Browsing by Author "Chin, Thoo Ai"

Now showing 1 - 20 of 25

Artificial Intellegence and Porter's Five Forces: An Integration
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Wen, Chue Kar; Shan, Lom Hui; Adeline, Y. L.; Chin, Thoo Ai
The influx of Artificial Intelligence (AI) into Marketing has been surging in recent years in various disciplines of Marketing, however the research are only limited to macro-level analyses. Academic criticisms have been built up on Porter's Five Forces (P5F) that the model is limited to macro-level perspective in measuring the attractiveness (or profitability) of an industry, and no longer up to date to latest business practices. It is noticeable that only a few research introduced or integrated technological advancement into the P5F model to keep the P5F model relevant to the modern business world. AI is capable of sensing, reasoning, and acting; especially reasoning is being focused in the recent researches that aims to develop human reasoning into machines to activate them thinking and acting like humans, undertake more complex work and making better informed decisions. The Three-stage Framework idealised by Huang and Rust (2021) consists of Mechanical AI, Thinking AI, and Feeling AI that are applied coherently into each element in the Porter's Five Forces. The Mechanical AI is to perform repetitive or routine work such as data collection; Thinking AI is to process and analyse the data to decision making (without being needed to supervise); and Feeling AI is to perform communication with humans (e.g. customers). The process is looping back to the mechanical AI as there would be feedbacks from humans as inputs. The integration of the Three-stage Framework as a concept of AI categorises Porter's Five Forces into more micro-level on the analysis of the industry, that would ultimately enhance the relevancy of Porter's Five Forces in the modern and ever-changing business environment. This paper aims to integrate Artificial Intelligence into Porter's Five Forces to enhance the relevancy of the model into the latest business practices, by integrating a conceptual model in Artificial Intelligence, Three-stage Framework into Porter's Five Forces. Each element in P5F including Threat of New Entrants, Bargaining Power of Supplier, Threat of Substitution, Bargaining Power of Customers and Degree of Rivalry are integrated with the Three-Stage Framework. The integration would enhance the content of P5F hence P5F would provide researchers to analyse the industry more effectively. Some underlying factors that may be hidden during research may be highlighted or observed by AI. Other than being more analytic, the model could be more predictive in analysing the level of competitiveness and competitors' activities. Conceptually, the integration of the ThreeStage Framework into P5F would create a more possibilities for the market entrants, both suppliers and customers, substitutions, subsequently increases the degree of rivalry and ultimately enhances the attractiveness and profitability of an industry. Following the technological trend, the applications of Artificial Intelligence programs will generally enhance the marketing content in Porter's Five Forces that makes it more relevant in the current and future business environment. This study is currently limited to conceptual research, as the practicality of some AI functions are not yet matured. The conceptual integration of the Three-Stage Framework into P5F could be further discovered in specific industries for more empirical results.
Designing Social Media Brand Communication Strategies to Enhance Brand Equity of an Electronic Components Retailer
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Syapri, Fitri Nurliza; Sulaiman, Zuraidah; Shan, Lom Hui
Social media is booming massively, and it has become part of billions of people's daily live around the world. Hence, many firm use social media platform to reach out to bigger audience and increase brand equity. In Malaysia, many companies take the opportunities of leveraging social media communication into their business model. However, some businesses like electronics component retailers rarely use social media for marketing. For instance, a small company selling electronics parts is facing a problem to promote their brand to local and online community. Thus, this study aims to investigate factors to increase its brand equity (brand awareness and perceived quality) via social media brand communication, then design marketing strategies for the company. The quantitative method is used in this research, and a questionnaire instrument is used to gather primary data from respondents online using Google Forms. The target population for this study is 150. This study is expected to be a guideline for the company to use firm and user generated content communication on social media to improve the brand equity.
Digital Wallet Adoption During Covid-19 Pandemic
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Wan Qi, Lee; Chin, Thoo Ai
Omni-present internet access manipulates the current digital transformation. Electronic wallet or e-wallet payment is one of the transformations that has reshaped the traditional payment methods and changed consumers' behaviours in economic exchanges. The ewallet results in the acceleration of global cashless payment volumes. With the situation of COVID-19 pandemic outbreak, the adoption of e-wallets has increased due to most consumers reduce the usage of money in the form of physical coins or banknotes as a medium of exchange for products and services. There is a need to identify the underlying factors that encourage consumers to adopt e-wallets as only few studies have focused on e-wallets adoption in Malaysia. Furthermore, most studies use demographic factors such as age, experience, and gender to moderate the relationship between determinants and behavioural intention on the adoption of e-wallets. Still, the findings of e-wallet adoption are inconclusive. Due to COVID-19 wreaks havoc on both global health and economy, therefore, this study proposes a framework and emphasises on the adoption of e-wallets using COVID-19 risk as the potential moderator. In this study, the proposed determinants include perceived security, facilitating conditions, hedonic motivation, performance expectancy, and social influence. Questionnaire will be distributed to a total of 300 respondents and converted into Google Form for data collection as it is the best way to reduce the physical contact amid COVID-19 pandemic. The proposed research framework will be analysed using Structural Equation Modelling (SEM). The findings of the study are expected to provide insights and guidelines for government, retailers and future researchers for e-wallet adoption.
E-Service Quality of Online Banking and its Influence on Customer Satisfaction: The Case of Bank Islam Malaysia Berhad (BIMB)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Azman, Nur Fazira; Mas'od, Adaviah; Chin, Thoo Ai; Sulaiman, Zuraidah
Currently, customers are highly supportive in adopting technological innovations, particularly during this pandemic of Covid-19, as they will have a higher belief and dependency in many online transactions. Online banking is one of them. Online banking is a type of financial intermediation that allows individuals to do transactions via internet. Online banking also refers to businesses that uses technology to deliver competitive services to consumers via online. Many business research stated that technology advances are one of the most effective strategies to improve service quality and to meet customer demands and satisfactions. Besides that, using e-commerce that related to the online banking facilities is a vital strategy nowadays by many retailers in developed or developing countries. It enables customers to conduct their transactions without having to leave their homes or workplaces, thus lessen the efforts, and make customer feel convenient to experience the purchase of online product or services. In addition, online banking can also help consumers to manage their finances more efficiently. This will lead to the fulfilment of satisfying the consumers, and to strive in the business. However, are all online banking which developed by many banks fulfilling the service quality requirements? Therefore, the objective of this study is to investigate the factors that influencing customer satisfaction with online banking of Bank Islam Malaysia Berhad (BIMB). Using E-SERVQUAL (privacy & security, reliability, responsiveness, site organization, and efficiency) this study used quantitative approach as 100 set of questionnaires were distributed and were analyzed using SPSS software.
Effect of Reference Price toward Customer Purchase Intention on Frozen Food: A Case Study at Restaurant Vegetarian
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Qing, Teo Kar; Mas'od, Adaviah; Sulaiman, Zuraidah; Chin, Thoo Ai; Zakuan, Norhayati
Reference price is defined as the price assumption needed to pay by customers by referring to the actual price of the products. Reference price can be appeared in terms of internal (memory-based) or external (stimulus-based). Customers tend to act sensitively as the reference pricing can change their perception of its value. On the other hand, food prices increase faster than average inflation globally with the start of Covid-19 pandemic. Therefore, the price of a customer willing to pay for products and services depends on its utility. In this study, researcher aims to examine the effect of reference price including price history, store visit history, customer characteristics, store environment and product category on customer purchase intention. Quantitative method was conducted by distributing 110 set of online questionnaires through Google Form. Target respondents will be selected from the individuals who have the buying experience at Restaurant Vegetarian S.I Jin Wei by using the purposive sampling technique. Researcher will convert all the data collected from respondents into SPSS computer software for data analysis to obtain the findings. To conclude, all these findings will definitely enhance customer purchase intention and improve the understanding among sellers and buyers on customer needs and wants.
The Effect of Supply Chain Risk Management Practices on Supply Chain Resilience and Performance
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Min, Liu; Chin, Thoo Ai
In recent years, the length and complexity of supply chains have increased significantly due to the acceleration of globalization, changes and uncertainties in industry, market, and economic trends. The trend has made many organizations become vulnerable to supply chain disruptions. Therefore, it is significant to implement appropriate supply chain risk management measures to improve supply chain resilience and firm performance. The global supply chain system depends to a large extent on China, because China's manufacturing industry, as the world's factory, has been at the core of the global supply chain system for the past two decades. However, due to the sudden outbreak and epidemic of covid-19, China's manufacturing industry has been affected by policies such as factory closures, which have severely disrupted the normal operation of the global supply chain system, and many foreign companies have also been forced to suspend production. Hence, how to face the potential risks in the supply chain and be able to quickly respond to sudden interruptions and recover from interruptions is the main problem that today's organizations are facing. This paper aims to review and propose the effects of supply chain management practices on supply chain resilience and performance. The study follows a quantitative method and designs a structured questionnaire to distribute to relevant managers in the manufacturing industry. Structural equation modeling will be used for data analysis. The study predicts that there is a positive relationship between supply chain risk management practices and supply chain resilience and organizational performance. In addition, the ideas and concepts provided in this paper will help future researchers and practitioners to have a more comprehensive and in-depth understanding of supply chain risk management and supply chain resilience which in turn propose future directions and practices for better firm performance.
The Effect of Supply Chain Risk Management Practices on Supply Chain Resilience and Performance
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Min, Liu; Chin, Thoo Ai
In recent years, the length and complexity of supply chains have increased significantly due to the acceleration of globalization, changes and uncertainties in industry, market, and economic trends. The trend has made many organizations become vulnerable to supply chain disruptions. Therefore, it is significant to implement appropriate supply chain risk management measures to improve supply chain resilience and firm performance. The global supply chain system depends to a large extent on China, because China's manufacturing industry, as the world's factory, has been at the core of the global supply chain system for the past two decades. However, due to the sudden outbreak and epidemic of covid-19, China's manufacturing industry has been affected by policies such as factory closures, which have severely disrupted the normal operation of the global supply chain system, and many foreign companies have also been forced to suspend production. Hence, how to face the potential risks in the supply chain and be able to quickly respond to sudden interruptions and recover from interruptions is the main problem that today's organizations are facing. This paper aims to review and propose the effects of supply chain management practices on supply chain resilience and performance. The study follows a quantitative method and designs a structured questionnaire to distribute to relevant managers in the manufacturing industry. Structural equation modeling will be used for data analysis. The study predicts that there is a positive relationship between supply chain risk management practices and supply chain resilience and organizational performance. In addition, the ideas and concepts provided in this paper will help future researchers and practitioners to have a more comprehensive and in-depth understanding of supply chain risk management and supply chain resilience which in turn propose future directions and practices for better firm performance.
Extended Theory of Planned Behavior for Green Purchase Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Wei, Loh Shi; Chin, Thoo Ai
The rapid population growth with increased economic development and technological progress has provided more conveniences to human lives but also posed many challenges to the environment such as air pollution, climate change and global warming. It is undeniable that sustainable development is becoming a global concern to prevent further deterioration of the environment with aims to strike a balance between environmental, social, and economic development. Now, green environmental protection has become a new trend to reduce the harms to the environment and help organizations to reduce operating or production costs to get more positive publicity. Following this trend, green consumption has also risen globally to prevent further damages to the environment. Consequently, the promotion of environmentally friendly products is one of the effective means of reducing the negative impact on the environment to achieve sustainable development. Clearly, it is important to understand the intent of consumers to buy environmentally friendly products as the willingness to buy green products will maintain and protect the quality of natural environment, thus contribute to sustainable environmental development. Thus, studies about green purchase behaviour are of paramount. This paper aims to propose a framework to investigate the relationships between attitudes, subjective norms, perceive behavior control, product knowledge, price and green purchase intention among consumers in Malaysia by using an extended theory of planned behavior (TPB) model. The extensions and modifications to the original TPB structure helps to identify potential factors that affect consumers' willingness to purchase green products. Questionnaire is the main instrument for data collection and multiple regression analysis will be used for data analysis. Purchase intention is an important predictor of purchase behavior. Using the findings of the study, marketers could strive to improve the factors that increase their customers' purchase intention to target the right segmentation for the best response.
Factors Affecting Online Purchase Intention of Electronic Products
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Kai, Liew Jing; Muharam, Farrah Merlinda
Online shopping is very popular nowadays and characterized with convenience, fast and easy. It is so effortless to purchase on the internet since the information, price and reviews about the product can be reviewed on the internet easily. Therefore, many companies choose to use social media marketing to promote their products and reach their target market. Undeniably, social media is an important marketing tools that come with numerous efficient marketing strategies since customers can be connected each other's easily, leads and sales can be identified at a minimal cost, and the awareness of a brand can be increased. The trend of online shopping is booming. As such, this study aims to investigate the impacts of social media marketing, customer trust and perceived risk on online shopping intention for electronic products. Questionnaires were distributed to 103 respondents. Statistical Package for Social Science (SPSS) was used for data analysis via methods of reliability analysis and multiple regression. The finding shows that customer's trust has a positive impact on online purchase intention. However, social media marketing and perceived risk have no relationship with online purchase intention. Future studies are recommended to further investigate the insignificant result of the study.
The Impact of Brand Equity on Purchase Intention toward HERMS C Enterprise
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Qing, eo Kar T; Mas'Od, Adaviah; Sulaiman, Zuraidah; Chin, Thoo Ai; Zakuan, Norhayati
The evolution of web 2.0 enables people to interact and generate content in video, photo, audio, text, etc., which change the way companies communicate to their customers. Instagram has made it incredibly easy for the business to market and advertise the products. In recent years, the activewear business is expanding as it is a new trend that attracted the eye of people in Malaysia. Activewear has been a popular trend among teenagers and young adults because it associates them with a more comfortable and relaxed lifestyle and better mobility. Since activewear has become a popular trend in Malaysia, a number of domestic companies start activewear businesses in Malaysia, yet the industries face intense competition in the market due to there has a different brand of activewear in the market. HERMS C Enterprise is one of the activewear brand companies in Malaysia and was founded by Hermione Goh. The business is entirely conducted through the Internet, where HERMS C Enterprise utilizes social media to promote and sell its brand to the public. The purpose of this research examines the effect of e-WOM and brand equity on customers' purchase intention toward HERMS C Enterprise. Literature reviews were conducted before analyzing the research topic in order to have a better understanding of how social media dimensions create word of mouth, which is e-WOM and have future knowledge on e-WOM and brand equity influence customers' purchase intention of activewear brands on Instagram. This research would be used convenience sampling, which involves the targeted population of Instagram customers of HERMS C Enterprise. This study were measured using five-point Likert ratings that ranged from "Strongly disagree" to "Strongly Agree". A set of online questionnaire would be utilized in this research and distribute to 120 respondents via Instagram. This research proposes to use sample-to-item ratio to determine the sample size for this research depending on the number of items. Data would be analyzed by using Smart PLS and SPSS software.
The Implementation of Social Media Interaction toward Brand Awareness and Brand Image for a Pastry Shop
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Ying, Yap Kai; Pheng, Hang See; Sulaiman, Zuraidah
Covid-19 has wide-ranging effects on e-commerce, technology, business travel and the economy, and has forced the country to close retail stores. Through the pandemic, the usage of online retail applications and e-commerce has increased significantly. This trend has triggered social media to be an effective marketing channel in communicating brandrelated information and stimulating consumers' brand engagement and brand knowledge. However, a traditional pastry shop is facing the problem of low brand awareness and brand image due to low social media interaction. Before designing a social marketing plan for the shop, this study will examine the factors that influence brand awareness and brand image. Quantitative method will be conducted in this study by distributing surveys via Google form. The target population for the study is 200. This study is expected to provide deeper insight in social media interaction for the company to enhance their brand awareness and brand image.
Implementing Social Media Efforts and Engagement to Increase Brand Equity and Purchase Intention of a Telecommunication Service Provider
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Ying, Lim Seow; Muharam, Farrah Merlinda; Farrah, Merlinda
Nowadays, telecommunication is an important component of the modern lifestyle and has a significant impact on economic development. However, Covid-19 pandemic has shattered every industry in Malaysia including the telecommunication industry. Since many industries are not allowed to operate during Movement Control Order (MCO), many businesses have transformed to online business model. This indicates that social media marketing is increasingly significant for every business. Use of social media marketing is significant to enhance online social interaction, brand equity, and increase their customer's purchase intention. As such, this study aims to examine the effectiveness of the implemented social media marketing efforts to increase the customers' purchase intention and brand equity of a telecommunication services provider. In this study, quantitative method is conducted by distributing online questionnaires through Google Form and the target population for this study is 200. Statistical Package for the Social Sciences (SPSS) software is used for data analysis. Expected findings for this research is to confirm the social media marketing efforts will have a positive and significant effect on consumers' engagement with brand-related social media content. In conclusion, the findings are expected to increase the effectiveness of the implemented social media marketing efforts that can increase the customers' purchase intention of telecommunication services provided by the company.
Investigate Website Quality and E-Trust for Online Booking Implementation
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Segaran, Subhass Sandran; Sulaiman, Zuraidah; Mas'Od, Adaviah
Booking services has been gaining popularity among various industries in the recent years due to rising importance in offering services to consumers in a convenient way. Website has been playing a crucial role in developing customer's perception toward a business which consequently affects decision-making process when it comes to online transactions such as booking. The online booking which initially popular in entertainment, hospitality, and tourism industries has expanded to other industries in the form of appointments scheduling beyond the typical accommodation reservations. This study uses a company which provides home maintenance and domestic electronic repair services with a decline in customer acquisition as a case study. At the first stage, this study investigates website quality and e-trust on online booking system. Further, the study proposes online booking as marketing strategy for the business to overcome their problem using the service innovation. More specifically, the study focuses on the influence of e-trust formed from the website quality attributes on customer's intention to perform appointment booking in a home maintenance service provider's website. This study will adopt the conclusive research design which consists of descriptive research and cross-sectional design to study the relationship between usability, ease of use, entertainment, complementarity, e-trust and online booking intention. Survey instrument will be used and distributed to 200 respondents. This study is expected to help the company using the most influential and significant website quality attributes to enhance its customers' booking intention on the business website. Now, Kaodim and ˜Service Hero' are emerging one stop home maintenance service provider in Malaysian market where it allows customers to book for home electronics repair services through online. Hence, service innovation in the form of online booking option could drive to the growth and development of fields services business.
Marketing Mix Strategies to Increase Purchase Intention of a Plumbing and Maintenance Service Provider
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Azman, Muhammad Faiz Bin; Mas'Od, Adaviah; Zakuan, Norhayati
Now, the service industry has impacted by the Covid-19 pandemic with low purchase intention. Company A is sole proprietorship company that provides a service in all aspects of plumbing and installation of pipes. The company's sale is affected due to low purchase intention from existing and potential customers. Therefore, the purpose of this study is to look at the effects of marketing mix on plumbing and maintenance service purchase intentions. This is because past research has shown that the marketing mix, which includes the 4Ps (product, price, place, and promotion), increases customer intention. This is a quantitative study in which data is gathered through the use of a survey approach. All of the items were graded on a 5-point Likert scale. This survey uses 150 sample data to study the impact of marketing mix on purchasing intention, and it is sent via Google form. From the findings, this study will propose a marketing plan for Company A of marketing mix for increased purchase intention.
Marketing Remedies to Increase the Purchase Intention of a Robotics Academy Centre
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Quan, Woon Zeng; Tat, Huam Hon; Shan, Lom Hui
Malaysia has transformed the education system by launching the Science, Technology, Engineering, Mathematics (STEM) education and implemented the STEM in all schools in Malaysia at the beginning of 2017. Through exposure to STEM, children gain the opportunities to learn the concepts of science and mathematics. The focus on hands-on learning with real-world applications helps to develop many skills for children such as creativity, innovative skills and allows them to explore STEM careers at an early age. These changes have triggered how robotics academies compete for resources and competitive advantage. Most robotic academies provide the latest innovative ways to engage students in STEM. The study will use one of the leading educational robotics and coding academies in Malaysia as the case study. Many of the robotics centers are using social media marketing effectively to increase brand awareness and purchase intention. However, the selected academy is facing low brand awareness and low purchase intention. Therefore, this study aims to investigate factors that increase the purchase intention of robotic education and design social media marketing strategies for the company. The questionnaire is distributed to collect data from parents in Skudai, Johor who have children aged from 5 to 17 years old using a judgmental sampling technique. This is expected that brand awareness, brand association, and perceived quality will be very important for the academy to increase purchase intention using social media marketing strategies.
Measuring Customer Satisfaction for Courier Services Using SERVPERF: A Case Study of Ninja Van
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Saim, Siti Amira; Mas'od, Adaviah; Chin, Thoo Ai; Sulaiman, Zuraidah; Zakuan, Norhayati
Customer satisfaction is a metric that evaluates how satisfied customers are with a business's products, services, and capabilities. Information on customer satisfaction, such as surveys and ratings, can aid a firm in determining how to enhance or modify its products and services. The primary goal of any business should be to satisfy its customers. This remains true for business organisations, retail and wholesale businesses, government agencies, service enterprises, non-profit organisations, and every subgroup within a company. To increase customer satisfaction, companies should meet their expectations. The objective of this study is to look at the level of customer satisfaction towards the courier services such Ninja Van. This study uses a SERVPERF model (Tangible, Assurance, Reliability, Responsiveness, and Empathy), and quantitative approach using online survey were disseminated to 100 respondents using convenience sampling method. Statistical analysis using SPSS is used to measure the level of customer satisfaction towards the courier company (Ninja Van) services.
The Mediation Impact of Supply Chain Risk Management on the Relationship between Supply Chain Integration and Supply Chain Performance
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Duoming, Huang; Chin, Thoo Ai
In recent years, the supply chain has become increasingly globalized. Driven by low cost, companies are encouraged to move to a global sourcing and manufacturing model. Therefore, many global supply chains are used to achieve global procurement and manufacturing chain. Evidently, supply chain integration as a practical means to improve supply chain performance which can be applied to various supply chain networks since it is vital to increase the span of the supply chain network. However, the global supply chain has been interrupted incessantly by natural disasters, epidemics, and human errors in the past decade. For examples, in 2011, the earthquake in Japan and the floods in Thailand caused a global shortage of car spare parts and hard disk drivers. In 2020, the COVID-19 pandemic ravaged the world and had led many factory closures, which disrupted the global manufacturing and retailing industry. In 2021, the obstruction of the Suez Canal cut off the shipping line between Europe and Asia, and over 300 ships were delayed in this accident. Therefore, the implication of supply chain risk management to respond to the risk is necessary for supply chain participants to achieve high-level performance. With the expansion of supply chain integration, the interdependence of supply chain partners has increased, whereas the vulnerability and risk of the supply chain have also increased. On the other hand, supply chain integration emphasizes information sharing and strategic collaboration with supply chain partners, which may positively impact supply chain risk management. In other words, although supply chain integration and risk management are both widely accepted and applied supply chain management methods, the relationship between these two variables needs to be further verified. Thus, the mediation role of supply chain risk management on supply chain integration and supply chain performance needs to be investigated. The main purpose of this paper is to propose a conceptual framework to investigate the relationship. Further, there are two objectives of this paper. Firstly, to review how supply chain integration affects supply chain risk management and the impact of supply chain risk management on supply chain performance. Secondly, to ascertain the mediation impact of supply chain risk management on the relationship between supply chain integration and supply chain performance. A questionnaire is designed for the data collection purpose. After the pilot test, the questionnaire will be modified to improve the reliability and validity. Finally, the questionnaire will be distributed to the company owners and supply chain managers in mainland China to collect data. Structural equation modeling will be employed to assess the relationship among the dimensions. This study expects to identify the impact of supply chain integration on supply chain risk management and generates novel insight into the implementation of supply chain integration and risk management. The study will contribute to recent debates concerning supply chain integration and risk management by providing understandings into the implementation of supply chain integration to achieve appropriate supply chain risk management in supply chains and then acquiring higher supply chain performance.
Mobile Users Information Privacy Concern in Malaysia: Extended Ducoffe Advertising Value Model
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Shan, Lom Hui; Chin, Thoo Ai; Yeik, Koay Kian; Sin, Tiong Jia
Short message service (SMS) advertisement has emerged as one of the fastest growing advertising mediums in Malaysia. This has prompted the banking industry to use SMS for advertisements to conveniently and effectively disseminate information concerning products and services to their target mobile users. The acceptance of SMS mobile advertisement and the privacy concerns of mobile users is important for the banking industry to reach its target consumers. Furthermore, privacy concerns were investigated using the Mobile Users Information Privacy Concerns (MUIPC) model as a moderator on the relationship between attitude and acceptance behaviour. The research framework and hypotheses were developed based on the Ducoffe advertising value and MUIPC models using gratification theory and the communication privacy management theory in banking industry. This study extended the Ducoffe advertising value model to investigate the impact of user attitude with regard to acceptance behaviour of SMS mobile advertisement. A cross-sectional method was used to collect data via an online survey. Purposive sampling technique was employed to collect 413 usable samples from respondents who had previously received bank advertisement via SMS. SMART partial least square structural equation modelling was used for data analysis. Three major findings were found in this study. Firstly, for the Ducoffe extended model, entertainment and informativeness were proven to have a relationship with advertising value. However, the irritation factor was not significantly related to advertising value as most of the Malaysian mobile users were positive about accepting bank advertisements via SMS. Secondly, advertising value was found to be related to attitude, of which attitude also positively influenced the acceptance behaviour of SMS mobile advertisement from banks. Finally, the moderating effect of MUIPC was proven for the relationship between attitude and acceptance behaviour from banks. Overall, the study contributes to the current mobile advertisement literature by understanding the mechanism that would be useful for banks in Malaysia to include the formation of acceptance behaviour and privacy concerns when designing appropriate bank advertisements via SMS.
The Moderating Effect of Celebrity Endorsement on the Relationship between Browsing and Impulse Buying Behavior
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Yanzhou, Wu; Chin, Thoo Ai
With the improvement of the information technology, the online shopping and livestreaming are well accepted by many consumers. Livestreaming have attracted many users in China. In 2020, China's live broadcast e-commerce market has reached 961 billion yuan, a year-on-year growth of 121.5% and the overall user scale has reached 587 million. This trend has triggered a new shopping behavior which is called impulse buying. Impulse buying is an unplanned, spontaneous purchase activity with less deliberation, less compare with alternative selection and self-oriented decision. Browsing is the most important step for impulse buying. Nowadays, the celebrities are livestreaming to sell the products which leads their fans to join the livestreaming as viewers. The increased browsing behavior can lead to high impulse buying behavior. There are studies on the relationship between browsing and impulse buying behavior. However, the relationship is not consistent such as browsing in Facebook commerce has no positive effect on the impulse buying. Meanwhile, with the celebrities are getting into the livestreaming industry, hence, the impact of celebrity endorsement on the livestreaming industry is worth to investigate further. The objective of this paper is to propose a framework to find out the relationship between browsing and impulse buying behavior. In addition, due to browsing has no consistent relationship with impulse buying, this paper will try to propose the moderating effect of the celebrity endorsement on the relationship between browsing and impulse buying behavior. To collect the data, a questionnaire will be designed to collect the information from real livestreaming platform users of different age brackets and different occupations in mainland China. Further, pilot test will be used to improve the reliability and validity of the questionnaire items. Structural equation modeling will be used for data analysis. This study is expected to investigate the relationship between browsing and impulse buying behavior in the content of online shopping, as well as which factors have the direct positive effect on the impulse buying behavior. In addition, through literature review, the moderating effect of the celebrity endorsement on the relationship between browsing and impulse buying can be justifiable. Clearly, the online shopping has emerged in the past decade and impulse buying has taken a large part of total purchasing behavior through the internet. Thus, this study is important to help the sellers and marketers to implement more efficient strategies to enhance the impulse buying of their customers through browsing and celebrity endorsement for better sales and market share.
Perceived Enjoyment, Impulse Buying Tendency and Gamification Factors in E-Commerce Sites
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Kadir, Muhammad Farhan Izzuddin Abd; Sulaiman, Zuraidah; Chin, Thoo Ai; Mas'od, Adaviah
With the booming of online shoppers in Malaysia, more e-commerce players such as Shopee and Lazada, are taking a step further to improve their platforms in gaining more customers. As such, many initiatives have been taken into consideration to differentiate the e-commerce platforms from one another. In particular, this study posits that gamification can influence the consumers purchase intention which result in positive online purchase intention. Despite the increase in studies on gamification, most of the extent studies treat gamification as a uniform or unidimensional concept comprising of multiple elements. Hence, in this study, gamification will be classified as multidimensional and distinct factors i.e., reward as an economic-related gamification factor and level upgrading as the achievement-related gamification factor. Guided by the Stimulus-Organism-Response (SO-R) model, this study will attempt to investigate into digital environment as a stimulus. In specific, this research will expand the S-O-R model by introducing gamification elements as potential factors that could promote perceived enjoyment in consumers while they are using the e-commerce platform. Concurrently, this study will also uncover the moderating role of impulse buying tendency (IBT) that could further explain the nature of the relationship between perceived enjoyment and online purchase intention in ecommerce platform given the contexts of Lazada and Shopee. Data will be collected from at least 400 Malaysia online shoppers which have at least 3 months of experience in using Shopee or Lazada by using an online survey questionnaire. All measurement items used are adopted and adapted from prior established studies and Partial Least Squares Structural Equation Modeling (PLS-SEM) approach will be utilized for data analysis of the IV, DV and moderator. Meanwhile, respondent demographic background will be analyzed using Statistical Package for Social Science (SPSS) version 20.0. Through the finding of this research, e-commerce players would be able to get an insight and a better understanding of the roles of gamification in influencing online purchase intention in e-commerce platforms. On top of that, by applying the gamification to the S-O-R model, this research could further support the empirical evidence from the existing research. In terms of academic contribution, the findings could be a source to help future research which are related to the field.