Pub Date : 2025-01-06DOI: 10.1016/j.jretconser.2024.104220
Friederike Paetz , Carsten D. Schultz
The adoption of digital voice assistants, e.g., smart speakers, is a megatrend, and several brands are currently sharing the market. A key question for smart speaker providers is who the users are to derive successful marketing strategies. This study examines the personality structure of brand users and highlights the factor of age as a determinant of the potential use of smart speakers. Using data from an empirical discrete choice experiment, we estimate a mixed logit model and use respondents’ age and personality traits as inputs. While brand and price are the most influential determinants for the adoption of smart speakers, age and personality point to differences in the preferences for certain smart speaker brands. In a subsequent simulation study, we examine shifts of market shares in several age cohort-based markets when a relatively unknown but cheap brand enters an established market, thus highlighting the importance of age cohorts when developing successful marketing strategies for innovation product brands.
{"title":"Smart product brands – The interrelation of smart products and buyer personality traits","authors":"Friederike Paetz , Carsten D. Schultz","doi":"10.1016/j.jretconser.2024.104220","DOIUrl":"10.1016/j.jretconser.2024.104220","url":null,"abstract":"<div><div>The adoption of digital voice assistants, e.g., smart speakers, is a megatrend, and several brands are currently sharing the market. A key question for smart speaker providers is who the users are to derive successful marketing strategies. This study examines the personality structure of brand users and highlights the factor of age as a determinant of the potential use of smart speakers. Using data from an empirical discrete choice experiment, we estimate a mixed logit model and use respondents’ age and personality traits as inputs. While brand and price are the most influential determinants for the adoption of smart speakers, age and personality point to differences in the preferences for certain smart speaker brands. In a subsequent simulation study, we examine shifts of market shares in several age cohort-based markets when a relatively unknown but cheap brand enters an established market, thus highlighting the importance of age cohorts when developing successful marketing strategies for innovation product brands.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104220"},"PeriodicalIF":11.0,"publicationDate":"2025-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170829","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 : 2025-01-04DOI: 10.1016/j.jretconser.2024.104221
Sk Abu Khalek , Debasmita Dey , Anirban Chakraborty , Tamal Samanta
This study investigates consumers’ grievances in online grocery service (OGS), a rapidly growing phenomenon. Employing netnography, organic negative reviews by consumers were collected from a third-party website. Topic modelling is employed to dissect those reviews to unveil dimensions of negative consumer experiences. Using SERVQUAL, this novel application of a well-established research approach offers a transparent, unbiased, and distinctive depiction of the phenomenon grounded in the expectation confirmation paradigm. The findings indicate that deficiencies in SERVQUAL dimensions drive negative consumer experiences. These insights offer practical implications for OGS providers to enhance service quality, mitigate negative word-of-mouth (NWoM), and improve consumer satisfaction.
{"title":"“From expectations to frustrations”: Dissecting negative experiences to understand negative word-of-mouth in online grocery services","authors":"Sk Abu Khalek , Debasmita Dey , Anirban Chakraborty , Tamal Samanta","doi":"10.1016/j.jretconser.2024.104221","DOIUrl":"10.1016/j.jretconser.2024.104221","url":null,"abstract":"<div><div>This study investigates consumers’ grievances in online grocery service (OGS), a rapidly growing phenomenon. Employing netnography, organic negative reviews by consumers were collected from a third-party website. Topic modelling is employed to dissect those reviews to unveil dimensions of negative consumer experiences. Using SERVQUAL, this novel application of a well-established research approach offers a transparent, unbiased, and distinctive depiction of the phenomenon grounded in the expectation confirmation paradigm. The findings indicate that deficiencies in SERVQUAL dimensions drive negative consumer experiences. These insights offer practical implications for OGS providers to enhance service quality, mitigate negative word-of-mouth (NWoM), and improve consumer satisfaction.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104221"},"PeriodicalIF":11.0,"publicationDate":"2025-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171668","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 : 2025-01-03DOI: 10.1016/j.jretconser.2024.104213
Man Chen , Xiaofei Zhang , Feng Wang
The increasing availability and widespread adoption of social media platforms are encouraging firms to use their official accounts on these platforms to promote brands and introduce new products. This study examines the role of new product preannouncement (NPPA), specifically how different types of NPPA content influence consumer engagement on social media. Through an analysis of 212,550 pieces of content from the automotive industry in China, informational NPPA content is shown to generally reduce consumer engagement, in contrast to emotional content, which significantly increases engagement. The effects of both informational and emotional content on consumer engagement are enhanced by a firm's follower count. However, brand-new product announcements weaken the ability of NPPA content to drive engagement compared with upgraded products. These findings advance understanding of NPPAs and offer valuable guidance for marketers seeking to optimize consumer engagement through strategic content design.
{"title":"How to introduce? The effects of new product preannouncement content on consumer engagements in enterprise social media","authors":"Man Chen , Xiaofei Zhang , Feng Wang","doi":"10.1016/j.jretconser.2024.104213","DOIUrl":"10.1016/j.jretconser.2024.104213","url":null,"abstract":"<div><div>The increasing availability and widespread adoption of social media platforms are encouraging firms to use their official accounts on these platforms to promote brands and introduce new products. This study examines the role of new product preannouncement (NPPA), specifically how different types of NPPA content influence consumer engagement on social media. Through an analysis of 212,550 pieces of content from the automotive industry in China, informational NPPA content is shown to generally reduce consumer engagement, in contrast to emotional content, which significantly increases engagement. The effects of both informational and emotional content on consumer engagement are enhanced by a firm's follower count. However, brand-new product announcements weaken the ability of NPPA content to drive engagement compared with upgraded products. These findings advance understanding of NPPAs and offer valuable guidance for marketers seeking to optimize consumer engagement through strategic content design.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104213"},"PeriodicalIF":11.0,"publicationDate":"2025-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170823","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 : 2025-01-03DOI: 10.1016/j.jretconser.2024.104202
Lala Hu , Mirko Olivieri , Marta Giovannetti , Elena Cedrola
This study investigates how luxury fashion brands manage brand experience in retail strategies that involve the metaverse. To achieve this research objective, we adopted a qualitative methodology collecting 26 semi-structured interviews with luxury brand practitioners and industry experts. The results highlight key areas in luxury retail where Metaverse campaigns enhance brand experiences and reduce frictions. This study contributes to the literature on luxury retailing by providing theoretical insights into the emerging strategies of luxury fashion brands in the metaverse. Finally, managerial implications are discussed in terms of how luxury fashion brands can leverage the metaverse to integrate channels in an immersive manner.
{"title":"The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences","authors":"Lala Hu , Mirko Olivieri , Marta Giovannetti , Elena Cedrola","doi":"10.1016/j.jretconser.2024.104202","DOIUrl":"10.1016/j.jretconser.2024.104202","url":null,"abstract":"<div><div>This study investigates how luxury fashion brands manage brand experience in retail strategies that involve the metaverse. To achieve this research objective, we adopted a qualitative methodology collecting 26 semi-structured interviews with luxury brand practitioners and industry experts. The results highlight key areas in luxury retail where Metaverse campaigns enhance brand experiences and reduce frictions. This study contributes to the literature on luxury retailing by providing theoretical insights into the emerging strategies of luxury fashion brands in the metaverse. Finally, managerial implications are discussed in terms of how luxury fashion brands can leverage the metaverse to integrate channels in an immersive manner.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104202"},"PeriodicalIF":11.0,"publicationDate":"2025-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170824","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 : 2024-12-30DOI: 10.1016/j.jretconser.2024.104214
Peng Wu , Shiyong Sun , Ligang Zhou , Yao Yao , Muhammet Deveci
With the progress of information technology, various platforms have emerged and rapidly developed. In product recommendation platforms, online reviews generated by consumers, as a key source of information, exert a substantial influence on purchasing decisions made by consumers. Although prior research has made some progress in this field, there is still a lack of exploration on the types of reviews information, the sentiment tendencies, and consumer decision-making behavior. Guided by text mining techniques and behavioral decision theory, this paper develops a heterogeneous data-driven decision-support model to more comprehensively extract information from online reviews and gain insights into consumer purchasing behavior. To handle the heterogeneity of online reviews, sentiment analysis is conducted to convert unstructured text data into sentiment values with structurization. Thereafter, a three-stage heterogeneous data aggregation framework is developed to define overall evaluation by fusing unstructured text reviews and structured star ratings. After defining a new attribute called word-of-mouth effect (WoME) based on interactive behavior data (such as views, likes and replies), we present a product ranking method by integrating regret theory and the logarithmic TODIM (LogTODIM) method. Furthermore, a case study is presented that evaluates the ranking of new energy vehicles (NEVs) on the Autohome platform, thereby verifying the feasibility of the proposed model.
{"title":"Platforms empower: Mining online reviews for supporting consumers decisions","authors":"Peng Wu , Shiyong Sun , Ligang Zhou , Yao Yao , Muhammet Deveci","doi":"10.1016/j.jretconser.2024.104214","DOIUrl":"10.1016/j.jretconser.2024.104214","url":null,"abstract":"<div><div>With the progress of information technology, various platforms have emerged and rapidly developed. In product recommendation platforms, online reviews generated by consumers, as a key source of information, exert a substantial influence on purchasing decisions made by consumers. Although prior research has made some progress in this field, there is still a lack of exploration on the types of reviews information, the sentiment tendencies, and consumer decision-making behavior. Guided by text mining techniques and behavioral decision theory, this paper develops a heterogeneous data-driven decision-support model to more comprehensively extract information from online reviews and gain insights into consumer purchasing behavior. To handle the heterogeneity of online reviews, sentiment analysis is conducted to convert unstructured text data into sentiment values with structurization. Thereafter, a three-stage heterogeneous data aggregation framework is developed to define overall evaluation by fusing unstructured text reviews and structured star ratings. After defining a new attribute called word-of-mouth effect (WoME) based on interactive behavior data (such as views, likes and replies), we present a product ranking method by integrating regret theory and the logarithmic TODIM (LogTODIM) method. Furthermore, a case study is presented that evaluates the ranking of new energy vehicles (NEVs) on the Autohome platform, thereby verifying the feasibility of the proposed model.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104214"},"PeriodicalIF":11.0,"publicationDate":"2024-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171337","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 : 2024-12-30DOI: 10.1016/j.jretconser.2024.104218
Qian Wang , Xinlin Yao , Xixi Li , Xiangbin Yan , Ruihao Li
Live commerce allows streamers as sellers to show their products in vivid ways and interact with consumers in real time. However, few studies have investigated how peripheral social cues from both streamers and viewers interfere with the central information of products and impact live commerce sales. Based on the elaboration likelihood model, our study examines how central route factors relating to products (i.e., products' live demonstration, products' web information, products' brand popularity, and products' price discount) and peripheral route factors relating to streamers as well as viewers (i.e., streamers' social capital and viewers' engagement) affect sales performance in live commerce. We collect data from the largest Chinese live commerce platform - Taobao Live platform. We adopt econometric methods to analyze the obtained data of 34,925 product sales records of 373 live shows. Our results indicate that product information as the central route and streamers' social capital and viewers' engagement as the peripheral route respectively contribute to live commerce sales performance. In addition, we discover that peripheral route factors interact with central route factors. Specifically, streamers' social capital strengthens the positive impact of live demonstration on live sales but attenuates the influence of web information on live sales; viewers’ engagement also reinforces the positive effect of brand popularity on live sales. Our research provides insights into how the three core elements of products, streamers, and viewers individually and jointly affect live commerce sales, and enrich the elaboration likelihood model in the live commerce setting. Our findings also offer managerial implications for platform managers and streamers.
{"title":"When peripheral route meets central route: An elaboration likelihood model of sales performance in live commerce","authors":"Qian Wang , Xinlin Yao , Xixi Li , Xiangbin Yan , Ruihao Li","doi":"10.1016/j.jretconser.2024.104218","DOIUrl":"10.1016/j.jretconser.2024.104218","url":null,"abstract":"<div><div>Live commerce allows streamers as sellers to show their products in vivid ways and interact with consumers in real time. However, few studies have investigated how peripheral social cues from both streamers and viewers interfere with the central information of products and impact live commerce sales. Based on the elaboration likelihood model, our study examines how central route factors relating to products (i.e., products' live demonstration, products' web information, products' brand popularity, and products' price discount) and peripheral route factors relating to streamers as well as viewers (i.e., streamers' social capital and viewers' engagement) affect sales performance in live commerce. We collect data from the largest Chinese live commerce platform - Taobao Live platform. We adopt econometric methods to analyze the obtained data of 34,925 product sales records of 373 live shows. Our results indicate that product information as the central route and streamers' social capital and viewers' engagement as the peripheral route respectively contribute to live commerce sales performance. In addition, we discover that peripheral route factors interact with central route factors. Specifically, streamers' social capital strengthens the positive impact of live demonstration on live sales but attenuates the influence of web information on live sales; viewers’ engagement also reinforces the positive effect of brand popularity on live sales. Our research provides insights into how the three core elements of products, streamers, and viewers individually and jointly affect live commerce sales, and enrich the elaboration likelihood model in the live commerce setting. Our findings also offer managerial implications for platform managers and streamers.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104218"},"PeriodicalIF":11.0,"publicationDate":"2024-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170830","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 : 2024-12-30DOI: 10.1016/j.jretconser.2024.104209
Zhe Lv
In recent years, the sales of Geographical Indication agricultural products (GI agri-products) have increased annually, yet various aspects of their perceived value remain inadequately defined. This study reconstructs the perceived value model for GI agri-products based on their unique regional attributes, while also integrating the Theory of Planned Behavior (TPB). Aims to delve into these factors to clarify how GI products attract consumers and influence their purchase decisions. A mixed-method approach was employed, combining PLS-SEM and Artificial Neural Networks (ANN) to analyze data collected from 358 consumers in the Chinese market. Notably, ANN complements SEM by addressing its limitations in capturing nonlinear relationships. Results indicate that perceived value is the primary driver of purchase intentions, followed by attitude and perceived behavioral control, with subjective norms having a lesser yet still significant impact. These insights provide valuable implications for marketing strategies, assisting stakeholders in effectively promoting GI agri-products. By enhancing consumers' experiences of the non-functional value of GI agri-products, marketing efforts for these products can be more effectively realized.
{"title":"Key determinants of purchase intentions for geographical indication agricultural products: A hybrid PLS-SEM and ANN approach","authors":"Zhe Lv","doi":"10.1016/j.jretconser.2024.104209","DOIUrl":"10.1016/j.jretconser.2024.104209","url":null,"abstract":"<div><div>In recent years, the sales of Geographical Indication agricultural products (GI agri-products) have increased annually, yet various aspects of their perceived value remain inadequately defined. This study reconstructs the perceived value model for GI agri-products based on their unique regional attributes, while also integrating the Theory of Planned Behavior (TPB). Aims to delve into these factors to clarify how GI products attract consumers and influence their purchase decisions. A mixed-method approach was employed, combining PLS-SEM and Artificial Neural Networks (ANN) to analyze data collected from 358 consumers in the Chinese market. Notably, ANN complements SEM by addressing its limitations in capturing nonlinear relationships. Results indicate that perceived value is the primary driver of purchase intentions, followed by attitude and perceived behavioral control, with subjective norms having a lesser yet still significant impact. These insights provide valuable implications for marketing strategies, assisting stakeholders in effectively promoting GI agri-products. By enhancing consumers' experiences of the non-functional value of GI agri-products, marketing efforts for these products can be more effectively realized.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104209"},"PeriodicalIF":11.0,"publicationDate":"2024-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171336","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 : 2024-12-30DOI: 10.1016/j.jretconser.2024.104211
Yang Yang, Jichang Zhao, Yashuai Li
Anchors promote sales by communicating product information through multimedia channels in live streaming e-commerce (LSE). This study focuses on how anchor nonverbal behaviors influence the sales during the LSE. Specifically, the curvilinear effect of anchor body movements on customer purchase, and the moderating effects are hypothesized from the perspective of information overload. 9,641 product pitches of live videos from Douyin are sampled for regression. A deep learning model is leveraged to measure the extent of the anchor body movements. The empirical evidence on Tobit model with anchor and day fixed effects indicates that the extent of anchor body movements, as an indicator of information density, has a significant inverted U-shaped effect on sales. And this curvilinear relationship remains consistent across different time periods. Moreover, a comprehensive set of conditions adjusting the information overload in LSE context are revealed. Specifically, the initial audience size, introduction duration, and product price, in relation to information source, information quantity, and task complexity respectively, moderate the curvilinear effect of anchor body movements on sales. A subsequent analysis with action clustering further explains this curvilinear effect in terms of specific action segments. Representative actions that enhance or impair sales are found. This study provides insights regarding nonverbal behaviors of anchors in LSE, uncovering the impact of information overload in this multimedia context. Situational practical implications are offered to enhance the performance of the anchors and promote the sales.
{"title":"More than enough is too much: Curvilinear relationship between anchor body movements and sales in live streaming e-commerce","authors":"Yang Yang, Jichang Zhao, Yashuai Li","doi":"10.1016/j.jretconser.2024.104211","DOIUrl":"10.1016/j.jretconser.2024.104211","url":null,"abstract":"<div><div>Anchors promote sales by communicating product information through multimedia channels in live streaming e-commerce (LSE). This study focuses on how anchor nonverbal behaviors influence the sales during the LSE. Specifically, the curvilinear effect of anchor body movements on customer purchase, and the moderating effects are hypothesized from the perspective of information overload. 9,641 product pitches of live videos from Douyin are sampled for regression. A deep learning model is leveraged to measure the extent of the anchor body movements. The empirical evidence on Tobit model with anchor and day fixed effects indicates that the extent of anchor body movements, as an indicator of information density, has a significant inverted U-shaped effect on sales. And this curvilinear relationship remains consistent across different time periods. Moreover, a comprehensive set of conditions adjusting the information overload in LSE context are revealed. Specifically, the initial audience size, introduction duration, and product price, in relation to information source, information quantity, and task complexity respectively, moderate the curvilinear effect of anchor body movements on sales. A subsequent analysis with action clustering further explains this curvilinear effect in terms of specific action segments. Representative actions that enhance or impair sales are found. This study provides insights regarding nonverbal behaviors of anchors in LSE, uncovering the impact of information overload in this multimedia context. Situational practical implications are offered to enhance the performance of the anchors and promote the sales.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104211"},"PeriodicalIF":11.0,"publicationDate":"2024-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170825","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 : 2024-12-29DOI: 10.1016/j.jretconser.2024.104212
Guo Cheng , Wenjie Li , Dongyang Si , Dalin Li , Xiaoyun Han
The management of brand communities is increasingly challenged by oppositional loyalty. This study aims to investigate how community commitment influences oppositional loyalty behaviors and assess the moderating role of ethics position in these relationships. To explore this issue comprehensively, we classify oppositional behaviors into two categories: positive behaviors, such as willingness to pay more (WTP) and brand love, and negative behaviors, which include schadenfreude and anti-brand actions. We used structural equation modeling to analyze data from 461 active participants in Huawei's smartphone communities. The findings show that community commitment significantly influences four aspects of oppositional loyalty. An elevated ethics position strengthens the link between community commitment and both WTP and brand love while weakening the association between community commitment and anti-brand actions. The results highlight the critical role of the ethics position in mitigating negative oppositional behaviors and enhancing positive loyalty outcomes. This research advances the theoretical understanding of ethical marketing and oppositional loyalty, providing actionable insights for fostering healthier brand community dynamics in virtual environments.
{"title":"Exploring the moderating role of ethics position between community commitment and oppositional loyalty in Huawei's brand communities","authors":"Guo Cheng , Wenjie Li , Dongyang Si , Dalin Li , Xiaoyun Han","doi":"10.1016/j.jretconser.2024.104212","DOIUrl":"10.1016/j.jretconser.2024.104212","url":null,"abstract":"<div><div>The management of brand communities is increasingly challenged by oppositional loyalty. This study aims to investigate how community commitment influences oppositional loyalty behaviors and assess the moderating role of ethics position in these relationships. To explore this issue comprehensively, we classify oppositional behaviors into two categories: positive behaviors, such as willingness to pay more (WTP) and brand love, and negative behaviors, which include schadenfreude and anti-brand actions. We used structural equation modeling to analyze data from 461 active participants in Huawei's smartphone communities. The findings show that community commitment significantly influences four aspects of oppositional loyalty. An elevated ethics position strengthens the link between community commitment and both WTP and brand love while weakening the association between community commitment and anti-brand actions. The results highlight the critical role of the ethics position in mitigating negative oppositional behaviors and enhancing positive loyalty outcomes. This research advances the theoretical understanding of ethical marketing and oppositional loyalty, providing actionable insights for fostering healthier brand community dynamics in virtual environments.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104212"},"PeriodicalIF":11.0,"publicationDate":"2024-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171335","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 : 2024-12-28DOI: 10.1016/j.jretconser.2024.104201
Tseng-Lung Huang , Ben S. Liu
This study integrates embedded cognition theory and mindfulness theory to investigate the role of algorithm-based AR (AAR) retail services in seamless shopping experiences in a cross-retail context. After using mixed research methods (experimental manipulation and a scenario-based survey), the results reveal that two elements of AAR retail services (human–algorithm interaction and activity-related authenticity) indirectly improve shopping duration and shopping cart amount at the official website. Mindfulness is the psychological mechanism through which consumers may perceive a seamless experience between the AR component and the official website of an online retail service. Even so, retailers and brands should develop AR/website interfaces based on the degree of the technology readiness (TR) of their consumers. This is a pioneer study on the impact of AAR in a cross-retail context.
{"title":"Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness","authors":"Tseng-Lung Huang , Ben S. Liu","doi":"10.1016/j.jretconser.2024.104201","DOIUrl":"10.1016/j.jretconser.2024.104201","url":null,"abstract":"<div><div>This study integrates embedded cognition theory and mindfulness theory to investigate the role of algorithm-based AR (AAR) retail services in seamless shopping experiences in a cross-retail context. After using mixed research methods (experimental manipulation and a scenario-based survey), the results reveal that two elements of AAR retail services (human–algorithm interaction and activity-related authenticity) indirectly improve shopping duration and shopping cart amount at the official website. Mindfulness is the psychological mechanism through which consumers may perceive a seamless experience between the AR component and the official website of an online retail service. Even so, retailers and brands should develop AR/website interfaces based on the degree of the technology readiness (TR) of their consumers. This is a pioneer study on the impact of AAR in a cross-retail context.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104201"},"PeriodicalIF":11.0,"publicationDate":"2024-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170817","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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