Browsing by Author "Chuchu, Tinashe"

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    Antecedents of attitudes towards the use of environmentally friendly household applicance products in Zimbabwe An extension of the theory of planned behaviour
    (Emerald Publishing Limited, 2023) Maziriri, E.T.; Nyagadza, Brighton; Chuchu, Tinashe; Mazuruse, Gideon
    Purpose– This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers’ green purchase intention among consumers in Harare, Zimbabwe. Design/methodology/approach– Data were collected from 329 consumers in Harare, Zimbabwe’s commercial capital who were served fromfive using a structured questionnaire via an online web-based crosssectional survey. Hypothesised relationships were tested throughstructural equation modellingwith the aid of Smart PLS software. Findings– Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention. Research limitations/implications– The study’s findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.
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    Destination marketing: a study into international airport service experience, destination image and intention to revisit South Africa
    (2017) Chuchu, Tinashe
    The purpose of the study was to investigate the relationship that potentially exists between international airport experience, destination image, and the intention to revisit South Africa. A research conceptual model was developed in order to analyse potential relationships from that model. The objectives of the study were to examine the relationship airport experience and destination image as well at the relationship between destination image and a traveller’s intention to revisit a destination. This research was grounded in numerous theories, namely the destination image theory, destination concept, marketing theory and service concept. The study reviewed literature on destination marketing, highlighting its evolution over the years, and its importance, in particular to South Africa. For purposes of the research, nine hypotheses were developed based on the conceptual model where all the proposed hypotheses were supported. The study was quantitative in nature, in that all data was collected through convenience sampling at the OR Tambo International Airport. Research surveys were self- administered to 508 willing international travellers at the OR Tambo International Airport. Out of the 508 surveys distributed, 503 were usable for research analysis purposes. To analyse the research data, structural equation modelling was adopted. The main findings of the study touched on various aspects. Firstly, travellers perceived servicescape to be a crucial factor in their overall assessment of the kind of value an airport would offer to them, and ultimately in their overall impression of South Africa as a destination. Secondly, it was also established that tourists' pre-conceived ideas of South Africa were the strongest motivator of their intention to revisit the country. This implied that tourists visit South Africa with a firm idea of what the country will be like as well, and whether they would want to return to the country, even before they set foot in the country. Overall the study established that international tourists had an appreciation for the airport experience at the OR Tambo International Airport, and also they would consider revisiting South Africa. The contribution of this study was to enhance the comprehension of existing literature on destination marketing and the international airport management sector. Furthermore, the study provided new perspectives to the current body of knowledge regarding motivations for tourists to return to destinations.
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    Facebook communication and marketing influence on decision-making and choice of university student representatives : a student’s perspective
    (SNSPA - Facultatea de Comunicare și Relații Publice, 2019) Chininga, Tapiwa; Rungani, Ellen; Chilliya, Norman; Chuchu, Tinashe
    Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a student representative council (SRC) election at the university, the six student parties contesting for the leadership office utilised Facebook in communicating and marketing their campaign messages to fellow students. This research therefore empirically investigated how Facebook influenced university students’ intention to vote and elect an SRC for the institution. The survey methodology was adopted in collecting data and non-probability sampling, a form of convenience sampling was utilised in selection of suitable participants for the study. A total of 381 students participated in the study responding to questions examining potential drivers of selection of a particular student representative party (SRP). A conceptual model was developed with Facebook constructs that included “medium credibility of Facebook”, “peer communication on Facebook” and “user trust of Facebook” among other factors that influence students’ choice of an (SRP). The main findings established that identification with peers was observed as having the most significant impact on youths’ intention to vote for student representatives. Message credibility was found to have weak impact on student’s intention to vote for a particular (SRC) candidate. Implications emerged from the findings and further research suggestions were provided.
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    Student perceptions of the predictors of customer purchase intentions of counterfeit products
    (2015) Chuchu, Tinashe
    The research investigated the use of the two potential predictors of customer purchase intention of counterfeit products (perceived behavioural control and price-quality inference of counterfeit products) as a means of establishing whether these were related to customer attitudes towards economic benefits of purchasing counterfeit products, which ultimately lead to purchase intention of counterfeit products. The study reviewed prior literature on counterfeits purchasing. Probability sampling was used to select respondents, and a research model was developed to measure the constructs used for the study. Field study was conducted in Johannesburg at the University of the Witwatersrand, and research data was collected from 380 registered students of the University of the Witwatersrand, 18 years and older. Using the SPSS 22 and AMOS 22 software program, structural equation modeling (SEM) was performed to analyse the data set. The results revealed that price-quality inference of counterfeit products had a stronger relationship with customer attitudes towards economic benefits of purchasing counterfeit products, than to perceived behavioural control implying that the customers were more likely to purchase counterfeits because of the perceived price bargain and not because of the perceived ease of purchasing counterfeits. The contribution of this study was to enhance the comprehension of existing literature on the relationship between the predictor variables (perceived behavioural control and price-quality inference of counterfeit products) and the outcome variable (purchase intention of counterfeit products).