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    题名: A longitudinal study on international brand perceptions and outcomes among entrepreneurship & EMBA students in Taiwan: moderating role of students' attitude towards technology
    作者: Chou, Chien-Heng
    Lee, Su-Chen
    Kuo, Yen-Ku
    周建亨
    李素真
    郭彥谷
    贡献者: Department of International Business Administration
    Bachelor Program of Leisure Industry Management
    关键词: Attitude toward Brands
    Attitude towards Technology
    Entrepreneurship Students
    Perceived Brand Globalness
    Perceived Brand Localness
    Purchase Intention
    Taiwan
    日期: 2023
    上传时间: 2024-03-13 15:27:14 (UTC+8)
    出版者: Springer
    摘要: The current study aims to investigate the influence of international brand perceptions and outcomes among entrepreneurship & EMBA students in Taiwan and moderating role of students’ attitudes towards technology. The study was theoretically grounded in planned behavior theory and reason action theory to examine the impact of perceived brand globalness and perceived brand localness on student attitude toward brand and purchase intention. Additionally, the moderating role of students’ attitudes toward technology in Taiwan was explored. The study adopted a longitudinal design for better causal associations the data was collected from 320 participants using online survey approach. PLS structural equation modeling (SEM) results revealed that perceived brand globalness positively influenced entrepreneurship & EMBA students’ attitudes toward brands. Results also showed that the association between perceived brand globalness and perceived brand localness and outcomes is moderated by students’ attitudes toward technology. These novel findings offer vital insights in some ways to school administration, leaders, practitioners, and policymakers. There are several important policy directions, recommendations for more research, and theoretical and practical implications are suggested.
    關聯: Current Psychology
    显示于类别:[企業管理學系暨國際企業管理研究所] 期刊論文

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