Journal of Retailing and Consumer Services最新文献_第6页

Enhancing perceived legitimacy to increase VR museum revisits: Based on the DAST framework 增强感知合法性以增加VR博物馆参观：基于DAST框架

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-29 DOI: 10.1016/j.jretconser.2025.104701

Wang Yedi , Zhu Jiaji , Yan Qing

Although the application of virtual reality (VR) in tourism has shown exponential growth, existing research primarily explores the benefits of VR technology in tourism from immersion, interactivity, and social presence. Designing virtual tourism products from the perspective of perceived legitimacy is an important but underexplored topic in current research. Based on the DAST framework and the theory of legitimacy, this study, taking the VR museum as an example, investigates the impact of the behavior of other visitors on the focal visitor's intention to revisit and the underlying mechanisms. The findings from a pilot experiment and two between-subjects experiments indicate that the behavior of “viewing exhibits” can enhance the focal visitor's revisit intention through perceived legitimacy compared to the behavior of “talking with each other”. Furthermore, day-night conditions not only play a moderating role in the relationship between the behavior of other visitors and the focal visitor's revisit intention, but also moderate the mediation of perceived legitimacy. This study offers practical insights for designing and optimizing VR museums, with significant application value in enhancing perceived legitimacy and revisit intention.

虽然虚拟现实（VR）在旅游中的应用呈指数级增长，但现有的研究主要是从沉浸式、互动性和社会存在等方面探索VR技术在旅游中的好处。从认知合法性的角度设计虚拟旅游产品是当前研究中一个重要但尚未充分探讨的课题。基于DAST框架和合法性理论，本研究以VR博物馆为例，探讨了其他游客的行为对焦点游客重访意愿的影响及其机制。一个先导实验和两个被试之间的实验结果表明，与“相互交谈”行为相比，“观看展品”行为可以通过感知合法性增强焦点参观者的重访意愿。此外，昼夜条件不仅在其他游客的行为与焦点游客的重访意图之间起调节作用，而且还调节了感知合法性的中介作用。本研究为VR博物馆的设计和优化提供了现实的见解，在提高认知合法性和重游意愿方面具有重要的应用价值。

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引用次数: 0

When help feels creepy: A MOA model of AI smart-retail adoption via perceived intrusiveness and the moderating role of trust in AI 当帮助感觉令人毛骨悚然时：人工智能智能零售采用的MOA模型，通过感知侵入性和信任对人工智能的调节作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-28 DOI: 10.1016/j.jretconser.2025.104699

Chih-Jou Chen , Julian Ming-Sung Cheng

AI is reshaping in-store and omnichannel retail, yet adoption hinges on whether assistance feels helpful or “too close.” This study develops and tests a perceived-intrusiveness (PI)–centered MOA framework for AI-enabled smart retail. PI is theorized as the proximal appraisal that links motivation, opportunity, and ability cues to attitude and, in turn, adoption intention. Specifically, perceived usefulness and personalization quality (motivation), AI transparency and user control (opportunity), and algorithmic literacy and privacy self-efficacy (ability) are modeled as antecedents of PI. Using quota-based data from Taiwanese shoppers who recently used AI retail services (n = 861), we estimated PLS-SEM models with 5000-sample bootstrapping. Personalization quality and user control are the strongest intrusiveness-reducing antecedents; ability variables exert smaller but significant negative effects; usefulness and transparency are weaker. Trust in AI moderates the first-stage links: it strengthens the intrusiveness-reducing effects of personalization quality and user control, does not amplify usefulness, and transparency shows a compensatory pattern (helping chiefly when trust is low). All six antecedents exhibit significant indirect effects operating through PI to shape attitudes and, sequentially, intention. An exploratory check distinguishes personalization intensity from quality and finds a positive incremental link to PI net of quality. The findings clarify designable levers and boundary conditions in MOA and yield actionable guidance: prioritize quality over intensity, provide granular in-flow controls, and use purpose-linked transparency especially for low-trust segments.

人工智能正在重塑店内和全渠道零售，但是否接受人工智能取决于帮助是有帮助的还是“太近”的。本研究为人工智能智能零售开发并测试了一个以感知侵入性（PI）为中心的MOA框架。从理论上讲，PI是将动机、机会和能力线索与态度联系起来的近端评估，进而与采用意图联系起来。具体来说，感知有用性和个性化质量（动机）、人工智能透明度和用户控制（机会）、算法素养和隐私自我效能（能力）被建模为PI的前因变量。利用最近使用人工智能零售服务的台湾购物者的配额数据（n = 861），我们用5000个样本的自举来估计PLS-SEM模型。个性化、质量和用户控制是降低侵入性最强的前因；能力变量的负向影响较小但显著；有用性和透明度较弱。对人工智能的信任调节了第一阶段的联系：它加强了个性化质量和用户控制的侵入性降低效应，不会放大有用性，透明度显示出一种补偿模式（主要在信任度低时提供帮助）。所有六个前事都表现出显著的间接影响，通过PI来塑造态度，并依次塑造意图。探索性检查将个性化强度与质量区分开来，并发现与质量PI网的正增量联系。研究结果阐明了MOA中可设计的杠杆和边界条件，并产生了可操作的指导：优先考虑质量而不是强度，提供颗粒流控制，并使用与目的相关的透明度，特别是对低信任度的部分。

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引用次数: 0

Speaking of facts or experiences? The interaction effect between description types of virtual influencers and product types on endorsement effectiveness 说到事实还是经历？虚拟网红描述类型与产品类型对代言效果的交互作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-28 DOI: 10.1016/j.jretconser.2025.104704

Yijia Sun , Chundong Zheng , Ke Ma

The emergence of virtual influencers (VIs), driven by advances in digital technology, presents a compelling alternative to human influencers (HIs) in brand endorsements. Yet, a systematic understanding of how to develop VI's communication strategies regarding “what to say” and “how to say” across different endorsement contexts remains notably absent. Through a field study with secondary data and three scenario-based experiments, this research demonstrates the interaction effect between product and description type in shaping VIs' endorsement effectiveness. Specifically, the match between search (experience) products and subjective (objective) descriptions enhances consumers' attitudes towards the advertising, brand, endorser, and their purchase intention. More importantly, mental simulation explains these effects as a potential mechanism. The findings of this research are crucial for understanding how endorsed products and content promoted by influencers (especially VIs) shape consumer experiences and provide significant implications for marketing practice.

在数字技术进步的推动下，虚拟影响者（VIs）的出现，在品牌代言方面为人类影响者（HIs）提供了一个令人信服的替代方案。然而，对于如何在不同的背书背景下制定VI的“说什么”和“怎么说”的传播策略，仍然缺乏系统的理解。本研究通过二次数据的实地研究和三个基于场景的实验，论证了产品类型和描述类型在塑造顾客背书效果中的交互作用。具体而言，搜索（体验）产品与主观（客观）描述之间的匹配增强了消费者对广告、品牌、代言人的态度，增强了消费者的购买意愿。更重要的是，心理模拟将这些效应解释为一种潜在的机制。本研究的发现对于理解网红（尤其是网红）推广的产品和内容如何塑造消费者体验至关重要，并为营销实践提供重要启示。

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引用次数: 0

Optimal dynamic regulatory architectures for riders' non-compliant deliveries: A reputation-triggered game analysis 骑手不合规交付的最优动态监管架构：声誉触发的博弈分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104703

Hongyong Li , Yuxia Qiu , Jiantao Zhu

Quality issues in delivery services due to non-compliant behaviors by riders have infringed upon consumer rights and hindered the development of the instant delivery industry. This study develops a reputation-triggered evolutionary game between instant delivery platforms and riders, in which riders' reputation values determine the intensity of the platform's incentives and sanctions. Focusing on three governance elements commonly used in practice, commissions, penalties, and subsidies, we identify seven dynamic regulatory architectures based on whether the platform adopts a single element, a partial combination, or a full combination. The model is used to evaluate regulatory effectiveness and to determine the optimal architecture under different conditions. Findings reveal that relying solely on a subsidy-based regulatory architecture is unsustainable due to high costs, potentially leading platforms to adopt negative regulation. By reducing excess returns from non-compliant deliveries, cutting active regulatory costs, and adjusting riders' reputation values, the effectiveness of single-element and partially mixed architectures can be enhanced. A completely mixed regulatory architecture employing commissions, penalties, and subsidies concurrently is the most effective. However, fluctuations in platforms' active regulation and riders' compliance over time highlight the need for a continuous mixed regulatory approach. These findings provide decision-making insights for optimizing regulatory architectures against delivery violations from a reputation-based perspective.

由于骑手的不合规行为导致的配送服务质量问题侵犯了消费者权益，阻碍了即时配送行业的发展。本研究在即时配送平台和骑手之间建立了一个声誉触发的进化博弈，其中骑手的声誉价值决定了平台的激励和制裁强度。重点关注实践中常用的三种治理要素：佣金、罚款和补贴，我们根据平台是采用单一要素、部分组合还是完全组合，确定了七种动态监管架构。该模型用于评估监管有效性，并确定不同条件下的最优体系结构。研究结果显示，由于成本高，仅仅依靠基于补贴的监管架构是不可持续的，这可能导致平台采用负面监管。通过减少不合规交付带来的超额回报、削减主动监管成本和调整乘客的声誉价值，可以提高单元素和部分混合架构的有效性。同时采用佣金、罚款和补贴的完全混合的监管架构是最有效的。然而，随着时间的推移，平台的积极监管和乘客的合规波动突出了持续混合监管方法的必要性。这些发现为从基于声誉的角度优化针对交付违规的监管架构提供了决策见解。

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引用次数: 0

Viewing inside or outside? The effect of internal detail views of food on consumer trust and purchase intention 看室内还是室外？食品内部细节观对消费者信任和购买意愿的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104698

Xingyuan Wang, Zhiying Xu

Food visual cues play a critical role in shaping consumer purchase decisions according to digital marketing research. However, limited attention has been paid to the comparative effects and underlying mechanisms of internal versus external visual perspectives. This study introduces a novel classification of food-related visual cues—internal detail views versus external overall views—and, drawing on signaling theory, investigates their effect on purchase intention, as well as the underlying mechanisms and boundary conditions. The findings of one eye-tracking study and four scenario-based experiments reveal that internal detail views (vs. external overall views) attract consumer attention more effectively and enhance perceived trust and purchase intention. Furthermore, the relationship between visual cues and purchase intention is mediated by perceived trust. The results indicate that the effect of visual cues on perceived trust is moderated by consumer thinking styles and perceived complexity. By proposing a new classification of visual cues for food products from internal and external perspectives, this research uncovers the underlying mechanisms and contextual boundaries through which visual cues influence consumer behavior. The findings enrich the literature on food visual marketing and consumer decision-making while providing practical implications for online food marketing strategies.

根据数字营销研究，食物视觉线索在塑造消费者购买决策方面起着至关重要的作用。然而，内部与外部视觉视角的比较效果和潜在机制的研究却很少。本研究引入了一种新的食物相关视觉线索分类——内部细节视图与外部整体视图，并利用信号理论探讨了它们对购买意愿的影响，以及潜在的机制和边界条件。一项眼动追踪研究和四个基于场景的实验结果表明，内部细节视图（相对于外部整体视图）更有效地吸引消费者的注意力，增强感知信任和购买意愿。此外，视觉线索与购买意愿之间的关系被感知信任所中介。结果表明，视觉线索对信任感知的影响受消费者思维方式和感知复杂性的调节。本研究从内部和外部两方面提出了一种新的食品视觉线索分类方法，揭示了视觉线索影响消费者行为的潜在机制和语境边界。研究结果丰富了食品视觉营销和消费者决策的文献，同时为在线食品营销策略提供了实际意义。

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引用次数: 0

Tied-goods pricing: Consumer decision-making and managerial implications 捆绑商品定价：消费者决策和管理意义

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104708

Kwanho Suk

Consumers often evaluate tied goods—durable products paired with required complementary consumables—without fully integrating the total cost of ownership into their judgments. This research examines how consumers weigh durable versus complementary product costs and how this weighting differs depending on cost presentation and bundling format. Across three studies, consumers consistently placed greater emphasis on the durable product price and underweighted complementary costs, even when complementary cost increases resulted in equal or greater changes in total ownership cost. Study 1 shows that consumers are less responsive to changes in complement selling price than to comparable changes in the durable product price. Study 2 demonstrates that ongoing usage-based complement costs are further neglected, reflecting reduced attention to temporally extended expenses. Study 3 finds that bundling attenuates this asymmetry by reducing the salience of separate price components and prompting heuristic value judgments. Together, these findings advance understanding of consumer pricing evaluation in tied-goods systems and offer implications for the design of bundling and captive pricing strategies.

消费者通常在评估捆绑商品（即耐用产品与所需的补充消耗品配对）时，没有将拥有的总成本充分纳入他们的判断。本研究考察了消费者如何权衡耐用与互补产品的成本，以及这种权重如何根据成本呈现和捆绑形式而有所不同。在三项研究中，消费者始终更加重视耐用产品的价格，而低估了互补成本，即使互补成本的增加导致了总拥有成本的相同或更大的变化。研究1表明，消费者对补充销售价格变化的反应比对耐用产品价格变化的反应要小。研究2表明，持续的基于使用的补充成本被进一步忽视，反映出对暂时延长的费用的关注减少。研究3发现，捆绑通过降低单独价格组成部分的显著性和促使启发式价值判断来减弱这种不对称性。总之，这些发现促进了对捆绑商品系统中消费者定价评估的理解，并为捆绑和强制定价策略的设计提供了启示。

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引用次数: 0

Gender differences in hedonic mobile app stickiness: A multi-group SEM analysis of processing pathways 手机应用粘性的性别差异：多组扫描电镜分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104707

Rahul Meena , Samar Sarabhai

The exponential growth of hedonic mobile applications necessitates understanding of user stickiness mechanisms beyond traditional technology acceptance frameworks. Current research overlooks how individual differences, particularly gender and usage frequency, create distinct processing pathways in hedonic contexts. This study examines differential stickiness mechanisms using multi-group structural equation modeling across six user segments (gender × usage frequency combinations) with 2149 participants. Drawing on the Hedonic Motivation System Adoption Model, Aesthetic Experience Theory, and dual-route processing concepts, we develop an integrated framework examining hedonic app stickiness pathways. Results suggest systematic gender-associated patterns: females exhibit associations consistent with direct benefit-to-stickiness pathways, while males show patterns aligned with satisfaction-mediated processing. These differences appear more pronounced at higher usage levels, with heavy-usage males showing the strongest satisfaction-stickiness associations compared to non-significant satisfaction effects observed in low-usage females. Multi-group analysis shows patterns indicating significant pathway differences across user segments, with large effect sizes supporting distinct processing mechanisms. These findings advance hedonic technology stickiness theory by showing patterns consistent with processing pathways while providing practical guidance for personalized app design strategies.

快乐移动应用的指数级增长需要理解超越传统技术接受框架的用户粘性机制。目前的研究忽略了个体差异，特别是性别和使用频率，如何在享乐环境中产生不同的处理途径。本研究使用多组结构方程模型对2149名参与者的6个用户群体（性别×使用频率组合）进行了差异粘性机制研究。利用享乐动机系统采用模型、审美体验理论和双路径加工概念，我们开发了一个综合框架来研究享乐应用粘性途径。结果显示了系统的性别相关模式：女性表现出与直接利益-粘性路径一致的关联，而男性则表现出与满意度介导的加工相一致的模式。这些差异在更高的使用水平上表现得更加明显，重度使用的男性表现出最强的满意度-粘性关联，而在低使用的女性中则观察到不显著的满意度效应。多组分析显示，不同用户群体之间的通路存在显著差异，大的效应量支持不同的加工机制。这些发现通过展示与加工路径一致的模式，推进了享乐技术粘性理论，同时为个性化应用设计策略提供了实践指导。

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引用次数: 0

When robots fail: Dual pathways of employee appraisals in hospitality 当机器人失败时：酒店业员工评估的双重途径

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-26 DOI: 10.1016/j.jretconser.2025.104706

Taeshik Gong , Yu-Shan (Sandy) Huang

AI-enabled service technologies are increasingly deployed in hospitality and other customer-facing industries, yet failures of these systems create not only customer dissatisfaction but also significant challenges for employees. This research develops and tests a dual-pathway framework to explain how employees interpret and respond to AI service failures. Drawing on cognitive appraisal theory and the challenge–hindrance framework, we propose that failures are simultaneously appraised as challenges, which foster problem-solving, and as hindrances, which foster cynicism. Across three complementary studies, we provide cumulative evidence for these mechanisms. Study 1 employed a laboratory experiment with hospitality employees (N = 120), who viewed video vignettes of a humanoid robot performing successfully or failing, after which they completed validated scales of challenge and hindrance appraisals. Study 2 used an online scenario experiment with hospitality employees (N = 200), where participants read service failure or success scenarios and responded to multi-item measures of appraisals, problem-solving, and cynicism. Study 3 surveyed frontline hotel employees (N = 262) in East Asia, collecting self-reported data on the frequency and severity of AI service failures and employees' appraisals and behaviors, along with validated measures of technology self-efficacy and job autonomy. Taken together, the findings demonstrate that AI service failures simultaneously stimulate constructive engagement and destructive withdrawal, depending on employees’ appraisals and resources. This study extends service failure research beyond its customer-centric tradition and highlights actionable levers for managing employee responses in AI-mediated service ecosystems.

支持人工智能的服务技术越来越多地应用于酒店和其他面向客户的行业，但这些系统的故障不仅会导致客户不满，还会给员工带来重大挑战。本研究开发并测试了一个双路径框架，以解释员工如何解释和应对人工智能服务故障。根据认知评估理论和挑战-障碍框架，我们提出失败同时被评估为挑战，这有助于解决问题，同时也被评估为障碍，这助长了玩世不恭。通过三项互补研究，我们为这些机制提供了累积证据。研究1采用了对酒店员工（N = 120）的实验室实验，他们观看了人形机器人成功或失败的视频片段，之后他们完成了有效的挑战和障碍评估量表。研究2对酒店员工（N = 200）进行了在线场景实验，参与者阅读服务失败或成功的场景，并对评估、解决问题和愤世嫉俗的多项措施做出反应。研究3调查了东亚地区的一线酒店员工（N = 262），收集了关于人工智能服务失败的频率和严重程度、员工的评估和行为的自我报告数据，以及技术自我效能感和工作自主性的验证措施。综上所述，研究结果表明，人工智能服务失败同时刺激了建设性的参与和破坏性的退出，这取决于员工的评估和资源。本研究将服务失败研究扩展到以客户为中心的传统之外，并强调了在人工智能介导的服务生态系统中管理员工反应的可行杠杆。

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引用次数: 0

Unpacking private labels: How discount, standard, and premium tiers shape national brand loyalty 拆解自有品牌：折扣、标准和高级品牌如何塑造国家品牌忠诚度

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-24 DOI: 10.1016/j.jretconser.2025.104705

Gauthier Casteran , Polymeros Chrysochou

This study examines how the structure of the private label brand (PLB) market influences national brand (NB) loyalty. Focusing on distinct PLB tiers - discount, standard, and premium - we provide insights into how these tiers, individually and collectively, affect NB loyalty. Drawing on consumer panel data from Denmark covering 29 FMCG categories (2006–2022), we analyze how key PLB metrics - price, assortment size, and market share – relate to NB loyalty. The findings demonstrate that treating PLBs collectively yields results that differ markedly from tier-specific analysis, underscoring the unique impact of each tier. This tiered approach reveals that PLB strategies at various levels generate varied competitive outcomes for NBs. The study contributes to branding and retailing research by (i) demonstrating that PLBs are better conceptualized as a tiered rather than a homogeneous structure, (ii) extending cue utilization theory to explain how PLB tier signals influence consumer loyalty, and (iii) providing managerial guidance on how tier-specific PLB strategies can either reinforce or erode NB loyalty.

本研究探讨自有品牌（PLB）市场结构如何影响国家品牌（NB）忠诚度。我们将重点关注不同的PLB等级——折扣、标准和优质——我们提供了这些等级是如何单独和共同影响NB忠诚度的见解。根据丹麦29个快速消费品类别（2006-2022年）的消费者面板数据，我们分析了关键的快速消费品指标——价格、分类规模和市场份额——与NB忠诚度的关系。研究结果表明，对公共卫生部门进行集体处理所产生的结果与针对特定部门的分析明显不同，强调了每个部门的独特影响。这种分层的方法揭示了不同层次的公共事业战略对国家银行产生不同的竞争结果。该研究通过以下方式对品牌和零售研究做出了贡献：(i)证明了PLB是一个分层而不是同质结构的更好概念，（ii）扩展了线索利用理论，以解释PLB分层信号如何影响消费者忠诚度，以及（iii）为针对分层的PLB策略如何加强或削弱NB忠诚度提供了管理指导。

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引用次数: 0

Integrating customer actions into aspect-based service quality evaluation: A text mining framework 将客户行为集成到基于方面的服务质量评估中：一个文本挖掘框架

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-23 DOI: 10.1016/j.jretconser.2025.104692

Minjun Kim , Kyuho Maeng , Do-Hyeon Ryu

Although evaluating the service quality is crucial, conventional methods often fail to produce effective strategies. Existing text mining research typically analyzes in isolation critical service aspects (the ‘what’), or associated customer actions (the ‘how’). Consequently, they failed to connect the identified problems to specific prioritized solutions. Therefore, this study developed and validated a novel action-oriented methodology for deriving prioritized improvement strategies. The methodology consists of three stages: (1) using transformer-based topic modeling to extract critical service aspects, (2) estimating the importance of each aspect for customer satisfaction through an interpretable AI model, and (3) calculating a priority score for each aspect-action pair to create a data-driven ranking of improvement targets. An analysis of 231,705 online reviews of Roblox metaverse services demonstrated the effectiveness of the framework. This approach empowers managers to move beyond generic feedback and strategically allocate resources to the most critical aspect-action pairs, ensuring that service enhancements are more tangible and impactful.

虽然评估服务质量是至关重要的，传统的方法往往不能产生有效的策略。现有的文本挖掘研究通常孤立地分析关键的服务方面（“什么”），或相关的客户行为（“如何”）。因此，他们未能将已确定的问题与具体的优先解决方案联系起来。因此，本研究开发并验证了一种新的以行动为导向的方法，用于确定优先改进策略。该方法包括三个阶段：(1)使用基于变压器的主题建模来提取关键服务方面，(2)通过可解释的AI模型估计每个方面对客户满意度的重要性，以及(3)计算每个方面-行动对的优先级分数，以创建数据驱动的改进目标排名。对231705条Roblox虚拟世界服务在线评论的分析证明了该框架的有效性。这种方法使管理人员能够超越一般的反馈，并战略性地将资源分配给最关键的方面-操作对，从而确保服务增强更加切实和有效。

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引用次数: 0