Asian Journal of Business Research

Multigroup Analysis (MGA) using partial least squares path modelling (PLSPM) is an efficient approach to evaluate moderation across multiple relationships in a research model. This editorial explains the importance and the usage of MGA, especially when a study intends to understand heterogeneity effects (i.e., cross-cultural or gender differences) in a business research. We provide step-by-step guidelines to perform MGA using SmartPLS 3.3.2, including the assessment of measurement invariance using the measurement invariance of composite models (MICOM) procedure. We believe that this editorial will enable researchers and postgraduate students to conduct MGA with confidence to draw meaningful insights from the data and examine the differences across the groups under investigation.

Jun-Hwa Cheah

Ramayah Thurasamy

Mumtaz Ali Memon

Francis Chuah

Hiram Ting

Multigroup Analysis using SmartPLS: Step-by-Step Guidelines for Business Research

使用SmartPLS进行多组分析：商业研究的逐步指南

The purpose of this paper is to examine the factors that influence the behavioural intention towards 5G connected autonomous vehicle (CAV) adoption and to examine the mediating effect of trust between the factors and public acceptance. This research has adopted the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) framework. To test the hypotheses, 211 participants in Malaysia were surveyed through an online questionnaire. The results were tested using PLS-SEM. The research model was able to explain about 69% of the variability in technology acceptance. The results show that perceived compatibility and personal innovativeness significantly influence behavioural intention. Trust was found to mediate the relationship between perceived usefulness, perceived ease of use and social influence with behavioural intention to adopt 5G CAV. This paper will help the automobile industry and policymakers to accelerate the development of 5G CAV technology by anticipating the level of acceptance.

Wai Mun Chan

Jason Wai Chow Lee

AJBR

5G Connected Autonomous Vehicle Acceptance: The Mediating Effect of Trust in the Technology Acceptance Model

5G连接的自动驾驶汽车接受度：技术接受模型中的信任中介效应

Quiet quitting has emerged as an area of concern for businesses and societies in the wake of the ‘Great Resignation’ following COVID-19. While there is an emerging body of work surrounding the motivations of quiet quitting as a rejection of being enslaved to one’s work, little is known as to the implications of this phenomenon on Asian businesses. This viewpoint provides an overview of the literature to date and explores the steps Asian businesses should take to address potential quiet quitting proclivities among the existing and future workforce. In particular, businesses need to consider how COVID-19 has changed the landscape of work and generated psychological stresses among employees working from home, who have had to deal with their professional and private lives concurrently (Liu 2023). To combat quiet quitting in this new era, it is imperative to rethink work cultures, with an emphasis on facilitating greater autonomy in how work is performed (where applicable) and accordingly re-evaluating employment contracts.

Jenna Campton

Aaron Tham

Quiet Quitting – Implications for Asian Businesses

"安静辞职"——对亚洲企业的启示

Gaining customer insight is the driving force of companies. Today, with the advent of social media platforms, especially Instagram, gaining customer insight has taken on a new form. The purpose of this study is to discover the customer insights of Callista on the Instagram platform, through a combination of netnography and photography methods. The comments and images of the company's Instagram page posts were used to collect data because their sales are based on the web. The results showed that the communication content created by the company, which is in three categories of relational, promotional, and organizational, is simultaneously needed for the company's better and more effective advertising. The analysis of metaphors also showed that by focusing on the three metaphors of transformation, connection, and journey, the company was able to create a good image of its brand in the minds of the audience and attract its customers well. A good insight goes beyond what consumers say and can influence future choices, attitudes, and behaviors; Break the principles of companies, and lead to significant operational improvements by creating the vision to provide new types of customer service and high-quality products.

Azim Zarei

Sima Alipour

Maryam Asgharinajib

Discovering the Customer Insight using Netnography and Photography Methods

发现客户洞察：网络民族志与摄影方法

This study assesses the most relevant themes linked to ethnic marketing by bibliometric analysis utilizing the keywords "ethnic" and "marketing" as input to acquire a comprehensive view of ethnic marketing and understand the current focus of research.Scopus was chosen because it was thought to be the best database for bibliometric analysis.The VOSviewer software was used to show author networks, nations, journals, and keywords as part of a bibliometric analysis.In the period from 2013 to 2022, the study conducted on June 19, 2022 discovered a total of 782 documents.The findings revealed that there were changes in the quantity of ethnic marketing publications from January 1, 2013 to June 19, 2022.The United States leads the globe in ethnic marketing research, with the most publications, lead authors, and research institutes involved.According to keyword analysis, ethnic marketing has focused on themes connected to eight core themes in the last eight years: ethnic identity, Chinese ethnicity, ethnic groups, acculturation, race, marketing, advertising, and health.The bibliometric analysis offered here gives useful information about the primary themes investigated in ethnic marketing as well as the development of future research ideas.

Daniel Hermawan

Ethnic Marketing in Bibliographic Analysis in 2013 - 2022: Current Trend and Issue

2013-2022年书目分析中的族裔营销：当前趋势与问题

In the contemporary business realm, characterized by dynamic shifts and technological progress, agility has emerged as a vital concept to enable businesses to navigate and thrive amidst uncertainty and intensified competition. Key to fostering Agility is garnering comprehensive support from all stakeholders, notably organizational leaders and employees. This research aims to explore several factors contributing to Organizational Agility, including Ethical Leadership, Islamic OCB, and Employee Job Satisfaction. Adopting a quantitative methodology, the research focuses on employees and managers in the café and restaurant businesses in Yogyakarta, renowned for its dynamic nature and competitive environment. With a total sample of 179 managers and employees, participants were selected through purposive sampling criteria, targeting establishments operational for at least one year, employing a minimum of ten staff, and respondents with tenure exceeding six months in supervisory, managerial, or ownership capacities. Primary data collection utilized questionnaires, and structural equation modeling via AMOS software facilitated analysis. Results reveal a positive correlation between Ethical Leadership and Employee Job Satisfaction, Islamic OCB, and Organizational Agility. Additionally, Employee Job Satisfaction and Islamic OCB were found to impact Organizational Agility positively. Thus, integrating Islamic OCB into business practices offers a promising avenue for enhancing Agility, particularly in Muslim-majority regions.

Ardian Mustofa

Heru Kurnianto Tjahjono

Improving organizational agility through ethical leadership, employee job satisfaction and Islamic OCB

通过道德领导、员工工作满意度和伊斯兰组织公民行为提升组织敏捷性

This pioneering research aimed to verify the causal model of factors influencing fundraising in Thai sports industry. Investment ecosystem and theory of planned behavior were employed to obtain understanding of investment situations in this industry. A mixed-method research approach was also utilized. In qualitative, seven experts were interviewed to drawing the structure of the causal model. In quantitative, the top 798 sport investors responded to modified rating-scale questionnaires for confirming indicators of underlying factors in the causal model. Analysis based on grounded theory revealed in the causal model that policy, market, culture, finance, supports, and human capital are antecedent factors that induce attitude, perceived value, and behavioral intention. Fundraising behavior was directly affected by behavioral intention. Confirmatory factor analysis supported that all indicators were appropriately loaded into 10 factors. Structural equation modelling of the causal model indicated that finance, human capital, and attitudes played a vital role in fundraising. The causal model showed that policymakers and entrepreneurs in Thailand will benefit from scaling the industry to innovation-driven enterprises.

Dittachai Chankuna

Causal model of factors influencing the fundraising in Thai sports industry: Investment ecosystem evaluation for scale-up to innovation-driven enterprises

泰国体育产业筹资影响因素的因果模型：为创新驱动型企业扩大规模的投资生态系统评估

The emergence and popularity of e-commerce have led to a significant shift in the way consumers purchase products and services, and Generation Z (Gen Z) are playing a key role in driving this trend. In Malaysia, the tourism industry has benefited from the growth of e-commerce platforms such as Agoda, Expedia, Klook, and Airbnb. This study examines the factors that influence zoomers' behavioural intention towards tourism e-commerce platforms in Malaysia, with a focus on trust as a moderating variable. Questionnaire data was collected from a sample of 162 university students in Sarawak, Malaysia and analysed using a partial least square structural equation modelling (PLS-SEM) approach. The estimation procedure was conducted using the WarpPLS 8.0. The findings revealed the significance of brand recognition and perceived quality in influencing zoomers’ trust, attitude, and intention to purchase through tourism e-commerce platforms. The positive moderating role of trust was also identified. These findings are essential for tourism practitioners to better understand the needs and wants of young e-customers. The study's insights are particularly aligned with and meaningful for Sarawak's digital economy initiatives.

Chee-Hua Chin

Winnie Poh-Ming Wong

Tat-Huei Cham

Risidaxshinni Kumarusamy

Is online shopping a trick or treat? Understanding the perceptions of generation Z towards purchasing through tourism e-commerce platforms

网购是陷阱还是糖果？理解Z世代对旅游电商平台的购买认知

This study focuses on analyzing the impact of tourists’ environmental behavior on tourists’ intentions to stay at green hotels. Specifically, the study examines the inter- relationship between the inter-personal factors – including connectedness to nature, environmental concern, and environmental activities – and tourists’ intentions to stay in green hotels. The study also explores the context factor of hedonic value when using social media as a moderator of these impacts. Survey data were collected from 600 tourists in Vietnam and structural equation modeling (SEM) was performed to test the research model. The results show that customers' environmental concern and environmental activities both play mediating role in the relationship between connectedness to nature and intention to stay at green hotels. In addition, hedonic value when using social media moderates the relationship between environmental concern and environmental activities on intention to stay at green hotels, but not the direct relationship between connectedness to nature and intention to stay at green hotels. These findings have important implications for policies on promoting green hotel behaviors.

Le Van Huy

Hoang Long Phan

Quyen Phu Thi Phan

Tan Nhat Pham

Nguyen Huu Thai Thinh

Tourists’ environmental behavior and intention to stay at green hotels in the social media context

游客在社交媒体环境下的环保行为及对绿色酒店的停留意愿

The urgent situation of global climate change and the increasing concern for environmental issues across nations are putting pressure on all industries towards green transformation. In this context, green brand equity (GBE) is becoming a trend that attracts the attention of researchers, managers, and policymakers, especially in developing countries like Vietnam. This study aims to investigate the constituents of GBE and evaluate their respective degrees of impact on consumers' word-of-mouth intention (WOMI) in Vietnam. The dataset encompasses 528 consumers of green electronic products. The research employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for data analysis. The results of the study unveil the ascending levels of positive influence that GBE components exert on WOMI, ranking as follows: Emotional value, functional value, green trust, and green satisfaction. Within the internal framework of GBE, the ascending levels of positive impact unfold as follows: Green perceived quality influencing emotional value, green brand image influencing green satisfaction, green perceived quality influencing emotional value, green brand image influencing green trust, and green satisfaction influencing green trust. This research contributes significantly, both from a scientific and practical perspective, by pioneering a multi-dimensional GBE model that incorporates various factors and examines their effects on consumers' WOMI within the unique context of an emerging market.

Truong Thi Hue

Uncovering green brand equity and word-of-mouth intentions in Vietnam

揭示越南绿色品牌资产与口碑意图

ISSN	1178-8933, 2463-4522
h-index	13

Publication Information	Publisher: Asia Business Research Corporation，Publishing cycle: ，Journal Type: journal，Open Access Journals: No
Basic data	Year of publication: 2018，Proportion of original research papers: ，Self Citation Rate:， Gold OA Rate:

Asian Journal of Business Research

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