SMN Digest April 2021

1. The Effects of Confucian Style of Management on Job Performance of Selected East Asian Electronics Companies in Metro Manila

Nogin C. Bunda

The research examines the effects of Confucian style of management particularly on the principle of Five Constant Virtues (benevolence, righteousness, ritual propriety, wisdom, and faithfulness) on job performance of selected East Asian electronics companies in Metro Manila. The study was motivated by six (6) research objectives backed by the hypothesis that there is no significant relationship between the implementation of the five constant virtues in relation to job performance. The researcher included four major electronics companies, gathering a total number of 272 respondents. Data gathering utilized a survey questionnaire as well as interviews which were analyzed through descriptive statistics and Pearson R Correlation. After the needed statistical tools were employed, it was found out that the respondents were aware of the existence of Confucius and his teachings and that the teachings of Confucius were also present in the companies participating in the study. The study further revealed that that the teachings, virtues, and principles taught by Confucius are positively affecting the job performance of the employees.

2. The Effects of Purchase Intention on Actual Purchase of Virtual Items in Free-to-Play Multiplayer Online Battle Arena (MOBA) Games

Evanmarie O. Mendoza

In-game purchases or virtual item purchases have become increasingly popular as a growing number of people play online games. Several researches on online games have explored virtual item purchases in other game genres whereas this study determined the effects of purchase intention on actual purchase of virtual items particularly in free-to-play Multiplayer Online Battle Arena (MOBA) games. The theoretical framework adapted was a modified version of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) Model. Descriptive statistics was used to determine the levels of the variables while multiple and simple linear regression models were used to determine the level of significance of the effects of the exogenous constructs to the endogenous construct. Contrary to previous researches which found most of the determinants of purchase intention to be significant, the findings of this study showed that only two variables namely, habit and advancement had a significant positive effect on purchase intention. Furthermore, purchase intention had a significant positive effect on actual purchase and this relationship was moderated by the demographic variables – average annual household income and player rank.

3. Effects of Brand Experience on Brand Loyalty of Korean Skincare Consumers

Maureen V. Ilagan

With the increasing number of players in the skincare market, brands must differentiate themselves beyond their products and services through brand experience to build the brand loyalty of their consumers. This study is contextualized in the skincare market, particularly the Korean skincare category, to understand the effects of brand experience on brand loyalty with customer satisfaction and brand trust acting as intervening variables. The respondents of the study were composed of males, females, and those who identify themselves as LGBTQ+, 15 to 64 years old, Korean skincare users, and current residents of Metro Manila Philippines. The main statistical methods used were descriptive statistics, Pearson’s correlation, Linear and Multiple Regression, and Path Analysis.

Statistical results revealed that brand experience has a positive and significant effect, to not only on brand loyalty, but also to customer satisfaction and brand trust. In other words, as brand experience increases, so does brand loyalty, customer satisfaction, and brand trust. The study also revealed that customer satisfaction and brand trust act as positive intervening variables to the relationship of brand experience to brand loyalty. This means that having a higher customer satisfaction and brand trust will improve the relationship of brand experience to brand loyalty All in all and in terms of direct and indirect effects, brand experience still has the highest total effect on brand loyalty among the other variables in the study namely customer satisfaction and brand trust.

All articles published in SMN Digest are indexed in EBSCO Information Services and may be accessed in full text through Philippine E-Journals.