Asia Pacific Journal of Marketing and Logistics最新文献

Purpose

This study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.

Design/methodology/approach

The author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.

Findings

The refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.

Practical implications

The study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.

Originality/value

The authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

Purpose

Although the impact of carbon emissions regulations is evident to upstream automakers, their influence on downstream B2C car-sharing platforms remains unclear. This article reveals the influence of carbon emission regulations on the performance of supply chain members. In particular, we focused on the decision of B2C car-sharing platforms.

Design/methodology/approach

We develop a three-stage dynamic game model consisting of an automaker, a B2C car-sharing platform and consumers.

Findings

The carbon emission cap has a critical threshold. Above this threshold, the regulation is ineffective for the platform’s operating model. Below it, the regulation affects the platform, moderated by customers' green awareness. The threshold initially decreases (weakly) and then increases in awareness. Effective caps reduce profits for the manufacturer, B2C car-sharing platform and supply chain, while ineffective caps see higher profits with increased awareness.

Originality/value

Firstly, this paper explores the impact of carbon emission caps on the operational strategies of B2C car-sharing platforms within the sharing economy, complementing existing research. Secondly, it identifies conditions where stricter caps prompt B2C car-sharing platforms to adjust their operational models and offers fresh insights for managers and departments responsible for carbon emission policy formulation. Thirdly, the study uncovers how carbon emission caps affect the performance of supply chain members, providing crucial managerial insights for sustainable operations.

Purpose

Choosing the proper selling format for online retail has long been a critical issue for many platforms to consider, whereas the emergence and popularity of live-streaming have had a massive impact on the platform's business. As a result, selecting the suitable operating strategy for the live channel has become another critical issue for platforms. In such a context, what will be the impact of live-streaming on selling formats?

Design/methodology/approach

In order to explore these issues, we identified two selling formats (wholesale reselling or agency selling) as well as two operating strategies (introduce or discard). Thereby, four channel-structures are constructed, namely the reselling-discard model (WN), the reselling-introduce model (WL), the agency-discard model (AN), and the agency-introduce model (AL). We comprehensively compare how different structures affect stakeholders' interests, consumer surplus, and social welfare through equilibrium analyses.

Findings

These results help clarify the impact of critical factors (e.g. self-effort attribute, cross-effort attribute, and commission ratio) on the choice of models. We find that regardless of the selling agreement between the manufacturer and the platform, the introduction of a live store is necessary; specifically, when the commission ratio is high, the platform's optimal decision is first to sign an agency agreement and then apply live selling (AL); conversely, when the commission ratio is low, the platform's optimal strategy is first to enable the live channel and then to select the reselling format (WL), together, this also reveals, from a theoretical perspective.

Originality/value

Our study includes the dual analysis of selling formats and channel operations, considering the inherent dual attributes of service efforts and the external competitive environment.

Purpose

Live-streaming e-commerce (LSE) allows anchors to bring offline promotion skills to interact with consumers and persuade them to buy. However, how consumers respond to these communications remains unknown. This study examines the persuasive effect of different scarcity marketing messages on impulsive buying in the LSE context.

Design/methodology/approach

This study adopts scenario-based experimental methods and conducts two 2 quantity-based scarcity (supply-framed vs demand-framed)*2 time-based scarcity appeals (high vs low) between-subjects experiments to test the hypotheses.

Findings

The results indicate that supply-framed appeals are more effective in provoking consumers’ arousal and impulsive buying, but are moderated by time scarcity. Furthermore, emotional arousal only mediates the effects of quantity-based scarcity appeals on impulsive buying under high-level time scarcity conditions.

Originality/value

This study contributes to the e-commerce literature by comparing the persuasive effect of different scarcity messages in the LSE context. We broaden the scarcity marketing literature by testing the combined effect of quantity-based and time-based scarcity appeals. Finally, this study extends the application of the competitive arousal model.

Purpose

This study investigates the effects of two types of self-disclosure by influencers (i.e. personal self-disclosure and professional self-disclosure) on followers’ parasocial relationships with them and online engagement with their content, which eventually affect followers’ purchase intentions.

Design/methodology/approach

This study collected data based on a cross-sectional survey of 823 social media users. Structural equation modeling analysis was used to test the overall structural model and the mediating roles of parasocial relationships and engagement.

Findings

This study reveals that influencers’ personal self-disclosure has a positive impact on followers’ parasocial relationships with them and online engagement with their content. Interestingly, the results indicate an inverted U-shaped relationship between influencers’ professional self-disclosure and followers’ parasocial relationships, as well as online engagement with the influencers’ content. Furthermore, followers’ parasocial relationships and engagement partially mediate the impact of influencers’ personal and professional self-disclosure on followers’ purchase intentions.

Research limitations/implications

This study contributes to the literature by revealing the underlying mechanisms of the differential effects of influencers’ personal and professional self-disclosure on followers’ purchase intentions.

Practical implications

The findings will assist marketers in leveraging influencer-generated content to enhance influencer marketing effectiveness.

Originality/value

This research provides a better understanding of the potential linear and nonlinear effects of influencers’ self-disclosure on followers’ parasocial relationships and engagement in social media marketing.

Purpose

This study aims to develop a chain-mediated model to examine how streamer and product characteristics influence consumer behavior inertia (CBI) based on an extended cognitive-affective-conative (CAC) perspective.

Design/methodology/approach

This study used an online survey concerning the livestreaming activities of 250 experienced shoppers to measure the proposed model.

Findings

Streamer (product) attractiveness mediates the relationship between streamer (product) characteristics and shopping experience memory. Streamer (product) attractiveness and shopping experience memory have a chain mediating effect between the streamer (product) characteristics and CBI.

Originality/value

Theoretically, the study demonstrates the critical role of attractiveness and shopping experience memory in the formation of consumer inertia and complements current explanations of consumer continuance of buying through livestreaming. From a managerial standpoint, the findings provide guidelines for enterprises carrying out livestreaming business on how to improve inertia to realize a stable profit source.

Purpose

Postulating that individuals exposed to the threat of contagious diseases respond oversensitively toward other people, the current research aims to investigate its impact on consumers’ preferences for human images—human presence—in product packaging.

Design/methodology/approach

Five independent online and offline experiments were conducted. Studies 1, 2a, and 2b employed a three-group (threat: contagious vs. control vs. noncontagious) between-subjects design to investigate the main effect and its underlying mechanism. To further examine the moderation effects, Study 3 used a 2 (threat: contagious vs. control) × 2 (product feature: basic vs. antibacterial) between-subjects design, and Study 4 employed a 2 (threat: contagious vs. control) × 3 (human type: non–human vs. human–adult vs. human–baby) between-subjects design.

Findings

Studies 1, 2a, and 2b demonstrate that consumers facing the threat of contagious diseases tend to avoid social interaction, leading to a lower preference for products featuring human presence (vs. non-human presence). Studies 3 and 4 contribute to our hypothesized process by providing boundary conditions. Specifically, when the product incorporates an antibacterial function (Study 3) and the packaging depicts a baby (Study 4), the existing effect can be attenuated.

Originality/value

Despite the prevalence of experiencing epidemics and pandemics, little work has examined how threatened consumers respond to product packaging. The present research addresses this gap by exploring consumers' preferences for products featuring human presence on their packaging. Furthermore, this research contributes to the practical understanding of consumer choices by identifying product features and human types as moderating factors.

Purpose

Source factors have long been a key construct in studies of word-of-mouth influence, but particularly for the digital context of electronic word-of-mouth (eWOM), source trustworthiness and parasocial relationships are worth a considerable focus. This study pays close attention to not only the effects source trustworthiness and parasocial relationships exert on eWOM influence but also the antecedents driving them. This study additionally considers the moderating role of brand credibility in the relationships between the two key constructs and eWOM influence. Confirmatory factor analysis (CFA) was conducted to assess the reliability and validity of the constructs.

Design/methodology/approach

A quantitative survey was sent to university students in Ho Chi Minh City, Vietnam, to collect 766 responses, which were then analyzed using an SEM approach. The sampling strategy was based on convenience and snowball sampling techniques to ensure a diverse representation of the student population. Respondents were asked to rate their perceptions of source trustworthiness, parasocial relationships, brand credibility, and eWOM influence regarding social media influencers they follow. The collected data were then analyzed using an SEM approach, utilizing software such as AMOS to validate the measurement model and test the proposed structural relationships.

Findings

The results confirm the strong impact of source trustworthiness and parasocial relationships on eWOM influence and recognize source authenticity to be the most powerful driver behind the two. Additionally, the findings suggest that brand credibility can positively moderate how source trustworthiness affects eWOM influence, with interaction effects examined through multi-group analysis.

Originality/value

Relevant implications for researchers and marketing practitioners are discussed, emphasizing the strategic selection of eWOM sources and the cultivation of brand credibility to enhance consumer engagement.

Purpose

As fitness apps have integrated gamification elements into their design to transform exercise into a compelling and competitive experience, this study draws on the expectation confirmation model (ECM) and self-determination theory (SDT) to propose a comprehensive framework for sustained usage by satisfying the psychological needs of users.

Design/methodology/approach

A longitudinal study design is utilized where data from 598 fitness app users were gathered over two distinct phases separated by 24 weeks, where data were analyzed using structural equation modeling.

Findings

The findings until phase 1 depict that motivational affordances significantly affect mastery, autonomy and relatedness, which in turn exert a significant influence on flow. Identification and compliance have a more pronounced effect in phase 2 compared to stage 1 of the analysis.

Research limitations/implications

Individuals are more prone to being swayed by fellow members of their social group who share an affiliation with fitness apps, leading them to sustain their usage of fitness apps. These insights can potentially guide app developers and marketers in formulating strategies based on modifiable factors to foster sustained growth for gamified fitness apps.

Originality/value

This study takes a novel stance by employing social impact theory (SIT) in a longitudinal setting to reveal how users react to identification and compliance effects during initial and post-adoption usage of gamified fitness apps.

Purpose

This study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This research can provide input for teaching, public policy toward digital infrastructure and influence public attitudes toward digital involvement in business. This implication is in line with the findings of this research, which bridges theory and practice and has the potential to influence economic growth and quality of life.

Design/methodology/approach

The data collection method used is a survey method by distributing questionnaires to MSME actors. The number of samples in this study was 234 respondents. This study was analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software.

Findings

The results of this study indicate that marketing through social media has an effect on the performance of MSMEs. MSMEs need to adopt digital media considering the rapid development of digital technology today to be in line with the demands of business development. Using social media platforms, consumers can instantly connect with new products, services and brands with ease.

Originality/value

This article provides a significant and original contribution to the literature by examining the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This report provides new insights into the adoption and impact of SMM in the Indonesian context, where internet and social media use is very high.