Browsing by Author "Zhu, Bing"
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    Consumers' intentions to buy energy-efficient household appliances in China
    (Bangkok : Assumption University Press, 2023) Zhu, Bing ; Thogersen, John
    This study investigates the intentions of Chinese consumers to buy electrical household products labeled as highly energy-efficient, using induction cookers as a case study. Data were collected from June to August 2019 using an online survey among Chinese residents (N = 189) recruited through convenience sampling. The SEM analysis revealed that consumers’ intentions to buy an energy-efficient induction cooker are primarily driven by their attitudes towards doing so, while perceived control also played a role. In addition, multi-group analysis revealed that paying attention to energy labels moderates relationships in the model. For Chinese consumers who do not, in general, pay attention to energy labels, the intention to buy an energy-efficient induction cooker is weakly related to the antecedents proposed by the TPB, and only the attitude towards doing so is significant. However, for consumers who generally pay attention to energy labels, relationships in the model are strong, with all three TPB antecedents being significant and jointly accounting for substantial variation in purchase intentions. This suggests that clear and sufficient information on energy-efficient products and energy labeling is necessary to convince consumers that it is worthwhile to choose energy-efficient products.
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    Developing and testing relationship quality model: the context of undergraduate business programs in Thailand
    (Bangkok : Assumption University, 2019) Suppasit Sornsri ; Zhu, Bing
    The purpose of this study is to develop a concept of the dimensions of relationship quality for students and lecturers, using the Investment Theory. The determinants of relationship quality drawn from the Social Exchange Theory and their outcomes were investigated. Past studies examined relationship quality in various contexts, yet were limited in higher education. Relationship quality dimensions are evolving and mostly capture only “want to” and “ought to” stay in relationships, hence, this study added a “have to” aspect. This study adopted in-depth interviews and a self-administered questionnaire. The 459 useable data from undergraduate students of the international day-program in business of three purposively selected universities were analyzed. This empirical study has found that students’ trust, gratitude, and dependence represent comprehensive dimensions, as justified by the three aspects of relationship based on the Investment Theory, of relationship quality. Effective communication was the most significant predictor of trust. Functional quality was the most significant predictor of gratitude. Mentorship was the strongest predictor of relationship quality. These findings contribute that the Social Exchange Theory can be used to explain the reasons for strong student relationships. Accordingly, higher education institutions are recommended to sustain the effective communication, functional quality, and mentorship qualities of their lecturers.
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    Millennial consumers' purchase intention for eco-fashion apparel: a study from Southern China
    (Bangkok : Assumption University, 2021) Zhu, Bing
    This study attempts to understand the role of value perceptions and environmental attitudes in influencing millennial consumers’ intentions to buy eco-fashion apparel in Southern China. A total of 385 questionnaire responseswere collected in Nanning via snowball sampling and convenience sampling techniques. The PLS-SEM method was applied to evaluate the data. The findings show that status value presents the strongest relationship with environmental attitude (β=.308, t=7.209, p<.01), followed by uniqueness value (β=.213, t=3.826, p<.01), materialism (β=.242, t=3.398, p<.01), price-quality perception (β=.089, t=2.209, p<.05), and conspicuous value (β=.150, t=2.171, p<.05). Moreover, environmental attitude exhibits the most significant influence on purchase intentions (β=.765, t=31.730, p<.01). Thus, corresponding implications are discussed.