A shared-transportation mobile app continuance model: The moderating effects of brand awareness | Bài tiểu luận học phần Marketing strategy | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

The ECT, provided by Oliver (1980), is a renowned cognitive theory that aims to provide an explanation of satisfaction obtained from the post-purchase and post-adoption processes. Rather than that mentioned, ECT is about to analyze four primary constructs which are expectations, perceived performance, disconfirmation of beliefs, and satisfaction. After that, the ECM of Internet system continuance (Bhattacherjee, 2001) which is being constructed from the ECT, focuses on explaining the post-adoption behavior, which then has been used and modified by extensive current research in the technology post-acceptance behavior (Oghuma et al., 2016; Purohit et al., 2022). Due to several similarities, it suggests that IS user continuation decisions and consumers' repurchase decisions are comparable. The model strengthens the disparity between pre-consumption (ex-ante) and post-consumption (ex-post) acceptance. Tài liệu giúp bạn tham khảo, ôn tập và đạt kết quả cao. Mời bạn đón xem. 

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A shared-transportation mobile app continuance model: The moderating effects of brand awareness | Bài tiểu luận học phần Marketing strategy | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

The ECT, provided by Oliver (1980), is a renowned cognitive theory that aims to provide an explanation of satisfaction obtained from the post-purchase and post-adoption processes. Rather than that mentioned, ECT is about to analyze four primary constructs which are expectations, perceived performance, disconfirmation of beliefs, and satisfaction. After that, the ECM of Internet system continuance (Bhattacherjee, 2001) which is being constructed from the ECT, focuses on explaining the post-adoption behavior, which then has been used and modified by extensive current research in the technology post-acceptance behavior (Oghuma et al., 2016; Purohit et al., 2022). Due to several similarities, it suggests that IS user continuation decisions and consumers' repurchase decisions are comparable. The model strengthens the disparity between pre-consumption (ex-ante) and post-consumption (ex-post) acceptance. Tài liệu giúp bạn tham khảo, ôn tập và đạt kết quả cao. Mời bạn đón xem. 

37 19 lượt tải Tải xuống
VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS
REPORT OF PAPER:
A shared-transportaon mobile app connuance model: The
moderang eects of brand awareness
by Park, J., & Le, H. T. P. M. (2022)
Course name: MARKETING STRATEGY
Course instructor: LE TRAN PHUOC MAI HOANG
Submied by
NGUYEN PHUC HUY ANH BABAIU20006
TRAN PHUONG UYEN BABAIU20172
HUYNH NGOC THAO VY BABAIU20185
BUI THI MY DUYEN BABAIU20209
TRAN THI THANH HUYEN BABAIU20215
NGUYEN NGOC THUAN BABAIU20146
LE MINH HAO BABAIU20550
Ho Chi Minh City, Vietnam
TABLE OF CONTENTS 1. Introducon 1 2. Theorecal background and foundaon 2
3. Hypotheses and Conceptual model 2 a. Perceived performance components 2
b. Perceived benet components 2
c. Customer sasfacon and its antecedents 3
d. Customer retenon 3
e. The moderang eects of brand awareness 4
f. The conceptual framework of the STA connuance model 4
4. Research method 5
5. Findings and Results 5 a) Sample characteriscs and group checking 5
b) Measurement assessment 6
c) Structural model assessment 6
d) The moderang eect tesng 6
6. Contribuons and Lessons 7 7. References 8
1. Introducon
Previous studies have shown that the performance and benets of STA play important roles in predicng customer
sasfacon in ECT-based sharing economy research. However, a unidimensional construct is not sucient to provide
adequate informaon and knowledge of STA performance and benets. Furthermore, there is a gap in developing a model
and a deep understanding of STA in emerging markets, where it is popular in human lives compared to developed countries
with an advanced public transportaon system. This context leads this research to the following quesons:
1. How does muldimensional construct factors inuence the STAs customer connuance usage and what are its eects?
2. How does brand awareness moderate the relaonship of muldimensional construct factors above?
In order to answer these research quesons above, this paper aims (1) to establish the Performance-Benet of the STA
Connuance Model (PBCM) and (2) to examine the moderang eects of brand awareness on the relaonships within this
model.
There are signicant reasons why we should conduct this research. The sharing economy has become a protable market
worth USD 100 billion globally, with various services such as bicycles, apartments, and car-sharing. With the widespread
use of mobile technology, shared-transportaon apps (STA) have emerged, oering exible commutes and me eciency.
Despite the growth potenal in ASEAN markets, including a strong middle-class populaon and limited public transportaon,
it is not an easy market for STA companies, as seen in the failure of Uber in 2018. Understanding local needs is crucial for
sasfying customers and retaining their loyalty and it can be seen as the key point in helping Grab defeat Uber
across ASEAN markets. Therefore, this research aims to establish a proper strategy for STA companies to beer understand
local customers and ensure their long-term sasfacon.
2. Theorecal background and foundaon
The ECT, provided by Oliver (1980), is a renowned cognive theory that aims to provide an explanaon of sasfacon
obtained from the post-purchase and post-adopon processes. Rather than that menoned, ECT is about to analyze four
primary constructs which are expectaons, perceived performance, disconrmaon of beliefs, and sasfacon.
Aer that, the ECM of Internet system connuance (Bhaacherjee, 2001) which is being constructed from the ECT, focuses
on explaining the post-adopon behavior, which then has been used and modied by extensive current research in the
technology post-acceptance behavior (Oghuma et al., 2016; Purohit et al., 2022). Due to several similaries, it suggests that
IS user connuaon decisions and consumers' repurchase decisions are comparable. The model strengthens the disparity
between pre-consumpon (ex-ante) and post-consumpon (ex-post) acceptance.
Then, Oghuma et al. (2016) introduced a comprehensive PAM to use mobile instant messaging based on the ECM; however,
it appears to emphasize the direct inuence between perceived performance as just a single factor of service quality and
other independent characteriscs.
The measurement of perceived performance was proposed to be mulfaceted, as Lin & Lu (2000) menoned in making up
the perceived performance of STA: service performance, content provision, and system performance. The perceived
benets of STA use must be taken into account from mulple angles, with funconal value (or ulitarianism), money
worthiness, pleasure, and social interacon being the key predicted benet aspects. These benets will increase as users'
sasfacon with STA use rises.
Due to the lack of dening the construct of other previous research papers, this paper proposed the PBCM in which
perceived performance and perceived benets are considered mulfaceted. In addion, the model also assessed the
moderang eects of brand awareness on other correlaons.
3. Hypotheses and Conceptual model
a. Perceived performance components
Based on the ECT of Oliver (1980) and PAM of Bhaacherjee (2001), Oghuma et al. (2016) introduced a more comprehensive
model of connuance intenon to use MIM. In that model, service quality was taken as a uni-factor for perceived
performance. However, perceived performance should be considered as a mul-facets construct, as was proven by
Parasuraman et al. (1998 and 2005) and Huang et al. (2015) in the models of SERVQUAL, E-S-QUAL, and M-S-QUAL, all are
with mul-factors.
In 2017, Silalahi et al. introduced a new measurement scale for STA including three dimensions: Service quality, Informaon
quality, and System quality. This was also reinforced by Han et al. (2016) and (Wu & Wang, 2006). Therefore, this arcle
suggested perceived performance of STA should be represented as service performance, content provision, and system
performance.
b. Perceived benet components
Reducing travel expenses is thought to be the primary movaon for people to use ride-sharing services
(Arteaga-Sánchez et al., 2020; Long et al., 2018). As a result, money worthiness is a crucial benet to an STA provider's
compeve advantage. Moreover, in collecvist communies, interpersonal relaonships have a signicant role in
promong sharing behaviors in the commercial shared-ride service (Say et al., 2021). In addion, Oghuma et al. (2016)
pointed out that ulitarianism and pleasure are two crucial components of the model of MIS connuing intenon to use.
Therefore, perceived benets should also be taken into account as a mulfaceted element based on the many STA benets
that it oers.
Therefore, this arcle proposed perceived benets of STA should be represented as usefulness or funconality, money
worthiness, pleasure, and social interacon.
c. Customer sasfacon and its antecedents
According to Carlson et al. (2015), as users of STA are more sased with the service, the perceived benets of online
transportaon service operaons across four components will also enhance. Cristobal et al. (2007), Gounaris et al. (2010),
and Oghuma et al. (2016) also proved these strong correlaons between customer sasfacon and perceived performance.
For perceived performance, according to Nguyen-Phuoc et al. (2020), consumer sasfacon with the ride-hailing cab service
is posively correlated with service quality as well as the perceived benets. In the line with Nguyen-Phuoc et al., Oghuma
et al. (2016) also proved that sasfacon with MIM usage is directly inuenced by percepons of performance. In 2016,
Dreheeb et al. also found that system performance is crucial to the success of an applicaon system as a whole, which
increases customer sasfacon. In addion, content provision as a result of informaon quality in terms of representaonal
and contextual informaon given by an IS is lower when compared to other factors, which lowers user sasfacon.
To sum up, this paper proposed:
H1. Customers' perceived performance of STA use is posively associated with their sasfacon with STA use. H1a. STA's
service performance is posively associated with customers' sasfacon with STA use.
H1b. STA's content provision is posively associated with customers' sasfacon with STA use.
H1c. STA's system performance is posively associated with customers' sasfacon with STA use.
H2. Customers' perceived benets of STA use are posively associated with their sasfacon with STA use.
H2a. STA's funconal value is posively associated with customer sasfacon with STA use.
H2b. STA's money worthiness is posively associated with customer sasfacon with STA use.
H2c. STA's pleasure is posively associated with customer sasfacon with STA use.
H2d. STA's social interacon is posively associated with customer sasfacon with STA use. d.
Customer retenon
According to Quach (2021), there are three relaonship layers involving sta, online consumpon communies, and local
networks aecng loyalty. As a result, the mobile app for sharing economy communies is seen as a potenal requirement
for developing customer loyalty.
While Bhaacherjee (2001) viewed the concept of loyalty intenon as the intenon to maintain an informaon system in
the ECM which was later evolved as the propensity to engage in a range of behaviors indicang an incenve to deepen
ongoing relaonships with a company in the m-commerce context (Carlson et al., 2015), consumer loyalty, according to
Oliver (1997), is the rm determinaon to repeatedly repurchase or sponsor a favored good or service in the future.
Nevertheless, loyalty denion is not only about the concept of behaviors but also about the concept of atude (Reichheld,
2003). Consequently, this arcle dened customer retenon as a customers’ desire to maintain a connecon with a business
over the long run, as demonstrated by their usage of STA.
In accordance with the previous literature (Cheng et al., 2018; Ofori et al., 2021; Oghuma et al., 2016), the usage of ride-
hailing apps is found to have a substanal posive relaonship with users' sasfacon and inclinaon to connue using
them. Therefore, the following proposal is reasonable in light of the aforemenoned arguments:
H3. Customers' sasfacon value is posively associated with their retenon on STA.
e. The moderang eects of brand awareness
Brand awareness is customers’ capacity to remember or recognize a brand (Marns et al., 2019). Hoyer & Brown (1990),
Washburn & Plank (2002), Keller & Swaminathan (2020), Samiee (1994), Choi, Han, and Choi et al., (2015) asserted that
high brand awareness can escalate the probability of customers selecng a brand with a steady brand evaluaon. On the
other hand, Arslan & Altuna (2020) analyzed that brand extension has a dilung eect on the parent brand's product brand
image and a decreasing eect on brand image since an extension will be more eecve when the parent brand's perceived
image and quality are more favorable. Connuing along this line of reasoning, STA in developing naons comes from logiscs
or transportaon rms, and these STA brands are an expanded range of goods or brand businesses. As a result, when
consumers have high expectaons for the parent-brand or the original product, they have a tendency to negavely evaluate
the brand extension or the extended product line which has a low t with the originality. Therefore, it is expected that high
brand awareness might migate the impact of perceived benet and perceived performance on customer sasfacon with
STA.
H4a. Brand awareness can negavely moderate the eect of perceived performance components (4a-1: service
performance, 4a-2: content provision, 4a-3: system performance) on customer sasfacon with STA use.
H4b. Brand awareness can negavely moderate the eect of perceived benet components (4b-1: funconal value, 4b-2:
money worthiness, 4b-3: pleasure, 4b-4: social interacon) on customer sasfacon with STA use.
H4c. Brand awareness can negavely moderate the eect of customer sasfacon with STA use on their retenon on STA.
f. The conceptual framework of the STA connuance model
Based on all these hypotheses above, the paper proposed a performance-benet of the STA connuance model.
There are seven independent variables including Service performance, Content provision, System performance, Funconal
value, Money worthiness, Pleasure, and Social interacon, which, in hypotheses, have direct eects on Customer
sasfacon (the only mediang variable). Then, Customer sasfacon will transmit these eects on Retenon (the only
dependent variable). Brand awareness acts as a moderang variable to moderate the eects of other relaonships.
4. Research method
The survey method of research was applied in this arcle. Data were gathered using a convenience sampling strategy with
a self-administrated quesonnaire. The authors disseminated the quesonnaire through mulple means in order to gather
accurate results. In specic, online and in-person surveys are combined to guarantee that the sample is representave of
the Vietnamese populaon. To ensure target respondents, a ltering queson was asked at the start of the survey.
Since the survey is thought to be the most suitable method for researching behaviors, beliefs, and atudes (Andres, 2012),
it was chosen as the data gathering method. With the topic of a shared-transportaon mobile app, this research also
requires fast-and-wide data from the respondents who are mostly young people. This wide range of capabilies, which are
unmatched by any other research methodology and guarantee a more accurate sample to gather focused results from
which to draw conclusions and make signicant decisions.
On the one hand, surveys have many benets to be considered as a research method. First is the convenience for data
gathering. Many dierent methods can be used to distribute surveys to the parcipants. Simple faxing, emailing, or online
administraon of the surveys are all acceptable methods of distribuon. Secondly, the survey method provides good
stascal signicance. Finding stascally signicant results using the survey approach is frequently simpler than using
other methods of data collecon because of the high representaveness it produces. The last-but-not-least advantage of
gathering data from surveys is low cost for conducng. Other data collecon techniques, on the other hand, cost more and
demand more from the researchers.
On the other hand, there are also some drawbacks that need to be taken into account. First of all, there are sll high chances
of false responses. Although it is less likely when surveys are conducted anonymously, this does not completely eliminate
the possibility of receiving untruthful responses. The data also exhibits some social desirability bias based on how
respondents reply to quesonnaires. Moreover, surveys are quite inexible. The survey, specically quesonnaire, that was
used by the researcher from the start, as well as the way it was administered, cannot be changed at any point during the
process of collecng data.
5. Findings and Results a) Sample characteriscs and group checking
The study surveyed Vietnamese users of Grab, Go Viet, and Be for food delivery, express, and transportaon, with a majority
of female respondents (71.3%) and most aged between 18-35 years old (92.7%). Grab was the most commonly used service
(86.1%), and most respondents had used these services for 1-3 years (68%). The study also used a median split to divide
respondents into high and low brand awareness groups, with a Cronbach's alpha of .89 for tesng the moderang eects
of brand awareness.
b) Measurement assessment
The study used EFA to establish the consistency of items for each construct, and eight items were eliminated from the
service quality sub-dimension. The KMO index was .95, and Bartle's test indicated signicant correlaon among items for
each factor. The researchers also conducted a CFA to assess the reliability, convergence, and discriminant validity of the
factors idened in the previous EFA. Cronbach's alpha and composite reliability values were found to be acceptable, with
values ranging from .79 to .95 and from .78 to .95, respecvely. Average variance extracted values ranging from .64 to .85
were also found to be acceptable, indicang convergence validity. Discriminant validity was also conrmed since all
components’ square roots of AVE are higher than their correlaon with other components. The model's measurement t
was evaluated using various goodness of t indices, indicang that the model t the data well with acceptable indices.
c) Structural model assessment
Hypotheses
t-value
p-value
H1a
2.781
0.005*
H1b
-1.550
0.122
H1c
1.575
0.116
H2a
-.907
0.365
H2b
3.84
0.000141***
H2c
2.006
0.0455*
H2d
4.732
< 0.00001***
H3
20.616
< 0.00001***
T-table was ulized to calculate the p-value in the two-tailed test at a signicance level of 0.05 and the degree of freedom
of 433. In order to support the hypotheses, the p-value must be at least smaller than 0.05. The smaller the p-value is, the
more valid the hypothesis is. As the table shows, only H1a, H2b, H2c, H2d, and H3 are supported.
d) The moderang eect tesng
The study conducted a MGA to invesgate whether brand awareness and app rang could moderate the relaonships in
the PBCM. The chi-square dierence test indicated a signicant dierence between the unconstrained and fully constrained
model of brand awareness, suggesng that the two groups are dierent at the model level. An acceptable model t was
shown for the MGA of brand awareness with a χ2/df value of 3.38, indicang a good t.
The research conducted t-tests to compare the path coecients between two groups with high and low brand awareness.
Both groups conrmed the posive eect of customer sasfacon on customer retenon. There were signicant dierences
in the path coecients of the eects of service performance, system performance, money worthiness, and social interacon
on customer sasfacon between the high and low brand awareness groups, supporng H4a-1, H4a-3, H4b-2, and H4b-4.
6. Contribuons and Lessons
Theorecally, the result of the paper indicates that the most crucial criteria when assessing the performance of STA and
disnguishing themselves is the services oered by drivers of STA companies. Moreover, except for the eects of funconal
value, the posive inuences on customer sasfacon arise from money worthiness, pleasure, and social interacons were
conrmed through the result of the paper. It is also stated in the paper that when making a choice between STA and
tradional transport, three out of the four proposed components of customers' perceived benets of STA usage (including
money worthiness, pleasure, and social interacons) are the reasons that make STA appear more superior. Last but not
least, brand awareness is proven to be an essenal moderator in the PBCM, which can greatly lower or even eliminate the
impact of other variables (including service performance, system performance, money worthiness, and social interacon
on customer sasfacon).
Praccally, it is shown from the paper that strategies relying on certain signicant determinants can enhance the
relaonship between users and STA in the long term. The foundaon of the PBCM model can be ulized by STA managers
in creang compeve strategies, which should consider the price factor, social interacon factor (refers to the recruitment
and training process for drivers and riders), pleasure factor (refers to the plaorm experience). Consequently, to compete
sustainably, markeng managers should combine these three factors simultaneously. Furthermore, for customers who have
a high level of brand awareness, the paper results suggest STA companies concentrang on the social interacon factor
(recruitment and training process) as the direct interacon between middle-men and users can inuence brand reputaon.
Regarding the customers who have a low level of brand awareness, it is recommended to focus more on service
performance and money worthiness instead of just only the people factor. All in all, a combinaon among the three factors
is necessary for an eecve strategy.
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Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity.
Pearson.
Lin, J. C. C., & Lu, H. (2000). Towards an understanding of the behavioural intenon to use a web site. Internaonal Journal
of Informaon Management, 20(3), 197–208
Long, J., Tan, W., Szeto, W. Y., & Li, Y. (2018). Ride-sharing with travel me uncertainty. Transportaon Research Part B:
Methodological, 118, 143–171.
Marns, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone adversing inuences consumers'
purchase intenon. Journal of Business Research, 94(January 2018), 378–387.
Nguyen-Phuoc, D. Q., Su, D. N., Tran, P. T. K., Le, D. T. T., & Johnson, L. W. (2020). Factors inuencing customer's loyalty
towards ride-hailing taxi services–a case study of Vietnam. Transportaon Research Part A: Policy and Pracce, 134,
96–112.
Ofori, K. S., Anyigba, H., Adeola, O., Junwu, C., Osakwe, C. N., & DavidWest, O. (2021). Understanding post-adopon behavior
in the context of ride-hailing apps: The role of customer perceived value. Informaon Technology & People, 35(5),
1540–1562.
Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectaon-conrmaon model of connuance
intenon to use mobile instant messaging. Telemacs and Informacs, 33(1), 34–47
Oliver, R. L. (1980). A cognive model for the antecedents and consequences of sasfacon. Journal of Markeng Research,
17, 460–469
Quach, S. (2021). Customer retenon: Exploring the eects of relaonship layers and perceived indierence. Journal of
Consumer Behaviour, 21 (3), 543–553
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A mulple-item scale for measuring consumer percepons
of service quality. Journal of Retailing, 64(1), 12–40.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A mulple-item scale for assessing electronic service
quality. Journal of Service Research, 7(3), 213–233.
Park, J., & Le, H. T. P. M. (2022). A shared-transportaon mobile app connuance model: The moderang eects of brand
awareness. Journal of Consumer Behaviour, 1–15. hps://doi.org/10.1002/cb.2111
Purohit, S., Arora, R., & Paul, J. (2022). The bright side of online consumer behavior: Connuance intenon for mobile
payments. Journal of Consumer Behaviour, 21(3), 523–542.
Quach, S. (2021). Customer retenon: Exploring the eects of relaonship layers and perceived indierence. Journal of
Consumer Behaviour, 21 (3), 543–553
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–55.
Samiee, S. (1994). Customer evaluaon of products in a global market. Journal of Internaonal Business Studies, 25(3), 579–
604.
Say, A. L., Guo, R. S. A., & Chen, C. (2021). Altruism and social ulity in consumer sharing behavior. Journal of Consumer
Behaviour, 20(6), 1562–1574.
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Journal of Markeng theory and Pracce, 10(1), 46–62.
Wu, J. H., & Wang, Y. M. (2006). Measuring KMS success: A respecicaon of the DeLone and McLean's model. Informaon
& Management, 43(6), 728–739.
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VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY
INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS REPORT OF PAPER:
A shared-transportation mobile app continuance model: The
moderating effects of brand awareness
by Park, J., & Le, H. T. P. M. (2022)
Course name: MARKETING STRATEGY
Course instructor: LE TRAN PHUOC MAI HOANG Submitted by NGUYEN PHUC HUY ANH BABAIU20006 TRAN PHUONG UYEN BABAIU20172 HUYNH NGOC THAO VY BABAIU20185 BUI THI MY DUYEN BABAIU20209 TRAN THI THANH HUYEN BABAIU20215 NGUYEN NGOC THUAN BABAIU20146 LE MINH HAO BABAIU20550 Ho Chi Minh City, Vietnam
TABLE OF CONTENTS 1. Introduction
1 2. Theoretical background and foundation 2
3. Hypotheses and Conceptual model
2 a. Perceived performance components 2
b. Perceived benefit components 2
c. Customer satisfaction and its antecedents 3 d. Customer retention 3
e. The moderating effects of brand awareness 4
f. The conceptual framework of the STA continuance model 4 4. Research method 5
5. Findings and Results
5 a) Sample characteristics and group checking 5 b) Measurement assessment 6
c) Structural model assessment 6
d) The moderating effect testing 6
6. Contributions and Lessons 7 7. References 8 1. Introduction
Previous studies have shown that the performance and benefits of STA play important roles in predicting customer
satisfaction in ECT-based sharing economy research. However, a unidimensional construct is not sufficient to provide
adequate information and knowledge of STA performance and benefits. Furthermore, there is a gap in developing a model
and a deep understanding of STA in emerging markets, where it is popular in human lives compared to developed countries
with an advanced public transportation system. This context leads this research to the following questions:
1. How does multidimensional construct factors influence the STA’s customer continuance usage and what are its effects?
2. How does brand awareness moderate the relationship of multidimensional construct factors above?
In order to answer these research questions above, this paper aims (1) to establish the Performance-Benefit of the STA
Continuance Model (PBCM) and (2) to examine the moderating effects of brand awareness on the relationships within this model.
There are significant reasons why we should conduct this research. The sharing economy has become a profitable market
worth USD 100 billion globally, with various services such as bicycles, apartments, and car-sharing. With the widespread
use of mobile technology, shared-transportation apps (STA) have emerged, offering flexible commutes and time efficiency.
Despite the growth potential in ASEAN markets, including a strong middle-class population and limited public transportation,
it is not an easy market for STA companies, as seen in the failure of Uber in 2018. Understanding local needs is crucial for
satisfying customers and retaining their loyalty and it can be seen as the key point in helping Grab defeat Uber
across ASEAN markets. Therefore, this research aims to establish a proper strategy for STA companies to better understand
local customers and ensure their long-term satisfaction. 2.
Theoretical background and foundation
The ECT, provided by Oliver (1980), is a renowned cognitive theory that aims to provide an explanation of satisfaction
obtained from the post-purchase and post-adoption processes. Rather than that mentioned, ECT is about to analyze four
primary constructs which are expectations, perceived performance, disconfirmation of beliefs, and satisfaction.
After that, the ECM of Internet system continuance (Bhattacherjee, 2001) which is being constructed from the ECT, focuses
on explaining the post-adoption behavior, which then has been used and modified by extensive current research in the
technology post-acceptance behavior (Oghuma et al., 2016; Purohit et al., 2022). Due to several similarities, it suggests that
IS user continuation decisions and consumers' repurchase decisions are comparable. The model strengthens the disparity
between pre-consumption (ex-ante) and post-consumption (ex-post) acceptance.
Then, Oghuma et al. (2016) introduced a comprehensive PAM to use mobile instant messaging based on the ECM; however,
it appears to emphasize the direct influence between perceived performance as just a single factor of service quality and
other independent characteristics.
The measurement of perceived performance was proposed to be multifaceted, as Lin & Lu (2000) mentioned in making up
the perceived performance of STA: service performance, content provision, and system performance. The perceived
benefits of STA use must be taken into account from multiple angles, with functional value (or utilitarianism), money
worthiness, pleasure, and social interaction being the key predicted benefit aspects. These benefits will increase as users'
satisfaction with STA use rises.
Due to the lack of defining the construct of other previous research papers, this paper proposed the PBCM in which
perceived performance and perceived benefits are considered multifaceted. In addition, the model also assessed the
moderating effects of brand awareness on other correlations. 3.
Hypotheses and Conceptual model a.
Perceived performance components
Based on the ECT of Oliver (1980) and PAM of Bhattacherjee (2001), Oghuma et al. (2016) introduced a more comprehensive
model of continuance intention to use MIM. In that model, service quality was taken as a uni-factor for perceived
performance. However, perceived performance should be considered as a multi-facets construct, as was proven by
Parasuraman et al. (1998 and 2005) and Huang et al. (2015) in the models of SERVQUAL, E-S-QUAL, and M-S-QUAL, all are with multi-factors.
In 2017, Silalahi et al. introduced a new measurement scale for STA including three dimensions: Service quality, Information
quality, and System quality. This was also reinforced by Han et al. (2016) and (Wu & Wang, 2006). Therefore, this article
suggested perceived performance of STA should be represented as service performance, content provision, and system performance. b.
Perceived benefit components
Reducing travel expenses is thought to be the primary motivation for people to use ride-sharing services
(Arteaga-Sánchez et al., 2020; Long et al., 2018). As a result, money worthiness is a crucial benefit to an STA provider's
competitive advantage. Moreover, in collectivist communities, interpersonal relationships have a significant role in
promoting sharing behaviors in the commercial shared-ride service (Say et al., 2021). In addition, Oghuma et al. (2016)
pointed out that utilitarianism and pleasure are two crucial components of the model of MIS continuing intention to use.
Therefore, perceived benefits should also be taken into account as a multifaceted element based on the many STA benefits that it offers.
Therefore, this article proposed perceived benefits of STA should be represented as usefulness or functionality, money
worthiness, pleasure, and social interaction. c.
Customer satisfaction and its antecedents
According to Carlson et al. (2015), as users of STA are more satisfied with the service, the perceived benefits of online
transportation service operations across four components will also enhance. Cristobal et al. (2007), Gounaris et al. (2010),
and Oghuma et al. (2016) also proved these strong correlations between customer satisfaction and perceived performance.
For perceived performance, according to Nguyen-Phuoc et al. (2020), consumer satisfaction with the ride-hailing cab service
is positively correlated with service quality as well as the perceived benefits. In the line with Nguyen-Phuoc et al., Oghuma
et al. (2016) also proved that satisfaction with MIM usage is directly influenced by perceptions of performance. In 2016,
Dreheeb et al. also found that system performance is crucial to the success of an application system as a whole, which
increases customer satisfaction. In addition, content provision as a result of information quality in terms of representational
and contextual information given by an IS is lower when compared to other factors, which lowers user satisfaction.
To sum up, this paper proposed:
H1. Customers' perceived performance of STA use is positively associated with their satisfaction with STA use. H1a. STA's
service performance is positively associated with customers' satisfaction with STA use.
H1b. STA's content provision is positively associated with customers' satisfaction with STA use.
H1c. STA's system performance is positively associated with customers' satisfaction with STA use.
H2. Customers' perceived benefits of STA use are positively associated with their satisfaction with STA use.
H2a. STA's functional value is positively associated with customer satisfaction with STA use.
H2b. STA's money worthiness is positively associated with customer satisfaction with STA use.
H2c. STA's pleasure is positively associated with customer satisfaction with STA use.
H2d. STA's social interaction is positively associated with customer satisfaction with STA use. d. Customer retention
According to Quach (2021), there are three relationship layers involving staff, online consumption communities, and local
networks affecting loyalty. As a result, the mobile app for sharing economy communities is seen as a potential requirement
for developing customer loyalty.
While Bhattacherjee (2001) viewed the concept of loyalty intention as the intention to maintain an information system in
the ECM which was later evolved as the propensity to engage in a range of behaviors indicating an incentive to deepen
ongoing relationships with a company in the m-commerce context (Carlson et al., 2015), consumer loyalty, according to
Oliver (1997), is the firm determination to repeatedly repurchase or sponsor a favored good or service in the future.
Nevertheless, loyalty definition is not only about the concept of behaviors but also about the concept of attitude (Reichheld,
2003). Consequently, this article defined customer retention as a customers’ desire to maintain a connection with a business
over the long run, as demonstrated by their usage of STA.
In accordance with the previous literature (Cheng et al., 2018; Ofori et al., 2021; Oghuma et al., 2016), the usage of ride-
hailing apps is found to have a substantial positive relationship with users' satisfaction and inclination to continue using
them. Therefore, the following proposal is reasonable in light of the aforementioned arguments:
H3. Customers' satisfaction value is positively associated with their retention on STA. e.
The moderating effects of brand awareness
Brand awareness is customers’ capacity to remember or recognize a brand (Martins et al., 2019). Hoyer & Brown (1990),
Washburn & Plank (2002), Keller & Swaminathan (2020), Samiee (1994), Choi, Han, and Choi et al., (2015) asserted that
high brand awareness can escalate the probability of customers selecting a brand with a steady brand evaluation. On the
other hand, Arslan & Altuna (2020) analyzed that brand extension has a diluting effect on the parent brand's product brand
image and a decreasing effect on brand image since an extension will be more effective when the parent brand's perceived
image and quality are more favorable. Continuing along this line of reasoning, STA in developing nations comes from logistics
or transportation firms, and these STA brands are an expanded range of goods or brand businesses. As a result, when
consumers have high expectations for the parent-brand or the original product, they have a tendency to negatively evaluate
the brand extension or the extended product line which has a low fit with the originality. Therefore, it is expected that high
brand awareness might mitigate the impact of perceived benefit and perceived performance on customer satisfaction with STA.
H4a. Brand awareness can negatively moderate the effect of perceived performance components (4a-1: service
performance, 4a-2: content provision, 4a-3: system performance) on customer satisfaction with STA use.
H4b. Brand awareness can negatively moderate the effect of perceived benefit components (4b-1: functional value, 4b-2:
money worthiness, 4b-3: pleasure, 4b-4: social interaction) on customer satisfaction with STA use.
H4c. Brand awareness can negatively moderate the effect of customer satisfaction with STA use on their retention on STA. f.
The conceptual framework of the STA continuance model
Based on all these hypotheses above, the paper proposed a performance-benefit of the STA continuance model.
There are seven independent variables including Service performance, Content provision, System performance, Functional
value, Money worthiness, Pleasure, and Social interaction, which, in hypotheses, have direct effects on Customer
satisfaction (the only mediating variable). Then, Customer satisfaction will transmit these effects on Retention (the only
dependent variable). Brand awareness acts as a moderating variable to moderate the effects of other relationships. 4. Research method
The survey method of research was applied in this article. Data were gathered using a convenience sampling strategy with
a self-administrated questionnaire. The authors disseminated the questionnaire through multiple means in order to gather
accurate results. In specific, online and in-person surveys are combined to guarantee that the sample is representative of
the Vietnamese population. To ensure target respondents, a filtering question was asked at the start of the survey.
Since the survey is thought to be the most suitable method for researching behaviors, beliefs, and attitudes (Andres, 2012),
it was chosen as the data gathering method. With the topic of a shared-transportation mobile app, this research also
requires fast-and-wide data from the respondents who are mostly young people. This wide range of capabilities, which are
unmatched by any other research methodology and guarantee a more accurate sample to gather focused results from
which to draw conclusions and make significant decisions.
On the one hand, surveys have many benefits to be considered as a research method. First is the convenience for data
gathering. Many different methods can be used to distribute surveys to the participants. Simple faxing, emailing, or online
administration of the surveys are all acceptable methods of distribution. Secondly, the survey method provides good
statistical significance. Finding statistically significant results using the survey approach is frequently simpler than using
other methods of data collection because of the high representativeness it produces. The last-but-not-least advantage of
gathering data from surveys is low cost for conducting. Other data collection techniques, on the other hand, cost more and
demand more from the researchers.
On the other hand, there are also some drawbacks that need to be taken into account. First of all, there are still high chances
of false responses. Although it is less likely when surveys are conducted anonymously, this does not completely eliminate
the possibility of receiving untruthful responses. The data also exhibits some social desirability bias based on how
respondents reply to questionnaires. Moreover, surveys are quite inflexible. The survey, specifically questionnaire, that was
used by the researcher from the start, as well as the way it was administered, cannot be changed at any point during the process of collecting data. 5.
Findings and Results a)
Sample characteristics and group checking
The study surveyed Vietnamese users of Grab, Go Viet, and Be for food delivery, express, and transportation, with a majority
of female respondents (71.3%) and most aged between 18-35 years old (92.7%). Grab was the most commonly used service
(86.1%), and most respondents had used these services for 1-3 years (68%). The study also used a median split to divide
respondents into high and low brand awareness groups, with a Cronbach's alpha of .89 for testing the moderating effects of brand awareness. b) Measurement assessment
The study used EFA to establish the consistency of items for each construct, and eight items were eliminated from the
service quality sub-dimension. The KMO index was .95, and Bartlett's test indicated significant correlation among items for
each factor. The researchers also conducted a CFA to assess the reliability, convergence, and discriminant validity of the
factors identified in the previous EFA. Cronbach's alpha and composite reliability values were found to be acceptable, with
values ranging from .79 to .95 and from .78 to .95, respectively. Average variance extracted values ranging from .64 to .85
were also found to be acceptable, indicating convergence validity. Discriminant validity was also confirmed since all
components’ square roots of AVE are higher than their correlation with other components. The model's measurement fit
was evaluated using various goodness of fit indices, indicating that the model fit the data well with acceptable indices. c)
Structural model assessment Hypotheses t-value p-value Support/ Non-support H1a 2.781 0.005* Support H1b -1.550 0.122 Non-support H1c 1.575 0.116 Non-support H2a -.907 0.365 Non-support H2b 3.84 0.000141*** Support H2c 2.006 0.0455* Support H2d 4.732 < 0.00001*** Support H3 20.616 < 0.00001*** Support
T-table was utilized to calculate the p-value in the two-tailed test at a significance level of 0.05 and the degree of freedom
of 433. In order to support the hypotheses, the p-value must be at least smaller than 0.05. The smaller the p-value is, the
more valid the hypothesis is. As the table shows, only H1a, H2b, H2c, H2d, and H3 are supported. d)
The moderating effect testing
The study conducted a MGA to investigate whether brand awareness and app rating could moderate the relationships in
the PBCM. The chi-square difference test indicated a significant difference between the unconstrained and fully constrained
model of brand awareness, suggesting that the two groups are different at the model level. An acceptable model fit was
shown for the MGA of brand awareness with a χ2/df value of 3.38, indicating a good fit.
The research conducted t-tests to compare the path coefficients between two groups with high and low brand awareness.
Both groups confirmed the positive effect of customer satisfaction on customer retention. There were significant differences
in the path coefficients of the effects of service performance, system performance, money worthiness, and social interaction
on customer satisfaction between the high and low brand awareness groups, supporting H4a-1, H4a-3, H4b-2, and H4b-4. 6.
Contributions and Lessons
Theoretically, the result of the paper indicates that the most crucial criteria when assessing the performance of STA and
distinguishing themselves is the services offered by drivers of STA companies. Moreover, except for the effects of functional
value, the positive influences on customer satisfaction arise from money worthiness, pleasure, and social interactions were
confirmed through the result of the paper. It is also stated in the paper that when making a choice between STA and
traditional transport, three out of the four proposed components of customers' perceived benefits of STA usage (including
money worthiness, pleasure, and social interactions) are the reasons that make STA appear more superior. Last but not
least, brand awareness is proven to be an essential moderator in the PBCM, which can greatly lower or even eliminate the
impact of other variables (including service performance, system performance, money worthiness, and social interaction on customer satisfaction).
Practically, it is shown from the paper that strategies relying on certain significant determinants can enhance the
relationship between users and STA in the long term. The foundation of the PBCM model can be utilized by STA managers
in creating competitive strategies, which should consider the price factor, social interaction factor (refers to the recruitment
and training process for drivers and riders), pleasure factor (refers to the platform experience). Consequently, to compete
sustainably, marketing managers should combine these three factors simultaneously. Furthermore, for customers who have
a high level of brand awareness, the paper results suggest STA companies concentrating on the social interaction factor
(recruitment and training process) as the direct interaction between middle-men and users can influence brand reputation.
Regarding the customers who have a low level of brand awareness, it is recommended to focus more on service
performance and money worthiness instead of just only the people factor. All in all, a combination among the three factors
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of Information Management, 20(3), 197–208
Long, J., Tan, W., Szeto, W. Y., & Li, Y. (2018). Ride-sharing with travel time uncertainty. Transportation Research Part B:
Methodological, 118, 143–171.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers'
purchase intention. Journal of Business Research, 94(January 2018), 378–387.
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towards ride-hailing taxi services–a case study of Vietnam. Transportation Research Part A: Policy and Practice, 134, 96–112.
Ofori, K. S., Anyigba, H., Adeola, O., Junwu, C., Osakwe, C. N., & DavidWest, O. (2021). Understanding post-adoption behavior
in the context of ride-hailing apps: The role of customer perceived value. Information Technology & People, 35(5), 1540–1562.
Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance
intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34–47
Oliver, R. L. (1980). A cognitive model for the antecedents and consequences of satisfaction. Journal of Marketing Research, 17, 460–469
Quach, S. (2021). Customer retention: Exploring the effects of relationship layers and perceived indifference. Journal of
Consumer Behaviour, 21 (3), 543–553
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions
of service quality. Journal of Retailing, 64(1), 12–40.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service
quality. Journal of Service Research, 7(3), 213–233.
Park, J., & Le, H. T. P. M. (2022). A shared-transportation mobile app continuance model: The moderating effects of brand
awareness. Journal of Consumer Behaviour, 1–15. https://doi.org/10.1002/cb.2111
Purohit, S., Arora, R., & Paul, J. (2022). The bright side of online consumer behavior: Continuance intention for mobile
payments. Journal of Consumer Behaviour, 21(3), 523–542.
Quach, S. (2021). Customer retention: Exploring the effects of relationship layers and perceived indifference. Journal of
Consumer Behaviour, 21 (3), 543–553
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–55.
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579– 604.
Say, A. L., Guo, R. S. A., & Chen, C. (2021). Altruism and social utility in consumer sharing behavior. Journal of Consumer
Behaviour, 20(6), 1562–1574.
Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale.
Journal of Marketing theory and Practice, 10(1), 46–62.
Wu, J. H., & Wang, Y. M. (2006). Measuring KMS success: A respecification of the DeLone and McLean's model. Information
& Management, 43(6), 728–739.