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Consumer preferences for unmanned stores: A choice experiment study 消费者对无人商店的偏好:选择实验研究
IF 11 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-04 DOI: 10.1016/j.jretconser.2024.104061
Youngwon Nam , Sihyun Lee , Hoyoung Lee

Unmanned stores are characterized by the addition of new technical attributes to existing retail services to replace human staff. This study examines consumer preferences for store- and technology-related attributes across both goods and services retail settings. Using a sample of 600 participants, we conducted a choice experiment and analyzed multinomial logit models to estimate consumer preferences for each attribute and the levels of preferences. The results indicate that not only technology-related attributes but also store-related attributes influence consumer preferences for unmanned stores. Furthermore, we found that consumer preference declines as stores adopt more advanced technologies. The effects of these attributes are largely consistent across both settings, except in the case of payment-related technologies. The findings provide practical insights on optimally managing store attributes and adopting retail technologies, taking into account consumer perceptions associated with technological integration in unmanned stores.

无人商店的特点是在现有零售服务中增加新的技术属性,以取代人工。本研究考察了消费者在商品和服务零售环境中对商店和技术相关属性的偏好。我们以 600 名参与者为样本,进行了一次选择实验,并分析了多叉对数模型,以估算消费者对每种属性的偏好以及偏好水平。结果表明,不仅与技术相关的属性会影响消费者对无人商店的偏好,与商店相关的属性也会影响消费者对无人商店的偏好。此外,我们还发现,随着商店采用更先进的技术,消费者的偏好也会下降。除了与支付相关的技术外,这些属性在两种情况下的影响基本一致。这些发现为优化管理商店属性和采用零售技术提供了实用见解,同时考虑到了与无人商店技术整合相关的消费者看法。
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引用次数: 0
Give me a second life! Extending the life-span of luxury products through repair 给我第二次生命通过维修延长奢侈品的使用寿命
IF 11 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-04 DOI: 10.1016/j.jretconser.2024.104055
Mona Mrad , Rania W. Semaan , George Christodoulides , Emanuela Prandelli

Despite the rise in luxury organizations’ efforts to embrace the circular economy and offer more sustainable options to consumers, research on luxury goods in the circular economy remains limited and primarily focused on “closing loop” strategies––mainly second-hand and rental business models that challenge the traditional concept of luxury. By contrast, there is a complete paucity of research on luxury product repairs that represent a “slowing loop” strategy that aims to prolong the lifecycle of the luxury good. To investigate this phenomenon, we employed a methodology involving 40 interviews with luxury consumers in the United Arab Emirates (UAE), a significant luxury goods market. The findings distinguish between different types of repairs (i.e., luxury brands, luxury department stores, or independent services) and reveal three key barriers to repairs (i.e., the time frame required for the repairs, perceived inconvenience, and lack of experience/awareness). The results further point to three rational (e.g., investment value) and three emotional (e.g., inheritance value) drivers of repairs, as well as positive (e.g., pleasure or pride) and negative (e.g., compromised brand relationship) outcomes. This study contributes to the emerging literature on luxury in a circular economy by specifically examining luxury product repair context and the outcomes of luxury repairs by demonstrating that these outcomes can be either positive or negative.

尽管奢侈品组织越来越努力地拥抱循环经济,并为消费者提供更多可持续发展的选择,但有关循环经济中奢侈品的研究仍然有限,而且主要集中在 "闭环 "战略上--主要是挑战传统奢侈品概念的二手和租赁商业模式。相比之下,关于奢侈品维修的研究却少之又少,而这种维修代表着一种旨在延长奢侈品生命周期的 "减速循环 "战略。为了研究这一现象,我们采用了一种方法,在阿拉伯联合酋长国(UAE)这一重要的奢侈品市场,对奢侈品消费者进行了 40 次访谈。研究结果区分了不同类型的维修(即奢侈品牌、奢侈品百货公司或独立服务),并揭示了维修的三个主要障碍(即维修所需的时间、感知到的不便以及缺乏经验/意识)。研究结果进一步指出了维修的三个理性驱动因素(如投资价值)和三个感性驱动因素(如继承价值),以及积极(如愉悦或自豪)和消极(如品牌关系受损)的结果。本研究通过对奢侈品维修背景和奢侈品维修结果的专门研究,证明了这些结果可能是积极的,也可能是消极的,从而为循环经济中有关奢侈品的新兴文献做出了贡献。
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引用次数: 0
Unveiling the drivers of satisfaction in mobile trading: Contextual mining of retail investor experience through BERTopic and generative AI 揭示移动交易满意度的驱动因素:通过 BERTopic 和生成式人工智能对散户投资者体验进行情境挖掘
IF 11 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-03 DOI: 10.1016/j.jretconser.2024.104066
Jisu Yi , Yun Kyung Oh , Jung-Min Kim

The proliferation of mobile stock trading has introduced various apps with distinct features, emphasizing the need to understand users' evaluations after adopting the service. This study explores the determinants of retail investors’ satisfaction with mobile stock trading services by employing an advanced textual analysis of customer reviews for four leading trading applications. We utilized Bidirectional Encoder Representations from Transformers (BERT) based Topic modeling (BERTopic modeling) to identify key topics within customer reviews and used the results as input for generative AI to discern the theme and sentiment of each topic. Based on Service Quality (SERVQUAL) theory, topics are categorized into key quality dimensions: functionality, usability, information quality, customer service, and system quality. Regression models were employed to assess the impact of the quality dimensions on investor satisfaction, revealing positive feedback on usability, information quality, and service quality as primary enhancers of satisfaction. In contrast, negative feedback on service quality, system quality, and functionality was identified as the primary inhibitor of satisfaction. This study explores how the influence of each quality dimension varies among different types of brokers (full-service vs. online-only brokerages). Finally, we propose a visualization tool called Topic Rating Impact and Frequency Analysis (TRIFA), which is designed to categorize topics based on their frequency of occurrence and impact on satisfaction. This tool aids in identifying the strengths and areas for improvement in services by effectively visualizing the results of text review analysis. This research not only deepens our understanding of the quality dimensions of mobile financial services but also offers valuable insights for service providers by suggesting predictive models that could help increase customer retention.

随着移动股票交易的普及,各种应用程序各具特色,因此有必要了解用户在使用该服务后的评价。本研究通过对四款主流交易应用程序的客户评论进行高级文本分析,探讨了散户投资者对移动股票交易服务满意的决定因素。我们利用基于变压器的双向编码器表示(BERT)的主题建模(BERTopic modeling)来识别客户评论中的关键主题,并将结果作为生成式人工智能的输入,以辨别每个主题的主题和情感。根据服务质量(SERVQUAL)理论,主题被归类为关键质量维度:功能性、可用性、信息质量、客户服务和系统质量。我们采用回归模型来评估质量维度对投资者满意度的影响,结果显示,对可用性、信息质量和服务质量的正面反馈是提高满意度的主要因素。与此相反,服务质量、系统质量和功能方面的负面反馈被认为是满意度的主要抑制因素。本研究探讨了各质量维度对不同类型经纪商(全方位服务经纪商与纯在线经纪商)的影响有何不同。最后,我们提出了一种名为 "主题评级影响和频率分析(TRIFA)"的可视化工具,旨在根据主题的出现频率和对满意度的影响对其进行分类。通过有效地将文本评论分析结果可视化,该工具有助于识别服务的优势和需要改进的地方。这项研究不仅加深了我们对移动金融服务质量维度的理解,而且通过提出有助于提高客户保留率的预测模型,为服务提供商提供了宝贵的见解。
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引用次数: 0
Quality-differentiated distribution strategies between live streaming and online channels 直播流媒体和在线渠道之间的质量差异化传播战略
IF 11 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-02 DOI: 10.1016/j.jretconser.2024.104056
Jiqiong Liu , Rui Yuan , Shuai Feng , Guanxiong Wang

To address the challenges posed by the emergence of live streaming (LS) channels and mitigate competition among different distribution channels, manufacturers are increasingly adopting quality-differentiated distribution strategies. In this study, we develop a model involving a manufacturer and an influencer to investigate the following two potential strategies: the HL strategy (where high-quality products are marketed via the LS channel while low-quality products are marketed via the traditional online channel) and the LH strategy (where low-quality products are marketed via the LS channel while high-quality products are marketed via the traditional online channel). Moreover, we categorize products into cost-driven and demand-driven types to explore the factors that influence a manufacturer's strategic choice of different types of products. Our key insights are as follows. First, manufacturers should focus on the following two factors: product type and influencer ability. When products belong to cost-driven category and the influencer possesses high ability, implementing the LH strategy can lead to a mutually beneficial outcome for both parties. Furthermore, when the influencer's ability is low, achieving a win‒win situation for both parties becomes unattainable, regardless of the type of product. Second, the pricing of low-quality products may not necessarily be lower than that of high-quality products. When products belong to demand-driven category and the influencer's ability is high, manufacturers can set a higher price point for low-quality products when selling them through the traditional online channel. Third, the influencer exhibits varying preferences for product quality when selling different types of products. When products belong to demand-driven category, the influencer prefers selling high-quality products. Conversely, for cost-driven products, the influencer favors low-quality products. If there is a mismatch between the manufacturer's strategy and the influencer's preference, then the influencer tends to minimize its losses by reducing its LS effort. Fourth, from the perspective of consumer surplus and social welfare, our analysis reveals that the HL strategy yields a higher level of consumer surplus and contributes more to social welfare for demand-driven products; but for cost-driven products, the LH strategy emerges as the more favorable choice.

为了应对实时流媒体(LS)渠道的出现所带来的挑战并缓解不同分销渠道之间的竞争,制造商正越来越多地采用质量差异化分销策略。在本研究中,我们建立了一个涉及制造商和影响者的模型,以研究以下两种可能的策略:HL 策略(即高质量产品通过 LS 渠道销售,而低质量产品通过传统在线渠道销售)和 LH 策略(即低质量产品通过 LS 渠道销售,而高质量产品通过传统在线渠道销售)。此外,我们还将产品分为成本驱动型和需求驱动型,以探讨影响制造商对不同类型产品进行战略选择的因素。我们的主要见解如下。首先,制造商应关注以下两个因素:产品类型和影响者能力。当产品属于成本驱动型类别,而影响者能力较高时,实施 LH 战略可为双方带来互惠互利的结果。此外,当影响者能力较低时,无论产品类型如何,都无法实现双方共赢。其次,低质量产品的定价不一定低于高质量产品。当产品属于需求驱动型产品且影响者的能力较高时,制造商在通过传统网络渠道销售低质量产品时,可以为其设定较高的价位。第三,影响者在销售不同类型产品时对产品质量的偏好不同。当产品属于需求驱动型产品时,影响者更倾向于销售高质量的产品。相反,对于成本驱动型产品,影响者则偏好低质量产品。如果制造商的战略与影响者的偏好不匹配,那么影响者倾向于通过减少LS努力来减少损失。第四,从消费者剩余和社会福利的角度来看,我们的分析表明,对于需求驱动型产品,HL策略能产生更高水平的消费者剩余,对社会福利的贡献也更大;但对于成本驱动型产品,LH策略则是更有利的选择。
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引用次数: 0
From online reviews to smartwatch recommendation: An integrated aspect-based sentiment analysis framework 从在线评论到智能手表推荐:基于方面的综合情感分析框架
IF 11 1区 管理学 Q1 BUSINESS Pub Date : 2024-09-02 DOI: 10.1016/j.jretconser.2024.104059
Rajeev Kumar Ray , Amit Singh

In the current landscape, smartwatches have gained popularity as wearable devices thanks to their fitness tracking and health monitoring capabilities. However, the abundance of features and options has made it challenging to select the right alternative. In this regard, we propose a text analytics-based product recommender system that leverages online reviews as peers' recommendations and creates a shortlist of available alternatives based on existing users’ perceptions. It uses a pre-trained transformer-based aspect-level sentiment analysis algorithm, InstructABSA, to quantify consumer sentiments expressed in textual reviews, which are analysed using the integrated House of Quality (HoQ) and Preference Ranking Organisation Method for Enrichment Evaluation-II (PROMETHEE-II) to construct a relative performance index for the selected manufacturers. The proposed framework may assist potential customers in making well-informed purchase decisions and help manufacturers understand their relative position in the market. It also helps customers compare the alternatives concerning selected features and associated consumer perceptions. In addition, manufacturers may use it to discover their perceived strengths and weaknesses. The proposed framework is tested on a review dataset pertaining to 12 smartwatch manufacturers, and their relative ranks are proposed.

当前,智能手表凭借其健身追踪和健康监测功能,作为可穿戴设备大受欢迎。然而,丰富的功能和选择使得选择合适的替代品变得非常具有挑战性。为此,我们提出了一种基于文本分析的产品推荐系统,该系统利用在线评论作为同行推荐,并根据现有用户的看法创建可用替代品的短名单。该系统使用预先训练好的基于转换器的方面级情感分析算法 InstructABSA 来量化消费者在文本评论中表达的情感,并使用综合质量屋(HoQ)和偏好排序组织法进行丰富评估-II(PROMETHEE-II)分析,以构建所选制造商的相对性能指标。建议的框架可帮助潜在客户做出明智的购买决策,并帮助制造商了解其在市场中的相对地位。它还能帮助客户比较替代产品的选定功能和相关消费者认知。此外,制造商还可以利用它来发现自己的优势和劣势。我们对 12 家智能手表制造商的评论数据集进行了测试,并提出了它们的相对排名。
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引用次数: 0
Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multi-criteria decision approach 利用模糊集定性比较分析和多标准决策方法揭示冲动性购买行为的最优配置
IF 10.4 1区 管理学 Q1 BUSINESS Pub Date : 2024-08-29 DOI: 10.1016/j.jretconser.2024.104057
Alhamzah Alnoor, Sammar Abbas, Khai Wah Khaw, Yousif Raad Muhsen, XinYing Chew
Sudden and unplanned purchasing behavior is considered impulsive buying behavior. With the increasing popularity of social commerce platforms and shopping automation, people's tendency towards impulsive purchases has grown significantly. In this connection, the role of marketing influencers has crucially impacted the customers' purchasing decisions over the last decade. This study aims to investigate the effect of marketing influencers on impulsive buying behavior. In addition, the current study addresses a critical methodological problem by highlighting the optimal configuration provided by fuzzy set qualitative comparative analysis (fsQCA) using a multi-criteria decision approach (MCDM). Based on a survey of 672 users of live streaming commerce platforms in Malaysia, we examined impulsive buying behavior from the perspective of influencer marketing, cognitive trust, and affective trust in influencer. Partial Least Squares Structural Equation Modeling (PLS-SEM) results confirmed the influence of parasocial relationship, authenticity, expertise, trustworthiness, attractiveness, and influencer–follower congruence on impulsive buying behavior through cognitive trust in influencer, affective trust in influencer, and behavioral inertia. The fsQCA results provided 15 different configurations confirming the role of marketing influencers' characteristics in impulsive buying behavior. However, fsQCA analysis is unable to determine the optimal solution or configuration. To this end, the MCDM analysis complemented the fsQCA analysis by unveiling the optimal configuration, which was the ninth configuration. Furthermore, the combination of authenticity, expertise, trustworthiness, cognitive trust, affective trust is considered a key concept to increase impulsive buying behaviour regardless of the presence of a parasocial relationship.
突然和无计划的购买行为被视为冲动性购买行为。随着社交商务平台和购物自动化的日益普及,人们的冲动性购买倾向显著增加。因此,在过去十年中,营销影响者的作用对顾客的购买决策产生了至关重要的影响。本研究旨在探讨营销影响者对冲动性购买行为的影响。此外,本研究还利用多标准决策方法(MCDM)强调了模糊集定性比较分析(fsQCA)提供的最优配置,从而解决了一个关键的方法问题。基于对马来西亚 672 名直播商务平台用户的调查,我们从影响者营销、对影响者的认知信任和情感信任的角度研究了冲动性购买行为。偏最小二乘法结构方程建模(PLS-SEM)结果证实了寄生社会关系、真实性、专业性、可信度、吸引力和影响者与追随者一致性通过对影响者的认知信任、对影响者的情感信任和行为惯性对冲动性购买行为的影响。fsQCA结果提供了15种不同的配置,证实了营销影响者的特征在冲动性购买行为中的作用。然而,fsQCA 分析无法确定最佳解决方案或配置。为此,MCDM 分析对 fsQCA 分析进行了补充,揭示了最佳配置,即第九种配置。此外,无论是否存在寄生社会关系,真实性、专业性、可信度、认知信任和情感信任的结合被认为是增加冲动性购买行为的关键概念。
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引用次数: 0
How do online sales channels affect global product purchases? The role of CSR and cross-country differences 在线销售渠道如何影响全球产品购买?企业社会责任的作用和跨国差异
IF 10.4 1区 管理学 Q1 BUSINESS Pub Date : 2024-08-28 DOI: 10.1016/j.jretconser.2024.104049
Changju Kim, Ha Kyung Lee, Woo Bin Kim, Ihsan Ullah Jan, Dong Il Lee, Kuang-Wen Wu
This study aims to extend the link between online purchasability and consumers’ actual purchase behavior in the global product context by considering global companies’ social contributions and cross-country differences. Using 1033 datasets from South Korea (n = 545) and Japan (n = 488), we employed the PROCESS macro to test the moderated moderated mediation hypothesis. Our findings highlight that global companies’ social contributions strengthen the positive indirect effect of online purchasability on purchase frequency by increasing the number of items purchased. Furthermore, contrary to our prediction, Japanese consumers with a high evaluation of social contribution have a stronger positive indirect link between online purchasability and purchase frequency than South Korean consumers. We provide significant insights into the implications of online sales channel management and its strategy, highlighting the role of corporate social responsibility in better understanding the dynamics of global consumer product purchases in the context of a cross-country analysis.
本研究旨在通过考虑全球企业的社会贡献和跨国差异,拓展全球产品背景下在线可购买性与消费者实际购买行为之间的联系。通过使用来自韩国(n = 545)和日本(n = 488)的 1033 个数据集,我们采用 PROCESS 宏检验了中介调节假说。我们的研究结果表明,全球性公司的社会贡献通过增加购买商品的数量,加强了在线购买力对购买频率的正向间接影响。此外,与我们的预测相反,与韩国消费者相比,对社会贡献评价较高的日本消费者在可在线购买性与购买频率之间具有更强的正向间接联系。我们对在线销售渠道管理及其战略的影响提出了重要见解,强调了企业社会责任在跨国分析中更好地理解全球消费者产品购买动态方面的作用。
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引用次数: 0
Encourage sustainable consumption among the elderly through generativity 通过代代相传鼓励老年人可持续消费
IF 10.4 1区 管理学 Q1 BUSINESS Pub Date : 2024-08-26 DOI: 10.1016/j.jretconser.2024.104053
Yueru Ma, Tanyuan Xing
Generativity is closely related to sustainable consumption, and this effect is gradually reinforced as consumers age, but there is little discussion on how to utilize generativity to promote elderly's purchase intentions. Based on Consumer Culture Theory (CCT), this research analyzes the impact of generativity on the sustainable consumption of elderly when they face different consumption decisions and its intrinsic mechanisms. This research sample included 640 elderly (56 years old and above), and the results provided by two studies. Study 1 demonstrated that the incorporation of generativity information into social cues in the context of consuming for self will increase the self-expression and affiliation inspiration of elderly, which in turn increases their purchase intention. Study 2 showed that this positive effect persists in contexts where consumption decisions are considered (for next generation vs. for themselves), where elderly are more likely to buy gifts for the next generation in sustainable consumption and the mediating effects of self-expression inspiration and affiliation inspiration remain valid; this effect will be moderated by the product's typeface design, as handwritten typeface (vs. machine-written typeface) humanize the gift and enhance the presence and empathy of elderly, thus reinforcing their consumption inspiration. Theoretical insights and practical implications are discussed.
代入感与可持续消费密切相关,这种影响会随着消费者年龄的增长而逐渐加强,但如何利用代入感来促进老年人的购买意向却鲜有讨论。本研究以消费者文化理论(CCT)为基础,分析了老年人在面对不同消费决策时,代入感对其可持续消费的影响及其内在机制。研究样本包括 640 名老年人(56 岁及以上),结果由两项研究提供。研究 1 表明,在 "为自己而消费 "的情境中,将 "生成性 "信息纳入社交线索会增加老年人的自我表达和归属感,从而提高他们的购买意向。研究 2 表明,在考虑消费决策(为下一代消费与为自己消费)的情境中,这种积极效应依然存在,在可持续消费中,老年人更倾向于为下一代购买礼物,自我表达灵感和归属灵感的中介效应依然有效;产品的字体设计会调节这种效应,因为手写字体(与机写字体相比)会使礼物人性化,增强老年人的存在感和共鸣,从而强化他们的消费灵感。本文讨论了理论见解和实践意义。
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引用次数: 0
A product recommendation model based on online reviews: Improving PageRank algorithm considering attribute weights 基于在线评论的产品推荐模型:考虑属性权重改进 PageRank 算法
IF 10.4 1区 管理学 Q1 BUSINESS Pub Date : 2024-08-26 DOI: 10.1016/j.jretconser.2024.104052
Xiaoli Wang, Chenxi Zhang, Zeshui Xu
Consumer reviews play a crucial role in evaluating products on online e-commerce platforms. Unlike numerical ratings, online reviews provide valuable information and sentiment. However, existing studies often overlook the unique interrelationships between products on e-commerce platforms, and fail to adequately capture the psychological behavior of consumers during online shopping. To address these gaps, this study presents a novel product recommendation model based on online reviews that evaluates products’ multi-attribute performances. The study first identifies the product attributes that are most important to consumers by analyzing review texts. Then, this study calculates the attribute performance scores of each product by considering consumer sentiment and the usefulness of online reviews. Next, it identifies competitors for the target product using a weighted Euclidean distance function and ranks all products employing an improved PageRank algorithm. Finally, to illustrate the validity of the proposed model, the study conducts a case study using a dataset of 41,352 online reviews obtained from Best Buy, and segments the data into three categories according to price. Comparative results with traditional MCDM models show that among the three categories, our results achieved a maximum improvement of 18.3% in the Spearman correlation coefficient.
消费者评论在在线电子商务平台的产品评估中发挥着至关重要的作用。与数字评分不同,在线评论提供了有价值的信息和情感。然而,现有的研究往往忽视了电子商务平台上产品之间独特的相互关系,也未能充分捕捉到消费者在网上购物时的心理行为。针对这些不足,本研究提出了一种基于在线评论的新型产品推荐模型,该模型可评估产品的多属性表现。研究首先通过分析评论文本,确定对消费者最重要的产品属性。然后,本研究通过考虑消费者情感和在线评论的有用性,计算出每种产品的属性表现得分。接着,研究使用加权欧氏距离函数识别目标产品的竞争对手,并使用改进的 PageRank 算法对所有产品进行排名。最后,为了说明所提模型的有效性,本研究使用从百思买获得的 41,352 条在线评论数据集进行了案例研究,并根据价格将数据分为三类。与传统 MCDM 模型的比较结果表明,在三个类别中,我们的结果在斯皮尔曼相关系数方面取得了 18.3% 的最大改进。
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引用次数: 0
Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention: Comparing enterprise-owned vs. third-party online review websites using multigroup analysis 研究品牌形象和态度如何影响消费者对网络口碑的易感性和购买意向:利用多组分析比较企业与第三方在线评论网站
IF 10.4 1区 管理学 Q1 BUSINESS Pub Date : 2024-08-25 DOI: 10.1016/j.jretconser.2024.104051
Sanjeev Kumar, Rajesh Rajaguru, Lin Yang
Despite the well-recognized impact of electronic word-of-mouth (eWOM) on consumer decision-making, there is still a partial understanding of the differences integral to the platforms carrying eWOM. Underpinned by attitude contagion theory and attribution theory, the study investigates how brand attitude and brand image mediate the effect of consumer susceptibility to eWOM on purchase intention comparing the effects between enterprise-owned and third-party eWOM platforms. A self-administered online survey was conducted with 364 respondents and structural equation modelling was employed to test the relationships proposed in the study. The multigroup analysis performed using SmartPLS confirmed a significant difference between platforms. The results revealed that the indirect effect of susceptibility to eWOM on purchase intention, mediated by brand image and brand attitude, was stronger for third-party online review platforms compared to enterprise-owned platforms. This study extends the existing literature on eWOM platforms by empirically testing the different effects of two platforms on purchase intention, highlighting the critical role of third-party platforms in shaping consumer product and brand decisions. It accentuates the importance for enterprises to adapt strategies across review platforms due to varying consumer responses.
尽管电子口碑(eWOM)对消费者决策的影响已得到广泛认可,但人们对电子口碑平台之间的差异仍缺乏全面了解。本研究以态度传染理论和归因理论为基础,通过比较企业自有网络口碑平台和第三方网络口碑平台对消费者购买意向的影响,探讨品牌态度和品牌形象如何调节消费者对网络口碑的易感性对购买意向的影响。本研究对 364 名受访者进行了自填式在线调查,并采用结构方程模型来检验研究中提出的关系。使用 SmartPLS 进行的多组分析证实了平台之间的显著差异。结果显示,在品牌形象和品牌态度的中介作用下,网络口碑易感性对购买意向的间接影响在第三方在线评论平台上比在企业自有平台上更强。本研究通过实证检验两个平台对购买意向的不同影响,扩展了有关网络口碑平台的现有文献,突出了第三方平台在影响消费者产品和品牌决策方面的关键作用。由于消费者的反应各不相同,本研究强调了企业在不同评论平台上调整战略的重要性。
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引用次数: 0
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Journal of Retailing and Consumer Services
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