s). | 6.08 (±1.04) | 0.920 | |||||
5.97 (±1.01) | |||||||
Responsible behavior (0.930) | I performed all required tasks for the successful delivery of service while visiting the brand shop. | 5.54 (±1.20) | 0.903 | 0.930 | 0.950 | 0.827 | |
I properly completed all the expected behaviors for the successful service delivery while visiting the brand shop. | 5.41 (±1.16) | 0.914 | |||||
I fulfilled responsibilities toward successful service delivery while visiting the brand shop. | 5.46 (±1.18) | 0.922 | |||||
I followed the employee(s)’ directives or orders for successful service delivery while visiting the brand shop. | 5.62 (±1.10) | 0.899 | |||||
5.51 (±1.05) | |||||||
Customer Citizenship Behavior | Feedback * (0.863) | When I had a good idea for improving the service of the brand, I let the employee(s) know. | 3.81 (±1.64) | 0.888 | 0.867 | 0.916 | 0.784 |
When I received good service from the brand employee(s), I commented. | 4.25 (±1.53) | 0.895 | |||||
When I experienced a problem, I let the brand employee(s) know. | 4.03 (±1.60) | 0.873 | |||||
4.03 (±1.41) | |||||||
Advocacy * (0.833) | I said positive things about the brand and the employee(s) to others. | 4.72 (±1.31) | 0.841 | 0.833 | 0.900 | 0.750 | |
I recommended the brand and the employee(s) to others. | 4.82 (±1.29) | 0.902 | |||||
I encouraged friends, family, and relatives to visit the brand. | 4.54 (±1.39) | 0.854 | |||||
4.69 (±1.15) | |||||||
Helping * (0.938) | I assisted other customers if they needed my help with the brand. | 4.44 (±1.42) | 0.901 | 0.938 | 0.955 | 0.843 | |
I helped other customers if they seemed to have problems with the brand. | 4.25 (±1.46) | 0.929 | |||||
I taught other customers to use the products/services of the brand correctly. | 4.37 (±1.47) | 0.936 | |||||
I advised other customers about the products/services of the brand. | 4.27 (±1.47) | 0.906 | |||||
4.33 (±1.34) | |||||||
Tolerance (0.735) | When the service was not delivered as expected, I accepted the deficiency. | 4.81 (±1.33) | 0.730 | 0.746 | 0.850 | 0.655 | |
When the employee(s) made a mistake during the service, I was patient and waited for corrections. | 5.43 (±1.14) | 0.844 | |||||
When I had to wait longer than I usually expected to receive the service, I adapted. | 5.52 (±1.13) | 0.848 | |||||
5.25 (±0.96) |
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | |
1 | 0.887 | ||||||||||||
2 | 0.552 | 0.909 | |||||||||||
3 | 0.284 | 0.652 | 0.878 | ||||||||||
4 | 0.376 | 0.547 | 0.682 | 0.864 | |||||||||
5 | 0.449 | 0.473 | 0.386 | 0.385 | 0.911 | ||||||||
6 | 0.419 | 0.450 | 0.459 | 0.421 | 0.371 | 0.805 | |||||||
7 | 0.481 | 0.398 | 0.374 | 0.447 | 0.437 | 0.498 | 0.905 | ||||||
8 | 0.465 | 0.207 | −0.067 | 0.051 | 0.424 | 0.211 | 0.296 | 0.937 | |||||
9 | 0.480 | 0.252 | 0.044 | 0.156 | 0.405 | 0.322 | 0.403 | 0.731 | 0.909 | ||||
10 | 0.273 | 0.481 | 0.654 | 0.505 | 0.256 | 0.491 | 0.461 | −0.056 | 0.104 | 0.885 | |||
11 | 0.451 | 0.487 | 0.504 | 0.452 | 0.565 | 0.568 | 0.528 | 0.252 | 0.363 | 0.536 | 0.866 | ||
12 | 0.328 | 0.433 | 0.567 | 0.520 | 0.365 | 0.550 | 0.525 | 0.079 | 0.184 | 0.684 | 0.675 | 0.918 | |
13 | 0.433 | 0.263 | 0.124 | 0.197 | 0.429 | 0.355 | 0.357 | 0.580 | 0.626 | 0.133 | 0.403 | 0.226 | 0.809 |
Hypothesized Path | R2 (Q2) | Path Coefficient | t-Value | Result | |
---|---|---|---|---|---|
H1-1 | Information-seeking Value → Brand Attitude | 0.300 (0.246) | 0.277 *** | 4.595 | Supported |
H1-2 | Entertainment Value → Brand Attitude | 0.180 * | 2.486 | Supported | |
H1-3 | Expressive Value → Brand Attitude | 0.133 * | 2.050 | Supported | |
H1-4 | Economic Value → Brand Attitude | 0.091 (n.s.) | 1.543 | Not supported | |
H2-1 | Brand Attitude → Participation Behavior | 0.285 (0.134) | 0.533 *** | 11.399 | Supported |
H2-2 | Brand Attitude → Citizenship Behavior | 0.244 (0.113) | 0.494 *** | 10.810 | Supported |
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Kwon, A.-M.; Namkung, Y. The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry. Sustainability 2022, 14, 5425. https://doi.org/10.3390/su14095425
Kwon A-M, Namkung Y. The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry. Sustainability. 2022; 14(9):5425. https://doi.org/10.3390/su14095425
Chicago/Turabian StyleKwon, Ah-Min, and Young Namkung. 2022. "The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry" Sustainability 14, no. 9: 5425. https://doi.org/10.3390/su14095425