Online ISSN: 2515-8260

Keywords : intention


Does Attitude to Generosity and Positive Emotion Influence Intention to Cause Related Marketing Activity?

Diena D widienawati; Mts Arief; Sri Bramantoro Abdinagoro; Dyah Gandasari

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 156-163

This study aims to provide empirical evidence on the relationship between generosity and intention to participate in Cause-Related Marketing (CRM) program directly or mediated by positive emotion. The quantitative study was conducted with convenience sampling to 54 respondents (92% return rate). The questionnaire included items to measure the attitude toward generosity, intention to participate in the CRM program and positive emotion. All data were analyzed using SmartPLS. The finding of the study is that there is a significant positive relationship between generosity to positive emotion and a significant positive relationship between positive emotion and intention to participate in the CRM program. However, the direct relationship between attitude and generosity to the intention to participate in the CRM program is not significant. This study has both theoretical and practical implications. The contribution to theoretical is that this study gives empirical evidence of the relationship between generosity and intention. The practical implication is that this study can give insight to the manager on how to use CRM to improve company relationships with customers.

Theory Of Planned Behaviour – Assessing The Factors That Influence The Intention To Perform An In-Games Purchase By The Tertiary Learners In Johor

Krishnaveni Sritharan; Mangair Karasi Manickam; Phua Cun Uei

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 8, Pages 427-434

Malaysia has been encouraging the rapid growth of virtual gaming; as it has been making a significant contribution to the economy. The gaming industry has changed its strategy to gain a competitive advantage by selling in-game purchase to their clients to give either an aesthetic appearance to the characters in the games or to enhance the playing experiences. This research intended to assess the factors that influence the intention of tertiary learners in Johor to perform an in-game purchase. A quantitative method of research was conducted on 384 purposive samples utilising a 5-point Likert scale questionnaire which measured both the independent and dependant variables. SmartPLS 2.0 and SPSS 22 was utilised to analyse the data. The results indicate that Attitude and Perceived Behavioural Control has a strong significant influence on the intention to perform the in-game purchase. Furthermore, coefficient values for Subjective Norms showed less significant influence than Attitude and Perceived Behavioural Control. This implies that the respondents were less influenced by any important person or group of people to do an in-game purchase.