Asia Pacific Journal of Marketing and Logistics最新文献

Purpose

Virtual clothing presentation has a visual 3D effort and allows consumers to interact. Currently, most scholars make virtual clothing presentations as a whole or focus on one element to study its impact on consumers’ purchase intentions. This study disassembles the components of virtual clothing presentation in Taobao and explores how each component (virtual clothing, virtual model, presentation space, presentation technology and system quality) affects consumers’ purchase intention, which can provide clothing companies recommendations for developing it and help improve consumers’ online shopping experience.

Design/methodology/approach

This study created the parts of a virtual clothing presentation and took advantage of Taobao’s 3D interactive module to simulate a shopping scenario. Participants experienced a 3D interactive virtual clothing presentation in which they could change clothing colors, show actual clothing sizes, try different model poses, switch presentation backgrounds and unfold clothing structure through interactive buttons. Then they were randomly assigned to view two kinds of images and videos of experiment clothing (real images and videos vs virtual ones), respectively. Hypotheses were tested using SEM and applying SmartPLS 4.

Findings

The results demonstrated that five components of virtual clothing presentation have different degrees of influence on consumers’ purchase intention through different consumer perceptions (perceived usefulness, ease of use and enjoyment). It is necessary to consider the design of the virtual clothing presentation in those five dimensions for different needs. In addition, it is feasible to replace images and animated videos of real clothing with virtual ones in Taobao.

Originality/value

Different types of virtual clothing presentations can lead to various results in terms of diverse impacts. This study disassembles and researches each component of a virtual clothing presentation. Overall, this study could provide guidance and suggestions for clothing companies to develop and design or invest in virtual clothing presentations.

Purpose

The paper is aimed at examining the mediating role of action and coping plans in reducing intention-behaviour gap as a function of underlying perceived self-efficacy [action self-efficacy (ActS) and coping self-efficacy (CopS)] in organic food (OF) consumption.

Design/methodology/approach

A cross-sectional study was designed to examine the moderating role of perceived self-efficacy in the intention–plans–behaviour relationship. To test the theoretical framework, data from 453 valid questionnaires were recruited in Hanoi (Vietnam) and were analysed to test validity and reliability before being evaluated for hypothesis testing by Smart-PLS 4.0.

Findings

The results indicate that action and coping plans have significant positive effects on the relationship between intention and behaviour. CopS has a significant positive effect on the two paths of the intention-coping plan-behaviour mediation, whereas action plan (AP) has merely a significant positive link to the intention-AP path.

Research limitations/implications

There are several limitations of the paper, including a small and undiversified-characteristic sample and general OF.

Practical implications

The findings of the study make recommendations for marketers to boost OF consumption in Vietnam.

Originality/value

This is the first study to examine a dual-moderated mediation model in narrowing the intention-behaviour gap, especially in the context of OF consumption. Particularly, the notions of plan and self-efficacy are divided into sub-constructs on the basis of different functions and both paths in the intention-plan-behaviour mediation are investigated. AP and coping plan are served as dual mediators, whereas ActS is regarded as moderator for both paths of intention-AP-behaviour link and CopS is examined as moderator for both paths of intention–coping plan–behaviour relationship, providing a holistic mechanism in translating intention into behaviour.

Purpose

To motivate the supplier to exert more corporate social responsibility (CSR) effort, the manufacturer offers it either a revenue sharing contract or a cost sharing contract. We study the contract choice of the manufacturer.

Design/methodology/approach

We develop game theoretic models to investigate the manufacturer’s optimal contract choice and examine whether there is a conflict of contract preference between the manufacturer and the supplier.

Findings

First, the revenue sharing contract has more strict conditions regarding the unit cost of the supplier’s CSR effort and the manufacturer’s retail price. Second, the cost sharing contract enables the manufacturer to achieve a “win-win” performance in terms of both profitability and CSR effort. Finally, the supplier prefers the cost sharing contract when the manufacturer’s price is low, otherwise, it prefers the revenue sharing contract.

Originality/value

Differing from the papers on CSR, our paper focuses on the supplier CSR management problem, and analyzes the optimal contract to motivate the supplier to exert more CSR effort.

Purpose

Sharing food through online communities is an effective channel for quickly exchanging edible food, avoiding food waste and promoting environmental sustainability. This study explores how the different characteristics of food sharing platforms influence consumers' perceptions of food safety, attitudes and intentions to engage in sharing activities.

Design/methodology/approach

In-depth interviews are first used to identify the key platform mechanisms that consumers pay attention to. A 2 (protection rules) × 2 (food supply sources) × 2 (transaction volume) factorial between-subjects experiment is used to design 8 scenarios in the literal description. This study finally collects a total of 604 valid samples through a web-based questionnaire to test the hypotheses after conducting manipulation checks, reliability and validity.

Findings

The results of this study show that the three variables of protection rules, food supply sources and transaction volume are the most important among all factors and have different levels of effects in reducing consumers' perceived lack of safety of food shared on online platforms and in improving positive attitudes and behavioral intentions. A moderating role in improving consumers' perceptions, food knowledge and cooking techniques, is also demonstrated.

Originality/value

The findings of this study make a significant contribution to the literature, which lacks research on the influence of food (un) safety on consumer perceptions through platform mechanisms in non-Western countries, as digital technology platforms can effectively connect food providers and recipients. Some practical implications for consumers regarding wasting and sharing food are also provided.

Purpose

This study examines how the visual cues (i.e. positioning in cobranding advertising) influence the luxury evaluation.

Design/methodology/approach

Through four experiments in different contexts, this study investigates the effects of the positioning of two brands in cobranding on luxury evaluation, the moderating role of product category and the mediating role of benefit understanding.

Findings

This study finds that the positioning of two brands in cobranding affects luxury evaluation. Specifically, vertical positioning benefits consumers’ attitude toward luxury compared with horizontal positioning. Results also elucidate that such an effect depends on the product category; that is, the effect of positioning on luxury only exists when the cobranded product belongs to the core (vs non-core) category of luxury. The benefit understanding explains the effects of the positioning and product category on the luxury attitude.

Research limitations/implications

This study contributes to the literature on luxury and cobranding by exploring the visual cues at the marketing communication level influencing the evaluation of luxury brands.

Practical implications

The findings provide important managerial guidelines for enhancing luxury cobranding effectiveness.

Originality/value

This study proposes positioning in cobranding advertisements as one of the antecedents affecting luxury cobranding evaluation. Accordingly, this study adopts a new perspective on visual perception, based on conceptual metaphor theory, which advances the theoretical and empirical knowledge of luxury cobranding.

Purpose

The phenomenal growth in dog ownership, dog-related products and services consumption, and the development of the pet industry emphasizes the need for a deeper understanding of dog-human companionship. This study explored different dimensions of willingness to buy and pay for dog-human companionship.

Design/methodology/approach

The study was conducted among dog owners (N = 337). The data was collected from the dog owners through an adapted questionnaire. Variance-based Partial Least Square Structural Equation Modeling (PLS-SEM) was applied to understand the relationship among the variables under study.

Findings

The results of the data analysis revealed that specialty purchases and activity/youth had a significant association with willingness to pay for dog companionship. However, boundaries predict the willingness to buy products and services related to dogs. In addition, there was a significant difference between males and females regarding buying intentions, wherein females were willing to buy dog products in the Indian context.

Originality/value

This study provides significant dimensions of willingness to buy and pay for the pet industry. The results of this study can help managers draft marketing strategies to influence dog owners.

Purpose

This study aims to explore the collaborative value creation process in the context of regional public brands within the specialty agricultural products domain. It examines the role of cluster social capital in facilitating stakeholder interactions and cooperation, thereby enhancing the value of these brands.

Design/methodology/approach

The study adopts a value co-creation theoretical framework to construct a relational model that links cluster social capital, brand interaction, stakeholder perceived value, and the value of regional public brands. An empirical analysis is conducted using a sample of 404 valid responses to test this model and assess the influence of cluster social capital on brand value co-creation.

Findings

The findings reveal that cluster social capital significantly impacts stakeholder participation in value co-creation activities, thereby playing a crucial role in enhancing the value of regional public brands. The study also finds that brand interactions significantly affect stakeholder perceived value and the overall brand value, with perceived value acting as a partial mediator in these relationships.

Originality/value

This research contributes to the understanding of value co-creation in regional public brands, particularly in the agricultural sector. It provides new insights into how cluster social capital influences the value creation process, offering valuable implications for policymakers and practitioners working to develop and promote regional public brands in the specialty agricultural products market.

Purpose

The purpose is to investigate how to create a new premium new energy vehicle brand.

Design/methodology/approach

This study employed a two-stage design. Firstly, a single-case study of NIO was undertaken to execute a thematic analysis, from which propositions were proposed and a theoretical model was constructed. Subsequently, quantitative data were collected through the questionnaire method to empirically test the model developed in the first stage.

Findings

NIO creates great user experience through four aspects: product, service, digital touchpoints and lifestyle. Functional experience is shaped by product and digital touchpoints, while emotional experience is affected by service and lifestyle. NIO wins extremely high user satisfaction through great user experience. User satisfaction is affected by both functional and emotional experience. Taking extremely satisfied users as the core, NIO leverages word-of-mouth recommendations to increase brand awareness and build premium brand image, so as to achieve high performance in the long term.

Originality/value

This study contributes to the literature by proposing and testing a theoretical model of creating a new premium new energy vehicle brand. It highlights the significance of emotional factors in the process of creating a new premium brand. It proposes employing the “ripple model” to translate user satisfaction into financial performance. It provides a three-step guide to creating a new premium brand for managers.

Purpose

As climate change disproportionately affects vulnerable populations, ensuring thermal comfort for older adults is magnified in tropical senior living environments. This study explores the lived experiences of older adults' thermal comfort in senior living facilities in a tropical climate and how these experiences impact their overall well-being.

Design/methodology/approach

Employing Moustakas' transcendental phenomenology and the Modified Stevick-Colaizzi-Keen method, this study investigated older adults' thermal experiences through semi-structured interviews with 28 participants in six urban senior living facilities in Malaysia.

Findings

Four primary themes emerged: fabric and function; atmospheric conditions and living dynamics; thermal dynamics and environmental comfort; temperature tensions of stress, sound, and sensitivity. Our findings underscore the importance of considering the multisensory and multi-faceted nature of thermal comfort for older adults, considering sensory aspects, early life experiences, cultural practices, and personal preferences, particularly in tropical climates.

Originality/value

As one of the first to explore the thermal comfort of older adults in senior-friendly accommodations in a tropical climate, the findings provide a comprehensive understanding of older adults' diverse thermal comfort needs and offer practical recommendations for environments that support healthy aging. By integrating insights from hospitality, gerontology, and environmental studies, this research contributes to the promotion of public health and aligns with global objectives to improve the well-being of the aging population.

Purpose

This paper intends to address the decision-making and coordination of green supply chain (GSC) considering risk-averse manufacturers under mixed carbon policy.

Design/methodology/approach

This paper focuses on a GSC consisting of a manufacturer and a retailer, in which the manufacturer is risk-averse (R-A). This paper employs Stackelberg game theory and mean variance analysis to assess the pricing decision-making process under various scenarios. Furthermore, cost-sharing contracts are introduced to coordinate the GSC.

Findings

The research results suggest that the green level of the product and the profit of the GSC under a centralized scenario are higher than those under a decentralized scenario, while the retail price is lower. Under the decentralized scenario, the green level of product, wholesale price and manufacturer’s profit in the R-A scenario are lower than the values in the risk-neutrality scenario, while retailer's profit is higher. In addition, when a cost-sharing contract is utilized for coordination in the GSC, it can lead to Pareto improvement, regardless of whether the manufacturer makes risk-neutrality or R-A decisions.

Originality/value

This research provides a deeper understanding of GSC decision-making and coordination strategy under mixed carbon policy with consideration of R-A from a theoretical perspective and provides decision support for enterprises to choose strategies in practice.