Pub Date : 2024-11-22DOI: 10.1016/j.jretconser.2024.104141
Joyce Feng Wang , Yufei Zhang , G. Tomas M. Hult , Chen Lin
The fast fashion industry rapidly introduces new products, making early adoption among fashion innovators crucial for sustaining return on investment and setting fashion trends for the diffusion process. This study aims to identify fashion innovators by assessing their learning maturity and to determine the optimal timing for commercializing fashion new arrivals. By leveraging large-scale e-commerce data, we operationalized learning maturity based on customers' past purchase experiences and employed survival analyses to examine how different types of customer learning affect new product adoption across various times of the day and days of the week. Our findings reveal that learning about product features increases customers' likelihood of adopting new products, whereas learning about pricing decreases it. These learning effects are most pronounced for customers shopping at bedtime and on weekends due to variations in consumers’ cognitive resources. By demonstrating the significant effects of customer learning, this research uncovers new, time-varying, experience-based antecedents of new product adoption. Our results provide novel insights into the success of new fashion products, offering readily actionable guidance on targeting the right customers at the right time.
{"title":"Leveraging customer learning and time-based targeting for fast fashion new arrivals","authors":"Joyce Feng Wang , Yufei Zhang , G. Tomas M. Hult , Chen Lin","doi":"10.1016/j.jretconser.2024.104141","DOIUrl":"10.1016/j.jretconser.2024.104141","url":null,"abstract":"<div><div>The fast fashion industry rapidly introduces new products, making early adoption among fashion innovators crucial for sustaining return on investment and setting fashion trends for the diffusion process. This study aims to identify fashion innovators by assessing their learning maturity and to determine the optimal timing for commercializing fashion new arrivals. By leveraging large-scale e-commerce data, we operationalized learning maturity based on customers' past purchase experiences and employed survival analyses to examine how different types of customer learning affect new product adoption across various times of the day and days of the week. Our findings reveal that learning about product features increases customers' likelihood of adopting new products, whereas learning about pricing decreases it. These learning effects are most pronounced for customers shopping at bedtime and on weekends due to variations in consumers’ cognitive resources. By demonstrating the significant effects of customer learning, this research uncovers new, time-varying, experience-based antecedents of new product adoption. Our results provide novel insights into the success of new fashion products, offering readily actionable guidance on targeting the right customers at the right time.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"83 ","pages":"Article 104141"},"PeriodicalIF":11.0,"publicationDate":"2024-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142704309","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-19DOI: 10.1016/j.jretconser.2024.104154
Yongjie Chu , Hongguo Wang , Cengceng Liu
Understanding consumer preference is crucial for optimizing inventory management and enhancing consumer satisfaction. While previous research has explored various determinants of consumer choices, the role of weather in shaping consumer color preference has received little attention. This study addresses this gap by investigating how key weather variables—temperature, relative humidity, and wind speed—affect consumer color preference in the fashion clothing market. Using data from 3,184,162 transactions across 99 physical fashion retail stores in Italy, we analyze consumer clothing purchases as indicators of color preference. Our findings reveal that higher temperatures and relative humidity lead consumers to prefer cooler clothing colors, while increased wind speed encourages the selection of warmer colors. Additionally, fashion trends play a moderating role in shaping the relationship between weather conditions and color preference. This research contributes to a deeper understanding of the weather's influence on consumer behavior and offers valuable insights for retailers, enabling them to better anticipate changes in consumer preference under different weather conditions and reduce supply-demand imbalances.
{"title":"Beneath the colorness skies: Does weather influence consumer color preference?","authors":"Yongjie Chu , Hongguo Wang , Cengceng Liu","doi":"10.1016/j.jretconser.2024.104154","DOIUrl":"10.1016/j.jretconser.2024.104154","url":null,"abstract":"<div><div>Understanding consumer preference is crucial for optimizing inventory management and enhancing consumer satisfaction. While previous research has explored various determinants of consumer choices, the role of weather in shaping consumer color preference has received little attention. This study addresses this gap by investigating how key weather variables—temperature, relative humidity, and wind speed—affect consumer color preference in the fashion clothing market. Using data from 3,184,162 transactions across 99 physical fashion retail stores in Italy, we analyze consumer clothing purchases as indicators of color preference. Our findings reveal that higher temperatures and relative humidity lead consumers to prefer cooler clothing colors, while increased wind speed encourages the selection of warmer colors. Additionally, fashion trends play a moderating role in shaping the relationship between weather conditions and color preference. This research contributes to a deeper understanding of the weather's influence on consumer behavior and offers valuable insights for retailers, enabling them to better anticipate changes in consumer preference under different weather conditions and reduce supply-demand imbalances.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104154"},"PeriodicalIF":11.0,"publicationDate":"2024-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142703055","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-18DOI: 10.1016/j.jretconser.2024.104151
Nada Jabbour Al Maalouf, Elie Sayegh, Wissam Makhoul, Nada Sarkis
With the rapid advancements in technology, the Internet and mobile applications have become integral to everyday life, offering unprecedented convenience and value, particularly in the realm of online retail. Among these innovations, online food delivery services have emerged as a significant shift in consumer behavior, providing an alternative to traditional dining experiences. This research aims to explore the impact of key motivational factors—e-service quality, personal aspects, perceived food quality, trust, time-saving orientation, and convenience motivation—on consumer attitudes toward online food delivery services. Additionally, the study hypothesizes that these attitudes mediate the relationship between consumer motivations and their intention to order food online. A regression analysis was performed on the cross-sectional data collected from a random sample of 280 respondents. The findings reveal critical insights into the complex dynamics between motivational factors and consumer behavior in the context of online food ordering. Notably, the study identifies attitudes toward online food delivery as a pivotal mediator, linking consumer motivations to their intention to engage in online food delivery. These results highlight the importance for businesses to thoroughly understand and strategically address these motivational factors and consumer attitudes to remain competitive and responsive to evolving consumer demands in the digital age. This research contributes to the literature by offering a comprehensive framework that integrates multiple consumer motivations, providing original insights into how these factors collectively influence the adoption of online food delivery services, particularly in the context of Lebanon's unique social, economic, and political challenges.
{"title":"Consumers' attitudes and purchase intentions toward food ordering via online platforms","authors":"Nada Jabbour Al Maalouf, Elie Sayegh, Wissam Makhoul, Nada Sarkis","doi":"10.1016/j.jretconser.2024.104151","DOIUrl":"10.1016/j.jretconser.2024.104151","url":null,"abstract":"<div><div>With the rapid advancements in technology, the Internet and mobile applications have become integral to everyday life, offering unprecedented convenience and value, particularly in the realm of online retail. Among these innovations, online food delivery services have emerged as a significant shift in consumer behavior, providing an alternative to traditional dining experiences. This research aims to explore the impact of key motivational factors—e-service quality, personal aspects, perceived food quality, trust, time-saving orientation, and convenience motivation—on consumer attitudes toward online food delivery services. Additionally, the study hypothesizes that these attitudes mediate the relationship between consumer motivations and their intention to order food online. A regression analysis was performed on the cross-sectional data collected from a random sample of 280 respondents. The findings reveal critical insights into the complex dynamics between motivational factors and consumer behavior in the context of online food ordering. Notably, the study identifies attitudes toward online food delivery as a pivotal mediator, linking consumer motivations to their intention to engage in online food delivery. These results highlight the importance for businesses to thoroughly understand and strategically address these motivational factors and consumer attitudes to remain competitive and responsive to evolving consumer demands in the digital age. This research contributes to the literature by offering a comprehensive framework that integrates multiple consumer motivations, providing original insights into how these factors collectively influence the adoption of online food delivery services, particularly in the context of Lebanon's unique social, economic, and political challenges.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104151"},"PeriodicalIF":11.0,"publicationDate":"2024-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142703054","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-17DOI: 10.1016/j.jretconser.2024.104150
Li Jiang , Jingyi Yan , Yuguang Xie , Junfeng Dong
Autonomous delivery vehicles (ADVs), as a new tool in terminal delivery, are currently used extensively. However, for the permanent success of the ADV industry, logistics providers need to understand the influencing mechanism of consumers' reuse intention of ADVs. Therefore, this research uses valence theory as basis in analyzing the elements and mechanisms affecting consumers’ reuse intention of ADVs. Survey data were assembled from 550 ADV consumers in China through online questionnaires, and partial least squares structural equation model was used as a tool for data analysis. Findings indicate that convenience and hedonic value can enhance the perceived value of ADVs. Perceived value can positively affect reuse intention through the attitude toward using ADVs, whereas perceived cost negatively affects the reuse intention through the attitude toward using ADVs. The discussion section of this paper summarizes the results and implications and provides valuable suggestions for logistics providers and developers.
{"title":"Customers’ reuse intention to autonomous delivery vehicles in terminal delivery service: A valence theory perspective","authors":"Li Jiang , Jingyi Yan , Yuguang Xie , Junfeng Dong","doi":"10.1016/j.jretconser.2024.104150","DOIUrl":"10.1016/j.jretconser.2024.104150","url":null,"abstract":"<div><div>Autonomous delivery vehicles (ADVs), as a new tool in terminal delivery, are currently used extensively. However, for the permanent success of the ADV industry, logistics providers need to understand the influencing mechanism of consumers' reuse intention of ADVs. Therefore, this research uses valence theory as basis in analyzing the elements and mechanisms affecting consumers’ reuse intention of ADVs. Survey data were assembled from 550 ADV consumers in China through online questionnaires, and partial least squares structural equation model was used as a tool for data analysis. Findings indicate that convenience and hedonic value can enhance the perceived value of ADVs. Perceived value can positively affect reuse intention through the attitude toward using ADVs, whereas perceived cost negatively affects the reuse intention through the attitude toward using ADVs. The discussion section of this paper summarizes the results and implications and provides valuable suggestions for logistics providers and developers.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104150"},"PeriodicalIF":11.0,"publicationDate":"2024-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142663971","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Strong influencers generate attention and engagement for specific brands they endorse and present, but still little is known on how their intrinsic characteristics may contribute to their ability to generate content engagement intentions for any posted content. This study uses the dual-process theory and data collected from 1012 followers of an Instagram micro-influencer to examine how perceived consumer micro-influencers drive behavioural engagement with any shared branded content through emotional and rational processing. The results indicate that follower-influencer similarity exerts a positive and direct influence on all three engagement behaviours, and it indirectly affects content consumption and contribution behaviours through parasocial relationships (emotional route) and credibility (rational route). The findings also reveal that parasocial relationships enhance the influencer's credibility, underscoring the significant mediating role of these relationships. Notably, the indirect effect of similarity on credibility, mediated by parasocial relationships, is proven more substantial than the direct effect.
{"title":"We match! Building online brand engagement behaviours through emotional and rational processes","authors":"Estefania Ballester , Carla Ruiz , Natalia Rubio , Cleopatra Veloutsou","doi":"10.1016/j.jretconser.2024.104146","DOIUrl":"10.1016/j.jretconser.2024.104146","url":null,"abstract":"<div><div>Strong influencers generate attention and engagement for specific brands they endorse and present, but still little is known on how their intrinsic characteristics may contribute to their ability to generate content engagement intentions for any posted content. This study uses the dual-process theory and data collected from 1012 followers of an Instagram micro-influencer to examine how perceived consumer micro-influencers drive behavioural engagement with any shared branded content through emotional and rational processing. The results indicate that follower-influencer similarity exerts a positive and direct influence on all three engagement behaviours, and it indirectly affects content consumption and contribution behaviours through parasocial relationships (emotional route) and credibility (rational route). The findings also reveal that parasocial relationships enhance the influencer's credibility, underscoring the significant mediating role of these relationships. Notably, the indirect effect of similarity on credibility, mediated by parasocial relationships, is proven more substantial than the direct effect.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104146"},"PeriodicalIF":11.0,"publicationDate":"2024-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142664051","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-14DOI: 10.1016/j.jretconser.2024.104142
Zhenfei Wang , Younghwan Pan
The demand for personalized smartphone theme systems is growing steadily. In China, the emerging ink-inspired mobile theme system (IMTS) serves as a representative example of such personalized theme systems. The IMTS integrates cultural elements and aesthetics into its design, thereby introducing a novel form of smartphone personalization. However, consumer feedback and willingness to use the IMTS have not increased alongside its development; rather, they have declined significantly. This study analyzes consumer feedback and use intentions of the IMTS to assess its developmental trajectory and propose potential modifications. The study employs the Latent Dirichlet Allocation (LDA) model to analyze all user reviews of the IMTS to identify consumer-behavior-related issues. Subsequently, a targeted survey was conducted, and the results from 407 representative samples were analyzed using the Kano model to identify specific factors influencing consumer willingness to use the system. Results indicate that the IMTS faces significant challenges, such as inconsistency between theme descriptions and the actual user experience, low compatibility between icons and themes, unsatisfactory visual communication, and an overemphasis on cultural elements at the expense of practicality. Addressing these issues is crucial for enhancing the user experience and ensuring the future development of the IMTS.
{"title":"From popularity to pitfalls: Diagnosing consumer issues and engineering solutions for an ink-inspired mobile theme system","authors":"Zhenfei Wang , Younghwan Pan","doi":"10.1016/j.jretconser.2024.104142","DOIUrl":"10.1016/j.jretconser.2024.104142","url":null,"abstract":"<div><div>The demand for personalized smartphone theme systems is growing steadily. In China, the emerging ink-inspired mobile theme system (IMTS) serves as a representative example of such personalized theme systems. The IMTS integrates cultural elements and aesthetics into its design, thereby introducing a novel form of smartphone personalization. However, consumer feedback and willingness to use the IMTS have not increased alongside its development; rather, they have declined significantly. This study analyzes consumer feedback and use intentions of the IMTS to assess its developmental trajectory and propose potential modifications. The study employs the Latent Dirichlet Allocation (LDA) model to analyze all user reviews of the IMTS to identify consumer-behavior-related issues. Subsequently, a targeted survey was conducted, and the results from 407 representative samples were analyzed using the Kano model to identify specific factors influencing consumer willingness to use the system. Results indicate that the IMTS faces significant challenges, such as inconsistency between theme descriptions and the actual user experience, low compatibility between icons and themes, unsatisfactory visual communication, and an overemphasis on cultural elements at the expense of practicality. Addressing these issues is crucial for enhancing the user experience and ensuring the future development of the IMTS.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104142"},"PeriodicalIF":11.0,"publicationDate":"2024-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142664050","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-13DOI: 10.1016/j.jretconser.2024.104147
Muhammad Danish Habib , Rekha Attri , Mohammad Asif Salam , Muhammad Zafar Yaqub
This study addresses prevailing gaps in retail marketing literature encompassing the (chatbot) adoption behavior by delving into the motivators and inhibitors influencing consumer decisions to adopt chatbots. Employing a qualitative approach, we gathered consumer insights through open-ended essays that explored consumer adoption and aversion of chatbots, intending to contrive an inductive understanding of this behavior jacked up by the grounded theory approach. The study involved 55 US-based chatbot users recruited through the Prolific Academic platform. Participants responded to open-ended essay questions exploring the motivators and barriers to consumer adoption of chatbots. The Gioia method was employed to develop theoretical notions from empirical data inductively. The study's findings lead to categorizing motivators into functional motives, design attributes, and relational motives. At the same time, inhibitors/barriers were classified as technological and/or functional and personal and/or perceptual. The study significantly contributes to the existing body of knowledge by addressing a critical deficiency in prior literature, explicitly identifying the factors that truncate chatbot adoption. Explaining demotivators for chatbot adoption significantly enriches the behavioral reasoning theory argument, which bases itself upon the reasons for and against a particular (adoption/aversion) behavior. The study's findings can be helpful for practitioners by highlighting the necessity of prioritizing user-centric features as well as addressing both technological and perception barriers to truncate chatbot aversion or improve the adoption rates of chatbots.
{"title":"Retail consumers' conundrum: An in-depth qualitative study navigating the motivations and aversion of chatbots","authors":"Muhammad Danish Habib , Rekha Attri , Mohammad Asif Salam , Muhammad Zafar Yaqub","doi":"10.1016/j.jretconser.2024.104147","DOIUrl":"10.1016/j.jretconser.2024.104147","url":null,"abstract":"<div><div>This study addresses prevailing gaps in retail marketing literature encompassing the (chatbot) adoption behavior by delving into the motivators and inhibitors influencing consumer decisions to adopt chatbots. Employing a qualitative approach, we gathered consumer insights through open-ended essays that explored consumer adoption and aversion of chatbots, intending to contrive an inductive understanding of this behavior jacked up by the grounded theory approach. The study involved 55 US-based chatbot users recruited through the Prolific Academic platform. Participants responded to open-ended essay questions exploring the motivators and barriers to consumer adoption of chatbots. The Gioia method was employed to develop theoretical notions from empirical data inductively. The study's findings lead to categorizing motivators into functional motives, design attributes, and relational motives. At the same time, inhibitors/barriers were classified as technological and/or functional and personal and/or perceptual. The study significantly contributes to the existing body of knowledge by addressing a critical deficiency in prior literature, explicitly identifying the factors that truncate chatbot adoption. Explaining demotivators for chatbot adoption significantly enriches the behavioral reasoning theory argument, which bases itself upon the <em>reasons for</em> and <em>against</em> a particular (adoption/aversion) behavior. The study's findings can be helpful for practitioners by highlighting the necessity of prioritizing user-centric features as well as addressing both technological and perception barriers to truncate chatbot aversion or improve the adoption rates of chatbots.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104147"},"PeriodicalIF":11.0,"publicationDate":"2024-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142664052","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-12DOI: 10.1016/j.jretconser.2024.104145
Muhammad Danish Habib , Rekha Attri , Mohammad Asif Salam , Muhammad Zafar Yaqub
This study aims to enhance the understanding of green consumption behavior dynamics by exploring the influencing factors, perceptions, motivators, barriers, and consequences of green consumerism. The study utilizes a qualitative approach, collecting data from 68 respondents from the USA and UK with the help of open-ended essays from a representative sample of informants recruited through the Prolific Academic to contrive an inductive understanding of (dynamics of) green consumption behavior using the grounded theory approach. The study employs the Stimulus-Organism-Response (S-O-R) framework as the theoretical underpinning to identify, categorize, and synthesize stimuli that shape consumer perceptions, the consumer being the organism processing the information about green consumption, and the consumers’ response, either adopting or averting green consumerism. The findings reveal a comprehensive view of influencing factors, customer perceptions, motivators, barriers, and pitfalls resulting from identified barriers. The study significantly advances the theoretical landscape of green consumption by utilizing the Stimulus-Organism-Response (S-O-R) framework to broaden the understanding of consumer perceptions and responses towards green consumerism while also making substantial contributions to the Behavioral Reasoning Theory (BRT) framework, identifying reasons that influence or deter green consumption behaviors. Our study provides valuable insights for policymakers to develop effective regulatory frameworks and policies to encourage sustainable consumer behavior. It offers guidance for marketers to adjust their strategies, focusing on transparency and authenticity to foster consumer trust and promote positive perceptions of green initiatives.
{"title":"Bright and dark sides of green consumerism: An in-depth qualitative investigation in retailing context","authors":"Muhammad Danish Habib , Rekha Attri , Mohammad Asif Salam , Muhammad Zafar Yaqub","doi":"10.1016/j.jretconser.2024.104145","DOIUrl":"10.1016/j.jretconser.2024.104145","url":null,"abstract":"<div><div>This study aims to enhance the understanding of green consumption behavior dynamics by exploring the influencing factors, perceptions, motivators, barriers, and consequences of green consumerism. The study utilizes a qualitative approach, collecting data from 68 respondents from the USA and UK with the help of open-ended essays from a representative sample of informants recruited through the Prolific Academic to contrive an inductive understanding of (dynamics of) green consumption behavior using the grounded theory approach. The study employs the Stimulus-Organism-Response (S-O-R) framework as the theoretical underpinning to identify, categorize, and synthesize stimuli that shape consumer perceptions, the consumer being the organism processing the information about green consumption, and the consumers’ response, either adopting or averting green consumerism. The findings reveal a comprehensive view of influencing factors, customer perceptions, motivators, barriers, and pitfalls resulting from identified barriers. The study significantly advances the theoretical landscape of green consumption by utilizing the Stimulus-Organism-Response (S-O-R) framework to broaden the understanding of consumer perceptions and responses towards green consumerism while also making substantial contributions to the Behavioral Reasoning Theory (BRT) framework, identifying reasons that influence or deter green consumption behaviors. Our study provides valuable insights for policymakers to develop effective regulatory frameworks and policies to encourage sustainable consumer behavior. It offers guidance for marketers to adjust their strategies, focusing on transparency and authenticity to foster consumer trust and promote positive perceptions of green initiatives.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104145"},"PeriodicalIF":11.0,"publicationDate":"2024-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142664047","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-12DOI: 10.1016/j.jretconser.2024.104148
Xiuyuan Gong, Pengkai Sun
Virtual streamers have become increasingly prevalent in livestreaming e-commerce because of technological advancements in artificial intelligence. However, there are only a few studies that have explored the language style of virtual streamers in livestreaming e-commerce services. Accordingly, the appropriate language style for the success of virtual streamers needs to be explored. This study used mind perception theory as basis to systematically examine whether, how, and when virtual streamers’ language style affects consumer intention to follow the advice (CIFA) by conducting five experimental studies. Results indicated that emotional language used by virtual streamers is more effective than rational language. Moreover, emotional language leads to higher CIFA, with consumers’ mind perception (perceived agency and perceived experience) mediating this link in the livestreaming e-commerce context. Consumers’ imagery difficulty eliminates the mediating effect of mind perception. Furthermore, consumers with hedonic motivation generate markedly higher perceived experience (but not perceived agency) when virtual streamers use emotional language, consequently contributing to higher CIFA. The findings reveal the different effects of virtual streamers’ language style and offer valuable insights into the significant development of livestreaming e-commerce services.
{"title":"Can virtual streamers express emotions? Understanding the language style of virtual streamers in livestreaming e-commerce","authors":"Xiuyuan Gong, Pengkai Sun","doi":"10.1016/j.jretconser.2024.104148","DOIUrl":"10.1016/j.jretconser.2024.104148","url":null,"abstract":"<div><div>Virtual streamers have become increasingly prevalent in livestreaming e-commerce because of technological advancements in artificial intelligence. However, there are only a few studies that have explored the language style of virtual streamers in livestreaming e-commerce services. Accordingly, the appropriate language style for the success of virtual streamers needs to be explored. This study used mind perception theory as basis to systematically examine whether, how, and when virtual streamers’ language style affects consumer intention to follow the advice (CIFA) by conducting five experimental studies. Results indicated that emotional language used by virtual streamers is more effective than rational language. Moreover, emotional language leads to higher CIFA, with consumers’ mind perception (perceived agency and perceived experience) mediating this link in the livestreaming e-commerce context. Consumers’ imagery difficulty eliminates the mediating effect of mind perception. Furthermore, consumers with hedonic motivation generate markedly higher perceived experience (but not perceived agency) when virtual streamers use emotional language, consequently contributing to higher CIFA. The findings reveal the different effects of virtual streamers’ language style and offer valuable insights into the significant development of livestreaming e-commerce services.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104148"},"PeriodicalIF":11.0,"publicationDate":"2024-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142664049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-11-12DOI: 10.1016/j.jretconser.2024.104143
Saïd Aboubaker Ettis , Achraf Sellami
Increasingly, many brands are enabling consumers to customize products and services to their specific needs and tastes. Little is known about the contributions of immersive customer experience on value creation throughout an online product customization journey. Using the flow theory framework and its correlated constructs, this research aims to analyze the influence of the online product customization experience on the perceived value as well as the impact of this perceived value on the behavioral outcomes regarding the customized product and the online store. Two hundred seventeen (N = 217) participants were recruited to customize shoes on Converse.com and then complete a self-administered online questionnaire. The study reveals three major findings. First, interactivity and telepresence heighten the customer's flow throughout the online product customization process. Second, interactivity and flow directly enhance the perceived value of the online product customization experience. Simultaneously, flow mediates the effect of interactivity and telepresence on the perceived value of the product customization experience. Third, the value of the product customization experience influences the intention of purchasing the customized product, revisiting the online store, and increasing Word-of-Mouth. These findings provide potential implications for digital marketing managers, e-store designers, and mass-customization providers interested in delivering value-focused mass-customization experiences that yield meaningful transactional outcomes.
{"title":"“I'll do it for myself”: Enhancing customer value through online product customization experience","authors":"Saïd Aboubaker Ettis , Achraf Sellami","doi":"10.1016/j.jretconser.2024.104143","DOIUrl":"10.1016/j.jretconser.2024.104143","url":null,"abstract":"<div><div>Increasingly, many brands are enabling consumers to customize products and services to their specific needs and tastes. Little is known about the contributions of immersive customer experience on value creation throughout an online product customization journey. Using the flow theory framework and its correlated constructs, this research aims to analyze the influence of the online product customization experience on the perceived value as well as the impact of this perceived value on the behavioral outcomes regarding the customized product and the online store. Two hundred seventeen (N = 217) participants were recruited to customize shoes on <span><span>Converse.com</span><svg><path></path></svg></span> and then complete a self-administered online questionnaire. The study reveals three major findings. First, interactivity and telepresence heighten the customer's flow throughout the online product customization process. Second, interactivity and flow directly enhance the perceived value of the online product customization experience. Simultaneously, flow mediates the effect of interactivity and telepresence on the perceived value of the product customization experience. Third, the value of the product customization experience influences the intention of purchasing the customized product, revisiting the online store, and increasing Word-of-Mouth. These findings provide potential implications for digital marketing managers, e-store designers, and mass-customization providers interested in delivering value-focused mass-customization experiences that yield meaningful transactional outcomes.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104143"},"PeriodicalIF":11.0,"publicationDate":"2024-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142664048","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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