Asia Pacific Journal of Marketing and Logistics最新文献

Purpose

People usually try to avoid uncertainty. Recently, however, uncertainty has become an emerging marketing tool in the hedonic product industry. In the case of blind box consumption, for example, the consumers become addicted to the uncertainty created by businesses, leading to repeat purchases and even indulgences. Previous research has, yet, to focus on the impact of uncertainty on indulgence and the role of emotions.

Design/methodology/approach

This paper constructs and validates a chain mediation model of uncertainty triggering indulgent consumption based on the information gap theory, positive emotion theory and uncertainty resolution theory and examines the difference between resolved and unresolved uncertainty. This study also explores differences in the impact of whether uncertainty is resolved on emotions. The uncertainty-resolved group elicited a more positive emotional response than the uncertainty-unresolved group, leading to a more indulgent consumption.

Findings

The results of three studies show that uncertainty influences indulgent consumption through curiosity and positive emotion, and that curiosity and positive emotion play separate and chain mediating roles between uncertainty and indulgent consumption, respectively. We validate our central hypothesis with questionnaires among blind box consumer groups, examining the moderating role of perceived luck and risk preferences.

Originality/value

The findings shed new light on firms' use of uncertainty to promote consumer purchases.

Purpose

The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).

Design/methodology/approach

The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.

Findings

The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).

Originality/value

This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.

Purpose

The authors investigated the factors influencing consumer evaluations of advertisements for ethical luxury products that incorporate animal rights and protection concerns. The authors empirically examined how ethical messages influence advertisement persuasiveness through ethical consumer guilt and positively impact consumer evaluations of ethical luxury products. Furthermore, the authors explored the moderating role of consumers’ independent versus interdependent self-construals.

Design/methodology/approach

The authors conducted four experimental studies on the interplay among ethicality, luxury brand positioning and self-construal. Moderated mediation analyses revealed that moral emotions were responsible for the effect of ethical luxury advertisements that address animal welfare on brand attitude.

Findings

Advertisement messages signaling a luxury brand’s ethical efforts increase empathy through ethical consumer guilt, thereby generating favorable attitudes toward luxury products. However, this effect is limited to consumers with independent self-construal in South Korea and the United States of America.

Originality/value

The authors offer novel insights into the roles of ethical consumer guilt and empathy in the positive effects of ethical messages from luxury brands. Furthermore, the authors identified brand type and self-construal as boundary conditions for the effects observed across different consumer groups and markets.

Purpose

The study investigates whether the customer experience, satisfaction and continuance intention interrelationships in mobile banking services vary across Generation (Gen) Y and Gen Z consumers.

Design/methodology/approach

The data were collected using online surveys from 224 Gen Y and 238 Gen Z mobile banking users. The study uses the partial least squares structural equation modelling (PLS-SEM) technique and an asymmetrical analytical approach through fuzzy set qualitative comparative analysis (fsQCA) to examine the effects of five experience dimensions (pragmatic, usability, affective, sensory and social) and satisfaction on continuance intention.

Findings

Whilst Gen Z values pragmatic and affective experiences more than Gen Y and assigns less importance to usability experience (Uxp), both PLS-SEM and fsQCA did not find any significant impact of sensory experience (Sxp) in any cohort. In contrast, fsQCA suggests that social experience could play a significant role for specific segments within both generations. Furthermore, PLS-SEM demonstrates a greater impact of satisfaction on continuance intention for Gen Y than for Gen Z.

Research limitations/implications

The sample consists of high/middle-income urban consumers in one country. Future research could investigate low-income and semi-urban/rural consumers and consumers living in other countries.

Practical implications

Banks must recognise the diversity within and between Gen Y and Gen Z, adopting a segmented user experience approach. Users within each generation may prioritise distinct aspects of the mobile banking app and understanding the specific differences between Gen Y and Gen Z preferences is crucial.

Social implications

Encouraging mobile banking users to engage in community-driven financial initiatives can inspire non-users, promoting digital financial inclusion.

Originality/value

To the best of the authors' knowledge, this study is the first to compare the customer experience-based psychological patterns of continued mobile banking use in Gen Y and Gen Z.

Purpose

The purpose of the present research is to address the issue by conceptualizing artificial intelligence (AI) experience quality and its dimensions, and furthermore, to empirically test the relationships among AI experience quality, positive affective reactions, AI experience satisfaction and AI-seeking intention.

Design/methodology/approach

The data were collected from an AI community canteen in Shanghai. They were also analyzed using exploratory and confirmatory factor analyses (EFA and CFA) and structural equation modeling (SEM).

Findings

Four primary dimensions and 15 sub-dimensions of AI experience quality for community canteens were identified. The hypothesized paths between the higher-order constructs – AI experience quality, positive affective reactions, AI experience satisfaction and AI-seeking intention – were confirmed as well.

Originality/value

This is the first study to synthesize AI experience quality, positive affective reactions, AI experience satisfaction and AI-seeking intention in an AI restaurant setting.

Purpose

The purpose of this paper is to examine the resistance behavior of smart factories in small and medium-sized enterprises (SMEs). Drawing upon dual factor perspective, this study examines how two types of quality and perceived usefulness impact user resistance as enabling factors and how switching cost, skepticism, habit and inertia contribute to user resistance as inhibiting factors. Additionally, multi-group analysis is employed to compare small and medium enterprises.

Design/methodology/approach

Purposive sampling technique was employed to collect 460 Korean SMEs employees, consisting of 235 small enterprises and 225 medium enterprises. Partial least squares structural equation modeling was used for data analysis.

Findings

The results reveal that all three inhibiting factors, switching cost, skepticism and habit, are key antecedents of inertia. In small enterprises, skepticism has a greater impact on inertia, which in turn strongly affects resistance. Additionally, system quality is more crucial for small enterprises, whereas information quality holds more importance for medium enterprises in mitigating resistance. Moreover, when the implementation level of a smart factory is high, the effect of perceived usefulness on user resistance diminishes.

Originality/value

This study has revealed the importance of considering both enabling and inhibiting factors for the adoption of smart factory systems in the context of SMEs. Additionally, it has provided evidence that as the level of the smart factory system increases, the effect of perceived usefulness on user resistance decreases, thus making the transition to smart factory systems more challenging.

Purpose

This study aims to establish that the relationship between the risky indebtedness behavior (RIB) of consumers and their attitude toward adopting buy-now-pay-later (BNPL) is not immediate but is mediated through impulse buying. Moreover, it explores how perceived risk moderates the association between the attitude to adopt BNPL and its adoption intention.

Design/methodology/approach

This study used the existing theoretical and empirical evidence to propose a model and validated it using the data collected from 339 young shoppers in India. Analysis of data is conducted using partial least squares structural equation modeling.

Findings

The study results show that consumers’ RIB is not directly related to their attitude toward BNPL. However, impulse buying fully mediates this relationship, influencing the attitude toward BNPL. Impulse buying and attitude serially mediate the relationship between RIB and BNPL adoption intention. Further, in the context of BNPL, perceived risk strengthens the attitude-intention gap.

Practical implications

This study advises policymakers and BNPL providers to carefully assess users’ creditworthiness to prevent those already in debt from entering into a detrimental loop.

Originality/value

This study provides novel perspectives on consumer’s RIB and BNPL within the Indian context. The study additionally identifies the mediating influence of impulse buying and the moderating effect of perceived risk on BNPL adoption intention.

Purpose

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.

Design/methodology/approach

This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.

Findings

This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.

Originality/value

This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

Purpose

Using dynamic capabilities (DCs) theory, the authors assess whether micro, small and medium-sized enterprises (MSMEs) can leverage DCs to improve operational capabilities (OCs) during the COVID-19 pandemic. The authors also identify whether organizational learning (OL) affects the relationship between DCs and OCs.

Design/methodology/approach

The authors test these propositions on a sample of 419 MSMEs from Australia and New Zealand.

Findings

DCs have no direct effect on OCs, technological or marketing capabilities (TCs or MCs). OL moderates the effect of DCs on both TCs and MCs.

Research limitations/implications

The study assesses only MCs and TCs as OCs and does not explicitly measure pandemic impacts on organizations. However, the results illustrate the importance of OL during crises for recovery purposes.

Practical implications

Managers can use the findings to improve structure, processes and knowledge management emanating from MCs and TCs within organizations impacted by the COVID-19 pandemic.

Originality/value

The authors use a multi-dimensional measure of OL and show that during the pandemic, OL is a critical factor that allows organizations to transform the benefits conferred by DCs into MCs and TCs.