Journal of Retailing and Consumer Services最新文献

RFID in smart retailing: The roles of shopping experience, technostress, and disconfirmation sensitivity in driving repurchase intention 智能零售中的RFID：购物体验、技术压力和不确认敏感度在驱动再购买意愿中的作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-16 DOI: 10.1016/j.jretconser.2026.104728

Phuong Viet Le-Hoang, Nguyen Tan Loi

As digital technologies advance rapidly, consumer experiences worldwide are being redefined, with radio frequency identification (RFID) emerging as a key enabler of smart retail. This study investigates how RFID-enabled retail capabilities influence repurchase intention, emphasizing the mediator of shopping experience and the moderators of technostress and disconfirmation sensitivity. Data were collected from 410 consumers in Ho Chi Minh City using stratified sampling across four retail strata (hypermarkets, supermarkets, shopping mall stores, and specialty stores), yielding 359 valid responses analyzed via Structural Equation Model on SmartPLS 4.0. The results show that RFID-enabled service attributes and RFID-enabled inventory visibility management enhance shopping experience, which in turn fosters repurchase intention. Technostress negatively moderates this process, diminishing consumer experience, whereas disconfirmation sensitivity strengthens the link between shopping experience and rebuying intention by amplifying the impact of expectation fulfillment. These results highlight both the benefits and challenges of technology adoption in retail: while operational technologies improve efficiency and customer value, psychological responses can either weaken or reinforce outcomes. From a managerial perspective, retailers should leverage RFID and inventory systems to enhance experience, mitigate technology stress, and manage customer expectations. Theoretically, this study deepens insights into technology-driven consumer behavior through the integration of operational, psychological, and experiential perspectives.

随着数字技术的快速发展，全球消费者体验正在被重新定义，无线射频识别（RFID）成为智能零售的关键推动因素。本研究探讨rfid零售能力如何影响再购买意愿，强调购物体验的中介作用，以及技术压力和不确认敏感性的调节作用。通过对胡志明市四个零售阶层（大卖场、超市、购物中心商店和专卖店）的分层抽样，收集了410名消费者的数据，通过SmartPLS 4.0的结构方程模型分析了359个有效响应。结果表明，启用rfid的服务属性和启用rfid的库存可见性管理增强了购物体验，从而促进了再购买意愿。技术压力负向调节了这一过程，减少了消费者体验，而不确认敏感性通过放大期望实现的影响，加强了购物体验和再购买意愿之间的联系。这些结果强调了在零售业中采用技术的好处和挑战：虽然运营技术提高了效率和客户价值，但心理反应可能会削弱或加强结果。从管理的角度来看，零售商应该利用RFID和库存系统来提高体验，减轻技术压力，并管理客户期望。从理论上讲，本研究通过整合操作、心理和经验的角度，加深了对技术驱动的消费者行为的见解。

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引用次数: 0

From TikTok to travel: The impact of sport related user-generated short videos on destination brand attitude and purchase intention 从抖音到旅游：体育相关用户生成短视频对目的地品牌态度和购买意愿的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-14 DOI: 10.1016/j.jretconser.2025.104709

Xinxin Zhou , Guanglu Liu

The rapid growth of short-form video platforms such as TikTok and Instagram has transformed the way tourism services and sport-related destinations and events are marketed, yet little is known about how destination-themed user-generated short videos (UGDSVs) influence tourists’ attitudes and behavioral intentions compared to official destination marketing videos. This study aims to examine the psychological and social mechanisms through which UGDSVs shape sport destination brand attitude and sport travel purchase intention. Specifically, the objectives are to assess the roles of emotional engagement, perceived authenticity, and social proof in the sport related decision-making process. Focusing on data collected in 2024 from Asian and European travelers, we employ a mixed-methods design combining sentiment analysis of 2000 TikTok sport-travel videos with a structural equation modeling (SEM) survey of 500 respondents. The findings reveal five key results: (1) sport UGDSVs generate significantly higher perceived authenticity than official sport promotional videos; (2) emotional engagement strongly mediates the relationship between video exposure and sport destination brand attitude; (3) social proof amplifies the positive effect of UGDSVs on sport travel purchase intention; (4) perceived authenticity reduces psychological reactance toward sport destination advertising; and (5) UGDSVs enhance a sense of presence, leading to more favorable evaluations of the overall sport tourism experience. These findings demonstrate that peer-driven short video content can outperform traditional sport marketing in fostering trust and emotional connection. From a policy perspective, sport destination managers and event organizers are encouraged to strategically integrate and incentivize user-generated short-form videos to strengthen competitiveness, credibility, and fan-driven engagement.

抖音和Instagram等短视频平台的快速发展改变了旅游服务和体育相关目的地和活动的营销方式，但与官方目的地营销视频相比，以目的地为主题的用户生成短视频（ugdsv）如何影响游客的态度和行为意图，我们知之甚少。本研究旨在探讨ugdsv塑造运动目的地品牌态度和运动旅游购买意愿的心理和社会机制。具体而言，目标是评估情感投入，感知真实性和社会认同在体育相关决策过程中的作用。以2024年从亚洲和欧洲旅行者中收集的数据为重点，我们采用混合方法设计，将2000个TikTok运动旅行视频的情感分析与500名受访者的结构方程模型（SEM）调查相结合。研究结果揭示了五个关键结果：(1)体育ugdsv产生的感知真实性显著高于官方体育宣传片；(2)情感投入在视频曝光与运动目的地品牌态度之间具有显著中介作用；(3)社会认同放大了ugdsv对体育旅游购买意愿的正向作用；(4)感知真实性降低了对体育目的地广告的心理抗拒；(5) ugdsv增强了存在感，导致对整体体育旅游体验的评价更有利。这些发现表明，同行驱动的短视频内容在培养信任和情感联系方面优于传统的体育营销。从政策角度来看，鼓励体育目的地管理者和赛事组织者战略性地整合和激励用户生成的短视频，以增强竞争力、可信度和粉丝驱动的参与度。

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引用次数: 0

How e-commerce adoption reshapes Scandinavian retail organisations: Employment intensity, enterprise density, and labour productivity 电子商务的采用如何重塑斯堪的纳维亚零售组织：就业强度、企业密度和劳动生产率

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-13 DOI: 10.1016/j.jretconser.2026.104727

Ghita Regasse

This study provides a comparative macro-structural assessment of how e-commerce adoption is reshaping retail organisation in Scandinavia, which is one of the world's most digitally advanced retail regions. While prior research has focused on consumer behaviour, firm-level digital transformation, and omnichannel operations, little is known about how digital adoption aggregates into sector-wide outcomes. Drawing on dynamic capabilities theory and knowledge-based structural change, this paper examines whether increases in the share of retail enterprises selling online are associated with changes in employment intensity, enterprise density, and labour productivity. In addition, the analysis incorporates national urbanisation to explore whether spatial context conditions these structural adjustments. Using harmonised Eurostat data for Denmark, Finland and Sweden (2015–2020), fixed-effects, lagged-dependent-variable and ARDL models were estimated and complemented by robustness checks including variance inflation factors, Granger causality, and residual diagnostics.

The results offer novel macro-level evidence that e-commerce functions as a capability-enhancing transformation rather than a disruptive force in advanced retail ecosystems. They show that e-commerce adoption is consistently associated with stable or increasing employment per enterprise and non-declining enterprise density, which informs that digitalisation complements rather than displaces workforce and store networks. Urbanisation exerts meaningful but heterogeneous influences on these structural relationships, highlighting the spatial embeddedness of digital retail transformation. Labour productivity effects are gradual and model dependent. Short run associations are weak, but dynamic specifications show positive lagged effects, which explains that efficiency gains materialise only after organisational adjustment.

这项研究对电子商务的采用如何重塑斯堪的纳维亚的零售组织进行了比较宏观结构评估，斯堪的纳维亚是世界上数字化最先进的零售地区之一。虽然之前的研究主要集中在消费者行为、企业层面的数字化转型和全渠道运营上，但人们对数字化采用如何汇总成全行业的结果知之甚少。利用动态能力理论和基于知识的结构变化，本文考察了零售企业在线销售份额的增加是否与就业强度、企业密度和劳动生产率的变化有关。此外，该分析还纳入了国家城市化进程，以探讨空间背景是否为这些结构调整提供了条件。使用丹麦、芬兰和瑞典统一的欧盟统计局数据（2015-2020年），估计固定效应、滞后因变量和ARDL模型，并通过包括方差膨胀因素、格兰杰因果关系和剩余诊断在内的稳健性检查进行补充。研究结果提供了新的宏观证据，表明电子商务在先进的零售生态系统中是一种增强能力的转型，而不是一种颠覆性的力量。他们表明，电子商务的采用始终与每个企业的就业人数稳定或增加以及企业密度不下降有关，这表明数字化是对劳动力和商店网络的补充，而不是取代。城市化对这些结构关系产生了有意义但异质性的影响，凸显了数字零售转型的空间嵌入性。劳动生产率的影响是渐进的，依赖于模型。短期关联是弱的，但动态规范表现出积极的滞后效应，这解释了效率的提高只有在组织调整后才会实现。

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引用次数: 0

Fast thinking, slow shopping: A context-contingent model of impulse buying across retail formats 快速思考，缓慢购物：跨零售业态的冲动购买情境情境模型

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-06 DOI: 10.1016/j.jretconser.2025.104714

Jhong-Min Yang

This study challenges the conventional “one-size-fits-all” approach to understanding in-store impulse buying (IB) by proposing and testing a context-contingent Stimulus-Organism-Response (S-O-R) model. We argue that the psychological pathways driving IB are systematically moderated by the consumer's shopping mission. Drawing on dual-process theory, we operationalize these missions by analyzing three distinct retail formats: convenience stores (‘fast thinking’), supermarkets (hybrid), and hypermarkets (‘slow thinking’). This framework is based on the premise that different retail formats demand systematically varying levels of cognitive elaboration and time resources from the consumer. Using data from a rigorous on-site intercept survey of 539 consumers in Taiwan, a multi-group structural equation model reveals that the drivers of consumer behavior are highly context dependent. While service personnel quality is a universal driver of store image (SI), physical cues like product display and cleanliness have format-specific effects. Most notably, impulse buying is directly triggered by proximal cues (product display) in “fast thinking” contexts, while distal cues (personal, cleanliness) have no direct effect. Critically, our findings uncover that a positive store image does not significantly influence impulse buying in any format. This research enriches the S-O-R model by validating the shopping mission as a key moderator and provides compelling evidence that decouples the cognitive evaluation of a store (store image) from the affective act of an impulse purchase, thereby opening a crucial new avenue for future research.

本研究通过提出和测试情境情境刺激-机体反应（S-O-R）模型，挑战了传统的“一刀切”的店内冲动购买理解方法。我们认为，驱动IB的心理途径被消费者的购物使命系统地调节。利用双过程理论，我们通过分析三种不同的零售业态来实现这些任务：便利店（“快速思维”）、超市（混合）和大卖场（“慢思维”）。这个框架的前提是，不同的零售业态需要消费者系统地进行不同程度的认知阐述和时间资源。以539位台湾消费者为调查对象，建立多元结构方程模型，发现消费者行为的驱动因素是高度情境依赖的。虽然服务人员的素质是商店形象（SI）的普遍驱动因素，但产品展示和清洁度等物理线索具有特定于形式的影响。最值得注意的是，冲动购买是由“快速思维”情境下的近端提示（产品展示）直接触发的，而远端提示（个人、清洁）没有直接影响。至关重要的是，我们的研究结果表明，积极的商店形象对任何形式的冲动购买都没有显著影响。本研究通过验证购物任务作为关键调节因子丰富了S-O-R模型，并提供了令人信服的证据，将对商店（商店形象）的认知评估与冲动购买的情感行为解耦，从而为未来的研究开辟了重要的新途径。

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引用次数: 0

From emotional arousal to diminished cognitive control: How configurations of beauty streamer characteristics shape consumer impulse buying 从情绪唤起到认知控制减弱：美丽流光特征的配置如何影响消费者的冲动购买

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-06 DOI: 10.1016/j.jretconser.2025.104713

Hongbo Jiang , Jiaming Zeng , Jiewei Cai

In live streaming e-commerce, streamer characteristics represent a key external stimulus that shapes consumers’ impulse buying. Prior research has predominantly examined the effects of isolated streamer characteristics on impulse buying. However, limited attention has been paid to how configurations of streamer characteristics jointly stimulate the psychological mechanisms that underlie impulse buying. To address this gap, this study develops an integrated framework grounded in the Stimulus-Organism-Response (S-O-R) model and dual-system theory. Drawing on survey data from 325 consumers, fuzzy-set qualitative comparative analysis (fsQCA) is employed to identify configurations of beauty streamer characteristics that elicit consumer emotional arousal and diminished cognitive control. Partial least squares structural equation modeling (PLS-SEM) is subsequently employed to examine the relationships between these configurations, emotional arousal, diminished cognitive control, and impulse buying. The results indicate that no single streamer characteristic constitutes a necessary condition for high emotional arousal or diminished cognitive control. Instead, three distinct configurations lead to high emotional arousal (Expert type, Entertainment type, and Basic type), and three configurations lead to high diminished cognitive control (Expert type, Comprehensive type, and Basic type). Emotional arousal and diminished cognitive control are key factors influencing impulse buying. Higher emotional arousal is also associated with greater diminution of cognitive control. Furthermore, beauty streamers of the Expert, Entertainment, and Basic types are crucial in eliciting consumer emotional arousal. These findings provide useful managerial guidance for beauty streamers, beauty brands and merchants, as well as for platform operations.

在直播电子商务中，流媒体特征是影响消费者冲动购买的关键外部刺激因素。先前的研究主要考察了孤立流特征对冲动购买的影响。然而，人们对流线特征的配置如何共同刺激冲动购买背后的心理机制的关注有限。为了解决这一差距，本研究开发了一个基于刺激-生物-反应（S-O-R）模型和双系统理论的综合框架。利用325名消费者的调查数据，采用模糊集定性比较分析（fsQCA）来确定引起消费者情绪唤起和认知控制减弱的美流特征配置。随后采用偏最小二乘结构方程模型（PLS-SEM）来检验这些配置、情绪唤醒、认知控制减弱和冲动购买之间的关系。结果表明，没有单一的流光特征构成高情绪唤醒或认知控制减弱的必要条件。相反，三种不同的配置导致高情绪唤醒（专家型、娱乐型和基本型），三种配置导致认知控制的高度减弱（专家型、综合型和基本型）。情绪唤起和认知控制减弱是影响冲动购买的关键因素。更高的情绪唤起也与认知控制的更大减弱有关。此外，专家、娱乐和基本类型的美容主播在引发消费者情感唤醒方面至关重要。这些发现为美妆主播、美妆品牌和商家以及平台运营提供了有益的管理指导。

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引用次数: 0

Data-driven agility in the UK retail sector: How SMEs innovate in dynamic environments through experimental evidence 英国零售业数据驱动的敏捷性：中小企业如何通过实验证据在动态环境中创新

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-06 DOI: 10.1016/j.jretconser.2025.104716

Mohammed Aldossary , Gomaa Agag

This study examines how Big Data Analytics Capabilities (BDAC) drive innovation in UK retail SMEs through the mediating role of market agility and the contingent roles of environmental dynamism and learning orientation. Drawing on the resource-based view (RBV) and dynamic capabilities view (DCV), we employ a sequential mixed-method design comprising a qualitative pre-study of 26 SMEs and two experiments. The qualitative phase contextualises BDAC and market agility and informs sector-authentic experimental stimuli. Study 1 (N = 248 SME decision-makers) provides causal evidence that stronger BDAC increase market agility, which in turn increases both innovation adoption and innovation generation, with a stronger effect on adoption. Study 2 (N = 96 individuals/48 two-person teams) tests boundary conditions and reveals an asymmetric contingency: environmental dynamism amplifies the agility-adoption link, whereas learning orientation strengthens the agility-generation link. By distinguishing adoption from generation and by demonstrating this asymmetric moderation pattern under controlled conditions, the study clarifies why data-rich SMEs may become responsive adopters yet struggle to generate novel offerings unless learning routines are institutionalised. For practitioners and policymakers, the findings indicate that digital investment must be complemented by agile decision cycles and learning-oriented practices that convert data into timely, innovative action in dynamic retail markets.

本研究考察了大数据分析能力（BDAC）如何通过市场敏捷性的中介作用以及环境动态性和学习导向的偶然作用来推动英国零售中小企业的创新。基于资源基础观点（RBV）和动态能力观点（DCV），我们采用了顺序混合方法设计，包括对26家中小企业的定性预研究和两个实验。定性阶段将BDAC和市场敏捷性置于背景下，并告知部门真实的实验刺激。研究1 （N = 248名中小企业决策者）提供了因果证据，表明BDAC越强，市场敏捷性越高，市场敏捷性反过来又增加了创新采用和创新产生，对采用的影响更强。研究2 （N = 96个人/48个两人团队）测试了边界条件，揭示了一种非对称偶然性：环境动态性放大了敏捷性-采用的联系，而学习导向则增强了敏捷性-产生的联系。通过区分不同世代的采用率，并在受控条件下展示这种不对称的适度模式，该研究阐明了为什么数据丰富的中小企业可能会成为响应性采用者，但除非学习惯例制度化，否则很难产生新的产品。对于从业者和政策制定者来说，研究结果表明，数字投资必须辅以敏捷决策周期和以学习为导向的实践，将数据转化为动态零售市场中及时、创新的行动。

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引用次数: 0

When green feels real: The impact of green brand authenticity on consumer green behaviour and eWOM with PLS-SEM, NCA, and fsQCA 当绿色感觉真实：基于PLS-SEM、NCA和fsQCA的绿色品牌真实性对消费者绿色行为和eom的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-06 DOI: 10.1016/j.jretconser.2025.104720

Xin Liao, Weiping Yu, Siyu Ji

Sustainability and corporate green initiatives are increasingly central to consumer expectations. This study examines how four dimensions of green brand authenticity (green servicescape, green practices, green customer engagement, and green support for locals) differentially shape consumer outcomes. Using 466 responses from guests at green-certified hotels in China, partial least squares structural equation modelling shows that servicescape, engagement, and local support foster brand identification, while practices, servicescape, and local support enhance brand love. Both mechanisms promote consumer green behaviour and electronic word-of-mouth. Multi-group analysis further confirms model robustness and reveals regional differences between developed and less-developed cities. Necessary condition analysis reveals that green practices are indispensable for consumer green behaviour, whereas electronic word-of-mouth requires the green servicescape and green support for locals. Fuzzy-set qualitative comparative analysis complements these findings by uncovering equifinal configurations through which authenticity dimensions jointly generate high consumer outcomes. By clarifying how authenticity perceptions condition behavioural engagement and communicative advocacy in distinct yet interrelated ways, this study refines understanding of sustainable consumer engagement beyond linear spillover assumptions.

可持续发展和企业绿色倡议日益成为消费者期望的核心。本研究考察了绿色品牌真实性的四个维度（绿色服务逃避、绿色实践、绿色客户参与和对当地人的绿色支持）对消费者结果的不同影响。通过对中国绿色认证酒店466位客人的反馈进行分析，偏最小二乘结构方程模型显示，服务逃避、参与和本地支持促进了品牌识别，而实践、服务逃避和本地支持增强了品牌喜爱。这两种机制都促进了消费者的环保行为和电子口碑。多组分析进一步证实了模型的稳健性，揭示了发达城市与欠发达城市之间的区域差异。必要条件分析表明，消费者的绿色行为离不开绿色实践，而电子口碑则需要当地的绿色服务和绿色支持。模糊集定性比较分析通过揭示真实性维度共同产生高消费者结果的等效配置来补充这些发现。通过澄清真实性感知如何以不同但相互关联的方式影响行为参与和沟通倡导，本研究完善了对可持续消费者参与的理解，超越了线性溢出假设。

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引用次数: 0

Choosing your companion: How locus of control shapes responses to AI vs. real pets 选择你的伴侣：控制点如何影响对AI和真实宠物的反应

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-06 DOI: 10.1016/j.jretconser.2025.104702

Shuhui Gong

AI pets hold considerable market potential as companions, yet research on them remains limited. Individual personality traits are known to shape preferences for biological pets, such as the extroversion of dog owners and the openness and neuroticism of cat owners. However, whether this influence extends to AI pets remains unclear. This study addresses this gap by examining how the locus of control shapes individuals' responses to AI versus real pets through the lens of attribution theory. The findings demonstrate that individuals with an internal locus of control showed no significant preference between pet types, whereas those with an external locus of control were more inclined toward AI pets in terms of both attitudes and purchase intentions. Desire for control emerged as a key mediator: its mediating effect on consumption was more pronounced among individuals with an external locus of control, even though individuals with an internal locus of control generally reported a stronger overall desire for control. These results enrich the literature on individual differences, extend the application of the concept of the locus of control and attribution theory to the context of AI pets, and offer practical insights for AI pet marketing and product design.

人工智能宠物作为伴侣具有相当大的市场潜力，但对它们的研究仍然有限。众所周知，个人性格特征会影响人们对生物宠物的偏好，比如养狗的人的外向性，养猫的人的开放性和神经质。然而，这种影响是否会延伸到AI宠物还不清楚。本研究通过归因理论的视角，研究了控制源如何影响个体对人工智能和真实宠物的反应，从而解决了这一差距。研究结果表明，具有内部控制点的个体在宠物类型之间没有明显的偏好，而具有外部控制点的个体在态度和购买意愿方面更倾向于人工智能宠物。控制欲成为一个关键的中介：它对消费的中介作用在具有外部控制点的个体中更为明显，尽管具有内部控制点的个体总体上报告了更强的控制欲。这些结果丰富了个体差异方面的文献，将控制源和归因理论的概念扩展到人工智能宠物的语境中，为人工智能宠物营销和产品设计提供了实践见解。

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引用次数: 0

The effect of the form realism of avatars on users’ intention to disclose privacy in online consultation context 虚拟形象的形式真实感对在线咨询情境下用户隐私披露意愿的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-05 DOI: 10.1016/j.jretconser.2025.104719

Xuan Nie , Li Zhou

With the advancement of digital avatar technology, avatars are increasingly being used in online consultations to enhance medical service efficiency. While previous studies have extensively explored the positive effects of an avatar's form realism, it remains unclear whether a high degree of realism can promote patients' intention to disclose privacy, particularly in sensitive medical contexts. Drawing on media richness theory and evaluation apprehension theory, this study investigates the double-edged effect of a doctor avatar's form realism on a patient's intention to disclose privacy. Through a pretest and three experiments, our results indicate that while high form realism enhances a patient's disclosure intention via improved communication quality, it also simultaneously weakens this intention by heightening evaluation apprehension. Furthermore, we find that this dual effect is moderated by the consultation stage (pre-consultation vs. formal consultation) and the avatar's controlling entity (AI vs. human). This study deepens the understanding of avatar realism's complex impact and offers practical insights for the design and deployment of digital avatar technology in online healthcare platforms.

随着数字化身技术的进步，化身越来越多地用于在线咨询，以提高医疗服务效率。虽然之前的研究已经广泛地探讨了虚拟角色形式现实性的积极影响，但高度的现实性是否能促进患者透露隐私的意愿，尤其是在敏感的医疗环境中，目前还不清楚。本研究运用媒介丰富性理论和评价理解理论，探讨了医生化身的形式现实性对患者隐私披露意愿的双刃剑效应。通过一个预测和三个实验，我们的研究结果表明，高形式现实性通过提高沟通质量来增强患者的披露意愿，同时也通过提高评估忧虑来削弱这种意愿。此外，我们发现这种双重效应受到咨询阶段（预咨询vs.正式咨询）和角色控制实体（AI vs.人类）的调节。本研究加深了对虚拟化身现实主义的复杂影响的理解，并为在线医疗平台中数字虚拟化身技术的设计和部署提供了实用的见解。

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引用次数: 0

Parasocial bonds drive brand connection: How listener-host parasocial relationships enhance brand advocacy through emotional investment 副社会关系驱动品牌连接：听众-主持人副社会关系如何通过情感投资增强品牌宣传

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-01-03 DOI: 10.1016/j.jretconser.2025.104712

Xiao Sun, Jing-peng Li

Brands increasingly leverage podcast hosts to drive consumer advocacy, yet the process by which parasocial relationships (PSRs) influence brand advocacy remains underexplored. This study proposes a moderated mediation model where parasocial relationship strength enhances emotional investment in a host's recommendation, which in turn promotes brand advocacy. Through four online experiments, we manipulated relational closeness and found that stronger PSRs consistently increased intentions to recommend, defend, and promote the endorsed brand. Emotional investment fully mediated this effect, while five alternative cognitive pathways were non-significant. Additionally, two moderators emerged: the effect was amplified for listeners with high social connection needs and was stronger for high-involvement products. These findings reveal the emotional mechanism that drives parasocial influence and offer insights for marketers on crafting intimate host interactions and aligning with high-involvement products to maximize advocacy.

品牌越来越多地利用播客主持人来推动消费者宣传，然而，社交关系（psr）影响品牌宣传的过程仍未得到充分探索。本研究提出了一个有调节的中介模型，即副社会关系强度增强主持人推荐的情感投入，进而促进品牌宣传。通过四个在线实验，我们操纵了关系亲密度，发现更强的psr持续增加推荐、捍卫和推广被认可品牌的意愿。情绪投资完全介导了这种影响，而其他五种认知途径则不显著。此外，还出现了两个调节因素：对于具有高社会联系需求的听众，效果被放大，而对于高参与产品，效果更强。这些发现揭示了驱动副社会影响的情感机制，并为营销人员提供了制作亲密的主人互动和与高参与度产品保持一致以最大化宣传的见解。

引用次数: 0