Liu, Hao an; Alli, Hassan; Yuso , I wan Syah Md
A icle
The impac o use p e e ence and pe cei ed alue on
cus ome sa is ac ion and ma ke abili y a adi ional
handic a p oduc
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Liu, Hao an; Alli, Hassan; Yuso , I wan Syah Md (2024) : The impac o use
p e e ence and pe cei ed alue on cus ome sa is ac ion and ma ke abili y a adi ional handic a
p oduc , Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss.
1, pp. 1-13,
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The impac o use p e e ence and pe cei ed
alue on cus ome sa is ac ion and ma ke abili y
a adi ional handic a p oduc
Hao an Liu, Hassan Alli & I wan Syah Md Yusoff
To ci e his a icle: Hao an Liu, Hassan Alli & I wan Syah Md Yusoff (2024) The impac
o use p e e ence and pe cei ed alue on cus ome sa is ac ion and ma ke abili y a
adi ional handic a p oduc , Cogen Business & Managemen , 11:1, 2327476, DOI:
10.1080/23311975.2024.2327476
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2327476
The impac o use p e e ence and pe cei ed alue on cus ome
sa is ac ion and ma ke abili y a adi ional handic a p oduc
hao an liua , hassan allia and i wan syah Md Yuso b
aFacul y o Design and a chi ec u e, uni e si i Pu a Malaysia, se dang, Malaysia; bFacul y o Human ecology, uni e si i Pu a
Malaysia, se dang, Malaysia
ABSTRACT
he main objec i e o his s udy is o in es iga e he impac o use p e e ences and
pe cei ed alue on adi ional handic a p oduc s in e ms o cus ome sa is ac ion and
sales pe o mance h ough empi ical esea ch. he s udy used a ques ionnai e o collec
da a om 299 cus ome s in e ail shops o handic a p oduc s in Yunnan P o ince,
china, and used Pls-seM (Pa ial leas squa es s uc u al equa ion Modelling) as well
as sma Pls so wa e o analyse he da a. he esul s o he s udy clea ly show ha
use p e e ences ha e a signi ican posi i e impac on cus ome sa is ac ion, sales
pe o mance, and pe cei ed alue. Mo eo e , pe cei ed alue was also ound o ha e a
posi i e impac on cus ome sa is ac ion and sales pe o mance. in addi ion, he
indings e eal ha cus ome sa is ac ion has a posi i e impac on sales pe o mance.
Based on hese indings, his s udy u he discusses he po en ial impac on manage s.
1. In oduc ion
since he o icial elease o china’s adi ional c a s Re i alisa ion Plan in 2017, he e i alisa ion o a-
di ional c a s has ecei ed widesp ead a en ion om all sec o s o socie y. a o al o mo e han 300
adi ional c a p ojec s ha e been included in he ou ba ches o 1372 ep esen a i e na ional in angi-
ble cul u al he i age p ojec lis s announced by he s a e council. he co e ea u es o adi ional c a s
lie in c ea i e manual labou and pe sonalised p oduc ion acco ding o ma e ials, a cha ac e is ic ha
canno be eplaced by indus ial p oduc ion (s ohmaye , 2021). since he 18 h Pa y cong ess, locali ies
ha e been ac i ely implemen ing he chinese adi ional c a s Re i alisa ion P og amme, which has
e ec i ely p o ec ed adi ional c a p ojec s. Mo e han 1100 in angible cul u al he i age wo kshops
ha e been es ablished in impo e ished a eas, p o iding local esiden s wi h oppo uni ies o inc ease
hei income and employmen ( he cen al People’s go e nmen o he People’s Republic o china,
2017). 2022 en chinese minis ies, including he Minis y o cul u e and ou ism, he Minis y o
educa ion, and he Minis y o science and echnology, join ly issued he ci cula on P omo ing he
high-Quali y inhe i ance and De elopmen o adi ional c a s, which aims o p omo e he c ea i e
ans o ma ion and inno a i e de elopmen o adi ional c a s, and o be e se e he economic and
social de elopmen and he people’s high quali y o li e. his ini ia i e is conside ed an impo an s ep
in p omo ing he de elopmen o adi ional c a inhe i ance and injec ing new igou in o adi ional
c a s ( he cen al People’s go e nmen o he People’s Republic o china, 2022). he ci cula sugges s
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
*CONTACT Hao an Liu [email p o ec ed] Facul y o Design and a chi ec u e, uni e si i Pu a Malaysia, se dang, selango , 43400
uPM, Malaysia
h ps://doi.o g/10.1080/23311975.2024.2327476
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 19 no embe
2023
Re ised 26 Feb ua y 2024
accep ed 1 Ma ch 2024
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed Kingdom o
g ea B i ain and
no he n i eland
KEYWORDS
Use p e e ence;
pe cei ed alue; cus ome
sa is ac ion; ma ke abili y;
adi ional handic a
p oduc ; Pls-seM
SUBJECTS
sus ainable De elopmen ;
Regional De elopmen ;
cul u e; he i age
Managemen &
conse a ion
2 h. liU e al.
ha by 2025, he mechanism o high-quali y inhe i ance and de elopmen o adi ional c a s will be
con inuously imp o ed, and will u he play a ole in p omo ing u al e i alisa ion, se ing high-quali y
economic and social de elopmen , and os e ing adi ional cul u al indus ies.
Due o i s signi ican in luence on cus ome pu chases, use p e e ence has always been o g ea
in e es o p oduc designe s and ma ke ing p o essionals (gka zonikas & gk i za, 2019). Use p e e -
ences a e a majo ac o in choice beha io and pu chasing decisions. consume s ypically hesi a e o
buy hings whose p oduc quali ies a e unknown om an economic pe spec i e. since businesses a e
mo e knowledgeable abou hei p oduc s han consume s a e, his unce ain y equen ly esul s om
incomple e and asymme ic in o ma ion abou he p oduc ’s ea u es. in his si ua ion, businesses migh
use use p e e ences as a signal ha success ully in o ms cus ome s abou hei p oduc s o emo e
cus ome ambigui y. acco ding o Yang e al. (2019), use p e e ences can also a ec how cus ome s
e alua e he ela i e wo h o ea u es, quali ies, isk pe cep ions, and in o ma ion p ices while making
pu chase decisions. Depending on he company’s mo i a ion and capaci y o ul ill i s commi men s,
use p e e ences a e seen as a eliable indica o o he quali ies o a p oduc (huang e al., 2018).
Fu he mo e, p io s udies ha e demons a ed ha use p e e ences can o ecas pe cei ed alue
(agmeka e al., 2019). P io esea ch has also demons a ed ha use p e e ences a e a equi emen o
clien happiness and sales pe o mance, which is equally signi ican . Use p e e ences and hei e ec s
on clien happiness, sales pe o mance, and pe cei ed alue in adi ional handmade p oduc indus ies,
howe e , ha e no ecei ed much a en ion. he cus ome also becomes inc easingly impo an as com-
pany ends shi . o gain ma ke sha e and boos p o i abili y, businesses mus o e i ems ha please
cus ome s (ahani e al., 2019). he in luence o pe cei ed alue on consume beha io has ecen ly
a ac ed o he a en ion o academics and c a p ac i ione s (Be g & linds öm, 2021). P io empi ical
in es iga ions ha e demons a ed ha pe cei ed alue can p edic bo h ma ke abili y and cus ome
sa is ac ion (chae e al., 2020; li e al., 2019). howe e , no esea ch has been done so a in he adi-
ional c a s a ea on he impac o pe cei ed alue on cus ome sa is ac ion and ma ke abili y
pe o mance.
he e o e, he goal o his s udy is o empi ically in es iga e he e ec s o use p e e ences and pe -
cei ed alue on cus ome sa is ac ion and sales pe o mance o adi ional handic a p oduc s.
2. Li e a u e e iew and esea ch hypo heses
2.1. Use p e e ence
Use p e e ence has d awn a lo o a en ion as a cen al idea in he s udy o consume beha io . i has
a signi ican impac on e e yone’s pu chase decisions as well as p oduc design, ma ke ing plans, and
business compe i i eness (Ma chand & Ma x, 2020). a ho ough g asp o cus ome p e e ences has
eme ged as one o he essen ial componen s o businesses o lou ish in he changing business en i-
onmen in oday’s wo ld o inc eased ma ke compe i ion and di e si ied consume wan s (a pah e al.,
2023). a c ucial idea in p oduc design and ma ke compe i ion has been use p e e ence. P oduc design
and company pe o mance depend on an unde s anding o how use p e e ences a ec pe cei ed alue,
sa is ac ion, and ma ke compe i i eness.
acco ding o De Ke enoael e al. (2020), pe cei ed alue ypically includes bo h he pe cei ed alue
and he eal alue ha consume s place on a good o se ice. P io esea ch has disco e ed a s ong
co ela ion be ween use p e e ences and pe cei ed alue. Use p e e ences can be hough o as con-
sume s’ p opensi ies owa d aspec s o a good o se ice ha di ec ly a ec how much hey alue i .
cus ome s a e mo e likely o pe cei e high alue in a p oduc o se ice when hey choose excellen
quali y, usabili y, o en i onmen ally iendly cha ac e is ics, o ins ance.
a c ucial indica o o how sa is ied a consume is wi h a p oduc o se ice o e all is hei deg ee o
sa is ac ion. nume ous s udies ha e been done on how use p e e ences and sa is ac ion ela e. When a
p oduc o se ice ma ches a consume ’s p e e ences, hey a e mo e likely o buy i , and his ma ching
ypically esul s in inc eased sa is ac ion. as a esul , sa is ac ion and use p e e ences a e s ongly co -
ela ed. acco ding o ea lie s udies (shokouhya e al., 2020), consume s a e mo e likely o be sa is ied
and o epu chase a p oduc o se ice i i ul ills hei p e e ences.
cogen BUsiness & ManageMen 3
one o he mos impo an ing edien s o business success in a cu h oa ma ke is ma ke abili y. one
could in e p e use choices as a sign o consume demand. Businesses a e mo e likely o ge a compe -
i i e edge in he ma ke when hey can sa ia e cus ome p e e ences. P e ious s udies ha e demon-
s a ed ha being awa e o and mee ing cus ome p e e ences can s eng hen a company’s posi ion in
he ma ke and encou age i als o ac in sui (o o e al., 2020).
o be e mee consume wan s and boos he compe i i eness o hei p oduc s o se ices, busi-
nesses in oday’s cu h oa business en i onmen mus de elop a deepe g asp o consume equi e-
men s and p e e ences. o sa is y cus ome expec a ions and be success ul in he ma ke , businesses will
be be e able o design p oduc s and implemen ma ke ing s a egies i hey ha e an unde s anding o
how use p e e ences a ec pe cei ed alue, sa is ac ion, and ma ke abili y. o be e unde s and and
mee cus ome equi emen s, inc ease ma ke compe i i eness, and achie e comme cial success, i is c u-
cial o academics o s udy use p e e ences, bu i is also use ul o business decision-make s and ma -
ke ing specialis s.
he e o e, he ollowing hypo heses a e p oposed in his s udy:
H1: Use p e e ence has a posi i e e ec on pe cei ed alue.
H2: Use p e e ence has a posi i e e ec on cus ome sa is ac ion.
H3: Use p e e ence has a posi i e e ec on ma ke abili y.
By ca e ully analyzing hese p esump ions, i is possible o gain a deepe unde s anding o how con-
sume p e e ences in luence hei pe cep ions o a p oduc ’s alue, sa is ac ion, and ma ke abili y. his
unde s anding no only enables businesses o be e mee he needs o hei cus ome s, bu i also
se es as a s ong ounda ion o p oduc design and ma ke ing s a egies, boos ing he company’s com-
pe i i eness and ma ke sha e.
2.2. Pe cei ed alue
a key idea in he s udy o consume beha io and ma ke i al y is pe cei ed alue, which is c ucial in
de e mining he quali y, sa is ac ion, and compe i i eness o a p oduc o se ice. in addi ion o how a
p oduc o se ice is seen by he cus ome , pe cei ed alue also conside s he bene i s and psychological
sa is ac ion i ac ually o e s (Zhang & Zhang, 2022). a key idea in he s udy o consume beha io and
ma ke i al y is pe cei ed alue, which is c ucial in de e mining he quali y, sa is ac ion, and compe i-
i eness o a p oduc o se ice. in addi ion o how a p oduc o se ice is seen by he cus ome , pe -
cei ed alue also conside s he bene i s and psychological sa is ac ion i ac ually o e s.
one o he main ac o s in luencing sa is ac ion is equen ly ega ded as pe cei ed wo h. When con-
sume s belie e ha a p oduc o se ice has g ea alue, hey a e mo e likely o epo highe le els o
sa is ac ion (shi e al., 2021). Pe cei ed alue, acco ding o p io s udy, is a c i ical ac o in deciding
whe he and o wha ex en consume s a e sa is ied. his sa is ac ion o ma ion no only boos s cus-
ome e en ion bu also has a big impac on a company’s long- e m success and wo d-o -mou h ad e -
ising (Pagalday e al., 2018).
one o he mos impo an ing edien s o a company’s success in a cu h oa indus y is ma ke abil-
i y. one o he essen ial componen s o businesses o ge a compe i i e ad an age is pe cei ed alue.
a business is mo e likely o s and ou in he ma ke when a p oduc o se ice o e s consume s a high
pe cei ed alue. a deepe comp ehension o and ul illmen o consume s’ pe cei ed alues migh help
businesses c ea e mo e compe i i e s a egies ha inc ease ma ke sha e, acco ding o p io s udy. his
compe i ion encou ages i als o ake ac ion o p ese e hei compe i i e posi ion in addi ion o assis -
ing en e p ises in winning in a ma ke ha is compe i i e (Das e al., 2019). a key ac o in p oduc
design and ma ke compe i ion is pe cei ed alue. i is c ucial o p oduc design and business pe o -
mance because o i s signi ican co ela ion wi h sa is ac ion and ma ke compe i i eness.
he e o e, he ollowing hypo heses a e p oposed in his s udy:
H4: Pe cei ed alue has a posi i e e ec on cus ome sa is ac ion.
H5: Pe cei ed alue has a posi i e e ec on ma ke abili y.
4 h. liU e al.
hese hypo heses sugges ha pe cei ed alue no only plays a posi i e ole in sa is ac ion, bu also
has a posi i e impac on ma ke abili y. By sa is ying consume s’ pe cei ed alue needs, i ms can inc ease
cus ome sa is ac ion and main ain a compe i i e ad an age in he ma ke . he alida ion o hese
hypo heses will help o gain insigh s in o he impac o pe cei ed alue on consume beha iou and
ma ke compe i ion, and p o ide a s ong basis o co po a e decision-making.
2.3. Cus ome sa is ac ion
one o he main opics ha has d awn he a en ion o bo h indus y and academia o a long ime is
cus ome sa is ac ion. in addi ion o being an essen ial componen o economic success, i is also a sig-
ni ican opic o consume beha io s udy. acco ding o ah hold e al. (2019), cus ome happiness is no
jus abou a company’s inancial pe o mance bu also includes a a ie y o impo an ac o s, such as
p oduc design, ma ke compe i i eness, loyal y, and wo d-o -mou h ma ke ing.
he en i e deg ee o consume pleasu e wi h a good o se ice is how cus ome sa is ac ion is e-
quen ly de ined. a wide ange o consume e alua ions o p oduc quali y, p icing, se ice, deli e y,
expe ience, and expec a ion gaps a e included in his comp ehensi e concep (ecke e al., 2022).
Resea che s ypically employ a ange o echniques, such as su eys, in-dep h in e iews, obse a ion,
and big da a analysis, o gauge consume happiness. hese echniques seek o lea n abou consume s’
le els o sa is ac ion h ough hei commen s and a ings.
Businesses a e impac ed in a a ie y o ways by cus ome sa is ac ion. Fi s o all, loyal cus ome s a e
mo e likely o be sa is ied. cus ome s a e mo e likely o become de o ed consume s who keep pu chas-
ing and ecommending a good o se ice i hey a e pleased wi h i (Dam & Dam, 2021). second, ma -
ke compe i i eness and consume happiness a e igh ly ied. Mee ing clien equi emen s and
expec a ions is one o he ways businesses may ge a compe i i e edge in he ma ke . cus ome s who
a e ex emely sa is ied a e mo e likely o buy a speci ic b and o p oduc , inc easing he company’s
ma ke sha e (chuenyindee e al., 2022). las bu no leas , b and epu a ion and wo d-o -mou h ma -
ke ing a e also connec ed o consume pleasu e. cus ome s who a e happy wi h he company a e mo e
inclined o ecommend i o o he s, b inging in mo e po en ial clien s. acco ding o Manyanga e al.
(2022), his wo d-o -mou h ad e ising is in angible ma ke ing p opaganda wi h signi ican comme cial
po en ial.
cus ome sa is ac ion is said o be signi ican ly in luenced by se e al ac o s, including p oduc design.
cus ome sa is ac ion wi h a p oduc can be impac ed by he p oduc ’s design elemen s, unc ionali y,
look, and simplici y o use. Fi s o , a cus ome ’s i s opinion o he sho el skin is s ongly in luenced
by he p oduc ’s aes he ic and unc ional design. i a p oduc is powe ul, appealing in appea ance, and
sa is ies he use ’s needs, cus ome s a e mo e likely o be posi i ely happy wi h i (Bajwa e al., 2019). a
well-designed p oduc o e s a sa is ying use expe ience, which boos s cus ome sa is ac ion. Fo
ins ance, design elemen s like p oduc look, sc een quali y, and use in e ace di ec ly a ec cus ome
happiness in he sma phone ma ke . cus ome sa is ac ion can be inc eased h ough high-quali y
design, and cus ome dissa is ac ion can be inc eased by poo design.
second, cus ome sa is ac ion is signi ican ly in luenced by a p oduc ’s usabili y and use expe ience
design. highe sa is ac ion sco es a e ypically gi en o p oduc s ha a e simple o use and o e an
appoin men scheduling expe ience. he use expe ience can be in luenced by elemen s including he
use in e ace’s iendliness, simplici y, and esponsi eness (F ank, 2021). Fo ins ance, a mobile phone
applica ion wi h a simple in e ace and easy usabili y is ypically well-liked by consume s and has highe
sa is ac ion a ings. a p oduc ’s dependabili y and du abili y a e addi ional impo an aspec s o he use
expe ience. Use s a e mo e likely o be happy wi h he p oduc i he p oduc design ensu es long- e m
s abili y and du abili y.
cus ome sa is ac ion can be impac ed by p oduc design in e ms o p icing pe cep ion. When hings
a e made wi h high-quali y design and c a smanship, cus ome s a e mo e p epa ed o ole a e highe
p ices. acco ding o hem, p emium design and p oduc ion a e wo hwhile in es men s (hong & guo,
2019). he e o e, a p oduc ’s design can al e how cus ome s pe cei e i s p icing, which in u n in lu-
ences how sa is ied hey a e. inno a i e p oduc design can also d aw clien s and boos hei sa is ac ion
wi h i . inno a i e p oduc design may a ac consume s’ in e es and d aw hei cu iosi y by sa is ying
cogen BUsiness & ManageMen 5
hei desi e o no el y and uniqueness (coope , 2019). hese design ad ancemen s can encou age
cus ome s o make pu chases, boos sa is ac ion, and aid businesses in s anding ou in he ma ke place.
Fo ins ance, apple’s iPhone has seen g ea success because o i s cu ing-edge unc ionali y and design.
he e o e, o inc ease cus ome sa is ac ion, a ho ough unde s anding and analysis o hese elemen s
a e necessa y (scho ield e al., 2020). P oduc design is in ima ely ied o elemen s including appea ance,
unc ionali y, usabili y, use expe ience, eliabili y, pe cei ed p icing, and inno a ion, all o which can
ha e an immedia e impac on cus ome sa is ac ion. o ensu e ha p oduc s ma ch consume expec a-
ions and o e a posi i e use expe ience, businesses mus gi e hei comple e a en ion o p oduc
design (guo e al., 2020). Businesses can achie e long- e m success by e aining cus ome s and being
compe i i e in he ma ke by c ea ing well-designed p oduc s. P oduc design has e ol ed in o one o
he essen ial componen s o business success in oday’s compe i i e indus y.
2.4. Ma ke abili y
Ma ke abili y has d awn a lo o a en ion as a signi ican e m om bo h co po a ions and academia. i is
di ec ly ied o a a ie y o impo an elemen s, including cus ome beha io , p oduc design, and sa is ac ion,
in addi ion o e lec ing a i m’s posi ion and compe i i eness in he ma ke (Fan e al., 2020). he capaci y o
a business o succeed in he ma ke place and d aw in clien s is a common de ini ion o ma ke abili y.
acco ding o Viana e al. (2021), i includes ma ke sha e, ma ke sha e g ow h a e, b and ecogni ion, sales
g ow h, ma ke pene a ion, and cus ome acquisi ion. in addi ion o compe i ion, he ma ke en i onmen ,
and ex e nal ac o s, in e nal elemen s including p oduc a ibu es, p icing s a egy, cus ome se ice, and
sa is ac ion can ha e an impac on a company’s ma ke abili y (gans & s e n, 2003). as a esul , one o he
mos impo an me ics o a company’s success in a cu h oa ma ke is i s ma ke abili y.
one o he mos c ucial elemen s de e mining ma ke abili y is sa is ac ion, acco ding o expe s. When
cus ome s a e sa is ied wi h a p oduc o se ice, hey a e mo e likely o s ick a ound, buy mo e o i ,
and ell hei iends abou i , boos ing he company’s ma ke sha e. in gene al, sa is ied consume s
sp ead good wo d abou he business, which d aws in addi ional po en ial cus ome s (ahani e al., 2019).
he e o e, he ollowing hypo heses a e p oposed in his s udy:
H6: cus ome sa is ac ion has a posi i e e ec on ma ke abili y.
Based on he esea ch objec i es, li e a u e e iew, and esea ch hypo heses de eloped, Figu e 1 illus-
a es he p oposed esea ch model.
3. Resea ch me hodology
3.1. Measu es
he p io s udy’s cons uc measu es we e modi ied and ailo ed o he s udy’s equi emen s. all o he
ac o s in his s udy we e measu ed using a 5-poin like scale. Fou use p e e ence ac o s, ou pe -
cei ed alue a iables, ou cus ome sa is ac ion a iables, and h ee ma ke abili y a iables we e all
included in his s udy.
Figu e 1. he p oposed esea ch model.
6 h. liU e al.
3.2. Da a collec ion and sample
consume s who bough adi ional handc a i ems in Yunnan P o ince, china, p o ided he su ey da a.
he sample o his s udy was based on a con enience sample o a ious age and gende consume
g oups in mul iple egions o china’s Yunnan P o ince. he cu en su ey was conduc ed o de e mine
he sample’s ep esen a i eness. wo hund ed and nine y-nine alid ques ionnai es in all we e ga he ed.
Males made up 52.5% (157) o he s udy sample while emales made up 47.5% (142). he sample’s wide
age ange comp ised esponden s o all ages.
3.3. Analy ical app oach
Pls-seM (Pa ial leas squa es s uc u al equa ion Modelling) analysis will be used o alida e hese
hypo heses o be e unde s and he in ica e connec ions be ween use p e e ences, pe cei ed alue,
sa is ac ion, and ma ke abili y. he model will assis us in de e mining he media ing unc ion o sa is-
ac ion in hese connec ions as well as he e ec s o use p e e ence and pe cei ed alue on sa is ac ion
and ma ke abili y o adi ional chinese handc a p oduc s.
he sugges ed s udy model was pu o he es using Pls-seM and sma Pls so wa e. h ough wo
s eps o es ing—assessmen o he measu emen model and e alua ion o he s uc u al model
(Pls-seM)— he sugges ed esea ch model and hypo heses we e pu o he es (hai e al., 2019).
4. Resul s and discussion
4.1. Resul s
4.1.1. E alua ing he measu emen model
able 1 shows he measu emen model e ms ha cons uc ed he esul s o he analyses.
in his s udy, he eliabili y o he s udy was e alua ed using c onbach’s alpha and composi e eliabil-
i y (cR). o indica e ha a cons uc has enough in e nal consis ency, i is accep able o i o ha e a
c onbach’s alpha highe han 0.70 o a c onbach’s alpha highe han 0.60 and a cR highe han 0.70
(Zeng e al., 2021). able 1 demons a es ha he independen a iables’ c onbach’s alpha is mo e han
0.70. as a esul , he cons uc ions ha e eliabili y and in e nal consis ency.
in his s udy, ex ac ed a e age a iance (aVe) o all i em alues and componen loadings we e used
o e alua e con e gen alidi y. acco ding o ghasemy e al. (2020) ac o loadings and aVe should be
mo e han 0.50. all o he i ems’ aVe alues and ac o loadings in he cu en s udy we e highe han
0.50. consequen ly, he cons uc ’s con e gen alidi y was good.
Following his, he Fo nell-la cke c i e ion was used o assess disc iminan alidi y in he s udy
(Magno e al., 2022). his c i e ion includes con as ing he co ela ions be ween la en a iables wi h he
squa e oo o he a e age a iance ex ac ed (aVe). he s onges co ela ion be ween he aVe and any
o he cons uc should be exceeded by he squa e oo o he aVe speci ically (Manley e al., 2021).
Table 1. Measu emen model i ems o he cons uc ’s analysis esul s.
Cons uc indica o s Fac o loading C onbach’s alpha CR aVe
use p e e ence (uP) uP1 0.903 0.905 0.905 0.778
uP2 0.886
uP3 0.874
uP4 0.865
Pe cei ed alue (PV) PV1 0.878 0.889 0.892 0.751
PV2 0.866
PV3 0.841
PV4 0.881
Cus ome sa is ac ion (Cs) Cs1 0.857 0.887 0.889 0.747
Cs2 0.872
Cs3 0.877
Cs4 0.851
Ma ke abili y (Ma) Ma1 0.884 0.860 0.860 0.782
Ma2 0.885
Ma3 0.883
cogen BUsiness & ManageMen 7
he indings shown in able 2 show ha he cons uc s linked o use p e e ence, pe cei ed alue, cus-
ome sa is ac ion, and ma ke abili y all ha e squa e oo s o he aVe ha a e g ea e han hei indi id-
ual co ela ions wi h o he la en a iables. since hese cons uc s ha e g ea disc iminan alidi y, we
can d aw his conclusion.
4.1.2. E alua ing he s uc u al model (PLS-SEM)
4.1.2.1. E alua ing he model i .Figu e 2 and able 3 show he esul s o he s uc u al modelling.
acco ding o he indings shown in Figu e 2 and able 3, he chi-squa e alue o 267.163 is signi ican
a he 0.05 le el (p = 0.00). he s anda dised oo mean squa e esidual, o sRMR, is a gauge o he sug-
ges ed esea ch model’s app oxima e model i . acco ding o adi ion, he sRMR should be <0.08 o
he model o ha e a sa is ac o y model i (Zhang e al., 2019). acco ding o he da a shown in able 3,
he model has an sRMR index o 0.043 < 0.08. as a esul , he sugges ed esea ch model accoun s o he
s udy’s esul s. Fu he mo e, he es o he mul icollinea i y issue shows ha all ViF alues a e unde he
5 h eshold. as a esul , he mul icollinea i y issue is no p esen in he s uc u al model (hai e al., 2020).
4.1.2.2.Hypo heses es ing. he indings o he hypo hesis es ing a e shown in able 4. he - alues o
h1, h2, h3, h4, h5, and h6 a e all >1.96 acco ding o he boo s ap esul s (5000 esamples) o he
in e -cons uc ela ionships, and hese hypo heses a e signi ican a he 5% le el. hese heo ies we e
he e o e accep ed.
4.1.2.3.R2 (explained a iance), 2 (e ec size), and Q2 (p edic i e ele ance).R2 (explained a iance), 2
(e ec size), and Q2 (p edic i e ele ance) a e he h ee main e alua ion c i e ia o s uc u al models
(cepeda-ca ión e al., 2022). acco ding o shmueli e al. (2019), he o e all impac size me ic o
s uc u al models is R2. i can be demons a ed ha R2 alues o 0.19, 0.33, and 0.67 a e weak,
Table 2. Disc iminan alidi y.
Cons uc Cus ome sa is ac ion (Cs) Ma ke abili y (Ma) Pe cei ed alue (PV) use p e e ence (uP)
Cus ome sa is ac ion (Cs) 0.864
Ma ke abili y (Ma) 0.590 0.884
Pe cei ed alue (PV) 0.557 0.554 0.866
use p e e ence (uP) 0.568 0.580 0.588 0.882
No e: squa ed aVe alues a e shown on he main diagonal (Bolded).
Figu e 2. s uc u al modelling (PLs-seM) indings.
