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Unformatted text preview: arket acceptance quality increase when market munificence is high. Next,
flexible marketing channel focus has no significant relationships with moderating effect of market
munificence, thus Hypotheses 24a-24d are not supported. However, the result reveals that market
munificence moderates the relationships between diversified customer behavioral learning and customer
participation efficiency (b11 = 0.553, p < 0.01) but shows no effect with other relationships. Thus,
Hypothesis 25b is supported whereas hypotheses 25a, 25c, 25d are not. Interestingly, market
munificence positively moderates the relationships between effective customer response orientation and
firm survival (b65 = 0.199, p < 0.10), and marketing advantage sustainability (b26 = 0.205, p < 0.10) but
shows no impact with market acceptance quality. Thus, Hypotheses 26b and 26c are supported.
Surprisingly, the relationships between effective customer response orientation and customer
participation efficiency is significant negatively moderated by market munificence (b12 = -0.375, p < 0.01).
Therefore, Hypotheses 26a and 26b are not supported. In addition, with the moderating effect of
market munificence, the relationships between valuable marketing communication proactiveness is
negatively related to market acceptance quality (b41 = -0.174, p < 0.10) while there is no impact on other
relationships. It explains that when market munificence is high, the negative effect between valuable
marketing communication proactiveness and market acceptance quality is stronger than it is in less
market munificence. Therefore, Hypotheses 27a-27d are not supported.
Table 4 reports the results of the relationship among customer participation efficiency, marketing
advantage sustainability, market acceptance quality, marketing excellence, marketing performance and
firm survival. The findings show that customer participation efficiency has a significant positive influence
on market performance (b50 = 0.204, p < 0.05). Therefore, Hypothesis 6b is supported whereas
Hypothesis 6a is not. However, marketing advantage sustainabilit...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land