International Journal of Research in Marketing最新文献

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Does the online direct channel cannibalize or synergize the retail Network? The moderating impact of retailer competitive strength 网上直销渠道会蚕食还是协同零售网络？零售商竞争实力的调节作用

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-03-01 DOI: 10.1016/j.ijresmar.2024.08.001

Michiel Van Crombrugge , Niels Holtrop , Kathleen Cleeren , Els Breugelmans

Manufacturers in the retailing sector extensively use online sales points of their own, known as online direct channels. This form of manufacturer encroachment offers consumers the possibility to purchase directly from the manufacturer and hence may cannibalize retailer sales. However, it may also create synergy effects by increasing brand awareness, which may create additional retailer sales. In this research, we investigate the cannibalistic versus synergetic nature of the relationship between an established online direct channel and the retail network and assess whether retailer characteristics related to competitive strength impact this relationship. Using unique sales data from the toy industry and vector autoregressive modeling, we find that the short-term cross-channel price elasticity of online direct channels on retailer sales is negative and significant, indicating a synergetic relationship on average. However, the impact is heterogenous across retailers. Our analysis reveals that acquisition utility components of competitive strength, such as price and innovativeness, especially for large items, can enhance synergetic effects and mitigate the risk of cannibalization. Transaction utility components, such as online presence or the number of physical stores, do not play a moderating role.

零售业的制造商广泛使用自己的在线销售点，即所谓的在线直销渠道。这种形式的制造商蚕食为消费者提供了直接从制造商处购买的可能性，因此可能会蚕食零售商的销售额。不过，它也可能通过提高品牌知名度产生协同效应，从而增加零售商的销售额。在本研究中，我们调查了已建立的在线直销渠道与零售网络之间的蚕食性与协同性关系，并评估了与竞争实力相关的零售商特征是否会影响这种关系。利用玩具行业的独特销售数据和向量自回归模型，我们发现在线直销渠道对零售商销售的短期跨渠道价格弹性为负且显著，表明平均而言两者之间存在协同关系。然而，这种影响在不同零售商之间存在差异。我们的分析表明，竞争实力的获取效用要素，如价格和创新性，尤其是对大件商品而言，可以增强协同效应，降低蚕食风险。交易效用要素，如在线业务或实体店数量，并没有起到调节作用。

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引用次数: 0

When waiting makes sense: How consumer anticipation affects later evaluations 何时等待才有意义：消费者的预期如何影响后来的评价

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-03-01 DOI: 10.1016/j.ijresmar.2024.06.001

Tunyaporn Vichiengior , Claire-Lise Ackermann , Adrian Palmer

This paper addresses a gap in knowledge about consumer anticipation. We build on the negative discount model (Loewenstein, 1987) which notes that utility may be gained through deferred consumption; the utility of looking forward to, and savoring forthcoming pleasant consumption adds to the total utility of the consumption episode. However, little is known about (1) the mental mechanisms involved in consumer anticipation, and their intensity, that underlie this effect, and (2) how evaluation of the object of anticipated consumption evolves over time, from the beginning of the anticipation period to post-consumption. Specifically, we ground our research in theories of attitude formation and change to investigate the circumstances in which evoking intense anticipation produces long-lasting and robust positive attitude.

From the literature, we develop hypotheses relating information provision and anticipation intensity to subsequent attitude change between pre- and post-consumption stages. We test hypotheses in five studies, in two cultural contexts involving pleasant anticipated consumption. We use an experimental approach manipulating real consumption experiences, recording attitudes pre- and post-consumption. We find that an “anticipation effect” on subsequent evaluations is explained by intensity of anticipation, which is driven by provision of information. We also note that a long-term desirable effect of anticipation is observed, irrespective of whether the core consumption experience was positive or negative.

本文解决了关于消费者预期的知识差距。我们建立在负贴现模型（Loewenstein, 1987）的基础上，该模型指出，效用可以通过递延消费获得；期待和品味即将到来的愉快消费的效用增加了消费情节的总效用。然而，关于(1)涉及消费者预期的心理机制及其强度，构成这种影响的基础，以及(2)预期消费对象的评价如何随着时间的推移而演变，从预期期开始到消费后。具体地说，我们的研究立足于态度形成和改变的理论，以调查在何种情况下，唤起强烈的预期会产生持久而强健的积极态度。从文献中，我们提出了关于信息提供和预期强度对消费前后态度变化的假设。我们在两种涉及愉快预期消费的文化背景下测试了五项研究中的假设。我们使用实验方法操纵真实消费体验，记录消费前和消费后的态度。我们发现，对后续评价的“预期效应”可以用预期强度来解释，而预期强度是由信息提供驱动的。我们还注意到，无论核心消费体验是积极的还是消极的，都可以观察到预期的长期理想效果。

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引用次数: 0

Decision support system development for store flyer space allocation: Leveraging own- and cross-category sales effects 为商店传单空间分配开发决策支持系统：利用自有和跨品类销售效应

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-03-01 DOI: 10.1016/j.ijresmar.2024.07.002

Saeid Vafainia , Robert P. Rooderkerk , Els Breugelmans , Tammo H.A. Bijmolt

Print store flyers that feature retailer assortments remain a key retail marketing communication tool, making their space allocation among various product categories a vital decision. Academic research on store flyers has mostly taken a descriptive approach, focused on grocery settings where a large number of (often competing) categories are promoted, neglecting cross-category flyer space effects. We advance the literature by addressing how a non-grocery retailer can best allocate space in a showcase flyer intended to highlight the assortment of a few categories, with the aim of maximizing total store revenue. For this purpose, we have developed a dynamic Decision Support System (DSS) handling own- and cross-category flyer space effects on sales. Our DSS features two components: (1) a sales response model and (2) a store flyer space allocation tool that enlists a custom-built Large Neighborhood Search heuristic to solve the store flyer space allocation problem in less than a minute. Dynamics are captured using time-varying baseline estimates that yield optimal flyers to serve different seasons by limiting the level of overlap in subsequent flyers within the same season. In an empirical application for a furniture and home goods retailer, our optimization generates an overall average expected sales improvement of 13.0% versus this retailer’s actual flyers. By exploiting cross-category effects, store flyers become more thematic as they concentrate on one or two departments.

印刷商店传单的特点是零售商的分类仍然是一个关键的零售营销沟通工具，使他们的空间分配在不同的产品类别是一个重要的决定。关于商店传单的学术研究大多采用描述性的方法，专注于大量（通常是竞争的）类别被推广的杂货店环境，忽略了跨类别传单空间的影响。我们通过解决非杂货零售商如何在展示传单中最好地分配空间来突出几个类别的分类，以最大限度地提高总商店收入。为此，我们开发了一个动态的决策支持系统（DSS）来处理本品类和跨品类传单空间对销售的影响。我们的DSS具有两个组成部分：(1)销售响应模型和(2)商店传单空间分配工具，该工具使用定制的大邻居搜索启发式方法在不到一分钟的时间内解决商店传单空间分配问题。动态捕获使用时间变化的基线估计，通过限制同一季节内后续传单的重叠水平，产生最佳传单，以服务于不同的季节。在一个家具和家居用品零售商的实证应用中，与该零售商的实际传单相比，我们的优化产生了13.0%的总体平均预期销售改善。通过利用跨品类效应，商店传单变得更具主题性，因为它们集中在一个或两个部门。

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-01-01

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-01-01

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

Pub Date : 2025-01-01

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IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing

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