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Color congruence on Instagram: the role of flow and aesthetic experience Instagram 上的色彩一致性:流量和审美体验的作用
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-22 DOI: 10.1108/apjml-11-2023-1114
Pin Luarn, Chiao-Chieh Chen, Yu-Ping Chiu

Purpose

Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.

Design/methodology/approach

A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.

Findings

This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.

Originality/value

This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.

目的社交媒体已成为营销人员和品牌传播品牌相关信息的重要平台。本研究旨在探讨主题与背景之间的色彩一致性对营销效果的影响,特别关注Instagram。设计/方法/途径通过实验室实验,探讨品牌帖子中主题与背景之间的色彩一致性如何影响流量和审美体验,进而影响Instagram上的品牌态度、访问意向和网络口碑等营销传播参数。研究结果本研究表明,无论品牌布局或帖子如何,色彩一致性都会显著影响流量和审美体验,进而影响营销效果。原创性/价值本研究有助于对一致性理论和社交媒体营销的理论理解,为品牌通过照片加强传播和有效管理其官方 Instagram 账户提供了有价值的见解。
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引用次数: 0
Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity 社交媒体参与建立客户参与和共同创造行为的动力:品牌互动性的调节作用
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-20 DOI: 10.1108/apjml-08-2023-0754
Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, Imran Khan

Purpose

Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.

Design/methodology/approach

We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.

Findings

The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.

Research limitations/implications

We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.

Practical implications

The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.

Originality/value

While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

目的我们从自我一致性理论(SCT)和服务主导逻辑(SDL)的角度出发,建立了一个模型来研究社交媒体参与(SMI)、自我品牌一致性(SBC)、顾客-品牌参与(CBE)、品牌共创行为(BCB)、品牌互动性和豪华服务型酒店品牌的行为意向(BIN)之间的关系。研究结果研究结果表明,SBC 和 SMI 对 CBE、BCB 和行为意向有积极影响。研究结果还揭示了 SMI 和 SBC 通过 CBE 的中介作用对顾客的 BCB 和行为意向产生的间接影响。最后,研究结果探讨了品牌互动性的调节作用,以增强模型的解释力。本研究为现有的市场营销和酒店管理研究做出了贡献,并为进一步的研究提供了丰富的机会。本研究文章有助于营销人员理解基于 CBE 的前因后果,并促进他们提高 CBE、BCB 和行为意向。
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引用次数: 0
The impact of the collaborative consumption triangle on purchasing intentions within online food delivery platforms 协作消费三角对在线食品配送平台购买意向的影响
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-19 DOI: 10.1108/apjml-10-2023-1053
Fei-Fei Cheng, Meng-Hsu Hsu, Chin-Shan Wu

Purpose

This study adopted the collaborative consumption triangle to explore the influence of online food delivery platforms (OFDP) on consumer purchase intentions. It investigates the effects of restaurants' corporate social responsibility (CSR) practices, individuals' food neophilic tendencies (FNT), and platforms' perceived benefits on purchase intention within OFDP. Furthermore, the study analyses differences in consumers' pro-environmental behaviour (PEB) on OFDP.

Design/methodology/approach

The 497 participants conducted a web-based self-completion survey, using structural equation modelling to analyse the path structure of consumer purchasing intention. Furthermore, differences in PEB among OFDP consumers were compared through multigroup analysis.

Findings

The findings indicate that CSR influences the perceived value of sustainability and that the perceived value of sustainability influences purchase intention. Additionally, the influence of the perceived value of sustainability on purchase intention is more pronounced among consumers with low PEB compared to those with high PEB.

Research limitations/implications

The findings may not be generalisable to other countries due to cultural differences, CSR policies, and strategies for promoting sustainable development.

Social implications

The study provides valuable contributions related to (1) restaurants increasing their revenue and meeting their long-term sustainable development goals; (2) providing reusable containers policy and reusable containers policy and category tags for restaurants within OFDP.

Originality/value

This study is a pioneering work examining factors influencing purchase intentions within OFDP from the tripartite collaborative consumption perspective post-COVID-19 and focuses on the differences in PEB concerning OFDP.

目的 本研究采用协同消费三角来探讨在线餐饮外卖平台(OFDP)对消费者购买意向的影响。研究探讨了餐厅的企业社会责任(CSR)实践、个人的食物新嗜好(FNT)倾向和平台的感知利益对在线外卖平台购买意向的影响。此外,该研究还分析了消费者在 OFDP 上的亲环境行为(PEB)差异。497 名参与者进行了基于网络的自我完成调查,并使用结构方程模型分析了消费者购买意向的路径结构。研究结果研究结果表明,企业社会责任影响可持续发展感知价值,可持续发展感知价值影响购买意向。此外,与高 PEB 消费者相比,低 PEB 消费者的可持续发展感知价值对购买意向的影响更为明显。研究局限/意义由于文化差异、企业社会责任政策和促进可持续发展的战略不同,研究结果可能无法推广到其他国家。社会意义本研究在以下方面做出了有价值的贡献:(1)餐厅增加收入,实现长期可持续发展目标;(2)为 OFDP 内的餐厅提供可重复使用容器政策、可重复使用容器政策和类别标签。原创性/价值本研究是一项开创性的工作,它从 COVID-19 后的三方合作消费视角出发,研究了影响 OFDP 内购买意愿的因素,并重点关注了有关 OFDP 的 PEB 差异。
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引用次数: 0
Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode 限额交易和碳税监管下的社会影响者溢出效应:市场模式还是转售模式的选择
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-19 DOI: 10.1108/apjml-09-2023-0866
Jie Wu, Nan Guo, Zhixin Chen, Xiang Ji

Purpose

The purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.

Design/methodology/approach

This paper investigates the impact of the social influencer spillover effect on manufacturers' production decisions when they collaborate with intermediary platforms to sell products through marketplace or reseller modes. Game theory and static numerical comparison are used to analyze our models.

Findings

Firstly, under low-carbon policies, the spillover effect does not always benefit manufacturer profits and changes non-monotonically with an increasing spillover effect. Secondly, in cases where there are both a carbon emission constraint and a spillover effect present, if either the manufacturer or intermediary platform holds a strong position, then marketplace mode benefits manufacturer profits. Thirdly, regardless of business mode used when environmental damage coefficient is high for products; government should implement cap-and-trade regulation to optimize social welfare while reducing manufacturers’ carbon emissions.

Practical implications

This study offers theoretical and practical research support to assist manufacturers in optimizing production decisions for compliance with carbon emission limits, enhancing profits through the development of effective influencer marketing strategies, and providing strategies to mitigate carbon emissions and enhance social welfare while sustaining manufacturing activities.

Originality/value

This paper addresses the limitations of prior research by examining how the social influencer spillover effect influences manufacturers' business mode choices under government low-carbon policies and analyzing the social welfare of different carbon emission restrictions when such spillovers occur. Our findings provide valuable insights for manufacturers in selecting optimal marketing strategies and business modes and decision-makers in implementing effective regulations.

本文旨在分析影响者溢出效应背景下制造商的生产决策和政府的低碳政策。本文研究了当制造商与中介平台合作,通过市场或转售模式销售产品时,社会影响者溢出效应对制造商生产决策的影响。研究结果首先,在低碳政策下,溢出效应并不总是有利于制造商的利润,而是随着溢出效应的增加而发生非单调变化。其次,在同时存在碳排放约束和溢出效应的情况下,如果制造商或中介平台占据强势地位,则市场模式有利于制造商的利润。第三,当产品的环境损害系数较高时,无论采用哪种商业模式,政府都应实施总量控制和交易监管,在减少制造商碳排放的同时优化社会福利。 本研究为制造商提供了理论和实践研究支持,帮助他们优化生产决策以符合碳排放限制,通过制定有效的影响者营销策略提高利润,并在维持生产活动的同时提供减少碳排放和提高社会福利的策略。原创性/价值本文针对以往研究的局限性,研究了社会影响者溢出效应如何影响制造商在政府低碳政策下的商业模式选择,并分析了当这种溢出效应发生时,不同碳排放限制的社会福利。我们的研究结果为制造商选择最佳营销策略和商业模式以及决策者实施有效法规提供了有价值的见解。
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引用次数: 0
E-commerce for a sustainable future: integrating trust, green supply chain management and online shopping satisfaction 面向可持续未来的电子商务:整合信任、绿色供应链管理和在线购物满意度
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-12 DOI: 10.1108/apjml-12-2023-1188
Fazila Jalil, Jianhua Yang, Manaf Al-Okaily, Shafique Ur Rehman

Purpose

This study embarks on a comprehensive investigation into the intricate relationship between consumer trust in e-commerce platforms and the adoption of Green Supply Chain Management (GSCM). It delves into a multifaceted analysis of how these dynamics influence the landscape of online shopping, with a specific focus on four critical dimensions: the efficiency of online purchasing processes, the fulfillment of product delivery commitments, the convenience associated with e-platform utilization, and the safeguarding of consumers' personal information.

Design/methodology/approach

This research employs sophisticated Structural Equation Modeling (SEM) techniques, facilitated by SPSS and SmartPLS software, to meticulously analyze the amassed data and subject the formulated hypotheses to rigorous testing. The empirical foundation of this study draws from a sample of 377 randomly selected online shoppers, providing a robust basis for its insights.

Findings

At its core, this research is squarely focused on unraveling the dynamics of consumer trust within e-commerce platforms and highlighting the pivotal role played by GSCM in making online shopping more ecologically responsible and sustainable. Of paramount importance is the novel dimension introduced by this study the integration of trust in e-commerce platforms, GSCM practices, and the multifarious dimensions of online shopping all within a unified conceptual framework. Trust on e-commerce platforms leads to GSCM. GSCM determines online shopping satisfaction, i.e. efficiency, fulfillment, convenience, and privacy. Finally, GSCM mediates between trust on e-commerce platforms and online shopping satisfaction.

Practical implications

This holistic approach represents a ground-breaking contribution to the existing body of literature. It presents a fresh perspective on the intricate interactions that define the contemporary e-commerce landscape.

Originality/value

This initial research integrates trust in e-commerce platforms, GSCM, and online shopping in a single framework through UTAUT2.

目的 本研究对消费者对电子商务平台的信任与采用绿色供应链管理(GSCM)之间错综复杂的关系进行了全面调查。本研究通过 SPSS 和 SmartPLS 软件,采用复杂的结构方程建模(SEM)技术,对收集的数据进行细致分析,并对提出的假设进行严格检验。本研究的实证基础来自随机抽取的 377 名网上购物者样本,为其见解提供了坚实的基础。研究结果本研究的核心是揭示电子商务平台中消费者信任的动态变化,并强调《商品和服务质量管理》在使网上购物更具生态责任感和可持续性方面所发挥的关键作用。最重要的是,本研究引入了一个新的维度,即在一个统一的概念框架内整合电子商务平台信任、GSCM 实践和网上购物的多个维度。对电子商务平台的信任会导致全球供应链管理。GSCM 决定了网上购物的满意度,即效率、满足感、便利性和隐私性。最后,GSCM 在电子商务平台信任和网上购物满意度之间起到了中介作用。原创性/价值这项初步研究通过UTAUT2 将对电子商务平台的信任、GSCM 和在线购物整合到一个框架中。
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引用次数: 0
Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail 你能抵御虚拟诱惑吗?揭开元零售业冲动性购买的面纱
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-03-04 DOI: 10.1108/apjml-09-2023-0911
Tri Dang Quan, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Tat-Huei Cham, Sriparna Basu, Keng-Boon Ooi

Purpose

The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.

Design/methodology/approach

Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.

Findings

The findings underscore the significance of the virtual store environment and online trust in shaping impulsive buying behaviors within the metaverse retailing setting. Theoretically, this study elucidates the impact of virtual store atmosphere and trust on impulsive buying within a metaverse retail setting.

Practical implications

From the findings of the study, because of the importance of virtual shop content, practitioners must address its role in impulse purchases via affective online trust. The study’s findings are likely to help retailers strategize and improve their virtual store presentations in the metaverse.

Originality/value

The discovery adds to the understanding of consumer behavior in the metaverse by probing the roles of virtual store atmosphere, online trust and impulsive buying.

目的本研究的主要目的是研究虚拟商店氛围因素对元世界背景下冲动性购买的影响。设计/方法/途径基于目的性抽样,招募了 451 名具有元世界经验的个体来完成本研究的目标。接下来,为了确定线性和非线性关系,我们使用偏最小二乘结构方程建模(PLS-SEM)和人工神经网络(ANN)方法对数据进行了分析。研究结果研究结果强调了虚拟商店环境和在线信任在元虚拟零售环境中形成冲动性购买行为的重要意义。从理论上讲,本研究阐明了虚拟商店氛围和信任对元海外零售环境中冲动性购买行为的影响。实践意义从研究结果来看,由于虚拟商店内容的重要性,从业人员必须通过情感在线信任来解决其在冲动性购买中的作用问题。原创性/价值这项发现通过探究虚拟商店氛围、在线信任和冲动性购买的作用,加深了人们对元海外消费者行为的理解。
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引用次数: 0
Channel selection strategy: based on buy online and pick up in-store cooperation 渠道选择战略:基于网上购买和店内提货的合作
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-02-27 DOI: 10.1108/apjml-06-2023-0537
Hao Li, Changhui Cao

Purpose

This paper investigates the buy online and pick up in-store cooperation (BOPSC) of online and offline retailers. Specifically, this study solves the following questions: (1) What is the impact of BOPSC on their optimal price and sales volume of products? (2) When should an online retailer and an offline retailer conduct the BOPSC strategy with each other?

Design/methodology/approach

The paper first establishes two game models to explore the equilibriums of online and offline retailers in non-BOPSC and BOPSC. Then the condition for online and offline retailers to implement BOPSC strategy are determined. Furthermore, the applicability of the BOPSC strategy is enhanced by incorporating numerical analysis.

Findings

The study’s findings reveal that BOPSC strategy will not always beneficial to online and offline retailers, which depends on the total cost of online shopping and the product valuation of consumers. BOPSC strategy leads to the increase of prices and online orders, and the demand of offline retailer is eroded. Moreover, BOPS cooperation between different retailers is easier to achieve than omni-channel integration strategy. When the convenience difference between offline shopping and BOPSC pick-up is moderate, the effectiveness of BOPSC strategy can be improved.

Originality/value

This study has the following two main contributions: Firstly, the authors investigate the effects of BOPSC strategy on the prices of online and offline retailers. The study results show that the BOPSC strategy alleviates price competition and promotes a win–win situation between online retailers and offline retailers. Secondly, this paper mainly studies the cooperative behavior between online and offline retailers and reveals the optimal conditions for online and offline retailers to adopt BOPSC strategy. It can help small- and medium-sized online and offline retailers to choose suitable products for BOPSC strategy, so as to achieve the purpose of increasing profit.

目的 本文研究了线上和线下零售商的 "网上购买,店内提货 "合作(BOPSC)。具体来说,本研究要解决以下问题:(1)BOPSC 对产品的最优价格和销售量有何影响?(2)线上零售商和线下零售商何时应相互实施 BOPSC 战略? 本文首先建立了两个博弈模型,探讨了线上零售商和线下零售商在非 BOPSC 和 BOPSC 中的均衡。然后确定了线上和线下零售商实施 BOPSC 战略的条件。研究结果研究结果表明,BOPSC 战略并不总是对线上和线下零售商有利,这取决于线上购物的总成本和消费者对产品的评价。京东商城战略导致价格和线上订单增加,线下零售商的需求受到侵蚀。此外,不同零售商之间的 BOPS 合作比全渠道整合战略更容易实现。当线下购物与 BOPSC 取货之间的便利性差异适中时,BOPSC 战略的有效性可以得到提高:首先,作者研究了京东商城策略对线上和线下零售商价格的影响。研究结果表明,BOPSC 策略缓解了价格竞争,促进了线上零售商和线下零售商的双赢。其次,本文主要研究了线上和线下零售商之间的合作行为,揭示了线上和线下零售商采用 BOPSC 策略的最优条件。它可以帮助中小型线上和线下零售商选择适合 BOPSC 战略的产品,从而达到增加利润的目的。
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引用次数: 0
Dual effects of time length as experiential marketing elements in We-media videos 时间长度的双重效应作为微信媒体视频中的体验式营销元素
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-02-27 DOI: 10.1108/apjml-07-2023-0713
Shiqi Li

Purpose

This study aims to uncover the underlying mechanism between the time length of We-media videos and customer satisfaction (CS)/participation (CP) based on experiential marketing theory.

Design/methodology/approach

Two datasets were collected from Bilibili; 308 data were used with bootstrapping for multiple linear regressions (MLR) to test the hypotheses, and 2,670 data were used for structural equation modelling (SEM) to verify robustness.

Findings

Videos’ time length acts as both a price and provision element of experiential marketing. As a price element, its linear term affects CS negatively but CP positively. As a provision element, its quadratic term affects CS positively but CP negatively.

Practical implications

Marketing management personnel and video creators at Bilibili could optimise videos’ time length as suggested. We-media video platforms should encourage high-quality videos with sufficient time lengths to improve CS. Video creators could balance CS and CP, as suggested.

Originality/value

This research proposed platform, provision, price and propagation as experiential marketing elements concerning experiences in online virtual encounters. It found CS was affected positively by provision but negatively by price, whereas the opposite is true for CP. Time length affects CS/CP as both a price and provision element, which may explain the neglect of significant relationships between the time length and marketing performances of videos.

目的本研究旨在以体验式营销理论为基础,揭示微信媒体视频时长与客户满意度(CS)/参与度(CP)之间的内在机制。设计/方法/途径从 Bilibili 收集了两个数据集;308 个数据被用于多重线性回归(MLR)的引导,以检验假设;2,670 个数据被用于结构方程建模(SEM),以验证稳健性。作为价格要素,其线性项对 CS 有负面影响,但对 CP 有正面影响。实践意义Bilibili 的营销管理人员和视频创作者可根据建议优化视频的时间长度。微媒体视频平台应鼓励播放时间足够长的高质量视频,以提高 CS。视频创作者可根据建议平衡 CS 和 CP。 原创性/价值 本研究提出,平台、提供、价格和传播是有关在线虚拟邂逅体验的体验营销要素。研究发现,提供对 CS 有积极影响,但价格对 CS 有消极影响,而对 CP 的影响则恰恰相反。作为价格和提供要素,时间长度对 CS/CP 都有影响,这可能解释了为什么时间长度与视频营销表现之间的重要关系被忽视。
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引用次数: 0
The effect of opinion leadership and spirituality on recycling intention: insights from attractive, expert and religious influencers 舆论导向和精神信仰对回收意向的影响:从有吸引力的专家和宗教影响者那里获得的启示
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-02-23 DOI: 10.1108/apjml-09-2023-0907
Gunaro Setiawan, Denni Arli

Purpose

The present study investigates the impact of opinion leadership and spirituality from three types of social media influencers (SMIs) on individuals’ intentions to conduct recycling. This research is driven by the opinion leadership theory demonstrated by influencer marketing.

Design/methodology/approach

This research applies a between-subject experiment to measure the impact of the proposed model. Each participant was exposed to a different influencer: an attractive influencer (Treatment 1, n = 101), an expert influencer (Treatment 2, n = 94), a religious influencer (Treatment 3, n = 99) and a control condition (Treatment 4, n = 102). An ANOVA post-hoc analysis was conducted to further assess the impact dynamics of each influencer based on different demographics such as age, income and level of education. More than 95% of the samples consist of Muslims.

Findings

Findings revealed the different dynamics of the effect of opinion leadership and spirituality on the intention to recycle from utilising different types of influencers. Samples derived from a high socio-economic background and exposed to the religious influencer (Treatment 3) have a relatively higher mean score. In general, younger participants with lower incomes and levels of education have less tendency to conduct recycling.

Originality/value

This research attempts to fill the gap in the impact of influencer marketing on green behaviour adoption with the inclusion of spirituality, which has been largely ignored in this context. It offers insights from the perspective of a developing economy that has one of the largest percentages of social media users in the world and from a country that regards a relationship with God as important.

目的本研究调查了三类社交媒体影响者(SMIs)的舆论领导力和精神力量对个人回收意愿的影响。本研究以影响者营销所展示的舆论领导力理论为驱动力。设计/方法/途径本研究采用主体间实验来衡量所提议模型的影响。每位参与者都会接触到不同的影响者:有吸引力的影响者(处理 1,n = 101)、专家影响者(处理 2,n = 94)、宗教影响者(处理 3,n = 99)和对照条件(处理 4,n = 102)。根据年龄、收入和教育水平等不同的人口统计学特征进行了方差分析,以进一步评估每个影响者的影响动态。95% 以上的样本由穆斯林组成。研究结果研究结果显示,利用不同类型的影响者,舆论领导力和精神力量对回收意向的影响具有不同的动态变化。社会经济背景较高且接触过宗教影响者(处理 3)的样本平均得分相对较高。一般来说,收入和教育水平较低的年轻参与者不太倾向于进行回收。它从一个拥有世界上最大比例社交媒体用户的发展中经济体的角度,以及从一个将与上帝的关系视为重要的国家的角度,提出了自己的见解。
{"title":"The effect of opinion leadership and spirituality on recycling intention: insights from attractive, expert and religious influencers","authors":"Gunaro Setiawan, Denni Arli","doi":"10.1108/apjml-09-2023-0907","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0907","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The present study investigates the impact of opinion leadership and spirituality from three types of social media influencers (SMIs) on individuals’ intentions to conduct recycling. This research is driven by the opinion leadership theory demonstrated by influencer marketing.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research applies a between-subject experiment to measure the impact of the proposed model. Each participant was exposed to a different influencer: an attractive influencer (Treatment 1, n = 101), an expert influencer (Treatment 2, n = 94), a religious influencer (Treatment 3, n = 99) and a control condition (Treatment 4, n = 102). An ANOVA post-hoc analysis was conducted to further assess the impact dynamics of each influencer based on different demographics such as age, income and level of education. More than 95% of the samples consist of Muslims.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings revealed the different dynamics of the effect of opinion leadership and spirituality on the intention to recycle from utilising different types of influencers. Samples derived from a high socio-economic background and exposed to the religious influencer (Treatment 3) have a relatively higher mean score. In general, younger participants with lower incomes and levels of education have less tendency to conduct recycling.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research attempts to fill the gap in the impact of influencer marketing on green behaviour adoption with the inclusion of spirituality, which has been largely ignored in this context. It offers insights from the perspective of a developing economy that has one of the largest percentages of social media users in the world and from a country that regards a relationship with God as important.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"65 1","pages":""},"PeriodicalIF":3.7,"publicationDate":"2024-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139955662","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Supplier selection for carbon emission reduction collaboration in green supply chain using an improved multi-criteria decision-making method 利用改进的多标准决策方法为绿色供应链中的碳减排合作选择供应商
IF 3.7 4区 管理学 Q2 BUSINESS Pub Date : 2024-02-16 DOI: 10.1108/apjml-11-2023-1084
Qing Wang, Xiaoli Zhang, Jiafu Su, Na Zhang

Purpose

Platform-based enterprises, as micro-entities in the platform economy, have the potential to effectively promote the low-carbon development of both supply and demand sides in the supply chain. Therefore, this paper aims to provide a multi-criteria decision-making method in a probabilistic hesitant fuzzy environment to assist platform-type companies in selecting cooperative suppliers for carbon reduction in green supply chains.

Design/methodology/approach

This paper combines the advantages of probabilistic hesitant fuzzy sets (PHFS) to address uncertainty issues and proposes an improved multi-criteria decision-making method called PHFS-DNMEREC-MABAC for aiding platform-based enterprises in selecting carbon emission reduction collaboration suppliers in green supply chains. Within this decision-making method, we enhance the standardization process of both the DNMEREC and MABAC methods by directly standardizing probabilistic hesitant fuzzy elements. Additionally, a probability splitting algorithm is introduced to handle probabilistic hesitant fuzzy elements of varying lengths, mitigating information bias that traditional approaches tend to introduce when adding values based on risk preferences.

Findings

In this paper, we apply the proposed method to a case study involving the selection of carbon emission reduction collaboration suppliers for Tmall Mart and compare it with the latest existing decision-making methods. The results demonstrate the applicability of the proposed method and the effectiveness of the introduced probability splitting algorithm in avoiding information bias.

Originality/value

Firstly, this paper proposes a new multi-criteria decision making method for aiding platform-based enterprises in selecting carbon emission reduction collaboration suppliers in green supply chains. Secondly, in this method, we provided a new standard method to process probability hesitant fuzzy decision making information. Finally, the probability splitting algorithm was introduced to avoid information bias in the process of dealing with inconsistent lengths of probabilistic hesitant fuzzy elements.

目的 平台型企业作为平台经济中的微观主体,具有有效促进供应链供需双方低碳发展的潜力。因此,本文旨在提供一种概率犹豫模糊环境下的多标准决策方法,以帮助平台型企业选择绿色供应链中的碳减排合作供应商。本文结合概率犹豫模糊集(PHFS)解决不确定性问题的优势,提出了一种名为 PHFS-DNMEREC-MABAC 的改进型多标准决策方法,以帮助平台型企业选择绿色供应链中的碳减排合作供应商。在该决策方法中,我们通过直接标准化概率犹豫模糊要素,加强了 DNMEREC 和 MABAC 方法的标准化过程。此外,我们还引入了一种概率拆分算法来处理不同长度的概率犹豫模糊元素,从而减轻了传统方法在根据风险偏好添加值时容易引入的信息偏差。 研究结果在本文中,我们将所提出的方法应用于一项涉及天猫商城碳减排合作供应商选择的案例研究,并将其与现有的最新决策方法进行了比较。结果表明了所提方法的适用性以及所引入的概率拆分算法在避免信息偏差方面的有效性。原创性/价值首先,本文提出了一种新的多标准决策方法,用于帮助平台型企业选择绿色供应链中的碳减排合作供应商。其次,在该方法中,我们提供了一种新的标准方法来处理概率犹豫模糊决策信息。最后,在处理概率犹豫模糊要素长度不一致的过程中,引入了概率分割算法以避免信息偏差。
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引用次数: 0
期刊
Asia Pacific Journal of Marketing and Logistics
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