http://localhost:8080/xmlui/handle/123456789/12598 2026-04-18T21:03:51Z 2026-04-18T21:03:51Z Tor-Kadioglu, Cansu Bozyigit, Sezen http://localhost:8080/xmlui/handle/123456789/12667 2025-08-08T04:36:09Z 2025-04-01T00:00:00Z

Title: Celebrity Endorsement on Gender-Based Conspicuous Consumption Authors: Tor-Kadioglu, Cansu; Bozyigit, Sezen Abstract: Abstract: This study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression. It examines how consumers emulate celebrities based on key dimensions of celebrity endorsement— attractiveness, expertise, and credibility—and how these factors vary between genders. The research presents a conceptual framework that integrates conspicuous consumption with celebrity endorsement dimensions, supported by an extensive literature review. Data were collected from 403 participants belonging to the Y and Z generations through online surveys and analyzed using SPSS and AMOS software. The results reveal gender-specific differences in the influence of celebrity endorsement dimensions on conspicuous consumption. For female consumers, celebrity attractiveness and credibility significantly enhance conspicuous consumption, whereas expertise has a mitigating effect. In contrast, male consumers are primarily influenced by celebrity attractiveness. The study concludes that the allure of celebrities, as reflected in their attractiveness and credibility, promotes conspicuous consumption, while their expertise can diminish it. These findings provide valuable insights for businesses leveraging celebrity endorsements, particularly in gender-targeted marketing strategies, highlighting the importance of tailoring approaches based on consumer gender to maximize impact.

2025-04-01T00:00:00Z Fericaa, Michelle Belgiawana, Prawira Fajarindra Mayangsari, Lidia Windasari, Nila Armelia Laila, Nisful Persada, Satria Fadil Nasution, Reza Ashari http://localhost:8080/xmlui/handle/123456789/12666 2025-08-08T04:34:24Z 2025-03-01T00:00:00Z

Title: Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision Authors: Fericaa, Michelle; Belgiawana, Prawira Fajarindra; Mayangsari, Lidia; Windasari, Nila Armelia; Laila, Nisful; Persada, Satria Fadil; Nasution, Reza Ashari Abstract: Abstract: Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries— Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets.

2025-03-01T00:00:00Z Abubakar, Mukhtar Salisu Rahim, Norhuda Abdul Yusof, Raja Nerina Raja Yahya, Mohamed Hisham http://localhost:8080/xmlui/handle/123456789/12661 2025-08-08T04:31:52Z 2025-02-01T00:00:00Z

Title: Learning Orientation and Export Performance in Nigeria: The Moderating Effect of Export Knowledge Authors: Abubakar, Mukhtar Salisu; Rahim, Norhuda Abdul; Yusof, Raja Nerina Raja; Yahya, Mohamed Hisham Abstract: Abstract: This study explores the influence of learning orientation as an antecedent of SME export performance among Nigerian SMEs through the moderating role of export knowledge. This article opted for descriptive research using a survey design to collect data from owners or managers of exporting SMEs in Nigeria. Two hundred seventy-eight (278) respondents participated in this study using a convenient sampling technique; partial least square structural equation modeling (PLS-SEM) was utilized for data estimation. The results established that learning orientation positively affects SMEs’ export performance. In addition, export knowledge significantly moderates the relationship between learning orientation and export performance. The article contributes by broadening the body of knowledge and providing invaluable information for understanding SMEs’ export performance determinants in developing economies like Nigeria, as recommended by scholars. It also contributes to the recent streams of empirical investigation that seek to enhance the comprehension of the resources needed for successful export operations.

2025-02-01T00:00:00Z Bakar, Resekiani Fauziyah, Nurul Rahmat, Abdul http://localhost:8080/xmlui/handle/123456789/12660 2025-08-08T04:30:10Z 2025-01-01T00:00:00Z

Title: Do Consumers Perceive Impulsive Buying and Pain of Payment? E-Commerce Transactions Using Pay Later, E-Wallet, and Cash-On-Delivery Authors: Bakar, Resekiani; Fauziyah, Nurul; Rahmat, Abdul Abstract: Abstract: This study investigates how modern payment options, pay-later, e-wallets, and COD affect online shopping behavior, specifically on impulsive purchases and the feeling of regret after spending, known as the pain of payment. While numerous studies have individually assessed the impact of these payment modalities, there was a paucity of research examining the combined effect of these three contemporary payment methods within experimental frameworks. This study also examines whether buying groceries or fashion items influences these behaviors. The research involved 162 consumers divided into 6 groups based on the type of payment method (pay-later, e-wallet, cash-on-delivery) and type of products (grocery and fashion). The study found that the chosen payment method has no significant impact on impulsive buying behavior. However, customers are more likely to purchase fashion items impulsively than groceries. The pay-later option, especially for fashion items, led to the most impulsive buying and the strongest feeling of payment regret. On the other hand, using COD for fashion items was the least popular, and e-wallets generally led to lower overall spending. The study also found that people spend more time shopping for groceries than fashion. Both thought processes and emotions influenced the decision to buy. Interestingly, paying with COD helped improve self-control and reduce negative feelings. Based on the control theory of self-regulation, this research provides insights into managing spending and achieving customer financial goals, highlighting the connection between payment options, impulsive buying, and consumer well-being.

2025-01-01T00:00:00Z