International Journal of Consumer Studies最新文献

Influencers' humorous product usage anecdotes and story-based informative collaborative content drive customers' emotional and cognitive responses. Accordingly, this study first examines the impact of humorous and informative content on emotional contagion and information value. Second, it examines the mediating role of emotional contagion and information value that shapes customers' brand engagement and purchase intentions. Third, it tests the boundary conditions imposed by product type. A multimethod quantitative approach was used to test the proposed hypotheses. Two online experiments and two exploratory studies in the form of a social media field experiment and a text analysis study were conducted. The results showed that humorous messages induced emotional contagion, while informative messages produced higher information value. Emotional contagion and information value explained the underlying mechanisms affecting customer brand engagement and purchase intentions. We also found that when employed for hedonic products, humorous messages precipitated stronger emotional responses, while for utilitarian products, informative messages led to higher information value. The study findings offer implications for marketers seeking to enhance customer brand engagement through influencer marketing.

ChatGPT transforms the shopping experience by providing responses in human-like language about products, services, and brands to customers. This study investigated the influential drivers of intention to use ChatGPT to obtain shopping information. We extended the “extended unified theory of acceptance and use of technology” UTAUT2 by incorporating the direct and moderating effects of trust and technology anxiety. To test the model on data from 412 respondents, a hybrid Partial Least Squares—Artificial Neural Network (PLS-ANN) approach was employed. This approach combines the strengths of PLS for modeling complex variable relationships and ANN for capturing nonlinear dependencies and interactions. PLS analysis identified performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, and trust as significant drivers of ChatGPT usage. The associations between the intention to use ChatGPT and its predictors are negatively moderated by trust and technology anxiety. ANN analysis revealed that trust has the highest effect on the choice to use ChatGPT, followed by facilitating conditions, performance expectancy, hedonic motivation, and effort expectancy. By extending the UTAUT2 framework and applying the PLS-ANN method, this study advances the theoretical understanding of technology adoption and provides practical insights for marketers and developers of AI-driven text generators. It emphasizes the importance of building trust and alleviating technology anxiety to promote wider adoption of ChatGPT. The broader significance of this research lies in its contribution to shaping the future of retail and e-commerce strategies by encouraging a more informed and user-centric development of AI technologies in the shopping domain.

In today's ever-changing and modern world, user-generated content (UGC) on the internet exerts a significant influence on consumers. Therefore, understanding UGC and its design is of great interest to researchers and practitioners alike. One examined factor influencing UGC is the submission device, such as the smartphone, tablet, or laptop. Despite digital devices offering similar capabilities for content creation and submission, they differ substantially in their characteristics, including screen size, user interface, and usage context. This study conducts a framework-based systematic literature review on the influence of submission devices on UGC. Through a comprehensive descriptive analysis, the authors examine the theories, contexts, and methods used, offering a structured overview of current research. In a subsequent weight analysis and meta-analysis, the strength and combined effect sizes of the relationships studied are illustrated and an insight into moderators that explain result variations is provided. The findings reveal that the choice of submission device (mobile vs. nonmobile) exerts a multi-faceted influence on the creation of UGC. Mobile devices, as opposed to nonmobile devices, demonstrate a significant and moderate negative impact on temporal distance, text length, and diversity of UGC across studies. This analysis clarifies previous inconsistencies and establishes the robustness of specific relationships, providing practical recommendations for managers to adapt marketing strategies for different digital devices.

This study examines the interplay between masstige brands and key consumer factors, including the need for uniqueness, pride, bandwagon effect, conspicuous consumption, and consumer brand engagement. Employing a two-stage sampling method and PLS–SEM analysis, the research focuses on middle-income individuals as prospective masstige consumers. Findings reveal that pride and the need for uniqueness significantly drive masstige consumption, while masstige consumption strongly influences conspicuous consumption and consumer brand engagement. The study contributes to the masstige literature by validating the MMI scale and demonstrating the pivotal roles of pride and uniqueness in navigating the masstige market. These insights underscore the strategic importance of masstige brands in fostering consumer-brand relationships and provide direction for targeted engagement strategies.

The marketing ecosystem is experiencing a paradigmatic shift with the advent of artificial intelligence (AI). The present study aims to widen the foundations of brand strategy by integrating AI dimensions within the branding dominion. The literature lacks a cohesive perspective on AI dimensions boosting and driving brands for sustained competitive advantage in the dynamic marketplace. Marketing practitioners are gradually getting acquainted with the nuances of AI implementation, but latent AI capabilities remain potent to unfurl enduring consumer relationships. The present study develops a novel 8-T Strategic Framework for facilitating the strategic integration and effective implementation of AI in brand decisions and initiatives. The theorization of the 8-T framework of AI-driven branding (Technology, Training, Teaming, Targeting, Technique, Timing, Tailoring, Trust) offers macro and micro perspectives that serve as a formidable typology. The framework enunciates a holistic set of strategic mechanisms to help practitioners build futuristic strategies with a contemporary purpose.

Green attribute trade-offs have been identified as one of the significant antecedents of the green gap phenomenon (i.e., the discrepancy between pro-green attitudes and purchase behavior of green products) in literature. This paper focuses on the strategic role of trade-off-related context effects (i.e., compromise effect and asymmetric dominance effect) as behavioral nudges in green marketing. We suggest that the benefit association of green attributes can influence the scope of these two context effects. We use three studies with experimental design to illustrate the said effect across three trade-off scenarios, a range of product categories, and a diverse set of samples. Study 1 (307 participants), Study 2 (312 participants), and Study 3 (259 participants) investigated the hypotheses for trade-offs between green attributes and other conventional product attributes, particularly price, functional performance, and usage/procurement convenience, respectively. The results reveal that when green attributes are associated with user-benefit, the target green option performs better as a compromise option than as an asymmetrically dominant option, whereas when the green attributes are associated with environmental-benefit, the target green option performs better as an asymmetrically dominant option than as a compromise option. Further, this difference in efficacy under environmental-benefit association is less pronounced for individuals high on interdependent self-construal. Additionally, we find that under the environmental-benefit association, an independent self-construal attenuates the efficacy of the compromise effect.