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

Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective 人工智能虚拟主播能否取代人类网络红人直播销售产品？情感理论视角

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-09 DOI: 10.1016/j.jretconser.2024.104107

Qixuan Liu , Ning Ma , Xiaoyi Zhang

The purpose of this paper is to (1) investigate whether consumers' emotions and purchase intentions are affected by the different behaviors or emotional states of Internet celebrities and (2) explore the change in consumers' emotions when Internet celebrities are replaced with artificial intelligence (AI) virtual anchors and whether consumers are willing to pay for AI virtual anchors. Therefore, the theoretical framework of this study was established by synthesizing emotion, trust, and personal values theories; following the causal framework of emotion-trust-intention, two studies were designed corresponding to Internet celebrities and AI virtual anchors. All data were collected via a questionnaire survey, and the two structural equation models were analyzed using Smart PLS software (version 4.0). Study 1 revealed that the behavior of Internet celebrities and shopping value directly affect consumer emotions and that different emotions significantly affect purchase intentions. Consumers with utilitarian motivations are more rational than those with hedonic motivations. Study 2 revealed that consumers with different shopping values experienced different emotional changes when confronted with AI virtual anchors and further confirmed the effects of emotions (post), consumer engagement, hedonism, and utilitarian values on consumer trust and purchase intentions. Moreover, AI virtual anchors are not popular except among consumers with extreme hedonism. Alternatively, consumers are more attracted to Internet celebrity live streaming than AI virtual anchors.

本文的目的是：（1）研究消费者的情感和购买意向是否会受到网络红人不同行为或情感状态的影响；（2）探讨当网络红人被人工智能（AI）虚拟主播取代时，消费者情感的变化，以及消费者是否愿意为人工智能虚拟主播付费。因此，本研究通过综合情感、信任和个人价值观理论建立了理论框架，并按照情感-信任-意向的因果框架设计了两项研究，分别对应网络红人和人工智能虚拟主播。所有数据均通过问卷调查收集，并使用 Smart PLS 软件（4.0 版）对两个结构方程模型进行分析。研究 1 发现，网络红人的行为和购物价值直接影响消费者的情绪，不同的情绪会显著影响购买意向。具有功利性动机的消费者比具有享乐性动机的消费者更理性。研究 2 发现，不同购物价值观的消费者在面对人工智能虚拟主播时经历了不同的情绪变化，并进一步证实了情绪（后）、消费者参与度、享乐主义和功利主义价值观对消费者信任和购买意愿的影响。此外，除了极端享乐主义的消费者之外，人工智能虚拟锚点并不受欢迎。另外，与人工智能虚拟主播相比，消费者更青睐网络红人直播。

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引用次数: 0

Adaptation and resilience in retail: Exploring consumer clusters in the new normal 零售业的适应力和复原力：探索新常态下的消费者集群

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-09 DOI: 10.1016/j.jretconser.2024.104112

Liana Stanca, Dan-Cristian Dabija, Veronica Câmpian

Purpose

This research delves into the diverse responses of individuals to the challenges of the COVID-19 pandemic and subsequent shopping behaviour.

Design

Based on the K-means clustering algorithm, a comprehensive analysis of survey data identifies distinct consumer clusters based on their adaptive capacities, resilience, and shopping preferences. The study encompasses a broad demographic spectrum, examining various aspects such as age, urban or rural residence, education, household size, and income.

Findings

The findings identify several clusters of consumers showing specific behaviour during the COVID-19 pandemic and their subsequent shopping behaviours, unveiling distinct profiles of adaptation, resilience, and shopping preferences. The K-means clustering algorithm allows the identification of four distinct consumer clusters.

Implications

The results have significant implications for understanding consumer behaviour, tailoring marketing strategies, and shaping the future of retail under the New Normal. Each cluster's characteristics provide valuable insights for businesses to align strategies with evolving consumer needs, considering both demographic factors and shopping preferences.

Originality

The research contributes to the understanding of consumer behaviour during times of crisis, providing relevant insights from a theoretical perspective based on the K-means clustering algorithm.

设计基于 K-means 聚类算法，对调查数据进行综合分析，根据消费者的适应能力、复原力和购物偏好确定不同的消费者群组。研究涵盖了广泛的人口统计范围，考察了年龄、城市或农村居住地、教育程度、家庭规模和收入等各个方面。研究结果研究结果确定了在 COVID-19 大流行期间表现出特定行为的几个消费者群组，以及他们随后的购物行为，揭示了适应能力、复原力和购物偏好的不同特征。这些结果对于理解消费者行为、制定营销策略以及塑造新常态下零售业的未来具有重要意义。考虑到人口因素和购物偏好，每个聚类的特征都为企业根据不断变化的消费者需求调整战略提供了有价值的见解。原创性该研究基于 K-means 聚类算法，从理论角度提供了相关见解，有助于理解危机时期的消费者行为。

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引用次数: 0

The strength of stance: The impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures 立场的力量：在不同类型的失败中，品牌行动主义对抵制负面信息、购买和溢价支付意图的影响

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-05 DOI: 10.1016/j.jretconser.2024.104102

Barbara Francioni, Roberta De Cicco, Ilaria Curina, Marco Cioppi

This paper represents a pioneering exploration of how brand activism influences consumer responses to performance and value-related failures. Specifically, across two experiments, the research explores how brand activism influences consumer resistance to negative information, purchase intent, and willingness to pay more, in response to product, service, and value-related failures. Study 1 (N = 237) reveals that consumers who are more involved in activism and are exposed to a product failure from activist brands exhibit higher resistance to negative information compared to those who encounter product failures from non-activist brands. This suggests that activist branding may protect companies by cultivating a resilient, loyal consumer base in such adverse situations. Study 2 (N = 261) extends these findings by examining whether value-related (vs service-related) failures impact the buffering effect generated by a brand’s activist stance. Results indicate that activist brands particularly benefit from a protective buffer in the context of service failure scenarios. However, this buffer does not extend to value-related failures, leading to harsher consumer judgments and intentions. The research significantly contributes to brand activism literature by uniquely integrating the themes of brand activism and brand transgressions, exploring how brand activism affects consumer responses to both performance and value-related failures.

本文开创性地探讨了品牌积极性如何影响消费者对性能和价值相关失败的反应。具体来说，研究通过两个实验，探讨了品牌行动主义如何影响消费者对负面信息的抵制、购买意向以及支付更多费用的意愿，以应对产品、服务和价值相关的失败。研究 1（N = 237）显示，与那些遭遇非激进品牌产品失败的消费者相比，那些更多参与激进主义活动并遭遇激进品牌产品失败的消费者表现出更高的负面信息抵抗力。这表明，在这种不利情况下，激进品牌可以通过培养有弹性、忠诚的消费者群体来保护企业。研究2（N = 261）通过研究与价值相关（与服务相关）的失败是否会影响品牌激进主义立场所产生的缓冲效应，对上述发现进行了扩展。结果表明，在服务失败的情况下，激进品牌尤其能从保护性缓冲中获益。然而，这种缓冲作用并没有延伸到与价值相关的失败中，从而导致消费者更苛刻的判断和意图。这项研究将品牌激进主义和品牌越轨行为这两个主题独特地结合在一起，探讨了品牌激进主义如何影响消费者对绩效和价值相关失败的反应，从而为品牌激进主义文献做出了重要贡献。

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引用次数: 0

Promised hassle time management in online retailing with fraudulent and regretful customers 在网上零售中，面对欺诈和后悔的客户，承诺进行麻烦的时间管理

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-04 DOI: 10.1016/j.jretconser.2024.104100

Rahul Kanyal, Sabyasachi Patra

Fraudulent customer return behavior, called “wardrobing,” incurs significant product return costs for online retailers. However, customers can also behave regretfully in online retailing, causing high product return costs. Consequently, we explore the combined effect of fraudulent and regretful customers in product returns. Research suggests implementing restrictive return policies to curb huge return costs due to fraudulent and regretful customer behaviors. One of the ways to implement a restrictive policy is by introducing hassle time. Consequently, retailers commit promised hassle times to customers, during which the retailers can approve the product returns and issue refunds. As a result, we determine how an online retailer can respond to regretful and fraudulent customers through promised hassle time while considering the stochastic nature of hassle time. In some situations, an online retailer might know that hassle time follows a specific probability distribution; in others, a retailer might not know the distribution. Therefore, we determine the optimal promised hassle time an online retailer must promise to regretful and fraudulent customers in each situation. For the first situation, we determine that a specific ratio, which we call the customer ratio, determines how the optimal promised hassle time changes with customers' fraud and regret levels. If the customer ratio is one, the optimal promised hassle time does not change; if it is greater than one, the optimal promised hassle time increases; and if it is less than one, the optimal promised hassle time decreases, with an increase in fraud and a decrease in regret levels. For the second situation, we propose a novel decision-making tool for online retailers, enabling them to optimize the promised hassle time. Finally, we generalize the results of our study to order cancellations with regretful customers, and shared mobility services.

欺诈性顾客退货行为被称为 "揩油"，会给在线零售商带来巨大的产品退货成本。然而，顾客在网上零售中也会有后悔行为，从而导致高昂的产品退货成本。因此，我们探讨了欺诈性顾客和后悔性顾客在产品退货中的综合影响。研究建议实施限制性退货政策，以遏制因欺诈和悔意顾客行为造成的巨额退货成本。实施限制性政策的方法之一是引入麻烦时间。因此，零售商向顾客承诺麻烦时间，在此期间，零售商可以批准退货并退款。因此，我们在考虑麻烦时间的随机性的同时，确定在线零售商如何通过承诺的麻烦时间来应对后悔和欺诈客户。在某些情况下，在线零售商可能知道麻烦时间遵循特定的概率分布；而在另一些情况下，零售商可能不知道该分布。因此，我们要确定在线零售商在每种情况下必须向悔约顾客和欺诈顾客承诺的最佳麻烦时间。对于第一种情况，我们确定了一个特定的比率（我们称之为顾客比率），该比率决定了最佳承诺麻烦时间如何随顾客的欺诈和后悔程度而变化。如果客户比率为 1，则最佳承诺的麻烦时间不变；如果大于 1，则最佳承诺的麻烦时间增加；如果小于 1，则最佳承诺的麻烦时间减少，欺诈增加，后悔程度降低。针对第二种情况，我们为在线零售商提出了一种新的决策工具，使他们能够优化承诺的麻烦时间。最后，我们将研究结果推广到有遗憾客户的订单取消和共享移动服务中。

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引用次数: 0

Sustainable digital fashion in a metaverse ecosystem 元宇宙生态系统中的可持续数字时尚

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-04 DOI: 10.1016/j.jretconser.2024.104099

Baogui Xin , Yaping Song , Hui Tan , Wei Peng

The fashion industry ranks among the top polluters globally, yet the emergence of virtual worlds offers a chance for brands to switch to digital clothing as a greener option. This research explores whether the metaverse can enhance sustainability in fashion or worsen environmental issues, especially those linked to non-fungible tokens (NFTs). We introduce a game theory model to analyze the strategic dynamics between brand manufacturers and digital fashion platforms, factoring in platforms' abilities to reduce emissions. The model uncovers how these uncertainties influence pricing, investment, and performance outcomes. Our analysis is supported by a case study on DressX, a prominent digital fashion platform, showing that digital fashion brings technological innovation and environmental advantages. Platforms with greater emission reduction capacities and their collaborators witness increased revenues. However, information asymmetry complicates strategic decision-making, and the environmental implications of digital technologies underpinning the metaverse remain a critical concern. Platforms with advanced capabilities gain a competitive edge by managing costs effectively, whereas manufacturers profit at the platforms' expense. However, there is a strategic equilibrium that benefits both sides. Our study indicates that maximizing the environmental benefits of digital fashion demands responsible actions from all stakeholders, including careful technology selection, clear communication of capabilities, cost management, and strategic cooperation. Our game theory approach, combined with a real-world case study, provides a unique perspective on the strategic and environmental dynamics of digital fashion in the metaverse, contributing to the growing body of literature on sustainable fashion and digital ecosystems.

时装业是全球污染最严重的行业之一，然而虚拟世界的出现为品牌提供了一个机会，让它们转而采用数字服装作为更环保的选择。本研究探讨了元虚拟世界是能提高时装业的可持续发展，还是会恶化环境问题，尤其是那些与不可篡改代币（NFT）相关的问题。我们引入了一个博弈论模型来分析品牌制造商和数字时尚平台之间的战略动态，并将平台的减排能力考虑在内。该模型揭示了这些不确定性如何影响定价、投资和绩效结果。我们的分析得到了著名数字时尚平台 DressX 案例研究的支持，该案例研究表明，数字时尚带来了技术创新和环境优势。减排能力更强的平台及其合作者的收入会增加。然而，信息不对称使战略决策变得复杂，支撑元宇宙的数字技术对环境的影响仍是一个重要问题。拥有先进能力的平台通过有效的成本管理获得竞争优势，而制造商则以平台为代价获利。然而，存在一种对双方都有利的战略平衡。我们的研究表明，要使数字时尚的环境效益最大化，就需要所有利益相关者采取负责任的行动，包括谨慎选择技术、明确沟通能力、成本管理和战略合作。我们的博弈论方法与现实世界的案例研究相结合，为元宇宙中的数字时尚的战略和环境动态提供了一个独特的视角，为可持续时尚和数字生态系统方面日益增多的文献做出了贡献。

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引用次数: 0

Bridging the gap: Exploring the nexus of service robot personalization, customer identification, and citizenship behaviors 缩小差距：探索服务机器人个性化、客户认同和公民行为之间的联系

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-04 DOI: 10.1016/j.jretconser.2024.104105

Taeshik Gong

This study explores the multifaceted impact of service robot personalization on customer citizenship behavior, integrating cognitive and affective identification as serial mediators. Leveraging social identity theory, this study examines the intricate psychological processes underlying human-robot interactions. Additionally, the study introduces customer technology readiness as a moderator, acknowledging individual differences in responses to personalization. Results indicate that personalization positively influences alignment perception and identification, subsequently fostering customer citizenship behavior. Furthermore, technology readiness enhances these relationships, emphasizing the need for tailored strategies based on customers' technological predispositions. This research contributes a nuanced understanding of service robot interactions, guiding businesses in strategically deploying personalized interventions to align with diverse customer expectations and preferences.

本研究探讨了服务机器人个性化对客户公民行为的多方面影响，将认知认同和情感认同整合为系列中介因素。利用社会认同理论，本研究探讨了人与机器人互动背后错综复杂的心理过程。此外，本研究还引入了客户技术准备度作为调节因素，承认个性化反应的个体差异。研究结果表明，个性化会积极影响对齐感和认同感，进而促进客户的公民行为。此外，技术准备程度也会增强这些关系，从而强调了根据客户的技术倾向量身定制战略的必要性。这项研究有助于深入理解服务机器人的互动，指导企业战略性地部署个性化干预措施，以满足不同客户的期望和偏好。

引用次数: 0

How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust 语言唤醒如何影响网上零售的购买意向？虚拟与人工影响者、语言典型性和信任的作用

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-04 DOI: 10.1016/j.jretconser.2024.104106

Bin Wang , Yao Han , Jay Kandampully , Xiaoli Lu

Despite the growing popularity of adopting various language strategies to boost business in online retailing and livestreaming, the effectiveness of such strategies employed by different (virtual vs. human) influencers is still unclear. This work examines how language arousal (high vs. low) interacts with influencer type (virtual vs. human) to impact consumer responses. With two scenario-based experiments, this research demonstrates that for virtual influencers, using high- (vs. low-) arousal language leads to stronger purchase intentions, whereas for human influencers, using high- (vs. low-) arousal language results in weaker purchase intentions. We also uncover a novel mechanism that language typicality and trust mediate this interaction effect in a serial manner. The theoretical and practical implications are also discussed.

尽管采用各种语言策略促进在线零售和直播业务的做法日益流行，但不同（虚拟与人工）影响者所采用的此类策略的有效性仍不明确。这项研究探讨了语言唤醒（高与低）如何与影响者类型（虚拟与人工）相互作用，从而影响消费者的反应。通过两个基于场景的实验，本研究证明，对于虚拟影响者，使用高（低）唤醒度语言会导致更强的购买意愿，而对于人类影响者，使用高（低）唤醒度语言会导致更弱的购买意愿。我们还发现了一种新的机制，即语言的典型性和信任以串联的方式调解了这种互动效应。此外，我们还讨论了其理论和实践意义。

引用次数: 0

How loud is consumer voice in product deletion decisions? Retail analytic insights 消费者在产品删除决策中的声音有多大？零售分析洞察

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-04 DOI: 10.1016/j.jretconser.2024.104110

Qingyun Zhu , Yiru Wang , Xun Xu , Joseph Sarkis

This study examines the role of online consumer reviews in product deletion decisions. Building upon product portfolio management theory and the signaling theory, we integrate consumer voice, represented by online consumer review behavior into organizational voice—strategic product deletion decision-making. We empirically evaluated the relationship between online consumer reviews and organizational product deletion decisions using text mining and logistic regression models. The results indicate consumer online review characteristics are significant factors for product deletion decisions. Findings suggest that products with lower review attribute ratings, or those with textual review content less pertinent to the core performance attributes, are more likely to be deleted. The linguistic retail analytic characteristics of online reviews also provide insights for product deletion decisions. Products with reviews having higher subjectivity, shorter length, and lower readability are more likely to be deleted. Pre-purchase consumer voice—the perceived helpfulness or unhelpfulness of online reviews also impacts product deletion decisions. A general conclusion is that online reviews can provide important retail analytics for smarter retail operations planning at the strategic and tactical levels when it comes to product planning and portfolio management through product deletion.

本研究探讨了在线消费者评论在产品删除决策中的作用。在产品组合管理理论和信号理论的基础上，我们将以在线消费者评论行为为代表的消费者声音与组织声音战略产品删除决策相结合。我们使用文本挖掘和逻辑回归模型对消费者在线评论与组织产品删除决策之间的关系进行了实证评估。结果表明，消费者在线评论特征是影响产品删除决策的重要因素。研究结果表明，评论属性评分较低的产品，或评论内容与核心性能属性相关性较低的产品，更有可能被删除。在线评论的语言零售分析特征也为产品删除决策提供了启示。评论主观性较强、长度较短、可读性较低的产品更有可能被删除。购买前消费者的声音--认为在线评论有用或无用--也会影响产品删除决策。总的结论是，当涉及到通过删除产品进行产品规划和产品组合管理时，在线评论可以为战略和战术层面更智能的零售运营规划提供重要的零售分析。

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引用次数: 0

Optimizing consumer engagement and repurchase intentions: The role of strategic post-purchase communication 优化消费者参与和再购买意愿：战略性购后沟通的作用

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-03 DOI: 10.1016/j.jretconser.2024.104095

Prince Owusu , Zhiwen Li , Akoto Yaw Omari-Sasu

The identity-based motivation theory has been used to explain how a person's identity influences his behavior. Through three different studies, we apply the identity-based motivation theory to explore how post-purchase messages aligned with consumers' identities affect their consumer engagement, satisfaction, and repurchase intentions. Focusing on online consumers, the ANCOVA analysis across these studies demonstrates that post-purchase messages enhancing consumer self-image lead to higher repurchase intentions, satisfaction, and engagement compared to product-focused messages. The moderation analysis demonstrated that, as consumer emotional uncertainties increases, there is a stronger response to self-image oriented post-purchase messages in terms of consumer repurchase intentions, engagement and satisfaction. The study further conduct a causal mediation analysis using the Quasi-Bayesian bootstrapping method to examine the indirect effect of post-purchase message on repurchase intentions through consumer satisfaction and engagement. These findings contribute to the self-signalling theory and information richness theory, offering valuable insights for retailers and platform owners on crafting effective post-purchase communications.

基于身份的动机理论被用来解释一个人的身份如何影响他的行为。通过三项不同的研究，我们运用基于身份的动机理论探讨了与消费者身份相符的购后信息如何影响消费者的参与度、满意度和再购意愿。以在线消费者为重点，这些研究的方差分析表明，与以产品为重点的信息相比，提升消费者自我形象的购后信息会导致更高的再购意愿、满意度和参与度。调节分析表明，随着消费者情绪不确定性的增加，在消费者的再购买意愿、参与度和满意度方面，消费者对自我形象导向的购后信息会有更强烈的反应。研究还进一步利用准贝叶斯引导法进行了因果中介分析，考察了购后信息通过消费者满意度和参与度对再购买意愿的间接影响。这些研究结果对自我信号理论和信息丰富度理论有所贡献，为零售商和平台所有者提供了关于如何设计有效的购后沟通的宝贵见解。

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引用次数: 0

Impact of death-related media information on the effectiveness of in-feed advertising: A compensatory consumption perspective 与死亡有关的媒体信息对内嵌广告效果的影响：补偿性消费视角

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2024-10-03 DOI: 10.1016/j.jretconser.2024.104098

Rong Cao , Mingyue Yue , Jianuo Yu, Feng Wang, Ping Li

With the increasing availability of news related to unexpected and catastrophic events, such as public health issues, natural disasters, murder cases, and terrorist attacks, the coexistence of death-related media information and commercial advertising has become prevalent in media platforms. This study is to clarify whether, when, and why death-related media information impacts the effectiveness of in-feed advertising. We conducted a field study along with three laboratory experiments. Results indicated that users are more likely to click in-feed advertising when it was exposed to death-related information compared to information unrelated to death. Moreover, this positive effect would be amplified when the ads framing is loss (vs. gain) or the ads image brightness is high (vs. low). The findings not only enrich literature on death-related information but also contributes to practice regarding how to improve the effectiveness of in-feed advertising.

随着公共卫生问题、自然灾害、谋杀案件和恐怖袭击等突发灾难性事件相关新闻的日益增多，与死亡相关的媒体信息和商业广告在媒体平台上的共存已变得十分普遍。本研究旨在阐明与死亡相关的媒体信息是否、何时以及为何会影响内推广告的效果。我们进行了一项实地研究和三项实验室实验。结果表明，与与死亡无关的信息相比，当与死亡相关的信息出现时，用户更有可能点击内推广告。此外，当广告框架是损失（与收益）或广告图像亮度高（与亮度低）时，这种积极效应会被放大。研究结果不仅丰富了有关死亡相关信息的文献，而且对如何提高馈送广告的有效性也有帮助。

引用次数: 0