Asia Pacific Journal of Marketing and Logistics最新文献

Purpose

This study aims to identify which types of information quality influence purchase intentions the most in live streaming commerce and to examine the role of network size in this context.

Design/methodology/approach

We propose a model to investigate the correlation among the quality of different information in live streaming commerce, consumer trust, network size and purchase intention. An empirical analysis of 505 questionnaires was conducted by constructing a structural equation model.

Findings

The empirical findings indicate that information quality can directly enhance purchase intention and exert an indirect influence through the mediating factors of trust in products and streamers. Perceived network size positively moderates the relationship between information quality and trust in products. Of the five types of information, the quality of bullet-screen comments information is most important to consumers.

Originality/value

This study represents the first systematic analysis of how the quality of multiple types of information in live streaming commerce influences consumer trust and purchase intention, integrated within a unified framework. It uniquely introduces network size as a moderating variable, offering both theoretical insights and practical guidance for balancing information quality with network size in live streaming commerce environments.

Purpose

This study evaluates how well Victorian local councils’ procurement policies align with the sustainable and circular economy (CE) approach that prioritises sustainable and regenerative practices. It proposes a set of criteria designed to effectively integrate environmental sustainability issues into purchasing policies.

Design/methodology/approach

Employing the Specific, Measurable, Assignable, Realistic and Time-bound (SMART) framework, a multi-dimensional content analysis guided by the goal-setting theory was applied to evaluate all 79 Victorian local councils’ procurement policies. This approach provided an assessment of policy specificity, measurability, assignability, realism and time sensitivity in promoting environmental sustainability through purchasing policies.

Findings

The findings underscored a significant deficiency in policy adherence to all SMART criteria concerning environmental sustainability, hindering the effective green purchasing decisions within government entities. This lack of integration of greening in purchasing policy poses challenges for manufacturers of waste-derived goods, obscuring the procurement objectives of these critical public sector customers.

Practical implications

The paper contributes to the sustainable procurement (SP) discourse by proposing guidelines aimed at improving the efficacy of governmental purchasing of sustainable products. These guidelines address the broader imperative to mitigate the environmental impacts of governmental spending on less sustainable goods, thereby fostering ecological sustainability and promoting responsible consumption.

Originality/value

While past studies have often relied on subjective content analysis methods, the SMART assessment used to develop the environmental sustainability criteria for purchasing policies, which distinguishes this study from previous governmental policy evaluation studies. This approach marks a departure from traditional governmental policy evaluation studies, offering a more structured analysis of policy effectiveness in promoting SP practices.

Purpose

Drawing upon extended-self theory, this research aims to understand how different access modes of consumption and product type influence consumers' perceptions of self-product connection and sense of individual and collective ownership.

Design/methodology/approach

Two experiments assessed the impact of access modes (temporary vs permanent) and product types (tangible vs intangible) on individual and collective psychological ownership (IPO and CPO) as well as the mediating role of self-product connection in these relationships.

Findings

Temporary access reduces IPO compared to permanent access. Moreover, self-product connection mediates the relationship between access modes and both IPO and CPO. Product type significantly moderates the degree of psychological ownership, with intangible products having a notable influence on the impacts of access modes on IPO and CPO.

Practical implications

Understanding the nuances of access-based consumption and its effects on psychological ownership can inform marketers and businesses in designing more effective strategies for product offerings and access modes. Highlighting self-product connection can aid in cultivating stronger consumer relationships and loyalty in access-based consumption contexts.

Originality/value

This study contributes to the existing literature on consumer access-based consumption by shedding light on the changing dynamics of material possessions and the psychological mechanisms underlying ownership perceptions in access-based models.

Purpose

The digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.

Design/methodology/approach

This study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.

Findings

The exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.

Originality/value

The proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.

Purpose

This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands.

Design/methodology/approach

Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM).

Findings

The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship.

Originality/value

This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.

Purpose

Online learning is increasingly popular, and educational platforms provide a wealth of courses. Improving course sales is the key to promoting sustainable development of online course platforms. However, limited research has explored the marketing of online courses. We study how to drive online course sales by leveraging teacher information.

Design/methodology/approach

We performed an empirical study. We collected data through a crawler and image recognition from Tencent classroom.

Findings

Our results show that providing teacher information and profile images helps promote online course sales. However, detailed course descriptions weaken the positive impact of teachers' profile images on online course sales. Furthermore, our study shows an inverted U-shaped relationship between the intensity of smiling in teacher profile photos and online course sales, and teacher descriptions negatively moderate this relationship.

Research limitations/implications

Our study contributes to the research on online course sales and extends the context of the research on smiling as well as the studies of visual and textual information.

Practical implications

The results have practical implications for online course sellers and platforms.

Originality/value

Existing scholarly efforts have explored online courses mainly from an education perspective. More research is needed to advance the understanding of online course sales. Our study advances research in the marketing of online courses.

Purpose

The research aimed to identify factors influencing customer loyalty in the use of mobile telecommunication services in Vietnam, focusing on two dimensions “attitudinal loyalty” and “behavioral loyalty.”

Design/methodology/approach

Based on survey data collected from 820 in two of Vietnam’s major cities users, Hanoi and Ho Chi Minh City, the data were processed using SPSS and AMOS software.

Findings

The study identified four factors affecting customer loyalty to mobile telecommunication services, with perceived service quality directly impacting both attitudinal and behavioral loyalty. Corporate image and perceived switching costs influenced attitudinal loyalty, while trust affected behavioral loyalty. Moreover, perceived service quality indirectly influenced attitudinal loyalty through corporate image and perceived switching costs.

Research limitations/implications

The study only focuses on a limited number of factors influencing mobile telecommunications service user loyalty, its restricted geographical sample from only Hanoi and Ho Chi Minh City, and the simplification of perceived switching costs without considering their various components, such as psychological, financial and procedural costs, which could provide more comprehensive experimental and theoretical insights.

Practical implications

The study reveals that customer loyalty in Vietnam’s mobile telecommunications sector is linked to the relationship between attitude toward the service provider and continued usage behavior, categorizing customer groups into genuine loyalty, latent loyalty, feigned loyalty and disloyalty. It suggests that service providers should focus on improving service quality and cultivating a positive, transparent corporate image to bolster customer trust, foster stable relationships and remain competitive in the market.

Originality/value

The research model combines Oliver’s (1999) theory of loyalty with Aydin and Özer’s (2005) research model, focusing on perceived service quality, corporate image, trust and perceived switching costs, examining their relationships with both behavioral and attitudinal loyalty simultaneously.

Purpose

This study discusses the sources of value co-creation and its effects on businesses using social platforms such as Facebook, Instagram, Twitter and blogs.

Design/methodology/approach

A total of 301 survey responses were selected. The selected respondents indicated that they lived in South Korea, had an occupation as a private business or marketer and had used a social platform one or more times a day. The hypotheses were tested using a structural equation model.

Findings

The study reveals that the source of sustainable value co-creation between social platforms and businesses positively affects the competitive advantage of maintaining businesses. This advantage reveals an integrated relationship that leads to the successful financial performance of businesses through online word of mouth and customer satisfaction. Moreover, this study finds that the relationship between variables differs by social platform types (unidirectional vs bidirectional service).

Research limitations/implications

The results of this study explain the relationship between value co-production, value-in-use, SCA and long-term performance. However, this study focused on private business and marketing staff working in companies in South Korea. Accordingly, more countries in which social platforms are widely utilized should be taken into account to help generalize the empirical findings.

Practical implications

There is a difference in the relationship between co-creation activity and cost advantage/long-term performance in accordance with the service type of a social platform. The results indicate that a bidirectional service is a more powerful tool for cost advantage and long-term performance.

Originality/value

This study focuses on the role of value co-creation in social platforms to ensure companies’ sustainable competitive advantage and performance. The results of this study will help companies develop online marketing strategies using social platforms.

Purpose

This study investigates the roles of consumption motives and ethical perspectives in explaining individuals’ perceptions of corporate social responsibility (CSR) within the context of the recreational marijuana industry, often characterized as morally contentious.

Design/methodology/approach

The research was conducted in Canada, a country where recreational marijuana is legally permitted. Through an online survey, 411 participants were recruited, and the data were analyzed using Statistical Package for the Social Sciences (SPSS) and SmartPLS4, employing ANOVA and structural equation modeling (SEM) techniques.

Findings

ANOVA analyses reveal significant differences across four ethical perspectives: absolutism, subjectivism, situationism and exceptionism. Conformity motives are most prominent in the exceptionism group, while expansion motives are more common in the subjectivism group. CSR perceptions vary among these groups, with situationism showing the most favorable views. In the absolutism group, expansion and social motives positively influence CSR perception, whereas conformity motives negatively impact it. Conversely, in the exceptionism and situationism groups, only expansion motives positively affect CSR perception. Unexpectedly, within the subjectivism group, only conformity motives have a significant negative effect on CSR perception.

Originality/value

This study examines a controversial industry and contributes to research on recreational marijuana by comparing consumer motives from ethical perspectives. Unlike previous research focused on consumption behaviors (e.g. use frequency), this study investigates how CSR perceptions are shaped by consumption motives and vary with ethical viewpoints.

Purpose

The research frontier concerning the relationship between Industry 4.0 (I4.0) and supply chain performance (SCP) in manufacturing is currently lacking in a comprehensive examination. This study examines the relationship between I4.0 adoption and SCP. Additionally, the study examines the mediating effects of supply chain traceability (SCT), supply chain visibility (SCV) and supply chain resilience (SCR), both individually and sequentially.

Design/methodology/approach

The data were garnered from 510 managers of manufacturing firms, and PLS-SEM was applied to examine the sequential mediation effect of SCT, SCV and SCR between I4.0 and SCP.

Findings

Results indicate a statistically significant direct relationship between I4.0 adoption and SCP. Furthermore, SCT mediates the impact of I4.0 on SCP. Similarly, results showed that SCV mediates the impact of I4.0 on SCP and SCR mediates the impact of I4.0 on SCP. Moreover, the relation between I4.0 adoption and SCP is substantially influenced by the sequential effects of SCT, SCV and SCR. The study provides novel empirical evidence by investigating the sequential mediation roles of SCT, SCV and SCR between I4.0 adoption and SCP through the lens of the resource-based view (RBV) perspective.

Practical implications

Policymakers must prioritize the promotion of I4.0 integration to strengthen the performance of manufacturing supply chains (SC). This can be achieved by improving traceability, visibility and resilience within these SCs.

Originality/value

The originality of this study lies in its use of the sequential mediation effect of SCT, SCV and SCR between I4.0 and SCP under the theoretical lens of RBV.