Journal of Retailing and Consumer Services最新文献

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Matching generative AI word-of-mouth with product type: Impact on consumer adoption and trust 将生成式人工智能口碑与产品类型相匹配：对消费者采用和信任的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-17 DOI: 10.1016/j.jretconser.2025.104615

Jiaxin Ma, Depeng Zhang, Chunfeng Chen, Helen S. Du

Generative artificial intelligence word-of-mouth (AI WOM), as a new way of information exchange, has become a marketing tool for many e-commerce companies. However, limited attention has been paid to its application scenarios and the adoption of different AI WOM forms in previous studies. This study investigated whether consumers are more likely to adopt AI WOM for utilitarian versus hedonic products when exposed to unidirectional versus interactive forms. It also analyses the psychological processes behind adoption through cognitive and affective dimensions. Four studies were conducted to test the hypotheses. Findings revealed that consumers are more likely to adopt unidirectional AI WOM for utilitarian products and interactive AI WOM for hedonic products. This matching effect is mediated by functional and human-like trust in AI WOM, respectively. Moreover, consumer privacy concerns moderate the matching effect. These findings clarify the conditions under which different types of AI WOM are effective for specific product types and provide theoretical support for companies in selecting appropriate AI WOM strategies based on product characteristics.

生成式人工智能口碑作为一种新的信息交流方式，已经成为许多电子商务企业的营销工具。然而，在以往的研究中，对其应用场景和不同AI口碑形式的采用关注较少。本研究调查了消费者在面对单向和互动形式时，是否更有可能采用实用型和享乐型的人工智能口碑。并从认知和情感两个维度分析了收养背后的心理过程。为了验证这些假设，进行了四项研究。调查结果显示，消费者更有可能对功利产品采用单向AI口碑，对享乐产品采用交互式AI口碑。这种匹配效应分别由AI口碑中的功能性信任和类人信任介导。此外，消费者隐私顾虑会调节匹配效应。这些研究结果阐明了不同类型的人工智能口碑对特定产品类型有效的条件，为企业根据产品特点选择合适的人工智能口碑策略提供了理论支持。

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引用次数: 0

Overlapping letters communicate uniqueness: The impact of textual logo design and consumption occasion on product evaluation 重叠字母传达独特性：文字标志设计与消费场合对产品评价的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-17 DOI: 10.1016/j.jretconser.2025.104610

Lu Yang , Yunhui Huang , Liqin Rao

As the most visible element of a brand, logo design serves to convey brand values. This work examines whether, how, and why consumers’ product evaluations of brands with overlapping (vs. separated) logos vary depending on the consumption occasion. Drawing upon the metacognition theory, this research proposes that brands using logos with overlapping (vs. separated) letters are perceived as more unique and, thus, result in more favorable consumer responses for special consumption occasions. Study 1 shows that the overlapping (separated) design elicits a higher level of perceived brand uniqueness (comprehensibility). Study 2 finds that a special (everyday) consumption occasion prompts consumers to prefer unique (comprehensible) brands. Study 3 adopts the implicit association test to show the association between an overlapping (separated) design and the concept of specialness (usualness). Moreover, Studies 4 and 5 demonstrate that when products are intended for a special (everyday) occasion, overlapping (separated) logo design results in more favorable product evaluations, which is mediated by perceived brand uniqueness (comprehensibility). The findings add to the logo literature by introducing letter overlapping as a novel design feature and enrich the metacognition and consumption occasion literature. Practical implications of these findings are discussed.

标志设计作为一个品牌最明显的元素，起到传达品牌价值的作用。这项工作考察了消费者对重叠（与分离）标识的品牌的产品评价是否，如何以及为什么会根据消费场合而变化。根据元认知理论，本研究提出使用重叠（相对于分开）字母标识的品牌被认为更独特，因此在特殊消费场合会产生更有利的消费者反应。研究1表明，重叠（分离）设计引发了更高层次的感知品牌独特性（可理解性）。研究2发现，特殊的（日常的）消费场合促使消费者更喜欢独特的（可理解的）品牌。研究3采用内隐关联检验来显示重叠（分离）设计与特殊性（寻常）概念之间的关联。此外，研究4和5表明，当产品用于特殊（日常）场合时，重叠（分离）的标志设计导致更有利的产品评价，这是由感知品牌独特性（可理解性）介导的。本研究结果通过引入字母重叠这一新颖的设计特征，丰富了标志的元认知和消费场合的文献。讨论了这些发现的实际意义。

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引用次数: 0

Understanding user disengagement in social shopping platform: The roles of fatigue and dependency 理解社交购物平台中的用户脱离：疲劳和依赖的作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-15 DOI: 10.1016/j.jretconser.2025.104622

Inwon Kang , Yecai Chen , Jinnam Kim

As social media enters maturity and the platform landscape becomes saturated, strategy shifts from acquisition to retaining the existing base and fostering sustained activity. This shift is amplified by social shopping platform, where the integration of social media affordances with transactional infrastructures reshapes discovery and purchase. Yet aggregate indicators can overstate economically meaningful participation in the presence of passive consumption and post-launch contractions. To explain why high fatigue prompts some users to withdraw while others remain, this study models disengagement as the joint effect of push and pull. Push is operationalized as user fatigue from social overload and technostress. Pull is operationalized as platform dependency grounded in social interaction and informational support. Using validated measures from a survey of 371 social shopping platfomr users in South Korea and China, we conduct two parallel 2 × 2 analyses contrasting factor types and levels. Results show robust main and interaction effects: social overload has a stronger positive association with disengagement than technostress, whereas informational support has a stronger deterrent effect than social interaction. Along the level dimension, disengagement peaks when fatigue is high and dependency is low, is minimized when fatigue is low and dependency is high, and stabilizes at intermediate states; high fatigue with high dependency yields inertia-driven continuance. The study advances a dynamic account of attenuated engagement and motivates segmented retention strategies tailored to specific fatigue and dependency profiles. Limitations and future directions include longitudinal designs, behavioral trace data, and cross-cultural validation.

随着社交媒体的成熟和平台格局趋于饱和，策略从获取转向保留现有用户基础和促进持续活动。社交购物平台放大了这种转变，社交媒体支持与交易基础设施的整合重塑了发现和购买。然而，在存在被动消费和启动后收缩的情况下，总体指标可能会夸大具有经济意义的参与率。为了解释为什么高度疲劳会促使一些用户退出，而另一些用户则会留下来，本研究将脱离建模为推拉的联合效应。推送被操作为用户因社交超载和技术压力而产生的疲劳。Pull是基于社交互动和信息支持的平台依赖。通过对韩国和中国的371名社交购物平台用户的调查，我们进行了两个平行的2 × 2分析，对比了因素类型和水平。结果表明：社交超载对脱离投入的正向影响强于技术压力，而信息支持对脱离投入的威慑作用强于社交互动。在水平维度上，当疲劳程度高、依赖程度低时，脱离状态达到峰值，当疲劳程度低、依赖程度高时，脱离状态最小，并在中间状态稳定；高依赖性的高疲劳产生惯性驱动的连续性。该研究提出了用户粘性减弱的动态解释，并针对特定的疲劳和依赖情况制定了细分的留存策略。限制和未来的方向包括纵向设计、行为追踪数据和跨文化验证。

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引用次数: 0

AI or human: How the type of information to be disclosed alters customer service agent preferences 人工智能还是人类：要披露的信息类型如何改变客户服务代理的偏好

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-15 DOI: 10.1016/j.jretconser.2025.104621

Xiaohe Dai , Li Zhang , Zhiyuan Huang , Li Wang

While prior research has largely examined service providers' recommendation strategies and consumer responses, less is known about how consumers form preferences in the initial stages of interactive recommendation—when disclosing personal information to service agents. This research examines how the type of information disclosed (subjective vs. objective) influences consumers’ preferences for AI versus human customer service agents. Across four studies, we find a systematic matching effect: consumers prefer AI agents when disclosing objective information but human agents when disclosing subjective information. Study 3 identifies trust in recommendation capability as the underlying mechanism, while Study 4 shows that AI anthropomorphism moderates this effect. Beyond advancing theory, our findings reveal that aligning information type with agent type enhances both consumer satisfaction and purchase intentions. Together, this work contributes to the literature on information disclosure, human–AI interaction, and service design.

虽然之前的研究主要考察了服务提供商的推荐策略和消费者的反应，但对于消费者在互动推荐的初始阶段——向服务代理披露个人信息时——是如何形成偏好的，我们知之甚少。本研究考察了披露的信息类型（主观与客观）如何影响消费者对人工智能与人类客户服务代理的偏好。在四项研究中，我们发现了一种系统的匹配效应：消费者在披露客观信息时更喜欢人工智能代理，而在披露主观信息时更喜欢人类代理。研究3认为推荐能力的信任是潜在的机制，而研究4则表明人工智能拟人化调节了这种影响。除了推进理论之外，我们的研究结果还表明，将信息类型与代理类型相匹配可以提高消费者满意度和购买意愿。总之，这项工作有助于信息披露、人类-人工智能交互和服务设计方面的文献。

引用次数: 0

Toward agentic AI: User acceptance of a deeply personalized AI super assistant (AISA) 走向人工智能：用户接受深度个性化的人工智能超级助手（AISA）

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-14 DOI: 10.1016/j.jretconser.2025.104620

Marc Hasselwander , Varsolo Sunio , Oliver Lah , Emmanuel Mogaji

Recent scholarship underscores the transformative potential of generative AI in shaping consumer decision-making, preferences, and overall brand satisfaction. Among these technologies, chatbots and AI voice assistants are increasingly deployed in marketing to influence consumer behavior. A critical question, however, is whether consumers are willing to accept a new generation of such technologies. In July 2025, OpenAI introduced the agent mode of ChatGPT, which represents a shift toward highly personalized, multimodal, and autonomous systems. This study defines these systems as AI super assistants (AISA). Informed by the broader literature on AI adoption and consumer behavior, an adapted AIDUA model with perceived risk is proposed. Survey data from the Philippines (N = 407) was analyzed using combined PLS-SEM and NCA methods. The results show that users appear increasingly confident in their ability to engage with new AI technologies, indicating that they do not feel overwhelmed but instead perceive AISA's new features as manageable. Hedonic motivation, novelty value, performance expectancy, and effort expectancy were identified as necessary conditions for user acceptance, while perceived risk is a necessary condition for objection. These findings offer new insights into user perception toward AISA, with implications for responsible AI design and deployment.

最近的学术研究强调了生成式人工智能在塑造消费者决策、偏好和整体品牌满意度方面的变革潜力。在这些技术中，聊天机器人和人工智能语音助手越来越多地用于营销，以影响消费者的行为。然而，一个关键的问题是，消费者是否愿意接受新一代这样的技术。2025年7月，OpenAI推出了ChatGPT的代理模式，这代表着向高度个性化、多模式和自治系统的转变。本研究将这些系统定义为人工智能超级助手（AISA）。根据关于人工智能采用和消费者行为的广泛文献，提出了一个具有感知风险的适应性AIDUA模型。来自菲律宾的调查数据（N = 407）采用PLS-SEM和NCA相结合的方法进行分析。结果显示，用户似乎对自己使用新的人工智能技术的能力越来越有信心，这表明他们没有感到不知所措，而是认为AISA的新功能是可控的。享乐动机、新奇价值、性能期望和努力期望被确定为用户接受的必要条件，而感知风险是反对的必要条件。这些发现为用户对AISA的看法提供了新的见解，并对负责任的人工智能设计和部署产生了影响。

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引用次数: 0

Editorial to the special issue on decoupling and environmental sustainability 《脱钩与环境可持续性》特刊社论

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-14 DOI: 10.1016/j.jretconser.2025.104617

Daniella Ryding, Jessica Lichy, Elaine Ritch, Lloyd C. Harris

引用次数: 0

Decoding consumer responses to anthropomorphic products using electroencephalography, skin conductance, and eye-tracking 使用脑电图、皮肤电导和眼动追踪来解码消费者对拟人化产品的反应

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-14 DOI: 10.1016/j.jretconser.2025.104618

Zhiwei Xu , Siqi Liu , Siyu Zhang, Yaqi Yang

Anthropomorphic product design is often assumed to increase consumer engagement, but its neural mechanisms and boundary conditions remain underexplored. This study employed a multimodal neuroscientific approach—electroencephalography (EEG), galvanic skin response (GSR), and eye-tracking—to examine how anthropomorphized versus non-anthropomorphized products influence consumer responses. Forty-four young adults viewed AI-generated images of beverages, backpacks, and smartphones. While anthropomorphic cues did not increase overall arousal or approach motivation, striking gender- and context-specific patterns emerged. Female participants showed stronger frontal alpha asymmetry and longer visual attention toward anthropomorphized beverages and backpacks, but not smartphones. Both genders responded negatively to anthropomorphized smartphones, reflecting uncanny-valley effects in privacy-sensitive domains. These findings reveal that anthropomorphism's effectiveness hinges on product–consumer congruity, moderated by gender and category norms. The study advances affective design theory, extends uncanny-valley dynamics to marketing, and demonstrates the value of EEG–GSR–eye-tracking integration. Practically, it offers a replicable framework for identifying where anthropomorphism enhances—or harms—consumer engagement.

拟人产品设计通常被认为可以增加消费者的参与度，但其神经机制和边界条件仍未得到充分探讨。本研究采用多模态神经科学方法——脑电图（EEG）、皮肤电反应（GSR）和眼动追踪——来研究拟人化与非拟人化产品如何影响消费者的反应。44名年轻人观看了人工智能生成的饮料、背包和智能手机的图片。虽然拟人化的线索并没有增加整体的唤醒或接近动机，但显著的性别和情境特定模式出现了。女性参与者表现出更强的额叶α不对称，对拟人化的饮料和背包的视觉注意力更长，但对智能手机则没有。男女都对拟人化的智能手机反应消极，反映了隐私敏感领域的恐怖谷效应。这些研究结果表明，拟人化的有效性取决于产品与消费者的一致性，并受性别和类别规范的调节。本研究推进了情感设计理论，将恐怖谷动力学扩展到营销领域，并论证了脑电图- gsr -眼动追踪整合的价值。实际上，它提供了一个可复制的框架，用于识别拟人化在哪里增强或损害了消费者的参与。

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引用次数: 0

The effects of Figure–Ground contrast in App icons on consumer responses: The mediating role of perceived safety App图标中人物背景对比对消费者反应的影响：感知安全的中介作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-13 DOI: 10.1016/j.jretconser.2025.104612

Xiaohui Sun , Zhiqi Liang , Ning Zhang , Liqin Yu

As mobile apps proliferate, app icon design has become central to shaping consumer perceptions and choices. While prior research has emphasized isolated color attributes such as hue, saturation, and luminance, limited attention has been given to figure–ground color contrast. Drawing on Gestalt theory, this study reports four experiments examining how background color (non-white vs. white) influences consumer responses. Results show that non-white backgrounds enhance perceived safety, which in turn improves brand attitudes and download intentions. Importantly, these effects are contingent on consumer characteristics and app contexts: they emerge among holistic thinkers and utilitarian apps, but not among analytical thinkers or hedonic apps. This research extends Gestalt theory to app icon design and advances understanding of how subtle visual cues shape digital branding outcomes and the findings also offer actionable guidance for developers and marketers seeking to optimize icon aesthetics in highly competitive app markets.

随着移动应用的激增，应用图标设计已经成为塑造消费者认知和选择的核心。虽然先前的研究强调了孤立的颜色属性，如色调、饱和度和亮度，但对图底颜色对比度的关注有限。根据格式塔理论，本研究报告了四个实验，研究背景颜色（非白色与白色）如何影响消费者的反应。结果表明，非白色背景增强了用户的安全感，从而提高了用户的品牌态度和下载意愿。重要的是，这些影响取决于消费者特征和应用环境：它们出现在整体思考者和实用主义应用中，但不会出现在分析思考者或享乐主义应用中。这项研究将格式塔理论扩展到应用图标设计，并进一步理解微妙的视觉线索如何塑造数字品牌结果，研究结果也为开发者和营销人员在竞争激烈的应用市场中寻求优化图标美学提供了可操作的指导。

引用次数: 0

Is more always better? The effect of audience size on sales performance in live streaming commerce: A multimethod study 越多越好吗？直播商务中观众规模对销售业绩的影响：一项多方法研究

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-11 DOI: 10.1016/j.jretconser.2025.104613

Lifeng He , Xinmiao Li , Yuzhuo Li , Yu Liu , Ning Zhang , Xiaohang Zhou

Live streaming commerce has rapidly grown, becoming a significant driver of online retail and economic development. Audience size is critical in live streaming events, guiding brands in streamer selection and representing a primary objective that streamers aim to maximize. However, how audience size impacts sales performance in live streaming commerce remains an unresolved foundational question. To address this, we undertake a multimethod study that includes an analysis of observational field data drawn from 61,261 live-streaming samples involving 478 streamers on Douyin (TikTok in China), complemented by two experimental studies: laboratory experiments and simulations using large language models (LLMs). The study finds strong evidence of an inverted U-shaped relationship: larger audience sizes increase the potential reach of the live streaming; they also reduce the level of interactivity and the sense of presence, which in turn decreases purchase likelihood. Furthermore, higher viewer engagement duration and product presentation bandwidth, along with lower product assortment diversity and fan density, mitigate the negative impacts of excessive audience size, flattening the inverted U-shaped relationship. By integrating these insights into managerial practice, managers can refine the live streaming strategies, balancing audience size while maintaining high interactivity and presence to maximize the effectiveness of their marketing campaigns.

直播商业迅速发展，成为在线零售和经济发展的重要推动力。观众规模在直播活动中至关重要，它指导品牌选择主播，代表着主播的主要目标。然而，观众规模如何影响直播商业的销售业绩仍然是一个未解决的基本问题。为了解决这个问题，我们进行了一项多方法研究，包括分析来自抖音（中国的TikTok）上478名主播的61261个直播样本的观测现场数据，并辅以两项实验研究：实验室实验和使用大型语言模型（llm）的模拟。研究发现了倒u型关系的有力证据：观众规模越大，直播的潜在覆盖范围越大；它们还降低了互动水平和存在感，从而降低了购买可能性。此外，较高的观众参与时间和产品展示带宽，以及较低的产品分类多样性和粉丝密度，减轻了过度观众规模的负面影响，使倒u型关系趋于平缓。通过将这些见解整合到管理实践中，管理人员可以改进直播策略，在保持高交互性和存在感的同时平衡观众规模，以最大限度地提高营销活动的有效性。

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引用次数: 0

Introducing the adaptive “Dual Response” Kano method – conceptualization and empirical application 介绍自适应“双响应”卡诺方法——概念和实证应用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-11-10 DOI: 10.1016/j.jretconser.2025.104596

Benedikt M. Brand , Alexandra Rese

While the theory of attractive quality and the related Kano method received popularity in the past, recent research increasingly criticizes its shortcomings. Two unresolved shortcomings are (i) what to do with the (many) attributes classified as “indifferent” and (ii) controlling for the link between (high levels of) satisfaction and behavior. To overcome these problems, the adaptive “Dual Response” Kano method is proposed, which allows to clarify implications for “indifferent” attributes and scrutinizes respondents’ behavioral intentions for high satisfaction levels. Additionally, it enables prioritizing which (attractive) attributes should be realized first (prioritization) to achieve a certain behavior. The Dual Response Kano method is illustrated in the context of revisiting concept stores after the pandemic with a representative sample of n = 607 German consumers. The results emphasize the necessity of controlling for behavioral intentions even for attractive attributes. Moreover, some attributes hitherto classified as “indifferent” could actually increase visiting behavior ("latent potentials").

虽然吸引力质量理论和相关的Kano方法在过去很受欢迎，但最近的研究越来越多地批评了它的缺点。两个尚未解决的缺点是：(1)如何处理被归类为“无关”的（许多）属性和(2)控制（高水平）满意度和行为之间的联系。为了克服这些问题，提出了自适应的“双重反应”卡诺方法，该方法可以澄清“冷漠”属性的含义，并仔细检查受访者对高满意度的行为意图。此外，它可以优先考虑哪些（吸引人的）属性应该首先实现（优先级），以实现特定的行为。双响应卡诺方法在大流行后重新访问概念店的背景下进行了说明，其中有n = 607名德国消费者的代表性样本。结果强调了控制行为意图的必要性，即使是对吸引人的属性。此外，一些迄今为止被归类为“无关紧要”的属性实际上可以增加访问行为（“潜在潜力”）。

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引用次数: 0

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