Pub Date : 2024-12-17DOI: 10.1016/j.jretconser.2024.104204
Maria Vernuccio, Sara Boccalini, Michela Patrizi
This study examines brand experience within a virtual reality-based (VR) metaverse by proposing a model to understand the influence of telepresence and brand avatar social presence (BASP) on brand anthropomorphism (BA) and the relationship between BA and brand love. A survey of 349 Generation Z users on Roblox showed a positive impact of telepresence and BASP on BA, which fosters brand love. The findings highlight the unexpected and controversial moderating role of VR attitudes. This research contributes to the literature on VR perceptions and BA and offers valuable managerial insights into consumer–brand encounters in VR-based metaverses.
{"title":"“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love","authors":"Maria Vernuccio, Sara Boccalini, Michela Patrizi","doi":"10.1016/j.jretconser.2024.104204","DOIUrl":"10.1016/j.jretconser.2024.104204","url":null,"abstract":"<div><div>This study examines brand experience within a virtual reality-based (VR) metaverse by proposing a model to understand the influence of telepresence and brand avatar social presence (BASP) on brand anthropomorphism (BA) and the relationship between BA and brand love. A survey of 349 Generation Z users on Roblox showed a positive impact of telepresence and BASP on BA, which fosters brand love. The findings highlight the unexpected and controversial moderating role of VR attitudes. This research contributes to the literature on VR perceptions and BA and offers valuable managerial insights into consumer–brand encounters in VR-based metaverses.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104204"},"PeriodicalIF":11.0,"publicationDate":"2024-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170831","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 : 2024-12-16DOI: 10.1016/j.jretconser.2024.104187
Wei Tian , Feroz De Costa , Amir Rizaan Abdul Rahiman , Taewoo Roh
Despite extensive research on psychological distress, studies that examine how social media usage impacts psychological distress are notably missing. This study employs the lenses of the situational theory of problem-solving and social capital theory to examine the relationship between social media usage and psychological distress. Our hypotheses propose that social media activities play a mediating role in the relationship between social media usage and psychological distress, while media skepticism and interpersonal injustice act as moderating factors. A structured questionnaire was developed and distributed to social media users in five major Chinese cities: Shenzhen, Guangzhou, Dongguan, Zhuhai, and Shantou. Non-probability convenience sampling and a two-wave research design were employed to collect data from 866 social media users. The results indicated a positive association between social media usage and psychological distress. Notably, social media activities were a positively significant mediator of this relationship. However, the moderating effect of media skepticism was non-significant, while interpersonal injustice reduces the impact of social media usage on psychological distress. The relationship between constraint recognition and psychological distress was not significant. These findings lead to practical insights for efficiently controlling social media participation and online behaviors, while also considering how interpersonal unfairness and other factors influence users' emotional distress levels.
{"title":"Linking components of social media usage to psychological distress: Integrating the situational theory of problem-solving and social capital theory","authors":"Wei Tian , Feroz De Costa , Amir Rizaan Abdul Rahiman , Taewoo Roh","doi":"10.1016/j.jretconser.2024.104187","DOIUrl":"10.1016/j.jretconser.2024.104187","url":null,"abstract":"<div><div>Despite extensive research on psychological distress, studies that examine how social media usage impacts psychological distress are notably missing. This study employs the lenses of the situational theory of problem-solving and social capital theory to examine the relationship between social media usage and psychological distress. Our hypotheses propose that social media activities play a mediating role in the relationship between social media usage and psychological distress, while media skepticism and interpersonal injustice act as moderating factors. A structured questionnaire was developed and distributed to social media users in five major Chinese cities: Shenzhen, Guangzhou, Dongguan, Zhuhai, and Shantou. Non-probability convenience sampling and a two-wave research design were employed to collect data from 866 social media users. The results indicated a positive association between social media usage and psychological distress. Notably, social media activities were a positively significant mediator of this relationship. However, the moderating effect of media skepticism was non-significant, while interpersonal injustice reduces the impact of social media usage on psychological distress. The relationship between constraint recognition and psychological distress was not significant. These findings lead to practical insights for efficiently controlling social media participation and online behaviors, while also considering how interpersonal unfairness and other factors influence users' emotional distress levels.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104187"},"PeriodicalIF":11.0,"publicationDate":"2024-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170729","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 : 2024-12-16DOI: 10.1016/j.jretconser.2024.104195
Lakshmi Ganesh Banda , Shalini Chandra
The adoption of autonomous vehicles (AVs) has the potential to transform the transportation landscape, offering significant benefits, such as enhanced safety, reduced traffic congestion and greater accessibility. However, achieving widespread acceptance of AVs presents a formidable challenge, primarily due to concerns surrounding trust, ethics and the perceived reliability of these systems. This research underscores the necessity of human-centred design principles in AV development, emphasising the integration of intuitive and cognitive features that closely mimic human decision-making processes. By embedding emotional intelligence, ethical considerations and transparent communication mechanisms into AV technologies, developers can bridge the gap between human expectations and machine behaviour, enhancing user experience and fostering a sense of security and reliability.
The study employs a mixed-methods approach, combining qualitative methods, such as encoding and thematic analysis of user interviews, with quantitative data analysis to identify trends and patterns across diverse demographic and geographic contexts. enables an in-depth exploration of user perceptions and the identification of critical factors influencing AV adoption. By evaluating these perspectives, the study aims to uncover how natural intelligence can bridge the gap between technological innovation and human acceptance. The findings are anticipated to provide valuable insights into the design and implementation of AV systems that resonate with users on both cognitive and emotional levels, ultimately facilitating a smoother transition to autonomous transportation. Furthermore, ongoing collaboration between technology developers, regulatory bodies, and end-users will be essential in creating robust frameworks that ensure AV systems operate safely and ethically, paving the way for their widespread adoption.
{"title":"Natural intelligence in autonomous vehicles: Redefining the path to human-centric adoption","authors":"Lakshmi Ganesh Banda , Shalini Chandra","doi":"10.1016/j.jretconser.2024.104195","DOIUrl":"10.1016/j.jretconser.2024.104195","url":null,"abstract":"<div><div>The adoption of autonomous vehicles (AVs) has the potential to transform the transportation landscape, offering significant benefits, such as enhanced safety, reduced traffic congestion and greater accessibility. However, achieving widespread acceptance of AVs presents a formidable challenge, primarily due to concerns surrounding trust, ethics and the perceived reliability of these systems. This research underscores the necessity of human-centred design principles in AV development, emphasising the integration of intuitive and cognitive features that closely mimic human decision-making processes. By embedding emotional intelligence, ethical considerations and transparent communication mechanisms into AV technologies, developers can bridge the gap between human expectations and machine behaviour, enhancing user experience and fostering a sense of security and reliability.</div><div>The study employs a mixed-methods approach, combining qualitative methods, such as encoding and thematic analysis of user interviews, with quantitative data analysis to identify trends and patterns across diverse demographic and geographic contexts. enables an in-depth exploration of user perceptions and the identification of critical factors influencing AV adoption. By evaluating these perspectives, the study aims to uncover how natural intelligence can bridge the gap between technological innovation and human acceptance. The findings are anticipated to provide valuable insights into the design and implementation of AV systems that resonate with users on both cognitive and emotional levels, ultimately facilitating a smoother transition to autonomous transportation. Furthermore, ongoing collaboration between technology developers, regulatory bodies, and end-users will be essential in creating robust frameworks that ensure AV systems operate safely and ethically, paving the way for their widespread adoption.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104195"},"PeriodicalIF":11.0,"publicationDate":"2024-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170731","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 : 2024-12-16DOI: 10.1016/j.jretconser.2024.104199
Wensheng Huang , Xiaochen Wang , Qianyao Zhang , Junhui Han , Runtong Zhang
Short-form video (SFV)-driven e-commerce is emerging as a novel form of social commerce. However, the impact of SFV advertisements on consumer behavior remains unclear. Our study employs the Elaboration Likelihood Model (ELM) and social proof theory to explore how social proof in SFV advertisements influences consumers’ impulse buying behavior. We collected numerical data and user interaction text from Douyin and quantified real-time interaction text using grounded theory to assess the quality of social proof. The findings reveal that both the quantity and quality of social proof significantly impact impulse buying, with a moderating effect of product type on this relationship. Our study represents one of the first efforts to examine impulse buying behavior in SFV advertisements, making a significant contribution to the social commerce literature, and enhancing social proof theory. Furthermore, it offers actionable insights for sellers and marketers to effectively engage consumers and make informed, data-driven decisions.
{"title":"Beyond likes and comments: How social proof influences consumer impulse buying on short-form video platforms","authors":"Wensheng Huang , Xiaochen Wang , Qianyao Zhang , Junhui Han , Runtong Zhang","doi":"10.1016/j.jretconser.2024.104199","DOIUrl":"10.1016/j.jretconser.2024.104199","url":null,"abstract":"<div><div>Short-form video (SFV)-driven e-commerce is emerging as a novel form of social commerce. However, the impact of SFV advertisements on consumer behavior remains unclear. Our study employs the Elaboration Likelihood Model (ELM) and social proof theory to explore how social proof in SFV advertisements influences consumers’ impulse buying behavior. We collected numerical data and user interaction text from Douyin and quantified real-time interaction text using grounded theory to assess the quality of social proof. The findings reveal that both the quantity and quality of social proof significantly impact impulse buying, with a moderating effect of product type on this relationship. Our study represents one of the first efforts to examine impulse buying behavior in SFV advertisements, making a significant contribution to the social commerce literature, and enhancing social proof theory. Furthermore, it offers actionable insights for sellers and marketers to effectively engage consumers and make informed, data-driven decisions.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104199"},"PeriodicalIF":11.0,"publicationDate":"2024-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170727","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 : 2024-12-16DOI: 10.1016/j.jretconser.2024.104188
Siyu Che , Xiaotong Jin , Guanghua Sheng , Zhengnan Lin
Collaborations between brands and social media influencers enhance the transmission of brand messages to consumers. However, the effectiveness of influencer marketing varies depending on the functional fit and image fit between brands and digital influencers. Therefore, this study aims to examine the differential impacts of functional fit and image fit between brands and digital influencers on consumer brand attitude. Across three studies, we found that both functional fit and image fit positively influence consumer brand attitude, with functional fit exerting a stronger effect than image fit. Certainty and pleasure mediate the impact of brand-influencers fit on consumer brand attitude, moderated by cognitive styles. Specifically, the field-independent cognitive style moderates the effect of functional fit of brand-influencers on certainty, while the field-dependent cognitive style moderates the effect of image fit of brand-influencers on pleasure, subsequently influencing brand attitude. This research offers valuable guidance for brands in formulating effective influencer marketing strategies.
{"title":"Seeking effective fit: The impact of brand-influencer fit types on consumer brand attitude","authors":"Siyu Che , Xiaotong Jin , Guanghua Sheng , Zhengnan Lin","doi":"10.1016/j.jretconser.2024.104188","DOIUrl":"10.1016/j.jretconser.2024.104188","url":null,"abstract":"<div><div>Collaborations between brands and social media influencers enhance the transmission of brand messages to consumers. However, the effectiveness of influencer marketing varies depending on the functional fit and image fit between brands and digital influencers. Therefore, this study aims to examine the differential impacts of functional fit and image fit between brands and digital influencers on consumer brand attitude. Across three studies, we found that both functional fit and image fit positively influence consumer brand attitude, with functional fit exerting a stronger effect than image fit. Certainty and pleasure mediate the impact of brand-influencers fit on consumer brand attitude, moderated by cognitive styles. Specifically, the field-independent cognitive style moderates the effect of functional fit of brand-influencers on certainty, while the field-dependent cognitive style moderates the effect of image fit of brand-influencers on pleasure, subsequently influencing brand attitude. This research offers valuable guidance for brands in formulating effective influencer marketing strategies.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104188"},"PeriodicalIF":11.0,"publicationDate":"2024-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170728","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 : 2024-12-13DOI: 10.1016/j.jretconser.2024.104176
Yang Liu, Younggeun Park, Huizhong Wang
Generative AI applications like ChatGPT from OpenAI help users reach new levels of productivity. ChatGPT has gained countless new users signing up and sharing use cases online since its release. The paid version, GPT 4.0, was also recognized by some subscribers. However, there is a dearth of theoretical understanding regarding the generative AI subscription intentions of users. This study endeavors to explore the influence of ChatGPT users' perceived usefulness on both satisfaction and their intention to pay for a subscription, as well as the moderated mediating effect of artificial intelligence anxiety on the process of user decision-making. To achieve this goal, 274 samples were collected and validated for reliability analysis, validity analysis, regression analysis, and moderated mediation analysis by AMOS 28 and SPSS 27. The findings of this research demonstrate that perceived usefulness influences user satisfaction positively and further affects subscription payment intention. Furthermore, user satisfaction serves as a partial mediator in the connection between perceived usefulness and subscription payment intention. By employing moderated mediation analysis, this paper discovers that AI anxiety amplifies the aforementioned associations, which is counterintuitive yet intriguing. Overall, this study adds to the knowledge of generative AI users’ subscription payment intention and provides valuable insights for designing and popularizing generative AI tools.
{"title":"The mediating effect of user satisfaction and the moderated mediating effect of AI anxiety on the relationship between perceived usefulness and subscription payment intention","authors":"Yang Liu, Younggeun Park, Huizhong Wang","doi":"10.1016/j.jretconser.2024.104176","DOIUrl":"10.1016/j.jretconser.2024.104176","url":null,"abstract":"<div><div>Generative AI applications like ChatGPT from OpenAI help users reach new levels of productivity. ChatGPT has gained countless new users signing up and sharing use cases online since its release. The paid version, GPT 4.0, was also recognized by some subscribers. However, there is a dearth of theoretical understanding regarding the generative AI subscription intentions of users. This study endeavors to explore the influence of ChatGPT users' perceived usefulness on both satisfaction and their intention to pay for a subscription, as well as the moderated mediating effect of artificial intelligence anxiety on the process of user decision-making. To achieve this goal, 274 samples were collected and validated for reliability analysis, validity analysis, regression analysis, and moderated mediation analysis by AMOS 28 and SPSS 27. The findings of this research demonstrate that perceived usefulness influences user satisfaction positively and further affects subscription payment intention. Furthermore, user satisfaction serves as a partial mediator in the connection between perceived usefulness and subscription payment intention. By employing moderated mediation analysis, this paper discovers that AI anxiety amplifies the aforementioned associations, which is counterintuitive yet intriguing. Overall, this study adds to the knowledge of generative AI users’ subscription payment intention and provides valuable insights for designing and popularizing generative AI tools.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104176"},"PeriodicalIF":11.0,"publicationDate":"2024-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171346","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}
Drawing on social exchange theory within the context of live-stream influencer (LSI) fan groups, we conducted two 2 x 2 between-subjects experiments to examine the impact of different sales promotion strategies (price discount vs. free product) on consumer purchase hesitation, influenced by different communication agents (chatbot vs. human agent). The results show that, in the case of free product promotion, human agents are more effective at reducing consumer purchase hesitation. However, there is no significant difference in the impact of human agents and chatbots on purchase hesitation in the context of price discount promotions. Our findings indicate that psychological contracts mediate the impacts of sales promotions and communication agents on consumer purchase hesitation. This study solidifies the theoretical foundations regarding the impact of traditional and AI-assisted sales promotions on consumer psychology, ultimately leading to purchase hesitation. Moreover, it offers LSIs strategic insights for implementing commercial business models to monetize fan engagement.
{"title":"How do sales promotions, communication agents, and psychological contracts determine purchase hesitation? Evidence from live stream influencers’ fan groups","authors":"Liangbo Zhang , Xueying Wang , Salman Majeed , Zhimin Zhou","doi":"10.1016/j.jretconser.2024.104193","DOIUrl":"10.1016/j.jretconser.2024.104193","url":null,"abstract":"<div><div>Drawing on social exchange theory within the context of live-stream influencer (LSI) fan groups, we conducted two 2 x 2 between-subjects experiments to examine the impact of different sales promotion strategies (price discount vs. free product) on consumer purchase hesitation, influenced by different communication agents (chatbot vs. human agent). The results show that, in the case of free product promotion, human agents are more effective at reducing consumer purchase hesitation. However, there is no significant difference in the impact of human agents and chatbots on purchase hesitation in the context of price discount promotions. Our findings indicate that psychological contracts mediate the impacts of sales promotions and communication agents on consumer purchase hesitation. This study solidifies the theoretical foundations regarding the impact of traditional and AI-assisted sales promotions on consumer psychology, ultimately leading to purchase hesitation. Moreover, it offers LSIs strategic insights for implementing commercial business models to monetize fan engagement.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104193"},"PeriodicalIF":11.0,"publicationDate":"2024-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170815","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 : 2024-12-12DOI: 10.1016/j.jretconser.2024.104194
Shuhui Guo , Huan Chen , Bitao Dai , Mengning Wang , Shuo Liu , Cheng Zhang , Shan Liu , Xin Lu
The rapid growth of online live streaming platforms has generated vast interaction data that presents opportunities for a quantitative analysis of streamer behavior and the dynamics of streamer popularity. Despite this, there remains a significant gap in understanding how streaming behaviors and co-playing relationships impact streamer popularity. This study addresses this gap by utilizing a comprehensive dataset encompassing over 450 thousand streamers from January 2020 to April 2023. We demonstrate that features derived from streaming and co-playing behavior can effectively forecast both short- and long-term popularity, achieving an AUC of 0.93 to 0.99. Our analysis indicates that streamer popularity is significantly impacted by the average number of followers and viewers, as well as their strategic positioning within the co-playing network, notably the number of weakly connected components. These findings elucidate strategies for streamers to attract and retain followers, enhancing their presence within the community. This research is the first to explore the influence of the live streamer co-playing network on popularity dynamics, revealing how interactions among online content creators can drive popularity beyond individual behaviors. Moreover, the insights gained can assist brands and businesses in collaborating with streamers more effectively, maximizing their influence and creating mutual value.
{"title":"Influential factors of streamer popularity in the live streaming platform","authors":"Shuhui Guo , Huan Chen , Bitao Dai , Mengning Wang , Shuo Liu , Cheng Zhang , Shan Liu , Xin Lu","doi":"10.1016/j.jretconser.2024.104194","DOIUrl":"10.1016/j.jretconser.2024.104194","url":null,"abstract":"<div><div>The rapid growth of online live streaming platforms has generated vast interaction data that presents opportunities for a quantitative analysis of streamer behavior and the dynamics of streamer popularity. Despite this, there remains a significant gap in understanding how streaming behaviors and co-playing relationships impact streamer popularity. This study addresses this gap by utilizing a comprehensive dataset encompassing over 450 thousand streamers from January 2020 to April 2023. We demonstrate that features derived from streaming and co-playing behavior can effectively forecast both short- and long-term popularity, achieving an AUC of 0.93 to 0.99. Our analysis indicates that streamer popularity is significantly impacted by the average number of followers and viewers, as well as their strategic positioning within the co-playing network, notably the number of weakly connected components. These findings elucidate strategies for streamers to attract and retain followers, enhancing their presence within the community. This research is the first to explore the influence of the live streamer co-playing network on popularity dynamics, revealing how interactions among online content creators can drive popularity beyond individual behaviors. Moreover, the insights gained can assist brands and businesses in collaborating with streamers more effectively, maximizing their influence and creating mutual value.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104194"},"PeriodicalIF":11.0,"publicationDate":"2024-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171345","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 : 2024-12-12DOI: 10.1016/j.jretconser.2024.104180
Bibaswan Basu , Subhadeep Mandal , Arpan Kumar Kar
This research attempts to theoretically establish the factors influencing experiences of users when trading non-fungible tokens (NFT) facilitated by blockchain technology in the metaverse, a place where users conduct real-life activities in a virtual environment. Based on over 204 thousand user reviews obtained from 15 metaverse platforms, themes influencing users’ experiences were identified through natural language processing. Upon mapping these themes through the lens of social exchange theory and value affordance theory, the final set of factors influencing user experience were established and their relevance examined through multiple regression models. We found that interactivity, visibility, verification, value creation, transparency, and efficiency significantly influenced experience of a user in the NFT buying/selling process in the metaverse, whereas decentralized self-reliance, identity protection and token preference were found to be less influential while determining the same. The findings can be used by organizations developing metaverses to enhance the virtual experience of users, adding value to their business.
{"title":"Beyond and beneath the Metaverse dazzle: The interplay of VR and blockchain-based social exchanges and affordances in determining NFT trading user experience","authors":"Bibaswan Basu , Subhadeep Mandal , Arpan Kumar Kar","doi":"10.1016/j.jretconser.2024.104180","DOIUrl":"10.1016/j.jretconser.2024.104180","url":null,"abstract":"<div><div>This research attempts to theoretically establish the factors influencing experiences of users when trading non-fungible tokens (NFT) facilitated by blockchain technology in the metaverse, a place where users conduct real-life activities in a virtual environment. Based on over 204 thousand user reviews obtained from 15 metaverse platforms, themes influencing users’ experiences were identified through natural language processing. Upon mapping these themes through the lens of social exchange theory and value affordance theory, the final set of factors influencing user experience were established and their relevance examined through multiple regression models. We found that interactivity, visibility, verification, value creation, transparency, and efficiency significantly influenced experience of a user in the NFT buying/selling process in the metaverse, whereas decentralized self-reliance, identity protection and token preference were found to be less influential while determining the same. The findings can be used by organizations developing metaverses to enhance the virtual experience of users, adding value to their business.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104180"},"PeriodicalIF":11.0,"publicationDate":"2024-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170738","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 : 2024-12-12DOI: 10.1016/j.jretconser.2024.104175
K. Adalarasu, K. Ghousiya Begum, M. Vishnu Priyan, C. Devendranath, G.V. Sriram
Advertising agencies often debate the value of video advertisements and the information they provide customers. Advertising aims to persuade potential customers to buy a product or service to facilitate its industrial trade. Research has to be done further to understand the fundamental mechanisms influencing consumer shopping behavior and how advertising influences it. So, an attempt has been made for the first time to understand the brain activities influenced by viewing different advertisement genres. The approach determines how viewers responded to TV advertisements using electroencephalography (EEG) biomarkers and how different commercial genres and their contents affected viewers’ neural functions. Twenty-two volunteers participated, watching video commercials with celebrities, animals, dialogues, animation and jingle advertisements ranging from 50 to 90 s. EEG signals have been recorded in 14 electrode locations while watching advertisements; raw signals are pre-processed, and 19 features are extracted using wavelet decomposition techniques.
Similarly, brain functional connectivity network was drawn on each EEG band using nodes and edges. From the statistical analysis, theta band energy and ratio features (heart rate index, performance load index, task load index) are significantly (p<0.05) high for celebrity, jingle and animation when compared to the other three advertisements in most of the electrode locations. The functional brain connectivity graphs imply that information transmission strength was high in the right side of the frontal, temporal and parietal regions, as neurons are dominantly activated while viewing celebrity, jingle and animal advertisements. While viewing the celebrity advertisement, the decisions about subjective preferences and good emotions are linked with increased theta band activity in the frontal brain, and most information related to the advertisement content are transferred to the long-term memory. This will elicit the customer to like the product and persuade them to buy. Also, it is analysed that advertising with dialogues alone piques viewers’ interest less, leading to short-term memory and not being preferred by customers. The outcome of our study helps to design the factors that must be considered while making advertisements and driving market innovations.
{"title":"Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends","authors":"K. Adalarasu, K. Ghousiya Begum, M. Vishnu Priyan, C. Devendranath, G.V. Sriram","doi":"10.1016/j.jretconser.2024.104175","DOIUrl":"10.1016/j.jretconser.2024.104175","url":null,"abstract":"<div><div>Advertising agencies often debate the value of video advertisements and the information they provide customers. Advertising aims to persuade potential customers to buy a product or service to facilitate its industrial trade. Research has to be done further to understand the fundamental mechanisms influencing consumer shopping behavior and how advertising influences it. So, an attempt has been made for the first time to understand the brain activities influenced by viewing different advertisement genres. The approach determines how viewers responded to TV advertisements using electroencephalography (EEG) biomarkers and how different commercial genres and their contents affected viewers’ neural functions. Twenty-two volunteers participated, watching video commercials with celebrities, animals, dialogues, animation and jingle advertisements ranging from 50 to 90 s. EEG signals have been recorded in 14 electrode locations while watching advertisements; raw signals are pre-processed, and 19 features are extracted using wavelet decomposition techniques.</div><div>Similarly, brain functional connectivity network was drawn on each EEG band using nodes and edges. From the statistical analysis, theta band energy and ratio features (heart rate index, performance load index, task load index) are significantly (<em>p<0.05</em>) high for celebrity, jingle and animation when compared to the other three advertisements in most of the electrode locations. The functional brain connectivity graphs imply that information transmission strength was high in the right side of the frontal, temporal and parietal regions, as neurons are dominantly activated while viewing celebrity, jingle and animal advertisements. While viewing the celebrity advertisement, the decisions about subjective preferences and good emotions are linked with increased theta band activity in the frontal brain, and most information related to the advertisement content are transferred to the long-term memory. This will elicit the customer to like the product and persuade them to buy. Also, it is analysed that advertising with dialogues alone piques viewers’ interest less, leading to short-term memory and not being preferred by customers. The outcome of our study helps to design the factors that must be considered while making advertisements and driving market innovations.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104175"},"PeriodicalIF":11.0,"publicationDate":"2024-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170740","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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