How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude.

Certified functional foods (CFFs) are approved by relevant authorities because of demonstrable efficacy. However, social norms affect consumer perceptions regarding CFFs, and their attitudes toward CFFs remain unclear. Drawing on social influence theory, this study explored how social norms (i.e., descriptive and injunctive) affect consumer perceptions and willingness to purchase CFFs. Consumers of CFFs in Taiwan were invited to participate in this study, and 398 valid questionnaires were received. Collected data were assessed through structural equation modeling. The results revealed that descriptive and injunctive norms exerted a positive effect on perceptions of the effectiveness of CFFs. However, although injunctive norms exerted a positive effect on consumer attitude, the effect of descriptive norms on attitude was not significant. Furthermore, consumer perceptions on the effectiveness of CFFs affected their attitude toward CFFs, consequently increasing their intention to purchase CFFs. This study contributes to the literature by providing insights into the relationship between social norms, perceived effectiveness, and attitudes regarding CFFs. The results of this study provide directions to CFF marketers for developing marketing strategies and establishing marketing communication strategies from the perspective of social influence.

Effect of Institutional Trust on Consumers' Health and Safety Perceptions and Repurchase Intention for Traceable Fresh Food.

Numerous food safety incidents have gained public attention and motivated consumers to seek safer and healthier products. Some governments have responded by enacting legislation to regulate the traceability of agricultural products and enhance food safety. To elucidate factors that affect consumers' health and safety perceptions and repurchase intention for certified traceable fresh food, this study applied institutional trust theory to explore the effects of institutional trust (i.e., trust in government, certification organizations, producers, and retailers) on consumers' food safety and health perceptions and repurchase intention. This study was conducted in Taiwan and enrolled 393 consumers who purchased certified traceable fresh food as survey participants. Structural equation modeling and multiple and stepwise regression analysis were performed for data analysis. The results indicated that trust in government, certification organizations, food producers, and food retailers was positively related to food safety perception; trust in certification organizations, food producers, and food retailers directly influenced food healthiness perception, whereas trust in government did not have a direct influence. Furthermore, trust in certification organizations and food producers influenced repurchase intention, whereas trust in government and food retailers did not. Based on these results, the current study provides some practical suggestions for traceable fresh food marketers to use institutional trust to improve consumers' food health and safety perceptions and repurchase intention.

Hypotheses for the Reasons behind Beer Consumer's Willingness to Purchase Beer: An Expanded Theory from a Planned Behavior Perspective.

Because beer is one of the most common alcoholic beverages consumed in the world, this research adopted an expanded theory of planned behavior (TPB) perspective to understand why beer consumers purchase beer. This study investigated the effects of injunctive norms, descriptive norms, attitude, and perceived behavioral control on alcohol identity and purchase intention. The possible mediating role of alcohol identity was also investigated. This study was conducted in Taiwan, and a total of 452 beer consumers participated in the survey. Structural equation modeling was used to examine the relationship among the study variables. The results revealed that alcohol identity positively influences purchase intention, and attitude positively affects alcohol identity and purchase intention. In addition, injunctive norms have a positive influence on alcohol identity, and descriptive norms positively affect purchase intention. In particular, perceived behavioral control has a negative influence on alcohol identity but has a positive influence on purchase intention. This study also found that alcohol identity mediates the attitude-purchase intention relationship. By examining the consumption behavior of beer consumers from the TPB perspective, this study contributed to an understanding of beer consumption behavior.

Personality traits and life satisfaction among online game players.

The DFC Intelligence predicts worldwide online game revenues will reach $9.8 billion by 2009, making online gaming a mainstream recreational activity. Understanding online game player personality traits is therefore important. This study researches the relationship between personality traits and life satisfaction in online game players. Taipei, Taiwan, is the study location, with questionnaire surveys conducted in cyber cafe shops. Multiple regression analysis studies the causal relationship between personality traits and life satisfaction in online game players. The result shows that neuroticism has significant negative influence on life satisfaction. Both openness and conscientiousness have significant positive influence on life satisfaction. Finally, implications for leisure practice and further research are discussed.

The relationship between leisure satisfaction and life satisfaction of adolescents concerning online games.

Increasing evidence indicates adolescents are likely to occupy their leisure time with online games. This study investigates the influences of leisure satisfaction on life satisfaction among adolescent online gamers. The self-completed market survey questionnaire employed is comprised of two sections: the first is Internet usage frequency, while the second employs two measures-the Leisure Satisfaction Scale (LSS) and the Satisfaction with Life Scale (SWLS), Data were gathered in a medium-sized metropolitan section of north Taiwan and interviews took place at a Cyber Café. Youths (totaling 134) between the ages of 13 and 18 voluntarily participated in the research. Results revealed significant positive relationships between physiological and aesthetic dimensions of leisure satisfaction and life satisfaction. However, the educational dimension of leisure satisfaction has a significant negative influence on life satisfaction. Findings also reveal a significant negative relationship between web surfing frequency and life satisfaction in adolescents. This suggests possible explanations for these results and discusses the implications.

A study of the perceived recognition affecting the adoption of innovation with respect to the online game in Taiwan.

The potential of online games to become a major global business and the existence of limited related references led to the current study. In this study, Rogers's diffusion of innovation (DOI) theory is applied to investigate the principles for the adoption of online games in Taiwan. The findings suggest that relative advantages and compatibility both have a significant effect on the adoption of online games for purposes of amusement, with the former being more important for early gamers and the latter being regarded as more critical for later gamers. In addition, complexity is found to impede online game diffusion and is regarded as the most important facilitator.

Social support and social interaction ties on internet addiction: integrating online and offline contexts.

This study explores the relationship between social support and social interaction ties on Internet addiction by integrating both online and offline social encounters. A total of 1,642 members of online social communities participated in this research, for which structural equation modeling was used for analysis. The findings show that social support is positively associated with social interaction ties in both online and offline contexts. In addition, online social support and online social interaction ties are positively associated with Internet addiction, whereas offline social support and social interaction ties on Internet addiction are negatively associated. This finding has important implications not only for understanding the cause of Internet addiction but also for understanding the diminishing Internet addiction due to social support and social interaction ties.

Internet usage purposes and gender differences in the effects of perceived utilitarian and hedonic value.

Previous research on both hedonic and utilitarian value has focused considerable effort on outcomes. Few studies compare the impact of Internet usage purposes and gender differences on perceived value effect. The current study explores whether differences in the relative influence of hedonic and utilitarian value affect consumer information search and shopping intentions on the Internet. This study also compares perceived value impact on behavioral intention among respondents in regard to gender. This research uses structural equation modeling of survey data (N = 341). Results show that perceived hedonic and utilitarian value have significantly different effect on information search and shopping intention through the Internet. Hedonic values have positively higher association with customer intention to buy than with intent to search information. Findings also show that hedonic values influence male user intentions to search information but do not influence females. This work presents a theoretical discussion and implications based on the results for the benefit of online practitioners.