Management Review

Vol.40 No.1, Jan. 2021

Syming Hwang　Editor’s Note (excerpt)

The current issue of Management Review contains three academic articles.

The first article, “Does Green Product Information Always Increase Purchase Intention? A Moderated Mediation Model of Amorality and Green Awareness” written by Weichieh Su and Li-Keng Cheng. This study concludes that consumers’ green awareness mediates the impact of green product information on purchase intention, whereas consumers’ amorality moderates their awareness of green information. Specifically, consumers who have a higher level of amorality are more likely to manipulate green messages.  Furthermore, consumers’ amorality moderates the mediation effect between green products and purchase intention.

In the second article, “Conversational Service Experiences in Chatbots: A Perspective on Cognitive Load” written by Wen-Chin Hsu and En-Yi Chou. The authors reveal the following: (1) Customers perceiving a positive interaction with chatbots are less encumbered by cognitive load and are more likely to express a positive attitude toward using the chatbot system.; and (2) Reduced cognitive load and a positive attitude toward using the chatbot both have significantly positive effects on the intention of consumers to continue using the system.

The third article, “Employer Branding and Employee-based Brand Equity: The Mediating and Moderating Effects in Multilevel Models” written by Hsu-Hsin Chiang and Shih-Yu Yu.  The article demonstrates that employer branding positively affects work meaningfulness and employee-based brand equity in multilevel relationships. Work meaningfulness partially mediates the multilevel relationship between corporate branding and employee-based brand equity. Employees’ actual self-brand congruity and ideal self-brand congruity moderate the relationship between work meaningfulness and employee-based brand equity