Journal of Consumer Behaviour最新文献

With the emergence of green consumption as a crucial initiative to address global warming and environmental pollution, promoting the purchase of green products has garnered significant attention. Brand anthropomorphism is an effective strategy for encouraging green product purchasing. However, the mechanisms by which various types of brand anthropomorphism influence green purchase intentions have not been fully revealed, and their boundary conditions have yet to be explored. To address these gaps, this study investigated how different types of brand anthropomorphism (i.e., warmth vs. competence) and advertising appeals (i.e., altruistic vs. egoistic) jointly affect consumers' green purchase intentions. Additionally, this study examined how brand anthropomorphism influences green purchase intentions among consumers with different relationship orientations (i.e., communal-oriented vs. exchange-oriented). This research also reveals the mediating roles of green perceived value and green self-identity. Our findings indicate that when paired with altruistic (egoistic) appeals, warmth (competence) anthropomorphism significantly enhances consumers' green perceived value and green self-identity, resulting in their increased green purchase intentions. Moreover, for communal (exchange)-oriented consumers, warmth (competence) anthropomorphism significantly increases consumers' green perceived value and green self-identity, which also enhance their green purchase intentions. These findings provide new insights into brand anthropomorphism in the field of green marketing.

The present study applied the stimulus–organism–response model and self–determination theory to examine the mediating role of consumer well-being in the associations between food delivery service (FDS) characteristics and brand loyalty. This study also investigated how these associations differed before and after the announcement of a merger between Taiwan's two leading FDSs. A two-stage field survey (Study 1) and a one-group pretest/posttest experiment with a quasi-experimental design (Study 2) were conducted. The survey and experiment focused on Taiwanese FDS platforms and consumers. Study 1 collected 200 valid responses before the merger announcement (Model 1) and 200 after (Model 2). Study 2 was conducted after the merger announcement and collected 119 valid responses (Model 3). The results of Model 1 indicate that the convenience and economic benefit of FDSs and the ease of use and choice variety of FDS apps significantly and positively influenced consumer well-being and brand loyalty. Consumer well-being partially mediated the relationship between these variables. Model 2 revealed a significant reduction in consumer well-being after the merger announcement, which rendered the associated pathways nonsignificant and eliminated the mediating effect, indicating the announcement's negative influence on consumers. Study 2 verified Study 1's findings and used the dedication–constraint framework to demonstrate that calculative commitment significantly influenced brand loyalty and moderated the effect of consumer well-being on brand loyalty. The results revealed that consumers with high calculative commitment maintained strong brand loyalty despite having low well-being and that affective commitment did not significantly affect brand loyalty.

Despite the prevalence of audiovisual content on short video platforms, empirical research exploring its impact on user behaviors is still limited. In order to enrich the research related to short video advertisement audiovisual content, we crawl 880 short video advertisements from the TikTok app and creatively apply deep learning and data mining techniques to measure auditory content through sound complexity and visual content through object and texture complexity to explore the relationship between the complexity of audiovisual content and user engagement behaviors. The results show that sound and texture complexity are positively connected with user engagement behaviors, whereas object complexity is adversely correlated. However, this relationship can be influenced by the release date, product type, and saturation of short video advertisements. By firmly linking short video advertisements' audiovisual content to user engagement behaviors, we enhance marketing literature on audiovisual effectiveness. Besides, our feature extraction method significantly enhances the efficiency and accuracy of audiovisual data processing in social media, and the results also aid influencers and businesses in assessing audiovisual content.

With the advancement of artificial intelligence (AI) technology, meta-humans are increasingly utilized as brand endorsers in social media marketing. While prior studies have highlighted the effectiveness of meta-human endorsements, limited attention has been given to the role of customer-perceived similarity in driving brand engagement or the underlying psychological mechanisms from interpersonal perception. Grounded in the similarity-attraction theory, this study investigates the impact of meta-human-customer similarity on brand engagement. A mixed-methods approach was employed, combining qualitative research using grounded theory and an empirical online survey. The findings reveal that similarity enhances customer brand engagement through customers' interpersonal perception. Specifically, meta-human-customer external (e.g., gender, age, appearance) and internal (e.g., values, attitudes, interests) similarities contribute to customers' cognitive, affective, and behavioral engagement mediated by customers' interpersonal perception (para-social interaction, self-expansion, and fear of missing-out). These insights provide valuable theoretical and practical implications for researchers and practitioners in understanding and leveraging meta-human brand endorsements in social media marketing.

This paper examines how positive feedback can elicit pride in sustainable fashion consumption and influence two key behavioral outcomes: willingness to buy sustainable fashion products and word-of-mouth endorsement. Drawing on framing theory and existing research on pride as a motivational emotion, we conducted two experimental studies with U.S.-based participants recruited via Prolific. In the first study (N = 403), a 2 (product type: sustainable vs. non-sustainable) × 2 (feedback: positive vs. neutral) between-subjects design showed that positive feedback significantly increased pride only when the product was sustainable. The second study (N = 309) focused solely on sustainable products and confirmed that positive feedback elevated pride, which fully mediated its effects on both behavioral outcomes. These findings demonstrate that positive feedback can be used to strategically reinforce pride and offer a low-cost, scalable mechanism for promoting sustainable behavior in the fashion domain.

Mobile coupons are an important way for enterprises to strengthen customer–firm relationships and increase sales. How to improve the effects of mobile coupons is an issue of great concern to enterprises. Based on large-scale consumer shopping behavior data, this study constructs a Hidden Markov Model to explore the effects of mobile coupons on consumer purchasing behavior from a dynamic perspective. The results find that the dynamically changing relationship states can be categorized into high-state and low-state, and the higher the relationship state, the higher the purchase probability and the higher the purchase quantity. Additionally, both discount coupons and full-price coupons increase the purchase probability and the purchase quantity of high-state customers, while they have no effect on low-state customers. The results also indicate that both the number and the offer strength of coupons enhance customer–firm relationships for customers with high-state, but only the offer strength strengthened the relationship for customers with low-state. The study provides a reliable empirical ground for improving the effectiveness of corporate marketing activities.