Journal of Retailing and Consumer Services最新文献_第3页

The role of price in display complexity's impact on horticultural plant purchase intention: An eye-tracking study 价格在展示复杂性对园艺植物购买意向的影响中的作用：眼动追踪研究

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-11-10 DOI: 10.1016/j.jretconser.2024.104124

Jie Li , Bridget Behe , Patricia Huddleston , Scott Thatcher

Given that most live plants are still sold in physical stores, the influence of in-store display complexity on visual attention and purchase intention interests both practitioners and scholars. However, the interactive role of price and display complexity on choice has yet to be studied. Using Split-attention Effect in Cognitive Load Theory and Price-Quality Heuristic as theoretical frameworks, we conducted a within-subjects experiment using eye-tracking technology. We explored how price signs and display complexity affect visual attention and purchase intention. Prices were varied for two levels (regular vs. discounted) and display complexity was varied for 6, 12, and 24-item displays. Participants chose their most preferred option and indicated their purchase intention. Our study suggests that price moderates the Display Complexity (DC)-Likelihood-to-Buy (LTB) and Visual Attention on Sign (VAS) - LTB relationship. LTB increases with DC at a regular price, while LTB does not vary by DC at a discounted price. At a regular price, VAS is negatively related to LTB, while at a discounted price, VAS is positively associated with LTB. Implications for retailers include increasing the number of plants on display when no discount is offered and making regular price signs more appealing.

鉴于大多数活体植物仍在实体店销售，店内陈列的复杂性对视觉注意力和购买意向的影响引起了从业人员和学者的兴趣。然而，价格和陈列复杂性对选择的交互作用还有待研究。我们以认知负荷理论中的分离注意效应和价格-质量启发式为理论框架，利用眼动跟踪技术进行了一项被试内实验。我们探讨了价格标识和展示复杂性如何影响视觉注意力和购买意向。价格分为两个等级（正常价格与折扣价格），展示复杂度分为 6、12 和 24 个项目。参与者选择自己最喜欢的选项并表明购买意向。我们的研究表明，价格调节了展示复杂度（DC）-购买可能性（LTB）和标志上的视觉注意力（VAS）-LTB 的关系。在正常价格下，LTB 随显示复杂度的增加而增加，而在折扣价格下，LTB 不随显示复杂度的变化而变化。在正常价格下，VAS 与 LTB 呈负相关，而在折扣价格下，VAS 与 LTB 呈正相关。这对零售商的启示包括在不提供折扣时增加展示植物的数量，并使正价标志更具吸引力。

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引用次数: 0

Exploring purchase intention in metaverse retailing: Insights from an automotive platform 探索元零售中的购买意向：汽车平台的启示

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-11-02 DOI: 10.1016/j.jretconser.2024.104144

Haowei Zhang , Yang Lv , Justin Zuopeng Zhang , Linda D. Hollebeek , Abhishek Behl , Sigitas Urbonavicius

As an integration of cutting-edge digital technologies, the metaverse is set to revolutionize online retailing. This study employed a well-established metaverse automotive retailing platform in China to explore the paths influencing consumers' purchase intention when shopping in the metaverse. We adopted structural equation modeling to analyze the data obtained from 348 respondents who were planning to shop for a new car in the metaverse in China. The findings showed that the perceived social presence of others positively influences consumers’ purchase intention, as mediated by their metaverse identification. Moreover, consumer stickiness and the accompaniment of friends were found to positively moderate the effect of perceived social presence on metaverse identification in metaverse retailing. Likewise, product type positively moderated the effect of metaverse identification on purchase intention. Specifically, when consumers intended to purchase environmentally-friendly (vs. unfriendly) vehicles, a stronger positive impact of metaverse identification on purchase intention was observed. The results provide valuable insight for metaverse retailers.

作为最前沿数字技术的集成，元宇宙将给网络零售带来一场革命。本研究利用国内成熟的元海外汽车零售平台，探讨影响消费者元海外购物购买意向的路径。我们采用结构方程模型分析了 348 名计划在中国元网购车的受访者的数据。研究结果表明，消费者感知到的他人社会存在会对其购买意向产生积极影响，而消费者的元虚拟身份认同则是这一影响的中介。此外，研究还发现，消费者粘性和朋友的陪伴能够正向调节感知到的社交存在对元零售中的元认知的影响。同样，产品类型也能正向调节元海外认同对购买意向的影响。具体来说，当消费者打算购买环保型（与非环保型）汽车时，就会观察到元海外认同对购买意向产生更强的积极影响。这些结果为元数据零售商提供了宝贵的启示。

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引用次数: 0

How cool virtual streamer influences customer in live-streaming commerce? An explanation of stereotype content model 酷炫的虚拟流媒体如何影响直播商业中的客户？刻板印象内容模型解析

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-11-01 DOI: 10.1016/j.jretconser.2024.104139

Wei Gao , Ning Jiang , Qingqing Guo

Virtual streamers, powered by sophisticated artificial intelligence technologies, have been increasingly adopted in live-streaming commerce. Despite the rise in relevant studies, little is known about how the coolness of virtual streamers affects customers in the context of live-streaming commerce. Using online survey data, this study empirically examined the effects of coolness factors including attractiveness, subculture, utility, and originality on purchase intention based on the stereotype content model. The results suggested that most of the coolness factors played critical roles in improving competence and warmth, which in turn induce purchase intention. However, subculture was found to exert a nonsignificant effect on warmth. In addition, the findings from a multi-group analysis indicated that the coolness factors varied in their effect on customers depending on whether a virtual streamer performed live streaming cooperating with or without a human streamer. The results of the study contribute to deepening the understanding of virtual streamers, the literature on coolness, and the stereotype content model, as well as offer insightful implications for live-streaming commerce practices.

由复杂的人工智能技术驱动的虚拟流媒体已越来越多地应用于直播商务。尽管相关研究越来越多，但人们对虚拟流媒体的酷感在直播商务中如何影响客户却知之甚少。本研究利用在线调查数据，基于刻板印象内容模型，实证检验了酷炫因素（包括吸引力、亚文化、实用性和原创性）对购买意向的影响。结果表明，大多数 "酷 "因素在提高能力和温暖度方面发挥了关键作用，而能力和温暖度反过来又会诱发购买意向。然而，亚文化对热情的影响并不显著。此外，多组分析结果表明，酷感因素对顾客的影响因虚拟流媒体与人类流媒体合作或不合作进行直播而有所不同。研究结果有助于加深对虚拟流媒体、"酷 "相关文献和刻板印象内容模型的理解，并为直播商业实践提供了深刻的启示。

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引用次数: 0

Consumer response to E-commerce service failure: Leveraging repurchase intentions through strategic recovery policies 消费者对电子商务服务失败的反应：通过战略恢复政策利用再购买意愿

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-30 DOI: 10.1016/j.jretconser.2024.104137

Prince Owusu , Zhiwen Li , Isaac Adjei Mensah , Akoto Yaw Omari-Sasu

The study emphasizes on the impact of online retailers' recovery policies on consumer empowerment and gratification together with repurchase intentions. The research surveyed online shoppers who experienced service failure after which subsequent recovery efforts were made by retailers. The first stage of the study which involved a structural model analysis revealed that consumers' perceptions of the quality of retailers’ recovery policies significantly influence consumer empowerment, consumer gratification and repurchase intentions, and the financial risk associated with a product significantly moderates the relationship between the recovery policies and consumer intentions to repurchase the product. The second stage involved considering six different full-profile hypothetical scenarios. Following this, the study simulated consumer choices by calculating the total utility for each scenario based on the attribute levels. The study then applied a scenario-based probabilistic game model that normalizes these utilities to estimate consumer preference probability. The results indicated that scenarios combining high-value attributes, such as premium upgrades and full refunds, have the highest likelihood of being chosen. The study concludes with proposed managerial strategies for online retailers to enhance customer retention.

该研究强调了在线零售商的恢复政策对消费者授权和满足感以及再次购买意愿的影响。研究调查了遭遇服务故障后零售商采取的后续恢复措施的网上购物者。研究的第一阶段涉及结构模型分析，结果显示，消费者对零售商恢复政策质量的感知会显著影响消费者授权、消费者满足感和回购意愿，而与产品相关的财务风险会显著调节恢复政策与消费者回购意愿之间的关系。第二阶段包括考虑六种不同的全貌假设情景。随后，研究根据属性水平计算了每种情景下的总效用，从而模拟了消费者的选择。然后，研究采用基于情景的概率博弈模型，对这些效用进行归一化处理，以估算消费者的偏好概率。结果表明，结合了高价值属性（如溢价升级和全额退款）的情景被选择的可能性最大。研究最后提出了在线零售商提高客户保留率的管理策略建议。

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引用次数: 0

Can mobile promotion automation decrease overall purchases? The role of promotion pattern predictability in customer habit formation 移动促销自动化能否减少总体购买量？促销模式的可预测性在顾客习惯养成中的作用

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-30 DOI: 10.1016/j.jretconser.2024.104138

Pezhman Lamei, Milad Mohammadi Darani, Jennifer Wiggins, Christopher Mahar

Automating mobile promotions facilitates customization through geo-location and temporal targeting; however, this can lead the geographic and temporal patterns of promotions to become predictable. We argue that this predictability enables customer habit formation as the promotion, the context in which it is received, and the purchase behavior become associated in the customer's memory through repeated co-occurrence. This results in the customer purchasing only when promotions are expected to occur, decreasing their overall purchase likelihood. Across four studies, including empirical data from two different industries in different global regions and two controlled laboratory experiments focused on different purchase scenarios, we find that customers exposed to predictable promotion patterns shift their purchases to when promotions are expected, decreasing overall purchase probability. These effects are stronger for customers with consistent past purchase patterns or low involvement with the product, and predictability of promotion patterns does not impact customer attitudes, providing evidence that they are driven by customer habit formation.

通过地理位置和时间定位，移动促销的自动化为定制化提供了便利；然而，这会导致促销的地理和时间模式变得可预测。我们认为，这种可预测性有助于客户形成习惯，因为促销活动、收到促销活动的环境和购买行为会通过重复出现在客户的记忆中。这就导致顾客只在促销预期发生时才购买，从而降低了他们的总体购买可能性。通过四项研究（包括来自全球不同地区两个不同行业的经验数据和两个针对不同购买场景的实验室对照实验），我们发现，受到可预测促销模式影响的顾客会将其购买行为转移到促销预期发生的时间，从而降低整体购买概率。对于过去购买模式一致或对产品参与度较低的顾客，这些影响会更大，而且促销模式的可预测性不会影响顾客的态度，这为顾客习惯的形成提供了证据。

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引用次数: 0

Eye-opening! Exploring uncertainty marketing through hedonic blind box collectibles 大开眼界！通过享乐主义盲盒收藏品探索不确定性营销

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-30 DOI: 10.1016/j.jretconser.2024.104127

Cary Lee , Jessica Wyllie , Stacey Brennan

Blind box collectibles use a chance-based marketing approach, with products sold in opaque packaging. Phenomenal global demand for these products has sparked attention from media and government scrutiny. Adding to burgeoning research, the current study explores US adults' consumption of blind box collectibles, integrating concepts of consumer collecting behaviour and uncertainty marketing. Through focus groups, findings are presented in a customer journey framework, which uncovers an addictive loop of impulsive purchases. Albeit effective to generate sales, the tactic was perceived as somewhat predatory with parallels to gambling, and demonstrates a ‘dark side’ to a seemingly innocuous product.

盲盒收藏品采用基于机会的营销方式，产品以不透明包装出售。全球对这些产品的巨大需求引发了媒体和政府的关注。作为新兴研究的补充，本研究结合消费者收藏行为和不确定性营销的概念，探讨了美国成年人对盲盒收藏品的消费情况。通过焦点小组讨论，研究结果在客户旅程框架中得以呈现，揭示了冲动性购买的成瘾循环。尽管这种方法能有效地创造销售额，但却被认为具有一定的掠夺性，与赌博有相似之处，并展示了一种看似无害的产品的 "阴暗面"。

引用次数: 0

“Take no risk!”: Immediate and delayed backfire-effect of risk-reducing messages in retailers' return and exchange policies "不要冒险！"：零售商退换货政策中降低风险信息的即时和延迟反作用力

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-30 DOI: 10.1016/j.jretconser.2024.104134

Antonin Woimant , Nadia Steils

While much research highlights the positive effects of appropriate risk framing in online retail advertising, this study reveals its potential adverse impact on consumer purchase decisions, particularly when communicating retailers' return and exchange policies. We conducted four studies, including three distinct field experiments in partnership with a major online retailer, to explore immediate and deferred consumer behaviors - advertising engagement and actual purchases - across over 452,632 consumers, and one controlled online experiment to test the proposed hypotheses. Studies 1a and 1b examined the short-term adverse effects of reassuring risk framing on immediate advertising engagement, and Study 2 assessed its impact on delayed decisions (actual purchase). Study 3 provided insights into the underlying psychological mechanisms using the persuasion knowledge theory. Our findings indicate that framing messages such as “take no risk” can diminish advertising engagement and actual purchasing behavior, because of greater persuasion knowledge. Advertisers are advised to carefully evaluate the use of risk-reducing messages in their communication to avoid unintended negative impacts on both advertising engagement and actual purchase behavior. This study enriches the advertising literature by uncovering the backfiring effects of reassuring risk-reducing framing.

很多研究都强调了适当的风险框架在网络零售广告中的积极作用，而本研究则揭示了其对消费者购买决策的潜在不利影响，尤其是在传达零售商的退换货政策时。我们进行了四项研究，包括与一家大型在线零售商合作进行的三项不同的现场实验，以探索超过452,632名消费者的即时和延迟消费行为--广告参与和实际购买，以及一项受控在线实验，以检验提出的假设。研究 1a 和 1b 考察了安抚性风险框架对即时广告参与的短期不利影响，研究 2 评估了其对延迟决策（实际购买）的影响。研究 3 利用说服知识理论深入探讨了潜在的心理机制。我们的研究结果表明，"不冒任何风险 "等框架信息会降低广告参与度和实际购买行为，因为说服知识越强。我们建议广告商在传播过程中仔细评估降低风险信息的使用，以避免对广告参与度和实际购买行为产生意想不到的负面影响。本研究揭示了安抚性风险降低框架的反作用，从而丰富了广告文献。

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引用次数: 0

Determining investment allocation strategies to improve consumer satisfaction based on a preference learning model 基于偏好学习模型确定投资分配策略，提高消费者满意度

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-30 DOI: 10.1016/j.jretconser.2024.104140

Xingli Wu, Huchang Liao

Mining product attribute performance, importance, and their (a)symmetric impacts on consumer satisfaction from online reviews is crucial for enterprises to formulate real-time investment allocation strategies for product improvement. While existing studies have employed machine learning, regression, and correlation analysis to explore these complex relationships, they face the challenge of balancing prediction accuracy with interpretability. This paper proposes an asymmetric importance-performance analysis model based on preference learning with online reviews. It devises an asymmetric value function incorporating unknown preference parameters to elucidate (a)symmetric impacts of attribute performance on overall consumer satisfaction. The process of learning preference parameters is implemented by mathematical programming with a simulation experiment. Attributes are classified into eight categories according to their performance and importance, each corresponding to an improvement strategy. An optimization model is constructed to develop investment allocation strategies for attribute improvement, aiming at maximizing consumer satisfaction within established financial constraints. A hotel-focused case study showcases the approach, and simulations validate the robustness of the proposed model.

从在线评论中挖掘产品属性的性能、重要性及其对消费者满意度的（对称）影响，对于企业制定实时投资分配策略以改进产品至关重要。虽然现有研究采用了机器学习、回归和相关分析等方法来探索这些复杂的关系，但它们都面临着如何平衡预测准确性和可解释性的挑战。本文提出了一种基于偏好学习和在线评论的非对称重要性-绩效分析模型。它设计了一个包含未知偏好参数的非对称值函数，以阐明属性表现对消费者总体满意度的（a）对称影响。偏好参数的学习过程是通过数学编程和模拟实验实现的。属性根据其性能和重要性被分为八类，每类对应一种改进策略。构建了一个优化模型来制定属性改进的投资分配策略，目的是在既定的财务约束条件下最大限度地提高消费者满意度。以酒店为重点的案例研究展示了该方法，模拟验证了所提模型的稳健性。

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引用次数: 0

Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India 假冒难题：印度金字塔底层消费者行为透视

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-28 DOI: 10.1016/j.jretconser.2024.104114

Srabanti Mukherjee, Biplab Datta

This study uses a phenomenological approach to examine consumption patterns of counterfeit goods by Bottom of the Pyramid (BOP) consumers in West Bengal, India. Forty-seven semi-structured interviews conducted with BOP consumers were subjected to thematic analysis. The study revealed four central themes for counterfeit consumption by BOP consumers: counterfeit purchasing patterns, brand recognition and purchase-point selection criteria, and counterfeit brand purchase criteria. Furthermore, this study contributes to the literature by revealing four counterfeit consumption patterns based on the awareness and willingness of BOP consumers. This study has critically analysed the role of neighbourhood retailers in counterfeit consumption at the BOP. Interestingly, this study also pioneered identifying the zone of awareness-indifference formed by normative influence and bounded rationality as coping strategies against vulnerability in the context of BOP counterfeit consumption. The implications of counterfeit consumption for marketers targeting the BOP have been discussed.

本研究采用现象学方法研究印度西孟加拉邦金字塔底层（BOP）消费者的假冒商品消费模式。对 47 个针对 BOP 消费者的半结构式访谈进行了主题分析。研究揭示了 BOP 消费者假货消费的四个中心主题：假货购买模式、品牌认知和购买点选择标准以及假货品牌购买标准。此外，本研究还根据 BOP 消费者的意识和意愿揭示了四种假冒消费模式，为相关文献做出了贡献。本研究批判性地分析了邻里零售商在 BOP 假货消费中的作用。有趣的是，本研究还率先确定了由规范影响和有界理性形成的意识-冷漠区，作为应对 BOP 假货消费中脆弱性的策略。研究还讨论了假货消费对针对 BOP 的营销人员的影响。

引用次数: 0

Miracle in the evening: Explaining the boundary condition of consumer's self-control on purchase intention of near-expired products 夜晚的奇迹解释消费者自我控制对购买近过期产品意向的边界条件

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-28 DOI: 10.1016/j.jretconser.2024.104125

June-ho Chung , Dongkyun Ahn , Yun Seob Choi

Due to consumers' misunderstanding of product expiration dates, huge amounts of food waste and retail losses have been recognized as a worldwide problem. This research explores a solution to mitigate such waste and losses in the consumer purchase decision-making process of near-expiry products. Drawing from the literature on expiration date-based pricing (EDBP) and self-control, we propose that consumers' purchase intention for near-expiry products vary depending on the time of day (morning vs. evening). The results from mixed methodologies, including an analysis of actual sales data from an online retailer (Study 1) and randomized controlled experimental studies (Studies 2 and 3), reveal that consumers are less sensitive to near-expiry products when purchasing EDBP products in the evening compared to the morning. Furthermore, we examine how self-control mediates the interaction effects of the nearness of the expiration date and the time of day on the purchase intention of near-expiry EDBP products. A novel perspective on understanding consumers’ dynamic evaluations of sales promotions over time and managerial implications for promotional strategies to promote products approaching their expiration date are discussed.

由于消费者对产品保质期的误解，大量的食品浪费和零售损失已被认为是一个世界性问题。本研究探讨了在消费者购买临近过期产品的决策过程中减少此类浪费和损失的解决方案。借鉴有关基于有效期的定价（EDBP）和自我控制的文献，我们提出消费者对临近过期产品的购买意向会因一天中的不同时间（早晨和傍晚）而有所不同。通过对一家在线零售商实际销售数据的分析（研究 1）和随机对照实验研究（研究 2 和研究 3）等混合方法得出的结果显示，与早上相比，消费者在晚上购买 EDBP 产品时对临近过期产品的敏感度较低。此外，我们还研究了自我控制如何介导临近保质期和一天中的时间对临近保质期 EDBP 产品购买意向的交互效应。本研究从一个新的视角来理解消费者对促销活动的动态评价，并探讨了促销临近到期产品的促销策略的管理意义。

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引用次数: 0