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

Unveiling the augmented human agent: How communication style mitigates the heuristic barriers of human-AI collaboration in online customer service encounters 揭示增强的人类代理：沟通方式如何减轻在线客户服务遭遇中人类与人工智能协作的启发式障碍

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-24 DOI: 10.1016/j.jretconser.2026.104744

Atish Kissoon, Shixuan Fu, Xiangbin Yan

Augmented Human Agents (AHAs)—hybrid systems that combine AI with human agents—are increasingly utilized in online customer service. In response to regulatory demands for AI transparency, this paper examines how disclosing an agent as an Augmented Human Agent (AHA), compared to a Human , influences customer engagement in online customer service encounters. Despite its practical relevance, little is known about the psychological effects of such disclosure. To address this gap, we comprehensively explore the fundamental psychological mechanisms underlying AHA disclosure and customer engagement, as well as the boundary conditions influencing this relationship. Grounded in the Human-AI Interaction Theory of Interactive Media Effects (HAII-TIME) Framework, we conducted a 3 (identity disclosure of the agent: AHA vs. AI vs. Human) × 2 (communication style: social-oriented vs. task-oriented) online experiment on Prolific and developed a moderated mediation model. Our findings reveal a paradox: although the net effect of AHA disclosure on engagement is positive, the disclosure itself also acts as a cue that activates substantial negative cognitive heuristics. Specifically, disclosure of AHA reduces social presence heuristics and heightens negative machine heuristics. However, a social-oriented communication style completely neutralizes these negative heuristics, acting as a protective buffer that enables the full positive effect of the AHA to be realized. In contrast, a task-oriented style exacerbates the negative mediating pathways, suppressing engagement. These findings shift the theoretical narrative from a simple “best of both worlds” model to a more nuanced compensatory model. Theoretical and practical implications for AHA disclosure and implementation are discussed in the context of online customer service encounters.

增强型人工智能（AHAs）——将人工智能与人工智能相结合的混合系统——越来越多地用于在线客户服务。为了响应对人工智能透明度的监管要求，本文研究了与人类相比，将代理人披露为增强人类代理人（AHA）如何影响在线客户服务遭遇中的客户参与度。尽管它具有实际意义，但人们对这种披露的心理影响知之甚少。为了解决这一差距，我们全面探讨了AHA披露和客户参与的基本心理机制，以及影响这种关系的边界条件。基于交互媒体效应的人类-人工智能交互理论（hai - time）框架，我们对多产进行了3（主体身份披露：AHA vs. AI vs. Human） x2（沟通方式：社交导向型vs.任务导向型）在线实验，并建立了一个有调节的中介模型。我们的研究结果揭示了一个悖论：尽管AHA披露对敬业度的净影响是积极的，但披露本身也充当了激活大量消极认知启发式的线索。具体而言，AHA的披露降低了社会在场启发式，提高了消极机器启发式。然而，以社交为导向的沟通方式完全中和了这些消极的启发，作为一种保护性缓冲，使AHA的全部积极效果得以实现。相反，以任务为导向的风格加剧了消极的中介途径，抑制了参与度。这些发现将理论叙述从简单的“两全其美”模型转变为更细致入微的补偿模型。在在线客户服务遭遇的背景下，讨论了AHA披露和实施的理论和实践意义。

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引用次数: 0

The role of streetscapes quality in coffee shop location shifts: A case study of the Hongdae retail district in Seoul 街景质量在咖啡店选址变化中的作用：以首尔弘大零售区为例

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-22 DOI: 10.1016/j.jretconser.2026.104730

Gyuna Hwang, Jina Park

As the experience economy and omnichannel retail expand, retailers increasingly prioritize residential-adjacent streets beyond traditional centers. Specifically, coffee shops—low-barrier, pedestrian-oriented third places—are spreading along alleyways and mixed residential streets. This study examined how visual (e.g., enclosure and openness) and perceptual (e.g., liveliness and beauty) streetscape qualities are associated with coffee shop location patterns. Using deep learning and semantic segmentation on street view images in the Hongdae retail district in Seoul, we quantified physical and perceived streetscape characteristics. The results reveal phase-dependent locational shifts. In the establishment phase, new coffee shops were concentrated along boulevards with vehicular exposure. In the growth phase, new openings were associated with higher subway accessibility and aesthetic quality. In the spillover phase, openings were increasingly observed in visually vibrant alleyways—characterized by higher enclosure, openness, and perceived liveliness—despite limited transit access. These findings suggest that coffee shop locations become progressively aligned with street-level experiential qualities, which can be interpreted as an outdoor servicescape operating alongside traditional location mechanisms. By extending servicescape from store interiors to surrounding streetscapes, this study highlights offers an exploratory framework for linking the spatial configuration of retail environments with customers’ experiences of everyday consumption spaces.

随着体验经济和全渠道零售的发展，零售商越来越多地在传统中心之外优先考虑与住宅相邻的街道。具体来说，咖啡馆——低门槛、以行人为导向的第三场所——正沿着小巷和混合住宅街道蔓延。这项研究考察了视觉（例如，封闭和开放）和感知（例如，活泼和美丽）街景质量与咖啡店选址模式之间的关系。使用深度学习和语义分割对首尔洪大零售区的街景图像，我们量化了物理和感知街景特征。结果揭示了相位相关的位置位移。在建立阶段，新的咖啡店集中在有车辆暴露的林荫大道上。在发展阶段，新的开口与更高的地铁可达性和美学质量有关。在溢出阶段，尽管交通通道有限，但在视觉上充满活力的小巷中，越来越多地观察到开口——其特点是更高的封闭性、开放性和感知上的活力。这些发现表明，咖啡店的位置逐渐与街道体验质量保持一致，这可以被解释为与传统位置机制一起运作的户外服务。通过将服务从商店内部扩展到周围的街景，本研究重点提供了一个探索性框架，将零售环境的空间配置与顾客的日常消费空间体验联系起来。

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引用次数: 0

Decoding the drivers of consumer engagement and purchase intentions in live streaming by foreign ambassadors: A two-phased SEM-ANN approach 解读外国大使直播中消费者参与和购买意愿的驱动因素：两阶段SEM-ANN方法

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-29 DOI: 10.1016/j.jretconser.2026.104741

Zhao Han , Yuan Meng , Hongnai Zhang

The purpose of this research is to examine the determinants of consumer engagement in live streaming sessions hosted by foreign ambassadors. Drawing on the stimulus-organism-response (SOR) model and media richness theory (MRT), the study examines how five key stimuli in live streaming by foreign ambassadors, along with consumer affinity and social gratification, shape consumer behavior. Using survey data from Chinese consumers, the study employs least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis to test a model in which perceived uniqueness, ritual, reliability, novelty, and interactivity influence purchase intention mainly by enhancing consumer affinity and social gratification. Consumer affinity and social gratification increase consumer engagement, which further strengthens purchase intention. Overall, the findings suggest that the diplomatic identity of foreign ambassadors and the way they present culture, interaction, and ritual in live streaming can foster both emotional attachment to their home countries and a sense of social enjoyment among viewers. These insights extend theoretical discussions on streamer identity and international marketing by (a) introducing foreign ambassadors as a novel, diplomatic streamer category, and (b) empirically validating consumer affinity and social gratification as dual, parallel psychological mechanisms within the SOR framework that explain how ambassador-specific stimuli translate to consumer responses in cross-cultural digital diplomacy contexts. The study also offers practical guidance for foreign ambassadors and live streaming platforms in designing cross-cultural live streaming strategies and facilitating international consumer communication.

本研究的目的是研究消费者参与外国大使主持的直播会议的决定因素。利用刺激-有机体-反应（SOR）模型和媒体丰富度理论（MRT），该研究考察了外国大使直播中的五个关键刺激因素，以及消费者亲和力和社会满足感如何塑造消费者行为。本研究利用中国消费者的调查数据，采用最小二乘结构方程模型（PLS-SEM）和人工神经网络（ANN）分析，验证了感知独特性、仪式性、可靠性、新颖性和互动性主要通过增强消费者亲和力和社会满足感来影响购买意愿的模型。消费者亲和力和社会满足增加了消费者参与，进而增强了购买意愿。总体而言，研究结果表明，外国大使的外交身份以及他们在直播中展示文化、互动和仪式的方式，可以培养观众对本国的情感依恋和社会享受感。这些见解扩展了关于主播身份和国际营销的理论讨论，通过(a)将外国大使作为一种新颖的外交主播类别引入，以及(b)在SOR框架内实证验证消费者亲和力和社会满足感是双重的，平行的心理机制，解释了大使特定的刺激如何转化为跨文化数字外交背景下的消费者反应。该研究还为外国大使和直播平台设计跨文化直播策略和促进国际消费者沟通提供了实践指导。

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引用次数: 0

How to promote reusable express packaging: Shaping consumer conversion behavior by adapting habitus 如何推广可重复使用的快递包装：通过适应习惯塑造消费者转换行为

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-11 DOI: 10.1016/j.jretconser.2026.104762

Jiahui Yang, Li Cai, Xiaona Li

The extensive acceptance of reusable express packaging (REP) by consumers is essential for the sustainable transformation of logistics businesses and the construction of waste-free cities. This study emphasizes the habitus formed through consumers' practical experiences with disposable express packaging (DEP), developing a theoretical model that encapsulates “habitus-construction of social structure-behavior conversion” to identify intervention strategies that enhance consumers' conversion reaction toward REP. The proposed theoretical model was validated by Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 1381 respondents in Jiangsu Province. Descriptive statistics revealed that around 40% of consumers recognize the environmental burden caused by DEP. The principal barrier limiting the promotion of REP is consumers' perception that they only have usage rights and are obligated to return packages after use. The empirical analysis proves that the DEP habitus is a three-dimensional construct consisting of recognition, affection, and behavior. Significantly, habitus negatively influences consumers’ conversion reaction to REP. Affective habitus mediates the interaction between cognitive habitus and conversion reaction, while behavioral habitus mediates the negative relationship among cognitive habitus, affective habitus, and conversion reaction. Perceived instrumental support and perceived flexible constraints lessen the negative effects of affective habitus. These findings provide significant theoretical insights for stakeholders in improving promotional strategies for REP.

消费者对可重复使用的快递包装（REP）的广泛接受对于物流企业的可持续转型和无废物城市的建设至关重要。本研究以消费者在使用一次性快递包装（DEP）过程中形成的习惯为研究重点，构建了“习惯-建构社会结构-行为转化”的理论模型，以确定消费者对一次性快递包装（DEP）转化反应的干预策略。采用偏最小二乘结构方程模型（PLS-SEM）对该理论模型进行了验证。描述性统计显示，约有40%的消费者认识到DEP造成的环境负担。限制REP推广的主要障碍是消费者认为他们只有使用权，并且有义务在使用后退货。实证分析表明，DEP习惯是一个由认知、情感和行为组成的三维结构。情感习惯在认知习惯和转化反应之间起中介作用，行为习惯在认知习惯、情感习惯和转化反应之间起中介作用。感知到的工具支持和感知到的灵活约束减轻了情感习惯的负面影响。这些发现为利益相关者改进REP促销策略提供了重要的理论见解。

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引用次数: 0

The paradox of emotional intelligence: How resource scarcity and emotion regulation facilitate consumer fraud 情商悖论：资源稀缺和情绪调节如何促进消费者欺诈

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-09 DOI: 10.1016/j.jretconser.2026.104749

Guocheng Li , Shengcheng Xie , Hongyu Huang , Kai Wang

Consumer fraud has become a growing challenge for businesses, eroding trust in marketplace transactions. While prior research has linked perceived resource scarcity to an increased likelihood of fraudulent behavior, the psychological mechanisms behind this relationship remain underexplored. Drawing on the dual-process theory of moral decision-making, this research examines how perceived resource scarcity and emotional intelligence jointly influence consumer fraud. Across six experimental studies, we find that consumers experiencing resource scarcity who possess high emotional intelligence demonstrate greater propensity toward fraudulent actions. This relationship operates through a reduction in embarrassment, which weakens the affective constraints on fraudulent conduct. By unveiling the paradoxical role of emotional intelligence in facilitating unethical behavior under resource scarcity, this research advances theoretical understanding of moral decision-making in consumer contexts and offers actionable insights for organizations aiming to mitigate consumer fraud.

消费者欺诈已成为企业面临的日益严峻的挑战，侵蚀了人们对市场交易的信任。虽然先前的研究已经将感知到的资源稀缺与欺诈行为的可能性增加联系起来，但这种关系背后的心理机制仍未得到充分探讨。利用道德决策的双过程理论，本研究考察了感知资源稀缺性和情绪智力如何共同影响消费者欺诈。在六项实验研究中，我们发现拥有高情商的资源稀缺消费者表现出更大的欺诈倾向。这种关系通过减少尴尬来运作，这削弱了对欺诈行为的情感约束。通过揭示在资源稀缺条件下，情商在促进不道德行为中的矛盾作用，本研究推进了对消费者情境下道德决策的理论理解，并为旨在减少消费者欺诈的组织提供了可操作的见解。

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引用次数: 0

Forming purchase intention from the metaverse to the real world: A mixed-method study on metaverse experiential consumption values in digital fashion 从虚拟世界到现实世界的购买意愿形成：数字时尚中虚拟世界体验消费价值观的混合方法研究

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-02 DOI: 10.1016/j.jretconser.2026.104753

Warinrampai Rungruangjit , Kulachet Mongkol , Kitti Charoenpornpanichkul

The fashion industry is evolving rapidly, with numerous brand managers emphasizing user experience via the metaverse. The integration of these two realms to develop purchase intention from the metaverse to the physical world presents a considerable yet still underexplored challenge for brand managers. By examining how metaverse experiential consumption values (MECVs) affect virtual purchase intention for digital fashion products, this study aims to fill gaps in the literature and clarify how these values subsequently influence real-world purchase intention. This study offers relevant theoretical insights into the progression of knowledge in the fashion industry by utilizing a sequential mixed-methods approach. It is one of the first efforts to augment the theoretical framework by incorporating the theory of consumption values and experiential marketing. Using a qualitative methodology, in-depth interviews were conducted with 15 Generation Z participants to delineate five context-specific dimensions of MECVs within the fashion industry: utilitarian, symbolic, hedonic, immersive experience, and creator economy values. These insights guided the creation of a quantitative online survey targeting 404 Generation Z participants, with partial least squares structural equation modeling (PLS-SEM) used for analysis. The results indicate that each of the five MECVs positively affects virtual purchase intention, which in turn strongly predicts real-world purchase intention. Moreover, virtual purchase intention serves as a mediator in the relationships between the five MECVs and real-world purchase intention. The managerial implications allow marketers, fashion brand managers, and developers of metaverse platforms better understand the experiential consumption values of Generation Z consumers in relation to the fashion industry's metaverse platforms, enabling them to base their marketing strategies on these values with developing varied activities to produce MECVs across five dimensions that influence purchase intentions in both the metaverse and the physical world.

时尚行业正在迅速发展，许多品牌经理都强调通过虚拟世界的用户体验。整合这两个领域以发展从虚拟世界到现实世界的购买意愿，对品牌经理来说是一个相当大但仍未充分探索的挑战。通过研究虚拟体验消费价值观（mecv）如何影响数字时尚产品的虚拟购买意愿，本研究旨在填补文献空白，并阐明这些价值观随后如何影响现实世界的购买意愿。本研究提供了相关的理论见解，以知识的进步，在时尚产业利用顺序混合方法的方法。这是将消费价值理论和体验营销理论结合起来扩充理论框架的首次尝试之一。采用定性方法，对15名Z世代参与者进行了深入访谈，以描绘时尚产业中mecv的五个特定背景维度：实用主义、象征主义、享乐主义、沉浸式体验和创造者经济价值。这些见解指导了针对404名Z世代参与者的定量在线调查的创建，并使用偏最小二乘结构方程模型（PLS-SEM）进行分析。结果表明，五种mecv均对虚拟购买意愿产生正向影响，虚拟购买意愿反过来强烈预测现实购买意愿。此外，虚拟购买意愿在五种mecv与现实购买意愿的关系中起中介作用。管理意义允许营销人员、时尚品牌经理和虚拟世界平台的开发者更好地了解与时尚产业虚拟世界平台相关的Z世代消费者的体验消费价值观，使他们能够根据这些价值观制定营销策略，通过开发各种活动来生产跨五个维度的mecv，从而影响虚拟世界和现实世界的购买意愿。

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引用次数: 0

Interactive effects of reminder methods and E-shopping types on consumers' timely parcel pickup intention in self-collection service contexts 自助收件服务情境下提醒方式与网购类型对消费者及时取件意愿的交互影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-07 DOI: 10.1016/j.jretconser.2026.104758

Yu Zhang , Ping Liang

Self-collection services have emerged as a key solution to urban last-mile delivery challenges, handling massive parcels amid the surge in e-commerce. However, persistent pickup delays often result in issues like parcel loss and station overcrowding, increasing repeat delivery costs and delaying e-commerce merchants' payment collection, thus urging logistics service providers to optimize reminder strategies. Based on media richness theory and cognitive fit theory, this study explores how reminder methods (robotic calls vs. text messages) and e-shopping types (goal-oriented vs. experiential) influence consumers’ timely pickup intention across different reminder contexts. Findings from three scenario-based experiments reveal that in experiential e-shopping scenarios, text message reminders outperform robotic calls in boosting timely pickup intention. In goal-oriented scenarios, reminder methods show no significant direct effect, but robotic calls more strongly enhance intention by promoting perceived information usefulness. Furthermore, compared with initial reminders, follow-up reminders more effectively improve perceived information usefulness and timely pickup intention regardless of the combination of reminder method and e-shopping type. Consumers with habitual pickup delay exhibit a stronger positive relationship between perceived information usefulness and pickup intention. The conclusions provide guidance for logistics providers to rationally adopt appropriate reminder methods and design personalized, stratified reminder systems to enhance last-mile efficiency.

自助收件服务已成为解决城市最后一英里配送挑战的关键解决方案，在电子商务激增的背景下处理大量包裹。然而，持续的取件延迟往往会导致包裹丢失和站点拥挤等问题，增加重复配送成本，延迟电子商务商家的回款，从而促使物流服务提供商优化提醒策略。基于媒介丰富性理论和认知契合理论，本研究探讨了提醒方式（机器人电话与短信）和电子购物类型（目标导向型与体验型）在不同提醒情境下对消费者及时取件意愿的影响。三个基于场景的实验结果表明，在体验式电子购物场景中，短信提醒在提高及时取货意愿方面优于机器人电话。在目标导向情境下，提醒方法没有显著的直接效果，但机器人呼叫通过促进感知信息有用性更强烈地增强了意图。与初次提醒相比，无论提醒方式与网购类型是否结合，后续提醒都能更有效地提高感知信息有用性和及时取货意愿。习惯性拾取延迟的消费者在感知信息有用性与拾取意愿之间表现出更强的正相关关系。研究结论可指导物流企业合理采用合适的提醒方式，设计个性化、分层的提醒系统，提高最后一公里效率。

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引用次数: 0

Unpacking live streaming addiction: The perspective of self-presentation 解封直播成瘾：自我呈现的视角

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-10 DOI: 10.1016/j.jretconser.2026.104763

Xiaofei Song , Xiaohui Liu , Shiying Zheng , Wen Xu

As live streaming has become increasingly prevalent in recent years, concerns over addiction to it are rising. Drawing on self-presentation theory, this study examines how viewers' desire for online self-presentation contributes to live streaming addiction. An online survey collected a sample of 400 responses from viewers of live streams. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was utilized to test our proposed research model. Our findings indicate that social influence and personal control both enhance viewers' inclination to engage in online self-presentation. This inclination indirectly enhances addiction via viewer engagement, which was measured through a two-dimensional construct: monetary and non-monetary engagement. Using moderated mediation analysis and structural equation modeling–artificial neural network (SEM-ANN) methods, we further validated the mediating effect of viewer engagement, with streamer expertise as the moderator. Streamer expertise positively moderates the relationship between online self-presentation desire and engagement, whereas it negatively moderates the impact of engagement on addiction. This study makes three key contributions to the literature: (1) it extends the focus of live streaming research to addiction, highlighting its dark side; (2) it applies self-presentation theory to the live streaming context, thereby enhancing our understanding of online self-presentation; and (3) it offers deeper insights into how the contextual factor-streamers' expertise-influences addiction mechanisms in live streaming. Furthermore, the findings provide valuable practical implications for platforms and policymakers regarding viewer management.

随着近年来直播越来越流行，人们对其上瘾的担忧也在上升。借助自我呈现理论，本研究探讨了观众对在线自我呈现的渴望如何导致直播成瘾。一项在线调查收集了400名直播观众的回复样本。利用偏最小二乘-结构方程模型（PLS-SEM）对我们提出的研究模型进行了验证。我们的研究结果表明，社会影响和个人控制都增强了观众参与网络自我展示的倾向。这种倾向通过观众粘性间接增强了游戏的成瘾性，这是通过二维结构来衡量的：货币粘性和非货币粘性。采用有调节的中介分析和结构方程建模-人工神经网络（SEM-ANN）方法，我们进一步验证了观众参与的中介作用，主播专业度是调节因素。主播专业知识正向调节网络自我呈现欲望与参与度之间的关系，而负向调节参与度对成瘾的影响。本研究对文献的贡献主要有三点：(1)将直播研究的重点扩展到成瘾问题上，突出了其黑暗面；(2)将自我呈现理论运用到直播情境中，增强了我们对网络自我呈现的理解；(3)它提供了更深入的见解，了解情境因素-主播的专业知识-如何影响直播中的成瘾机制。此外，研究结果为平台和决策者在观众管理方面提供了有价值的实际意义。

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引用次数: 0

Unlocking the power of artificial intelligence in customer relationship management: a comprehensive analysis of critical success factors 释放人工智能在客户关系管理中的力量：对关键成功因素的全面分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-02 DOI: 10.1016/j.jretconser.2026.104754

Cristina Ledro , Anna Nosella , Ilaria Dalla Pozza

This paper addresses the need for comprehensive research on the critical success factors (CSFs) that may facilitate the successful integration of artificial intelligence (AI) for customer relationship management (CRM). While AI offers potential for enhancing CRM strategies, empirical research investigating the factors that support successful AI–CRM integration remains scarce. At the same time, managers face challenges due to uncertainties regarding outcomes, system complexity, and the appropriate use of AI in CRM. Our study contributes to this gap by exploring factors supporting successful AI integration in CRM across multiple industries (primarily service and retail) and application types. We identify 21 CSFs and show how their relevance varies depending on the type of AI application. In particular, we develop a two-dimensional, contingent framework based on two key dimensions of AI applications: the extent of personalized interactions and the degree of user oversight.

The identified factors and the proposed framework extend existing theory by providing a nuanced, contingent perspective on AI–CRM integration. This advancement in understanding enables organizations to better leverage AI's potential more effectively, improve decision-making processes, and support continuous innovation in CRM practices, while recognizing that applicability may vary across contexts.

本文阐述了对关键成功因素（csf）进行全面研究的必要性，这些关键成功因素可能有助于将人工智能（AI）成功集成到客户关系管理（CRM）中。虽然人工智能提供了增强CRM战略的潜力，但调查支持成功的AI - CRM集成的因素的实证研究仍然很少。与此同时，由于结果的不确定性、系统复杂性以及在CRM中适当使用人工智能，管理人员面临着挑战。我们的研究通过探索支持在多个行业（主要是服务和零售）和应用类型的CRM中成功集成AI的因素来弥补这一差距。我们确定了21个csf，并展示了它们的相关性如何根据人工智能应用的类型而变化。特别是，我们基于人工智能应用的两个关键维度开发了一个二维的、偶然的框架：个性化交互的程度和用户监督的程度。确定的因素和提出的框架通过对AI-CRM集成提供细微的、偶然的视角来扩展现有理论。这种理解上的进步使组织能够更好地利用人工智能的潜力，更有效地改进决策过程，并支持CRM实践中的持续创新，同时认识到不同环境的适用性可能会有所不同。

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引用次数: 0

Selling virtual fashion in the metaverse: Behavioral evidence from blockchain transactions 在虚拟世界中销售虚拟时尚：来自区块链交易的行为证据

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-13 DOI: 10.1016/j.jretconser.2026.104768

Charles Perez, Karina Sokolova, Florian Pradines

As virtual economies expand and brands explore new opportunities, digital fashion emerges as a promising retailing vector. This study investigates the factors driving the purchase and retention period of digital wearables in metaverse marketplaces, using behavioral blockchain data from 65,000 real transactions over a 21-month period. Grounded in the Theory of Consumption Values and the Theory of Luxury Value, we examine how item rarity, utility, aesthetic escapism, and seller popularity influence consumer behavior. The results reveal that rarity does not operate as expected: Common items with escapist aesthetics and sold by popular sellers achieve higher sales. The retention period is primarily linked to aesthetics, with no significant effect from rarity or utility. These findings demonstrate how established consumer value frameworks apply to blockchain-based retail environments, and reveal how social visibility and aesthetic appeal substitute for material scarcity. The study provides actionable insights for brands and digital creators seeking to design, position, and market virtual fashion effectively within metaverse marketplaces.

随着虚拟经济的扩张和品牌探索新的机会，数字时尚成为一个有前途的零售载体。本研究利用21个月内65,000笔真实交易的行为数据，调查了虚拟市场中数字可穿戴设备购买和留存期的驱动因素。在消费价值理论和奢侈品价值理论的基础上，我们研究了物品的稀有性、实用性、审美逃避主义和卖家受欢迎程度如何影响消费者行为。结果显示，稀缺性并没有像预期的那样起作用：具有逃避现实美学的普通商品和受欢迎的卖家销售的商品销量更高。留存期主要与美感有关，稀有性或实用性没有显著影响。这些发现证明了已建立的消费者价值框架如何适用于基于区块链的零售环境，并揭示了社会知名度和审美吸引力如何取代物质稀缺。该研究为寻求在虚拟市场中有效设计、定位和营销虚拟时尚的品牌和数字创作者提供了可操作的见解。

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引用次数: 0