Huam Hon Tat

Huam Hon Tat

*This is an algorithmically generated author record based on publicly available information.

Current Organizations / Institutes

The organizations/institutes from the scholar's latest article


Huam Hon Tat has a total of 28 co-authors. Here are the top co-authors by number of shared publications:


Latest Publications

  • Open Access

    Organizational Culture and Organizational Performance: A Narrative Review of Concepts, Measures, and Evidence

    by Huijun Zheng, Hon Tat Huam

    Organizational culture has been widely recognized as an important factor influencing organizational performance. It shapes how organizational members understand their roles, interact with others, make decisions, and respond to change. However, existing research does not provide a uniform explanation of how organizational culture affects organizational performance. Differences in cultural dimensions, performance measures, research methods, and organizational contexts have produced varied findings. These issues are particularly relevant to higher education institutions (HEIs), where organizational performance involves multiple outcomes, including teaching, research, administration, employee development, and institutional sustainability. This study adopts a narrative review approach to synthesize existing research on the relationship between organizational culture and organizational performance. The review draws primarily on recent studies published between 2016 and 2026, while also incorporating established theoretical and empirical works. The literature was identified through searches of Web of Science Core Collection, Scopus, and Google Scholar and was synthesized thematically. The review indicates that organizational culture is generally associated with organizational performance, but the relationship is neither uniform nor necessarily direct. Different cultural characteristics may influence performance through different organizational processes and under different contextual conditions. The review also identifies considerable variation in the conceptualization and measurement of both organizational culture and organizational performance. These limitations make it difficult to compare findings and develop cumulative knowledge. The review highlights the value of examining specific cultural dimensions, organizational mechanisms, and contextual conditions when studying the culture–performance relationship. Particular attention is given to the implications of these findings for higher education institutions and to directions for future research.

  • Open Access

    Driving innovation performance and sustainable marketing through big data analytics and the moderating role of marketing agility and customer experience management

    by Md Awlad Hossain, Huam Hon Tat, Azmawani Abd Rahman, Bidyut Kumer Balo

    Despite the strategic importance of digital transformation, the mechanisms by which big data analytics translates into innovation performance remain a “black box” in small and medium-sized enterprises. Our study uniquely integrates big data analytics and Sustainable Marketing to examine innovation performance while investigating the moderating effects of customer experience management and marketing agility, which have been overlooked in prior research. Using structural equation modeling, data from 300 managers in textile SMEs in Bangladesh were analyzed to examine the nature of the relationships among variables. The results show that while big data analytics is a critical antecedent of innovation performance, its impact is significantly amplified by the mediating role of Sustainable Marketing. Crucially, we identify a “synergy effect” in which marketing agility and customer experience management serve as essential boundary conditions that strengthen the big data analytics-innovation performance nexus. The findings suggest that to enhance innovation performance, firms should prioritize not only big data analytics and Sustainable Marketing but also invest in customer experience management and marketing agility. The proven relationship extends to the study of innovation management, Sustainable Marketing, customer experience management, and marketing agility literature, demonstrating that strategic marketing tools, such as Sustainable Marketing, customer experience management, and marketing agility, not only provide customer-related outcomes but also enhance innovation performance.

  • Virtual vs. Human Streamers in Live‐Streaming Commerce: How Attachment Styles Influence Purchase Intention

    by Xu Yan, Huam Hon Tat, Yongsheng Zhou

    The growing popularity of virtual streamers has greatly influenced live‐streaming commerce. However, few studies have examined how consumer psychological traits impact purchasing decisions in this context. Given the importance of personal characteristics in shaping consumer behavior, this study investigates the effects of attachment styles (anxiety and avoidance) on purchase intention in the context of low‐involvement products. Social anxiety and social presence are proposed as mediators of these effects. The study also examines whether streamer type (virtual vs. human) moderates these relationships. Attachment styles were selected given the highly interactive and emotionally driven nature of live‐streaming commerce, which shapes social interactions and emotional engagement. Two experimental studies indicate that both attachment avoidance and attachment anxiety increase social anxiety, which in turn reduces perceived social presence and purchase intention. Notably, these effects persist regardless of streamer type. The findings extend attachment theory to live‐streaming contexts, deepen the understanding of consumer psychology in digital retailing, and provide valuable insights for practitioners in live‐streaming commerce.


  • Open Access

    From Use to Habit: Rethinking Consumer Spending Behavior in Malaysia's Digital Payment Ecosystem

    by Masri Abdul Lasi, Huam Hon Tat, Amer Hamzah Jantan

    The rise of digital payment systems has significantly reshaped financial transactions across Southeast Asia, with Malaysia emerging as a key player in this transformation. This study examines how specific features of digital payment platforms—such as convenience, perceived security, and rewards programs-alongside demographic factors, influence consumer spending behavior. Guided by the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research focuses not just on adoption but on postadoption behaviors among Malaysian users. A structured survey of 500 active digital payment users was conducted, and the data were analyzed using regression and ANOVA techniques. Interestingly, the results challenge common assumptions in both academia and industry. Although participants expressed generally positive views about the convenience and security of digital payments, none of these factors-including rewards or demographics, were found to predict their spending behavior significantly. These findings suggest that once consumers become accustomed to digital payments, their usage patterns may be shaped more by habit, emotional response, or lifestyle fit than by the platform features themselves. This insight opens up new conversations around how digital finance should be designed, marketed, and studied going forward. The study concludes by calling for more nuanced, behaviorally grounded models and practical strategies that go beyond technical efficiency.

  • Open Access

    Understanding Humor-based Leadership's Impact on Work Value and Performance with a Special Emphasis on Shandong

    by Fangfang Song, Hon Tat Huam

    The research examines how leadership humor affects work value and performance specifically within the context of Shandong China. Leadership practices that use humor have become a subject of rising interest because they show promise to shape both workplace environments employee motivation and organizational success. The analysis combines research from three different sources including published scholarly publications along with company reports and existing studies to examine the work value effects of humorous leadership approaches. Researchers used thematic analysis to determine prominent data patterns that explain how humor affects leadership success as well as group unity and performance outcomes. The study indicates that leadership executed through humor enhances job quality but also found a better result block in an outcome that these two ultimately affect jointly. Humor is a major key and is a mode of creativity that is often used to deflect anxiety and raise company morale. The study makes an important contribution to the use of humor as a strategic leadership practice that enhances organizational performance. This study concludes that Shandong businesses should adopt the fun leadership strategy as it positively affects the outcome of worker productivity and organization.

  • Open Access

    Impact of the Proactive Environmental Strategy and Environmental Collaboration on Sustainability Performance in Chinese Manufacturing Industry: A Conceptual Framework

    by Wang Xiao, Thoo Ai Chin, Lee Van, Huam Hon Tat

    As global environmental issues intensify, enterprises face increasing pressure to pursue sustainable development. China’s manufacturing industry plays a critical role by significantly contributing to GDP, job creation, and export volumes globally. However, its rapid expansion, fueled by intensive resource consumption, has caused environmental degradation and increasing emissions. Consequently, China risks lagging behind other industrialized nations unless strides are made toward sustainable development. This study, grounded in the context of China’s manufacturing industry, develops a conceptual framework to examine the influence of Proactive Environmental Strategy (PES) and Environmental Collaboration (EC) on sustainability performance. PES refers to proactive environmental initiatives undertaken by enterprises to surpass basic regulatory requirements, aiming to enhance resource efficiency and minimize environmental impacts. EC focuses on collaborative efforts between enterprises and their upstream and downstream supply chain partners to jointly advance environmental management practices. The proposed framework highlights the mediating role of environmental collaboration in proactive environmental strategies to enhance corporate sustainable performance. It specifically addresses how to achieve three dimensions of sustainability performance, including environmental, economic and social aspects. This study will use quantitative methods with data collection through surveys distributed to manufacturing companies in Shaanxi province of China. Structural equation modeling will be employed to find out the relationship between variables. The contribution of this study lies in offering theoretical foundations and practical guidance for China’s manufacturing sector in adopting sustainable strategies. By identifying critical driving factors and mediating variables, it provides enterprises with pathways to achieve green transformation in complex environments. Furthermore, this framework offers a solid basis for future research and provides policymakers with actionable insights to bridge micro-level practices with macro-level sustainability goals.

  • Open Access

    Psychological, Technological and Economic Factors Influencing Purchase Intention Towards Battery Electric Vehicles: A Conceptual Paper

    by Muhammad Mujahid Memon, Abu Bakar Sade, Huam Hon Tat

    Battery electric vehicles offer zero-emission solutions to achieve zero CO2 emission by 2050. Despite environmental benefits and diverse models available globally, BEV adoption remains critically low, especially in developing countries most vulnerable to climate impacts. Existing research presents inconsistent and contradictory findings regarding factors influencing BEV purchase intention, creating significant knowledge gaps. This conceptual paper addresses these gaps through extensive literature review, identifying key psychological, technological, and economic determinants affecting consumer decision-making. The study proposes an integrated conceptual framework combining Theory of Planned Behavior (TPB), Norm Activation Model (NAM), and Unified Theory of Acceptance and Use of Technology (UTAUT), enhanced with electronic word-of-mouth, purchasing price, and perceived economic benefits. The software SPSS and Smart-PLS are suggested for descriptive and inferential statistics. The structural equation modeling is proposed to test the relationships among variables. This integrated framework provides strategic insights for governments, manufacturers, and policymakers to enhance consumer purchase intentions, categorize influential factors by impact magnitude, and accelerate sustainable transportation adoption essential for achieving global climate commitments.